Institutional Repository Universidade Portucalense
Not a member yet
6170 research outputs found
Sort by
Rebranding, notoriedade e digital: estudo de caso aplicado ao canal HORECA.Tagarelas Coffee
No full textO presente projeto explora o impacto do rebranding na notoriedade de uma marca no contexto digital, tendo como estudo de caso o Café Tagarelas. O rebranding traduz-se num modelo estratégico de marketing frequentemente utilizado pelas marcas e organizações, com o objetivo de renovar a sua imagem e reposicionar-se no mercado face às oscilações no mercado, nomeadamente o comportamento do consumidor atual, hábitos de consumo, inovação tecnológica e a transformação digital alinhando sempre a ideia central às expectativas e tendências no mercado digital.
O Café Tagarelas visa explorar as estratégias de comunicação implementadas, a utilização de redes sociais, SEO e campanhas de marketing digital. Através da realização de questionários, análise de dados de interação digital e comparações de métricas, esta investigação procura responder à questão principal: “De que forma o rebranding pode contribuir para o aumento da visibilidade e posicionamento de uma marca no digital?”.
Os resultados revelam que a utilização do modelo de rebranding, quando integrado a uma estratégia digital eficaz, pode contribuir para o aumento da visibilidade e aprimorar a relação da marca com os consumidores. Porém, é importante manter uma clara presença nas diversas plataformas digitais onde a empresa está presente, devolvendo uma comunicação coerente entre a nova identidade visual, o posicionamento da marca e o diálogo estabelecido nos canais online. O Café Tagarelas demonstra que apesar dos recursos financeiros para investimento em marketing serem reduzidos, é possível revitalizar a sua presença no mercado através de uma renovação estratégica aliada às ferramentas digitais.This project explores the impact of rebranding on brand awareness in the digital context, using Café Tagarelas as a case study. Rebranding is a strategic marketing model often used by brands and organizations, with the aim of renewing their image and repositioning themselves in the market in the face of market fluctuations, namely current consumer behaviour, consumption habits, technological innovation and digital transformation, always aligning the central idea with expectations and trends in the digital market.
Café Tagarelas aims to explore the communication strategies implemented, the use of social networks, SEO and digital marketing campaigns. By conducting questionnaires, analyzing digital interaction data and comparing metrics, this research seeks to answer the main question: “How can rebranding contribute to increasing a brand's visibility and positioning in digital?”.
The results show that the use of the rebranding model, when integrated into an effective digital strategy, can help increase visibility and improve the brand's relationship with consumers. However, it is important to maintain a clear presence on the various digital platforms where the company is present, providing coherent communication between the new visual identity, the brand's positioning and the dialog established on online channels. Café Tagarelas demonstrates that even though financial resources for investment in marketing are limited, it is possible to revitalize its presence in the market through a strategic renewal combined with digital tools
Cultural Continuity and Creative Adaptation: Reinterpreting Tradition in Contemporary Practice [editorial]
No full textThis special issue seeks to examine how cultural values are rooted in heritage, tradition, identity, and place. continue to shape and inform contemporary creative and spatial practices. Across different global contexts, from Southeast Asia and North Africa to Western urban settings, the contributions in this volume demonstrate how cultural memory and sociocultural frameworks remain essential in navigating modernity, urban transformation, and identity reconstruction.
In regions such as Indonesia and Algeria, traditions are not simply preserved—they are actively reinterpreted through narrative, design, and architecture. Whether expressed in food heritage, domestic spatial arrangements, or traditional craftsmanship, cultural practices provide both continuity and adaptability amid social and environmental change. These examples reveal how local knowledge systems and philosophical values remain embedded in evolving cultural expressions, particularly when communities are involved in shaping these transformations.
Similarly, studies situated in Western contexts emphasize the importance of community agency and adaptive reuse in preserving cultural identity through built environments. Here, architecture becomes a conduit for collective memory, where repurposed spaces serve not only functional needs but also reinforce social cohesion and historical awareness.
