The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in the long term. However, some behavioral characteristics, attendance and leadership, are of lesser importance to the consumer. This research presents a limitation as to its application, as the respondents were only customers of one brand, Bemol.

Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention.

In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.

Tourism has grown exponentially in the 21st century and continues to be one of the rapidly growing industries in the world in terms of revenue generation and employment opportunities. It covers not only travel services and boarding-lodging activities but a wide range of independent but related sectors like transport, accommodation, food and beverage, and entertainment, among others. Modern tourism is diversified and includes several odd types of tourism, like slum tourism, dark tourism, and sex tourism. This paper analyzes the case of slum tourism to Dharavi, India’s commercial capital and largest city as well as the benefits and disadvantages that such kind of tourism has. It also attempts to understand the opinion of the common people and slum dwellers on slum tourism, while observing if the ten principles of the “Global Code of Ethics for Tourism” (GCET) have been fulfilled in the country. The results show that overall, the principles of GCET are fulfilled but much is still left to be done. On the other side, most of the slum residents accept slum tourism as a reality that brings more benefits than damage to their living environment and are of the opinion that tourism brings prosperity to them and to the country.

Technological, organizational and market integration changes, which have been taking place in the business environment in Brazil, contribute to significant changes in the search for new ways of understanding how to reinvent itself in a country that cannot guarantee economic stability. With all these changes, people seek a redirection in their professional life and new earning options and financial security. With this, entrepreneurship becomes a reality contextualized by individuals inserted in the business scenario. These individuals look for opportunities that allow them financial stability and often fulfill their dreams of opening their own businesses. The entrepreneur is the engine of the economy, he is an agent of change and motivation to overcome the challenges of commercial oscillation. In the area of natural cosmetics distribution logistics channels, the capacity to innovate, to reinvent business, processes and marketing are crucial for the sustainability of the business. It is important to know the profile and potential of entrepreneurs who work in this very competitive business area. An exploratory study was developed, with a descriptive design, using a questionnaire to obtain information about the profile of the entrepreneurs of the company Bothânico Hair in distribution logistics (case study). As participants in this research, we selected about 12 natural cosmetics professionals working as distributors of a brand of natural products. The results obtained allow us to conclude that entrepreneurs are mostly male individuals, with medium training, experience in the area and able to take risks. Also noteworthy is its ability to identify new opportunities, openness to the adoption of new technologies and interest in innovating operational processes. In the same way, entrepreneurs feel the need to invest in knowledge and professional training that allows for strengthening, greater growth and sustainability of the business. The most outstanding characteristics about the qualities of entrepreneurs were: the ability to identify new opportunities, the ability to create or improve technologies and/or processes and take calculated risks. The data obtained allowed to draw a profile of the distributor of natural cosmetics, listing the ten main items that should be valued in a professional cosmetics entrepreneur.

The present study aims to analyze how the natives and ancient residents of the small locality of Jericoacoara, located in the Northeast of Brazil, and recognized as being a spot of an intense tourist movement, evaluate and experience the socioeconomic, cultural and environmental indicators resulting from the tourist activity and what are the impacts for the community and on the life of each resident. It is also intended to evaluate the acuity of the community perception towards the tourism in comparison with the opinions of scholars. Therefore we undertake a detailed presentation of the different theoretical positions regarding tourism and its positive and negative impacts on the host communities, taking in consideration the most varied segments interfering on population's everyday life. To better situate the issue, some of the most significant historical moments of Tourism in the World, in Brazil and in Ceará are highlighted. In relation to Brazil and Ceará, the study was also concerned with describing the main indicators related to tourism, as well as identifying the profile of workers in there´s activity, labor situation, schooling, income, living conditions, public policies of tourism and institutions related to this sector, either in the preservation of the environment or in the protection and defense of the historical and natural heritage, as well as to verify the transformations in the main basic infrastructures: health, education, transport and sanitation. In conclusion, the residents' perceptions about the impacts of the activity are presented. The recognition of the positive effects of tourism on the life of community, its social and economic aspects, are evaluated as well as some negatives effects in their cultural and environmental aspects. Also, a criticism and synthesis of everything that has been discussed is outlined and the key concepts of tourism such as development, quality of life and the encounter of cultures. Some suggestions of action