Browsing by Author "Mendes, Júlio da Costa"
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- A marketing strategy for a new functional fishPublication . Pereira, LN; Mendes, Júlio da Costa; Mendes, Joana PimentelThe successful development and bringing to market of a new fortified sea bream depends not only on the additional nutrients that it may include and the multiple health benefits that it might generate, but also on consumer habits, needs, wants, and their willingness to accept a new functional food product. In order to produce information on supporting entrepreneurs' investment decisions with respect to a new functional fish, a market research study was performed in order to gather market data. The descriptive study aimed to measure: consumption habits with respect to all types of fish; the market share of aquaculture fish; market size and channels; the factors determining the acceptance of the new product; the consumer probability of buying and recommending the new product; the fair price of the new product; and the consumer profile. The results of this study were used to design a marketing strategy for the new food product to meet the Portuguese market requirements.
- Alumni’s perceptions about commitment towards their university: drivers and consequencesPublication . Pedro, Ilda; Mendes, Júlio da Costa; Pereira, Catarina; Sequeira, BernardeteThis paper intends to capture alumni's assessments and perceptions about decisive dimensions of their commitment towards their alma mater. Their academic experience and current situation are highlighted. Moreover, their perception about the role of Higher Education Institution (HEI) in this commitment-relationship is likewise valuable to get their involvement. The study took place at a Portuguese university. Three focus groups, with 21 participants, were conducted to get consistent information permitting further developments. Data were analysed through NVivo software.The study gives insights revealing dimensions such as the relationships with teachers, extracurricular activities and initiation as decisive in their academic experience. Recommending and sharing their experience, underline evidence of what they are willing to give back. Moreover, their consciousness of bearing a mission to contribute to HEI's development was expressed through strong positive feelings, such as the sense of belonging, and pride at being part of the university, defined in their statements. But they all demand an effective ability of the university to communicate with them. Overall conclusions offer a scenario of alumni's commitment, giving HEI's management valuable clues to improvement, but its responsibility in this commitment-relationship was also stressed. Moreover, results also provide contributions to literature enabling other HEIs to replicate the study or simply use the results for their own development. Since the study occurred in a relatively weak alumni culture context, revealing the importance in promoting debate as a means to engage alumni in HEI's efforts for success, it presents insights for further developments in similar higher education environments.
- Do memorable restaurant experiences affect eWOM? The moderating effect of consumers' behavioural engagement on social networking sitesPublication . Souki, Gustavo; Oliveira, Alessandro Silva de; Manuela Guerreiro, Maria; Mendes, Júlio da Costa; Moura, Luiz Rodrigo CunhaMany restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.Design/methodology/approachThis survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).FindingsThe quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).Originality/valueThis study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.
- Identifying patterns of alumni commitment in key strategic relationship programmesPublication . Pedro, Ilda; Mendes, Júlio da Costa; Pereira, LNHigher education institutions (HEIs) need to understand their alumni when drawing strategic relationship programmes. This paper aims to identify clusters of alumni based on their commitment relationship and to analyse factors influencing their intention to collaborate with the HEI. The study took place at a Portuguese university, considering a dataset of 1075 of alumni asserting intention to collaborate. First, a cluster analysis was conducted to identify patterns of commitment relationship. Secondly, a logistic regression was run to identify determinants of intention to collaborate. Both techniques revealed the decisive role of HEI commitment in the process. Relationship advantages and positive feelings towards the HEI were also pointed out as important. Alumni asserted recommendations, further training, sharing experiences and giving help as ways to collaborate with HEI. Regression results suggest that sociodemographic variables such as gender, marital status and volunteering are significantly associated with a probability to collaborate. Results also show that affiliation in sororities/fraternities and participation in extracurricular activities are significantly associated with that collaborative intention. The findings provide clues to support strategic relationship programmes based on consistent marketing campaigns, while bringing value to the literature in the European context, where alumni culture requires real insights to evolve.
- Representaciones sociales sobre el desarrollo del turismo en tierras indígenas TerenaPublication . Bonfim, Izac De Oliveira Belino; Corbari, Sandra Dalila; Mendes, Júlio da Costa; Serqueira, Bernadete DiasIndigenous Lands (TI) are territorial portions which, after undergoing an administrative process of demarcation, guarantee the possession and enjoyment by one or more indigenous communities. Certain economic activities are developed on these lands, including tourism. This study seeks to gain an understanding of the social representations (RS) in the development of tourism in the Terena Nation lands and the society of Aquidauana (Brazil) involved directly and indirectly in the tourist activity on the Terena Indigenous Lands and its potential development. To carry out the research, different methodological procedures were chosen. Primary and secondary bibliographic sources were used and contact was established with the Terena Nation through direct unstructured observation, in the TI Limao Verde and Taunay/Ipegue, also including reclaimed areas. In addition, dialogue-based interviews were conducted with non-indigenous social actors from the urban and rural areas of Aquidauana. For the treatment of SR, the Discourse of the Collective Subject (DCS) analysis methodology was used. It is concluded that the interviewees veiled racism and other prejudices. As a consequence, there is skepticism as to the ability of the Terena people to manage tourism on their land.