Cayolla, Ricardo
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Cayolla
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Ricardo
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Ricardo Roseira Cayolla
Biography
Currently, Ricardo Roseira Cayolla is an Associate Professor at Portucalense University.
Ricardo is the scientific coordinator of the Consumer Neuroscience Lab, from the investigation unit REMIT (research in economics, management and information technologies).
His main research area is marketing/sport management focusing on consumer neuroscience, consumer brand relationships, and sustainability.
Ph.D. in Marketing and Strategy, Ricardo Cayolla has also a course in Design Thinking for Business Innovation in ESADE. He is a Sports Specialist, presenting and advocating a thesis about his training system in tennis, applied for over twenty years. Beyond the academic field, former professional tennis player, Ricardo is also a tennis coach, writer, sports manager, and with a presence in the media. He owns a Tennis Academy and has written seven books. He’s also a commentator in Eurosport Portugal in tennis.
Afiliação:
REMIT | Consumer Neuroscience Research Lab
D311-D822-C19A
56120166100
AAL-6739-2020Research Projects
Organizational Units
REMIT – Research on Economics, Management and Information Technologies
Centro de investigação que que tem como objetivo principal produzir e disseminar conhecimento teórico e aplicado que possibilite uma maior compreensão das dinâmicas e tendências económicas, empresariais, territoriais e tecnológicas do mundo contemporâneo e dos seus efeitos socioeconómicos. O REMIT adota uma perspetiva multidisciplinar que integra vários domínios científicos: Economia e Gestão; Ciências e Tecnologia; Turismo, Património e Cultura.
Founded in 2017, REMIT – Research on Economics, Management and Information Technologies is a research unit of Portucalense University. Based on a multidisciplinary and interdisciplinary perspective it aims at responding to social challenges through a holistic approach involving a wide range of scientific fields such as Economics, Management, Science, Technology, Tourism, Heritage and Culture.
Grounded on the production of advanced scientific knowledge, REMIT has a special focus on its application to the resolution of real issues and challenges, having as strategic orientations:
- the understanding of local, national and international environment;
- the development of activities oriented to professional practice, namely in the business world.
45 results
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Now showing 1 - 10 of 45
Publication Open Access Consumer brand relationships2016 - Fetscherin, Marc; Guzmán, Francisco; Veloutsou, Cleopatra; Cayolla, RicardoWelcome to Vol 25, Issue 6 of the Journal ofProduct and Brand Management. This issue has in total eight contributions. Continuing the 25th year celebration of the journal, this issue starts with a contribution from Don Schultz, member of the journal’s Senior Advisory Board, and the rest of the papers stem from the call for papers for the special issue on consumer brand relationships. The 19 authors who have authored the papers in this issue are based in universities from eight different countries.Publication Open Access Sustainable Initiatives in Sports Organizations: Analysis of a Group of Stakeholders in Pandemic Times2021-08-14 - Santos, Teresa; Cayolla, Ricardo; Quintela, Joana A.This study explores the importance of environmentally sustainable initiatives in sport (ESIS) for stakeholders in pandemic times. Three topics—climate changes and energy consumption, environmental impact of sports events, and health and well-being—were considered and analysed under three sustainability forms: organisational, community, and individual. A total of 5917 stake- holders (sponsors, employees, and members) of a sports organization realised one online survey. The data gathering process occurred during pandemic times, when every kind of collective sport event was suspended to the general public. The descriptive analysis of the results is provided, and the findings reveal that health and well-being is the most valorised topic by members and employees, in a sustainable individual form. On the other hand, sponsors manifest their interest mainly in a sustainability organisational and community forms.Publication Open Access Neural aspects of brand love2016-05 - Fetscherin, Marc; Duarte, Isabel C.; Castelo-Branco, Miguel; Cayolla, RicardoBrand love has been identified as a key driver for behavioral outcomes such as brand loyalty, positive WOM or price premium. While we know a great deal about the psychological aspects of brand love, we know very little about the neural ones. The purpose of this paper is to explore this. We used a 3 (positive, negative, neutral video stimuli) x 2 (strong vs. weak brand) experimental design. To assess the neural aspects, 53 participants underwent fMRI scans while watching short video clips and rated them on a 7-point bipolar scale (-3 = very negative; +3 = very positive). Our results suggest a ‘negativity bias paradox’ in contradiction findings from psychology literature (based on attitudinal data) that negative events exert greater impact on consumer behavior than positive ones. We also find evidence for a ‘strong brand paradox’ with fans of the weaker brand showing greater neural activities than fans of the stronger brand which contradicts findings from consumer behavior research.Publication Open Access Ténis: O que Mudou2007 - Cayolla, RicardoTénis - O que Mudou começou a nascer quando dois factores se cruzaram na cabeça de Ricardo Cayolla, um interno e outro externo: a leitura compulsiva de cada vez mais livros de história e de gestão aliado à dificuldade de resposta, de forma fundamentada, às muitas pessoas que lhe perguntavam coisas tão simples como o porquê da importância dos perfis das raquetes ou qual a diferença nos tipos de bolas, ou então, como é que se treinava antes, ou o porquê de haver alguém que, numa determinada época, se destaca claramente dos demais.Publication Open Access Fans club brand relationship: Football passion2014 - Loureiro, Sandra; Cayolla, RicardoFootball fans are consumers with a special behaviour with their football club brand. Football is the most popular sport in the world. Demographically, organisations worldwide are becoming increasingly homogeneous. