Sergio W Carvalho

Sergio W Carvalho
Dalhousie University | Dal · Rowe School of Business

PhD

About

26
Publications
15,065
Reads
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530
Citations
Introduction
Skills and Expertise
Additional affiliations
July 2016 - present
Rowe School of Business, Dalhousie University
Position
  • Professor (Full)
September 2013 - present
Dalhousie University
Position
  • Professor (Full)
July 2005 - August 2013
University of Manitoba
Position
  • Professor (Associate)

Publications

Publications (26)
Article
Loving technological gadgets could be considered an expression of material values, and thereby a behavior that is associated with reduced well-being. In two studies (N = 926, American and Canadian adults), we investigate whether gadget loving is associated with indicators of well-being that, to date, have gone undocumented by research. Results from...
Article
Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Medi...
Article
The current research explores whether a fixed mindset—the belief that human characteristics are fixed in nature—is associated with the tendency to engage important brands in one's self-concept (brand-self engagement). Using a sample of American adults (N = 325), we conducted a cross-sectional survey wherein participants completed measures of mindse...
Article
Purpose This study aims to introduce the concept of dissociative threat, which is the fear of being associated with an undesirable (dissociative) group as a result of demonstrating ability in a domain that is stereotypically linked to that group. Consumers experiencing dissociative threats use inability signaling as a self-presentational strategy i...
Article
Cause-related marketing (CRM) is a pervasive, global marketing tactic used to aid consumer persuasion. While considerable academic research has been directed to understanding this practice and its impact on consumers, virtually nothing is known about the effect on consumers’ attitudes and purchase intentions when a sponsoring firm terminates a CRM...
Article
In this paper, we propose an integrative national identity-based model of consumer behavior. This is accomplished by integrating several important concepts (e.g., self-concept, social identity, and intergroup relations) as roots for consumers’ feelings, attitudes, and behavioral manifestations that are linked to national identification. We examine...
Article
In this research, we examined the effect of the country of origin (COO) image of an ingredient brand on consumers’ evaluation of a host brand. Using airlines as host products and aircraft as ingredients, two experiments were conducted in Brazil and Canada respectively, to assess the COO effect of an ingredient brand on the host brand. Results show...
Article
Individuals want to be seen by others in a positive light, and to portray their group as having high value standards. Thus, when they transgress important in-group values, they experience a threat to their self-image and disrupt the coherence and homogeneity of their in-group. In the current research, using the context of a transcultural experience...
Article
This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards t...
Article
Innovation has long been known to drive growth. There is a growing body of evidence that firms that work to be responsible and produce more sustainable products also receive positive benefits, but how and why these benefits accrue is less well established. Our research addresses this knowledge gap and furthers an understanding of the conditions und...
Article
Full-text available
In recent years, there have been several high-profile recalls of hybrid products (those where organizations in multiple countries take part in the design, component sourcing, manufacturing, and marketing of a product). If consumers perceive a global firm to be responsible for the recall, then it will reduce their brand equity. Therefore, global fir...
Article
Full-text available
The purpose of this study is to identify the key factors that contribute to the success of B2B e-marketplace platforms. A survey was administered in schools that use a food e-procurement system, a type of B2B e-marketplace platform. Survey findings showed that among the suggested contributors of success, perceived value and customer trust towards t...
Article
Full-text available
Despite a vast amount of research in the areas of academic cheating and academic achievement, students’ cheating “biological laws” (e.g., taking cognitive enhancement drugs to increase cognitive ability) to improve academic performance has yet to be fully understood. We begin to address this by investigating potential positive (i.e., pride) and neg...
Article
This paper investigates the effect of national identity salience on responses to ads in two contexts: national identity activated through media context, and national identity activated through advertising appeals. The results remain consistent with the idea that heightening national identity leads individuals to react more positively to representat...
Article
Full-text available
Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating that abstract brand concepts induce more favorable consumer responses than functional attributes, the authors introduce a generalizable and robust...
Article
Full-text available
The purpose of this research is to examine which combinations of country-related brand associations and product attributes are critical when a new foreign brand is introduced into the market. Study 1 shows that moderately incongruent combinations of country of brand origin and country of manufacture result in the most positive attitude toward the b...
Article
Full-text available
The globalization of educational services and the increasing competition coming from the private sector have forced higher education institutions to market their programs more aggressively and to look at student loyalty as the key for future success. Student loyalty to higher education institutions represents not only a more stable financial basis...
Article
Full-text available
In this research, we evaluate the response of Brazilian consumers to corporate social responsibility (CSR) initiatives accompanied by a price increase. We demonstrate that the extent to which Brazilian consumers perceive a company to be socially responsible (i.e., their CSR perceptions) is related to both the basic transactional outcome of purchase...
Article
With allegations of food contamination rapidly increasing, people face numerous consumption decisions regarding food safety. This paper examines the roles of cultural similarity and personal relevance in consumers' perceptions of the risk of food-borne contamination and their intentions to reduce consumption of this food. We demonstrate that consum...
Article
This is a study of how people viewed the future prospects for computers from their incep-tion in the mid-1940s to their establishment as an unequivocal market success in 1964. Based on a reading of the published record it compares two hypotheses, one that holds that no one foresaw the tremendous potential of computers—an error of under guessing—the...
Article
This study draws on the social dominance theory and the intergroup relations theory to explore the impact of nationalistic feelings on consumers’ willingness to take action against foreign products. This exploratory study was conducted in Brazil, using two countries as treatment conditions: Paraguay and the USA. Consistent with expectations, the me...

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