ESTG - Mestrado em Negócios Internacionais
Permanent URI for this collection
Browse
Browsing ESTG - Mestrado em Negócios Internacionais by advisor "Crespo, Cátia Claudemira Cordeiro Fernandes"
Now showing 1 - 10 of 14
Results Per Page
Sort Options
- Acculturation and purchase intentions among emigrants: an international analysisPublication . Velgan, Tatiana; Crespo, Cátia Claudemira Cordeiro FernandesThis study investigates the acculturation of Portuguese emigrants in Germany, France and the United Kingdom and the impact of it on their consumer behaviour, in the context of retail. Acculturation is an interchanged culture acquired on emigration into a different culture. It affects the behaviour of migrants as they adjust to the host culture and presents a difficulty for business researchers as they grapple with the consequence of drifts in consumer behaviours, purchasing intentions, cultural attributes, and significant shifts in the desire for certain products. As culture dictates the behaviour to consume things, sways the way people think, perceive, process, and construe information, it is natural to draw some conclusion that it has a significant impact also on businesses bottom line. To examine this, an online questionnaire was conducted to collect data from 2103 respondents from Germany, France, and the United Kingdom. The statistical analysis of the survey data was performed with partial least squares structural equation modelling (PLS-SEM). The results of this study have shown similarities in the acculturation of migrants after a certain duration of their stay, and the marked influence of it on their consumer behaviour in general when compared to that in the literature review. Therefore, the results of the survey indicate that both acculturation and the country of origin affect perceived quality and brand identification. Furthermore, our results evidence the influence of perceived quality and brand identification on consumer purchase intention. Hence, by answering the research question, the results contribute to the body of research on the effects of the country of origin and acculturation among emigrants’ communities.
- Cross-Cultural Comparison of the Impact of Product Packaging on Consumer Behavior in Portuguese and Czech Republic marketsPublication . Novo, Tiago António Rosa; Crespo, Cátia Claudemira Cordeiro FernandesPackaging is a key tool for brand communication and consumer engagement, as it can contribute to brand emotional connection by establishing trust and embedding narratives that resonate with consumers, enhancing their overall satisfaction. This satisfaction is crucial for brand success, influencing consumer loyalty and the perceived value of products, and is particularly important in global markets, where cultural differences affect consumer preferences and behaviors. Understanding these dynamics is vital for businesses aiming to thrive in diverse cultural contexts. The study focuses on the Portuguese and Czech market and investigates the impact of the product packaging on consumer behavior. The methodology mainly included a quantitative survey methodology, gathering data via a self-administered questionnaire distributed online in both Portuguese and English. The analysis of the data was conducted using PLS-structural equation modeling. A total of 160 responses were collected, and findings show that for Portuguese consumers, product packaging is able to evoke brand emotional connection and brand identification, subsequently enhancing customer satisfaction and purchase intention. However, for Czech consumers the impact of product packaging on brand emotional connection is not significant. The results offer support for the assertion that companies should tailor their packaging strategies to align with these cultural inclinations to foster consumer engagement.
- Determinantes do desempenho internacional das empresas portuguesas nos mercados externosPublication . Paiva, Ana Filipa Agostinho Teles e; Crespo, Cátia Claudemira Cordeiro FernandesEste estudo enfatiza a relação que existe entre as empresas portuguesas e o mercado externo. Num universo cada vez mais internacional e global, a procura é cada vez mais exigente, tanto por parte de clientes como de fornecedores. Desta forma, o presente estudo surge, como uma ferramenta para as empresas aferirem qual a influência da atitude da gestão perante o risco, da propensão para inovação, da distância psíquica, da aprendizagem e da experiência internacional das empresas no seu desempenho internacional. Para efeitos empíricos recorreu-se a uma pesquisa através de inquéritos a empresas portuguesas com o objetivo de aprofundar a relação existente entre os fatores determinantes identificados e o desempenho internacional. Este trabalho permitiu detetar diferentes níveis de significância e influência dos determinantes previamente identificados no desempenho internacional das empresas.
