Development of a brand and implementation of a promotional campaign for the products of Ria de Aveiro focus on brand identity and brand positioning

Directed internship

Friendships of High-Achieving African American Adolescents: Relation to Ethnic Identity and Achievement Values

The academic achievement of African American adolescents is a national concern for educators and researchers especially since current reports depict the underachievement of African American students as continuing to lag behind their European American peers. Determining what factors within the school environment that contributes to the achievement gap and how it can be reduced remains an important issue in alleviating disparities seen in educational achievement and attainment. This study examined the relation between characteristics of the close friendships of high-achieving African American adolescents and students’ identity development and motivation in school. Data were collected from 217 high-achieving African American students within 10th to 12th grade from 5 public and private high schools. Each student self-reported on their ethnicity, gender, parents’ education level, grade, FARMs, GPA, perceived teacher support (emotional, academic, and instrumental support), their perception of their ethnic identity, and their perception of their achievement values. Through the use of nomination procedures, students also identified their close friends and responded to questions concerning how supportive (emotional, academic, and instrumental support) they each were. Results from multiple regression analyses showed that the provision of instrumental support from close friends related to the exploration process of the high-achieving students’ ethnic identity. In addition, there was a strong relation between the ethnic identity of close friends and that of the individual. Furthermore, although friend support was not a significant predictor of achievement values, demographic (mother’s education level, grade, and FARMS) and control (teacher support) variables predicted students’ importance and utility of school respectively. These findings add to the literature on age and socioeconomic status as they relate to student’s motivation to achieve. Overall, this study provides some evidence highlighting ways in which close friendships might relate to the self-development of high-achieving African American adolescents. This study provides a starting point for additional ways in which to explore how peer processes relate to the academic behaviors of high-achieving African American adolescents.

Social identity and engagement: an exploratory study at university

Within the framework of research on students' active performance in their study habits, the aim of this study is to analyze a model predicting the effect of social identity and personal initiative on engagement in university students. We conducted a cross-sectional study on 266 students from different Spanish universities. The resulting data were analyzed using SPSS Macro MEDIATE. Evidence was found for the proposed model. Only group-identity predicted personal initiative and engagement. Analysis revealed the mediating role of proactive behavior on engagement in university students. It is concluded that the university management may intervene, from an organizational-culture approach, promoting guidelines to reinforce students' sense of belonging by enhancing initiative and autonomous problem solving in learning behaviors.

The Discursive Construction of Japanese Identity and its Haunting Others

This dissertation examined the formation of Japanese identity politics after World War II. Since World War II, Japan has had to deal with a contradictory image of its national self. On the one hand, as a nation responsible for colonizing fellow Asian countries in the 1930s and 1940s, Japan has struggled with an image/identity as a regional aggressor. On the other hand, having faced the harsh realities of defeat after the war, Japan has seen itself depicted as a victim. By employing the technique of discourse analysis as a way to study identity formation through official foreign policy documents and news media narratives, this study reconceptualized Japanese foreign policy as a set of discursive practices that attempt to produce renewed images of Japan’s national self. The dissertation employed case studies to analyze two key sites of Japanese postwar identity formation: (1) the case of Okinawa, an island/territory integral to postwar relations between Japan and the United States and marked by a series of US military rapes of native Okinawan girls; and (2) the case of comfort women in Japan and East Asia, which has led to Japan being blamed for its wartime sexual enslavement of Asian women. These case studies found that it was through coping with the haunting ghost of its wartime past that Japan sought to produce “postwar Japan” as an identity distinct from “wartime imperial Japan” or from “defeated, emasculated Japan” and, thus, hoped to emerge as a “reborn” moral and pacifist nation. The research showed that Japan struggled to invent a new self in a way that mobilized gendered dichotomies and, furthermore, created “others” who were not just spatially located (the United States, Asian neighboring nations) but also temporally marked (“old Japan”). The dissertation concluded that Japanese foreign policy is an ongoing struggle to define the Japanese national self vis-à-vis both spatial and historical “others,” and that, consequently, postwar Japan has always been haunted by its past self, no matter how much Japan’s foreign policy discourses were trying to make this past self into a distant or forgotten other.

