Duarte Xara-Brasil

Instituto Politécnico de Setúbal · Departamento de Marketing e Logística

Urban food markets are considered as catalyzers of regional development and central places for promoting sustainability through the short cycles between the farm and the plate. This paper aims to identify mechanisms for improving the performance of an urban food market, considering an extended internal and external analysis. This includes competiti...

Digital transformation is a reality in practically all business industries and has influenced the development of new marketing practices and, consequently, consumer experiences, particularly in the health sector. The aim of this research is to analyze the potential benefits that digital transformation and digital marketing may have in the customer'...

The paper aims to enhance the understanding of the behavior of international tourists; this study (1) determines if cultural differences exist between Portuguese, Brazilian, Mexican, and Colombian college students; (2) if these students differ in their travel preferences; (3) examines if horizontal/vertical individualism correlates with the student...

The Setúbal region in Portugal is greatly important for its agricultural products, fishing, dairy products, and wines (many of which are widely known for their high quality and exclusivity). Production is usually undertaken by small economic agents with limited management and marketing structures, making it necessary to develop and implement a soci...

The present paper aims to analyze the impact of YouTubers and TikTokers influencers in the customer journey phases, among Generation Z users. To do so, a quantitative deductive empirical study was carried out. The respective data collection was made via an online questionnaire survey, obtaining a valid sample of 529 participants. The results show t...

Electronic waste is an environmental problem because its production volume exceeds its recycling capacity. Academic and managerial production affirm two reasons: (a) dominant market logic and; (b) unresolved asymmetries among actors, causing conflicts to work together. Following the qualitative methodology, we investigate the e-waste situation in S...

This article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this pur...

Em épocas de alterações profundas e rápidas é imperioso que as organizações consigam atender ao conjunto de desafios com que se deparam. Temas Emergentes em Ciências Empresariais – Vol. 1 – Novas abordagens nas áreas científicas da Contabilidade, Finanças, Sistemas de Informação, Metodologias e Práticas Pedagógicas é um contributo de um significati...

Em épocas de alterações profundas e rápidas é imperioso que as organizações consigam atender ao conjunto de desafios com que se deparam. Temas Emergentes em Ciências Empresariais – Novas abordagens nas áreas científicas dos Recursos Humanos, Marketing e Turismo, Empreendedorismo e Inovação é um contributo de um significativo número de especialistas...

In this chapter, the authors discuss the impact that the uses of digital marketing tools had on the performance of small food retailers in a municipal market in Portugal as a result of the challenges imposed by the pandemic situation of COVID-19. They developed a case study with the use of quantitative and qualitative methodologies seeking a more h...

Purpose – This study aims to analyse the role and importance of trader’s competencies in the context of municipal markets. It is proposed to define the ideal competences profile of traders (ICPT) in a municipal market – Livramento Market of Setubal, Portugal – attending to their key competencies, to assess the degree of similarity between the actua...

Case-Studies about Public and Non-Profit Marketing

There has been an increasing degree of internationalization of several higher education institutions mainly under the ERASMUS context. Those mobility programs bring important gains in terms of students' competences to the Higher Education Institutions and to the employers, but there are also many constraints associated with the student's mobility p...

Purpose The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach The authors measured consumers’ perceptions in different cultural contexts thr...

Codes of ethics and code of conduct formalize an ideal of expected behavior patterns to managers and employees of organizations, providing standards and orientation that states companies interactions with the community, through products /services, sales force, marketing communications, investments, and relationships with other stakeholders, influen...

Environmental, social and economic disasters became sustainability a central topic in global agenda during the twentieth century. It generates more society's awareness regarding environmental problems and companies concerns on the topic, causing the inclusion of sustainability issues as one of the priorities in their strategic plans. Organizations'...

Some brands and marketing executives adopt the platform of archetypes to enact brands (Solomon, 2013). They seek to interact with the deepest motivations of consumers, by giving products and brands of real meaning, which is associated with their desires and motivations (Mark & Pearson, 2001). In this paper, we monitored consumer narratives involvin...

Received 3 October 2015 Accepted 10 October 2015 Published Online 13 November 2015 This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was...

According to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of t...