Propiedades psicométricas del Sexuality and the Mental Retardation Attitude Inventory (SMRAI) en estudiantes universitarios de Lima

El objetivo fue analizar las propiedades psicométricas del Sexuality and the Mental Retardation Attitude Inventory (SMRAI) en una muestra de 144 estudiantes universitarios de la carrera de psicología de una universidad privada de Lima Metropolitana, del 2do al 9no ciclo, de los cuales 44 fueron varones (30.6%) y 100 mujeres (69.4%), con edades comprendidas entre 17 y 43 años (M: 21.9). El análisis factorial confirmatorio realizado revela que dicha prueba presenta una estructura de dos factores con índices de ajuste adecuados. Por otro lado, con relación a la confiabilidad del constructo mediante el coeficiente Rho se obtuvo un indicador de .80. Se concluye que la SMRAI cuenta con propiedades psicométricas adecuadas para implementarlo en estudios orientados a conocer más facetas de las actitudes hacia la sexualidad de las personas con discapacidad intelectual.

La equidad de marca "Brand Equity" una estrategia para crear y agregar valor

La marca puede y debe ser el factor determinante, diferencial e inimitable para crear y agregar valor a productos, servicios y empresas con y sin ánimo de lucro. La acertada gestión de las marcas se fundamenta y logra su función/misión en las dimensiones que conforman la equidad de marca, las cuales son a la vez variables accionables y mensurables. El concepto equidad de marca se origina en el derecho canónico, cuandola Iglesia Católica administraba la Corte de Equidad, que se ocupaba de los asuntos de justicia e igualdad porque se consideraban pecaminosas las acciones que se desviaban de la equidad. Lesionar o usurpar la reputación, "el buen nombre", se consideraba pecaminoso y por lo tanto debía ser juzgado por la Corte de Equidad.

Étude comparative entre la publicité de type publi-reportage et la publicité écrite conventionnelle : effets sur la crédibilité, l'attitude et la mémoire

Le présent mémoire rapporte les résultats d'une étude sur l'influence de deux types de publicité écrite sur le comportement des individus. Dans un contexte d'évaluation d'un journal. 59 personnes ont été exposées à une publicité conventionnelle d'une automobile ou d'un condominium et à un publi-reportage d'un condominium ou d'une automobile. À la suite de l'exposition, une partie des participants a répondu immédiatement à un questionnaire mesurant le niveau de crédibilité qu'ils accordaient à l'information, leur attitude envers les produits et la quantité de souvenirs qu'il leur était possible de se remémorer. Les autres participants ont complété ce questionnaire après une semaine de délai. Les hypothèses de cette recherche se divisent en trois parties. Premièrement, nous pensons que l'influence sur les variables dépendantes (crédibilité, attitude et mémoires découlant de l'exposition aux publi-reportages sera plus grande que celle engendrée par la publicité conventionnelle (H1, H3 et H5). Deuxièmement. nous pensons que le délai d'une semaine aura un effet positif sur la crédibilité et l'attitude engendrées par les publi-reportages et un effet négatif sur la quantité de souvenirs se rapportant au contenu des publi-reportages (H2a, H4a et H5). Finalement, nous pensons que dans le cas des publicités conventionnelles, le délai n'affectera ni le niveau de crédibilité accordé à l'information, ni l'attitude envers le produit mais entraînera une diminution de la quantité de souvenirs recouvrés (H2b, H4b et H6). Pour le groupe de sujets utilisés lors de cette recherche, les résultats obtenus démontrent que dans certains cas les publi-reportages ont plus d'influence que les publicités écrites conventionnelles sur le comportement des individus. Lorsque la prise de mesure des variables dépendantes est faite après une semaine de délai, le niveau de crédibilité accordé à l'information et l'attitude envers le produit engendrée par les publi-reportages sont plus élevés que ceux découlant de la publicité conventionnelle. La catégorie de produit utilisé et le sexe des participants influencent aussi les variables dépendantes.

