A percepção do consumidor do valor da marca : O caso TAP Portugal

Neste trabalho de investigação pretende-se responder à questão: qual a importância da percepção do consumidor do valor da marca TAP PORTUGAL? Para atingir os objectivos da investigação realizou-se um estudo de caso, tendo-se elaborado entrevistas junto de responsáveis pela área do marketing da companhia aérea nacional e procedeu-se à recolha de informação (publicações TAP, ANA¬ AEROPORTOS, entre outras; e, aplicou-se um questionário junto dos passageiros TAP. PORTUGAL no Aeroporto Internacional de Lisboa) de modo a se poder estudar o caso aprofundadamente. Os resultados da investigação indicam que a análise da nova imagem TAP PORTUGAL por parte dos passageiros é, de um modo geral, muito positiva, estando alinhados com os objectivos definidos no rebranding levado a cabo em 2005. A presente investigação contribui para sistematizar e clarificar as percepções dos consumidores do valor da marca TAP PORTUGAL, bem como retirar algumas ilações comparativas sobre os objectivos propostos e implementados na operação de rebranding com as percepções que os seus clientes têm desta nova imagem, contribuindo para uma melhor estratégia de gestão da marca. ABSTRACT; The present research seeks to answer the question: What is the importance of consumers' perception for the brand equity of TAP PORTUGAL? To achieve the objectives of the research a case study of methodology was done, having prepared interviews with the responsible for the marketing area of the Portuguese Airline, and proceeded to gather information (TAP, ANA-AEROPORTOS publications, among others; and, have applied a questionnaire to the TAP PORTUGAL passengers who made the check-in in the International Airport of Lisbon) to make a profound study of the case. Research results indicate that the new image analysis of TAP PORTUGAL from passengers, is generally very positive, and aligned with the objectives outlined in rebranding carried out in 2005. This research contributes to systematize and clarify the consumer's perceptions for the brand equity of TAP PORTUGAL, and draw some comparative conclusions on the objectives proposed and implemented in the rebranding operation with the customers’ perception that have the new image, contributing to improve the brand management strategy. NOTA: contém Cd em mau estado (Ilegível).

La investigación en prácticas de Teatro y Comunidad: perspectivas desde Portugal y Brasil

La investigación en Teatro y Comunidad es transversal y presupone la movilización de diferentes conocimientos y metodologías. Estos, por su naturaleza y objetivos —artísticos, socioculturales, educativos y de desarrollo— se encuentran en zonas de intersección entre el Teatro, la Filosofía, la Educación, la Psicología Comunitaria, la Antropología y la Historia de la Cultura, llevando a la revaloración de la dinámica de las zonas fronterizas como posibilidades de encuentro y diálogo.

Coastal lagoons and their watersheds as GWDE: a case study in the southwest coast of Portugal

The study of groundwater dependent ecosystems opened the opportunity to involve specialists of different areas of knowledge in order to obtain answers for complex interrelations between groundwater and the associated ecosystems. The actual study, carried out in two coastal lagoons of the Portuguese SW coast, showed the high dependency of the marine life and vegetation of the lagoons and associated streams discharging in the lagoons on the fresh water supply of these two lagoons and the high contribution they receive from groundwater in the dry period, which corresponds to more than half of each hydrologic year. Every year, the lagoons are artificially opened to the ocean for a few days to a few weeks, which dramatically changes the inside salinity. The sensitivity of these ecological niches is demonstrated by the strong dependence that some species that are more sensitive to high salinity waters show in relation to the entrance of freshwater resultant from the discharge of the phreatic aquifer of Sines sedimentary Basin. The great biodiversity of these lagoons and its precarious balance is only possible to preserve if the aquifer continue to act as a regulatory factor of the lagoon’s salinity. The equilibrium can be changed in the event of overexploitation of the phreatic aquifer, which is not at risk in the near future. In a scenario of climate change the lagoons will benefit from a slow increase in groundwater contribution, due to the rise of sea level, which will be accompanied by a rise in groundwater levels in the aquifer near the sea.

