Purpose-The purpose of this paper is to investigate the relationship between personal values and attitudes in an emerging market. And the authors verified whether the attitude plays a mediating role between personal values and the intention to purchase these products in the same market. Design/methodology/approach-Two surveys were conducted with consumers of organic food in Brazil. The first study was conducted at two organic products fairs and obtained 385 responses. The second study was conducted on the internet and obtained 270 responses. The Portrait Values Questionnaire 21, plus attitude scales and purchase intent regarding organic food, was used. Data were analysed using structural equation modelling. Findings-Significant relationships were found between personal values, such as openness to change (positive influence), conservation (positive), self-promotion (positive) and self-transcendence (negative). Significant relationships were also found between three personal values and the purchase intention of organic food (conservationpositive, self-promotionpositive and self-transcendencenegative), with all of them being mediated by attitude. The effect of openness to change on purchase intention was indirect, being mediated by attitude. Originality/value-The authors noticed two theoretical gaps. The first involves the need to explore the attitude as a mediator in the relationship between the human values proposed by Schwartz (1992, 1994) and the intention to purchase organic food. Another perceived gap was pointed out by Steenkamp et al. (1999), Burgess and Steenkamp (2006) and Sheth (2011). These authors argue that consumption is different in emerging markets to that in more mature markets. This limits the ability to generalise consumer studies conducted in developed countries. This reasoning also applies to organic food.

O objetivo principal deste estudo desenvolver e testar um modelo estrutural do comportamento retaliatrio e vingativo como resposta aos fatores cognitivos (percepo de justia e percepo de traio) e emocionais (raiva e desejo por vingana). Podem ser descritos como objetivos especficos que nortearam o estudo: a) avaliar as relaes entre a percepo de justia e a percepo de traio sobre os sentimentos provocados pela ofensa/agravo, quais sejam, raiva e desejo por vingana; b) combinar cognio e emoo como antecedentes das reaes associadas insatisfao. Para atender tais propsitos, um levantamento com 725 e-consumers foi realizado. A anlise do modelo foi realizada por meio de equaes estruturais, e os parmetros gerais do modelo evidenciaram que os dados adequaram-se ao modelo proposto. Sendo assim esta pesquisa contribuiu para a rea de estudo destacando a possibilidade de combinar fatores cognitivos e emocionais na predio das reaes; demonstrando que o desejo do consumidor por vingana pode ser associado a mltiplas respostas; incluindo a retaliao e vingana; e ainda, incorporando o boca-a-boca eletrnico como comportamento de retaliao no contexto dos estudos de comportamento ps-experincia de compra dos consumidores brasileiros. Assim descobriu-se que todos os fatores cognitivos e a raiva atuam de maneira indireta na predio das reaes, e que o desejo por vingana influencia de forma direta tanto os comportamentos retaliatrios quanto os comportamentos vingativos. Para pesquisas futuras um modelo terico, aplicado a consumidores brasileiros, ajudar no entendimento dos motivos que levam a um comportamento mais extremo do consumidor ofendido.DOI:10.5585/remark.v12i1.2505

Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.

Verificar os fatores que antecedem a recompra da marca de um smartphone é o objetivo deste artigo. Foi desenvolvido um modelo teórico que colocou a imagem social como elemento influenciador de recompra, assumindo a existência das relações entre design, qualidade percebida, popularidade da marca, norma subjetiva, preço percebido e auto congruência, tanto na intenção de recompra quanto na imagem social. Foi realizada uma pesquisa quantitativa, descritiva, com corte transversal e dados primários. A coleta de dados deu-se por meio de formulários eletrônicos, e atingiu quantidade de 418 respondentes válidos, analisados por meio da Modelagem de Equações Estruturais (MEE). Os resultados mostraram a existência da influência positiva das relações entre design, qualidade percebida, popularidade da marca e auto congruência na intenção de continuar comprando uma marca de smartphone. Em adicional, pôde-se evidenciar a influência positiva do design, norma subjetiva, preço percebido e auto congruência na imagem social dos usuários deste produto. Assim, pôde-se concluir que as experiências satisfatórias dos consumidores com as marcas de smartphone que oferecem popularidade, reconhecimento de autoimagem, qualidade e atrativos estéticos poderão influenciá-los a recomprar este produto. Evidenciou-se, ainda, que smartphones possivelmente representarão reputação social para o usuário por meio da beleza, luxo e congruências normativa e pessoal.

Purpose This paper aims to study the dynamics of bitcoin prices in Brazil, a large emerging economy with an unregulated bitcoin market. Design/methodology/approach First, this study tests if the Law of One Price (LOOP) is valid for bitcoin prices in Brazil, conducting tests with data from three Brazilian exchanges. Next, this study documents bitcoin price dynamics in the short run by studying the price discovery mechanism in these exchanges. This study uses Information Share and Component Share, combining the two measures to obtain an Information Leadership Share (ILS) measure. Findings This study finds a common trend within bitcoin prices among a set of exchanges, with cointegration tests between the price series indicating that LOOP is valid in Brazilian markets in the long run. ILS indicated that, for closing prices, the most liquid exchange (Foxbit) leads discovery, whereas the least liquid (Local Bitcoin) lags, with Mercado Bitcoin in the middle both in terms of discovery and liquidity. Finally, this study provides evidence that the price variation in the market that leads price discovery can be used to construct an arbitrage in another exchange. Originality/value This research brings the first evidence of a price discovery mechanism for exchanges in Brazilian Reais. Although LOOP is valid in the long run, price leadership in bitcoin markets potentially create arbitrage opportunities in the short run. This study contributes to the growing literature of bitcoin prices with novel evidence from a large emerging economy.