Browsing by Issue Date, starting with "2020-01-31"
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- Why the banking sector should take CSR seriously? : CSR effect on trust and marketing performance indicatorsPublication . Ahmed, Youssef Ben; Moreira, Sérgio Paulo de JesusWhile considered as the pillar of our modern capitalistic societies (Decker & Sale, 2009), the banking sector is going through a rough period since the 2008 economic crisis. The decline of public trust in the financial services negatively impacted many of the banks marketing performance indicators (Hurley et al., 2014; Järvinen, 2014. In order to tackle this problem and better engage in their social role as motor of all economic activities, banks are turning towards CSR as a potential solution. The quantitative research will study the impact of banks' customer perception of CSR initiatives on Brand Affinity, Customer Satisfaction and likelihood to change providers as well as the mediation effect of Trust on this impact. A survey was used to collect data and the sample was chosen using simple random sampling. To study the impact of the perception of CSR initiatives on the different outcome variables, a Pearson correlation analysis was undertaken. The mediation effects were interpreted using a Path Analysis and the statistical significance of standardised paths. The results of the research showed that the perception of CSR activities positively impacts our outcome variables. Also, Trust is mediating the impact of the perception of Customer Oriented CSR, but not the perception of Community Oriented CSR (Philanthropy). The research helps close some knowledge gaps in CSR (Aguinis & Glavas, 2012) like the impact of CSR on the individual level, as well as the processes underlying the impact of the perception of CSR initiatives.
- Exploring the effects of ECBs unconventional monetary policy announcements on European stock marketsPublication . Datta, Arya; Soares, Carla Sofia CaeiroThis paper conducts an event-study analysis to investigate the relationship between unconventional monetary policy announcements by the ECB and corresponding stock returns in the EMU, furthermore, it also postulates a second hypothesis to ascertain whether this relationship differs for firms listed amongst exchanges in Northern region of the EU name Germany, France and The Netherlands with their Southern Counterparts in the EMU, namely Italy, Portugal and Spain between 2006 and 2015. 10-year Government bond yields for Italy and Germany are used to calculate the surprise coefficient, while the returns are calculated from the return’s indices of the firms on the CAC, PSI, IBEX, DAX, AEX, and MIB30. The significance of the variations of the Returns are tested with Wilcoxon and GRANK tests (Non- Parametric) for AARs and CAARs respectively. The results suggest that there is a relationship between an unconventional monetary policy announcement and stock returns. The results also indicate that this relationship differs for Northern and Southern European firms. The Average Abnormal Returns (AARs) and Cumulative Average Abnormal Returns (CAARs) indicate opposite movement of stock returns in most cases. Finally, an event study analysis is also conducted on 6 portfolios of Europe wide firms segregated through an intersection of firm size and market capitalisation, the results of which do not show enough evidence to claim substantive inference.
- Exploring the motivations behind a global brand consumer culture : a netnographic study of Corona Extra consumersPublication . Rivera, Ana Laura Alonso; Oliveira, Pedro Luís Lopes deNowadays, consumers are no longer seeking for the functional benefits of buying a good or service. This change in consumer behavior can be observed in the beer industry where consumers are driven towards beers that create a unique and memorable drinking experience. A review of the literature reveals that companies who want to successfully make their brands perform beyond their functional role should engage in sensory or experiential marketing. In the current beer market, brands are trying to differentiate by enhancing the sensorial dimensions of beer enjoyment. Therefore, the present dissertation aims to understand the motives and attitudes of the consumer culture of the beer brand Corona Extra. A netnography approach was used to explore and collect data from Corona Extra consumers in online communities. Results shows that marketing influence and the sensory and experiential attributes of the beer are the success factors which motivate consumers into drinking Corona Extra. Surprisingly, despite the brand being popular and successful, it was observed that consumers constantly mark out feeling discouraged from drinking Corona Extra in online communities. Discouragement was expressed mainly about the criticism and negative stereotyping that consumers who like Corona Extra must face in online communities. Also, consumers disclose dissatisfaction regarding some intrinsic attributes, package and price of Corona Extra. These findings allowed to develop managerial implications regarding new product development, communications and online strategies for the brand Corona Extra.