Across all cases, this issue highlights the interplay between tradition and innovation, emphasizing that cultural sustainability depends not only on the conservation of material heritage but also on the creative reinterpretation of values and practices. Through associative approaches spanning architecture, design, literature, and cultural theory, the contributions in this volume affirm the relevance of cultural specificity in addressing global challenges and building inclusive futures
Estratégias para a comunicação digital na empresa Vegas Cosmetics
No full textA Vegas Cosmetics é uma empresa de marketing multinível e cosméticos com
mais de 20 anos de atuação, presente em mais de 50 países. O propósito deste
relatório é desenvolver estratégias de comunicação digital eficazes para a Vegas
Cosmetics. O estudo adotou uma abordagem quantitativa e descritivo-exploratória,
complementada por elementos qualitativos através de entrevistas estruturadas e
inquéritos aplicados aos conselheiros. Foi elaborado um modelo conceptual que avalia
o impacto do marketing de conteúdo, redes sociais e personalização no engagement e
na intenção de compra. Os resultados revelaram que as hipóteses levantadas são
verdadeiras, e apesar da empresa possuir uma base sólida, é necessário intensificar
investimentos em tecnologia, personalização e campanhas digitais para melhorar o
engagement e ampliar a conversão de leads. A originalidade deste trabalho está na
intersecção dos temas: Marketing Multinível, Setor de Cosmético e Marketing Digital,
uma vez que há poucos trabalhos que fazem a correlação entre estas três áreas.
Contudo, as limitações incluem a análise restrita às informações publicamente
disponíveis e a exclusão dos consumidores finais, sugerindo a necessidade de
estudos futuros para complementar esta investigação.Vegas Cosmetics is a multi-level marketing and cosmetics company operating for over 20 years and is present in more than 50 countries. This report aims to develop effective digital communication strategies for Vegas Cosmetics. The study adopted a quantitative and descriptive-exploratory approach, complemented by qualitative elements through structured interviews and surveys applied to counselors. A conceptual model was developed to assess the impact of content marketing, social media, and personalization on engagement and purchase intent. The results revealed that the hypotheses raised are valid. Although the company has a solid base, it is necessary to intensify investments in technology, personalization, and digital campaigns to improve engagement and increase lead conversion. The originality of this work lies in the intersection of the themes of Multi-Level Marketing, the Cosmetics Sector, and Digital Marketing since few studies have correlated these three areas. However, the limitations include the analysis being restricted to publicly available information and the exclusion of end consumers, suggesting the need for future studies to complement this research
A imagem e a (des)integração com o direito à intimidade e os meios de prova em processo penal. A polícia, as body-worn cameras e os meios de prova
No full textA sociedade em rede, as novas tecnologias e uma criminalidade apoiada em meios cada vez mais sofisticados revelam a necessidade de uma nova abordagem do direito à imagem e à sua (des)integração com o direito à intimidade no âmbito dos meios de prova em processo penal.
Propomo-nos realizar uma investigação direcionada para os meios de prova obtidos mediante gravações/filmagens efetuadas sobretudo pelas polícias, mas também pelos particulares, numa fase pré-processual e a sua relevância legal na prevenção e repressão da criminalidade.
Ao nível policial e através do recurso ao direito comparado, sobretudo ao nível dos sistemas jurídicos mais próximos do português, pretendemos compreender a validade enquanto meio de prova em processo penal das imagens obtidas por polícias em serviço através das denominadas body-worn cameras. Estudaremos também a admissibilidade probatória das imagens captadas por particulares e as suas eventuais peculiaridades no plano global da prova e no confronto com as obtidas pelas polícias, procurando através de uma investigação com recurso às experiências estrangeiras, à doutrina e jurisprudência nacionais e estrangeira responder à pergunta de investigação.The network society, new technologies and crime supported by increasingly sophisticated means reveal the need for a new approach to the right to image and its (dis)integration with the right to privacy in the context of means of evidence in criminal proceedings .
We propose to conduct an investigation focused on the means of evidence obtained through recordings/filming carried out mainly by the police, but also by private individuals, in a pre-procedural phase and their legal relevance in the prevention and repression of crime.
