Walter Meucci Nique

O valor dos valores: avaliação de uma marca global por meio dos diversos Brasis culturais

This paper explores the influences of personal values and of other cultural elements in the assessment of a global brand across four Brazilian regional subcultures. It uses the Rokeach Values Survey (1968, 1973) to measure personal values, and the Brand Personality Scale, of Aaker (1997), to interpret brand attributes in a sample 308 university students and high-schooled people. Results detected significant relationship amongst personal values and the brand evaluation, and confirmed some influence of rituals, symbols and demographics in the way consumers perceive an international brand like Nike. Personal values and other cultural elements of subcultures showed significant differences that can be useful for marketing strategies intended to the specific areas of that country.

Personal values in relation to graduate career choices

Purpose – This paper aims to investigate the personal values predominating in different academic areas to identify relations that may be of interest to university managers. Exploratory in nature, it seeks to understand how human values can be used to enhance the academic courses according to the profile of each group.Design/methodology/approach – The sample consisted of 1,609 students attending a large Brazilian university, whose values are measured using the Rokeach values survey. The data are firstly submitted to exploratory factor analysis to identify a set of factors later used to construct perceptual maps. Finally, the careers are grouped and typified according to the predominant values in each one.Findings – Results suggest that students of some careers are more prone to be classified through their values than others, but in general terms each professional group shows some particularity. Most careers can be typified by the values students consider more important for them or by the values they deprec...

Encantamento do cliente: proposição de uma escala para mensuração do constructo

Regardless of the great number of academic researches giving prominence to the customer satisfaction, the understanding of what happens to the customer when he/she experiences something beyond satisfaction in post-consumption experience is still incipient. Going beyond satisfaction engenders a deeply positive emotional state regarding the experience of buying or consuming, which is known as customer delight. Although the importance of this construct in the consumer behavior studies, there is still a gap in the understanding about the theme. In this sense, the main goal of this research is to propose and test a scale to measure customer delight, considering the dimensions of the construct and its post-consumption evaluation. Towards such a goal, three consecutive studies were conducted, the first two finetuning the scale and the third performing construct validation. Results suggest content validity, unidimensionality, reliability, convergent validity and discriminant validity of the constructs dimensions. Concluding comments reflect upon the findings and highlight academic and managerial implications for the field, and suggestions for future studies on customer delight are discussed.

Running for pleasure or performance? How store attributes and hedonic product value influence consumer satisfaction

Abstract Previous retailing studies have linked consumer satisfaction to perceived hedonic or utilitarian product value. This research extends previous studies by examining how the context in which the product is purchased (store attributes) and product value influence consumer satisfaction. We conducted a field study with 213 consumers attending two major running events. The findings from structural equation modelling suggest that a specific combination of store attributes (tangible and intangible) and hedonic product value has a positive influence on satisfaction. Results also show that tangible store attributes have a stronger positive impact on utilitarian (vs. hedonic) product value, and that intangible store attributes have a positive impact on hedonic product value. However, we found that only hedonic product value has a positive impact on satisfaction. This research contributes to theory by showing that a match between store attributes (tangible and intangible) and hedonic product value can positively influence satisfaction. In managerial terms, the findings provide insights on how to improve consumer satisfaction in retail environments through store attributes and hedonic product value.

Fluxos e contrafluxos : a relação global e local mediada pelo mercado na cultura gaúcha

Este estudo adota uma perspectiva dialetica na analise dos fluxos globais e das estrategias de preservacao local frente as influencias externas. Com o objetivo de analisar os diferentes fluxos (globais e locais) que transitam no mercado local, focou-se na dinâmica resultante dos fluxos globais que reluzem no mercado local e a utilizacao do mercado para a emissao de fluxos locais. Para isso, adotou-se uma abordagem etnografica no mercado existente em torno da cultura gaucha. Os resultados apresentam diferentes fluxos globais e “contrafluxos”, termo criado para definir fluxos locais que emergem como forma alternativa ou em contraposicao aos fluxos globais. Observa-se, como resultado da interacao global- -local, a construcao de uma relacao hibrida e de conflitos entre os diferentes fluxos. O mercado demonstrou ser um local alternativo para a disseminacao de contrafluxos em resposta aos fluxos globais, visando a preservacao da cultura local. Normal 0 21 false false false PT-BR X-NONE X-NONE

Grado de Internacionalización y desempeño: evidencia de empresas multinacionales brasileñas .

