Browsing by Issue Date, starting with "2025-04-29"
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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 impact of social media fan engagement on Cristiano Ronaldo's brand perceptionPublication . Berrada, Ouahiba Nhari; Romeiro, PauloSocial media has transformed athlete branding by enabling direct communication with fans. Cristiano Ronaldo, one of the most followed athletes online, strategically balances sponsored and personal content to engage his audience and shape his brand. However, little research explores the combined effects of content type, fan engagement, and platform on brand perception. This study examines fan engagement as a moderating factor in the relationship between content type (sponsored vs. personal) and brand perception across Facebook and Instagram. Using a quantitative approach, data was collected via an online survey targeting Ronaldo's fan base. Respondents viewed stimuli representing different content types on both platforms. Findings challenge the assumption that sponsored posts are more effective in brand building, revealing that content type alone does not significantly impact brand perception. Similarly, platform preference (Facebook vs. Instagram) does not moderate this relationship. However, fan engagement plays a key role, showing that highly engaged followers develop a more positive perception of the athlete's brand, regardless of content type. These findings offer practical and academic insights. Marketers should prioritize engagement- driven strategies over content type selection, using interactive elements to boost fan involvement. Academically, the study contributes to digital athlete branding research by emphasizing engagement's role across platforms. Future research should adopt a long-term approach, include more athletes, and explore emerging platforms like X (formerly Twitter) and Tik Tok.
- Did the period of low interest rates undermine the European Central Bank's ability to effectively lower inflation in the post-COVID-19 economic environment?Publication . Born, Clemens Anton Christoph; Ilseven, EkinThe thesis, "Did the period of low interest rates undermine the European Central Bank’s ability to effectively lower inflation in the post-Covid-19 economic environment" by Clemens Born, analyses how a low-interest-rate environment affected the ECB’s ability to combat inflation. In a normal fiscal environment, the central bank controls inflation through key interest rates and transmission mechanisms, which can lose effectiveness in an expansive monetary environment. While traditional monetary theory suggests a negative relationship between interest rates, lending, and inflation, empirical observations from the pre-pandemic period indicate a contrarian effect. This study examines how prolonged low interest rates and quantitative easing (QE) impacted inflation dynamics in the euro area. Using Ordinary Least Squares (OLS) regressions and Ttests, it assesses monetary transmission before and after the Covid-19 pandemic. The results suggest that excess reserves, rather than supporting credit creation, contributed to inflationary pressures once economic activity resumed. Moreover, interest rate hikes failed to curb inflation effectively in an ultra-loose monetary environment. By examining these dynamics, this thesis contributes to the debate on monetary policy effectiveness by empirically testing whether the ECB’s ability to control inflation was constrained. Unlike previous studies, it considers COVID-19 as a catalyst for inflation, as economic disruptions and fiscal and monetary interventions accelerated price dynamics. The findings suggest that excess liquidity entered the real economy through the credit channel, fueling inflation despite rising interest rates. Consequently, the ECB’s ability to manage inflation post-pandemic was limited, raising concerns about the long-term effectiveness of conventional monetary policy.
- 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.
- Crafting narratives for the next generation : a qualitative and strategic analysis of how storytelling can be leveraged as a powerful strategic tool to effectively engage with Generation ZPublication . Schefers, Alina; Pestana, CatarinaStorytelling is a powerful branding tool, helping companies connect with target groups. As Generation Z's economic influence grows, brands face increasing pressure to meet their expectations for authenticity, values, and interaction, presenting both challenges and opportunities. This thesis explores storytelling as a tool to connect with this audience, supported by a literature review and qualitative research highlighting the need for innovative, tailored approaches. The analysis highlights the need to avoid superficial or inauthentic portrayals, which risk alienating Generation Z or triggering backlash when their values are misused. Narrative elements like characters and plotlines are particularly effective in engaging this demographic. The research highlights a shift in storytelling where Generation Z not only consumes brand narratives but also actively shapes them. This is seen in their feedback, their involvement in creating brand stories, and their use of social media to amplify or critique messages. User generated content and influencer marketing further demonstrate how Generation Z influences brand storytelling in real-time. The study concludes that successfully engaging this audience requires adapting storytelling to their preferences while encouraging their active involvement in shaping narratives.
- 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.