Amélia Brandão

Amélia Brandão
University of Porto | UP · Department of Management

Brand Management, PhD
Services Management Master Director at FEP-U.Porto| PostGraduate Programme Director at Porto Business School (PBS)

About

63
Publications
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Citations
Introduction
Amélia Brandão currently works at the Brand Management field, Faculty of Economics, University of Porto. Amélia assessed to Quantitative and Qualitative Research methods and techniques. Her current project is in the Negative Consumer Brand Relationships domain.

Publications

Publications (63)
Article
Full-text available
The current study adds to the literature on the indirect and direct effect of sustainability in luxury services purchase intention. The agenda of researchers and professionals in the luxury industry is constantly changing, and not consensual in the literature, but sustainability has been playing an important role in society. Luxury services have al...
Article
Full-text available
This paper aimed to empirically deepen our understanding of the growing phenomenon of negative consumer-brand relationships in the Internet, striving to investigate “who and why” consumers join anti-brand communities against the top ten global brands. In particular, this study aims to investigate whether the consumers’ profile affects whether they...
Article
Full-text available
As a result of the increasing worldwide luxury expenditure, and consequently, its democratization, consumers in mature markets feel that luxury has lost its uniqueness and exclusivity. Despite academia having deemed conspicuousness and luxury connected, this study intends to determine the main antecedents of (in)conspicuous luxury consumption, and...
Article
Purpose This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the...
Article
Creative entrepreneurship have contributed to economic development of regions and countries and have become models for the countries in the western world. Jewelry designer entrepreneurs are one of the contributor towards creative economy for their role in economic prosperity. This article investigates brand building efforts of jewelry designer entr...
Article
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Resumo: O presente estudo teve como objetivo descrever e revisar criticamente a literatura acerca do valor da marca das equipes esportivas profissionais na ótica do consumidor. Utilizou-se de uma revisão integrativa, com buscas entre outubro e novembro de 2019 por artigos empíricos e conceituais publicados até setembro de 2019, nas seguintes bases...
Article
Purpose-This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative br...
Article
Full-text available
Purpose The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands. Design/methodology/approach A survey-based data was m...
Article
Purpose – Extending the theory of planned behaviour (TPB), this paper aims to measure the relative importance of different barriers to sustainable fashion consumption (SFC). Design/methodology/approach – Existing studies have mainly adopted a qualitative methodology for identifying barriers to uptake of SFC, this study uses six of the main identif...
Article
Full-text available
This paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal. It also explores how the perceived functional and hedonic brand values mediate the effects of brand experience and brand love. The data collection wa...
Chapter
The primary purpose of the present research is to develop a methodology which can accurately analyse online public reviews on Google using Netnography studies combined with text mining analyses. By analysing the current techniques applied to a lifestyle hotel brand in 9 properties in different countries and carefully studying how negative reviews a...
Chapter
Brand researchers and practitioners acknowledge that brands have the power to create emotional relationships between customers and enterprises. Moreover, it is known that brands can sometimes reflect the strategic vision of a firm. The aim of this chapter is to capture the creation of an identity for a new brand and to create a framework to better...
Chapter
Healthcare services, in particular, are one of the areas in which Lean can be applied and benefits can be reached through it. In order to analyze the suitability of Lean implementation in healthcare units, this research focused on a case study, namely in Hospital of Santo António emergency area, in the city of Porto, Portugal. The study was conduct...
Article
Full-text available
In a market accentuated by globalization and digital consolidation, high fashion brands start to rethink the way of producing, communicating and distributing their supply, adopting the See Now, Buy Now (SNBN) model to guarantee the possibility of instant gratification. Literature has been scarce concerning SNBN as a new paradigm of contemporary fas...
Conference Paper
Fairness is perceived to be the situations where the outcomes are reasonable and just (Xia, Monroe, & Cox, 2004). Consumers assess and are attentive towards firm’s fair action towards various contexts (Tabibnia, Satpute, & Lieberman, 2008). Based on the fairness perception, consumer responds to their everyday decisions. Because consumer search for...
Article
The growing trend of internationalization by organizations is one of the factors that makes markets development even more competitive. In the digital environment, this paradigm is intensified, since the market becomes naturally global due to the absence of physical borders and low entry barriers. It is therefore important to re-evaluate the process...
Conference Paper
Full-text available
Extended Abstract In recent decades, there have been countless negative feelings about brands with very significant impacts on companies and especially on the value of brands, so it is extremely important to be able to deal with them in the context of management (Zarantonello et al.,
