Corporate brand identity management in a technological faculty – how brand relationships influence students and companies reputations

Identity is traditionally defined as an emission concept [1]. Yet, some research points out that there are external factors that can influence it [2]; [3]; [4]. This subject is even more relevant if one considers corporate brands. According to Aaker [5] the number, the power and the credibility of corporate associations are bigger in the case of corporate brands. Literature recognizes the influence of relationships between companies in identity management. Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in the management of corporate brand identity. Also Keller and Lehman [6] highlight relationships and costumer experience as two areas requiring more investigation. In line with this, the authors intend to develop an empirical research in order to evaluate the influence of relationships between brands in the identity of corporate brand from an internal perspective by interviewing internal stakeholders (brand managers and internal clients). This paper is organized by main contents: theoretical background, research methodology, data analysis and conclusions and finally cues to future investigation.

Corporate brand identity in higher education: a relational perspective

Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case corporate brands. Literature recognizes the influence of relationships between companies in identity management (Hakansson and Snehota, 1989, 1995; Hakansson and Ford, 2002). Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in corporate brand´s identity management and reputation. Also Keller and Lehman (2006) highlight relationships and costumer experience as two areas requiring more investigation. The authors argue that corporate brand´s identity can be developed under a relational perspective using relationships with other recognised brands in order to generate positive reputations in stakeholders. Based in relationship and corporate brand identity management, a framework is developed to identify how corporate brands select, develop and invest in relationships with other brands. The context of the proposed relationship concept is the services area (Dwyer et al, 1987; Moorman et al, 1992; Rauyruen et al, 2005 and Hennig-Thurau and Klee, 1997). An empirical qualitative research is designed using two reputational technological higher education institutions (two corporate brands) acting in Portuguese public higher education market.

Embedded platform for ECG biometric recognition

Trabalho Final de Mestrado para obtenção do grau de Mestre em Engenharia de Electrónica e Telecomunicações

An identity-based approch to communication

The main objective of this paper is to evaluate the key elements in the construction of cosistent organisational messages over time. In order to accomplish that, we propose the aligment of several elements: vision, misson, objectives, cultural values, optimal identity attributes, positioning, type of messages, communication style and means, and image...

Literature, translation and national identity: Christina Rossetti and Rosalía de Castro in the work of Plácido Castro

Plácido Castro‘s work has aroused our interest, because it evolves around the question of Galician personality and identity. While working as a journalist and a translator or while writing essays on different literary issues, Plácido Castro has never forgotten his roots or his nation. One could even say that his whole life turns around Galicia. Our purpose is to make a critical analysis of his work, especially as a translator, and try to show how he used translation in order to develop national conscience and identity and to see how far his ideology interfered in the interpretation and translation of Rossetti‘s poetry, in which he found a great similarity with Rosalìa de Castro‘s work.

The influence of pauses on the fatigue of upper limb muscles during the task of ironing

The aim of this study was to analyze the influence of position and pauses on muscle activity and fatigue during the task of ironing. Ten female participants performed the task of ironing in two different positions (standing and sitting) for 10 min each with a 1-min pause at the end of each task. Muscle activity and fatigue from the upper trapezium, anterior deltoid, and pectoralis major were analyzed using surface electromyography. The results showed that the positions had no significant influence on muscle activity; nevertheless, they had significant influence on muscular fatigue. In addition, the pauses were possibly beneficial in decreasing the muscle fatigue, but the results were not conclusive.

Value of a lower limb immobilization device for SPECT/CT image fusion optimization

The foot and the ankle are small structures commonly affected by disorders, and their complex anatomy represent significant diagnostic challenges. SPECT/CT Image fusion can provide missing anatomical and bone structure information to functional imaging, which is particularly useful to increase diagnosis certainty of bone pathology. However, due to SPECT acquisition duration, patient’s involuntary movements may lead to misalignment between SPECT and CT images. Patient motion can be reduced using a dedicated patient support. We aimed at designing an ankle and foot immobilizing device and measuring its efficacy at improving image fusion. Methods: We enrolled 20 patients undergoing distal lower-limb SPECT/CT of the ankle and the foot with and without a foot holder. The misalignment between SPECT and CT images was computed by manually measuring 14 fiducial markers chosen among anatomical landmarks also visible on bone scintigraphy. Analysis of variance was performed for statistical analysis. Results: The obtained absolute average difference without and with support was 5.1±5.2 mm (mean±SD) and 3.1±2.7 mm, respectively, which is significant (p<0.001). Conclusion: The introduction of the foot holder significantly decreases misalignment between SPECT and CT images, which may have clinical influence in the precise localization of foot and ankle pathology.

