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Article
Publication date: 26 June 2023

Emerson Wagner Mainardes, Silvestre de Jesus Cunha Paixão Júnior and Ricardo Gouveia Rodrigues

This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price…

Abstract

Purpose

This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature.

Design/methodology/approach

Data were collected through an online questionnaire with 335 consumers. The model was tested using partial least squares.

Findings

It was verified that the price–quality relationship directly influences mobile gamers' intentions to purchase mobile phones. Also, it was observed that price sensitivity of mobile gamers directly influences the price–quality relationship and indirectly influences the intention to purchase mobile phones to play games. It was further verified that this price sensitivity is directly influenced by the perceived quality of mobile gaming devices. Finally, it was observed that referrals from other gamers directly influences the perceived quality and onès identification with the group of gamers.

Research limitations/implications

This study concluded that developing strategies focused on prices of mobile phones gamers use to play games tends to influence mobile gamers' purchase intentions. This paper extends the study of mobile device purchase behavior, uniting constructs studied separately and proposing connections not yet tested, assisting in the theoretical understanding of the factors that contribute to the intention to purchase mobile devices.

Originality/value

This study is theoretically justified for four reasons: it focused on a specific group of consumers, mobile gamers, which is a constantly growing audience; it brought an innovative model, testing the influence of the perceived quality of mobile gaming devices on the price sensitivity of mobile gamers; there are spaces for new research on mobile device purchase intention; and it may assist in the theoretical understanding of the factors contributing to mobile device purchase intention.

Details

Young Consumers, vol. 24 no. 5
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 3 April 2017

Emerson Wagner Mainardes, Aridelmo Teixeira and Paula Cristina da Silveira Romano

The purpose of this paper is to identify the factors that favor the activity of co-creation with customers in the banking sector. The way in which consumers co-create with banking…

2273

Abstract

Purpose

The purpose of this paper is to identify the factors that favor the activity of co-creation with customers in the banking sector. The way in which consumers co-create with banking organizations was also examined.

Design/methodology/approach

The “dialogue, access, risk and transparency” model was employed with the variables dialogue, access, risk assessment and transparency, as per Prahalad and Ramaswamy (2004). The final data sample accounted for 265 clients of a large Brazilian bank and multiple linear regression was used to analyze the data.

Findings

The results indicated a significant and positive association with access, risk assessment and transparency when the bank co-created with these clients. Dialogue did not appear significantly affect to the co-creative process between clients and the bank.

Research limitations/implications

The study was conducted with customers of only one major Brazilian bank. The authors recommend that the same study is conducted in other retail banks, investment banks and smaller banks, with a specialized focus. Limitations notwithstanding, the outstanding findings of this research relate to customer perceptions, which, it should be noted, do not necessarily reflect the totality of the relationship between client and bank.

Originality/value

Understanding co-creation in the banking sector is a new learning perspective on consumer behavior and interactions within the service production process. The justification and relevance of this study derive from the construction of this knowledge and the scarcity of empirical work in this area.

Details

International Journal of Bank Marketing, vol. 35 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 8 February 2021

Emerson Wagner Mainardes, Gabriela Pessoa de Oliveira Cisneiros, Carlos Jorge Taborda Macedo and Amilson de Araujo Durans

The purpose of this study is to examine the effect of marketing capabilities on market orientation and sustained competitive advantage from the viewpoint of managers of small and…

1036

Abstract

Purpose

The purpose of this study is to examine the effect of marketing capabilities on market orientation and sustained competitive advantage from the viewpoint of managers of small and medium-sized enterprises (SMEs) that supply large companies. This paper also analyzes the moderating role of exposure to external turbulence in the relationship between marketing capabilities and sustained competitive advantage, and between marketing capabilities and market orientation for SMEs.

Design/methodology/approach

Based on the literature, this study develops a model to verify the proposed relationships. An online questionnaire collected data from 423 managers of SMEs that supply large companies to test the model. This paper analyzes the proposed model using structural equation modeling with partial least squares.

Findings

According to the surveyed managers, marketing capabilities tend to play a significant role in the market orientation and perceived sustained competitive advantage of SMEs that supply large companies. Better-developed marketing capabilities can strengthen the market orientation of SMEs, helping to achieve and maintain a sustained competitive advantage. They will, thus, attract more clients and minimize their risk, regardless of the environment in which they operate.