A avaliação das escolas em Portugal: contributos para a melhoria da qualidade da educação

A qualidade em educação constitui uma das grandes preocupações de governantes, políticos, académicos e investigadores e tem sido uma questão amplamente debatida em encontros científicos e estudada em diversos programas de investigação educacional nos mais diversos países do mundo ocidental. A avaliação das escolas (interna e externa) são processos fundamentais para o desiderato da qualidade e da melhoria das escolas. Nesta comunicação apresentamos alguns dos resultados do projeto de investigação “Impacto e Efeitos da Avaliação Externa nas Escolas do Ensino não Superior”, financiado pela FCT (Projeto PTDC/CPE-CED/116674/2010), no sentido de responder ao problema de investigação – Que impacto e efeitos produz a AEE no primeiro e segundo ciclos do modelo, tendo em referência a melhoria da escola, a participação da comunidade e a implementação de políticas de accountability? Os dados empíricos recolhidos e analisados, permitem afirmar que a AEE tem produzido impacto e efeitos nas dimensões organizacionais e funcionais das escolas, os quais são visíveis: a) na melhoria da escola, mais a nível organizacional do que a nível curricular e dos modos de trabalho pedagógico, sendo o impacto nesta última dimensão reconhecido como reduzido ou inexistente; b) na aceitação e apropriação pela escola dos referentes utilizados no processo de avaliação externa e consequente consolidação da avaliação institucional; c) na participação da comunidade na vida social da escola, reforçando as parcerias existentes e dando voz aos diversos atores sociais que intervêm diretamente na escola; d) na institucionalização de planos de melhoria focados nas fragilidades identificas nos relatórios da avaliação externa das escolas; e) na monitorização de resultados académicos, embora sem efeitos visíveis; f) na apropriação do discurso da qualidade, da eficácia, da eficiência e da accountability nas escolas.

Knightly Masculinity, Court Games and Material Culture in Late Medieval Portugal: The case of Constable Afonso (c. 1480–1504)

This article explores the ways in which gender was used in order to transform an exiled and uneducated illegitimate child into a prince. Our study revolves around a member of the royal family, Afonso (c.1480–1504), who was brought up in hiding by peasants and who later, as a teenager, was reincorporated into the court. We argue that the keys to this process of rehabilitation were, on one hand, family politics centred around different configurations and on the other, his introduction into a court environment marked by the ideals of chivalry. Within this dynamic, material culture played a key role, because it gave the prince all the visual attributes of his new status, as well as allowing him the means to create a new self. We shall briefly introduce Afonso and his family context in order to give an insight into his life within changing political and dynastic contexts. Then, we will analyse the expression of manhood in the Portuguese court, using the spectacles at the court as a basis for observation, thus relating gender to material culture in a courtly environment.

Judeus, cristãos e muçulmanos no Portugal Medieval

Judeus e muçulmanos vivem e movem-se numa sociedade que se define como uma “respublica christiana”. O direito canónico e a sua influência nas leis gerais dos reinos europeus implica, necessariamente, a construção de uma identidade cristã que se define em oposição ao “outro”, sobretudo o judeu, mas também o muçulmano. Neste sentido, a superioridade cristã, basilar no pensamento da Igreja, afeta a legislação régia portuguesa (como a demais europeia), criando progressivamente normas de segregação, tanto a nível de vestuário como de restrição espacial das minorias. O discurso da Igreja e o conceito de “infiel”, conflui, de resto, com os interesses das oligarquias concelhias, no seu programa político de hierarquização social e económica. Não obstante, os contextos vivenciais específicos de cada comunidade subvertem, bastas vezes, as normativas , numa necessária complementaridade dos membros das três religiões.

Assessment of the Availability of Forest Biomass for Bioenergy Production in Southwest Portugal.

In 2014, Portugal was the seventh largest pellets producer in the World. Since the shortage of raw material is one of the major obstacles that the Portuguese sellets market faces, the need for a good assessment of biomass availability for energy purposes at both country and regional levels is reinforced. This work uses a Geographical Information System environment and remote sensing data to assess the availability and sustainability of forest biomass residues in a management unit with around 940 ha of maritime pine forest. The period considered goes from 2004 to 2015. The study area is located in Southwestern Portugal, close to a pellets factory; therefore the potential Contribution of the residual biomass generated in the management unit to the production of pellets is evaluated. An allometric function is used for the estimation of maritime pine above ground biomass. With this estimate, and considering several forest operations, the residual biomass available was assessed, according to stand composition and structure. This study shows that, when maritime pine forests are managed to produce wood, the amount of residues available for energy production is small (an average of 0.37 t ha -1  year -1 were generated in the study area between 2004 and 2015). As a contribution to the sustainability of the Portuguese pellets industries, new management models for maritime pine forests may be developed. The effect of the pinewood nematode on the availability of residual biomass can be clearly seen in this study. In the management unit considered, cuts were made to prevent dissemination of the disease. This contributes to a higher availability of forest residues in a specific period of time, but, in the medium term, they lead to a decrease in the amount of residues that can be used for energy purposes.

