IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012)

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Percorrer IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012) por assunto "COMPORTAMENTO DOS CONSUMIDORES"

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    Diz-me porque Poupas, dir-te-ei como te comportas: uma análise das motivações e dos comportamentos de poupança em Portugal
    (ISG, 2012) Antunes, Ana Cristina; Calado, João Paulo Tomé
    Traditionally, in Portugal was maintained a high level of savings, albeit this trend has become blurred in the last decade, due to several factors and a less favorable socio-economical situation. The present Portuguese socio-economic environment, marked by a crisis setting, demands a higher attention to savings behavior in order to stimulate it. Therefore, it is important to understand the key variables that are in its origin, either for economists as for policy makers. In this study, a sample of 835 Portuguese was used to research how saving motives are related to savings behaviour in Portugal. The results indicate that saving motives are interconnected with the financial management ability perception, with the household budget and with savings’ frequency of the households.
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    Estratégias baseadas na arquitectura e processo de compra das marcas estudo de caso: relação entre a identidade e a imagem da marca AXA
    (2012) Brandão, Nuno Goulart; Cordeiro, Ana Rita
    Today, we live in a society characterized by hyper, where customers are increasingly demanding. For, having at their disposal a very diverse offering of products and brands, where access to information is plentiful, customers do not relate to the brands they do but by what they mean. For businesses it is imperative to build a brand that result in lasting relationships with consumers, enabling brands to gain competitive advantages. Considering that a mark can only be assumed by their identity, arises the need to create a system that handles the brand values it receives for the differentiation necessary to become distinct. This research aims to assess the relationship between identity and brand image AXA, since despite being distinct concepts are themselves complementary.