The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook

In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook

Brand mergers: How attitudes influence consumer identity preferences

In the context of a merger, management of corporate brand names and logos assumes a critical role. The purpose of this paper is to provide a better understanding of the corporate brand redeployment decision. This study analyses how consumers’ attitudes towards the corporate brands influence their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic alternative is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand have a significant influence on consumers’ preferences

The impact of naturalness on affective response to logo design: A cross-national study

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logos significantly influences consumer responses. Yet, despite the fact that companies invest significant amounts of time and money promoting, updating and changing their logos, empirical studies of logo design issues are rare. In particular, there is little systematic research on the effect of logo design across different cultures. The main purpose of this research is to address the communalities and asymmetries between consumer responses to logo design across cultures. In particular, we focus on the influences of different types of natural designs on consumers’ affective responses in three different countries, Portugal, Spain and The Netherlands. Findings should provide relevant contributions for multinational companies since logos are critical brand identity sings and they tend to be used in an unaltered form in new markets

Design, personality traits and consumer responses to brand logos

Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions

Transportes urbanos em Coimbra : análise dos custos para os utlizadores

Trabalho de projecto de investigação no âmbito do mestrado em Economia Local, apresentado a Faculdade de Economia da Universidade de Coimbra.Resumo O presente trabalho visa proceder a uma análise dos custos para os utilizadores dos Serviços Municipalizados dos Transportes Urbanos de Coimbra (SMTUC) e dos transportes individuais na cidade de Coimbra, onde se inclui uma análise ao nível das políticas tarifárias nos parques de estacionamento, assim como à opção pelos serviços de táxis. Neste quadro da análise, procuramos fundamentar as diversas razões que levaram à redução dos passageiros transportados pelos SMTUC, com uma abordagem ao nível dos custos de utilização. Utilizamos o estudo econométrico (serie temporal, com 24 observações) para estimar a relação entre os passageiros quilómetros transportados e os preços dos passes sociais, os preços dos combustíveis (gasolina sem chumbo, 95 octanas), a taxa de crescimento do PIB e a taxa de desemprego, de forma a tentar compreender quais as variáveis mais importantes na referida evolução. Embora a participação dos serviços prestados pelos táxis seja marginal no trabalho, procurámos demonstrar como os custos da utilização dos táxis (tarifa urbana) interferem na tomada de decisão dos consumidores. Ao nível dos parques de estacionamento e zonas de estacionamento com parcómetros, analisamos as políticas tarifárias praticadas nos diversos parques e zonas da cidade e, também, o seu papel na aferição dos custos mais globais da utilização do automóvel. Finalmente, elaborouse uma comparação das várias opções do transporte colectivo, através dos custos de um percurso alternativo

Brand mergers: Examining consumer response to name and logo design

It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the post-merger branding strategy.brand identity, logos, brand mergers, consumer preferences

Análise da Cultura Organizacional em Uma Instituição Universitária

O presente trabalho apresenta os resultados de pesquisa qualitativa na forma de um estudo de caso em uma Instituição de Ensino Superior Fundacional do Estado de Santa Catarina, na qual buscou-se proporcionar uma análise sobre a sua cultura organizacional e o processo de mudanças. A pesquisa teve por base o referencial de Schein (2001) e avaliou os aspectos referentes à característica de gestão, ambiente organizacional, práticas e valores, e processos de comunicação, que podem ser considerados como pertencendo aos níveis dos artefatos e dos valores e crenças defendidos pelo autor. Percebeu-se que a IES apresenta sinais de que sua cultura organizacional não está sendo considerada em toda sua amplitude, deixando-se de explorar importantes pressupostos que poderiam contribuir para uma maior maturidade organizacional