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Researchers have explored the antecedents and consequences of recovery satisfaction by creating, improving or using scales. However, scales should be invariant among contexts and cultures. Using item response theory, a methodological... more
Researchers have explored the antecedents and consequences of recovery satisfaction by creating, improving or using scales. However, scales should be invariant among contexts and cultures. Using item response theory, a methodological approach that helps measure items, we evaluated some constructs related to it. Results, limitations and future research are discussed
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PurposeThe purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the... more
PurposeThe purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer. Design/methodology/approachThese questions were investigated by way of two experiments: the first, using a between-subjects approach that was carried out with 210 subjects and the second, using between- and within-subjects approaches that were carried out with 305 subjects. FindingsThe results show that: products produced by both little-known and well-known brands are evaluated more favourably when they are co-branded with a well-known ingredient brand; there is no evidence that the co-branding effect on product evaluation is stronger for little-known brand products than for well-known brand products; and there is weak evidence that the co-branding effect on product evaluation is stronger among subjects from lower socioeconomic strata than among subjects from the upper stratum. Research limitations/implicationsThe theory of anchoring alone is insufficient for explaining differences in product evaluations when the co-branding strategy is adopted. It is believed that positive effects can be also interpreted by the assimilation and signalling theories. Practical implicationsAs for the managerial implications, the authors offer insights into the impacts of using a strategic co-branding alliance on the products of little-known brands among consumers from lower and upper strata. Originality/valueThe study contributes to consumer behaviour literature, specifically with regard to ingredient-brand effects in co-branding strategies from the perspective of the end consumer.
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It has been common works published in Management and particularly in Marketing using statistical techniques applied to ordinal scales assuming that these were interval. In order to provide a suitable alternative to this practice, it is... more
It has been common works published in Management and particularly in Marketing using statistical techniques applied to ordinal scales assuming that these were interval. In order to provide a suitable alternative to this practice, it is presented in this article, a taxonomy of different models of item response theory polychotomous (TRIP) based on the types of logit step from one stage of the item (response functions). The emphasis of the presentation is introductory and the proposed methodology is illustrated with an application considering a range of attitudes of consumers towards banking services, with respect to mobile banking, an area of recent interest in Marketing. This example also illustrates the use of software to implement most of these models
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Este artigo tem o objetivo de introduzir e explicar um plano (ou modelo) para orientar o planejamento e a execuo de campanhas de sade por meio do Marketing Social. O modelo baseia-se nos princpios de Marketing Social e tem como propsito... more
Este artigo tem o objetivo de introduzir e explicar um plano (ou modelo) para orientar o planejamento e a execuo de campanhas de sade por meio do Marketing Social. O modelo baseia-se nos princpios de Marketing Social e tem como propsito auxiliar os profissionais da rea pblica a desenvolver um plano de ao a partir de etapas para elaborar campanhas de sade para alcanar o objetivo final, que a mudana de comportamento. O plano de Marketing Social uma opo para introduzir uma orientao ao cliente por meio do Marketing integrado com o propsito de promover a satisfao do consumidor por meio da mudana de comportamento na sade pblica. Por um lado, a preveno e promoo da sade mais barata ao Estado; por outro, mais complexo. Estes pesquisadores definiram trs nveis: (i) diagnstico do problema social; (ii) desenho dos benefcios e da mudana social; e (iii) definio do composto de Marketing Social. Este plano de Marketing Social uma alternativa para introduzir a orientao ao cliente apoiado por Marketing Integrado em campanhas de sade. Portanto o Marketing Social surge como uma apropriada ferramenta de abordagem a ser aplicada no setor pblico e na promoo da sade.
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The crossovers between marketing and neuroscience has generated expectations as much for academia as for the market, especially in the last decade. Despite the interest and promises of results, gaps in neurobiological knowledge are... more
The crossovers between marketing and neuroscience has generated expectations as much for academia as for the market, especially in the last decade. Despite the interest and promises of results, gaps in neurobiological knowledge are perceived related to data collection and analysis. This study presents and compares some neuroscientific tools that are based on non-cognitive responses of the human brain. The collection and analysis of biomarkers such as hormones and levels of muscular electrical activity can be used in research on human behavior related to consumption, among other interactions with marketing actions. We also discuss the methodological application of these tools, resulting measures and possible interpretations of behavior, with emphasis on future research agenda.
