Prof. Dr. Eduardo Moraes Sarmento
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Academic Career Length
15Years (2012-Present)
(Calculated once Scilit publication data is synced: current year − year of first publication + 1)
Representative Publications
View All Publications1 January 2017 in Cogent Business & Management
Journal Article
SLSandra Maria Correia Loureiro
Sandra Maria Correia LoureiroEduardo Moraes SarmentoGBGoulwen Le Bellego
Goulwen Le Bellego
11 June 2018 in International Journal of Bank Marketing
Journal Article
SLSandra Maria Correia Loureiro
Sandra Maria Correia LoureiroEduardo Moraes SarmentoPurpose: The banking sector is devoted to attracting Generation Y customers with their particular tastes and interests. The purpose of this paper is to explore for the first time how bank experience influences emotions and perception of brand equity. Using the stimulus–organism–response (S–O–R) framework, the authors consider the perception of brand equity as the outcome. Design/methodology/approach: A panel based on the method of Walsh and Beatty (2007) with completed and usable questionnaires was used to test the proposed model. The authors selected a sample of 211 respondents. After eliminating some inconsistencies, a final data sample consisted of 205 usable survey participants (male: 58 percent; female: 42 percent). Findings: Executional excellence, staff engagement and value for money are the most relevant indicators in shaping the overall bank experience. Pleasure is the positive emotion that most enhances the perception of brand equity. Originality/value: This study extends the S–O–R model by employing dimensions of experience as stimuli and brand equity as response. The study demonstrates the role of emotions (particularly pleasure) in enhancing brand equity among individuals from the Generation Y.
27 January 2019 in Journal of Promotion Management
Journal Article
SLSandra Maria Correia Loureiro
Sandra Maria Correia LoureiroEduardo Moraes SarmentoThis study aims at: understanding the influence of the number of followers of the celebrity and the effect of the messages conveyed by them in the intention to buy as well as their intention to create eWoM; studying how the behavior of a celebrity may affect the perception of its credibility, the intention of the consumers to relate to the celebrity in the social networks and the social identification with it; and analyzing the impact of celebrity messages on brands and products that appear in social networks. A convenience sampling method is used to collect a total of 241 responses. This Findings shows that: (i) In terms of intention to purchase, female seem to be more influenced by the opinions and recommendations of celebrities while male tend to be more likely to generate e-word-of-mouth into their contact network through social media. (ii) Regarding to antisocial versus prosocial type of celebrity, celebrities with a prosocial behavior seems to have a greater influence for both genders. (iii) Female tends to feel higher purchase intention when exposed to an endorsement, where celebrity promotes a brand or product through its Instagram account.
28 January 2019 in Journal of Promotion Management
Journal Article
LPLídia Silveira Pina
Lídia Silveira Pina
SLSandra Maria Correia Loureiro
Sandra Maria Correia LoureiroPRPaulo Rita
Paulo RitaEduardo Moraes SarmentoRBRicardo G. Bilro
Ricardo G. BilroJGJoão Guerreiro
João GuerreiroThe evolution of technology changed the external environment surrounding businesses creating a plethora of new opportunities and challenges. Particularly, social network platforms became attractive to companies due to their interactive nature as they increase consumers’ and brand opportunities for developing long-term relationships and engagement. In this sense, the main goal of this article is to understand whether appreciative listening can contribute to the improvement of consumer-brand engagement using these platforms. We develop two studies based on Starbuck’s facebook page whereby findings from study one are used as inputs to study two. Results demonstrate that appreciative listening can actually improve consumer-brand engagement.
28 January 2019 in Journal of Promotion Management
Journal Article
LPLuisa Pinto
Luisa Pinto
SLSandra Maria Correia Loureiro
Sandra Maria Correia LoureiroPRPaulo Rita
Paulo RitaEduardo Moraes SarmentoThe current study explores how brands create and maintain online relationships with consumers through their Websites, Facebook and Instagram brand pages. Findings show that Websites perform better in the two strategies disclosure and information dissemination. Regarding the strategy interactivity and involvement, websites lack interactive features that allow firms to engage with consumers, such as commenting and sharing opportunity. Managerial implications of the study are also provided.
Journal Article
Eduardo Moraes SarmentoSLSandra Maria Correia Loureiro
Sandra Maria Correia LoureiroIn a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose a model on pro-environmental behavior intentions, namely, the theory of planned behavior, value–belief–norm theory and habit theory. This study aims to examine the role of social norms, personal norms and habit strength to explain pro-environmental behavior intentions. The authors collected 316 usable questionnaires from tourists in the well-known touristic Belem location in Lisbon. Personal norms were revealed to have the strongest association with pro-environmental behavior intentions, followed by habit strength. The study also identified different broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outlined how practitioners aiming to encourage sustainable consumer behaviors can use this framework to achieve better results.
About Me
Eduardo has an aggregation in Management, with a specialization in Tourism, from the University of Aveiro and a PhD in Economics, with a specialization in Tourism, from Lisbon School of Economics & Management (ISEG) of Lisbon University. He has over 30 years of teaching experience at the level of various bachelor, masters and doctoral degrees, having been director of the Tourism course (undergraduate and masters) in several higher education institutions. He is a full professor at the Lusófona University of Humanities and Technologies (ULHT) and a visiting coordinator at the Estoril School of Hotel and Tourism (ESHTE). He is a researcher at the Center for Studies on Africa and Development (CEsA / CSG) at ISEG, University of Lisbon. He is the author of numerous international scientific articles (Q1 to Q4) in important magazines and newspapers, as well as several technical books and book chapters in Portugal and abroad. He is an editorial and scientific committee member of several national and international journals. He has participated as an international consultant in several projects of the World Bank, the United Nations Development Program (UNDP), the European Union and the African Development Bank (ADB) in support of the governments of several countries, especially Cape Verde, Angola and Mozambique. His areas of research and specialization are sustainable tourism, fight against poverty and economic development in small island economies, in addition to strategic marketing.