Patrocínio: influência na atitude relativamente à marca e intenção de compra: caso Nike e selecção portuguesa de futebol

Devido à enorme importância que tem sido atribuída ao desporto nas últimas décadas, os marketers abraçam agora totalmente o facto de uma campanha integrada de patrocínio desportivo poder atingir um imensurável número de benefícios. Na verdade, apesar das empresas se comprometerem hoje com muitas outras áreas como a cultura, caridade e domínios humanitários, o desporto continua a ser o campo mais requisitado no que ao patrocínio se refere. Para muitas organizações o patrocínio desportivo é, de facto, o elemento-chave de uma comunicação integrada de marketing. Devido então a todo este enfase dado ao desporto, decidimos verificar se a relação de patrocínio entre a marca Nike e a Selecção Portuguesa de Futebol (SPF) influencia a atitude relativamente à marca e a intenção de compra dos seus produtos, o que constitui o objectivo desta investigação. Assim, tendo como ponto de partida a questão: exercerá a relação de patrocínio entre a Nike e a SPF alguma influência na atitude relativamente à marca e sua intenção de compra? E, por meio de uma revisão da literatura referente a este tema, desenvolvemos um modelo conceptual, o qual é baseado no criado por Martensen et al (2007) e integra quatro principais conceitos: envolvimento, atitudes, intenção de compra e congruência entre a marca e o evento. O presente estudo emprega um design exploratório envolvendo uma colecta de dados quantitativos, através da aplicação de um questionário online. De modo a confirmarmos o modelo proposto, duas técnicas estatísticas foram utilizadas: análise factorial e análise de equações estruturais (AEE). As conclusões desta investigação podem fornecer directivas para a compreensão de como uma relação de patrocínio pode criar ou melhorar a atitude relativamente a uma marca e sua intenção de compra. Como principal resultado, podemos destacar a existência de uma influência positiva da relação de patrocínio na atitude relativamente à marca.

Juntos Contra a Fome na Comunidade dos Países de Língua Portuguesa

O presente relatório é o resultado de um estágio curricular no Secretariado Executivo da Comunidade de Países de Língua Portuguesa. Este teve como propósito complementar o mestrado em Ciências Políticas e Relações Internacionais, sob a forma de componente não letiva, em conjunto com o presente relatório. No relatório encontra-se uma descrição da Comunidade dos Países de Língua Portuguesa, sua política de segurança alimentar e a sua campanha pela erradicação da fome e insegurança alimentar e nutricional, “Juntos Contra a Fome”, de forma a introduzir o contexto em que foi desenvolvido o estágio. Posteriormente é feita uma contextualização do próprio estágio e uma descrição do mesmo, incluindo como se desenvolveram as atividades dentro do mesmo. É avançada uma inicial avaliação de “Juntos Contra a Fome” através de uma limitada revisão bibliográfica e de dados recolhidos através da distribuição de um questionário dentro do Secretariado Executivo. Através da análise dos dados recolhidos é possível explorar possíveis relações entre seis variáveis estabelecidas para o propósito deste relatório.

Ethical consumption (in)decisons

Consumers’ indecisions about the ethical value of their choices are amongst the highest concerns regarding ethical products’ purchasing. This is especially true for Fair Trade certified products where the ethical attribute information provided by the packaging is often unacknowledged by consumers. While well-informed consumers are likely to generate positive consumer reactions to ethical products and increase its ethical consumption, less knowledgeable buyers show different purchasing patterns. In such circumstances, decisions are often driven by socio-cultural beliefs about the low functional performance of ethical or sustainable attributes. For instance, products more congruent with sustainability (e.g., produce) are considered to be simpler but less tasty than less sustainable products. Less sustainable products instead, are considered to be more sophisticated and to provide consumers with more hedonic pleasures (e.g., chocolate mousse). The extent that ethicality is linked with experiences that provide consumers with more pain than pleasure is also manifested in pro-social social behaviors. More specifically through conspicuous self-sacrificial consumption experiences like running for charity in marathons with wide public exposure. The willingness of consumers to engage in such costly initiatives is moderated by gender differences and further, mediated by the chronic productivity orientation of some individuals to use time in a productive manner. Using experimental design studies, I show that consumers (1) use a set of affective and cognitive associations with on-package elements to interpret ethical attributes, (2) implicitly associate ethicality with simplicity, and that (3) men versus women show different preferences in their forms of contribution to pro-social causes.

