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Four wheels and one board: studying the skateboard tribe and their loyalty towards skateboarding brands

Baumhammer, Paulo Miguel Pereira
Fonte: Instituto Universitário de Lisboa Publicador: Instituto Universitário de Lisboa
Tipo: Dissertação de Mestrado
Publicado em //2013 ENG
Relevância na Pesquisa
26.94%
Master in Marketing; Skateboarding is considered an extreme sport, but for its practitioners it represents much more. Skateboarders share a deep link because of the high level of passion and emotion revolving around skateboarding itself. In line with the previous, it is believed that we live in a postmodern-era suggesting that consumer’s value more symbolic and emotional aspects of products and services, rather than economic and functional ones. Furthermore, authors like Cova and Cova (2002) argue that consumers are willing to re-compose their social universe by connecting on an emotional basis with other consumers, forming consumer tribes. The First objective of this thesis is to understand if a consumer tribe can be identified within the Portuguese skateboarding panorama. The second one is to analyze how through a tribal marketing strategy skateboarding brands can achieve a true and emotional brand loyalty among the tribe. In order to accomplish these objectives an exploratory study was developed based on qualitative and ethnographic research including as main tools participant observation and in-depth interviews. Through the gathered data it was possible to verify that typical characteristics of consumer tribes were observed among skateboarders and sharing of common values such as non-competitive spirit and sense of freedom. Concerning the behavior and loyalty towards skateboard brands...

Variability in the recognition of distinctive immunofluorescence patterns in different brands of HEp-2 cell slides

Dellavance,Alessandra; Cruvinel,Wilson de Melo; Francescantonio,Paulo Luiz Carvalho; Mangueira,Cristovão Luis Pitangueira; Drugowick,Inês Cristina; Rodrigues,Silvia Helena; Andrade,Luis Eduardo Coelho
Fonte: Sociedade Brasileira de Patologia Clínica; Sociedade Brasileira de Patologia; Sociedade Brasileira de Citopatologia Publicador: Sociedade Brasileira de Patologia Clínica; Sociedade Brasileira de Patologia; Sociedade Brasileira de Citopatologia
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/06/2013 EN
Relevância na Pesquisa
26.94%
INTRODUCTION: Indirect immunofluorescence on HEp-2 cells is considered the gold standard for the detection of autoantibodies against cellular antigens. However, the culture conditions, cell fixation and permeabilization processes interfere directly in the preservation and spatial distribution of antigens. Therefore, one can assume that certain peculiarities in the processing of cellular substrate may affect the recognition of indirect immunofluorescence patterns associated with several autoantibodies. OBJECTIVE: To evaluate a panel of serum samples representing nuclear, nucleolar, cytoplasmic, mitotic apparatus, and chromosome plate patterns on HEp-2 cell substrates from different suppliers. MATERIALS AND METHODS: Seven blinded observers, independent from the three selected reference centers, evaluated 17 samples yielding different nuclear, nucleolar, cytoplasmic and mitotic apparatus patterns on HEp-2 cell slides from eight different brands. The slides were coded to maintain confidentiality of both brands and participating centers. RESULTS: The 17 HEp-2 cell patterns were identified on most substrates. Nonetheless, some slides showed deficit in the expression of several patterns: nuclear coarse speckled/U1-ribonucleoprotein associated with antibodies against RNP (U1RNP)...

Performance analysis of ten brands of batteries for hearing aids

Penteado,Silvio Pires; Bento,Ricardo Ferreira
Fonte: Fundação Otorrinolaringologia Publicador: Fundação Otorrinolaringologia
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/09/2013 EN
Relevância na Pesquisa
26.94%
INTRODUCTION: Comparison of the performance of hearing instrument batteries from various manufacturers can enable otologists, audiologists, or final consumers to select the best products, maximizing the use of these materials. AIM: To analyze the performance of ten brands of batteries for hearing aids available in the Brazilian marketplace. METHODS: Hearing aid batteries in four sizes were acquired from ten manufacturers and subjected to the same test conditions in an acoustic laboratory. RESULTS: The results obtained in the laboratory contrasted with the values reported by manufacturers highlighted significant discrepancies, besides the fact that certain brands in certain sizes perform better on some tests, but does not indicate which brand is the best in all sizes. CONCLUSIONS: It was possible to investigate the performance of ten brands of hearing aid batteries and describe the procedures to be followed for leakage, accidental intake, and disposal.

