Lifestyle as a cultural force in brand phenomena: analysing Red Bull Portugal

This dissertation presents a comprehensive analysis towards lifestyle brands, with a specific focus on the case study of Red Bull. Lifestyle brands have become increasingly influential in shaping consumer preferences and behaviors, as they offer products and experiences that align with consumers' values, aspirations, and self-identities. Understanding how consumers perceive and engage with lifestyle brands is essential for marketers to develop effective strategies and build strong brand-consumer relationships. The research employs a mixed-methods approach, combining qualitative data collection methods, such as interviews (Desai, 2002), participant observation (Kawulich, 2005), in depth analysis using Kapferer Identity Prism (Kapferer, 2015) that provide in-depth insights into consumers' perceptions, attitudes, and emotional connections with Red Bull as a lifestyle brand. In addition, a secondary data analysis (Vartanian, 2011) was conducted to gain insights into how Red Bull strategically positions its brand and communicates its message to individuals. Specifically focuses on Red Bull Portugal, this study examines various aspects of consumer reception, including brand image, brand personality, consumer identity formation, and brand loyalty. It investigates how Red Bull strategically positions itself as a lifestyle brand and appeals to its target audience through its marketing efforts and brand experiences. Overall, this dissertation contributes to the existing literature on consumer behavior and brand management by providing an in-depth analysis towards lifestyle brands, using Red Bull as a case study. By examining the specific strategies and tactics employed by Red Bull, this research sheds light on the effectiveness of lifestyle branding and provides valuable insights for marketers seeking to navigate the dynamic landscape of consumer preferences and engagement with lifestyle brands

Operational modal analysis of a highway bridge using acquired data of different accelerometers

Les aplicacions de monitorització de la salut estructural (SHM) estan rebent cada vegada més atenció, això és perquè mitjançant la seva aplicació es pot aconseguir la detecció i caracterització dels danys en una fase de prevenció. A més, SHM és un procés dissenyat per proporcionar informació precisa i exacta relacionada amb l'estat i rendiment d'una estructura al llarg del temps. Cal destacar que aquest monitoratge també pot ajudar en els processos de prendre de decisions per optimitzar el funcionament, proporcionar manteniment, reparar i, possiblement, substituir elements estructurals. Un sistema de monitoratge típic comprèn una xarxa de sensors encarregats de mesurar diferents paràmetres rellevants. Tot i això, l'elevat cost dels sensors comercials representa una limitació crítica per a la seva implantació. Per superar el cost elevat de la instrumentació, es poden desenvolupar i validar sensors de baix cost per a aplicacions de SHM. En aquest treball de fi de màster es fa una campanya experimental per a l'Anàlisi Modal Operativa (OMA) d'un pont de carretera utilitzant dos acceleròmetres: un prototip de baix cost (LARA: Low-cost Adaptable Reliable Accelerometer) i un de comercial (PCB 907A61). Amb la finalitat d'avaluar la fiabilitat de les dades adquirides per LARA i validar-les com a acceleròmetres de baix cost per a la monitorització de la salut estructural, es van instal·lar aquests sensors en un pont de carretera ubicat a Andoain, País Basc. Els resultats obtinguts per a cada tipus d'acceleròmetre es van comparar amb el Criteri de Garantia Modal (MAC) i es va avaluar la diferència entre les freqüències pròpies calculades. A més, els paràmetres modals obtinguts durant la campanya experimental es van fer servir per calibrar un model d'elements finits del pont en estudi. Aquest procés es va fer per obtenir una representació més propera a l'estat real de l'estructura.Las aplicaciones de monitorización de la salud estructural (SHM) están recibiendo cada vez más atención, esto se debe a que mediante su aplicación se puede lograr la detección y caracterización de los daños en una fase de prevención. Además, SHM es un proceso diseñado para proporcionar información precisa y exacta relacionada con el estado y el rendimiento de una estructura a lo largo del tiempo. Cabe destacar que esta monitorización también puede ayudar en los procesos de toma de decisiones para optimizar el funcionamiento, proporcionar mantenimiento, reparar y, posiblemente, sustituir elementos estructurales. Un sistema de monitorización típico comprende una red de sensores encargados de medir diferentes parámetros relevantes. Sin embargo, el elevado coste de los sensores comerciales representa una limitación crítica para su implantación. Para superar el elevado coste de la instrumentación, se pueden desarrollar y validar sensores de bajo coste para aplicaciones de SHM. En este trabajo de fin de máster se realiza una campaña experimental para el Análisis Modal Operativo (OMA) de un puente de carretera utilizando dos acelerómetros: un prototipo de bajo coste (LARA: Low-cost Adaptable Reliable Accelerometer) y uno comercial (PCB 907A61). Con la finalidad de evaluar la fiabilidad de los datos adquiridos por LARA y validarlos como acelerómetros de bajo coste para la monitorización de la salud estructural, se instalaron estos sensores en un puente de carretera ubicado en Andoain, País Vasco. Los resultados obtenidos para cada tipo de acelerómetro se compararon bajo el Criterio de Garantía Modal (MAC) y se evaluó la diferencia entre las frecuencias propias calculadas. Además, los parámetros modales obtenidos durante la campaña experimental se utilizaron para calibrar un modelo de elementos finitos del puente en estudio. Este proceso se realizó a fin de obtener una representación más cercana al estado real de la estructura.Structural health monitoring (SHM) applications are increasingly getting more attention. It is due to the fact that through their implementation, the detection and characterization of damage during a prevention phase can be achieved. Furthermore, SHM is a process designed to provide precise and accurate information associated with the condition and performance of a structure over time. It should be noted that SHM can also help with decision-making processes to optimize the operation, provide maintenance, repair, and possibly replace structural elements. A typical monitoring system comprises a network of sensors in charge of measuring different relevant parameters. However, the high cost of commercial sensors can be a critical limitation for their implementation. To overcome the high cost of instrumentation, low-cost sensors can be developed and validated for SHM applications. This Master's thesis carries out an experimental campaign for the Operational Modal Analysis (OMA) of a highway bridge using two accelerometers: a low-cost prototype (LARA: Low-cost Adaptable Reliable Accelerometer) and a commercial one (PCB 907A61). In order to evaluate the reliability of the data acquired by LARA and to validate it as a low-cost accelerometer for structural health monitoring, these accelerometers were mounted on a highway bridge located in Andoain, Basque Country. The results obtained for each type of accelerometer are compared by using the Modal Assurance Criteria (MAC) and assessing the difference between the analyzed eigenfrequencies. Moreover, the modal parameters obtained during the experimental campaign are used to calibrate a finite element model of this bridge. This analytical model is calibrated to have a closer representation of the real state of the structure

