CLSBE - Dissertações de Mestrado / Master Dissertations
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- How brand message impacts brand image : a generational perspectivePublication . Santos, Mariana Fraga Tracana; Romeiro, PauloIn today's world, effective communication is crucial for brands to connect with consumers. However, the overexposure to consumers specially from digital platforms has become a significant challenge for brands seeking to make a lasting impression. It is essential to understand how different generations perceive brand messages in order to develop communication strategies that generate meaningful connections. This thesis aims to understand the differential impact of two formats of Brand Message on Brand Image, as perceived by Generation X and Z, In other words, it seeks to explore how these messages influence consumers' views of brands. By analyzing the generational differences among these two groups, and based on the literature related to Brand Communication, Message and Image, we formulated hypotheses to study how these two types of Brand Messages affect Brand Image from a generational perspective. The methodology used for this investigation includes secondary data analysis, with quantitative data gathered through online interviews and questionnaires. The key findings reveal that the type of message does not significantly differ between the generational groups. In other words, generational perspective does not impact the message format. Additionally, generational perspective does not significantly impact the relationship between Brand Message and Image; however, they appear to have a positive influence on each other. This study seeks to clarify the relationship between these constructs and aims to make contributions to both academic research and practical brand management regarding the complex interplay between brand messaging and consumer perception, while also identifying constraints and opportunities for future research.
- For a plastic-free future : understanding the influences on purchase intentions for solid skincare bars in GermanyPublication . Helberger, Laura Alena; Rita, MiguelPlastic pollution has become a significant global problem, especially in the cosmetics industry, which relies on plastic packaging. Solid skincare bars, an innovative and sustainable alternative to liquid skincare, offer a plastic-free solution. Applying the Theory of Planned Behaviour, this study examines the factors influencing customers' intentions to purchase solid skincare bars in Germany. To maximise the predictive power of the model, two additional predictors, were included alongside the original model. Quantitative data was collected from 159 respondents, supplemented by insights from consumer and expert interviews. The results indicate that attitudes towards solid skincare bars (strongest predictor), subjective norms and perceived behavioural control influence purchase intention. The extended model highlights the positive impact of Environmental Awareness and Eco-Labels on Purchase Intention. Surprisingly, sociodemographic variables and price had no influence on purchase intention. Consumers unwillingness to change familiar habits, limited product knowledge and limited in-store availability were identified as barriers. The study provides theoretical implications for expanding TPB in the context of green product consumption. For companies entering the market for solid skincare, the study offers practical insights and clear guidance on how to successfully position and market such products. It emphasises the need for clear communication on the environmental benefits and product performance of solid skincare bars as well as provides strategies to address gaps in knowledge and in-store availability.
- The future of green marketing : exploring the impact of recent EU regulation on brand buildingPublication . Fluder, Tom Marten; Rajsingh, PeterThe European Union has been working for several years on developing regulations aimed at making them greener and reducing its negative impact on climate change. To achieve this, a variety of regulations are being introduced that will encourage both businesses and consumers to make more sustainable decisions. One recently introduced directive is the
- Reducing financial uncertainty : impact on entrepreneurial intentions : an empirical study on the influence of financial security on the prosecution of entrepreneurial activities for generation zPublication . Rieker, Jan Klaus Udo; Ferreira, Duarte CardosoEntrepreneurship has the potential to stimulate an economy by introducing new technologies, products, and services that the market and legislators have not yet acknowledged. Due to the demographic transition, Generation Z is expected to catalyze new businesses, as they have grown up without constant digital access and have seen technology evolve rapidly. Their versatility enables them to combine traditional business strategies with innovative initiatives, improving the economy. Hence, the government must establish more suitable frameworks allowing this generation to achieve their business aspirations. The thesis examines the determinants of Generation Z’s entrepreneurial intentions (EIs) while considering the Theory of Planned Behavior (TPB). The core structure of TPB, consisting of the variables Attitude towards Entrepreneurship (ATE), Subjective Norm (SN), and Perceived Behavioral Control (PBC), serves as the foundation for elucidating EI. To deepen the comprehension of EI, the baseline model is extended by incorporating parental socioeconomic status (PSES), universal basic income (UBI), and concentrated universal basic income (CUBI), which is introduced due to qualitative research. The quantitative research results, backed by exploratory research, reveal that the fundamental model of TPB has the most significant impact on Generation Z’s EI. The external variables PSES and CUBI exhibit substantial influences compared to UBI, as they are more tailored to this generation’s requirements. The thesis underscores the relevance of targeted government measures to establish equal opportunities in entrepreneurship and foster further innovation.
