Comprensión de las dimensiones de la autenticidad de la marca de los deportistas / Understanding the dimensions of athlete brand authenticity

Hasaan, A., y Fişne, M. (2021). Comprensión de las dimensiones de la autenticidad de la marca de los deportistas. PENSAR EN MOVIMIENTO: Revista de Ciencias del Ejercicio y la Salud, 20(2), 1-28. Como los deportistas son considerados una marca, gestionarla es un desafío para el mercado. La autenticidad de la marca es una herramienta que se puede utilizar para garantizar que esta se mantenga durante un período de tiempo más largo. Para comprender el concepto de autenticidad de la marca del deportista, se realizó una revisión sistemática de las publicaciones en varias bases de datos electrónicas. A partir de estudios anteriores que analizaron los atributos de autenticidad de marca para algunas de ellas, se identificaron un total de 76 atributos. Después de fusionar los interrelacionados, el número final de atributos únicos fue 23. Estos se dividieron en tres grandes temas: actividades en la cancha, actividades fuera de la cancha y actividades de marketing de un deportista. El estudio encuentra la complejidad relacionada con la autenticidad de la marca en que esta es un proceso multidimensional que perdura por períodos más largos de la carrera del atleta. El estudio actual también destaca las complicaciones al establecer la autenticidad de la marca del atleta y que ocurren debido a la naturaleza de esta.

Hasaan, A. & Fişne, M. (2021). Understanding the dimensions of athlete brand authenticity. PENSAR EN MOVIMIENTO: Revista de Ciencias del Ejercicio y la Salud, 20(2), 1-28. The management of an athlete brand is challenging due to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticity and help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activities of an athlete. The study finds brand authenticity to be a multi-dimensional and complex process that endures for longer extensive periods of an athlete's career. The current study also highlights the complications related to an athlete brand that occur when establishing athlete brand authenticity. Therefore, this study provides an opportunity to refine athlete brand authenticity further within the discussed domains.

Hasaan, A. e Fişne, M. (2021). Entendendo as dimensões da autenticidade da marca dos atletas. PENSAR EN MOVIMIENTO: Revista de Ciencias del Ejercicio y la Salud, 20(2), 1-28. Como os atletas são considerados uma marca, gerenciá-la é um desafio para o mercado. A autenticidade da marca é uma ferramenta que pode ser usada para garantir que ela se mantenha por um período maior de tempo. Para entender o conceito de autenticidade da marca do atleta, foi realizada uma revisão sistemática da literatura em diversas bases de dados eletrônicas. De estudos anteriores que analisaram atributos de autenticidade da marca para algumas delas, foram identificados 76 atributos. Após a fusão dos inter-relacionados, o número final de atributos únicos foi de 23. Estes foram divididos em três temas principais: atividades no campo, atividades fora do campo e atividades de marketing de um atleta. O estudo encontra a complexidade relacionada à autenticidade da marca, pois trata-se de um processo multidimensional que dura períodos mais longos. O presente estudo também destaca complicações relacionadas à marca de um atleta que ocorrem ao estabelecer a sua autenticidade devido à natureza dessa marca.

An ethnographic approach to understand cultural perspectives of tribes on branding practice for sick children in Odisha, India

Background & objectives: Traditional beliefs on child healthcare at time lead to potentially harmful practices like branding. However, there is a gap in people’s perceptions, attitudes and beliefs about branding practice. Therefore, the present study was undertaken to document the cultural motivation, ability and opportunity for branding practice in a tribal district of Odisha, India. Methods: Initially, such practices were observed in the tribal community for three months. Then, 18 in-depth interviews were conducted - ten among women having under-five children, and eight among traditional healers. Six focus group discussions were conducted with community health workers as well. The responses were digitally recorded, transcribed and translated and were further used for thematic framework analysis. Results: The primary determinants of branding practice were cultural beliefs compounded with low-health literacy, proximity to conventional care and influence of family and friends. The key driver for branding practices was traditional cultural beliefs on child healthcare decisions and health-seeking behaviours. Opportunities in the health system – availability and quality of health services – frequently drive them to seek healthcare from the system structure and routine health communication improves their ability to make better healthcare decisions. Interpretation & conclusions: Culture significantly affects the conceptualisation of illness and care-seeking pathways in a society. The indigenous community used to consult local traditional healers for their health concerns. While the government has made efforts to increase community health literacy through various platforms and multiple stakeholders’ engagements, the doorstep availability of modern care and health promotion interventions remains critical for meeting the health needs of the indigenous community.

