Ana Côrte-Real - Academia.edu (original) (raw)

Papers by Ana Côrte-Real

Presently the brand concept can range from personal brand to country or continent brand. We there... more Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is to guarantee food supply for the population, but it is also important its part on territory order and environment protection Starting from the importance Agriculture has in any country, we wanted to understand the image this sector has among the general public. The goal of this investigation is to characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of obtaining the image of a brand, for they let us understand which is the positioning of a brand in the mind of its publics. Method: The present investigation follows an epistemological continuum, starting from an exploratory study of a qualitative approach (brainstorming), wit...

O que se pretende de uma marca é ter algo único, positivo e desejado pelo mercado, que faça com q... more O que se pretende de uma marca é ter algo único, positivo e desejado pelo mercado, que faça com que a marca seja a escolhida.

Quem ensina, mais do que qualquer outra pessoa, tem de se "despir" desta forma de pensar, e ensin... more Quem ensina, mais do que qualquer outra pessoa, tem de se "despir" desta forma de pensar, e ensinar aos alunos exatamente o oposto.

Marketing and Smart Technologies

A autora apresenta neste artigo uma revisao critica de algumas perspectivas sobre o valor da marc... more A autora apresenta neste artigo uma revisao critica de algumas perspectivas sobre o valor da marca, sublinhando o contributo de Keller que interliga o valor da marca com o conhecimento e as associacoes dos consumidores.

The paper explores theoretically and empirically the brand concept among children. Group intervie... more The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associati ons to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concept s. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2019

The purpose of this paper is to develop an exclusively stakeholder-based financial brand valuatio... more The purpose of this paper is to develop an exclusively stakeholder-based financial brand valuation approach.

Organicom, 2007

Este artigo parte da metáfora da miopia para explicar a visão mais limitada da marca, entendida c... more Este artigo parte da metáfora da miopia para explicar a visão mais limitada da marca, entendida como o sinal de identidade de um produto. Sendo a marca um sinal, recorre à semiótica, a ciência dos sinais, para aplicar um modelo que alarga o conceito de marca a três dimensões: a do sinal de identidade propriamente dito; a do objeto a que o sinal se refere; e a da resposta do mercado ao sinal.

Working Papers De Gestao, 2013

The purpose of this research is to better understand the importance of ideology for the Portugues... more The purpose of this research is to better understand the importance of ideology for the Portuguese voter, in particular its impact on the voting decision making process. The importance of such a study is due to a common understanding, between Political Marketing and Communication scholars, that the ideology is being replaced by other more important features, such as political brand, among others. The objective was, therefore, to understand what is the voters point of view on the subject, most importantly, to pinpoint the actual relevance of ideology from the voters' perspective when they cast a political vote. Being that it was necessary to inquiry the voters themselves, quantitative methodology was used, in the form of a questionnaire. The research has shown that, contrary to the widespread trend between academics, the voters consider, still, the ideology as a highly important feature for them to undertake a voting decision. This study can be of benefit to political Marketers, so that used techniques can be enhanced and methods devised, in order to not only gain political campaigns but, and more importantly, the voters' loyalty.

Signos do Consumo, 2012

O presente texto tem o objetivo de apresentar as reflexões acerca das relações entre as crianças ... more O presente texto tem o objetivo de apresentar as reflexões acerca das relações entre as crianças e as marcas mediadas pelas mascotes. Para tanto foram integrados os conhecimentos teóricos acerca das temáticas em questão por meio de Macklin (1996), Ji (2002), Corte Real (2007), Lencastre (1997), Perez (2011), John (1999) entre outros e dos resultados a partir da realização de grupos focais com crianças realizados na cidade do Porto em Portugal, com o objetivo de investigar três semânticas específicas: abstrato vs. figurativo, redondo vs. anguloso e simétrico vs. assimétrico. A síntese dos resultados indica que as crianças mais velhas preferem e reconhecem melhor os estímulos figurativos e, as mais novas preferem e reconhecem mais favoravelmente abstratos. Na categoria semântica redondo vs. anguloso, verifica-se que as crianças do sexo feminino reagem mais favoravelmente aos estímulos redondos e as do sexo masculino aos estímulos angulosos. Ao nível da categoria simétrico vs. assimétr...

