Browsing by Issue Date, starting with "2018-10-22"
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- Co-creation as a means to enhance utilitarian dimensions on hedonic productsPublication . Silva, Gonçalo Filipe Santos; Costa, Cláudia Isabel de SousaQuando uma compra e feita, os consumidores são obrigados a deliberar entre uma escolha mais hedónica ou uma mais utilitária. Durante vários anos investigadores têm tentado perceber esta processo de decisão, em que os consumidores tendem a preferir atributos hedónicos, mas acabam por escolher a opção utilitária por causa do sentimento de culpa presente quando se escolhe a opção hedónica. Cocriação aparece como um meio para justificar o consumo hedónico sobre o utilitário, uma vez que os consumidores sabem exatamente as necessidades do mercado geral. Portanto, esta dissertação pretende explorar o efeito de os consumidores que observam saberem que um produto hedónico foi cocriado. A influencia da cocriação nas perceções dos consumidores sobre as dimensões do produto foi analisada medindo a perceção de similaridade com a fonte de criação, as dimensões utilitárias e hedónicas e a intenção de compra. As hipóteses foram testadas através de um uma experiência 2 (modo de designe: cocriação, empresa) x 2 (fonte de similaridade: alta, baixa) entre sujeitos, em que os participantes completaram um questionário e avaliaram determinadas dimensões do produto. Os resultados mostram que aqueles que se sentem similares à comunidade participante mostram maior intenção de compra em relação aos produtos hedónicos cocriados. Para além disso, a perceção das dimensões utilitárias nos produtos hedónicos é um importante impulsionador da preferência por opções hedónicas cocriadas. O estudo complementa a literatura anterior fornecendo outra estratégia para destacar os produtos hedónicos, através do envolvimento dos consumidores, e aos gestores, mostra que a cocriação pode criar uma vantagem competitiva quando comparado com produtos desenvolvidos por profissionais.
- The impact of perceived store image and service quality on the purchase intention for private label brands : the moderating role of consumer’s value consciousnessPublication . Empis, Vasco Maria Schubeius Patrício; Romeiro, Paulo Alexandre Mendes RamosIn recent years, the retail industry has experienced a significant rise in terms of the competitiveness between companies to attract the preferences of consumers. This scenario has led to the generalized introduction of Private Label brands, especially by companies operating in the grocery retail market. Although the engagement in this strategy has allowed most retail companies to accumulate numerous benefits, it is becoming increasingly difficult for them to differentiate their Private Label brands from those of their competitors, namely in terms of the product features. Following this, the primary purpose of the present study is to assess the impact of perceived store image and service quality on the consumers’ purchase intention for Private Label brands, specifically in the Portuguese grocery market. On a secondary level, the potential moderating effect of the consumer’s degree of value consciousness will be evaluated as well. The methodology used for this investigation involves the collection and subsequent analysis of primary and secondary data. More specifically, the primary data collection process integrates both pre-survey and main survey online questionnaires. The results obtained suggest a significant impact of the store image and service quality perceptions on the purchase intention for Private Label brands. However, the moderating role of value consciousness was not found to be sufficiently relevant in this particular context.
- The impact of immediate and delayed monetary promotions of private label brands on purchase intention : exploring the role of customer perceived valuePublication . Neves, Catarina Isabel Arsénio; Romeiro, Paulo Alexandre Mendes RamosMore and more customers are choosing to buy private label brands instead of national brands, and Portugal is a good example with a market share of store brands around 33% in recent years. Aligned with this phenomenon, customers are also buying a lot of their grocery products with some type of promotion. This forces brands to develop a very dynamic promotional plan, and the days when national brands were the only ones doing promotions are long gone. Nowadays store brands invest a lot as well in offering price discounts. As such, the purpose of this dissertation is to understand the impact of these monetary promotions performed by private label brands on purchase intention, differentiating between two discount levels and two gratification timings, and exploring the role of customer perceived value. In order to study this interaction, a pretest was conducted to more accurately define the stimuli, followed by a survey with five different promotional scenarios, including a control group with no promotion, for two product categories – shampoo and milk. The results from the survey indicate that monetary promotions of private label brands do not impact customers’ purchase intention. Relatively to the type of discount it is clear that a high immediate discount is preferred over all the others, but only under an immediate scenario do customers favour a high over a low discount. Retailers should rather invest in improving their brands’ perceived value, which does strongly impact customers’ purchase intention positively.
