This paper discusses the trade of counterfeit luxury brands, which has grown at an alarming rate ... more This paper discusses the trade of counterfeit luxury brands, which has grown at an alarming rate and is becoming a pertinent topic. The objective of this study is to specify the factors that influence purchase intention of counterfeit products. A questionnaire was applied to a group of Portuguese consumers, wherein 43% male and 57% female, with an average age of 32.59 years (SD = 9.78). The middle class registered the highest number of responses (86%), followed by the upper class (11%). Most respondents had higher education (76%). This group agreed to declare that they purchase counterfeit luxury products. Qualtrics software was used to validate one hundred responses. Data analysis was performed using SPSS.The results show that the three most popular counterfeit products are bags, clothes, and watches; the three brands that are most easily for sale are Louis Vuitton, Ray-Ban, and Nike; the main motivation associated with counterfeit goods is lower price (44%). The main sources are s...
A educacao pode e deve ser um exemplo de democratizacao e liberdade de ensinar e aprender. Urge d... more A educacao pode e deve ser um exemplo de democratizacao e liberdade de ensinar e aprender. Urge de facto uma reorganizacao do ensino superior, de tipo de oferta e numero de vagas, em funcao do pais e nao em funcao de interesses instalados, que acabam por nao cumprir as necessidades e as expectativas de empregadores e de estudantes.
The Electronic Journal of Business Research Methods, 2021
Many authors argue that the case study is a valid and advantageous research method for certain st... more Many authors argue that the case study is a valid and advantageous research method for certain studies, having been used as a method of academic research in the field of social sciences as well as in management. This research method is an integrated system and offers the opportunity for a holistic view that combines data collection methods such as archival searches, interviews, questionnaires and observation. The data collection needed to build a case study is labour-intensive, can last months or even years, and data overload seems almost inevitable. The case study is an empirical inquiry that investigates a contemporary phenomenon within a real-life context. In this research method, qualitative data usually predominates, but quantitative data often appears in case studies. Some research studies consider the case study to be a research method for validating and constructing theory. Other research highlights that all social science studies must start with a theory based on a review o...
Many authors argue that the case study is a valid and advantageous research method for certain st... more Many authors argue that the case study is a valid and advantageous research method for certain studies, having been used as a method of academic research in the field of social sciences as well as in management. This research method is an integrated system and offers the opportunity for a holistic view that combines data collection methods such as archival searches, interviews, questionnaires and observation. The data collection needed to build a case study is labour-intensive, can last months or even years, and data overload seems almost inevitable. The case study is an empirical inquiry that investigates a contemporary phenomenon within a real-life context. In this research method, qualitative data usually predominates, but quantitative data often appears in case studies. Some research studies consider the case study to be a research method for validating and constructing theory. Other research highlights that all social science studies must start with a theory based on a review of the literature relating to the subject under investigation and this theory must then be validated through the study of a specific object, phenomenon or social problem. The key point is that before a theory can be validated, it must be constructed. In other words, a theory or theoretical framework first emerges not through a deductive process but through the inductive approach of studying an empirical case or object, and finally all theories are initially based on a case or object. This type of research has traditionally been considered soft, due to the inexistence of criteria that allow to evaluate its validity as a method to study a phenomenon in its real context. The present work is part of this theme and intends to contribute to diminish the perception about the lack of rigour associated with the case study. The present research focuses on the analysis of the methodological rigour of defended master's dissertations. In this context an investigation was undertaken of master's dissertations in the management area of a higher education management institution that use the case study as the research method. In order to achieve our goals, four hundred and forty-two master's dissertations defended in management scientific master's degrees in a Portuguese higher education institution which specializes in the area of economic and business sciences were analysed. The results of the qualitative research indicate that 40.0% of the dissertations focus on case studies. The results obtained lead us to conclude that in general the dissertations analysed present a high level of methodological rigour with respect to the object of study and a moderate level with respect to data analysis and results. The most critical aspects are the way data are collected, namely the use of multiple sources of evidence in less than half of the cases, which makes triangulation of data impossible.
