ESEV - DCA - Capítulo em obra internacional, como autor
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Browsing ESEV - DCA - Capítulo em obra internacional, como autor by Subject "Advertising stimulation"
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- Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portuguese BrandPublication . Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaAdvertising has evolved over the decades. Knowing consumers are increasingly avoiding advertisements, creating campaigns that attract attention and stay in memory is essential. Advertisers’ main goal is to get closer to consumers, generating visibility, attractiveness, and engagement with the brand. Furthermore, this topic has aroused the academy's interest, and studies show the importance of advertising and its connection with brand engagement. Thus, this study (n = 244) was carried out through a research model, tested through the PLS-SEM methodology, which showed that informativeness, narrative structure and narrative transportation have effects on brand engagement and advertising stimulation play a mediating role in this relationship. Therefore, it is suggested that brands create video ads with information and relevant structures to attract consumers that consider themselves part of these ads.
- Video Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case StudyPublication . Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaThe massification of the use of the internet for advertising purposes and the growth of Youtube as a platform for disseminating brand content has channeled the investments of brand managers to digital media. In this scope, more and more advertisements are being shared on Youtube. The success of an ad depends on its contents and the narrative presented. Thus, this research identified that the informativeness of advertisements and the narrative structure stimulate consumers and, consequently, influence brand choice. It is a case study analysis based on the Portuguese brand “Gallo” Through 244 consumer responses, we identified the antecedents of brand choice by estimating the model through SMART-PLS. This study found relevant evidence that brand managers can use.