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The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these…
The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content.
This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated.
Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand.
This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.
O relacionamento das marcas com os consumidores e das marcas com os endorsers tem sido analisado por diversos prismas. O objectivo deste trabalho é analisar como estes três elementos se relacionam e co-criam a personalidade de marca da empresa, através dos conteúdos digitais criados por estes.
Neste trabalho foram recolhidos os conteúdos e comentários com origem na empresa, nos clientes e nos endorsers existentes nas páginas web oficiais dos hotéis, bem como no Facebook, Twitter e TripAdvisor. Através da análise de conteúdo foram determinadas as dimensões da personalidade de marca existentes em cada uma das redes e para cada tipo de utilizador, com vista a determinar a consistência e o alinhamento da comunicação de marca existente.
Os resultados desta investigação apontam para a existência de diferenças significativas entre a comunicação com origem nos hotéis e a originada pelos turistas, nas redes sociais: os turistas criam mais conteúdos que os hotéis; e as dimensões da personalidade de marca comunicadas não são coincidentes, embora a dimensão sinceridade tenha sido encontrada nos conteúdos de ambos. As evidências sugerem que os traços de personalidade do endorser tendem a influenciar a personalidade da marca.
Este trabalho ajuda os gestores a se consciencializarem da importância da co-criação da imagem de marca que ocorre no domínio digital, bem como permite que identifiquem as lacunas existentes na comunicação da personalidade de marca das suas empresas. Este trabalho pode ser útil também para os investigadores que queiram analisar o papel das celebridades na comunicação digital.
The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil…
The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality.
A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil.
The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil.
Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy.
This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil.
The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.
The purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of…
The purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions.
This study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula.
Results show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR.
This study is based on cross-sectional data from a single company.
The results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship.
This paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population.
The results may help cooperatives’ managers to increase CR and BE. The emphasis is on the need to adopt CSR practices.
O objectivo desta investigação é compreender os antecedentes da reputação corporativa (CR) e seus impactos sobre o valor da marca (BE) e analisar o papel moderador das percepções da responsabilidade social das empresas (RSE).
Este estudo propõe testar um modelo teórico utilizando a modelagem de equações estruturais. Quatrocentos e sessenta e quatro questionários válidos foram recolhidos de uma amostra de clientes da maior organização corporativa de lacticínios da Península Ibérica.
Os resultados mostram que uma melhor reputação faz aumentar o valor da marca (BE). No entanto, estes resultados são mais robustos entre os clientes com percepções mais altas de Responsabilidade Social Corporativa.
Limitações/Implicações para a pesquisa
Esta pesquisa é baseada nos dados transversais de uma empresa.
As implicações práticas
Os resultados podem ajudar os gestores a construírem uma reputação melhor e portanto, aumentarem o valor da marca, sabendo que as práticas de RSE são essenciais para fortalecer esse relacionamento.
Este trabalho contribui para a competitividade de um tipo de organização que está associada à estrutura social da população rural.
Os resultados podem ajudar os gestores das cooperativas a potenciarem a melhoraria da reputação corporativa e do valor da marca. A ênfase é sobre a necessidade de adoptar práticas de RSE.
This chapter is about a group of designers, from the Piracema Lab that works with traditional craftspeople trying to avoid any imposition or direct intervention on the…
This chapter is about a group of designers, from the Piracema Lab that works with traditional craftspeople trying to avoid any imposition or direct intervention on the artisans in order to foster the development of the creative process. The process is initiated through workshops to make craftspeople aware of their personal history, of each other's experiences and local history. A local historian is always invited to talk about the town. The education process is based on research of the materials from the region for economic reasons and on the development of visual perception. The designers stimulate the participants to observe local things like patterns and forms in the architecture, in the surroundings and nature to be used as visual motives of the products to be created. I will refer to three experiences, two in the Amazon region and one in Africa.
The purpose of this paper is to consider how film can induce image, both individually and collectively. In particular, the psychological drivers of film are explored and…
The purpose of this paper is to consider how film can induce image, both individually and collectively. In particular, the psychological drivers of film are explored and how these may impact on tourism visitation. The impacts of film and cinema are explored, as is the relationship between tourists' motivation and purchase behaviour.
The authors review the limited literature on the subject, seeking commonalities and resonances between film and tourism. A focus group is used to develop a perceptual map with which to better understand the phenomenon and a questionnaire was conducted to research attitudes towards film and propensity towards film‐induced behaviour.
The paper suggests that there are commonalities between film and tourism and that film can evoke powerful and long‐lasting images with the viewer, thus creating marketing opportunities for destination marketing organisations (DMOs).
