Rafael Barreiros Porto

Rafael Barreiros Porto
University of Brasília | UnB · Faculty of Economics, Business, Accounting and Public Policy Management

Professor of Marketing. Phd in Behavioural Science
Chair of the Experimenta Research Center and Director of Communication at the Brazilian Academy of Management (ANPAD)

About

92
Publications
39,345
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272
Citations
Introduction
He is a Professor of Marketing at the University of Brasilia and the current director of communication and publication for ANPAD - Brazilian Academy of Management. He was the former head of the Postgraduate Programme in Management at the University of Brasilia and editor-in-chief of the Journal of Accounting, Management, and Governance. He was a visiting researcher in marketing at the Cardiff Business School, and he obtained his Ph.D. in Behavioral Science at the University of Brasilia.
Additional affiliations
October 2009 - present
University of Brasília
Position
  • Professor (Associate)
October 2009 - present
University of Brasília
Position
  • Researcher
October 2009 - August 2016
University of Brasília
Position
  • Head of Department
Education
March 2005 - May 2009
University of Brasília
Field of study
  • Behavioral Science

Publications

Publications (92)
Article
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Purpose The purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of a sales subsidiary abroad) moderate the influence of country of brand origin positioning over the companies' financial performance. Design/methodology/approach Th...
Article
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Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in consumers' decision to purchase an experience product and service. Theoretical framework: There is no clarity of the most significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2)...
Article
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Objective: Investigate the influence of electoral marketing on votes received by candidates for executive and legislative positions, with voters' behavioral reactions to politicians as mediators. Method: We performed confirmatory factor analyses and partial least squares path modeling with composite constructs in a cross-sectional design and use...
Article
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The research ascertains which countries' well‐being metrics moderate the effects of marketing investments on corporate financial outcomes. We applied generalized estimating equations to firms in panel data from 131 countries covering 18 years. The results show that marketing investments raise market share regardless of country context, a global pat...
Chapter
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Monetary and non-monetary promotions can be effective in different sales performance metrics but may not last after the post-promotional period. Breaking down promotions into their typologies, dimensions, and performance metrics can clear up the cloudiness of promotional effectiveness. The study investigates the dynamic effect (immediate and short-...
Article
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The research seeks to answer whether small and medium-sized enterprises (SMEs) with divergent financial conditions present differences in mandatory and spontaneous spendings on three of their most relevant stakeholders (the workforce, customers, and the community). The data came from the accounting reports of 121 SMEs covering five years. We applie...
Article
Evaluation of firm performance must consider the effects that its products and services have upon consumers. This can be accomplished when measures of consumer behavior inform marketing strategies. Consumer behavior analysis, a field of research that integrates operant behavioral economics and marketing, has developed several measures of consumer b...
Article
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Objective: To determine which retail environment and consumer learning history variables influence the fulfillment of purchase plans (intention-purchase correspondence) and purchases of brands with programmed reinforcement levels (utilitarian and informational) in the retail of specialty durable goods. Methods: We conducted a quasi-experimental s...
Preprint
Full-text available
Evaluation of firm performance must consider the effects that its products and services have upon consumers. This can be accomplished when measures of consumer behavior inform marketing strategies. Consumer behavior analysis, a field of research that integrates operant behavioral economics and marketing, has developed several measures of consumer b...
Article
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Purpose - Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: sales behavior in time (stationary or evolution) and final position (negative, neutral or positive). Design/methodolo...
Article
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Objetivo – Identificar os fatores que influenciam os gastos do consumidor no varejo tem sido um tema desafiador para acadêmicos e gestores de marketing. Alterações nas situações de compra de consumo podem incentivar ou desincentivar estes gastos. Propomos que os desvios das compras planejadas são classes específicas de comportamento do consumidor e...
Article
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Purpose – Identifying the factors that influence consumer spending in retail has been a challenging topic for academics and marketing managers. Changes in consumption buying situations can encourage or discourage these expenses. We propose that deviations from planned purchases are specific classes of consumer behavior and can explain expenses. De...
