Fashion opinion leadership, innovativeness and attitude toward advertising among Portuguese consumers

In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and postgraduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising. It was possible to identify two groups of consumers: fashion influencers, who exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followers who don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising.

Breve apunte acerca de un manuscrito ornitológico redactado por Philip W. Munn durante su exilio en Portugal (1941-1945): The birds of the Balearic Islands (June, 1943)

Se presenta un bosquejo acerca de un documento de excepcional valor histórico para la ornitología balear: el manuscrito de Las Aves de las Islas Baleares (1943), redactado en inglés por el ornitólogo británico Philip Winchester Munn durante su exilio lisboeta.