The sector of olive-oil cooperatives and the use of ICT: A comparative study regarding othe legal forms

The current global environment and the general increase in the spread and use of Information Technology and Communication (ICT) by companies and consumers, make the use of these technologies as essential to confront the growing competition in the market. Focused on this sector, in this research we analyze the use of electronic commerce, as through websites as through electronic markets, and the use of social networking tools as enablers of business. For this aim, we conducted a comparative analysis between the Andalusian olive oil cooperatives and other legal forms which are present in the sector.

Where would you turn for help?:Older adults' awareness of community support services

Previous findings on older adults' awareness of community support services (CSSs) have been inconsistent and marred by acquiescence or over-claiming bias. To address this issue, this study used a series of 12 vignettes to describe common situations faced by older adults for which CSSs might be appropriate. In telephone interviews, 1,152 adults aged 50 years and over were read a series of vignettes and asked if they were able to identify a community organization or agency that they may turn to in that situation. They were also asked about their most important sources of information about CSSs. The findings show that, using a vignette methodology, awareness of CSSs is much lower than previously thought. The most important sources of information about CSSs included information and referral sources, the telephone book, doctors' offices, and word of mouth.

Sources of patient knowledge and financing of cataract surgery in rural China: the Sanrao Study of Cataract Outcomes and Up-Take of Services (SCOUTS), report 6.

AIM: To study patient sources of knowledge about cataract surgical services, and strategies for financing surgery in rural China. DESIGN: Cross-sectional case series. METHODS: Patients undergoing cataract surgery by local surgeons in a government, village-level facility in Sanrao, Guangdong between 8 August and 31 December 2005 were examined and had standardised interviews an average of 12 months after surgery. RESULTS: Of 313 eligible patients, 239 (76%) completed the questionnaire. Subjects had a mean (SD) age of 69.9 (10.2) years, 36.4% (87/239) were male, and 87.0% (208/239) had been blind (presenting visual acuity < or = 6/60) before surgery. Word-of-mouth advertising was particularly important: 198 (85.0%) of the subjects knew a person who had undergone cataract surgery, of whom 191 (96.5%) had had cataract surgery at Sanrao itself. Over 70% of subjects (166/239) watched TV daily, whereas 80.0% (188/239) "never" read the newspaper. Nearly two-thirds of suggestions from participants (n = 211, 59.6%) favoured either TV advertisements or word-of-mouth to publicise the programme. While the son or daughter had paid for surgery in over 70% of cases (164/233), the patient's having paid without help was the sole predictor of undergoing second-eye surgery (OR 2.27 (95% CI 1.01 to 5.0, p = 0.04)). DISCUSSION: Strategies to increase uptake of cataract surgery in rural China may benefit from enhancing word-of-mouth advertising (such as with pseudophakic motivators), using television advertising where affordable, and micro-credit or other programmes to enable patients to pay their own fees, thus increasing uptake of second-eye surgery.

The voice of the consumer speaks forcefully in brand identity: user-generated content forces smart marketers to listen

User-generated content (UGC) is attracting a great deal of interest - some of it effective, some misguided. This article reviews the marketing-related factors that gave rise to UGC, tracing the relevant development of market orientation, social interaction, word of mouth, brand relationships, consumer creativity, co-creation, and customization, largely through the pages of the Journal of Advertising Research over the last 40 (or so) of its 50 years. The authors then discuss the characteristic features of UGC and how they differ from (and are similar to) these concepts. The insights thus gained will help practitioners and researchers understand what UGC is (and is not) and how it should (and should not) be used.

A word of caution on calculating market-based minimum capital risk requirements

This paper demonstrates that the use of GARCH-type models for the calculation of minimum capital risk requirements (MCRRs) may lead to the production of inaccurate and therefore inefficient capital requirements. We show that this inaccuracy stems from the fact that GARCH models typically overstate the degree of persistence in return volatility. A simple modification to the model is found to improve the accuracy of MCRR estimates in both back- and out-of-sample tests. Given that internal risk management models are currently in widespread usage in some parts of the world (most notably the USA), and will soon be permitted for EC banks and investment firms, we believe that our paper should serve as a valuable caution to risk management practitioners who are using, or intend to use this popular class of models.