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship with their preferred club brand. Therefore, 97 telephone interviews (from a list of 123 potential respondents) were conducted with entrepreneurs, managers, students, lawyers, retired, employees (public and private), professors, athletes, coach. Participants were contacted in accordance with the procedures of snowball sampling type starting with finding the perpetrators of personal contacts that fit the profile request for the study: the main criterion of the integral elements of this first study is to be people who really like football, people who have the willingness to make sacrifices for the sake of their relationship with the football club brand and team. The findings of the first study reveal four major facets: passion/soul, be different, leave all behind, personal risk. The study contributes to knowledge in marketing field, as well as provides insights to brand managers.Publication Restricted Access It's the Mindset, Not the Technology2021 - Sonsoles, Martin; Malone, Chris; Cayolla, RicardoThe consulting world employs millions of people and moves billions of dollars around the world. The high number of mobile phones, coupled with the fact that more than half the world is online, leads to a new paradigm in the way we think and behave as consumers. The appearance of COVID-19 is forcing all areas to urgently rethink their educational offer. The consultancy area is not immune to this “tsunami.” Spain was one of the countries most affected by the pandemic, as well as by the measures adopted in response to COVID-19, with very serious economic, financial, and social consequences. This chapter's focus will be on Grass Roots Spain, a consulting company, and on the way it adapted its business model as a result of the pandemic crisis.Publication Restricted Access Calling for the Study of the Neuroscience of the Sports Fan Consumer2021-03 - Santos, José; Cayolla, RicardoSports fans and fandoms are special (and extreme) cases of the consumerbrand relationship concept. The implications for markets may be positive (e.g., purchasing merchandizing), but also negative (e.g., ostracizing rivals’ sponsors). Such behavior calls for a deeper understanding, but traditional market research methods tend to fail to capture the underlying unconscious/emotion dimensions. Here, we explore the pertinent concepts (brands, self-construal, consumer-brand relationships, brand communities and tribes, and fan identity) and suggest the participation of consumer neuroscience to tackle the neural and psychological grounds of fan behavior.Publication Restricted Access Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?2020-01 - Loureiro, Sandra; Reis, José Luís; Cayolla, RicardoAssuming the meaning and value that brands have for consumers, this paper developed a structured viewpoint in the consumer-brand relationship. This paper explores the fact that there are deep investments by consumers in their relationships with brands. The objectives of the article are, first, to present the two main consumer-brand relationship models (Brand Relationship Quality—BRQ, Investment Model—IM) and, second, to challenge the importance of Love in the relationships established between consumers and brands.Publication Open Access O Ténis2001 - Marques, Mário; Cayolla, RicardoA estrutura desta obra assenta numa visão das condicionantes para uma boa aprendizagem e prática do ténis. Aborda a evolução histórica da modalidade, a nível mundial e nacional. Exemplifica técnicas e tácticas mais correctas a aplicar em cada circunstância. É por isso um livro completo indispensável a todos os que gostam da modalidade do ténis. As "lendas do Court" também não foram esquecidas.Publication Open Access The role of Prefrontal Cortex in a Battle of the Sexes Dilemma involving a Conflict between Tribal and Romantic love2018 - Duarte, Isabel C.; Brito-Costa, Sónia; Castelo-Branco, Miguel; Cayolla, RicardoThe neural basis of dilemmas involving decisions with profound affective impact, such as in romantic life, remains to be understood. The “Battle of the Sexes” is a paradigm from Game Theory that can be used to experimentally address such dilemmas. A form of in-group love, tribal love in football fans, provides the opportunity to study strong affective dilemmas when tribal and romantic love compete for hedonic decision-making. Here, we used for the first time a “Battle of the Sexes” dilemma using fMRI. We investigated, in 44 male football fans, the neural correlates of cooperative behaviour under conflicting choices in the context of romantic versus tribal love. We identified a critical functional segregation of prefrontal regions in affective decision-making. The orbitofrontal cortex signalled emotional appraisal of the dilemma. The medial anterolateral and the ventromedial prefrontal cortices reflected reciprocal cooperation instead of selfish engagement in football-related activities. The lateral portion of anterolateral prefrontal cortex was recruited during ultimate deliberation. In sum, emotional appraisal and rational choice reflected a contiguous functional parcellation in anterolateral prefrontal cortex: appraisal (medial) vs. choice (lateral region).