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- O direito de retenção do promitente-comprador à luz da jurisprudência uniformizada do Supremo Tribunal de JustiçaPublication . Félix, André Madaleno; Fonseca, Ana Maria Pinheiro Cruz Taveira daDurante décadas, a atribuição de um direito de retenção ao promitente-adquirente suscitou controvérsia, em virtude da sua prevalência sobre hipotecas, ainda que anteriormente registadas. Surgiram, então, AUJ, que, procurando solucionar o problema em sede de insolvência, limitaram a atribuição do direito de retenção ao promitente-comprador que fosse, simultaneamente, consumidor. A solução consignada suscitou questões relacionadas com a sua conformidade legal, pois da letra e do espírito da Lei não parecia resultar uma circunscrição do âmbito subjetivo da garantia. Recentemente, uma alteração legislativa ultrapassou o problema do concurso de garantias, ao condicionar a prevalência do direito de retenção sobre a hipoteca aos casos em que o crédito do retentor assegura o reembolso de despesas para conservar ou aumentar o valor da coisa, o que, por um lado, faz questionar com maior premência a solução dos AUJ e, por outro lado, ameaça severamente a sua subsistência.
- A representação dos imigrantes e dos refugiados nas notícias televisivas e a respetiva integração destes grupos na sociedade portuguesaPublication . Maior, Filipa Marques Pereira Rio; Pereira, Ana Catarina Valdigem JacintoCom o aumento significativo da imigração em Portugal, os imigrantes começam a ganhar cada vez mais destaque nas notícias. Também os refugiados, que fogem da guerra e de conflitos de ordem política, são já uma realidade incontornável da sociedade portuguesa. A representação mediática da imigração é complexa e multifacetada e tem sido alvo de estudo de diversos autores na área da comunicação ao longo dos anos. Essa representação pode, por vezes, estimular narrativas negativas que associam o fenómeno da imigração a problemas sociais. A televisão, enquanto meio de comunicação social que chega a uma audiência de larga escala, tem um papel crucial na formação de opinião pública e na perpetuação de estereótipos que não captam a complexidade das experiências dos imigrantes e dos refugiados. O presente trabalho propõe assim estudar a forma como a imigração é representada nas notícias televisivas em Portugal em horário nobre e como essas representações impactam a integração de imigrantes e refugiados na sociedade portuguesa. Para responder a esses objetivos, recorremos a uma metodologia mista que combinou uma análise de conteúdo de notícias dos canais de sinal aberto RTP e SIC, exibidas em horário nobre durante o mês de março de 2023, com oito entrevistas semiestruturadas a imigrantes e refugiados. O trabalho conclui, por exemplo, que existem diferenças na forma como os meios de comunicação portugueses representam estes grupos, destacando que os imigrantes e refugiados provenientes de países europeus são os que menos sofrem com questões de discriminação e de representação na televisão portuguesa. Além disso, também coloca em evidência narrativas negativas que associam a imigração a problemas sociais como criminalidade e delinquência, fomentando assim barreiras à integração destes grupos. Pretende-se que este trabalho contribua para a promoção da compreensão, inclusão e respeito pela diversidade a fim de se construir uma sociedade mais inclusiva e acolhedora para todos.
- The right words at the wrong time : exploring the role of tone of voice and brand personality in crisis communicationPublication . Stewart, Philip David; Pestana, CatarinaEffective crisis communication is critical for brands to maintain their reputation. This thesis investigates the interplay between tone of voice and brand personality in shaping consumer perceptions during crises. Using a 2x3 factorial design, the study evaluates how three tones of voice (corporate, personal, and humor) interact with two brand personalities (competence and excitement) to influence account acceptance, brand trust, and positive word of mouth. The research employs two fictitious brands, Auris (Competent) and VibeWave (Exciting), communicating a manufacturing crisis via email, targeting participants in Germany. The findings reveal significant effects of tone of voice on account acceptance and brand trust, with corporate and personal tones emerging as the most effective. Humor, however, is perceived negatively in this context, highlighting its limited applicability in formal communication channels like email. Furthermore, the results showed that brand personality does not significantly moderate the impact of tone of voice on consumer perceptions. This suggests that brands should prioritize tone over strict alignment with brand personality in crisis communication. The study shows the importance of context and highlights the role of familiarity, as the fictitious brands used in the survey may limit the effectiveness of personal and humor tones of voice. Practical implications include adopting tones of voice according to the crisis situation and tailoring communication strategies to audience expectations and channels. Limitations, such as the use of fictitious brands and difficulties in stimulus manipulation, suggest opportunities for future research to validate these findings across real world brands and other communication channels.