Urban public policies: towards the improvement of landscape ecological system. The case-study of the city of Évora, Portugal.

The Charter of European Planning 2013 presents a Vision for the future of European cities and regions, highlighting the sustainability of cities and the preservation of urban ecosystems, integrating the man-made environment with the natural ecosystems and contribute to the well-being and quality of life of their inhabitants and other stakeholders. Thus, urban public policies are crucial to the improvement of the landscape ecological system, achievable by city planning and design. The paper aims to analyse if public urban policies in Portugal have been integrating strategies and/or guidelines to enhance the ecological system of the landscape. Then, which new perspectives are possible, framed by the recently approved law Bases of Public Policy of Soils, Land Management and Urban Planning (2014). This new law, in contrast with the previous ones, don’t allow reserving land to urbanize, in municipal master plans. Moreover, it is possible to revert land classified for urban purposes in those plans into rustic soils (when it is not yet infra-structured or built). It allows creating new planning and design dynamics, convert several areas and including them in the urban ecological structure, essential to the enhancement of landscape ecological system. This is a filed of work where landscape architecture has huge responsibilities, by associating and harmonize man-made environment with natural systems, enlightening sustainability consistent with conservation and improvement of Nature while contributing to the well-being and quality of life of Man. A sustainability that is ethical, aesthetic, ecological and cultural. The study is supported by a case study – the city of Évora. The ultimate goal is to propose measures to promote larger and better integration of ecological component in urban public policies, framed by the new territorial management law, taking into account and highlighting the specificities of the landscape system – Man and Nature – at the local level.

Urban-rural connections and development perspectives in Portugal

Portugal is characterized by a significant asymmetry in the population distribution/density and economic activity as well as in social and cultural dynamics. This means very diverse landscapes, differences in regional development, sustainability and quality of life, mainly between urban and rural areas. A consequence coherent with the contemporary dynamics: urbanization of many rural areas that loose their productive-agricultural identity and, simultaneously, the reintegration in urban areas of spaces and activities with more rural characteristics. In this process of increasing complexity of organization of the landscape is essential to restore the continuum naturale (between urban and rural areas) allowing closer links to both ways of life. A strategy supported in the landscape, which plays important functions for public interest, in the cultural, social, ecological and environmental fields. At the same time, constitutes an important resource for economic activity, as underlined in the European Landscape Convention. Based on this assumption, and using a multi-method approach, the study aims to analyse a) the links between urban and rural areas in Portugal and b) the reasons why these territories are chosen by individuals as places of work and mobility, residence or evasion, culture and leisure, tranquillity or excitement – meaning overall well-being. Primary information was obtained by a questionnaire survey applied to a convenience sample of the Portuguese population. Secondary data and information will be collected on the official Portuguese Statistics (INE and PORDATA). Understanding the urban-rural links is essential to support policy measures, take advantage from the global changes and challenge many of the existing myths.

Ligações e Percepções de Desenvolvimento Urbano-Rural em Portugal

Tradicionalmente considerado um país rural, Portugal caracteriza-se por assimetrias significativas ao nível da distribuição da população e da paisagem, da atividade económica e das dinâmicas sociais e culturais, que se traduzem em diferenças de desenvolvimento territorial, sustentabilidade e qualidade de vida entre as áreas urbanas e rurais. Porque muitas áreas rurais se têm urbanizado e perdido a sua identidade produtivo-agrícola e, também, porque algumas áreas urbanas têm incorporado conceitos e paisagens rurais, importa conhecer as perceções sobre o nível de bem-estar que os indivíduos registam no local onde residem e os factores de ligação entre o rural e urbano que fazem, nomeadamente, com que ambos sejam territórios de trabalho e mobilidade, residência ou evasão, cultura e lazer, tranquilidade ou agitação, ou seja, de bem-estar global. A sociedade atual continua a adotar padrões de comportamento baseados numa lógica que impera desde há dezenas de anos ainda que a posição das várias atividades desenvolvidas no território, apoiada por novas acessibilidades e conectividades (físicas e eletrónicas), propicie o surgimento de vários usos do território, por vezes conflituantes. Esta nova realidade física distante do padrão vigente num passado recente, pressupõe significativas alterações de natureza muito diversas. Partindo deste pressuposto e de uma abordagem multi-método, o objetivo é analisar as ligações entre as regiões urbanas e rurais, em Portugal, e a perceção de qualidade de vida que lhes é associada, a partir de informação secundária obtida do INE, PORDATA e de um estudo de caracterização da paisagem de Portugal continental e informação primária recolhida por sondagem a uma amostra da população portuguesa.

