THE ROLE OF AFFECTIVE COMMITMENT IN DRIVING ENVIRONMENTAL EFFORTS : A CROSS-CULTURAL STUDY

Sandra Maria Correia Loureiro,Dong-Mo Koo,Michael Breazeale 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1

The importance of recycling and environmental preservation has continued to receive increasing attention from governments, enterprises, and consumers. However, little research examines the factors that influence individuals’ commitment to recycling and environmental preservation, and even less explores how that commitment can lead to preferential behavior, word-of-mouth and willingness to sacrifice for recycling and environmental preservation. This study examines the roles of need for self-expression and arousal to explain commitment and whether commitment leads to those behaviors. The study is duplicated in three countries, each representing different cultural dimensions. Data collected from respondents in South Korea, the United States and Portugal inform a model that supports the majority of the hypotheses and points out some interesting differences in the ways that recycling and environmental preservation should be presented in various cultures to achieve buy-in.

FASHION BRANDS COMMUNICATING AND INTERACTING IN INSTAGRAM: A NETNOGRAPHY APPROACH

Sandra Maria Correia Loureiro,Jessica Serra,Jo?o Guerreiro 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

HOW ARTIFICIAL INTELLIGENCE TOOLS INFLUENCE CUSTOMER EXPERIENCE AND AVOIDANCE OF SIMILARITY

Sandra Maria Correia Loureiro,M?nica Mendes Ferreira,Ricardo Godinho Bilro,Laura Marques 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The capability for Artificial Intelligence in the beauty industry is enormous, as customers are demanding increasingly customized offers that only these strategies can offer. However, there is still a scarcity of empirical research on customer experiences enabled by AI, which highlights this research's relevance, which we intend to bridge.

