Market Characteristics in Economy/Budget Lodging

With so many economy/budget lodging brands and rooms added to the market, it is difficult for consumers to identify differences in the services offered. In addition, industry practitioners need to understand what is expected of them by the consumers they serve. The authors review the economy budget lodging in general and empirically examine this issue.

The International Hotel Industry in the New Millennium

The top priorities of 170 hotel managers from 25 countries were identified as human capital, understanding customers, use of capital, alignment of stakeholder interests, use of information technology, and valuing brands in a Cornell University study.' The authors discuss how managers in a hotel's functional departments are ultimately responsible for addressing each of these concerns and issues.

Cruise Brand Management

Brands have always been associated with cruise and line voyage operations, but the branding concept has taken on new meaning in the modern cruise industry. In the consolidation of cruise lines under a few major corporate structure today, the acquiring entity has most often chosen to invest in lines acquired under their existing names, retaining separate brand identity. The author summarizes industry experiences with the acquisition and management of multiple brands under a single corporate structure, together with the rationale and advantages, this article is an updated and expanded version of that first given at the Seatrade Cruise Shipping Convention March 11, 1999.

Advertising effects on brand search and preference: Assessing the mediational role of *Aad and *Ab

Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates into the decision. Previous research has identified a variety of factors that affect consumers' prepurchase search behavior. However, there is little understanding of how specific advertisements designed by marketers impact consumers' prepurchase search. A marketer would like consumers to search information that reflects favorably on his/her brand. Hence, s/he would attempt to influence the brands and attributes on which consumers seek information prior to making a choice. The dissertation investigates the process by which a particular marketer's advertising influences consumers' search on available brands, i.e., the marketer's brand and other competing brands. The dissertation considers a situation where exposure to advertising occurs prior to seeking information from any other source. Hence, the impact of advertising on subsequent search behavior is the topic of interest. The dissertation develops a conceptual model of advertising effects on brand search and conducts two experiments to test the tenets of this model. Specifically, the dissertation demonstrates that attitudinal responses generated by advertising mediate advertising effects on search attitudes and behaviors. The dissertation goes on to examine how attitudinal responses generated by advertising and subsequent effects on search alter brand preference and choice. ^

An examination of the within -product category versus across -product category effects of partially comparative pricing

Partially comparative pricing involves a featured store providing price comparisons in reference to a competitor for some products (comparatively priced products) while omitting such comparisons and providing only its price for other products (non-comparatively priced products). Barone, Manning and Miniard (2004) found that while partially comparative pricing enhanced consumers' price perceptions of comparatively priced products at the featured retailer, it had the opposite effect for non-comparatively priced products (i.e., an inferiority effect). To the contrary, it is argued that a price comparison for one brand in a product category may enhance consumers' price perceptions of the remaining, non-comparatively priced brands within the same product category (i.e., a superiority effect). This research seeks to (a) examine the robustness of partially comparative pricing's effect in an across-product category context compared to a within-product category context and (b) extend the understanding of partially comparative pricing's within-product category effect on non-comparatively priced brands by examining potential moderators of this effect: brand diversity, brand typicality, and the relative expensiveness of the brand receiving the price comparison. The findings of four studies provide evidence to support the presence of a superiority effect in a within-product category context and suggests that the adverse effect of partially comparative pricing in an across-product category context may not be as robust as previously thought. Although the superiority effect was unaffected by brand diversity (i.e., whether the brands emanated from different manufacturers or from a single manufacturer), it was found to be moderated by the typicality of the brand receiving the price comparison as well as the comparison brand's relative expensiveness. Research participants formed more favorable relative price beliefs about the non-comparatively priced brand when the comparatively priced brand was perceived as a more typical member of the product category. Similarly, participants formed more favorable beliefs about the non-comparatively priced brand when the comparison price was assigned to the most expensive brand in the product category rather than the least expensive brand.

Perceived Value of Fast-food Restaurant Franchises in the USA

The main research objective of this study was to find out whether perceived value significantly affects consumers’ purchase intention. Additionally, this study examined if there are any significant differences in perceived value for different fast-food restaurant brands and attempted to identify which fast-food restaurant is perceived to be the industry leader. A total number of six fast-food restaurants (McDonalds, Subway, Starbucks, Wendy’s, Burger King, and Taco Bell) were selected. Findings showed that among the five perceived service value dimensions, Starbucks is the leader in terms of quality, emotional response, and reputation. Multivariate analysis of variance (MANOVA) and multiple regression analysis were performed to test the study hypotheses. Results indicated that there were significant differences in perceived value for different fast-food restaurant brands. Besides, monetary and behavioral price significantly affects consumers’ purchase intention. Findings are expected to help hospitality marketers to strategically manage their brands.