The research around social networks have become increasingly important in recent years because th... more The research around social networks have become increasingly important in recent years because they are a powerful means of communication between different generations, especially the younger ones. Social networks are occupying a privileged place in the marketing and communication of brands, which has been reflected in the increase in sales in various sectors of activity. The present investigation aims to analyze how the relationship between Brand Image and Clothing Purchase Intention is mediated by the Consumers Perception benefits that this purchase provides them. The study used a quantitative methodology with questionnaire survey which had the participation of 947 subjects p in the study, aged between 18 and 55 years (M = 28.69, SD = 9.16), who during the period of confinement, caused by the pandemic situation, bought clothing through social networks. The results revealed that Brand Image has a significantly positive impact on Purchase Intention, but when Perceived Benefits enter in the model, the effect diminishes, although it remains positive and significant. It is verified that there is a partial mediation of the Perceived Benefits, which indicates that it has an indirect effect on consumers Purchase Intention. This research is important for marketing professionals to deepen their knowledge about Brand Image importance and the Perception of its Benefits has on consumers Purchase Intention, in order to develop Marketing and Advertising effective strategies to reach the target audience. Keywords: Brand image, Purchase intention, Perceived benefits, Social networks, Clothing sector, Lockdow
This paper discusses the trade of counterfeit luxury brands, which has grown at an alarming rate ... more This paper discusses the trade of counterfeit luxury brands, which has grown at an alarming rate and is becoming a pertinent topic. The objective of this study is to specify the factors that influence purchase intention of counterfeit products. A questionnaire was applied to a group of Portuguese consumers, wherein 43% male and 57% female, with an average age of 32.59 years (SD = 9.78). The middle class registered the highest number of responses (86%), followed by the upper class (11%). Most respondents had higher education (76%). This group agreed to declare that they purchase counterfeit luxury products. Qualtrics software was used to validate one hundred responses. Data analysis was performed using SPSS.The results show that the three most popular counterfeit products are bags, clothes, and watches; the three brands that are most easily for sale are Louis Vuitton, Ray-Ban, and Nike; the main motivation associated with counterfeit goods is lower price (44%). The main sources are s...
A educacao pode e deve ser um exemplo de democratizacao e liberdade de ensinar e aprender. Urge d... more A educacao pode e deve ser um exemplo de democratizacao e liberdade de ensinar e aprender. Urge de facto uma reorganizacao do ensino superior, de tipo de oferta e numero de vagas, em funcao do pais e nao em funcao de interesses instalados, que acabam por nao cumprir as necessidades e as expectativas de empregadores e de estudantes.
The Electronic Journal of Business Research Methods, 2021
Many authors argue that the case study is a valid and advantageous research method for certain st... more Many authors argue that the case study is a valid and advantageous research method for certain studies, having been used as a method of academic research in the field of social sciences as well as in management. This research method is an integrated system and offers the opportunity for a holistic view that combines data collection methods such as archival searches, interviews, questionnaires and observation. The data collection needed to build a case study is labour-intensive, can last months or even years, and data overload seems almost inevitable. The case study is an empirical inquiry that investigates a contemporary phenomenon within a real-life context. In this research method, qualitative data usually predominates, but quantitative data often appears in case studies. Some research studies consider the case study to be a research method for validating and constructing theory. Other research highlights that all social science studies must start with a theory based on a review o...
Many authors argue that the case study is a valid and advantageous research method for certain st... more Many authors argue that the case study is a valid and advantageous research method for certain studies, having been used as a method of academic research in the field of social sciences as well as in management. This research method is an integrated system and offers the opportunity for a holistic view that combines data collection methods such as archival searches, interviews, questionnaires and observation. The data collection needed to build a case study is labour-intensive, can last months or even years, and data overload seems almost inevitable. The case study is an empirical inquiry that investigates a contemporary phenomenon within a real-life context. In this research method, qualitative data usually predominates, but quantitative data often appears in case studies. Some research studies consider the case study to be a research method for validating and constructing theory. Other research highlights that all social science studies must start with a theory based on a review of the literature relating to the subject under investigation and this theory must then be validated through the study of a specific object, phenomenon or social problem. The key point is that before a theory can be validated, it must be constructed. In other words, a theory or theoretical framework first emerges not through a deductive process but through the inductive approach of studying an empirical case or object, and finally all theories are initially based on a case or object. This type of research has traditionally been considered soft, due to the inexistence of criteria that allow to evaluate its validity as a method to study a phenomenon in its real context. The present work is part of this theme and intends to contribute to diminish the perception about the lack of rigour associated with the case study. The present research focuses on the analysis of the methodological rigour of defended master's dissertations. In this context an investigation was undertaken of master's dissertations in the management area of a higher education management institution that use the case study as the research method. In order to achieve our goals, four hundred and forty-two master's dissertations defended in management scientific master's degrees in a Portuguese higher education institution which specializes in the area of economic and business sciences were analysed. The results of the qualitative research indicate that 40.0% of the dissertations focus on case studies. The results obtained lead us to conclude that in general the dissertations analysed present a high level of methodological rigour with respect to the object of study and a moderate level with respect to data analysis and results. The most critical aspects are the way data are collected, namely the use of multiple sources of evidence in less than half of the cases, which makes triangulation of data impossible.
