Luisa Agante | Universidade do Porto (original) (raw)

Papers by Luisa Agante

Research paper thumbnail of How much is “too much” for a brand to use an advergame with children?

Journal of Product & Brand Management

Research paper thumbnail of The impact of event sponsorship on Portuguese children’s brand image and purchase intentions

Research paper thumbnail of Can healthy eating be Cool? A study of celebrities’ impact on teens’ attitudes towards healthy eating

Research paper thumbnail of In what extent can toy premiums promote healthy eating habits?: A study with school-age children

Research paper thumbnail of Patterns of Brand Loyalty and Social Pressure of a Fashion Consumer

Research paper thumbnail of The effects of floor advertising directed to children in a food retail environment

Research paper thumbnail of The meaning of shopping to children: a comparison between Portugal and USA

Research paper thumbnail of In what extent can a segmented packaging make children choose healthier breakfast cereals?

Research paper thumbnail of In what extent can a segmented packaging make children choose healthier breakfast cereals?

Research paper thumbnail of True colors: Consumers’ packaging choices depend on the color of retail environment

Journal of Retailing and Consumer Services, 2020

Color is one of the most elementary techniques used in marketing and produces behavioral effects ... more Color is one of the most elementary techniques used in marketing and produces behavioral effects reflecting purchase attitudes. However, packaging color has seldom been investigated in-context. Additionally, color research mainly focuses on individual colors, instead of color combinations. Here, we aim to study the putative effect that dominant retail environment colors might produce on attractiveness and product purchase intention, when products use similar store colors, and when products use complementary colors to those of the store. Moreover, we investigate if these choices are product dependent (e.g., do food and non-food products evoke the same packaging color choices in a given retail color context). A total of 653 participants were recruited to participate in two experimental studies disseminated through online platforms. Study 1 showed an interaction between store and product color significantly affecting both product attractiveness and purchase intention. Importantly, we found that the product category might modulate the complementary color-effect, in terms of attractiveness and purchase intention. Study 2 revealed that product-type subtends sensorial experience or se mantic derivation mechanisms for preferred color choices. Together these studies unveil a complex relation between product type, context and color that possibly subtend different cognitive decision-making mechanisms. As such, colors cannot be considered as standalone variables in consumer decision making strategies. Here, we shed light into color perception and product strategy, thus helping marketers, retailers and designers to communicate more efficiently and to define a successful brand strategy.

Research paper thumbnail of Comparing Consumer Decision Skills in Institutionalized vs. Family Children

Research paper thumbnail of The Effectiveness of Advergames in enhancing Childrens Brand Recall, Image and Preference

Revista Portuguesa de Marketing, 2012

Research paper thumbnail of The effects of floor advertising directed to children in a food retail environment

Advances in Advertising Research, Vol VI, 2015

Despite the growth on the use of floor advertising over the last years, there is a lack of resear... more Despite the growth on the use of floor advertising over the last years, there is a lack of research, especially regarding the impact it has on children. Our goal is to analyse the effects of floor advertising on 6-11 years old children. We con-ducted an experiment in a food retail store with 123 children, using direct ob-servation and questionnaires. Results suggest that it is effective in grabbing children’s attention and can affect their purchase influence attempts and brand choice, but does not influence brand preferences. However children have diffi-culties in understanding the nature and the persuasive intent of floor advertising.

Research paper thumbnail of Patterns of Brand Loyalty and Social Pressure of a Fashion Consumer

Revista Portuguesa de Marketing, 32, 2015

This project studies the Portuguese female fashion market. We intended to determine patterns of c... more This project studies the Portuguese female fashion market. We intended to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by
usage per age segment is related with differentiation in brand loyalty and peer pressure.
We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure.
The results imply that customer relationship management strategies should be differentiated according to age segment.
We also derived marketing implications with a focus on each brand’s loyalty profile.

Research paper thumbnail of The impact of event sponsorship on Portuguese children’s brand image and purchase intention: the moderator effect of product involvement and brand familiarity

International Journal of Advertising, 33(3), Aug 2014

Research paper thumbnail of The impact of different TV commercial executional cues on the awareness of the brand Facebook profile: an empirical study with young adults

The aim of this research is to investigate the possible synergies between TV commercials and a br... more The aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 427 young adults who were invited to watch a video online and, subsequently, to complete a survey.

