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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.
- Global Innovation Index: moving beyond the absolute value of ranking with a fuzzy-set analysisPublication . Crespo, Nuno; Crespo, Cátia FernandesThis study constitutes a novel application of fuzzy-set qualitative comparative analysis to Global Innovation Index (GII) data. Building on the National Innovation System approach, this study posits that a country may achieve high innovation performance via several combinations of causal conditions. These conditions are the five input pillars of GII: institutions, human capital and research, infrastructure, market sophistication and business sophistication. By defining two subsamples of countries (high-income and low-income countries), several interesting findings emerged. Several causal combinations of conditions lead to high innovation performance in both groups of countries. In order to obtain better innovation performance, the low-income countries evidence more multifaceted solutions. Results show that none of the conditions are necessary for predicting high innovation performance in both samples. Additionally, in the low-income group of countries, none of the conditions, individually, is, sufficient to predict higher innovation performance, while in the high-income group of countries the infrastructure and human capital and research conditions, on their own, are sufficient to obtain better innovation performance. Results indicate that the political decision-making processes required for improving the level of innovation need to be different for each group of countries.
- Strategic responses of the family businesses in accommodation industry: lessons for overcoming crisesPublication . Crespo, Nuno Fernandes; Crespo, Cátia Fernandes; Calado, MariaPurpose – The purpose of this study is threefold: 1) to examine the relevance of specific strategic orientations for family businesses in the context of an intense crisis such as the COVID-19 pandemic; 2) to investigate the role of a family adaptability in surviving the crisis; and 3) to assess how proactive strategic responses connected with marketing or retrenchment responses connected with reducing costs relate to the expected survival of the crisis. Design/methodology/approach – The method adopted is a quantitative research approach. The theoretical framework uses a partial least squares structural equation modeling (PLS-SEM) for the data collected from an online survey of a sample of 544 family businesses in the accommodation industry. Findings – This paper makes three main findings. First, family businesses that invest in operational marketing actions as a strategic response to the crisis have a high expectation of surviving the crisis. Second, family businesses that reduce their operational and labor costs as a strategic response have a low expectation of surviving the crisis. Third, the family business’s adaptability is also fundamental to their expectation of survival. Originality/value – This is the first paper to identify the possible reactions of family businesses to the COVID-19 crisis. the authors show that there are proactive or retrenchment strategic responses, and the authors relate those responses to the expectancy of surviving the crisis. This is also the first study to examine the relevance of family adaptability as a measure of the resilience of family businesses and, therefore, as a determinant of the expectation of surviving the crisis.
- Surviving the culture shock syndrome: the role of responsible leadership and emotional intelligence in enhancing expatriates’ performancePublication . Marques, Tânia M. G.; Miska, Christof; Crespo, Cátia Fernandes; Jesus, JoãoExpatriates are increasingly being challenged to execute their roles with a higher sense of responsibility. However, there is a lack of studies that have empirically examined the impact of the recent responsible leadership (RL) approach on expatriates’ performance. Using Anxiety and Uncertainty Management Theory, this study examines the relationship between RL and expatriates’ performance (EP) and the influence of the culture shock (CS) on the relationship. In addition, the moderation effect of both emotional intelligence (EI) and cultural intelligence (CQ) are also examined. A web-based survey was administered to collect data from a sample of 204 expatriates and PLS-SEM was used to analyse the data. The results show that RL is negatively associated with culture shock and culture shock is negatively associated with expatriate performance. Moreover, RL is positively associated with expatriate performance and the results show that this relationship is moderated by the expatriate’s emotional intelligence. Overall, we emphasize the reducing anxiety and uncertainty ability of expatriates’ supervisors when supervisors demonstrate RL. Moreover, although cultural intelligence has been emphasized considerably in extant research, it seems less relevant than emotional intelligence when RL is concerned in the expatriation setting. Thus, we provide a different perspective for studying leadership complexities in the expatriation context. Our study contributes to illustrate that responsible leadership can reduce psychological complexities and increase performance in international assignments, highlighting the reinforcement role of expatriates’ EI for the success.
- 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.
