Pub Date : 2019-12-06DOI: 10.1590/s0034-759020190607
Juan-Pedro Cabrera-Sanchez, Ángel F VILLAREJO-RAMOS
With the total quantity of data doubling every two years, the low price of computing and data storage, make Big Data analytics (BDA) adoption desirable for companies, as a tool to get competitive advantage. Given the availability of free software, why have some companies failed to adopt these techniques? To answer this question, we extend the unified theory of technology adoption and use of technology model (UTAUT) adapted for the BDA context, adding two variables: resistance to use and perceived risk. We used the level of implementation of these techniques to divide companies into users and non-users of BDA. The structural models were evaluated by partial least squares (PLS). The results show the importance of good infrastructure exceeds the difficulties companies face in implementing it. While companies planning to use Big Data expect strong results, current users are more skeptical about its performance.
{"title":"FACTORS AFFECTING THE ADOPTION OF BIG DATA ANALYTICS IN COMPANIES","authors":"Juan-Pedro Cabrera-Sanchez, Ángel F VILLAREJO-RAMOS","doi":"10.1590/s0034-759020190607","DOIUrl":"https://doi.org/10.1590/s0034-759020190607","url":null,"abstract":"With the total quantity of data doubling every two years, the low price of computing and data storage, make Big Data analytics (BDA) adoption desirable for companies, as a tool to get competitive advantage. Given the availability of free software, why have some companies failed to adopt these techniques? To answer this question, we extend the unified theory of technology adoption and use of technology model (UTAUT) adapted for the BDA context, adding two variables: resistance to use and perceived risk. We used the level of implementation of these techniques to divide companies into users and non-users of BDA. The structural models were evaluated by partial least squares (PLS). The results show the importance of good infrastructure exceeds the difficulties companies face in implementing it. While companies planning to use Big Data expect strong results, current users are more skeptical about its performance.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89940180","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-05DOI: 10.1590/s0034-759020190601
M. J. Tonelli, Felipe Zambaldi
The practice of providing open access to articles, adopted in Brazil and several other countries, still faces resistance from many commercial publishers abroad (Packer & Santos, 2019a). Recently, some of them have switched to a hybrid model (open and closed access) as a more balanced path. Transparency in the peer review process is also being discussed: The digital library SciELO recommends a “gradual increase of transparency and openness [...] with the disclosure of the identities of authors and reviewers during the evaluation process” (Packer & Santos, 2019b). Even more controversial is the policy of open access to research data of articles published in scientific publications. The Blog SciELO em Perspectiva has several texts discussing this trend, which have been questioned by many actors involved in the production and publication of scientific articles, including authors, universities, editors, and publishers.
在巴西和其他几个国家采用的开放获取文章的做法仍然面临来自国外许多商业出版商的抵制(Packer & Santos, 2019a)。最近，他们中的一些人已经转向混合模式(开放和封闭访问)作为更平衡的路径。同行评议过程的透明度也在讨论之中:数字图书馆SciELO建议“逐步增加透明度和公开性……在评估过程中披露了作者和审稿人的身份”(Packer & Santos, 2019b)。更有争议的是开放获取发表在科学出版物上的研究数据的政策。博客SciELO em Perspectiva有几篇文章讨论了这一趋势，但许多参与科学文章制作和出版的参与者，包括作者、大学、编辑和出版商，都对这一趋势提出了质疑。
{"title":"PROPRIEDADE DOS DADOS E CIÊNCIA ABERTA","authors":"M. J. Tonelli, Felipe Zambaldi","doi":"10.1590/s0034-759020190601","DOIUrl":"https://doi.org/10.1590/s0034-759020190601","url":null,"abstract":"The practice of providing open access to articles, adopted in Brazil and several other countries, still faces resistance from many commercial publishers abroad (Packer & Santos, 2019a). Recently, some of them have switched to a hybrid model (open and closed access) as a more balanced path. Transparency in the peer review process is also being discussed: The digital library SciELO recommends a “gradual increase of transparency and openness [...] with the disclosure of the identities of authors and reviewers during the evaluation process” (Packer & Santos, 2019b). Even more controversial is the policy of open access to research data of articles published in scientific publications. The Blog SciELO em Perspectiva has several texts discussing this trend, which have been questioned by many actors involved in the production and publication of scientific articles, including authors, universities, editors, and publishers.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87734169","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-11-01DOI: 10.1590/s0034-759020190608
E. V. Heck
{"title":"BIG DATA AND DISRUPTIONS IN BUSINESS MODELS","authors":"E. V. Heck","doi":"10.1590/s0034-759020190608","DOIUrl":"https://doi.org/10.1590/s0034-759020190608","url":null,"abstract":"","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76616420","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-14DOI: 10.1590/S0034-759020190402
Leandro Machado da Costa, Frances Fischberg Blank, Fernando Luiz de Oliveira, Cristian Villalobos
Empirical studies have revealed that the conditional Capital Asset Pricing Model (CAPM) has a higher explanatory power than its unconditional version, particularly for the model in state-space form where the beta is estimated using Kalman filter. Most empirical analyses are based on stock portfolios to explain financial anomalies, but only a few studies proposed improving investment fund performance. The main contribution of this study is the assessment of Brazilian investment funds through traditional measures estimated from the CAPM model in state-space form with heteroscedastic and homoscedastic errors compared to alternative models, such as the unconditional CAPM and a four-factor model. Using a sample of stock funds from May 2005–April 2015, the results indicate that the conditional CAPM model produces better results than the alternative models, providing better performance evaluation practices for funds in both stock-picking and market-timing ability.
