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Browsing by Issue Date, starting with "2021-01-26"

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  • To tell or not to tell : the impact of Artificial Intelligence on impulsive buying and brand loyalty
    Publication . Tomás, Alexandra Rosa; Almeida, Ana Filipa Martinho de
    Due to the improvements in computing storage and fast speed of data processing machines, Artificial Intelligence (AI) sits at the core of what has been called the fourth industrial revolution. Different industries and sectors are starting to use AI to optimize their results, and among them, the marketers. They are now able to create a one-on-one marketing experience, providing close to perfect suggestions, and therefore, increasing impulsive buying and brand loyalty. Nevertheless, a paradox might exist due to consumers’ aversion towards algorithms. Thus, companies should know if revealing AI involvement in any marketing or selling effort is the best solution or if they should withhold this information. This dissertation experimentally explores this question by manipulating the involvement of an AI in a marketing campaign as well as its disclosure by the brand. The results suggest that consumers awareness of AI’s presence negatively impacts impulsive buying. Furthermore, the company should be the one informing consumers of its presence, otherwise, impulsive buying is further negatively affected. Unexpectedly, trust does not seem to mediate the results and brand loyalty appears to not be impacted by both variables. Results are discussed in light of recent advances on consumer reaction to AI.
    2021-01-26Master thesis Restricted access Show more
  • The influence of a music manager in the career of an artist
    Publication . Pinto, João Soares; Almeida, Ana Filipa Martinho de
    The music business has been changing along with the new technological era, making new ways of selling art, and consequently creating new areas that need to be fully understood. By that, a music artist, in addition to the complex creative process of making music, needs to know how to expose the art to the audience throw all the existing channels, in order to achieve the visibility that will lead to the success. Accordingly, there is a professional area that helps music artists to better manage their careers, by gathering specialized people that will help in transforming creative art into an economic viable product and making it visible to everyone. That professional area is Music Artist Management. This dissertation intends to study the effect of a music manager in the career of an artist, not only by focusing on the level of success of a managed artist when compared with a self-managed one, but also on the impact that the manager leadership style could have on creative achievements and on the perception of happiness of the artist. The majority of the results did not statistically support the hypothesis, except one that predicted that managed artists have the perception that are more successful than the self-managed artists. Therefore, emphasizing the importance of the role of a music manager on the life of an artist.
    2021-01-26Master thesis Open access Show more
  • Adaptação familiar à diabetes tipo 1 em adolescentes : contributos do sistema familiar
    Publication . Cardoso, Ana Carolina Marques; Goes, Ana Rita Oliveira
    A diabetes tipo 1 (DT1) tem sido reconhecida como uma das doenças mais comuns na população pediátrica, causando um impacto significativo na vida do doente e da sua família. O sistema parental e familiar deve corresponder às exigências da doença, alterando, se necessário, as rotinas e padrões de interação familiar, levando a uma consequente adaptação da família à condição. Neste sentido, reconhecendo o papel do sistema familiar para o controlo desta doença, tem sido reforçado o interesse em compreender a forma como estas famílias se adaptam, considerando indicadores positivos. O presente estudo teve como objetivo explorar o contributo dos recursos do sistema familiar e parental no contexto da diabetes pediátrica, nomeadamente a autorregulação parental, os fatores protetores da família e a gestão da condição na adaptação à Diabetes tipo 1, em famílias de adolescentes (12-18 anos) com esta condição. Participaram neste estudo 131 pais/cuidadores de adolescentes com diabetes tipo 1 que preencheram questionários para avaliar o autorregulação parental, gestão da condição, fatores de resiliência da família, o bem-estar e o funcionamento familiar. Foram também recolhidos dados sociodemográficos e clínicos. Os resultados apoiaram a importância dos recursos parentais e familiares para o bem-estar e funcionamento familiar, nomeadamente a autorregulação parental e o suporte social. No funcionamento familiar, a autorregulação parental e a capacidade de gerir a condição revelaram-se variáveis preditoras, mostrando que ambas contribuem para a forma como a família responde aos desafios da condição e da parentalidade. Já no que se refere ao bem-estar, nenhuma variável revelou um efeito significativo. As dificuldades da vida familiar e a capacidade de gerir a condição foram ainda mediadoras parciais na relação entre os recursos parentais e familiares e o bemestar e funcionamento familiar. Deste modo, é evidente o papel do sistema familiar e parental para a promoção da adaptação das famílias com adolescentes com esta condição crónica.
