Taylor Sheridan's Yellowstone is, above all, the story of a brand. By situating the popular series in relation to both the streaming and culture wars, as well as a related schism in academic media studies, this article proposes that the political economy of media corporations and the narrative aesthetics of media texts must be understood in tandem. As the Paramount Network's signature property, Yellowstone manifested the channel's demographic mission to include women and "narrowcast" to heartland viewers. By sophisticated generic and narratological innovations, Yellowstone went further to create an aesthetic protocol of brand loyalty where the process of branding, at once ancient and modern, physical and symbolic, was made self-consciously central to the show's redescription of rural cowboying as a cultural identity and marketable lifestyle. The show's intertwining of branding and belonging, as well as its vigorous use of product placement and merchandising, modifies prior assumptions in the field of franchise studies. In the gap between brand synergy and brand dilution, Yellowstone presents itself as a paradigmatic case study for the new imbrications of narrative entertainment, commodity fetishism, and identitarian politics.

RESUMEN El objetivo de la presente investigación es analizar la percepción de los clientes que visitan los puntos de venta sobre los elementos determinantes del merchandising visual. El estudio se realiza bajo un enfoque cuantitativo y de carácter descriptivo, mediante una encuesta aplicada a una muestra de 159 clientes externos, donde se pudo comprobar que existe una percepción mayormente positiva, aunque existen factores desfavorables como la ambientación con música, la pertinencia de las promociones, la estacionalidad y la distribución de los productos. En conclusión, se conoce que los establecimientos comerciales Caracol pese a que hacen uso del Merchandising Visual, manifiestan aspectos estimados de forma negativa bajo la percepción de los clientes.

ABSTRACT This research aims to analyze the perception of customers who visit points of sale on the determining elements of visual merchandising. The study is carried out under a quantitative and descriptive approach through a survey applied to a sample of 159 external customers, where it was found that there is a primarily positive perception. However, there are unfavorable factors such as the ambiance with music, the relevance of promotions, seasonality, and distribution of products. In conclusion, it is known that Caracol stores, although they use Visual Merchandising, have aspects that customers negatively perceive.

Customer loyalty has significantly evolved over the last decade, specifically with social media platforms. Marketers engage customers regularly with an omnichannel approach, which allows brands to interact with their customers, whether person-to-person or person-to-community. Customer loyalty is characterised in the literature as a psychological process whereby a customer's loyalty attaches towards a specific service or brand. Over time, customer loyalty contributes to consumers'behaviour and preference for a specific brand or service. Therefore, a company should consider formulating or developing an appropriate business intelligence strategy to drive customers towards loyalty and increase their engagement with its brand. Furthermore, psychological shopper behaviour might expand and improve current research towards a customer perspective by distinguishing how customers are incentivised during their brand activity ventures, suggesting that customer loyalty and customers' judgements of businesses have a notable positive impact. As such, brands should identify what their businesses centre their attention on or what their attraction is. For a brand to understand and identify the best loyalty strategies for its target customers, the business must use the opportunity to enable the brand to develop new innovative approaches. These approaches continuously drive brand loyalty through sales by creating a competitive advantage in the market. Customer loyalty has become more than just a strategy for business or marketing. It empowers the consumer to be engaged throughout their initial interaction and purchase journey and become loyal to the brand. This engagement journey can help a brand to establish and grow due to the continuous support from consumers. The general aim of this study was to determine the nature of the relationship between customer engagement factors and brand loyalty. The study identified five customer engagement factors from the literature (brand reputation, social media, word-of-mouth, customer experience, and merchandising) with a view to investigating their role in brand loyalty. It is noteworthy that these factors are well-documented in a pre-Covid-19 environment; the question remains, however, whether these factors will still be valid and reliable in a Covid-19 business environment? This study aims to determine a response to precisely that question. In a quantitative research design a self-developed questionnaire was used to measure each one of these factors on a five-point Likert scale. All these factors and their respective measuring criteria were validated empirically using exploratory factor analysis. The social media platform Instagram was used to initiate a snowball sample, and a total of 135 social media participants responded by completing the online Google Forms questionnaire. The respondent profile shows that brands' social media page is the most preferred method of brand communication. This is followed by email, SMS and telephonic communication methods, with the latter being, in fact, clearly disliked. It was found that respondents prefer email, followed by SMS or the social media platform to receive brand communication; however, communication via telephone conversations is disliked. As consumers, respondents find brand advertisements memorable once they have seen them on different platforms or channels of communication. The most memorable channel is social media (having a recall rate of 62.2%). A total of 71.9% of participants first read the reviews of a new product that was launched. After that, they find a way through word-of-mouth or a brand community to make an informed discussion before purchasing the product and listening to what other consumers share on review platforms. The data are reliable (α>0.70) and the sample was deemed adequate (KMO>0.70). Multiple regression analysis was used to determine the relationships between customer engagement factors and brand loyalty. The results indicated that there are significant (p<.05) positive relationships for the factors brand reputation (r=.262; p<.05), social media (r=.430; p<.05), word-of-mouth (r=.309; p<.05), and visibility (r=.340; p<.05). The model explains a satisfactory cumulative variance of 65.1% (R²=0.651). The factor, customer experience, however, should be reconsidered because this antecedent did not significantly influence a consumer's loyalty to a brand. As such, exploratory factor analysis was used to determine whether there are other factors that determine brand loyalty. Eight factors were identified, explaining 63% of the variance cumulatively. These factors are visibility of merchandise, brand reputation, brand trust, brand references (outside the shop), advice (inside the shop), brand ambassador, the purchase experience, and personal choice. The eight new factors make more sense as factors to manage brand loyalty. Management should rather focus on these factors than concentrate on the initial five factors indicated in the literature. Possible areas for future research are to investigate the age and demographic areas with regard to how the participants could have viewed their opinions. A more centralised focus towards different ages, groups or generations such as Gen Z, Millennials, Gen X, Boomers, and the Silent Generation can also be investigated to compare or illustrate which engagement strategy is most influential towards their brand loyalty.