Research limitations/implications

This research contributes to marketing theory by highlighting the marketing capabilities of SMEs that supply large companies and demonstrating the importance of such capabilities for their survival.

Originality/value

The study investigated the views of the SME managers that supply large companies about their company’s marketing capabilities. Traditionally, these companies have had little concern for marketing. This research focuses on an emerging market, that is not usually addressed.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 4 March 2021

Aloisio Henrique Mazzarolo, Emerson Wagner Mainardes and Danilo Soares Montemor

The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the…

1497

Abstract

Purpose

The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.

Design/methodology/approach

The authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.

Findings

The results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.

Research limitations/implications

The findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.

Originality/value

The results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.

Details

International Journal of Bank Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 25 January 2024

Emerson Wagner Mainardes, Eduardo Henrique Brandão Nogueira and Talles Vianna Brugni

The authors aimed to investigate whether the competencies of public servants (self-competence, teamwork competence, change competence, communication competence (CC) and ethical…

Abstract

Purpose

The authors aimed to investigate whether the competencies of public servants (self-competence, teamwork competence, change competence, communication competence (CC) and ethical competence) influence their organizational commitment and indirectly their job satisfaction.

Design/methodology/approach

Based on a structural model from the literature, the authors conducted a survey with 463 Brazilian public servants using a questionnaire, and the authors evaluated the measurement model through confirmatory component analysis (CCA). Then, the authors used partial least squares structural equation modeling (PLS-SEM) to analyze the structural model.

Findings

The authors' results showed that the ethical competence construct tends to have a direct positive influence on the organizational commitment construct and indirectly influences the job satisfaction of public servants. On the other hand, the authors found that the self-competence, teamwork competence, change competence and CC constructs did not impact organizational commitment or job satisfaction indirectly.

Originality/value

The authors conclude that developing ethical competence in public servants is likely to increase their organizational commitment and indirectly positively affect their job satisfaction. This research tested the five dimensions of competencies under a new focus, public service, seeking to evidence their relationships with the organizational commitment and job satisfaction of public servants, filling a gap in the literature.

Details

International Journal of Public Leadership, vol. 20 no. 1
Type: Research Article
ISSN: 2056-4929

Keywords

Article
Publication date: 25 April 2022

Rozelia Laurett, Arminda Paço and Emerson Wagner Mainardes

This paper aims to understand how the FUCAPE 120% Sustainable project promotes sustainable development in higher education. The project was conceived and implemented by FUCAPE…

Abstract

Purpose

This paper aims to understand how the FUCAPE 120% Sustainable project promotes sustainable development in higher education. The project was conceived and implemented by FUCAPE Business School, a private higher education institution (HEI) specialised in business, located in Vitória, Espírito Santo, Brazil.

Design/methodology/approach

The approach of the study was qualitative research based on a case study. Data were collected through semi-structured interviews with 12 stakeholders involved in FUCAPE 120% Sustainable.

Findings

The results indicate that FUCAPE 120% Sustainable is a project formed from 18 sustainable actions incorporated on the campus of FUCAPE Business School. Most of the project’s actions are connected to the triple bottom line (TBL) and linked to sustainable development goals (SDGs), particularly SDG12 (responsible consumption and production), SDG13 (climate action) and SDG17 (partnerships for the goals).

Research limitations/implications

This study contributes to the literature by extending information on sustainability in HEIs, focusing specifically on a business HEI.

Practical implications

This is an innovative project that can serve as a model for other HEIs, with due adaptations. As business HEIs do not usually have laboratories, they may be considered to have little effect on the environment. However, this study found that business HEIs can have a relevant impact on the environment, and the adoption of sustainable actions can minimise adverse effects.

Originality/value

Various sustainability projects and actions are developed and implemented by HEIs, but studies analysing the projects in business HEIs or studies linking the actions of the project to the TBL theory and SDGs are scarce. Sustainable business HEI-based projects may provide future managers a more inter-disciplinary and sustainable vision focused on the TBL and SDGs.