Research paper thumbnail of The Effectiveness of Advergames in enhancing Childrens Brand Recall, Image and Preference

Objective -The purpose of this paper is to examine whether children understand advergames' commer... more Objective -The purpose of this paper is to examine whether children understand advergames' commercial intent and whether advergames generate a significant impact on their attitudes as consumers.

Research paper thumbnail of Can advergames boost children's healthier eating habits? A comparison between healthy and non‐healthy food

ABSTRACT The purpose of this paper is to provide a contribution towards increasing knowledge on h... more ABSTRACT The purpose of this paper is to provide a contribution towards increasing knowledge on how healthy food stimuli can improve eating behaviour, by making a comparison between advergames' food content effects on children's food choices, product liking and nutritional knowledge.

Research paper thumbnail of Encouraging children to eat more healthily: The influence of packaging

Abstract The objective of this study was to understand how food packaging can influence children'... more Abstract The objective of this study was to understand how food packaging can influence children's attitudes and purchase decisions toward healthier choices. The appealing components of junk food packaging were transferred onto healthy food in order to test its effect on children's package evaluation, attention to packaging attitude toward the product, perceived healthiness and purchase intention. A structured questionnaire was completed by a sample of 408 Portuguese children aged between 10 and 14 years.

Research paper thumbnail of The meaning of shopping to children: a comparison between Portugal and USA

Objectives: This paper probes into the knowledge that Portuguese children have about the process ... more Objectives: This paper probes into the knowledge that Portuguese children have about the process of making purchases, about brands, and about shopping in general, in order to establish comparisons between Portuguese children and their counterparts in the United States.

Research paper thumbnail of How much is “too much” for a brand to use an advergame with children?

Journal of Product & Brand Management

Research paper thumbnail of The impact of event sponsorship on Portuguese children’s brand image and purchase intentions

Research paper thumbnail of Can healthy eating be Cool? A study of celebrities’ impact on teens’ attitudes towards healthy eating

Research paper thumbnail of In what extent can toy premiums promote healthy eating habits?: A study with school-age children

Research paper thumbnail of Patterns of Brand Loyalty and Social Pressure of a Fashion Consumer

Research paper thumbnail of The effects of floor advertising directed to children in a food retail environment

Research paper thumbnail of The meaning of shopping to children: a comparison between Portugal and USA

Research paper thumbnail of In what extent can a segmented packaging make children choose healthier breakfast cereals?

Research paper thumbnail of In what extent can a segmented packaging make children choose healthier breakfast cereals?

Research paper thumbnail of True colors: Consumers’ packaging choices depend on the color of retail environment

Journal of Retailing and Consumer Services, 2020

Color is one of the most elementary techniques used in marketing and produces behavioral effects ... more Color is one of the most elementary techniques used in marketing and produces behavioral effects reflecting purchase attitudes. However, packaging color has seldom been investigated in-context. Additionally, color research mainly focuses on individual colors, instead of color combinations. Here, we aim to study the putative effect that dominant retail environment colors might produce on attractiveness and product purchase intention, when products use similar store colors, and when products use complementary colors to those of the store. Moreover, we investigate if these choices are product dependent (e.g., do food and non-food products evoke the same packaging color choices in a given retail color context). A total of 653 participants were recruited to participate in two experimental studies disseminated through online platforms. Study 1 showed an interaction between store and product color significantly affecting both product attractiveness and purchase intention. Importantly, we found that the product category might modulate the complementary color-effect, in terms of attractiveness and purchase intention. Study 2 revealed that product-type subtends sensorial experience or se mantic derivation mechanisms for preferred color choices. Together these studies unveil a complex relation between product type, context and color that possibly subtend different cognitive decision-making mechanisms. As such, colors cannot be considered as standalone variables in consumer decision making strategies. Here, we shed light into color perception and product strategy, thus helping marketers, retailers and designers to communicate more efficiently and to define a successful brand strategy.