Handelsmerklojaliteit is 'n kernkomponent van moderne bemarkingstrategie. Lojale verbruikers is nie net deel van die aanvanklike aankoopinteraksie nie, maar ook lojaal aan die handelsmerk. Gevolglik word die bekende aankoopreis omskep in 'n lojaliteitsreis waar die lojale ondersteuning van die verbruiker 'n verhouding konstateer met die betrokke handelsmerk. Sodoende word die handelsmerk se lojaliteit in die mark verbeter en groei die handelsmerk as gevolg van die onafgebroke verbruikersondersteuning. Hierdie studie het ten doel om die verhouding tussen verskillende faktore van handelsmerklojaliteit en handelsmerklojaliteit per se te bepaal. Die studie ondersoek vyf gevestigde kernfaktore van handelsmerklojaliteit, naamlik 1) handelsmerkreputasie, 2) sosiale media, 3) mondelinge kommunikasie, 4) kliëntervaring en 5) tentoonstelling van handelsware. Dit is egter belangrik om kennis te neem daarvan dat die faktore dateer uit teoretiese studies voordat die Covid-19-pandemie toegeslaan het. Hierdie studie beoog dus om te bepaal of die faktore steeds geldig en betroubaar is sedert die Covid-19-pandemie. In die kwantitatiewe navorsingsontwerp word 'n self-ontwikkelde vraelys gebruik, waardeur data van 135 sosiale media-respondente ingesamel is. Die waarde van hierdie studie is gesetel in die spesifieke verhouding wat elke faktor met handelsmerklojaliteit in 'n veranderende besigheidsomgewing het. Die studie ontwikkel voorts 'n model wat handelsmerklojaliteit meet, en waardeur die relatiewe belangrikheid van elke faktor volgens die meting bepaal kan word. Hierdie bevindinge kan handelsmerke se bemarkingsbegrotings beïnvloed, 'n spesifieke fokus op individuele faktore plaas, of 'n gesamentlike evaluasie van die verbruikers se lojaliteit teenoor 'n spesifieke handelsmerk meet. Die ontwikkelde model stel die navorser ook in staat om die spesifieke handelsmerk se onderskeie faktore afsonderlik te meet in die verskillende marksegmente waar die handelsmerk voorkom. Die sosialemediaplatform Instagram is gebruik om respondente te werf. Die uitnodiging om deel te neem aan die studie is op Instagram versprei waar respondente 'n Internet-skakel na die vraelys in Google Forms ontvang het. Nadat voornemende respondente die kwalifiserende vrae korrek beantwoord het, is die vraelys outomaties beskikbaar gestel om te voltooi. 135 respondente het die vraelys voltooi. Die data is getoets vir betroubaarheid deur die Cronbach alfa-koëffisiënt te gebruik (α>0.70) en om te bepaal of daar genoegsame response gedokumenteer is, is met behulp van die toets van Kaiser, Meyer en Olkin bevind dat voldoende respondente deelgeneem het (KMO>0.70). Die aanvanklike veelvuldige regressie het betekenisvolle positiewe verwant-skappe vir vier van die vyf teoreties gefundeerde faktore gevind. Die faktor "kliënte-ervaring" het vreemd genoeg nie 'n betekenisvolle verwantskap met handelsmerklojaliteit nie. Hierdie bevinding is bevraagteken, en die vermoede dat die inperkingsmaatsreëls die kliënte se ervaring met handelsmerke beïnvloed, kon nie bevestig word nie. Gevolglik is die data verder ontleed deur verkennende faktoranalise. Agt faktore is geïdentifiseer wat verbruikers se handelsmerklojaliteit beïnvloed. Hierdie faktore is die sigbaarheid van die handelsware, handelsmerkreputasie, handelsmerkvertroue, verwysings (nie winkelverwant nie), advies (in die winkel), inkopie-ervaring (in die winkel), 'n handelsmerkambassadeur se invloed, en persoonlike keuses. Gesamentlik verklaar die faktore 63% van die variansie. Die agt nuut geïdentifiseerde faktore maak meer sin as die aanvanklike vyf faktore en maatskappye behoort eerder op hierdie faktore te fokus om handelsmerklojaliteit te bestuur.

