Brands cho(a)mping at the bit for a piece of Suarez social media action

If you’re a fan of soccer, brands, or social media you’ve been inundated online the past 24 hours. Uruguay’s World Cup forward Luis Suarez apparently bit another player before they defeated the Italian team during their final group game on Tuesday. This is his third biting offense. Good luck with those disciplinary hearings FIFA.

Illegitimate identity in the middle of an ideological crisis and tensions in the consumption network: a study on why plus-size fashion brands are illegitimate fashion elements

O presente trabalho explora as causas pelas quais o campo da moda plus size carece de legitimidade com as consumidoras plus size. Eu explorei o assunto em três artigos. No primeiro, eu estudo o processo de legitimação de um novo mercado emergente, o mercado da moda plus size brasileira e os desafios para sua a institucionalização. Eu conduzi dezessete entrevistas com consumidoras plus size, uma netnografia em quatro blogs de moda plus size brasileiros e analisei de maneira semiótica um site que vende roupas de moda plus size. Meus resultados indicam que, apesar de ter atores legítimos que promovem essas marcas de moda plus size, o campo da moda plus size ainda é percebido como uma versão vergonhosa do campo da moda. Defendo aqui que o fato de uma das lógicas de campo da moda plus size ser estigma, acaba afetando os projetos identitários das consumidoras de maneira depreciativa, de forma elas não se envolvem em práticas de capital cultural que ocorrem dentro do campo da moda plus size. No segundo artigo, eu conduzi uma introspecção genealógica em que eu pesquisei questões de identidade. Como uma mulher (que se assume ) plus size, eu imaginei que seria relevante para olhar para dentro de mim mesma, a fim de explorar a forma como a minha identidade liga-se com a rede semiótica-material que me rodeia em termos de moda, alimentos e outros elementos. Meus dados vieram tanto de técnicas de introspecção simultâneas, quanto retrospectivas. Em termos teóricos, eu usei a ideia de ―assemblages‖ e eu foquei minha análise tanto nos aspectos materiais da minha rede de consumo, quanto na estabilidade da rede. As consequências da minha assemblage estão ligadas a uma gestão de qualidade total da minha identidade, tanto online como off-line, refletidas em práticas de consumo que se conectam à ideia de uma lógica de consumo bulímica em que o consumo de alimentos e gestão corpo estão interligadas. Por fim, no meu terceiro artigo, eu explorei o conceito de identidade a partir do consumo da moda feminina plus size. Foram feitas catorze entrevistas fenomenológicas, cujos dados foram analisados a partir de uma perspectiva hermenêutica. Três categorias temáticas emergiram da análise de dados: a construção da identidade por meio da moda, elementos de identidade plus size e estratégias criativas para lidar com a falta de produtos para mulheres plus size no varejo. Entre os principais resultados, destacam-se a forma como o termo plus size atua como estigma, influenciando projetos de identidade das consumidoras, o papel do varejo no processo de estigmatização e a saga épica de compras, que envolve um "mercado negro", com a participação de vendedores. Eu concluo discutindo o papel da identidade na instabilidade do campo da moda plus size.

A prospective study on the dimensions of global brands, brand equity and brand value

This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Influence of storage period and effect of different brands of acrylic resin on the dimensional accuracy of the maxillary denture base

The aim of this study was to evaluate the dimensional changes of denture bases made from different resins after different storage periods. For this purpose, 25 sets of plaster models/resin bases were prepared using 4 acrylic resins submitted to two types of polymerization: 1- QC-20 submitted to polymerization by microwave energy; 2- QC-20 submitted to polymerization by water hot bath; 3- Vipi Cril submitted to polymerization by water hot bath; 4- Vipi Wave submitted to polymerization by microwave energy; and 5- Onda Cryl submitted to polymerization by microwave energy. After polymerization, the specimens were sectioned for accuracy readings using a comparison microscope. Readings were taken at 3 points: the crests of the right (A) and left (B) ridges, and the median region of the palate, in 4 different periods. The data obtained were submitted to two-way ANOVA and Tukey's test at 5% significance level. The greatest distortions were found in the posterior palatal region of the base (M), with statistically significant difference (p<0.05) for the studied resins. All acrylic resins presented dimensional changes and the storage period influenced these alterations.