Controversy between curriculum design and curriculum development of online "highly specialized" education in the field of construction

Nowadays, on a global level, the Higher Education System has a complex and broad horizon of curricular tools to use in the teaching and learning process. In addition to these new educational instruments, full of possibilities, we face specific socio-economic conditions that affect in a significantly way the Curriculum Development in certain knowledge areas (areas traditionally built on a methodology based on a physical presence of students in the classroom). Some areas such as Restoration, Rehabilitation or Construction Pathologies, and the construction sector in general, require very defined and particular knowledge that only a small number of experts claim as specialized training. All these aspects condition the teaching methodology performed in a physical classroom at a university campus (the only option used until recent years) and made us consider the integration of online teaching in these areas too. The present work shows the teaching methodology used for the development of two online courses, where we offer distance learning for "highly specialized" formation in the Edification area (an area where traditionally there was only classroom training). At the beginning, both courses were designed by classroom training, but got a really small number of applications due to the specialized topic proposed. Later, we proposed a "Curriculum Redesign" of the contents, offering an online modality, which implied a significant demand both within and outside the university area. A notable feature of this educational experience is the great spectrum opened for attendees of both courses in the online version. This situation improved significantly the "Curriculum Development" for the student and implied an interesting new proposal on the offered contents and materials (what would have been really difficult to get in a face to face classroom). In conclusion, the absence of certain types of specialized contents in the academic university curricula makes essential to raise new methodologies to save the gap in this area through additional training courses as those analyzed in this paper. Thus, our experience opens a debate on the appropriateness of implementing online training in relation to the face to face training in constructive content subjects and, especially, presents a new scheme, not without controversy, for the curriculum design

The Energy Mix Concentration Index (EMCI): Methodological considerations for implementation

The Energy Mix Concentration Index (EMCI)is a quantitative indicator of concentration of the energy mix based upon the Herfindahl-Hirschman Index. We use the EMCI to compare the evolution of the diversification (versus concentration)of energy mixes in the long-term in order to reveal the transformations of the energy structures which determine energy transitions. In this methodological paper we make explicit how to aggregate the energy sources in order to calculate the EMCI, including questions of detail such us the level of aggregation and the transformation of primary electricity to add it up to total consumption. We present alternative figures that illustrate some additional aspects of the relation of the EMCI to total consumption, consumption per capita and energy annual growth. We also show the sensitivity of the indicator to alternative specifications (with and without pre-modern energy sources)and alternative data sets, proving its robustness. • Indicate how to aggregate energy carriers in the calculation of a quantitative index of concentration of the energy mix. • Compare alternative specifications (with or without pre-modern energy carriers). • EMCI focus on the major energy sources in the energy systems