Rational choice, social identity, and beliefs about oneself

Social identity poses one of the most important challenges to rational choice theory, but rational choice theorists do not hold a common position regarding identity. On one hand, externalist rational choice ignores the concept of identity or reduces it to revealed preferences. On the other hand, internalist rational choice considers identity as a key concept in explaining social action because it permits expressive motivations to be included in the models. However, internalist theorists tend to reduce identity to desire—the desire of a person to express his or her social being. From an internalist point of view, that is, from a viewpoint in which not only desires but also beliefs play a key role in social explanations as mental entities, this article rejects externalist reductionism and proposes a redefinition of social identity as a net of beliefs about oneself, beliefs that are indexical, robust, and socially shaped.

Gambling and violence in a nationally representative sample of UK men

The relationship between violence and problem gambling in general population samples is under-researched and requires further attention to inform treatment and prevention efforts. We investigated the relationship between gambling problems and violence among men and sought to determine if the link can be accounted for by mental disorders, alcohol and drug dependence and impulsivity.

Chicano identity and discourses of supplementarity on Mexican cinema: from ‘The Man Without a Fatherland’ (Contreras Torres: 1922) to ‘Under the Same Moon’ (Riggen: 2008)

A radical change took place in Mexican narratives of belonging during the 1990s, when NAFTA was first negotiated. Narratives of migration drastically changed the status of Mexican migrants to the US, formerly derided as ‘pochos’, presenting them as model citizens instead. Following Derrida, I argue the role of the migrant became that of a supplement, which is, discursively, at the same time external to and part of a given unit, standing for and allowing deeper transformations to take place in the whole discourse of bilateral relations and national identity more generally. I use Derrida’s concept of the supplement to discuss changing representations of Chicanos in Mexican cinema, and to assess the extent that they have succeeded in reframing the discourse on national identity, with a focus on gender.

“Love American Style”: Race, Cuban identity and cultural tyranny in Showtime’s Dexter

This article focuses on representation of Cubans in the television series Dexter, paying particular attention to episode 1.5, ―Love American Style‖ with some brief references to other episodes. Assimilation, the American Dream, nationalism and crisis of identity are among the themes and issues that this article investigates. Border theory provides the dominant theoretical framework of the article.

Urban Identity and tourism:different looks, one single place

‘Urban identity’ is high on the policy agenda and pervades the discourse of the planning community on the value of historical city centres. Unfortunately, there seems to be, until today, no proposal in scholarly literature of any unified conceptual framework or any tools to make identity operational. ‘Tourism’ takes advantage of this process, by seeking the qualities of the place, its authenticity and its perceived uniqueness that is grounded on the physical features as well as on the presence of local communities – their way of living and investing in the place. The interdependence between identity as perceived by tourists (external observer) and the identity of the residents rooted in the relationship with the place (in-group) are key to addressing the identity of historic urban areas. These issues are addressed in the context of the growing attractiveness of Lisbon, Portugal, using a historic neighbourhood as a case study. The findings, which are on a set of interviews with different groups of users, showed the points of convergence and divergence between the different groups’ views of the neighbourhood’s identity. This actor-oriented approach is pivotal to understanding the process and to produce knowledge for informed action.

