Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen

In recent years, the importance of the corporate brand (e.g. P&G, Nestlé, Unilever) has grown significantly and companies increasingly strive to strengthen their corporate brand. One way to strengthen the corporate brand is portfolio advertisement, in which the corporate brand is presented alongside with several product brands of its portfolio (e.g. VW with its product brands Touareg, Touran, Golf and Polo). The aim of portfolio advertising is to generate a positive image spill-over effect from the product brands onto the corporate brand in order to enhance the consumers’ perceived competence of the corporate brand. In four experimental settings Christian Boris Brunner demonstrates the great potential of portfolio advertising and highlights the risks associated with portfolio advertising in practice. In a first experiment, he compares portfolio advertising with single brand advertisements. Moreover, in case of portfolio advertising he manipulates the fit between the product brands, because the consumer has to establish a logical coherence between the individual brands. However, asconsumers have limited capacity for processing information, special attention should be paid to the number of product brands and to the processing depth of the consumer during confrontation with portfolio advertising. These key factors are taken into consideration in a second extensive experiment involving fictitious corporate and product brands. The effects of portfolio advertising on a product brand are also examined. Furthermore, the strength of product brands, i.e. brand knowledge as well as brand image and consumer’s knowledge of the brands, must be taken into consideration. In a third experiment, both the brand strength of real product brands as well as the fit between product brands are manipulated. Portfolio advertising could also have a positive image spill-over effect when companies introduce a new product brand under the umbrella of the corporate brand while communicating all product brands together. Based on considerations, in a fourth experiment, Christian Boris Brunner shows that portfolio advertising could also have a positive image spill-over effect on a new (unknown) product brand. Concluding his work, Christian Boris Brunner provides implications for future research concerning portfolio advertising as well as the management of a corporate brand in complex brand architectures. Concerning practical implications, these four experiments underline a high relevance to marketing and brand managers, who could increase corporate and product brands’ potential by means of portfolio advertising.

Governança global e a visão brasileira das organizações e regimes pós-2008

O primeiro capítulo trata do problema de pesquisa consubstanciado na pergunta: como a crise financeira mundial de 2008 atingiu o equilíbrio de poder global e quais foram os desdobramentos no sistema internacional, e a respectiva argumentação de objetivos, delimitação e relevância do estudo. O capítulo dois aborda a questão metodológica do ponto de vista dos métodos de abordagem e da coleta e tratamento das informações. O capítulo terceiro apresenta a complexidade da interação entre ordem internacional e governança global, termos difíceis de serem definidos, porém constantes nas agendas da diplomacia e política internacional. O capítulo quarto introduz o conceito de governança multinível para expressar a interação de diversos atores em diversas camadas abaixo e acima do Estado. O capítulo quinto trata das crises pré-2008, buscando verificar possíveis características comuns entre elas. O capítulo sexto trata da crise de 2008 e alargamento e prolongamento para a Europa, articulando variáveis econômicas e financeiras globais. O capítulo sete procura relacionar a política externa brasileira à arquitetura da governança global, aspirando uma participação mais ativa nos fóruns internacionais. No capítulo nono é apresentada a conclusão do estudo em termos de dilemas e obstáculos comportamentais e/ou estruturais e os campos que devem ser melhor investigados e aprofundados.

O Núcleo genuíno lateral dorsal do tálamo do sagüi (callithrix jacchus): Pprojeção retiniana, caracterização citoarquitetônica e neuroquimica da principal estação visual primária.

The thalamus plays an important role in the sensorial processing information, in this particular case, the visual information. Several neuronal groups have been characterized as conductors and processors of important sensorial information to the cerebral cortex. The lateral geniculate complex is one to them, and appears as a group very studied once it is responsible, in almost all totality, for the processing of visual information. Among the nuclei that constitute the lateral geniculate complex we highlight the dorsal lateral geniculate nucleus of the thalamus (DLG), the main thalamic relay for the visual information. This nucleus is located rostral and lateral to medial geniculate nucleus and ventral to thalamic pulvinar nucleus in most of the mammals. In the primates humans and non-humans, it presents as a laminate structure, arranged in layers, when observed in coronal sections. The objective of this work was to do a mapping of the retinal projections and a citoarchictetonic and neurochemical characterization of DLG in the marmoset (Callithrix jacchus), a New World primate. The retinal projections were traced by anterograde transport of subunit b of cholera toxin (CTb), the citoarchicteture was described by Nissl method, and to neurochemical characterization immunohistochemicals technical were used to examine the main neurotransmitters and neuroatives substances present in this neural center. In DGL of marmoset thalamus, in coronal sections labeled by Nissl method, was possible to visualize the division of this nucleus in four layers divided in two portions: magnocellular and parvocellular. The retinal projections were present being visualized fibers and terminals immunorreactives to CTb (IR-CTb) in the DLG ipsilateral and contralateral. And through the immunohistochemicals techniques was observed that DLG contain cells, fibers and/or terminals immunoreactives against neuronal nuclear protein, subunits of AMPA 15 glutamate receptors (GluR1, GluR2/3, GluR4), choline acetyltransferase, serotonin, glutamic acid decarboxylase, binding calcium proteins (calbindin, parvalbumin and calretinin), vasopressin, vasoactive intestinal polypeptide, and an astrocyte protein, glial fibrillary acidic protein.

