El valor de marca: perspectivas de análisis y criterios de estimación

[ES] A lo largo de la última década, se ha originado un importante debate acerca de lo que debe entenderse por valor de marca. En la delimitación de este concepto se han utilizado varias perspectivas de análisis y criterios de estimación muy diferentes, de ahí que aún exista sobre este tema una excesiva ambigüedad. En este trabajo se presenta un marco teórico donde se contemplan distintas perspectivas de estudio y varios criterios de estimación del valor de marca. A partir de este marco, se analizan empíricamente siete criterios de estimación de acuerdo con la información recogida de una muestra de usuarios sobre seis marcas de zapatillas de deporte. Con ello se pretende contribuir a un mejor conocimiento del concepto de valor de marca.

El efecto placebo en productos artísticos; el caso de la poesía

[ES] Esta investigación aporta evidencias concluyentes de que existe el efecto placebo en la valoración de un producto artístico, en este caso un poema. Tras la aplicación de diferentes metodologías y testando divergentes poemas, los resultados indican que el nombre del autor influye significativamente en la valoración subjetiva que se hace de la obra. De este modo, esta investigación da respuesta a la pregunta: ¿puede una pieza literaria ser evaluada de manera diferente en función de la persona que firma esa creación? Los resultados de este estudio ciertamente muestran ese efecto: un poema es evaluado de manera significativamente más favorable cuando el que lo lee cree que esa obra está firmada por un gran artista, en contraposición a que ese poema fuera anónimo. O lo que es lo mismo, el nombre de marca condiciona la percepción del producto. Sin embargo, el efecto placebo se debilita cuando el estímulo es evaluado por personas con alta experiencia con el producto. Las implicaciones para el marketing y para el sector editorial son discutidas finalmente.

In vitro activities of natural products against oral Candida isolates from denture wearers

Background: Candida-associated denture stomatitis is a frequent infectious disease. Treatment of this oral condition is difficult because failures and recurrences are common. The aim of this study was to test the in vitro antifungal activity of pure constituents of essentials oils. -- Methods: Eight terpenic derivatives (carvacrol, farnesol, geraniol, linalool, menthol, menthone, terpinen-4-ol, and aterpineol), a phenylpropanoid (eugenol), a phenethyl alcohol (tyrosol) and fluconazole were evaluated against 38 Candida isolated from denture-wearers and 10 collection Candida strains by the CLSI M27-A3 broth microdilution method. -- Results: Almost all the tested compounds showed antifungal activity with MIC ranges of 0.03-0.25% for eugenol and linalool, 0.03-0.12% for geraniol, 0.06-0.5% for menthol, a-terpineol and terpinen-4-ol, 0.03-0.5% for carvacrol, and 0.06-4% for menthone. These compounds, with the exception of farnesol, menthone and tyrosol, showed important in vitro activities against the fluconazole-resistant and susceptible-dose dependent Candida isolates. -- Conclusions: Carvacrol, eugenol, geraniol, linalool and terpinen-4-ol were very active in vitro against oral Candida isolates. Their fungistatic and fungicidal activities might convert them into promising alternatives for the topic treatment of oral candidiasis and denture stomatitis.

Proliferative multifocal leukoplakia better name that proliferative verrucous leukoplakia

In this letter I propose the name "Proliferative Multifocal Leukoplakia" with the goal of reducing under-diagnosis of this disease, improve the early diagnosis, try to make an early therapy and control, and prevent its malignant transformation.