Investigating the Role of the Ventromedial Prefrontal Cortex in the Assessment of Brands

Santos, José Paulo; Seixas, Daniela; Brandão, Sofia; Moutinho, Luiz
Fonte: Frontiers Research Foundation Publicador: Frontiers Research Foundation
Tipo: Artigo de Revista Científica
Publicado em 03/06/2011 EN
Relevância na Pesquisa
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The ventromedial prefrontal cortex (vmPFC) is believed to be important in everyday preference judgments, processing emotions during decision-making. However, there is still controversy in the literature regarding the participation of the vmPFC. To further elucidate the contribution of the vmPFC in brand preference, we designed a functional magnetic resonance imaging (fMRI) study where 18 subjects assessed positive, indifferent, and fictitious brands. Also, both the period during and after the decision process were analyzed, hoping to unravel temporally the role of the vmPFC, using modeled and model-free fMRI analysis. Considering together the period before and after decision-making, there was activation of the vmPFC when comparing positive with indifferent or fictitious brands. However, when the decision-making period was separated from the moment after the response, and especially for positive brands, the vmPFC was more active after the choice than during the decision process itself, challenging some of the existing literature. The results of the present study support the notion that the vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in the origin of such a choice. Further studies are needed to investigate in detail why the vmPFC seems to be involved in brand preference only after the decision process.

Levels of Heavy Metals in Popular Cigarette Brands and Exposure to These Metals via Smoking

Ashraf, Muhammad Waqar
Fonte: The Scientific World Journal Publicador: The Scientific World Journal
Tipo: Artigo de Revista Científica
Publicado em 12/03/2012 EN
Relevância na Pesquisa
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The levels of selected heavy metals in popular cigarette brands sold and/or produced in Saudi Arabia were determined by graphite furnace-atomic absorption spectrometry (GFAAS). Average concentrations of Cadmium and Lead in different cigarette brands were 1.81 and 2.46 μg g−1 (dry weight), respectively. The results obtained in this study estimate the average quantity of Cd inhaled from smoking one packet of 20 cigarettes to be in the range of 0.22–0.78 μg. Results suggest that the quantity of Pb inhaled of smoking one packet of 20 cigarettes is estimated to be 0.97–2.64 μg. The concentrations of Cd and Pb in cigarettes were significantly different between cigarette brands tested. The results of the present study were compared with those of other regional and international studies.

Cation Concentration Variability of Four Distinct Mueller-Hinton Agar Brands Influences Polymyxin B Susceptibility Results

Girardello, Raquel; Bispo, Paulo J. M.; Yamanaka, Tiago M.; Gales, Ana C.
Fonte: American Society for Microbiology Publicador: American Society for Microbiology
Tipo: Artigo de Revista Científica
Publicado em /07/2012 EN
Relevância na Pesquisa
26.94%
Polymyxins have been the only alternative therapeutic option for the treatment of serious infections caused by multidrug-resistant Acinetobacter baumannii or Pseudomonas aeruginosa isolates. For this reason, it is of crucial importance that susceptibility tests provide accurate results when testing these drug-pathogen combinations. In this study, the effect of cation concentration variability found on different commercial brands of Mueller-Hinton agar (MHA) for testing polymyxin B susceptibility was evaluated. The polymyxin B susceptibilities determined using Etest and disk diffusion were compared to those determined by the CLSI reference broth microdilution method. In general, the polymyxin B MIC values were higher when determined by Etest than when determined by broth microdilution against both A. baumannii and P. aeruginosa isolates. A high very major error rate (10%) was observed, as well as a trend toward lower MICs, compared to those determined by broth microdilution when the Merck MHA was tested by Etest. Poor essential agreement rates (10 to 70%) were observed for P. aeruginosa when all MHA brands were tested by Etest. Although an excellent categorical agreement rate (100%) was seen between the disk diffusion and broth microdilution methods for P. aeruginosa...

