29 documents found, page 1 of 3
Unveiling the power of supplier-country image on B2B customers' perceptions: be...
Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Silva, Susana C.Researchers in business-to-business (B2B) sectors often assume that findings regarding country-of-origin (COO) effects on end consumers can be directly applied to the industrial marketing context. This tendency to generalize can result in an inaccurate understanding of how buyers perceive COO information in B2B scenarios. This study investigates the effect of supplier-country image on international customers’ p...
Building brand emotional connections with eco-efficient packaging: Exploring th...
Crespo, Cátia Fernandes; Silva, Tânia; Rijo, SusanaGrowing environmental concerns have triggered the appearance of a growing number of eco-efficient goods. However, although there are several studies on consumer attitudes towards packaging design elements, research evaluating the effect of sustainable packaging on consumer decisions is relatively scarce. Therefore, the purpose of this research is to investigate how a brand’s implementation of eco-efficient pack...
The impact of acculturation and country-of-origin image on emigrants’ purchase ...
Crespo, Cátia Fernandes; Velgan, TatianaThe current consumer environment is becoming gradually more diverse and multi-cultural due to increasing emigration flows. To better serve and understand these segments, it is fundamental to comprehend how emigrants’ acculturation levels and ethnocentric behaviours affect consumer behaviour. Drawing on social identity theory and on mindsponge theory, this study’s key research question concerns the effects of bo...
Exploring ethnocentrism and country-of-origin effects on brand equity dimension...
Curth, Marcelo; Monticelli, Jefferson Marlon; Crespo, Cátia FernandesPurpose – The purpose of this study is to explore the effects on the dimensions of brand equity of cultural elements such as ethnocentrism and country of origin. Design/methodology/approach – This research focuses on the Portuguese and Brazilian wine markets and data were collected from Portuguese and Brazilian consumers with regard to their evaluations of wines from their respective countries. It developed a c...
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...
Unveiling the power of supplier-country image on B2B customers' perceptions: Be...
Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Silva, Susana C.Researchers in business-to-business (B2B) sectors often assume that findings regarding country-of-origin (COO) effects on end consumers can be directly applied to the industrial marketing context. This tendency to generalize can result in an inaccurate understanding of how buyers perceive COO information in B2B scenarios. This study investigates the effect of supplier-country image on international customers’ p...
Unveiling the power of supplier-country - image in B2B
Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Silva, Susana Costa eThis study challenges the common assumption that country-of-origin (COO) effects work the same way in B2B markets as they do for consumer purchases. By surveying 182 international B2B buyers in Portuguese industries (footwear, molds, and wood/furniture) and analyzing the data using advanced statistical modeling (structural equation modeling, or SEM), the research finds that a supplier’s country image significan...
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 ...
Changing the sails to survive the storm: Strategies that foster international b...
Crespo, Nuno Fernandes; Crespo, Cátia Fernandes; Silva, Graça; Barros, BeatrizPersisting global crises, such as COVID-19, pose significant challenges for international companies. The increase in uncertainty and instability in foreign markets has profoundly affected firms’ strategic decisions, forcing them to adapt to dynamic conditions in order to maintain or improve their international performance. Grounded in the dynamic capabilities view, this study examines how exploration and exploi...
Every cloud has a silver lining: The role of business digitalization and early ...
Crespo, Cátia Fernandes; Silva, Graça MirandaIn this research we explore, building on dynamic capabilities, the influence that certain strategies followed by international new ventures (INVs) have on their responses to the COVID-19 crisis. Specifically, we access the effect of business digitalization, early internationalization and internet international strategy on two possible responses to the crisis. Through the data gathered by a survey of 153 INVs, w...