The making of saudade. National identity and ethnic psychology in Portugal

Roots and rituals.The construction of ethnic identities, Ton Dekker, John Helsloot Carla Wijers editors, p. 267-268; Selected papers of the 6TH SIEF conference on 'Roots & rituals', Amsterdam 20-25 April 1998.

Identity and belonging in the novels of Dorn Rabinovici

This essay analyses how the different types of memory may influence the process of identity formation. It shall be argued that not only memories formed upon the subject’s experiences play a key role in this process; intermediated, received narratives from the past, memories transmitted either symbolically or by elder members of the group, or, what has been meanwhile termed as “postmemory”, also play an important part in the development of an individual’s identitary map. This theoretical framework will be illustrated with the novelistic work of Austrian Israeli-born historian, writer and political activist Doron Rabinovici (*1961). As a representative of the so-called “second generation” of Holocaust writers, a generation of individuals who did not experience the nazi genocide violence, but who had to form their identities under the shadow of such a brutal past, Rabinovici addresses essential topics such as the intergenerational transmission of memory and guilt within survivor families, identity formation of second generation individuals (Jews and non-Jews) and the question of simultaneously belonging to different social, historical and linguistic contexts.

THE MAKING OF THE IMMIGRANT IDENTITY IN THE PRESS: Constructing the Immigrant Imagined Community

A dissertation submitted in partial fulfilment of the requirements for the degree of Master in Arts

Constructing the National Canon in Ireland and Macedonia: The Function of Folklore in the Plays The Countess Cathleen and The Land of Heart’s Desire by William Butler Yeats, and Proud Flesh and The Black Hole by Goran Stefanovski and Their Role in Strengthening National Identity

Erasmus Mundus Masters “Crossways in European Humanities” June 2011

FROM NON-PLACE TO PLACE: A STUDY OF EUROPEAN PUBLIC SPACE AS A SPACE OF IDENTITY

Master Erasmus Mundus Crossways in European Humanities

The influence of task design on upper limb muscles fatigue during low-load repetitive work: A systematic review

Ergonomic interventions such as increased scheduled breaks or job rotation have been proposed to reduce upper limb muscle fatigue in repetitive low-load work. This review was performed to summarize and analyze the studies investigating the effect of job rotation and work-rest schemes, as well as, work pace, cycle time and duty cycle, on upper limb muscle fatigue. The effects of these work organization factors on subjective fatigue or discomfort were also analyzed. This review was based on relevant articles published in PubMed, Scopus and Web of Science. The studies included in this review were performed in humans and assessed muscle fatigue in upper limbs. 14 articles were included in the systematic review. Few studies were performed in a real work environment and the most common methods used to assess muscle fatigue were surface electromyography (EMG). No consistent results were found related to the effects of job rotation on muscle activity and subjective measurements of fatigue. Rest breaks had some positive effects, particularly in perceived discomfort. The increase in work pace reveals a higher muscular load in specific muscles. The duration of experiments and characteristics of participants appear to be the factors that most have influenced the results. Future research should be focused on the improvement of the experimental protocols and instrumentation, in order to the outcomes represent adequately the actual working conditions. Relevance to industry: Introducing more physical workload variation in low-load repetitive work is considered an effective ergonomic intervention against muscle fatigue and musculoskeletal disorders in industry. Results will be useful to identify the need of future research, which will eventually lead to the adoption of best industrial work practices according to the workers capabilities.

The influence of pauses on the fatigue of upper limb muscles during the task of ironing

The aim of this study was to analyze the influence of position and pauses on muscle activity and fatigue during the task of ironing. Ten female participants performed the task of ironing in two different positions (standing and sitting) for 10 min each with a 1-min pause at the end of each task. Muscle activity and fatigue from the upper trapezium, anterior deltoid, and pectoralis major were analyzed using surface electromyography. The results showed that the positions had no significant influence on muscle activity; nevertheless, they had significant influence on muscular fatigue. In addition, the pauses were possibly beneficial in decreasing the muscle fatigue, but the results were not conclusive.