Nogueira, Sónia

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Último Nome

Nogueira

Primeiro Nome

Sónia

Nome

Sónia Nogueira

Biografia

Doutorada em Marketing e Estratégia pela Universidade do Minho, Universidade de Aveiro e Universidade da Beira Interior, desde janeiro de 2014. Mestrado em Gestão de empresas com especialização em Marketing desde janeiro de 2006, pela Universidade do Minho. Com experiência prática de mais de 15 anos em empresas na direção de marketing e gestão da qualidade (em setor automóvel - marcas de luxo) onde dirigia uma equipa de cerca de 10 colaboradores incluindo o call center da empresa. Exercício de atividade docente há mais de 7 anos na área do marketing, estratégia e comunicação da marca. CEO e fundadora da empresa Just Natur (Turismo e eventos de marketing cultural). Professora auxiliar na Universidade Portucalense onde coordena a Licenciatura de Marketing, coordena a comissão de estágio do 1º Ciclo em Marketing. Investigadora no Centro de investigação REMIT na Universidade Portucalense. Além disso exerce também como docente convidada na Universidade do Minho igualmente nas áreas de Gestão estratégica e marketing. Principais interesses de investigação: Marketing e Estratégia, Comunicação da Marca, Marketing de Turismo, Stakeholders.

Identificadores

0000-0001-7959-3838
F910-030F-3361
56019348100
57219330571

Projetos de investigação

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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.