IMPACT OF EMOTIONAL BRANDING AND CUSTOMER LOYALTY OF CONSUMERS TOWARDS NESTLE FOOD PRODUCTS IN INDIA: AN ANALYSIS

Nestle food products have been dominating the food industry and ruling the heart of Indians for long. This study is an attempt to understand the impact of emotional branding and customer loyalty of consumers towards such food products. In today's world, marketers have been extensively using emotional branding to create an impact and this study will help us to the situation better

Understanding the dimensions of athlete brand authenticity / Comprensión de las dimensiones de la autenticidad de la marca de los deportistas

Abstract Hasaan, A. & Fişne, M. (2021). Understanding the dimensions of athlete brand authenticity. PENSAR EN MOVIMIENTO: Revista de Ciencias del Ejercicio y la Salud, 19(2), 1-25. The management of an athlete brand is challenging due to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticity and help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activities of an athlete. The study finds brand authenticity to be a multi-dimensional and complex process that endures for longer extensive periods of an athlete's career. The current study also highlights the complications related to an athlete brand that occur when establishing athlete brand authenticity. Therefore, this study provides an opportunity to refine athlete brand authenticity further within the discussed domains.

Resumen Hasaan, A. y Fişne, M. (2021). Comprensión de las dimensiones de la autenticidad de la marca de los deportistas. PENSAR EN MOVIMIENTO: Revista de Ciencias del Ejercicio y la Salud, 19(2), 1-25. Como los deportistas son considerados una marca, gestionarla es un desafío para el mercado. La autenticidad de la marca es una herramienta que se puede utilizar para garantizar que esta se mantenga durante un período de tiempo más largo. Para comprender el concepto de autenticidad de la marca del deportista, se realizó una revisión sistemática de la literatura en varias bases de datos electrónicas. A partir de estudios anteriores que analizaron los atributos de autenticidad de marca para algunas de ellas, se identificaron un total de 76 atributos. Después de fusionar los interrelacionados, el número final de atributos únicos fue 23. Estos se dividieron en tres grandes temas: actividades en el campo, actividades fuera del campo y actividades de marketing de un deportista. El estudio encuentra la complejidad relacionada con la autenticidad de la marca en que esta es un proceso multidimensional que perdura por períodos más largos. El estudio actual también destaca las complicaciones relacionadas con la marca de un deportista que ocurren al establecer la autenticidad de la marca del atleta debido a la naturaleza de la marca del atleta.

Resumo Hasaan, A. e Fişne, M. (2021). Entendendo as dimensões da autenticidade da marca dos atletas. PENSAR EN MOVIMIENTO: Revista de Ciencias del Ejercicio y la Salud, 19(2), 1-25. Como os atletas são considerados uma marca, gerenciá-la é um desafio para o mercado. A autenticidade da marca é uma ferramenta que pode ser usada para garantir que ela se mantenha por um período maior de tempo. Para entender o conceito de autenticidade da marca do atleta, foi realizada uma revisão sistemática da literatura em diversas bases de dados eletrônicas. De estudos anteriores que analisaram atributos de autenticidade da marca para algumas delas, foram identificados 76 atributos. Após a fusão dos inter-relacionados, o número final de atributos únicos foi de 23. Estes foram divididos em três temas principais: atividades no campo, atividades fora do campo e atividades de marketing de um atleta. O estudo encontra a complexidade relacionada à autenticidade da marca, pois trata-se de um processo multidimensional que dura períodos mais longos. O presente estudo também destaca complicações relacionadas à marca de um atleta que ocorrem ao estabelecer a sua autenticidade devido à natureza dessa marca.

Da 'volta à natureza' pelo 'milagre das Olimpíadas': narrativas de salvação do Rio de Janeiro no documentário para televisão Naturopolis / 'Back to nature' through 'the miracle of Olympics': narratives on the salvation of Rio de Janeiro in the television documentary Naturopolis / 'Volver a la naturaleza' a través del 'milagro de los Juegos Olímpicos': narraciones de salvación de Río de Janeiro en el documental para televisión Naturopolis

Este artigo busca compreender a produção de significados sobre sustentabilidade no contexto de produção da cidade olímpica. Para tanto, promove uma análise crítica do documentário Naturopolis, relacionando-o com alguns dos documentos oficiais disponibilizados tanto pelo Comitê Olímpico Internacional quanto pelo Comitê Organizador dos Jogos Olímpicos. Busca-se uma leitura polivalente, não dominante, considerando o contexto mais amplo de produção da cidade-mercadoria pela cidade-empresa, por meio de técnicas de city branding. O artigo se concentra na linha narrativa da salvação da cidade em relação à sustentabilidade, por meio dos megaeventos ou, nos termos do documentário, de uma volta à natureza, evocando mudanças necessárias para a construção de um novo país, a partir de uma transformação que pode ser trazida por políticos, pelo milagre das Olimpíadas e pela população em geral.