Accuracy combining different brands of implants and abutments

Solá-Ruíz, María F.; Selva-Otaolaurruchi, Eduardo; Senent-Vicente, Gisela; González-de-Cossio, Inés; Amigó-Borrás, Vicente
Fonte: Medicina Oral S.L. Publicador: Medicina Oral S.L.
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
26.94%
Objective: To evaluate the vertical misfit between different brands of dental implants and prosthetic abutments, with or without mechanical torque, and to study their possible combination. Study design: Five different brands of implant were used in the study: Biofit (Castemaggiore, Italy), Bioner S.A. (Barcelona, Spain), 3i Biomet (Palm Beach, U.S.A.), BTI (Alava, Spain) and Nobel Biocare (Göteborg, Sweden), with standard 4.1 mm heads and external hexagons, and their respective machined prosthetic abutments. The implant-to-abutment fit/misfit was evaluated at four points (vestibular, lingual/palatine, mesial and distal) between implants and abutments of the same brand and different brands, with or without mechanical torque, using SEM micrographs at 5000X. Image analysis was performed using NIS-Elements software (Nikon Instruments Europe B.V.). Results: Before applying torque, vertical misfit (microgaps) of the different combinations tested varied between 1.6 and 5.4 microns and after applying torque, between 0.9 and 5.9 microns, an overall average of 3.46±2.96 microns. For manual assembly without the use of mechanical torque, the best results were obtained with the combination of the 3i implant and the BTI abutment. The Nobel implant and Nobel abutment...

Maintaining Warm, Trusting Relationships with Brands: Increased Temperature Perceptions after Thinking of Communal Brands

IJzerman, Hans; Janssen, Janneke A.; Coan, James A.
Fonte: Public Library of Science Publicador: Public Library of Science
Tipo: Artigo de Revista Científica
Publicado em 27/04/2015 EN
Relevância na Pesquisa
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Classical theories on interpersonal relations have long suggested that social interactions are influenced by sensation, such as the experience of warmth. Past empirical work now confirms that perceived differences in temperature impact how people form thoughts about relationships. The present work first integrates our knowledge database on brand research with this idea of “grounded social cognition”. It then leverages a large sample (total N = 2,552) toward elucidating links between estimates of temperature and positive versus negative evaluations of communal brands. In five studies, the authors have found that thinking about positively (vs. negatively) perceived communal brands leads to heightened temperature estimates. A meta-analysis of the five studies shows a small but consistent effect in this noisy environment, r = .11, 95% CI, .05, .18. Exploratory analyses in Studies 1a and b further suggest that temperature perceptions mediate the (significant) relationship between perceived communality and willingness to purchase from the brand. The authors discuss implications for theory and practice and consider the effects from a Social Baseline Perspective.

A Programming Model of Consumer Choice Among Multi-Attributed Brands

Bernardo, John J.; Blin, J. M.
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica Formato: text/html
EN
Relevância na Pesquisa
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A linear compensatory model of consumer choice among multi-attributed brands is developed as a simple linear assignment model. The basic inputs needed for this procedure are the individual preference rankings of the brands on each attribute scale. An overall ranking of the brands is obtained from this model. The procedure is illustrated with an example and some preliminary empirical results.

