The influence of brand activism in brand love to promote brand advocacy in the fashion industry

Uni e sidade do Minho
Escola de Economia e Ges ão
Edua da Mi anda Du ães
The in luence o B and Ac i ism in B and
Lo e o p omo e B and Ad ocacy in he
Fashion Indus y
ou ub o de 2024
UMinho | 2024 Edua da Du ães The in luence o B and Ac i ism in B and
Lo e o p omo e B and Ad ocacy in he
Fashion Indus y
Edua da Mi anda Du ães
The in luence o B and Ac i ism in B and
Lo e o p omo e B and Ad ocacy in he
Fashion Indus y
Disse ação de Mes ado
Mes ado em Ges ão e Negócios
T abalho e e uado sob a o ien ação do
P o esso An ónio Joaquim A aújo de Aze edo
Uni e sidade do Minho
Escola de Economia e Ges ão
ou ub o de 2024
ii
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i
A in luência do a i ismo de ma ca no amo à ma ca pa a p omo e a de esa da ma ca na
indús ia da moda.
Resumo
Es e es udo in es iga como o A i ismo de Ma ca que in luencia o Amo à Ma ca e, po consequência, a
Ad ocacia da Ma ca, a In enção de Comp a, e a Disponibilidade pa a paga dos consumido es. No
con ex o a ual, onde as ma cas es ão cada ez mais en ol idas em ques ões sociais, os consumido es
o nam-se mais sensí eis à au en icidade do a i ismo de ma ca. Assim, o modelo concep ual des e
es udo e i ica se di e en es abo dagens de a i ismo de ma ca, nes e caso o A i ismo da Ma ca
Au ên ico e o Inau ên ico, a e am as emoções dos consumido es e ge am compo amen os especí icos
que e le em o apoio à ma ca, mais conc e amen e, o Amo à Ma ca.
O modelo p opos o posiciona o Amo à Ma ca a liga o A i ismo de Ma ca aos compo amen os
desejados dos consumido es. Quando os consumido es pe cebem que o a i ismo de uma ma ca é
au ên ico, o seu ní el de Amo à Ma ca ende a in ensi ica -se, o que, po sua ez, aumen a a sua
p edisposição pa a ecomenda a ma ca, adqui i p odu os e paga um alo supe io . Es e p ocesso
suge e que o en ol imen o emocional é c ucial pa a ge a apoio e lealdade em o no da ma ca.
Es e es udo oi ei o a a és de dois cená ios, implemen ados num ques ioná io online. Po meio de
inhe as, a au en icidade da ma ca oi manipulada c iando um cená io des inado à au en icidade e
ou o à inau en icidade. Da amos a inal de 103 pa icipan es ealizou-se uma análise desc i i a de
odas as a iá eis, de seguida, oi u ilizado o es e al a de C onbach pa a examina a consis ência
in e na das escalas e po im, ambém se ealizou um es e de amos as empa elhadas e o
coe icien e de co elação de Spea man.
Os esul ados con i mam que o a i ismo au ên ico em um impac o signi ica i o no o alecimen o das
elações en e consumido es e ma cas, mas é impo an e des aca a impo ância de se econhecido
como au ên ico, po que se não o o caso, a ma ca pode so e as consequências, dando início ao
p ocesso de Boico e da mesma.
Pala as-cha e: A i ismo de ma ca, Amo à ma ca, De esa da ma ca, In enção de comp a, Von ade
de paga
The In luence o B and Ac i ism in B and Lo e o p omo e B and Ad ocacy in he Fashion
Indus y.
Abs ac
This s udy in es iga es how B and Ac i ism in luences B and Lo e and, consequen ly, B and Ad ocacy,
Pu chase In en ion, and Willingness o Pay o consume s. In he cu en con ex , whe e b ands a e
inc easingly in ol ed in social issues, consume s a e becoming mo e sensi i e o he au hen ici y o
b and ac i ism. Thus, he concep ual model o his s udy e i ies whe he di e en app oaches o b and
ac i ism, in his case Au hen ic and Inau hen ic B and Ac i ism, a ec consume s' emo ions and
gene a e speci ic beha iou s ha e lec suppo o he b and, mo e speci ically, B and Lo e.
The p oposed model posi ions B and Lo e as he link be ween B and Ac i ism and consume s' desi ed
beha iou s. When consume s pe cei e a b and's ac i ism o be au hen ic, hei le el o B and Lo e
ends o in ensi y, which in u n inc eases hei p edisposi ion o ecommend he b and, pu chase
p oduc s and pay a highe p ice. This p ocess sugges s ha emo ional in ol emen is c ucial o
gene a e suppo and loyal y a ound he b and.
This s udy was ca ied ou using wo scena ios, implemen ed in an online ques ionnai e. Th ough
igne es, b and au hen ici y was manipula ed by c ea ing a scena io o au hen ici y and ano he o
inau hen ici y. A desc ip i e analysis o all he a iables was ca ied ou on he inal sample o 103
pa icipan s, hen C onbach's alpha es was used o examine he in e nal consis ency o he scales and
inally a pai ed samples - es and Spea man's co ela ion coe icien we e also conduc ed.
The esul s con i m ha au hen ic ac i ism has a signi ican impac on s eng hening ela ionships
be ween consume s and b ands, bu i is impo an o highligh he impo ance o being ecognised as
au hen ic, because i his is no he case, he b and could su e he consequences, s a ing he b and
Boyco p ocess.
Keywo ds: B and Ac i ism, B and Lo e, B and Ad ocacy, Pu chase In en ion, Willingness o Pay
i
INDEX
S a emen o In eg i y ......................................................................................................................... iii
Resumo ............................................................................................................................................. i
Abs ac ..............................................................................................................................................
Lis o igu es .................................................................................................................................... iii
Lis o g aphs .................................................................................................................................... iii
Lis o ables ...................................................................................................................................... iii
Lis o abb e ia ions ............................................................................................................................ x
Chap e 1. In oduc ion ...................................................................................................................... 1
1.1. F amewo k And Rele ance O The Resea ch ............................................................................ 1
1.2. Resea ch P oblem And Objec i es ............................................................................................ 1
1.3. Disse a ion S uc u e .............................................................................................................. 2
Chap e 2. Li e a u e Re iew ............................................................................................................... 3
2.1. B and Lo e .............................................................................................................................. 3
2.2. B and Ac i ism ........................................................................................................................ 5
2.2.1. Absence O B and Ac i ism ............................................................................................... 6
2.2.2. Silen B and Ac i ism ........................................................................................................ 6
2.2.3. Au hen ic B and Ac i ism .................................................................................................. 7
2.2.4. Inau hen ic B and Ac i ism ............................................................................................... 8
2.3. B and Ad ocacy ...................................................................................................................... 8
2.4. Willingness To Pay ................................................................................................................... 9
2.5. Pu chase In en ion .................................................................................................................. 9
Chap e 3. Me hodology ................................................................................................................... 11
3.1. Concep ual Model And Hypo hesis ......................................................................................... 11
3.2. Resea ch P oblem And Objec i es .......................................................................................... 12
3.3. Resea ch Pa adigm ............................................................................................................... 13
3.4. Resea ch Design ................................................................................................................... 13
3.4.1. Su ey ............................................................................................................................ 14
3.4.1.1. Su ey’s S uc u e ................................................................................................... 14
3.4.1.2. Va iables’ Ope a ionaliza ion .................................................................................... 15
3.4.1.3. Popula ion And Sampling ......................................................................................... 18
3.4.1.4. Da a Analysis P ocedu es ......................................................................................... 19
3.4.2. Resea ch’s E hics ........................................................................................................... 19
Chap e 4. Da a Analysis .................................................................................................................. 21
4.1. Su ey ................................................................................................................................... 21
ii
4.1.1. Da abase Debugging ....................................................................................................... 21
4.1.2. Sample Cha ac e iza ion ................................................................................................. 21
4.1.3. Cons uc Analysis .......................................................................................................... 26
4.1.3.1. In e nal Consis ency And No mali y Analysis ............................................................. 26
4.1.3.2. Responden -B and Rela ionship Desc ip ion .............................................................. 27
4.1.4. Concep ual Model Analysis ............................................................................................. 40
4.1.4.1. The T-Tes And Wilcoxon Signed Ra ings Tes ........................................................... 40
4.1.4.2. Co ela ions ............................................................................................................. 43
4.1.4.3. Hypo hesis Valida ion Summa y ............................................................................... 47
Chap e 5. Conclusion ...................................................................................................................... 49
5.1. Resul s Discussion ................................................................................................................ 49
5.2. Theo e ical And P ac ical Implica ions .................................................................................... 50
5.3. Limi a ions And Di ec ions Fo Fu u e Resea ch ..................................................................... 51
Chap e 6. Re e ences ...................................................................................................................... 52
Chap e 7. Appendices ..................................................................................................................... 56
Appendix 1. O iginal Su ey (Po uguese) ...................................................................................... 56
Appendix 2. O iginal Su ey (English) ............................................................................................ 66
Appendix 3. T ansla ion O Scales To Po uguese .......................................................................... 75
Appendix 4. Lis O B ands Tha Su ey Responden s Chose Fo The Ques ionnai e ....................... 78
4
manu ac u e s, o e ing guidance and o e sigh . Also, b and lo e eme ged as a c ucial ac o in he
de elopmen o a obus emo ional bond be ween consume s and b ands (Bu nashe a e al., 2019).
Because i con ibu es owa d es ablishing a longe -las ing pe sonal bond wi h hei cus ome s, c ea ing
us , a ou able beha iou al in en ions and also loyal y (Khalid e al., 2023).
The a icle by Bu nashe a e al. (2019) s a es ha i was ini ially claimed ha he esea ch model o he
consume -objec ela ionship was he same as he in e pe sonal lo e heo y o S e nbe g (1986)
amewo k, which sugges s ha b and lo e is made up o h ee elemen s: commi men , in imacy, and
passion (Albe and Me unka, 2013).
Ca oll and Ahu ia (2006) s a e ha a di e en se o esea ch has examined b and lo e wi hou
concen a ing on he in e pe sonal heo y o lo e, which includes he ollowing dimensions: passion,
a achmen , posi i e emo ions, and assessmen s and a i ma ions o lo e o he b and. Bu al hough lo e
is o en hough o be mul idimensional, hei measu emen o i is unidimensional, which means i migh
no ully e lec he complex cons uc inhe en in lo e (Albe e al., 2008).
While he e a e signi ican simila i ies and dis inc ions be ween b and lo e and in e pe sonal lo e,
acco ding o Rauschnabel e al. (2024). A me a-analysis o neu oscience esea ch was ca ied ou o
examine he dis inc ions be ween b and, oman ic, and pa en -child lo e. They disco e ed ha posi i e
eelings a e connec ed o all h ee kinds. This signi ican neu ological ela ionship be ween lo e and one's
sel -concep complemen s s udy on bo h in e pe sonal lo e which inds ha a majo psychological
mechanism behind lo e happens when a pe son in eg a es a lo e objec in o hei sel -
concep . None heless, Rauschnabel e al. (2024) claims ha b and lo e and in e pe sonal lo e a e no
he same hing. When compa ed o pa en al lo e, b and lo e ac i a es mo e s ongly in he b ain egions
esponsible o e alua ing quali y, indica ing ha b and lo e is mo e elian on he ecipien 's posi i e
e alua ions o he objec o lo e. Roman ic lo e was also ound o ha e conside ably highe le els o
desi e, longing, and c a ing han b and lo e. This implies ha al hough people can expe ience a g ea
deal o en husiasm o a b and, ha passion is s ill signi ican ly less po en han people eel o oman ic
pa ne s (Rauschnabel e al., 2024).