Article
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Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. The lack of a reference regarding this performance can hinder the establishment of real goals by marketing managers. This study aimed to compare product and service brand performance measured by consumer-based brand equity, thus revealing patterns for...
Article
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Objetivo: Analisar a produção científica relativa ao desempenho mercadológico no mercado de alta tecnologia no período de 1997 a 2019. Método: Foram utilizadas as metodologias de bibliometria e revisão sistemática. O processo de busca foi realizado nas bases Web of Science e SPELL e resultou na seleção de 23 artigos dentro do escopo definido, dent...
Article
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Objective: To analyze the scientific production related to the market performance in the high-tech market from 1997 to 2019. Method: Bibliometrics and systematic review methodologies were used. The search process was performed in the Web of Science and SPELL databases and resulted in the selection of 23 articles within the defined scope, among 82...
Article
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É por meio do reconhecimento de marca que o consumidor se torna apto a armazenar e reproduzir suas percepções sobre as marcas e, como decorrência, se fideliza e desenvolve potencial de recomendação. O objetivo deste estudo é investigar a influência da força da marca sobre o seu reconhecimento pelo consumidor. Para isso, foi feito um experimento onl...
Conference Paper
O uso das redes sociais pelas empresas, em especial às pequenas, é uma realidade, porém, o retorno financeiro dessa mídia ainda é desconhecido de parte dos empreendedores. Neste sentido, este estudo tem por objetivo avaliar os efeitos de publicações em uma rede social comercial nos resultados financeiros do negócio. A pesquisa ocorreu por meio de u...
Article
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This paper reveals the mutual relationship between a firm's marketing behavior and its financial consequences. With panel data from publicly traded companies covering 17 years, we obtained the total expenditures in marketing of each company to represent marketing behavior and five financial outcomes, depicting the reinforcers. Each metric was compo...
Preprint
Full-text available
This paper reveals the mutual relationship between a firm's marketing behavior and its financial consequences. With panel data from publicly traded companies covering 17 years, we obtained the total expenditures in marketing of each company to represent marketing behavior and five financial outcomes, depicting the reinforcers. Each metric was compo...
Article
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The research investigated whether economic context and prior financial reinforcement/punishment moderate the effectiveness of marketing behavior in generating gains for the firm. An experiment with a longitudinal design was conducted using 1,759 companies from 2000 to 2017. The results demonstrate that marketing is effective in gaining market share...
Article
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O objetivo deste trabalho é investigar a influência da gestão estratégica de marcas (branding) na aprovação das políticas públicas. As formas de branding investigadas são: envolvimento de organismo internacional – de cooperação técnica e financeira – e transferência de política pública – importação e exportação. A aprovação foi medida entre burocra...
Article
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Apesar da relevância das aquisições frequentes como um programa estratégico corporativo, sabe-se pouco sobre os motivos de sua ocorrência. Os estudos focam na identificação dos fatores que determinam a primeira aquisição, desconsiderando que as empresas podem se envolver em sucessivos eventos. Para preencher essa lacuna, este estudo identifica os m...
Article
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Despite the relevance of frequent acquisitions as a corporate strategic program, little is known about the reasons for its occurrence. Studies focus on identifying the factors that determine the first acquisition, disregarding that companies can engage in successive events. To fill this gap, this study identifies the reasons that lead companies to...
Article
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As novas tecnologias móveis com acesso à internet têm propiciado o surgimento de um novo processo de compra dos consumidores. Esse processo influencia tanto as compras online quanto as offline (em lojas físicas), a depender do produto a ser adquirido. Teorias de aprendizagem comportamental, como as relações entre precorrentes e correntes, podem exp...
Article
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The effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial establishments. This study investigates the influence of foreignness and country of origin on consumer-based brand equity. We conduct a 2x2 between-subjects experi...
Article
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O efeito da estratégia de branding de identidade, estrangeirismo e país de origem, no valor da marca suscita questões sobre a efetividade da nomeação de estabelecimentos comerciais pelos empreendedores. A pesquisa averiguou a influência do estrangeirismo e do país de origem na percepção de valor de marcas pelos consumidores. Foi realizado um experi...
