Cayolla, Ricardo
A carregar...
Endereço de Email
Data de nascimento
Cargo
Último Nome
Cayolla
Primeiro Nome
Ricardo
Nome
Ricardo Roseira Cayolla
Biografia
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
Identificadores
D311-D822-C19A
56120166100
AAL-6739-2020Projetos de investigação
Unidades organizacionais
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.
8 resultados
Resultados da pesquisa
A mostrar 1 - 8 de 8
Publicação Acesso Aberto Marketing e Tecnologias2020-09 - Reis, José Luís; Peter, Marc K.; Loureiro, Sandra; Bogdanović, Zorica; Vitor, José Avelino; Cayolla, RicardoEste número especial da RISTI é composto pelos trabalhos escritos em espanhol e em português aceites para apresentação e discussão na Conferência Internacional de Marketing e Tecnologias de 2020 (ICMarkTech’20), que contou com o apoio do ISCTE - Instituto Universitário de Lisboa e da AISTI (Associação Ibérica de Sistemas e Tecnologias de Informação) e que se realizou em Lisboa, Portugal, de 8 a 10 de outubro de 2020.Publicação Acesso Restrito 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.Publicação Acesso Aberto 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.Publicação Acesso Aberto Consumption, anti-consumption, and consumption communities: The football clubs and its fans2014 - Loureiro, Sandra; Pires, A. R.; Cayolla, RicardoBroadly, consumerism can be considered as a set of beliefs and values integrated into, but not exclusive to, the global market system, intended to make people believe that happiness is best achieved through pos- sessions. In literature there are several other definitions of consumerism, consumption, anti-consumption and consumption communities. Therefore, the purpose of this chapter is to (i) present an overview of the research concepts, models and main theories of this topic, based on a systematic literature review and using the following databases to search information: Elsevier, Emerald, Science Direct, EBSCO, Springer, and ISI web knowledge; (ii) formulate a framework of consumption waves and anti-consumption motivations and types (iii) discuss consumption and anti-consumerism in football (soccer) context. The current study also carried out semi-structured interviews with 15 football fans with an average dura- tion of 60 minutes each. Findings revealed four main types of anti-consumption: Global impact consum- ers or anti-consumption society; Selective consumption or anti-loyalists market activists; Conservative or Simplifiers; and Rejection of brand hegemony. Football fans are avid consumers of many products, such as information, knowledge, travels, tickets to matches, and diverse merchandizing from brands that sponsor the team and the club. Nevertheless, they are also selective consumers, rejecting everything connected to the rival clubs. Finally, the chapter provides insights for further research and managerial implications. In this vein, this chapter contributes to the existing literature giving insights for a better understanding of football clubs and fans as consumers and anti-consumers.Publicação Acesso Aberto Sacrifice for a brand: three expert visions of the fans relationships toward a football club [abstract]2020 - Loureiro, Sandra; Cayolla, RicardoThis research was carried out with the aim of contributing to understanding of the concept of sacrifice associated with marketing and the relationship between brand and consumer. Fundamentally what we want to know is, in general, what leads someone to make sacrifices for a brand. We seek a “deep understanding of the actors, interactions, sentiments, and behaviors occurring for a specific process through time” (Woodside, 2010, p. 6). The areas of philosophy, journalism and football analysis were chosen because of the broad spectrum in society. There are two main objectives: 1st to search for a different perspective to understand the phenomenon; 2nd to have a global idea about football and fans. This is another step towards understanding the fans, the environment, the context and also the football phenomenon in a broader perspective.Publicação Acesso Aberto Consequences of Being Deeply in Love: the Fan-football Club Relationship2013-12 - Loureiro, Sandra; Cayolla, RicardoThe aim of this research is to explore the consequences of being in love and committed to a football (soccer) club and a team for the fans. Data was collected through 28 in-depth interviews. In the qualitative data collection for this work first we realize 97 telephone interviews and then we made 28 in-depth interviews. In this paper we present the findings of the 28 in-depth interviews concerning the consequences of being deeply in love with the football club. Respondents were between 22 and 70 years of age and engaged in a range of different jobs and functions. The interviews were recorded and transcribed and the NVIVO software was employed to help in content data analysis. The findings reveal six major themes: personal, financial, family, life planning, job and friends.Publicação Acesso Restrito What is the Role of Memory in Consumer–Brand Relationship? Insight from sport industry2021-08-23 - Loureiro, Sandra; Cayolla, RicardoWe live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.Publicação Acesso Aberto Marketing and Smart Technologies: Proceedings of ICMarkTech 20202021 - Rocha, Álvaro; Reis, José Luís; Peter, Marc K.; Loureiro, Sandra; Bogdanovic, Zorica; Cayolla, RicardoThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.