Browsing by Issue Date, starting with "2018-10-26"
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- Revolutionizing the supermarket experience : the effect of real time promotions on coupon conversion and brand equityPublication . Mimoso, Sofia Ferreira; Crispim, Nuno Pedro MoraisRetailers face a complex task in designing promotional strategies in today’s business environment and, since Millennials will revolutionize consumer marketing, it is critical for companies to succeed in attracting them in order to thrive. As consumers shop while using their smartphone, there is an opportunity window for retailers to easily attract them, by sending push notifications with Real Time Promotions to their smartphones. Hence, the main purpose of this dissertation is to understand whether having Real Time Promotions, in the form of digital coupons, increases coupon redemption and retailer’s brand equity. It also aims to understand if the form in which the coupon is presented, either percentage or cents-off, influences its usage by consumers. Additionally, it will allow us to see if there is a specific consumer profile who will value the most these promotions. For this matter, an online experimental study and seven in-depth interviews were made to reach insightful information. The main conclusions taken from the present study indicate that RTP may increase coupon redemption since coupons are delivered in the store and available for a short time period, signalling time urgency. Regarding the coupon face value, being framed in percentage-off (vs. cents-off) increases coupon redemption for both low-priced and high-priced products, in a supermarket context. Moreover, the implementation of Real Time Promotions enhances retailer’s Brand Equity and these promotions were found to be more relevant for younger consumers.
- Dissolução e liquidação de sociedades : aspectos críticos do regime em vigorPublication . Freitas, Salomé dos Santos; Duarte, Rui Manuel Pinto
- Mood swings in european portuguese : the indicative vs. the subjunctive in clausal complementationPublication . Vieira, Pedro Nuno da Fonseca Pulquério de Castro e Silva; Silva, Augusto Soares daThis is a corpus-based investigation on the semantic motivations for the use of the indicative and subjunctive in European Portuguese's complementation clauses. The moods are seen as conceptual tools that reflect how a clause is grounded (ef. e.g. Langacker 2009: Ch. 9). The indicative manifests compatibility between the cause's profile (the specific set of circumstances it designates) and its epistemic base (the conception of reality it is related to). The subjunctive, conversely. reflects an attenuated compatibility. The major novelty of these claims consists in proposing that the subjunctive can be bound under this notion of attenuated compatibility. A clause's profile can have an attenuated compatibility with its base because: 1. the speaker instructs the hearer to consider it so, which happens in complementation cases introduced by epistemic CTEs (complement taking elements) with a value of doubt or disbelief, such as duvidar ('doubt') or impossível ('impossible'); 2. there are motivations to contrast that compatibility with similar contexts, such as when using certo ('certain') without and with modifiers, as in it is certain that... + IND vs. it is almost certain that... + SUBJ; 3. that compatibility is not profiled at all, as in the complements introduced by non-epistemic CTEs of influence (querer want'; deixar let', 'allow') or evaluation (lamentar 'regret'; bom 'good'; mau 'bad'). The CTEs were very important in establishing these claims were, as they provide the domain of analysis (epistemic and non-epistemic, the latter divided into influence and evaluation). In epistemic contexts, however, negation in the matrix was also relevant: it is capable of turning a positive context (I think that...) into a negative one (I don't think that... = I doubt that...), i.e. a context of compatibility into an attenuated one. In non-epistemic cases, mainly on influence ones, the presence of modal verbs in the complement were also seen to play an important role in facilitating a mood change, being that they can bring epistemic features to the clause. By comparing I recommend that the house be (SUBJ sold | I recommend that the house must (IND) be sold, it can be seen that while the former describes the actions that the interlocutor is to perform, the latter describes the speaker's convictions. The latter is systematically found with indicative complements whereas the former with subjunctive ones. "Mood swings" could also be found in evaluation contexts with a reported speech complement (epistemic action).
- Cláusulas de cessão de quotasPublication . São Pedro, Inês Filipa Boleto Pinto; Duarte, Rui Manuel Pinto
- Understanding influencer endorsement in the luxury sectorPublication . Fernandes, António Francisco dos Reis; Crispim, Nuno Pedro MoraisThe following dissertation studies the transition of celebrity endorsement to the Social Media context by exploring the effect of Social Media Influencers’ endorsement on the consumption of luxury products. This relationship was reviewed with the use of the Social Learning Theory, testing both the fit between product and endorser, and the transferred value from the endorser to the product. Additionally, this dissertation investigates the role of the influencers’ popularity on the effectiveness of the endorsement. On one hand, popularity showed no significant impact on the fit between luxury products and the influencer. On the other hand, a positive relationship between the perceived status of a product and the influencer’s popularity was verified. Which was confirmed as a determinant factor to a successful link between the endorsement of popular influencers and higher purchase intentions of the endorsed luxury products. These results were coherent with the literature review presented.