Background: Since its publication in 1997, Jennifer Aaker’s brand personality model has been challenged but none of the publications have had the same seminal effect. Additionally, differences in perceptions of Aaker’s personalities have been found which suggests a gap of knowledge to research. With the development of social media, customers begin to be more engaged with the brands. Purpose: The goal of this study is to explore European airlines’ brand personalities and Gen Z’s perception of the personalities through brands’ TikTok content by using Jennifer Aaker’s (1997) brand personality dimensions. Additionally, social media engagement is used as a tool to investigate the significance of social media for brands. Method: An exploratory qualitative deductive study, with an exploratory nature and an experimental design, applying semi-structured interview methods with a sample size of 25 participants. Conclusion: The findings demonstrate that Aaker’s personality traits are somewhat still relevant to Gen Z’s perception of them but there are traits that could be added which have been argued for by other scholars as well before. These additional traits should include negative traits and traits that show extroversion and introversion, for instance.

Orientador: Ana Gabriela Sálvio / Resumo: Introdução: O melanoma é um tipo de câncer de pele agressivo, gerando diferentes comportamentos ao diagnóstico, dependendo da situação emocional do indivíduo. O modo como o paciente recebe o diagnóstico pode estar associado à personalidade e sua relação com a vida. Objetivo: Identificar as características emocionais e as dimensões da personalidade do paciente com melanoma no momento diagnóstico. Métodos: Foram selecionados 30 pacientes no momento do diagnóstico de melanoma e 30 sem diagnóstico oncológico sendo, ambos os grupos submetidos à avaliação psicológica através de dois instrumentos: Escala de Ansiedade e Depressão (HADS) e Inventário Fatorial de Personalidade (IFP II). Resultados: Neste estudo os sintomas de ansiedade e depressão não tiveram significância estatística e foram sintomas predominantes no grupo controle do que no grupo melanoma. Na interpretação e análise de correspondência do IPF II deste estudo as variáveis estatisticamente significativas que caracterizam os pacientes com melanoma foram Assistência, Afago, Deferência, Afiliação, Persistência e Autonomia. A dimensão Ordem é característica no que se refere aos estádios clínicos mais avançados (III e IV). Discussão: Neste trabalho não observa uma associação direta de sintomas de ansiedade e depressão na fase diagnóstica, ponto que merece atenção na escuta clínica e evolução do tratamento. Notamos as pessoas com melanoma a tendência abandono de si e busca de reconhecimento, para manter o trabalho, boa execuç... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Introduction: Melanoma is a type of aggressive skin cancer, generating different behaviors at diagnosis, depending on the individual's emotional situation. How the patient receives the diagnosis may be associated with personality and its relation to life. Objective: To identify the emotional characteristics and personality dimensions of the patient with melanoma at the moment of diagnosis. Methods: 30 patients were selected at the time of diagnosis of melanoma and 30 without oncological diagnosis. Both groups were submitted to psychological evaluation through two instruments: Anxiety and Depression Scale (HADS) and Factorial Personality Inventory (IFP II). Results: In this study the symptoms of anxiety and depression were not statistically significant and were predominant symptoms in the control group than in the melanoma group. In the interpretation and correspondence analysis of the IPF II of this study, the statistically significant variables that characterize patients with melanoma were Assistance, Cuddling, Deference, Affiliation, Persistence and Autonomy. The Order dimension is characteristic for the more advanced clinical stages (III and IV). Discussion: This study does not observe a direct association of anxiety and depression symptoms in the diagnostic phase, a point that deserves attention in clinical listening and treatment evolution. We note that people with melanoma tend to abandon themselves and seek recognition, to keep the job, good execution and admiration of... (Complete abstract click electronic access below) / Mestre

Broadly defined political ideology: Liberalism, Conservatism and Right-wing authoritarianism - often percieved as identical, are concepts dominantly used by researchers as descriptors of two distinct groups of people. However, this ideological understanding stems from overly generalized conclusions of current research: Empirically defined Social and Economic dimension of ideology is better described by two negatively correlated factors than one broad conservatism factor. Social and Economic conservatism and Authoritarianism are rather distinct concepts with specific personality and demographic correlates. Social and Economic ideology is - in part contrary to expectations - mostly predicted by Openness to Experience, Extraversion and Emotional stability. Economic conservatism differs from other ideological dimensions being mostly predicted by Income and Education. Social conservatism differs from Authoritarianism being predicted by Age. Moreover, in contrast with Authoritarianism, Economic and Social conservatism are both connected to unique opposite interactions of Income and Openness to Experience. Keywords Social and economic ideological dimensions, Authoritarianism, Personality predictors