Luciana Florêncio de Almeida

Luciana Florêncio de Almeida
Escola Superior de Propaganda e Marketing | ESPM · Department of Administration

Business Economics, PhD

About

37
Publications
10,992
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94
Citations
Introduction
Luciana Florêncio de Almeida holds a PhD in Business Economics from FEA / USP with Post Doctorate at Technische Universität München, in Germany at the Department of International Agribusiness. She holds a master degree in business administration from UFLA, Minas Gerais, Brazil. He attended as a visiting researcher in the Department of Agricultural Economics at the University of Missouri, USA and in the Chair of Food and Agribusiness at the University of Macerata, Italy. She is currently full professor and coordinator in the Consumer Behavior Master Program at ESPM. Her research interests are in the marketing area, based specially on Agribusiness, Food, Strategy, Alliances, Long Term Relationships and Relationship Marketing.
Additional affiliations
January 2003 - present
FEA/FIA
Position
  • Senior Researcher
Education
January 2005 - May 2008
Independent Researcher
Field of study
  • Economics of Strategy

Publications

Publications (37)
Conference Paper
Full-text available
This study presents a data-driven attribution model applied in the context of HECJ, employing a novelty technique based on panel data from online and offline channels, including detailed data on social media engagement. It aims to contribute to the extent knowledge in attribution models applied in the Higher Education customer journey (HECJ). Throu...
Conference Paper
Full-text available
Resumo Esta pesquisa buscou organizar os fatores de autenticidade anteriormente identificados na literatura e compreender como eles são percebidos pelos consumidores no sistema de delivery de restaurantes nordestinos no Brasil no contexto da pandemia do COVID-19. Para estes questionamentos, a pesquisa foi dividida em duas etapas. A primeira consist...
Conference Paper
Full-text available
Integração da orquestração Triple AAA na estrutura de governança da cadeia global de carne bovina brasileira Resumo: Esse estudo propõe uma contribuição ao tema de cadeia global de valor (GVC) por sugerir um framework conceitual integrativo baseado nos modelos de governança de GVC e orquestração de recursos com a abordagem Triple AAA. Evidências em...
Conference Paper
Full-text available
Emotions play a key role in determining business results in various sectors. Its function as cause, effect, mediation, and moderation of behaviors has been a key element in the actions of consumers and marketers, mainly in B2C studies. However, in B2B perspective, the buying behavior has mostly been approached as a rational activity. This article p...
Article
Purpose This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of c...
Article
Full-text available
O artigo assume uma perspectiva positiva em relação à formação profissional, elencando como fatores que explicariam o sucesso da modalidade: a promoção da pesquisa científica junto às empresas, os ganhos palpáveis na carreira dos estudantes e a entrada transformadora dos(as) estudantes no universo da epistemologia, além de impactos silenciosos e ma...
Article
Full-text available
This article aims to characterize cattle farmers’ decision-making towards herbicide for grazing in Brazil. The study is based on three fundaments: attributes through the utility function that have an economic approach with emphasis on the country-of-origin attribute; heuristics and biases that have a psychological approach; and values that are pred...
Conference Paper
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In the marketing discipline, scholars argue that emotion is determinant for consumer´s choice during the consumption decision process. The present research investigated different types of emotions and connected them with positive and negative affects regarding consumption at restaurants. Additionally, the study identified triggering factors in the...
Article
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Purpose – The present study aimed to identify why positive word-of-mouth (PWOM) is important in leisure services consumption by third age. Design/methodology/approach – Using qualitative and exploratory approach, interviews and audio diaries, content analysis for data processing, the study investigated consumers age group between 60 and 70 years...
Conference Paper
Full-text available
This paper proposes a theoretical framework that conceptualizes authenticity as a result of strategic alignment between trading partners based on inter-organizational trust. As en empirical illustration and a test for the proposed framework, the relationship between restaurants and their food suppliers was investigated and analyzed.
Chapter
Coffee stands out in the list of commodities transacted in the international and national markets. Many nations have in this drink the mainstay of their economies, with the demand for products growing in almost every region of the globe. Considering the farms that work in coffee cultivation, those of small size predominate, with the majority alloca...
Article
Full-text available
The paper proposes a framework for corporate communication action in wicked scenarios based on stakeholder salience theory (SST). Empirical evidences was collected through a food fraud case in Brazil during 30 days after the scandal on Social Media. A qualitative content analysis was conducted to discriminate the online corporate communication stra...
Book
Full-text available
Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academic...
Article
Full-text available
Objective: This study aimed to understand the key factors in building trust between high-tech drug manufacturers and their business customers. Method: In-depth interviews to obtain the perception of health professionals who work in oncology clinics regarding six key factors to build trust consistently found in the literature. Qualitative content an...
Article
Full-text available
With the spread of sustainable thinking, people have come to recognize that profitability is not the only element for the long-term success of businesses. Of equal importance is the issue of the use of natural resources and people's living conditions. Within this realization, consumers' interest in knowing the implications of their consumption is i...
Book
Full-text available
A Università del Caffè Brazil atua desde 2.000 realizando pesquisas, cursos, palestras e webinars sobre temas relacionados ao café. Sua missão é produzir e disseminar conhecimento. A nona edição dos Cadernos da Universidade do Café Brasil traz cinco temas de interesse para o agronegócio café. As pesquisas foram realizadas pela equipe da Universidad...
Conference Paper
Full-text available