Resumen La percepción de olores siempre ha estado relacionada con el comportamiento del ser humano, sin embargo, como estrategia empresarial es nueva; en su aplicación y medición. El objetivo principal es conocer el impacto del merchandising olfativo como estrategia sensorial. Se llevó a cabo una investigación de tipo exploratoria cuantitativa con análisis de datos descriptivos, consolidados a través de encuestas mediante muestreo aleatorio simple. Dentro de los principales resultados se evidencia que los aromas preferidos son las notas relajantes, para consumidores mayores de 36 años, seguidas de las notas cítricas, para consumidores menores de 35 años; en el caso de las ocupaciones, los empleados y empresarios prefieren aromas relajantes. Finalmente, los resultados mostraron aceptación y optimismo por parte de las personas hacia las marcas que desarrollan estrategias de merchandising olfativo. JEL: D12; D87; M31; M37

Abstract The smell perception has been related to human behavior; however as a business, strategy is relatively new, in its application and measurement, therefore the main objective of the article is to understand the impact of olfactory merchandising as a sensory strategy on consumers. Applied field research of quantitative exploratory type and under analysis of descriptive data was carried out, they were consolidated through surveys by simple random sampling. In the main results it is evident that the preferred aromas are the relaxing olfactory notes, for consumers over 36 years of age, followed by citrus notes, for consumers under the age of 35 years of age; in the case of occupations, employees and entrepreneurs prefer relaxing aromas. Finally, the results showed people's acceptance and optimism for the brands and products they develop olfactory merchandising strategies. JEL: D12; D87; M31; M37

Resumo A percepção de cheiros sempre esteve relacionada ao comportamento do ser humano, porém, como estratégia de negócios é nova; na sua aplicação e medição. O objetivo principal é conhecer o impacto do merchandising olfativo como estratégia sensorial. Realizou-se uma pesquisa exploratória quantitativa com análise descritiva dos dados, estes foram consolidados por meio de inquéritos por amostragem aleatória simples. Dentre os principais resultados, fica evidente que os aromas preferidos são notas relaxantes, para consumidores com mais de 36 anos, seguidas de notas cítricas, para consumidores menores de 35 anos; no caso de ocupações, empregados e empregadores preferem aromas relaxantes. Por fim, os resultados mostraram aceitação e otimismo por parte das pessoas em relação às marcas que desenvolvem estratégias de merchandising olfativo. JEL: D12; D87; M31; M37

Abstract In this contribution, we report and question new scriptural practices of Occitan in the fields of trade and agribusiness: the dominated language, minus, appears under the auspices of a staging of denominations of consumer products. These are (very) minority and relatively recent uses, but their visibility is inversely proportional to their normality. They relate (but to what extent?) To a phenomenon analyzed elsewhere under the designation of “commodification”. And they often show a singular creativity. What is paradoxical is the emergence of such glottopolitic (identity) micro-acts concerning a language whose transmission has now been interrupted and whose “normal” social uses are almost non-existent. And this, in an unprecedented competition between Mistralian spelling and the classical writing of the langue d’oc.

Resumen En esta contribución informamos y cuestionamos las nuevas prácticas escriturales del occitano en los campos del comercio y de la agroalimentación: el lenguaje dominado, minorizado, aparece allí bajo los auspicios de una escenificación de denominaciones de productos de consumo. Estos son usos (muy) minoritarios y relativamente recientes, pero su visibilidad es inversamente proporcional a su normalidad. Lo anterior muestra (pero, ¿en qué medida?) un fenómeno ya analizado por otro lado bajo la designación de commodification (mercantilización). Y a menudo dan testimonio de una creatividad singular. Lo que es paradójico es el surgimiento de tales microactos glotopolíticos (de identidad) relativos a una lengua cuya transmisión se ha interrumpido y cuyos usos sociales “normales” son casi inexistentes. Y esto, en una concurrencia sin precedentes entre la ortografía mistraliana y la escritura clásica de la langue d’oc.

Resumo O artigo apresenta um diagnóstico dos últimos dezenove anos de representação da violência de gênero em telenovelas nacionais, pensando essas produções ficcionais em consonância com o contexto sociojurídico brasileiro de combate às violações de mulheres. Trata-se de um balanço crítico composto por um corpus de 21 novelas, que investiga as representações de agressões contra mulheres para além da fachada do merchandising social, isto é, dos núcleos dramáticos que pretenderam debater e educar sobre esse problema público. Ao fim, demonstram-se os sofisticados mecanismos narrativos que edificam e sustentam imagens dissidentes da violência de gênero, ora interpretada como sofrimento, ora como castigo necessário.