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2014 - 201922020 - 202657
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A mostrar 1 - 10 de 59
  • Miniatura
    PublicaçãoAcesso Restrito
    Religious Tourism Events and Insights for AI on International Volunteering: The Case Study of Braga's Holy Week (Portugal)
    2026-01-01 - Barroso, Filipa; Sousa, Bruno Barbosa; Vareiro , Laurentina; Nogueira, Sónia
    The tourism sector makes a significant contribution to the development of the territory. Due to the strong set of religious structures and traditions, the north of Portugal is a region where religious tourism has a significant impact, serving as an economic engine for the region and generating a dynamic in the local economies. Holy Week in the city of Braga is one of the most outstanding examples of this, constituting a unique tourist attraction that enhances the municipality's promotion. A qualitative research study was conducted through three interviews with various institutional agents. The analysis of the collected information enabled us to gain detailed insights, thereby enhancing our understanding of Holy Week event organization and its tourist profile. From an interdisciplinary perspective, this chapter presents some insights into religious tourism, religious events but also envisages the relationship that artificial intelligence could play in international volunteering.
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    PublicaçãoAcesso Restrito
    Sustainability Dimensions, Inclusive Marketing, and the Tetrad-Value Theory: The Generation Z Perceptions
    2025-11-01 - Carvalho, João M. S.; Nogueira, Sónia
    The chapter examines Generation Z's perceptions of sustainability, inclusive marketing, and the tetrad-value theory.
  • Miniatura
    PublicaçãoAcesso Restrito
    Shaping emerging marketing trends: The role of academia–business collaboration, marketing orientation and digital transformation adoption
    2026-02-04 - Viana, Carla; Faria, Sílvia; Nogueira, Sónia; Rua, Orlando Lima
    Purpose This study aims to analyse the role of academia-business collaboration and marketing orientation in digital transformation in the context of emerging trends in marketing. Design/methodology/approach The Delphi method was used, involving a panel of 45 experts in marketing, academia-business collaborations and digital transformation, consulted in successive rounds to achieve consensus on theoretical propositions derived from the literature. Findings The findings confirm the initial propositions and reveal a set of emerging marketing trends that are driven by the adoption of digital technologies. Areas such as artificial intelligence, personalisation, automation and digital ethics are among the trends identified by experts. It was found that the collaboration between academia and companies improves the marketing orientation in business organisations and can facilitate the adoption of digital transformation. However, this effect depends on organisational factors. Research limitations/implications Although based on a qualified and contextually relevant panel, the qualitative nature of the study can limit the generalisability of its findings. Future research should test these results through a quantitative study. Practical implications The results provide an orientation for companies to build partnerships with academia to stimulate innovation and strengthen market competitiveness. Originality/value The study fills a gap by providing empirical evidence on the relationship between academia-business collaboration, marketing orientation and digital transformation adoption.
  • Miniatura
    PublicaçãoAcesso Aberto
    Experiential marketing and purchase intention of ecotourism experiences: Z-Generation case
    2024-03-11 - Nogueira, Sónia; Durão, Marília; Pacheco, Luís Miguel; Ramazanova, Makhabbat; Carvalho, João M. S.
    Consumers are more willing to invest in experiences with relaxation and stress reduction. Tourism, a pivotal driver of the economy, and its associated activities hold significant potential for experiential marketing. It is particularly evident in the growing interest of tourists in natural settings and experiences related to nature, fostering an environment conducive to the expansion of ecotourism. Consequently, an exploratory study was conducted with the following research question: How does experiential marketing relate to consumer satisfaction, loyalty, word-of-mouth, and intention to purchase ecotourism experiences, explicitly focusing on Generation Z? - The results indicate positive correlations between experiential marketing and satisfaction constructs, consequently establishing a link between satisfaction, loyalty, word-of-mouth promotion, and purchase intention. Thus, the findings provide valuable insights into the behaviors of ecotourism consumers and how experiential marketing can facilitate the development of more effective marketing strategies to enhance tourist satisfaction.
  • PublicaçãoAcesso Restrito
    10 Conselhos práticos para o novo marketing em contexto pandémico [artigo de imprensa]
    2020-10-19 - Nogueira, Sónia
    A resiliência é uma capacidade cada vez mais requerida, quer enquanto indivíduos, quer como empresas. [...]
  • Miniatura
    PublicaçãoAcesso Aberto
    The Importance of collective brands in protected areas management and promotion: Natural.PT, Portugal case study
    2023-09-13 - Mesquita, Catarina; Durão, Marília; Nogueira, Sónia; Albuquerque, Helena
    The objective of this study is to gain a deeper understanding of the importance of collective brands in protected areas and what is the process and impact of their development on protected areas management. This study is applied to the collective brand Natural.PT, in Portugal, using a case study approach. The study adds value to the existing literature insofar as it explores what the process of creating a collective brand involves, what benefits and/or difficulties, and what dynamics can be developed to promote this collective brand to the tourism players operating in protected areas. To this end, a qualitative study based on documentary analysis and interviews with key informants was developed, covering the different dimensions of protected areas management and collective brands. Natura.PT case is at an early stage and the main conclusions point to the need for promotion for this collective brand and a higher advantage for stakeholders allowing more decisions according to their personal and business interests and due to the fact of operating in a protected area.
  • PublicaçãoAcesso Restrito
    Contributos do marketing para o reforço de relações com clientes [artigo de imprensa]
    2021-04-06 - Nogueira, Sónia
    A escalada global de incerteza que abala consumidores e empresas há mais de um ano, provocada pelas ondas sucessivas de infecção com Covid-19 nos vários países, veio colocar sérios desafios empresariais, de comunicação e de relacionamento com os consumidores. [...]
  • Miniatura
    PublicaçãoAcesso Restrito
    Digital communication strategies for sustainable textile brands: A case study
    2025-02-01 - Faria, Sílvia; Sousa , Bruno Barbosa; Pinto, César; Nogueira, Sónia
    Digital marketing is fundamental for boosting sales and enhancing companies' visibility in the current business land. This scenario holds particular relevance when many brands embrace sustainability as a cornerstone of their operations. The objective of this chapter will be to analyze the branding and communication digital strategies adopted by textile companies.Digital platforms allow brands to share their initiatives and progress transparently and engagingly. Online marketing strategies, such as educational content about sustainability, can help raise consumer awareness and create a strong connection between the brand and its audience. Consequently, integrating sustainability into digital marketing strategies adds value to the brand and strengthens the relationship with consumers increasingly committed to a conscious and environmentally responsible lifestyle. This chapter presents insights for marketing and communication in fashion management contexts. At the end, the limitations of the study and lines of future research will be presented.
  • Miniatura
    PublicaçãoAcesso Aberto
    The hidden reasons behind generation Z's green choices
    2024-12-26 - Lopes, João M.; Gomes, Sofia; Suchek, Nathalia; Nogueira, Sónia
    The green purchasing decision has become an increasing research focus, reflecting consumers' growing commitment to sustainability. Generation Z consumers are recognised for their greater environmental and social awareness than other generations. Although their inclination towards sustainability issues is well known, few studies are dedicated to the green purchasing behaviour of the individuals of this generation. Therefore, the primary purpose of this study is to explore and analyse the antecedents of Generation Z's green purchasing decision in Portugal. Thus, based on a sample of young Portuguese Generation Z and using the Partial Least Squares method, this study tested hypotheses concerning five antecedents of the green purchasing decision. Although unbalanced, the study results reveal that all the factors analysed are antecedents of the green purchasing decision. First, green willing purchase and environmental concern stand out as main antecedents. Next, factors related to perceived quality and benefits take the lead. The least essential antecedent concerns the predisposition to a change in purchase behaviour if the product's price is the same or lower than the standard product. This study contributes to under-explored literature on green consumption behaviour, especially among young people. In addition, it contributes to the development of knowledge about the antecedents of Generation Z's green purchasing decision in Portugal.
  • PublicaçãoAcesso Restrito
    Governance issues in protected areas: The case of Peneda-Gerês National Park
    2022 - Jorge, Silvia Ferreira; Nogueira, Sónia; Jayantilal, Shital
    The increasing attention that protected areas have received from various players ranging from tourists, firms, and government entities, has highlighted the need to promote appropriate governance mechanisms. These are essential to promote and develop those areas enabling an alignment between various stakeholders with diverse agendas. This research draws attention to this key issue, focusing on the classified Peneda-Gerês National Park (PGNP), considered one of the top 10 in Europe. In order to do so, we employ game theory. This methodology is appropriate for strategic decision-making and enables a deeper understanding of the impacts of different governance mechanisms and their outcomes. This paper will contribute, on a theoretical level, to advancing the use of this methodology to study governance decisions in classified areas. In order to do so, diverse settings are modeled to illustrate different governance solutions employed to manage Peneda- Gerês National Park, highlighting the strategic interplay between the key stakeholders and the outcomes attained. Our results demonstrate that the degree of alignment between the various municipalities will have a direct impact in terms of performance, as well, as show the mechanisms which contribute. Additionally, our findings contribute, in practical terms, to showing how important it is for the public entities involved in the management and care of Peneda-Gerês National Park to cooperate and align their interests to ensure success. Moreover, the study refers to Peneda-Gerês National Park but the results attained are applicable to different contexts in terms of National Park management and promotion.