Paulo Duarte

Universidade da Beira Interior, Department of Management & Economics, Faculty Member

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Paulo Duarte (http://orcid.org/0000-0001-8449-5474) holds a PhD in Management and is Associate Professor with habilitation at the Faculty of Human and Social Sciences, Universidade da Beira Interior, Estrada do Sineiro - Edifício Ernesto Cruz, 6200-209 Covilhã (Portugal), Tel.: 351 275 319 828, pduarte@ubi.pt. He heads the MSc in Marketing and is Vice-Coordinator for marketing and Human Resources at NECE - Research Centre in Business Sciences. His research interests include consumer behaviour, the intersection between psychology and marketing, namely consumer and buying behaviour, sustainable consumer behaviour, satisfaction, and branding across sectors and industries, particularly in tourism, fashion, healthcare, higher education and electronic markets, both offline and online.
Phone: +351275319648
Address: Business and Economis Department
Estrada do Sineiro - Edif. Ernesto Cruz

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Papers by Paulo Duarte

Is it possible to feel safe in hotels during the COVID-19? Key factors in hotel guests' risk and safety perception

by Paulo Duarte and Cristina Estevão

ANATOLIA, 2022

This article assesses the risk perceived by hotel guests under Covid-19 by exploring clients’ per... more This article assesses the risk perceived by hotel guests under Covid-19 by exploring clients’ perceptions in seven critical dimensions for customers’ safety perception: financial risk, front-desk digitalization, entertainment, front-desk service, hygiene and sanitation, hotel characteristics and space management, and food and beverage service. To evaluate clients’ perceptions and expectations a questionnaire was made available to collect data worldwide, resulting in a sample of 1005 responses. The findings show that the frequency of stay influences guests’ perceptions and preferences. The need to provide hygiene care evidence and have the hotel certified for COVID-19 emerged as key factors for restoring trust. This study provides a meaningful contribution by proposing a framework for assessing clients’ perceptions regarding the safety of hotel services.

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The Advertising Push And The Brand Image Of The Marketing Degrees In Portugal

ABSTRACT An abrupt growth, in terms of the supply of marketing degrees in Portugal, has, recently... more ABSTRACT An abrupt growth, in terms of the supply of marketing degrees in Portugal, has, recently, been observed, which has contributed for intensifying the concurrence between the institutions of undergraduate education. In this new competitive environment the development of a brand image associated with this kind of supply, is intended as a strategic variable for communicating with different targets. In this article, the different types of factors that contribute for the creation of the brand image of the institutions of undergraduate education, are presented, by highlighting the importance of the advertising push, for obtaining the desirable demand pull, which can be associated with the basic supply of undergraduate education, and with others upper educational degrees that are supplied by the same education institutions.

Do Digital Marketing really boost city tourism? Evidences from Porto’s Experience

Purpose: This article analyses the digital marketing strategy of Porto City, aiming at providing ... more Purpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on...

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Destination image and loyalty development: the impact of tourists’ food experiences at gastronomic events

Scandinavian Journal of Hospitality and Tourism, 2016

This paper discusses an analysis of the impact of tourists ’ food experiences at gastronomic even... more This paper discusses an analysis of the impact of tourists ’ food experiences at gastronomic events on destination image and these events ’ contribution to both destination and event loyalty. Data were collected with a survey conducted during two renowned Spanish gastronomic festivals: the Cherry Blossom Festival, in the Jerte Valley, and the National Cheese Fair, in Trujillo. A total of 616 valid responses were obtained and analysed using the partial least squares path modelling technique. The results show that gastronomic experiences have a positive effect on destination image and loyalty. Furthermore, destinations ’ structural elements have a significant relationship to destination brand but not to destination loyalty. Loyalty to gastronomic events is positively correlated with event brand and destination brand and image. Together, these elements have a positive relationship to destination loyalty. This study provides a novel approach to gastronomic experiences associated with place branding. The findings indicate that managers need to coordinate the different branding strategies of public and private administrators to focus these on emphasising the value of destinations ’ structural elements and events ’ brand and, thereby, enhancing tourists ’ loyalty.