Chapter
Full-text available
The primary purpose of the present research is to develop a methodology which can accurately analyse online public reviews on Google using Netnography studies combined with text mining analyses. By analysing the current techniques applied to a lifestyle hotel brand in 9 properties in different countries and carefully studying how negative reviews a...
Preprint
Higher Education Institutions (HEIs) are increasingly aware of the importance of brand equity for brand strategy. Earlier research has disregarded the eWOM of HEIs, so this study furthers our understanding of the importance of eWOM on the creation and leverage of HEIs’ brand equity. A qualitative approach was adopted, with semi-structured interview...
Article
Full-text available
Higher Education Institutions (HEIs) are increasingly aware of the importance of brand equity for brand strategy. Earlier research has disregarded the eWOM of HEIs, so this study furthers our understanding of the importance of eWOM on the creation and leverage of HEIs’ brand equity. A qualitative approach was adopted, with semi-structured interview...
Article
Full-text available
Purpose – The purpose of this paper is to identify the antecedents and consequences of social media fashion influencer’s (SMFI) diffusion of fashion information. This study proposes and examines following research questions: What motivates SMFI to share fashion information? In what way shared fashion information impact SMFI? Design/methodology/app...
Article
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This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to Brand Portfolio Audit and Brand Architecture Strategy was developed, and later applied and tested...
Chapter
Full-text available
Using eye tracking this paper investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are pro...
Chapter
Full-text available
With the advent of Web 2.0 and the fact that brands can now communicate directly with consumers, it has been suggested that content marketing is replacing publicity. However, to the best of the authors' knowledge, no previous study has supported this relationship. The purpose of this chapter is to explore this theory, drawing a comparative study on...
Chapter
Using eye tracking, this chapter investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are...
Article
Full-text available
The new plain cigarette pack legislation currently advised to all European Union members impacts on the standardization of the size, shape, colors and lettering of the cigarette pack. So, the package communication faces restrictions in the tobacco industry. To the tobacco companies’ marketeers, it is important to understand the impact of this new r...
Article
Full-text available
The internationalization of music festivals is a very recent and very complex process – due to the subjectivity of the theme – that encompasses the areas of management, internationalization, and culture, and has intensified in recent years. This paper investigates the ways in which music festivals are currently internationalized and the internal pr...
Article
Full-text available
Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook. Design/methodology/approach Data were collecte...
Article
Full-text available
Social media has provided opportunities for businesses to develop close relationships with customers leading to customers’ engagement as it influences loyalty and satisfaction, and assists in expanding the markets. While small and medium enterprises (SME) are at a disadvantage compared to large firms, establishing management control in a foreign ma...
Chapter
Full-text available
Product counterfeiting is a form of consumer fraud: a product is sold, purporting to be something that it is not. Counterfeit is illegally made products that resemble the genuine goods but are typically of lower quality in terms of performance, reliability or durability. There is a need to learn as much as possible about the counterfeit market and...
Chapter
Full-text available
No atual contexto em que as marcas de moda necessitam de se diferenciar e ganhar lugar na mente do consumidor, começa-se a reconhecer cada vez mais a importância da comunicação integrada de marketing (CIM) na interação com os públicos e no desenho da construção da marca...
Article
Full-text available
Social media has provided opportunities for businesses to develop close relationships with customers leading to customers’ engagement as it influences loyalty and satisfaction, and assists in expanding the markets. While small and medium enterprises (SME) are at a disadvantage compared to large firms, establishing management control in a foreign ma...
Article
The internationalization of music festivals is a very recent and very complex process – due to the subjectivity of the theme – that encompasses the areas of management, internationalization, and culture, and has intensified in recent years. This paper investigates the ways in which music festivals are currently internationalized and the internal pr...
Article
Full-text available
This study aims to explore how Content Marketing can be used to increase and create positive associations to products "Made in Portugal" and, thus that, contributing to the lack of studies regarding the thematic. APICCAPS-Portuguese Footwear, Components, Leather Goods Manufacturers' Association was chosen as study object. The intel was collected th...
Article
Full-text available
The purpose of this paper is to investigate the influence of selfcongruency and self-brand integration on three dimensions of luxury perceptions: prestigious perception of a brand, luxury brand perception, and overall luxury brand perception. It also aims to investigate the moderating effect of these three dimensions of luxury perceptions on brand...