Abstract This paper presents a diagnosis of the last 19 years of gender violence representations in national telenovelas, thinking these fictional productions in line with the Brazilian socio-legal context of combat women’s violation. It is a critical balance composed by a corpus of 21 telenovelas, which investigates the representations of aggressions against women beyond the facade of social merchandising, that is, the dramatic nuclei that intended to debate and educate about this public problem. In the end, it is shown the sophisticated narrative mechanisms that build and sustain dissident images of gender violence, sometimes interpreted as suffering, other times as necessary punishments.

Abstract In the current complex society is beyond comprehension that marketing tries to avoid the semiotic studies, taking into account that this phenomenon, among others, is immerse in a scheme of cultural meanings that bring sense to its existence and to the relation with objects and contexts around it. Among the decisive strategies in marketing there is product development, process that involves the creation of ideas; the conceptual and product tests; product development, trial marketing and commercialization. This stage is essential to develop studies of significance. However, companies normally omit the application of studies of meanings due to their costs, or because the market praxis ignores semiotic contribution in its field. In this regard, the objective of this study was to analyse the importance of the implementation of the semiotic studies in marketing, specifically in product development. For this reason, it was developed a qualitative study, based on the theoretical revision of the researched literature about the topic. The main findings collected show that indeed to the theory level, there is an acknowledgement of the contribution of the semiotic studies on the marketing field, but this is not kept in mind at the time of its praxis.

Resumen En la sociedad actual es incomprensible que el marketing trate de eludir los estudios semióticos, teniendo en cuenta que este fenómeno, se encuentra inmerso en significados culturales que le aportan sentido a su existencia y a la relación con objetos y contextos que le rodean. Dentro de las estrategias del marketing, se encuentra el desarrollo de producto; proceso que incluye: generación de ideas; test de concepto y producto; desarrollo del producto; marketing de prueba y comercialización. Esta fase es esencial para desarrollar estudios de significación; sin embargo, las empresas generalmente omiten la aplicación de estudios de significados por sus costos, o porque la praxis mercadológica desconoce el aporte semiótico en su ámbito. En tal sentido, el objetivo de este estudio fue analizar la importancia de la implementación de estudios semióticos en el marketing, específicamente en el desarrollo de productos. Para esto se desarrolló un estudio cualitativo basado en la revisión teórica de la literatura consultada sobre la temática. Los principales resultados obtenidos muestran que en efecto a nivel de la teoría hay un reconocimiento del aporte de los estudios semióticos en el campo del marketing, pero que esto se tiene muy poco en cuenta al momento de la práctica.

RESUMO A competição entre marcas disponíveis nos supermercados motiva os esforços das empresas na elaboração e ativação de materiais de comunicação no ponto de venda (MPV). Os MPVs objetivam influenciar o shopper e gerar vendas. A economia comportamental, por sua vez, estuda como um indivíduo toma uma decisão de acordo com as suas próprias preferências e crenças, influenciado pelos vieses cognitivos. O objetivo deste trabalho é compreender os efeitos nas vendas a partir do uso dos vieses aversão à perda e contas mentais nas mensagens de materiais de comunicação ativados em supermercados. Para isso, foram realizados dois experimentos de campo aplicados a uma marca de alimento em uma rede de supermercados. Os resultados mostram um efeito positivo e significativo nas vendas apenas quando foi utilizado o viés de aversão à perda na mensagem dos MPVs.

ABSTRACT Competition among different brands in supermarkets motivates consumer goods companies to develop and implement and activate merchandising materials at the point of sales (POS). These merchandising materials attempt to influence shoppers and promote sales. On the other hand, behavioral economics studies the decision-making of individuals based on their preferences and beliefs, influenced by cognitive bias. This study attempts to understand the effect of loss aversion and mental accounting biases in POS materials on supermarket sales. We conduct two experiments with a consumer brand in a supermarket chain. The results reveal a positive and significant effect on sales only for the cognitive bias of loss aversion, applied to the POS materials.

RESUMEN La competencia entre marcas disponibles en supermercados motiva los esfuerzos de las empresas en el desarrollo y activación de material de comunicación en el punto de venta. Este material de comunicación tiene como meta influenciar shoppers y generar ventas. La economía conductual, a su vez, estudia cómo un individuo toma una decisión de acuerdo con sus propias preferencias y creencias, influenciado por sesgos cognitivos. El objetivo de ese trabajo es comprender los efectos en las ventas a partir del uso de los sesgos cognitivos aversión a la pérdida y contabilidad mental en el material del punto de venta activado en supermercados. Se realizaron dos experimentos con una marca de alimento en una cadena de supermercados. Los resultados revelaron un efecto positivo y significativo en las ventas solo cuando se utilizó el sesgo cognitivo aversión a la pérdida en el material de los puntos de venta.

