Valor de marca-país: uma investigação empírica em diferentes modelos operacionais e relações com imagem de país e percepção de cultura

Atualmente, os valores intangíveis são cada vez mais importantes no processo gerencial de empresas e governos, implicando a necessidade de informações mais precisas. Dentre os ativos intangíveis mais importantes encontram-se as marcas. É por meio das marcas que os consumidores escolhem e memorizam suas compras, e assim destinam seu dinheiro para algo que possa solucionar problemas em suas vidas. Marcas são formas de empresas e países conseguirem se diferenciar no mercado competitivo globalizado, e estas últimas são denominadas marca-país. A marca-país é fonte de conhecimento e associações no mercado, e torna o país mais ou menos atraente para os estrangeiros. Para se medir o valor de uma marca-país (country brand equity) utilizamse métodos específicos. Essa métrica perceptual é uma construção de valores baseados na marca-país, como conhecimento, associações, imagem, qualidade percebida e lealdade. Este trabalho visa compor um modelo de mensuração de country brand equity aplicável à realidade brasileira. Para tanto foram apresentados diversos modelos de avaliação de marcas e marca-país, por serem complementares, e testados empiricamente. Os dois principais modelos utilizados neste trabalho foram o modelo de valor de marca de Yoo, Donthu e Lee (2000), e o modelo de valor de marca-país de Pappu e Quester (2010). Como o construto de valor de marca-país é derivado de dimensões formativas que o compõem, foram somadas nessa equação as dimensões de imagem baseada na personalidade (AAKER, 1997) e percepção de cultura (NEWMAN; NOLLEN, 1996; HOFSTEDE; BOND, 1984). Todas as variáveis e composições de dimensões foram avaliadas quanto à sua confiabilidade, linearidade, normalidade, heterocedasticidade, multicolinearidade, correlações, formação de fatores e, por fim, avaliadas em regressões e modelos de equações estruturais. Foram criados dezesseis (16) modelos iniciais, nos quais se avaliou o poder de explicação dos construtos com a variável dependente proposta por Zeugner-Roth, Diamantopoulos e Montesinos (2008). Verificou-se pouca variabilidade entre os modelos. Em seguida, foram elaborados mais oito (8) modelos com a proxy de valor de marca-país pela reputação de marca-país, proposta por Kang e Yang (2010), na qual se pôde observar que os modelos com maior número de dimensões se mostraram melhores para explicar a variável dependente. Além disso, verificou-se a importância das dimensões de imagem e percepção de cultura nesses construtos. Por fim, esta tese apresenta modelos mais consistentes de avaliação de marca-país.

Modelo cinético para curvas de calorimetría diferencial de barrido (DSC): aplicación a diferentes polímeros y mezclas

En el presente trabajo se han estudiado mediante DSC, las reacciones involucradas en el tratamiento térmico de los principales componentes en las formulaciones de materiales espumados como son EVA, PE, azodicarbonamida y α- α’-bis(tertbutil-peroxi)-m/p-diisopropilbenceno. Los ensayos se han realizado a una velocidad de calefacción constante de 10 ºC/min en atmósfera inerte de N2. Por otro lado, también se proponen una serie de modelos cinéticos mecanísticos que contemplan la existencia de una o más fracciones reactivas y/o reacciones. Además se ha introducido la variación de las capacidades caloríficas con la temperatura, consiguiendo de esta forma una mejora considerable del ajuste de los datos experimentales. Los modelos presentados son capaces de representar los diferentes procesos observados (con varios picos) y pueden ser de gran interés para la compresión de este tipo de fenómenos, así como para el modelado de la transferencia de calor que se produce durante los procesos industriales de espumado. (Nota: se incluye al final un lisado actualizado con bibliografía específica sobre modelado cinético).

Thermogravimetric study of the decomposition of printed circuit boards from mobile phones

Thermal decomposition of printed circuits boards (PCB) is studied, using thermogravimetric analysis to compare the thermal behavior of PCB of mobile phones before and after the removal of the metallic fraction by acid washing. Several dynamic and dynamic + isothermal runs have been carried out at different heating rates (5, 10 and 20 K min−1), from room temperature to more than 1100 K. Also runs in the presence and in the absence of oxygen were performed (combustion and pyrolysis runs). Moreover, TG–MS experiments were performed (both in inert and oxidizing atmosphere) in order to better understand the thermal decomposition of these wastes and identify some compounds emitted during the controlled heating of these materials. Different reaction models are proposed, one for pyrolysis and one for combustion of the two kinds of wastes studied, which proved to simulate appropriately the experimental results at all the heating rates simultaneously.

