Contribution of individual to collective brands

Traditionally, literature estimates the equity of a brand or its extension but it pays little attention to collective brand equity even though collective branding is increasingly used to differentiate the homogenous products of different firms or organizations. We propose an approach that estimates the incremental effect of individual brands (or the contribution of individual brands) on collective brand equity through the various stages of a consumer hierarchical buying choice process in which decisions are nested: “whether to buy”, “what collective brand to buy” and “what individual brand to buy”. This proposal follows the approach of the Random Utility Theory, and it is theoretically argued through the Associative Networks Theory and the cybernetic model of decision making. The empirical analysis carried out in the area of collective brands in Spanish tourism finds a three-stage hierarchical sequence, and estimates the contribution of individual brands to the equity of the collective brands of “Sun, Sea and Sand” and of “World Heritage Cities”.

Design of online practical lessons in colorimetry

Applied colorimetry is an important module in the program of the elective subject "Colour Science: industrial applications”. This course is taught in the Optics and Optometry Degree and it has been used as a testing for the application of new teaching and assessment techniques consistent with the new European Higher Education Area. In particular, the main objective was to reduce the attendance to lessons and encourage the individual and collective work of students. The reason for this approach is based on the idea that students are able to work at their own learning pace. Within this dynamic work, we propose online lab practice based on Excel templates that our research group has developed ad-hoc for different aspects of colorimetry, such as conversion to different colour spaces, calculation of perceptual descriptors (hue, saturation, lightness), calculation of colour differences, colour matching dyes, etc. The practice presented in this paper is focused on the learning of colour differences. The session is based on a specific Excel template to compute the colour differences and to plot different graphs with these colour differences defined at different colour spaces: CIE ΔE, CIE ΔE94 and the CIELAB colour space. This template is implemented on a website what works by addressing the student work at a proper and organized way. The aim was to unify all the student work from a website, therefore the student is able to learn in an autonomous and sequential way and in his own pace. To achieve this purpose, all the tools, links and documents are collected for each different proposed activity to achieve guided specific objectives. In the context of educational innovation, this type of website is normally called WebQuest. The design of a WebQuest is established according to the criteria of usability and simplicity. There are great advantages of using WebQuests versus the toolbox “Campus Virtual” available in the University of Alicante. The Campus Virtual is an unfriendly environment for this specific purpose as the activities are organized in different sectors depending on whether the activity is a discussion, an activity, a self-assessment or the download of materials. With this separation, it is more difficult that the student follows an organized sequence. However, our WebQuest provides a more intuitive graphical environment, and besides, all the tasks and resources needed to complete them are grouped and organized according to a linear sequence. In this way, the student guided learning is optimized. Furthermore, with this simplification, the student focuses on learning and not to waste resources. Finally, this tool has a wide set of potential applications: online courses of colorimetry applied for postgraduate students, Open Course Ware, etc.

Preservação do acervo histórico do centro acadêmico XXXI de Outubro da Escola de Enfermagem da Universidade de São Paulo

A preservação documental justifica-se pela importância do acervo documental existente no Centro Acadêmico XXXI de Outubro da Escola de Enfermagem da USP, a fim de propiciar a organização e o acesso a futuros pesquisadores interessados pela história da enfermagem, bem como resguardar a memória coletiva dessa profissão. O presente trabalho teve por objetivos higienizar, organizar e elaborar um inventário da documentação do Centro Acadêmico XXXI da Escola de Enfermagem da USP. Metodologicamente, os documentos foram submetidos às análises diplomática e tipológica e, em seguida, foram higienizados e organizados, de modo arquivístico, segundo afinidades temáticas. Em seguida, foram elaboradas planilhas, no programa Excel. Os resultados revelaram uma massa documental vasta, dando origem a um total de 9 temáticas, que totalizam a quantidade de 1028 documentos: União Nacional dos Estudantes (UNE) (134); União Estadual dos Estudantes (UEE) (131); Correspondências Recebidas (geral) (76); Correspondências Recebidas – USP (140); Entidades estudantis e Instituições de Enfermagem (60); Correspondências expedidas (229); Organização Financeira (150); Documentação Esparsas (99) e Material Iconográfico e Jornalístico (9). O presente trabalho possibilitou um novo olhar sobre o valor do documento como fonte de pesquisas e ressignificou o lócus social da memória coletiva.

