Luisa M Martinez

IPAM (Instituto Português de Administração de Marketing), Lisboa, Portugal · Marketing

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...

Objetivo: Este artigo procura conhecer as principais dimensões da percepção dos consumidores Millennials sobre os benefícios derivados da promoção de vendas e a influência do boca-a-boca na intenção de compra.Design/metodologia/abordagem: Uma amostra de conveniência de 564 Millennials de 24 nacionalidades diferentes respondeu a um questionário sobr...

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...