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Brand, Identity and Corporate Reputation
The 8th Brand, Identity and Corporate Reputation Conference was held at the Universidade Católica Portuguesa (Porto) in the beautiful city of Oporto in April 2013, under the most able stewardship of the organizing chairs, Dr. Joana Machado and Dr. Leonor Carvalho, supported by the entire executive committee of the SIG. This ebook of carefully-selected chapters is the happy culmination of yet another successful conference, covering a broad, yet focused, range of issues in brand management today and providing truly international perspectives on brand consumption, B2B branding and consumer behavi.
The Effect of Brand Names and Logos' Figurativeness on Memory an Experimental Approach
This paper explores the opposition between abstract and figurative names and logos, considered together in a single stimulus. We created three experimental scenarios of fictitious names and logos, ranging from very abstract to very figurative stimuli. Findings show that figurativeness, and organicity as its extreme form, are key determinants of cognitive responses to names and logos. However, our most relevant finding is the crucial importance of the interaction between the figurativeness of the name and the logo. Results show that semantic repetition is beneficial for creating recall and generating associations, and semantic dispersion is advantageous for ensuring recognition. Nevertheless, there are exceptions. The originality of this paper lies in the fact that it allows to say that figurativeness is not a sacrosanct solution to good name and logo performance, it largely depends on the type of interaction between these two central brand identity signs.
Social Media in Sport
This book takes a close look at social media in sport and considers its significance for sport business and for the wider relationship between sport and society. Presenting new research, case studies and data, it examines the way people use social media, the changing art of managing social media platforms, and the theory and concepts that inform research on this important topic. Featuring the work of leading sport researchers from around the world, the book presents evidence-based analysis of contemporary topics including fan engagement, athlete activism, branding and sponsorship strategies, sportswashing, public relations and crisis communication. It presents case studies from sports and events such as the Olympic Games, the WNBA, professional football leagues, and Peloton, and across social media platforms including TikTok, Twitter and Instagram. This is essential reading for anybody with an interest in sport media, sport business, the sociology of sport, digital business, or new media studies.
Handbook of Sustainability-Driven Business Strategies in Practice
Sustainability is a top priority for organizations and a key strategy in corporate agendas, but the effective deployment of any strategy demands that the strategy is consistent, functional, and aligned. This Handbook advocates sustainability strategies that encompass environmental, social, and economic dimensions at department-level.
Brand Gender
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Novos Horizontes do Marketing
Novos Horizontes do Marketing, sem pretender ser um manual, posiciona-se como um livro de desenvolvimentos recentes em áreas avançadas do marketing. Esta obra não assume uma natureza eminentemente teórica, plena de referências bibliográficas ao estilo dos artigos publicados em revistas científicas. Mas também está longe de ser um simples trabalho superficial de dicas práticas. O livro divide-se em quatro partes: 1.a parte - designada de Novos Paradigmas, centra-se em duas áreas que refletem um amadurecimento dos princípios básicos do marketing: a abordagem relacional e o branding;2.a parte - dedicada a Novas Práticas, onde se incluem o marketing sensorial, o tribal e o verde;3....
Intelligent Technologies for Interactive Entertainment
This book constitutes the refereed proceedings of the 10th International Conference on Intelligent Technologies for Interactive Entertainment, INTETAIN 2018, held in Guimarães, Portugal, in November 2018. The 15 full papers were selected from 23 submissions and present developments in artificial intelligence for human interaction or entertainment; artificial intelligence in games, augmented reality and virtual reality; intelligent human-computer interaction; and other Intelligent interaction or entertainment applications covering a wide range of areas from smart cities to visual analytics and marketing.
Diálogo com Gestores
As organizações de hoje não podem se dar ao luxo de ter uma área de RH que não contribua para liderar o pensamento moderno e contribuir para aumentar a lucratividade da empresa. Essas novas demandas sociais afetam o gestor de RH e precisam ser exploradas e debatidas com o intuito de solucionar desafios e criar oportunidades. O papel do gerente, diretor ou executivo de RH deve ser paralelo às necessidades de sua organização em mudança. Organizações de sucesso estão se tornando mais adaptáveis, resilientes, rápidas para mudar de direção e centradas no cliente. Nesse ambiente, o profissional de RH, considerado necessário pelos gerentes e executivos, é um parceiro estratégico,...
CONTROLO 2020
This book offers a timely and comprehensive snapshot of research and developments in the field of control engineering. Covering a wide range of theoretical and practical issues, the contributions describes a number of different control approaches, such adaptive control, fuzzy and neuro-fuzzy control, remote and robust control systems, real time an fault tolerant control, among others. Sensors and actuators, measurement systems, renewable energy systems, aerospace systems as well as industrial control and automation, are also comprehensively covered. Based on the proceedings of the 14th APCA International Conference on Automatic Control and Soft Computing, held on July 1-3, 2020, in Bragança, Portugal, the book offers a timely and thoroughly survey of the latest research in the field of control, and a source of inspiration for researchers and professionals worldwide.
Encyclopedia of E-Health and Telemedicine
Patients and medical professionals alike are slowly growing into the digital advances that are revolutionizing the ways that medical records are maintained in addition to the delivery of healthcare services. As technology continues to advance, so do the applications of technological innovation within the healthcare sector. The Encyclopedia of E-Health and Telemedicine is an authoritative reference source featuring emerging technological developments and solutions within the field of medicine. Emphasizing critical research-based articles on digital trends, including big data, mobile applications, electronic records management, and data privacy, and how these trends are being applied within the healthcare sector, this encyclopedia is a critical addition to academic and medical libraries and meets the research needs of healthcare professionals, researchers, and medical students.