- Determinants and impact of the perceived value of an ad on the consumers’ perceptions and behavioral responsesPublication . Alshevskaya, Tatiana; Crespo, Cátia Claudemira Cordeiro FernandesActualmente o tópico da atitude dos consumidores para com a publicidade e as suas intenções comportamentais tem vindo a suscitar bastante atenção na academia e na gestão. A presente investigação analisa os antecedentes do valor percebido de um anúncio, a sua influência no modo como os consumidores veem a imagem da marca e os seus efeitos nas respostas comportamentais para com a publicidade. A cultura exerce um impacto vasto e profundo nas atitudes e comportamentos das pessoas. Para examinar esta questão, o questionário foi implementado a inquiridos na Bielorrússia e em Portugal. A análise estatística dos dados do questionário foi realizada através de modelos de equações estruturais. Os resultados do estudo indicam que a informação transmitida pelo anúncio, a atitude favorável dos consumidores para com a publicidade e a credibilidade do anúncio são determinantes importantes do valor percebido de um anúncio. Os resultados fornecem evidência para a influência do valor percebido de um anúncio nas percepções e respostas comportamentais dos consumidores. Com base nestes resultados propomos pistas de investigação futura na área e apresentamos as implicações para a gestão.
- Os efeitos do country-of-origin no setor de calçado portuguêsPublication . Roxo, Eunice Alexandra Ferreira; Crespo, Cátia Claudemira Cordeiro FernandesNuma era em que consideramos global e em que cada vez mais os países têm que enfrentar a concorrência global, tem que haver uma preocupação crescente no modo como esses países são vistos noutros mercados, para que possam ser bem-sucedidos. O objectivo deste trabalho é tentar perceber, de que forma é que o “Made in Portugal” tem evoluído, e contribuído para o bom desempenho da economia no setor do calçado. Pretende-se com o trabalho verificar como é que o setor do calçado Português é visto nos mercados internacionais, mercados estes para onde exporta. Neste estudo, verifica-se o que é que o país de origem do calçado influência na qualidade percebida dos produtos e serviços, na Innovation Capability, no Branding Capability e na Confiança que os compradores têm no país para a compra do calçado.
- O impacto do País de Origem no Valor da Marca: uma análise ao setor do vinhoPublication . Passagem, Nádia Joana Pereira; Crespo, Cátia Claudemira Cordeiro FernandesEste estudo propõe-se explorar os efeitos do país de origem no desenvolvimento do valor da marca através das suas dimensões. Esta investigação seleciona o vinho como categoria de produto. Os dados foram recolhidos através de consumidores portugueses e canadianos. Para alcançar o objetivo proposto, o modelo conceptual incorpora a influência do país de origem nas dimensões do valor da marca, dimensões essas compostas pela lealdade à marca, associações à marca, notoriedade da marca e qualidade percebida, bem como o consequente efeito do valor da marca na intenção de compra. O efeito do etnocentrismo no país de origem foi também analisado. As hipóteses foram testadas utilizando o modelo de equações estruturais. Os resultados da amostra portuguesa indicam que o país de origem afeta positivamente todas as dimensões do valor da marca. Os resultados da amostra canadiana evidenciam que o país de origem afeta positivamente a lealdade à marca e a qualidade percebida, mas exercendo contudo um efeito significativo nas dimensões associações à marca e notoriedade da marca. Com base nesses resultados, propomos linhas de investigação futura e são feitas recomendações para que as empresas potencializem o valor das suas marcas, explorando a influência do País de origem.
- Internal relations between parent headquarters - subsidiaries of multinational companiesPublication . John, Richard; Crespo, Cátia Claudemira Cordeiro FernandesThe subsidiary is the local affiliate of a multinational company typically situated in a distant location from the headquarters. Usually it works as a whole new entity in the target country, with functioning directives from the parent company. The subsidiaries can benefit from the parent firm in terms of sharing of technological know-how, trade-secrets, administrative knowledge, commercial brand name, etc. In turn, they work as a value-adding subunit of the MNC, instrumental in increasing the competitiveness of the parent organizationTherefore, the relationship between the two parts plays a critical role in gaining competitive advantage. The primary aim of the present study was to examine the various facets of association between headquarters and its subsidiary and to. In this study, the internal relations between any headquartesr and its subsidiary in an MNC environment were examined based on resource based view, organizational learning, knowledge sharing, subsidiary competence, centralization, formalization, and network strength along with organizational performance. Regression analysis was conducted to test the hypotheses. Our study demonstrates that the factors Organizational learning, Subsidiary competence, Centralization, Formalization, and Network strength influenced Knowledge sharing of the subsidiary, which further impacted on Organizational performance.