Rotary Club of St. Catharines fonds, 1973-1985, n.d.

The first Rotary Club was created in February 1905, by Chicago lawyer Paul P. Harris. Harris envisioned a club which would bring members of the business community closer together. As his vision grew more members were acquired. In order to accommodate everyone, meetings were held at each of the member’s place of business; hence the name Rotary Club was adopted. A wagon wheel was chosen as an appropriate symbol to denote the club; which today has become the cogwheel. By the close of its first year the club had thirty members. Slowly Rotary Clubs began emerging across the country and by 1910 they had become International by moving North to Canada. By 1921 Rotary representation was present in every Continent and in 1922 the name Rotary International had been approved. The Rotary Club of St. Catharines came into existence on May 19, 1921 under the Charter President Canon Bill Broughall. The Club’s beginnings were humble with only twenty-five members; however, by their seventy-fifth anniversary the club had grown to one hundred and forty-four. The Rotary Club of St. Catharines is a non-profit charity, prescribing to the motto Service above Self. This motto is demonstrated through the Clubs numerous contributions to society both locally and internationally. The Club raises funds, supports exchange programs, and participates in community service work. Some of the organizations which have benefited from the Clubs donations; include, Easter Seals, the Niagara Peninsula Children’s Centre, and the Youth Exchange Program.

Letter from George Cran regarding a Christian mission in India, 1803.

George Cran was the son of a farmer in the parish of Forgue in Aberdeen Shire, Scotland. He became a member of the church at Huntley, Scotland where his devotion to God inspired him to become a Sunday school teacher. He subsequently became a member of the London Missionary Society. In 1801 he was sent to study at the seminary in Gosport, England where he spent two to three years. His desire was to preach Christ to the “heathens”. Messrs. Ringeltaube, Des Granges and Cran were designated to work in India. No ships for the East India Company would grant passage to missionaries due to the open hostility of the government therefore they set sail from Copenhagen on April 20, 1804 and reached Tranquebar on December 5th, 1805. Cran and Des Granges were designated to supervise the churches in Tinnevelly and they were to begin a mission among the northern Circars. This would have meant that they would have to work in two different places which would have separated them by over 500 miles. The society didn’t seem to be aware of the vast hindrances that the missionaries had to face. Cran and Des Granges decided instead to work in Vizagapatam where they were welcomed by many of the European residents. They conducted English services for which they were paid a monthly salary by the governor. They also conducted services for the natives and opened a school for native children. By November of 1806 a mission house had been built and a “charity” school for Eurasian children was opened. Cran and Des Granges were also diligently studying the native language and they began to translate the Bible into Telugu (spoken by the Hindus who live along the lower basins of the Kistna and Godaveri Rivers). In November of 1808 Cran was almost killed by a fever which left him severely weakened. He was only partially recovered, but accepted an invitation by the general who commanded the local district to accompany him on a journey around the province. The journey proved to be too much for Cran and he died on January 6th, 1809. He is buried at Chicacole, India. He is remembered for his successful work at Vizagapatam and his translation of the Bible. The fact that it was 27 years after the arrival of Cran before a single native was converted attests to the fact that this was a very difficult undertaking. The London Missionary Society was formed in 1795 in England by evangelical Anglicans and nonconformists. It is a non-denominational society and now forms part of the Council for World Mission. with information from The Voice of God to the Churches a Sermon on the Death of George Cran, Augustus Des Granges and Jonathan Brain by David Bogue and The History of the London Missionary Society 1795-1895 by Richard Lovett

Niagara Bruce Trail Club Fonds, 1962-2014, n.d.

