O papel dos estados de espírito no comportamento de compra por impulso

A compra por impulso constitui um tipo de resposta do consumidor a diversos estímulos internos e externos, capaz de gerar sentimentos de pós-compra. De acordo com a literatura da especialidade, um dos preditores deste comportamento de compra, são os estados de espírito, pelo que, no presente trabalho, discute-se o impacto dos mesmos na compra por impulso. Para testar as relações entre compra por impulso, estados de espírito e o efeito nos níveis de satisfação do consumidor, recorreu-se a um método do tipo quantitativo, através da aplicação de um questionário a 253 indivíduos. Desta feita, os resultados obtidos permitiram confirmar duas das hipóteses de trabalho definidas: a compra por impulso ocorre maioritariamente perante estados de espírito positivos e existe correlação positiva entre compra por impulso e a satisfação pós-compra.

Public relations, satisfaction and commitment

The importance of the organizational relationship (senior managers) with an internal public (employees) is the main focus of this research, aiming to understand how this relationship differs between the different publics. Nowadays, the relevance attributed by Public Relations to this relationship is crucial. The main purpose is to identify two consistent models to measure the impact of an organizational relationship on the internal public. The second purpose is to identify how the internal public react to this organizational relationship, namely by gender. The research was conducted in nine Portuguese companies with a sample of 1.244 subjects in order to study the context of the relationship and validate the identified models. The results show the gender stereotypes in the relationship in these companies and that the organizational relationship has an impact on organizational commitment with a consistent model that highlights the impact of Public Relations on a company's productivity.

Public relations, satisfaction and commitment

The importance of the relationship with an internal public is the main focus of our research. Nowadays, the relevance attributed by Public Relations to this relationship is crucial. Our purpose is to identify two consistent models to measure the impact of an organizational relationship on its internal public. The research was conducted in nine Portuguese companies with a sample of 1244 subjects in order to study the context of the relationship and validate the identified models. The results show us the gender stereotypes in the relationship in these companies and that it is possible to identify the impact of Public Relations on a company's productivity.

A relação entre satisfação de cliente e word-of-mouth

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.