The acculturation of middle income Hispanic households

Research on the consumer behavior of the Hispanic population has recently attracted the attention of marketing practitioners as well as researchers. This study's purpose was to develop a model and scales to examine the acculturation process of Hispanic consumers with income levels of $35,000 and above, and its effects on their consumer behavior. The proposed model defined acculturation as a bilinear and multidimensional change process, measuring consumers' selective change process in four dimensions: language preference, Hispanic identification, American identification, and familism. A national sample of 653 consumers was analyzed. The scales developed for testing the model showed good to high internal consistency and adequate concurrent validity. According to the results, consumers' contact with Hispanic and Anglo acculturation agents generates change or reinforces consumers' language preferences. Language preference fully mediates the effects of the agents on consumers' American identification and familism; however, the effects of the acculturation agents on Hispanic identification are only partially mediated by individuals' language preference change. It was proposed that the acculturation process would have an effect on consumers' brand loyalty, attitudes towards high quality and prestigious brands, purchase frequency, and savings allocation for their children. Given the lack of significant differences between Hispanic and Anglo consumers and among Hispanic generations, only savings allocation for children's future was studied intensively. According to these results, Hispanic consumers' savings for their children is affected by consumers' language preference through their ethnic identification and familism. No moderating effects were found for consumers' gender, age, and country of origin, suggesting that individual differences do not affect consumers' acculturation process. Additionally, the effects of familism were tested among ethnic groups. The results suggest not only that familism discriminates among Hispanic and Anglo consumers, but also is a significant predictor of consumers' brand loyalty, brand quality attitudes, and savings allocation. Three acculturation segments were obtained through cluster analysis: bicultural, high acculturation, and low acculturation groups, supporting the biculturalism proposition.

Os discursos sobre a educomunicação na rádio escolar: um estudo etnográfico e m uma escola pública

This research analyzes the discursive construction of Educommunication, from a training course of educommunicators, with teachers and students of school Profº Francisco Ivo Cavalcanti, state public school, geographically located in the city of Natal / RN, studying the constitution of the meanings that educommunication practice in School Radio acquires for trainers and course participants (teachers and students). The socio-historical context in which this research is based corresponds to the new social reality, mediated by information and communication Technologies. These technologies drive the educational institution to train students in the use of different languages that permeate society. But to do so, you must have also enabled teachers to work Communication technology to meet the aspirations of young people and adults who are part of the educational community. The objectives are to identify the conditions of discursive production around the educommunication practice in Radio School, examine the discursive construction of instructors and course participants in Educommunication and its dialogical brands, and see how the course participants relate to their educommunicative practice in the educational contexts, attributing meaning to the place of teachers and students. Therefore, this research uses ethnography applied to the school context as a methodological option, Pecheuxtian Discourse Analysis, the principles of Educommunication, the reflections of Paulo Freire and the concepts of Dialogism in Bakhtin as theoretical contributions. We adopted three areas of knowledge: Language, Communication and Education, in order to produce an analysis committed to the aspects that involve the use of radio in the school environment to promote an educommunicative practice. With this research we have built a web of meanings about the school that we are forming or we want to form in the XXI century, because we used the discourses of teachers and students immersed in new knowledge and practices in order to propel them to be subjects of communication in educational environment for a qualitative transformation of being and doing in school.

Formulações e algoritmos para o problema das p-medianas heterogêneo livre de penalidade

This work presents a new model for the Heterogeneous p-median Problem (HPM), proposed to recover the hidden category structures present in the data provided by a sorting task procedure, a popular approach to understand heterogeneous individual’s perception of products and brands. This new model is named as the Penalty-free Heterogeneous p-median Problem (PFHPM), a single-objective version of the original problem, the HPM. The main parameter in the HPM is also eliminated, the penalty factor. It is responsible for the weighting of the objective function terms. The adjusting of this parameter controls the way that the model recovers the hidden category structures present in data, and depends on a broad knowledge of the problem. Additionally, two complementary formulations for the PFHPM are shown, both mixed integer linear programming problems. From these additional formulations lower-bounds were obtained for the PFHPM. These values were used to validate a specialized Variable Neighborhood Search (VNS) algorithm, proposed to solve the PFHPM. This algorithm provided good quality solutions for the PFHPM, solving artificial generated instances from a Monte Carlo Simulation and real data instances, even with limited computational resources. Statistical analyses presented in this work suggest that the new algorithm and model, the PFHPM, can recover more accurately the original category structures related to heterogeneous individual’s perceptions than the original model and algorithm, the HPM. Finally, an illustrative application of the PFHPM is presented, as well as some insights about some new possibilities for it, extending the new model to fuzzy environments

