Andres Rodriguez Veloso

Consumer-company Identification: Development and Validation of a Scale

Consumer-Company Identification is a relatively new issue in the marketing academia. Bhattacharya and Sen (2003) explored the Social Identity theory and established Consumer-Company Identification as the primary psychological substrate for deep relationships between the organization and its customers. In the present study a new instrument was constructed and validated that permits the empirical verification of the phenomenon described by Bhattacharya and Sen (2003). The scale validated in the present study is the first to embrace the idiosyncrasies of the identification between consumers and organizations. The process was conducted through 3 independent data collections. The first one was collected using literature search and in-depth interviews with 12 undergraduate students and bachelors from different professional fields. The second data base was obtained from a survey of 226 undergraduate students from 3 universities in 2 big Brazilian cities. This data base was used for purification purposes using Explanatory Factorial Analysis. Finally, the Structural Equation Modeling technique was applied to analyze a third data base composed of 387 observations collected from the same 3 universities of the second study. The results confirm the content, convergent and discriminant validity of the new scale proposed.

Online advertising disclaimers in unregulated markets: use of disclaimers by multinational and local companies in the Brazilian toy industry

ABSTRACT Researchers have documented whether and how companies use advertising disclaimers in regulated markets. We complement the extant work by analysing a sample of 449 online toy advertisements targeting children in Brazil, a largely unregulated market. Results show that multinational corporations are more likely to include disclaimers in their online ads than local Brazilian companies. Further analyses reveal, however, that advertising disclaimers used by multinational subsidiaries have more distractors that reduce viewer comprehension. Our research contributes to the fields of advertising and institutional theory by being the first to document whether and how multinational subsidiaries use disclaimers in online ads targeting an unregulated market.

Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism

This paper aims to analyze the attitude of soccer fans after the outcome of matches under the influence of a pitchman (celebrities and idols), involvement and fanaticism. The literature was supported by the concepts of happiness and attitude applied to sports, interacting with the literature on the influence of the pitchman (studies 1 and 2), involvement (study 3) and fanaticism (study 4). The data was collected in four rounds of the Brazilian soccer league, comprising 931 fans of the 16 best teams in the country. The data was analyzed using the GLM (General Linear Model). The findings indicate that the outcome of the match will have more influence on the attitude of fans than the endorsement of a pitchman, and that this influence is enhanced by the involvement and fanaticism of fans.

MARKETING INFORMATION SYSTEM APPLIED TO RETAIL (MISR): A THEORICAL PROPOSAL

The management and use of information available on the marketing mix, specifically applied to retail, has received little attention from the academy in the last decade and the trading volume of such information grows more every day. The most complex and difficult decisions are related to product seen affecting any business in question. The development of a marketing information system helps in achieving competitive advantage and can minimize problems at managerial and product marketing mix. The objective of this paper is to propose an understanding of a marketing information system applied to retail (MISR), based on studies of Mayros and Werner (1982 ), Chiusoli and Ikeda (2010) and knowledge of the retail. Literature review was performed of MIS models applied to retail and product management, making it possible to base and present a proposal for managing such information, contributing to the studies of the academy on the field of marketing, retail and information management. Full Paper PDF: http://www.contecsi.fea.usp.br/envio/11contecsi-files/papers/740/submission/director/740-2459-1-DR.pdf