Pharmaceutical Compounding in Portuguese Community Pharmacies: CHARACTERIZATION AND FUTURE PERSPECTIVES

International journal of pharmaceutical compounding

A study of compounding practices among Portuguese community pharmacies from 2008 to 2011 and phar... more A study of compounding practices among Portuguese community pharmacies from 2008 to 2011 and pharmacists' perspectives concerning compounding was conducted. The retrospective study was based on an online questionnaire developed to gather information on pharmacies characteristics frequency, and type of compounded preparations. Additionally, difficulties, motivations, and pharmacist's perspectives regarding compounding were assessed. Up to 1,450 Portuguese pharmacies were contacted, and 250 completed questionnaires obtained. Statistical analysis was performed using SPSS Version 21. Frequency and cross-tab analysis was used to describe data. Chi-square test was used to assess statistical significant differences between compounding and non-compounding pharmacies' characteristics. Among all pharmacies, 75.2% reported compounding practices, although the majority prepared less than 50 preparations per year, corresponding to less than 10 different formulations. Those pharmacies&...

Social Media Involvement: A Proposed Measure

This study proposes a measure to determine traveller’s level of involvement with travel social me... more This study proposes a measure to determine traveller’s level of involvement with travel social media websites. Social media involvement is defined as a person’s level of interest, emotional attachment or arousal with social media. This measure is important because understanding travellers’ level of involvement with social media is paramount, enabling social media marketers to personalize online marketing strategies and predict behaviours (e.g. online travel purchases). Therefore, this research contributes to the development of literature on travel related social media by providing an instrument to measure travellers’ involvement with travel related social media. A confirmatory factor analysis conducted with a sample of 1,732 respondents demonstrates that social media involvement can be conceptualized as a formative multidimensional construct, formed by interest in social media, social media consumption, social media creation and perceived playfulness with the use of social media (al...

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A Relação Entre a Preferência e O Valor Da Marca: Uma Abordagem Conceptual

Manual de Apoio à Dinamização de Empresas

Business Economics

A Criação de Empresas de Base Tecnológica (EBT) assume especial importância para o desenvolviment... more

O alargamento do conceito de marketing a organizaçôes nâo lucrativas em Portugal e Espanha

A mixed methods UTAUT2-based approach to assess mobile health adoption

Drawing on UTAUT2, this study examines the number of causal recipes that foster mHealth adoption,... more Drawing on UTAUT2, this study examines the number of causal recipes that foster mHealth adoption, using a mixed approach combining Partial Least Squares (PLS-SEM) and fuzzy-set qualitative comparative analysis. Two general research propositions are assessed using data collected through a survey administered to 120 mHealth users. The findings point that PLS-SEM and fsQCA are complementary analytical approaches providing comparable results. PLS-SEM indicates that performance expectancy, hedonic motivation, and habit have the ability to predict mHealth adoption, while fsQCA reveals six configurations including the factors identified by PLS-SEM. The findings suggest that several conditions that were not significant in PLS-SEM are in fact sufficient conditions when combined with other conditions. For practitioners concerned with fostering mHealth adoption, the findings stress the importance of adopting an integrated approach centered on performance expectancy, facilitating conditions, and habit, targeting well-educated young women. The existence of multiple solutions also points to the presence of equifinality.

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Determinants of intentions to use a pilgrimage app a cross cultural comparison

The main aim of this study is to examine which features pilgrims from six nationalities walking t... more The main aim of this study is to examine which features pilgrims from six nationalities walking the Camino de Santiago most value in a pilgrimage app and to determine which ones most influence intentions to use it. Data were collected through an online questionnaire. The 911 responses were analysed using ANOVA and PLS-SEM. The features related to general information are the strongest predictor of intentions to use a pilgrimage app and there is only one significant difference among nationalities regarding the determinants of intentions to use it. The findings of the study are useful for the development of pilgrimage apps.