- Menopausa : preditores da satisfação conjugalPublication . Pinheiro, Ana Filipa da Rocha; Costa, Eleonora Cunha VeigaA menopausa é um processo do desenvolvimento importante e normal na vida de uma mulher e percebida como um momento de mudança na saúde emocional e física. O presente estudo teve como objetivos avaliar: a satisfação conjugal na menopausa nos diferentes estádios; a relação entre qualidade de vida, satisfação sexual, alterações de humor e a satisfação conjugal na menopausa; e, os determinantes sociodemográficos e psicossociais da satisfação conjugal na menopausa. Trata-se de um estudo de design transversal, com 100 participantes do sexo feminino na menopausa. Os instrumentos utilizados foram o questionário sociodemográfico, Escala de Qualidade de Vida, Escala de Avaliação do Relacionamento, Escala de Satisfação Sexual e Escala de Ansiedade, Depressão e Stress. Os resultados revelam que a satisfação conjugal e a qualidade de vida ambiental são mais elevados nas mulheres mais jovens que se encontram nos estádios iniciais da menopausa (pré e peri menopausa). Foram encontradas correlações positivas estatisticamente significativas entre a satisfação conjugal e a qualidade de vida, ou seja, uma qualidade de vida superior, em todas as dimensões, está associada a maior satisfação conjugal. Foi encontrada uma correlação negativa estatisticamente significativa entre a satisfação conjugal e o stress, o que significa que níveis mais elevados de stress estão associados com menor satisfação conjugal. Foram preditores positivos da satisfação conjugal a qualidade de vida social e ambiental e, o stress, a idade e a escolaridade foram preditores negativos da satisfação conjugal, isto é, uma idade superior, nível de escolaridade correspondente ao ensino superior e níveis superiores de stress são preditores de menor satisfação conjugal; por outro lado, níveis superiores de qualidade de vida social e relativa ao ambiente são preditores de mais satisfação conjugal.
- Behavioral finance in fintech : biases & opinionsPublication . Francisco, Daniela Sofia Baeta e Silva; Andrade, João Guerreiro Freire deFintech has become a worldwide and continuously growing phenomenon, yet fintech adoption has still not reached its full potential. The customer value proposition is now the core of development of any platform, and it is necessary to implement tools and measures that improve the experience. As such, the present thesis proposes the introduction of Behavioral Finance into modern fintechs as a provider of an enhanced customer engagement and increased value. The behavioral finance tool is described as an abstract algorithm, based on the concepts and methodologies of the subject, then tested via a two-part survey. The first part aims to understand the impact of two drivers behind the adoption of fintechs, namely behavioral biases and pre-conceived opinions. It is found that, on average, opinions have a positive impact on the likelihood of fintech adoption, whereas behavioral biases, despite present in the population, are not statistically significant in the engagement decision. In addition, past usage had a positive influence on the future usage, and this expected use had a positive influence in the future recommendation of the technology. The second part aims to study whether the introduction of the behavioral finance tool impacts the decision of adoption. It is found that, on average, future usage and future recommendation increase with the insertion of the algorithm, but the increase is not statistically significant. Furthermore, market perception of adoption is above 70%, indicating a possible opportunity.
- Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forumsPublication . Genovese, Kieran; Oliveira, Pedro Luís Lopes deThe new decade brings increasing concerns over climate change. Road transport is one of the largest contributors to emissions of greenhouse gases and apprehension is growing as to how the industry can reduces its carbon footprint. One solution is vehicles powered by electric motors. Electric cars, although becoming more popular are still regarded by many motorists as inadequate to meet their needs, while research has been conducted on the perceptions of electric cars there is less research on how they could be marketed to consumers. In the 2030 Ireland will ban new sales of petrol/diesel cars. This thesis aims to study an Irish online community of motorists to understand their views and motivations about electric cars and how these can help improve communication and facilitate adoption. Netnography was considered the most appropriate method of research. Results show that performance is the main consideration of the community, while four sub-themes linked to performance are also observed being sustainability, sentiment, price and self-image. Findings show that although sustainability is a concern for buyers performance attributes are more important in the buying consideration and that many consumers would not be willing to pay a premium for going green. Research suggests that the main focus should be on amplifying the performance qualities of the electric car rather than just emphasising the sustainable attributes. While a substantial section of consumers are unwilling to pay a premium for an electric car which is perceived as performing poorly.