- The power of the people : consumer-driven brand repositioning of Abercrombie & FitchPublication . Bertelshofer, Lena; Lakishyk, KyrylThis dissertation uses the example of Abercrombie & Fitch to investigate how changing social values and cultural norms are driving profound changes in corporate strategy. It examines how these cultural changes are forcing brands to re-evaluate their identity and strategic positioning in an increasingly dynamic market landscape. Focusing on Abercrombie & Fitch’s journey, this qualitative case study highlights key moments of crisis and pivotal decision-making. By drawing on concepts like ego-expressive brand positioning, crisis management strategies, and consumer-driven brand evolution, it presents the complex relationship between consumer expectations and the adaptability of companies. The findings highlight the critical need for companies to strike a balance between authenticity and adaptability. Finally, the dissertation offers a teaching framework designed to help students and professionals apply these insights to real-world brand management challenges, emphasizing the transformative potential of a consumer-first approach.
- Does the innovation of a non-alcoholic spirit drive hedonic or utilitarian purchase intention? A study of the alcohol-free Gin Tanqueray 0.0Publication . Sánchez, Luisa María Giraldo; Romeiro, PauloThe beverage industry is experiencing a significant transformation as consumers increasingly seek alcohol-free alternatives. While non-alcoholic beer and wine have been widely studied, research on alcohol-free spirits remains limited. This dissertation examines the role of innovation perception in shaping consumer purchase intention toward Tanqueray 0.0, a non-alcoholic gin, while exploring whether hedonic or utilitarian values mediate this relationship. A mixed-methods approach was used, combining a literature review with primary data collection through an online survey. Participants were randomly assigned to evaluate either Tanqueray 0.0 or its traditional counterpart, Tanqueray London Dry Gin. The study measured innovation perception, hedonic and utilitarian values, and purchase intention using validated scales and statistical analysis in SPSS. Results indicate that innovation perception has a weak but positive influence on purchase intention, but this effect is fully mediated by hedonic and utilitarian values. Tanqueray 0.0 is primarily associated with utilitarian benefits, such as health-conscious consumption and social integration, whereas Tanqueray London Dry Gin is driven by hedonic values, emphasizing sensory pleasure and status. From a managerial perspective, these insights suggest that marketing strategies should focus on the value dimensions consumers prioritize. For Tanqueray 0.0, reinforcing its practical benefits may drive adoption, whereas for Tanqueray London Dry Gin, highlighting sensory indulgence and premium positioning could strengthen brand loyalty. This study contributes to academic research on innovation adoption and value-driven consumer behavior, offering practical recommendations for the growing alcohol-free spirits market, where understanding consumer motivations beyond innovation perception is key to influencing purchase decisions.
- Does audience size matter? The role of macro- vs. micro-influencers in driving purchase intention across generations and product involvement levelsPublication . Gaspar, Íris Alexandra Barreira; Romeiro, PauloThis dissertation explores how influencer segmentation based on follower count, which differentiates between macro- and micro-influencers, affects purchase intention. Additionally, it examines whether generation (Gen Z vs. Millennials) and product involvement (low vs. high) moderate the relationship between influencer type and purchase intention. A quantitative approach was adopted using an online questionnaire, where participants were exposed to one of four different influencer-product combinations. Analysis of 156 valid responses suggested that influencer type alone did not significantly influence purchase intention. However, product involvement was found to be a critical factor. Both macro- and micro-influencers were more effective in promoting low-involvement products, while their influence was weaker for high-involvement products. Generational differences also failed to moderate this relationship, suggesting that Millennials and Gen Z respond similarly to influencer marketing. These findings suggest that brands should look beyond influencer size when developing influencer marketing strategies. As consumers become increasingly skeptical, partnering with influencers who align with their audience's valuesis crucial. Additionally, brands should always consider the type of product promoted and how consumers perceive it, adapting their communication strategies accordingly. Future research could explore alternative audience segmentation factors. Furthermore, a comparative approach across multiple social media platforms could provide insights into how influencer effectiveness differs.
- Outsourcing as a strategic tool in banking : industry trends, challenges, and opportunitiesPublication . Misetic, Albert; Parada, PedroThis paper examines how outsourcing is used as a strategic tool in the banking industry. To answer this question, the researcher first explores the industry's challenges, opportunities and trends. Despite its size and its central role in the world's economy, the banking industry experienced major turbulences in the recent years due to several ongoing industry trends like digitalization, technological transformation and regulatory changes, which has led to an increasingly competitive market. The study uses expert interviews to develop an understanding of the role of outsourcing in the banking industry as well as gaining valuable insights of best practices. The researcher analyzes these interview results using the Resource-Based View (RBV) theory to provide a comprehensive understanding of how outsourcing can lead to sustained competitive advantage by leveraging specialized resources. The findings show that outsourcing is not merely a cost-cutting measure but a strategic tool to access specialized expertise and drive innovation to strengthen the firms market position. This thesis contributes to research in the field of strategic management in the banking industry and provides valuable insights into the importance of outsourcing practices.