CORPORATE SOCIAL RESPONSIBILITY INITIATIVES INFLUENCE CUSTOMER AWARENESS AND EMPOWERMENT

Sandra Maria Correia Loureiro,Jo?o Lopes 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The traditional approaches on corporate social responsibility communication are revealing to be unable of raising awareness and increasing stakeholders’ empowerment, often failing to improve positive relationships with consumers. In this study, the digitally co-created CSR activities will be explored using a more general approach, which will also take into consideration these philanthropic activities, i.e. the activities where companies invite stakeholders to participate in the resolution of a social issue but without asking them to buy the brand’s products. Moreover, in the present study, interactivity and freedom of cause' choices are both believed to be two mechanisms that play a key role in generating more empowered stakeholders, with increased propensity for participating in co-created CSR initiatives. Therefore, it is important to analyse digitally co-created CSR activities since it may represent a major opportunity for organizations to add value and meaning to stakeholders (and even for society at large), where the two parties work together to solve a social issue. Theoretical development The World Business Council for Sustainable Development (WBCSD, 1999) defined Corporate Social Responsibility as the “continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.” Although previous findings regarding the financial implications of CSR might have been ambiguous, there is an increasingly acceptance about the positive outcomes these activities have in building brand equity, brand image (Esmaeilpour & Barjoei, 2016), in improving reputation, trust and loyalty among consumers (Stanaland et al., 2011) and in the willingness consumers have to purchase and possibly even paying higher prices for products of firms with more CSR engagement (Servaes & Tamayo, 2013). Additionally, with consumers’ and other stakeholders’ (e.g., employees, channel partners, regulators) increasing expectations that organizations should behave in socially responsible ways (Mishra & Modi, 2016), CSR has become an integral part of business practice over the last years, with many firms dedicating a section of their annual reports and corporate websites to CSR activities (Servaes & Tamayo, 2013). Arrillaga-Andreessen (2016) notes that the new generations seem to have social consciousness embedded in their DNA. They are united in wanting to do more than acquire material riches and measure success by their ability to transform the lives of others. Their question is not “What do I want to be when I grow up?” but “How will the world be different because I lived in it?”. In Euromonitor’s Top 10 Global Consumer Trends for 2015, Consumer Trends Consultant Daphne Kasriel-Alexander states that consumption is increasingly being driven by the heart: consumers are making choices defined by their positive impact on the world and community. Despite the strong interest in CSR activities, particularly in its outcomes, in firms’ value and branding, there is yet little research and empirical studies regarding the effects of these activities in a social media context. This exploratory research aims to fill this gap, by focusing on the branding outcomes a CSR activity can generate while communicated in Social Networking Sites (SNS) and using participatory approaches. Some researchers already found it questionable how stakeholder dialogue and engagement through corporate websites and CSR reports are accomplished and if they necessarily lead to greater stakeholder participation (Chaudhri, 2016). Thus, one of the research objectives is to examine if using a participatory CSR activity in social media rather than (or, at least, combined with) the traditional approach of communicating CSR performance on firms´ annual reports can generate greater outcomes for brands, especially by testing if these activities can raise awareness, increase participation and empowerment levels. Some authors (Du et al., 2010) found two key challenges regarding CSR communication: the first one is the need for higher levels of awareness, as several researchers already found that a company can only benefit, enhance critical branding outcomes and even increase firm value through CSR activities if it has a high advertising intensity. These activities have low or negative impact on firm value for firms with low advertising intensity, sometimes with costs outweighing the benefits, as the lack of customer awareness about CSR activities represents a major limiting factor for their ability to respond to such activities (Servaes & Tamayo, 2013). Thus, Sen et al. (2006) argue that to reap the positive benefits of CSR, companies need to work harder at raising awareness levels. Although not every firm might experience high levels of awareness (since not every organization can support high advertisement intensity or already have strong branding), this research responds to the call for further research by “exploring channels available for dissemination of CSR activities” (Servaes & Tamayo, 2013:1059), in particular, the social media channels, and by providing new research on “the extent to which these new social and communicative arrangements are being realized by organizations and stakeholders and the attendant implications for CSR communication”, as it currently represents an “evolving area of investigation” (Chaudri, 2016, p.422). Therefore, once it is recommended that companies work on increasing CSR awareness levels, social media sites, such as Facebook, can be powerful channels not only due to its popularity and vast audience reach at a much lower cost, but also due to the opportunities consumers’ word-of-mouth can create (Du, Bhattacharya, & Sen., 2010). The second challenge is concerned with minimizing stakeholder scepticism. Stakeholders quickly become suspicious of the CSR motives when companies aggressively promote their CSR efforts (Du, Bhattacharya, & Sen, 2010). Communicating CSR is a very delicate matter. It requires a certain sensitivity and balance, where organizations face the paradox of demonstrating social responsibility without communicating it blatantly, and being simultaneously credible, informative, and engaging (Chaudri, 2016). There’s also no room for inconsistencies, as CSR is all about being selfless and charitable, the need for transparency and honesty is a must, since on one hand, these activities can have a backlash effect if stakeholders become suspicious and perceive predominantly extrinsic motives in companies’ social initiatives (i.e. when the company is seen as attempting to increase its profits) and, on the other hand, stronger attributions to genuine concern are likely to be associated with more positive reactions towards the company, both internally and behaviourally (Sen et al., 2006). Kesavan et al. (2013) also found that social media is increasingly perceived by consumers as a more trustworthy source of CSR information than traditional media tools (e.g., TV and advertising). Based on above argumentation we formulate: H1: Online co-created CSR activities have greater potential for raising awareness than the traditional communication channels. H2: Online participatory CSR activities can increase consumers’ empowerment levels. Research design Globally, the questionnaire is composed of 28 questions, separated into three sections. The first section is composed by 14 questions that measured social networking usage, current CSR awareness levels, general use of the traditional CSR communication channels, current level of control felt by respondents towards CSR activities, the empowerment felt after companies adding cause choice freedom and respondents’ attitudes towards the effectiveness and outcomes of participatory CSR initiatives. The second section of the questionnaire consists in 10 questions regarding a real CSR initiative, implemented in March 2016, by one of the biggest Portuguese retailers - Continente. After a brief contextualization, the questions measured activity recall rate, participation rate, reasons to (or not to) participate, WoM dissemination rate (or propensity), perception of brand image after the initiative and attitudes towards online co-created CSR initiatives (acceptance levels). The third and last section contained 4 questions regarding socio-demographic measures, namely: nationality, age, gender and educational level. The launch of the questionnaire comprises two stages: for the first stage, it is prepared a pre-test of the questionnaire, which was the pillar for the second and main stage: the online questionnaire. Pre-testing is a method to evaluate in advance if a questionnaire causes misunderstandings, ambiguities, or other difficulties with instrument items to respondents, helping researchers minimizing future errors. During the pre-test stage, a total of 10 people is selected to be monitored while responding to the first draft of the questionnaire. This stage provided important insights about each one of the questions previously elaborated, allowing for reviewing and refining them, as well as adding more questions that revealed to be relevant for the study. As for the second stage, the online questionnaire was launched in social networks - Facebook, Instagram and LinkedIn - and in an international forum - Reddit, from 18th of June of 2017 to 01th of August of 2017. Results and conclusions Findings from 322 valid responses provide clear evidence that co-creating socially responsible activities in social media can indeed increase not only the awareness for such actions, but also increase empowerment, participation levels, positive word-of-mouth dissemination, and reinforce consumer-brand ties in the process. Currently, individuals feel very low control regarding the process and the outcomes of CSR initiatives, and that by providing interactivity experiences and adding freedom of cause choice, organizations can increase stakeholders’ empowerment levels, consequently enhancing participation, one of the dimensions of consumer engagement. Online users are starting to connect with their preferred brands in social media and are demanding interactive experiences. Although SNS presents many opportunities for brands to guarantee that they remain relevant to its consumers and other stakeholders, the findings imply that social media remains unexplored as a CSR communication channel by organizations. Considering that the traditional communicating channels used to inform shareholders about these initiatives have a very low adherence by the general public and that they are failing to provide more awareness to CSR activities, brand managers need to devise different strategies for the optimal communication of these initiatives in new channels, which have higher potential to result not only in improved attitudes and brand image, but also in the increased intent of stakeholders to commit personal resources (e.g., money, time, etc.) to the benefit of the company, in a near future. Even for the users who do not follow brands in their SNS, for example, companies can still use SNS tools such as targeted posts (i.e. promoted posts that appear in target users’ feed), to ensure that their awareness and relevance levels remains significant, especially when companies are seeking for users with specific interests.