Resumen En Ecuador los índices de obesidad infantil presentan un aumento con respecto a 20 años atrás. Ante este panorama, el presente artículo tiene como objeto identificar las características de hogares con obesidad infantil en Cuenca, Ecuador, así como su percepción o comportamiento con respecto a herramientas de marketing tales como publicidad, promociones y merchandising en la obesidad infantil. Mediante una investigación de carácter exploratorio-descriptivo, transversal y cuantitativo, se identificó una correlación estadística entre las diferentes estrategias de marketing y la obesidad infantil, pues el 75 % de los padres encuestados respondieron que las tácticas de promoción influyen en sus decisiones de compra. Fue posible determinar también que las anomalías en el peso de los niños -obesidad y sobrepeso- se ven condicionadas igualmente por factores externos, entre los cuales se encuentran elementos del marketing mix, como, por ejemplo, la publicidad en medios, así como en los puntos de venta, que influyen en el comportamiento de compra de los hogares y promueven así hábitos poco saludables para la población infantil. Se evidenció, por otra parte, que la obesidad incrementa en los niveles socioeconómicos más bajos. La actividad física se reemplaza por actividades de entretenimiento en medios; el 84 % de los niños le dedica entre 1h/día a 5h/día. Finalmente, se destaca que el ejemplo de los padres o cuidadores es determinante en la problemática.

Résumé En Équateur, les taux d'obésité infantile ont fortement progressé lors des vingt dernières annés. Cet article tente d’identifier les caractéristiques des foyers atteints par l’obésité infantile dans la ville de Cuenca, en Équateur, et d’analyser la perception et le comportement de cette population face au marketing, à la publicité, aux promotions et au merchandising. Grâce à une recherche exploratoire, descriptive, transversale et quantitative, il a été possible d’identifier une corrélation statistique entre les différentes stratégies marketing et l'obésité infantile: 75% des parents interrogés ayant répondu que les tactiques promotionnelles influençaient leurs décisions d'achat. Nous avons d’une part pu déterminer que le surpoids des enfants - obésité - est également conditionné par des facteurs externes parmi lesquels des éléments du marketing mix, la publicité dans les médias ou les points de vente qui influencent le comportement d'achat des ménages et favorisent des habitudes de consommation malsaines chez la population enfantine. Il a été démontré par ailleurs que l'obésité augmente dans les couches socio-économiques les moins favorisées où l'activité physique est remplacée par des activités de divertissement médiatiques, 84% des enfants y consacrant entre une à cinq heures par jour. Enfin, il convient de souligner que l'exemple donné par les parents est déterminant dans la résolution de l’obésité infantile.

Abstract The rates of child obesity in Ecuador have increased over the previous 20 years. Given this panorama, this article aims at identifying the characteristics of households with child obesity in Cuenca, Ecuador, as well as their perception or behavior regarding child obesity and marketing tools such as advertising, promotions, and merchandising. It is by means of an exploratory-descriptive, cross-sectional, and quantitative research, that is possible to identify a statistical correlation between different marketing strategies and childhood obesity, as 75% of the parents that were surveyed responded that promotional tactics influence their purchasing decisions. It was also possible to determine that anomalies in children's weight - obesity and overweight - are conditioned by external factors, including elements from the marketing mix, such as advertising, not only in the media but at the point of sale, influencing household purchasing behavior and thus promoting unhealthy habits for the child population. On the other hand, it became clear that obesity increases in the lower socioeconomic levels. Physical activity is replaced by media entertainment activities: 84% of children spend between 1h/day and 5h/day. Finally, it should be noted that the example set by parents or caregivers is a determining factor in the problem.

Resumo No Equador, as taxas de obesidade infantil mostram um crescimento em relação a 20 anos atrás. Diante desse contexto, este artigo tem como objetivo identificar as características dos lares com obesidade infantil em Cuenca, Equador, bem como sua percepção ou comportamento em relação às ferramentas de marketing como publicidade, divulgações e merchandising na obesidade infantil. Através de uma pesquisa exploratória-descritiva, transversal e quantitativa, foi identificada uma correlação estatística entre as diferentes estratégias de marketing e de obesidade infantil, pois 75% dos pais entrevistados responderam que as táticas de divulgação influenciam em suas decisões de compra. Também foi possível constatar que as anomalias no peso das crianças - obesidade e sobrepeso - também são condicionadas por fatores externos, entre os quais estão elementos do Marketing mix, como, por exemplo, a publicidade nos meios de comunicação, bem como nos pontos de venda, que influenciam no comportamento de compra das famílias e, portanto, promovem hábitos não saudáveis para a população infantil. Por outro lado, evidenciou-se que a obesidade é maior nos níveis socioeconômicos mais baixos. A atividade física é substituída por atividades de entretenimento na mídia, 84% das crianças dedicam entre 1h/dia a 5h/dia. Finalmente, destaca-se que o exemplo dos pais ou cuidadores é decisivo no problema.