TRANSFER OF ANALYTICAL METHODS FOR THE CHARACTERISATION OF NATURAL PRODUCTS TO R&D PROCESSES OF IDOKI

IDOKI SCF Technologies S.L. is a technology-based company, set up on September 2006 in Derio (Biscay) with the main scope of developing extraction and purification processes based on the use of supercritical fluid extraction technology (SFE) in food processing, extraction of natural products and the production of personal care products. IDOKI¿s researchers have been working on many different R&D projects so far, most of them using this technology. However, the optimization of a SFE method for the different matrices cannot be performed unless we have an analytical method for the characterisation of the extracts obtained in each experiment. The analytical methods are also essential for the quality control of the raw materials that are going to be used and also for the final product. This PhD thesis was born to tackle this problem and therefore, it is based on the development of different analytical methods for the characterisation of the extracts and products. The projects that we could include in this thesis were the following: the extraction propolis, the recovery of agroindustrial residues (soy and wine) and the dealcoholisation of wine.On the one hand, for the extraction of propolis, several UV-Vis spectroscopic methods were used in order to measure the antioxidant capacity and the total polyphenol and flavonoid content of the extracts. A SFC method was also developed in order to measure more specific phenolic compounds. On the other hand, for the recovery of agroindustrial residues UV-Vis spectroscopy was used to determine the total polyphenol content and two SFC methods were developed to analyse different phenolic compounds. Extraction methods such as MAE, FUSE and rotary agitation were also evaluated for the characterisation of the raw materials.Finally, for the dealcoholisation of wine, the development of a SBSE-TD-GC-MS and DHS-TD-GC-MS methods for the analysis of aromas and a NIR spectroscopic method for the determination of ethanol content with the help of chemometrics was necessary. Most of these methods are typically used in IDOKI¿s lab as routine analyses apart from others not included in this PhD thesis.

Aplicando netnografía a la obtención del mapa de posicionamiento para empresas de distribución alimentaria

[ES] Las comunidades online se han convertido en un lugar de encuentro muy popular para los consumidores que les permite compartir información. En este artículo se presenta una técnica de información novedosa como la netnografía, y se aplica para determinar cuál es el posicionamiento de las empresas de distribución alimentaria. Tras la recogida y análisis de 506 mensajes válidos de la comunidad online Ciao, se pudo conocer qué atributos se asociaban a seis establecimientos de alimentación analizados. Mercadona se asocia con la calidad de su marca de distribuidor y una escasa variedad de marcas/productos. Las tiendas discount, Lidl y DIA, destacan por la posibilidad de mejora en la limpieza del establecimiento y la localización de los productos. Los hipermercados, Eroski, Alcampo y Carrefour, son destacados por su variedad de marcas/productos, y alejado del domicilio. También se ha identificado a los competidores más directos de cada empresa, encontrándose una competencia entre los formatos de venta del mismo tipo (intratipo). El uso de la netnografia, técnica relativamente reciente, supone la mayor originalidad del trabajo. Además, las conclusiones obtenidas, que son coincidentes con estudios anteriores, muestran que la netnografía puede ser una fuente de información para determinar cuál es la imagen comercial y el posicionamiento de las empresas.

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.

Brand image and lexicographic analysis: an application to shopping malls

[EN] The concept of image in its different aspects is very important in today s society as well as in the business management field. Some authors reports that most of the studies that measure image do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research regarding the concept of brand image applied to shopping malls was conducted based on the conceptual model of the consumer cognitive response in order to empirically explore and contrast it. For this reason, a survey was applied to 420 consumers in five shopping malls in Bogotá, achieving a database of 3.749 cases. The results show attribute-shopping mall associations expressed in unique, differentiated, and notorious vocabulary obtained applying lexicometric and multivariate analysis techniques. Attribute-shopping mall associations such as spacious , good location , good variety of stores , and the existence of movie theaters . Finally, this research aims to potentially improve the management of shopping malls and increase their attractiveness and customer loyalty by applying the development of service quality systems, integral communication, segmentation, and positioning.

European Newspapers’ Digital Transition: New Products and New Audiences

The adaptation of traditional newspapers to new digital media and its interface, far from being a mere technical transformation, has contributed to a gradual change in the media themselves and their audiences. With a sample including the top general information pay newspaper in each of the 28 countries of the European Union, this research has carried out an analysis using 17 indicators divided in 4 categories. The aim is to identify the transformations that the implementation of digital media have brought to the top European newspapers. In general terms, the results show that most dailies have managed to keep their leadership also in online environment. Moreover, an emerging group of global media is growing up, based in preexisting national media. Digital and mobile media have contributed to the appearance of new consumption habits as well, where users read more superficially and sporadically. The audience uses several formats at a time, and digital devices already bring the biggest amount of users to many media. The Internet-created new information windows –search engines, social networks, etc. –are also contributing to the change in professional work routines.