Relações públicas e o Brand Management: storytelling 2.0 na construção de relacionamentos

According to the Informational Society of the twentieth century, man develops society of the spectacle, where life becomes virtual and the individual ceases to be a spectator becoming the protagonist of wikiciberepopéia and organizations seeking to gain the attention and time of its consumers through new communication strategies. If the great epics of mankind brought mythical heroes, divine, with powers (mostly above the mortals), in the era of new technologies, the common man is in the hands the opportunity to become the hero of his own ciberepopéia. Increasingly resistant to traditional advertising, the new model of media consumer, the prosumer, the storytelling is transforming into one of the main communication tools of contemporary organizations. Offer your audience a creative and relevant content across several media platforms is a major brand positioning strategies currently used, in addition to providing the transmission of values and organizational principles in a subjective manner. Storytelling where objects are extensions of the human body (eg, the cell can be treated as an extension of the ears) is a strong indication of a technocratic society, because we can consider the new technologies as extensions of the human brain (as new store technologies, create meanings, share information through a specific language) and the individual who is on the edge of new technology ends up being excluded from certain social events. This new world tends to put an end to separation between seemingly contrary ideas, such as reality/fiction, natural/cultural and the man who emerges from this medium is not the creator, but rather, transforming what already exists. The current human evolution takes place from about half the human mind and tell stories that go beyond the media saturation that really emocionem and who have a real meaning for those who listen, to be interconnected with the socio-environmental reality of this new consumer, is a major chall...

Paleometry: a brand new area in brazilian science

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

Compensatory Health Beliefs Predict Maladaptive Coping, Impulsivity, and Erroneous Health Perceptions

Compensatory Health Beliefs (CHB) are a common strategy used to reduce the cognitive discomfort that arises from participating in recognizably unhealthy behaviors. The current research examines relationships between CHB and other cognitive variables. Data was collected in two phases, using survey methodology. Study 1 explored relationships between the use of CHB, impulsiveness, and coping styles. Study 2 expanded the inquiry by exploring relationships to health perception and knowledge. Results revealed that participants who scored high on overall CHB were more likely to: engage in maladaptive coping strategies (r = .47, p < .01) [including avoidant coping styles (r = .38, p < .01) and unhealthy coping styles (r = .47, p < .01)], score higher on measures of impulsivity (r = .43, p < .01), be well-informed about their general health (r =-.21, p < .05), eat fast food more often ( r = p < .05), and consider it safe to smoke more frequently (r = .18, p < .05). Participants with lower CHB scores considered themselves more well-informed about their general health (r = -.21, p < .05), including understanding the minimum recommended amounts of physical activity needed to maintain health (r = -.35, p < .01 ), and knowing the health risks of stress ( r = -.19, p < .05). In addition, maladaptive coping was positively correlated with lack of general health knowledge (r = -.22 p < .01), less understanding of the risks of stress and alcohol (r = .20, p < .05), less knowledge of the recommended daily amounts of physical activity needed for health (r = -.26, p < .01), less frequent exercise (r = -.26, p < .01 ), and generally more unhealthy daily habits (r = -.26, p < .01). These findings contribute to a new area of investigation and may be useful to those who want to motivate behavior change.

Food Handling Practices, Knowledge and Beliefs of Families with Young Children Based on the Health Belief Model

Objective: To determine current food handling practices, knowledge and beliefs of primary food handlers with children 10 years old and the relationship between these components. Design: Surveys were developed based on FightBac!™ concepts and the Health Belief Model (HBM) construct. Participants: The majority of participants (n= 503) were females (67%), Caucasians (80%), aged between 30 to 49 years old (83%), had one or two children (83%), prepared meals all or most of the time (76%) and consumed meals away from home three times or less per week (66%). Analysis: Descriptive statistics and inferential statistics using Spearman’s rank correlation coefficient (rho) (p<0.05 and one-tail) and Chi-square were used to examine frequency and correlations. Results: Few participants reached the food safety objectives of Healthy People 2010 for safe food handling practices (79%). Mixed results were reported for perceived susceptibility. Only half of the participants (53-54%) reported high perceived severity for their children if they contracted food borne illness. Most participants were confident of their food handling practices for their children (91%) and would change their food handling practices if they or their family members previously experienced food poisoning (79%). Participants’ reasons for high self-efficacy were learning from their family and independently acquiring knowledge and skills from the media, internet or job. The three main barriers to safe food handling were insufficient time, lots of distractions and lack of control of the food handling practices of other people in the household. Participants preferred to use food safety information that is easy to understand, has scientific facts, causes feelings of health-threat and has lots of pictures or visuals. Participants demonstrate high levels of knowledge in certain areas of the FightBac!TM concepts but lacked knowledge in other areas. Knowledge and cues to action were most supportive of the HBM construct, while perceived susceptibility was least supportive of the HBM construct. Conclusion: Most participants demonstrate many areas to improve in their food handling practices, knowledge and beliefs. Adviser: Julie A. Albrecht

