Speaker: Sandra Sarabando Filipe - ISCAA - University of Aveiro
Title of the talk: Portuguese consumer behavior in relation to Corporate Social Responsibility and Relationship Marketing: several studies using Structural Equation Modeling
Abstract: Managers of grocery retailers want to create and maintain stable and long-term relationships with their customers. In this sense, they resort to tangible strategies, such as loyalty programs or store format, and to less tangible strategies, such as corporate social responsibility. This talk will focus on 4 studies that were developed with the following objectives: (i) to characterize and analyse the socially responsible consumer behavior in the Portuguese context; (ii) and to examine the possible effects of socially responsible consumer behavior, store format, loyalty programs and consumers’ Perception of Corporate Social Responsibility on the relationship between grocery retailers and consumers. Two online surveys, with 988 and 618 valid responses obtained among Portuguese customers were analysed by means of quantitative statistical techniques, namely Structural Equation Modelling.
Sandra Sarabando Filipe holds a PhD in Marketing from the ISCTE Business School - University Institute of Lisbon (2016). She is Coordinating Professor at ISCA-UA, University of Aveiro, where she has been teaching since 1999. Currently, she is Director of the Master's in Marketing Program (since 2021). She is a full researcher on Competitiveness, Governance and Public Policies (GOVCOPP) research unit. Her contributions include several papers/chapters in scientific journals/conferences/books. Her main current research interests include consumer behaviour, relationship marketing, sustainability marketing, corporate social responsibility, digital marketing, tourism, and innovation on education.
ORCID: 0000-0003-4159-758X