História oral de vida de pessoas com úlcera venosa nos serviços de atenção primária à saúde

The Chronic Venous insufficiency is characterized as a set of physical changes including how most serious complication of venous ulcers, characterized by irregular and progressive loss of continuity of the skin. The occurrence of venous ulcers in people with chronic venous insufficiency generates dependence on them with health services, with long-term treatments that cause limitations and high-impact changes, affecting their quality of life, affecting the physical, psychological, social, cultural and spiritual as an important public health problem. This study aimed to describe the experience of having a venous ulcer, in the scenario of primary health care services to Health, which includes Primary Care Units and Family Health Strategy in the city of Natal / RN, based on the life histories of users. This is a qualitative study, exploratory and descriptive, with the Oral History of Life as a methodological framework. From the ponto zero was the recruitment of participants who formed the network, totaling six employees, of both sexes and aged between 57 and 79 years. After approval by the Research Ethics Committee - UFRN under the Protocol 653 788/2014 and CAAE 30408014.0.0000.5537 was held data collection, between the months of July and August, through interviews, using identification and characterization of the instrument employees and open questions. Interviews were recorded, transcribed, transcriadas and returned to employees for a conference. The narratives were subjected to Content thematic analysis technique, according to Bardin, allowing the construction of three themes that encompass categories, namely: Axis I - Perspectives on the changes: the impact wound in social relations (changes with ulcer venous, venous ulcer and social and family relationships); Axis II - Brands in body and soul: the story of being hurt (conceptions of the body injured; therapeutic itinerary in primary care services); and Axis III - Reconstruction of being hurt: coping mechanisms (redefinition of the wounded body, resilience to chronic wound). The impact of having a chronic venous ulcer generates impact of physical, psychological and social order. As aspects related to changes after the appearance of venous ulcers, survey participants reported the presence of pain, physical limitations, psychological distress, social and emotional isolation, incapacity, aesthetic discomfort and dependency on health services; the family was the aspect thatshowed no significant change after the occurrence of wound for most participants, an ally in the therapeutic process as a support network. The redefinition of the body and the wound are the main coping mechanism of chronic condition. The services in the Primary Care Network play a fundamental role in the rehabilitation of patients with venous ulcers, although there are difficulties in accessing appropriate treatment and need for expanded services, with permanent professional training of health teams and providing the resources managers to strengthen the comprehensive care of people with venous ulcers in Health Primary Care.

Degree of conversion of different composite resins photo-activated with light-emitting diode and argon ion laser

This study evaluated the degree of conversion (DC%) of one experimental and different brands of composite resins light-cured by two light sources (one LED and one argon laser). The percentage of unreacted C = C was determined from the ratio of absorbance intensities of aliphatic C = C (peak at 1637 cm−1) against internal standards before and after curing: aromatic C–C (peak at 1610 cm−1) except for P90, where %C = C bonds was given for C–O–C (883 cm−1) and C–C (1257 cm−1). ANOVA and Tukey’s test revealed no statistically significant difference among Z350 (67.17), Z250 (69.52) and experimental (66.61 ± 2.03) with LED, just among them and Evolu-X (75.51) and P90 (32.05) that showed higher and lower DC%, respectively. For the argon laser, there were no differences among Z250 (70.67), Z350 (69.60), experimental (65.66) and Evolu-X (73, 37), however a significant difference was observed for P90 (36.80), which showed lowest DC%. The light sources showed similar DC%, however the main difference was observed regarding the composite resins. The lowest DC% was observed for the argon laser. P90 showed the lowest DC% for both light-curing sources.