{"title":"Modelo de precificação condicional com heteroscedasticidade: Avaliação de fundos brasileiros","authors":"Leandro Machado da Costa, Frances Fischberg Blank, Fernando Luiz de Oliveira, Cristian Villalobos","doi":"10.1590/S0034-759020190402","DOIUrl":"https://doi.org/10.1590/S0034-759020190402","url":null,"abstract":"Empirical studies have revealed that the conditional Capital Asset Pricing Model (CAPM) has a higher explanatory power than its unconditional version, particularly for the model in state-space form where the beta is estimated using Kalman filter. Most empirical analyses are based on stock portfolios to explain financial anomalies, but only a few studies proposed improving investment fund performance. The main contribution of this study is the assessment of Brazilian investment funds through traditional measures estimated from the CAPM model in state-space form with heteroscedastic and homoscedastic errors compared to alternative models, such as the unconditional CAPM and a four-factor model. Using a sample of stock funds from May 2005–April 2015, the results indicate that the conditional CAPM model produces better results than the alternative models, providing better performance evaluation practices for funds in both stock-picking and market-timing ability.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73939211","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-14DOI: 10.1590/S0034-759020190403
André Cherubini Alves, André Cherubini Alves, Bruno Brandão Fischer, Nicholas S. Vonortas, Sergio Queiroz
The dominant discourse on Entrepreneurial Ecosystems (EE) remains focused on the profile of a handful of successful locations. This has hindered a deeper comprehension of the economic mechanisms that shape evolutionary trends in entrepreneurial activity and how they operate in distinct places. We propose that EE have regularities, but they can also assume different configurations, i.e., varying combinations of influential dimensions. Through fuzzy set qualitative comparative analysis, we address this issue with data from the State of Sao Paulo, Brazil. This research focuses on five EE dimensions: Science & Technology, Human Capital, Market Dynamics, Business Dynamics, and Infrastructure. Findings point at the heterogeneous nature of EE distributed in three different paths. While configurations’ vary in terms of causal conditions, research universities, knowledge-intensive jobs and wider credit operations are core-causal conditions. Proximity to the main economic hub appears as a key differentiator among ecosystems.
{"title":"Configurações de ecossistemas de empreendedorismo intensivo em conhecimento","authors":"André Cherubini Alves, André Cherubini Alves, Bruno Brandão Fischer, Nicholas S. Vonortas, Sergio Queiroz","doi":"10.1590/S0034-759020190403","DOIUrl":"https://doi.org/10.1590/S0034-759020190403","url":null,"abstract":"The dominant discourse on Entrepreneurial Ecosystems (EE) remains focused on the profile of a handful of successful locations. This has hindered a deeper comprehension of the economic mechanisms that shape evolutionary trends in entrepreneurial activity and how they operate in distinct places. We propose that EE have regularities, but they can also assume different configurations, i.e., varying combinations of influential dimensions. Through fuzzy set qualitative comparative analysis, we address this issue with data from the State of Sao Paulo, Brazil. This research focuses on five EE dimensions: Science & Technology, Human Capital, Market Dynamics, Business Dynamics, and Infrastructure. Findings point at the heterogeneous nature of EE distributed in three different paths. While configurations’ vary in terms of causal conditions, research universities, knowledge-intensive jobs and wider credit operations are core-causal conditions. Proximity to the main economic hub appears as a key differentiator among ecosystems.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83114351","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-04-01DOI: 10.1590/s0034-759020190205
Joaquim Heck, I. Georgiou
This paper presents the results of a methodological study that established a specific method for historical and bibliographic analysis known as structural cartography for literature review. Structural cartography is a rigorous and interdisciplinary method that reveals the structure of a literature knowledge domain through the methodological notions found in historical research, bibliographic investigation, citation network analysis and cartography. This paper intends to provide readers with a broad understanding of the method of structural cartography for literature review and how to apply it. Finally, this article presents twelve ways of approaching a literature structure by using the bibliographic atlas elaborated by means of structural cartography for literature review.
