Branding: como construir, manter e fortalecer marcas de sucesso, trabalhando em mercados altamente competitivos

A presente dissertação objetiva mostrar, através de dois estudos de casos com empresas do ramo de serviços, um envolvendo uma instituição financeira - o Lloyds Bank Pie, e o outro uma empresa de fast-food, o McDonald's, que é possível a criação de valor percebido pelo cliente, para se construir uma marca forte, ainda que se trabalhando em mercados altamente competitivos. Nesse sentido, toda uma revisão bibliográfica foi feita para embasar os casos estudados, conciliando as teorias psicológicas de comportamento humano com as teorias de administração de marketing na área de marcas. As limitações enfrentadas para o desenvolvimento do presente trabalho residem no fato de a preocupação com as marcas se constituir num fenômeno relativamente recente no Brasil, portanto com baixo enfoque pelas empresas e reduzida bibliografia disponível sobre o assunto.

Destination branding : análise do destino Bahia

O tema do estudo é Destination Branding (DB), o processo de construção e desenvolvimento de marcas de destinos. O referencial teórico sobre o tema, bem como o estudo do branding da Nova Zelândia, estabeleceram as bases para a construção de um quadro de referência de DB, que foi estruturado em três macro etapas: ajuste do contexto, componentes de DB (aplicação de conceitos: imagem e identidade) e operacionalização (gestão, comunicação e avaliação). À luz desse quadro de referência, foi analisada a experiência de DB do Estado da Bahia ¿ um estudo de caso único, de caráter exploratório, com base em dados qualitativos.

The influence of emotional contagion on products evaluation

Emotional Contagion is the mechanism that includes mimicking and the automatic synchronization of facial expressions, vocalizations, postures, and movements with another person and, consequently, convergence of emotions between the sender and receiver. Researches of this mechanism conducted usually in the fields of Psychology and Marketing tends to investigate face-to-face interactions. However, the question remains to what extent, if any, emotional contagion may occur with facial expressions in photos, since many purchase situations are brought on by catalogues or websites. This thesis has the goal to verify this gap and, in addition, verify whether emotional contagion is more common in females than in males as stated in previous studies. Emotions have been studied because it is intuitively apparent that emotions affect the dynamics of the interaction between a salesperson and customers (Verbeke, 1997); in other words, emotions may significantly affect consumer behavior. Therefore, this thesis also verified whether the facial expressions that transmit emotions could be associated to product evaluations. To investigate these questions, an experiment was done with 171 participants, which were exposed to either smiling (positive emotion) or neutral advertising. The differences between the individual advertisements were limited to the facial expressions of figures in the advertisements (either smiling or neutral/without smiling). One specialist and two students analyzed videotaped records of the participants’ responses, and found that participants who saw the positive stimulus mimicked the picture (smiling back) confirming the Emotional Contagion in Photos (the first hypothesis). The second hypothesis was to analyze if there is difference based in gender. The results demonstrated that there is not a significant difference between genders; female and male equally suffer Emotional Contagion. The third hypothesis was related to whether the positive emotions vs. neutral emotions acquired from the positive facial expression in the photo are associated to a positive evaluation of the product also displayed in the photo. Evidences show that the ad with a positive expression could change more positively the attitude, the sympathy, the reliability, and the intention of purpose of the participant compared to those who were exposed to the neutral condition. Therefore, the analysis concludes that the facial expressions displayed in photos produce emotional contagion and may interfere on the evaluation product. A discussion of the theoretical and practical implications and limitations for these findings are presented.

Decision making naturalized: the interweaving of the unconscious, the emotional and the rational in decisions taken in a contigent world

Dadas as limitações e inadequações presentes, tanto no arquétipo do tomador de decisão como um agente racional, adotado nas teorias econômicas e gerenciais, quanto no estereótipo de um ser transcendental, tão presente na vida prosaica, se faz necessário substituí-los por uma nova perspectiva: onde o tomador de decisão é um animal emocional, frágil diante do acaso, e fruto de um processo evolutivo.

