Antecedents of loyalty to a brand : Apple clients vs. non-clients

Apple is undoubtedly a sui generis and remarkable brand in what concerns to its branding and brand experience, and remains an indisputable reference in the consumer electronics and computer industries. The aim of this study encompasses the development and empirical testing of two conceptual models that evaluate and allow to draw a comparison between Apple clients and non-clients’ perceptions, regarding brand experience, brand perceived value, price perceptions and brand trust; and that determine the antecedents of clients’ loyalty to the brand. Therefore, the contribution of this study to the literature relies on the research of the impact of brand experience on brand perceived value and on price perceptions, as well as the influence of price perceptions (positive and negative) on trust, satisfaction, and commitment to the brand. Two surveys were used to test each conceptual model, through a sample collected across the portuguese academic community. The findings prove the strong influence of the sensory and affective aspects of brand experience on both clients and non-clients. They also reveal that the negative role of price is neutralized in the presence of strong brand experience, and that the fact that Apple is viewed as an “expensive brand” may highlight its association to higher quality and prestige. Also, this study reinforces the important role of satisfaction and commitment in building customer loyalty, corroborating the existent literature. Managerial implications derived from the findings are also discussed.

Derivation of soil screening values for metals in Portuguese natural soil

The increasing human activity has been responsible by profound changes and a constinuos degradation of the soil compartment in all the European territory. Some European policies are appearing focusing soil’s protection and the management of contaminated sites, in order to recover land for other uses. To regulate the risk assessment and the management of contaminated soils, many European member states adopted soil guideline values, as for example soil screnning values (SSV).These values are particularly useful for the the first tier of the Ecological Risk Assessment (ERA) processes of contaminated sites,especially for a first screening of sites requiring a more site-specific evaluation. Hence, the approriate definition of regional SSVs will have relevant economic impacts in the management of contaminated sites. Portugal is one of European Member States that still lack these soil guideline values. In this context, this study gaves a remarkable contribution in the generation of ecotoxicological data for soil microbiological parameters, terrestrial plants and invertebrates for the derivation of SSVs for uranium (U), cadmium (Cd) and copper (Cu), using a Portuguese natural soil, representative of a dominant type of soil in the Portuguese territory. SSVs were derived based on two methods proposed by the the Technical Guidance Document for Risk Assessment of the European Commission; namely the assessment factor method (AF) and the species sensitivity distribution (SSD) method (with some adaptations). The outputs of both methods were compared and discussed. Further, this study laid the foundation for a deeper reflection about the cut-off (hazard concentration for a given percentage of species - HCps) to be estimated from the SSDs, and to be selected for the derivation of SSVs, with the adequate level of protection. It was proven that this selection may vary for different contaminants, however a clear justification should be given, in each case. The SSvs proposed in this study were for: U (151.4 mg U kg-1dw), Cd (5.6 mg Cd kg-1dw), and Cu (58.5 mg Cu kg-1dw) These values should now be tested for their descriminating power of soils with different levels of contamination. However, this studies clarifies the approach that should be followed for the derivation of SSVs for other metals and organic contaminants, and for other dominant types of Portuguese natural soils.