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Sobre
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Sobre

Professor Auxiliar com agregação na Faculdade de Economia da Universidade do Porto

Doutorado em Marketing pela University of Manchester - Institute of Science and Technology (RU) e mestre em Economia pela Fep-UP. Actualmente é director do Mestrado em Gestão Comercial e coordenador e de várias Pós-Graduações na Porto Business School. 

Os interesses pesquisa cientifica centram-se na psicologia do consumidor e abrangem as tecnologias digitais, distribuição e turismo.

Tópicos
de interesse
Detalhes

Detalhes

  • Nome

    Pedro Brito
  • Cluster

    Informática
  • Cargo

    Investigador Sénior
  • Desde

    01 janeiro 2010
001
Publicações

2019

Shopping Centre Patronage: Situational Factors Against Affect

Autores
Brito, PQ; McGoldrick, PJ; Raut, UR;

Publicação
Vision

Abstract
The objective of this study is to understand to what extent hedonic and utilitarian consumer profiles are affected by situational factors and how in turn they impact shopping centre patronage. A six step multiple regression analysis corresponding to six different shopping centres has been applied to two clusters of consumers. The data are based on consumers’ hedonic/utilitarian customer profile. First, results show that in general the impact on shopping centre patronage is largely affected by proximity, convenience and accessibility variables, which are more relevant among the utilitarian profile consumers. On the other hand, in the hedonic profile segment, affect, that is, the experience of feeling or emotion is the relevant variable explaining patronage. Second, the predictive contribution of these variables on patronage varied according to the shopping centres’ positioning. With the findings of the present study, retail managers can formulate marketing strategies, which will attract retail consumers towards their shopping centre and also help them to enhance the significant factors that influence retail store consumer’s purchase decision. Also, this investigation contributes to the diagnosis of how consistent is the retailers’ in their positioning strategy in targeting the market segments. The present research integrates both situational factors and hedonic as well as utilitarian consumer profiles along with the role of situational dynamics to explain shopping centres’ patronage. © 2019 Management Development Institute.

2019

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

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

Publicação
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.

2019

Consumer attitude towards sales promotion techniques: a multi-country study

Autores
Fam, K; Brito, PQ; Gadekar, M; Richard, JE; Jargal, U; Liu, WC;

Publicação
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS

Abstract
Purpose The purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes towards SP across eight culturally dissimilar environments. Design/methodology/approach A multi-country mall intercept and mail survey was conducted in Brunei, China, Hong Kong, Indonesia, Malaysia, New Zealand, Singapore and Thailand (n=4,125 respondents). Findings Country, education level and income significantly influence consumer attitudes towards SP. Some countries show a significant monetary value interaction effect. Consumers using delayed-reward SPT reported a significantly more positive attitude towards SP. Discounts and coupons are the two most highly ranked SP across the sampled countries. Research limitations/implications - Limitations include the use of intercept and mail sampling. Extending the study to include additional Asian countries and other regions would benefit the understanding of cultural influences on SP. Practical implications - Multinational marketing managers should consider three aspects of SP implementation strategy: cultural and demographic factors, interaction between delayed-reward SP and socio-demographics variables; country specific SP preferences to promote both sales and brand equity. Originality/value This study investigates and extends research on SP across cultures. In particular the research helps better understand the impact of demographic factors and culture on attitudes towards SP, and implementation of global promotions.

2018

Augmented reality versus conventional interface: Is there any difference in effectiveness?

Autores
Brito, PQ; Stoyanova, J; Coelho, A;

Publicação
Multimedia Tools and Applications

Abstract
The moment immediately before the “add to cart” decision is very critical in online shopping. Drawing on theories of transfer, spreading activation and human-computer interaction, the superiority of markerless Augmented Reality (AR) and Marker-based augmented reality (M) over Conventional Interactive (CI) is hypothesized. Although those multimedia tools are not part of the product/brand motivating the consumer interest they interfere in the interactive performance of the ecommerce. 150 consumers in a lab experiment showed higher emotional response, interactive response and brand evaluation in M and AR than CI. Contrary to what was expected the usability results were the inverse. That is, usability of CI outperforms M and AR. Considering only AR and M interfaces their effect on psychological variables was not statistically significant. A sophisticated or a simple interface had no impact on intention to buy the target brand, but the brand recommendation improved from M to AR. The differing effect of those three interface systems was mediated by brand familiarity, perceived risk, opinion leadership and positive emotional traits. © 2017 Springer Science+Business Media New York

2018

Marker versus Markerless Augmented Reality. Which Has More Impact on Users?

Autores
Brito, PQ; Stoyanova, J;

Publicação
International Journal of Human-Computer Interaction

Abstract
Augmented Reality (AR) platforms are being used for an extensive array of applications. One of the critical moments of online shopping is the choice of product. Ideally, consumers should be able to try the product before pressing on “add to cart” button. The experimental design discussed in the article compares two different optical tracking systems of AR—a marker-based AR (MB) and a markerless AR (ML) for two types of interfaces: tangible and multimodal based on gesture recognition, respectively. Both AR technologies allow the consumer to virtually visualize sport shoes’ features. Although the interface systems affect the facial/body expression of participants, the self-reported arousal does not change. In contrast with the literature, the usability of the MB (tangible) AR is considered better than the ML (gesture-based recognition) AR option. The probability of recommending the displayed brand is higher under ML (gesture-based recognition) AR than the MB (tangible) AR. Some covariates and factors such as positive/negative emotional traits, tendency to adopt innovation, and familiarity with the brand interfere with the impact of both AR technologies on the dependent variables. © 2017 Taylor & Francis Group, LLC

Teses
supervisionadas

2019

Tweens: Uma visão objetiva acerca das intenções dos influenciadores digitais para os pré-adolescentes

Autor
Marta Cabral Ferreira dos Santos

Instituição
UP-FEP

2019

Imaginary Inductive effect of Tourism Brand destination placement in games

Autor
Fábia Marina da Cunha Pires Esteves

Instituição
UP-FEP

2019

Processo de decisão na seleção de fornecedores de dispositivos e equipamentos na procriação medicamente assistida: um modelo preliminar

Autor
Filipe José Martins Taveira dos Santos

Instituição
UP-FEP

2019

Teenagers Digital Content Activity: Antecedents and Measurement in Cusco-Peru Context.

Autor
Breezy Pilar Martinez Paredes

Instituição
UP-FEP

2019

A Desconstrução da Marca nos Media Sociais

Autor
Guilherme Michelon Sette

Instituição
UP-FEP