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.

Stock Options: impacte nas empresas cotadas em Portugal

Mestrado em Contabilidade

Aplicação do Balanced Scorecard à área de investimentos de uma seguradora

Contabilidade e Gestão das Instituições Financeiras

Fuzzy Monte Carlo model for transmission power systems reliability based decision making

This thesis presents the Fuzzy Monte Carlo Model for Transmission Power Systems Reliability based studies (FMC-TRel) methodology, which is based on statistical failure and repair data of the transmission power system components and uses fuzzyprobabilistic modeling for system component outage parameters. Using statistical records allows developing the fuzzy membership functions of system component outage parameters. The proposed hybrid method of fuzzy set and Monte Carlo simulation based on the fuzzy-probabilistic models allows catching both randomness and fuzziness of component outage parameters. A network contingency analysis to identify any overloading or voltage violation in the network is performed once obtained the system states. This is followed by a remedial action algorithm, based on Optimal Power Flow, to reschedule generations and alleviate constraint violations and, at the same time, to avoid any load curtailment, if possible, or, otherwise, to minimize the total load curtailment, for the states identified by the contingency analysis. For the system states that cause load curtailment, an optimization approach is applied to reduce the probability of occurrence of these states while minimizing the costs to achieve that reduction. This methodology is of most importance for supporting the transmission system operator decision making, namely in the identification of critical components and in the planning of future investments in the transmission power system. A case study based on Reliability Test System (RTS) 1996 IEEE 24 Bus is presented to illustrate with detail the application of the proposed methodology.

Six thinking hats for electricity markets simulation: adapting meeting tools to agent decision

In almost all industrialized countries, the energy sector has suffered a severe restructuring that originated a greater complexity in market players’ interactions. The complexity that these changes brought made way for the creation of decision support tools that facilitate the study and understanding of these markets. MASCEM – “Multiagent Simulator for Competitive Electricity Markets” arose in this context providing a framework for evaluating new rules, new behaviour, and new participants in deregulated electricity markets. MASCEM uses game theory, machine learning techniques, scenario analysis and optimisation techniques to model market agents and to provide them with decision-support. ALBidS is a multiagent system created to provide decision support to market negotiating players. Fully integrated with MASCEM it considers several different methodologies based on very distinct approaches. The Six Thinking Hats is a powerful technique used to look at decisions from different perspectives. This tool’s goal is to force the thinker to move outside his habitual thinking style. It was developed to be used mainly at meetings in order to “run better meetings, make faster decisions”. This dissertation presents a study about the applicability of the Six Thinking Hats technique in Decision Support Systems, particularly with the multiagent paradigm like the MASCEM simulator. As such this work’s proposal is of a new agent, a meta-learner based on STH technique that organizes several different ALBidS’ strategies and combines the distinct answers into a single one that, expectedly, out-performs any of them.

Marketing : a (ir)racionalidade dos consumidores, numa perspetiva empreendedora

Mestrado em Gestão e Empreendedorismo

Choosing best components for an amputee: a methodology for the best decision-making

The harmony between the stump and the prosthesis is critical to allow it to fulfill its function enabling an efficient gait. A well fitted socket, with an efficient and comfortable suspension, allows the amputee to continue their daily living activities, maintaining the stump functional, making this correlation between socket and suspension very important in the functionality of the prosthesis, mobility and overall satisfaction with the device. Of our knowledge, the quantitative correlation between all of these factors as not yet been assessed. Aim of study: Verify and confirm the process of decision-making for four different trans-tibial prostheses with suspension systems: Hypobaric(A), PIN(B), Classic Suction(C) and Vacuum Active –VASS(D) according data provided by gait efficiency (mlO2/kg/m) imagiology (pistonning) and amputee perception.

Coding mode decision algorithm for binary descriptor coding

In visual sensor networks, local feature descriptors can be computed at the sensing nodes, which work collaboratively on the data obtained to make an efficient visual analysis. In fact, with a minimal amount of computational effort, the detection and extraction of local features, such as binary descriptors, can provide a reliable and compact image representation. In this paper, it is proposed to extract and code binary descriptors to meet the energy and bandwidth constraints at each sensing node. The major contribution is a binary descriptor coding technique that exploits the correlation using two different coding modes: Intra, which exploits the correlation between the elements that compose a descriptor; and Inter, which exploits the correlation between descriptors of the same image. The experimental results show bitrate savings up to 35% without any impact in the performance efficiency of the image retrieval task. © 2014 EURASIP.

