23 documents found, page 1 of 3
The role of brands in an era of over-information
Correia, Ricardo; Venciute, Dominyka; Sousa, Bruno MiguelIn today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude of information at their fingertips. The digital branding processes and their implications for consumer behavior have become vital areas of study for marketers, academics, and researchers alike. As the sources of information continue to proliferate, the challenge of processing this vast array of content becomes inc...
Assessing the impacts of internal communication: employer branding and human re...
Fernandes, Raquel; Sousa, Bruno Miguel; Fonseca, Manuel José; Oliveira, José CastroHuman capital is considered the most important resource in any organization. However, most companies are concerned with external customer satisfaction, without devoting much attention to the satisfaction of their employees. Indisputably, employee satisfaction is fundamental and determines the success or failure of what the customer experiences. Technological developments have changed our lives and habits, and e...
The dark side of the brand and brand hate: a review and future research agenda
Walter, Cícero; Vale, Vera Teixeira; Au-Yong-Oliveira, Manuel; Veloso, Cláudia M.; Sousa, Bruno MiguelThe present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carr...
Preface - The role of brands in an era of over-information
Correia, Ricardo; Venciute, Dominyka; Sousa, Bruno MiguelIn today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude of information at their fingertips. The digital branding processes and their implications for consumer behavior have become vital areas of study for marketers, academics, and researchers alike. As the sources of information continue to proliferate, the challenge of processing this vast array of content becomes inc...
A lealdade da geração Z ao metro do Porto contributo para o desenvolvimento reg...
Cardoso, Rita Carina Sobreiro; Veloso, Cláudia M.; Sousa, Bruno MiguelIn recent years, organisations have shown a growing interest in developing social responsibility (CSR) practices. In parallel, territories seek to promote (to their citizens, visitors and tourists) services that promote satisfaction and loyalty and, consequently, a greater development in regions and community. In this perspective, the present study proposes a new research model to examine how CSR influences the...
Encouraging brand attachment on consumer behaviour: pet-friendly segment
Alves, Helena Margarida; Sousa, Bruno Miguel; Carvalho, Aida; Santos, Vasco; Dias, Álvaro Lopes; Valeri, MarcoThe aim of this paper is to study the factors that influence consumer behaviour through brand attachment, in the pet-friendly segment in Portugal. Pet-friendly tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide, urging the complex needed advances on tourism practices performance. Methods: The application of the model to a group of 190 respondents carried out in...
Stakeholders’ perceptions of the communication of the territorial brand: the ca...
Correia, Ricardo; Marinho, Madalena; Sousa, Bruno Miguel; Venciute, DominykaTerritorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marke...
Encouraging consumer loyalty: the role of family business in hospitality
Veloso, Cláudia M.; Magalhães, Daniela B.; Sousa, Bruno Miguel; Walter, Cícero; Valeri, MarcoThe aim of this paper is to understand the importance of consumer loyalty in the specific context of Hotel Family Business. This study proposes a conceptual model to examine how perceived service quality and corporate social responsibility (SCR) influence guest satisfaction and loyalty, and also how they relate to corporate image, perceived value and price. Design/methodology/approach – Through the structural e...
The role of e-marketing as in specific contexts of sports tourism
Coutinho, Daniela; Sousa, Bruno Miguel; Fernandes, Paula OdeteAthletics is a sport that is going through several difficulties in Portugal, essentially at the financial level, since support and sponsorships are less and less, blocking the construction of financial sustainability, which is reflected in a reduction of medals won in international competitions. Thus, the application of sports and e-marketing to athletics becomes essential, as it will allow us to understand wha...
Encouraging innovation and relational Trends in thermal tourism: a peninsular n...
Barros, Cesar L.; Sousa, Bruno Miguel; Fernandes, Paula OdeteThe innovation process, and its application to tourism, has been gradually gaining ground in the academic community as a field of study. Similarly, in recent decades, tourism has received greater attention from researchers in several sciences. The present manuscript intends to gather and sistematize the main aspects related to innovation process in specific tourism context, in particular the case of thermal tou...