Measuring the influence of customer-based store brand equity in the purchase intention

[EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands awareness.

A Behavioral Foundation for Models of Evolutionary Drift

Binmore and Samuelson (1999) have shown that perturbations (drift) are crucial to study the stability properties of Nash equilibria. We contribute to this literature by providing a behavioural foundation for models of evolutionary drift. In particular, this article introduces a microeconomic model of drift based on the similarity theory developed by Tversky (1977), Kahneman and Tversky (1979) and Rubinstein (1988),(1998). An innovation with respect to those works is that we deal with similarity relations that are derived from the perception that each agent has about how well he is playing the game. In addition, the similarity relations are adapted to a dynamic setting. We obtain different models of drift depending on how we model the agent´s assessment of his behaviour in the game. The examples of the ultimatum game and the chain-store game are used to show the conditions for each model to stabilize elements in the component of Nash equilibria that are not subgame- perfect. It is also shown how some models approximate the laboratory data about those games while others match the data.

Methodological keys for the acquisition and long-term use of photographic collections representing elements of Heritage

Contributed to: Fusion of Cultures. XXXVIII Annual Conference on Computer Applications and Quantitative Methods in Archaeology – CAA2010 (Granada, Spain, Apr 6-9, 2010)

Marcas de distribuidor: análisis del espacio en el lineal por categorías y enseñas

[ES] El objetivo principal de este trabajo es confirmar si la ocupación de espacio por parte de las marcas de distribuidor en los lineales es excesivo, tal y como parecen afirmar los productores de marcas de fabricante. Para ello, se presentan los resultados de una observación del espacio ocupado por estas marcas en una muestra representativa de 40 categorías en 55 establecimientos. Con los datos obtenidos, se muestran las diferencias existentes entre categorías y entre enseñas. Además se observa si los establecimientos han llegado a un punto de lineal máximo y si el espacio ocupado por sus marcas propias es desproporcionado en relación a su cuota de mercado.

Análisis de la satisfacción máxima del consumidor en establecimientos de alimentación: la influencia del folleto publicitario

[ES] Partiendo de la consideración inicial de aquellos atributos del establecimiento comercial que la literatura de marketing ha identificado como fundamentales para que los distribuidores minoristas de alimentación puedan llevar a cabo sus estrategias de diferenciación, este trabajo identifica los principales factores que subyacen a dichos atributos. Todo ello, con objeto de comprender cuáles de estos factores ejercen una mayor influencia sobre el nivel más elevado de satisfacción del consumidor.

La elección de la marca del distribuidor en productos duraderos: factores de influencia

[ES] La apuesta de la distribución por la extensión de su marca a las categorías de productos duraderos, como electrodomésticos y productos electrónicos para el hogar, ha demostrado ser acertada, a pesar de las críticas en contra de esta estrategia. Posiblemente, la mayor familiaridad del consumidor con las marcas del distribuidor, el cambio de actitud favorable hacia éstas, la disponibilidad de la tecnología, y por qué no, la crisis económica internacional que afecta a las economías domésticas, pueden ser factores explicativos de este éxito.

Importancia del proyecto en la documentaci??n geom??trica del patrimonio

[ES] La medida y representaci??n del un elemento patrimonial debe responder a unas necesidades. Ser?? dif??cil plantear un proceso de documentaci??n geom??trica encaminado exclusivamente a conservar la informaci??n sobre su forma y dimensiones, si no son determinadas previamente las caracter??sticas de la informaci??n que se requiere conservar: su cantidad, c??mo se almacenar??, se gestionar??, se reproducir?? y difundir??. Se considera al Proyecto de Documentaci??n Geom??trica como el eje vertebrador de la intervenci??n, entendiendo por tal, el documento que recoge las necesidades y circunstancias que rodean al elemento patrimonial, propone resultados para satisfacerlas, plantea alternativas tecnol??gicas junto a la evaluaci??n de los recursos temporales, instrumentales y econ??micos de cada una de las opciones; y en definitiva supone el dise??o de la intervenci??n para la medida y la representaci??n. En este art??culo se analizan las circunstancias que justifican la redacci??n del proyecto y la transcendencia de la generaci??n de este documento en el proceso de la documentaci??n geom??trica.

La influencia del uso de dispositivos móviles en la tienda en la experiencia de compra e intención de compra de los consumidores

Máster en Dirección Empresarial desde la Innovación y la Internacionalización. Curso 2013/2014

Bihotz biriketako berpiztea simulatzeko panpin baten kudeaketarako tresna

[EU]Lan honen helburua, sentsorizatutako panpina kontrolatzeko software bat garatzea da, bihotz biriketako berpiztearen inguruko ikerkuntza sustatzeko helburuarekin. Kontrol hau aurrera eramateko bihotz biriketako berpiztearen inguruko kalitate parametro garrantzitsuenak jasotzen dituzten sentsoreekin hornitutako panpina bat erabili da, softwarearen eta panpinaren sentsoreen arteko interfaze gisa NI-DAQ National Instruments-eko txartela erabili delarik. Eskema honi jarraituz, software honek eskaintzen dituen funtzionalitate garrantzitsuenak hurrengoak dira: panpinaren bihotza simulatuko duen elektrokardiograma seinale bat panpinara transferitzea, sentsoreetatik lortutako informazioa biltegiratzea eta denbora errealean bistaratzea eta aurretiaz grabatutako erregistroen erreprodukzioa. Software hau garatzearen arrazoi nagusiak, bihotz biriketako berpiztearen kalitatea hobetzea eta elektrodoen eta pazientearen azalaren arteko kontaktuak elektrokardiograman sortzen duen interferentzia ezaugarritzea dira, bihotz-geldiunea pairatzen duen pazientearen bizi-iraupena handituko duten tresnen garapena sustatuz. Izan ere, bihotz-heriotza da herrialde garatuenen lehen heriotza-arrazoia.

