Relationship Drivers in Provider - Consumer Relationships. Empirical Studies of Customer Loyalty Programs (första upplagan slutsåld / first edition sold out, 'print on demand' 60 €)

The study addressed a phenomenon that has become common marketing practice, customer loyalty programs. Although a common type of consumer relationship, there is limited knowledge of its nature. The purpose of the study was to create structured understanding of the nature of customer relationships from both the provider’s and the consumer’s viewpoints by studying relationship drivers and proposing the concept of relational motivation as a provider of a common framework for the analysis of these views. The theoretical exploration focused on reasons for engaging in customer relationships for both the consumer and the provider. The themes of buying behaviour, industrial and network marketing and relationship marketing, as well as the concepts of a customer relationship, customer loyalty, relationship conditions, relational benefits, bonds and commitment were explored and combined in a new way. Concepts from the study of business-to-business relationships were brought over and their power in explaining the nature of consumer relationships examined. The study provided a comprehensive picture of loyalty programs, which is an important contribution to the academic as well as the managerial discussions. The consumer study provided deep insights into the nature of customer relationships. The study provides a new frame of reference to support the existing concepts of loyalty and commitment with the introduction of the relationship driver and relational motivation concepts. The result is a novel view of the nature of customer relationships that creates new understanding of the forces leading to loyal behaviour and commitment. The study concludes with managerial implications.

Mobilizing the brand experience: The adoption and use of mobile media in building consumer relationships in China

This research examines why and how brand owners in China adopt and use mobile media in marketing campaigns to deliver co-creation brand experiences and build consumer relationships. China represents an interesting case to study as it has leapfrogged into the age of consumer society and mobile media adoption. As the largest mobile market globally, it has experienced the intensity of mobile technology diffusion; and with it the rise of mobile consumer culture and participatory culture. Further, the rising individualism and the socio-cultural heritage in collectivism serve as a structuring tension in how mobile media is leveraged in marketing to cater to consumers' desires for individuality and social interaction. First, through expert interviews guided by the technology-organization-environment (TOE) framework (Tornatzky & Fleischer, 1990) as well as integrating innovation diffusion theory (E. Rogers, 2003), this research attempts to fill the gap of theoretical application in mobile marketing adoption at the firm level in China, and unravel the adoption factors of mobile marketing by brand owners in China. In total, 27 semi-structured interviews were conducted with key industry informants from mobile agencies, traditional agencies, venture capital firms, mobile content and service providers, mobile portals, and marketing management at brand owners. Second, based on case studies in China, this research investigates the use of mobile marketing to facilitate innovative co-creation of brand experience to cater to both individualistic as well as collective tendencies and desires amongst Chinese consumers. Through multiple case studies of the campaigns conducted by Nokia, Clean & Clear, and The North Face, and informed by in-depth interviews and document analysis, this research analyses the role of mobile media in marketing campaigns along three dimensions: the role of mobile media in content generation and consumption, the centrality of mobile media as text, tools or platforms; and the interactive environment. Specifically, the cases are organized along the spectrum from user-generated content to corporate-generated content, mobile media's role from being supplementary to it being central, and from a virtual environment to a hybrid environment. Overall, these cases demonstrate how brand owners adapt mobile media as text, tools, platforms, and environments to deliver co-creation brand experiences exploiting both individualistic as well as collective tendencies and desires amongst Chinese consumers. This research contributes to the literature on firm adoption of mobile marketing, and the role of the mobile media in facilitating co-creation experiences for Chinese consumers. It develops a model of the technological, organizational and environmental factors influencing mobile marketing adoption by firms, and provides a model explaining the role of mobile media in facilitating brand experience co-creation. The findings also demonstrate that mobile media can be leveraged to facilitate co-creation brand experience to generate added value; and meanwhile cater to both the rising individualism and the deep-seated collectivism of Chinese consumers. Empirically, it assists industry practitioners in understanding the adoption of mobile marketing in China, especially those on the supply side in order to improve their offerings and propositions. It also assists brand owners and agencies in designing their mobile marketing strategies to build consumer relationships in China.

Compiling Techniques for Coarse Grained Runtime Reconfigurable Architectures

In this paper we develop compilation techniques for the realization of applications described in a High Level Language (HLL) onto a Runtime Reconfigurable Architecture. The compiler determines Hyper Operations (HyperOps) that are subgraphs of a data flow graph (of an application) and comprise elementary operations that have strong producer-consumer relationship. These HyperOps are hosted on computation structures that are provisioned on demand at runtime. We also report compiler optimizations that collectively reduce the overheads of data-driven computations in runtime reconfigurable architectures. On an average, HyperOps offer a 44% reduction in total execution time and a 18% reduction in management overheads as compared to using basic blocks as coarse grained operations. We show that HyperOps formed using our compiler are suitable to support data flow software pipelining.