Individuals in the Workplatform. Exploring Implications for Work Identity and Algorithmic Reputation Management

In the new world of work, workers not only change jobs more frequently, but also perform independent work on online labor markets. As they accomplish smaller and shorter jobs at the boundaries of organizations, employment relationships become unstable and career trajectories less linear. These new working conditions question the validity of existing management theories and call for more studies explaining gig workers’ behavior. Aim of this dissertation is contributing to this emerging body of knowledge by (I) exploring how gig workers shape their work identity on online platforms, and (II) investigating how algorithmic reputation changes dynamics of quality signaling and affects gig workers’ behavior. Chapter 1 introduces the debate on gig work, detailing why existing theories and definitions cannot be applied to this emergent workforce. Chapter 2 provides a systematic review of studies on individual work in online labor markets and identifies areas for future research. Chapter 3 describes the exploratory, qualitative methodology applied to collect and analyze data. Chapter 4 presents the first empirical paper investigating how the process of work identity construction unfolds for gig workers. It explores how digital platforms, intended both as providers of technological features and online environments, affect this process. Findings reveal the online environment constrains the action of workers who are pushed to take advantage of platform’s technological features to succeed. This interplay leads workers to develop an entrepreneurial orientation. Drawing on signaling theory, Chapter 5 understands how gig workers interpret algorithmic calculated reputation and with what consequences for their experience. Results show that, after complying to platform’s rules in the first period, freelancers respond to algorithmic management through different strategies – i.e. manipulation, nurturing relationships, and living with it. Although reputation scores standardize information on freelancers’ quality, and, apparently, freelancers’ work, this study shows instead responses to algorithmic control can be diverse.

Time beyond clock: time use-surveys revisited

Time use surveys -despite having represented a turning point in the study of inequalities between women and men- continue hiding care times and subtracting relevance to the qualitative dimensions of time. This due both, to the ideological conception that lies behind this type of studies that consider more relevant market process as to surveys methodology. This article analyzes the theoretical model that lies behind time use surveys and, consequently, the study of the conceptual aspects, the methodology and the potential of these surveys as an analytical instrument. The aim is to unraveling the limitations presented by the surveys to take in account the subjective dimensions of time related to the wellbeing of  people.

Constructive Universalism: Sen and Sensitivity to Difference

Amartya Sen’s capability approach is, on the one hand, in line with universalism such as exhibited in Martha Nussbaum’s capabilities approach and Len Doyal and Ian Gough’s human need theory. On the other hand, his approach puts priority on people’s “self-evaluation” of capabilities and needs. The latter emphasis makes his approach distinctly sensitive to people’s differences such as gender, ethnicity, disability, sexual orientation, etc.. One could ask, however, how successfully the former commitment to universalism relates to this latter feature that places importance on taking difference seriously. This question is especially relevant with respect to global justice and gender, for example. To offer a potential answers to this question is main goal of this paper.

Planning and Implementing a New Corporate Identity in a Global Service Company, Case: TNT International Express

Tutkielman tavoitteena on tarkastella uuden yritysidentiteetin suunnittelua ja käyttöönottoa maailmanlaajuisessa palveluyrityksessä. Tutkielma jakaantuu teoreettiseen ja empiiriseen osaan. Teoreettisessa osassa käsitellään yritysidentiteetin käsitettä sekä tarkastellaan uuden yritysidenteetin suunnittelua ja käyttöönottoa. Teoriaa tarkastellaan keskeisten kirjallisten lähteiden perusteella, jotka käsittelevät markkinoinnin johtamista, palveluyritystä, yritysidentiteettiä, imagoa ja brändiä. Empiirinen tarkastelu pohjautuu yritysesimerkkiin. Yritysesimerkkinä on maailmanlaajuinen palveluyritys, ja sen uuden yritysidentiteetin suunnittelu- ja lanseeraustoimenpiteet. Empiirinen aineisto perustuu markkinointipäälliköiden haastatteluihin Australiassa ja Suomessa sekä yrityksen sisäiseen suunnittelu- ja lanseerausmateriaaliin. Tutkielmassa tulee esille yritysidentiteettikäsitteen monimuotoisuus. Yritysidentiteetin rakentaminen lähtee visiosta, missiosta ja yrityksen tavoitteista, jotka pitää olla selkeät ja johdonmukaiset. Yritysidentiteetti käsittää visuaalisen ilmeen lisäksi kaikki ne prosessit, joissa ollaan tekemisissä sidosryhmien kanssa. Yritysidentiteetin rakentaminen ja ylläpitäminen vaatii, että jokainen liiketoimintafunktio ymmärtää yritysidenteetin sisällön ja toimii sen mukaisesti kaikissa tilanteissa. Yrityksen on viestittävä henkilöstölle ja ulkoisille sidosryhmilleen, miksi se on olemassa. Henkilöstön tulee ymmärtää yrityksen tapa toimia, jotta he pystyvät vastaamaan yrityksen asettamiin haasteisiin kohdatessaan asiakkaan. Uuden yritysidentiteetin suunnitteluun on panostettava. Onnistumisen edellytykseksi osoittautui, että suunnitellaan tarkasti toimenpiteet ennen käyttöönottoa, käyttöönoton aikana sekä käyttöönoton jälkeen.

