Este trabalho tem como objetivo central a pesquisa sobre o processo de financeirização do capital no ensino superior do setor privado com fins lucrativos no Brasil (2007-2012), por meio dos estudos das empresas educacionais Anhanguera Educacional Participações S.A., da Estácio Participações S.A. e da Kroton Educacional S.A. Com a revisão bibliográfica de trabalhos pertinentes ao tema, como livros, artigos, teses, dissertações e textos publicados em veículos de comunicação de massa, junto com os dados estatísticos disponibilizados principalmente por instituições governamentais e pelas empresas educacionais, almejou-se discutir a problemática, de forma crítica, e inserir novas contribuições teóricas para o debate educacional vinculado ao tema. Ainda que o assunto tenha despertado nos últimos anos a preocupação de um maior número de pesquisadores, as pesquisas sobre essa questão ainda são bastante insuficientes. Assim, a principal contribuição deste texto consistiu na análise da trajetória dos exercícios sociais delimitados para as três companhias, onde foi possível observar como, por exemplo, as novas estratégias de gestão corporativa; as suas inserções no mercado de ações; a participação de grandes fundos de investimentos (nacionais e estrangeiros); as pequenas melhorias na distribuição de renda no país nos últimos anos; bem como os incentivos governamentais como as bolsas de estudos e a renúncia fiscal permitiram um importante crescimento para todas elas. Além da introdução, que apresenta o trabalho, o texto conta com mais cinco partes. No capítulo 1, faz-se uma revisão sobre a legislação e a bibliografia associada ao ensino superior, com o foco no setor privado, desde o período do regime militar até a primeira metade dos anos de 2010. Em seguida, no capítulo 2, trabalha-se com os dados estatísticos para o ensino superior, com destaque para o setor privado no segmento particular, em especial depois da segunda metade dos anos de 1990, até o final dos anos 2000. Para o capítulo 3, discute-se a mercantilização para o nível de ensino, ao trazer para o debate a questão dos organismos internacionais; da qualidade; das políticas públicas para o financiamento estudantil, da renúncia fiscal e das bolsas de estudos no setor privado; além da financeirização do capital para o ensino superior do setor privado no segmento particular. O capítulo 4 introduz ao debate a questão da gestão corporativa para as três empresas educacionais, com a análise de alguns de seus documentos, bem como buscou caracterizar as três companhias, no período de 2007 a 2012, por meio de seus dados operacionais e financeiros, diante da consulta a uma série de documentos disponíveis nos seus endereços eletrônicos associados às relações com investidores. Por fim, as considerações finais apresentaram alguns dos principais resultados do trabalho. / This work has as main objective the research about the process of financialisation of capital in higher education of the for-profit private sector in Brazil (2007-2012), through the studies of educational companies Anhanguera Educacional Participações S.A., the Estácio Participações S.A. and Kroton Educacional S.A. With the bibliographical revision of works relevant to the theme, how to books, articles, theses, dissertations and texts published in mass media, along with the statistical data provided mainly by governmental institutions and educational undertakings, stardom-discuss the problematics, critically, and insert new theoretical contributions to the educational debate linked to the theme. Even though the matter has aroused concern in recent years an increasing number of researchers, the research on this issue are still quite inadequate. Thus, the main contribution of this text consisted in the analysis of the trajectory of the delimited for the social exercises three companies, where it was possible to observe how, for example, the new corporate management strategies; their insertions on the stock market; the participation of large investment funds (domestic and foreign); small improvements in income distribution in the country in recent years; as well as Government incentives such as scholarships and tax waiver allowed a significant growth for all of them. In addition to the introduction, which presents the work, the text has five parts. In Chapter 1, a review on the legislation and the bibliography linked to higher education, with the focus on the private sector, since the period of the military regime until the first half of 2010. Then, in Chapter 2, working with the statistical data for the higher education, with emphasis on the private sector in particular, especially after the second half of the year 1990, until the end of the year 2000. For Chapter 3, we discuss the commercialization to the level of education, to bring to the debate the issue of international bodies; the quality; public policies for student financing, the tax waiver and scholarships in the private sector; Besides the financialisation of the capital for the private sector higher education in particular. Chapter 4 introduces the debate the issue of corporate management for the three educational companies, with the analysis of some of its documents, as well as sought to characterize the three companies, in the period from 2007 to 2012, through its operational and financial data, in front of the query to a series of documents available in their electronic addresses linked to investor relations. Lastly, the final considerations presented some of the main results of the work.