Identidade e imagem da marca: uma análise comparativa em uma empresa do setor de serviços de telecomunicações

In a highly connected society, avid for information and technological innovations, constantly changing the consumption patterns, the brand management strategy occupies a growing place. Allied with the increased competition among companies, the brand that can differentiate in consumers’ minds becomes strong. This aspect is even more important in the service industry, where the consumer experience, the definition and support of the brand’s values are vital to the continued strength of both your identity and image. These aspects are seen as a process of communication in which the way the image is developed in the minds of consumers comes from how identity is constructed and transmitted to them (DE CHERNATONY; DRURY; SEGAL-HORN, 2004). Considering the dynamic and complex scenario, this study aims to identify and analyze the possible convergences or divergences between the identity built by the organization and the brand image perceived by consumers of a telecommunications services company. To achieve this objective, the model proposed by De Chernatony, Drury and Segal-Horn (2004) was used as a theoretical basis, which addresses the transformation of identity in brand image, specifically under the perspective of Pontes (2009). For him, customers are more motivated to buy and consume products that they believe that take a complementary image that they have of themselves, and proposes the existence of multiple selves: the perceived, which refers to the employees and the organization’s management opinions on the brand; the ideal, which deals with effective brand identity thought by its leaders, the vision of what it should be; social, which shows how managers think that consumers see it; the apparent, formed by the image of the brand by customers; and finally the real self, that would be an integrated composite of all of these visions. In this regard, a case study was made in a telecommunications company with regional actions, from a qualitative and quantitative approach. It was identified the company’s vision through semi-structured interviews with marketing managers and analysis of documents related to the brand strategy. The point of view of consumers was addressed for text mining techniques applied to internal unstructured data coming from the collection of posts made on Facebook and Twitter, related to the brand, and customer interaction with the company through these social networks. The results showed the importance of the concepts of identity and brand image, and how they are interrelated. Moreover, the qualitative analysis it was shown that the vision of marketing executives is quite close and in line with the Brand Book, showing that there is a cohesive and well disseminated speech internally in the organization. On the other hand, when evaluating the customer's point of view there was no specific comments on the brand, and it was not possible to identify the evaluation of Algar Telecom image by consumers. Nevertheless, other relevant aspects could be identified for the consolidation of the brand identity, as the occurrence of a number of complaints, especially regarding the internet as well as the concern of customers for the quality of the provision of services.

A COMUNICAÇÃO MERCADOLÓGICA E A APROPRIAÇÃO DE UM ESTILO DE VIDA – ESTUDO DE CASO DA MARCA HARLEY DAVIDSON NO BRASIL

Este estudo busca entender como um processo de comunicação mercadológica pode vincular na mente de seus consumidores elementos simbólicos sobre estilo de vida e pertencimento a uma comunidade da marca alimentando o imaginário de seus consumidores por meio de uma filosofia de vida e forma de viver muito particular. A argumentação da marca é regida em relação ao pertencimento de seus consumidores a uma "tribo", e o seu discurso aparenta ser semelhante em todos os cantos do mundo. O caso escolhido para estudo foi a Harley Davidson, pois é uma marca que integra todos esses elementos. Os procedimentos metodológicos escolhidos para esta dissertação foram pesquisa bibliográfica e documental, que contribuíram para a formação do conhecimento teórico e informacional. Além disso, uma pesquisa de campo subdividida em: observação participante com os consumidores da cidade de Sorocaba; participantes do HOG, que é o moto clube exclusivo da marca, coleta de entrevistas semiestruturadas com os membros do HOG de Sorocaba, concessionário Sorocaba e funcionários da empresa no Brasil. Por meio desse trabalho percebeu-se que a comunicação mercadológica e suas ações vêm ao encontro das aspirações, sensações e desejos dos consumidores e como eles se identificam com a marca e com o estilo de vida proporcionado por ela. Os consumidores Harley Davidson são grandes entusiastas da marca e da sua filosofia de vida.

DISCURSO DA MARCA: uma abordagem da semiose comunicacional da marca

A tese aborda a constituição do significado da marca sob a perspectiva de seu discurso na sociedade de consumo. Por meio dos objetivos propostos, (a) a descrição do processo comunicacional da marca como um discurso social; (b) a demonstração da constituição do significado da marca pela circulação de efeitos de sentido; e (c) a articulação da teoria social que fundamenta o processo, intenta-se explorá-la como possibilidade teórica explicativa por meio do discursivo na semiose social. A tese justifica-se pelo desenvolvimento de uma abordagem comunicacional para a constituição do significado da marca (relevância teoria) e pela possibilidade de interferência na realidade social a partir do conhecimento de como a marca institui-se como um discurso social (relevância social). Trata-se de um trabalho teórico, de natureza qualitativa, a partir de uma pesquisa exploratória, com vistas a propor a construção de uma semiose da marca. Concluiu-se que é teoricamente pertinente a constituição do significado da marca contemporânea fundamentalmente por um processo de produção de sentido social na sociedade de consumo.