Resumo Objetivo: O objetivo deste artigo foi analisar as atividades inerentes à elaboração da estratégia de marketing. Nosso objetivo foi testar sequencialmente as relações entre as atividades pertencentes aos processos de formulação e implementação da estratégia de marketing. Metodologia: Coletamos dados de 105 empresas por meio de um estudo transversal online, usando a modelagem de caminho por Mínimos Quadrados Parciais (PLS, na sigla em inglês) para a análise de dados. Resultados: Considerando a formulação de estratégias de marketing, nossos resultados mostram que a qualidade da comunicação influencia positivamente a integração interfuncional que, por sua vez, afeta o consenso estratégico. Sobre a implementação da estratégia, descobrimos que o comprometimento de recursos é influenciado pelo consenso estratégico e influencia a ênfase nas capacidades de marketing. Contribuições: A principal contribuição deste estudo são as relações estabelecidas entre as atividades do processo de estratégia de marketing. Mudamos o foco da investigação, de causas e consequências do processo estratégico para a análise da forma com que cada elemento contribui para a dinâmica do processo. Também contribuímos para o fluxo da pesquisa sobre a elaboração de estratégias de marketing, explicando como a formulação e implementação da estratégia de marketing podem ser relacionadas por meio do consenso estratégico.

Abstract Purpose: Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and implementation processes of marketing strategy. Design/methodology/approach: We collected data from 105 firms through an online cross-sectional survey, using Partial Least Squares (PLS) path modeling for the data analysis. Findings: Considering the formulation of marketing strategies, our results show that communication quality positively influences cross-functional integration, which in turn affects strategic consensus. About strategy implementation, we have found that resource commitment is influenced by strategic consensus, and it influences the emphasis on marketing capabilities. Originality/value: The main contribution of this study is the relationships established between the marketing strategy process activities. We have changed the focus of the investigation from the causes and consequences of the strategy process to the analysis of how each element contributes to the process dynamics. We also contribute to the research stream on marketing strategy making by explaining how marketing strategy formulation and implementation may be related through strategic consensus.

Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to a person. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitive market environment. In this study, the authors explore the dimensions of brand personality proposed by J. Aaker (1997), seeking to discover the particular evaluation dimensions of the Brazilian context. The study was conducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals and academics from the fields of communication and marketing. This was followed by stages of conclusive research using an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: one calibration sample for exploratory factor analysis and a validation sample to perform confirmatory factor analysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brand personality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensions showed some differences in comparison with similar studies that had been carried out in other countries. The study led to a scale of 28 items for measuring brand personality and made it possible to compare competing brands in terms of brand personality

Este artigo apresenta os resultados de uma pesquisa realizada para identificar o perfil dos usuários dos caixas-automáticos em agências bancárias de Curitiba (PR). Na classificação dos altos, médios e baixos usuários dos caixas-automáticos, utilizou-se a análise de correspondentes múltiplos (MCA). Constatou-se, na análise dos resultados, que os altos usuários pertencem às classes sociais mais elevadas, principalmente do sexo masculino, e situam-se na faixa etária de 36 a 45 anos. Seus hábitos de leitura referem-se a jornais de outros estados, revistas esportivas e de atualidades. Estão familiarizados com as novas tecnologias de comunicação, sendo usuários de serviços e equipamentos, como: televisão por assinatura, Internet, telefonia celular, microcomputadores e aparelhos de fax. Foram, também, analisadas as operações realizadas nos caixas-automáticos em comparação com o atendimento pessoal, a influência exercida pelo banco na decisão de uso destes serviços, os aspectos relacionados às tarifas cobradas, a qualidade da orientação recebida dos funcionários, assim como a percepção dos clientes quanto ao ambiente onde os equipamentos estão localizados.

The main purpose of this research is to identify the profile of Automated Teller Machine users, from the degree of utilization of the principal available operations in this equipment. The research focused on ATMs installed in the self-service areas of Banco do Estado do Paraná (Banestado), Banco do Brasil, Bradesco and Bamerindus, located in Curitiba - Brazil. The research also consisted of 296 questionnaires which were applied in the self-service environment of the above mentioned banks, from September 19 to October 4, 1996, during business hours. To build such profile, a reference key was utilized in order to rate high, medium and low users, a tool that proved to be consonant in the generation of scores. Also analyzed were the issues concerning ATM operations in comparison with services performed by a clerk, the influence from the bank and from other people in the decision to use an ATM, taxes and fees, advertising, the instructions for use given by clerks, and the client's perception of the environment in which the equipment is located. While forging this profile, that includes demographic and psychographic variables, it was possible to identify that the high users belong to higher social classes, they are 26 to 45 years of age, they read national newspapers; sports, automotive and current affairs magazines; they watch cable TV and own or use personal computers, fax machines, cellular phones, and they access the Internet. The results show that ATMs represent a tangible benefit to clients, for they are faster, easy to use and they carry the client's required privacy and reliability, being essential at the choice of a bank by the client. The perception regarding the influence from advertising refers to that which is broadcast on television and in the environment of the ATMs. Although clients have indicated their own initiative towards the use of the equipment, the necessity of an instructing clerk to help with the operations was explicit, chiefly with less common operations, such as ATM transferals and deposits.