Research paper thumbnail of Comparing Consumer Decision Skills in Institutionalized vs. Family Children

Research paper thumbnail of The Effectiveness of Advergames in enhancing Childrens Brand Recall, Image and Preference

Revista Portuguesa de Marketing, 2012

Research paper thumbnail of The effects of floor advertising directed to children in a food retail environment

Advances in Advertising Research, Vol VI, 2015

Despite the growth on the use of floor advertising over the last years, there is a lack of resear... more Despite the growth on the use of floor advertising over the last years, there is a lack of research, especially regarding the impact it has on children. Our goal is to analyse the effects of floor advertising on 6-11 years old children. We con-ducted an experiment in a food retail store with 123 children, using direct ob-servation and questionnaires. Results suggest that it is effective in grabbing children’s attention and can affect their purchase influence attempts and brand choice, but does not influence brand preferences. However children have diffi-culties in understanding the nature and the persuasive intent of floor advertising.

Research paper thumbnail of Patterns of Brand Loyalty and Social Pressure of a Fashion Consumer

Revista Portuguesa de Marketing, 32, 2015

This project studies the Portuguese female fashion market. We intended to determine patterns of c... more This project studies the Portuguese female fashion market. We intended to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by
usage per age segment is related with differentiation in brand loyalty and peer pressure.
We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure.
The results imply that customer relationship management strategies should be differentiated according to age segment.
We also derived marketing implications with a focus on each brand’s loyalty profile.

Research paper thumbnail of The impact of event sponsorship on Portuguese children’s brand image and purchase intention: the moderator effect of product involvement and brand familiarity

International Journal of Advertising, 33(3), Aug 2014

Research paper thumbnail of The impact of different TV commercial executional cues on the awareness of the brand Facebook profile: an empirical study with young adults

The aim of this research is to investigate the possible synergies between TV commercials and a br... more The aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 427 young adults who were invited to watch a video online and, subsequently, to complete a survey.

Research paper thumbnail of The Effectiveness of Advergames in enhancing Childrens Brand Recall, Image and Preference

Objective -The purpose of this paper is to examine whether children understand advergames' commer... more Objective -The purpose of this paper is to examine whether children understand advergames' commercial intent and whether advergames generate a significant impact on their attitudes as consumers.

Research paper thumbnail of Can advergames boost children's healthier eating habits? A comparison between healthy and non‐healthy food

ABSTRACT The purpose of this paper is to provide a contribution towards increasing knowledge on h... more ABSTRACT The purpose of this paper is to provide a contribution towards increasing knowledge on how healthy food stimuli can improve eating behaviour, by making a comparison between advergames' food content effects on children's food choices, product liking and nutritional knowledge.

Research paper thumbnail of Encouraging children to eat more healthily: The influence of packaging

Abstract The objective of this study was to understand how food packaging can influence children'... more Abstract The objective of this study was to understand how food packaging can influence children's attitudes and purchase decisions toward healthier choices. The appealing components of junk food packaging were transferred onto healthy food in order to test its effect on children's package evaluation, attention to packaging attitude toward the product, perceived healthiness and purchase intention. A structured questionnaire was completed by a sample of 408 Portuguese children aged between 10 and 14 years.

Research paper thumbnail of The meaning of shopping to children: a comparison between Portugal and USA

Objectives: This paper probes into the knowledge that Portuguese children have about the process ... more Objectives: This paper probes into the knowledge that Portuguese children have about the process of making purchases, about brands, and about shopping in general, in order to establish comparisons between Portuguese children and their counterparts in the United States.

Research paper thumbnail of In what extent can a segmented packaging make children choose healthier breakfast cereals?

This study aims to explore and understand the influence of food packaging on children’s choice of... more This study aims to explore and understand the influence of food packaging on children’s choice of healthier food, more specifically, how gender in packaging of healthy breakfast cereals can have an impact on children perceptions of the product itself, purchase intention, perceived healthfulness and their choice. To do so, the visual elements of a packaging customized for girl and for boy were transferred into an existing packaging of a healthy breakfast cereal not targeted at children: Corn Flakes. We conducted a study using a structure questionnaire in two different schools to a sample of 288 Portuguese children aged between 6 and 9 years old. Findings suggest that segmented packaging influences children and that it can be used to promote children’s healthy eating habits.

