How brand attribute typicality and consumer commitment moderate the influence of comparative advertising

This study examines how product attribute typicality and brand commitment influence the effects of comparative versus non-comparative ads on brand attitudes. Employing perspectives from the literatures on typicality and commitment, the study examines the effects of commitment to the comparison brand on the effectiveness of comparative versus non-comparative advertising. A between-informants experiment uses data from 466 student informants. It is hypothesized that (a) when the attribute under consideration is typical (atypical), among comparison brand committed informants, a non-comparative ad is more (no more) persuasive than a comparative ad, (b) when the attribute under consideration is typical, among comparison brand non-committed informants, a comparative ad is more persuasive than a non-comparative ad, and (c) when the attribute under consideration is atypical, among comparison brand non-committed informants, a comparative ad is likely to be more persuasive than a non-comparative ad, but the effect will be weaker than in the case of a typical attribute. Hypothesis (a) is supported while (b) has directional support. The results support a three-way interaction between consumer commitment, attribute typicality, and type of advertisement. The findings are relevant to a variety of contexts, such as markets characterized by high levels of market share and commitment for the market leader as well as fragmented markets where market share and commitment levels are low.

Dynamic perceptual mapping

Perceptual maps have been used for decades by market researchers to illuminatethem about the similarity between brands in terms of a set of attributes, to position consumersrelative to brands in terms of their preferences, or to study how demographic and psychometricvariables relate to consumer choice. Invariably these maps are two-dimensional and static. Aswe enter the era of electronic publishing, the possibilities for dynamic graphics are opening up.We demonstrate the usefulness of introducing motion into perceptual maps through fourexamples. The first example shows how a perceptual map can be viewed in three dimensions,and the second one moves between two analyses of the data that were collected according todifferent protocols. In a third example we move from the best view of the data at the individuallevel to one which focuses on between-group differences in aggregated data. A final exampleconsiders the case when several demographic variables or market segments are available foreach respondent, showing an animation with increasingly detailed demographic comparisons.These examples of dynamic maps use several data sets from marketing and social scienceresearch.

Measuring asymmetries in brand associations using correspondence analysis

Correspondence analysis is introduced in the brand associationliterature as an alternative tool to measure dominance, for theparticular case of free choice data. The method is also used to analysedifferences, or asymmetries, between brand-attribute associations whereattributes are associated with evoked brands, and brand-attributeassociations where brands are associated with the attributes. Anapplication to a sample of deodorants is used to illustrate the proposedmethodology.

Three-dimensional sequence stratigraphy and subtle stratigraphic traps associated with systems tracts: West Cameron region, offshore Louisiana, Gulf of Mexico

Three-dimensional sequence stratigraphy is a potent exploration and development tool for the discovery of subtle stratigraphic traps. Reservoir morphology, heterogeneity and subtle stratigraphic trapping mechanisms can be better understood through systematic horizontal identification of sedimentary facies of systems tracts provided by three-dimensional attribute maps used as an important complement to the sequential analysis on the two-dimensional seismic lines and the well log data. On new prospects as well as on already-producing fields, the additional input of sequential analysis on three-dimensional data enables the identification, location and precise delimitation of new potentially productive zones. The first part of this paper presents four typical horizontal seismic facies assigned to the successive systems tracts of a third- or fourth-order sequence deposited in inner to outer neritic conditions on a elastic shelf. The construction of this synthetic representative sequence is based on the observed reproducibility of the horizontal seismic facies response to cyclic eustatic events on more than 35 sequences registered in the Gulf coast Plio-Pleistocene and Late Miocene, offshore Louisiana in the West Cameron region of the Gulf of Mexico. The second part shows how three-dimensional sequence stratigraphy can contribute in localizing and understanding sedimentary facies associated with productive zones. A case study in the early Middle Miocene Cibicides opima sands shows multiple stacked gas accumulations in the top slope fan, prograding wedge and basal transgressive systems tract of the third-order sequence between SB15.5 and SB 13.8 Ma.

Determinação da distribuição de um nível de turbidito na formação Macaé no campo de Namorado através de uso de atributos sísmicos

This study was developed on the basis of petrophysics characterization, 3D seismic interpretation, and rock-wire-log integration. The results were integrated with amplitude attribute through cross plot (rock attribute x amplitude value). 3D seismic data also allowed inteipreting the top of Lagoa Feia, Macaé, and Carapebus formations, and Outeiro Member. The analyses of the maps of structures and attributes, integrated with wire-log data, suggest that Namorado turbidite level is candidate to be mapped with stratigraphic attributes like AverageTroughAmplitude, RMS velocity and Total AbsoluteAmplitude. Lagoa Feia Formation attribute maps (Dip-Azimuth and TotalEnergy) allows to interpret a low fault density at the carbonate coquina level in the Namorado field. This level is also considered one at the best seismic reflector and an important reservoir of the Campos Basin.

