Browsing by Author "Curth, Marcelo"
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- O comportamento do consumidor no mercado fitness: físico x virtualPublication . Eloisa Mello, Mariane; Curth, Marcelo; Albornoz Gonçalves, Manuela; Salvador, RogérioA sobrevivência do profissional de Educação Física, bem como as empresas do mercado fitness, frente a eventos adversos externos, impostos de forma abrupta por uma nova realidade decorrente da pandemia de COVID-19, expôs a fragilidade das relações comerciais com seus alunos/clientes, comprometendo as receitas e forçando-os a se reinventar e adaptar-se às novas modalidades de atendimento. Entendendo que a percepção de valor, confiança, necessidade de interação afetam a intenção de compra do consumidor, este artigo tem como objetivo verificar esta influência no mercado fitness de modo comparativo ao ambiente de entrega do serviço: estabelecimentos com serviços físicos x virtuais. Foi realizado um estudo do tipo survey com 161 alunos/clientes de academias. A técnica estatística utilizada foi Modelagem de Equações Estruturais (MEE), por meio da qual o modelo conceitual foi testado. Os resultados destacam a percepção de que o consumo em lojas físicas obtém uma resposta emocional positiva visando à intenção de compra por parte do consumidor, visto que valoriza bastante a interação humana, gerando sentimentos de alegria, satisfação e bem-estar, sendo sensível tanto ao preço comportamental como o monetário. Indicam maior percepção de qualidade e confiança na compra de serviços/produtos em ambientes físicos quando comparado à venda no formato virtual, considerando a necessidade de interação do aluno/cliente com o profissional de Educação Física.
- Exploring ethnocentrism and country-of-origin effects on brand equity dimensions: insights from Brazilian and Portuguese wine marketPublication . Curth, Marcelo; Monticelli, Jefferson Marlon; Crespo, Cátia FernandesPurpose – The purpose of this study is to explore the effects on the dimensions of brand equity of cultural elements such as ethnocentrism and country of origin. Design/methodology/approach – This research focuses on the Portuguese and Brazilian wine markets and data were collected from Portuguese and Brazilian consumers with regard to their evaluations of wines from their respective countries. It developed a conceptual framework that captures the relationships between ethnocentrism and country of origin and the dimensions of brand equity, comprising brand loyalty, brand associations and perceived quality. It tested the study hypotheses using Partial Least Squares Structural Equation Modeling. Findings – The results indicate that both country of origin and CE have a positive influence on brand equity dimensions in both countries. Brand associations had no significant effect on brand equity in the data from either sample. Moreover, the Brazilian data showed no significant effect of perceived quality on brand equity. Originality/value – This study explores how ethnocentric questions among cultural, economic and sociopolitical perspectives influence the country-of-origin effect on brand equity and the results can shed light on how residents connect with their own cultural heritage when choosing wines produced in Brazil and Portugal.
- Identifying the impact of stakeholder and top management support on shaping environmental innovation, green product development, and environmental performance in Brazil and Portugal’s plastics industryPublication . Curth, Marcelo; Marques, Alzira Maria Ascensão; Dantas, Ítalo José de MedeirosThis paper aims to identify the influence of stakeholders and top management support on environmental innovation strategy, green product innovation, and environmental performance in the context of the plastics industry of Brazil and Portugal. Methodology/approach: For the research, a survey was conducted with 94 companies in the industry, using the Partial Least Square (PLS) for data analysis. Originality/relevance: The study contributes fill the gaps in the influence of top management and external actors on sustainability-related strategies and in- novations in companies in the plastics industry in Brazil and Portugal. Main findings: The results demonstrated that the stakeholders’ pressure and top management support positively influence the environmental innovation strategy of green products, and both innovations influence the environmental performance of companies in the Portuguese and Brazilian plastics industries. Theoretical contributions: The implications emphasize the impact of external elements and companies that influence environmental sustainability, enabling greater quality of life and sustainability on a global scale. Management contributions: The practical implications of the results emphasize the need for alignment between top management and the stakeholders for strategies and innovations linked to sustainability.