Browsing by Author "Sousa, Bruno Miguel"
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- Assessing the impacts of internal communication: employer branding and human resourcesPublication . 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 even the way we relate to others, so the online increasingly influences the offline. The purpose of this manuscript was to examine the relationship between the Digital Communication of companies and their Employer Branding, with a special focus on the close relationship that employees feel with the company. To perform this analysis, a case study was carried out using a qualitative approach. Interviews with seven managers from three different companies, two of whom are responsible for the Digital Communication of their organizations, were performed. With the analysis of the data obtained, it is concluded that the Employer Branding perceived by the employees is of a positive image of the company, but they do not feel emotionally more connected with the organization through the Digital Communication practiced by it. With this study, it is expected that organizations recognize the importance that an online presence has in the image of their brand as a whole, and that it is important to invest in Digital Communication, but it has to be performed with an action plan to achieve the objectives intended. From an interdisciplinary perspective, the manuscript presents insights for marketing (digital marketing and employer branding) and for socially responsible behavior by organizations (in a Portuguese context).
- Encouraging brand attachment on consumer behaviour: pet-friendly segmentPublication . 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 order to analyse the relationships between brand attachment, trust, satisfaction, commitment, loyalty and quality of service. To test our measurement model, data was analysed using the SmartPLS 3.2. Results: Results reveal that quality of the service, satisfaction, trust and commitment had a strong relationship with the loyalty of the respondents. As for the brand attachment, the variables that showed the most influence were satisfaction, trust and commitment. Implications: The research still needs to be empirically applied in pet-friendly tourism settings to enrich their robustness in a cross-cultural tourism experiences, covering a wider spread of abroad tourism destinations and products. This study thus contributes to a better clarity at the theoretical level of brand attachment and consumer behaviour, as well as making it possible to understand from the consumers' side, which characteristics are part of their decision-making process, granting relevant data that can cooperate in the definition of better marketing strategies
- Encouraging consumer loyalty: the role of family business in hospitalityPublication . 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 equation model (SEM), a research model was proposed to examine SQ and CSR affect satisfaction and loyalty to the Douro Family Hotel and also, how they interact with corporate image, perceived value and price. The main purpose is to analyse the drivers of guest loyalty and its importance for the development and sustainability of family hotels in Douro (Portugal). Findings – The results of the study indicate that CSR and SQ perceived by the guest have a direct and positive effect on guest satisfaction and loyalty to Douro family hotels. These variables are also determinants of the perceived value, corporate image and price. Research limitations/implications – The sample is restricted and obtained by the convenience technique, but with sufficient size for the application of the structural equations model. However, the results obtained cannot be generalised to all hotels or contexts, as they only reflect information on family hotels in the Douro. Practical implications – Family businesses are a substantial share of the European economy, from the industrial sector to the services industry, including also hospitality. In Portugal, family businesses likewise play a key role, both in terms of wealth creation and job creation. Originality/value – These findings provide knowledge to family hotels on how they should implement a CSR policy that promotes service quality, corporate image and guest satisfaction, and therefore their loyalty and the competitiveness of the family hotel business.
- Encouraging innovation and relational Trends in thermal tourism: a peninsular northwest perspectivePublication . 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 tourism in Peninsular Northwest. In specific, in this region, thermal tourism still constitutes a vector of sustainable development, serving as leverage for complementary activities like healthcare and thermal tourism. The study has as purpose to provide a better understanding regarding the essence of innovation process and entrepreneurship: theoretical and practical implications. With a theoretical perspective, the manuscript aims to bring together the major components of entrepreneurship and its implications tourist perspective and relationship marketing (i.e. consumer perspective). In the end, we intend to explore the relationship with thermal tourism consumers, suggesting a conceptual model (to be tested empirically) that relates relational marketing and the result of innovation in tourism (favoring trust, commitment, quality of service, satisfaction and loyalty). A future study should include emotional factors. The new vogue of thermal tourism forces us to challenge and re-visit the power relationships that exist within contemporary tourism and the host-guest relationship.