Narrative transportation in global brand content

People understand life and events around them through narratives. Narratives are a new way for marketers to convey messages to consumers about their brands and products. Brand narratives are an effective way to reach out to people due to their influential nature. Narratives have a power to change beliefs and attitudes, making them relevant and interesting for any marketer. The power of narratives has to do with narrative transportation, which narratives can trigger in people. A transported person is more likely to perceive brand or product in a more positive light. The creators of the narrative are able to influence the content of the narrative through message factors that work as antecedents for narrative transportation. This study explored narrative transportation qualities of well established advertisements. The study uses qualitative content analysis to analyze and identify narrative transportation antecedents among Cannes Lion grand prix winners in the film category between years 2005 to 2015 (15 in total). The narrative transportation antecedents are identifiable characters, imaginable plot and verisimilitude, which were used in the analysis of the data. The study analyzes the winners to make judgment on whether they can trigger narrative transportation or not. It was found that the Cannes Lion grand prix winner advertisement mostly had identifiable narratives in them. In most of the advertisement (ten out of fifteen) at least two out of three antecedents were found, thus most of them are able to trigger narrative transportation. The study also found that most narratives in the advertisement were able to be linked to the main brand narrative of the advertiser. In four of the advertisements the link to the brand narrative was not able to be established. The study concludes by discussing certain factors and aspects of the advertisements that were identified to further enhance the narrative transportation qualities of the advertisement.

Adaptation and validation into Portuguese language of the HIV Antibody Testing Attitude Scale

Objective. To culturally adapt and validate a version in European Portuguese language of the HIV Antibody Testing Attitude Scale. Methods. Study conducting a methodological investigation for the adaptation and validation of an attitude measurement instrument. The instrument translation and back-translation were performed. Then, a pre-test was conducted. The study used a sample of 317 subjects from the academic community - students, professors and other professionals - who were contacted in the campus. Ethical principles were observed. Results. Three analyses were conducted using the method of principal component analysis (PCA) with five, four and three factors. A three-factor solution was achieved, which presents 50.82% variance. In the analysis of inter-item correlation, values between -0.018 and 0.749 were observed. Internal consistency shows Cronbach’s alpha coefficients of 0.860 overall and between 0.865 and 0.659 in the three factors. Conclusion. The instrument version shows psychometric properties that allow its use in Portuguese-speaking countries.

Influence of socio-cultural identity of ase foundation adolescent students in their participation and attitude in the english class

Tesis (Licenciado en Lenguas Castellana, Inglés y Francés).--Universidad de La Salle. Facultad de Ciencias de La Educación. Licenciatura en Lengua Castellana, Inglés y Francés, 2014

Investigating the role of fan club membership on perceptions of team brand equity in football

Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and nonmembers, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.

Sports sponsorship as a channel for brand engagement on social media

The purpose of this Mater’s Thesis was to examine how sports sponsorship can be used as a channel for brand engagement on social media. All these three concepts have been researched previously, however, up until now they have been studied separately. Therefore, the aim was also to investigate the interrelations between these three concepts, as there is a lack of academic base on the matter. The theory of the research was based on existing academic researches of social media, brand engagement and sports sponsorship. The empirical part of the research was conducted by utilizing quantitative research method. An online questionnaire was published on Facebook pages of two Liiga ice hockey teams. In the end the total sample consisted of 322 viable respondents. The collected data was analyzed by using statistical analysis software, SPSS. The findings of the empirical research reveal that information, enjoyment, personal identity, social interaction and compensation motivate consumers to engage with brands on social media. However, the behavior of consumers is more passive than active brand engagement. Personal identity and compensation serve as motivational reasons for brand engagement on both active and passive level, while the rest are only passive brand engagement. Besides motivation there are other variables that affect consumers. Support for the team reflects to brand engagement, which is passive brand engagement. The visibility of the brand during the event is linked to both active and passive brand engagement. Prior information of sports team and event and frequency of attendance can be linked only to active brand engagement. On the other hand, congruence between the team and brand reflects only to passive brand engagement.

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