Conference Paper
Full-text available
Although the marketing literature has seen a great deal of interest in the study of complaints (Blodgett et al., 1997; Maxham & Netemeyer, 2002; Del Río-Lanza et al., 2009; Brock et al., 2013; Yilmaz et al., 2016), little is yet known of the influence of complaint management on brand trust and its behavioral consequences from the consumer perspecti...
Conference Paper
Full-text available
The retail customer experience delivery continually grows in complexity warranting firms to consistently perform among disparate touchpoints (Pantano and Viassone, 2015). Thus, a consumer’s experience can start with an ad on Instagram, going on to a physical store visit while checking the inventory on his/her smartphone, trying on a garment, checki...
Conference Paper
Full-text available
The massification of social media gives endless opportunities to marketers who can now see social networks as a means of creating long-lasting relationships with consumers. Although earlier studies have documented the ways the customers engages with brands, the management perspective is unexplored in electronic customer brand engagement. Little is...
Conference Paper
Full-text available
The goal of this work is the proposal and validation of a new conceptual framework related to the antecedents and the outcomes of the brand love considering the consumer perspective. It bridges a literature gap concerning the determinants of brand love. The literature review suggests that there is a growing interest in the study of the emotional re...
Conference Paper
Full-text available
Content marketing constitutes an increasingly invaluable option for several brands and companies to attract and retain an audience (Pulizzi, 2012), by establishing a contact that ultimately leads to a positive feedback. It is unquestionable that the internet has became a major part of every company or brand content marketing strategy. With its adve...
Article
Full-text available
Many fashion brands have responded to a transparent fashion industry to prevent unethical manufacturing practices. Firms are evaluating suppliers more carefully as fashion consumers are showing more concern and shopping with the social consciousness of sweatshops. Prior studies have examined the relationship between transparency and purchase intent...
Article
Full-text available
Investigation concerning the presence of customer-brand relationships in online communities is recent and scarce and might offer potential (Moraes et al., 2014; Huber et al., 2015; Vernuccio et al., 2015). The purpose of this investigation is to understand and analyse how brand love can influence brand loyalty among millennials generation, consider...
Article
This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people with...
Conference Paper
Researchers and brand managers have limited understanding of the tweens’ (children between 8 to14 years) brand preference for mobile network operators. The purpose of the paper is to examine factors affecting tweens´ brand preference for mobile network choice decisions.
Conference Paper
Although the marketing and branding literature has seen a great deal of interest in the study of luxury brands (Chandon et al., 2016), little is yet known of how luxury perceptions can elicit passionate feelings towards luxury brands such as brand love (Batra et al., 2012). The purpose of this paper is to investigate the influence of self-congruenc...
Conference Paper
Full-text available
Purpose – To understand the influence of the organization of events in the attitude towards the brand, in the context of the communication of the brand Sports Center of University of Porto. Specifically, this study aims to analyze the drivers of brand attitude in the following context: fit between event-brand, event involvement, event emotions and...
Conference Paper
Abstract Purpose: This paper aims to verify if brand identification, social responsibility image and brand love of luxury brands are affected by the negative emotions towards the brand as a result of a perception of faults in the authenticity of the brand, leading to less attractive behaviors of Consumer response. Design/methodology/approach: Based...
Article
Full-text available
Purpose – Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a bu...
Conference Paper
Music Festivals are increasing in number, diversity and popularity in Portugal. Moreover, they are increasingly being used by brands to communicate with their target, which justifies the importance of this study. This study investigates the impact of giving a brand’s name to a Music Festival in Portugal. It aims to understand if the fact of brands...
Conference Paper
O mercado empresarial e as Pequenas e Médias Empresas (PME) estão actualmente em mudança e manifesta competitividade, o que reforça a necessidade de inovação e diferenciação das suas actividades, capacidades e recursos. Para enfrentar os (novos) desafios, as organizações carecem de ser empreendedoras e definir processos e modelos de gestão de orien...
Conference Paper
Full-text available
The attitude as a learned predisposition turns out to be the main factor of the relationship that a consumer develops towards a specific brand. The literature of brand management suggests that the stronger the relation, the higher level of trust will that brand obtain. Our focus is on the role of brand trust as moderator of the impact of brand loya...

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Projects

Projects (5)
Project
To expand our academic understanding of some niche services and/or specific phenomena, related to (but not exclusively): (a) artificial intelligence; (b) electronic word of mouth; (c) stereotypes and people (employes and customers) behaviours.