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Methods for modelling reflective-formative second order constructs in PLS: An application to online travel shopping

by Suzanne Amaro and Paulo Duarte

Journal of Hospitality and Tourism Technology, 2018

Abstract Purpose – This paper aims to discuss the estimation of PLS models with second-order form... more Abstract
Purpose – This paper aims to discuss the estimation of PLS models with second-order formative constructs as existing research has mainly focused on second-order constructs with a reflective measurement.
Design/methodology/approach – Using a model grounded on Roger’s innovation diffusion theory applied to online travel shopping, an empirical application is used to assess and compare the different
approaches used to estimate a formative second-order construct. The proposed model examines the innovations characteristics that have an impact on intentions to purchase travel online, using data from a convenience sample of 1,732 responses.
Findings – The findings show that all approaches produce similar results regarding the path coefficients, the predictive relevance of the model and the explained variance. The main differences between the approaches are related to the weights of the first-order constructs on the second-order construct and the significance of those weights. Several recommendations are made for researchers on
which approach to use.
Originality/value – Since most research has focused on second-order constructs with a reflective measurement and there is limited research with formative second-order constructs, this paper provides a comparison of the different approaches typically used to estimate a formative second-order construct and present useful guidelines for researchers to decide the method to analyse a model with second-order constructs and how to assess formative second-order constructs.

The role of consumer-cause identification and attitude in the intention to purchase cause-related products

by Paulo Duarte and Susana Costa e Silva

Purpose – The purpose of this paper is to extend prior research on the influence of consumer-caus... more Purpose – The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase. Design/methodology/approach – Using a questionnaire, a sample of 156 Portuguese consumers evaluated their personal identification and attitude to one of four causes. Partial least squares path modeling was used to evaluate the proposed conceptual model. Findings – The results reveal that more than identification, a positive attitude is vital to be able to predict the intention to purchase. Together, consumer-cause identification and attitude explain 35.1 percent of the variance in purchase intention. The findings show also that attitude acts as a mediator in the relationship between the identification with the cause and intention to purchase. Several differences regarding gender and age are also revealed. Originality/value – While the majority of studies were single cause evaluations, the current results are based on the assessment of multiple causes. Consequently, the findings are more comprehensive and robust, providing important insights to researchers. The conclusions confirm within a wider context the role of attitude as a mediator of the identification and intention to purchase and can further assist companies in designing better targeted cause-related marketing campaigns.

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How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM

by Paulo Duarte, Susana Costa e Silva, and Margarida Bernardo

The purpose of this article is to identify which dimensions of online convenience affect consumer... more The purpose of this article is to identify which dimensions of online convenience affect consumers' intention of using online shopping and explore a conceptual model to measuring consumer perceptions of online shopping convenience in order to surpass the shortcomings of previous studies that did not examine the consequences of convenience shopping experience. A sample of 250 Portuguese young individuals participate in the empirical study. Confirmatory Factor Analysis (CFA) and a covariance-based Structural Equation Model (CB-SEM) were used to validate the measurement model and to test the relationships in the model. The results reveal that Possession, Transaction, and Evaluation are the dimensions with more influence in online shopping convenience. The outcomes of this study extend previous works on online convenience and help to understand which factors drive online satisfaction and enhance behavioral intentions and e-WOM. Contributions to the body of knowledge and the implications for e-commerce retailers are presented. In face of the findings, retailers should be conscious that customer expectations of online convenience have increased as a natural response to the service innovations introduced by website managers and marketers. Therefore, frequent monitoring of consumers' perceptions and expectations about online convenience is a prerequisite for achieving continuous improvement in rendering highly convenient online service.

