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.

Tinta Barroca: identidade e comunicação para uma marca de promoção de eventos hoteleiros

A ilustração aplicada ao branding resulta de um modo reflexivo por parte do autor. Esse modo é, por si só, o papel do ilustrador como designer gráfico. A identidade de uma marca nasce da sua história, contexto e sensações, as quais o autor adquire e transmite, segundo as suas vivências, de modo a responder às necessidades das pessoas que o rodeiam. O desenvolvimento de uma marca é um longo processo de análise e reflexão, contínuo e exigente. Aplicando a ilustração a este meio, como objeto visual principal, a língua deixa de ser um entrave e a identidade passa a ser comunicada aos olhos e memória de qualquer um, de forma imediata e eficaz. Conceptualmente, a Tinta Barroca absorve estes princípios, transformando-se numa marca de eventos culturais, embora bastante focada em eventos que podem abranger jantares bem portugueses ou provas de vinho. O projeto foi desenvolvido à base do experimentalismo. Todas as ilustrações da marca foram, numa primeira fase, produzidas manualmente e posteriormente tratadas digitalmente, testando diferentes formas, texturas e materiais. A excessividade ilustrativa é o ponto de partida para comunicar as ideologias da Tinta Barroca, baseando-se no barroquismo, erotismo e nos prazeres da vida. A identidade gráfica da marca misturase com uma decoração já pré-definida: uma mesa bem preenchida e recheada de flores, frutos, vinho e comidas divinais, que se aproximam, pelo excesso, dos princípios do barroco.

DACA: architecture to implement dynamic access control mechanisms on business tier components

Access control is a software engineering challenge in database applications. Currently, there is no satisfactory solution to dynamically implement evolving fine-grained access control mechanisms (FGACM) on business tiers of relational database applications. To tackle this access control gap, we propose an architecture, herein referred to as Dynamic Access Control Architecture (DACA). DACA allows FGACM to be dynamically built and updated at runtime in accordance with the established fine-grained access control policies (FGACP). DACA explores and makes use of Call Level Interfaces (CLI) features to implement FGACM on business tiers. Among the features, we emphasize their performance and their multiple access modes to data residing on relational databases. The different access modes of CLI are wrapped by typed objects driven by FGACM, which are built and updated at runtime. Programmers prescind of traditional access modes of CLI and start using the ones dynamically implemented and updated. DACA comprises three main components: Policy Server (repository of metadata for FGACM), Dynamic Access Control Component (DACC) (business tier component responsible for implementing FGACM) and Policy Manager (broker between DACC and Policy Server). Unlike current approaches, DACA is not dependent on any particular access control model or on any access control policy, this way promoting its applicability to a wide range of different situations. In order to validate DACA, a solution based on Java, Java Database Connectivity (JDBC) and SQL Server was devised and implemented. Two evaluations were carried out. The first one evaluates DACA capability to implement and update FGACM dynamically, at runtime, and, the second one assesses DACA performance against a standard use of JDBC without any FGACM. The collected results show that DACA is an effective approach for implementing evolving FGACM on business tiers based on Call Level Interfaces, in this case JDBC.