A questão do consumo em xXx HOLIC

Borges, Gustavo
Fonte: Universidade federal de Goiás; brasil; UFG; Faculdade de Informação e Comunicação (RG); Publicidade e Propaganda (RG) Publicador: Universidade federal de Goiás; brasil; UFG; Faculdade de Informação e Comunicação (RG); Publicidade e Propaganda (RG)
Tipo: Trabalho de Conclusão de Curso
POR
Relevância na Pesquisa
26.94%
Making use of sequential art xXx Holic as a basis for bridges and connections for an analysis of identity formation of the individual in the postmodern and how brands affect this process, this work aims to recognize the merits of sequential art as a means of transmitting messages that lead to reflection as well to link social identity with the brands identity’s that’s are part of the individual. Through readings of works directly related to the theme and reflections on it, this academics seeks to understand and decipher the brands from an unusual point: the sequential art present in comics and animation.; Fazendo uso da arte sequencial xXx Holic enquanto base para pontes e conexões para uma análise da formação da identidade do sujeito pós-moderno e de como as marcas afetam este processo, este trabalho tem por objetivo reconhecer os méritos da arte-sequencial enquanto meio de transmitir mensagens que levem a reflexão bem como de interligar a identidade social do indivíduo com a identidade das marcas. Através da leitura de obras diretamente relacionadas ao tema e de reflexões sobre o mesmo, este trabalho busca entender e decifrar as marcas partindo de um ponto inusitado: a arte sequencial das histórias em quadrinhos e da animação.

Caso Osklen: doutrina brandstrategy tm para gestão de marcas no varejo de moda

Gouvêa, Leonora Macieira
Fonte: Universidade Federal de Goiás; brasil; UFG; Faculdade de Informação e Comunicação (RG); Relações Públicas (RG) Publicador: Universidade Federal de Goiás; brasil; UFG; Faculdade de Informação e Comunicação (RG); Relações Públicas (RG)
Tipo: Trabalho de Conclusão de Curso
POR
Relevância na Pesquisa
26.94%
The research “Case OSKLE : Doctrine BrandStrategy ™ to manage brands in fashion retailing” presents tools and strategies for structured management of brands in fashion retailing. Through field research, theory and application of questionnaires and interviews are collected information on the brand positioning of OSKLE among its key stakeholders, and from that starts the implementation of the BrandStrategy ™ which provides eight key concepts, step by step, for companies seeking to monitor, consolidate and leverage its brand value and positioning in the fashion retailing market.; A monografia Caso OSKLEN: Doutrina BrandStrategy™ para gestão de marcas no varejo de moda apresenta ferramentas e estratégias estruturadas para gestão de marcas no varejo de moda. Através de pesquisas de campo, teórica e da aplicação de questionários e entrevistas são coletadas informações sobre o posicionamento da marca OSKLEN junto a seus principais stakeholders, e a partir destas informações inicia-se a aplicação da Doutrina BrandStrategy™ que fornece em oito conceitos-chave o passo a passo para empresas que buscam monitorar, consolidar e alavancar seu posicionamento de marca.

Evaluation of the acceptability, nutrition and labelling characteristics of different brands of yogurt; Avaliação da aceitabilidade, características nutricionais e da rotulagem de diferentes marcas de iogurte

Fonte: Empresa de Pesquisa Agropecuária de Minas Gerais Publicador: Empresa de Pesquisa Agropecuária de Minas Gerais
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
26.94%
This stu dy a imed to eva lu a t e consu mer opini ons a nd preferences in rela tion for different brands of yogurts and their packa ging and the ada ptat ion of their labels to the labeling norms. Were evaluated four commercial brands of strawberry flavored yogurt (A, B, C and D) and their respective packaging, produced by dairy product plants in the area of Lavras-MG. Held the acceptance test, which was carried out in two sessions (evaluation of the packaging and the yogurts) and focus group sessions. The compliance of the labels from those brands to resolutions RDC n o . 259/2002, RDC n o . 359/2003 and RDC n o . 360/ 2 0 0 3 were det ermi nat i ons ma de of protein, lipids, ca rbohydra te s, fiber, ca lciu m a nd sodi um. The yogurt of brand D presented high acceptability, a nd the consumers liked its pa ck aging as well a s t he produ ct contai ned within it. The packaging and the yogur t of bra nd A was also well accepted by the consumers, but, as with yogurt brand D, presented irregularities in relation to the obligatory nutritional labeling norms. Most of the consumers l ik ed the packa ging of the yogurt bra nds B and C, however they did not like produ cts contained within. The B and C brand yogurt labels were, also, in non-compliance with the norms of obliga tory nutritional labeling. According to the participants of the three focus group sessions...