Teaching-learning process of historical heritage: a Journey as a beginning, path and end

The implantation of new university degrees within the European Higher Education Area implies the need of innovative methodologies in teaching and learning to improve the skills and competencies of students and to answer the growing needs that society continuously demands to heritage management experts. The present work shows an application of the teaching methodology proposed during the international workshop entitled “I International Planning Preservation Workshop. Learning from Al Andalus”, which included the participation of the University of Alicante and Granada, Università Politecnico di Milano and Hunter College City University of New York; where we tried to dissolve traditional boundaries derived of interuniversity cooperation programs. The main objective of the workshop was to discuss and debate the role of urban Historical Centers within the Global Heritage by the integrated work through multidisciplinary teams and the creation of a permanent international working group between these universities to both teach and research. The methodology of this workshop was very participatory and considered the idea of a new learning process generated by "a journey experience." A trip from global to local (from the big city to the small village) but also a trip from the local (historical) part of a big city to the global dimension of contemporary historical villages identified by the students through a system of exhibition panels in affinity groups, specific projects proposed by lecturers and teachers or the generation of publications in various areas (texts, photographs, videos, etc.). So, the participation of the students in this multidisciplinary meeting has enhanced their capacity for self-criticism in several disciplines and has promoted their ability to perform learning and research strategies in an autonomous way. As a result, it has been established a permanent international work structure for the development of projects of the Historical City. This relationship has generated the publication of several books whose contents have reflected the conclusions developed in the workshop and several teaching proposals shared between those institutions. All these aspects have generated a new way of understanding the teaching process through a journey, in order to study the representative role of university in the historical heritage and to make students (from planning, heritage management, architecture, geography, sociology, history or engineering areas) be compromised on searching strategies for sustainable development in the Contemporary City

200 years diversifying the energy mix? Diversification paths of the energy baskets of European early comers vs. latecomers

The changes in the composition of the energy basket in the long run lead to energy transitions. Primary energy substitution models allow addressing these phenomena. However, the diversification paths of the energy mix of different countries in a long term compared perspective have not been studied yet. This paper proposes an indicator, based on the Herfindahl‐Hirschman Index, the Energy Mix Concentration Index (EMCI), to quantify the degree of diversification of the primary energy basket of eight European countries over the last two centuries. The results reveal that early comers, which are large energy consumers, required a huge concentration of their energy basket in the 19th century; however, the observed countries had converged to similar levels of diversification of their energy mixes from the second half of the 20th century, and more crucially after the oil crises. For some countries, today’s degree of diversification is the largest in their energy histories, but it is not the case for all of them. Our results suggest that small energy consuming countries would be able to achieve higher diversification, and therefore to do a faster transition to a low carbon economy, than large energy consumer

The impact of transformational leadership on the job satisfaction of internal employees and outsourced workers

Transformational leadership has become a successful management tool for managers in the hotel industry. The primary aim of this study is to investigate the relationship between leadership and job satisfaction, as well as any differences between internal employees and outsourced workers. A novel method was adopted using fuzzy-set qualitative comparative analysis (fsQCA). A questionnaire-based survey was conducted to collect responses from 60 members of staff at four- and five-star hotels in Spain. Across the sample, a high level of leadership in three of the four dimensions of transformational leadership was observed to be sufficient to increase job satisfaction. The three optimal combinations of dimensions are: individualized consideration, intellectual stimulation, and idealized influence; individualized consideration, inspirational motivation, and idealized influence; and intellectual stimulation, inspirational motivation, and idealized influence. The findings suggest that there are differences between outsourced workers and internal employees. Outsourced workers need all four dimensions to achieve high job satisfaction, whereas internal employees can achieve high job satisfaction without individualized consideration

