Susana Costa e Silva

Universidade Católica Portuguesa | UCP

Global brands play an important role for consumers with a preference for goods from places other than their own countries (outgroup disposition). Scholars have studied the phenomenon and proposed a variety of constructs describing outgroup dispositions; however, it is difficult to distinguish these constructs when analysed separately, and practitio...

The article concerns the revision of earlier decisions to offshore production activities (so called “relocation of second degree”); more specifically it is focused on the “reshoring” (also referred as “relocation to the home country”, “back-reshoring” or “back-shoring”). The research aims are to investigate what types of mistakes occur along the de...

An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in marketing has shown that AI is capable of mimicking humans and performing activities in an ‘intelligent’ manner. Considering the growing interest in AI among marketing researchers and practitioners, this review seeks to provide an overview of the trajectory of m...

Purpose – The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase. Design/methodology/...

Despite the widespread use of trust as a determinant of successful relationships, limited empirical evidence exists to substantiate a positive relationship between trust and performance. Thus, the purpose of this study is to investigate the antecedents of trust and to examine the trust–performance relationship in international alliances. The concep...

This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by comparing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyze...

Gamification is a powerful instrument to motivate consumers to intensify their brand relationships. Though this potential, the effects of enriching chatbot interactions with gameful experiences on brand engagement has not been studied. To fill this gap, this study tries to understand how gamification contributes to customers’ value creation in a ga...

This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by assessing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyse...

Purpose E-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer...

Purpose The creativity of retail employees seems to be of the utmost importance for ensuring the performance of organizations in service settings. This paper contributes to the existing theory by investigating the direct and indirect effects of goal orientations on the creativity and performance of retail employees. The authors propose a framework...

This study investigates the effect of Instagram use, fitness and health-related content, internalization, social comparisons, perfectionism, and obsessive-compulsive personality traits on body dissatisfaction and Orthorexia Nervosa. Moreover, the study discusses the differences between Portuguese and Brazilian societies to underline the potential r...

Purpose Chatbots represent an undeniable player between online retailers and customers as they boost operational efficiency and bring cost savings to businesses while offering convenience for customers in terms of timing and immediacy. However, as chatbots represent a new-born online touchpoint in retailing, especially when it comes to online pre-p...

YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness...

Purpose Self-service check-out technologies (SSTs) are becoming a trend across different retail settings, allowing companies to gain efficiency and reduce costs. Nevertheless, the success of SSTs implementation is still subject to challenges and uncertainties. This study aims to provide insights for theory and managers on the necessary conditions f...

Objetivo: O presente trabalho teve como principal objetivo discutir como a estratégia combinada de marketing experiencial e de marketing de influência pode conduzir a um aumento do brand awareness digital de uma marca. Ao combinar elementos do marketing de experiência com a divulgação por meio de influenciadores digitais, este artigo apresenta resu...

Despite the increasing social perspective in branding research, accompanied by more firms creating brands including environmental issues, no studies so far have investigated whether brand narratives referring to polarizing consumer cultures affect brand-related metrics. We explore the impact of shopping rituals rooted in either materialistic or mat...

Technology research offers several theories and models to explain how individuals accept and use technology innovations. While these often focus on the technical aspects, they tend to downplay the affective component of technology. Recognizing that the adoption of technology is also determined by what it means and represents to the users, this pape...

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retiremen...

In diaspora research, people's international mobility is often understood as a response to pull‐push forces on an economic macro‐level or as part of diasporic waves. However, labor diaspora formations are also influenced by micro‐level (i.e., individual perceptions) drivers related to work per se, such as satisfaction. This explorative qualitative...

International marketing agility is a crucial dynamic capability in international business. The purpose of this article is to examine who creates it and how exporters and partners leverage diasporic agility. We employ case study research on two diaspora entrepreneurs acting as ambidextrous strategic channel partners and playing a central role in gui...

Purpose This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking. Design/methodology/approach This is an exploratory dya...

Purpose Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine...

Purpose: This research investigates the effects of the coronavirus pandemic on Portuguese and Brazilian consumers’ vulnerability in contrasting age groups. It seeks to establish the relationship between fear of COVID-19 and the pandemic’s impact on customer’s vulnerability to help companies design strategies to cope with this new market context and...