Employer branding : elementos relevantes na intenção de permanecer: estudo exploratório com estagiários

Atrair e reter talentos por meio de salários inflacionados pode ser oneroso e não necessariamente efetivo. A atividade de Employer Branding (EB), que consiste nos esforços das empresas em promover características e atributos que as tornem diferentes e desejáveis como empregadoras, começa a despertar o interesse tanto das empresas quanto dos pesquisadores de Recursos Humanos e Práticas de Gestão. À luz da recente e escassa literatura internacional, este estudo exploratório buscou identificar quais aspectos do Employer Branding são mais importantes para os indivíduos na intenção de permanecer em uma empresa após o período de estágio. As análises consideraram 443 questionários respondidos por estagiários de uma empresa multinacional de grande porte do setor financeiro, utilizando-se a escala de atratividade do empregador (Berthon et al., 2005), que considera cinco dimensões do Employer Branding: desenvolvimento, social, interesse, aplicação e econômica. Testes estatísticos permitiram afirmar que variáveis demográficas como gênero, tipo de custeio da faculdade (público ou privado) e nível de responsabilidade financeira influenciam na maneira como os indivíduos valorizam cada uma das dimensões. Além disso, ainda que de forma geral todas as dimensões tenham sido consideradas importantes, os resultados da Regressão Logística para a intenção de permanecer permitiram observar que, para a amostra, as questões financeiras destacam-se das demais variáveis. Por fim, a análise dos dados revela aspectos que podem servir de insumo para propostas de readequação de discurso e/ou readequação de práticas por empresas pretendam atrair e reter, com eficiência, estagiários para seu quadro de colaboradores. Além disso, os resultados desta pesquisa contribuem para a teoria ao discutir as categorizações existentes para dimensões do Employer Branding e ao sugerir que há espaço para que novas classificações sejam propostas.

H1 but not H2 histamine antagonist receptors mediate anxiety-related behaviors and emotional memory deficit in mice subjected to elevated plus-maze testing

This study investigated the role of H1 and H2 receptors in anxiety and the retrieval of emotional memory using a Trial 1/Trial 2 (T1/T2) protocol in an elevated plus-maze (EPM). Tests were performed on 2 consecutive days, designated T1 and T2. Before T1, the mice received intraperitoneal injections of saline (SAL), 20 mg/kg zolantidine (ZOL, an H2 receptor antagonist), or 8.0 or 16 mg/kg chlorpheniramine (CPA, an H1 receptor antagonist). After 40 min, they were subjected to the EPM test. In T2 (24 h later), each group was subdivided into two additional groups, and the animals from each group were re-injected with SAL or one of the drugs. In T1, the Student t-test showed no difference between the SAL and ZOL or 8 mg/kg CPA groups with respect to the percentages of open arm entries (%OAE) and open arm time (%OAT). However, administration of CPA at the highest dose of 16 mg/kg decreased %OAE and %OAT, but not locomotor activity, indicating anxiogenic-like behavior. Emotional memory, as revealed by a reduction in open arm exploration between the two trials, was observed in all experimental groups, indicating that ZOL and 8 mg/kg CPA did not affect emotional memory, whereas CPA at the highest dose affected acquisition and consolidation, but not retrieval of memory. Taken together, these results suggest that H1 receptor, but not H2, is implicated in anxiety-like behavior and in emotional memory acquisition and consolidation deficits in mice subjected to EPM testing.

