Thiago Ianatoni Camargo

Pulando a Cerca Ponto Com: a Opinião Pública Sobre a Mercantilização do Adultério

Recentemente organizacoes aportaram no Brasil convertendo o adulterio em produto. Suas acoes tem sido promovidas por polemicas atividades de marketing e ampla cobertura da midia. Isto tem repercutido entre a opiniao publica, evidenciando diferentes posicoes em torno do fato. Partindo do pressuposto de que a verdade se faz sobre condicoes contingentes e historicas e que praticas reproduzem verdades aceitas a partir de um discurso estabelecido, questionamos como o discurso do adulterio mercantilizado se alicerca em meio a praticas discursivas da opiniao publica. Para nos debrucarmos sobre essa questao, adotamos uma abordagem critica de Macromarketing, unida a teoria social de Michel Foucault. Em consonância com esta escolha, o procedimento analitico adotado e metodo arqueologico foucaultiano. A analise do discurso do adulterio mercantilizado evidenciou uma estilistica do adulterio que a posiciona moralmente. Ao final, elucubracoes acerca de implicacoes sociais sao discutidas.

Particularmente Estilosa: A Personalidade da Marca Ronaldo Fraga

O objetivo do trabalho e acessar a condicao ontica da marca Ronaldo Fraga, a partir das caracteristicas percebidas por seus consumidores. Consideramos, para isto, o conceito de personalidade de marca, que atribui caracteristicas humanas as marcas. O estudo e relevante a area de branding , pois considera uma perspectiva relacional entre marcas e consumidores, bem como ao estudo de marcas brasileiras, uma vez que a marca escolhida e referencia no mercado de moda brasileiro. O trabalho se deu por meio de um estudo qualitativo exploratorio, desenvolvido por meio de entrevistas em profundidade e analise de discurso funcional. Nossos achados apontam para onze categorias que, em suas relacoes, nos levaram a identificacao do perfil “estilosa” como estatuto ontico da marca. Implicacoes teoricas e praticas, bem como indicacoes para futuras pesquisas, sao consideradas.

PIMENTA NOS OLHOS DOS OUTROS É... CHILLI BEANS! A PERSONALIDADE DA MARCA AOS "OLHOS" DOS CONSUMIDORES

More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.

PEPPER IN OTHER'S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS "EYES"

More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.

PIMIENTA EN LOS OJOS DE LOS DEMÁS ES... CHILLI BEANS! LA PERSONALIDAD DE LA MARCA A LOS "OJOS" DE LOS CONSUMIDORES

More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.