Cus ome s de elop a s ong a ini y o a b and o a a ie y o easons; Khalid e al. (2023) lis he
ollowing as some o he mos signi ican : he b and's his o y, essence, and p es ige, bu i doesn'
necessa ily show posi i e buying beha iou . Howe e , acco ding o Ahu ia e al. (2022), he causes a e
social in na u e and an h opomo phic. Rauschnabel e al. (2024) conclude ha he easons a e as ollows:

5
supe io and es eemed, deeply engaged, exp essi e o iden i y, inno a i e, unique, sensual, and
enigma ic, c edible, and compassiona e.
P io esea ch has demons a ed he impo ance o b and loyal y in managemen . Rauschenabel e al.
(2024) ound a posi i e ela ionship be ween b and lo e and he ollowing a ibu es: scep icism ega ding
bad b and in o ma ion, o gi eness owa d he b and, eadiness o pay a p emium o he b and, and
posi i e wo d-o -mou h. Acco ding o Khalid e al. (2023) he e is also posi i e co ela ion be ween b and
lo e and he ollowing: consume engagemen , posi i e b and ad ocacy and inally posi i e b and loyal y
(Khalid e al., 2023).
Businesses a e looking o new ways o s eng hen hei ela ionships wi h cus ome s in o de o p omo e
endu ing pe sonal ies, such as: b and us , posi i e beha iou al in en ions, and b and loyal y. All o his
is possible wi h b and lo e. Some businesses a emp o accomplish his by using senso y expe ien ial
ma ke ing s a egies and social media in luence s (Khalid e al., 2023). Addi ionally, esea ch indica es
ha when b and ac i ism is success ul and cus ome s see i as au hen ic, businesses can bene i om
inc eased cus ome loyal y, which in u n leads o high le els o emo ional a achmen (Ahmad e al.,
2022).
2.2. B and Ac i ism
B and ac i ism is he e m used o desc ibe when companies and b ands ake an ac i is posi ion and
openly sha e hei opinions on a subjec o p oblem. Legal, business, poli ical, economic, social, and
en i onmen al a e he six kinds o b and ac i ism ha ha e been iden i ied. In addi ion o d awing in he
a ge demog aphic, hese kinds o e en s gene a e con e sa ion abou he b and in he gene al public,
inc easing cus ome loyal y, us , and posi i e pe cep ions o he company (Nguyen e al., 2022).
I has been demons a ed ha pa icipa ing in b and ac i ism by businesses and b ands imp o es
ma ke ing esul s, gi es hem a compe i i e edge, and inc eases willingness o buy, pu chasing in en ion,
and pe cep ions o p oduc pe o mance (Nguyen e al., 2022). Acco ding o Camma o a e al. (2023),
b ands iew his as a chance o se hemsel es apa om compe i o s by gene a ing alue o all pa ies
in ol ed, including sha eholde s and non-sha eholde s. B and iden i y and ac i ism a e connec ed, and
his equen ly de e mines how success ul an ac i ism campaign is (Camma o a e al., 2023).
As a esul o B and Ac i ism, he e a e isks in ol ed, especially he possibili y ha he p ac ice may be
iewed as being inau hen ic (Mi zaei e al., 2022; Schmid e al., 2022; V edenbu g e al., 2020).
Cus ome s may, he e o e, some imes choose o boyco a business i hey hink i s p ac ices a e
6
dishones . Au hen ici y is a c ucial elemen o a b and ac i ism s a egy ha is e ec i e. The e o e, in
o de o a oid boyco s by s akeholde s and cus ome s, businesses should be ca e ul when deciding
which social causes o p omo e (Camma o a e al., 2023). I hey conside b and ac i ism o be au hen ic,
consume s can demons a e hei suppo o he b and h ough pu chases, o a he h ough buyco
(Mi zaei e al., 2022).
Conside ing he a o emen ioned, buyco ing is a pu pose ul s a egy o ewa d beha iou in which
cus ome s delibe a ely pu chase goods om companies hey belie e o be pe o ming e hically
(Cagampan e al., 2022; Neilson, 2010). Con e sely, a boyco is he opposi e ac ion, wi h he in en ion
o penalizing b ands by causing hem ha m (Neilson, 2010). In his si ua ion, cus ome s exp ess hei
displeasu e wi h he b and's ac i i ies by e using o pu chase pa icula i ems (Cagampan e al., 2022;
John & Klein, 2003).
Rep oduc i e igh s, public heal h, sexual ha assmen , LGBTQIA+ igh s, gun con ol, immig a ion,
sys emic acism, clima e change, and gende equali y a e some o he mos con en ious issues ha
consume s disag ee on he mos (Coe, 2015; O'B ien e al., 2018; V edenbu g e al., 2020).
The ou dis inc b and ac i ism ypes a e: Silen B and Ac i ism, Absence o B and Ac i ism, Au hen ic
B and Ac i ism, and Inau hen ic B and Ac i ism (V edenbu g e al., 2020).
2.2.1. Absence o B and Ac i ism
Acco ding o V edenbu g e al. (2020), businesses in sec o s ha do no depend on aligning wi h social
causes o es ablish b and legi imacy a e usually hose ha do no engage in b and ac i ism. Addi ionally,
hose i ms lack a social b and mission and alues, do no use ac i is ma ke ing language, and ha e no
ye inco po a ed p osocial co po a e p ac ices in o hei app oach o he ma ke place.
2.2.2. Silen B and Ac i ism
Cu en ly, he b ands linked o his ype o B and Ac i ism a e smalle b ands wi h less ma ke powe .
Companies ha ha e a silen b and ac i ism ypically include socio-poli ical causes in hei s a egic
emphasis o undamen al mission. Ye , hey a e mo e likely o wo k disc ee ly behind he scenes,
de eloping in eg a ed, long- e m bene icial co po a e p ac ices ha a e in insic o hei mission and co e
alues (V edenbu g e al., 2020).
7
Typically, companies a his s age a e he mos success ul, i hey we e o un ac i is campaigns, wi h
consume s inding hei campaigns au hen ic, because hey al eady had ha p o-social b and pu pose,
alues, and p ac ices o go along wi h hei ac i is messages, and hose same ac ions would be p o en
by all he e o s made p e iously (V edenbu g e al., 2020).
2.2.3. Au hen ic B and Ac i ism
To begin, au hen ic b and ac i ism is a goal and alue-o ien ed s a egy in which a b and akes a non-
neu al s ance on ins i u ionally con es ed socio-poli ical p oblems in o de o achie e social change and
ma ke ing success (V edenbu g e al., 2020).
An au hen ic b and ac i ism in ol es u h ul alignmen o he ac i is ma ke ing messaging wi h pu pose
and alue-d i en p osocial co po a e p ac ice, se ing as a necessa y ca alys o social change and ends
up deli e ing he g ea es b and equi y ou comes. B and ac i ism allows consume s o know signals abou
a company's posi ion on a socio-poli ical issue. and when hose signals appea o be au hen ic, i can
lowe consume s’ in o ma ion cos s and pe cei ed isk associa ed wi h choosing a b and. This in u n
inc eases consume -expec ed u ili y, in which consume s iew he b and as deli e ing added alue
(V edenbu g e al., 2020).
To a oid e alia ion, which migh include diminishing us (Po al e al., 2019), damaging he b and
image, ha ming epu a ion, and ha ming company ou comes, i is essen ial o possess quali ies like
commi men , anspa ency, and au hen ici y (Mi zaei e al., 2022; Uysal & Okumus, 2022). Fu he mo e,
because socio-poli ical conce ns a e o en emo ional, i ms can an icipa e highe le els o consume lo e
o hei p oduc s i hei au hen ic ac i ism messaging s ikes emo ionally wi h consume s. This is
because b and lo e comes om highe deg ees o emo ional a achmen (Ahmad e al., 2022).
I employees conside a s a egy o be inau hen ic, he ou lined s a egy is damaged and p o es o be less
e ec i e (V edenbu g e al., 2020), comp omising he b and and i s subsequen ela ionship wi h
consume s (Camma o a e al., 2023). Especially a a ime when en i onmen al, poli ical, and social issues
a e egula ly discussed, bo h consume c i icism and scep icism, as well as dubie y abou b and ac i ism,
a e on he ise (Mi zaei e al., 2022). In he wo s case, i also damages b and c edibili y. In con as , he
eeling o au hen ici y p edic s posi i e consequences such as inc eased cus ome loyal y (Eyada, 2020),
alue c ea ion (Schmid e al., 2022) and a signi ican impac on b and us (V edenbu g e al., 2020).
8
2.2.4. Inau hen ic B and Ac i ism
B ands in he inau hen ic b and ac i ism ca ego y cu en ly u ilize ac i is ma ke ing messaging o exp ess
hei suppo o socio-poli ical opics. Howe e , such b ands' suppo is pe cei ed as decep i e,
inau hen ic, o e en dishones because hey lack s a ed b and pu pose, alues and ei he do no
demons a e signi ican p osocial co po a e beha iou s (V edenbu g e al., 2020).
Inau hen ic b and ac i ism can ha e a de imen al impac on b and equi y by c ea ing undesi able b and
associa ions and e oneous signals; i can also appea o be misleading cus ome s. These consequences
can be isky and complica ed o a company o be a pa o , and his all esul s om he ac ha
consume s inc easingly ha e an inc eased anspa ency o b and beha iou (V edenbu g e al., 2020).
2.3. B and Ad ocacy
Wi hin he cus ome jou ney he e a e he ollowing phases: p e-pu chase, pu chase, and pos -pu chase.
The pos -pu chase phase includes he ad ocacy phase, which consis s o ecommending he b and o
o he people, u ning cus ome s in o b and e angelis s (Kim & Pa k, 2020) o ad oca es, when hey ge
deeply in ol ed and passiona e wi h a ce ain b and (Bha i & Ve ma, 2020).
In ecen yea s he e ha e been also some changes in he decision phases, conside ed by au ho s, he
mos ecen being he ollowing: Awa e, Appeal, Ask, Ac and Ad oca e, hese i e phases a e called he
5A's (Kim & Pa k, 2020). This change occu ed due o new echnologies, ime is changing and wi h i so
a e he ac ions o consume s. They a e inc easingly mo e in o med bu a he same ime mo e dis ac ed,
and mo e pu chases now a e made in he online wo ld bu ne e o ge ing he o line.
Al hough all he phases a e impo an , he las one, ad oca e, is he mos powe ul because i is he one
ha mos a ec s o he cus ome s' decision o buy. A cus ome who is deeply in ol ed wi h a b and
becomes an "ad oca e" o ha b and. A company ha does no ha e his ype o consume is a a g ea
disad an age (Bha i & Ve ma, 2020). Se e al au ho s also claim ha consume ad ocacy, a he han
epea ed pu chasing beha iou , is a supe io indica o o cus ome loyal y (Mazza ol e al., 2007).
Ac i e and emo ional connec ion, as well as olun a y and cons uc i e dialogue, a e all included in
ad ocacy. B and e angelis s o en eel an emo ional connec ion o hei belo ed company; hey end o
o e look nega i e aspec s o he b and and shield i om c i icism, enjoying he bene i s o being a pa
o he online communi y (Bu nashe a e al., 2019).
9
The e a e also o he concep s e y simila o B and Ad ocacy, such as B and Loyal y and B and lo e.
Bo h hese concep s a e no conside ed be e han B and Ad ocacy, because i hey we e cha ac e ized
by phases, hey would be in he phases p io o B and Ad ocacy. In ac , i has been s udied ha b and
lo e p omo es b and ad ocacy (Tuean a e al., 2021).
2.4. Willingness o pay
Willingness o pay, WTP, is he highes amoun a consume is p epa ed o spend on a gi en quan i y o a
p oduc o se ice. Because WTP e lec s he p oduc 's inhe en alue in mone a y e ms, he consume
is apa he ic abou pu chasing a ha p ice (Schmid & Bijmol , 2019).