This article aims to understand the production of meanings about sustainability in the context of the production of the Olympic city. Using as method a critical analysis of the documentary Naturopolis, relating it to some of the official documents made available by both the International Olympic Committee and the Organizing Committee of the Olympic Games. The author seeks a multipurpose, non-dominant reading, considering the broader context of production of the commodity-city by the entrepreneurial city, through city branding techniques. The article focuses on the narrative line that consider mega-events as a catalyst to a possible salvation of the city in relation to sustainability, or, in the terms of the documentary, of a back to nature, evoking necessary changes for the construction of a new country, starting from a transformation that can be brought about by politicians, the miracle of the Olympics and the general population.

Este artículo busca comprender la producción de significados sobre sostenibilidad en el contexto de producción de la ciudad olímpica por medio de un análisis crítico del documental Naturopolis, relacionando la película con algunos de los documentos oficiales puestos a disposición tanto por el Comité Olímpico Internacional como por el Comité Organizador de los Juegos Olímpicos. Se busca una lectura polivalente, no dominante, considerando el contexto más amplio de producción de la ciudad-mercancía por la ciudad empresa, a través de técnicas de city branding. El artículo fija la atención en la línea narrativa de la salvación de la ciudad en relación con la sostenibilidad a través de megaeventos o, en los términos del documental, de un retorno a la naturaleza, evocando los cambios necesarios para la construcción de un nuevo país, a partir de una transformación que puede ser provocada por los políticos, por el milagro de los Juegos Olímpicos y por la población en general.

Traditional beliefs and practices in newborn care among mothers in a tertiary care centre in Dehradun, Uttarakhand, India

Background: Neonatal care practices are different in different communities. Before any intervention planned to reduce mortality and mortality in community, understanding of local belief and practices is necessary. Some of the harmful practices need to be abandoned and good or harmless practices need to be appreciated. This study was conducted to understand the cultural beliefs and practices in newborn care among residents of Uttarakhand.Methods: This was descriptive, cross-sectional study carried out among 300 postnatal mothers admitted to the hospital. The data was collected using self-administered questionnaires. Statistical analyses of the data was done using SSPS version 22.0.Results: 4% of the mothers believed colostrum to be unsuitable for the newborn. 71% mothers were practicing daily baby massage. 71.3% believed that hot and cold foods can harm their baby’s health. 57.3% practiced application of Kajal on baby’s face. 74.7% of mothers would keep Knife under pillow and 16.7% match box under baby’s cloth. 5.3% mother believed in practice of branding. 81% of mothers accept to practice of pouring oil in baby’s ear. 22.3% mothers believed in isolating mother baby together for 30-40 days.Conclusions: Certain practices are still prevalent like Branding, discarding colostrum, Kajal application, pouring oil in baby’s ear and very restricted dietary regime of mothers. These practices need to be stopped by educating mothers and relatives in postnatal wards.

Reflection on brand development of continuing medical education in hospitals / 中华医学教育探索杂志

The First Affiliated Hospital of Nanjing Medical University has adopted a strategy of brand development in the process of continuing medical education.Given the different recipients,the First Affiliated Hospital of Nanjing Medical University has established four types of brand-based education modes,namely Jinling high-level forum of clinical medicine,hospital management school,management salon,and clinical case discussion in English.The influence and competitiveness of the brand of hospital continuing education should be elevated through the following methods:adhering to the brand development orientation-to fulfill the public responsibility and cultivate medical talents; establishing appraisal mechanism of continuing medical education; transforming thinking of management department; relying on new media propaganda and expanding domestic and international communication.

Building branding awareness, emphasizing on inner quality of academic journals / 中华医学科研管理杂志

Academic Journals is an important carrier and source of the technology information. Establishing branding awareness is a critical to improvement of journals and a contemporary science and technology trend journal in science -technology field. Therefore, branding awareness is worthy to be emphasized.

Development of Internal Branding Performance Measure and Analysis on the Difference of Internal Branding Performances between Local and International Hotels / 대한지역사회영양학회지

The purposes of this study were to develop a tool for assessing internal branding performance and to identify the difference of internal branding performance between local and international hotels. The internal branding performance measure was developed through literature studies and face-to-face in-depth interviews with managers in various departments of 5 deluxe hotels. The questionnaires were distributed to 460 employees in food and beverage departments of 11 deluxe hotels in Seoul, and a total of 398 questionnaires were used for analysis (86.5%). The statistical analyses were completed using SPSS Win (12.0) for descriptive analysis, reliability analysis and t-test, and AMOS (5.0) for confirmatory factor analysis. The results of this study showed that the measure developed in this study was reliable and valid for assessing internal branding performances of hotels. In addition, the internal branding performances of hotels were high at understanding of brand dimensions and relatively low at work and organizational culture and human resource management dimensions, and local hotels showed lower levels of performance than international hotels at the dimensions of work and organizational culture (t = -3.801, p < 0.001) and human resource management(t = -5.397, p < 0.001). In conclusion, it is considered that a strong internal branding strategy should be established for successful brand management, and the practical measure for internal branding performance would be a key factor.