EMOTIONAL BURDEN IN CAREGIEVERS of PATIENTS WITH OBSESSIVE-COMPULSIEVE DISORDER

The objective of this study was to evaluate the emotional burden, psychological morbidity, and level of family accommodation in caregivers of obsessive-compulsive disorder (OCD) patients, according to sociodemographic and clinical factors. Methods: Fifty Brazilian DSM-IV OCD patients and their caregivers were evaluated using the Family Accommodation Scale, the Zarit Burden Interview (ZBI), the Self-Report Questionnaire (caregivers), the Yale-Brown Obsessive-Compulsive Scale, and the Beck Depression Inventory (patients). Most caregivers (80%) were aged between 30 and 59 years and lived with the patient (88%). Results: Forty-two percent presented a common mental disorder and their mean ZBI score was 28.9. Family accommodation was moderate in 26% and severe or very severe in 24%. Caregivers' levels of psychological morbidity, accommodation, and emotional burden were associated with each other and with the severity of patient obsessive-compulsive and depressive symptoms. Conclusions: The results suggest that caregivers of OCD patients have important levels of burden and psychological morbidity and should receive orientation and support to minimize this emotional impact. Depression and Anxiety 25:1020-1027, 2008. (C) 2008 Wiley-Liss, Inc.

New meaning for the emotional state of the elderly, from a leisure standpoint

Continuing developments in science and technology that affect many dimensions of human life, especially those related to longevity, require responses from social policies and programmes to enable quality-of-life improvements in every sector, including leisure. To contribute to research in this area, this qualitative study sought to identify the perceptions of and meanings attached to participation in (active outdoor) leisure by a group of elderly citizens of Araras, São Paulo State, Brazil. Data were collected via questionnaires administered to a mixed-gender sample of 100 persons, aged between 60 and 80 years, after they had participated in an outdoor adventure/leisure programme. The data were subjected to thematic content analysis. The study revealed that the participants identified positive emotional effects as a result of their participation, relating to their sense of belonging to a group, to their increased quality of life and to their ability to remain physically active.

Microinjection of histamine into the cerebellar vermis impairs emotional memory consolidation in mice

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

Relações públicas e employer branding: estudo de caso da parceria entre Aiesec e Votorantim

The work consisted in analyzing how public relations can contribute to the development and application of the concept of employer branding. It also aims to bring contributions to the understanding of how the areas of communication, marketing and human resources, curriculum studied in Public Relations, can assist the professional performance. Based on data collected in the management of the partnership between AIESEC of Brazil and Votorantim, based on the information acquired through observation and participation in AIESEC, it was possible to reflect on how and why the PR professional is able to work in the development of positioning a company as good employer brand

Analysis of the chronic intake of and withdrawal from diazepam on emotional reactivity and sensory information processing in rats

It has been demonstrated that, on abrupt withdrawal, patients with chronic exposure can experience a number of symptoms indicative of a dependent state. In clinical patients, the earliest to arise and most persistent signal of withdrawal from chronic benzodiazepine (Bzp) treatment is anxiety. In laboratory animals, anxiety-like effects following abrupt interruption of chronic Bzp treatment can also be reproduced. In fact, signs that oscillate from irritability to extreme fear behaviours and seizures have been described already. As anxiety remains one of the most important symptoms of Bzp withdrawal, in this study we evaluated the anxiety levels of rats withdrawn from diazepam. Also studied were the effects on the motor performance and preattentive sensory gating process of rats under diazepam chronic treatment and upon 48-h withdrawal on three animal models of anxiety, the elevated plus-maze (EPM), ultrasonic vocalizations (USV) and startle + prepulse inhibition tests. Data obtained showed an anxiolytic- and anxiogenic-like profile of the chronic intake of and withdrawal from diazepam regimen in the EPM test, 22-KHz USV and startle reflex. Diazepam chronic effects or its withdrawal were ineffective in promoting any alteration in the prepulse inhibition (PPI). However, an increase of PPI was achieved in both sucrose and diazepam pretreated rats on 48-h withdrawal, suggesting a procedural rather than a specific effect of withdrawal on sensory gating processes. It is also possible that the prepulse can function as a conditioned stimulus to informing the delivery of an aversive event, as the auditory startling-eliciting stimulus. All these findings are indicative of a sensitization of the neural substrates of aversion in diazepam withdrawn animals without concomitant changes on the processing of sensory information