RESUMO O artigo apresenta o conceito de empresariamento da educação de novo tipo, calcado na teoria do valor-trabalho de Marx e nas concepções de Estado ampliado, aparelhos privados de hegemonia e intelectual orgânico em Gramsci. Destacamos suas dimensões centrais: mercantilização, mercadorização e subsunção da educação ao empresariado. Visando à apreensão de aspectos históricos e conjunturais, universais e particulares desse processo, trabalhamos com os conceitos de capitalismo dependente, de Florestan Fernandes, e empresariamento de novo tipo, da historiadora Virgínia Fontes. Trata-se de um esforço teórico-analítico de reunir elementos estruturais e superestruturais a fim de contribuir para pesquisas que se debrucem sobre a progressiva força política do empresariado na educação brasileira.

ABSTRACT The article presents the concept of empresariamento of the new-type education, based on Marx>s labor-value theory, and on the conceptions of the enlarged State - Gramsci’s private apparatuses of hegemony and organic intellectual. Its central dimensions are highlighted: mercantilization, commodification, and subsumption of the education to the empresariado. Aiming to apprehend historical and conjunctural, universal and particular aspects of this process, we work with Florestan Fernandes’ concept of dependent capitalism, as well as with historian Virgínia Fontes’ concept of new-type empresariamento. It is a theoretical-analytical effort to bring together structural and superstructural elements in order to contribute to studies focusing on the progressive political strength of the empresariado community in Brazilian education

RESUMEN El artículo presenta el concepto de empresariamento de la educación de nuevo tipo, basado en la teoría del valor-trabajo de Marx y en las concepciones de Estado ampliado, aparatos privados de hegemonía e intelectual orgánico en Gramsci. Enfatizamos sus dimensiones centrales: la mercantilización, la mercadorização y la subsunción de la educación al empresariado. Con el objetivo de comprender los aspectos históricos y coyunturales, universales y particulares de este proceso, trabajamos con los conceptos de capitalismo dependiente, de Florestan Fernandes, y de empresariamento de nuevo tipo, de la historiadora Virgínia Fontes. Es un esfuerzo teórico-analítico de reunir elementos estructurales y superestructurales para contribuir a las investigaciones que se centren en la fuerza política progresiva de la comunidad empresarial en la educación brasilera.

RESUMEN El objetivo de este estudio se basa en analizar la percepción que tienen los consumidores sobre el marketing sensorial olfativo, como estrategia utilizada para el posicionamiento de las marcas. El sentido del olfato siempre ha sido un factor determinante en la toma de decisiones del ser humano, sin embargo, los estudios que existen sobre el proceso que vincula los aromas, el olfato y las marcas. Son descriptivos y de carácter interno por esta razón no pueden confirmar que un aroma estratégico, aplicado a una empresa o marca sea un factor de posicionamiento efectivo. Algunas marcas ya utilizan el sentido del olfato como activador de relaciones, emociones y sentimientos con sus clientes, aprovechando que sentido del olfato no presenta saturación publicitaria, y tiene comunicación directa con la memoria, sin embargo, es una estrategia aislada que migra de otros países y que para la mayoría de empresas es un concepto nuevo como aplicación de marketing sensorial. Se realizó una investigación cuantitativa de tipo exploratoria utilizando encuestas aplicadas a (120) consumidores, entre hombre y mujeres en edades 18 a 60 años con procesos de compra y consumo en el territorio colombiano. Los hallazgos relacionan positivamente al consumidor y los aromas, también se puede evidenciar lo novedoso que es para el mercado el concepto de marketing olfativo, confirmando que algunos consumidores si conocen este tipo de estrategias, y la han experimentado en grandes marcas, como hoteles, restaurantes y sector vestuario. Como conclusiones se puede evidenciar una disposición por parte de los consumidores en la implementación de estrategias sensoriales olfativas para las marcas. Convirtiéndose esto en una oportunidad de mercado interesante para las empresas, desarrolladoras y distribuidoras de marketing olfativo, ya que el consumidor en general está dispuesto a disfrutar de la estrategia sensorial olfativa. JEL: M3, M30, M31, M37, M39, D11, D12