Uptake and intracytoplasmic storage of pigmented particles by human CD34+stromal cells/telocytes: endocytic property of telocytes

We studied the phagocytic-like capacity of human CD34+ stromal cells/telocytes (TCs). For this, we examined segments of the colon after injection of India ink to help surgeons localize lesions identified at endoscopy. Our results demonstrate that CD34+ TCs have endocytic properties (phagocytic-like TCs: phTCs), with the capacity to uptake and store India ink particles. phTCs conserve the characteristics of TCs (long, thin, bipolar or multipolar, moniliform cytoplasmic processes/telopodes, with linear distribution of the pigment) and maintain their typical distribution. Likewise, they are easily distinguished from pigment-loaded macrophages (CD68+ macrophages, with oval morphology and coarse granules of pigment clustered in their cytoplasm). A few c-kit/CD117+ interstitial cells of Cajal also incorporate pigment and may conserve the phagocytic-like property of their probable TC precursors. CD34+ stromal cells in other locations (skin and periodontal tissues) also have the phagocytic-like capacity to uptake and store pigments (hemosiderin, some components of dental amalgam and melanin). This suggests a function of TCs in general, which may be related to the transfer of macromolecules in these cells. Our ultrastructural observation of melanin-storing stromal cells with characteristics of TCs (telopodes with dichotomous branching pattern) favours this possibility. In conclusion, intestinal TCs have a phagocytic-like property, a function that may be generalized to TCs in other locations. This function (the ability to internalize small particles), together with the capacity of these cells to release extracellular vesicles with macromolecules, could close the cellular bidirectional cooperative circle of informative exchange and intercellular interactions.

Contributions to High-Throughput Computing Based on the Peer-to-Peer Paradigm

XII, 116 p.

Marketin Esperientziala: Kasu praktikoa. Pop-up Storeak.

Aditu askoren arabera, milurteko berriaren atarian marketin filosofia berri bat hasi zen loratzen: Marketin Esperientziala. Filosofia berri horrek paradigma aldaketa bat suposatzen du, fokua bezeroek enpresekin bizi dituzten esperientzia gogoangarrietan jartzen duena. Gaur egun, produktu eta zerbitzuak geroz eta antzekoagoak dira, kalitate eta prezioan oinarritutako lehia ez da nahikoa eta bezeroa geroz eta zorrotzagoa da. Horrek guztiak desberdintzeko bide berriak bilatu beharra dakar eta, horregatik, produktu eta zerbitzuez gain esperientziak sortu eta eskaintzea aukera paregabea bilakatu da enpresentzat, hau da, faktore emozionala kontuan hartzea. Gradu Amaierako Lan honek filosofia berri horren nondik norakoak aztertzea bilatzen du eta baita erosketa puntuan nola aplikatzen den ikertzea ere; izan ere, erosketa puntuek bezeroa, produktu/zerbitzua eta langileak atmosfera bakar batean biltzen dituzte. Horretarako, erosketa puntuan parte-hartzen duten esperientzia-eragile nagusiak aztertuko dira: zentzumenak, estetika eta diseinua eta langileen portaera. Ondoren, adibide gisa kasu praktiko eta esanguratsu bat aztertuko da: Pop Up Storeak edo, beste era batera esanda, aldi baterako establezimenduak.

The patents in the introduction of reinforced concrete in Spain: "Alhondiga de Bilbao" case study

Reinforced concrete structures are introduced in Spain mainly by French influence. This happens in the late nineteenth century, following the scheme operating through proprietary systems prevailing in Europe. Systems initially have poor scientific support reaching, even early twentieth century, an impediment to the development of concrete structures, due to the lack of knowledge shown, as well as due to a series of accidents. Therefore, from the end of the first decade of the past century are enacted a series of regulations in many countries, that will change the design and calculation of reinforced concrete structure. The knowledge of the environment of the patent systems, its beginnings and the circumstances of their application allow us to understand the constraints of the early concrete structures, as presented in the Bilbao wine store (1906).

Biochemical biomarkers in samples processed by different methods in Environmental Specimen Banks

In the last decades the creation of new Environmental Specimen Banks (ESB) is increasing due to the necessity of knowing the effects of pollutants in both the environment and human populations. ESBs analyze and store samples in order to understand the effects of chemicals, emerging substances and the environmental changes in biota. For a correct analysis of the effect induced by these variables, there is a need to add biological endpoints, such as biomarkers, to the endpoints based on chemical approaches which have being used until now. It is essential to adapt ESB´s sampling strategies in order to enable scientists to apply new biological methods. The present study was performed to obtain biochemical endpoints from samples stored in the BBEBB (Biscay Bay Environmental Biospecimen Bank) of the Marine Station of Plentzia (PIE - UPV/EHU). The main objective of the present work was to study the variability caused in biochemical biomarkers by different processing methods in mussels (Mytilus galloprovincialis) from two localities (Plentzia and Arriluze) with different pollution history. It can be concluded that the selected biomarkers (glutathione S-transferase and acetylcholinesterase) can be accurately measured in samples stored for years in the ESBs. The results also allowed the discrimination of both sampling sites. However, in a further step, the threshold levels and baseline values should be characterized for a correct interpretation of the results in relation to the assessment of the ecosystem health status.