Janaina de Moura Engracia Giraldi

Personal Values Dimensions: A Study on Brazilian Executives

ABSTRACT Human values are desirable goals that vary in importance and serve to guide peoples lives. This study addresses the following issue: what personal value dimensions emerge from a group of Brazilian executives and which one is the most important? This is a descriptive and quantitative study, employing an exploratory factor analysis of personal values. The most prominent personal values were identified in a group of Brazilian executives. In this study, the personal value dimensions found were Civility, Self-direction, and Conformity. The dimension that received the highest scores was Civility, whereas the least important values were those related to Conformity. RESUMEN. Los valores humanos son metas deseables con diferentes grados de importancia, útiles para orientar la vida de las personas. Este estudio trata sobre el siguiente tema: ¿Cuales son las dimensiones del valor personal que surge de un grupo de ejecutivos brasileños, y cual de ellos es el más importante? Este es un estudio descriptivo y cuantitativo que emplea un análisis exploratorio de factores inherentes a los valores personales, en el cual se identificaron los valores personales que más destaque obtuvieron en un grupo de ejecutivos brasileños. Los diversos valores personales encontrados en este estudio fueron Cortesía, Autodirección, y Conformidad. La dimensión que recibió el más alto puntaje fue Cortesía, mientras que los valores menos importantes se relacionaban a la Conformidad. RESUMO. Valores humanos são metas desejáveis que variam em importância e servem como guia na vida das pessoas. Este estudo aborda a seguinte questão: que dimensões de valores pessoais emergem em um grupo de executivos brasileiros, e qual delas é considerada como a mais importante? Esta é uma pesquisa quantitativa, que empregou análise fatorial exploratória nos valores pessoais. Os valores pessoais mais proeminentes foram identificados em um grupo de executivos brasileiros. Neste estudo, as dimensões de valores pessoais encontradas foram: Civilidade, Auto-direção, e Conformidade. A dimensão que recebeu as pontuações mais altas foi a Civilidade, enquanto que os valores menos importantes foram os relacionados à dimensão Conformidade.

Brazil's Image Abroad: How Can the Public and Private Sector Partnership Improve Marketing Strategies?

Brazil needs both theoretical and empirical studies to help strengthen its image through complementary business strategies by the public and private sectors. The aim of this study is to analyse the relationship between the image of Brazil and its culture and to suggest marketing communication strategies for appropriate promotional efforts abroad. This is a conceptual paper based on the analysis of relevant literature and available data on the tourism market. The suggestions are made based on five categories of Brazils image: paradise Brazil, the fragile sex of Brazil, the Brazil of the Brazilian, the country of carnival, and exotic and mystical place. Using the combined work of the public and private sectors along with a communication plan for tourist destinations, negative associations can be re-assessed and improved. By reflecting on and analysing the past, future academic studies can focus on ways to improve tourism, while tourism companies and public policies that will attract international tourism to Brazil can be developed.

Development of an identity model for sector brands

Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.

The Country of Origin Effect on Brazilian Beef Trade in Europe: The Moderating Role of Gender, Age, and Product Involvement

Stereotypes of individuals in relation to countries may affect their attitudes toward products from these nations (the country of origin effect). The objective is to analyze the country of origin effect for Brazilian beef in Europe, considering the role of moderators such as gender, age, and product involvement. It was concluded that beliefs in relation to countries and their impact on attitudes toward products from these countries may differ according to demographic issues. We also conclude that aspects related to communication, distribution, and differentiation of Brazilian products have received the worst evaluation by consumers who participated in the survey.Stereotypes of individuals in relation to countries may affect their attitudes toward products from these nations (the country of origin effect). The objective is to analyze the country of origin effect for Brazilian beef in Europe, considering the role of moderators such as gender, age, and product involvement. It was concluded that beliefs in relation to countries and their impact on attitudes toward products from these countries may differ according to demographic issues. We also conclude that aspects related to communication, distribution, and differentiation of Brazilian products have received the worst evaluation by consumers who participated in the survey.

Country brand identity: an exploratory study about the Brazil brand with American travel agencies.

Abstract A countrys image, transmitted through its brand, can enhance a countrys international performance or diminish its global prominence in various sectors and spheres. This studys aim is to transpose the concept of brand identity to a countrys brand based on Aakers (2007) model. The research was qualitative and exploratory, including in-depth interviews with Embratur (the Brazilian Federal Institute of Tourism) and 20 travel agencies in the USA. We concluded that Aakers theory may be partially applied to a countrys brand. The core identity of the Brazil brand partially corresponds to the image that Embratur desires (diversity). The expanded identity, however, did not provide additional integrity or texture to Brazils brand. This study on country-brand identity, applied to a growing sector, contributes to the body of research on country-brand management in international marketing.

