Sponsoring, brand value and social media

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Brand equity in the Pakistani hotel industry

Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

INFLUENCE OF MANUFACTURER SIGNATURE ON STORE BRANDS' LOYALTY AND PURCHASE INTENTION

ABSTRACT With today's trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands' purchasing likelihood between store brands with a manufacturer identification - a manufacturer signature - and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands' purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands' purchasing likelihood.

Building the Directorate General for Urban Affairs in European Union

LUDA is a research project of Key Action 4 "City of Tomorrow & Cultural Heritage" of the programme "Energy, Environment and Sustainable Development" within the Fifth Framework Programme of the European Commission

Building a bicycle suitability map for Coimbra

The adoption of faster modes of transportation (mainly the private car) has changed profoundly the spatial organisation of cities. The increase in distance covered due to increased speed of travel and to urban sprawl leads to an increase in energy consumption, being the transportation sector a huge consumer responsible for 61.5% of total world oil consumption and a global final energy consumption of 31.6% in EU-27 (2007). Due to unsustainable transportation conditions, many cities suffer from congestion and various other traffic problems. Such situations get worse with solutions mostly seen in the development of new infrastructure for motorized modes of transportation, and construction of car parking structures. The bicycle, considered the most efficient among all modes of transportation including walking, is a travel mode that can be adopted in most cities contributing for urban sustainability given the associated environmental, economic and social advantages. In many nations a large number of policy initiatives have focused on discouraging the use of private cars, encouraging the use of sustainable modes of transportation, like public transportation and other forms such as bicycling. Given the importance of developing initiatives that favour the use of bicycle as an urban transportation mode, an analysis of city suitability, including distances and slopes of street network, is crucial in order to help decision-makers to plan the city for bicycle. In this research Geographical Information Systems (GIS) technology was used for this purpose and some results are presented concerning the city of Coimbra.

Building intelligence open systems (BIOS)

Os edifícios estão a ser construídos com um número crescente de sistemas de automação e controlo não integrados entre si. Esta falta de integração resulta num caos tecnológico, o que cria dificuldades nas três fases da vida de um edifício, a fase de estudo, a de implementação e a de exploração. O desenvolvimento de Building Automation System (BAS) tem como objectivo assegurar condições de conforto, segurança e economia de energia. Em edifícios de grandes dimensões a energia pode representar uma percentagem significativa da factura energética anual. Um BAS integrado deverá contribuir para uma diminuição significativa dos custos de desenvolvimento, instalação e gestão do edifício, o que pode também contribuir para a redução de CO2. O objectivo da arquitectura proposta é contribuir para uma estratégia de integração que permita a gestão integrada dos diversos subsistemas do edifício (e.g. aquecimento, ventilação e ar condicionado (AVAC), iluminação, segurança, etc.). Para realizar este controlo integrado é necessário estabelecer uma estratégia de cooperação entre os subsistemas envolvidos. Um dos desafios para desenvolver um BAS com estas características consistirá em estabelecer a interoperabilidade entre os subsistemas como um dos principais objectivos a alcançar, dado que o fornecimento dos referidos subsistemas assenta normalmente numa filosofia multi-fornecedor, sendo desenvolvidos usando tecnologias heterogéneas. Desta forma, o presente trabalho consistiu no desenvolvimento de uma plataforma que se designou por Building Intelligence Open System (BIOS). Na implementação desta plataforma adoptou-se uma arquitectura orientada a serviços ou Service Oriented Architecture (SOA) constituída por quatro elementos fundamentais: um bus cooperativo, denominado BIOSbus, implementado usando Jini e JavaSpaces, onde todos os serviços serão ligados, disponibilizando um mecanismo de descoberta e um mecanismo que notificada as entidades interessadas sobre alterações do estado de determinado componente; serviços de comunicação que asseguram a abstracção do Hardware utilizado da automatização das diversas funcionalidades do edifício; serviços de abstracção de subsistemas no acesso ao bus; clientes, este podem ser nomeadamente uma interface gráfica onde é possível fazer a gestão integrada do edifício, cliente de coordenação que oferece a interoperabilidade entre subsistemas e os serviços de gestão energética que possibilita a activação de algoritmos de gestão racional de energia eléctrica.

Padrões de utilização do brand entertainment

Dissertação apresentada à Escola Superior de Comunicação Social para obtenção de grau de mestre em Publicidade e Marketing.

Building a knowledge and learning society in Portugal: adult students in technological schools and higher education institutions

Lifelong learning (LLL) has received increasing attention in recent years. It implies that learning should take place at all stages of the “life cycle and it should be life-wide, that is embedded in all life contexts from the school to the work place, the home and the community” (Green, 2002, p.613). The ‘learning society’, is the vision of a society where there are recognized opportunities for learning for every person, wherever they are and however old they happen to be. Globalization and the rise of new information technologies are some of the driving forces that cause depreciation of specialised competences. This happens very quickly in terms of economic value; consequently, workers of all skills levels, during their working life, must have the opportunity to update “their technical skills and enhance general skills to keep pace with continuous technological change and new job requirements” (Fahr, 2005, p. 75). It is in this context that LLL tops the policy agenda of international bodies, national governments and non-governmental organizations, in the field of education and training, to justify the need for LLL opportunities for the population as they face contemporary employability challenges. It is in this context that the requirement and interest to analyse the behaviour patterns of adult learners has developed over the last few years

Supermarkets in Portugal: corporate social responsibility image, attitude towards the brand and purchase intention

Recently, companies developed strategies which may influence their Corporate Social Responsibility (CSR) image. This paper discusses the image of four different supermarkets with stores in Portugal. The research compares CSR image and brand attitude of the four supermarkets. Empirical evidence shows that different supermarkets belonging to the same company have different CSR image and brand attitude. The research also confirms that there is positive correlation between CSR image and attitude towards the brand. Further, the results offer empirical evidence that CSR image and brand attitude influence purchase intention of supermarket brands. Finally, brand purchase intention is highly influenced by attitude towards the brand than CSR image.

Paul Auster and the music of change: building new stories

In the work of Paul Auster (Newark, 1947 - ), we find two main themes: the sense of loss and existential drift and the loneliness of the individual fully committed to the work of writing, as if he had been confined to the book that commands his life. However, this second theme is clearly the dominant one because the character's space of solitude may include its own wandering, because this wandering is also often performed inside the four walls of a room, just like it is narrated inside the space of the page and the book. Both in his poetry, essays and fiction, Auster seems to face the work of writing as an actual physical effort of effective construction, as if the words that are aligned in the poem-text were stones to place in a row when building a wall or some other structure in stone.

Corporate brand identity – a conceptual redefinition

There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed and reinterpreted under an integrated perspective evolving corporate and brand identity studies. The authors propose a definition and nine componentscharacterizing corporate brand identity: reputation, culture, positioning, personality, relationships network, presentation style, communication, environmental influences and mission. Some are related with internal and others to external facets. The authorsare strongly encouraged to test these results empirically towards validity and reliability of the proposed construct.

Using an integrative approach to assess brand identity

There is a wide agreement that identity is a multidisciplinary concept. The authors consider this an opportunity do develop a framework to assess identity. In a marketing context, literature reveals two approaches on identity: one focus on corporate identity and the other focus on branding. The aim of this paper is to integrate these two approaches to develop a synthesis framework to assess brand identity. Based on literature on identity the authors found nine components related to brand identity. Those components are described in this paper as well as the relation they have with brand identity. The authors hope that this synthesis approach contributes to a better understanding of the brand identity, and are very encouraging for refining this framework in the future.