{"title":"STRUCTURAL CARTOGRAPHY FOR LITERATURE REVIEW: REVEALING THE UNDERLYING STRUCTURE OF A LITERATURE THROUGH A BIBLIOGRAPHIC ATLAS","authors":"Joaquim Heck, I. Georgiou","doi":"10.1590/s0034-759020190205","DOIUrl":"https://doi.org/10.1590/s0034-759020190205","url":null,"abstract":"This paper presents the results of a methodological study that established a specific method for historical and bibliographic analysis known as structural cartography for literature review. Structural cartography is a rigorous and interdisciplinary method that reveals the structure of a literature knowledge domain through the methodological notions found in historical research, bibliographic investigation, citation network analysis and cartography. This paper intends to provide readers with a broad understanding of the method of structural cartography for literature review and how to apply it. Finally, this article presents twelve ways of approaching a literature structure by using the bibliographic atlas elaborated by means of structural cartography for literature review.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83016682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-04-01DOI: 10.1590/S0034-759020190203
D. Marín-Idárraga, Juan Carlos Cuartas-Marín
RESUMEN La innovación es un factor clave en el desempeño organizacional. Si bien la teoría estratégica ha proporcionado los referentes para comprender las relaciones entre estas dos variables, aún faltan muchos vacíos por llenar y más validación empírica. El objetivo de este estudio fue verificar cómo se afecta la relación entre la innovación y el desempeño ante la presencia de variables precursoras como la intensidad competitiva y el slack organizacional. El estudio se llevó a cabo mediante una investigación de tipo explicativo y de corte transversal, aplicando un modelo de ecuaciones estructurales a una muestra de pymes bogotanas. Los resultados representan una contribución relevante para la literatura y gestión estratégicas al mostrar que la intensidad competitiva y el slack, inducen la innovación, produciendo un impacto positivo en el desempeño.
{"title":"RELATIONSHIP BETWEEN INNOVATION AND PERFORMANCE: IMPACT OF COMPETITIVE INTENSITY AND ORGANIZATIONAL SLACK","authors":"D. Marín-Idárraga, Juan Carlos Cuartas-Marín","doi":"10.1590/S0034-759020190203","DOIUrl":"https://doi.org/10.1590/S0034-759020190203","url":null,"abstract":"RESUMEN La innovación es un factor clave en el desempeño organizacional. Si bien la teoría estratégica ha proporcionado los referentes para comprender las relaciones entre estas dos variables, aún faltan muchos vacíos por llenar y más validación empírica. El objetivo de este estudio fue verificar cómo se afecta la relación entre la innovación y el desempeño ante la presencia de variables precursoras como la intensidad competitiva y el slack organizacional. El estudio se llevó a cabo mediante una investigación de tipo explicativo y de corte transversal, aplicando un modelo de ecuaciones estructurales a una muestra de pymes bogotanas. Los resultados representan una contribución relevante para la literatura y gestión estratégicas al mostrar que la intensidad competitiva y el slack, inducen la innovación, produciendo un impacto positivo en el desempeño.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80521135","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-02-01DOI: 10.1590/S0034-759020190102
Muhammad Ali Asadullah, Ifrah Fayyaz, R. Amin
RESUMO Este estudo investigou o efeito da espiritualidade no local de trabalho dos profissionais de saúde sobre a convicção moral e quebra de regras pró-sociais. Os dados foram coletados de 315 profissionais de saúde dos três distritos principais de South Punjab, Paquistão. A validade das medidas foi determinada por meio de análise fatorial confirmatória. As relações hipotéticas foram investigadas usando modelagem de regressão estrutural (SEM). Os resultados demonstraram que o efeito da espiritualidade no local de trabalho na quebra de regras pró-sociais e na convicção moral foi significativo. No entanto, o efeito mediador da convicção moral entre espiritualidade no local de trabalho e quebra de regras pró-sociais não foi significativo. Os profissionais de saúde podem regulamentar a quebra de regras pró-sociais, classificando e promovendo os indivíduos com uma elevada espiritualidade no local de trabalho para as posições que exigem alto nível de quebra de regras pró-sociais, em vez de considerar as crenças morais pessoais dos provedores de serviços de saúde.