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The contribution of cultural events to the formation of the cognitive and affective images of a tourist destination

A B S T R A C T This study aims to assess the influence of cultural events, structural elements a... more A B S T R A C T This study aims to assess the influence of cultural events, structural elements and place brand on destinations' overall image, based on an evaluation of cognitive and affective components of destination image. The conceptual model used in the research evaluates the impact of a set of tangible and intangible elements associated with two cultural events (one religious and one theatrical) on the cognitive and affective components of destinations' image and, ultimately, on the destinations' overall image. The events were the 2013 Easter celebrations in Cáceres and the Festival of Classical Theatre in Mérida, which is held annually in Spanish. A total of 611 tourists attending these events were personally questioned at the site of the events during the celebrations. The results show that cultural events serve as promoters of tourism and help to develop destination image, as well as suggesting that cognitive image contributes more to the formation of overall image than affective image. The findings also reveal that structural elements and place brand positively influence both destinations' cognitive and affective images. The event brand does not seem to influence any dimension of destination image. Since this study addresses only a part of the tourism activities held at two destinations, further research needs to be conducted in different destinations and events to confirm these findings.

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Online consumer behaviour of mass customised apparel products: a hierarchy of traits approach

by Liliana Ribeiro and Paulo Duarte

Purpose The purpose of this study is to apply Mowen's (2000) Meta-theoretical Model of Motivation... more Purpose
The purpose of this study is to apply Mowen's (2000) Meta-theoretical Model of Motivation and Personality (3M) and its hierarchy of traits to deeper understand consumer behaviour toward online purchase of mass customised apparel products.
Design/methodology/approach
For the current study, the Meta-theoretical Model of Motivation and Personality (3M) and the hierarchy of traits proposed by Mowen (2000) was adapted to the used in the context of online purchase of mass customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits).
Findings
This research allowed the identification of pertinent personality traits in the context of online purchase of mass customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework.
Originality/value
The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass customisation field which, to the best of our knowledge no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

The contribution of cultural events to the formation of the cognitive and affective images of a tourist destination

by Paulo Duarte and José Antonio Folgado

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Social media use for travel purposes: a cross cultural comparison between Portugal and the UK

Social media plays an important role in travelers’ planning and decision-making. Research has hig... more Social media plays an important role in travelers’ planning and decision-making. Research has highlighted that the use of social media on travel planning may differ among countries, whereas culture may explain those differences. This article explores the use of social media for travel and compares United Kingdom and Portuguese citizens based on Hofstede’s cultural dimensions. Results revealed that travelers from both countries use social media essentially before travelling yet,some differences were found regarding the use after traveling and between social media consumption and creation. Travel marketers can use this knowledge to adapt social media strategies to country speciﬁc situations.

Full-text available at: http://rdcu.be/oY8G

Travellers' intention to purchase travel online: integrating trust and risk to the theory of planned behaviour

by Suzanne Amaro and Paulo Duarte

This study aims to determine which factors influence travellers' intentions to purchase travel on... more This study aims to determine which factors influence travellers' intentions to purchase travel online by proposing and empirically testing a new model grounded on the theory of planned behaviour. In order to validate the model, a web-based questionnaire was applied and a total of 1732 valid responses were obtained. The findings show that attitudes, perceived risk, and perceived behavioural control have significant effects on intentions to purchase travel online. However, contrary to what was expected, neither trust nor the influence of others seems to directly affect intentions to purchase travel online. Finally, the paper discusses the findings with the implications for theory and practice and makes several suggestions for future research. © 2016 informa UK limited, trading as taylor & Francis Group KEYWORDS online travel shopping; partial least squares; perceived risk; theory of planned behaviour; trust ARTICLE HISTORY

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Aplicação experimental do co-design e da modularidade no design de moda

by Liliana Ribeiro and Paulo Duarte

Perante as mudanças da sociedade e do comportamento do consumidor, torna-se importante definir a ... more Perante as mudanças da sociedade e do comportamento do consumidor, torna-se importante definir a direcção a tomar para ter sucesso na área do design de moda. A customização surge como uma tendência crescente. O consumidor deseja cada vez mais a individualidade e a distinção dos demais. Ter peças de vestuário customizadas, as quais foram alvo de um processo de co-criação por parte do consumidor vem responder a essa necessidade de reforça da identidade individual.

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