Atributos físicos do solo em áreas de plantio direto com e sem escarificação

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Estudo da porção offshore da bacia do Benin e o seu potencial no armazenamento de hidrocarbonetos, margem equatorial africana

Pós-graduação em Geologia Regional - IGCE

Modelo tectono-estrutural dos campos de petróleo Namorado, Cherne e Albacora

The main goal in this research is a tectono-estructural characterization of the Cherne, Albacora and Namorado Fields, located at Campos Basin, in order to investigate the relationship between the geologic evolution and the rock´s physical properties of the reservoir, and how they affect the hydrocarbon accumulation in those fields. Well correlations show that the inferior turbidites have a regional lateral continuity. Basic petrophysics analysis, calculated here, shows that the three fields present porosity values that range from 15 to 20%, shale volume range from 26 to 30% and formation water saturation range from 23 to 45%, based on formation water resistivity dada from Albacora Field. Petrophysics maps feature a trend in Albacora Field that increase the porosity values to SE, and in Cherne and Namorado Field the trend increase towards N. Seismic horizons where interpreted between the first appearance of the Namorado Sandstone and the top of Quissamã Formation. This interval presents normal listric faulting, in Cherne and Namorado Field with NWSE and NE-SW direction, and sedimentation trend to NW-SE, in Albacora Field the faulting presents a NNE-SSW and N-S direction, with a sedimentation trend to NE-SW. Seismic attribute maps present amplitude anomalies close to the producing wells, and on Namorado Field, it indicates a potential hydrocarbon accumulation in the NE region. For each field is indicated laboratory tests for a better characterization of the petrophysical properties, since that they don’t form the same reservoir level, therefore, not influencing the water saturation calculation

Caracterização dos reservatórios do grupo Macaé no Campo de Garoupa - Bacia de Campos - por meio de interpretação sísmica e perfis de poço

The study area is the Garoupa Field, located 75 km from the coast of Rio de Janeiro in bathymetric elevation of 125 m and it is the first important offshore discovery of the Campos Basin with hydrocarbon production in the Albian carbonates. The high significance of carbonate rock reservoirs for the global oil industry and its degree of complexity, combined with the fact that the Garoupa Field is a mature field, make this research project interesting to develop a re-exploratory vision of the study area. The objective of this paper is to characterize the physical properties of the Macae Group reservoirs in the Garoupa Field through well correlation techniques, petrophysical analysis and seismic interpretation (3D), in order to evaluate qualitatively and quantitatively the response of geophysical data to the presence of carbonate rock reservoirs. From the analysis of well profiles (gamma ray, resistivity, density and sonic) it was possible to identify six reservoir levels in the Quissamã Formation. As a result, the reservoirs have good correlation between the wells in the Garoupa Field and show lateral facies variation. In the seismic interpretation, structural contour maps were generated in time (ms) from the top of the Macae Group and two horizons that correspond to the reservoir levels. These maps show that the oil producing area of this field is a structural high located at the west of the interpreted seismic cube, and it was classified as a rollover limited by lateral faults forming a horst. The seismic attribute maps show a good response to the reservoirs of the Garoupa Field because they are associated with amplitude anomalies, verified by the correlation between the physical properties of the reservoir rock and seismic data through cross plots, with emphasis in a linear correlation between the resistivity profile and the values of Maximum Absolute Amplitude and RMS Amplitude attributes

Modelo petrofísico 3D do Arenito Namorado no Campo de Namorado - Bacia de Campos, RJ

