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Heritage is a brand value proposition that provides a unique basis for building and maintaining strong relationships with consumers. Seeking to understand how this strategic resource influences the relations between consumers and brands, this study aims to examine brand heritage as a determinant of self-reinforcing elements (enticing, enabling, and enriching the self). A survey was carried out with 309 Brazilian and American consumers to test the proposed relationships. Based on a structural equation model, the results demonstrated that consumers process the characteristics related to brand heritage through the three self-reinforcing elements, but their overall effect on self-brand connection occurs only through the sensory and aesthetic pleasure that the brand offers (enticing the self). The study also presents academic and managerial implications and makes recommendations for future research.

The Battle of Rencesvals is the one of the most dramatic historical event of the entire eighth century, not only in Vasconia but in Western Europe. This monograph examines the battle as more than a single military encounter, but instead as part of a complex military and political conquest that began after the conquest of the Iberian Peninsula in 711 and culminated with the creation of the Kingdom of Pamplona in 824. The battle had major (and largely underappreciated) consequences for the internal structure of the Carolingian Empire. It also enjoyed a remarkable legacy as the topic of one of the oldest European epic poems, La Chanson de Roland. The events that took place in the Pyrenean pass of Rencesvals (Errozabal) on 15 August 778 defined the development of the Carolingian world, and lie at the heart of the early medieval contribution to the later medieval period.

La presente investigación analiza los modelos de capital de marca para los destinos turísticos desde la perspectiva del consumidor, con el fin de identificar sus dimensiones más relevantes. Se revisaron 35 estudios empíricos obtenidos de las bases de datos Scopus, WOS y ProQuest. Además, se analizó la aplicación de las teorías clásicas de Aaker y Keller en la conceptualización de las dimensiones del capital de marca. Si bien todavía no existe un consenso, los resultados muestran que las dimensiones incorporadas con mayor frecuencia en los modelos de capital de marca propuestos para los destinos turísticos son la notoriedad, la imagen de marca, la calidad percibida y la lealtad, las cuales pertenecen a la teoría de Aaker, aunque en su conceptualización también se han empleado medidas propuestas por Keller. Asimismo, en los estudios realizados entre 2017 y 2023, se observó un aumentó en la complejidad de los modelos de capital de marca debido al intento de los autores de reflejar el carácter multidimensional de los cuatro componentes mencionados, especialmente de la imagen de marca y la calidad percibida. Los resultados de la presente investigación ofrecen lineamientos para el desarrollo de una teoría más robusta sobre el concepto de capital de marca de los destinos turísticos.

Este es un ejercicio de narrativa, desde mi formación de base como diseñador, algo de literatura y la reciente cercanía con la etnografía; un relato relativo a la creación de identificadores, elementos con que solemos crear fuertes lazos de afinidad, filiaciones que muchas veces organizan cómo debemos ser y comportarnos, pertenecer a un grupo, ser unidad con ideales, aunque sea en códigos de vestuario, de piel. Coincidencia con un logo, una marca, una convención visual. This is an exercise in narrative, based on my basic training as a designer, some literature and the recent proximity to ethnography; a story related to the creation of identifiers, elements with which we usually create strong ties of affinity, affiliations that often organize how we should be and behave, belong to a group, be united with ideals, even if it is in dress codes, skin codes. Coincidence with a logo, a brand, a visual convention.

Los hoteles tradicionalmente ostentan una categoría de estrellas para informar a los consumidores la calidad de servicios que pueden esperar al reservar una habitación. Actualmente, en las comunidades turísticas de clientes electrónicas, se publica la categoría de estrellas y tienen la posibilidad de comunicar su experiencia, afectando positiva o negativamente la imagen proyectada de la marca hotelera. El objetivo principal del trabajo consistió en evaluar la forma en que los recursos empresariales de infraestructura inciden positivamente en la imagen de marca. En particular, se estudió la relevancia que tienen las calificaciones emitidas por los clientes durante su experiencia de hospedaje en la imagen de marca, su correlación con los precios por habitación y cómo varían sus implicaciones según la comunidad de clientes turísticos. Con la aplicación de un modelo de regresión y una correlación de Spearman se encuentra que los recursos empresariales de infraestructura fortalecen la imagen de un hotel mediante la categoría de estrellas. Sin dejar de lado, que las calificaciones de los clientes tienen una correlación positiva con la imagen proyectada y con los precios por habitación estándar. Confirmando, que en el marketing experiencial, la imagen de marca resultante en evaluaciones altas por los clientes, permite fijar precios altos y es variable acorde al sitios web.

