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Open Access
Article
Publication date: 31 May 2021

Carolina Pantuza Vilar dos Santos, Evandro Luiz Lopes, Julia Costa Dias, André Gustavo Pereira de Andrade, Celso Augusto Matos and Ricardo Teixeira Veiga

Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the…

Abstract

Purpose

Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness.

Design/methodology/approach

A field experiment was carried out with 72 volunteers, using a pre-test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests.

Findings

A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups.

Originality/value

This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change. This approach is probably more efficient at explaining and improving human behavior, given its complex nature.

Details

RAUSP Management Journal, vol. 56 no. 3
Type: Research Article
ISSN: 2531-0488

Keywords

Article
Publication date: 6 March 2019

Luis Hernan Contreras Pinochet, Guilherme Tongnole Diogo, Evandro Luiz Lopes, Eliane Herrero and Ricardo Luiz Pereira Bueno

Given the large global investments made in FinTechs and the context of Brazilian credit (which has been suffering from the effects of the crisis in the last decade), the…

1138

Abstract

Purpose

Given the large global investments made in FinTechs and the context of Brazilian credit (which has been suffering from the effects of the crisis in the last decade), the purpose of this paper is to study the propensity of consumption of credit services offered by FinTechs of loans. In order to discover the factors that influenced the propensity to apply for FinTech loans, a theoretical model was designed, which was tested by means of a survey given to individuals who might contract loans.

Design/methodology/approach

The final sample consisted of 507 individuals whose data were analyzed through structural equation modeling (SEM), with estimation of partial least squares.

Findings

From the results of the research, it was possible to draw a profile of the FinTechs of Brazilian loans and also to estimate the antecedents of the propensity to utilize this type of service.

Research limitations/implications

The model proposed in this work was developed to measure the propensity to consume in relation to the credit services offered by lending FinTechs.

Practical implications

The consumer should intensify the use of these channels to shape financial products and services to their needs, thereby democratizing access to credit, which is often restricted in quantity and quality by policies of institutions that dominate the Brazilian lending market.

Originality/value

Aspects such as trust, personal innovation, perceived utility, ease of use and social influence, as well as the constructs that precede them like privacy, stigma and transactional distance, explain 41.5 percent of the propensity to use services from lending FinTechs in Brazil.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Open Access
Article
Publication date: 30 September 2019

Aleixo Fernandes, Marcelo Moll Brandao, Evandro Luiz Lopes and Filipe Quevedo-Silva

The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty…

1744

Abstract

Purpose

The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product.

Design/methodology/approach

The method used is quantitative, by means of a survey with real consumers of automotive services of two vehicle dealerships, whose data were analyzed through linear regression analysis and conditional analysis of moderation.

Findings

The authors have identified that the relationship between satisfaction and loyalty and between loyalty and willingness to pay more for a product is entirely moderated by the (high) reputation of the brand and the (high) individual involvement of the consumer.

Practical implications

The study contributes to marketing managers as it demonstrates effect of brand reputation and involvement. Therefore, it is understood that these variables need to be considered in satisfaction surveys, as it has been proven that satisfaction alone cannot explain the variables of business performance (loyalty and willingness to pay).

Originality/value

The greatest innovation of this study is the identification of the total moderation between stated satisfaction and loyalty and between satisfaction and willingness to pay more. It has been demonstrated that high levels of brand reputation coupled with high levels of consumer involvement account for the fully dependent variables.

Details

RAUSP Management Journal, vol. 55 no. 1
Type: Research Article
ISSN: 2531-0488

Keywords

Open Access
Article
Publication date: 14 August 2018

Luis Hernan Contreras Pinochet, Evandro Luiz Lopes, Caio Henrique Fernandes Srulzon and Luciana Massaro Onusic

“Internet of things” is a broad term used to describe network connectivity to physical objects. Called connectable or smart objects, they are embedded in electronic…

4137

Abstract

Purpose

“Internet of things” is a broad term used to describe network connectivity to physical objects. Called connectable or smart objects, they are embedded in electronic circuits and software that make them capable of detecting, collecting and transmitting data and information. This paper aims to examine the influence of the attributes of “internet of things” products in the functional and emotional experience of purchase intention.

Design/methodology/approach

The study used a model adapted from Yaping et al. (2014), with adjustment for the constructs “emotional experience”, “functional experience” and “purchase intention”. The survey consisted of a sample of 747 valid questionnaires regarding users of “internet of things” products, through a structured questionnaire with 36 assertions, which were answered based on the Likert scale. The quantitative research approach followed an exploratory descriptive phase followed by the application of structural equation modeling.

Findings

Results validated most of the relationships of the model, with high levels of significance. In addition, there was a greater influence of emotional experience than functional on purchase intention for the selected sample, which mainly consisted of young people.

Originality/value

In short, the study confirmed the statistical significance of the structural paths, indicating that the proposed model is consistent, and with an appropriate adjustment can be applied in future research.

Details

Innovation & Management Review, vol. 15 no. 3
Type: Research Article
ISSN: 2515-8961

Keywords

Abstract

Details

Transforming State Responses to Feminicide: Women's Movements, Law and Criminal Justice Institutions in Brazil
Type: Book
ISBN: 978-1-80071-566-0

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