One o he g ea es bene i s o implemen ing b and ad ocacy ac ics o hei companies is ha hei
suppo e s will epay hem wi h hei us . Because many consume s a e p epa ed o pay mo e,
businesses may choose o publicize p ice inc eases o hei goods o se ices. When consume s us a
business, hey will always ell o he s abou hei posi i e expe iences, which lowe s he cos o acquisi ion
o he business (U ban, 2004).
2.5. Pu chase in en ion
Pu chase in en ion is he consume 's ue desi e o commodi ies. Consume conce ns and he likelihood
o buying he goods we e combined o de e mine pu chase in en ion. P io s udies disco e ed a high
co ela ion be ween pu chase in en ion and b and o p oduc p e e ence and a i ude. Condi ions ha
a ec pu chasing in en ion we e indica ed by indi idual pe spec i es ega ding pe sonal p e e ences and
un o eseen ci cums ances. The highe he pu chase in en ion, he mo e a cus ome wan s o buy a
p oduc (DAM, 2020).
The e a e se e al s eps a consume can ake be o e deciding o make a pu chase, hese s eps can be
he ollowing: a emp ing o lea n mo e abou he p oduc , and also assessing i and deciding whe he o
no o pu chase i (S anke ich, 2017). In mos cases, he ac o in es iga ing, con as ing, and e alua ing
b ands leads o he choice o buy (S anke ich, 2017).
Pu chase in en ion and au hen ici y a e co ela ed (Nunes e al., 2021). A b and's a ou able pe cep ion
among consume s inc eases he p obabili y ha hey will buy i (Napoli e al., 2014). This doesn' seem
he case when consume s lose us in b ands ha a e poli ical o when ac i is messaging is iewed as
ake, a ec ing hei abili y o pu chase decisions (V edenbu g e al., 2020).

10
B and ad ocacy also seems o be connec ed o he p omo ion o he b and in e ms o i s quali y and he
cha ac e is ics o i s p oduc s in gene al, which in he u u e also helps o de elop he pu chase in en ion
o o he consume s and po en ially in luence hei a i ude owa ds buying he p oduc s o ha speci ic
b and (Hassan e al., 2016).
Decisions o main ain a ela ionship wi h a b and and in en ions o epu chase o swi ch o o he b ands
a e mo e closely ela ed o emo ions. I a company has he powe o c ea e a B and Lo e connec ion wi h
i s cus ome s, i can c ea e a unique bond and a o m o loyal y. This is because b ands gi e hei
cus ome s a sense o iden i ica ion as well as he chance o display hei pe sonali y, and o he b and i
is impo an o ecognise he quali y o he p oduc so ha manu ac u e s can p o ide he gua an eed
p oduc o c ea e epea ed pu chases and build a s onge bond (Hassan e al., 2016).
B and T us also g ea ly in luences a consume ’s a i ude owa ds pu chase, loyal y, and ad ocacy. B and
T us has a g ea in luence on cus ome s’ app oaches and ela ed o beha iou s like making pu chases,
loyal y, b and alue, B and Commi men , and b and e e als (Hassan e al., 2016).
11
Chap e 3. Me hodology
This chap e begins by explaining he concep ual model and i s hypo heses, ollowed by he esea ch
p oblem and he esea ch objec i es, he esea ch pa adigm, and he esea ch design. I also includes
he ques ionnai e s uc u e, da a collec ion p ocedu es, and he me hodology o da a analysis,
concluding wi h a discussion on esea ch quali y and e hical conside a ions.
3.1. Concep ual Model and Hypo hesis
The concep ual model (Figu e 1) assumes ha b and ac i ism, being au hen ic ac i ism, is an an eceden
o B and Lo e, which in u n can lead o g ea e Pu chase In en ion, B and Ad ocacy and Willingness o
Pay.
The i e a iables included in he concep ual model we e explo ed heo e ically in he Theo e ical
F amewo k chap e and ga e ise o ou hypo heses. Each o hese hypo heses es ablishes he exis ence
o a ela ionship be ween wo a iables, which can be es ed using he app op ia e s a is ical analysis. I
is in he cou se o hese es s ha i will become possible o answe he main esea ch ques ion.
H1 (Hypo hesis 1): B and Ac i ism is posi i ely co ela ed o B and lo e.
H2 (Hypo hesis 2): B and Lo e is posi i ely co ela ed o Pu chase In en ion.
H3 (Hypo hesis 3): B and Lo e is posi i ely co ela ed o B and Ad ocacy.
H4 (Hypo hesis 4): B and Lo e is posi i ely co ela ed o Willingness o Pay.
B and Lo e
Pu chase In en ion
B and Ad ocacy
Willingness o Pay
B and Ac i ism
H1
H2
H3
H4
Figu e 1: Concep ual Model
12
3.2. Resea ch P oblem and Objec i es
The p ima y aim o his s udy is o in es iga e he complex ela ionships be ween B and Ac i ism,
Au hen ic B and Ac i ism, Inau hen ic B and Ac i ism, B and Lo e, B and Ad ocacy, Pu chase In en ion
and inally Willingness o Pay wi hin he ashion indus y.
Fo his eason, he ollowing esea ch p oblem was chosen: “How can b and ac i ism in luence B and
Lo e o p omo e B and Ad ocacy in he ashion indus y?”
In iew o he abo e esea ch p oblem, he
ollowing objec i es we e de ined:
I. Examine he Impac o B and Ac i ism on B and Lo e:
This objec i e ocuses on unde s anding how di e en ypes o B and Ac i ism, Au hen ic and Inau hen ic,
a ec consume s’ emo ional connec ions o ashion b ands. By analysing consume pe cep ions and
esponses, he s udy seeks o de e mine he condi ions unde which B and Ac i ism os e s B and Lo e.
II. Analyse he Role o B and Lo e in Fos e ing B and Ad ocacy:
This objec i e aims o explo e he media ing ole o B and Lo e in he ela ionship be ween B and Ac i ism
and B and Ad ocacy. I will assess how s ong emo ional ies o a b and can lead consume s o ad oca e
o i , in luencing hei willingness o ecommend he b and o o he s.
III. E alua e he E ec s o B and Lo e on Consume Beha iou :
This objec i e in es iga es he in luence o B and Lo e on c i ical consume beha iou s, including
Willingness o Pay a p emium and Pu chase In en ions. Unde s anding hese dynamics will p o ide
insigh s in o he economic implica ions o emo ional a achmen o b ands.
IV. Iden i y Consume Pe cep ions o Au hen ici y in B and Ac i ism:
This objec i e seeks o unco e how consume s de ine and pe cei e Au hen ic e sus Inau hen ic B and
Ac i ism. By examining hese pe cep ions, he s udy aims o illumina e hei impac on B and Lo e and
o e all b and engagemen .
13
V. Analyse Consume Sensi i i y o B ands Engaged in Social Causes
This objec i e aims o in es iga e he deg ee o which consume s alue and p io i ize b ands ha ac i ely
engage in social causes. The s udy will assess consume a i udes owa d b ands ha demons a e
a en i eness o social issues, examining how his engagemen in luences hei pu chasing decisions and
o e all b and pe cep ion.
By pu suing hese objec i es, his s udy aims o con ibu e some insigh s in o he dynamics o B and
Ac i ism and i s impac on consume beha iou in he ashion indus y.
3.3. Resea ch Pa adigm
The design o his esea ch is ma ked by quan i a i e me hodology, using echniques ha aim o quan i y
he da a and wo k i in o a s a is ical analysis. The quan i a i e me hodology was chosen because i is
aimed a objec i e s udies and also because i is gene ally used o opics ela ed o he cus ome jou ney,
acco ding o he ollowing au ho s Becke & Jaakkola (2020).
The ques ionnai e is a widely used and use ul ool o collec ing in o ma ion, p o iding s uc u ed da a,
o en nume ical, and can be used wi hou he p esence o he esea che (Cohen, Manion, & Mo ison,
2007).
3.4. Resea ch Design
Since B and Ac i ism is he ini ial ac o in luencing B and Lo e, i is he independen a iable in he
concep ual model o his s udy. Cus ome s' emo ional eac ions a e igge ed by his independen
a iable, laying he ounda ion o u u e encoun e s. The objec i e o b and ac i ism is o comp ehend
how i may p o oke an emo ional esponse ha esul s in shi s in consume iews.
The media ing a iable ha connec s B and Ac i ism o he dependen a iables is B and Lo e. This
a iable assesses how B and Ac i ism a ec s beha iou and e alua es he emo ional bond be ween he
cus ome and he b and. Acco ding o he pa adigm, B and Ac i ism in luences B and Lo e, which in u n
in luences dependen beha iou s by ising o alling.
Because hey ep esen cus ome beha iou s ha di e based on he deg ee o B and Lo e, he a iables
B and Ad ocacy, Pu chase In en ion, and Willingness o Pay a e dependen a iables. Since hey e lec
20
The da a was analysed and in e p e ed using he me hods and app oaches ha he li e a u e s ongly
sugges s, wi h he goal o e i ying he indings whene e easible. Ul ima ely, he indings a e con as ed
wi h he exis ing li e a u e.

21
Chap e 4. Da a Analysis
4.1. Su ey
Se e al analyses we e pe o med in o de o measu e all he da a accu a ely and es he esea ch
hypo hesis. In o de o be e cha ac e ize he sample, examine each ques ion and esponse in g ea e
de ail, and de e mine he means and s anda d de ia ion, a desc ip i e analysis o all he a iables was
i s conduc ed. The C onbach's alpha es was hen used o examine he scales' in e nal consis ency. To
ho oughly in es iga e he ela ionship be ween he a iables in he concep ual model and es he
hypo hesis, a pai ed samples - es and Spea man's co ela ion coe icien we e used in a second phase.
4.1.1. Da abase Debugging
The su ey applica ion ga he ed a o al o 214 esponses. Howe e , only 103 i ed he de ined c i e ia.
The dele ed esponses we e mainly because he answe was incomple e, due o he ac ha in he middle
o he ques ionnai e hey would abandon i .
4.1.2. Sample Cha ac e iza ion
Mo ing on o he sample, mo e p ecisely o he gende o he esponden s o he ques ionnai e, we can
analyse in G aph 1 ha he pe cen age o women co esponds o 51.5%, ha o men o 47.6% and he e
is 1% o he popula ion who iden i ied hemsel es as ‘O he ’.
As G aph 2 shows, he mos equen age among he sample is 15 and 16 yea s old. This could be
explained by he p e alence o a younge age g oup in he channels h ough which he su ey was
dis ibu ed, and he esea che ’s ne wo k. Howe e , his a iable has a mean o , app oxima ely, 32 yea s,
his indica es ha he e a e also olde esponden s in he su ey, pulling he a e age age upwa ds despi e
he high equency o younge pa icipan s, and a s anda d de ia ion o 14,931.
51,5%47,6%
1,0%
0,0
20,0
40,0
60,0
Feminine Masculine O he
Pe cen age (%)
Gende
G aph 1: Responden 's Gende , by pe cen age
22
Wi h ega d o he a ea o esidence, i can be concluded ha 72.8% o esponden s a e om B aga, he
second a ea wi h he mos esponses is Po o, wi h a ound 17.5% o esponden s. The emaining
pe cen age o 9.7% is di ided be ween he dis ic s o : Beja, Coimb a, Viana do Cas elo, A ei o, Cas elo
B anco and inally Fa o.
As shown in G aph 4, 58.3% o he su ey pa icipan s a e unma ied, ollowed by 31.1% who a e ma ied,
5.8% who a e di o ced, 2.9% who a e ci illy ma ied, and he emaining esponden s who selec ed
"O he ".