Article
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Objetivo-Este trabalho desenvolveu e validou uma escala sobre o comportamento em canais cruzados e de seus benefícios capazes de averiguar o desempenho do processo de compra do consumidor. Metodologia-A amostra de 451 consumidores preencheu questionários para fins de validação estatística. Foram testados três constructos reflexivos de primeira or...
Article
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The effect of investing in online advertising on a firm's financial outcomes can depend on whether or not the development and implementation of advertising campaigns are managed by advertising agencies. Agencies may have experienced professionals or workload to perform these jobs, but the costs are greater. This paper aims to investigate the effect...
Conference Paper
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Consumer behavior is dependant of the context and reinforcing stimuli can produce different responses in closed or open behavior settings. We present a behaviorist assessment of consumer response in laboratory and natural environments. Promotion choice was the behavior under analysis in two experiments where consumer setting, reinforcers (discounti...
Article
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Purpose – This paper developed and validated a scale of cross-channel behavior and its benefits capable of ascertaining the performance of the consumer buying process. Design/methodology/approach – The sample of 451 consumers filled out questionnaires for statistical validation purposes. Three first order reflective CCB constructs and four CCB ben...
Article
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Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumer's brand choice and firms' brand performance, as l...
Article
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Boas declarações de posicionamentos geram efeitos no conhecimento da marca pelos consumidores. Entretanto, o contexto competitivo formado pela novidade da categoria e da estrutura de mercado das marcas podem dificultar a assimilação do posicionamento e sua associação à imagem previamente existente. O estudo avalia a efetividade da declaração do pos...
Article
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A compatibilidade da imagem de uma pessoa com o produto é essencial para a efetividade da utilização do endossante em campanhas publicitárias. Entretanto, a imagem desse potencial endossante é multidimensional, podendo não corresponder com o padrão estético veiculado pela mídia. Pessoas com deficiência física podem fugir desse padrão e ainda assim...
Conference Paper
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Managers and marketing researchers strive to understand the effect of social media on marketing performance measures. Little is known about the influence of social media measures, such as engagement and reach, on sales and its components, like average ticket. Our study confronts this lacuna by conducting a natural time series experiment on a small...
Article
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Purpose – This study dynamically assessed the effectiveness of marketing activities in the generation of product sales, revenue, and profitability in a micro-enterprise, a context that lacks research in marketing. Design/methodology/approach – A longitudinal multilevel study was conducted using daily panel data for 5,800 products sold and monthly...
Chapter
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Marketing performance is an important topic, and service research usually strives to identify the impact of service differentiation on measures such as brand sales, category sales and market share. Research on performance and service is revolved around individual and latent measures, instead of response variables, and this characteristic does not n...
Article
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Gestores de pequenas empresas têm recorrido às estratégias nas redes sociais com esperança de que o relacionamento junto aos consumidores conduza às vendas. Entretanto, a identificação das ações na rede social que se relacionam com a receita não tem sido evidenciada. Ademais, essas ações podem agir sob o efeito da sazonalidade da demanda, provocand...
Article
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Algumas tipologias jurídicas empresariais no Brasil podem favorecer ou inibir o desenvolvimento da sociedade, simultaneamente a trajetória desse desenvolvimento pode incentivar ou decair taxas de criação de novas empresas. Porém, essas relações são pouco investigadas na literatura brasileira. A pesquisa visou analisar os efeitos mútuos entre o cres...
Conference Paper
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Potenciais relações de mediação-moderada do comportamento Cross Channel de compra Introdução A migração de consumo para múltiplos canais de compra vem transformando toda a cadeia do varejo ocasionando mudanças significativas no comportamento do consumidor. Dentre tais mudanças destaca-se o aumento do Comportamento Cross Channel – CCC que se refere...
Conference Paper
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Consumer spending is an important performance measure at the individual level and retail decision makers usually try to understand which factors influence this response variable. Deviances from planned purchase are specific classes of consumer behaviour that may explain consumer spending. Usually neglected in cognitive and behaviourist psychologist...