Two important but almost never related beliefs

Engelmann believes in two general strong beliefs. On one side, Engelmann believes in probabilistic skepticism. That the existence has its maximum probability or there is no existence at all is not possible. The other probabilities of existence are always possible. On the other hand, instead of elements that constitute a beginning arrived at by an unknown division, the Gestalt theory begins with wholes or Gestalten. These Gestalten can be divided in parts but each part can be only a part of his specific Gestalt. The majority of probabilistic skeptics and the majority of Gestalt theory followers do not believe they can be together accepted. On the contrary Engelmann is a member of a small group that both beliefs occur simultaneously. Bibace`s questions were each answered by Engelmann. In some questions Engelmann harmonize with Bibace, in others they disagree.

HEALTH BELIEFS REGARDING DIET: A PERSPECTIVE OF HYPERTENSIVE BLACK INDIVIDUALS

The objective of this descriptive-exploratory study was to identify the health beliefs of black individuals with hypertension regarding the barriers and benefits of diet for controlling the disease, including the sociodemographic factors associated with the health beliefs surrounding diet control. One hundred and six black adults with hypertension were interviewed using a specific instrument. The data were analyzed considering the percentages, frequency of the cases, scores and prevalence ratio. The global analysis of beliefs showed a preponderance of beliefs regarding the benefits of diet control. It was observed that men, younger individuals, lack of a partner and low educational level and income were related to the beliefs regarding the benefits of adopting a healthy diet. In conclusion, health promotion among the black population requires an interdisciplinary approach and specific health policies addressing this populations' needs, aimed at preventive and curative aspects.

COMMUNITY OF ORIGIN EFFECTS ON VIRTUAL BRAND COMMUNITIES PARTICIPANT

The question about the effectiveness of companies in maintaining their own communities versus benefiting from the ones owned by consumers remains open. We examine differences between firm-managed and customer-managed brand communities regarding the impact of perceived psychographic homogeneity, availability of virtual avenues and relationship with the brand on the community's influence on members and the assessments and intentions of community participants. Data were obtained from 555 respondents in two leading Microsoft XBOX brand communities in Brazil. Results indicate that management of the community of origin is the moderator of all considered relationships. Also, the most favorable effects for the company occur in the community that is not directly controlled and managed by the company itself. Brand loyalty, however, is higher for members of the official brand community. Guidelines on how companies can benefit from consumer-managed communities are discussed.

Strategy as a matter of beliefs: the recorded music industry reinventing itself by rethinking itself

Managerial and organizational cognition studies the ways cognitions of managers in groups, organizations and industries shape their strategies and actions. Cognitions refer to simplified representations of managers’ internal and external environments, necessary to cope with the rich, ambiguous information requirements that characterize strategy making. Despite the important achievements in the field, many unresolved puzzles remain as to this process, particular as to the cognitive factors that condition actors in framing a response to a discontinuity, how actors can change their models in the face of a discontinuity, and the reciprocal relation between cognition and action. I leverage on the recent case of the recorded music industry in the face of the digital technology to study these issues, through a strategy-oriented study of the way early response to the discontinuity was constructed and of the subsequent evolution of this response. Through a longitudinal historical and cognitive analysis of actions and cognitions at both the industry and firm-level during the period in which the response took place (1999-2010), I gain important insights on the way historical beliefs in the industry shaped early response to the digital disruption, on the role of outsiders in promoting change through renewed vision about important issues, and on the reciprocal relationship between cognitive and strategic change.

Tutela e valorizzazione delle produzioni agroalimentari di qualità attraverso strategie di brand management.Il modello Coop.