Redefine: Runtime Reconfigurable Polymorphic ASIC

Emerging embedded applications are based on evolving standards (e.g., MPEG2/4, H.264/265, IEEE802.11a/b/g/n). Since most of these applications run on handheld devices, there is an increasing need for a single chip solution that can dynamically interoperate between different standards and their derivatives. In order to achieve high resource utilization and low power dissipation, we propose REDEFINE, a polymorphic ASIC in which specialized hardware units are replaced with basic hardware units that can create the same functionality by runtime re-composition. It is a ``future-proof'' custom hardware solution for multiple applications and their derivatives in a domain. In this article, we describe a compiler framework and supporting hardware comprising compute, storage, and communication resources. Applications described in high-level language (e.g., C) are compiled into application substructures. For each application substructure, a set of compute elements on the hardware are interconnected during runtime to form a pattern that closely matches the communication pattern of that particular application. The advantage is that the bounded CEs are neither processor cores nor logic elements as in FPGAs. Hence, REDEFINE offers the power and performance advantage of an ASIC and the hardware reconfigurability and programmability of that of an FPGA/instruction set processor. In addition, the hardware supports custom instruction pipelining. Existing instruction-set extensible processors determine a sequence of instructions that repeatedly occur within the application to create custom instructions at design time to speed up the execution of this sequence. We extend this scheme further, where a kernel is compiled into custom instructions that bear strong producer-consumer relationship (and not limited to frequently occurring sequences of instructions). Custom instructions, realized as hardware compositions effected at runtime, allow several instances of the same to be active in parallel. A key distinguishing factor in majority of the emerging embedded applications is stream processing. To reduce the overheads of data transfer between custom instructions, direct communication paths are employed among custom instructions. In this article, we present the overview of the hardware-aware compiler framework, which determines the NoC-aware schedule of transports of the data exchanged between the custom instructions on the interconnect. The results for the FFT kernel indicate a 25% reduction in the number of loads/stores, and throughput improves by log(n) for n-point FFT when compared to sequential implementation. Overall, REDEFINE offers flexibility and a runtime reconfigurability at the expense of 1.16x in power and 8x in area when compared to an ASIC. REDEFINE implementation consumes 0.1x the power of an FPGA implementation. In addition, the configuration overhead of the FPGA implementation is 1,000x more than that of REDEFINE.

Exoneração e limitação do dever de indenizar: entre riscos e equilíbrio

A presente dissertação tem por objetivo analisar a cláusula de não indenizar, expressão utilizada como gênero do qual são espécies a cláusula que exonera e a que limita o dever de indenizar, à luz do ordenamento jurídico brasileiro. O estudo se justifica em virtude da cada vez mais frequente utilização deste ajuste para regular negócios jurídicos e por não existir um marco legislativo a respeito da matéria. A controvérsia inicial diz respeito à validade da convenção, que é resultado da ponderação do direito de autorregular suas relações e o princípio da reparação integral. Os seus principais requisitos de validade são a inexistência de dolo do agente causador do dano e a não violação a normas de ordem pública. A convenção pode incidir sobre a obrigação principal, salvo quando esta for personalíssima ou quando a indenização for a única forma de o credor obter o resultado equivalente à prestação Para ser eficaz, a convenção deve, ainda, guardar relação de equilíbrio e proporcionalidade entre os riscos assumidos e o benefício daquele que se submete ao risco de não ter ou ter parcialmente reparado os danos que lhe foi causado. O inadimplemento, absoluto ou relativo, é basicamente o risco contratual ao qual se submetem todos os contratantes e, nesse contexto, a cláusula de não indenizar tem como função alterar a distribuição dos riscos já fixados pelo legislador. A negociação dos riscos submete-se a alguns limites, destacando-se a possibilidade de os riscos serem previstos, o respeito aos princípios da boa-fé objetiva e do equilíbrio contratual, bem como a necessidade de ultrapassar o juízo de merecimento de tutela (meritevolezza). Nos contratos de adesão, a cláusula pode ser prevista, desde que a obrigação que atinge não seja personalíssima ou que tenha a indenização como única forma de o credor obter o equivalente a prestação. Já nas relações de consumo, é possível a limitação do dever de indenizar nos vícios de produtos e serviços, desde que o consumidor seja pessoa jurídica e a situação seja justificável, o que ocorre quando há negociação entre as partes, o consumidor é beneficiado com uma expressa vantagem e é assistido por consultor jurídico que lhe aponte os riscos inerentes àquela convenção.