‘If I huff and I puff’. Foundations for building Brazil’s image: Evidence from an international systematic review (2001 to 2015)

The past two decades presents a rapid development of country image research. From the literature, several conceptual frameworks are aligned to specific topics, for instance, country-of-origin, country brand models, socioeconomic changes, among others. Specifically, focusing on Brazil’s image research, this paper provides a systematic review of international articles published between 2001 and 2015. Therefore, this paper concludes that there is not enough research about Brazil’s image, providing an exciting opportunity to advance our knowledge about this complex Latin America country relating to other disciplines. Additionally, most studies have examined Brazil’s image from a ‘tourism’ perspective, followed by ‘exports’ mostly using quantitative methods. This demonstrates that researchers could carry out further research regarding potential theoretical and methodological approaches aligned to other disciplines. Furthermore, the outcomes can orientate new research alignments linked to Brazil’s image and the recent crises (e.g., economic, political, social and ethical).

Neuromarketing applied to consumer behaviour: an integrative literature review between 2010 and 2015

One of the biggest questions in todays market is what drives consumers to decide on one product instead of another; therefore there is a growing interest in understanding how brain responses influence the decision making process of consumers. Neuromarketing presents itself as one of the main areas of study aimed at achieving this goal, however it is still a new and constantly developing field. This research analysed the studies of neuromarketing applied to consumer behaviour over the last five years through an integrative literature review, identifying how the studies on this subject are being developed. This study concludes that major advances are being made in the area, and that neuromarketing can really help in the understanding of cognitive processes and their influence on decision-making, and it has a better performance when used jointly with traditional marketing techniques.

An Analysis of Country Image of Brazil and Its Fresh Fruits: A Two Scales Comparison

The ever-increasing trade openness has raised the importance of the country image construct. Despite the number of articles published on the image of many countries worldwide, little focus has been paid to Brazil so far. The present study is aimed at measuring the country image of Brazil and its fresh fruits by comparing two different scales, one developed by Pisharodi and Parameswaran (1992) and the other by Nebenzahl, Jaffe, and Usunier (2003). The method used was a cross-sectional one, with the survey being characterized as quantitative and involving the application of questionnaires to 223 students of the Royal Agricultural College in England. The scales yielded five and three strong correlations, respectively. The image of Brazil was found to be negative in the former scale, whereas the latter one showed a positive image. The present research has contributed not only to further the discussion on the existing gap in the literature regarding “country image” but also to provide useful information for both marketing professionals and government agencies with the aim of strengthening the image of Brazil.

Avaliação da qualidade de serviços de telefonia móvel: o impacto da nova lei dos callcenters

Abstract This work aimed to verify, in a process perspective, the initial impact that recent law modifications exerted in an essential sector for Brazil, by applying the five dimensions of the quality theory. A total of 2,932 complaints about an important mobile phone service provider in Brazil were collected and classified. The dimension “reliability” had the highest number of citations, while the dimension “tangibles” had the lowest one. Results indicated that there was a significant increase in the number of customers’ complaints, especially in the “responsiveness” and “empathy” dimensions. In conclusion, it was possible to verify that the increase was driven by greater consumers’ awareness about their new rights, indicating that they have become less tolerant of the weaknesses of the service. The research has broadened the results on the subject in the telecommunication sector, considering this new variable in the Brazilian scenario; the call-center law. Keywords Services Quality. Services Quality Dimensions. Mobile Telephone.

Análise do posicionamento de indústrias calçadistas na região de Franca

This study analyzes the footwear industry in Franca region (SP), with regard to positioning strategies in the domestic market. An overview of the national footwear industry is followed by results of an empirical research performed with shoe manufacturers from the region of Franca. A cluster analysis resulted in a four group classifi cation based on fi ve variables (prices, production costs, product quality, production technology and innovation capacity). Groups are characterized by the use of one of the following strategies: focus on the male shoe low incomesegment (group 1); low costs (groups 2 and 3); and differentiation by means of high quality products at higher prices (group 4). In closing, strategic alternatives were suggested to fi rms considered in an unfavorable position compared to their competitors.