Questa tesi di dottorato verte sull'individuazione di politiche industriali atte ad implementare il mercato dei prodotti a denominazione di origine. Inevitabilmente, l’analisi economica dei prodotti agroalimentari tipici di qualità implica anche l’approfondimento e l’individuazione, delle problematiche connesse con la creazione di un valore addizionale per il consumatore, rispetto a quello dei prodotti standardizzati. Questo approccio richiama l’attenzione, da una parte, sulle caratteristiche della domanda e sulla disponibilità del consumatore a riconoscere e apprezzare questo plus-valore, dall’altra sulle strategie che l’offerta può attivare per conseguire un premium price rispetto al prodotto standardizzato. Le certificazioni comunitarie Dop, Igp e Stg oltre che il marchio di prodotto biologico racchiudono, solitamente, tali dinamiche valoriali ma sono tutt’oggi poco conosciute dai consumatori. Diversi studi internazionali dimostrano, infatti, che la maggioranza dei cittadini comunitari ignorano il significato delle certificazioni di qualità. L’ipotesi di fondo di questo studio si basa sulla possibilità di fidelizzare questi marchi con i brand della grande distribuzione già affermati, come quello di Coop. Analizzare gli effetti dell’introduzione di prodotti private label a denominazione di origine nel mercato della grande distribuzione organizzata italiana ci permetterebbe di comprendere se questo segmento di mercato può aiutare il settore delle Dop/Igp. Questo studio ha cercato di verificare se il prodotto private label a denominazione di origine, riesca a sfruttare il doppio binario di fiducia rappresentato dal marchio comunitario unito a quello dell’impresa di distribuzione. Per comprendere la propensione del consumatore a spendere di più per questi prodotti, abbiamo utilizzato l’analisi dell’elasticità della domanda sul prezzo dei dati scanner fornitici da Coop Adriatica. Siamo riusciti a dimostrare tale positivo connubio confermato anche da una indagine demoscopica effettuata ad hoc sui consumatori.

Brand formative design - development and assessment of product design from a future, brand and consumer perspective

With this dissertation research we investigate intersections between design and marketing and in this respect, which factors do contribute that a product design becomes brand formative. We have developed a Brand Formative Design (BFD) framework, which investigates individual design features in a holistic, comparable, brand relevant, and consumer specific context. We discuss what kinds of characteristics contribute to BFD but also illuminate how they should be applied and examine: rnA holistic framework leading to Brand Formative Design. Identification and assessment of BFD Drivers. The dissection of products into three Distinctive Design Levels. The detection of surprising design preferences. The appropriate degree of scheme deviation with evolutionary design. Simulated BFD development processes with three different products and the integration of consumers. Future oriented objectification, comparability and assessment of design. Recommendations for the management of design in a brand specific context. Design is a product feature, which contributes significantly to the success of products. However, the development of new design contains challenges. Design can hardly be objectified; many people have an opinion concerning the attractiveness of new products but cannot formulate their future preferences. Product design is widely developed based on intuition, which can be difficult for the management of design. Here the concept of Brand Formative Design can provide a framework which contributes to structure, objectify, develop and assess new evolutionary design in brand and future relevant contexts, but also integrates consumers and their preferences without restricting creativity too much.

Can health beliefs help in explaining attendance to follow-up care? The Swiss Childhood Cancer Survivor Study

Objective: Improved treatment has increased the survival of childhood cancer patients in recent decades, but follow-up care is recommended to detect and treat late effects. We investigated relationships between health beliefs and follow-up attendance in adult childhood cancer survivors. Methods: Childhood cancer survivors aged younger than 16 years when diagnosed between 1976 and 2003, who had survived for more than 5 years and were currently aged 201 years, received a postal questionnaire. We asked survivors whether they attended follow-up in the past year. Concepts from the Health Belief Model (perceived susceptibility and severity of future late effects, potential benefits and barriers to follow-up, general health value and cues to action) were assessed. Medical information was extracted from the Swiss Childhood Cancer Registry. Results: Of 1075 survivors (response rate 72.3%), 250 (23.3%) still attended regular followup care. In unadjusted analyses, all health belief concepts were significantly associated with follow-up (po0.05). Adjusting for other health beliefs, demographic, and medical variables, only barriers (OR50.59; 95%CI: 0.43–0.82) remained significant. Younger survivors, those with lower educational background, diagnosed at an older age, treated with chemotherapy, radiotherapy, or bone marrow transplantation and with a relapse were more likely to attend follow-up care. Conclusions: Our study showed that more survivors at high risk of cancer- and treatmentrelated late effects attend follow-up care in Switzerland. Patient-perceived barriers hinder attendance even after accounting for medical variables. Information about the potential effectiveness and value of follow-up needs to be available to increase the attendance among childhood cancer survivors.