The Namorado Oil Field represents the beginning of the oil exploration in Brazil, in the 70s, and it is still a subject of researches because the importance of this turbidite sandstone in the brazilian oil production. The Namorado’s production level was denominated “Namorado sandstone”, it is composed by turbidite sandstone deposited during the Albian-Cenomanian. In order to define the structural geometry of the main reservoir, geological and geophysical tools like RECON and Geographix (Prizm – Seisvision) softwares were used, and its application was focused on geological facies analysis, for that propose well logs, seismic interpretation and petrophysical calculations were applied. Along this work 15 vertical wells were used and the facies reservoirs were mapped of along the oil field; it is important to mentioned that the all the facies were calibrated by the correlation rock vs log profile, and 12 reservoir-levels (NA-1, NA-2, NA-3, NA-4, NA-5, NA-6, NA-7, NA-8, NA-9, NA-10, NA-11 e NA-12) were recognized and interpreted. Stratigraphic sections (NE-SW and NW-SE) were also built based on stratigraphic well correlation of each interpreted level, and seismic interpretation (pseudo-3D seismic data) on the southeastern portion of the oil field. As results it was interpreted on two- and three-dimensional maps that the deposition reservoir’s levels are hight controlled by normal faults systems. This research also shows attribute maps interpretation and its relationship with the selection of the reservoir attribute represented on it. Finally the data integration of stratigraphic, geophysical and petrophysical calculations lets us the possibility of obtain a detail geological/petrophysical 3D model of the main reservoir levels of “Namorado sandstone” inside the oil/gás field

Citizens' preferences for brand name drugs for treating acute and chronic conditions: a pilot study.

Background: Generic drugs have been advocated to decrease the proportion of healthcare costs devoted to drugs, but are still underused. Objective: To assess citizens' preferences for brand name drugs (BNDs) compared with generic drugs for treating acute and chronic conditions. Methods: A questionnaire with eight hypothetical scenarios describing four acute and four chronic conditions was developed, with willingness to pay (WTP) determined using a payment card system randomized to ascending (AO) or descending order (DO) of prices. The questionnaire was distributed with an explanation sheet, an informed consent form and a pre-stamped envelope over a period of 3 weeks in 19 community pharmacies in Lausanne, Switzerland. The questionnaire was distributed to every third customer who also had health insurance, understood French and was aged =16 years (up to a maximum of ten customers per day and 100 per pharmacy). The main outcome measure was preferences assessed by WTP for BNDs as compared with generics, and impact of participants' characteristics on WTP. Results: Of the 1800 questionnaires, 991 were distributed and 393 returned (pharmacy participation rate?=?55%, subject participation rate?=?40%, overall response rate?=?22%); 51.7% were AO and 48.3% DO. Participants were predominantly women (62.6%) and of median age 62 years (range 16-90). The majority (70%) declared no WTP for BNDs as compared with generics. WTP was higher in people with an acute disease than in those with a chronic disease, did not depend on the type of chronic disease, and was higher in people from countries other than Switzerland. Conclusions: Most citizens visiting pharmacies attribute no added value to BNDs as compared with generics, although some citizen characteristics affected WTP. These results could be of interest to several categories of decision makers within the healthcare system.

Brand attitudes influence on city brand image, and their impact on behavioral intention

The main objective of this Master’s Thesis was to examine the perceived city brand image of tourists and residents. It was aimed to accomplish by examining first the contribution of city attributes and marketing communications on forming brand attitudes, and then discover how the brand attitudes influence on city brand image. The impact of brand attitudes and city brand image on behavioral intention was also reviewed. The empirical part of the thesis was conducted with a quantitative method through online-based survey. The sample (n = 492) consisted of tourists and residents of the case city. The data was analyzed with statistical analyses by SPSS program. Brand attitudes, based on the main attributes, were calculated through multi-attribute attitude model. The results confirmed exposure to marketing communications has direct and positive influence on brand attitudes, especially the offline marketing communications. The findings revealed brand attitudes impact directly on city brand image perception. Brand attitudes and brand image dimensions had direct impact on tourists and residents’ behavioral intention. The findings provide important information for the city marketers. They increase marketers understanding on how target population perceives the city brand image and how it impacts on their future behavior. This thesis reveals the perception of current city brand image and gives guidance on what to emphasize in city branding to increase city’s attractiveness in conjunction with its economic development. Furthermore, the created framework can be utilized also in the future researches.

Hereditary motor and autonomic neuronopathy 1 maps to chromosome 20q13.2-13.3

The spinal muscular atrophies (SMA) or hereditary motor neuronopathies result from the continuous degeneration and death of spinal cord lower motor neurons, leading to progressive muscular weakness and atrophy. We describe a large Brazilian family exhibiting an extremely rare, late-onset, dominant, proximal, and progressive SMA accompanied by very unusual manifestations, such as an abnormal sweating pattern, and gastrointestinal and sexual dysfunctions, suggesting concomitant involvement of the autonomic nervous system. We propose a new disease category for this disorder, `hereditary motor and autonomic neuronopathy', and attribute the term, `survival of motor and autonomic neurons 1' (SMAN1) to the respective locus that was mapped to a 14.5 cM region on chromosome 20q13.2-13.3 by genetic linkage analysis and haplotype studies using microsatellite polymorphic markers. This locus lies between markers D20S120 and D20S173 showing a maximum LOD score of 4.6 at D20S171, defining a region with 33 known genes, including several potential candidates. Identifying the SMAN1 gene should not only improve our understanding of the molecular mechanisms underlying lower motor neuron diseases but also help to clarify the relationship between motor and autonomic neurons.