36
32
13
10 10
2
0
5
10
15
20
25
30
35
40
[ 14 - 25 [ [ 25 - 35 [ [ 35 - 45 [ [ 45 - 55 [ [ 55 - 65 [ [ 65 - 75 [
Numbe o esponden s
Age
72,8%
17,5%
2,9%1,9%1,9%1,0%1,0%1,0%
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
B aga Po o Beja Coimb a Viana do
Cas elo
A ei o Cas elo
B anco
Fa o
Pe cen age (%)
A ea o Residence
G aph 2: Responden 's Age, by pe cen age
G aph 3: Responden 's A ea o Residence, by pe cen age
23
The G aph 5 shows ha 38.8% o he esponden s o he ques ionnai e ha e a High School diploma,
25.2% ha e a bachelo ’s deg ee, 22.3% ha e a mas e 's deg ee o highe , and inally 13.6% only ha e
he Basic School.
Looking closely a he G aph 6 we can see ha mos o he esponden s o he ques ionnai e a e s uden s
(32%), while he es o he p o essions a e sp ead ai ly e enly ac oss se e al a eas, such as:
adminis a i es, enginee s, inancial p o essionals, eache s, e c.
58,3%
31,1%
5,8% 2,9% 1,9%
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
Single Ma ied Di o ced Ci il pa ne ship O he
Pe cen age (%)
Ci il S a us
38,8%
25,2%22,3%
13,6%
0,0
10,0
20,0
30,0
40,0
50,0
High School Bachelo Mas e o abo e Basic School
Pe cen age (%)
Educa ion Le el
G aph 4: Responden 's Ci il S a us, by pe cen age
G aph 5: Responden 's Educa ion Le el, by pe cen age
24
The majo i y o esponden s (30.1%) in G aphic 7 do no ha e any income, which is likely due p ima ily
o he ac ha he majo i y o esponden s we e s uden s. 20,4% ea n be ween 821 and 1200 eu os pe
mon h, and 20,4% ea n be ween 1201 and 1600 eu os pe mon h. Addi ionally, only 2.9% a e paid less
han 820€ pe mon h ne .
32%
13%
8% 8% 7% 6% 5% 4% 4% 3% 3% 3% 2% 2% 2%
0%
5%
10%
15%
20%
25%
30%
35%
S uden
Admnis a i e
O he
Enginee
Financial p o essional
Teache
Re i ed
Fashion
Heal h
Comme cial
En ep eneu
Human Resou ces
Public wo ke
Ma ke ing
Mechanic
Pe cen age (%)
Occupa ion
30,1%
2,9%
20,4%20,4%
12,6%
3,9%
9,7%
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
No Income <= 820€Be ween
821€ and
1200€
Be ween
1201€ and
1600€
Be ween
1601 and
2000€
Be ween
2001€ and
2400€
> 2400€
Pe cen age (%)
Mon hly Ne Income
G aph 6: Responden 's Occupa ion, by pe cen age
G aph 7: Responden 's Mon hly Ne Income, by pe cen age
25
We ha e wo pe cen ages o 23.3% o he amoun o money esponden s wan ed o spend on clo hing
each mon h: 50€ and 100€. The amoun o 150€ o clo hing pe mon h is he hi d-highes esponse
wi h 13.6%. The a e age amoun ha he esponden o his ques ion spends on clo hing each mon h is
82.62€.
“Can you hink o any ad e ising campaigns associa ed wi h impo an social causes? I so, which b and
and which cause?” is one o he ques ions asked in his ques ionnai e. 13% o hose su eyed p o ided
an example o a social campaign ha had an impac on hem, whe eas he emaining esponden s did
no . Nike's sus ainabili y campaign, he Wells campaign, and he In imissimi campaign o b eas cance
we e ci ed, among o he s.
Las ly, when asked which social cause hey belie ed should be ea u ed in ashion ad e isemen s, he
esponden s ga e he ollowing esponses: 35% o he en i onmen , Human igh s came in a 28.2%,
ollowed by an i-wa a 19.4%, gende equali y a 10.7%, and acism a 6.8%.
5,8%
1,9%
3,9%
1,0%
7,8%
1,0%
2,9%
23,3%
2,9%
1,0%1,9%
23,3%
3,9%
13,6%
1,9%1,0%1,0%1,9%
0,0
5,0
10,0
15,0
20,0
25,0
0
15
20
25
30
35
40
50
60
70
80
100
120
150
200
250
575
Did no answe
Pe cen age (%)
Mon hly Spen on Clo hes (€)
G aph 8: Responden 's Mon hly Spen on Clo hes, by pe cen age

26
4.1.3. Cons uc Analysis
4.1.3.1. In e nal Consis ency and No mali y Analysis
I is impo an o con i m ha he da a ob ained om he s udy a e o high quali y be o e beginning o
analyse i . C onbach's alpha will be used o achie e his. By using his me hod, he in e nal consis ency
o he scales may be e i ied, yielding a numbe be ween 0 and 1, he close he scale's elemen s a e o
1, he mo e co ela ed hey a e wi h one ano he . Al hough many publica ions sugges a ying C onbach
alpha le els, a cu -o h eshold o 0.7 appea s o be gene ally ag eed upon (Pes ana & Gagei o, 1998).
Tha 's why i was employed in his s udy. I was easible o examine he in e nal consis ency o each
cons uc as shown in Table 6.
Table 6: C onbach's Alpha o he scales used in he su ey
Cons uc
I ems
C onbach’s Alpha
n
B and Lo e T0
6
0.903
103
B and Lo e T1
6
0.930
103
B and Lo e T2
6
0.945
103
B and Ad ocacy T0
3
0.955
103
B and Ad ocacy T1
3
0.979
103
B and Ad ocacy T2
3
0.987
103
B and Ac i ism T1
8
0.963
103
B and Ac i ism T2
8
0.984
103
35,0%
28,2%
19,4%
10,7%
6,8%
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
En i onmen al Human Righ s S op Wa Gende Equali y Racism
Pe cen age (%)
Wha do you hink is he mos impo an social cause o be in ashion
ads?
G aph 9: Responden 's mos impo an social cause, by pe cen age
27
Analysing he able abo e, Table 6, we can say ha all ou a iables ha e an excellen C onbach's Alpha,
his can be concluded because all he a iables ha e a numbe supe io o 0,9. We can he e o e conclude
ha hese a iables a e well co ela ed and ha he e is consis ency in he ques ionnai e ca ied ou .
4.1.3.2. Responden -B and Rela ionship Desc ip ion
E e y cus ome has a di e en ela ionship wi h hei p e e ed b and, wi h ce ain le els o B and Lo e,
Pu chase In en ion, Willingness o Pay and B and Ad ocacy associa ed. This ela ionship and he
emo ions ha come wi h i may a y wi h ime and wi h he in luence o ex e nal ac o s, which is one o
he ac o s unde s udy in his esea ch.
Fi s in he ques ionnai e, when asked o name a b and ha hey pa icula ly liked, he answe s we e, as
expec ed, e y dis inc (see Appendix 4 o he ex ensi e lis ). Howe e , Za a, Massimo Du i, Nike, Adidas
and Be shka we e he i e b ands mos ci ed (wi h 15, 9, 7, 6 and 6 esponses, espec i ely).
The ini ial b and lo e le els o he sample ( e e ing o hei p e e ed b and, indi idually), we e measu ed
in he deg ee o ag eemen , whe e 1 means “No a all” and 7 means “A lo ”. When analysing hose
b and lo e le els, as can be seen in Table 7, h ee s a emen s s and ou : “To wha ex en do you eel you
desi e o ha e ha b and's p oduc s o se ices?” (M=5.41, SD=1.38), “To wha ex en do you belie e
ha you will be using ha b and's p oduc s o se ices o a long ime?” (M=5.68, SD=1.10), and “Please,
exp ess you o e all eelings and e alua ions owa ds he e e ed b and.” (M=5.71, SD=1.04).
The la ges p opo ion o esponses (31.10%) o he s a emen "To wha ex en do you eel you desi e o
ha e ha b and's p oduc s o se ices?" was in poin 6, wi h 73.80% o esponses in he posi i e ange
( om 5 o 7). Acco dingly, he s a emen “To wha ex en do you belie e ha you will be using ha b and's
p oduc s o se ices o a long ime?” has 33,00% o answe s posi ioned on poin 6, wi h 82.50% o all
answe s in posi i e poin s. The ques ion o " Please, exp ess you o e all eelings and e alua ions owa ds
he e e ed b and." had he la ges po ion in poin 6 again, wi h 90.30% o answe s in posi i e poin s.
The o he ques ions also had e y a ou able esul s. Apa om he ques ion ‘Suppose ha he b and
we e o go ou o exis ence. To wha ex en do you eel anxious?’ whe e he posi i e poin s had a
pe cen age o only 44.70%. These esul s we e as expec ed, as consume s end o ha e high le els o
b and lo e o b ands o hei p e e ence.
28
Table 7: B and Lo e T0 Resul s
α = 0,903
Rela i e F equency
M
SD
1
2
3
4
5
6
7
To wha ex en do you eel ha
using ha b and's p oduc s o
se ices says some hing " ue"
and "deep" abou whom you
a e as a pe son?
6,8%
6,8%
8,7%
23,3%
22,3%
18,4%
13,6%
4,57
1,69
To wha ex en do you eel you
desi e o ha e ha b and's
p oduc s o se ices?
1,9%
1%
4,9%
18,4%
18,4%
31,1%
24,3%
5,41
1,38
To wha ex en do you eel
emo ionally connec ed o he
b and?
6,8%
5,8%
11,7%
16,5%
22,3%
24,3%
12,6%
4,65
1,70
To wha ex en do you belie e
ha you will be using ha
b and's p oduc s o se ices o
a long ime?
-----
1%
-----
16,5%
22,3%
33%
27,2%
5,68
1,10
Suppose ha he b and we e o
go ou o exis ence. To wha
ex en do you eel anxie y?
19,4%
12,6%
9,7%
13,6%
18,4%
14,6%
11,7%
3,90
2,04
Please, exp ess you o e all
eelings and e alua ions owa ds
he e e ed b and.
-----
1%
2,9%
5,8%
28,2%
38,8%
23,3%
5,71
1,04
We will now compa e he B and Lo e da a a e being exposed o a posi i e b and ac i ism scena io. As
we can see in he Table 8 he ques ions ha s and ou he mos a e ‘To wha ex en do you belie e ha
you will be using ha b and's p oduc s o se ices o a long ime?’ (M=5.87, SD=1.319) and ‘Please,
exp ess you o e all eelings and e alua ions owa ds he e e ed b and.’ (M=5.90, SD=1.217) because
bo h had a la ge p opo ion o esponses on he posi i e side, 82.50% and 85.5% espec i ely.
One ac o ha changed in B and Lo e T1, a e being exposed o he scena io wi h au hen ic B and
Ac i ism, was ha all he ques ions ob ained a g ea e po ion on he posi i e side han on he nega i e
29
side, unlike B and Lo e T0. In o he wo ds, we can conclude ha Au hen ic B and Ac i ism inc eased
B and Lo e.
Table 8: B and Lo e T1 Resul s
α = 0,930
Rela i e F equency
M
SD
1
2
3
4
5
6
7
To wha ex en do you eel
ha using ha b and's
p oduc s o se ices says
some hing " ue" and "deep"
abou whom you a e as a
pe son?
8,7%
1,0%
9,7%
17,5%
9,7%
25,2%
28,2%
5,07
1,859
To wha ex en do you eel
you desi e o ha e ha
b and's p oduc s o se ices?
-----
3,9%
4,9%
17,5%
8,7%
20,4%
44,7%
5,71
1,493
To wha ex en do you eel
emo ionally connec ed o he
b and?
5,8%
6,8%
5,8%
20,4%
13,6%
18,4%
29,1%
5,01
1,834
To wha ex en do you
belie e ha you will be using
ha b and's p oduc s o
se ices o a long ime?