This article investigates the effects of online convenience and shopping experience on consumer satisfaction and future purchase decisions by applying a different view to explain the customers’ increasing experience with online shopping in the Chinese growing market. Data from 226 Chinese consumers used to buy online are used to analyze the propose...

Migration is an intrinsic part of the culture of many societies, particularly those with international/colonial ties. We aim at studying the pull forces in Colombia that motivate the migration of Portuguese citizens. A qualitative method of data analysis was used. Results suggest that the main motivations for the exit of Portuguese relate the lack...

This study explores the influence that entrepreneurial cognition, in terms of the dichotomy in human information processing, has on the earliness of internationalization and post-entry speed. Entrepreneurial cognition is investigated through the lens of the dual-process theory, which posits that human information processing is formed of two system...

This article examines the liability of insularity impact on decision-makers behavioural approaches to the strategic partner selection in small and medium enterprises (SMEs). The objective is to understand how permanent geographic conditions of insular territories, named smallness, remoteness, and vulnerability, impact the different importance assig...

Purpose – The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertise...

Non-governmental organizations (NGOs) are one of the types of organizations that make up the third sector. This study aims to identify the fundraising strategies used by a Brazilian NGO, to verify the interface between fundraising and social marketing to apply strategies to leverage fundraising. The research was qualitative, using the case study...

Purpose Newly established intersections between offline and online channels create room for enhancing inter-channel synergies. The nature and structure of emerging markets only further emphasize the need to expand existing knowledge. Consequently, this study investigates inter-channel synergy creation during offline–online retail integration in eme...

The pre-loved luxury goods market has existed for centuries (McNeil and Riello 2016). Historically, this market predominantly focused on heirlooms such as art, sculpture, and jewelry. However, in recent times, this trend has further expanded to many exquisite goods, including watches, accessories (especially handbags), and fashion goods such as dre...

O número de produtos alimentares que contém alegações nutricionais ou de saúde, como por exemplo, adição de cálcio para ossos mais fortes, tem vindo a aumentar. Os motivos que sustentam estas novas ofertas das indústrias alimentícias, prendem-se com a crescente procura dos indivíduos por soluções que melhorem o seu estado de saúde que se tem vindo...

As organizações não governamentais (ONGs) são um dos tipos de organizações que compõem o terceiro setor. Este estudo tem o objetivo de identificar as estratégias para captação de recursos utilizada por uma ONG brasileira, verificar a interface com o marketing social e levantar oportunidades de aplicar estratégias para alavancar a captação de recurs...

This study aims to explore millennial consumers’ intention to participate in cause-related marketing (CrM) campaigns. Building upon the previous literature on CrM, the authors outline six determinants of consumers’ intention to purchase products involved with CrM campaigns. Taking into consideration these determinants, the conceptual model was test...

Considering the importance of financial literacy in people’s lives, the goal of this study will be to assess the level of financial literacy of young Portuguese students, addressing the impact of the level of education on the financial literacy of college students. Data from a non-probabilistic sample of 185 students attending higher education bach...

Purpose: This article aims to identify and discuss the drawbacks faced by Muslim consumers to consume h. al¯al products when living in cities where they are a minority group. For this study, we considered the Muslim population living in Porto, Portugal. This study also aims to understand the attributes of the Muslim consumer that drive the purchase...

TITLE: Stages of the Portuguese textile, clothing and fashion sector-a case of the triple helix model TYPE Practical case/experience analysis TRACK: Other topics related to Triple Helix PURPOSE: The textile and clothing system (TCS) has a long, complex, and highly interdependent value chain driven by fashion, an activity with a high degree of innov...

Despite the general good intentions towards the environment, individuals tend to adopt traditional internal combustion vehicles. Drawing from technology research, this study focuses on the impact of society-in the form of subjective norm and image-on the behavioral intention to adopt a technology. More precisely, this study seeks to explore to whic...

Online purchases can support environmental sustainability by reducing the number of shopping trips. The purpose of this article is to understand how online convenience may be used to increase online purchase intention and therefore contribute to environmental sustainability. Employing a snowball sampling technique data from 226 Chinese respondents...

Purpose: The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing. Design/methodology/approach: To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory stud...

Purpose – The social TV phenomenon has raised the interest of some researchers in studying the production of online reviews. However, little is known about the characteristics of reviewers that, without having had indeed a real experience of consumption, still dare to assess the service. The purpose of this research is to understand these review...