At the police level and through recourse to comparative law, especially from legal systems closer to Portuguese, we intend to understand the validity as evidence in criminal proceedings of the images obtained by police officers on duty through the so-called body-worn cameras. We will also study the evidentiary admissibility of the captured images and their possible peculiarities in the global level of evidence and in comparison with those obtained by the police, seeking through an investigation using foreign experiences, national and foreign doctrine and jurisprudence to answer the investigation question
Water repellents in Rammed Earth Heritage Conservation: Using ancient products as a solution for contemporary challenges
No full textEarthen heritage represents an important legacy regarding not only the history of construction but also the knowledge of a millenary practice based on empirical expertise, social conditions, and cultural development. Looking at nature and exploring all the local products that it could provide and how to use them to improve ways of living and building was a common strategy. And while earthen construction requires regular maintenance that is usually done by the local population, the preservation of earthen heritage sites is still a challenging endeavor requiring deeper research, especially from conservation science. It is possible to find natural materials with properties that can prevent degradation phenomena and protect earthen surfaces from typical deterioration agents, specifically from water in the form of rain and humidity. e present work aims to study four water repellents—one synthetic (siloxane) and three natural materials (gum arabic, linseed oil, and beeswax)—applied to rammed earth specimens and offer a case study. Laboratory and in situ tests—namely, the contact sponge method and microdrop absorption—were performed to assess the compatibility and efficacy of the applied products. e main results and conclusions are presented and discussed
It's UPTo You: A pedagogical project to promote academic adaptation and education for sustainable development
No full textThis paper presents the pedagogical project "It's UPTo You" implemented at Portucalense University (UPT) to promote the academic integration of first-year students while encouraging education for sustainable development. The initiative is part of a broader project called +Sucesso@UPortucalense, funded by the General Directorate for Higher Education (DGES) and the Recovery and Resilience Plan (PRR). The project "It's UPTo You" aims to promote the integration of 1st year students at UPT through the implementation of a practical and collaborative activity/challenge by teams of 1st year students, during the first week of the 1st semester. In addition to contributing to the motivation of 1st year students, the project aims to encourage reflection, innovation and the application of knowledge related to the course in achieving the Sustainable Development Goals (SDGs). This paper describes the project objectives, activities, participants’ roles, resources and evaluation process that supported the implementation of the project. The project’s results and academic implications are also discussed
A educação e intervenção social em contexto de acolhimento residencial de crianças e jovens
No full textA presente dissertação, “A Educação e Intervenção Social em Contexto de
Acolhimento Residencial de Crianças e Jovens”, foi desenvolvida no âmbito do
Mestrado em Ciências da Educação – Área de Especialização em Educação e
Intervenção Sociocomunitária e teve como foco a análise da intervenção
socioeducativa em contexto de acolhimento residencial de crianças e jovens.
Desenvolvido numa casa de acolhimento, o projeto teve como objetivo principal
promover a autonomia pessoal, social e funcional dos jovens institucionalizados,
através da implementação de um projeto de intervenção composto por três oficinas
temáticas, centradas nas áreas da saúde, educação/formação e literacia financeira.
A metodologia adotada assentou numa abordagem qualitativa, recorrendo à
observação direta e à análise documental. O diagnóstico de necessidades foi
construído com base na análise de documentos institucionais, nomeadamente, o
regulamento interno, o plano de atividades e os formulários CASA (Caraterização
Anual da Situação de Acolhimento), que evidenciaram a necessidade premente de
preparar os jovens para a autonomização, uma vez que a maioria apresentava esse
desfecho como projeto de vida delineado.
A análise e discussão dos resultados do projeto permitiram verificar que as
atividades desenvolvidas contribuíram para a aquisição de competências essenciais à
transição para a autonomia, como a melhoria dos hábitos de higiene e saúde, a
valorização dos percursos escolares, a criação de rotinas de estudo e a capacitação
para a gestão do orçamento pessoal. Esta avaliação baseou-se na análise dos
relatórios sociais dos jovens, cuja análise corroborou o impacto positivo da
intervenção. Os dados recolhidos permitiram verificar melhorias também junto de
jovens cujo projeto de vida não contempla, num horizonte próximo, a autonomização,
evidenciando a pertinência transversal das atividades implementadas.
Este estudo reforça a importância de uma intervenção educativa estruturada,
continuada e adaptada às necessidades dos jovens em acolhimento residencial,
reconhecendo o papel do Educador Social como agente privilegiado na promoção da
inclusão enstrução de percursos de vida mais autónomos e sustentáveis.The present dissertation, Education and Social Intervention in the Context of
Residential Care for Children and Young People”, was developed within the scope of
the Master´s in Educational Sciences – Specialization in Education and Community
Social Intervention. It focused on the analysis of socio-educational intervention in
residential care settings for children and young people. Developed within the scope of
a project in a care home, the main objective of this work was to promote the personal,
social, and functional autonomy of institutionalized youth through the implementation of
an intervention project consisting of three thematic workshops focused on health,
education/training, and financial literacy.