Creating and Internalizing Corporate Brand Identity, Case Wärtsilä

Tämän tutkimuksen tavoitteena oli paremmin ymmärtää yritysbrandin identiteetin käsitettä sekä tutkia, miten brandi-identiteetti voidaan luoda ja sisäistää globaalissa konsernissa. Tutkimuksen tarkoituksena oli myös selvittää mahdollisia eroavuuksia case-yritys Wärtsilän todellisen ja toivotun brandi-identiteetin välillä. Kattavan kirjallisuuskatsauksen avulla tarkasteltiin yritysbrandin käsitettä ja sen merkitystä liiketoiminnassa sekä sitä, minkälaisen prosessin avulla yritysbrandi voidaan rakentaa. Myös brandi-identiteetin sisäistämiskeinoja pyrittiin löytämään kirjallisuuskatsauksen avulla. Wärtsilän toivottua brandi-identiteettiä tutkittiin teemahaastattelujen avulla. Henkilöstön mielikuvia eli todellista sisäistä brandi-identiteettiä selvitettiin kvantitatiivisella kyselytutkimuksella. Tutkimus osoitti, että yritysbrandin identiteetti on käsitteenä monitahoinen ja että sillä on yhtymäkohtia useisiin rinnakkaisiin käsitteisiin, kuten yrityksen identiteettiin, uskottavuuteen, maineeseen, liiketoimintastrategiaan, visioon ja missioon. Tämä tutkimus esittääkin, että yritysbrandin identiteetin käsittelyn tulisi aina olla kokonaisvaltaista, jotta saavutettaisiin jotakin rakentavaa ja arvokasta. Tutkimuksessa todetaan myös, että yritysbrandin rooli tulee tulevaisuudessa kasvamaan, koska kestävän kilpailuedun saavuttaminen tulee entistä vaikeammaksi. Tutkimus tähdentää myös henkilöstön roolin merkitystä yritysbrandin kehittämisessä. Tämän tutkimuksen mukaan yritysbrandin identiteetti voidaan luoda portaittaisen mallin avulla: Ensin tehdään strategiset brandianalyysit, määritellään toivotut mielikuvat ja positiointi, toisin sanoen brandin olemus, ja lopuksi nämä kaikki yhdistetään brandilupaukseksi. Yrityksen henkilöstön tulee sisäistää brandilupaus, jotta sen viestiminen ulospäin olisi mahdollisimman yhdenmukaista. Sisäistämistä voidaan edesauttaa mm. luomalla brandikirja, video, yritystarina, roolimalleja, käyttämällä yrityksen Intranettiä sekä pitämällä seminaareja ja ”workshopeja”. Tutkimuksessa havaittiin, että luomisprosessiin vaikuttavat monenlaiset tekijät, kuten muuttuva globaali liiketoimintaympäristö, organisatoriset asiat sekä moninaiset sidosryhmät.