The Bruce trail is Canada’s longest and oldest continuous footpath. The trail runs along the Niagara Escarpment from Niagara to Tobermory through private and public land. The main trail is 890 km long and the side trails measure 400 km. In 1961, a “Save the Escarpment” conference was held in Hamilton. Gerry Wolfram, a writer for the St. Catharines Standard proposed that a committee be formed to develop a hiking trail. The Peninsula Field Naturalists Club formed a committee and President Bert Lowe contacted landowners along the proposed route to gain permission to cross their properties. Through Bert Lowe’s effort and dedication, the trail was completed in October 1963. The trail was officially opened on May 24th, 1964 in a ceremony at Queenston. The Niagara group joined the Bruce Trail Association in 1968 at which time the Niagara Bruce Trail Club was formed. The Bruce Trail Association is a charitable, membership-based volunteer organization. Their goal is to preserve public access to the Niagara Escarpment while restoring its natural habitat. The head office of the Bruce Trail Association is located in Hamilton, Ontario. The Niagara Bruce Trail Club’s goal is to secure and preserve a natural corridor along the Niagara Escarpment while providing education, awareness, and access for the public and the future. The club has organized many hikes including special hikes such as the one to commemorate the St. Catharines Centennial. The club has also hosted children’s hikes, cross country skiing hikes, wildflower hikes, jogging hikes, snowshoe hikes and bike outings. They hold annual events such as the End to End hike which is a 3 day walk from Grimsby to Queenston and the 30 km Laura Secord hike to commemorate Laura Secord’s famous walk. Charity hikes have also been held for the Heart and Stroke Foundation and the Lung Association as well as other causes. Major changes have taken place along the trail throughout the years, some of these include: a reroute which eliminated the tunnel passage (1976) and a bridge which eliminated the need to walk to Mountain Road to cross the Queen Elizabeth Way (2008). Other major changes and clean-up projects have been undertaken by the club. The Bruce Trail Conservancy (formerly Association) is made up of 9 clubs including: Niagara Bruce Trail Club (Queenston to Grimsby), Iroquia Bruce Trail Club (Grimsby to Kelso), Toronto Bruce Trail Club (Kelso to Cheltenham), Caledon Hills Bruce Trail Club (Cheltenham to Mono Centre), Dufferin Hi-Land Bruce Trail Club (Mono Centre to Lavender), Blue Mountains Bruce Trail Club (Lavender to Craigleath), Beaver Valley Bruce Trail Club (Craigleath to Blantyre), Sydenham Bruce Trail Club (Blantyre to Wiarton) and Peninsula Bruce Trail Club (Wiarton to Tobermory). Sources: http://www.niagarabrucetrail.org/index.html and http://brucetrail.org/

Patriotic souvenir - Dominion Day, St. Catharines, Canada, 1915

Issued in aid of war relief and charity.

DONATION DECISIONS: THE ROLES OF FINANCIAL AND EMOTIONAL INFORMATION

This paper investigates the impact of personal affinity toward a charity and information regarding financial management of potential recipient charitable organizations on decisions to donate. Using an experiment, the study examines how personal donation decisions differ from corporate donation decisions made by managers and how the emotional intelligence of donors affects donation decisions. The results indicate that threshold and financial information on charities assembled by the Better Business Bureau, a charity rating agency, made a significant impact on corporate donation decisions. The study also shows that emotional intelligence plays an important role that aids both individual donors and managers to regulate their donation decisions.

The Ethics of Refugee Aid

This paper examines the ethics of refugee aid, attempting to answer “Why do States engage in refugee aid?” Moving beyond the simplistic answer based on the notion of charity, which demonstrably fits ill with the essentially positivist methodology of conducting refugee aid, an ethical model is construed based on the Weberian concept of action as an instrument of rationality. This is supported with critical readings from Hannah Arendt, amongst others, and also my own experiences as a former UNHCR aid worker. However, although this model better captures ground realities, it negates the individuality and humanity of refugees. Thus refugee aid as a form of global, transnational justice will be presented, based on readings from Amartya Sen.