ABSTRACT The objective of this study based on analyzing the perception that consumers have about olfactory sensory marketing, as a strategy used for brand positioning. The sense of smell has always been a determining factor in human decision making, however, the studies that exist on the process that links aromas, smell and brands. They are descriptive and internal in nature for the reason they cannot confirm that a strategic aroma, applied to a company or brand is an effective positioning factor. Some brands already use the sense of smell as an activator of relationships, emotions and feelings with their customers, taking advantage of the sense of smell does not present advertising saturation, and has direct communication with memory, however, it is an isolated strategy that migrates from other countries and that for most companies it is a new concept as a sensory marketing application. An exploratory quantitative investigation carried out using surveys applied to (120) consumers, between men and women between the ages of 18 and 60, with purchase and consumption processes in the Colombian territory. The findings relate positively to the consumer and the aromas, it can also be evidenced how novel the olfactory marketing concept is for the market, confirming that some consumers do know these types of strategies, and have experienced it in large brands, such as hotels, restaurants and clothing sector. As conclusions can be evidenced a willingness on the part of consumers in the implementation of olfactory sensory strategies for brands. Turning this into an interesting market opportunity for companies, developers and distributors of olfactory marketing, since the consumer in general is willing to enjoy the olfactory sensory strategy. JEL: M3, M30, M31, M37, M39, D11, D12

RESUMO O objetivo deste estudo é analisar a percepção que os consumidores têm sobre o marketing sensorial olfativo, como estratégia utilizada para o posicionamento da marca. O olfato sempre foi um fator determinante na tomada de decisão humana, no entanto, os estudos existentes sobre o processo que vincula aromas, olfato e marcas. Eles são de natureza descritiva e interna, por esse motivo, não podem confirmar que um aroma estratégico aplicado a uma empresa ou marca seja um fator de posicionamento eficaz. Algumas marcas já usam o olfato como ativador de relacionamentos, emoções e sentimentos com seus clientes, aproveitando o olfato não apresenta saturação publicitária e tem comunicação direta com a memória, no entanto, é uma estratégia isolada que migra de outros países e que, para a maioria das empresas, é um novo conceito como aplicativo de marketing sensorial. Uma investigação quantitativa exploratória foi realizada por meio de pesquisas aplicadas a (120) consumidores, entre homens e mulheres entre 18 e 60 anos, com processos de compra e consumo no território colombiano. As descobertas se relacionam positivamente com o consumidor e os aromas, também pode ser evidenciado o quão novo é o conceito de marketing olfativo para o mercado, confirmando que alguns consumidores conhecem esses tipos de estratégias e o experimentaram em grandes marcas, como hotéis, restaurantes e setor de vestuário. Como conclusões, pode-se evidenciar uma disposição por parte dos consumidores na implementação de estratégias sensoriais olfativas para as marcas. Transformando isso em uma interessante oportunidade de mercado para empresas, desenvolvedores e distribuidores de marketing olfativo, uma vez que o consumidor em geral está disposto a aproveitar a estratégia sensorial olfativa. JEL: M3, M30, M31, M37, M39, D11, D12

RESUMO Objetivo: Compreender as motivações do turismo voluntário e qual seria o sentido atribuído à realização dele nas relações com trabalho e vida. Originalidade/valor: Justifica-se pela novidade em torno desse turismo e desse ato de voluntariar, com carência de trabalhos no Brasil. Toma como base as mudanças no modo de produção e no trabalho no século XXI que implicaram uma busca por sentido no trabalho e na vida. Nesse sentido, propõe-se um olhar reflexivo para a temática, integrando noções de pós-modernidade e mobilização de subjetividades. Design/metodologia/abordagem: Estudo de abordagem qualitativa, com coleta de dados a partir de entrevistas semiestruturadas com 20 sujeitos que participaram de uma experiência de turismo voluntário; análise de dados via análise de conteúdo. Resultados: Foram identificados sujeitos que buscam experiências significativas de turismo. Como consumidores, buscam experiências de vida que possam dizer algo sobre si mesmos, que agreguem valor e colabore para a empregabilidade deles. Há produção e consumo de subjetividades em torno do turismo voluntário, voltadas para a busca por sentido na pós-modernidade. O próprio sentido do trabalho se torna uma mercadoria.

ABSTRACT Purpose: This paper aims to understand the motivations involved in volunteer tourism activities and the meaning of the experience to the volunteers in a post-modern context. Originality/value: Volunteer tourism is a response to the socioeconomic transformations of the 21st century. It is related to the contemporary search for meaning in the spheres of life and work. In this sense, the study proposes a new reflexive approach to the work debate, integrating issues involving the mobilization of subjectivity and post-modern perspectives. Design/method/approach: This study is a qualitative investigation with results collected through semi-structured interviews. Content analysis was used to analyze the transcripts. Findings: The participants are individuals who travel abroad seeking a meaningful tourist experience. As consumers, they welcome life experiences that represent particular aspects of their own identity, while also looking for ways to lend added value to their careers and increase their employability. The volunteer tourism industry mobilizes the production and consumption of such subjectivities, which are related to the search for meaning in the post-modern era. Self-realization, intercultural encounters, and a different perspective on reality are some outcomes of this activity. The meaning of work is itself now a merchandising instrument.