Currently, the development of a city brand represents a key strategy for governments interested in boosting tourism within their borders. However, improper use of this resource can be counterproductive. The purpose of this study is to determine the criteria for assessing the effectiveness of the city brand and its tourist appeal, applying the Anholt Hexagon model. A mixed-methodological approach was adopted, analyzing the six dimensions of the model as a theoretical framework, and complementing it with a quantitative study based on surveys about the perception of tourists, both local and international, with a sample of 384 participants. The research aimed to establish a relationship between the hypothetical factors and each of the evaluated dimensions (presence, pulse, place, people, potential, and prerequisites) to identify the key elements for the success of a city brand, such as its architecture, climate, natural reserves, and promotional strategies. It is concluded that the effective development of a city brand requires careful consideration of these factors to enhance tourist retention and complement the sustainable development of the city of Ambato. Atualmente, a marca da cidade é uma estratégia fundamental para os governos interessados em promover o turismo dentro de suas fronteiras. Entretanto, o uso inadequado desse recurso pode ser contraproducente. O objetivo deste estudo é determinar os critérios para avaliar a eficácia do city branding e sua atratividade turística, aplicando o modelo hexagonal de Anholt. Foi adotada uma abordagem metodológica mista, analisando as seis dimensões do modelo como uma estrutura teórica e complementando-a com um estudo quantitativo baseado em pesquisas sobre a percepção dos turistas, tanto locais quanto internacionais, com uma amostra de 384 participantes. O objetivo da pesquisa foi estabelecer uma relação entre os fatores hipotéticos e cada uma das dimensões avaliadas (presença, pulso, lugar, pessoas, potencial e pré-requisitos), a fim de identificar os elementos-chave para o sucesso da marca de uma cidade, como sua arquitetura, clima, reservas naturais e estratégias de promoção. Conclui-se que o desenvolvimento eficaz de uma marca da cidade requer a consideração cuidadosa desses fatores para aumentar a permanência do turista e complementar o desenvolvimento sustentável da cidade de Ambato. En la actualidad, la creación de una marca ciudad representa una estrategia clave para los gobiernos interesados en fomentar el turismo dentro de sus fronteras. Sin embargo, el uso inadecuado de este recurso puede resultar contraproducente. El propósito de este estudio es determinar los criterios para evaluar la eficacia de la marca ciudad y su atractivo turístico, aplicando el modelo del hexágono de Anholt. Se adoptó un enfoque metodológico mixto, analizando las seis dimensiones del modelo como marco teórico y complementándolo con un estudio cuantitativo basado en encuestas sobre la percepción de los turistas, tanto locales como internacionales, con una muestra de 384 participantes. El objetivo de la investigación fue establecer una relación entre los factores hipotéticos y cada una de las dimensiones evaluadas (presencia, pulso, lugar, gente, potencial y prerrequisitos), con el fin de identificar los elementos clave para el éxito de una marca ciudad, tales como su arquitectura, clima, reservas naturales y estrategias de promoción. Se concluye que el desarrollo efectivo de una marca ciudad requiere una consideración cuidadosa de estos factores para mejorar la permanencia del turista y complementar el desarrollo sostenible de la ciudad de Ambato.

This research aimed to analyze China’s reputation by measuring its Country Brand Equity’s (CBE). A survey was undertaken with American consumers and structural equation modelling was conducted. Findings indicated the following dimensions of China’s CBE: Country Brand Perceived Quality (CBQua) - the highest measure related to CBE, followed by Country Brand Loyalty (CBLoy), Country Brand Reputation (CBRep), and Country Brand Awareness (CBAw). Theoretically, this research contributes to studies on China’s reputation, especially in strategic management in order to stimulate business drivers. Furthermore, this study encourages brand managers, executives to focus on international business strategies based on positioning a country reputation.

