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- Olives and touristic experiences: the case of the olive tree and olive oil museumPublication . Correia, Ricardo; Felgueiras, Palmira de Jesus Guedes; Carvalho, Aida; Venciute, DominykaGastronomy is one of the main motivations that inspires and triggers the tourist journey. It is frequently interconnected with intangible dimensions attached with a specific place. Olive oil tourism is a specific product inside gastronomic tourism with the potential to generate a diversity of experiences for the tourist. As olive oil tourism depends on a multiplicity of different actors, whose actions need to be inte- grated, its current situation is still far way from its potential in regions that are not able to implement this integration practice. That is exactly the case of Mirandela (a small municipality in the northeast of Portugal) examined in this chapter. Even with an actor (the Olive Tree and Olive Oil Museum) with a strong potential to act as an articulator of the offer, that integration is not even in the beginning yet, losing the destination the opportunity of generating valuable olive oil experiences to the tourists.
- 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.
- Preface - AI Innovation in Services MarketingPublication . Correia, Ricardo; Venciute, Dominyka
- 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. However, as brands strive to stand out and differentiate themselves, they also face the dilemma of finding unique and distinctive signals that resonate with consumers. Concepts like sustainability, inclusivity, and eco-friendliness have now become common claims made by brands, but their effectiveness in aiding consumer decisions is a subject of inquiry. Do these signals genuinely assist consumers in making better choices, or have they become so commonplace that they are merely ignored? This edited reference book endeavors to explore and address such pressing questions, focusing on brand management and the emerging trends that foster customer-centric approaches, adding significant value and relevance to brands. Our aim is to equip readers with the knowledge and skills necessary to comprehend the digital branding process and its impact on product, service, and organizational choices. Additionally, we seek to contribute to the development and consolidation of recent branding concepts in the context of over-information, illustrating their practical relevance through insightful case studies. The book’s audience primarily comprises three groups. First and foremost, marketing academics and their students, both at the undergraduate and graduate levels, will find value in strengthening or mastering new concepts concerning brands and branding. Secondly, researchers seeking to stay updated on conceptual advancements and explore real-world case studies will discover meaningful insights within these pages. Lastly, marketers, driven by the need to optimize the potential of brands and marketing strategies, will gain valuable knowledge and skills to thrive in this dynamic era of over-information.
- 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 effect of consumer participation during the new product development process on consumer brand identification: A gaming industry studyPublication . Correia, Ricardo; Jakutis, Lauryas; Vilkaitis, Karolis; Survilaite, Eimante; Venciute, Dominyka; Sousa, João PauloThis study examines the role of consumer participation in the new product develop- ment process within the gaming industry, focusing on its impact on Consumer Brand Identification (CBI), with brand attractiveness as a mediating factor. Using a between-subjects experimental design, we tested three scenarios of consumer partic- ipation and analyzed the data with one-way ANOVA and mediation analysis. The findings reveal that although consumer involvement enhances brand attractiveness, it does not significantly increase brand identification. This research provides new insights into the limited effects of consumer participation on deepening brand con- nections despite its positive influence on brand perception. This study is one of the first to empirically explore the varying impacts of consumer participation on CBI within the gaming sector, offering a nuanced understanding of its role in shaping brand perception. Practical implications suggest that while consumer involvement is beneficial for enhancing brand attractiveness, its effectiveness in fostering brand identification is limited, and marketers should temper expectations when employing this strategy.
- Trust in influencer marketing: factors influencing followers’ perceptions in the baltic countriesPublication . Randers, Maria; Venciute, Dominyka; Correia, Ricardo; Fontes, RutaThis study explores the factors that influence followers’ trust in influencer marketing in the Baltic countries and provides practical recommendations for agencies and influencers. Through a comprehensive literature review, the study emphasizes the significance of influencer credibility, encompassing elements such as expertise, image congruence, branded content labeling, and the influencer-follower relationship. The research employs a mixed-methods approach, combining quantitative data collection through a survey targeting social media users and qualitative data collection through interviews with influencer marketing experts. The findings reveal that followers are more likely to trust influencers who exhibit expertise in the specific field being advertised, while incoherence between regular content and advertisements decreases credibility. The outcomes provide valuable insights, offering practical recommendations for agencies and influencers to establish trust and credibility in their advertising efforts.
