EsACT - Artigos em Revistas Não Indexados à WoS/Scopus
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- A Alma de um Território: A Marca Territorial Chaves como Expressão de Identidade ColetivaPublication . Correia, RicardoEste artigo de opinião analisa a nova marca territorial do Município de Chaves sob a lente do marketing territorial e das teorias contemporâneas de branding. Argumenta-se que uma marca territorial eficaz deve transcender a dimensão visual, constituindo-se como um sistema identitário profundamente enraizado na história, na cultura e nas aspirações da comunidade. O caso de Chaves destaca-se pela articulação exemplar entre herança patrimonial e visão estratégica, posicionando a marca como um vetor de diferenciação simbólica e de geração de valor económico, cultural e turístico sustentado. A autenticidade da proposta, aliada à sua capacidade de gerar envolvimento emocional e sentido de pertença, constitui o núcleo da sua força diferenciadora e da sua sustentabilidade a longo prazo.
- An Ecosystem of Social Innovation? Analysis of The Role of The Actors Who Make Up 4h in the Aveiro Region, PortugalPublication . Pereira, Ana Rita Godinho Ferreira; Bittencourt, Bernadete de LourdesObjective: Understand the functioning of the Social Innovation Ecosystem (SIE) in the Intermunicipal Community of the Aveiro Region (ICAR) regarding the role of public policies from the University of Aveiro (UA) of social entrepreneurs and their typology. Theoretical Framework: Social Innovations (SI) are innovations that are social in their ends and means. Due to the positive social results, they enhance the capacity of civil society to act. This mobilization of individuals is present in the Quadruple Helix Innovation System Framework. This model is related to the concept of EIS, which includes social entrepreneurs, investors, beneficiaries, and public policy. Method: A literature review of national, regional, and local strategic documents. It relies on the results of a national study on the EIS, Sled by the UA, in partnership with the Portugal Social Innovation Mission Structure (PSIMS). Results and Discussion: Combining the analysis of SI projects supported by PSIMS with the initiatives promoted by regional and local policy and with support from the UA allowed us to obtain the profile of the SIE actors in ICAR and their contribution to the success of the SIE. Research Implications: This exploratory study is the initial stage of a more in-depth investigation into the role of actors in SIE. It is expected that this mapping will help to build regional and local strategies that facilitate the success of SI initiatives. Originality/Value: Contributes to the evolution of knowledge within the scope of the functioning of regional SIE in Portugal. Its recommendations and discoveries hope to be integrated into the promotion of improvements to its operation.
- The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industryPublication . Venciute, Dominyka; Kazukauskaite, Migle; Correia, Ricardo; Kuslys, Marius; Vaiciukynas, EvaldasPurpose The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing. Design/methodology/approach A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire. Findings The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption. Research limitations/implications The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products. Practical implications Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions. Originality/value The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.