Fabio Shimabukuro Sandes
@ulusofona.pt
Assistant Professor of Marketing
Universidade Lusofona
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Communication, Business, Management and Accounting
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Fabio Shimabukuro Sandes
IGI Global
Recent events triggered consumer outrage towards brands taking a stand on controversial matters. However, the response to low controversial topics marketing's definition of controversy requires an understanding of consumers' subjective perceptions shaped by cognitive processes, emotions, experiences, and cultural backgrounds. Subjectivity influences consumer behavior, while cognitive processing facilitates information comprehension. An experimental study using controversy level and brand presence as independent variables and consumer perceptions as dependent variables revealed that consumers associate branded content with irritation. A statistically significant interaction indicated that controversial topics are perceived as more disturbing with brand presence, while noncontroversial topics are more disturbing without a brand.
Paulo Duarte Silveira, Fábio Sandes, and Duarte Xara-Brasil
Springer Nature Singapore
Susana C. Silva, Paulo Duarte, Fabio S. Sandes, and Catarina Andreia Almeida
Emerald
PurposeThis work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking.Design/methodology/approachThis is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco.FindingsThroughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation.Practical implicationsIdentifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market.Social implicationsThe authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.Originality/valueTo the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
Fabio Shimabukuro Sandes, Julio Leandro, Patricia Boaventura, and Adelson Ferreira Silva Junior
Wiley
Fabio Shimabukuro Sandes and Andre Torres Urdan
Informa UK Limited
ABSTRACT Due to the growth of the Internet as a social media and channel of communication among consumers, electronic word of mouth (eWOM) has gained strength and attention from marketing researchers. This article aims to verify if eWOM affects consumer behavior and the possibility companies may have of managing eWOM by actively responding to comments posted by consumers. An exploratory and experimental study showed that exposure to comment (both negative and positive) impacts brand image. Negative-feedback management reduces the impact on brand image but did not change the impact on purchase intention.