CONFERENCE PROGRAM
OCTOBER 29 – MORNING
09:00 - 10:00
Check-in
10:00 - 10:30
Welcome Session
10:30 - 11:00
Coffee-break
Parallel Sessions
Session 1 - BRANDING
Chair: José Luís Reis
Chair: Paula Arriscado
11:00 - 12:30
12:30 - 14:00
Session 2 - DIGITAL MARKETING
Pedro Rodrigues and
Pedro Ferreira
Brand Experience effects on Customer Satisfaction and
Customer Loyalty
Sara Santos
E-reputation and international QS ranking - the relationship
with the website of the Higher Education Institutions
Ercan Taşkın and
Abdulbaki Baran
Perception of football fans about brand personality of their
teams and a research on determining the level of
identification with their teams
André Carvalho and
Ana Queiroga
Fashion Blogs and Buying Behavior: Vicious or Virtuous
Circle?
Cátia Pinho and
Nuno Fortes
Determinants of purchase intention in C2C e-commerce
platforms: A conceptual approach
Lunch Break
OCTOBER 29 – AFTERNOON
Session 3 - MARKETING FOR LUXURY & FASHION
Chair: Sandra Gomes
14.00 - 15:00
Cidália Neves,
Miguel Martin Dávila and
Lourdes Rivero
Luxury Consumer Perceptions
Pedro Rodrigues,
Paula Rodrigues and
Pedro Ferreira
Brand Experience leads to Brand Love: Retail Fashion Brand Case
Parallel Sessions
Session 4 - MARKETING IN THE FOOD INDUSTRY
Session 5 - MARKETING IN THE PHARMACEUTICAL INDUSTRY
Chair: Ricardo Mena
Sónia Cântara,
Hannele Kauppinen-Raisanen
and Daniel Sá
Susana Marques,
Ana Lindeza and
Margarida Cardoso
Chair: Rui Rosa Dias
15:00 - 16:30
Catarina Domingos and
Mafalda Ferreira
Determining the fresh fish consumption: consumer’s
behavior, attitudes and motivation
José Luís Reis
Marketing and technology: a contribution to the
sustainability of the agrifood sector
Alberto Castro and
Filipe Rodrigues
16:30 - 17:00
Pharmaceutical branding: The impact of the package on the
purchase decision of nonprescription drugs - Comparative
Study
Do loyalty cards enhance loyalty? A study in the Portuguese
pharmaceutical sector
Portuguese Pharmaceutical Market: Branded drugs vs.
Generics
Coffee-break
Parallel Sessions
Session 6 - CONSUMER BEHAVIOUR (1)
Chair:
Chair: Cidália Neves
17:00 - 18:30
Session 7 - SOCIAL RESPONSABILITY MARKETING
Sandra Leal and
Mafalda Nogueira
The Influence of Spirituality on Consumer Purchase
Decision Styles
Jeanette Klink and
Nina Langen
Gaining insights into the ‘animal welfare’ consumer Segmentation based on two preferences elicitation methods
Vitor Carvalho,
Sílvia Faria and
Pedro Ferreira
Mariana M. Pinto,
Vera Vale and
Daniel Polónia
Is Merchandising Assortment in Hiper and Supermarkets an
important factor for consumers willing to come back and
continue to buy?
Ana Teresa Machado,
Ana Cristina Antunes and
Sandra Miranda
Social Marketing Through Communication Campaigns:
The APAV Case
The role of children in the family buying decision process in
times of crisis
Márcia Monteiro and
Paula Arriscado
The Country-of-Origin effect in two categories of products:
clothing and footwear – The Perception after TROIKA
Intervention
OCTOBER 30 – MORNING
Parallel Sessions
Session 8 - INTERNAL MARKETING
09:00 - 11:00
11:00 - 11:30
Session 9 - MARKETING STRATEGY
Chair: Paula Campos
Paula Arriscado, Pedro Ferreira,
Bianca Sousa and
Helena Quesado
The Role of Employer Branding on Attracting, Developing
and Retaining Talent: The Case of a Leading Portuguese
Business Group
Isabel Magalhães and
Mafalda Ferreira
Internal Marketing: Strategic therapy from crisis in
Portuguese health sector
Carlos Morais
How can Endomarketing improve Leadership in
organizations?
José Machado,
Mafalda Ferreira and
Rocío Samino
Endomarketing – a motivational Small and Medium
Enterprises’ approach
Chair: Francisco Coelho
Margarida Vicente,
Cláudia Seabra and
Maria José Antunes
Domingo Calvo Dopico,
Eva María Lado González and
Fernando Ruiz Lamas
Tamas Koplyay,
Abdelkader Jazouli
Doug Lloyd and Brian Mitchell
Luan Zhou, José Abrantes,
Cláudia Seabra and
Carmen Santos
The development of marketing capabilities in exporting
firms
Importance of trust towards corporate brand in reducing the
latent risk and building customer loyalty in financial markets
Evolution of structural complexity in market based projects:
the case of the mergers & acquisitions
Brand extension evaluation:
The importance of direct experience in sample design
Coffee-break
Parallel Sessions
Session 10 - CONSUMER BEHAVIOUR (2)
Chair: Pedro Mendes
Silvia Correas Osorno,
Carmen Santos, Cláudia Seabra
and José Abrantes
11:30 - 13:30
Miguel Noite and
Mafalda Ferreira
Manuela Costa,
Ferrão Filipe and
Carmelo Mercado Idoeta
Sarah Ribeyrotte, Carmen
Santos,
Cláudia Seabra and
José Abrantes
13:30 - 15:00
Lunch
Consumer behaviour towards the fashion industry: planned
or impulsive purchases? The fast fashion era
The Optimistic Generation: A Generational Analysis PostCrisis in Portugal
Beer brands influence on college students consumer
behavior. A neuromarketing exploratory study
Exploring the spreading phenomenon of unwanted
consumers in the luxury fashion industry
Session 11 - SALES
Chair: Pedro Ferreira
Telma Santos, Ângela Silva,
Celina P. Leão and
Raquel Reis
Tamas Koplyay,
Abdelkader Jazouli and
Doug Lloyd
Pedro Mello
Consumer behaviour versus success dimensions: a case
study in Vending Services
Market dynamics and the evolution of the nationality of a
firm along the lifecycle
Quantification of criteria to allocate clients to salespeople