10 documents found, page 1 of 1
A company-basedvView on sustainable packaging orientation
Duarte, Paulo; Ribeiro, Maria Inês; Silva, Susana C.; Pinhal, Rúben; Estima, AnaThis study aims to understand how companies address and integrate sustainability challenges in packaging design, as well as the motivations and processes that influence managers’ decisions when adopting sustainable practices. Semi-structured interviews were conducted with managers from five major Portuguese companies to gather qualitative data on the motivations and processes related to sustainable packaging st...
The Power of Storytelling as a Marketing Tool in Personal Branding
Korzh, Aleksandra; Estima, AnaBrands and products are becoming partially human (regarding names, concepts, and the message they transmit) and people are mostly seen as brands. The job market itself is saturated to the point that people must find countless ways to differentiate themselves from other millions of competitors. Thus, the main goal of this research is to understand how regular individuals can build their brands by using storytell...
Before, during and post-pandemic: what happens to cultural events? The case of ...
Coelho, Cátia; Estima, Ana; Pinto, ClaraThe importance of tourism nowadays is crucial for the strengthening of the economy, not only for tourist cities but also for the cities that promote some type of event to boost the economy, that is, using events to generate income and a different dynamic for the communities. However, the Covid-19 pandemic caused numerous barriers to the events market around the world. Portugal was no exception, with all events ...
The power of storytelling as a marketing tool in personal branding
Korzh, Aleksandra; Estima, AnaBrands and products are becoming partially human (regarding names, concepts, and the message they transmit) and people are mostly seen as brands. The job market itself is saturated to the point that people must find countless ways to differentiate themselves from other millions of competitors. Thus, the main goal of this research is to understand how regular individuals can build their brands by using storytell...
A mudança do comportamento do consumidor nas compras online como consequência d...
Costa, Ana; Parracho, Catarina; Morais, Inês; Fernandes, Mariana; Estima, AnaO objetivo desta investigação passa por perceber de que modo a pandemia do COVID-19 e o consequente isolamento social alteraram os hábitos, atitudes e comportamentos dos consumidores, com especial foco na área das compras online e no caso português. Pretende-se analisar o tipo de produtos/serviços ou setores que passaram a ser mais procurados, bem como aqueles pelos quais a procura diminui, comparando est...
A influência das redes sociais no consumo de bens de luxo: revisão da literatur...
Faneco, Ana; Cruz, Daniela; Gonçalves, Francisca; Pereira, Inês; Pereira, Sara; Estima, AnaO principal objetivo deste artigo é, partindo de uma revisão de literatura, estudar a influência das redes sociais na compra de bens de luxo. O tema incidiu em duas temáticas em expansão, as marcas de luxo e as redes sociais. Nos mercados de luxo, a imagem da marca e o status associado exercem um papel importante no processo de tomada de decisão do consumidor. As plataformas digitais tornam-se uma influê...
50 anos, 50 histórias: a história do ISCA-UA pelos olhos de quem a viveu
Estima, Ana; Carvalho, Carla; Vieira, ElisabeteSem resumo disponível.
Tecnologia de mouse tracking e e-Commerce: uma revisão de literatura
Duarte, José Vaz; Estima, Ana; Rocha, AnabelaO Mouse Tracking permite aos web developers e responsáveis de marketing observarem o comportamento atual dos seus utilizadores ao navegarem numa plataforma web, isto é, a movimentação do rato, cliques e scroll. Este instrumento têm o propósito de analisar de forma qualitativa os dados, permitindo ao responsável de Marketing conhecer o comportamento e as decisões/ações do consumidor durante a sua experiência de ...
Real-time marketing: uma nova estratégia de marketing: um estudo comparativo da...
Lages, Inês; Estima, AnaCom o aparecimento das novas tecnologias e da era digital surge um novo tipo de consumidor, designado por prosumer. Este consumidor, mais informado, exigente e conectado com o mundo através de um simples click, torna-o não só consumidor de conteúdo, mas também participante na produção do mesmo, o que levanta novos e importantes desafios aos marketers. Para dar resposta a este desafio, têm surgido diferentes est...
The impact of mascots in the children's consumption of food products: a study o...
Cruz, Ana Patrícia; Estima, Ana; Vieira, ElisabeteThis document aims to shows the results of a study of the Child Consumer, where an analysis was made regarding the supposed influence that advertising mascots play in the choice of some consumer products. To validate this analysis, a qualitative survey was developed in the form as an interview, with children aged 6 to 10 years of age in primary schools in the central region. The children were confronted with ce...