Food, nutrition and public health in contemporary Spain, 1900-1936

Within the context of the health reforms introduced in Spain in the early 20th century and the influence of international health organisations on their development, this article analyses the growing interest that surrounded nourishment and food-related problems at that time in relation to healthcare, the diagnosis provided by hygienists of such problems, and the public health measures applied to resolve them. The issue of hygienic diet and the collective aspect of nutritional problems became priorities in the field of healthcare. Two of the most prominent initiatives involved setting up a Department of Nutrition and Food Hygiene and Bromatological Technique during the early years of the Second Republic, as part of the National School of Health, as well as a Food Hygiene Service. Spanish hygienists underlined the importance of education and the dissemination of information about food hygiene, health and nutrition, in order to overcome the qualitative and quantitative deficiencies observed in the average diet of the Spanish population.

La enfermería como “recurso”: el proceso de profesionalización de la enfermería en la década del ‘70, entre las políticas de Estado y el modelo Médico- hegemónico

La investigación que nos planteamos busca dar cuenta de las transformaciones acaecidas a la práctica profesional de enfermería en el INE “Juan H Jara” en la década de los 70, los distintos cambios del Estado nacional y sus relaciones con la corporación médica. Cotejando el discurso enfermero con documentos y datos de la época, intentamos interpretar cuál fue la dinámica y estructura de los procesos de reproducción social, que tuvieron como resultante la gradual “invisibilización” de las prácticas de enfermería. La enfermería fue considerada como un “recurso” por los médicos, no muy distinto de otros insumos, que podían construir y deshacer según las necesidades coyunturales, esta instrumentalización se relaciona con las dificultades para el desarrollo de la capacidad de análisis crítico y la resistencia colectiva a los procesos alienantes dentro de la profesión.

Estudio de las preferencias de los estudiantes de 4º de Grado en Enfermería sobre su futuro profesional e intención de emigrar

Introducción y objetivos: Conocer y analizar las preferencias laborales y la intención de emigrar de los estudiantes de 4º de Grado en Enfermería de la Universidad de Murcia (España). Método: Estudio de diseño descriptivo concurrente e incidental, previo análisis bibliográfico. Se incluyó 37 test. Los participantes recibieron personalmente una encuesta de variables sociodemográficas y de intención de futuro. El análisis estadístico de los datos se realizó mediante el SPSS 15.0. Resultados: De los 37 encuestados el 35,1% fueron varones y el 64,9% mujeres, con edades comprendidas entre 21 y 50 años. La mayoría de encuestados (94,6%) conoce al menos un idioma. La primera intención de futuro mayoritaria es trabajar en España (40,5%), seguida de preparar la especialización (EIR) (35,1%); la segunda intención muestra las mismas preferencias que la primera. En ambos casos emigrar lo eligió el 15%. No dominar ningún idioma es factor excluyente para emigrar, aunque saber algún idioma no es determinante para emigrar. Todos los encuestados que eligieron emigrar son menores de 25 años. Ninguno de los mayores de 25 años eligió como primera opción preparar la especialización, siendo en los menores de 25 años la opción preferida. Conclusiones: Los jóvenes enfermeros españoles deciden desarrollar su profesión fuera de España impulsados más por una necesidad que al interés por trabajar en el extranjero. Los órganos gestores españoles deberían poner en marcha programas que fomentasen la rápida inserción laboral de los jóvenes enfermeros en su país.

Almonastires y rábitas: espiritualidad islámica individual y defensa colectiva de la comunidad. Espiritualidad y geopolítica en los orígenes de Almonaster la Real

Primeramente se describe el ŷihād, su origen coránico, la escatología asociada y el derecho musulmán asociado al mismo, para acabar explicando cómo el espíritu colectivo y estatal del ŷihād evolucionó hacia la espiritualidad individual del ribāṭ en Al-Andalus. En la segunda parte se enumeran los topónimos al-Munastīr en la península Ibérica, asociados a construcciones eclesiásticas visigodas precedentes, y se explica la geopolítica de Almonaster la Real: en la vía romana que comunicaba Sevilla y Huelva por la montaña onubense con Beja, esta vía de origen romano se usó hasta fin del s. X. La vigilancia en época omeya de este itinerario esencial de comunicación con Portugal dio origen a este “lugar de ribāṭ” que fue Almonaster, fundado sobre restos tardorromanos precedentes.