Dissertation (LLM)--University of Pretoria, 2014. / gm2014 / Private Law / unrestricted

This study examines the within and between sex differences on the relative importances of merchandise quality and interaction quality as drivers of behavioral loyalty (share of wallet). A sample of customers of a national retail chain serves as the study setting. The results indicate that for female customers, interaction quality and merchandise quality have equally strong total influence on share of wallet. For male customers, the total effect of merchandise quality on share of wallet is significantly stronger than the total effect of interaction quality. Across sex comparisons reveal that the total effect of interaction quality on share of wallet is stronger for female customers. However, merchandise quality exerts a stronger total influence on share of wallet for male customers. Implications of the results are discussed and avenues for future research are offered.

Nous avons essayé de définir la notion d'image dialectique et la dialectique au sein de cette image dans l'œuvre tardive de Walter Benjamin. On a travaillé sur une notion qui ne fut pas achevée par son auteur et qui n'apparaît que à travers sa genèse conceptuelle dans l'établissement du concept d'histoire. Nous avons suivi un parcours retraçant la naissance d'un siècle qui crée des images reproductibles à l'infini. La spécificité de ces productions apparaît à travers la notion de fantasmagorie qui retraduit un moment de la dialectique qui compose celle de l'image. La fantasmagorie exprime au sein des représentations que forge un siècle la part archaïque et devenu mythologique de la superstructure économique de celui-ci. La mémoire, l'expérience et l'imagination semblent produire des représentations figurées des aspirations autant utopiques que destructrices d'un siècle, et d'offrir ainsi une image intérieure des productions inhérentes aux mécanismes sociaux à la base du fétichisme, et qui s'expriment comme un inachèvement existentiel permanent. La marchandise apparaît comme la catégorie centrale de ce processus, définissant la finalité du concept d'histoire matérialiste comme un récit de l'émancipation qui cherche à s'opposer à un univers anhistorique devenu infernal, qui est une continuité au sein d'un retour éternel du même d'une catastrophe sociale engendré par l'idéologie du progrès qui lui est associée. La théorie des images dialectiques se pose en tant que perspective politique et théologique, diagnostique et projective, de l'histoire, comme celle d'une mémoire involontaire d'une humanité délivrée, en tant qu'établissement d'une temporalité de l'achèvement comme complétude et de la discontinuité. / We tried to define the notion of dialectical image and the dialectic within this image in Walter Benjamin's late work. We worked on a notion that was not completed by its author and that we only can grab through its conceptual genesis in the development of the concept of history. We followed a journey tracing the birth of a century that creates reproducible images to infinity. The specificity of these productions appears through the notion of phantasmagoria which translate a moment from the dialectic that composes the image's. The phantasmagoria expresses within the representations of a century the archaic and mythological part of the economic superstructure of it. Memory, experience and imagination seem to produce figurative utopian representations as well as destructive representations of the aspirations of a century, and to offer an internal image of the productions who belong to the social mechanisms at the basis of fetishism, and which express themselves as an endless permanent existential incompleteness. Merchandise appears as the central category of this process, defining the finality of the concept of materialist history as a story of emancipation that seeks to oppose to an ahistorical infernal universe, which is a continuity as a eternal return to the same of a social catastrophe generated by the ideology of progress associated with it. The theory of dialectical images arises as a political and theological, diagnostic and projective, historical perspective, as the one of an involuntary memory of a delivered humanity, as the foundation of completion times as completeness and discontinuity.

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This thesis endeavors to explore how the low-price brand Eldorado utilizes semiotic symbols associated with luxury attributes in its visual presentations of clothing collections on Instagram. Grounded in a Western perspective, this inquiry unfolds within the backdrop of contemporary economic crises and their impact on consumer behavior. The subsequent section of the thesis delves into the effects of influencer marketing on brand perception and status construction. The visual analysis comprises twelve screenshots of Eldorado’s clothing collections on Instagram, spanning four different campaigns between 2020 and 2023. Delimited to specific categories such as clothing, accessories, and the spatial arrangement of models relative to props and surroundings, this visual material draws upon Gillian Dyer’s categorizations for decoding visual signs. Employing a qualitative approach rooted in the interpretivist paradigm, this study scrutinizes the material through a semiotic lens informed by the perspectives of Roland Barthes and Gillian Rose. Additionally, structured interviews with two influencers elucidate their collaboration with Eldorado and offer insights into influencer marketing as a broader marketing strategy. The analysis also draws on Pierre Bourdieu’s theory of diverse forms of capital, Stuart Hall’s representation theory, and fashion theories. By addressing the research inquiries —”How does Eldorado communicate the representation of luxury through their clothing collections campaigns on Instagram?” and “What role does influencer marketing have in Eldorado’s communication strategy?”— the findings suggest that Eldorado employs creative strategies akin to those of luxury brands, cleverly parodying them to carve out a distinct niche in the market. Additionally, the integration of influencer marketing augments the low-cost brand’s stature, as followers aspire to associate with influential profiles. Ultimately, the thesis proposes viable avenues for future exploration within the field.