品牌属性权重判断的反应时研究

In current days, many companies have carried out their branding strategies, because strong brand usually provides confidence and reduce risks to its consumers. No matter what a brand is based on tangible products or services, it will possess the common attributes of this category, and it also has its unique attributes. Brand attribute is defined as descriptive features, which are intrinsic characteristics, values or benefits endowed by users of the product or service (Keller, 1993; Romaniuk, 2003). The researches on models of brand multi-attributes are one of the most studied areas of consumer psychology (Werbel, 1978), and attribute weight is one of its key pursuits. Marketing practitioners also paid much attention to evaluations of attributes. Because those evaluations are relevant to the competitiveness and the strategies of promotion and new product development of the company (Green & Krieger, 1995). Then, how brand attributes correlate with weight judgments? And what features the attribute judgment reaction? Especially, what will feature the attribute weight judgment process of consumer who is facing the homogeneity of brands? Enlightened by the lexical hypothesis of researches on personality traits of psychology, this study choose search engine brands as the subject and adopt reaction time, which has been introduced into multi-attributes decision making by many researchers. Researches on independence of affect and cognition and on primacy of affect have cued us that we can categorize brand attributes into informative and affective ones. Meanwhile, Park has gone further to differentiate representative and experiential with functional attributes. This classification reflects the trend of emotion-branding and brand-consumer relationship. Three parts compose the research: the survey to collect attribute words, experiment one on affective primacy and experiment two on correlation between weight judgment and reaction. The results are as follow: In experiment one, we found: (1) affect words are not rated significantly from cognitive attributes, but affect words are responded faster than cognitive ones; (2) subjects comprehend and respond in different ways to functional attribute words and to representative and experiential words. In experiment two, we fund: (1) a significant negative correlation between attributes weight judgment and reaction time; (2) affective attributes will cause faster reaction than cognitive ones; (3) the reaction time difference between functional and representative or experiential attribute is significant, but there is no different between representative and experiential. In sum, we conclude that: (1): In word comprehension and weight judgment, we observed the affective primacy, even when the affect stimulus is presented as meaningful words. (2): The negative correlation between weight judgment and reaction time suggest us that the more important of attribute, the quicker of the reaction. (3): The difference on reaction time of functional, representative and experiential reflects the trend of emotional branding.

App mobile “My Corine de Farme”

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Våld på jobbet : Beskrivningar av våld i arbetslivet 1978–2004 i facklig press

Violence at work as a social problem: a study of the media coverage on workplace violence in Swedish trade union journals 1978–2004 The main purpose of this study was to find out the extent of the unions media coverage on workplace violence and the ways in which the topic was framed. The study shows that the reporting of violence in the workplace described in journals is on a stable level during the period 1978–98. However from the year 2000 and onwards, there is a clear increase in the attention. Four categories of workplace violence were used to identify and recognize different types of violence: intrusive-, consumer-, relationship-and organizational violence. This shows that much of the attention over time has shifted from intrusive violence to organizational violence and consumer violence. What seems to have happened is that workplace violence has become more than just robberies and assaults in the retail business. The stereotypical image of the criminal is challenged by non-traditional criminals like nurses, elderly people and companies. Certain groups, e.g. care workers, come to account for an increasing proportion of attention, both as perpetrators and victims of violence. This study is an important step in understanding the increased reports of workplace violence in Sweden.

Engajamento com fan pages de marcas no Facebook: impacto da força do laço, homofilia e confiança