Latência e amplitude do P300 auditivo na doença de Alzheimer: uma revisão sistemática

O P300 desempenha um papel fundamental como método de avaliação e monitoramento das demências, entre elas a doença de Alzheimer. OBJETIVO: Realizar uma busca por artigos que analisaram os valores de latência e amplitude de P300 na doença de Alzheimer. MÉTODOS: Foi realizada uma busca nas seguintes bases de dados: Web of Science, PubMed/Medline, Psyc Info, Biological Abstracts e Scielo. Utilizaram-se as seguintes palavras-chave: speed of information processing, speed of processing, information processing, aged, older, elderly, older people, alzheimer dementia, alzheimer disease, Alzheimer, além de referências cruzadas dos artigos selecionados. RESULTADOS: Foram encontrados oito estudos que preencheram os critérios de inclusão adotados para o presente trabalho. Estes estudos mostraram que existe um consenso em relação ao aumento da latência de P300 de idosos com doença de Alzheimer quando comparados com idosos sem a doença. Porém, verifica-se que, com relação à amplitude de P300, ainda não há um consenso, mas, isso pode estar relacionado às diferentes variáveis metodológicas adotadas nos estudos revisados. CONCLUSÃO: Há necessidade de se padronizar as variáveis envolvidas no método de avaliação do P300 para idosos com doença de Alzheimer, para que seja possível comparar os valores de latência e amplitude de P300 dessa população.

Teledermatologia - Passado, presente e futuro

Teledermatology is the area of Telemedicine that studies the application of telecommunication and information technology to dermatology practice without the presence of a specialist. It is a potential manner to deliver health planning, research, education, clinical meetings, second medical opinions and dermatological care to populations who cannot easily travel. The evolution, cost reduction and dissemination of telecommunication and information technology have enabled the implementation of low cost and comprehensive teledermatology systems to support clinical practice all over the world. © 2005 by Anais Brasileiros de Dermatologia.

Geoinformação na gestão dos recursos hídricos em sub-bacia hidrográfica

By remote sensing, geodatabase digital processing, information and expeditions to Capivara's sub-basin, was possible to identify the changes in the landscape mainly the expansion of eucalyptus, sugar-cane, and orange trees, being the last two, mainly on the Periferic Depression of Basaltic Cuesta. A significant portion of the soil on this geological area is formed from sandstones, providing high permeability to them, making them important places to groundwater recharge areas as sensible to contamination by pesticides. Throughout last decade was observed that the native vegetation fragments stabilization, keeping a reason of 26.5% on the land used between 2000 and 2010. The pasture decrease being substituted by eucalyptus, sugar-cane and orange trees call attention for the changes in the agribusiness model demanded by the current economic and social necessity. Pasture decrease followed by erosions decrease on sub-basin is evidence that these two aspects are strongly related.

Relação entre nível de atividade física, cognição, processamento da informação e funcionalidade motora de idosos no estágio leve da doença de Alzheimer

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Electronic commerce, international trade and employment: review of the issues

Includes bibliography

Apropriação da informação: um olhar sobre as políticas públicas sociais de inclusão digital

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Web Service para geração de VRS no contexto de posicionamento GPS

Internet is fully inserted in contemporary society, specially in relation to entertainment services and trading. Its reach has transposed the traditional desktop computer models coming to mobile devices like cell phones and GPS receivers. Likewise, the scientific community takes its benefits, both for publication of studies and for communication between clusters processing information, such as at LHC, located in Switzerland. Concerning geodetic positioning, researches in the area present the concept of Virtual Reference Stations - VRS, in which is necessary a communication way between the real reference stations and a central system as well as between central system and a service requester. In this work, we analyze the current solutions for generation of VRS with regard to data delivery for the service requester and present a solution based on Web Services as an alternative to the model being developed by Spatial Geodesy Study Group – GEGE/FCT/UNESP. Comparing solutions, it was verified the potential of Web Services to aid in researches of geodetic positioning using VRS. Using such technology, it is obtained interoperability, providing greater flexibility to develop client applications, both development carried out by researchers of the university or by any person or enterprise wishing to use the service