- The role of influencer-follower congruence in the relationship between influencer marketing and purchase behaviourPublication . Venciute, Dominyka; Mackeviciene, Ieva; Kuslys, Marius; Correia, RicardoOver the last decade, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or image strength. Since consumers prefer brands and companies whose image is congruent with their actual or ideal self, we could expect that consumers tend to prefer influencers whom they can compare themselves with. Therefore, congruence between consumer and influencer is imperative in influ- encer marketing and may indicate whether the influencer will be able to promote products to the target audience in an appealing way. Using a quantitative empirical study, we surveyed more than 7500 individuals measuring how they perceive a specific influencer’s credibility, content usefulness, congruence, and purchase behaviour. The results suggest that if there is a congruence between an influencer and the follower, the impact of the influencer’s experience and its content usefulness on purchase behaviour is stronger.
- Sustainability and beyond: decoding the influences of corporate social responsibility on employer brand attractivenessPublication . Gintale, Greta; Correia, Ricardo; Venciute, Dominyka; Lapinskiene, RutaThis research explores the complex relationship between perceived corporate social responsibility (CSR), sustainability self-identity and generational differences, focusing on their influence on employer brand attractiveness. Recognizing CSR’s critical role in talent acquisition, the study examines the impact of philanthropic, ethical and environmental CSR activities on employer brand perception. While environmental and philanthropic CSR significantly improve employer attractiveness, ethical CSR shows a less substantial impact. The research also introduces sustainability self-identity as a possible moderating factor, investigating whether individuals whose values align with CSR perceive employer brands differently. Contrary to what was expected., sustainability self-identity does not significantly moderate this relationship. Additionally, the study explores generational differences, revealing that interest in CSR is consistent across age groups, challenging stereotypes about generational preferences. Notably, Baby Boomers and Generation Z demonstrate similar engagement with CSR as Generation X and Millennials. The findings suggest that organizations should focus on environmental and philanthropic initiatives to strengthen their employer brand. Furthermore, the study highlights the broad appeal of CSR initiatives across generational lines, paving the way for future research on the interplay between CSR, employer attractiveness and individual and generational dynamics.
- AI Innovation in Services MarketingPublication . Correia, Ricardo; Venciute, DominykaThe emergence of artificial intelligence (AI) has ushered in a transformative wave, disrupting trends and reshaping the landscape of services marketing. As businesses grapple with the interplay between evolving consumer behaviors and the progression of AI, a critical need emerges for a guide to navigate this complex terrain. The stakes are high, and the challenges are multifaceted - from redefining customer experiences to addressing ethical considerations in the age of automation. In response to these pressing issues, AI Innovation in Services Marketing stands out as a source of insight, unraveling the complexity surrounding the integration of AI in services marketing. This book endeavors to equip readers with an understanding of how AI is not just a tool but a force driving profound transformation in services marketing. Through a lens focused on real-world examples and insightful case studies, it illuminates the impact of AI on productivity and customer experiences. Beyond the transformative power, the book grapples with the ethical considerations that arise in the wake of AI adoption in services marketing. It seeks to guide both academics and practitioners, offering a resource to harness AI strategically, optimize services, and maintain a competitive edge in the global market. Whether you're a marketing scholar seeking comprehensive insights, an educator guiding the next generation, a student delving into the latest trends, or a researcher exploring the uncharted territories of AI, this book is crafted for you. The chapters traverse critical topics such as the convergence of services and AI, the impact of AI on customer support, personalization through recommendation engines, ethical considerations, measuring AI's impact on customer experience, and forecasting future trends. Supported by compelling case studies, this book serves as an indispensable guide for those looking to understand, adapt, and thrive in the AI-driven landscape of services marketing