A literatura de relacionamento do consumidor com a marca tem reconhecido a importância do ambiente virtual como ferramenta eficaz para a promoção da marca. Este espaço permitiu uma maior proximidade e estreitamento das relações com os diversos públicos das empresas ao potencializar as funções do marketing, o que levou as empresas a criarem fan pages de marca a fim de promover maior interação e incrementar o relacionamento com os stakeholders. Esta dissertação tem como objetivo verificar o impacto da força do laço e da homofilia na confiança em uma fan page de marca, e o impacto da confiança no engajamento com esta fan page. Para atender a este objetivo, a pesquisa se deu em duas etapas: uma primeira fase qualitativa e uma segunda fase quantitativa. Na primeira fase, esta pesquisa identifica a unidade de análise dos conceitos e gera itens para a mensuração da força do laço, homofilia, confiança e engajamento, por meio da revisão de literatura e nove entrevistas com seguidores de fan pages de marcas. A segunda fase verifica, por meio de uma survey com 688 seguidores de uma fan page, o impacto destes conceitos no engajamento. As entrevistas foram analisadas por meio da análise de conteúdo, enquanto que os dados da survey e a rede nomológica foram analisados pela modelagem de equações estruturais. Os resultados da primeira fase indicam que os consumidores tratam a fan page como unidade de análise dos conceitos e forneceram itens satisfatórios para a mensuração dos conceitos e suas dimensões. Já os resultados da segunda fase dão suporte a rede nomológica testada, indicando uma associação positiva da força do laço e homofilia com a confiança, e da confiança com o engajamento com fan pages de marcas.

O artista plástico e seus públicos na perspectiva da assessoria de relações públicas

This work aims to study and see the importance of building the image and reputation of the artist through a publishing of public relations, public recital, new technologies, media, cultural production and curatorial work. To this, we analyzed the history of the profession of public relations in Brazil. As well as their concepts, practices and definitions. Focus on work of publicist and cultural production sectors. The choice of theme is done by the need to understand the relationships. That intertwines in the art market and what media that best reaches in their audiences. Considering the artist-consumer relationship, and the relationship brand-artist and artist-public. And so, the importance of this advice means less explored public relations, for the creation of the brand concept for the artist before his public. Considered in this work as a gallery, art dealer, curator, media and consumers. In this context an analysis is done on diverse views on the market of the arts through specific interview. This interviews was made with professionals working in the cultural sector. And help to understand the communication segments that exist and the current conditions of the market in the context of competitiveness. As was considered the academic education of the public relations professional, it geared to the cultural context, the interviews with professional future. And then was considered that public relations presents itself as a proposal for better communication in the arts. They are concern to create concepts of brand identity-thinking artist and the best means for the artist to be present in this area

Singapore's online retail deviants:analyzing the rise of blogshops' power

Geography, retailing, and power are institutionally bound up together. Within these, the authors situate their research in Clegg's work on power. Online shopping offers a growing challenge to the apparent hegemony of traditional physical retail stores' format. While novel e-formats appear regularly, blogshops in Singapore are enjoying astonishing success that has taken the large retailers by surprise. Even though there are well-developed theoretical frameworks for understanding the role of institutional entrepreneurs and other major stakeholders in bringing about change and innovation, much less attention has been paid to the role of unorganized, nonstrategic actors-such as blogshops-in catalyzing retail change. The authors explore how blogshops are perceived by consumers and how they challenge the power of other shopping formats. They use Principal Components Analysis to analyze results from a survey of 349 blogshops users. While the results show that blogshops stay true to traditional online shopping attributes, deviations occur on the concept of value. Furthermore, consumer power is counter intuitively found to be strongly present in the areas related to cultural ties, excitement, and search for individualist novelty (as opposed to mass-production), thereby encouraging researchers to think critically about emerging power behavior in media practices.

Os critérios de gatekeeping que evitam que uma lovebrand se transforme numa hatebrand

A relação marca/consumidor é importante e, atualmente, com a evolução tecnológica e com a disseminação das redes sociais, a sua importância subiu de nível pois o meio online permite que os consumidores estejam mais informados e tenham mais consciência das diversas opções que existem no mercado. Como tal, as marcas aproveitam as redes sociais, tais como o Facebook, para se fazerem notar, para mostrarem o seu lado mais humano e assim estabelecer comunicação com os utilizadores de forma a criar ou manter uma relação mais íntima com o mesmo. Contudo, a liberdade de expressão que existe nas redes sociais nem sempre é favorável às marcas, o que faz com que estas optem por utilizar critérios de gatekeeping para filtrar alguns conteúdos. O que se pretende deste estudo não experimental de tipo exploratório e de método qualitativo, é aferir que critérios de gatekeeping é que são mais suscetíveis de serem utilizados pelas marcas, de forma a evitarem que a relação forte que detêm com o consumidor fique comprometida e manchada pelo ódio e, consequentemente, perceber como é feita a gestão das próprias páginas de Facebook. O objeto do estudo em causa envolve, assim, duas empresas do setor eletrónico que são concorrentes diretas e que têm consumidores muito dedicados e que foram selecionadas através de um método de amostragem não aleatório intencional.