Instituições de Ensino Superior e movimentos migratórios em Portugal: uma aplicação do método fuzzy

As Instituições de Ensino Superior (IES) localizam-se ao longo de todo o território português, em cidades de dimensão distinta mas sempre âncoras dos territórios envolventes. Um dos efeitos mais imediatos, entre os “efeitos de procura”, relaciona-se com a dimensão populacional das cidades onde as IES estão instaladas. Logo que todos os agentes diretamente envolvidos com a IES chegam à (permanecem na) cidade – funcionários docentes e não docentes e estudantes – provocam efeitos vários, quer pela dimensão demográfica (quer em termos de volume quer de estrutura) quer pelos efeitos multiplicadores na atividade económica. O enquadramento teórico deste estudo prende-se com duas teorias fundamentais: os estudos acerca dos impactes das IES e a teoria das migrações jovens. Esta investigação visa estudar a existência de correlações entre as cidades que acolhem as IES, estas instituições e os movimentos migratórios ao longo do país. As questões de investigação são as seguintes: a dimensão das IES está relacionada com a dimensão da cidade onde está instalada e a capacidade de atração de ambas é proporcional? Podem as IES servir para inverter os fluxos migratórios que se verificam com destino às cidades onde existem IES? Os objectivos do trabalho são: - relacionar a dimensão das IES com as cidades de acolhimento, bem como os respectivos níveis de atração; - estudar os fluxos migratórios, destacando os jovens do conjunto do total da população que se desloca para as cidades / concelhos onde existem IES. Utilizar-se-ão dados relativos i) aos estabelecimentos da rede pública, universitária e politécnica; ii) às migrações internas em Portugal por grupos de idades e, iii) caracterização das cidades de acolhimento das IES. Os dados serão analisados com métodos de estatística descritiva, multivariada e com a metodologia fuzzy que visa conhecer as condições necessárias e/ou suficientes da atratividade das cidades relativamente aos fluxos migratórios jovens.

Stable isotope and multi-analytical investigation of Monte da Cegonha: A Late Antiquity population in southern Portugal

This study presents for the first time the diet of a Late Antiquity population in southern Portugal (Civitas of Pax Julia), from the Roman villa of Monte da Cegonha (predominantly 7th century CE). Stable isotope analysis (δ13C, δ15N, δ18O, 87Sr/86Sr) of human and faunal bone collagen and apatite was conducted in order to understand the influence of Roman subsistence strategies on the way of life of rural inhabitants of the area of Pax Julia and to explore their diet (types of ingested plants, amount of animal resources, terrestrial versus marine resources). X-ray diffraction (XRD) and Fourier transform infra-red spectroscopy (FTIR) analyses were used to determine the degree of bone diagenesis and assess the reliability of the bone stable isotopic composition for palaeodietary reconstruction. Anthropological analysis revealed a cariogenic diet, rich in starchy food and carbohydrates, in at least in two individuals based on the frequency of dental caries. Collagen and apatite carbon isotopic analysis suggested that C3 plants were the basis of the population's diet, complemented with some terrestrial meat and its by-products as reflected by the observed bone collagen nitrogen isotopic composition. Moreover, whilst the fairly low apatite-collagen spacing recorded in some skeletons (at around 4‰) may have been due to freshwater organisms intake, the relatively low nitrogen values observed indicate that this consumption did not occur very often, unless in the form of fresh fish of low trophic level or fish sauces. There were no significant differences in isotopic values depending on gender or burial type. Strontium and oxygen isotopic composition of bone apatite revealed a sedentary community, with the exception of a male individual who probably did not spend his childhood in Monte da Cegonha.

