The country of origin effect: tracking Brazil’s brand image among italian consumers

O Brasil se tornou nos últimos anos uma importante economia no cenário global. O país sempre foi visto basicamente como um exportador de commodities; no entanto, devido ao crescimento de investimentos e ao desenvolvimento de diversos setores econômicos, essa imagem mudou e está em processo de reconstrução. As empresas para poderem se diferenciarem e ganharem competitividade, precisam entender profundamente como consumidores percebem e avaliam os produtos brasileiros atualmente. É de extrema importância para o Brasil entender o potencial competitivo para posicionar-se corretamente contra as nações desenvolvidas e altamente industrializadas, bem como contra as gigantes economias emergentes como Rússia, China e Índia. Este estudo explora como um grupo de respondentes italianos avaliam a categoria de cosméticos brasileiros. Foi conduzida uma pesquisa exploratória com o objetivo de identificar dentre quarto categorias diferentes de produtos qual seria analisada em detalhe posteriormente por meio de entrevistas em profundidade. Das 4 categorias diferentes de produtos (vestuário, cosméticos, frutas frescas e carnes) foi selecionada a categoria cosméticos que obteve a menor avaliação geral no estudo exploratório. Após a escolha da categoria a ser analisada, uma pesquisa qualitativa com 7 entrevistas em profundidade com consumidores italianos residentes no Brasil foram realizadas. Das pesquisas realizadas são obtidas as percepções de um grupo de consumidores sobre os atributos e associações psicológicas sobre a categoria de cosméticos brasileiros. A análise será conduzida utilizando 3 componentes para explicar a atitude de consumo: a cognitiva, a conativa e a emocional. Deste modo, os resultados e conclusões são apresentados e explorados. Ademais, um mapa psicológico das atitudes sobre a categoria analisada perante o público estudado será desenvolvido, com o objetivo de pontuar suas forças e fraquezas. Desta análise final será possível ter uma visão ampla das características, bem como dos pontos críticos que precisam ser melhorados no futuro para que o Brasil seja uma nação competitiva na indústria de cosméticos e também algumas questões que podem ser estendidas a outros setores da economia brasileira.

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.

Inexpensive solution for real-time video and image stitching

Image stitching is the process of joining several images to obtain a bigger view of a scene. It is used, for example, in tourism to transmit to the viewer the sensation of being in another place. I am presenting an inexpensive solution for automatic real time video and image stitching with two web cameras as the video/image sources. The proposed solution relies on the usage of several markers in the scene as reference points for the stitching algorithm. The implemented algorithm is divided in four main steps, the marker detection, camera pose determination (in reference to the markers), video/image size and 3d transformation, and image translation. Wii remote controllers are used to support several steps in the process. The built‐in IR camera provides clean marker detection, which facilitates the camera pose determination. The only restriction in the algorithm is that markers have to be in the field of view when capturing the scene. Several tests where made to evaluate the final algorithm. The algorithm is able to perform video stitching with a frame rate between 8 and 13 fps. The joining of the two videos/images is good with minor misalignments in objects at the same depth of the marker,misalignments in the background and foreground are bigger. The capture process is simple enough so anyone can perform a stitching with a very short explanation. Although real‐time video stitching can be achieved by this affordable approach, there are few shortcomings in current version. For example, contrast inconsistency along the stitching line could be reduced by applying a color correction algorithm to every source videos. In addition, the misalignments in stitched images due to camera lens distortion could be eased by optical correction algorithm. The work was developed in Apple’s Quartz Composer, a visual programming environment. A library of extended functions was developed using Xcode tools also from Apple.

Design of boundary-scan testing in CMOS image sensors for industrial applications: internship repor

Tests on printed circuit boards and integrated circuits are widely used in industry,resulting in reduced design time and cost of a project. The functional and connectivity tests in this type of circuits soon began to be a concern for the manufacturers, leading to research for solutions that would allow a reliable, quick, cheap and universal solution. Initially, using test schemes were based on a set of needles that was connected to inputs and outputs of the integrated circuit board (bed-of-nails), to which signals were applied, in order to verify whether the circuit was according to the specifications and could be assembled in the production line. With the development of projects, circuit miniaturization, improvement of the production processes, improvement of the materials used, as well as the increase in the number of circuits, it was necessary to search for another solution. Thus Boundary-Scan Testing was developed which operates on the border of integrated circuits and allows testing the connectivity of the input and the output ports of a circuit. The Boundary-Scan Testing method was converted into a standard, in 1990, by the IEEE organization, being known as the IEEE 1149.1 Standard. Since then a large number of manufacturers have adopted this standard in their products. This master thesis has, as main objective: the design of Boundary-Scan Testing in an image sensor in CMOS technology, analyzing the standard requirements, the process used in the prototype production, developing the design and layout of Boundary-Scan and analyzing obtained results after production. Chapter 1 presents briefly the evolution of testing procedures used in industry, developments and applications of image sensors and the motivation for the use of architecture Boundary-Scan Testing. Chapter 2 explores the fundamentals of Boundary-Scan Testing and image sensors, starting with the Boundary-Scan architecture defined in the Standard, where functional blocks are analyzed. This understanding is necessary to implement the design on an image sensor. It also explains the architecture of image sensors currently used, focusing on sensors with a large number of inputs and outputs.Chapter 3 describes the design of the Boundary-Scan implemented and starts to analyse the design and functions of the prototype, the used software, the designs and simulations of the functional blocks of the Boundary-Scan implemented. Chapter 4 presents the layout process used based on the design developed on chapter 3, describing the software used for this purpose, the planning of the layout location (floorplan) and its dimensions, the layout of individual blocks, checks in terms of layout rules, the comparison with the final design and finally the simulation. Chapter 5 describes how the functional tests were performed to verify the design compliancy with the specifications of Standard IEEE 1149.1. These tests were focused on the application of signals to input and output ports of the produced prototype. Chapter 6 presents the conclusions that were taken throughout the execution of the work.

Plane detection from monocular image sequences

AIRES, Kelson R. T. ; ARAÚJO, Hélder J. ; MEDEIROS, Adelardo A. D. . Plane Detection from Monocular Image Sequences. In: VISUALIZATION, IMAGING AND IMAGE PROCESSING, 2008, Palma de Mallorca, Spain. Proceedings..., Palma de Mallorca: VIIP, 2008

Automated system of seedling image analysis (SVIS) and electrical conductivity to assess sun hemp seed vigor

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

Three-Dimensional Semiautomatic Road Extraction From a High-Resolution Aerial Image by Dynamic-Programming Optimization in the Object Space

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

Image processing algorithm for the identification of Martian dust devil tracks in MOC and HiRISE images

This paper presents a method for automatic identification of dust devils tracks in MOC NA and HiRISE images of Mars. The method is based on Mathematical Morphology and is able to successfully process those images despite their difference in spatial resolution or size of the scene. A dataset of 200 images from the surface of Mars representative of the diversity of those track features was considered for developing, testing and evaluating our method, confronting the outputs with reference images made manually. Analysis showed a mean accuracy of about 92%. We also give some examples on how to use the results to get information about dust devils, namelly mean width, main direction of movement and coverage per scene. (c) 2012 Elsevier Ltd. All rights reserved.