    2021-01-26Master thesis Restricted access Show more
  • The power of an influencer : the effects of power and the advertising techniques on consumer behaviour
    Publication . Faísca, Inês Costa Pereira de Lima; Almeida, Ana Filipa Martinho de
    Social networks have evolved to become part of our daily life. As a byproduct of the fast paced growth of social networks, influencers appeared as content creators and became almost indispensable for brands to display and promote their products or services. This thesis aims to study the effects of power – through macro and micro influencers – and advertisement techniques on consumer behaviour. Power seems to interact with the type of advertisement, such that a macro-influencer with a more blatant advertisement type is able to generate greater word-of-mouth and willingness-to-buy intentions. Through the combination of the power of the influencer and the type of advertisement, this study contributes to the existing literature on influencers and introduces the dialogue towards the various combinations of power and advertising techniques that can be used to influence consumer behaviour.
    2021-01-26Master thesis Restricted access Show more
  • Violência por parte do parceiro íntimo : preditores de comportamentos suicidários
    Publication . Teixeira, Ana Margarida Coelho; Costa, Eleonora Cunha Veiga
    Introdução: a violência por parte do parceiro íntimo (VPI) compõe uma causa frequente de morbilidade psicológica, podendo englobar nalgumas situações comportamentos suicidários. Objetivo: o presente estudo teve por objetivo identificar os preditores de comportamentos suicidários em mulheres vítimas de VPI, avaliando o impacto do trauma na infância, das crenças sobre a legitimação da VPI e dos sintomas psicopatológicos. Metodologia: a amostra foi constituída por cento e quarenta e uma mulheres, das quais 61 eram vítimas e 80 não vítimas de VPI, recrutadas a partir de centros de apoio às vítimas e da população em geral, respetivamente. A participação foi efetuada através do preenchimento de instrumentos de autorrelato. Resultados: os resultados mostraram que as mulheres vítimas de VPI relataram mais abuso físico, emocional e abuso sexual na infância, mais crenças que legitimam a VPI, mais sintomatologia psicopatológica e mais comportamentos suicidários quando comparadas com as não vítimas. Os melhores preditores dos comportamentos suicidários foram ter sofrido mais agressão psicológica, ter sido vítima de abuso físico e emocional na infância, ter maior legitimação de crenças sobre a violência e a presença de sintomas psicopatológicos. Conclusão: os resultados enfatizam assim a necessidade de intervir nesta população ao nível da morbilidade psicológica, nomeadamente nos processos associados ao trauma prévio ou cumulativo, de forma a gerar respostas mais adaptativas e prevenir comportamentos suicidários, bem como de intervir na modificação das crenças legitimadoras da violência, para que estas deixem de ser encaradas como normativas.
    2021-01-26Master thesis Restricted access Show more
  • The evolution of fashion luxury brands´ business model to face the emergence of the secondhand market
    Publication . Mariano, Joana Carneiro Elias Marques; Leglise, Laure
    Drawing from the Business Model Canvas, the objective of this research is to understand how fashion luxury brands can change their business model to do face the secondhand market emergence. The answer to this research question has interest for luxury brands, since if they do not recognize the power of secondhand market and plan how to act, their performance will suffer in the future. To answer this question, I followed a qualitative research approach and conducted a comparative case study on four fashion luxury brands. The findings of the study demonstrate that fashion luxury brands should support the secondhand luxury market and highlight two ways of doing it: add it as part of their business and/or create partnerships with secondhand luxury platforms. The implementation of those measures turns secondhand luxury platforms into key partners and/or add luxury resale as a new key activity. Consequently, luxury brands can captivate new segments of customers, improve the relationship with the current ones and increase revenues. Finally, those measures enrich their value proposition by being focused on promoting circularity of luxury items.