This research addresses the question of how mascots design characteristics affect children recogn... more This research addresses the question of how mascots design characteristics affect children recognition of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found based on HOMALS analysis, that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition according to the children gender and age. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Social Semiotics, 2013

The purpose of this article is to organise and simplify the concept of brand response. It is a de... more The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of “firstness”, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.

Journal of Brand Management, 2010

The article begins with a juridical defi nition of the brand, because this strongly infl uenced t... more The article begins with a juridical defi nition of the brand, because this strongly infl uenced the original inclusion of branding in the conceptual structure of marketing.

Documentos de Trabalho em Gestão ( …, 2009

The paper explores theoretically and empirically the brand concept among children. Group intervie... more The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children's associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children's answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.

Documentos de Trabalho em Gestão ( …, 2009

This research addresses the question of how mascots design characteristics affect children recogn... more This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection among the children. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Documentos de Trabalho …, 2010

Presently the brand concept can range from personal brand to country or continent brand. We there... more Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is to guarantee food supply for the population, but it is also important its part on territory order and environment protection. Starting from the importance Agriculture has in any country, we wanted to understand the image this sector has among the general public. The goal of this investigation is to characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of obtaining the image of a brand, for they let us understand which is the positioning of a brand in the mind of its publics. Method: The present investigation follows an epistemological continuum, starting from an exploratory study of a qualitative approach (brainstorming), with the aim of obtaining a group of associations to the Agriculture sector by the general public, and then using a quantitative approach in order to generalize de results. The data has been analyzed based on the SPSS through a multidimensional unfolding analysis. Results: It was with no surprise that we verified that the image of Agriculture in Portugal is bad, translated by a group of not so favourable associations, demonstrating that it is not the pertinence of the sector that makes it attractive. Conclusions: So we conclude that the pertinence of an extremely important sector as Agriculture does not necessarily bring with it strong and favourable associations among the general public. Since Agriculture is a sector of priority concern in the context of the European Union, we consider it pertinent to replicate this study at an european level in order to understand which is the image of Agriculture in the different countries of the European Union. This type of study allows to base communication actions with the aim of altering the image of Agriculture, a fundamental sector for human life and environmental sustainability.

Documentos de Trabalho em Gestão ( …, 2009

This article takes the metaphor of myopia to explain the most limited vision of brand, understood... more This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.

Presently the brand concept can range from personal brand to country or continent brand. We there... more Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is to guarantee food supply for the population, but it is also important its part on territory order and environment protection Starting from the importance Agriculture has in any country, we wanted to understand the image this sector has among the general public. The goal of this investigation is to characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of obtaining the image of a brand, for they let us understand which is the positioning of a brand in the mind of its publics. Method: The present investigation follows an epistemological continuum, starting from an exploratory study of a qualitative approach (brainstorming), wit...

O que se pretende de uma marca é ter algo único, positivo e desejado pelo mercado, que faça com q... more O que se pretende de uma marca é ter algo único, positivo e desejado pelo mercado, que faça com que a marca seja a escolhida.

Quem ensina, mais do que qualquer outra pessoa, tem de se "despir" desta forma de pensar, e ensin... more Quem ensina, mais do que qualquer outra pessoa, tem de se "despir" desta forma de pensar, e ensinar aos alunos exatamente o oposto.

Marketing and Smart Technologies

A autora apresenta neste artigo uma revisao critica de algumas perspectivas sobre o valor da marc... more A autora apresenta neste artigo uma revisao critica de algumas perspectivas sobre o valor da marca, sublinhando o contributo de Keller que interliga o valor da marca com o conhecimento e as associacoes dos consumidores.

The paper explores theoretically and empirically the brand concept among children. Group intervie... more The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associati ons to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concept s. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2019

The purpose of this paper is to develop an exclusively stakeholder-based financial brand valuatio... more The purpose of this paper is to develop an exclusively stakeholder-based financial brand valuation approach.

Organicom, 2007

Este artigo parte da metáfora da miopia para explicar a visão mais limitada da marca, entendida c... more Este artigo parte da metáfora da miopia para explicar a visão mais limitada da marca, entendida como o sinal de identidade de um produto. Sendo a marca um sinal, recorre à semiótica, a ciência dos sinais, para aplicar um modelo que alarga o conceito de marca a três dimensões: a do sinal de identidade propriamente dito; a do objeto a que o sinal se refere; e a da resposta do mercado ao sinal.