-----
1,9%
3,9%
11,7%
15,5%
21,4%
45,6%
5,87
1,319
Suppose ha he b and we e
o go ou o exis ence. To
wha ex en do you eel
anxie y?
20,4%
4,9%
7,8%
14,6%
12,6%
15,5%
24,3%
4,38
2,223
Please, exp ess you o e all
eelings and e alua ions
owa ds he e e ed b and.
1,0%
1,0%
-----
12,6%
16,5%
28,2%
40,8%
5,90
1,217
Finally, B and Lo e was analysed once again, his ime a e being exposed o Inau hen ic B and Ac i ism.
The ques ions ha s ood ou he mos we e: ‘To wha ex en do you eel ha using ha b and's p oduc s
o se ices says some hing “ ue” and “deep” abou whom you a e as a pe son?’ (M=3.51, SD=1.782)
36
Table 16: Willingness o Pay T2 Resul s
Rela i e F equency
M
SD
1
2
3
4
5
6
7
I would be willing o pay a
highe p ice o B and X o e
o he b ands.
20,4%
18,4%
15,5%
20,4%
11,7%
7,8%
5,8%
3,31
1,799
The p ice o B and X would
ha e o go up qui e a bi
be o e I would swi ch o
ano he b and o clo hes.
19,4%
18,4%
12,6%
23,3%
12,6%
8,7%
4,9%
3,37
1,777
I am willing o pay a lo mo e
o B and X han o he
b ands o shoes and clo hes.
23,3%
18,4%
12,6%
20,4%
13,6%
6,8%
4,9%
3,22
1,798
To complemen he Willingness o Pay, ano he ques ion was added o he ques ionnai e, his ime wi h
he aim o inding ou how much consume s we e willing o pay a each s age o he ques ionnai e, in
o he wo ds, seeing i he au hen ici y and inau hen ici y scena ios ha e an in luence on he alue gi en
by consume s. Mo e speci ically his ques ion asked how much consume s we e willing o pay o
jeans. Table 17 shows ha he p ice a ailable a ied wi h he scena ios, wi h consume s ini ially willing
o pay €68.99, bu once an au hen ici y scena io was in oduced his alue inc eased o €71.47, whe eas
he mos d as ic change was wi h he inau hen ici y scena io, whe e he alue d opped o €55.99.
Table 17: Maximum p ice in eu os consume s we e willing o pay in T0, T1 and T2
M
SD
Maximum p ice in eu os in T0
68,99
105,589
Maximum p ice in eu os in T1
71,47
104,667
Maximum p ice in eu os in T2
55,99
107,032
The ini ial Pu chase In en ion, as was ecommended he sample was measu ed h ough a single-i em
ques ion, wi h 4 poin s, whe e he i s poin was “I would in en o buy he b and in he u u e”, poin 2
was "I would plan o pu chase his b and" 3 was "I would a emp o pu chase his b and" and inally 4
was “I would ce ainly pu chase his b and”.

37
The ini ial Pu chase In en ion (M=2.88, SD=1.191) has a clea p edominance o answe s shown in highe
le els (52.40%). Table 18 also shows ha 50.50% o hose pe cen ual poin s a e placed a poin 4. These
indings a e consis en wi h e e y o he inding and o be expec ed, since consume s a e mo e inclined
o spend money on companies hey like (Bagozzi e al., 2017).
Table 18: Pu chase In en ion T0 Resul s
Rela i e F equency
M
SD
1
2
3
4
Pu chase In en ion
14,6%
33,0%
1,9%
50,5%
2,88
1,191
When p esen ed wi h he scena io wi h an Au hen ic B and Ac i ism (M=2.93, SD=1.174), mos o he
sample chose posi i ely, wi h 60.19% on he wo highe poin s. So, we can conclude ha a genuine B and
Ac i ism can ha e a posi i e co ela ion on he Pu chase In en ion a iable.
Table 19: Pu chase In en ions T1 Resul s
Rela i e F equency
M
SD
1
2
3
4
Pu chase In en ion
16,5%
22,3%
11,7%
48,5%
2,93
1,174
Finally, when submi ing he Pu chase In en ion h ough a p ocess o an Inau hen ic B and Ac i ism we
see ha i has a nega i e co ela ion o i . We can assume ha because mos o he sample chose
nega i ely, wi h 52.43% on he poin 1 and 2.
Table 20: Pu chase In en ions T2 Resul s
Rela i e F equency
M
SD
1
2
3
4
Pu chase In en ion
31,07%
21,36%
22,33%
22,33%
2,37
1,160
The B and Ad ocacy, as was ecommended by Bad ina ayanan and Sie a's (2018), he sample was
measu ed h ough a ou -i em ques ion, wi h se en poin s, whe e 1 was ‘To ally disag ee’ and 7 ‘To ally
Ag ee’. The ini ial B and Ad ocacy was measu ed wi hou any in luence om B and Ac i ism.
38
The las ques ion ‘I always say posi i e hings abou his b and o o he s online.’ (M=5.46, SD=1.399),
his ques ion s ands ou he mos as i has he highes a e age. Bu all ou ques ions ha e a posi i e
esponse, wi h mo e han 70% in poin s 5, 6 and 7. This shows ha employees al eady end o be B and
Ad oca es o he companies hey ha e chosen, e en be o e hey a e subjec ed o B and Ac i ism.
Table 21: B and Ad ocacy T0 Resul s
α = 0,955
Rela i e F equency
M
SD
1
2
3
4
5
6
7
When asked o my ad ice, I
sugges his b and o o he s
online.
1,9%
1,9%
4,9%
19,4%
13,6%
34,0%
24,3%
5,40
1,430
This b and is he i s b and I
ecommend o o he s online.
2,9%
5,8%
4,9%
14,6%
19,4%
35,0%
17,5%
5,17
1,541
I o en ecommend his
b and o o he s online.
6,8%
2,9%
3,9%
14,6%
15,5%
35,0%
21,4%
5,19
1,686
I always say posi i e hings
abou his b and o o he s
online.
1,9%
2,9%
3,9%
13,6%
16,5%
38,8%
22,3%
5,46
1,399
Analysing he B and Ad ocacy esponses now wi h scena io 1 as In luence, we can see ha he posi i e
esponses ha e inc eased sligh ly, as ha e he a e ages o each ques ion. Taking he example o he
ques ion al eady analysed abo e ‘I always say posi i e hings abou his b and o o he s online.’ (M=5.75,
SD=1.582), we can see ha he a e age has inc eased sligh ly, as has happened wi h all he o he
ques ions. In conclusion, Au hen ic B and Ac i ism is posi i ely co ela ed o B and Ad ocacy.
39
Table 22: B and Ad ocacy T1 Resul s
α = 0,979
Rela i e F equency
M
SD
1
2
3
4
5
6
7
When asked o my ad ice, I
sugges his b and o o he s
online.
1,0%
5,8%
7,8%
11,7%
9,7%
17,5%
46,6%
5,62
1,669
This b and is he i s b and I
ecommend o o he s online.
2,9%
3,9%
7,8%
11,7%
6,8%
24,3%
42,7%
5,59
1,694
I o en ecommend his
b and o o he s online.
5,8%
1,9%
6,8%
13,6%
7,8%
17,5%
46,6%
5,54
1,814
I always say posi i e hings
abou his b and o o he s
online.
1,9%
2,9%
5,8%
13,6%
5,8%
23,3%
46,6%
5,75
1,582
Finishing wi h he las a iable o be analysed, B and Ad ocacy ha was subjec ed o a scena io wi h
Inau hen ic B and Ac i ism, as wi h all he o he a iables i is o be expec ed ha all he ques ions ha e
a highe p opo ion o nega i e han posi i e esponses and his can be p o ed by looking a Table 23.
Analysing he speci ic case o he ques ion ‘I always say posi i e hings abou his b and o o he s online.’
(M=3.75, SD=1.813) in his scena io, 64.90% o un a ou able esponses we e ob ained (poin s 1, 2,3
and 4), while in he p e ious scena io he exac opposi e happened. So, i can be concluded ha
Inau hen ic B and Ac i ism is nega i ely co ela ed o B and Ad ocacy.
Table 23: B and Ad ocacy T2 Resul s Pa 1
α = 0,987
Rela i e F equency
M
SD
1
2
3
4
5
6
7
When asked o my ad ice, I
sugges his b and o o he s
online.
15,5%
16,5%
13,6%
18,4%
21,4%
4,9%
9,7%
3,67
1,844
This b and is he i s b and I
ecommend o o he s online.
15,5%
18,4%
12,6%
24,3%
15,5%
6,8%
6,8%
3,53
1,765
40
Table 24: B and Ad ocacy T2 Resul s Pa 2
α = 0,987
Rela i e F equency
M
SD
1
2
3
4
5
6
7
I o en ecommend his
b and o o he s online.
15,5%
15,5%
15,5%
18,4%
20,4%
7,8%
6,8%
3,63
1,788
I always say posi i e hings
abou his b and o o he s
online.
12,6%
17,5%
14,6%
19,4%
19,4%
6,8%
9,7%
3,75
1,813
4.1.4. Concep ual Model Analysis
4.1.4.1. The - es and Wilcoxon Signed Ra ings Tes
P io o e i ying whe he he p oposed hypo hesis can be accep ed o ejec ed based on he co ela ion
be ween he cons uc s, a pai ed samples - es was pe o med using measu es collec ed a h ee dis inc
poin s in ime: ini ially (To), ollowing he in oduc ion o he i s scena io (T1), and ollowing he
in oduc ion o he second scena io (T2). This was done o see i he esponden s' eelings as hey
comple ed he su ey a ied in a way ha would be s a is ically signi ican .
Along wi h s a is ical alues like he mean di e ence (M), s anda d de ia ion (SD), and signi icance (Sig),
he able displays signi ican changes in B and Lo e (BL), Willingness o Pay (WTP), Pu chase In en ion
(PI), B and Ad ocacy (BA), and B and Ac i ism (BAc ) o e se e al ime poin s (T0, T1, and T2). The
mean di e ence be ween B and Lo e a T0 and T1 is nega i e (M = -0.36699, = -5.941, p < 0.001),
sugges ing ha B and Lo e inc eased h oughou his ime. The mean di e ence om T1 o T2 is posi i e
(M = 1.53398, = 9.415, p < 0.001), indica ing ha B and Lo e dec eased be ween hese wo imes.
Bu as he posi i e mean di e ence (M = 1.16699, = 8.106, p < 0.001) shows, i also declines
h oughou he longe ime span om T0 o T2.
The nega i e mean di e ence (M = -3.58586, = -3.29334, p = 0.001) indica es an inc ease in he
highes p ice ha cus ome s a e eady o pay be ween T0 and T1. The highes p ice willingness dec eases
signi ican ly be ween T1 and T2 (M = 16.37374, = 5.78999, p < 0.001). All hings conside ed, he
dec ease om T0 o T2 (M = 13.10309, = 4.54734, p < 0.001) indica es ha consume s a e g adually
becoming less p epa ed o pay o he b and.
41
The mean di e ence be ween Pu chase In en ion a T0 and T1 is nega i e (M = -4.05882, = -57.32422,
p < 0.001), sugges ing ha Pu chase In en ion inc eased h oughou his ime. The mean di e ence om
T1 o T2 is posi i e (M = 4.57576, = 42.55322, p < 0.001), indica ing ha Pu chase In en ion dec eased
be ween hese wo imes. Bu as he posi i e mean di e ence (M = 0.54000, = 4.49559, p < 0.001)
shows, i also declines h oughou he longe ime span om T0 o T2.