With greater understanding of the nature and power of filmic image, it is hoped that tourism DMOs may develop more effective strategies for attracting visitors to destinations.
Research in this topic is very limited and, as far as the authors are aware, there is nothing which adopts an in‐depth approach on the nature and application of film‐induced tourism.
This chapter investigates sidewalk sociability and neighborhood use, by focusing on the regular encounter of a group of retired men to play cards on their neighborhood’s…
This chapter investigates sidewalk sociability and neighborhood use, by focusing on the regular encounter of a group of retired men to play cards on their neighborhood’s main street. Direct and ethnographic observations were used on one Lisbon suburban working and lower middle-classes residential district.
Sidewalk card-playing is understood as “focused gathering” (Goffman, 1971a) and this concept discloses the social organization of a public gaming held encounter and the specific rules created to regulate interactions between players and their audience. The sidewalk sociability effects produced by card-playing are interpreted as originating from “triangulation stimuli” (Lofland, 1998; Whyte, 2002) and “sociability pillar” construction (Charmés, 2006).
Card-playing encounters are discussed in detail as a practical and symbolical neighborhood-use (Blokland, 2003) enacted by an elder-men peer-group. Research underscores the relationship between the elderly peer-group members’ practices and the neighborhood’s public space appropriation, their public characters’ attributes (Jacobs, 1972) and behavior, and social construction of a sidewalk small social place. Among aged peer-group members, sidewalk card-playing accounts for an increase in social and psychological benefits, ranging from social contacts to memories self-expression, derived either from the gaming situation or from its pervasive sociability.
In port cities with declining industries, waterfront redevelopment is one major part of the competitive agenda. The increasing economic importance of service, leisure, and…
In port cities with declining industries, waterfront redevelopment is one major part of the competitive agenda. The increasing economic importance of service, leisure, and tourism industries created an opportunity to reuse urban waterfront areas no longer considered profitable. Parque das Nações in Lisbon is a product of such a process: It’s a newly built mixed-use waterfront neighborhood, planned, and developed, first and foremost, to be the site of Expo ’98. This former industrial and port area has been emerging in the last 15 years as a “showcase” for Lisbon: a piece of the competitive strategy of the Portuguese capital. Its public spaces are an important part of that strategy and have been managed in order to remain particularly safe and clean.
On one hand, Parque das Nações is a socially homogenous elite residential neighborhood, on the other hand, it is emerging as a new metropolitan centrality characterized by an intense mobility and by an increasing concentration of urbanites carrying on work and leisure related activities. It is the coexistence of these two complementary and contradictory dynamics that shapes the interactive logic of public life in the area.
This chapter explores the use, appropriation, and interaction patterns afforded by the public spaces of Parque das Nações. I discard both the idealized conception of public spaces that characterizes them as havens of diversity and accessibility and the more contemporary idea of public spaces as empty spaces that no longer promote encounters with others, serving exclusively as marketing tools for real-estate developers. Instead, I argue that the production of urban areas such as Parque das Nações is a socially unequal process resulting in excessively planned and controlled public spaces. However, when they attract different populations for different reasons, these spaces might foster unexpected, emergent, or even transgressive uses and interactions that promote public space vitality.
Major pillar of Via Campesina in Brazil, the Landless Workers’ Movement (Movimento dos Trabalhadores Rurais Sem Terra – MST) political platform combines land reform and…
Major pillar of Via Campesina in Brazil, the Landless Workers’ Movement (Movimento dos Trabalhadores Rurais Sem Terra – MST) political platform combines land reform and agro-ecology, claiming for a profound change in the hegemonic agriculture model in the country, hoisting the ‘food sovereignty’ flag. However, this was not a linear trajectory. Focusing on events that took place in the state of Rio Grande do Sul, the birthplace of the MST, this chapter aims to analyse the different path followed by MST there in order to consolidate the ‘conquered’ settlements. The organization approached, initially, a network of technicians and social organizations critics of the technological package of the Green Revolution in Brazil. Afterwards, choose to support the deployment of conventional agriculture in the agrarian reform settlements, prioritizing collective organization of labour through cooperatives of production, practicing an agriculture based in the intensive use of pesticides, chemical fertilizers and commercial seed varieties. Thanks to the growing international connections of the MST, that paved the way for the creation of Via Campesina, and to the proximity to ‘militant technicians’ coming mainly from the agronomy student movement, in the end of the 1990s, MST resumed its dialogue with alternative agriculture strands, particularly with agro-ecology, campaigning for an agriculture based on principles of environmental conservation and valorization of the peasant way of life.