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1 – 2 of 2Juliana Chini, Eduardo Eugênio Spers, Hermes Moretti Ribeiro da Silva and Mirella Cais Jejcic de Oliveira
This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes.
Abstract
Purpose
This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes.
Design/methodology/approach
The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed.
Findings
As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present.
Originality/value
These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.
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Keywords
Bruno Melo Moura and André Luiz Maranhão de Souza-Leão
The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the…
Abstract
Purpose
The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments.
Design/methodology/approach
The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons.
Findings
The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league.
Research limitations/implications
The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media.
Practical implications
The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them.
Originality/value
The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.
Details