CICANT researchers presented a set of competitive papers at the GAMMA Conference 2024. These presentations reflect the advanced research and collaborative efforts undertaken by CICANT and its partners in addressing contemporary issues.
Fábio Sandes presented his solo-authored paper, "BOOSTING THE SECONDHAND PRODUCTS MARKET," which examines the influence of brand equity and sustainability proneness on consumer intentions to purchase secondhand products. The research highlights the impact of brand presence and seller proximity, offering strategic insights to overcome barriers to purchasing secondhand goods, with sustainability playing a critical role in shaping consumer behavior.
In collaboration with CICANT PhD researcher Monica Lopes and researcher Manuel Damásio, Fábio Sandes co-authored the paper, "Beyond the Runway: Embracing Speculative Design in Fashion Films During COVID-19." This study, presented by the lead author Monica Lopes from Universidade Lusófona, investigates how fashion brands incorporated speculative design elements into their films during the pandemic. Using an inductive approach, the paper proposes new hypotheses for future research, providing a novel perspective on the intersection of fashion and speculative design.
The third paper, "FUTURE OF THE PAST: Semiotic Analysis of Gucci's Futurist Renaissance through Artificial Intelligence," was co-authored by Fábio Sandes and Lucila Campiglia from Escola Superior de Propaganda e Marketing (ESPM), São Paulo, Brazil. Presented by Lucila Campiglia, this research provides a semiotic analysis of Gucci's use of artificial intelligence to merge its historical heritage with contemporary relevance. The paper discusses how Gucci skillfully navigates diverse cultural landscapes through storytelling, glocalization, and cultural sensitivity, maintaining its luxury brand appeal.