Decision-making on childhood vaccination by highly educated parents

OBJECTIVE To analyze the sociocultural aspects involved in the decision-making process of vaccination in upper-class and highly educated families.METHODS A qualitative approach based on in-depth interviews with 15 couples from the city of Sao Paulo, Southeastern Brazil, falling into three categories: vaccinators, late or selective vaccinators, and nonvaccinators. The interpretation of produced empirical material was performed through content analysis.RESULTS The study showed diverse and particular aspects surrounding the three groups’ decisions whether to vaccinate their children. The vaccinators’ decision to vaccinate their children was spontaneous and raised no questions. Most late or selective vaccinators experienced a wide range of situations that were instrumental in the decision to delay or not apply certain vaccines. The nonvaccinator’s decision-making process expressed a broader context of both criticism of hegemonic obstetric practices in Brazil and access to information transmitted via social networks and the internet. The data showed that the problematization of vaccines (culminating in the decision to not vaccinate their children) occurred in the context of humanized birth, was protagonized by women and was greatly influenced by health information from the internet.CONCLUSIONS Sociocultural aspects of the singular Brazilian context and the contemporary society were involved in the decision-making on children’s vaccination. Understanding this process can provide a real basis for a deeper reflection on health and immunization practices in Brazil in light of the new contexts and challenges of the world today.

The role of teaching decision analysis for sustainability in engeneering schools

This paper addresses the role that decision analysis plays in helping engineers to gain a greater understanding of the problems they face. The need of structured decision analysis is highlighted as well as the use of multiple criteria decision analysis to tackle sustainability issues with emphasis in the use of MACBETH approach. Some insights from a Portuguese Summer Course on engineering for sustainable development are presented namely the students 'and teacher perceptions about the module of decision analysis for sustainability.

Cardiac involvement in human rabies: case report

A case of human rabies with cardiac involvement and viral inclusion bodies in the heart is presented. The Negri bodies were found in the Schwann cells of the right epicardial atrium, with secondary mononuclear cells inflammation. In the myocardium, an interstitial edema, proliferation of Anitschkov and rare mononuclear inflammatory cells were seen. There was no relevant cardiovascular signs or symptoms. The rarity of histological descriptions of Negri bodies in the heart is stressed, as well as the importance of cardiac involvement as a potential complication for cases with life prolonged by intensive care units, or in the end-stages of the disease.

Paracoccidioidomycosis in children with different skeletal involvement

The rarity of paracoccidioidomycosis in childhood prompted us to report two cases with different clinical and radiological skeletal involvement. The number of osteolytic lesions, the presence of periosteal reaction and the finding of Paracoccidioides brasiliensis in biopsy specimens, were distinctive features in both cases.

O modo de internacionalização e investimento direto português em economias em desenvolvimento : o caso "Grupo" Jerónimo Martins na Colômbia

Mestrado em Contabilidade e Gestão das Instituições Financeiras

The effects of parental sensitivity and involvement in caregiving on mother–infant and father–infant attachment in a portuguese sample

In the present longitudinal study, we investigated attachment quality in Portuguese mother–infant and in father–infant dyads, and evaluated whether attachment quality was related to parental sensitivity during parent–infant social interaction or to the amount of time each parent spent with the infant during play and in routine caregiving activities (e.g., feeding, bathing, play). The sample consisted of 82 healthy full-term infants (30 girls, 53 boys, 48 first born), and their mothers and fathers from mostly middle-class households. To assess parental sensitivity, mothers and fathers were independently observed during free play interactions with their infants when infants were 9 and 15 months old. The videotaped interactions were scored by masked coders using the Crittenden’s CARE-Index. When infants were 12 and 18 months old, mother–infant and father–infant dyads were videotaped during an adaptation of Ainsworth’s Strange Situation. Parents also described their level of involvement in infant caregiving activities using a Portuguese version of the McBride and Mills Parent Responsibility Scale. Mothers were rated as being more sensitive than fathers during parent–infant free play at both 9 and 15 months. There also was a higher prevalence of secure attachment in mother–infant versus father–infant dyads at both 12 and 18 months. Attachment security was predicted by the amount of time mothers and fathers were involved in caregiving and play with the infant, and with parents’ behavior during parent–infant free play.

Histopathological patterns of the liver involvement in visceral leishmaniasis

The hepatic changes observed in liver specimen from either biopsy or necropsy of 47 patients with visceral leishmaniasis permited us to define three different histopathological patterns of involvement: typical, nodular, and fibrogenic. These patterns seem to be representative of different evolutive stages of the hepatic involvement in the disease either towards a more benign evolution or to more chronic stage with fibrosis and "cirrhosis". These histopathological evolutive stages are related to the prognosis of the disease.