Today many consumers prefer interactions with companies via chat and instant messaging, however, although in most cases it is now a virtual agent to handle the interactions, many of them feel it would be eerie if a chatbot pretended to be human. The present study aims at disentangling this sort of ambivalence people have for chatbots through an inv...

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Purpose Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead consumers to buy second-hand clothes (SHCs), but few have foc...

Sun-tanned skin was once associated with the sun-exposed manual labour of individuals. However, this association has changed dramatically, and tanned skin has become a standard of beauty in Western society. Tanned skin is therefore glorified and sought after, making people feel pressured to conform to standards. Current scientific and medical studi...

We aim at studying the pull forces in Colombia that motivate the migration of Portuguese citizens, starting by analyzing the migratory course between the two countries in order to gauge the motivations and challenges for this path. Migration is a topic of extreme importance today and an intrinsic part of the culture of many societies, particularly...

Design - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes th...

Previous research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research ag...

Today many consumers prefer interactions with companies via chat and instant messaging, however, although in most cases it is now a virtual agent to handle the interactions, many of them feel it would be eerie if a chatbot pretended to be human. The present study aims at disentangling this sort of ambivalence people have for chatbots through an inv...

This review explores recent literature on international strategic alliances (ISAs). Management of alliances requires a better understanding of different dimensions and components of ISAs and their role. This review provides a state-of-the-art understanding of the concept using a content analysis of 85 ISA articles. There is limited research on the...

Research has yet to explore the spread of chatbots into the food service delivery sector and its impact on the customer’s experience, especially in a moment where internet seems to be the tool to tap needs associated with being physically apart. In order to fill this gap, the present study addresses the implications that chatbots’ interaction style...

Universities are evaluated more often basing on the citation scores of their employees, schools translate this pressure onto the scholars. The purpose of this paper is twofold: to identify whether how the use of social networking sites (SNS) may enhance the impact of the research and thus contribute to the academic success in terms of citations; an...

Purpose Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies...

There has been a shift towards providing a seamless consumer journey experience in the retail industry, resulting from a customer-centric approach. In the new paradigm, channels are becoming more intertwined and intricate, and ultimately more companies are embracing the omni-channel alternative. However, this alternative seems to be difficult for c...

There has been a shift towards providing a seamless consumer journey experience in the retail industry, resulting from a customer-centric approach. In the new paradigm, channels are becoming more intertwined and intricate, and ultimately more companies are embracing the omni-channel alternative. However, this alternative seems to be difficult for c...

This article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on...

Meshing with the way in which young consumers socially interact, chatbots represent a key factor to address business efforts in enhancing the effectiveness of digital strategies. The conversational aspect of the human-chatbot interaction increases the necessity for this technology to present social behaviours typical of human-human conversations. T...

Meshing with the way in which young consumers socially interact, chatbots represent a key factor to address business efforts in enhancing the effectiveness of digital strategies. The conversational aspect of the human-chatbot interaction increases the necessity for this technology to present social behaviours typical of human-human conversations. T...

Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach A mixed-methods approach...

Purpose The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies. Design/methodology/approach To determine the differences between fashion and apparel brands in term...

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a...

The support and influence of industrial business associations (IBAs) for the internationalisation process of small and medium-sized enterprises (SMEs) in questioned. This qualitative case study on the textile industry in Portugal illustrates how SMEs are influenced by their IBA. Findings suggest that it has a preponderant role in supporting the int...

While diaspora networks can be instrumental for diffusion, their 'all-in-one' role has remained underexplored in international marketing management literature. Diaspora actors function as part of the channel system, diffusing ethnic products and creating the 'highway' to new markets. 694 M. Elo et al. Globalisation has increased geographic dispersi...

Purpose: The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies. Design: To determine the differences between fashion and apparel brands in terms of marketing chann...

The paper addresses the Brexit generated migratory pressures on Portuguese medical personnel in the UK. Labour diaspora is dynamic and mobile; life satisfaction is affected by numerous factors that together influence their decision-making and migratory pathways over time (stick-migrate-stay-migrate). We found that Brexit influences the life satisfa...

In diaspora research, the role that satisfaction plays in triggering international mobility is understood mainly on an economic macro-level. However, labor diasporas are influenced by micro-level (i.e. individual perceptions) drivers. This explorative qualitative study is among the first that focuses on the role of satisfaction and evaluation of Br...