Price promotions effects of virtue and vice products

Purpose: This paper aims to propose models that capture the own effect of price promotions of virtue and vice products on sales and cross effects within the subcategory, between subcategories and between periods. The hypotheses assume that, due to reverse consumption self-control, the demand for vice products is more price-sensitive than demand for virtue products, but the demand for vice products is less price-sensitive between periods than demand for virtue products; furthermore, due to the degree of impulse-buying and to licensing, the demand sensitivity of the products of a subcategory and of those of other subcategories varies according to the type of promoted product (vice or virtue). Design/methodology/approach: The methodology is based on different econometrical models that estimate the total net effect of price promotions of virtue and vice products on sales. Findings: The results show a greater own effect for price promotions of vice products than for virtue products. However, the complementary sales effect between subcategories for virtue products facilitates greater expansion of the subcategory in virtue products than in vice products. Originality/value: Although price promotions of virtue products (light) and vice products (regular) have proliferated in recent years, researchers have only estimated their own sales effect. Alternatively, the paper contributes by considering own and cross effects.

Kinetic Analysis and Pollutant Evolution During Thermal Degradation of Printed Circuit Boards Considering the Effect of Metals

Paper submitted to the 7th International Symposium on Feedstock Recycling of Polymeric Materials (7th ISFR 2013), New Delhi, India, 23-26 October 2013.

Thermal model for charring rate calculation in wooden cellular slabs under fire

Wood is a natural and traditional building material, as popular today as ever, and presents advantages. Physically, wood is strong and stiff, but compared with other materials like steel is light and flexible. Wood material can absorb sound very effectively and it is a relatively good heat insulator. But dry wood burns quite easily and produces a great deal of heat energy. The main disadvantage is the high level of combustion when exposed to fire, where the point at which it catches fire is from 200–400°C. After fire exposure, is need to determine if the charred wooden structures are safe for future use. Design methods require the use of computer modelling to predict the fire exposure and the capacity of structures to resist those action. Also, large or small scale experimental tests are necessary to calibrate and verify the numerical models. The thermal model is essential for wood structures exposed to fire, because predicts the charring rate as a function of fire exposure. The charring rate calculation of most structural wood elements allows simple calculations, but is more complicated for situations where the fire exposure is non-standard and in wood elements protected with other materials. In this work, the authors present different case studies using numerical models, that will help professionals analysing woods elements and the type of information needed to decide whether the charred structures are adequate or not to use. Different thermal models representing wooden cellular slabs, used in building construction for ceiling or flooring compartments, will be analysed and submitted to different fire scenarios (with the standard fire curve exposure). The same numerical models, considering insulation material inside the wooden cellular slabs, will be tested to compare and determine the fire time resistance and the charring rate calculation.

Does Money Matter in the Euro area? Evidence from a new Divisia Index. Bruegel Working Paper 2014/12, 6 November 2014

The purpose of this paper is to examine the possible role of money shocks on output and prices in the euro area. Since no Divisia monetary aggregates are available for the euro area, we first create and make available a database on euro-area Divisia monetary aggregates. We plan to update the dataset in the future and keep it publicly available. Using different SVAR models, we find sensible and statistically significant responses to Divisia money shocks, while the responses to simple-sum measures of money and interest rates are not statistically significant, and sometimes even the point estimates are not sensible.

Validation of the Swiss methane emission inventory by atmospheric observations and inverse modelling

Atmospheric inverse modelling has the potential to provide observation-based estimates of greenhouse gas emissions at the country scale, thereby allowing for an independent validation of national emission inventories. Here, we present a regional-scale inverse modelling study to quantify the emissions of methane (CH₄) from Switzerland, making use of the newly established CarboCount-CH measurement network and a high-resolution Lagrangian transport model. In our reference inversion, prior emissions were taken from the "bottom-up" Swiss Greenhouse Gas Inventory (SGHGI) as published by the Swiss Federal Office for the Environment in 2014 for the year 2012. Overall we estimate national CH₄ emissions to be 196 ± 18 Gg yr⁻¹ for the year 2013 (1σ uncertainty). This result is in close agreement with the recently revised SGHGI estimate of 206 ± 33 Gg yr⁻¹ as reported in 2015 for the year 2012. Results from sensitivity inversions using alternative prior emissions, uncertainty covariance settings, large-scale background mole fractions, two different inverse algorithms (Bayesian and extended Kalman filter), and two different transport models confirm the robustness and independent character of our estimate. According to the latest SGHGI estimate the main CH₄ source categories in Switzerland are agriculture (78 %), waste handling (15 %) and natural gas distribution and combustion (6 %). The spatial distribution and seasonal variability of our posterior emissions suggest an overestimation of agricultural CH₄ emissions by 10 to 20 % in the most recent SGHGI, which is likely due to an overestimation of emissions from manure handling. Urban areas do not appear as emission hotspots in our posterior results, suggesting that leakages from natural gas distribution are only a minor source of CH₄ in Switzerland. This is consistent with rather low emissions of 8.4 Gg yr⁻¹ reported by the SGHGI but inconsistent with the much higher value of 32 Gg yr⁻¹ implied by the EDGARv4.2 inventory for this sector. Increased CH₄ emissions (up to 30 % compared to the prior) were deduced for the north-eastern parts of Switzerland. This feature was common to most sensitivity inversions, which is a strong indicator that it is a real feature and not an artefact of the transport model and the inversion system. However, it was not possible to assign an unambiguous source process to the region. The observations of the CarboCount-CH network provided invaluable and independent information for the validation of the national bottom-up inventory. Similar systems need to be sustained to provide independent monitoring of future climate agreements.

