Rafael Barreiros Porto

Publicidade de alimentos e escolhas alimentares de crianças

The effect of cartoon videos with advertisements of healthy and unhealthy food versus neutral videos on food choices was assessed in 24 children from a public school. The videos were presented in 5 sessions. Each group was exposed to a specific sequence of advertisement. After the exposure of the videos, the child chose food figures for daily meals. Within and between subject analyses, performed by repeated measures ANCOVA, showed that with change of videos, the children altered by up to 13% their choices of healthy or unhealthy food. The increase of healthy food advertising and the decrease of unhealthy food advertising may contribute for healthy food and weight.

Responsabilidade ambiental e lealdade de clientes em banco de varejo

Researchers have suggested the validity of introduction of environmental management to marketing strategies. However, no attention has been given to the prediction of consumers loyalty to banking organizations as a result of their banks’ environmental positioning. The objective of this research is to measure if the perception that a retail bank is environmentally responsible explains the satisfaction, the trust and the attitudinal and behavioral loyalty of costumers. An empirical study of a descriptive nature was developed. Its data was collected by means of a survey sample of 914 checking account holders from a retail bank in Brazil and analyzed by Structural Equation Modelling technique. The customer’s perception of an environmentally responsible retail bank can explain satisfaction and trust. On the other hand, satisfaction was more relevant in estimating attitudinal loyalty than trust. However, neither satisfaction nor trust explained behavioral loyalty.

Environmental responsability and customers loyalty in retail bank

Researchers have suggested the validity of introduction of environmental management to marketing strategies. However, no attention has been given to the prediction of consumers loyalty to banking organizations as a result of their banks’ environmental positioning. The objective of this research is to measure if the perception that a retail bank is environmentally responsible explains the satisfaction, the trust and the attitudinal and behavioral loyalty of costumers. An empirical study of a descriptive nature was developed. Its data was collected by means of a survey sample of 914 checking account holders from a retail bank in Brazil and analyzed by Structural Equation Modelling technique. The customer’s perception of an environmentally responsible retail bank can explain satisfaction and trust. On the other hand, satisfaction was more relevant in estimating attitudinal loyalty than trust. However, neither satisfaction nor trust explained behavioral loyalty.

Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness to the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning. Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts Palavras-chave: Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento. Boas declarações de posicionamentos geram efeitos no conhecimento da marca pelos consumidores. Entretanto, o contexto competitivo formado pela novidade da categoria e da estrutura de mercado das marcas podem dificultar a assimilação do posicionamento e sua associação à imagem previamente existente. O estudo avalia a efetividade da declaração do posicionamento na geração do conhecimento da marca, considerando seu contexto competitivo. Utilizando delineamento experimental, com grupo controle, manipulou-se a exposição de marcas e seus contextos competitivos e manteve-se constante a declaração do posicionamento para uma amostra de consumidores. Verificou-se que a declaração do posicionamento gerou efeito tanto na assimilação da mensagem quanto na valência da associação da imagem, agregando ao conhecimento da marca, mas apenas para a categoria tradicional. A efetividade na assimilação da mensagem ocorreu intra a marca fraca e intra a marca mediana, pouco conhecida. Para a valência da imagem, a efetividade ocorreu apenas entre a marca fraca e a forte da categoria tradicional. Esses achados são distintos entre segmentos de consumidores. O trabalho traz à tona um tema clássico, porém apresentando uma nova abordagem metodológica para medir a efetividade do posicionamento da marca. Efetividade da Declaração do Posicionamento: Teste Experimental dos Contextos Competitivos no Conhecimento da Marca

Efetividade da Declaração do Posicionamento: Teste Experimental dos Contextos Competitivos no Conhecimento da Marca

Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness for the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning.

Investment in online advertising and return on sales: Does it pay to outsource the services to an advertising agency?

Abstract The effect of investing in online advertising on a firm’s financial outcomes can depend on whether or not the development and implementation of advertising campaigns are managed by advertising agencies. Agencies may have experienced professionals or workload to perform these jobs, but the costs are greater. This paper aims to investigate the effects of investments in digital marketing on the financial outcome of a company’s services, comparing whether or not it is outsourced to advertising agencies. The secondary data relates to services advertised and marketed by a firm. We tested the possible moderating effect of outsourcing the service in the relationship between investment in online advertising (Google and Facebook) and return on sales (profit margin), by controlling the effect of covariates. Through four regression analyses, the results showed that outsourcing the service moderates the relationship. Specifically, the higher the amount of advertising investment, the more it pays to outsource the service to an advertising agency in order to generate greater profit margin. But with a low investment value, it does not pay to outsource. This study helps to identify situations in which it pays to outsource digital marketing services to an advertising agency.