This article critically analyses the social implications of gospel merchandising among Nigerian Christians today. The research method adopted for the work is the qualitative phenomenological approach. Clerics of different Christian denominations in the country have maximised the opportunity of mass patronage from citizens seeking solutions to their spiritual, social and economic problems to merchandise the gospel and the associated religious elements. How this religious development affects the Nigerian society is the task that this article tackles. The article discovered that gospel merchandising has had both positive and negative implications for the society. Whilst the phenomenon has provided opportunity for competitive propagation of the gospel in the Nigerian society as well as employment for the unemployed, especially the youths, it is observed that the same phenomenon has affected the society negatively by encouraging the gangrenous social sickness known as corruption and by influencing the general trend of diabolism and immorality in the society. The study recommends, among other things, that the Christian Association of Nigeria (CAN) should cooperate with the government so that its war against corruption could be carried into the church as it has been observed that the unwholesome phenomenon is also endemic in the church in no small measure.

Resumo Este trabalho visa a discutir se o uso do sistema de proteção à marca pelas agremiações desportivas de futebol revela-se como a forma mais eficiente diante do disposto na Lei n. 9.615/1998 (Lei Pelé), tendo como base o encontrado na literatura sobre merchandising de marcas, direitos de personalidade e direitos de autor. Para tanto, realizou-se um levantamento do uso do sistema de marcas por cinco agremiações desportivas de futebol, a partir de um recorte que teve como norteador o ranking dos clubes de futebol do Campeonato Brasileiro de 2018 da Confederação Brasileira de Futebol (CBF). De modo a realizar o levantamento sobre o uso do sistema de marcas, foram utilizadas as bases de dados do Instituto Nacional da Propriedade Industrial (INPI) e da TM View. Do material levantado, destaca-se o fato de as agremiações desportivas estarem utilizando o sistema de proteção à marca para suas denominações. Todavia, entende-se não ser esta a melhor estratégia, tendo em vista a problematização realizada na literatura sobre merchandising a partir de uma discussão reflexiva sobre a proteção conferida à marca pelo direito de propriedade industrial, contraposto à proteção conferida às denominações pela Lei Pelé. Conclui-se que a opção pela proteção por marcas pode não ser, de fato, a mais eficiente, uma vez que a Lei Pelé garante a propriedade das denominações das agremiações desportivas, permitindo que sejam licenciadas sem maiores ônus a seus titulares.

Abstract This study intends to discuss if the use of a trademark protection system by soccer corporations is the most effective mechanism given Pelé Law (Law n. 9.615/1998) perspective, considering literature findings about trademark merchandising, personality rights and author's rights. For that purpose, it was investigated the use of a trademark system by the top five soccer corporations during Brazilian championship in 2018, according to Brazilian Soccer Confederation (CBF). The data was extracted from TM View database and from trademark database at National Institute of Industrial Property (INPI). From a critical reflexive discussion, the study focus on the controversial use of sportive designations as trademark under industrial property law protection in contrast to under Pelé Law protection approach. The conclusion reveals that trademark protection may not be the most strategic option in fact and, therefore, efficient, due to perspective granted by Pelé Law to support the exploration of business model based on licensing agreements and merchandising of designations of sportive corporations.

RESUMO Estudos de fenômenos culturais, a partir da Análise do Comportamento, contribuem para o planejamento cultural ao utilizar estratégias como o merchandising social. O objetivo desta pesquisa foi analisar metacontingências, a partir de um tema social com forte impacto - tráfico de pessoas - em uma novela brasileira de grande audiência: Salve Jorge. As cenas relativas ao tema foram descritas em termos de contingências, classificadas em sete metacontingências, as quais foram apresentadas em alta frequência no transcorrer dos capítulos. O impacto da novela foi observado no aumento da frequência de notícias sobre tráfico de pessoas em seis jornais, além de denúncias registradas nos períodos anterior, simultâneo e posterior à exibição de Salve Jorge. As notícias são indicadores do efeito positivo da obra de ficção sobre o reconhecimento e definição de “tráfico de pessoas”, o que contribuei para a frequência de denúncias em órgãos competentes e a implementação das intervenções.

ABSTRACT Behavior-analytic studies of cultural phenomena can contribute to cultural planning by using strategies such as social merchandising. The goal of this research was to analyze metacontingencies based on a social theme of great impact - human trafficking - in a Brazilian soap opera (Salve Jorge) with a large audience. Scenes related to the theme were described in terms of contingencies, classified in seven metacontingencies, which were presented in high frequency throughout the chapters. The impact of the soap opera was observed in the increased frequency of news about human trafficking in six newspapers as well as complaints registered in the periods before, simultaneous and after the exhibition of Salve Jorge. The news is indicative of the positive effect of a work of fiction on the recognition and definition of “human trafficking”, which also contributes to a higher frequency of complaints and interventions implemented by competent agencies.