GnRH/GnIH e seus receptores no sistema olfato-retinal de zebrafish

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

Assessing the Validity of Brain Glucose Concentration Measurement Using Microdialysis

Brain functions, such as learning, orchestrating locomotion, memory recall, and processing information, all require glucose as a source of energy. During these functions, the glucose concentration decreases as the glucose is being consumed by brain cells. By measuring this drop in concentration, it is possible to determine which parts of the brain are used during specific functions and consequently, how much energy the brain requires to complete the function. One way to measure in vivo brain glucose levels is with a microdialysis probe. The drawback of this analytical procedure, as with many steadystate fluid flow systems, is that the probe fluid will not reach equilibrium with the brain fluid. Therefore, brain concentration is inferred by taking samples at multiple inlet glucose concentrations and finding a point of convergence. The goal of this thesis is to create a three-dimensional, time-dependent, finite element representation of the brainprobe system in COMSOL 4.2 that describes the diffusion and convection of glucose. Once validated with experimental results, this model can then be used to test parameters that experiments cannot access. When simulations were run using published values for physical constants (i.e. diffusivities, density and viscosity), the resulting glucose model concentrations were within the error of the experimental data. This verifies that the model is an accurate representation of the physical system. In addition to accurately describing the experimental brain-probe system, the model I created is able to show the validity of zero-net-flux for a given experiment. A useful discovery is that the slope of the zero-net-flux line is dependent on perfusate flow rate and diffusion coefficients, but it is independent of brain glucose concentrations. The model was simplified with the realization that the perfusate is at thermal equilibrium with the brain throughout the active region of the probe. This allowed for the assumption that all model parameters are temperature independent. The time to steady-state for the probe is approximately one minute. However, the signal degrades in the exit tubing due to Taylor dispersion, on the order of two minutes for two meters of tubing. Given an analytical instrument requiring a five μL aliquot, the smallest brain process measurable for this system is 13 minutes.

Towards an Emergent Semantic Web

In his in uential article about the evolution of the Web, Berners-Lee [1] envisions a Semantic Web in which humans and computers alike are capable of understanding and processing information. This vision is yet to materialize. The main obstacle for the Semantic Web vision is that in today's Web meaning is rooted most often not in formal semantics, but in natural language and, in the sense of semiology, emerges not before interpretation and processing. Yet, an automated form of interpretation and processing can be tackled by precisiating raw natural language. To do that, Web agents extract fuzzy grassroots ontologies through induction from existing Web content. Inductive fuzzy grassroots ontologies thus constitute organically evolved knowledge bases that resemble automated gradual thesauri, which allow precisiating natural language [2]. The Web agents' underlying dynamic, self-organizing, and best-effort induction, enable a sub-syntactical bottom up learning of semiotic associations. Thus, knowledge is induced from the users' natural use of language in mutual Web interactions, and stored in a gradual, thesauri-like lexical-world knowledge database as a top-level ontology, eventually allowing a form of computing with words [3]. Since when computing with words the objects of computation are words, phrases and propositions drawn from natural languages, it proves to be a practical notion to yield emergent semantics for the Semantic Web. In the end, an improved understanding by computers on the one hand should upgrade human- computer interaction on the Web, and, on the other hand allow an initial version of human- intelligence amplification through the Web.

Thematic thinking and individual performance in research and development

Individuals differ in their preference for processing information on the basis of taxonomic, feature-based similarity, or thematic, relation-based similarity. These differences, which have been investigated in a recently emerging research stream in cognitive psychology, affect innovative behavior and thus constitute an important antecedent of individual performance in research and development (R&D) that has been overlooked so far in the literature on innovation management. To fill this research gap, survey and test data from the employees of a multinational information technology services firm are used to examine the relationship between thematic thinking and R&D professionals' individual performance. A moderated mediation model is applied to investigate the proposed relationships of thematic thinking and individual-level performance indicators. Results show a positive relationship between thematic thinking and innovativeness, as well as individual job performance. While the results do not support the postulated moderation of the innovativeness–job performance relationship by employees' political skill, they show that the relationship between thematic thinking and job performance is fully mediated by R&D professionals' innovativeness. The present study is thus the first to reveal a positive relationship between thematic thinking and innovative performance.