Building Blocks : Children's Literature and the Formation of a Nation, 1750-1825

«Building Blocks: Children’s Literature and the Formation of a Nation, 1750-1825» examine la façon dont la littérature pour enfants imprègne les jeunes lecteurs avec un sens de nationalisme et d'identité nationale à travers la compréhension des espaces et des relations spatiales. La thèse étudie les œuvres d’enfants par Thomas Day, Sarah Fielding, Mary Wollstonecraft, Richard Lovell et Maria Edgeworth, Charles et Mary Lamb, Sarah Trimmer, Lucy Peacock, Priscilla Wakefield, John Aikin, et Anna Laetitia Barbauld. Les différents sujets thématiques reflètent la façon dont les frontières entre les dimensions extérieures et intérieures, entre le monde physique et le domaine psychologique, sont floues. En s'appuyant sur les travaux de penseurs éducatifs, John Locke et Jean-Jacques Rousseau, les écritures pour les enfants soulignent l'importance des expériences sensorielles qui informent l’évolution interne des individus. En retour, la projection de l'imagination et l'investissement des sentiments aident à former la manière dont les gens interagissent avec le monde matériel et les uns envers les autres afin de former une nation. En utilisant une approche Foucaldienne, cette thèse montre comment la discipline est inculquée chez les enfants et les transforme en sujets réglementés. Grâce à des confessions et des discours, les enfants souscrivent à la notion de surveillance et de transparence tandis que l'appréciation de l'opinion publique encourage la pratique de la maîtrise de soi. Les enfants deviennent non seulement des ébauches, sensibles à des impressions, mais des corps d'écriture lisibles. Les valeurs et les normes de la société sont internalisées pendant que les enfants deviennent une partie intégrale du système qu'ils adoptent. L'importance de la visibilité est également soulignée dans la popularité du système de Linné qui met l'accent sur l'observation et la catégorisation. L'histoire naturelle dans la littérature enfantine renforce la structure hiérarchique de la société, ce qui souligne la nécessité de respecter les limites de classes et de jouer des rôles individuels pour le bien-être de la collectivité. Les connotations religieuses dans l'histoire naturelle peuvent sembler justifier l'inégalité des classes, mais elles diffusent aussi des messages de charité, de bienveillance et d'empathie, offrant une alternative ou une forme d’identité nationale «féminine» qui est en contraste avec le militarisme et le nationalisme patricien. La seconde moitié de la thèse examine comment la théorie des « communautés imaginées » de Benedict Anderson devient une possibilité à travers le développement du goût national et une compréhension de l'interconnexion entre les individus. Le personnage du barde pointe à la centralité de l'esprit communautaire dans l'identité nationale. Parallèlement à la commercialisation croissante de produits culturels et nationaux durant cette période, on retrouve l’augmentation de l’attachement affectif envers les objets et la nécessité de découvrir l'authentique dans la pratique de la réflexion critique. La propriété est redéfinie à travers la question des «vrais» droits de propriété et devient partagée dans l'imaginaire commun. Des cartes disséquées enseignent aux enfants comment visualiser des espaces et des frontières et conceptualisent la place de l’individu dans la société. Les enfants apprennent que des actions disparates effectuées dans la sphère domestique ont des répercussions plus importantes dans le domaine public de la nation.

La représentation romancée de la classe ouvrière à l'époque mi-victorienne en Grande-Bretagne

