Bruno Miguel Vieira

ISAG – European Business School · Computer Science

With an emphasis on the Shein brand, this article explores how consumers view the environmental and social implications of the fast fashion industry’s growth and how it has affected consumer behaviour. By comparing results before and after learning about the tactics and strategies used by the brand under study, as well as by testing the proposed hy...

This research emerges as a starting point in analyzing the requirements that brand managers should consider leveraging the presence of brands in the metaverse, considering the consumers' degree of knowledge, expectations, and desired experiences, thus contributing with theoretical and practical implications to brand management. Through a qualitativ...

This chapter addresses the gap in the literature regarding brand personality metrics in the hotel industry. Despite extensive studies on various brands globally, limited research exists in the hotel sector. Brand personality is pivotal for differentiating hotels and attracting their target market. Aaker's five-dimensional brand personality scale (B...

Purpose This study aims to address the macroeconomic factors effect on the travel and leisure (T&L) industry throughout Europe within the context of the Russo-Ukrainian war that have started on 24 February 2022. Specifically, top tourist destinations are analysed, such as Spain, France, Italy and Portugal, as well as Europe in general. Design/meth...

Development of an emotional attachment to the brand is a key issue in brand management, making constructs such as brand experience, brand satisfaction, brand love, and brand loyalty one of the most addressed topics in marketing research, specifically, the destinations brands, such as of city of Porto. Within this debate, special attention is given...

This paper intends to study the importance of digital marketing to attract participants to musical events. We use the case of NOS Primavera Sound, and we analysed the 2022 edition, which contemplated 1126 valid responses. To reach our objective we ran a logit model and verified that the sociodemographic characteristics present a different impact on...

Background: This study aims to identify the changes in the fashion industry, during the COVID-19 pandemic, specifically, within the context of online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we also consider sustainability as a fashion strategi...

This chapter analyses the importance of Portuguese consumers' degree of environmental awareness when faced with the decision to purchase sustainable products, with the purpose of helping to better understand the ecologically aware consumer profile. It was applied an online questionnaire survey to collect the data, and 269 answers were obtained. The...

Purpose The authors intend to contribute to the lack of information about corporate social responsibility (CSR) in sports verified in the literature. The main purpose is to understand what the supporters' perceptions of CSR practices in sports clubs are and how these initiatives influence some of their attitudes towards the clubs they support. Des...

This chapter seeks to define and analyse performance evaluation, which are the methods used by organizations to evaluate the performance of employees and their limitations. Based on a qualitative methodological approach, the interview survey was used as a research tool. The results presented demonstrate that motivation and performance are very pres...

This study aims to investigate the evolution and the professional and organizational impact of female leadership over the past few years and focuses on the importance of creating an environment more conducive to organizational identification, speaking with the community orientation to act in favor of the organization aspiring feminine leadership po...

Purpose The purpose of this study is to analyze the entrepreneurial intentions of higher education students in a private higher education institution (HEI), enrolled in the following courses: Business Management, Hospitality Management, Tourism and Business Relations. Design/methodology/approach A quantitative methodology was used through the appl...

We present the determinants of the length of stay (LOS) of Porto Street Stage that integrated the program of the 52nd edition of Rally de Portugal. Sport events assume an important role in the marketing of tourism destinations. However, when we compare them with other segments in tourism, it still remains underexplored. This study represents an opp...

In developing countries like Nigeria, a big gap still exist between business owners and their customers with respect to online transactions. This problem is causing people their time since they have to leave other activities including work in order to be physically available at the business site to make transactions. The purpose of this work theref...