The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users

Trabalho apresentado em 2022 International Conference on Marketing and Technologies (ICMarkTech’22), 1-3 dezembro 2022, Santiago de Compostela, EspanhaThe present paper aims to analyse the impact of YouTubers and TikTokers influencers in the customer journey phases, among Generation Z users. To do so, a quantitative deductive empirical study was carried out. The respective data collection was made via an online questionnaire survey, obtaining a valid sample of 529 participants. The results show that both type of influencers might influence the customer journey, but mainly in the first stages of the process. It was also found that YouTubers tend to have a higher influence in each of those stages than TikTokers. Although the topic of social media influencers is growing significantly and has already been studied, no similar study was found addressing separately the stages of the customer journey decision-making process, neither comparing influencer of both platforms in that contextN/

Codes of ethics: analyzing business ethics between countries, through an international comparison of codes of ethics and conduct.”

Trabalho apresentado na Academy of International Bussiness Annual Meeting 2014, 23-26 de junho 2014, Vancouver, CanadaN/

Private label brand equity: a conceptual framework

Trabalho apresentado na AMA/ACRA First Triennial Conference, 18-21 de abril de 2012, Seattle, USAThis paper presents a conceptual framework to analyze private label brand equity in a retail context. Several authors proposed brand equity models as Aaker (1996), Keller (1993) and Yoo and Donthu (2001), and specific research has been done in retail industry (Jara & Cliquet, 2009), (Pappu & Quester, 2006). To study private label brand equity, we suggest a framework based on the Yoo and Donthu (2001) model – for private labels – and Jara & Cliquet (2009) for retailers. Our model inludes awereness, associatons, percieved quality, retailers brand equity as dimensions of private label brand equity.N/

Archetypes and brand image: an international comparison

According to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and classifying the archetypes built by three global brands: Apple, Nike and Nivea, based on the analysis of the company's communication on different types of media (corporate site, social networks and advertising) and verifying whether the vision that consumers have about the brand is aligned with the identified archetype or not. Based on a survey with 389 people in Portugal and in Brazil, and in both countries, the Apple brand presented a change in its archetype, because not only consumers did not see it as Outlaw, but also its communication was no longer focused on this personality. Nike has remained consistent since it leveraged with the slogan "Just Do It" and the striking advertisements that differed from the competition. However, it is seen as a "rebel" brand in Portugal, which does not happen in Brazil. On the other side, Nivea brand was allocated to the archetype of Caregiver, and there was no comparison, once we did not find any material to classify it in some archetype

Linking retailer and private label brand equity: conceptual framework & proposed scales

Trabalho apresentado na 8th Global Brand Conference, 3-5 abril de 2013, Porto, PortugalN/

The meaning of a brand?: An archetypal approach

info:eu-repo/semantics/publishedVersio

Brand archetypes and consumer perceptions along countries: an empirical approach based on Mark and Pearson frameworks

Trabalho apresentado na 6th AIB- LAT Annual Conference, 25 de fevereiro 2016, São Paulo, BrasilN/

Do Private Labels Build Retailer Brand Equity? An Empirical Approach

This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was tested through a survey to a sample of consumers, who do most of their food shopping in one of the two main Portuguese retailers. We obtained and validated a measurement and a structural model with appropriate model fit and factorial, convergent and discriminant validit

Business ethics: international analysis of codes of ethics and conduct

Codes of ethics and code of conduct formalize an ideal of expected behavior patterns to managers and employees of organizations, providing standards and orientation that states companies interactions with the community, through products /services, sales force, marketing communications, investments, and relationships with other stakeholders, influencing company reputation and overall Marketing performance. The objective of this study is to analyze the differences in codes of ethics of the largest companies based in Brazil and in Portugal, given their cultural and linguistic similarities. Findings show that the use of codes of ethics are more common in Brazil than in Portugal and that codes of ethics are substantially more extensive and cover a larger number of categories in Brazilian companies, reflecting the organizations’ mission and perception of stakeholders concerns and priorities. We conclude that ethical issues severely impact company reputation and, in a comprehensive sense, overall Marketing performance. Marketing professionals should be systematically aware of how company core values are transmitted to different audiences, including the use of code of ethics to communicate both with internal and external publics.info:eu-repo/semantics/publishedVersio

Caso ViniPortugal-Wines of Portugal

Trabalho apresentado no XIX SEMEAD, Seminários em Administração, 9-11 de novembro de 2016, São Paulo, Brasi