Luisa M Martinez

• Doctor of Business Administration
• Professor (Assistant) at IPAM (Instituto Português de Administração de Marketing), Lisboa, Portugal

Driven by digitalization and accelerated by the COVID-19 pandemic, e-commerce has experienced strong growth, especially in the last 4 years. This transformation has reshaped consumer behavior, business models, and workplace dynamics, where digitalization, such as artificial intelligence and automation, has improved operational efficiency, personali...

The academic interest in Online Grocery Shopping (OGS) has proliferated in retailing and business management over the past two decades. Previous research on OGS was primarily focused on consumer-level consequences such as purchase intention, purchase decision, and post-purchase behavior. However, there is a lack of literature integrating intrinsic...

Service failures have a negative impact on customer experience. Research in the field has looked for ways to reduce this negative impact, but little is known about the role of customer mindfulness in this context. Two quantitative scenario-based studies ( ) were conducted. Study 1 (experimental, between-subject design) showed that mindfulness moder...

Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study in...

Brands are striving for attention and seeking to attract the right customer, therefore online advertisements have become their big new showroom. Generally, advertisements combine colored imagery and strong movements to encourage and capture the consumer’s attention. However, research shows that people may react differently to similar stimuli depend...

Malfunctions in a service context are common due to the unique difficulty to standardize services and its dependence on the actions of both providers and customers (Balaji et al., 2017; Ndubisi, 2012). Service failures may violate consumer trust and generate some undesirable consumer reactions, such as negative word-of-mouth and acts of revenge...

In the digital world, consumers are constantly being exposed to an overwhelming number of visual stimuli. Online advertisements are the big new showroom for brands – all are striving for attention and attract the right customer. Generally, advertisements combine vivid colors and strong movements to encourage and capture the consumer attention, but...

Purpose – This paper attempts to find out the major dimensions of Millennial consumers’ perception about the benefits derived from sales promotion and the influence of word-of-mouth (WOM) on purchase intention. Design/methodology/approach – A convenience sample of 564 Millennials from 24 different nationalities completed a survey on sales promotion...

Digital education is growing faster due to several factors, namely, the Covid 19 pandemic. Universities and other educational institutions had to quickly respond to this new environment by giving an unparalleled focus to digital and online education. Remote lectures, videos, and tutorials are common educational resources used to increase awareness...

The purpose of this paper is to study how color contrast (complementary vs. analogous colors) affect individuals’ attitude and purchase intention in the context of web banner advertising. Previous research on the effect of color in marketing stated that color is one of the most important factors for fast decisions regarding product choice. However,...

The presence of brands online has intensified over the past decade. Previous research has found that following online updates from a brand’s Facebook page enhances brand evaluations. As Instagram is emerging as one of the most popular social media platforms, we extended previous research by simulating the experience of navigating online on a smartp...

Purpose This study aims to test for factors affecting environmental sustainability and purchase intention in the fashion industry. Accordingly, the authors developed a framework that depicts the relationships between perceptions of social responsibility, consumer attitude, trust, purchase intention and perceived consumer effectiveness. Design/meth...

Color is one of the most elementary techniques used in marketing and produces behavioral effects reflecting purchase attitudes. However, packaging color has seldom been investigated in-context. Additionally, color research mainly focuses on individual colors, instead of color combinations. Here, we aim to study the putative effect that dominant ret...

Resumo: A literatura sobre a influência da cor e da tipografia tem revelado alguma contradição e nem sempre é objeto de reflexão na área editorial. Esta pesquisa tem como principal objetivo contribuir para a perceção relativa à cor e tipografia em capa de livro. Foram analisadas as emoções (positivas e negativas), atratividade e intenção de compra,...

In this paper we investigated how anthropomorphism and colour influence consumers’ purchase intention and product attractiveness. A total of 259 participants were exposed to non-anthropomorphic and anthropomorphic packaging, considering a product from the real market (Milaneza pasta). Four different colour conditions were rated in terms of attracti...

This research assesses the determinants of Millennials protection motivation (or security intentions) on their actual use behavior when navigating online, considering the protective measures they adopt. Accordingly, we propose a model integrating variables from two widely accepted behavioral theories, the Protection Motivation Theory and the Reason...

Web advertising is a fast-growing industry in which brands fight for the attention of the most attractive consumers: Millennials and Centennials. This study aims to test the impact of Web Advertising Visual Design (WAVD) on the consumers’ Online Purchase Intention (OPI) and, simultaneously, analyze if such influence differs across those generations...

Visual impact is essential when consumers are assessing car preferences. The purpose of this paper is to present a holistic model focusing on car aesthetic dimensions and its impact on consumers' purchase decisions. Our findings are based on a questionnaire completed by 388 participants and analyzed with SPSS and AMOS. The results show not only tha...

Visual impact is essential when consumers are assessing car preferences. The purpose of this paper is to present a holistic model focusing on car aesthetic dimensions and its impact on consumers’ purchase decisions. Our findings are based on a questionnaire completed by 388 participants and analyzed with SPSS and AMOS. The results show not only tha...

Consumers’ environmental concerns are increasing. There is scarce research on the role of packaging as an influencer of environmental perceptions. Also, consumers find it hard to effortlessly differentiate green from non-green products on the shelf. This research focuses on how environmental claim, materials and color of packaging could enhance con...

A marca é um dos ativos intangíveis mais importantes, sendo um fator-chave para muitas das organizações mais bem-sucedidas do mundo. Contudo, medir o poder e a eficiência de uma marca não é tarefa fácil, mas é essencial realizá-lo, pois obtêm-se dados determinantes para a definição da estratégia de uma marca. Procedendo ao seu recurso, torna-se pos...

Visual stimuli such as packaging and colour play an important role in shaping consumers' perceptions regarding food products. A quantitative approach was used to explain the link between colour combinations (complementary vs. analogous colours) and consumers' perceptions on calories, healthiness and purchase intention. A questionnaire was conducted...

This paper characterizes both Generation X's and Generation Y's brand engagement on referral intentions and electronic word-of-mouth (e-WOM) through social media, namely Facebook. Using an online questionnaire conducted across 332 participants in Portugal, the results showed that Generation Y members consumed more content on Facebook brands' pages...