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”.

Direct versus indirect channels: Differentiated loss aversion in a high‐involvement, non‐frequently purchased hedonic product

Purpose – This article aims to investigate whether intermediaries reduce loss aversion in the context of a high-involvement non-frequently purchased hedonic product (tourism packages). Design/methodology/approach – The study incorporates the reference-dependent model into a multinomial logit model with random parameters, which controls for heterogeneity and allows representation of different correlation patterns between non-independent alternatives. Findings – Differentiated loss aversion is found: consumers buying high-involvement non-frequently purchased hedonic products are less loss averse when using an intermediary than when dealing with each provider separately and booking their services independently. This result can be taken as identifying consumer-based added value provided by the intermediaries. Practical implications – Knowing the effect of an increase in their prices is crucial for tourism collective brands (e.g. “sun and sea”, “inland”, “green destinations”, “World Heritage destinations”). This is especially applicable nowadays on account of the fact that many destinations have lowered prices to attract tourists (although, in the future, they will have to put prices back up to their normal levels). The negative effect of raising prices can be absorbed more easily via indirect channels when compared to individual providers, as the influence of loss aversion is lower for the former than the latter. The key implication is that intermediaries can – and should – add value in competition with direct e-tailing. Originality/value – Research on loss aversion in retailing has been prolific, exclusively focused on low-involvement and frequently purchased products without distinguishing the direct or indirect character of the distribution channel. However, less is known about other types of products such as high-involvement non-frequently purchased hedonic products. This article focuses on the latter and analyzes different patterns of loss aversion in direct and indirect channels.

Brasília, capital-patrimônio: sinergia para o desenvolvimento

Brasília impõe-se como um interessante caso a ser estudado. Distingue-se de todas as demais cidades do Brasil (e talvez do mundo), mas, ainda assim, reflete a quase totalidade das complexas questões que atingem qualquer grande cidade. A análise de seus processos de patrimonialização e de gestão territorial-patrimonial revela riqueza e singularidade históricas, além de revelar contradições e alta complexidade. O presente ensaio, de cunho teórico-exploratório, propõe-se a analisar o Plano de Preservação do Conjunto Urbanístico de Brasília – PPCUB, projeto de Lei Complementar proposto como política pública de proteção do patrimônio urbano, em busca de relações e conexões entre o contexto sociopolítico de construção da cidade ideal, seu desenvolvimento real e sua consagração como Patrimônio Mundial. Apenas por meio da sinergia de interesses e da ação conjunta dos diversos atores/agentes envolvidos na dinâmica urbana será possível transformar a excepcionalidade e o valor universal em acessibilidade territorial e valor local, dois pilares do desenvolvimento.

Geological risk assessment of Amtoudi Agadir in southern Morocco: a key case for sustainable cultural heritage

Medieval fortified granaries known as “agadirs” are very common in southern Morocco, being catalogued as world cultural heritage by United Nations. These Berber buildings (made of stones and tree trunks) usually located on rocky promontories, constitute historical testimonials related to the origin of Morocco, and, as tourist attractions, have a positive impact on the local economy. The sustainability of these ancient monuments requires geological-risk evaluations of the massif stability under the agadir with the proposal of stabilization measures, and an architectonic analysis with appropriate maintenance of the structural elements. An interdisciplinary study including climate, seismicity, hydrology, geology, geomorphology, geotechnical surveys of the massif, and diagnosis of the degradation of structural elements have been performed on the Amtoudi Agadir, selected as a case study. The main findings from this study are that the prevalent rocks used for construction (coming from the underlying substratum) are good-quality arkosic sandstones; the SW cliffs under the agadir are unstable under water saturation; some masonry walls are too thin and lack interlocking stones and mortar; and failures in the beams (due to flexure, fracture, and exhaustion in the resistance due to insect attacks or plant roots) are common. The basic risk assessment of ancient buildings of cultural heritage and their geologic substratum are needed especially in undeveloped areas with limited capacity to implement durable conservation policies. Therefore, recommendations have been provided to ensure the stability and maintenance of this important archaeological site.

The Conservation of our Built Heritage, in Particular Statues in Aberdeen, Evaluated Through a Social and Historical Context and Their Impact, Through the Use of 3D Scanning

Cultural heritage sites all over the world are at risk due to aggressive urban expansion, development, wars and general obsolescence. Not all objects are recorded in detail although they may have social and historical significance. For example more emphasis is placed on the recording of castles and palaces than on crofters’ cottages or tenement blocks, although their history can be just as rich. This paper will investigate the historic fabric of Aberdeen through the use of digital scanning, supported by a range of media including old photographs and paintings. Dissemination of social heritage through visualisations will be explored and how this can aid the understanding of space within the city or specific area. Focus will be given to the major statues/monuments within the context of the city centre, exploring their importance in their environment. In addition studying why many have been re-located away from their original site, the reasons why, and how we have perhaps lost some of the social and historical importance of why that monument was first located there. It will be argued that Digital Media could be utilised for much more than re-creation and re-presentation of physical entities. Digital scanning, in association with visualisation tools, is used to capture the essence of both the cultural heritage and the society that created or used the sites in association with visualisation tools and in some way re-enacting the original importance placed upon the monument in its original location, through adoption of BIM Heritage.