Brand image co-creation and individual identity extension in online environments: a Facebook investigation

In this thesis I investigate the extent to which companies can build a more communal environment out of their fan pages while also evaluating the corresponding brand value that may come from having such a communal environment. My research is comprised in three articles: in the first article, I describe how the brand image is created or augmented in the fan page environment, therefore providing demonstrable evidence of value creation. In the second article, I describe how individuals use fan page semiotic elements to communicate their identities. Finally, in the third article, I describe the possible communal characteristics of a fan page and the conditions that enable it to evolve to the virtual brand community concept. As a result, I will contribute to the marketing literature on the use of Facebook for communicating brand identity, on the co-creation of the brand image in social media context, and on the conceptual definition of fan pages as a communal environment.

Line extension influence on brand image: a study on the alcoholic beverage market in Brazil

The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These focus groups allowed exploring and analyzing how the last line extensions of vodka brands have modified the image the consumers had of the brand. Three hypotheses were distinguished as an outcome of the research: (1) The influence of a line extension on brand image depends heavily on the initial image the consumers have of the brand. For a vodka brand with an average or bad image, launching a line extension with a perceived average or bad quality does not modify the brand image. On the contrary, for a vodka brand with a positive initial brand image, launching a line extension with perceived high quality led to a positive change in the brand image. (2) For vodka brands, a vertical line extension recognized as having high authenticity provokes a transfer of attributes from the extended product to the brand. (3) Among Keller’s (1993) dimensions of brand image, non-product related attributes and especially packaging are the one that are the most influenced by line extensions of vodka brands.

Essays on consumer brand engagement

Apesar do crescente interesse no conceito de engajamento da marca ainda existe discordância quanto aos seus conceitos fundamentais. Esta tese de doutorado explora a natureza da construção engajamento da marca do consumidor (EMC). No primeiro artigo, EMC é avaliada no âmbito da Teoria da Expectância para explicar e esclarecer como a antecipação de possíveis resultados de se envolver com uma marca, sendo tais resultados classificados como “primeiro nível” (resultante do esforço pessoal alocado para interagir com uma marca) e “segundo nível” (ou nível final, representando a consequência dos resultados de primeiro nível) e uma nova definição de EMC é formulada. Um arcabouço teórico abrangente é proposto para engajamento da marca, usando o Teoria Organizacional de Marketing para Expansão de Fronteiras (TOMEF) como referência para os pontos de contato entre o consumidor e a marca. A partir dos fundamentos teóricos das dimensões cognitivas, emocionais e comportamentais do EMC, quinze proposições teóricas são desenvolvidas para incorporar uma perspectiva multilateral às doutrinas teóricas do construto. No segundo artigo, quatro estudos são usados para desenvolver uma escala de engajamento da marca do consumidor. O Estudo 1 (n = 11) utiliza revisão da literatura e entrevistas em profundidade com os consumidores para gerar os itens da escala. No Estudo 2, oito especialistas avaliam 144 itens quanto a validade de face e validade de conteúdo. No Estudo 3 dados coletados com alunos de graduação (n = 172) é submetida à análise fatorial exploratória (AFE) e confirmatória (AFC) para redução adicional de itens. Trezentos e oitenta e nove respostas de um painel de consumidores são usados no Estudo 4 para avaliar o ajuste do modelo, usando a análise fatorial confirmatória (AFC) e Modelagem por Equações Estruturais (MEE). A escala proposta possui excelentes níveis de validade e confiabilidade. Finalmente, no terceiro papel, uma escala de engajamento do consumidor de Vivek et al. (2014) é replicada (n = 598) junto à consumidores em uma feira automotiva, para estender o debate sobre formas de medição do constructo usando a perspectiva da Teoria de Resposta ao Item (TRI). Embora o modelo desenvolvido com base na teoria clássica de teste (TCT) usando AFC, um modelo de resposta gradual (MRG) identifica cinco itens que têm baixos níveis de poder discriminante e com baixos níveis de informação. A abordagem usando TRI indica um possível caminho para melhorias metodológicas futuras para as escalas desenvolvidas na área de marketing em geral, e para a escala engajamento do consumidor, em particular.

Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil

Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and prospects. In today world´s, a trend has been seen in brands becoming publishers in order to keep up with their competition and more importantly to keep their base of fans and followers. Content Marketing is making companies to engage consumers by publishing engaging and value-filled content. This study aims to investigate if there is a link between brand engagement and Facebook Content Marketing practices in the e-commerce industry in Brazil. Based on the literature review, this study defines brand engagement on Facebook as the numbers of "likes" "comments" and "shares" that a company receives from its fans. These actions reflect the popularity of the brand post and leads to engagement. The author defines a scale where levels of Content Marketing practices are developed in order to analyze brand posts on Facebook of an ecommerce company in Brazil. The findings reveal that the most important criterion for the company is the one regarding the picture of the post, where it examines whether the photo content is appealing to the audience. Moreover, it was perceived that the higher the level of these criterion in a post, the greater the number of likes, comments and shares the post receives. The time when a post is published does not present a significant role in determining customer engagement and the most important factor within a publication is to reach the maximum level in the Content Marketing Scale.

Balance of payments dominance: its implications for macroeconomic policy

This paper defines “balance of payments dominance” as a macroeconomic regime in which the short-term macroeconomic dynamics is essentially determined by external shocks, positive or negative. It argues that this is the predominant regime in emerging and developing countries. Trade shocks play an important role but the major procyclical shocks are associated with boom-bust cycles in external financing. Policy challenges are associated not only with the management of such shocks but also with the need to enhance the space for countercyclical macroeconomic policies, as boom-bust cycles tend to pressure macroeconomic policies to behave in a procyclical way. Under these conditions, the best bet is to design policies to reduce external vulnerabilities through a mix of administered exchange rate policies, very active foreign exchange reserve management, reduced reliance on external borrowing, and macroprudential regulations, including those directly affecting capital flows. Countercyclical fiscal policy can also play a role but face strong economic and political economy challenges.

Balance of payments dominance : its implocations for macroeconomic policy

This paper defines “balance of payments dominance” as a macroeconomic regime in which the short-term macroeconomic dynamics is essentially determined by external shocks, positive or negative. It argues that this is the predominant regime in emerging and developing countries. Trade shocks play an important role but the major procyclical shocks are associated with boom-bust cycles in external financing. Policy challenges are associated not only with the management of such shocks but also with the need to enhance the space for countercyclical macroeconomic policies, as boom-bust cycles tend to pressure macroeconomic policies to behave in a procyclical way. Under these conditions, the best bet is to design policies to reduce external vulnerabilities through a mix of administered exchange rate flexibility, very active foreign exchange reserve management, reduced reliance on external borrowing, and macroprudential regulations, including those directly affecting capital flows. Countercyclical fiscal policy can also play a role but face strong economic and political economy challenges.

A prospective study on the dimensions of global brands, brand equity and brand value

This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Contested dominance modifies the anovulatory consequences of social subordination in female marmosets

Dominance status among female marmosets is reflected in agonistic behavior and ovarian function. Socially dominant females receive submissive behavior from subordinates, while exhibiting normal ovulatory function. Subordinate females, however, receive agonistic behavior from dominants, while exhibiting reduced or absent ovulatory function. Such disparity in female fertility is not absolute, and groups with two breeding females have been described. The data reported here were obtained from 8 female-female pairs of captive female marmosets, each housed with a single unrelated male. Pairs were classified into two groups: “uncontested” dominance (UD) and “contested” dominance (CD), with 4 pairs each. Dominant females in UD pairs showed significantly higher frequencies (4.1) of agonism (piloerection, attack and chasing) than their subordinates (0.36), and agonistic behaviors were overall more frequently displayed by CD than by UD pairs. Subordinates in CD pairs exhibited more agonistic behavior (2.9) than subordinates in UD pairs (0.36), which displayed significantly more submissive (6.97) behaviors than their dominants (0.35). The data suggest that there is more than one kind of dominance relationship between female common marmosets. Assessment of progesterone levels showed that while subordinates in UD pairs appeared to be anovulatory, the degree of ovulatory disruption in subordinates of CD pairs was more varied and less complete. We suggest that such variation in female-female social dominance relationships and the associated variation in the degree and reliability of fertility suppression may explain variations of the reproductive condition of free-living groups of common marmosets

Dominance of legume trees alters nutrient relations in mixed species forest restoration plantings within seven years