- Deconstructing masculine stereotypes : the impact of gender-neutral advertising on masculine buying behavior in the realm of fashion, considering intrinsic factorsPublication . Becker, Eyleen Chiara; Colaço, VeraThe criticism of masculine stereotypes in fashion advertising is increasing as traditional perspectives on masculinity are reinforced. This has adverse effects on men, such as impeding individual expression. Therefore, creating non-stereotypical advertising strategies for masculine consumers is essential. Consequently, this dissertation examines gender-neutrality as an approach to non-stereotypical advertising and aims to ascertain the influence of the type of gender-oriented advertisement (stereotypical-masculine vs. gender-neutral) on masculine buying behaviors. Additionally, it examines intrinsic factors that are relevant in masculine consumer behavior, such as the moderating role of need for uniqueness and mediating role of self-expression. The results derived from an experimental study indicate a positive impact of gender-neutral advertisements on masculine buying behaviors compared to stereotypical masculine advertisements. Findings suggest that the high need for uniqueness increases masculine buying behaviors for gender-neutral advertisements when traditional gender role attitudes are controlled. Mediation findings show that self-expression indirectly influences the relation between the type of gender-oriented advertisements and masculine buying behaviors. This dissertation yields insightful perspectives on masculine consumer behavior in fashion and adds to existing literature about stereotypical-masculine and gender-neutral advertising. Furthermore, it provides fashion brand managers with recommendations on successfully implementing gender-neutral approaches in their marketing strategies to achieve positive brand-related effects and position themselves as progressive and diverse.
- Launching a community app for Glooma : a start-up company in the femtech industryPublication . Montalto, Tiago; Xavier, RuteThis thesis explores femtech mobile app features, focusing on Glooma, a start-up company developing a breast self-exam device paired with a community app. The research aims to identify the most valued digital health features for women and assess their potential to increase engagement with femtech apps. Data was collected from 137 women, primarily in Portugal, through a survey evaluating interest in features across key health categories: Breast health/cancer self-check, Pregnancy Support, Postpartum & Babycare, Period Tracking and Fertility, Perimenopause/Menopause, Mental health, General Health & Wellness, and Sexual Health. The study analyzes how interest in specific features correlates with willingness-to-use. The interest evaluated through the survey regarding the various features showed relatively high values, indicating that this seems to be a market with significant untapped potential. Certain features demonstrated a greater ability to promote the use of femtech apps more effectively than others. For example, features related to tracking health data and personal health management appear to generate more engagement compared to features like sharing forums and peer testimonials.
- Additive manufacturing as a driver of change in the (plastics) manufacturing industryPublication . Telgenkämper, Valentin; Rajsingh, Peter V.This thesis investigates the role of 3D printing, additive manufacturing (AM), as a driver for change within the plastics and broader manufacturing industries. Employing a multi-methodological approach, comprising a literature review, expert interviews, and an industry survey, the research evaluates the impact of AM on manufacturing. The findings indicate that, despite AM's significant potential, its current impact is largely confined to niche applications, such as prototyping and low-volume production. While AM excels at producing intricate geometries and accelerating R&D, it is not yet a viable alternative to conventional manufacturing for mass production due to challenges in scalability, cost, and product quality. These results challenge the idea that AM is a disruptive force in manufacturing. Instead, it aligns with sustaining innovations, enhancing processes without majorly altering systems. Companies should adopt AM strategically, focusing on areas like prototyping. The study also highlights key adoption barriers, particularly a lack of knowledge and training. The thesis concludes by discussing the study9s limitations and proposing avenues for future research. It underscores the need for longitudinal studies to monitor AM's ongoing development and its potential integration with emerging technologies, such as artificial intelligence, which could eventually shift AM9s role toward a more disruptive innovation within the manufacturing industry.