Conference Paper
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Autoria: Sionara Ioco Okada, Rafael Barreiros Porto Agradecimentos à CAPES. Resumo Os consumidores podem adotar um Comportamento Cross Channel de Compra (CCC), ao utilizar alternadamente o canal online (ex: buscar informações de um determinado produto no site) e o canal off-line (ex: efetuar a compra na loja física), em um dado processo de compra....
Article
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A efetividade das produções publicitárias em gerar boa recepção e avaliação positiva para as marcas é desejada pelos profissionais de marketing. Para isso, alteram formato e/ou conteúdo nos anúncios na esperança de serem atrativos. Porém, muitas dessas alterações não geram efeitos nos consumidores, fazendo com que o esforço do trabalho seja perdido...
Conference Paper
Full-text available
Marketing performance is an important topic and service research usually strive to identify the impact of service differentiation on measures such as brand sales, category sales and market share. Research on performance and service is revolved around individual and latent measures, instead of response variables, and this characteristic does not nec...
Article
Full-text available
The relationship between supply and demand generates commercial cycles. Operant behavioral economics explains that these cycles are shaped by three-term bilateral contingencies – situations that create supply and demand responses and which, in turn, generate reinforcing or punitive consequences that can maintain or mitigate these. Research shows ho...
Article
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Desempenho social empresarial pode ser entendido com uma medida de mensuração de eficiência das interações mantidas pelas empresas com seus stakeholders principais. Sua avaliação tem resultado em avanços nas pesquisas e em implicações gerenciais. Um de seus temas centrais, o estudo da relação entre desempenho social e financeiro, tem como foco trad...
Article
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Publicidades, promoções de vendas e propagandas estão entre as ações de comunicação de marketing mais frequentes para uma marca organizacional ser reconhecida no mercado. A efetividade delas no desempenho da marca na rede social sugere análises longitudinais devido às oscilações das métricas e uso de ações combinadas de comunicação devido aos múlti...
Article
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Corporate social performance can be understood as a way to measure the efficiency of interactions between companies and their main stakeholders. This evaluation has led to some steps forward in research and management implications. One of its main issues, which is the study of the relationship between social and financial performance, focuses on tr...
Conference Paper
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For the last decade, prominent journals have been emphasizing the need for research to address problems originated at emerging economies. This movement had started after Burgees and Steenkamp (2006) stressed the significant environmental conditions of these contexts and intensified after Sheth’s (2011) foundational paper about the five key characte...
Article
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A intensidade de propaganda e as estratégias de precificação podem impactar a participação de mercado e a margem de lucro de marcas comercializadas no varejo. Entretanto, gestores de marketing levantam dúvidas se ambas as estratégias geram impactos similares e positivos nesses indicadores de desempenho para todas as marcas. Essa situação induz a te...
Article
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A participação de mercado tem comportamento diário instável. Quando uma nova marca é lançada, ela provoca rupturas na dinâmica do mercado, mas não explica exclusivamente as flutuações desse indicador competitivo. As estratégias de branding e de precificação auxiliam essa explicação. O estudo investiga o impacto da introdução de novas marcas na part...
Article
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Market share on a daily basis has unstable behavior. New brand launch causes disruptions in market dynamics, but it does not explain exclusively the fluctuations in this competitive index. Branding and pricing strategies help to explain these fluctuations. This research examines the impact of introducing new brands on brand share and the impact of...
Article
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This study focuses on the ambivalent emotions (positive and negative) experienced by obstetric services users. Identifying these emotions can help in setting priorities and improve services quality, increasing patient satisfaction. It was implemented a qualitative and exploratory research, by means individual interviews with semi-structured approac...
Article
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O padrão de impacto que as atividades de marketing exercem nas vendas não tem sido evidenciado na literatura. Muitas pesquisas adotam perspectivas lineares restritas, desconsiderando as evidências empíricas. Este trabalho investigou o impacto não linear do marketing mix no volume em vendas e no volume de consumidores e de compra por consumidor. Rea...