VIRTUAL SUPERMARKET SETTING: EXPLORING ANTECEDENTS OF EMOTIONS AND PURCHASE INTENTIONS

Sandra Maria Correia Loureiro,Carolina Correia,Jo?o Guerreiro 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

THE BACKGROUND MUSIC AT ART GALLERIES EXPERIENCE IN LISBON

Sandra Maria Correia Loureiro,Filipa Lima 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study was conducted in real art galleries in Lisbon to explore whether the experience lived at an art gallery with or without music background may positively influence behavioral intentions directly or through the positive emotions and the memory created. A total of two hundred and eighteen questionnaire were collected from the seven art gallery. Findings reveal that the intentions to recommend and encourage others to visit the art gallery is a function of pleasant arousal and memories. In this study we also show the influence of background music in helping encoding the information provided by stimuli, which induce visitors to incentive others to visit the art gallery.

THE ROLE OF SERVICESCAPE ON CUSTOMERS’ EMOTION, PERCEIVED QUALITY AND IMAGE: THE MEDICAL TOURISM CONTEXT

Sandra Maria Correia Loureiro,Eduardo Moraes Sarmento 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study aims to explore the effect of three factors of Servicescape on customers’ emotion, perceived quality and image. The proposed model was tested in medical tourism context in Portugal, using a sample of 332 fully completed questionnaires. Findings reveal that ambient and design are the most important factors in formation Servicescape itself. Servicescape is an effective antecedent of customer image, perceived quality and pleasure-feeling. Finally, the article also provides managerial implications and suggests avenues for further research.

THE ROLE OF AFFECTIVE COMMITMENT IN DRIVING ENVIRONMENTAL EFFORTS: A CROSS-CULTURAL STUDY

Sandra Maria Correia Loureiro,Dong-Mo Koo,Michael Breazeale 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The importance of recycling and environmental preservation has continued to receive increasing attention from governments, enterprises, and consumers. However, little research examines the factors that influence individuals’ commitment to recycling and environmental preservation, and even less explores how that commitment can lead to preferential behavior, word-of-mouth and willingness to sacrifice for recycling and environmental preservation. This study examines the roles of need for self-expression and arousal to explain commitment and whether commitment leads to those behaviors. The study is duplicated in three countries, each representing different cultural dimensions. Data collected from respondents in South Korea, the United States and Portugal inform a model that supports the majority of the hypotheses and points out some interesting differences in the ways that recycling and environmental preservation should be presented in various cultures to achieve buy-in.