The mean di e ence be ween T0 and T1 o B and Ad ocacy is nega i e (M = -0.32282, = -5.086, p <
0.001), sugges ing ha cus ome ad ocacy inc eased h oughou his ime. None heless, a no able all in
ad ocacy is indica ed by he posi i e mean di e ence (M = 1.98058, = 10.065, p < 0.001) be ween T1
and T2. Ad ocacy dec eases o he en i e ime ame om T0 o T2 (M = 1.65777, = 10.212, p <
0.001). Likewise, he e is a signi ican dec ease in B and Ac i ism om T1 o T2 (M = 2.03034, =
10.909, p < 0.001), which indica es ha consume s a e becoming less in ol ed wi h he b and's ac i ism.
Acco ding o his analysis, all o he a iables ise when he scena io o eal b and ac i ism is displayed
bu all when he scena io o inau hen ic b and ac i ism is displayed.
Table 25: Pai ed Samples Tes S a is ics Pa 1
Pai s
M
SD
Means'
SD
d
Sig (2
ails)
Pai 1
BL T0 - BL T1
-0,36699
0,62691
0,06177
-5,941
102
0,000
B and Lo e T0
4,841
1,373
B and Lo e T1
5,208
1,567
Pai 2
BL T1 - BL T2
1,53398
1,65361
0,16293
9,415
102
0,000
B and Lo e T1
5,208
1,567
B and Lo e T2
3,674
1,600
Pai 3
BL T0 - BL T2
1,16699
1,46116
0,14397
8,106
102
0,000
B and Lo e T0
4,841
1,373
B and Lo e T2
3,674
1,600
Pai 4
WTP T0 - WTP T1
-3,58586
10,83363
1,08882
-3,29334
98
0,001
Maximum P ice T0
68,99
105,589
Maximum p ice T1
71,47
104,667
Pai 5
WTP T1 - WTP T2
16,37374
28,13763
2,82794
5,78999
98
0,000
Maximum P ice T1
71,47
104,667
Maximum p ice T2
55,99
107,032

42
Table 26: Pai ed Samples Tes S a is ics Pa 2
Pai 6
WTO T0 - WTP T2
13,10309
28,37931
2,88148
4,54734
96
0,000
Maximum P ice T0
68,99
105,589
Maximum p ice T2
55,99
107,032
Pai 7
PI T0 - PI T1
-4,05882
0,71509
0,07080
-57,32422
101
0,000
PI T0
2,87
1,191
PI T1
6,93
1,180
Pai 8
PI T1 - PI T2
4,57576
1,06991
0,10753
42,55322
98
0,000
PI T1
6,93
1,180
PI T2
2,37
1,160
Pai 9
PI T0 - PI T2
0,54000
1,20118
0,12012
4,49559
99
0,000
PI T0
2,87
1,191
PI T2
2,37
1,160
Pai 10
BA T0 - BA T1
-0,32282
0,64420
0,06347
-5,08600
102
0,000
B and Ad ocacy T0
5,30
1,424
B and Ad ocacy T1
5,63
1,641
Pai 11
BA T1 - BA T2
1,98058
1,99715
0,19678
10,06500
102
0,000
B and Ad ocacy T1
5,63
1,641
B and Ad ocacy T2
3,65
1,770
Pai 12
BA T0 - BA T2
1,65777
1,64756
0,16234
10,21200
102
0,000
B and Ad ocacy T0
5,30
1,424
B and Ad ocacy T2
3,65
1,770
Pai 13
BAc T1 - BAc T2
2,03034
1,88879
0,18611
10,909
102
0,000
B and Ac i ism T1
5,50
1,264
B and Ac i ism T2
3,46
1,597
A e analysing he anks Table 27, i is manda o y o e i y i he obse ed di e ences be ween all
measu emen s a e signi ican . As Table 37 demons a es, all conclusions aken abo e a e signi ican (p
=0,000). The majo i y o a iables expe ience a ise be ween T0 and T1; hese include B and Lo e (Z = -
5.142, p = 0,000), Willingness o Pay (Z = -5.391, p = 0,000), Pu chase In en ion (Z = -9.296, p = 0,000),
B and Ad ocacy (Z = -4.812, p = 0,000). The only a iable ha dec eases is B and Ac i ism (Z = -7.624,
p = 0,000). In he imeline o T1 o T2 e e y a iable su e s a dec ease, B and Lo e (Z = -7.100, p =
43
0,000), Willingness o Pay (Z = -6.123, p = 0,000), Pu chase In en ion (Z = -8.822, p = 0,000) and inally
B and Ad ocacy (Z = -7.395, p = 0,000). The las imeline is T0 o T2, and can also be ound dec eases
o all he a iables, being hem: B and Lo e (Z = -6,601, p = 0,000), Willingness o Pay (Z = -5,219, p =
0,000), Pu chase In en ion (Z = -4,121, p = 0,000), B and Ad ocacy (Z = -7.556, p = 0,000),
Table 27: S a is ics om he Wilcoxon Signed Ra ing Tes
Pai s
Z
Sig (2 ails)
Pai 1
B and Lo e T0 – B and Lo e T1
-5,142b
,000
Pai 2
B and Lo e T1 - B and Lo e T2
-7,100c
,000
Pai 3
B and Lo e T0 - B and Lo e T2
-6,601c
,000
Pai 4
Willingness o Pay T0 - Willingness o Pay T1
-5,391b
,000
Pai 5
Willingness o Pay T1 - Willingness o Pay T2
-6,123c
,000
Pai 6
Willingness o Pay T0 - Willingness o Pay T2
-5,219c
,000
Pai 7
Pu chase In en ion T0 - Pu chase In en ion T1
-9,296b
,000
Pai 8
Pu chase In en ion T1 - Pu chase In en ion T2
-8,822c
,000
Pai 9
Pu chase In en ion T0 - Pu chase In en ion T2
-4,121c
,000
Pai 10
B and Ad ocacy T0 - B and Ad ocacy T1
-4,812b
,000
Pai 11
B and Ad ocacy T1 - B and Ad ocacy T2
-7,395c
,000
Pai 12
B and Ad ocacy T0 - B and Ad ocacy T2
-7,556c
,000
Pai 13
B and Ac i ism T1 – B and Ac i ism T2
-7,624b
,000
a. The Wilcoxon Signed Ra ings Tes .
b. Based on posi i e anks.
c. Based on nega i e anks.
4.1.4.2. Co ela ions
The hypo hesis o he concep ual model was es ed using Spea man's Co ela ion Coe icien , a non-
pa ame ic es , since he sample does no ha e a no mal dis ibu ion. This es examines one o mo e
a iables o de e mine he di ec ion and deg ee o hei ela ionship. A alue o one on he Spea man
Coe icien scale deno es a posi i e pe ec co ela ion. The ange o alues is -1 o 1. In he same way,
a posi i e ou come indica es ha bo h a iables g ow as one does. Acco ding o he same line o
44
easoning, an in e se ela ionship exis s be ween wo a iables when he esul is nega i e when one
a iable a ies in he ises and ice e sa. The null hypo hesis o his es is ha he e is no co ela ion
be ween he a iables. The e o e, he goal is o disp o e he null hypo hesis. The esul s mus be
signi ican , which occu s when p < 0.05, in o de o his o be possible.
B and Lo e, B and Ad ocacy, Pu chase In en ion, Willingness o Pay, Age, Mon hly Income, and Mon hly
Clo hing Expendi u e a e among he a iables measu ed a T0 ha ha e co ela ion coe icien s shown in
his able. A single as e isk (*) indica es a signi ican co ela ion a he 0.05 le el, whe eas wo as e isks
(**) indica e a signi ican co ela ion a he 0.01 le el. We can be e comp ehend he connec ions
be ween hese impo an b and- ela ed a iables by in e p e ing hese co ela ions.
As seen in Table 28, he e is a s ong and signi ican co ela ion be ween B and Lo e T0 and B and
Ad ocacy T0 ( = 0.783), sugges ing ha consume s who ha e highe B and Lo e also ha e s onge
ad ocacy beha iou s. Fu he mo e, he e is a mode a e co ela ion be ween B and Lo e and he ollowing
a iables: Age ( = 0.256), Income ( = 0.322), Willingness o Pay ( = 0.240), Pu chase In en ion T0 (
= 0.490), and Mon hly Clo hing Expendi u e ( = 0.439). Acco ding o hese indings, cus ome s who
ha e a s onge bond wi h a b and (B and Lo e) a e mo e likely o suppo i , be p epa ed o pay mo e,
and gene ally spend mo e money on appa el.
Pu chase In en ion T0 ( = 0.449), Willingness o Pay T0 ( = 0.260), Age ( = 0.320), Income ( = 0.368),
and Mon hly Clo hing Expendi u e ( = 0.363) all exhibi s ong posi i e co ela ions wi h B and Ad ocacy
T0. This sugges s ha g ea e b and ad ocacy is associa ed wi h highe income le els, s onge pu chase
in en ions, and g ea e willingness o pay. I is in e es ing o no e ha age and b and ad ocacy a e
posi i ely co ela ed, indica ing ha olde consume s migh be mo e inclined o suppo a b and.
Finally, Willingness o Pay T0 has a posi i e co ela ion wi h Mon hly Clo hing Expendi u e ( = 0.462),
Age ( = 0.241), and Income ( = 0.285). This implies ha consume s who a e olde and ha e g ea e
incomes a e mo e likely o be willing o pay mo e o a b and's goods, and ha his willingness o pay is
closely linked o he a e age amoun o money ha consume s spend on appa el.
45
Table 28: Spea man's Rho - Ma ix o Co ela ion o T0
Co ela ions
1
2
3
4
5
6
7
(1) B and Lo e T0
1
,783**
,490**
,240*
,256**
,322**
,439**
(2) B and Ad ocacy T0
1
,449**
,260**
,320**
,368**
,363**
(3) Pu chase In en ion T0
1
0,152
0,173
,258**
0,116
(4) Willigness o Pay T0
1
,241*
,285**
,462**
(5) Age
1
,707**
,221*
(6) Income
1
,272**
(7) Mon hly Clo hing
Expendi u e
1
**. The co ela ion is signi ican a le el 0.01 (2 ends).
*. The co ela ion is signi ican a le el 0,05 (2 ends).
In Table 29 we can see ha B and Ad ocacy T1 and B and Lo e T1 ha e a subs an ial posi i e co ela ion
( = 0.811), sugges ing ha consume s who ha e a s ong emo ional a achmen o he b and a e also
mo e likely o suppo and p omo e i , jus like in Table 28. Fu he mo e, he e is a mode a e co ela ion
be ween B and Lo e T1 and Pu chase In en ion T1 ( = 0.551) as well as Willingness o Pay T1 ( =
0.274). This sugges s ha b and a achmen a ec s bo h he desi e o buy and he willingness o pay,
al hough o a lesse ex en han he ela ionship wi h ad ocacy. The e is also a mode a e co ela ion
be ween B and Ac i ism and B and Lo e ( = 0.688), his sugges s ha an Au hen ic B and Ac i ism can
p omo e B and Lo e.
Addi ionally, a a ou able connec ion ( = 0.619) be ween B and Ac i ism T1 and Pu chase In en ion T1
( = 0.362) is shown, sugges ing ha genuine b and ac i ism in luences cus ome s' pu chase in en ions
and suppo . The e is also a sligh co ela ion ( = 0.304) be ween Willingness o Pay T1 and Mon hly
Clo hing Spending ( = 0.443). This implies ha consume s who spend mo e on appa el a e also mo e
likely o pay o he b and, bu he impac o highe income le els is smalle bu s ill no ewo hy. I 's
in e es ing o no e ha he e is a conside able co ela ion be ween Ne Mon hly Income and Age ( =
0.707), sugges ing ha olde consume s o en ea n mo e money. These ela ionships show how
emo ional ies and inancial conside a ions impac b and loyal y and ad ocacy, wi h pu chasing powe
in luencing willingness o pay.