The methodology adopted was based on a qualitative approach, using direct
observation and document analysis. The needs assessment was built based on the
analysis of institutional documents, namely the internal regulations, the activity plan,
and the CASA forms (Annual Characterization of the Care Situation), which highlighted
the urgent need to prepare young people for autonomy, as most had that outcome as a
defined life project.
The analysis and discussion of the project´s evaluation results showed that the
activities developed contributed to the acquisition of essential skills for the transition to
autonomy, such as improved hygiene paths, the establishment of study routines, and
empowerment for personal budget management. This evaluation was based on the
analysis of the young people´s social reports, which corroborated the positive impact of
the intervention. The data collected also showed improvements among young people
whose life projects did not include autonomy in the near future, demonstrating the
transversal relevance of the implemented activities.
This study reinforces the importance of a structured, continuous, and needsadapted
educational intervention for young people in residential care, recognizing the
role of the social educator as a key agent in promoting inclusion and in building more
autonomous and sustainable life paths
A study conducted on the Tripadvisor reviews of thermal spas in Portugal and Spain. Analysis of the Service Model and User Satisfaction
No full textThe aim of this paper is a comparative study between different thermal spas located within the countries of Portugal and Spain in order to reveal the degree of compliance with the variables that make up the SERVQUAL service model, considering the reviews registered by users on the Tripadvisor platform as the basis for the study. This study takes the texts of the reviews, decomposes them into different sentences, and subsequently associates them with each of the variables contemplated within the study model so as to obtain a more accurate association between the data source and the aforementioned study model. Results were taken from Tripadvisor reviews of Portuguese (n1 = 622) and Spanish (n2 = 529) thermal spas, and using the study model, a correlation analysis (r) combined with an unsupervised cluster study was performed to assess the relationships among various factors. The results obtained in both analyses were compared between the two countries. The findings frame the level of equilibrium that can be seen in the service model variables of the different thermal spas analysed. In this way, similarities and differences are revealed between spa users in the two countries analysed in terms of the key variables. It will be of great interest to academics interested in the study because of the methodology applied on the basis of Machine Learning on the data source of the reviews, which generates valuable information for tour operators for direct application in the design and development of tourism activities
Feeding practices among Portuguese parents of 5- to 10-year-olds: Psychometric properties of the comprehensive feeding practices questionnaire
No full textParents, as primary caregivers, are responsible for most decisions related to children's lifestyle. One of the key elements in children's lifestyle is parents' feeding practices and given the relevance of these practices for children's weight and health-related outcomes, it is important to have valid and reliable measures available to address them in both research and practice. In the current study, we examined the psychometric properties of the Comprehensive Feeding Practices Questionnaire (CFPQ) in a sample of Portuguese parents of children aged 5-to-10. We evaluated the questionnaire's factor structure, criterion-related validity and test–retest reliability
Efectiveness of compassion‑based interventions for reducing stress in workers: A systematic review
No full textObjectives
With the increasing interest in compassion-based interventions for reducing stress, this systematic review aimed to assess their effectiveness in the workers.
Method
A comprehensive search across four databases (PsycARTICLES, PubMed, Web of Science, and Scopus) on May 22, 2023, yielded 5,521 articles initially identified.
Results
After screening and applying inclusion criteria, 19 studies published between 2017 and 2023 were reviewed. The population included healthcare professionals (74%), educators (16%), and other worker groups (10%). The interventions studied included Compassionate Mind Training, Compassion Focused Therapy, Mindful Self-Compassion, Compassion Cultivation Training, Cognitively Based Compassion Training, and other adapted interventions. The studies reported significant reductions in stress and burnout, with most interventions delivered weekly over multiple sessions. Pre- and post-intervention assessments were standard, and 60% of the studies included follow-ups. Both in-person and web-based interventions demonstrated effectiveness in stress reduction, particularly for healthcare workers.
Conclusions
This review highlights the promise of compassion-based interventions in reducing workplace stress and the need for continued research, particularly through randomized controlled trials and research with diverse populations, to better understand and validate their long-term impact