Study of the allergenic profile of pollen from Platanus hybrida in the city of Evora, Portugal

Background and Aim: Although grasses and olive are the most relevant allergenic species in the Alentejo region, aggravation of allergic symptoms in the early spring, unrelated with those species pollen seasons, has been reported, particularly in urban environment. Plane trees, hence pollen, are highly abundant in the city of Évora, nonetheless allergen pollen profile has not yet been evaluated. The aim of this work was to characterize the allergen profile of pollen from Platanus hybrida, one of the most representative species in Evora showing pollination prior to the main pollen season in Alentejo. Methods: Pollen from Platanus hybrida and Dactylis glomerata was extracted with ammonium bicarbonate buffer, lyophilized and stored at -80ºC until analysis. Protein content was determined by the Bradford method. SDS-PAGE followed by western blot, using allergic patient sera (obtained from the Hospital do Espírito Santo de Évora – HESE), were performed to evaluate the allergen profile of the pollen. Sensitization and cross-reactivity was assessed by solid phase immunoblot. Results: Half of the patient exhibited sensitization to pollen extracts of P. Hybrida. Western blot have shown several immunoreactive bands in the Mr 10-90 kDa range. Immunoreactive bands were also observed in the protein profile according to the pI in the pI range 4.0-6.1. Cross-reactivity of P. hybrida with D. glomerata was found. Although several bands are common to D. glomerata, a band with ~50kDa was observed in P. hybrida but not in D. glometata. Conclusion: These results evidenced allergens found in P. hybrida pollen. Moreover, cross–reactivity between P. hybrida and highly allergenic species such as D. glomerata was found which probably contributes for aggravation of pollinosis in the early spring. Acknowledgments: This work was supported by FEDER through the “Programa Operacional Fatores de Competitividade – COMPETE” (Strategic projects of ICAAM and ICT 2013-2015).

Allergenic profile of Quercus rotundifolia pollen in Alentejo, Portugal

Background and Aim: Grasses and olive are the most relevant allergenic species in the Alentejo region. However, aggravation of allergic symptoms has been reported in the early spring, before grass and olive pollen seasons. Quercus pollen is the most abundant pollen type in the early spring in Alentejo, nonetheless its allergen profile has not yet been evaluated. The aim of this work was to characterize the allergen profile of pollen from Quercus rotundifolia among the most representative species showing pollination in April, prior to the main pollen season in Alentejo. Methods: Pollen from Quercus rotundifolia, Olea europaea and Dactylis glomerata was extracted with ammonium bicarbonate buffer, lyophilized and stored at -80ºC until analysis. Extract from Quercus ilex pollen was kindly offered by Bial. Protein content was determined by the Bradford method. SDS-PAGE followed by western blot, using allergic patient sera (obtained from the Hospital do Espírito Santo de Évora – HESE), were performed to evaluate the allergen profile of the pollen. Sensitization and cross-reactivity was assessed by solid phase immunoblot. Results: Most of the patient evidenced sensitization to pollen extracts of Q. rotundifolia. Protein profile of Q. rotundifolia has shown several bands in the Mr 10-90 kDa, mostly overlapping with Q. ilex. Western blot have shown several immunoreactive bands. Immunoreactive bands were also observed in the protein profile according to the pI in the range 4.0-6.1. Cross-reactivity between Q. rotundifolia with O. europaea and D. glomerata was found. Conclusion: These results evidenced allergens found in Q. rotundifolia pollen. It also shows that protein profile of Q. rotundifolia and Q. ilex are mostly alike suggesting that similarities in allergen profile are expected. Moreover, cross–reactivity between Q. rotundifolia and highly allergenic species such as O. europaea and D. glomerata was found which probably contributes to the aggravation of pollinosis in the early spring. Acknowledgments: This work was supported by FEDER through the “Programa Operacional Fatores de Competitividade – COMPETE” (Strategic projects of ICAAM and ICT 2013-2015). We also aknowledge Bial-Aristegui for supplying pollen and extract samples of Q. ilex.

Mulheres Escultoras em Portugal

Como qualquer outra expressão artística, a Escultura tem especificidades singulares que fazem desta actividade um desafio técnico de vulto. Em tempos passados as condições técnicas e o agir artístico que a Escultura exigia e exige não permitiam, como no caso do Desenho e da Pintura, que fosse com a mesma facilidade e frequência uma prenda feminina que lustrava os grupos sociais economicamente favorecidos. Os actos e gestos que exigiam força, eram vistos como algo demasiadamente másculo e o atelier de escultura considerado um lugar impróprio. Seguir esta actividade tornava uma mulher extremamente invulgar, mais rara ainda que as pintoras, constituindo-se como uma afirmação de personalidade.Este livro aborda um conjunto de escultoras pouco conhecidas, ou mesmo desconhecidas e algumas que alcançaram ampla visibilidade.Praticamente todos os nomes abordados foram registados como palavras-chave.Esperamos que estes estudos de caso contribuam para um panorama mais completo do nosso património artístico e que mais tarde possam integrar uma História da Arte que contemple lado a lado escultores e escultoras.