- The impact of intolerance of uncertainty on career decision-making : the mediating effect of career adaptabilityPublication . Canli, Berat Berkan; Mendonça, CristinaThis study examines how intolerance of uncertainty, or the tendency to react negatively to uncertain situations, affects career decision-making difficulties. To date, only a handful of studies have examined the mechanisms or variables that mediate this relationship. Career adaptability has been recognized as an important coping resource, especially with the increased uncertainty due to unpredictable labour markets. The current thesis examines the relationships between intolerance of uncertainty with its subfactors, prospective anxiety and inhibitory anxiety, career adaptability, and career decision-making difficulty in 140 participants facing the transition from uni to work. The study conducted correlation and path analysis and assessed the mediating effect of career adaptability, to better understand the role of career adaptability in overall career decision making in the context of uncertainty. The results showed that higher intolerance of uncertainty was positively related to career decision-making difficulty, whereas career adaptability was negatively related to decision making difficulty. Intolerance of uncertainty and career adaptability showed no significant relationship, whereas inhibitory anxiety, showed a significant negative relationship. The mediating role of career adaptability was therefore only supported between inhibitory anxiety and career decision-making difficulties. Discussions on the role of career adaptability are introduced and practical implications for career counseling are suggested, along with the limitations of the study.
- Driving the digital shift exploring consumer readiness for digital D2C automotive sales in Austria and GermanyPublication . Jagob, Daniel; Rita, MiguelThis thesis examines whether consumers in Austria and Germany are ready to embrace digital direct-to-consumer (D2C) sales models in the automotive industry, a shift driven by new competitors like Tesla. The study explores the factors influencing purchase intentions, preferred sales channels, and the demographic profiles of consumers likely to adopt digital D2C models. A mixed-method research approach was used, combining qualitative interviews and a quantitative survey, to evaluate the findings from the performed literature review. Findings reveal a significant preference among younger consumers for purchasing cars through digital D2C models. Additionally, consumers generally show a lower willingness to pay when purchasing via digital D2C models compared to traditional retail, emphasizing the need for competitive pricing. Showrooming, or the ability to physically inspect a car before buying online, positively impacts purchase intentions, highlighting the importance of integrating physical and digital experiences. These insights suggest that automotive manufacturers should adopt an omnichannel approach, combining the convenience of digital channels with the reassurance provided by physical showrooms, to transition from traditional retail to digital sales effectively. This research contributes to the limited academic literature on digital D2C models in the automotive sector, offering empirical data on consumer behavior in these emerging sales channels.
- Exploring the application of generative artificial intelligence in consulting firms : opportunities, challenges, and future directionsPublication . Heemann, Antonia Johanna; Almeida, Filipa deThis thesis examines how generative artificial intelligence (genAI) is affecting the consulting industry, focusing on its integration, benefits, challenges, and future trends. It presents three research questions: current level of AI adoption in the field of consulting, opportunities and ethical concerns, and predicted future developments in AI. A qualitative methodology was applied, involving interviews with twenty consultants from three German firms. Results illustrate that genAI tools are extensively used for a range of tasks, including text formulation, idea generation, research, and analysis. Although genAI significantly increases efficiency and supports decision-making, consultants hesitate to rely on it exclusively due to concerns about data accuracy, ethical implications, and biased output. Primary advantages include time efficiency, improved work quality, and enhanced creativity. Nevertheless, significant challenges remain, including prompting, accuracy, and data protection. Ethical considerations represent a fundamental aspect of this field of study, with a particular focus on data privacy and bias mitigation. Establishing robust ethical frameworks and continuous training is essential for building trust and effective AI use. It is anticipated that the future will see increased AI integration in routine tasks and complex processes, with a focus on collaboration between AI and human consultants. This research contributes to the academic discourse on AI in consulting and offers practical recommendations for firms aiming to utilise genAI to enhance service offerings and operational efficiency. By addressing challenges and adhering to ethical standards, consulting firms can leverage AI's potential to drive innovation and maintain a competitive edge in the marketplace.