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).

How well can models predict changes in species distributions? A 13-year-old otter model revisited

Species distribution and ecological niche models are increasingly used in biodiversity management and conservation. However, one thing that is important but rarely done is to follow up on the predictive performance of these models over time, to check if their predictions are fulfilled and maintain accuracy, or if they apply only to the set in which they were produced. In 2003, a distribution model of the Eurasian otter (Lutra lutra) in Spain was published, based on the results of a country-wide otter survey published in 1998. This model was built with logistic regression of otter presence-absence in UTM 10 km2 cells on a diverse set of environmental, human and spatial variables, selected according to statistical criteria. Here we evaluate this model against the results of the most recent otter survey, carried out a decade later and after a significant expansion of the otter distribution area in this country. Despite the time elapsed and the evident changes in this species’ distribution, the model maintained a good predictive capacity, considering both discrimination and calibration measures. Otter distribution did not expand randomly or simply towards vicinity areas,m but specifically towards the areas predicted as most favourable by the model based on data from 10 years before. This corroborates the utility of predictive distribution models, at least in the medium term and when they are made with robust methods and relevant predictor variables.