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ABSTRACT This article aims to introduce and explain a guideline to plan and perform health campaigns through social marketing. The model is based on the social marketing principles and its objective is to help professionals develop an... more
ABSTRACT This article aims to introduce and explain a guideline to plan and perform health campaigns through social marketing. The model is based on the social marketing principles and its objective is to help professionals develop an action plan setting step-by-step the processes to produce health campaigns to achieve the ultimate goal behavior change. Three levels of action 10 have been set: (i) diagnosing the social problem; (ii) designing the benefits of changing behavior; and (iii) setting the marketing mix. This social marketing plan is an option to introduce customer orientation backed by integrated marketing aimed at generating consumer satisfaction as the key to behavior change in the public health policies.
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Research Interests: Marketing, Social Marketing, E Marketing, Services Marketing and Management, International Marketing, and 15 moreMarketing Research, Retail Marketing, Marketing Strategy, Internet Marketing, Marketing Management, Social Media Marketing, Civilization, Marketing Strategies, Marketing Communications, Services Marketing, Digital Marketing, Marketing Planning, Global Marketing, Marketing mangement, and Marketing Fundaments Spanish
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Research Interests: Humanities, Political Science, Environmental Health, Brazil, Occupational Medicine, and 11 moreMedicine, Energy Metabolism, Humans, Industry, Workers, Food Services, Evaluation Studies, Public health systems and services research, Trabalhadores, Nutritional Requirements of Freshwater Fish, and Socioeconomic Factors
This paper develops a set of propositions that should orient the development of argument and the execution of communication campaign aiming to foster sustainable behaviors. First, an integrative model for sustainable behavior is adapted... more
This paper develops a set of propositions that should orient the development of argument and the execution of communication campaign aiming to foster sustainable behaviors. First, an integrative model for sustainable behavior is adapted from existing literature, describing a psychosocial model embracing values, cognition, social and moral norms and attitude. Against this background theories from cognitive (prospect theory and framing effects) and social psychology (social dilemmas and social identity) support the recommendations for adequate framing for persuasive communication. One specific marketing campaign, from a Brazilian producer of ethanol, was subjected to a Peircean semiotic analysis revealing opportunities to improve current marketing practices based on well establish behavioral theories.
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Portuguese Abstract: Nesse artigo, o Comite Cientifico de Marketing da ANPAD (2015-2016) propoe um conjunto de reflexoes e sugestoes para avaliacao e elaboracao de pareceres para artigos cientificos submetidos aos congressos e aos... more
Portuguese Abstract: Nesse artigo, o Comite Cientifico de Marketing da ANPAD (2015-2016) propoe um conjunto de reflexoes e sugestoes para avaliacao e elaboracao de pareceres para artigos cientificos submetidos aos congressos e aos periodicos cientificos de marketing. Analisamos o processo de submissao e revisao de artigos nos principais congressos – o Encontro Nacional da ANPAD (EnANPAD) e o Encontro de Marketing da ANPAD (EMA) – e periodicos de marketing. Mostramos quais sao os diferentes papeis e como atuam num processo de revisao os cientistas da academia brasileira de marketing – autores, editores, revisores, Comite Cientifico e Lideres de Tema da ANPAD. Tracamos algumas sugestoes a respeito do comportamento/postura de um revisor e analisamos quais sao os elementos essenciais de um bom artigo. Por fim, propomos uma grade de avaliacao (criterios) com o objetivo de ajudar os revisores a elaborarem seus pareceres a pesquisas teorico-empiricas, ensaios teoricos e casos de ensino.English Abstract: The ANPAD's Marketing Scintific Comitee (2015-2016) proposes a set of reflections and suggestions for evaluation and review of scientific papers submitted to the marketing congress and scientific journals. We analyze the submission and peer-review process in the most important Brazilian marketing congresses (ENANPAD and EMA). We show the different roles and how each scientist of the Brazilian marketing academy -- authors, editors, reviewers, Scientific Committee, and Theme Leaders -- participate in the review process. We develop some suggestions about the behavior/actions of the reviewers, and analyze which are the essential elements of a good academic paper. Finally, we propose a evaluation framework to help reviewers to elaborate their paper evaluations of about theoretical-empirical, and theoretical papers, as well as case studies.
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Research Interests: Business and Engineering
Digital technologies are changing media consumption in many markets. This study offers and tests a model to analyze the factors that influence electronic media usage in an emerging market; Brazil. Through a survey, a sample of 1.000 cases... more
Digital technologies are changing media consumption in many markets. This study offers and tests a model to analyze the factors that influence electronic media usage in an emerging market; Brazil. Through a survey, a sample of 1.000 cases was collected, capturing consumers' perceptions about five media (Broadcast TV, Pay-TV, Internet, Mobile Phones, and Game Consoles). Using SEM, the study found that Attitude is influenced by Image, Entertainment and Content, followed by Communication and Habit. Also, Attitude is a strong predictor of Satisfaction, while Attention is explained by Entertainment and Satisfaction. The model explained 80% of Attitude and 90% of Satisfaction.
