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Sobre

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
  • Cargo

    Investigador Coordenador
  • Desde

    01 janeiro 2010
001
Publicações

2023

Innovation, Social Networks, and Service Ecosystems: Managing Value in the Digital

Autores
Brito, PQ; Chandler, JD;

Publicação
R & D MANAGEMENT

Abstract

2023

Innovation, Social Networks, and Service Ecosystems: Managing Value in the Digital. By Jennifer D.Chandler, Palgrave Macmillan: Cham, Switzerland, October 2021, ISBN 978-3-030-47799-8, hardcover, $139.99, pp. 146.

Autores
Brito, PQ;

Publicação
R&D Management

Abstract

2023

Exploring the Role of Emotional Intelligence and Artificial Intelligence on Luxury Value and Customer-Based Outcomes

Autores
Dominique-Ferreira, S; Gomes, H; Brito, PQ; Prentice, C;

Publicação
PERSPECTIVES AND TRENDS IN EDUCATION AND TECHNOLOGY, ICITED 2022

Abstract
To strengthen theoretical and practical understanding of consumers' perceptions of luxury brands, previous literature has scrutinized the financial, functional, individual, and social dimensions of the luxury value construct. However, few authors have focused on linking the antecedent dimensions of luxury value to further attitudinal outcomes, besides purchase intention. Also, the few studies considering both dimensions focused on age or culture as moderator dimensions between such constructs. The gap identified in the literature constitutes the originality of the present study. As a result, the main goal of the present work is to measure the impact of luxury value perceptions in customer-based outcomes, as well as the possible moderator effect of Artificial Intelligence and Emotional Intelligence in the relationship between Owner Based Luxury Value and customer-based outcomes. Therefore, a quantitative methodological approach will be employed, through the development of a questionnaire.

2022

Organisation, Classification and Analysis of Online Reviews Directed to Retail in the Municipality of Porto

Autores
Braga, P; Brito, PQ; Roxo, MT;

Publicação
MARKETING AND SMART TECHNOLOGIES, VOL 1

Abstract
Web 2.0 has allowed collaboration, interaction and sharing of information online, such as online review platforms. Consequently, these short and straightforward opinions have increasingly proved to be essential sources of information not only for consumers but also for companies, as they represent the consumer's sincere evaluation, free from any kind of bias. In this sense, there should be an interest in the analysis and monitoring of online reviews by companies, as the result of these actions may provide guidelines to readjust their strategy, support decision-making and ensure the satisfaction of their consumers. To generate useful information to assist decision-making and strategies' implementation by retailers in the Municipality of Porto, online reviews from the GoogleMyBusiness platform were organised, classified, and analysed. 9945 online reviews were extracted, directed to 246 retail adaptations of the Municipality of Porto, from 2017 to 2020, which were later classified by the polarity of sentiment (positive, negative, neutral, or mixed). Sentiment analysis was conducted, combined with statistical tests and frequency distribution tables to discover relevant information for retailers. With sentiment analysis, retailers can understand their consumers and their behaviour to adapt their strategies and make the right decisions to ensure their customers' satisfaction. With the results obtained, this study proves that it is possible to extract useful information from online reviews and reveals that it is still an area of little interest for retailers in the Municipality of Porto.

2022

Connecting Digital Channels to Consumers' Purchase Decision-Making Process in Online Stores

Autores
Pires, PB; Santos, JD; de Brito, PQ; Marques, DN;

Publicação
SUSTAINABILITY

Abstract
This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than one digital channel at each stage of the buying decision process and for each stage, a set of digital channels is identifiable that is most preferred. In light of the above, those who are responsible for defining the digital marketing strategy know what types of content they should produce for each digital channel, allowing them to guarantee efficiency in the use of resources while ensuring that consumers get what they want.

Teses
supervisionadas

2022

Effects of vicarious and direct experience on tourists’ cognitive knowledge, affective reactions and behavioral outcomes regarding the destination: a schema-based intra-cultural comparison of chinese and Macau outbound tourists in europe

Autor
Jianjian Mou

Instituição
UP-FEP

2022

O Papel do Guia Intérprete num Programa de Interpretação

Autor
Mariana Rosas da Costa

Instituição
UP-FEP

2022

Organização, Classificação e Análise de Reviews Online Direcionadas ao Retalho do Município do Porto

Autor
Pedro Miguel Baldaia Braga da Costa

Instituição
UP-FEP

2022

The impact of surprise elements on customer satisfaction (Portuguese Hotels)

Autor
Márcia Lemos Martins

Instituição
UP-FEP

2022

A importância do branding para o sucesso e atratividade de uma startup: o caso iLoF.

Autor
Maria Margarida Malhão Mendes Leite da Cunha

Instituição
UP-FEP