Sergio W Carvalho

Dr. Sergio W Carvalho

orcid

Research Focus & Metrics

Academic Career Length

24Years (2003-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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1 July 2012 in Journal of Marketing
Verified
Journal Article
Closed access
CTCarlos J. Torelli
Carlos J. Torelli
AÖAyşegül Özsomer
Ayşegül Özsomer
Sergio W CarvalhoSergio W Carvalho
Sergio W Carvalho
HKHean Tat Keh
Hean Tat Keh
NMNatalia Maehle
Natalia Maehle
Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating that abstract brand concepts induce more favorable consumer responses than functional attributes, the authors introduce a generalizable and robust structure of abstract brand concepts as representations of human values. Using three empirical studies conducted with respondents from eight countries, they demonstrate that this proposed structure is particularly useful for predicting (1) brand meanings that are compatible (vs. incompatible) with each other and, consequently, more (less) favorably accepted by consumers when added to an already established brand concept; (2) brand concepts that are more likely to resonate with consumers with differing cultural orientations; and (3) consumers’ responses to attempts to imbue an established brand concept with new, (in)compatible abstract meanings as a function of their own cultural orientations.

1 June 2010 in Journal of Marketing for Higher Education
Verified
Journal Article
Closed access
Sergio W CarvalhoSergio W Carvalho
Sergio W Carvalho
MMMárcio de Oliveira Mota
Márcio de Oliveira Mota
The globalization of educational services and the increasing competition coming from the private sector have forced higher education institutions to market their programs more aggressively and to look at student loyalty as the key for future success. Student loyalty to higher education institutions represents not only a more stable financial basis for such institutions but also continuing support for them after graduation. The present research examines the relational exchange process between higher education institutions and their students. Specifically, it explores the process by which trust is first developed and then translated into students' perceived value of the higher education institutions, ultimately leading to the development of student loyalty toward those institutions. The identification of the components and the outcomes of student trust are presented on the basis of Sirdeshmukh, Singh, and Sabol's trust–value–loyalty framework.

1 February 2010 in Journal of Business Ethics
Verified
Journal Article
Closed access
PDF file
Sergio W CarvalhoSergio W Carvalho
Sergio W Carvalho
SSSankar Sen
Sankar Sen
MMMárcio de Oliveira Mota
Márcio de Oliveira Mota
RLRenata Carneiro de Lima
Renata Carneiro de Lima

29 June 2014 in Journal of Business Ethics
Verified
Journal Article
Closed access
PDF file
Sergio W CarvalhoSergio W Carvalho
Sergio W Carvalho
EMEtayankara Muralidharan
Etayankara Muralidharan
HBHari Bapuji
Hari Bapuji

1 December 2008 in International Journal of Research in Marketing
Verified
Journal Article
Closed access
Sergio W CarvalhoSergio W Carvalho
Sergio W Carvalho
LBLauren G. Block
Lauren G. Block
SSSubramanian Sivaramakrishnan
Subramanian Sivaramakrishnan
RMRajesh V. Manchanda
Rajesh V. Manchanda
CMChrissy Mitakakis
Chrissy Mitakakis

1 May 2014 in Journal of Business Research
Verified
Journal Article
Closed access
Sergio W CarvalhoSergio W Carvalho
Sergio W Carvalho
DLDavid Luna
David Luna