Details

International Journal of Sustainability in Higher Education, vol. 23 no. 7
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 15 November 2017

Helena Alves and Emerson Wagner Mainardes

The purpose of this paper is to understand in the ways, in which, trust and other perceived benefits, both in the relationship with the company and with other consumers, as well…

2178

Abstract

Purpose

The purpose of this paper is to understand in the ways, in which, trust and other perceived benefits, both in the relationship with the company and with other consumers, as well as the perception of self-efficacy, actually influence the co-creation of value by consumers.

Design/methodology/approach

A model involving all these constructs was tested. The study consists of a quantitative approach based on a sample of 362 consumers with diverse age and education profiles that have been using services such as a hairdresser/barber service or mobile or internet telecommunications service. The data were processed by recourse to partial least squares-based structural equation modelling and SmartPLS software.

Findings

The results demonstrate that the most significant and relevant factors of influence over consumer co-creation activities are, in descending order of significance, the individual resources of consumers reflected in the perception of self-efficacy, the benefits perceived in relationships with others and trust in the company.

Originality/value

This study serves as a contribution towards the better understanding of the factors that may influence the level of co-creation activities ongoing in services. Its contributions reside on the inclusion of variables that influence consumer co-creation activities derived simultaneously from the company and other consumers. This research also contributes by proposing and testing relationships quantitatively not tested by previous studies.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 15 May 2019

Emerson Wagner Mainardes, Vinicius Costa Amorim Gomes, Danilo Marchiori, Luis Eugenio Correa and Vinicius Guss

The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk…

2272

Abstract

Purpose

The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers.

Design/methodology/approach

After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS.

Findings

The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality.

Originality/value

The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 7 December 2020

Vitor Azzari, Emerson Wagner Mainardes and Fábio Moraes da Costa

The purpose of this paper is to identify and analyze the literature related to accounting and auditing services quality.

6218

Abstract

Purpose

The purpose of this paper is to identify and analyze the literature related to accounting and auditing services quality.

Design/methodology/approach

The authors performed a systematic literature review that considered 22 papers on the topic. The authors also applied a bibliometric analysis in order to identify the main characteristics of these studies to discuss and provide research opportunities in this field.

Findings

The bibliometric results indicate that most papers were published in services and marketing journals. The accounting service quality theme has been rarely researched in accounting field. In addition, based on our review, it was possible to identify that most papers use quantitative methods, such as surveys. The papers' conclusions diverge from each other, demonstrating a still fragmented literature.

Research limitations/implications

Taken together, the paper shows how accounting services quality is relevant and emerging topic that demands future research about accounting professionals' skills, their activities and how their customers perceive quality in an environment of constant change.

Originality/value

The analyses indicate that there are six broad areas for future research on this topic: successes and failures of accounting services providers; the role of “client centricity”; digital accounting services; services quality and accounting education; services quality when considering different types of accounting and auditing services and development of a measurement scale and a theoretical model for accounting services quality. This paper contributes for the ongoing debate about how competition, technology and innovation are changing the landscape for accounting and auditing services providers.

Details

Asian Journal of Accounting Research, vol. 6 no. 1
Type: Research Article
ISSN: 2443-4175

Keywords

Open Access
Article
Publication date: 14 October 2019

Joao Duarte Saleme de Sa, Emerson Wagner Mainardes and Daniel Modenesi de Andrade

The purpose of this paper is to find out the relevant factors, according to teenagers, that influence the buying decision of the family car.

6608

Abstract

Purpose

The purpose of this paper is to find out the relevant factors, according to teenagers, that influence the buying decision of the family car.

Design/methodology/approach

Research carried out in three stages: one qualitative research (by using focal groups), and two quantitative research studies (descriptive and cross-sectional).

Findings

The authors identified three factors that are important for teenagers when influencing the purchase of the family car: safety, sportiness and comfort. The identification of these factors shows that the millennial generation tends to emphasize aspects of individual interest, such as status and performance, and family context, such as safety and comfort, rather than social aspects, such as the type of fuel and environmental impact.

Practical implications

The authors recommend the development of automobiles that prioritize the three factors mentioned herein in order to reverse the trend of declining car purchase.

Originality/value

The authors presented the relevant attributes in buying decisions of family cars according to teenagers. The authors also indicated the automobile attributes that are relevant for a more informed, connected, and with an increasing purchase power generation in contrast with previous generations, whose social context was prior to the emergence of social media.

Details

Revista de Gestão, vol. 27 no. 1
Type: Research Article
ISSN: 2177-8736

Keywords

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