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Article
Publication date: 24 June 2021

Gustavo Quiroga Souki, Flavia Braga Chinelato and Cid Gonçalves Filho

The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers'…

Abstract

Purpose

The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.

Design/methodology/approach

A survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.

Findings

The entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.

Practical implications

Entertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.

Originality/value

This research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 28 August 2019

Gustavo Quiroga Souki, Luiz Marcelo Antonialli, Álvaro Alexandre da Silveira Barbosa and Alessandro Silva Oliveira

À la carte restaurants have faced increasing challenges in meeting the needs and desires of new food consumers. The purpose of this paper is to propose and test a model…

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1180

Abstract

Purpose

À la carte restaurants have faced increasing challenges in meeting the needs and desires of new food consumers. The purpose of this paper is to propose and test a model for evaluating the consumers’ perceived quality of à la carte restaurants and to review the impact on their attitudes and behavioural intentions.

Design/methodology/approach

A survey was conducted with 508 university students in Brazil, and the data were analysed using structural equation modelling (SEM).

Findings

The results showed that global perceived quality (GPQ), which is a multidimensional construct with nine dimensions, directly impacted emotions, the satisfaction and perceived value by consumers. This satisfaction positively affected word-of-mouth (WOM) communication and the propensity for loyalty. Price did not have a statistically significant impact on customer satisfaction.

Originality/value

This paper, based on the structural model herein proposed and tested, is the most complete of all available articles in the literature about à la carte restaurants, as this study contemplates a greater number of perceived quality factors. In addition, both tangible and intangible perceived quality factors were included in this tested model, which goes beyond what is typically contemplated in other such. Moreover, none of the existing articles in the existing literature simultaneously observed the relationship between perceived quality, positive and negative emotions, price, perceived value, satisfaction, WOM communication and propensity to loyalty. Finally, the questionnaire developed in this study could be used both by academics in future studies and by restaurant managers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 3 July 2020

Alessandro Silva de Oliveira, Gustavo Quiroga Souki, Rodrigo Marçal Gandia and Luiz Henrique de Barros Vilas Boas

Coffee in capsules consumers’ behaviour depends not only on the products’ attributes, but also the consequences perceived by them and the alignment with their values. This…

Abstract

Purpose

Coffee in capsules consumers’ behaviour depends not only on the products’ attributes, but also the consequences perceived by them and the alignment with their values. This paper aims to investigate the impacts of the Attributes of coffees in capsules on the consequences perceived by consumers concerning their consumption and the effects of these Consequences on consumers’ Values.

Design/methodology/approach

This study developed a scale for assessing the perception of consumers of coffee in capsules about Attributes, Consequences and Values (A-C-V) regarding its consumption. A link to this survey’s electronic questionnaire was posted on the social networks Facebook and Peabirus. This research sample is for convenience and accessibility and has 213 consumers of coffee in capsules. Structural Equation Modelling (SEM) was the statistical method used for data analysis.

Findings

Attributes have two sub-dimensions (Own attributes and Functional attributes), while Consequences have three sub-dimensions (Handling Benefits, Rational Benefits, Convenience Benefits) and Values have just one dimension. Also, SEM has shown a statistically significant positive relationship between A-C-V perceived by consumers of coffee in capsules. These results confirm the hypotheses developed based on the Means-End Chain Theory (MEC).

Originality/value

As academic contributions, this paper develops a structural model that quantitatively demonstrates the impacts of Attributes perceived by consumers of coffee in capsules on the Consequences of consumption and its effects on their Values. The present survey is the first in the literature that uses structural models contemplating A-C-V. As managerial contributions, this survey provides relevant information to the decision-making of several stakeholders of the chain of coffee in capsules.

Details

British Food Journal, vol. 123 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 14 April 2014

Marc Fetscherin, Michèle Boulanger, Cid Gonçalves Filho and Gustavo Quiroga Souki

– This paper aims to investigate the effect of product category on consumer brand relationships.

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3963

Abstract

Purpose

This paper aims to investigate the effect of product category on consumer brand relationships.

Design/methodology/approach

Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used to assess these relationships and the product category effect.

Findings

The authors find that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention. Looking at the directionality of these relationships, the results show no product category differences. However, the authors found significant differences in terms of their intensity and their effect on the explanation power of the brand outcome variables WOM and purchase intention.

Research limitations/implications

The survey was conducted in Brazil and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results.

Practical implications

This paper demonstrates that consumer brand relationships are not product category specific. However, certain product categories tend to have more intense relationships than other product categories.

Originality/value

Despite the importance of the product category effect in the branding literature, this study shows that consumer brand relationship theory can be applied to different product categories. This suggests, the product category is less important in the study design than the unit of analysis which requires to be consumer's favorite brands.

Details

Journal of Product & Brand Management, vol. 23 no. 2
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 23 March 2017

Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of…

Abstract

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

Details

Advances in Environmental Accounting & Management: Social and Environmental Accounting in Brazil
Type: Book
ISBN: 978-1-78635-376-4

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