Temporal changes in the quality of hot-iron brands on elephant seal (Mirounga leonina) pups

Van Den Hoff, J.; Sumner, M.; Field, I.; Bradshaw, C.; Burton, H.; McMahon, C.
Fonte: C S I R O Publishing Publicador: C S I R O Publishing
Tipo: Artigo de Revista Científica
Publicado em //2004 EN
Relevância na Pesquisa
26.94%
Hot-iron brands were used to mark permanently 14 000 six-week-old southern elephant seal (Mirounga leonina L.) pups at Macquarie Island between 1993 and 2000. We assessed temporal changes in the quality of 4932 brands applied in 1998 and 1999 to determine the duration of the brand wound, and the relationships between brand healing, brand readability and the amount of skin and hair damage peripheral to the brand characters. Most (98%) brand wounds were healed within one year. Brand-mark healing, peripheral skin damage and brand readability were significantly (P < 0.05) correlated. The proportion of healed and readable brands increased in the population during the first annual moult, and thereafter these proportions remained high (>95%) for the marked population. The mean number of brand characters with peripheral skin damage decreased significantly over the same period. The seal’s annual hair and skin moult is the process that contributed most to the healing of brand wounds. We also assessed our branding technique to determine whether any of the features we measured contributed to a poor-quality brand. Excessive pressure used during brand-iron application is the most probable cause of unsightly peripheral skin damage, but this damage is short lived.; John van den Hoff...

Generating global brand equity through corporate social responsibility to key stakeholders

Torres, Anna; Bijmolt, Tammo H. A.; Tribó, Josep A.; Verhoef, Peter
Fonte: Elsevier Sequoia Publicador: Elsevier Sequoia
Tipo: info:eu-repo/semantics/acceptedVersion; info:eu-repo/semantics/article Formato: application/pdf
Publicado em /03/2012 ENG
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26.94%
In this paper, we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce the credibility of social responsibility policies with other stakeholders.Wetest these theoretical contentions by using panel data comprised of 57 global brands originating from10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland, and The Netherlands) for the period from 2002 to 2008. Our findings show that CSR toward each of the stakeholder groups has a positive impact on global BE. In addition, global brands that follow local social responsibility policies in communities obtain strong positive benefits through the generation of BE, enhancing the positive effects of CSR toward other stakeholders, particularly customers. Therefore, for managers of global brands, when generating brand value, it is particularly effective to combine global strategies with the need to satisfy the interests of local communities.

Quais os valores de marca transmitidos pela arte nas campanhas da Christian Louboutin?

Silva, Fátima Isabel Correia
Fonte: Escola Superior de Comunicação Social Publicador: Escola Superior de Comunicação Social
Tipo: Dissertação de Mestrado
Publicado em /07/2014 POR
Relevância na Pesquisa
26.94%
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.; Desde os tempos mais longínquos que a arte acompanha o homem sendo utilizada por este como forma de se expressar. A sua aplicação em campanhas publicitárias é uma técnica utilizada há já largos anos por marcas dos mais diversos setores de atividade. A incidência desta dissertação é precisamente nesta área, tendo no entanto sido selecionada uma marca para objeto de estudo, a Christian Louboutin. O nosso objetivo passou por identificar que valores de marca são transmitidos pela arte nas campanhas da marca referida e, para tal, efetuámos um enquadramento teórico das várias áreas de interesse para este trabalho. Desta forma, começámos por um enquadramento histórico da publicidade, seguido de uma caraterização do mercado ao qual pertence a marca em análise, o das marcas de luxo. Posteriormente, passou-se à definição do conceito de identidade e valores de marca, tendo ainda sido efetuada uma caraterização da marca em estudo, a Christian Louboutin. Após a definição de todos os elementos referentes à publicidade e às marcas, passámos à arte, onde se desenvolveu um enquadramento histórico da arte e da pintura. Em seguida...