Working Papers De Gestao, 2013

The purpose of this research is to better understand the importance of ideology for the Portugues... more The purpose of this research is to better understand the importance of ideology for the Portuguese voter, in particular its impact on the voting decision making process. The importance of such a study is due to a common understanding, between Political Marketing and Communication scholars, that the ideology is being replaced by other more important features, such as political brand, among others. The objective was, therefore, to understand what is the voters point of view on the subject, most importantly, to pinpoint the actual relevance of ideology from the voters' perspective when they cast a political vote. Being that it was necessary to inquiry the voters themselves, quantitative methodology was used, in the form of a questionnaire. The research has shown that, contrary to the widespread trend between academics, the voters consider, still, the ideology as a highly important feature for them to undertake a voting decision. This study can be of benefit to political Marketers, so that used techniques can be enhanced and methods devised, in order to not only gain political campaigns but, and more importantly, the voters' loyalty.

Signos do Consumo, 2012

O presente texto tem o objetivo de apresentar as reflexões acerca das relações entre as crianças ... more O presente texto tem o objetivo de apresentar as reflexões acerca das relações entre as crianças e as marcas mediadas pelas mascotes. Para tanto foram integrados os conhecimentos teóricos acerca das temáticas em questão por meio de Macklin (1996), Ji (2002), Corte Real (2007), Lencastre (1997), Perez (2011), John (1999) entre outros e dos resultados a partir da realização de grupos focais com crianças realizados na cidade do Porto em Portugal, com o objetivo de investigar três semânticas específicas: abstrato vs. figurativo, redondo vs. anguloso e simétrico vs. assimétrico. A síntese dos resultados indica que as crianças mais velhas preferem e reconhecem melhor os estímulos figurativos e, as mais novas preferem e reconhecem mais favoravelmente abstratos. Na categoria semântica redondo vs. anguloso, verifica-se que as crianças do sexo feminino reagem mais favoravelmente aos estímulos redondos e as do sexo masculino aos estímulos angulosos. Ao nível da categoria simétrico vs. assimétr...

This research addresses the question of how mascots design characteristics affect children recogn... more This research addresses the question of how mascots design characteristics affect children recognition of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found based on HOMALS analysis, that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition according to the children gender and age. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Social Semiotics, 2013

The purpose of this article is to organise and simplify the concept of brand response. It is a de... more The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of “firstness”, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.

Journal of Brand Management, 2010

The article begins with a juridical defi nition of the brand, because this strongly infl uenced t... more The article begins with a juridical defi nition of the brand, because this strongly infl uenced the original inclusion of branding in the conceptual structure of marketing.

Documentos de Trabalho em Gestão ( …, 2009

The paper explores theoretically and empirically the brand concept among children. Group intervie... more The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children's associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children's answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.

Documentos de Trabalho em Gestão ( …, 2009

This research addresses the question of how mascots design characteristics affect children recogn... more This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection among the children. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Documentos de Trabalho …, 2010

Presently the brand concept can range from personal brand to country or continent brand. We there... more Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is to guarantee food supply for the population, but it is also important its part on territory order and environment protection. Starting from the importance Agriculture has in any country, we wanted to understand the image this sector has among the general public. The goal of this investigation is to characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of obtaining the image of a brand, for they let us understand which is the positioning of a brand in the mind of its publics. Method: The present investigation follows an epistemological continuum, starting from an exploratory study of a qualitative approach (brainstorming), with the aim of obtaining a group of associations to the Agriculture sector by the general public, and then using a quantitative approach in order to generalize de results. The data has been analyzed based on the SPSS through a multidimensional unfolding analysis. Results: It was with no surprise that we verified that the image of Agriculture in Portugal is bad, translated by a group of not so favourable associations, demonstrating that it is not the pertinence of the sector that makes it attractive. Conclusions: So we conclude that the pertinence of an extremely important sector as Agriculture does not necessarily bring with it strong and favourable associations among the general public. Since Agriculture is a sector of priority concern in the context of the European Union, we consider it pertinent to replicate this study at an european level in order to understand which is the image of Agriculture in the different countries of the European Union. This type of study allows to base communication actions with the aim of altering the image of Agriculture, a fundamental sector for human life and environmental sustainability.

Documentos de Trabalho em Gestão ( …, 2009

This article takes the metaphor of myopia to explain the most limited vision of brand, understood... more This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.