Which communication strategy should a male luxury (fashion) brand – associated with a luxury car brand – develop, in order to increase its awareness in Europe

This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.

The impact of in-store activations (communication) in the consumer's emotions

Consumer behavior: Sport Zone. The analysis of "The impact of in-store activations (communication) in the consumer's emotions" Several studies have been conducted on the consumer behavior. This study aims to analyze and understand which factors are important to consumers’ emotions when the purchase decision occurs, the brand awareness, brand loyalty and the campaigns/activations’ impact in the above factors. Two research surveys were conducted to realize this study, the first online and the other was an interview to the Agency Up Partner who conceived and put into practice this Fitness campaign. First of all, was the consumer’s survey, a survey with 100 answers, to understand which factors are taken into account when a campaign in-store is held, in which the atmosphere is mainly used to arouse consumer’s desire to purchase, and also emotions. Second, the interview with the agency was realized to find out on what they were based on when they delineate it, and if the raise of emotions was taken into account in the origin of it. Concluding, emotions have a significant impact on formation of consumer in-store behavior, satisfaction and loyalty. As we could assay through of how this Fitness campaign was carried out as well as the optimal feedback received by consumers, improved attention over in-store marketing activity strongly influences consumer behavior at the point of purchase. “Sport Zone: A new store concept where the love for sports is combined with functionality”

Corporate social responsability in advergames: Adjusting communication to the kids of today

Field lab: Consumer insights

The global shopper & brands communication at airports

This project aims to illuminate two perspectives on travel retail. On the one hand, it describes the main character of the shopping scenario at airports, namely the Global Shopper. It covers the entire profile of the referred character, the main nationalities that represent him and the current shopping trends of the passenger. Also estimates of the booming nationalities and the future purchasing trends are accurately presented. On the other hand, the travel retail market is analyzed from the airport brands’ perspective. It is described what is currently done in terms of brands communication in the top ten airports around the world and the expected future market retail trends. To accurately explore the Global Shopper behavior and purchasing preferences, a market research was conducted with a sample of 128 respondents, male and female, from different nationalities, age groups, occupation and education backgrounds. The essay tests hypothesis regarding the relevance of several variables in the purchasing process of the Global Shopper in order to understand the most pleasant way to approach consumers in travel retail. The main variables studied concern the reasons to shop at airports, to whom the passenger shops, the preferred category and brand of purchase, feelings while shopping abroad, impulsive buying behavior, brand loyalty, the use of mobile devices in the shopping process, brands communication at airports, pre-ordering online and the attitude towards self-service stores. Some findings were in accordance with expectations, while others were a surprise and may produce valuable recommendations for future travel retail practices. 4 The main relevant results concern two areas, namely pre-ordering online and self-service stores. Results showed a certain stress about not having enough time to choose between the various offerings in travel retail, as well as difficulty in dealing with crowed stores. However, pre-ordering online was not common, which would be an initiative that could solve the discomfort at airport’s stores. Moreover, self-service would promote efficiency in stores allowing passengers to save time if they already know how to go through the shopping process by themselves. Another possible recommendation concerns differentiating the strategy in travel retail for the two genders. Some differences were found in the categories bought by male and female, as well as to how brands should shape their approach concerning the demands of each gender.

Direct Thy-1/alphaVbeta3 integrin interaction mediates neuron to astrocyte communication.

Thy-1 is an abundant neuronal glycoprotein of poorly defined function. We recently provided evidence indicating that Thy-1 clusters a beta3-containing integrin in astrocytes to induce tyrosine phosphorylation, RhoA activation and the formation of focal adhesions and stress fibers. To date, the alpha subunit partner of beta3 integrin in DI TNC1 astrocytes is unknown. Similarly, the ability of neuronal, membrane-bound Thy-1 to trigger astrocyte signaling via integrin engagement remains speculation. Here, evidence that alphav forms an alphavbeta3 heterodimer in DI TNC1 astrocytes was obtained. In neuron-astrocyte association assays, the presence of either anti-alphav or anti-beta3 integrin antibodies reduced cell-cell interaction demonstrating the requirement of both integrin subunits for this association. Moreover, anti-Thy-1 antibodies blocked stimulation of astrocytes by neurons but not the binding of these two cell types. Thus, neuron-astrocyte association involved binding between molecular components in addition to the Thy-1-integrin; however, the signaling events leading to focal adhesion formation in astrocytes depended exclusively on the latter interaction. Additionally, wild-type (RLD) but not mutated (RLE) Thy-1 was shown to directly interact with alphavbeta3 integrin by Surface Plasmon Resonance analysis. This interaction was promoted by divalent cations and was species-independent. Together, these results demonstrate that the alphavbeta3 integrin heterodimer interacts directly with Thy-1 present on neuronal cells to stimulate astrocytes.

La communication médicale avec les patients migrants allophones : difficultés de compréhension dans les consultations spécialisées centrées sur les douleurs musculo-squelettiques chroniques

Les suivis spécialisés de douleurs chroniques comportent des enjeux communicationnels sensibles liés notamment à la subjectivité des ressentis douloureux et aux fréquentes divergences de vue entre médecins et patients quant à l'origine du problème de santé et à son traitement. Centré sur ces suivis, ce travail de thèse a cherché à appréhender comment les situations sociolinguistiques des patients migrants allophones se répercutent sur la communication médicale et, plus particulièrement, sur la compréhension mutuelle dans les consultations. Il a emprunté une approche discursive s'appuyant sur l'analyse interactionnelle de consultations filmées et sur un riche corpus de données contextuelles recueillies dans des interviews de patients et de cliniciens. Les analyses réalisées ont, entre autres, mis en évidence que les difficultés de compréhension non résolues se concentrent dans les consultations des patients les moins à l'aise en français et que ces difficultés renferment pour la plupart une charge problématique certaine en termes de qualité des soins. Il apparaît également que lorsque des malentendus ou incompréhensions cliniquement pertinents ne peuvent être résolus, le caractère limité des compétences de français de base des patients migrants n'est jamais seul en cause. Des facteurs de complexité médicaux (ex. surestimations des connaissances médicales de base des patients), relationnels (ex. non-signalement de malentendus par les patients pour éviter de faire perdre la face au médecin) et discursifs (ex. nécessité de traiter de discours ou « voix » venant de l'extérieur de la consultation dans le cadre d'une polyphonie particulièrement marquée) jouent également des rôles de premier plan dans les difficultés non résolues les plus problématiques au plan clinique et sont généralement étroitement intriqués avec le langagier au sens strict. En termes pratiques, les résultats soulignent le rôle décisif de l'autoréflexivité chez les médecins, ainsi que de leur capacité à ajuster de manière flexible leurs styles communicationnels afin, par exemple, d'éviter le cumul de facteurs de complexités favorisant des malentendus ou incompréhensions problématiques. Les observations effectuées rappellent également l'importance du recours à des ressources d'interprétariat.

Gestion et communication de l'information en surveillance biologique. Une approche éthique et interdisciplinaire [Biomonitoring information management and communication: an ethical and interdisciplinary perspective]

This study explores biomonitoring communication with workers exposed to risks. Using a qualitative approach, semi-directive interviews were performed. Results show that occupational physicians and workers share some perceptions, but also point out communication gaps. Consequently, informed consent is not guaranteed. This article proposes some recommendations for occupational physicians' practices.