How Service Differentiation at the Store Level Impacts B2B Performance? Product-Service Interplay Implications for Sales and Market Share in an Emerging Market

Marketing performance is an important topic, and service research usually strives to identify the impact of service differentiation on measures such as brand sales, category sales and market share. Research on performance and service is revolved around individual and latent measures, instead of response variables, and this characteristic does not necessarily reflect marketing performance needs. The present article addresses these issues using a unique transactional panel data set from a multinational energy company in an emerging market. Research methodology was divided into two stages: the first part involved the estimation of three generalised linear models (GLMs), while the second embraced time series techniques. The framework used resorts to utilitarian levels to classify service in low, moderated and high differentiation. Positive impact of service differentiation on performance was found, along with a prevalence of this impact over time. Service differentiation can also be related to evolving time series behaviour, which is an important result for a theoretical stream worried about managerial decisions based on sustained spending and short time periods. These empirical results contribute to at least two research priorities outlined by the services marketing literature and highlight service differentiation impact in a singular context, outside from B2C and FMCG industry.

Desempenho da Marca Organizacional na Rede Social: Dinamismo e Sinergia da Comunicação Integrada de Marketing

Publicidades, promocoes de vendas e informativos estao entre as acoes de comunicacao de marketing mais frequentes para uma marca organizacional tornar-se reconhecida no mercado. A efetividade delas no desempenho da marca na rede social sugere analises longitudinais devido as oscilacoes das metricas e uso de acoes combinadas de comunicacao devido aos multiplos assuntos sobre a organizacao que provocam interesses nos usuarios. Este trabalho investiga a dinâmica e a sinergia das acoes de comunicacao de marketing no desempenho da marca organizacional na rede social. Dados das veiculacoes diarias das acoes de comunicacao e o monitoramento dos indicadores de desempenho de uma organizacao na rede social foram coletados ao longo de 424 dias seguidos. O estudo propos tres dimensoes do desempenho na rede social como variaveis dependentes e quatro dimensoes das acoes de comunicacao implementada pela organizacao como variaveis explicativas. Os resultados das regressoes dinâmicas demonstraram que as acoes de comunicacao impessoal apresentaram maior efeito nas dimensoes de desempenho de consumo e participacao na pagina da organizacao; de popularidade e incentivo ao boca a boca eletronico dos posts da organizacao; e de alcance e visualizacao desses posts . Alem disso, quanto mais sinergias de acoes de comunicacao, maior era o desempenho em cada uma de suas dimensoes. Os achados permitem concluir que gestores de midia social devem utilizar frequentemente acoes de comunicacao simultâneas, principalmente promocoes de venda, publicidade institucional e divulgacao de eventos para intensificar o desempenho da marca organizacional.

Responsabilidad ambiental y lealtad de clientes en banco de comercio minorista

Researchers have suggested the validity of introduction of environmental management to marketing strategies. However, no attention has been given to the prediction of consumers loyalty to banking organizations as a result of their banks’ environmental positioning. The objective of this research is to measure if the perception that a retail bank is environmentally responsible explains the satisfaction, the trust and the attitudinal and behavioral loyalty of costumers. An empirical study of a descriptive nature was developed. Its data was collected by means of a survey sample of 914 checking account holders from a retail bank in Brazil and analyzed by Structural Equation Modelling technique. The customer’s perception of an environmentally responsible retail bank can explain satisfaction and trust. On the other hand, satisfaction was more relevant in estimating attitudinal loyalty than trust. However, neither satisfaction nor trust explained behavioral loyalty.

Preditores da correspondência intenção-compra: Experimento Natural com Reforço das Marcas

Some consumers go into stores willing to buy brands that lead to different utilitarian and informational reinforcement. They may or may not buy them depending on their learning histories and marketing stimuli in the purchase environment. The aim of this study was to investigate the prediction of both variables on the correspondence between intention-purchase, comparing informational and utilitarian reinforcement groups of brands. A natural between-subjects experiment with 1,016 consumers was realized. The results indicated that when brands offer more reinforcements a higher correspondence between intention and purchase was observed and that the learning history was a predictor in all experimental groups. These results contribute to the empirical validation of the behavioral model in consumption.