10 documents found, page 1 of 1
Unlocking the Power of Ads: A Cross-Cultural Examination of Consumers’ Advertis...
Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; Ribeiro, Fábio Matos; Alshevskaya, TatianaThe field of advertising has attracted significant interest from researchers. However, although previous studies suggest that attitudes and behavioral responses to advertising diverge across cultures, cross-cultural research to assess disparities in consumer behavior as a result of the perceived value of advertising is considered to be scarce. Building on the advertising value model and on the Stimulus-Organism...
The Role of Host-Guest Interactions in Remote Work-Driven Tourism Development
Gomes, Dora; Kastenholz, Elisabeth; Ferreira, Alcina Gaspar; Almeida, JoãoDigital nomadism, characterised by location-independent work and enabled by digital technologies, represents a promising path for destinations seeking to revitalise their economies and attract new residents, associated to their quality of life, welcoming communities and interesting leisure and tourism proposals. This study examines the interplay between digital nomads and local communities by examining host-gue...
Estudo sobre Atitudes e Comportamentos de Separação de Embalagens Usadas na CIMRL
Fernandes, Maria Eduarda; Silva, Carlos Gomes da; Ferreira, Alcina Gaspar; Febra, Lígia; C., João MaurícioO presente estudo analisa a separação de resíduos de embalagens (plástico, cartão, vidro, alumínio e cápsulas de café) e a intenção de utilização de máquinas de venda reversa (Reverse Vending Machine – RVM), na Comunidade Intermunicipal da Região de Leiria (CIMRL). O estudo considera dimensões como as atitudes, normas morais e sociais e o controlo percebido, bem como os valores ambientais. A análise de 1 113 re...
Host-guest interactions as a key to enhancing tourists WOM communication about ...
Gomes, Dora; Kastenholz, Elisabeth; Ferreira, Alcina GasparHost communities play diverse roles in tourism, from suppliers to ‘place ambassadors’, enriching the visitor experience with their local knowledge and hospitality. While recognising these advantages, gaps in understanding the overall impact of positive host-guest interactions on destination success, through word-of-mouth (WOM), persist. This research studies the dynamics in resident-tourist interactions by exam...
The social media theatre: New guidelines to foster parasocial interactions with...
Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Ribeiro, Fábio Matos; Barreiros, PatríciaRegarding the popularity of social media platforms among consu- mers, influencer marketing is increasingly present in brands’ com- munication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was ...
The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison
Crespo, Cátia Fernandes; Ribeiro, Fábio Matos; Ferreira, Alcina Gaspar; Popa, VictorCelebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity ...
The influence of storytelling on the consumer–brand relationship experience
Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; Cardoso, Ricardo MoitaThe main purpose of this research is to explore the strategic role of storytelling as a facilitator of the consumer–brand relationship experience through the creation of cognitive, emotional, and behavioural responses. The hypotheses are tested with a dataset of survey data from 323 Portuguese consumers using partial least squares structural equation modelling. Based on social identity theory, the findings show...
Effects of athletic performance and marketable lifestyle on consumers' engageme...
Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Mendes, CédricPurpose In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic performance and marketable lifestyle image dimensions. Design/methodology/approach An online consumer survey was conducted regarding sports celebrities' endorsement campaigns and consume...
Rethinking Management and Economics in the (New) 20’s
Santos, Eleonora; Ribeiro, Neuza; Eugénio, Teresa; Ferreira, Alcina Gaspar; Ortega, EduardoThe International Conference of Applied Research in Management and Economics (ICARME) under the topic of "Rethinking Management and Economics in the (New) 20's", took place on June 29 - July 1, at Escola Superior de Tecnologia e Gestão (ESTG) of the Polytechnic Institute of Leiria (Portugal). The event was organized by the Center of Applied Research in Management and Economics (CARME). Rapid industrial and econ...
Sustainable advertising or ecolabels: Which is the best for your brand and for ...
Ferreira, Alcina Gaspar; Fernandes, Maria EduardaThis research contributes to the understanding of sustainable brands loyalty by evaluating con sumers’ perceptions of different communication tools. An online consumer survey collected 441 valid responses and partial least square structural equation modeling was applied to analyze data. Results reveal that ecolabels consciousness contributes to create a sustainable brand image and to develop environmental consc...