Article
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The pattern of the impact that marketing activities exert on sales has not been widely examined in the literature. Many studies have adopted restricted linear perspectives, disregarding the empirical evidence. We investigated the nonlinear impact of the marketing mix on the volume of sales, volume of consumers and level of purchasing by each consum...
Chapter
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This book chapter covers how to take the individual level of data that predict consumers' buying behavior and its utilitarian and informational consequences to a higher level of the brand performance, explaining and predicting its market share on a daily basis. The study proposes the market structure of the brands, a structure that indicates the di...
Conference Paper
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Responsabilidade Social Empresarial (RSE) é um tema permeado por várias correntes teóricas, tais como as teorias do acionista (stockholder), das partes interessadas (Stakeholders) e contrato social. Há, ainda, as abordagens Ética e Estratégica da RSE. Inseridos na abordagem estratégica estão os estudos das relações entre desempenho social e desempe...
Article
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The balance between environmentally sustainable, socially ethical and economic growth has been investigated in the literature of business strategy. However, studies do not show whether or not a for-profit organization can gain sustainable competitive advantage. Some limitations refer to non-experimental studies that do not control spurious effect o...
Chapter
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Este capítulo de livro relata uma revisão de literatura sobre a área de estudo "comportamento do consumidor". Ele abarca sua história há mais de um século de pesquisa, sua relação com atividades de marketing, um modelo integrador para guiar pesquisas e achados dessas pesquisas, perfil teórico-metodológico das pesquisas desenvolvidas e seu possível...
Article
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RESUMO A estratégia empresarial tem sido bastante investigada no setor privado, mas, no setor público, não tem tido atenção semelhante; apesar de sua importância para a gestão de ambos os setores. Como as investigações existentes podem estar esparsas e abarcar outras áreas da Administração, este trabalho teve o objetivo de descrever a evolução dos...
Article
Full-text available
A estratégia empresarial tem sido bastante investigada no setor privado, mas, no setor público, não tem tido atenção semelhante; apesar de sua importância para a gestão de ambos os setores. Como as investigações existentes podem estar esparsas e abarcar outras áreas da Administração, este trabalho teve o objetivo de descrever a evolução dos estudos...
Article
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O escopo do marketing de serviços possui uma lacuna teórico-empírica que se refere ao impacto que a oferta de serviços promove nas vendas. Essa oportunidade de pesquisa é rotineiramente destacada em propostas teóricas como a do Aumento da Oferta de Serviços (ASO), da Inovação nos Serviços (IS) e da Lógica Dominante dos Serviços (SDL), que demandam...
Article
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The scope of services marketing has a theoretical and empirical gap that refers to the impact of the provision of services on sales. This research opportunity is routinely highlighted in theoretical proposals such as the Augmented Service Offering (ASO), Innovation in Services (IS) and Service Dominant Logic (SDL), which require alternative measur...
Conference Paper
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Este artigo apresenta uma investigação que compreendeu o estudo da dinâmica do Modelo da Perspectiva Comportamental da Compra e Consumo (BPM) no contexto de produtos de especialidade. Foi realizada uma pesquisa quase-experimental em ambiente natural operacionalizada em uma loja de colchões: 109 compras realizadas por 99 clientes do estabelecimento...
Article
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Researchers have suggested the validity of introduction of environmental management to marketing strategies. However, no attention has been given to the prediction of consumers loyalty to banking organizations as a result of their banks’ environmental positioning. The objective of this research is to measure if the perception that a retail bank is...
Conference Paper
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O objetivo deste artigo é o de fazer uma análise descritiva dos hábitos de mobilidade do e- consumidor brasileiro que utiliza multicanais, no período de 2012 a 2013, especificamente sobre: i) a posse e uso de dispositivos móveis; ii) o tipo de acesso móvel à Internet; iii) o acesso simultâneo de multicanais na Internet, iii) o histórico de compras...
Article
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Alguns estudos presumem que a predição dos valores humanos sobre as escolhas dos consumidores é mediada pelas atitudes dos produtos, todavia não testam se eles são moderadores dessa relação e supressores da escolha anterior. A moderação e supressão seriam prováveis ao observar a qualidade e o grau das intensificações ou atenuações dos valores nas d...