- All for one or one for all? : an investigation of obstacles to adoption of decentralized technologies in supply chainsPublication . Binder, Paul Henrik; Ilseven, EkinDigital transformation of supply chains changes how businesses operate and plan. While some businesses use data-driven methods to gain a competitive edge, others improve practices for efficiency. Businesses today need to decide between centralized and decentralized technologies to improve security and transparency. Therefore, organizational barriers often cause these technologies to fall short of their potential. This study explores at the main obstacles to supply chain managements use of digital technologies. Eleven managers from small and medium-sized businesses (SMEs) and multinational corporations (MNCs) were interviewed as part of a qualitative study guided by the Gioia approach. Yet companies prioritize technologies based on their ease of integration, scalability, and efficiency, according to the research. While MNCs frequently use Enterprise Resource Planning (ERP) systems, SMEs still use manual tracking methods like Excel. Blockchain is recognized for its potential to enhance transparency, but the high costs, the technical complexity and low adoption rates show significant challenges. To overcome these obstacles, businesses need to create comprehensive implementation strategies that go beyond technology and include organizational alignment and process adaption for staff training. Furthermore, rather than concentrating only on short-term efficiency improvements, companies should review performance evaluation frameworks to include long-term advantages like robustness. This study contributes to existing literature by demonstrating that organizational and strategic misalignments rather than technical limitations are the primary obstacles to technology adoption in supply chains. By providing actionable insights this research supports companies in optimizing their digital transformation strategies to build more resilient and transparent supply chain networks.
- The impact of free samples on purchase intentions : the moderating role of indulgencePublication . Marchetti, Riccardo; Romeiro, PauloThis dissertation explores how free samples, a common promotional tactic, interact with product type and cultural orientation to shape consumers’ purchase intentions. Drawing on Hofstede’s indulgence-restraint dimension, the study posits that hedonic products may connect more powerfully in indulgent cultures, whereas utilitarian products might better suit restrained contexts. A cross-sectional quantitative methodology was employed, randomly assigning participants to a hedonic (luxury fragrance) or utilitarian (pain reliever) free sample scenario. This part of the survey was followed by a brief set of questions measuring purchase intention and cultural orientation. Results reveal that hedonic free samples generally yield higher purchase intentions overall. An interaction effect indicates that indulgent respondents respond especially inclined to hedonic samples, while restrained respondents are more inclined toward utilitarian options. These findings highlight the importance of cultural context in determining the success of free sample promotions. From a managerial perspective, marketers should tailor their sampling strategies to align with local cultural values, emphasizing sensory pleasure and emotional engagement in indulgent segments and functional benefits or practicality in restrained ones. This research contributes to the cross-cultural consumer behavior literature by demonstrating the synergistic effects of product type and cultural orientation, ultimately reinforcing that “one size fits all” approaches may overlook critical cultural nuances.
- When disasters strike : climate risk, bank lending dynamics and the spillover effectsPublication . Ferreira, Maria Isabel Soares; Zhao, SujiaoThis thesis investigates how banks adjust their lending dynamics to U.S. firms in response to climate-related disasters, focusing on post-disaster credit reallocation and portfolio rebalancing. Using syndicated loans from DealScan and disaster loss data from SHELDUS, the study analyzes banks' strategic shifts in credit supply and pricing mechanisms following extreme weather events. The findings reveal that banks reduce credit supply at the extensive margin while increasing loan pricing (spreads) in disaster-affected regions. At the intensive margin, loan-level analysis shows that banks initially raise interest rates for affected borrowers but later reduce them and expand credit as economic conditions stabilize. This suggests that banks prioritize pricing mechanisms before adjusting non-pricing loan terms when issuing new contracts. Following natural disasters, banks reallocate capital by shifting credit away from high-risk areas to neighboring states, which serve as financial buffers by absorbing increased credit demand while mitigating risk exposure. However, at the contractual level, this effect is absorbed. In unaffected states, a persistent decline in credit supply at both the state and loan levels reinforces the robustness of these findings and highlights the systematic nature of credit reallocation. Banks strategically redirect resources toward higher-demand regions while preserving liquidity through shorter maturities. Additionally, banks exhibit selection bias, initially raising borrowing costs for large, high-quality and profitable firms to subsidize lower rates for riskier borrowers. Over time, this strategy reverses, as banks lower spreads for financially stronger firms and expand credit to businesses that demonstrate resilience post-disaster.