CEF.UP – MaR Seminar/Webinar

Tuesday – May 6^th, 2025 | 18:30h – 20:00h | Room 631 | Online

“Evolution and current topics in Purpose-Driven Branding”

Francisco Guzmán – University of North Texas (U.S.A.)

Zoe Lee – Cardiff Business School, Cardiff University (Wales, United Kingdom)

Consumers increasingly expect brands to have a social purpose. Brand purpose has been defined as a branding strategy that unites a brand’s core values with a higher cause/purpose, making it a part of brand’s identity and positioning in the long-term, to raise awareness, build emotional bonds with consumers, and positively impact a societal need. In this seminar, the evolution of the concept, as well as current topics, will be discussed. Guest speakers will also present their ongoing research projects within this emerging field.

CEF.UP – ECO/FIN Seminar

Tuesday – May 13^th 2025, at 13:00h | Room 305

“Economic Policy Uncertainty and Consumer Perceptions: The Danish Case”

Michael Bergman –  University of Copenhagen (Denmark)

Abstract:
“This paper develops a newspaper based measure of economic policy uncertainty for Denmark using the method suggested by Baker et.al. (2016). We apply this measure to study the interrelationships between uncertainty, consumer confidence and a composite leading indicator. We find that uncertainty significantly affects household expectations about their own financial situation 12 months ahead, households become more pessimistic when uncertainty increases. The leading indicator is negatively related to uncertainty but exert less influence on consumer confidence than on uncertainty. EU economic policy uncertainty also significantly affects household expectations. Using disaggregated data on consumer confidence we find that males are on average more optimistic about the future developments of the economy and their own financial situation than females but they respond stronger to changes in uncertainty. Unemployed tend to be more optimistic than workers (a large share of the unemployed are young and young people tend to be more optimistic than older generations) but respond to uncertainty negatively. Middle income households and less skilled workers respond significantly to increases in uncertainty.”

CEF.UP – MaR Seminar/Webinar

Tuesday – May 13^th, 2025 | 18:30h – 20:00h | Room 631 | Online

“Semantic network analysis in consumer and marketing research: application areas in phygital contexts”

Philipp Jaufenthaler – Faculty of Business and Management, Leopold-Franzens Universität Innsbruck (Austria)

Large-scale text-based data presents significant methodological challenges due to its complexity and volume, necessitating advanced approaches for analysis and interpretation. In this seminar, we will talk about semantic network analysis (SemNA) as an innovative solution and discuss its potential for consumer and marketing research. By integrating quantitative measures, such as co-occurrence patterns of semantic units, with qualitative interpretation of semantic networks, SemNA offers a promising quant-qual framework. This approach not only structures and visualizes data but also enables interpretive exploration and theorization, bridging methodological gaps and uncovering actionable insights. Please bring your laptop.

CEF.UP – MaR Seminar

Tuesday – May 27^th , 2025 | 18:30h- 20:00h | Room 631

MEET THE EDITORS

This seminar is an opportunity to meet and talk with the editors of selected journals, all of them affiliated with FEP – School of Economics and Management of the University of Porto.

Editors will answer questions about the journals, discuss the submission and review processes, and provide attendees with advice on how to increase the likelihood of publication.

• João Oliveira (Qualitative Research in Accounting & Management)
• Luísa Pinto (Journal of Global Mobility)
• Amélia Brandão (International Journal of Consumer Studies)
• Dalila Fontes (Journal of Combinatorial Optimization)

Moderator: Teresa Fernandes (Journal of Strategic Marketing)