Person:
Gonçalves, Dilney

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Dilney
Last Name
Gonçalves
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IE University
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IE Business School
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Marketing and Communication
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2017 - 20193
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End date: 2019 × Start date: 2017 ×

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Now showing 1 - 3 of 3
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    Publication
    Barómetro de fidelización IE-Inloyalty 2018: el reto de la fidelización de clientes visto desde las empresas españolas
    (IE University, 2019-03-07) Sinha, Shameek; Serra, Teresa; Stamatogiannakis, Antonios; Gonçalves, Dilney; Díaz Bernardo, Ramón; https://ror.org/02jjdwm75
    Descripción de la investigación: Encuesta nacional (España), Online, 900 personas, 9 categorías de productos, 2 canales de compra en cada categoría de producto – tienda física y online. Objetivo de la Investigación: Entender la importancia de distintos inputs en las distintas etapas de la toma de decisión del consumidor. Etapas: Búsqueda de información; Evaluación de alternativas y drivers de decisión de compra; Evaluación post-compra.
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    Can luxury brands be ethical? Reducing the sophistication liability of luxury brands
    (Elsevier, 2019-10-01) Costa Pinto, Diego; Maurer Herter, Márcia; Gonçalves, Dilney; Sayin, Eda; https://ror.org/02jjdwm75
    Past research suggests that consumers may negatively evaluate luxury brands that engage in corporate social responsibility (CSR) because they do not perceive a consistency between luxury and ethical consumption (sophistication liability). As luxury is an increasingly relevant industry, it is important to understand how to promote ethical luxury consumption and cleaner production practices in luxury. This article extends previous findings and provides a framework that shows the conditions under which luxury and ethical consumption can be compatible. In particular, we find that consumers perceive sophisticated brands as less ethical than sincere brands when their social identity goals are salient (i.e., they focus on their social relationships); however, when consumers personal identity goals are salient (i.e., they focus on themselves), they perceive sophisticated brands as equally ethical as sincere brands. Finally, we also show that luxury brands' CSR actions should focus on the firms' own consumers whereas sincere brands’ CSR actions should focus on society in general. This research contributes to the literature on sustainability by demonstrating when and how sophisticated brands can engage in socially responsible practices like CSR and cleaner production.
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    Publication
    Trendy or Timeless? The Effect of Need for Uniqueness and Pressure on the Choice of Unique Products
    (UIB, 2017) Gonçalves, Dilney; Stamatogiannakis, Antonios; Calderón, Susan; https://ror.org/02jjdwm75
    Consumers trying to satisfy their need for uniqueness (NFU) frequently choose between products with similar degrees but different durations of uniqueness: timeless versus trendy products. These choices are often made under pressure generated by time or product availability constrains, usually controlled by companies. Although NFU and pressure frequently co-exist in choices of unique products, their joint effect is unknown. Our research covers this gap and examines how NFU and pressure interact to affect choices between timeless and trendy products. Three studies show that high-NFU individuals under higher (vs. lower) pressure tend to choose timeless (vs. trendy) products. Pressure does not affect choices of low-NFU individuals. This interaction is mediated by the extent to which individuals focus on duration of uniqueness when making choices. A pilot field-study highlights the managerial relevance and novelty of our investigation. We discuss how managers can shape their marketing appeals to better manage their product portfolio.