Exploring the role the brand plays in the choice of charity by UK volunteers

Charities need to understand why volunteers choose one brand rather than another in order to attract more volunteers to their organisation. There has been considerable academic interest in understanding why people volunteer generally. However, this research explores the more specific question of why a volunteer chooses one charity brand rather than another. It builds on previous conceptualisations of volunteering as a consumption decision. Seen through the lens of the individual volunteer, it considers the under-researched area of the decision-making process. The research adopts an interpretivist epistemology and subjectivist ontology. Qualitative data was collected through depth interviews and analysed using both Means-End Chain (MEC) and Framework Analysis methodology. The primary contribution of the research is to theory: understanding the role of brand in the volunteer decision-making process. It identifies two roles for brand. The first is as a specific reason for choice, an ‘attribute’ of the decision. Through MEC, volunteering for a well-known brand connects directly through to a sense of self, both self-respect but also social recognition by others. All four components of the symbolic consumption construct are found in the data: volunteers choose a well-known brand to say something about themselves. The brand brings credibility and reassurance, it reduces the risk and enables the volunteer to meet their need to make a difference and achieve a sense of accomplishment. The second closely related role for brand is within the process of making the volunteering decision. Volunteers built up knowledge about the charity brands from a variety of brand touchpoints, over time. At the point of decision-making that brand knowledge and engagement becomes relevant, enabling some to make an automatic choice despite the significant level of commitment being made. The research identifies four types of decision-making behaviour. The research also makes secondary contributions to MEC methodology and to the non-profit context. It concludes within practical implications for management practice and a rich agenda for future research.

O valor da marca para o consumidor final a partir do conceito de brand equity no mercado de iogurtes

O tema Brand Equity tem atraído a atenção de estudiosos de marketing devido a importância estratégica que a questão marca vem adquirindo no cenário empresarial. Um exemplo que comprova a relevância do tema para a academia está na publicação de uma edição especial do Journal of Marketing Research no ano de 1994 unicamente dedicada a apresentação de artigos relacionados à Brand Equity. Existem duas abordagens básicas que norteiam os estudos nessa área: a determinação do valor patrimonial da marca e a busca pelo melhor aproveitamento ( produtividade) dos recursos do composto de marketing. Ambas, na verdade se complementam, mas, enquanto a primeira busca a correta determinação do valor contábil da marca para fins de apropriação em balanço e também com o objetivo de facilitar negociações entre empresas em questões relativas a fusões e aquisições, a segunda abordagem centra o seu foco na real efetividade do marketing que vem sendo praticado pelas empresas, considerando a marca como o elemento unificador de todas as suas ações mercadológicas. Assim, para identificar os níveis de produtividade obtidos através das ações de marketing, os estudiosos voltam-se para os consumidores, procurando compreender como estes agem e pensam a compra através das marcas. Utilizando-se desta última abordagem, procurou-se neste trabalho verificar a ocorrência de valorização da marca tendo como foco uma categoria de produto que representasse a definição de bem de conveniência. Avaliadas as possibilidades, optouse pela categoria de produtos iogurte. Partindo do pressuposto de que a valorização da marca é percebida pela ocorrência de uma reação diferenciada a uma ou algumas marcas, reação esta 5 identificada quando da exposição do comprador/ consumidor às diferentes marcas concorrentes, situação observável no momento da compra, realizou-se a presente pesquisa. Para a sua execução foram realizadas duas etapas de pesquisa: uma primeira de natureza exploratória com a realização de entrevistas junto a representantes do setor e também de dois grupos focais e uma outra etapa na qual se utilizou a técnica de análise multivariada denominada Conjoint Analysis. Os resultados demonstraram que, para este produto específico, a marca é um elemento fundamental na definição de compra, sendo o primeiro ou o segundo atributo mais valorizado pelos compradores / consumidores. Algumas possíveis explicações que referendam os resultados foram obtidas durante a primeira fase da pesquisa. Por fim, são expostos os possíveis caminhos para novas pesquisas na área de Valor de Marca.