The specialty coffee market has been increasing consistently with growth rates above the traditional markets. The number of consumers who are willing to pay higher prices for high quality coffee has increased in recent years. The high-end independent coffee shops, known as HEICS, had spread all over the big cities such as New York, Shanghai, London...
Conference Paper
Full-text available
Coffee consumption has expanded at continuous and increasing rates in Brazil and in the world, and at the same time the interest by young people aged 16 to 25 have been increasing due to category innovations and coffeehouses experiences. (Euromonitor, 2016). Previous studies on coffee consumption have addressed a number of issues (Schollenberg, 201...
Conference Paper
Full-text available
RESUMO Este estudo analisa a importância dos testemunhais de produtos representados por indivíduos contratados por anunciantes para a divulgação de suas marcas em mídia televisiva, prática conhecida no Brasil como merchandising. A investigação centrou-se em um estudo de caso em um programa feminino transmitido no horário da tarde na TV Gazeta de Sã...
Conference Paper
Full-text available
The Brazilian meat scandal: corporate communication in the perspective of the stakeholder salience theory LUCIANA FLORÊNCIO DE ALMEIDA Brazil holds the leadership of the global exports of chicken, beef and pork meat. The country exports annually animal protein for more than 160 countries through a volume of 262,000 containers corresponding to 15% o...
Article
Full-text available
Coffee production has grown 100% in volume over the past 30 years, accounting for 144 million coffee bags produced in 2015. Brazil responded to 42% of this production, along with Vietnam (19%), Colombia (9%), Indonesia (8%), and Ethiopia (4%) (OIC, 2016). Following this pace, the consumption expanded not only in such traditional markets as the Unit...
Technical Report
Full-text available
This is a report that brings the results of four Researches made from 2013 to 2015 by Pensa-USP researchers to Universtà del Caffè Brasile-Illy.The subjects are ,Possibilities of differentiation and consumer's behavior; Drivers of change in coffee crop;Risk assessement in agrochemicals contamination in coffee;Contractual strategies in the supply of...
Article
Full-text available
The case studied, Ipanema coffee, illustrates how market demand for high quality product conducted the company to build long-term relationship with its suppliers, the farmers, in order to guarantee access to high value consumer international markets. Data was collected through in-depth interviews with the major company shareholder and also with the...
Article
Full-text available
Coffee production has grown 100% in volume over the past 30 years, with 30 million bags of coffee consumed every year in the world. Brazil is responsible for 35% of this production, followed by Vietnam (16%), Indonesia (7%), Colombia (5%), and Ethiopia (5%). At this pace, consumption has expanded not only in traditional markets such as the United S...
Article
Full-text available
In a competitive world, the way a firm establishes its organizational arrangements may determine the enhancement of its core competences and the possibility of reaching new markets. Firms that find their skills to be applicable in just one type of market encounter constraints in expanding their markets, and through alliances may find a competitive...
Article
Full-text available
O presente estudo analisou de forma comparativa e qualitativa as estratégias para financiamento da produção agrícola no Brasil e nos Estados Unidos à luz de teorias que compõem o quadro teórico da Nova Economia Institucional combinado à literatura contemporânea sobre estratégias. Nos dois países, foi observada uma multiplicidade de arranjos híbrido...
Article
Full-text available
Com a redução da oferta do crédito subsidiado no financiamento da agricultura brasileira, os agentes econômicos ao longo dos sistemas agroindustriais organizam-se para associar crédito a suas transações de compra e venda com agricultores. Diferentes arranjos contratuais caracterizam-se por distintas estruturas de financiamento. No presente estudo,...
Article
Full-text available
Because of a reduction in the supply of subsidized agricultural credit in Brazil, the economic agents in the agro-industrial systems organized themselves to tie in credit and their buying and selling transactions with farmers. Different types of agreements appeared, characterized by different finance structures. In this study, the authors aimed at...
Article
Full-text available
This study discusses the use of loyalty programs and Customer perception in, agricultural market. The theoretical review includes relationship marketing, its objectives, dimensions and instruments, and loyalty programs. The method for the empirical part consisted on qualitative research, through a case study conducted at one of the largest crop pro...
Article
Full-text available
RESUMO Este artigo discute o uso de programas de fidelidade e a percepção gerada por eles nos clientes, obtida por meio de uma pesquisa empírica no mercado agrícola. O tema é tratado a partir de uma revisão teórica, considerando os seguintes tópicos: marketing de relacionamento, seus objetivos, dimensões e instrumentos; e os programas de fidelidad...
Article
Full-text available
Decio Zylbersztajn ii RESUMO Visto que as transações ocorrem inseridas em um ambiente institucional com custo de transação positivo, esse sistema de regras e normas determina a forma como os agentes realizam suas trocas e como os direitos de propriedade são alocados. O entendimento das regras do jogo permite compreender as estratégias dos agentes e...
Article
Full-text available
Marketing managers of local and international food companies have realized that what they offer to customers go well beyond the characteristics and attributes of the products their companies manufacture and market. Service has become an integral part of the offer (Grönroos, 1993); a high service quality improves the company competitiveness, builds...

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Projects

Projects (5)
Project
This project includes studies, theoretical essays and research in the fields of strategy, marketing and consumer behavior that focus on agribusiness, industry and food retail, as well as foodservice and gastronomic tourism. It covers studies related to the analysis and propositions about strategies developed by companies and public agents in the various agribusiness value chains. It also includes studies that uncover and discuss consumer behavior on food consumption and the impact of their decisions on the development of food industry, retail, foodservice and gastronomic tourism strategies and management practices. It also covers studies that discuss the topics of healthy food, veganism, food safety, sustainability in food production, traceability and food authenticity. It also includes studies related to online communities that discuss food, veganism and gastronomy.
Archived project
Pesquisa sobre a pratica de testemunhais para venda de produtos em programas televisivos de baixa audiência