Research paper thumbnail of A conceptual model of a brand’s presence on facebook – aligned with teenagers’ motivations & strategic marketing outcomes

Research paper thumbnail of Can healthy eating be Cool? A study of celebrities’ impact on teens’ attitudes towards healthy eating

Research paper thumbnail of In what extent can toy premiums promote healthy eating habits? A study with school-age children

Research paper thumbnail of Advergame’s Effectiveness in enhancing Children’s Brand Recall, Image and Preference – comparing the effect in two different social perspective taking stages

Research paper thumbnail of The meaning of shopping to children: a comparison between Portugal and USA

Objectives: This paper aims at understanding the knowledge that Portuguese children have of the b... more Objectives: This paper aims at understanding the knowledge that Portuguese children have of the buying process, of brands, and of shopping in general, in order to establish comparisons between Portuguese children and children from the USA

Methodology: Due to the fact that the main goal is to compare Portuguese and US children, the research made use of the same methodology used in the original research from McNeal (1992), which was a drawings study, with the instruction: Draw what comes to your mind when you think on “Going Shopping” (in Portuguese “Ir às Compras”). The original research used 112 children from 2nd to 4th grade from a middle-class school. Our study used 249 2nd and 3rd graders from 4 different schools: three from low to middle-social class and one from middle to high-social class.

Conclusion: Overall the research found that there are many differences between the two cultures, with Portuguese children co-shopping more that American children (who tend to draw themselves as shopping alone), and also visiting different types of stores, which reveals different shopping patterns. The products depicted in the drawings are also rather different in the food and non-food categories, with Portuguese children referring more frequently milk and yogurts (in the food-category) and clothes (in the non-food-category).
In what concerns brand knowledge, Portuguese children revealed a bigger knowledge of retailer brands than their American counterparts, but in terms of brands from products, Portuguese children mentioned fewer brands than American children.

Limitations and Implications: The biggest research limitation is the different sources of data, with American figures dating from 1989, while Portuguese figures were collected in 2008. Nevertheless, due to the fact that the USA are a much more developed country than Portugal, the situation of Portugal in 2008 may not be too different from the USA in 1989. Future research should use the same type of instrument at the same time for data collection.
Furthermore, results show, in the non-food category, a similar percentage of children mentioning toys and with the biggest difference pertaining the clothes category. Future research should address these two categories and evaluate the differences in brand recall and knowledge across different product categories.

Research paper thumbnail of The effects of floor advertising directed to children in a food retail environment

Research paper thumbnail of As Influências sobre as crianças na escolha de marcas de roupa e calçado

Abstract: O objectivo deste projecto foi o de contribuir para o corpo teórico de conhecimentos re... more Abstract: O objectivo deste projecto foi o de contribuir para o corpo teórico de conhecimentos relacionados com a influência sobre a criança na escolha de marcas de roupa e calçado, através da construção e teste de um modelo que conseguisse integrar os diversos determinantes da susceptibilidade de influência inter-pessoal da criança, e os impactos dessa susceptibilidade nas dimensões cognitiva, afectiva e comportamental das marcas.

Research paper thumbnail of Marketing para crianças

Sob a égide do tema Marketing para Crianças muito foi e poderá ser escrito, constituindo-se uma f... more Sob a égide do tema Marketing para Crianças muito foi e poderá ser escrito, constituindo-se uma fonte inesgotável de assuntos para trabalhos de investigação.
A tese que a seguir apresentamos visa, em primeiro lugar, a compilação de uma grande diversidade de assuntos relacionados com o tema principal, analisando-os de uma forma assaz sucinta.
Um segundo objectivo do nosso trabalho consiste num estudo para caracterização do Mercado das Crianças em Portugal em geral, e uma análise do sector das Telecomunicações Móveis, em particular.
Em toda a tese houve o esforço de, por um lado, organizar e apresentar as principais contribuições teóricas conhecidas até à data e por outro, analisar algumas dessas teorias à luz da realidade portuguesa, nomeadamente a influência dos factores Idade e Sexo sobre uma diversidade de características que vão desde o Rendimento ao nível de “co- shopping”.