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- The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural ComparisonPublication . Crespo, Catia Fernandes; Ferreira, Alcina Gaspar; Ribeiro, Fábio Matos; Popa, VictorCelebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.
- The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectivenessPublication . Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Ribeiro, Fábio Matos; Barreiros, PatríciaRegarding the popularity of social media platforms among consu- mers, influencer marketing is increasingly present in brands’ com- munication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emo- tional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower- influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.
- The influence of storytelling on the consumer–brand relationship experiencePublication . Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; Cardoso, Ricardo MoitaThe main purpose of this research is to explore the strategic role of storytelling as a facilitator of the consumer–brand relationship experience through the creation of cognitive, emotional, and behavioural responses. The hypotheses are tested with a dataset of survey data from 323 Portuguese consumers using partial least squares structural equation modelling. Based on social identity theory, the findings show that storytelling improves consumers’ cognitive responses through consumer–brand identification and stimulates consumers’ emotional responses through brand affective involvement. Moreover, storytelling stimulates behavioural responses through purchase intention, via the mediating role of consumers’ cognitive and emotional responses. The results also show that storytelling generates stronger emotional than cognitive responses, but cognitive responses have stronger effects on behavioural responses. This research contributes to the literature on the strategic role of storytelling in brand management by demonstrating that storytelling is an effective way of improving the consumer–brand relationship experience.
- Sustainable advertising or ecolabels: Which is the best for your brand and for consumers’ environmental consciousness?Publication . Ferreira, Alcina Gaspar; Fernandes, Maria EduardaThis research contributes to the understanding of sustainable brands loyalty by evaluating con sumers’ perceptions of different communication tools. An online consumer survey collected 441 valid responses and partial least square structural equation modeling was applied to analyze data. Results reveal that ecolabels consciousness contributes to create a sustainable brand image and to develop environmental consciousness, whereas perceived advertising spend does not. Also, loyalty to sustainable brands is influenced by consumers’ environmental consciousness but not by sustain able brands image. Our findings suggest that environmental consciousness is crucial to develop sustainable brands loyalty, reinforcing the importance of consumers’ environmental education.
- Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsementsPublication . Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Mendes, CédricPurpose In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic performance and marketable lifestyle image dimensions. Design/methodology/approach An online consumer survey was conducted regarding sports celebrities' endorsement campaigns and consumers' ad recall. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Moderation and mediation effects were examined, and a multigroup analysis was used to test the existence of significant differences between groups. Findings The motivation to engage with sports celebrities' social media platforms transcends athletic performance and is positively related with the marketable lifestyle. Sports celebrities who highly engage consumers through social media can promote stronger engagement with the endorsed brand, and this effect is positively moderated by the perceived level of congruence between the sport celebrity and the endorsed brand. The effect of the sport celebrity's marketable lifestyle on the endorsed brand is partially mediated by their social media engagement with consumers. Moreover, a multigroup analysis shows no statistically significant differences among gender and age groups. Originality/value This study's contribution is a better understanding of the effect of sport celebrities' image dimensions on consumers' engagement with the celebrities' social media platforms. The marketable lifestyles of celebrities are an important asset that promotes engagement with their social media platforms by consumers that in turn, raises their marketing value in terms of endorsement contracts.
- Rethinking Management and Economics in the (New) 20’sPublication . Santos, Eleonora; Ribeiro, Neuza; Eugénio, Teresa; Ferreira, Alcina Gaspar; Ortega, EduardoThe International Conference of Applied Research in Management and Economics (ICARME) under the topic of "Rethinking Management and Economics in the (New) 20's", took place on June 29 - July 1, at Escola Superior de Tecnologia e Gestão (ESTG) of the Polytechnic Institute of Leiria (Portugal). The event was organized by the Center of Applied Research in Management and Economics (CARME). Rapid industrial and economic growth during the last few years has prompted broad debates among society and academics about new ways of doing business, where organizations must excel in dealing with a myriad of internal and external pressures, such as managing people, understanding consumers’ behavior, or coping with market trends. By building bridges between researchers, practitioners, community, and industry, ICARME aimed at promoting interdisciplinary research on emerging challenges in Management and Economics for the next decades. Researchers were able to share insights on recent research and cutting-edge methodologies, which gained tremendous interest with the presence of experts, young and bright researchers, business delegates, and talented student communities. The event promoted high-quality research, focusing on recent research efforts in the fields of Management and Economics, as well on future research avenues and challenges.
- Atitudes e Comportamentos de Separação de Embalagens Usadas na Comunidade Intermunicipal da Região de LeiriaPublication . Fernandes, Maria Eduarda; Gomes da Silva, Carlos; Gaspar Ferreira, Alcina; Febra, Lígia; Maurício Costa, JoãoA Comunidade Intermunicipal da Região de Leiria (CIMRL) é composta por 10 Municípios, com cerca de 287 mil habitantes (INE, 2022) e recolhe anualmente 123 022 toneladas de resíduos sólidos urbanos, dos quais apenas 17% são recolhidos de forma seletiva (INE, 2025). Neste contexto, e enquadrado no Projeto Embalagem do Futuro (PPS08), é importante compreender melhor os comportamentos e atitudes dos agregados familiares da CIMRL face à separação de embalagens usadas (plástico, metal/alumínio, vidro, cartão/papel e cápsulas de café). Tendo por base a Theory of Planned Behavior, uma das principais teorias usadas para compreender a complexidade do comportamento social humano, as normas morais e os valores pro-ambientais, foi realizado um inquérito online junto dos agregados familiares da CIMRL.
- Product involvement, price perceptions, and brand loyaltyPublication . Gaspar Ferreira, Alcina; Coelho, Filipe J.Purpose – This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions’ construct. Design/methodology/approach – Two thousand questionnaires were distributed in two shopping malls, yielding a sample of 535 consumers, covering eight different grocery products. To test the hypothesized model, the authors relied on structural equation modelling. Findings – Product involvement influences on brand loyalty are partially mediated by price perceptions. This is a novel finding. Moreover, product involvement relates positively to six price perceptions, and this is also original. As expected, value consciousness and sale proneness are detrimental to brand loyalty, whereas price – quality schema contributes to it. Unexpectedly, however, price consciousness, sale proneness and price mavenism are positively related to loyalty. Practical implications – Managers can improve brand loyalty by increasing consumers’ product involvement, by reducing the reliance on a value-for-money orientation and on non-coupon promotions and by focusing on lower or higher prices and on coupon promotions and emphasizing a price – quality association. Originality/value – The product involvement/brand loyalty relationship has been characterized by mixed findings. This paper contributes to this debate by clarifying the mechanisms through which involvement relates to loyalty. In doing this, this paper also innovates by investigating the relationship between involvement and the multidimensional price perceptions’ construct. In this process, this paper also inquires how seven price perceptions relate to brand loyalty, with novel findings emerging.