- Strategic Transitions in Expansion: Analyzing the Efficacy of Chosen StrategiesPublication . Ribeiro, Marcella Alves; Crespo, Cátia Claudemira Cordeiro FernandesThis dissertation investigates thought a case study the impact of the chosen business expansion to the European market strategy on company performance and success, focusing on Clockworx Solutions, a British Orchestration solution provider expert on mining and manufacturing industries and expanding into logistics and healthcare industries. The study explores the effectiveness of Clockworx's chosen strategy during its expansion and assesses whether alternative strategies could have yielded better results and its impacts on performance. The research encompasses a theoretical framework on business strategies, including the Resource-based View (RBV) and emergent versus deliberate strategies, and examines organizational performance metrics. The study accesses the Balance Score Card to measure the impact of the chosen strategy on the organizational performance (evaluating among other aspects theteam alignment towards the chosen strategy). The methodology involves qualitative analysis through interviews with Clockworx's board management members. Findings contribute to understanding business expansion strategies, offering insights for strategic management in transitioning industries and the effect of it.
- Surviving the Culture Shock Syndrome: the Role of Cultural Intelligence, Emotional Intelligence and Responsible Leadership in Enhancing Expatriates’ PerformancePublication . Jesus, João Octávio Santos de; Marques, Tânia de Matos Gomes; Crespo, Cátia Claudemira Cordeiro FernandesExpatriates are increasingly being challenged to execute their roles with a higher sense of responsibility. However, only a few studies have empirically examined the impact of culture shock on expatriates’ performance and the influence of responsible leadership on expatriates’ performance. Using Anxiety and Uncertainty Management Theory, this dissertation examines the relationship between cultural intelligence, culture shock and expatriates’ performance, and tests the mediation role of culture shock in the relationship. Furthermore, the moderation effect of emotional intelligence and responsible leadership on the relationships are also studied. A web-based only survey was administered to collect data from a sample of 204 expatriates. Structural equation modelling was used to analyse the data. The results reveal that cultural intelligence is positively related to expatriates’ performance, culture shock is negatively related to expatriates’ performance, and culture shock partly mediates the relationship. Results also reveal that responsible leadership negatively influences the effect of culture shock on expatriates’ performance, and emotional intelligence negatively influences the effect of cultural intelligence on expatriates’ performance.
- The determinants of customers’ trust and perceptions in the fast food industryPublication . Velasquez, Zindy Gabriela Bertrand; Crespo, Cátia Claudemira Cordeiro FernandesNowadays the fast food restaurants have reached in a massive way penetrate the whole world, and the demand of the customers continues growing based in their need, lifestyle and wishes. This fast expansion is impacting the economy since fast food franchise is positioned in the market as one of the most significant business positioned not just in United States also around the world (Dant, Kacker, Coughlan, & Emerson, 2007). Every day is higher the demand of people to consume this type of food and this increase has originate a special interest of many researches concerning about health issues, who consider that it is necessary explore the most important indicators of the consumption of fast food among people which in their majority can be influenced by beliefs, cross cultural values, marketing strategies, reference groups and purchasing behavior (Haven, 2015 ). The main purpose of this research is to investigate the impact of customers trust toward a fast food brand, influence by brand equity dimensions (brand awareness, brand loyalty, perceived quality and other brand associations) and on customer perceptions and behavior (customer satisfaction and word-of-mouth). In order to examine this prediction, the questionnaire was conducted among Nicaraguan respondents in Nicaragua, The statistical analysis of the survey data was run through the PLS program since the model has structural equations. Our findings indicate evidence for the influence of brand equity dimensions namely brand awareness, brand loyalty, perceived quality and other brand associations, and on customer perception and behavior (customer satisfaction and word-of-mouth). Which significantly influence in the relationship and trust of the respondents regarding with their favorite fast food brand. Based on these findings we suggest that fast food brand can strengthen their customer’s trust by focusing on improving these mentioned dimensions.