Etr1-1 gene expression alters regeneration patterns in transgenic lettuce stimulating root formation

We have evaluated the transformation efficiency of two lettuce ( Lactuca sativa L.) cultivars, LE126 and Seagreen, using Agrobacterium tumefaciens- mediated gene transfer. Six- day- old cotyledons were co- cultivated with Agrobacterium cultures carrying binary vectors with two different genetic constructs. The first construct contained the beta- glucuronidase gene ( GUS) under the control of the cauliflower mosaic virus 35S promoter ( CaMV 35S), while the second construct contained the ethylene mutant receptor etr1- 1, which confers ethylene insensitivity, under the control of a leaf senescence- specific promoter ( sag12). Tissues co- cultivated with the GUS construct showed strong regeneration potential with over 90% of explants developing callus masses and 85% of the calli developing shoots. Histochemical GUS assays showed that 85.7% of the plants recovered were transgenic. Very different results were observed when cotyledon explants were co- cultivated with Agrobacteria carrying the etr1- 1 gene. There was a dramatic effect on the regeneration properties of the cultured explants with root formation taking place directly from the cotyledon tissue in 34% of the explants and no callus or shoots observed initially. Eventually callus formed in 10% of cotyledons and some organogenic shoots were obtained ( 2.86%). These results indicate that the ethylene insensitivity conferred by the etr1- 1 gene alters the normal pattern of regeneration in lettuce cotyledons, inhibiting the formation of shoots and stimulating root formation during regeneration.

Molecular evolution of breast cancer

Molecular analysis of invasive breast cancer and its precursors has furthered our understanding of breast cancer progression. In the past few years, new multi-step pathways of breast cancer progression have been delineated through genotypic-phenotypic correlations. Nuclear grade, more than any other pathological feature, is strongly associated with the number and pattern of molecular genetic abnormalities in breast cancer cells. Thus, there are two distinct major pathways to the evolution of low- and high-grade invasive carcinomas: whilst the former consistently show oestrogen receptor (ER) and progesterone receptor (PgR) positivity and 16q loss, the latter are usually ER/PgR-negative and show Her-2 over-expression/amplification and complex karyotypes. The boundaries between the evolutionary pathways of well-differentiated/low-grade ductal and lobular carcinomas have been blurred, with changes in E-cadherin expression being one of the few distinguishing features between the two. In addition, lesions long thought to be precursors of breast carcinomas, such as hyperplasia of usual type, are currently considered mere risk indicators, whilst columnar cell lesions are now implicated as non-obligate precursors of atypical ductal hyperplasia (ADH) and well-differentiated ductal carcinoma in situ (DCIS). However, only through the combination of comprehensive morphological analysis and cutting-edge molecular tools can this knowledge be translated into clinical practice and patient management. Copyright (C) 2005 Pathological Society of Great Britain and Ireland. Published by John Wiley Sons, Ltd.

The short-term effects of air pollution on daily mortality in four Australian cities

Objective: To examine the short-term health effects of air pollution on daily mortality in four Australian cities (Brisbane, Melbourne, Perth and Sydney), where more than 50% of Australians reside. Methods: The study used a similar protocol to APHEA2 (Air Pollution and Health: A European Approach) study and derived single-city and pooled estimates. Results: The results derived from the different approaches for the 1996-99 period showed consistent results for different statistical models used. There were significant effects on total mortality, (RR=1.0284 per 1 unit increase in nelphelometry [10(-4).m(-1)], RR=1.0011 per 1ppb increase in NO2), and on respiratory mortality (RR=1.0022 per 1ppb increase in O-2). No significant differences between cities were found, but the NO2 and particle effects may refer to the same impacts. Meta-analyses carried out for three cities yielded estimates for the increase in the daily total number of deaths of 0.2% (-0.8% to 1.2%) for a 10 mu g/m(3) increase in PM, concentration, and 0.9% (-0.7% to 2.5%) for a 10 mu g/m(3) increase in PM2.5 concentration. Conclusions: Air pollutants in Australian cities have significant effects on mortality.