Marcas de luxo em Portugal: o sucesso em contexto de crise económica

Pereira, Filipa Marques Serra
Fonte: Instituto Universitário de Lisboa Publicador: Instituto Universitário de Lisboa
Tipo: Dissertação de Mestrado
Publicado em //2011 POR
Relevância na Pesquisa
26.94%
Mestrado em Marketing; “O «Luxury Goods Worldwide Market Study» estima que as vendas globais aumentem 10% este ano, para 191 mil milhões de euros” in Diário Económico 2011/10/23. Portugal não é excepção. Surgem constantemente manchetes de jornais acerca do crescimento de mercado de luxo em contexto de crise. As razões que levam os consumidores a escolherem produtos de luxo são muitas e de diversas dimensões: financeira, funcional, individual e social. Além disso, o luxo hoje em dia pode tomar diversas formas desde o pronto-a-vestir exclusivo, às jóias e relógios, aos perfumes e maquilhagem, aos acessórios de moda, ao vinho e bebidas espirituosas, aos automóveis e até mesmo aos hotéis e turismo. O consumidor de luxo é uma pessoa informada, viajada e sofisticada. A oferta das empresas não basta ir ao encontro das suas necessidades, têm de o surpreender. No entanto, a explicação para o sucesso das marcas de luxo em Portugal não se baseia apenas na afluência constante de clientes com elevado poder de compra, mas principalmente no trabalho contínuo desenvolvido pelas marcas quer a nível de oferta de produtos inovadores e de qualidade, quer ao nível da relação com o cliente, desde o atendimento personalizado em loja...

Transnational Crisis in Global Public Relations: The Chiquita Brands Case; Crisis transnacional global en relaciones públicas: el caso Chiquita Brands

Giraldo-Dávila, Andrés Felipe; Universidad de Medellín; Botero-Montoya, Luis Horacio; Universidad de Medellín; Molleda, Juan Carlos; Colegio de Periodismo y Comunicaciones de la Universidad de Florida; Bravo, Vanessa; Universidad de Florida
Fonte: Universidad de la Sabana Publicador: Universidad de la Sabana
Tipo: Artigo de Revista Científica
SPA
Relevância na Pesquisa
26.94%
The Cross-National Conflict Shifting theory is an analytical focus that helps to understand public relations from a cultural, ethical and political perspective where stakeholders exert pressure about the behavior of transnational corporations, especially in subsidiaries that operate in developing countries.This research project explores the issue of the transnational crisis generated by the case of Chiquita Brands, suspected of having sponsored paramilitary groups in Colombia between 1997 and 2004. This study offers the results of a quantitative content analysis carried out analyzing the news content about this transnational crisis in major newspapers published in Colombia and the United States.We analyzed a total of 146 news stories between March 1, 2007 and June 30, 2008, time in which this transnational corporation confronted a judiciary demand in the United States and developed corporative responses to face the crisis. The study was developed by a group of researches formed by professors and students of the School of Communication at the Universidad de Medellín, Colombia, and the College of Journalism and Communications at the University of Florida, in the United States.; La teoría sobre la crisis transnacional es un enfoque analítico que permite comprender las relaciones públicas desde una perspectiva cultural...

Symbolic Perfume Brands in Perception of Consumers; Marcas de Perfume Simbólicas na Percepção das Consumidoras

Lima, Andréa de Albuquerque de; Silva, Wesley Vieira da; Maffezzolli, Eliane Cristine Francisco; Rocha, Daniela Torres da
Fonte: Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade Publicador: Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; ; ; ; ; ; Formato: application/pdf
Publicado em 26/06/2013 POR
Relevância na Pesquisa
26.94%
Não é de hoje que o marketing discute que em um mercado competitivo as organizações precisam identificar e distinguir suas ofertas, diferenciação que é apresentada aos consumidores justamente na forma de uma marca. Nos últimos anos tem-se observado a crescente importância atribuída à marca como um ativo para as organizações. Trata-se de um componente do produto que vem recebendo atenção notória e se tornado, em muitos casos, o maior patrimônio da empresa. O que se vê é um grande esforço de pensar a importância das marcas para as organizações. O grande desafio para as empresas não é a criação de uma marca, mas sim a construção de uma marca que traga significado e proporcione benefícios aos consumidores. Esses benefícios são tanto funcionais quanto simbólicos. Com o objetivo de verificar a relação entre os benefícios simbólicos e as marcas de perfume na percepção das consumidoras, realizou-se uma pesquisa online com 200 consumidoras utilizando-se o software Survey Qualtrics, na qual foi aplicada uma escala de simbolismo e experiência de marca já testada por Wolff (2002). A análise fatorial resultou em 5 fatores de simbolismo, a saber: experiência, prestígio, exclusividade, confiança/superação das expectativas e status. Como resultado...