    2021-01-26Master thesis Open access Show more
  • Assessing digital financial literacy and its’ underlying socio-demographic indicators
    Publication . Minas, Vasco Picão; Salvado, João Cotter
    The purpose of this dissertation is to develop a model/survey capable of assessing the levels of digital financial literacy of the Portuguese population. This subject matter was proposed by a startup, called “Doutor Finanças”, which aims to understand the status of the Portuguese population in this regard. Doutor Finanças operates assisting its customers in their financial concerns to optimize their financial wealth and, also, increase their financial literacy levels. For that reason, this thesis focus on testing the model/survey and comparing the results with the participants’ demographic indicators to understand their impact on digital financial literacy levels. On one hand, the methodology used to develop the digital financial literacy model consists of combining existing models that study digital and financial literacy indicators, separately, into one model that merges the indicators of these two components. On the other hand, to test the conceived model, a survey was created according to the model indicators. This survey measures the participant’s digital financial literacy level on a scale from 0 to 100 points and, also, gathers relevant information about the critical demographic indicators for the purpose of this analysis. Regarding the data analysis, the comparison between the participants’ scores and their demographic indicators indicates that gender, area of residence, area of study and level of education are the indicators that have larger impact in the levels of digital financial literacy.
    2021-01-26Master thesis Restricted access Show more
  • Qualitative and quantitative customer analysis of professional and non-professional campervan users in the french market : strategic marketing recommendations for Indie Campers
    Publication . Fink, Franziska; Salvado, João Cotter
    A shift in the global economy has brought several challenges placing society in a difficult situation. With the fast development of the internet, new models as the Sharing Economy (SE) emerged as a possible solution. Through a peer-to-peer (P2P) online platform that ensures match-making between demanding customers and supplying customers, the SE can increase employability and sustainability by giving access to underutilized assets. Despite the high degree of attention P2P rental platforms have received, the field of research of customer behaviour in terms of motivations, characteristics, and strategic marketing remains mostly untouched. The purpose of this study was to investigate the customer behaviour of professional and non-professional campervan owner in France in order to (1) understand their motivation to participate in a P2P rental platform, (2) review their demographic characteristics, and (3) develop a recommended course of actions for Indie Campers to enter the French market. The study involved secondary and primary research to evaluate and get further insights into customer behaviour. An online survey was completed with 111 participants identified as French campervan owners, and further six in-depth interviews were conducted through semi-structured guidelines with professional campervan owners. Aggregate results indicated that respondents are mainly motivated by economic reasons and the gain of visibility. It is also demonstrated that Indie Campers should focus on young campervan owners and small professional renters. By capturing motivations and potential target groups, useful recommendations for further steps are provided to Indie Campers.
    2021-01-26Master thesis Restricted access Show more
  • How can luxury brands strategically and successfully manage customer touchpoints to deliver luxury experiences?
    Publication . Oliveira, Ana Lídia Monteiro de; Leglise, Laure
    The increase of market competition and well-informed consumers who seek more unique experiences, the rise of social media and the trend toward digitalization have added a significant number of opportunities through which brands can manage customer interactions. Brands need to decide where to be present, knowing that being present at every point is not a compelling strategy. Research connecting the topic of customer touchpoints and luxury brands consists only of papers related to specific touchpoints and how they create value to the customer or identify the “must have” touchpoints. What research does not reveal is how luxury brands can successfully manage omnipresence and proliferation of touchpoints and yet maintain the brand consistent and powerful. Therefore, the objective of this thesis is to provide a deep understanding to how luxury brands can strategically manage customer touchpoints to deliver luxury experiences. To tackle this topic, a qualitative approach was the most indicated type of research, specifically the use of case studies supported both by primary data from semi-structured interviews and secondary data from companies’ documents, published articles, interviews from credible sources, blogs and podcasts. The results show that the strategic approaches brands are implementing are becoming customer centric; providing seamless experiences through an omnichannel approach and a consistent message; providing service excellence through excellent client advisory, data driven insights, clienteling, convenience, and post-purchase service; and lastly providing frequent and relevant content.
    2021-01-26Master thesis Restricted access Show more
  • Exploring luxury fashion brands strategic decisions during COVID-19 crisis
    Publication . Ferreira, Joana Rita Beja; Leglise, Laure
    The aim of this research is to understand how luxury fashion brands can cope with the COVID-19 crisis. To answer this research question, I conducted a multiple case study on two luxury fashion brands, Burberry and Moncler, which have experienced the impact of the crisis in several areas of their businesses. The findings suggest seven main strategic responses: 1) adapt supply chains; 2) improve digital sales; 3) do not increase prices; 4) digitalize events; 5) focus on localized content; 6) reduce expenses; and 7) support the community. By providing insights on how luxury fashion brands can deal with this specific crisis, this research may help existing and emerging luxury fashion brands managers to develop the required crisis management strategies for surviving a potential future crisis. In addition, this study enriches the literature on luxury crisis management.
    2021-01-26Master thesis Restricted access Show more