IN-FLIGHT ATTRIBUTES AND MINDFUL PASSENGERS: QUALITATIVE COMPARATIVE ANALYSIS (QCA) OF RELATIONSHIP QUALITY AND BEHAVIOURAL INTENTIONS CONFIGURATIONS

Sandra Maria Correia Loureiro 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Create, develop, maintain and nurturing the passengers-airline relationships is crucial in a very competitive market in Europe. Relationship quality and behavioural intentions to fly again in the same airline carrier and recommend to others are core outcomes which may result from a favourable travel experience over time. However, the complexity and the multidimensional phenomenon lead us to develop a holistic framework, which posits that relationship quality and behavioural intentions do not depend on individual air-flight attributes and other individual demographicpsychological variables but on specific configurations of such attributes and variables. Thus, the framework of this study is investigated using qualitative comparative analysis and a sample of 304 passengers. Accordingly, the property space consists of all combinations of binary states, that is, presence or absence, of the 7 in-flight attributes (air quality, temperature, odour, noise, crew, layout and equipment/amenities), frequency of fly in an airline carrier, the type of airline carrier and demographic-psychological variables (age, gender, mindful) (that is, 212 combinations or configurations). Data from both Portuguese and non-Portuguese passengers, who have air travel experiences through Europe in both low cost carriers and legacy airlines (also called traditional or flag airlines) are used to test the hypotheses. The Lisbon airport agreed in helping to conduct the survey during October 2015. Research Question: Which configurations of in-flight attributes, demographicpsychological variables, frequency of fly in an airline carrier and type of airline carrier lead to relationship quality and behavioural intentions? The findings of the current study highlight the importance of coaligning the multiple attributes of air-flight attributes and other individual demographic-psychological variables, also including the frequency of fly in an airline carrier and type of airline carrier, for increasing relationship quality and behavioural intentions. Here the findings point out that complexity theory and QCA are useful tools for understand that simple antecedent conditions relate to an outcome condition of interest positively, negatively, and not at all, which of these three relationships occur depends on the observed complex antecedent conditions in which the simple antecedent conditions occur. Positive outcome (relationship quality or behavioural intention) is not the mirror opposite of negative outcome. By employing QCA, airline managers in Europe can identify whether and under what circumstances individual attributes and other variables will increase (or decrease) the relationship quality and behavioural intentions. QCA can also help managers uncover alternative ways for combining the attributes in order to induce behavioural intentions. Overall it is possible to see that crew and equipment & amenities, particularly for mindful passengers, emerge in several configurations as essential elements for the four outcomes: satisfaction, trust, affective commitment and behavioural intentions. For passengers not affectively committed to an airline, satisfaction plays an important role in their behavioural intention to fly again in the same airline carrier and recommend it to others. The combination of trust and affective commitment may also generate the intention to fly again in the same airline carrier and recommend it to others, particularly for mindful passengers. The findings contribute to managerial practices by providing new insights for improving the in-flight service provide and process. The findings also contribute to theoretical advancing of how passengers’ in-flight evaluations and their experience with an airline relate to their assessments of relationship quality and behavioural intentions.

Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments

Sandra Maria Correia Loureiro,구동모,Lara Ribeiro 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.4

The present study deals with the S-O-R framework. The past five decades of research have successfully validated the S-O-R model in offline and online contexts. However,there is still room for improvement. In particular, hedonic aspects have been proposed as distinctive aspects to differentiate companies from their competitors. Previous researchers have (1) been somewhat reluctant to investigate dominance and other emotional responses, and (2) produced mixed results regarding the impact of atmospherics and emotional responses on behavior. Building on this tradition of research, this study investigates the S-O-R model by incorporating delight as an additional emotional response and tests the moderating effects of consumers’ involvement and shopping environments (three-way interactional effects) in connection with the links among atmospherics, emotions, and intentions. The current findings demonstrate that the model fit better for low-involvement consumers than for high-involvement consumers. This was true for both offline and online environments. The results show that layout and information are two important factors in pleasing and arousing consumers, especially in the case of low-involvement consumers, and that delight is determined by both arousal and pleasure but is a determinant of both intention and word-of-mouth only for consumers with low involvement, whether they are in offline or online environments. The theoretical and practical implications are discussed in the conclusion.