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Publications

Publications by Pedro Brito

2016

Assessing the impact of mystery client traits on service evaluation

Authors
Brito, PQ; Rambocas, M;

Publication
JOURNAL OF SERVICES MARKETING

Abstract
Purpose - This study aims to investigate the reliability of a mystery client (MC) as a service evaluation technique taking into consideration personal differences of the MC agents. Design/methodology/approach - The ratings from 144 MCs from 355 evaluations of computer and electronic stores were cross analyzed with eight psychographic and demographic profile variables. Findings - MCs who were highly involved in the product category were more critical of service responsiveness with respect to product demonstrations and listening to customer requirements. On the other hand, MCs with stronger faith in intuition were more inclined to rate services higher on empathy with respect to employees making a conscientious effort to understand customers' needs. Practical implications - Depending on the service marketing goals, managers learn to define which aspects of MC profile they should consider or avoid during the recruitment as well as becoming more critical when they analyze the evaluation reports to avoid an interpretation bias. Originality/value - The usefulness of the MC tool relies on its reliability and credibility as a marketing research technique. It was identified that the MC personality traits are more likely associated with marketing service evaluation variability.

2013

Clustering for decision support in the fashion industry: A case study

Authors
Monte, A; Soares, C; Brito, P; Byvoet, M;

Publication
Lecture Notes in Mechanical Engineering

Abstract
The scope of this work is the segmentation of the orders of Bivolino, a Belgian company that sells custom tailored shirts. The segmentation is done based on clustering, following a Data Mining approach. We use the K-Medoids clustering method because it is less sensitive to outliers than other methods and it can handle nominal variables, which are the most common in the data used in this work. We interpret the results from both the design and marketing perspectives. The results of this analysis contain useful knowledge for the company regarding its business. This knowledge, as well as the continued usage of clustering to support both the design and marketing processes, is expected to allow Bivolino to make important business decisions and, thus, obtain competitive advantage over its competitors. © Springer International Publishing Switzerland 2013.

2017

Correlates of adults’ participation in sport and frequency of sport [Corrélats de la participation des adultes en sport et de la fréquence avec laquelle ils le pratiquent]

Authors
Oliveira Brochado, A; Brito, PQ; Oliveira Brochado, F;

Publication
Science and Sports

Abstract
The aim of this research is to analyze the correlates of adults’ participation in sport and frequency of sport. A hurdle model approach comprising a binary choice regression to model participation in sport and a count model to address frequency of sport was applied to analyze the data obtained from 516 personal interviews in a Portuguese city. Participation in sport and frequent sport are associated with men, younger people, not married and without children under 2 years, nonsmokers and regular drinkers and with good perceived health. However, participation in sport and frequency of sport participation are associated with different levels of perception of the benefits of sport activity. Whereas awareness of the health and enjoyment benefits fosters participation, fitness, socializing and appearance might increase the frequency of sport. Sport communication strategies might play a prominent role in persuading potential participants of the benefits of sport activity and frequency. © 2017 Elsevier Masson SAS

2015

Comparison of consumer purchase intention between interactive and Augmented Reality shopping platforms through statistical analyses

Authors
Stoyanova, J; Brito, PQ; Georgieva, P; Milanova, M;

Publication
2015 INTERNATIONAL SYMPOSIUM ON INNOVATIONS IN INTELLIGENT SYSTEMS AND APPLICATIONS (INISTA) PROCEEDINGS

Abstract
The objective of this study is to explore the effectiveness of three digital shopping platforms (Plain Interactive, Marker-based Augmented Reality and Markerless Augmented Reality), on the impressions and purchase intentions of consumers. The study is mainly interested in analysing whether intelligent shopping platforms with AR elements provide any added advantage to an advertised product in the form of favourable attitude or a stronger purchase impulse. During the tests with the three shopping platforms, quantitative data was collected via computerised questionnaire. High and Low class users were statistically extracted, corresponding to the high or low probability to buy or recommend the advertised brand. The results show that Markerless AR system clearly outperforms the Marker-based AR and the Plain Interactive in terms of positive attitude from the users. The second better performing system is the Marker-based AR, which closely follows the Markerless AR, while the Plain Interactive system obtains least approval.

2015

Direct or indirect channel structures. Evaluating the impact of channel governance structure on export performance

Authors
Rambocas, M; Meneses, R; Monteiro, C; Brito, PQ;

Publication
INTERNATIONAL BUSINESS REVIEW

Abstract
The purpose of the study is to examine the impact of channel governance structure on export performance ex post. The study surveyed 105 foreign buyers of crane services from five countries and used MANOVA to test the effects of channel governance structure on export short term and long term performance outcomes. The study found that short term profitability was higher for indirect distribution channel arrangements while longer term outcomes of buyer economic satisfaction and loyalty were higher for direct. The results suggest that exporters are more likely to achieve immediate financial objectives with the support from indirect channels; however, long term objectives are more effectively achieved through direct channels.

2016

Online brochures: relationship between message strategies and communicated attributes

Authors
Brito, PQ; Pratas, J;

Publication
Anatolia

Abstract
This paper develops a theoretical model to define tourism destination brand’s online content. Message strategies and positioning attributes that brands want to communicate are the main inputs to develop communication content. However, the relationship between message strategies and attributes has not been studied in the literature. Our research examines this relationship, using 400 online brochures from around the world. Based on the positioning attributes and message strategies, a taxonomy is developed to analyse online brochures through content analysis. A comprehensive benchmark model was designed to assist tourism destination managers and advertisers while planning the concept and production of their online tourism brochures, and a new creative methodology based on several workable strategic alternatives are proposed. © 2015 Taylor & Francis.

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