{"title":"Espiritualidad, convicción moral y ruptura de reglas prosociales en la asistencia sanitaria","authors":"Muhammad Ali Asadullah, Ifrah Fayyaz, R. Amin","doi":"10.1590/S0034-759020190102","DOIUrl":"https://doi.org/10.1590/S0034-759020190102","url":null,"abstract":"RESUMO Este estudo investigou o efeito da espiritualidade no local de trabalho dos profissionais de saúde sobre a convicção moral e quebra de regras pró-sociais. Os dados foram coletados de 315 profissionais de saúde dos três distritos principais de South Punjab, Paquistão. A validade das medidas foi determinada por meio de análise fatorial confirmatória. As relações hipotéticas foram investigadas usando modelagem de regressão estrutural (SEM). Os resultados demonstraram que o efeito da espiritualidade no local de trabalho na quebra de regras pró-sociais e na convicção moral foi significativo. No entanto, o efeito mediador da convicção moral entre espiritualidade no local de trabalho e quebra de regras pró-sociais não foi significativo. Os profissionais de saúde podem regulamentar a quebra de regras pró-sociais, classificando e promovendo os indivíduos com uma elevada espiritualidade no local de trabalho para as posições que exigem alto nível de quebra de regras pró-sociais, em vez de considerar as crenças morais pessoais dos provedores de serviços de saúde.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74786331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-02-01DOI: 10.1590/S0034-759020190104
B. Peixe, AndrÈaCristina Trierweiller, Antônio Cézar Bornia, Rafael Tezza, L. M. Campos
RESUMO O objetivo do artigo foi avaliar os fatores que apresentaram relação significante com o nível de maturidade do Sistema de Gestão Ambiental (SGA) de empresas industriais brasileiras, por meio de um modelo de regressão linear múltipla. Considerando as características dos respondentes, chegou-se às variáveis, suas categorias e variáveis dummy decorrentes do estudo. Os resultados, pela ordem dos fatores relacionados que influenciam o nível de maturidade do SGA, foram: a empresa possuir certificação ISO 14001; possuir participação no mercado de carbono; divulgar suas informações em relatórios (disclosure ambiental); possuir projeto para redução do consumo de água; possuir modelo de gestão profissional; possuir seguro relacionado a acidentes ambientais; idade da empresa; atuar no setor têxtil; e a constituição jurídica da empresa Ltda.
{"title":"FACTORS RELATED TO THE MATURITY OF ENVIRONMENTAL MANAGEMENT SYSTEMS AMONG BRAZILIAN INDUSTRIAL COMPANIES","authors":"B. Peixe, AndrÈaCristina Trierweiller, Antônio Cézar Bornia, Rafael Tezza, L. M. Campos","doi":"10.1590/S0034-759020190104","DOIUrl":"https://doi.org/10.1590/S0034-759020190104","url":null,"abstract":"RESUMO O objetivo do artigo foi avaliar os fatores que apresentaram relação significante com o nível de maturidade do Sistema de Gestão Ambiental (SGA) de empresas industriais brasileiras, por meio de um modelo de regressão linear múltipla. Considerando as características dos respondentes, chegou-se às variáveis, suas categorias e variáveis dummy decorrentes do estudo. Os resultados, pela ordem dos fatores relacionados que influenciam o nível de maturidade do SGA, foram: a empresa possuir certificação ISO 14001; possuir participação no mercado de carbono; divulgar suas informações em relatórios (disclosure ambiental); possuir projeto para redução do consumo de água; possuir modelo de gestão profissional; possuir seguro relacionado a acidentes ambientais; idade da empresa; atuar no setor têxtil; e a constituição jurídica da empresa Ltda.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2019-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80911540","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-11-01DOI: 10.1590/S0034-759020180602
M. Santos, F. C. Moreno, M. J. Sánchez-Franco
Advertising posters in sports sponsorship are versatile marketing tools with significant media impact and high visibility. The purpose of this research is to measure the spontaneous recall of and attention toward busi ness brands sponsoring sports events while assessing their location and congruence level. The sample was segmented according to gender. The experiment involved 12 stimuli related to three sporting disci plines corroborating the issue of media blindness with respect to advertising posters. Consistent with the placement theory, we found that the position of the sponsoring brand affected attention and recall with no remarkable differences between genders. Furthermore, we found no significant differences in the congruence levels, reinforcing the image transfer theory. A general guideline would be placing the sponsoring brand within the effective range of the poster while leveraging the effects of articulation and the remaining mediating variables in the literature.
{"title":"BLINDNESS TO SPONSOR: APPLICATION TO SPORTS EVENT POSTERS","authors":"M. Santos, F. C. Moreno, M. J. Sánchez-Franco","doi":"10.1590/S0034-759020180602","DOIUrl":"https://doi.org/10.1590/S0034-759020180602","url":null,"abstract":"Advertising posters in sports sponsorship are versatile marketing tools with significant media impact and high visibility. The purpose of this research is to measure the spontaneous recall of and attention toward busi ness brands sponsoring sports events while assessing their location and congruence level. The sample was segmented according to gender. The experiment involved 12 stimuli related to three sporting disci plines corroborating the issue of media blindness with respect to advertising posters. Consistent with the placement theory, we found that the position of the sponsoring brand affected attention and recall with no remarkable differences between genders. Furthermore, we found no significant differences in the congruence levels, reinforcing the image transfer theory. A general guideline would be placing the sponsoring brand within the effective range of the poster while leveraging the effects of articulation and the remaining mediating variables in the literature.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74147993","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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