Potential sources of mouth drying in beverages fortified with dairy proteins: a comparison of casein and whey-rich ingredients

Oral nutritional supplement drinks (ONS) are beverages high in dairy proteins that are prescribed to individuals at risk of malnutrition. Consumption of ONS is poor in elderly care facilities, with patients commenting that the sensory attributes of these drinks reduce their enjoyment and willingness to consume. Mouth drying is an attribute of ONS found to build with repeated consumption, which may further limit liking of these products. This study investigated the sources of drying sensations by sequential profiling, with a trained sensory panel rating a range of model milk systems and ONS over repeated sips and during after-effects. Sequential profiling found that fortification of milk with both caseinate and whey protein concentrate significantly increased the perception of mouth drying over repeated consumption, increasing by between 35 and 85% over consumption of 40mL. Enrichment of ONS with either whey protein concentrate or milk protein concentrate to a total protein content of 8.7% (wt/wt) resulted in whey and casein levels of 4.3:4.4% and 1.7:7.0% respectively. The product higher in whey protein was substantially more mouth drying, implying that whey proteins may be the most important contributor to mouth drying in ONS. However, efforts to mask mouth drying of protein-fortified milk by increasing sweetness or fat level were unsuccessful at the levels tested. Increasing the viscosity of protein-fortified milk led to a small but significant reduction in mouth drying. However, this approach was not successful when tested within complete ONS. Further analysis is required into the mechanism of protein-derived mouth drying to mask negative sensations and improve the enjoyment and consumption of protein-rich ONS.

The efficacy of shopping value in predicting destination loyalty

Recognizing the importance of tourism's experiential aspects, this research examines how hedonic and utilitarian values relate to tourist's overall shopping experience satisfaction and destination loyalty. Study findings suggest both hedonic and utilitarian shopping values are strongly linked to overall shopping satisfaction. Overall shopping satisfaction fully mediates utilitarian shopping value's effect on destination repatronage intention (DRI), destination word-of-mouth (DWoM), and partially mediates hedonic shopping value's (HSV) effect on DRI and DWoM. Study results advance consumer behavior theory and offer managerial implications for retailers operating in a rapidly maturing tourism destination in Turkey's Mediterranean region.

The brand likeability scale: an exploratory study of likeability in firm-level brands

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.

Symbolic consumption of tourism destination brands

Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.

OMG!: characterizing the role of emotions in the sharing of online commercial videos

"Se tornar viral" é visto pelos comerciantes como o novo Graal para alcançar grandes comunidades online. Neste contexto viral, vídeos têm um papel especial dada a forte capacidade deles de se espalhar exponencialmente pela internet através do compartilhamento social. Cada ano se vê a quebra de novos recordes através deste tipo de viralidade. Em março de 2012, o vídeo "Kony 2012" envolvendo a ação unida contra o líder de milícia Africano epônimo, atingiu mais de 34 milhões de visualizações em seu primeiro dia de lançamento. Em dezembro de 2012, o vídeo-clipe da música "Gangnam Style" tornou-se o primeiro vídeo do YouTube a alcançar mais de um bilhão de visualizações, totalizando mais de 1,4 bilhões de visualizações em março de 2013. Tais ilustrações mostram claramente a nova escala que a internet deu ao fenômeno do boca-a-boca. Os comerciantes entenderam o potencial fantástico dos vídeos virais e tentaram aproveitar o fenômeno de modo a reproduzi-lo para fins comerciais. Esta pesquisa oferece para os acadêmicos e os profissionais de marketing uma análise dos determinantes do compartilhamento de vídeos comerciais online. Mais especificamente, o foco da dissertação foi definido sobre o papel das emoções no compartilhamento, para identificar quais delas levam e como levam à partilha de vídeos comerciais online. A pesquisa foi realizada a partir de dois métodos científicos: uma pesquisa e uma análise de texto sobre a atribuição de emoções para comentários dos vídeos mais compartilhados do YouTube. A pesquisa confirma, com novos métodos, hipóteses previamente testadas e validadas por acadêmicos. Ela mostra que a positividade e a força das emoções são determinantes de compartilhamento maiores do que a negatividade e a fraqueza (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). A dissertação também argumenta que o conteúdo do vídeo, bem como o contexto são determinantes significativos de compartilhamento de vídeo (Laskey et al., 1989; Taylor, 1999). Além de validar teorias existentes, a pesquisa trouxe novos conceitos para a discussão, especialmente o papel da dimensão força / fraqueza de emoções para analisar o fenômeno viral, e a importância de uma clara "chamada à ação" incluída no vídeo para aumentar a sua partilha. Estes novos conceitos enriquecem a literatura do tema – que evolui muito rapidamente – e preparam o caminho para futuras pesquisas.

Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception

User-generated content – conteúdo gerado por usuários – cresceu consideravelmente na Internet nos cinco últimos anos, levando a grandes mudanças nas práticas de marketing. A força do e-word-of mouth, está aumentando e tem uma influência muito forte na percepção da marca pelos consumidores (Allsop, Basset & Hoskins, 2007). Todos os novos instrumentos fornecidos pela Internet permitiram a criação de comunidades de marca online, impactando o compromisso e a lealdade dos consumidores para com a marca (De Valk, Van Bruggen, Wierenga 2009). Todas essas interações criadas entre os consumidores e a marca são relativamente novas e incomuns para as empresas que devem adaptar suas práticas de marketing a essas mudanças. Dadas as especificidades que aplicam as marcas de luxo nas suas políticas de marketing (Kapferer and Bastien, 2009), a questão da adaptação das suas estratégias ao fenômeno de user-generated content é particularmente complicada. As marcas de luxo costumam ter habitualmente uma relação muito reservada com os seus consumidores, baseada em princípios de exclusividade e raridade (Kapferer, 1997). Esta dissertação busca proporcionar algumas pistas de entendimento sobre como as marcas de cosméticos de luxo podem adaptar suas estratégias de marketing em relação à expansão do conteúdo gerado por usuários na Internet. Esta pesquisa qualitativa sugere meios de controlar o conteúdo gerado por usuários, como o incentivar positivamente com certas práticas de marketing e como tirar proveito dele. A seguinte análise mostra que o conteúdo gerado por usuários tem duas facetas: pode atuar como um mídia digital para as empresas de luxo e como uma fonte de informação, inspiração e criação para o desenho dos novos produtos. Sendo um meio de comunicação, as empresas de cosméticos de luxo podem contar com a nova potência do “e-word-of-mouth” a fim de promover sua imagem de marca e seus produtos através do conteúdo gerado por usuários. Sendo uma fonte de inspiração, o conteúdo gerado por usuários pode conduzir a ótimos processos de co-criação e cooperação entre as marcas de cosméticos de luxo e seus consumidores com o objetivo de projetar produtos perfeitamente ajustados ao pedido dos consumidores.

Co-creation in hospitality industry: a case study on the drivers of traveler-generated content

User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial standpoint since the motivators that drive users to co-create can shape strategies and be turned into external leverages that generate value for brands through content production. From an academic perspective, the goal is to enhance literature on the field, and fill a gap on adherence of local culture to UGC given industry structure specificities. The business’ impact of UGC is supported by the fact that it increases e-commerce conversion rates since research undertaken by Ye, Law, Gu and Chen (2009) states each 10% in traveler review ratings boosts online booking in more than 5%. The literature review builds a theoretical framework on required concepts to support the TripAdvisor case study methodology. Quantitative and qualitative data compound the methodological approach through literature review, desk research, executive interview, and user survey which are analyzed under factor and cluster analysis to group users with similar drivers towards UGC. Additionally, cultural and country-specific aspects impact user behavior. Since hospitality industry in Brazil is concentrated on long tail – 92% of hotels in Brazil are independent ones (Jones Lang LaSalle, 2015, p. 7) – and lesser known hotels take better advantage of reviews – according to Luca (2011) each one Yelp-star increase in rating, increases in 9% independent restaurant revenue whereas in chain restaurants the reviews have no effect – , this dissertation sought to understand UGC in the context of travelers from São Paulo (Brazil) and adopted the case of TripAdvisor to describe what are the incentives that drives user’s co-creation among targeted travelers. It has an outcome of 4 different clusters with different drivers for UGC that enables to design marketing strategies, and it also concludes there’s a big potential to convert current content consumers into producers, the remaining importance of friends and family referrals and the role played by incentives. Among the conclusions, this study lead us to an exploration of positive feedback and network effect concepts, a reinforcement of the UGC relevance for long tail hotels, the interdependence across content production, consumption and participation; and the role played by technology allied with behavioral analysis to take effective decisions. The adherence of UGC to hospitality industry, also outlines the formulation of the concept present in the dissertation title of “Traveler-Generated Content”.

Effect of Mouth Rinses with Fluoride and Trimetaphosphate on Enamel Erosion: An in vitro Study

The effect of mouth rinses containing fluoride (100 mu g/ml) and sodium trimetaphosphate (TMP) on enamel erosion was evaluated in vitro. Bovine enamel blocks were subjected to erosive challenges 4 times per day for 5 min, followed by treatment with placebo, 225 mu g F/ml, 100 mu g F/ml, 100 mu g F/ml and TMP (0.2, 0.4 and 0.6%) solutions (30 s) and storage in artificial saliva, over a duration of 5 days. TMP groups showed lower enamel wear than fluoride-only and placebo groups (p < 0.05). Addition of TMP at a TMP:NaF molar proportion between 1.24:1 and 3.72:1 to a solution containing 100 mu g F/ml presented a greater protective effect under erosive conditions than a solution containing 225 mu g F/ml, in the absence of TMP. Copyright (C) 2011 S. Karger AG, Basel