2 resultados para Catalan language -- To 1500 -- Word order -- Congresses
em Instituto Politécnico de Leiria
Resumo:
The present work aims to allow developers to implement small features on a certain Android application in a fast and easy manner, as well as provide their users to install them ondemand, i.e., they can install the ones they are interested in. These small packages of features are called plugins, and the chosen development language to develop these in was JavaScript. In order to achieve that, an Android framework was developed that enables the host application to install, manage and run these plugins at runtime. This framework was designed to have a very clean and almost readable API, which allowed for better code organization and maintainability. The implementation used the Google’s engine “V8” to interpret the JavaScript code and through a set of JNI calls made that code call certain Android methods previously registered in the runtime. In order to test the framework, it was integrated with the client’s communication application RCS+ using two plugins developed alongside the framework. Although these plugins had only the more common requirements, they were proven to work successfully as intended. Concluding, the framework although successful made it clear that this kind of development through a non-native API has its set of difficulties especially regarding the implementation of complex features.
Resumo:
Brands are those lifestyles which consumers chose to buy in order to gain the value offered by the company, in order to be part of the community created through the brand equity elements and validated in the purchase of the products. Companies have understood how important it is to build a strong brand and many of them spend millions on aligning the brand with the design and style of the products, projecting the face and values of the company into the advertising campaigns. One of the most popular methods is through endorsement, placing a renounced celebrity and leveraging on the positive feedback of those customers that also follow the activities of the star whose face is on the cover of the marcom campaign. Celebrities have been used for a very long time to promote brands, sell products and services. Research has shown that those spokesmen of a brand who are more attractive can improve the statistics of recall and appeal more interest to the promotion campaign, as well as influence more on customer’s intention of buying the product (Kahle and Homer, 1985). The main purpose of this research is to investigate how celebrity endorsements influence the brand equity dimensions (brand loyalty, brand awareness, perceived quality and brand associations) as well as stimulate consumers’ word-of-mouth through brand identification, growth in interest and the advertising memorability. The hypotheses were tested with the aid of Structural Equation Modelling (SEM) in the PLS (Partial Least Squares) software. The survey is comprised of a target group of 589 respondents, from three countries – Brazil, Moldova and Portugal. Results evidence that the Attitude towards the Celebrity influences different Brand Equity dimensions and affects brand identification, growth in advertisement interest and advertising memorability, generating positive word of mouth (or negative, depending on the type of advertisement and reputation). Based on these findings we suggest further investigation in this area with the possibility to gain more data about the different fields of marcom and the different types of CE which are more appropriate for the given type of business.