Microhardness assessment of different commercial brands of resin composites with different degrees of translucence

Owing to improvements in its mechanical properties and to the availability of shade and translucence resources, resin composite has become one of the most widely used restorative materials in present day Dentistry. The aim of this study was to assess the relation between the surface hardness of seven different commercial brands of resin composites (Charisma, Fill Magic, Master Fill, Natural Look, Opallis, Tetric Ceram, and Z250) and the different degrees of translucence (translucid, enamel and dentin). Vickers microhardness testing revealed significant differences among the groups. Z250 was the commercial brand that showed the best performance in the hardness test. When comparing the three groups assessed within the same brand, only Master Fill and Fill Magic presented statistically significant differences among all of the different translucencies. Natural Look was the only one that showed no significant difference among any of the three groups. Charisma, Opallis, Tetric Ceram and Z250 showed significant differences among some of the tested groups. Based on the results found in this study, it was not possible to establish a relation between translucence and the microhardness of the resin composites assessed. Depending on the material assessed, however, translucence variation did affect the microhardness values of the resin composites.

Fluoride concentration of some brands of fermented milks available in the market

Objectives: To evaluate the fluoride ion concentration in some fermented milks present in the market. Methods: Three brands of 6 fermented milks (Parmalat®-uva, Chamyto®, Paulista®, Batavito®, Yakult®, Vigor Club®) were analyzed. Fluoride concentration was evaluated after facilitated microdiffusion by HDMS. Results: Parmalat® products ranged from 0.022 μgF/g to 0.031 μgF/g, Chamyto® from 0.228 μgF/g to 0.272 μgF/g, Paulista® from 0.182 μgF/g to 0.220 μgF/g, Batavito® from 0.028 μgF/g to 0.030 μgF/g, Yakult® from 0.115 μgF/g to 0.206 μgF/g and Vigor Club® from 0.808 μgF/g to 1.171 μgF/g. Conclusions: The presence of fluoride could be observed in all of the fermented milks analyzed which can contribute with the total fluoride daily intake.

Efficacy of Surface Treatments on the Bond Strength of Resin Cements to Two Brands of Zirconia Ceramic

Purpose: To compare the shear bond strength (SBS) of two cements to two Y-TZP ceramics subjected to different surface treatments.Materials and Methods: Zirconia specimens were made from Lava (n = 36) and IPS e.max ZirCAD (n = 36), and their surfaces were treated as follows: no treatment (control), silica coating with 30-mu m silica-modified alumina (Al2O3) particles (CoJet Sand), or coating with liners Lava Ceram for Lava and Intensive ZirLiner for IPS e.max ZirCAD. Composite resin cylinders were bonded to zirconia with Panavia F or RelyX Unicem resin cements. All specimens were thermocycled (6000 cycles at 5 degrees C/55 degrees C) and subjected to SBS testing. Data were analyzed by post-hoc test Tamhane T2 and Scheffe tests (alpha = 0.05). Failure mode was analyzed by stereomicroscope and SEM.Results: With both zirconia brands, CoJet Sand showed significantly higher SBS values than control groups only when used with RelyX Unicem (p = 0.0001). Surface treatment with liners gave higher SBS than control groups with both ceramic brands and cements (p < 0.001). With both zirconia brands, the highest SBS values were obtained with the CoJet and RelyX Unicem combination (> 13.47 MPa). Panavia F cement showed significantly better results when coupled with liner surface treatment rather than with CoJet (p = 0.0001, SBS > 12.23 MPa). In untreated controls, Panavia F showed higher bond strength than RelyX Unicem; the difference was significant (p = 0.016) in IPS e.max ZirCAD. The nontreated specimens and those treated with CoJet Sand exhibited a high percentage of adhesive and mixed A (primarily adhesive) failures, while the specimens treated with liners presented an increase in mixed A and mixed C (primarily cohesive) failures as well as some cohesive failure in the bulk of Lava Ceram for both cements.Conclusion: CoJet Sand and liner application effectively improved the SBS between zirconia and luting cements. This study suggests that different interactions between surface treatments and luting cements yield different SBS: in clinical practice, these interactions should be considered when combining luting cements with surface treatments in order to obtain the maximum bond strength to zirconia restorations.

Brands Analysis Using Informational Ergonomics Concepts: A Proposal

Currently, a lot of visual information present in all media is form vehemently, for example, in print media and interfaces used for publicity in conjunction with informational design. This visual information has great influence in the life of human beings, since the vision of these individuals is the most used sense. Studies on visual identity have not explored this issue in a satisfactory manner, favoring thus the subject of this small development projects in the area. It is noted the need for analyzes to enable implementation principles of project, making them accessible to the comprehension of most individuals. This study aimed to propose an evaluation of visual identities, which were analyzed by means of visual concepts of usability, design methodologies and Gestalt. We contacted design firms specialized in visual identity projects, places where interviews were conducted to collect the brands allowed for analysis. The results point to a frequent demand for the employment of visual usability principles, design methodologies and Gestalt design in visual identities.