- A lealdade da geração Z ao metro do Porto contributo para o desenvolvimento regionalPublication . 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 loyalty of Generation Z to Metro do Porto services, as well as, its interaction with service quality, corporate image and customer satisfaction. To answer the research objectives a sample of 149 Generation Z customers was collected and a quantitative analysis was applied through the structural equation model. The results obtained show that CSR and service quality have a direct influence on satisfaction and loyalty of Generation Z to Metro do Porto. Additionally, the results suggest a relationship between regional development and corporate sustainability strategies that integrate social responsibility practices. They emphasize the relevance that social responsibility practices have for companies as a vehicle for customer satisfaction and loyalty, especially Generation Z, to a company. In an interdisciplinary perspective, this study presents contributions to the development of territories and to marketing (public and places).
- Preface - The role of brands in an era of over-informationPublication . 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 increasingly daunting. Led by the surge of social networks and user-generated content, the market is flooded with an overwhelming number of posts. Micro-segmentation has become the norm, resulting in numerous variations of core products, presenting consumers with an abundance of choices. In the midst of this information overload, brands play a crucial role by serving as mental shortcuts, enabling consumers to navigate through the complexities and make decisions that align with their preferences and values.
- Stakeholders’ perceptions of the communication of the territorial brand: the case of BragancaPublication . 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 marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology.
- The cultural marketing in the relational management: a preliminary minho cultural approachPublication . Silva, Armandina; Sousa, Bruno Miguel; Fernandes, Paula OdeteThe cultural sector is as complex and varied as the concept of culture itself. Building on the rapid and profound technological changes of the early 21st century, creative economy has emerged, spurred by globalisation and the rapid sharing of information. In Portugal, the cultural and creative sector is experiencing growing momentum, thus making a positive contribution to increase the country’s wealth and foster job creation. Therefore, this study aims to understand the importance of cultural marketing to relationship management and customer loyalty. Particularly, it intends to learn how relationships between the various stakeholders are established, and what kind of actions are developed by cultural organisations to raise and retain public interest, as well as their impact. The methodology used was a case study, which combines qualitative and quantitative approaches, based on document analysis, semi-structured interviews, and a survey on cultural habits, all tied with the Cartão Quadrilátero Cultural (CQC) [Quadrilateral Cultural Card]. Results seem to show that general marketing principles have been adopted by cultural organisations due to the different advantages they offer, namely, boosting funding sources, improving customer acquisition and loyalty, and increasing brand value. From the answers provided by the 305 CQC-holding respondents that constitute the study sample, one may conclude that there is satisfaction and loyalty, and 69% are consumers-promoters. The present research focuses only on cultural equipment for the performing arts, and therefore it does not cover other cultural sectors. It employs an interdisciplinary perspective, with contributions to management (of cultural services) and marketing (i.e., cultural touring and circulation of audiences). In order to further this study and facilitate the comparison of results, it should be extended to other cultural sectors (e.g., museums). This study intends to contribute to the development of scientific knowledge in the area of cultural and relationship marketing.
- The dark side of the brand and brand hate: a review and future research agendaPublication . 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 carried out in the Scopus andWeb of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research.
- The pandemic Covid-19 and the online selling process in small and medium-sized enterprises (SMEs): a preliminary perspectivePublication . Igreja, Carla; Sousa, Bruno Miguel; Fernandes, Paula OdeteThe global pandemic scenario, marked by the new coronavirus (covid-19), makes evident the need for companies to react in their strategy (communication, distribution and sales). In this sense, this study aims to understand the value proposition by investing in the quality of the online sales process in the food sector based on the dimensions of service quality, identifying attributes that customers recognize value. It is intended to apply a questionnaire using the WEBQUAL model to understand the perceptions of customers on the company's website. In the end, we intend to understand the importance of the quality of the digital commerce process in companies in Portugal as a blue ocean strategy. In particular, the contribution of the quality of the digital commerce process (quality of processes) in the segment of food companies in Portugal. The research methodology is exploratory. The method used is descriptive, quantitative and based on the administration of an online questionnaire that applies the WEBQUAL model. In an interdisciplinary perspective, this study presents inputs for marketing, strategy and the quality of services. At the end, lines of future research will be presented.