Small regulatory RNAs in mammals

Mammalian cells harbor numerous small non-protein-coding RNAs, including small nucleolar RNAs (snoRNAs), microRNAs (miRNAs), short interfering RNAs (siRNAs) and small double-stranded RNAs, which regulate gene expression at many levels including chromatin architecture, RNA editing, RNA stability, translation, and quite possibly transcription and splicing. These RNAs are processed by multistep pathways from the introns and exons of longer primary transcripts, including protein-coding transcripts. Most show distinctive temporal- and tissue-specific expression patterns in different tissues, including embryonal stem cells and the brain, and some are imprinted. Small RNAs control a wide range of developmental and physiological pathways in animals, including hematopoietic differentiation, adipocyte differentiation and insulin secretion in mammals, and have been shown to be perturbed in cancer and other diseases. The extent of transcription of non-coding sequences and the abundance of small RNAs suggests the existence of an extensive regulatory network on the basis of RNA signaling which may underpin the development and much of the phenotypic variation in mammals and other complex organisms and which may have different genetic signatures from sequences encoding proteins.

Inheritance of proportionate dwarfism in Angus cattle

Objective To determine the mode of inheritance of congenital proportionate dwarfism in Angus and Angus crossbred cattle, initially detected in two commercial beef herds in northern New South Wales. Design Matings of normal carrier sires to unrelated cows of diverse breeds, and of one carrier sire to his unaffected daughters. An unrelated Piedmontese bull was also mated to unaffected daughters of the carrier sires. Procedure Two carrier Angus bulls and nine unaffected daughters, all of whom were completely indistinguishable from normal animals, were purchased for controlled breeding studies under known nutritional and disease conditions. Affected and carrier individuals were examined for the presence of obvious chromosomal abnormalities. Results Angus dwarfism has been successfully reproduced under controlled experimental conditions over successive years using unrelated dams and is undoubtedly heritable. The high frequency of occurrence of affected individuals (23/61 = 0.38 +/- .06) among the progeny of matings of the Angus sires to unrelated females of diverse breeding is not compatible with recessive inheritance, because of the negligible frequency of proportionate dwarfism in the breeds of the dams. Both paternal and maternal transmission of the defect was demonstrated, so that imprinting in the strict sense of a gene that is only expressed when received from the male parent appears not to be involved. Tested individuals showed no evidence of gross chromosomal abnormality. Dominant autosomal inheritance with incomplete penetrance was indicated by the lack of expression of the defective gene in the two Angus sires and in three unaffected daughters who produced dwarf calves from matings to the Piedmontese bull. Conclusions The mode of inheritance is that of a single autosomal dominant gene with a penetrance coefficient of 0.75 +/- 0.12, estimated from the observed incidence of 23/61 affected offspring of the two carrier Angus bulls mated to unrelated dams. Simple genetic models involving either (i) an unstable mutant which changes at high frequency to the expressed dominant dwarfing allele during gametogenesis, or (ii) a dominant allele with penetrance determined by an unlinked modifying locus, are shown to be compatible with the experimental data. Both models indicate that penetrance of the dwarfing gene may possibly be higher in matings involving carrier daughters of the two Angus bulls.