- Innovation in times of crisis: The relevance of digitalization and early internationalization strategiesPublication . Crespo, Nuno Fernandes; Crespo, Cátia Fernandes; Silva, Graça Miranda; Nicola, Maura BedinUsing the resource-based view, we examine the roles of international and digital orientations as determinants of the digitalization and the early internationalization strategies of international new ventures (INVs). We also examine the effect of implementing those strategies on the innovation performance of INVs during the COVID-19 pandemic. We tested this conceptual framework by using structural equation modeling (AMOS) on a database of 213 INVs. The results indicate that international orientation is a fundamental determinant of both strategies, while digital orientation only fosters a digitalization strategy. Moreover, both strategies were critical to increase innovation performance during the pandemic. This study expands the literature in the field of international entrepreneurship in three different ways: i) it highlights the relevance of innovation performance for INVs during the pandemic; ii) it underlines the relevance of both the early internationalization and the digitization strategies to promote innovation performance; and iii) it reinforces the importance of international and digital orientations as critical resources for defining strategy.
- Responsible leadership during international assignments: A novel approach toward expatriation successPublication . Marques, Tânia; Miska, Christof; Crespo, Cátia Fernandes; Branco, Melissa MarquesAdopting a responsible leadership (RL) lens and drawing on intergroup behavior and social identity theory, we analyze a sample of 111 expatriates using partial least squares structural equation modeling (PLS-SEM). Our findings indicate that RL enacted by host-country supervisors is positively associated with international assignees’ cross-cultural adjustment and affective wellbeing at work, in turn leading to better expatriate performance. RL may thus facilitate adjustment and well-being in the host country. We emphasize the support potential when expatriates’ supervisors are guided by a strong values foundation and exhibit stakeholder engagement. In this way, we aim to provide a perspective for studying leadership dynamics in the expatriation context that goes beyond leader-follower dyads within organizations. We believe that expatriation research can benefit from adopting a broader stakeholder view on leadership that considers business-society interrelations and outline some direction that might take.
- The effects of subsidiary’s leadership and entrepreneurship on international marketing knowledge transfer and new product developmentPublication . Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Curado, CarlaThis study investigates the role of a strong subsidiary leadership and entrepreneurial culture in the promotion of marketing knowledge inflows. We further examine their consequences on the subsidiary’s ability to develop new products when moderated by the tacitness of knowledge. The data were collected from 202 Portuguese subsidiaries of multinational corporations and were analyzed using partial least squares structural equation modelling to test the hypotheses. The results indicate that subsidiaries’ strong leadership support and entrepreneurial culture are fundamental mechanisms that foster marketing knowledge inflows from both the headquarters and peer subsidiaries. Moreover, marketing knowledge inflows enhance the focal subsidiary’s innovation abilities. We also find that tacit knowledge exerts contradictory moderating effects on the transfers of marketing knowledge, carrying distinct implications for a subsidiary’s knowledge management. The results expand our understanding of the effectiveness of transferring marketing knowledge among multinational corporations’ (MNCs) subsidiaries.
- The influence of corporate social responsibility associations on consumers’ perceptions towards global brandsPublication . Crespo, Cátia Fernandes; Inacio, NicoleThe key research question in this study concerns the effect of global brands corporate social responsibility (CSR) associations on corporate ability (CA) associations and consumer-company identification and their ultimate impact on brand loyalty. The study tests the hypotheses using Structural Equation Modelling (SEM) in the software PLS (Partial Least Squares) with a data-set composed of survey data from 344 consumers. One important finding is the empirical validation of the relationship between two important types of corporate associations (CSR and CA). CSR associations are a relevant precursor of CA associations and consumer-company identification, demonstrating that consumers’ perceptions regarding CSR can influence both the formation of other corporate associations and the construction of an emotional link and sense of attachment established with the brand. The findings also evidence that CSR associations lead to consumers’ brand loyalty mediated by CA associations and consumer-company identification. This research contributes to social identity theory by demonstrating that CSR is a mechanism that deepens the consumers’ strength of identification with the organization reinforcing brand loyalty through both CA associations and consumer-company identification. Another important finding of this research is the empirical validation of the impact of consumer psychological features on the construction of CA associations as result of CSR associations. Customers highly supportive of CSR are more prone to build favorable CA associations. The study finds evidence that CSR associations are essential for managing and for the differentiation of global brands.