Cookies Policy
The website need some cookies and similar means to function. If you permit us, we will use those means to collect data on your visits for aggregated statistics to improve our service. Find out More
Accept Reject
  • Menu
About
Download Photo HD

About

Assistant Professor with habilitation at University of Porto, School of Economics.

Ph.D. at UMIST, United Kingdom (2003); M.A., University of Porto

My research focus is on consumer psychology applied to tourism, retailing and digital technologies.

I have investigated the pre-adolescents integration of digital instruments in the context of their social network management. I am author, co-author and editor of several books and chapters as well as articles published in journals devoted to marketing, consumer psychology and communication.I am director of several executive master and post-graduation programs in business management. I have been responsible for more than 50 market research projects to several countries, multinational companies and public institutions both in EU, Africa and Brazil.

Interest
Topics
Details

Details

  • Name

    Pedro Brito
  • Cluster

    Computer Science
  • Role

    Research Coordinator
  • Since

    01st January 2010
001
Publications

2020

Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity

Authors
Raut, UR; Brito, PQ; Pawar, PA;

Publication
Global Business Review

Abstract
The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research methodology, using qualitative and quantitative methods. In the qualitative approach, we use expert interview and focus group discussion tools. In the quantitative approach, a corporate survey was conducted and 560 responses were collected through a structured questionnaire. The analysis is performed using statistical scaling tools such as Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers’ levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability. © 2019 International Management Institute, New Delhi.

2020

“I See Myself, Therefore I Purchase”: Factors Influencing Consumer Attitudes Towards m-Commerce AR Apps

Authors
Teles Roxo, M; Quelhas Brito, P;

Publication
Augmented Reality and Virtual Reality - Progress in IS

Abstract

2020

Augmented Reality: What Motivates Late Millennials towards Fashion Mobile Apps?

Authors
Roxo, MT; Brito, PQ;

Publication
Enlightened Marketing in Challenging Times - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Abstract

2020

To what extent are digital influencers creative?

Authors
Sette, G; Brito, PQ;

Publication
CREATIVITY AND INNOVATION MANAGEMENT

Abstract
Our research goal is to assess creativity and innovation in the profiles of digital influencers (DIs) and examine how they participate in the shared process of content creation with their partner brands. Based on in-depth interviews with 30 Brazilian DI who had at least one partnership with a brand, we showed that they expressed four out of the nine dimensions of creativity, in addition to a new attribute that we designated as 'Originality'. We also found that DIs regard as strategic sharing creative, innovative, quality content and also being involved in content production with the brands during the different stages of message development. The current literature tends to stress DIs' reactive role in the co-creation experience. We analysed how they manifest (process) their creative task as well as their strategies for generating innovative content. Our results help brand managers to cooperate more efficiently and respectfully with their DIs.

2020

A DYADIC APPROACH TO ADOLESCENTS' RISKY ONLINE BEHAVIORS

Authors
Agapito, D; Brito, PQ;

Publication
JOURNAL OF SPATIAL AND ORGANIZATIONAL DYNAMICS

Abstract
This research analyzes the discrepancies respecting parents' and their children's perspectives on adolescents' risky online behaviors and parental mediation. Rather than focus solely on youth outcomes, this study explores dyadic data, by comparing reports from adolescents attending 7th to 12th grades in Portuguese schools and those of their parents (N=1016). Moreover, this research considers the existence of defense mechanisms influencing adolescents' reports, a factor that has been neglected in previous studies. Differences regarding adolescents' gender, parents' gender, and adolescents' school year are considered and tested using One-way ANOVA. Within the family unit, the only members considered by adolescents to have the same or more online and computer skills than the teenagers themselves are their older siblings. Practical implications aiming to mitigate the risk involved in adolescents' online experiences, and theoretical contributions to the field of prevention and youth well-being in the context of consumer behavior in the digital age are discussed.

Supervised
thesis

2020

Previdência privada ou pública? - Uma abordagem baseada em análise de sentimentos de notícias e comentários

Author
Evelina Filipa Vilela Pereira

Institution
UP-FEUP

2020

Customer journey analysis - building a customer journey map based on consumer behaviour

Author
Ana Margarida de Sousa Rocha Guimarães

Institution
UP-FEP

2020

O impacto de um loja promocional em território local

Author
Marisa Ysabel Moutela Pires

Institution
UP-FEP

2020

O impacto das Reduções de Preço nas empresas de retalho

Author
Tiago Bastos Brás

Institution
UP-FEP

2020

O IMPACTO DAS AÇÕES PROMOCIONAIS  ANTECEDENTES A PICOS DE VENDAS NO COMPORTAMENTO  DO CONSUMIDOR

Author
Ana Gabriela da Silva Neves Viana

Institution
UP-FEP