O IMPACTO DA INFLUÊNCIA SOCIAL SOBRE A INTENÇÃO DE USO DE SITES DE COMPRAS COLETIVAS: UM ESTUDO BASEADO NO MODELO UTAUT

A aceitação e o uso de Tecnologia da Informação (TI) pelo indivíduo têm sido estudadas por diferentes modelos conceituais que, em geral, derivaram de teorias da Psicologia como a TRA Theory of Reasoned Action e a TPB Theory of Planned Behavior, derivada da primeira. Um importante modelo de análise dai derivado, resultado da minuciosa análise de outros 8 modelos anteriores, o UTAUT - Unified Theory of Acceptance and Use of Technology de VENKATESH et. al. (2003) tem sido largamente analisado e validado em vários cenários de tecnologia e ambientes. Este trabalho visa compreender de uma maneira mais ampla dos fatores antecedentes da intenção de uso e comportamento de uso a partir do modelo UTAUT, bem como os fatores que melhores explicam a intenção e o comportamento de uso, assim como a análise de seus moderadores. Em seu desenvolvimento, Venkatesh et al. empreenderam comparações em três etapas de implantação e em dois cenários: na adoção mandatória, aquela em que se deu em ambiente empresarial onde o sistema é requerido para execução de processos e tomada de decisões, e na adoção voluntária, cenário em que a adoção se dá pelo indivíduo. No segundo caso, os autores concluíram que o fator influência social tem baixa magnitude e significância, não se revelando um fator importante na adoção da tecnologia. Este trabalho visa analisar também se o mesmo fenômeno ocorre para adoção que se dá de forma voluntária, mas passível de ser altamente influenciada pelos laços sociais, como o que ocorre entre usuários das redes sociais como Orkut, Facebook, Twitter e Linkedin, especialmente em tecnologias que habilitam ganhos associados ao exercício desses laços, como no caso do uso de sites de compras coletivas tais como Peixe Urbano, Groupon e Clickon. Com base no modelo UTAUT, foi aplicada uma pesquisa e posteriormente foram analisados os resultados de 292 respondentes validados que foram acessados por e-mails e redes sociais. A técnica de análise empregada consistiu do uso de modelagem por equações estruturais, com base no algoritmo PLS Partial Least Square, com bootstrap de 1000 reamostragens. Os resultados demonstraram alta magnitude e significância preditiva sobre a Intenção de uso da tecnologia pelos fatores de Expectativa de Desempenho (0,288@0,1%), Influência Social (0,176@0,1%). Os primeiro, compatível com estudos anteriores. Já a magnitude e significância do último fator resultou amplamente superior ao estudo original de Venkatesh et al. (2003) variando entre 0,02 a 0,04, não significante, dependendo dos dados estarem agrupados ou não (p.465). A principal conclusão deste estudo é que, ao considerarmos o fenômeno das compras coletivas, em um ambiente de adoção voluntária, portanto, o fator social é altamente influente na intenção de uso da tecnologia, o que contrasta fortemente com o estudo original do UTAUT (já que no estudo de Venkatesh et al. (2003) este fator não foi significante) e apresenta várias possibilidades de pesquisas futuras e possíveis implicações gerenciais.

BIBLIOTECA VIRTUAL: UMA ANÁLISE DOS FATORES ANTECEDENTES DA INTENÇÃO DE USO DOS ESTUDANTES DO ENSINO SUPERIOR

Diversos estudos sobre a aceitação e o uso de tecnologias de informação têm sido realizados por diferentes modelos conceituais que buscam demonstrar a existência de fatores que influenciam a intenção e comportamento dos usuários sobre um determinado sistema de informação. Alguns aspectos que potencializam as intenções de uso podem ser fundamentais para que o indivíduo adote, ou não, uma determinada tecnologia. Este estudo analisou os fatores antecedentes que podem influenciar a intenção de uso da Biblioteca Virtual de uma Instituição de Ensino Superior (IES). Dentre os modelos conceituais que estudam a adoção de tecnologias de informação, optou-se nesta pesquisa pelo Modelo de Aceitação de Tecnologia (TAM) proposto por Davis (1986). Neste modelo ainda foram adicionadas as variáveis externas Estímulo Docente e Hábito a fim de ampliar o poder de explicação da intenção de uso dos usuários em questão. Através de uma abordagem de investigação quantitativa, os dados foram coletados por meio de um instrumento de pesquisa com obtenção de resposta de 406 questionários. Os resultados obtidos por esta pesquisa confirmam a influência de diversos fatores posicionados em diferentes dimensões e proporcionam conclusões relevantes à adoção da biblioteca virtual. Conclui-se que o Estímulo Docente influencia positivamente a Facilidade de Uso, Utilidade Percebida e o Habito dos alunos de graduação sobre a intenção de uso da Biblioteca Virtual. Com isso, constatou-se que a influência do professor torna-se um fator determinante na intenção de uso da biblioteca virtual, o que ressalta a importância da orientação e recomendação dos professores no uso desta ferramenta tecnológica. O estudo concluiu que a utilidade percebida revelou-se o fator que mais influencia a intenção de uso desta tecnologia, pois há a percepção de que, caso o aluno venha utilizar a biblioteca virtual, pode-se melhorar seu desempenho nos estudos, entre outros aspectos. O Hábito também pode influenciar à adoção da biblioteca virtual de forma paralela às percepções sobre os benefícios que podem ser obtidos com o uso desta tecnologia.