Book Chapters by Paulo Duarte
Some fashion brands and designers have been developing services and products in the last decade t... more Some fashion brands and designers have been developing services and products in the last decade taking similarly, into consideration consumers that have some disability. Knowing that visual communication of a brand itself is not possible with unsighted consumers, it is necessary and relevant to investigate how consumers can create an emotional attachment with fashion brands. This paper aims to analyze the inclusive design approach and methods. Attending to the following question of investigation, "how visually impaired consumers are able to create an emotional relationship with fashion brands" the methodology for this paper is based on a mixed methodology. The literature review is based on scientific papers, informative articles, books, and report analysis. Regardless of the product or services, clothing brands established in Portugal usually do not have an inclusive approach. A set of hypotheses were formulated from the literature review analysis, which will be further tested using the data collected. It was not possible to set up the empirical study winch will be carried out in the future. This study will be of added value to guide future investigations and endorse the possible future success of fashion brands and designers in Portugal in the field of accessibility and inclusive design. All rights reserved. No part of contents of this paper may be reproduced or transmitted in any form or by any means without the written permission of Trans Tech Publications Ltd, www.scientific.net.
The debate on what should be offered by universities concerning their marketing education curricu... more The debate on what should be offered by universities concerning their marketing education curricula in order to serve the market needs, specifically the employers' has been widely present in the literature. Its relevance derives from the fact that employers are one of the most important stakeholders of higher education institutions, given their responsibility in the career of graduate students. In this chapter we intend to contribute to the understanding of the state of undergraduate marketing education offered by Portuguese universities and assess whether there is a mismatch between marketing education and market needs. A better understanding of the mismatch and its implications can lead to better marketing education programs, increasing not only the acceptance and employability of students but also the transfer of innovative marketing knowledge to companies. The findings show that there is indeed a gap between what is being offered by the academia and what is requested by the job market, in terms of marketing, that could be higher than 50% of the requirements expected by employers.
Brands play an important role in consumers’ daily life and can represent a
big asset for compani... more Brands play an important role in consumers’ daily life and can represent a
big asset for companies owning them. Owing to the very close relationship between
brands and consumers, and the specific nature of branded products as an element of
consumer life style, the branded goods industry needs to extend its knowledge of
the process of brand preference formation in order to enhance brand equity.
This chapter show how Partial Least Squares (PLS) modeling can be used to suc-
cessfully test complex models where other approaches would fail due to the high
number of relationships, constructs and indicators. Here, PLS modeling is applied
to brand preference formation regarding mobile phones.
With a wider set of explanatory factors than prior studies, this one explores the
factors that contribute to the formation of brand preference using a PLS model
to understand the relationship between those and consumer preference for mobile
phone brands.
Despite the exploratory nature of the study, the results reveal that brand identity,
personality and image, together with self-image congruence have the highest impact
on brand preference. Some other factors linked to the consumer and the situation
also affect preference, but to a lesser degree.
Factors that Influence the Purchase of Travel Online: A Proposed Model
Travel 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 (all for travel related purposes).
Careers Without Borders: Critical Perspectives - The case of Portugal
Careers without Borders: Critical Perspectives, Dec 1, 2012
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Book Chapters by Paulo Duarte
big asset for companies owning them. Owing to the very close relationship between
brands and consumers, and the specific nature of branded products as an element of
consumer life style, the branded goods industry needs to extend its knowledge of
the process of brand preference formation in order to enhance brand equity.
This chapter show how Partial Least Squares (PLS) modeling can be used to suc-
cessfully test complex models where other approaches would fail due to the high
number of relationships, constructs and indicators. Here, PLS modeling is applied
to brand preference formation regarding mobile phones.
With a wider set of explanatory factors than prior studies, this one explores the
factors that contribute to the formation of brand preference using a PLS model
to understand the relationship between those and consumer preference for mobile
phone brands.
Despite the exploratory nature of the study, the results reveal that brand identity,
personality and image, together with self-image congruence have the highest impact
on brand preference. Some other factors linked to the consumer and the situation
also affect preference, but to a lesser degree.