Failures in reforestation are often attributed to nutrient limitation for tree growth. We compared tree performance and nitrogen and phosphorus relations in adjacent mixed-species plantings of contrasting composition, established for forest restoration on Ultisol soil, originally covered by tropical semi-deciduous Atlantic Forest in Southeast Brazil. Nutrient relations of four tree species occurring in both planting mixtures were compared between a legume-dominated, species-poor direct seeding mixture of early-successional species ("legume mixture"), and a species-diverse, legume-poor mixture of all successional groups ("diverse mixture"). After 7 years, the legume mixture had 6-fold higher abundance of N(2)-fixing trees, 177% higher total tree basal area, 22% lower litter C/N, six-fold higher in situ soil resin-nitrate, and 40% lower in situ soil resin-P, compared to the diverse mixture. In the legume mixture, non-N(2)-fixing legume Schizolobium parahyba (Fabaceae-Caesalpinioideae) had significantly lower proportional N resorption, and both naturally regenerating non-legume trees had significantly higher leaf N concentrations, and higher proportional P resorption, than in the diverse mixture. This demonstrate forms of plastic adjustment in all three non-N(2)-fixing species to diverged nutrient relations between mixtures. By contrast, leaf nutrient relations in N(2)-fixing Enterolobium contortisiliquum (Fabaceae-Mimosoideae) did not respond to planting mixtures. Rapid N accumulation in the legume mixture caused excess soil nitrification over nitrate immobilization and tighter P recycling compared with the diverse mixture. The legume mixture succeeded in accelerating tree growth and canopy closure, but may imply periods of N losses and possibly P limitation. Incorporation of species with efficient nitrate uptake and P mobilization from resistant soil pools offers potential to optimize these tradeoffs.

Chromosomal features of nucleolar dominance in hybrids between the Neotropical fish Leporinus macrocephalus and Leporinus elongatus (Characiformes, Anostomidae)

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Zooplankton composition, dominance and abundance as indicators of environmental compartmentalization in Jurumirim Reservoir (Paranapanema River), São Paulo, Brazil

Spatial and temporal patterns in the distribution of the zooplankton in a large tropical reservoir were investigated for a year. The zooplankton was sampled at 10 limnetic stations. Rotifera were richest in number of species and individuals, especially in transitional river-lake zones. They were dominant during the summer in nine sampling stations, and decreased in spring. The main species were Polyarthra vulgaris, Keratella americana, K. cochlearis and Conochilus unicornis. Polyarthra vulgaris was widely distributed. Keratella was more abundant at upstream stations, and a dense population of C. unicornis was observed in a lateral, sheltered compartment. Among copepods, Calanoida were more abundant in spring and Cyclopoida in autumn. Longitudinal gradients in the Calanoida/Cyclopoida relation were observed, with the predominance of Cyclopoida at upstream sampling stations and Calanoida in more lacustrine zones towards the dam. Notodiaptomus iheringi, Thermocyclops minutus and T. decipiens were the main species. Diaphanosoma birgei, the most abundant cladoceran, mainly occurred in lacustrine zones, while Moina minuta was more abundant at riverine sampling stations, generally in association with Bosminopsis deitersi. Peaks of tintinnid protozoans were observed in upstream zones during summer and spring.

Phytoplankton composition, dominance and abundance as indicators of environmental compartmentalization in Jurumirim Reservoir (Paranapanema River), São Paulo, Brazil

Patterns in the spatial and temporal composition, dominance and abundance of the phytoplankton community of the Jurumirim Reservoir (Brazil) were studied during one year at ten different sampling stations. The main phytoplankton associations were characterized by diatoms and blue-green algae, in distinctive patterns of dominance. The main species were Microcystis aeruginosa Kuetz, Anabaena circinalis Rabenhorst, A. spiroides Kleb., A. solitaria Kleb., Aulacoseira cf. italica Grunow and A. granulata (Ehr.) Simon. A high growth of Aulacoseira was observed in the upstream zones of the reservoir in spring, at the beginning of the seasonal rainy period. This growth was a response to increased flow rates and input of fresh nutrients by the main feeder rivers. A high concentration of blue-green algae, especially Anabaena circinalis and A. spiroides, was observed in winter (dry season) in the lacustrine part of the reservoir, towards the dam. These algae benefitted from the longer water retention times and greater internal circulation of nutrients in the absence of a thermocline at this time of the year. Among the Cyanophyceae, there was an alternation between M. aeruginosa, more abundant in summer, and Anabaena, dominant in autumn and winter. A conspicuous growth of Anabaena occurred in a diverticle of the reservoir, sheltered from the main advective processes that predominate in the central channel. Higher phytoplankton diversity was associated with the contact zone between riverine and lacustrine systems.

Dominance and Subordination Interactions Among Nestmates in Pre and Post-Emergence Phases of the Basal Eusocial Wasp Mischocyttarus (Monogynoecus) montei (Hymenoptera, Vespidae)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Differential transcription of ribosomal cistrons denoting nucleolar dominance in hybrids of Drosophila mulleri and Drosophila navojoa (mulleri complex, Repleta group)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)