A orkutização das marcas: Disputas midiatizadas de distinção e pertencimento entre as classes sociais; The orkutização of brands: Disputes mediatized of distinction and belonging between social classes; El orkutização de las marcas: Controversias mediatizadas del distinción y pertenencia entre clases sociales

Damasceno, Alhen Rubens Silveira; Grohmann, Rafael
Fonte: Universidade de São Paulo. Escola de Comunicações e Artes Publicador: Universidade de São Paulo. Escola de Comunicações e Artes
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Artigo não avaliado pelos pares Formato: application/pdf
Publicado em 03/08/2015 POR
Relevância na Pesquisa
26.94%
Este estudio tiene como objetivo comprender como las clases están en conflicto en el entorno social y tienen las marcas distintivas de la culminación de estas disputas mediatizada. Este fenómeno está relacionado con la distinción de marcas por parte de una pequeña unidad de élite de la sociedad frente a la popularización de una capa que ve a la adquisición de las marcas de lujo de un lugar bajo el sol en la posibilidad de la inclusión y la pertenencia a la sociedad. Buscamos entender las relaciones de pertenencia y distinción y clase.; This study aims to understand how the classes are in conflict in the social environment and have the distinctive brands the culmination of these disputes mediatized. This phenomenon is connected with the distinction of brands by a small, elite unit of society versus the popularization by a layer that sees the acquisition of luxury brands a place in the sun in the possibility of inclusion and belonging in society. We try to understand the relations of belonging and distinction and class.; O presente estudo visa entender como as classes estão em conflito no meio social e têm nas marcas o ápice dessas disputas distintivas midiatizadas. Tal fenômeno tem ligação com a distinção das marcas por um núcleo pequeno e elitista da sociedade versus a popularização por parte de uma camada que enxerga na aquisição das marcas de luxo um lugar ao sol na possibilidade de inserção e pertencimento dentro da sociedade. Buscamos compreender as relações de distinção e pertencimento e as classes.

Efeito Benjamin Button: a figura do idoso na representação da identidade de marcas contemporâneas; Benjamin Button Effect: the figure of elderly in the identity representation of contemporary brands; Efecto Benjamin Button: la figura de ancianos en la representación de la identidad de marcas contemporáneas

Gonsales, Flavia Igliori; Souza, Sandra
Fonte: Universidade de São Paulo. Escola de Comunicações e Artes Publicador: Universidade de São Paulo. Escola de Comunicações e Artes
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Artigo não avaliado pelos pares Formato: application/pdf
Publicado em 31/07/2013 POR
Relevância na Pesquisa
26.94%
As marcas contemporâneas, além de identificar e diferenciar produtos e serviços, são capazes de estabelecer vínculos afetivos com seus públicos. No aspecto visual, as marcas manifestam sua identidade por meio de diversos elementos expressivos, entre eles o identificador visual nominativo (logotipo) e simbólico (símbolo, cor e grafismo). Neste artigo, foram analisadas quatro marcas populares e com décadas de existência, que utilizam a figura do idoso como elemento simbólico da identidade, figura que passou por sucessivos redesenhos a fim de causar um rejuvenescimento na imagem de marca - processo que pode ser denominado como efeito Benjamin Button (efeito BB).; Besides identifying and differentiating goods and services, contemporary brands are able to establish affective links with stakeholders. In the visual realm, brands manifest their identity through a myriad of expressive elements, among them the nominative (logotype) and the symbolic (symbol, color and graphic) visual identifiers. In this article, we examine four popular brands, with decades of existence, that use the figure of an elderly as the symbolic element of identity, which has been through successive redesigns in order to rejuvenate the brand image - a process that can be termed as Benjamin Button effect (BB effect).; Además de identificar y diferenciar productos y servicios...