La presente investigacion analizo la relacion entre el grado de internacionalizacion, medido por las ventas internacionales sobre ventas totales, y el desempeno financiero y de mercado para cinco empresas multinacionales brasilenas. Los resultados indican que mayores grados de internacionalizacion de las ventas se asocian a retornos positivos en terminos de ROA (retorno sobre los activos) y Tobin’s Q (desempeno de mercado).Las empresas competiendo en sectores de mas alto valor agregado presentaron retornos marginales mayores sobre sus ventas internacionales.

Competitividade e dimensões culturais: uma análise a partir dos blocos econômicos União Europeia e Unasul

The twentieth century has witnessed the formation of various alliances and trade blocs among nations. These alliances have often been more based on geographic and economic proximity than on cultural similarity. However, culture might be an essential factor in the explanation of some discrepancies between countries of the same trade bloc, such as the competitiveness indicators. Therefore, this study aims to analyze the relationship between national culture and the competitiveness index of nations, in the context of UNASUR and the European Union. By means of correlation analysis and clustering (K-means), it was possible to identify a strong correlation between the dimensions of national culture proposed by Hofstede and the nations’ competitiveness indicators. Most countries in South America have great similarities in cultural dimensions and form a single cluster, while countries in the European Union have higher distinctions and are separated into two distinct clusters. Finally, MANOVA tests applied on the clusters reveal that the differences found in relation to the dimensions of national culture are also reflected in the market efficiency indicators of the countries. Thus, the results taken together suggest the need to consider the impact exerted by the culture on the competitiveness of nations.

The behavioral side of recommendation agents : a bibliometric review

Recommendation agents have been used to assist consumers in online purchase for almost 20 years. Their use has been studied in academic research with two different approaches. The first one addresses computational problems related to generating accurate recommendations. The other seeks to understand how user interaction with recommendation agents can alter behaviors in online shopping. Through bibliometric and scientometric methods, this study looked for the most influential papers, authors and journals in the field of behavioral recommendation research. In the present work, only articles investigating behavioral aspects of recommendation usage were considered. The identified articles were analyzed in terms of their methodology, variables and repercussion. At the end, a total of 175 articles published in journals from many different fields of academic research were found, attesting the multidisciplinary nature of this topic. Most of the studies were empirical investigations using experimental methodology, however theoretical papers showed to be more influential. It was possible to identify 29 different dependent variables used to measure the effects of recommendations in online assisted purchase. The 19 independent variables used in these studies were related to characteristics of the recommendation agent, user characteristics or vendor characteristics. Results also showed that the field still lacks confirmatory studies capable of creating a greater assurance for the knowledge already developed in the field. DOI: 10.18226/23190639.v5n1.05

Towards a New Hierarchy of Personal Values: Activating Values in Biculturals Through Language

The modern world is a cultural mosaic, and many people continue to move across borders, contributing more and more to this ongoing process. This reality increases levels of diversity and cultural innovation around the world and also develops biculturalism, which is the internalization of two different cultures. So how can the use of different languages influence the way biculturals judge themselves? This study aims to study personal values in an innovative way, proposing that values are not very stable as proposed in the main theory about this construct. The results of a field experiment show that Brazilian-Argentine biculturals can ‘slide’ between self-enhancing and self-transcendence value’s dimensions according to the language they are dealing with.

Are We All Equal in the Face of Social Comparison? The Moderating Role of Consumer Values: A Structured Abstract

Magazines and advertisements depicting ideal bodies are inescapable today. The way consumers compare themselves with these images may lead to negative consequences, such as low self-esteem (Ferreira, Gouveia, and Duarte 2013) and eating disorders (Corning et al. 2006). However, some consumers compare themselves with this “ideal” beauty more often than others (Gibbons and Buunk 1999). For example, Buunk and Dijkstra (2011) show that gender affects the frequency with which people engage in social comparison, with women comparing themselves more often than men. Extant research also focuses on personality traits to explain differences in the frequency with which consumers compare themselves with others (Schneider and Schupp 2014). For example, neuroticism seems to be a potential antecedent of social comparison frequency (Van der Zee et al. 1998). Beyond personality traits, this chapter proposes and demonstrates that personal values can explain the frequency with which consumers engage in social comparison. Through three studies, we show that people with a strong need for power and achievement—two personal values associated with the quest for social status, success, prestige, and control (Schwartz 2012)—compare themselves more often than those with little need for these values do. We also show that power and achievement values not only affect the frequency with which consumers engage in comparison, but also increase the intensity of the consequences of social comparison. Marketers and public authorities can use need for power and achievement minimization to decrease the impact of unhealthy social comparisons while retaining the positive marketing results associated with exposition to such advertising.