- Traditional and challenger banks in UK : comparison in terms of customer valuePublication . Santos, Sara Maria Sustelo; Andrade, João Guerreiro Freire deBanking is about delivering value to the customer. There are two main type of banks: Traditional banks with centuries of history, a large customer base, a trusted, familiar and recognized brand, which have been challenged by newcomers – the Challenger banks as they started to rethink customer journey within banking business models. The purpose of this research is to conclude on which type of bank provides more value to their customers, which factors contribute for that and study the effect of those results on consumer behavior outcomes, in UK. The hypotheses are formulated after an extensive review of both academic literature and white papers about FinTech, banking industry and customer value measurement methods. Using primary data methods obtained with 201 valid respondents from UK, contacted online, performing scale development, CFA and SEM, resulted in the development of a customer value measurement method with 34-items and eight factors. In general, the results showed that Challenger banks provide higher customer value than Traditional banks, presenting higher average scores in seven factor while Traditional banks stand-out in one factor. Moreover, customer value and its factors predict consumer behavior outcomes Word-of-mouth and Loyalty, being the factors Price offer fairness and Outcome focus highly relevant because of its close link to the outcomes. The research contributes to existent academic literature on FinTech, banking industry with a validated customer value measurement method, having also practical implications for managers of financial institutions, giving them a useful tool for the development of specific strategies of marketing.
- Digital influencers and their impact on social media users in fashion clothingPublication . Marcelino, Beatriz Ferreira; Souto, Daniela Langaro da Silva doSocial media networks are giving voice to millions of consumers, the increasing number of users has revolutionized the way consumers and brands communicate. With this phenomenon new influencers, born from blogs, vlogs and social media are now playing a vital role influencing and reaching the online community effortlessly. Specially in the fashion industry new influencers (eg. fashion bloggers, social media vloggers) co-exist with traditional ones (eg. journalists, fashion magazines, designers publishing online) therefore, brands are unsure who is the most influential player and how they should allocate their promotional budgets. As so, this dissertation aims to understand the impact that new and traditional influencers have on fashion clothing consumers when conveying the same brand messages through Instagram posts. The impacts are analysed regarding: brand attitude; perceived quality of the message; perceived source expertise; perceived source credibility; brand purchase intentions; brand word-of-mouth intentions. Additionally, users´ awareness of the source (know or unknown influencers) among the new influencers, was evaluated regarding its impact on the variables mentioned above. To validate the research objectives, an online survey with experimental design was conducted and 287 valid responses obtained. The results indicate that traditional influencers have stronger impact than new influencers on users’ brand purchase intentions, quality of the message and source expertise perceived. However, results were the same regarding brand attitude, source credibility and WOM intentions. Also, the effects were similar when users were exposed to unknown sources versus known ones. Finally, results were discussed, limitations and future research were presented.
- A determinação da matéria coletável por métodos indiretos e consequências penaisPublication . Cândido, Ana Carolina Moniz; Silva, Germano Marques da
- Do accelerator programs enhance the founders’ entrepreneurial self-efficacy?Publication . Muqbel, Tarek Patrick; Costa, Cláudia Isabel de SousaThis thesis attempts to contribute to the knowledge of entrepreneurship education, namely how targeted education and training may foster entrepreneurial intentions, activity and performance. More specifically, the objective of this work is to research the effect that the participation in an accelerator program has on the participants’ “entrepreneurial self-efficacy” (ESE) – the perceived competence to perform the various tasks associated with entrepreneurship. ESE is considered as a key antecedent of entrepreneurial intentions and thus successful entrepreneurial activity. Given the malleability of the concept, various stakeholders show interest in enhancing ESE, mainly through specific education and training in entrepreneurship education programs (EEP’s). Our sample is based on 34 entrepreneurs from 15 different nationalities who just recently participated in a top-accelerator program worldwide. The participants were asked to assess their self-perceived confidence to perform certain tasks associated with entrepreneurship before and after the program. Using a paired- and independent as well as the Wilcoxont signedrank test, the participants ESE scores were significantly higher after the program than before the program providing evidence that the educational methods used in accelerator programs are indeed effective in enhancing ESE. Entrepreneurship promoting entities (e.g. EEP’s, Business Schools) can draw valuable insights from the educational methods applied in accelerator programs and should consider adapting their teaching styles and curricula respectively.
- Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex productsPublication . Bosnjak, Marina; Costa, Cláudia Isabel de SousaCompared to other generations Millennials are relatively little loyal to brands but search for brands and products that suit their lifestyle and character. Hence, it is crucial for managers to know how to gain their attention and what convinces them to purchase and recommend. The present research investigates Millennials’ attitude towards stakeholder co-creation. Namely brand perceptions and behavioral intentions are investigated. Whereas former studies of co-creation mainly focused on investigating user co-creation, this study compares the out-come of communicating products as co-created by stakeholders with different perceived lev-els of expertise for complex products. Moreover, it aims to analyze the mediating effect of co-actors’ perceived expertise, which predicts Millennials’ behavioral intentions. The hypotheses are tested in a single factor, independent group, between-subjects experiment, using three levels of perceived expertise for the factor co-actor and one control group repre-senting generic design. The data was collected with an online questionnaire on Qualtrics, quantifying respondents’ perception of brand uniqueness, innovation ability, and their inten-tions to buy and recommend. The findings indicate that brands, offering complex products, which are labeled as co-created, are perceived as more innovative and unique than brands with generic design. At the same time those perceptions partially influence behavioral intentions. Interestingly, results reveal that expertise is a mediator of behavioral intentions. Thus, the study suggests to managers that knowing Millennial consumers’ perception about the expertise level of co-actors is crucial for the success of communication strategies.
- Wage dispersion, technology adoption and labor market polarizationPublication . Schmid, Moritz Josef; Reis, Hugo Jorge Correia de Azambuja de FreitasThe last decades have seen labor markets in developed economies become increasingly polarized. In a recent contribution, Shim and Yang (2018) show that labor market polarization in the U.S. has been more pronounced in high-wage industries that in low-wage industries. This thesis seeks to investigate whether the observed relationship between wage differentials across industries and labor market polarization also holds for a different economy. Using Canadian decennial census data and WORLD KLEMS Growth and Productivity Accounts, our empirical results reveal remarkable similarity to those of Shim and Yang (2018) and confirm that wage differentials and labor market polarization are systematically linked. We introduce a two-sector neoclassical growth model in discrete time to scrutinize the relationship between inter-industry wage differentials and labor market polarization. Assuming a rigid wage structure, the model shows that firms in high-wage industries seek to cut overall production costs by substituting workers performing ’routine’ tasks with information- and communication technologies (ICT). As technological improvements have led to a rapid price decline for ICT, firms in high-wage industries have more economic incentives to dynamically substitute routine workers with ICT. Firms that pay a relatively high wage premium to workers, decrease routine employment more stronger than low-wage firms, which, in turn, has led to heterogeneous degrees of job polarization across industries.
- O tempo de trabalho no contrato de serviço doméstico : contributo para uma leitura crítica do Decreto-Lei nº 235/92 de 24 de OutubroPublication . Rodrigues, Cláudia Campos; Carvalho, Catarina Nunes de OliveiraO contrato de serviço doméstico é um contrato especial de trabalho regulado pelo (ainda) DL n.º 235/92, de 24 de outubro. Pretende-se contribuir para uma leitura crítica contemporânea à luz desse regime jurídico, com especial atinência pelas questões em torno do tempo de trabalho, sem prejuízo de outras considerações, tais como, a partir das características do setor, desconcertar as razões sobre as quais assenta a especialidade do regime, aflorando os seus motivos e problematizando sobre se especial e discriminatório serão duas faces da mesma moeda. Especialmente problemático para a análise jurídica é a falta de reflexão da doutrina e jurisprudência portuguesas. O objetivo é o de analisar o regime atual, sem perder de vista a necessidade de uma imperiosa revisão legislativa, direção para a qual aponta a Convenção n.º 189 da OIT, tendo em vista uma equiparação, em tudo quanto possível, do trabalho doméstico ao restante trabalho assalariado, de forma a reduzir discriminações arbitrárias.
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