52
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56
Chap e 7. Appendices
Appendix 1. O iginal Su ey (Po uguese)
[In oduc o y No e] Es e ques ioná io az pa e de uma disse ação do Mes ado em Ges ão e Negócios
da Uni e sidade do Minho. Es e ques ioná io p e ende sabe de que o ma o a i ismo de ma ca pode
in luencia a opinião das pessoas sob e as ma cas.
A pa icipação é olun á ia e as espos as são anónimas. Es e ques ioná io em a du ação de ce ca de 5
minu os. Os dados ecolhidos são con idenciais. Ao en ia es e ques ioná io, es á a conco da em
pa icipa no es udo.
Se necessi a de mais alguma in o mação, po a o con ac e-me a a és do email:
[email p o ec ed]. Ob igado pela colabo ação.
Pa I
Q1. Po a o , esc e a o nome da ma ca de oupa que eco da quando se ala de Amo à Ma ca, po
ou as pala as, uma ma ca que ado a e que ol a ia a comp a . Po a o , escolha a ma ca em ques ão
de o ma adequada e co e a, po que se á a ma ca que usa emos no deco e do ques ioná io.
________________________
Q2. Responda às seguin es pe gun as ela i amen e à ma ca que espondeu an e io men e, pa a se
mais ácil i emos chama à ma ca "Ma ca X":
De
modo
algum
Mode ada-
men e
Mui o
A é que pon o sen e que o ac o de
u iliza os p odu os ou se iços dessa
ma ca diz algo " e dadei o" e
"p o undo" sob e quem é enquan o
pessoa?
o
o
o
o
o
o
o
A é que pon o sen e que deseja e os
p odu os ou se iços dessa ma ca?
o
o
o
o
o
o
o
Em que medida se sen e
emocionalmen e ligado à ma ca?
o
o
o
o
o
o
o
A é que pon o ac edi a que ai u iliza
os p odu os ou se iços dessa ma ca
du an e mui o empo?
o
o
o
o
o
o
o
Suponha que a ma ca deixa de
exis i . A é que pon o sen e
ansiedade?
o
o
o
o
o
o
o
Po a o , aça uma a aliação ge al
dos seus sen imen os em elação à
ma ca X.
o
o
o
o
o
o
o
57
Q3. Quais são as suas in enções de comp a?
o Gos a ia de comp a da ma ca no u u o.
o Tenciono comp a des a ma ca.
o Eu en a ia comp a des a ma ca.
o Eu ce amen e comp a ia des a ma ca.
Q4. Qual é a sua disponibilidade pa a paga ?
Disco do
o almen e
Indi e en e
Conco do
o almen e
Es a ia dispos o a
paga um p eço mais
ele ado pela ma ca X
do que po ou as
ma cas.
o
o
o
o
o
o
o
O p eço da ma ca X
e ia de subi bas an e
an es de eu muda
pa a ou a ma ca de
oupa.
o
o
o
o
o
o
o
Es ou dispos o a paga
mui o mais pela ma ca
X do que po ou as
ma cas de calçado e
oupa.
o
o
o
o
o
o
o
Q5. Qual se ia o p eço máximo, em eu os, que es a ia dispos o a paga po umas calças de ganga da
ma ca X? _____________________________

58
Q6. Responda às seguin es pe gun as que ep esen am a Ad ocacia da Ma ca.
Disco do
o almen e
Indi e en e
Conco do
o almen e
Quando me pedem
conselhos, sugi o es a
ma ca a ou as
pessoas na In e ne .
o
o
o
o
o
o
o
Es a ma ca é a
p imei a ma ca que
ecomendo a ou as
pessoas online.
o
o
o
o
o
o
o
Recomendo
equen emen e es a
ma ca a ou as
pessoas na In e ne .
o
o
o
o
o
o
o
Digo semp e coisas
posi i as sob e es a
ma ca a ou as
pessoas na In e ne .
o
o
o
o
o
o
o
Pa II
O cená io desc i o abaixo é ic ício. No en an o, analise-o e esponda às pe gun as como se se a asse
de uma si uação eal.
A ma ca (escolhida po si p e iamen e) decidiu lança uma campanha em que 15 coleções daquele ano
se iam ei as de oupa eciclá eis. Também se p opôs a a ingi obje i os ambiciosos de sus en abilidade
a é 2027, como a edução do consumo de ma é ias-p imas e a anspa ência na comunicação da sua
pegada ambien al ao me cado.
A ma ca decidiu ainda doa 15% das suas endas anuais a ins i uições que ajudam a limpa o oceano,
pa a ajuda a c ia um u u o pa a um mundo menos poluído.
Q7. Em seguida, pe gun amos-lhe o que pensa sob e o desempenho da emp esa que escolheu e o
cená io desc i o acima.
Disco do
o almen e
Indi e en e
Conco do
o almen e
A mensagem de
a i ismo da ma ca X
é genuína.
o
o
o
o
o
o
o
A mensagem de
a i ismo p ese a o
que a Ma ca X
signi ica pa a mim.
o
o
o
o
o
o
o
A mensagem de
a i ismo cap a o que
o na a Ma ca X
única pa a mim.
o
o
o
o
o
o
o
59
A mensagem de
a i ismo da ma ca X
es á de aco do com
os alo es e c enças
da emp esa.
o
o
o
o
o
o
o
A emp esa es á a se
iel a si p óp ia nas
suas ações de
Responsabilidade
Social Co po a i a.
o
o
o
o
o
o
o
A emp esa es á a
de ende aquilo em
que ac edi a.
o
o
o
o
o
o
o
A emp esa é uma
emp esa socialmen e
esponsá el.
o
o
o
o
o
o
o
A emp esa p eocupa-
se em melho a o
bem-es a da
sociedade.
o
o
o
o
o
o
o
Q8. Responda às seguin es ques ões pa a medi o seu amo à ma ca:
De
modo
algum
Mode a-
damen e
Mui o
A é que pon o sen e que o ac o
de u iliza os p odu os ou se iços
dessa ma ca diz algo " e dadei o"
e "p o undo" sob e quem é
enquan o pessoa?
o
o
o
o
o
o
o
A é que pon o sen e que deseja
e os p odu os ou se iços dessa
ma ca?
o
o
o
o
o
o
o
Em que medida se sen e
emocionalmen e ligado à ma ca?
o
o
o
o
o
o
o
A é que pon o ac edi a que ai
u iliza os p odu os ou se iços
dessa ma ca du an e mui o
empo?
o
o
o
o
o
o
o
Suponha que a ma ca deixa de
exis i . A é que pon o sen e
ansiedade?
o
o
o
o
o
o
o
Po a o , aça uma a aliação
ge al dos seus sen imen os em
elação à ma ca X.
o
o
o
o
o
o
o
60
Q9. Quais são as suas in enções de comp a?
o Gos a ia de comp a da ma ca no u u o.
o Tenciono comp a des a ma ca.
o Eu en a ia comp a des a ma ca.
o Eu ce amen e comp a ia des a ma ca.
Q10. Qual é a sua disponibilidade pa a paga ?
Disco do
o almen e
Indi e en e
Conco do
o almen e
Es a ia dispos o a paga
um p eço mais ele ado
pela ma ca X do que po
ou as ma cas.
o
o
o
o
o
o
o
O p eço da ma ca X e ia
de subi bas an e an es de
eu muda pa a ou a
ma ca de oupa.
o
o
o
o
o
o
o
Es ou dispos o a paga
mui o mais pela ma ca X
do que po ou as ma cas
de calçado e oupa.
o
o
o
o
o
o
o
Q11. Ago a que es á a pa da campanha da Ma ca X, qual se ia o p eço máximo, em eu os, que
es a ia dispos o a paga po umas calças de ganga da ma ca X?
_____________________________
Q12. Responda às seguin es pe gun as que ep esen am a Ad ocacia da Ma ca.
Disco do
o almen e
Indi e en e
Conco do
o almen e
Quando me pedem
conselhos, sugi o es a
ma ca a ou as pessoas
na In e ne .
o
o
o
o
o
o
o
Es a ma ca é a p imei a
ma ca que ecomendo a
ou as pessoas online.
o
o
o
o
o
o
o
Recomendo
equen emen e es a
ma ca a ou as pessoas
na In e ne .
o
o
o
o
o
o
o
Digo semp e coisas
posi i as sob e es a ma ca
a ou as pessoas na
In e ne .
o
o
o
o
o
o
o
61
Pa III
O cená io desc i o abaixo é ic ício. No en an o, analise-o e esponda às pe gun as como se se a asse
de uma si uação eal.
Ago a, a ma ca (escolhida po si an e io men e), depois de e lançado uma campanha de p eocupação
com o ambien e, su gi am no ícias conc e as de que a emp esa es a a a u iliza nas suas oupas
ma e iais que pode iam causa p oblemas de pele e p ejudica assim os seus consumido es. Mas
ambém es a am a pô em isco os ios ao dei a em os seus esíduos na água.
Como esul ado das ações da ma ca, as pessoas começa am a e ol a -se nas edes sociais,
p o ocando uma aga de ódio con a a ma ca.
Q13. Em seguida, pe gun amos-lhe o que pensa sob e o desempenho da emp esa que escolheu e o
cená io desc i o acima.
Disco do
o almen e
Indi e en e
Conco do
o almen e
A mensagem de
a i ismo da ma ca X é
genuína.
o
o
o
o
o
o
o
A mensagem de
a i ismo p ese a o que
a Ma ca X signi ica pa a
mim.
o
o
o
o
o
o
o
A mensagem de
a i ismo cap a o que
o na a Ma ca X única
pa a mim.
o
o
o
o
o
o
o
A mensagem de
a i ismo da ma ca X
es á de aco do com os
alo es e c enças da
emp esa.
o
o
o
o
o
o
o
A emp esa es á a se iel
a si p óp ia nas suas
ações de
Responsabilidade Social
Co po a i a.
o
o
o
o
o
o
o
A emp esa es á a
de ende aquilo em que
ac edi a.
o
o
o
o
o
o
o
A emp esa é uma
emp esa socialmen e
esponsá el.
o
o
o
o
o
o
o
A emp esa p eocupa-se
em melho a o bem-
es a da sociedade.
o
o
o
o
o
o
o
68
Pa II
The scena io desc ibed below is ic i ious. Howe e , analyse i and answe he ques ions as i i we e a
eal si ua ion.
The b and (chosen by you in ad ance) decided o launch a campaign in which 15 o ha yea 's
collec ions would be made om ecyclable clo hing. I also se ou o achie e ambi ious sus ainabili y
goals by 2027, such as educing he consump ion o aw ma e ials and being anspa en in
communica ing i s en i onmen al oo p in o he ma ke .
The b and also decided o dona e 15% o i s annual sales o ins i u ions ha help clean up he ocean, o
help c ea e a u u e o a less pollu ed wo ld.
Q7. Nex , we ask you wha you hink abou he pe o mance o he company you ha e chosen, and he
scena io desc ibed abo e.