Las redes Transeuropeas de energía como apoyo al proceso de adhesión de Turquía

Turkey is participating in a number of projects included in the list of Trans-European Energy Networks. Turkey's energy infrastructure has gradually grown in importance, as the accession process has progressed, culminating in the opening of the TransEuropean Networks chapter in December 2007, which was recognition of the country’s level of harmonization on the subject. The specific feature in this area is that what is at stake for the EU is rather more than a candidate country’s simply transposing the acquis communautaire. The issue is the participation and involvement of a country which is geostrategically crucial to Europe’s energy routes, and a country which can make a substantial contribution to the diversification and security of the EU's energy supplies. Thus, this extra value represents a key factor in favor of Turkey's integration. If the EU wants to count on Turkey in this endeavour it needs to keep it duly committed and provide it with adequate incentives. For Turkey this means fulfilling its aspirations of full membership. The issue is that these two processes seem to be running at a different pace and to different timescales, making it probable that, in the medium term, the accession process will continue to be delayed, while the development of Turkey's energy infrastructure presses ahead. However, in the long term, the outcome of the accession process will be the determining factor for the EU's energy issues and network projects.Turquía es uno de los participantes en los proyectos de las Redes Transeuropeas de Energía. La importancia de las infraestructuras energéticas turcas ha crecido gradualmente conforme avanzaba el proceso de adhesión, culminando con la apertura del capítulo de Redes Transeuropeas en diciembre de 2007, lo que implicaba un reconocimiento de su nivel de armonización en esta materia. Lo que está en juego para la UE en este caso es bastante más que la mera transposición del acervo comunitario por parte de un país candidato. Lo que está en juego es la participación e implicación de un país que es crucial para las rutas energéticas europeas desde el punto de vista geoestratégico, puesto que las rutas que pasan por Turquía pueden contribuir de forma sustancial a la diversificación y, por tanto, a la seguridad del abastecimiento europeo de energía. Esta contribución puede ser un factor clave a favor de la adhesión de Turquía al club europeo. Si la UE quiere contar para ello con Turquía, necesita mantenerla debidamente comprometida mediante la necesaria provisión de incentivos adecuados. Para Turquía esto significa estar en posición de cumplir sus aspiraciones de ser un miembro de pleno derecho de la UE. Sin embargo, estos dos procesos (las redes transeuropeas de energía y la adhesión a la UE) parecen avanzar a distinto ritmo y con diferentes horizontes temporales, haciendo probable que a medio plazo el acceso de Turquía a la UE siga retrasándose, mientras que el desarrollo de las infraestructuras energéticas turcas siga presionando hacia delante. No obstante, hay que tener en cuenta que en el largo plazo el resultado del proceso de adhesión será un factor determinante para las cuestiones energéticas de la UE y los proyectos de redes transeuropeas.Instituto Complutense de Estudios InternacionalesTRUEpu

Explanatory model of cyberbullying, cybervictimization, aggressiveness, social anxiety, and adaptation to university: a structural equation analysis

The increase in the number of cases of cyberbullying and cybervictimisation among university students and the scarce amount of research on the subject justify the need to analyse its relationship with psychological and social variables to prevent its appearance and impact. The aim of this study was to establish and contrast the fit of an explanatory model on cyberbullying and cybervictimization based on its relationship with aggressiveness, social anxiety and adaptation to university using a structural equations analysis. A total of 1,368 Spanish university students aged 18–49 (M = 21.34; SD = 4.45) completed a battery of questionnaires with the aim of assessing cyberbullying, aggressiveness, social anxiety, and adaptation to university. An adjusted structural equations model was obtained (x2 = 198.53; df = 39; p < .001; CFI = .96; NFI = .96; IFI = .96; RMSEA = .06). Significant relationships are observed, aggressiveness is negatively related to adaptation to university and positively with cybervictimization. A negative relationship has also been observed between cybervictimization and adaptation to university and a positive relationship with cyberbullying. Indirect effects have not been observed between aggressiveness and cyberbullying and between social anxiety and cybervictimization through adaptation to university. Therefore, social anxiety does not act as a mediator in the relationship with adaptation to university. These results suggest the importance of efforts to promote coping strategies management of aggression and empowerment of student adaptation in the university context to prevent cybervictimization and cyberbullying. Contributions and implications of the results are discussed.Open Access funding provided thanks to the CRUE-CSIC agreement with Springer Nature

Evaluation of the physical properties of banana pseudostem for textile application

Residues from banana cultivation generates residues lack proper management. The objective of this research was to evaluate the physical properties of banana pseudostem for textile application. Specifically, et species: Musa paradisiaca, Musa sapientum and Musa acuminata. A completely randomized design was applied with three treatments, corresponding with the species under study, carrying out five repetitions for each treatment. The fiber extraction was artisan and followed the next steps: cutting, cleaning and transport (pseudostem), extraction, combing, drying and storage (fibre). The results of the statistical analysis showed that Musa sapientum fiber has the most length (123.34 cm), greater elongation (7.93%), and the highest: resistance (30.52 MPa), linear density (0.070 dtex), when compared with the results of the species M. paradisiaca, and M. acuminata. All the species under analysis had a circular cross section. M. acuminata presented the greatest uniformity in the arrangement of filaments. In addition, the three evaluated species are similar to abaca, ramie and sisal in length and thickness. Finally, it was found that the cost of production of the artisanal extraction of banana fiber requires an approximate investment of $3.60. In conclusion, the fiber obtained from the three of the species studied has appropriate physical properties for textile application