RESUMO Este estudo examina o efeito conjunto da congruência marca-causa, do apego à marca e da atitude em relação à causa de Responsabilidade Social Corporativa (RSC) sobre a intenção dos consumidores de se engajarem em causas de RSC patrocinadas por uma marca. Os resultados de dois experimentos sugerem que, quando a atitude do consumidor em relação à causa é menos positiva e o apego do consumidor à marca é baixo, a intenção de aderir à causa de RSC é maior quando a causa é congruente com a marca do que quando a causa é incongruente com a marca; se o apego do consumidor é alto, a intenção de aderir à causa não depende da congruência marca-causa. Por outro lado, se a atitude do consumidor em relação à causa é mais positiva, o apego à marca não modera o efeito da congruência sobre a intenção de aderir à causa. A percepção de intenção persuasiva mediou a influência da congruência marca-causa sobre a intenção de aderir para pessoas de baixo apego à marca, mas não para pessoas de alto apego à marca. RESUMEN Este estudio analiza el efecto combinado de la congruencia marca-causa, del apego a la marca y de la actitud hacia la causa de Responsabilidad Social Corporativa (RSC) sobre la intención de los consumidores de adherir a causas de RSC patrocinadas por una marca. Dos experimentos sugieren que cuando la actitud del consumidor hacia la causa es menos positiva y el apego es bajo, la intención de adherir a la causa es más alta cuando esta es congruente con la marca que cuando es incongruente. Si el apego es alto, la intención de adherir no depende de la congruencia marca-causa. Por otro lado, si la actitud del consumidor hacia la causa es más positiva, el apego no modera el efecto de la congruencia marca-causa sobre la intención de adherir. En el caso de las personas con bajo apego, la percepción del intento persuasivo medió la influencia de la congruencia marca-causa sobre la intención de adherir. Esto no se observó entre las personas con alto apego. ABSTRACT This study examines the joint effects of brand-cause congruence, brand attachment, and attitude toward a cause of corporate social responsibility (CSR) on consumers’ intention to adhere to causes sponsored by a brand. The results of two experiments indicate that when consumers’ attitude toward such causes is less positive and brand attachment is low, the intention to adhere to a CSR cause is greater when the brand is congruent to the cause than when it is incongruent. If consumer brand attachment is high, the intention to adhere to the cause is also high, regardless of brand-cause congruence. However, if consumer attitude toward the cause is more positive, brand attachment does not moderate the effect of brand-cause congruence on the intention to adhere to the cause. The perception of persuasive intent mediates the influence of brand-cause congruence on the intention to adhere for consumers with low brand attachment, but not for those with high brand attachment.

Estimating disease-associated mortality and transmission processes is difficult in free-ranging wildlife but important for understanding disease impacts and dynamics and for informing management decisions. In a capture-mark-recapture study, we used a PCR-based diagnostic test in combination with multistate models to provide the first estimates of disease-associated mortality and detection, infection, and recovery rates for frogs endemically infected with the chytrid fungus Batrachochytrium dendrobatidis (Bd), which causes the pandemic amphibian disease chytridiomycosis. We found that endemic chytridiomycosis was associated with a substantial reduction (approximately 38%) in apparent monthly survival of the threatened rainforest treefrog Litoria pearsoniana despite a long period of coexistence (approximately 30 years); detection rate was not influenced by disease status; improved recovery and reduced infection rates correlated with decreased prevalence, which occurred when temperatures increased; and incorporating changes in individuals' infection status through time with multistate models increased effect size and support (98.6% vs. 71% of total support) for the presence of disease-associated mortality when compared with a Cormack-Jolly-Seber model in which infection status was restricted to the time of first capture. Our results indicate that amphibian populations can face significant ongoing pressure from chytridiomycosis long after epidemics associated with initial Bd invasions subside, an important consideration for the long-term conservation of many amphibian species worldwide. Our findings also improve confidence in estimates of disease prevalence in wild amphibians and provide a general framework for estimating parameters in epidemiological models for chytridiomycosis, an important step toward better understanding and management of this disease.

Museum brand management is a practice increasingly used in the museum sector, at least at a primary level. The scarce academic literature on the subject has created the opportunity to approach museum brand management from a deeper perspective, including its brand identity. For this purpose, an online Delphi study consisting of three rounds of questions was developed. A total of 12 experts, from the public and private sector, as well as academia, participated in the process, which was carried out between 2019 and 2021. The main objective was to identify a brand identity model for museums and its adaptability to the post-COVID era from a theoretical point of view. The main dimensions that compose the agreed model are: the product, the person, the symbol, the organisation, the territory and the digital sphere. According to the experts, this model is versatile enough to be adapted to all museums, regardless of their type and size/structure. This study provides a theoretical validation of a brand identity model, and it also demonstrates a growing focus on marketing and brand management by experts and academics.