To ally
disag ee
Indi e en
To ally ag ee
B and X ac i ism
message is genuine.
o
o
o
o
o
o
o
The ac i ism message
p ese es wha B and X
means o me.
o
o
o
o
o
o
o
The ac i ism message
cap u es wha makes
B and X unique o me.
o
o
o
o
o
o
o
B and X’ ac i ism
message is in
acco dance wi h he
company's alues and
belie s.
o
o
o
o
o
o
o
The company is being
ue o i sel wi h i s CSR
ac ions.
o
o
o
o
o
o
o
The company is s anding
up o wha i belie es in.
o
o
o
o
o
o
o
The company is a
socially esponsible
company.
o
o
o
o
o
o
o
The company is
conce ned abou
imp o ing he well-being
o socie y.
o
o
o
o
o
o
o

69
Q8. Answe he ollowing ques ions o measu e you b and lo e:
No a
all
Mode a ely
Ve y
Much
To wha ex en do you eel ha
using ha b and's p oduc s o
se ices says some hing " ue"
and "deep" abou whom you a e
as a pe son?
o
o
o
o
o
o
o
To wha ex en do you eel you
desi e o ha e ha b and's
p oduc s o se ices?
o
o
o
o
o
o
o
To wha ex en do you eel
emo ionally connec ed o he
b and?
o
o
o
o
o
o
o
To wha ex en do you belie e ha
you will be using ha b and's
p oduc s o se ices o a long
ime?
o
o
o
o
o
o
o
Suppose ha he b and we e o go
ou o exis ence. To wha ex en do
you eel anxie y?
o
o
o
o
o
o
o
Please, exp ess you o e all
eelings and e alua ions owa ds
he e e ed b and.
o
o
o
o
o
o
o
Q9. Wha a e hei pu chasing in en ions?
o I would in en o buy he b and in he u u e
o I would plan o pu chase his b and
o I would a emp o pu chase his b and
o I would ce ainly pu chase his b and
Q10. Wha is you willingness o pay?
To ally
disag ee
Indi e en
To ally ag ee
I would be willing o pay a highe
p ice o B and X o e o he
b ands.
o
o
o
o
o
o
o
The p ice o B and X would ha e
o go up qui e a bi be o e I
would swi ch o ano he b and o
clo hes.
o
o
o
o
o
o
o
I am willing o pay a lo mo e o
B and X han o he b ands o
shoes and clo hes.
o
o
o
o
o
o
o
70
Q11. Now ha you a e awa e o he B and X campaign, wha would be he maximum p ice, in eu os,
ha you would be willing o pay o a pai o B and X jeans? _____________________________
Q12. Answe he ollowing ques ions ha ep esen B and Ad ocacy.
To ally
disag ee
Indi e en
To ally ag ee
When asked o my ad ise, I
sugges his b and o o he s
online.
o
o
o
o
o
o
o
This b and is he i s b and
I ecommend o o he s
online.
o
o
o
o
o
o
o
I o en ecommend his
b and o o he s online.
o
o
o
o
o
o
o
I always say posi i e hings
abou his b and o o he s
online.
o
o
o
o
o
o
o
Pa III
The scena io desc ibed below is ic i ious. Howe e , analyse i and answe he ques ions as i i we e a
eal si ua ion.
Now, he b and (chosen by you ea lie ), a e ha ing launched a campaign o conce n i sel wi h he
en i onmen , has come o ligh wi h conc e e news ha he company was using ma e ials in i s clo hes
ha could cause skin p oblems and hus ha m i s consume s. Bu hey we e also pu ing i e s a isk
by dumping hei was e in o he wa e .
As a esul o he b and's ac ions, people began o e ol on social media, spa king a wa e o ha ed
agains he b and.
Q13. Nex , we ask you wha you hink abou he pe o mance o he company you ha e chosen, and
he scena io desc ibed abo e.
To ally
disag ee
Indi e en
To ally ag ee
B and X ac i ism
message is genuine.
o
o
o
o
o
o
o
The ac i ism message
p ese es wha B and X
means o me.
o
o
o
o
o
o
o
The ac i ism message
cap u es wha makes
B and X unique o me.
o
o
o
o
o
o
o
B and X’ ac i ism
message is in
acco dance wi h he
o
o
o
o
o
o
o
71
company's alues and
belie s.
The company is being
ue o i sel wi h i s CSR
ac ions.
o
o
o
o
o
o
o
The company is s anding
up o wha i belie es in.
o
o
o
o
o
o
o
The company is a
socially esponsible
company.
o
o
o
o
o
o
o
The company is
conce ned abou
imp o ing he well-being
o socie y.
o
o
o
o
o
o
o
Q14. Answe he ollowing ques ions o measu e you b and lo e:
No a all
Mode a ely
Ve y
Much
To wha ex en do you eel ha
using ha b and's p oduc s o
se ices says some hing " ue"
and "deep" abou whom you a e
as a pe son?
o
o
o
o
o
o
o
To wha ex en do you eel you
desi e o ha e ha b and's
p oduc s o se ices?
o
o
o
o
o
o
o
To wha ex en do you eel
emo ionally connec ed o he
b and?
o
o
o
o
o
o
o
To wha ex en do you belie e
ha you will be using ha
b and's p oduc s o se ices o
a long ime?
o
o
o
o
o
o
o
Suppose ha he b and we e o
go ou o exis ence. To wha
ex en do you eel anxie y?
o
o
o
o
o
o
o
Please, exp ess you o e all
eelings and e alua ions owa ds
he e e ed b and.
o
o
o
o
o
o
o
Q15. Wha a e hei pu chasing in en ions?
o I would in en o buy he b and in he u u e
o I would plan o pu chase his b and
o I would a emp o pu chase his b and
o I would ce ainly pu chase his b and
72
Q16. Wha is you willingness o pay?
To ally
disag ee
Indi e en
To ally ag ee
I would be willing o pay a highe
p ice o B and X o e o he
b ands.
o
o
o
o
o
o
o
The p ice o B and X would ha e
o go up qui e a bi be o e I
would swi ch o ano he b and o
clo hes.
o
o
o
o
o
o
o
I am willing o pay a lo mo e o
B and X han o he b ands o
shoes and clo hes.
o
o
o
o
o
o
o
Q17. Now ha you a e awa e o he B and X campaign, wha would be he maximum p ice, in eu os,
ha you would be willing o pay o a pai o B and X jeans? _____________________________
Q18. Answe he ollowing ques ions ha ep esen B and Ad ocacy.
To ally
disag ee
Indi e en
To ally ag ee
When asked o my ad ise, I
sugges his b and o o he s
online.
o
o
o
o
o
o
o
This b and is he i s b and
I ecommend o o he s
online.
o
o
o
o
o
o
o
I o en ecommend his
b and o o he s online.
o
o
o
o
o
o
o
I always say posi i e hings
abou his b and o o he s
online.
o
o
o
o
o
o
o
Q19. Gende
o Feminine
o Masculine
o O he
Q20. Age: _______________
Q21: Dis ic o esidence
o A ei o
o Beja
o B aga
o B agança
o Cas elo B anco
73
o Coimb a
o É o a
o Fa o
o Gua da
o Lei ia
o Lisboa
o Po aleg e
o Po o
o San a ém
o Se úbal
o Viana do Cas elo
o Vila Real
o Viseu
o Região Au ónoma dos Aço es
o Região Au ónoma da Madei a
Q22. Ci il s a us
o Single
o Non-ma i al pa ne ship
o Ma ied
o Di o ced
o Widowed
o O he
Q23. Le el o Educa ion (comple ed)
o Basic Educa ion (up o 9 h g ade)
o Seconda y educa ion (up o 12 h g ade)
o Bachelo 's Deg ee
o Mas e 's / Doc o a e
Q24: Occupa ion / P o ession: __________________
Q25: Ne Income Le el, pe mon h:
o No own income
o Up o 820€
o Be ween 821€ and 1200€
o Be ween 1201€ and 1600€
o Be ween 1601€ and 2000€
o Be ween 2001€ and 2400€
o O e 2400€
Q26: Es ima ed mon hly spending on clo hes (in eu os) ______________________
Q27: Can you hink o any ad e ising campaigns associa ed wi h impo an social causes? I so, which
b and and which cause? ____________________________

74
Q28: Which o hese causes do you hink is he mos impo an and should be de ended by clo hing
b ands' ad e ising campaigns?
o En i onmen al
o Racism
o Gende Equali y
o Human Righ s
o Agains Wa
75
Appendix 3. T ansla ion o Scales o Po uguese
Table 32: Scale used o measu e B and Lo e ansla ed o Po uguese
B and Lo e
Au ho
O iginal Scale
Scale in Po uguese
Bagozzi, Ba a and
Ahu ia (2017)
To wha ex en do you eel ha
using ha b and's p oduc s o
se ices says some hing " ue"
and "deep" abou whom you a e
as a pe son?
A é que pon o sen e que o ac o
de u iliza os p odu os ou
se iços dessa ma ca diz algo
" e dadei o" e "p o undo" sob e
quem é enquan o pessoa?
To wha ex en do you eel you
desi e o ha e ha b and's
p oduc s o se ices?
A é que pon o sen e que deseja
e os p odu os ou se iços
dessa ma ca?
To wha ex en do you eel
emo ionally connec ed o he
b and?
Em que medida se sen e
emocionalmen e ligado à ma ca?
To wha ex en do you belie e
ha you will be using ha
b and's p oduc s o se ices o
a long ime?
A é que pon o ac edi a que ai
u iliza os p odu os ou se iços
dessa ma ca du an e mui o
empo?
Suppose ha he b and we e o
go ou o exis ence. To wha
ex en do you eel anxie y?
Suponha que a ma ca deixa de
exis i . A é que pon o sen e
ansiedade?
Please, exp ess you o e all
eelings and e alua ions owa ds
he e e ed b and.
Po a o aça uma a aliação
ge al dos seus sen imen os em
elação à ma ca X.
76
Table 33: Scale used o measu e B and Ac i ism ansla ed o Po uguese
B and Ac i ism
Au ho
O iginal Scale
Scale in Po uguese
Alhou i, Johnson
and Holloway’s
(2016)
B and X ac i ism message is
genuine.
A mensagem de a i ismo da
ma ca X é genuína.
The ac i ism message p ese es
wha B and X means o me.
A mensagem de a i ismo
p ese a o que a Ma ca X
signi ica pa a mim.
The ac i ism message cap u es
wha makes B and X unique o
me.
A mensagem de a i ismo cap a
o que o na a Ma ca X única
pa a mim.
B and X’ ac i ism message is in
acco dance wi h he company's
alues and belie s.
A mensagem de a i ismo da
ma ca X es á de aco do com os
alo es e c enças da emp esa.
The company is being ue o
i sel wi h i s CSR ac ions.
A emp esa es á a se iel a si
p óp ia nas suas ações de
Responsabilidade Social
Co po a i a.
The company is s anding up o
wha i belie es in.
A emp esa es á a de ende
aquilo em que ac edi a.
The company is a socially
esponsible company.
A emp esa é uma emp esa
socialmen e esponsá el.
The company is conce ned
abou imp o ing he well-being o
socie y.
A emp esa p eocupa-se em
melho a o bem-es a da
sociedade.
Table 34: Scale used o measu e Pu chase In en ion ansla ed o Po uguese
Pu chase In en ion
Au ho
O iginal Scale
Scale in Po uguese
Choi e al. (2020)
I would in en o buy he b and
in he u u e.
Gos a ia de comp a da ma ca
no u u o.
I would plan o pu chase his
b and.
Tenciono comp a des a
ma ca.
I would a emp o pu chase
his b and.
Eu en a ia comp a des a
ma ca.
I would ce ainly pu chase his
b and.
Eu ce amen e comp a ia
des a ma ca.
77
Table 35: Scale used o measu e Willingness o Pay ansla ed o Po uguese
Willigness o Pay
Au ho
O iginal Scale
Scale in Po uguese
Ne emeye e al. (2004)
I would be willing o pay a
highe p ice o B and X o e
o he b ands.
Es a ia dispos o a paga um
p eço mais ele ado pela
ma ca X do que po ou as
ma cas.
The p ice o B and X would
ha e o go up qui e a bi
be o e I would swi ch o
ano he b and o clo hes.
O p eço da ma ca X e ia de
subi bas an e an es de eu
muda pa a ou a ma ca de
oupa.
I am willing o pay a lo mo e
o B and X han o he b ands
o shoes and clo hes.
Es ou dispos o a paga mui o
mais pela ma ca X do que
po ou as ma cas de calçado
e oupa.