IPAM Porto Hosted a Seminar on the Influence of National Culture on Loyalty Programs
The guest on this episode was Vivian Strehlau, a professor in the master’s and doctoral programs in Business Administration and Behavioral Science.
On October 16, IPAM Porto hosted another session in the “Conversation with…” research seminar series, dedicated to the influence of national culture on consumers’ perceptions of and responses to loyalty programs.
The session took place from 2:30 p.m. to 3:30 p.m. in Room 35 and explored how cultural factors influence consumers’ expectations, attitudes, and behaviors toward loyalty programs, taking into account differences across markets.
The guest speaker for this edition was Vivian Strehlau, a professor in the master’s and doctoral programs in Business Administration and Consumer Behavior at ESPM in Brazil, and a visiting professor at the University of Zagreb. Her research focuses on the areas of consumer behavior, tourism, and international marketing.
Through this initiative, the “Conversa com…” series promoted the sharing of scientific knowledge and debate on topics relevant to marketing research and practice, bringing the academic community closer to experts and researchers from various international contexts.