- Netnographic study on the Zero Waste lifestyle : understanding motivations, challenges and strategies to maintain a zero waste lifestylePublication . Kläschen, Vanessa; Oliveira, Pedro Luís Lopes deToday’s fast pace, consumption-driven economy, and convenience of a throw-away society have led to alarming environmental issues. Large amounts of the generated garbage are going to landfills causing water pollution, increased greenhouse gas emissions and health issues while only small percentages of the garbage materials are successfully recovered and reused. To oppose this development a constantly growing consumer movement named “Zero Waste” has taken on a mindful minimalistic anti-consumerism lifestyle, to reduce their negative impact, preserve the environment and create a change in society’s mindset. While the concepts of circular economy and industrial zero waste are retrieving much attention in academic literature the academic research in zero waste as a lifestyle has been limited. Thus, this study is filling a gap and contributes to a deeper understanding of the lifestyle, members’ motivations and challenges as well as strategies of overcoming those. As the movement is global and members are gathering online to connect with likeminded people, netnography was considered as an appropriate method to conduct the study. Findings suggest that education is a key trigger for the conversion. Further, Zero Wasters boycott companies that ignore their sustainable responsibility and instead prefer to support small environmentally conscious businesses with their purchasing power. There is a shared responsibility among governments, companies, and consumers to tackle environmental issues. To maintain relevance, companies must increase transparency and rethink their product development holistically from the raw materials until the disposal and design of alternative biodegradable packaging.
- Content with less : a netnographic study on the slow fashion online communityPublication . Cardoso, Bárbara Lavrador Rolo Barata; Oliveira, Pedro Luís Lopes deThe slow fashion movement is gaining prominence as consumers have become alerted to the fashion industry’s practices. In a fast-fashion dominated industry, slow fashion proposes a holistic outlook on fashion, considering garment’s movement throughout the supply chain. It advocates an ethically conscious and environmentally aware fashion, ensuring transparent production systems. The present dissertation aims to study the slow fashion online community resorting to netnography. Deviating from previous academic research focused on slow fashion definition, the present research uncovers slow fashion’s meaning to its advocates and common practices. Results demonstrate how slow fashion’s adoption is consensually perceived as a journey and identified its drivers and barriers. The slow movement weights circular fashion and anti-consumerism principles aiming for self-contentment with less. It contributes to current academic discussion on fashion brand’s trust, unveiling skeptical and defrauded consumers that resort to alternative means to evaluate corporations’ credibility. Mistrust in brands is aggravated by the inexistence of an organization nor government body which regulates fashion industry guidelines. Transparency was appointed to lessen the perceived deception greenwashing exerts on brand attitude and perceived company performance. Implications suggest a strategy focused on transparent communication and consumer education, namely on how to increase garments durability.
- The motivations, struggles and behaviours of vegan consumers : a digital consumer insights study of a vegan online communityPublication . Reineke, Julia Catharina; Oliveira, Pedro Luís Lopes deThe vegan movement has been gaining momentum as a growing number of people are adopting to veganism by eliminating all kinds of animal products. Through the fast spread of information online, consumers are becoming more aware of the inhumane treatment of animals used for production, the environmental impact of meat and dairy consumption as well as the health benefits a vegan diet can provide. Therefore, this dissertation aims to understand a vegan online community, providing insights into the motivations, struggles and behaviours of vegan consumers. The netnography approach was identified as the most appropriate research method, using computer-mediated communications to study online communities. The research results reveal that animal welfare, health benefits and environmental concerns are the main motivations for community members to adopt to veganism. When transitioning or maintaining a vegan lifestyle or diet, vegans face the following struggles: lack of knowledge, limited accessibility of vegan options, time, mistrust regarding vegan product claims, challenges in social settings, health problems and cravings. In order to navigate through the vegan journey, vegans replace all animal-derived products, take supplements, use mobile applications, plan and prepare meals, and exchange knowledge within online communities. The managerial implications derived from these findings include the utilisation of mobile applications for targeted advertisement, influencer marketing, tailored communication strategies, certified vegan trademarks and increasingly catering for vegan preferences.
- BMW and Generation Z : match or contradiction? : a qualitative approach to examine a traditional brand’s response to the needs of a young generationPublication . Haußer, Kim Karina; Moreira, Sérgio Paulo de JesusThis thesis was written in cooperation with the BMW brand management department to identify strategic deficiencies concerning the potential appeal of BMW’s brand strategy towards Generation Z. As the needs, preferences and values of Generation Z seem to differ from preceding generations, the awareness of BMW brand managers regarding these Generation Z-specific characteristics was analyzed. Furthermore, this thesis assesses the extent to which this awareness has been successfully translated into the BMW brand strategy. Six semi-structured expert interviews with BMW brand managers were conducted, revealing the brand managers’ substantiated knowledge of Generation Z. Their comprehension of this generation has somewhat influenced the BMW brand strategy, resulting in a reinterpretation of the BMW brand identity, new and modern cooperation partners, as well as a boost of digital innovation and sustainability topics. Nevertheless, the interviews revealed deficiencies regarding the brand’s internal and external communication, the level of innovation in the BMW offer structure and the brand’s public attitude towards non-automotive related topics. Eventually, the identification of these areas of improvement allowed for the development of various recommendations for action.