The research around social networks have become increasingly important in recent years because th... more The research around social networks have become increasingly important in recent years because they are a powerful means of communication between different generations, especially the younger ones. Social networks are occupying a privileged place in the marketing and communication of brands, which has been reflected in the increase in sales in various sectors of activity. The present investigation aims to analyze how the relationship between Brand Image and Clothing Purchase Intention is mediated by the Consumers Perception benefits that this purchase provides them. The study used a quantitative methodology with questionnaire survey which had the participation of 947 subjects p in the study, aged between 18 and 55 years (M = 28.69, SD = 9.16), who during the period of confinement, caused by the pandemic situation, bought clothing through social networks. The results revealed that Brand Image has a significantly positive impact on Purchase Intention, but when Perceived Benefits enter in the model, the effect diminishes, although it remains positive and significant. It is verified that there is a partial mediation of the Perceived Benefits, which indicates that it has an indirect effect on consumers Purchase Intention. This research is important for marketing professionals to deepen their knowledge about Brand Image importance and the Perception of its Benefits has on consumers Purchase Intention, in order to develop Marketing and Advertising effective strategies to reach the target audience. Keywords: Brand image, Purchase intention, Perceived benefits, Social networks, Clothing sector, Lockdow
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Papers by Paula Lopes
powerful means of communication between different generations, especially the younger ones. Social networks are
occupying a privileged place in the marketing and communication of brands, which has been reflected in the increase in sales
in various sectors of activity. The present investigation aims to analyze how the relationship between Brand Image and
Clothing Purchase Intention is mediated by the Consumers Perception benefits that this purchase provides them. The study
used a quantitative methodology with questionnaire survey which had the participation of 947 subjects p in the study, aged
between 18 and 55 years (M = 28.69, SD = 9.16), who during the period of confinement, caused by the pandemic situation,
bought clothing through social networks. The results revealed that Brand Image has a significantly positive impact on
Purchase Intention, but when Perceived Benefits enter in the model, the effect diminishes, although it remains positive and
significant. It is verified that there is a partial mediation of the Perceived Benefits, which indicates that it has an indirect
effect on consumers Purchase Intention. This research is important for marketing professionals to deepen their knowledge
about Brand Image importance and the Perception of its Benefits has on consumers Purchase Intention, in order to develop
Marketing and Advertising effective strategies to reach the target audience.
Keywords: Brand image, Purchase intention, Perceived benefits, Social networks, Clothing sector, Lockdow
powerful means of communication between different generations, especially the younger ones. Social networks are
occupying a privileged place in the marketing and communication of brands, which has been reflected in the increase in sales
in various sectors of activity. The present investigation aims to analyze how the relationship between Brand Image and
Clothing Purchase Intention is mediated by the Consumers Perception benefits that this purchase provides them. The study
used a quantitative methodology with questionnaire survey which had the participation of 947 subjects p in the study, aged
between 18 and 55 years (M = 28.69, SD = 9.16), who during the period of confinement, caused by the pandemic situation,
bought clothing through social networks. The results revealed that Brand Image has a significantly positive impact on
Purchase Intention, but when Perceived Benefits enter in the model, the effect diminishes, although it remains positive and
significant. It is verified that there is a partial mediation of the Perceived Benefits, which indicates that it has an indirect
effect on consumers Purchase Intention. This research is important for marketing professionals to deepen their knowledge
about Brand Image importance and the Perception of its Benefits has on consumers Purchase Intention, in order to develop
Marketing and Advertising effective strategies to reach the target audience.
Keywords: Brand image, Purchase intention, Perceived benefits, Social networks, Clothing sector, Lockdow