Filipe Quevedo-Silva, Otavio Freire and Caroline Pauletto Spanhol-Finocchio
Over the last few years, several events have reduced the consumer confidence in relation to food safety. Recently, one event that triggered discussions and concern among consumers…
Abstract
Purpose
Over the last few years, several events have reduced the consumer confidence in relation to food safety. Recently, one event that triggered discussions and concern among consumers in Brazil was the “Carne Fraca” operation which cast doubt on the quality and safety of Brazilian beef. The purpose of this paper is to analyse the impact of the news regarding a national crisis in beef production on consumers’ assessment and purchase intention of beef.
Design/methodology/approach
A quantitative study was conducted involving 417 respondents in Brazil. The procedure for the analysis consisted of the investigation of two models, incorporating mediation and moderation effects.
Findings
The results show that news on the crisis had a positive impact on risk perception. This impact was negatively moderated by consumer scepticism. Risk perception had a negative effect on the assessment of beef and purchase intention. These effects were negatively affected by risk attitude. The news directly affected consumers’ assessment of beef and indirectly affected purchase intention through mediation of perceived risk.
Originality/value
This study proposes two models, analysing the effect of the media on consumers’ assessment of beef and purchase intention, mediated by risk perception. Furthermore, the models analyse the moderating effects of scepticism and consumers’ risk attitude.
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Otávio Freire, Filipe Quevedo-Silva, Diego Senise and Pedro Scrivano
Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in…
Abstract
Purpose
Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.
Design/methodology/approach
Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity.
Findings
The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career.
Originality/value
This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.
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Aleixo Fernandes, Marcelo Moll Brandao, Evandro Luiz Lopes and Filipe Quevedo-Silva
The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and…
Abstract
Purpose
The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product.
Design/methodology/approach
The method used is quantitative, by means of a survey with real consumers of automotive services of two vehicle dealerships, whose data were analyzed through linear regression analysis and conditional analysis of moderation.
Findings
The authors have identified that the relationship between satisfaction and loyalty and between loyalty and willingness to pay more for a product is entirely moderated by the (high) reputation of the brand and the (high) individual involvement of the consumer.
Practical implications
The study contributes to marketing managers as it demonstrates effect of brand reputation and involvement. Therefore, it is understood that these variables need to be considered in satisfaction surveys, as it has been proven that satisfaction alone cannot explain the variables of business performance (loyalty and willingness to pay).
Originality/value
The greatest innovation of this study is the identification of the total moderation between stated satisfaction and loyalty and between satisfaction and willingness to pay more. It has been demonstrated that high levels of brand reputation coupled with high levels of consumer involvement account for the fully dependent variables.
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Marcelo Paciello Silveira, Marcos Vinicius Cardoso and Filipe Quevedo-Silva
The purpose of this paper is to propose a model to evaluate the factors that influence soccer attendance at stadiums and arenas.
Abstract
Purpose
The purpose of this paper is to propose a model to evaluate the factors that influence soccer attendance at stadiums and arenas.
Design/methodology/approach
The quantitative method based on a structural equation modeling using partial least squares.
Findings
The results validated the proposed model. The results also showed that the greater the identification of the sports consumer with his team, the greater the impact on his satisfaction, increasing his loyalty to the team and his intention to buy tickets for a soccer match. It was also detected that the higher the risk perception, the lower the purchase intention of tickets. In addition, the study showed that the greater the involvement of sports consumers with soccer, the greater their intention to buy tickets.
Originality/value
One of the academic implications was to prove that team identification can be a predictor of satisfaction, and that the interrelationship between identification with the team, satisfaction at attending soccer matches at the stadium and loyalty to the team constructs has a high impact on the purchase decision of the sports consumer. In addition, the study tests a model that aggregates several constructs with empirical data for other researchers to better understand the phenomenon of attendance in stadiums and arenas.
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Filipe Quevedo-Silva, Dario de Oliveira Lima-Filho and Mayra Batista Bitencourt Fagundes
The purpose of this paper is to assess dimensions of the food choice process among older consumers. Based on Gains’ model (1994), the study focuses on the dimensions: consumer…
Abstract
Purpose
The purpose of this paper is to assess dimensions of the food choice process among older consumers. Based on Gains’ model (1994), the study focuses on the dimensions: consumer, food and context, and investigates these consumers’ heterogeneities through the identification of possible market segments.
Design/methodology/approach
A quantitative study was conducted with 401 respondents in Brazil. The data were analyzed using exploratory factor analysis and cluster analysis.
Findings
The results highlighted four factors related to characteristics of food (appearance, price, packaging and quality), and four related to characteristics of the context/environment of the store (staff characteristics, external shopping environment, internal store environment and ease of access). The results also showed that older consumers liked to make food purchases, even though their options were restricted by health issues. Two segments were identified. “Older with a restricted diet” comprised consumers with lower education levels. They had fewer daily meals (three) and chose food with more regard to health. The second segment “Younger and better educated” comprised respondents with higher education levels and higher income. They had more daily meals, and health was less of a restriction on food choice than it was for the first cluster.
Originality/value
This study applies Gains’ three dimensions’ food choice model, with the variables adjusted in detail to enable a description of the purchasing behaviors of older adults in Brazil.
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Filipe Quevedo-Silva, Otavio Freire, Dario de Oliveira Lima-Filho, Marcelo Moll Brandão, Giuliana Isabella and Luísa Brito Moreira
The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s…
Abstract
Purpose
The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s (1985) theory of planned behaviour and Grunert and Ramus’ model (2004) – this study proposes and tests a model of planned food purchases via the internet.
Design/methodology/approach
A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation modelling.
Findings
The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions. Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship with perceived difficulty.
Originality/value
This study operationalizes and improves Grunert and Ramus’ (2004) model of intention to buy food over the internet, by developing, testing and presenting a more comprehensive model.
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Anderson Filipe Rosa, Otávio Bandeira de Lamônica Freire and Murilo Lima Araújo Costa
The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.
Abstract
Purpose
The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.
Design/methodology/approach
A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales – Sport Interest Inventory (SII), Sport Fan Motivation Scale (SFMS) and Motivation Scale for Sport Consumption (MSSC) are were compared using the structural equation modeling technique.
Findings
The results indicate that the SII scale demonstrates superior predictive power for variables such as “purchase intention,” “electronic word of mouth,” “identification as a fan” and “interest in women’s football” compared to the SFMS and MSSC scales. The primary motivation among followers and spectators of women’s football in the study was “supporting women’s opportunities” in sport.
Research limitations/implications
While the study is grounded in the most relevant scales pertinent to the theme, the limited academic production on the subject hinders direct comparisons with prior research.
Practical implications
Leveraging the insights from the SII scale, football team managers can refine their marketing strategies by understanding the primary motivations driving women’s football consumption. This knowledge can inform targeted efforts to enhance women’s football consumption, subsequently expanding opportunities for women in the sport.
Social implications
This study provides valuable information that can inform initiatives aimed at boosting women’s soccer consumption, thereby contributing to increased opportunities for women in the sport.
Originality/value
To the best of the authors’ knowledge, this study represents the first attempt to compare scales in the specific context of women’s soccer, contributing with a unique perspective to the development of women’s sports.