Ce mémoire a pour objet le socioréalisme victorien, un moment de l’art anglais pendant lequel s’est développée une déclinaison originale de la tendance réaliste qui a laissé sa marque un peu partout en Europe dans le courant du 19e siècle. À une époque où l’Angleterre s’affirme comme le haut lieu de la modernité industrielle, les dures conditions de vie imposées par les transformations socio-économiques en train de s’accomplir trouvent peu à peu à s’exprimer dans les arts, où leur représentation met à mal les canons esthétiques établis et l’idéologie qui les sous-tend. Alors qu’en France la figure du paysan est le plus souvent associée à la vision et au programme des réalistes, c’est vers le prolétaire urbain que vont se tourner des artistes anglais interpellés, à l’instar de certains écrivains, intellectuels, législateurs et spécialistes divers, par les ravages humains que cause la course aveugle vers le progrès et vers le profit. Si le roman « industriel » à la Dickens donne le ton en nous offrant quelques victimes types des bas-fonds de Londres, des illustrateurs emboîtent le pas, notamment grâce à la presse illustrée. Une iconographie du pauvre, où l’enfant et la femme occupent l’avant-scène, se met en place et se diffuse largement grâce à la capacité d’invention que permettent les nouveaux médiums de reproduction mécanique. Le journal The Graphic retient notre attention parce que certains de ses imagiers –Francis Montague Holl (1845-1888), Samuel Luke Fildes (1843-1927) et Hubert von Herkomer (1849-1914) - ont aussi pratiqué la peinture et transposé, dans des tableaux aux dimensions imposantes, des sujets qu’ils avaient déjà exploités dans la gravure. Prenant pour corpus une production visuelle qui semble avoir pour projet de rendre le réel en direct, dans toute sa dureté, notre mémoire explore cependant les aspects fictionnels et les manipulations rhétoriques auxquelles les imagiers doivent se prêter pour faire passer leur message. Certaines de ces manipulations sont imposées de l’extérieur, par la nécessité de ne pas confronter les bien nantis à une situation de révolte potentielle, mais de les inciter à la charité en les apitoyant sur le sort des plus démunis. D’autres dérivent des médiums eux-mêmes, le passage de la gravure à la peinture et du petit au grand format, de la consommation privée à l’exposition publique, imposant des stratégies compositionnelles et des factures différentes.

When sisters become brothers : the inclusion of women in Egypt’s Muslim Brotherhood, 1952-2005

Depuis la création des Sœurs Musulmanes, le chapitre féminin des Frères Musulmans en Égypte, le rôle que l’organisation a accordé aux femmes a changé plusieurs fois. Pendant certaines périodes, les militantes ont été inclues dans les activités politiques de l’organisation, alors que pendant d’autres périodes, elles étaient forcées de s’occuper de différentes activités d’aide sociale au près de la population. Ce mémoire essaie d’expliquer les raisons qui expliquent les différents changements dans le niveau d’inclusion ou d’exclusion des militantes dans les Frères Musulmans. Cette étude utilise trois périodes pour illustrer ces différents changements : 1952-1967 (inclusion), 1970-1984 (exclusion) and 1984-2005 (inclusion). Cette recherche conclue que, pendant des périodes où la survie des Frères Musulmans est remise en question, l’organisation sera forcée d’inclure les militantes dans leurs activités. Chaque changement dans l’inclusion des femmes est aussi marqué par un changement du contexte politique et des relations avec le gouvernement. Ces changements ne sont donc pas des produits de changement idéologique de l’organisation, mais plutôt causés par des raisons rationnelles.

La qualité au détriment de l’équité ? Du commerce équitable à une nouvelle définition de la qualité

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Healthtalk Online

Healthtalkonline, an award-winning charity website, lets you share in other people's experiences of health and illness. You can watch or listen to videos of the interviews, read about people's experiences and find reliable information about conditions, treatment choices and support. The information on healthtalkonline is based on qualitative research into patient experiences, led by experts at the University of Oxford. These personal stories of health and illness will enable patients, families and healthcare professionals to benefit from the experiences of others.

Bioética y universidad: el hospital universitario, ¿público o privado?

Para el aprendizaje de la medicina, la práctica directa con el paciente es fundamental, con el fin de poder aplicar de manera adecuada los conocimientos teóricos. De hecho, sin esta práctica, el aprendizaje de la medicina no se consolida. Por lo tanto, el hospital se convierte en el aula docente más importante durante el entrenamiento del médico. Ancestralmente han sido los hospitales públicos, antaño de caridad, los que acogían a las facultades de medicina, concepto inherente al modelo paternalista de la medicina. Sin embargo, con el cambio de paradigma hacia una medicina respetuosa de la justicia y la autonomía, es indispensable replantearse si esta educación en sitios donde se atienden primordialmente pacientes del régimen contributivo o subsidiado es ético. Esta discriminación atenta contra la justicia, la dignidad de las personas y su autonomía. No existen criterios reales que permitan discriminar de esta manera la educación, y ésta debe desarrollarse en todos los ámbitos: públicos y privados.