Syftet med studien är att kartlägga hur klubblag med försäljning av merchandise går tillväga för att överleva på en ständigt utvecklande och konkurrerande marknad. Metoden är av kvalitativ abduktiv forskningsansats där djupintervjuer med svenska klubblag ligger till grund för empirin. Urvalet utgörs av sju respondenter som arbetar med merchandise, marknad, försäljning samt en klubbdirektör. Sammanfattningsvis anser studiens respondenter att merchandise är en viktig finansiell intäkt som används för att stärka banden till fans och sponsorer. Merchandise bidrar utifrån analysen även till att klubblagen lättare kan nå ut i samhället med sitt varumärke genom att tillämpa sportmanagement i hela organisationen. Utifrån analysen och teorierna är slutsatsen att merchandise utgör stor vikt för klubblag i arbetet kring att bibehålla en stark relation mellan evenemang, fans och sponsorer. Utifrån dessa faktorer har ytterligare faktorer identifierats för att mynna ut i en ny modell för att förstå hur svenska klubblag går tillväga för att överleva på en konkurrerande marknad. De ytterligare framtagna faktorerna är Merchandise, Klubben och Marknadsföring av klubblags varumärken, som tillsammans med evenemang, fans och sponsorer bildar “The Pentagon Modell for Sportteams”. / A qualitative abductive research approach where depth interviews with Swedish sport teams that form the basis of the empirical data. The selection consists of seven respondents who work with merchandise, marketing, sales and a club director. The purpose of the study is to identify how sport teams with the sale of merchandise proceed in order to survive in a constantly evolving and competitive market. From the basis of the analysis the respondents consider that merchandise is an important financial income but that it also is use to strengthen the ties to their fans an well as sponsors. Based on the analysis merchandise also contribute to the sport teams brand in the community by applying sport management throughout the organization. Based on the analysis and the presented theories the underlying conclusion is that merchandise is of great importance for sport teams work with maintaining a strong relationship between the events, fans and sponsors. Based on these factors, additional elements where found that resulted in a new model in order to understand how sport teams in Sweden proceed in order to survive on a competitive market. The additional factors are merchandise, the club and Marketing of the sport teams brand, along with the events, fans and sponsors form the model: "The Pentagon Model for Sport teams".

<p>Authors: Alexander Falck, 86-05-24, Economic program</p><p>Rasmus Bergqvist, 84-11-08, Marketing program</p><p>Course: International Marketing Strategy, 4FE02E (AF) and 4FE00E (RB)</p><p>Tutor: Anders PehrssonExaminer: Anders PehrssonTitle: Is There More to Merchandise Than Making Money? A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise.</p><p>Background and problem discussion: Merchandise is one part of the product that a football club offers. Kapferer‟s (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers‟ perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject.</p><p>Research question: How do Scandinavian football clubs use merchandise to build the club Brand Equity?</p><p>Purpose: The purpose is to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club‟s total turnover and the merchandise turnover contribution from each attending supporter.</p><p>Methodology: To study the subject thoroughly the study used in this thesis is qualitative. We have chosen to conduct a multiple case study with semi-structured interviews and content analysis of the physical artefacts, merchandise. Five Scandinavian football clubs took part in this research.</p><p>Findings: The Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn‟t be seen in this thesis.</p><p>Keywords: Brand, Brand Association, Brand Awareness, Brand Equity, Brand Identity Prism, Culture, Merchandise, Perceived Quality, Personality, Physique, Relationship</p>

Background Companies realization of the possibility to target specific audiences in an intimate setting through podcasts, has created a significant expansion of the podcast industry during the last decade. This development has created possibilities for independent podcast hosts to earn revenue. Today, investments towards marketing in the medium is projected to continue to grow substantially.   Problem Since podcasts are consumer controlled and categorized as a pull-medium, listeners’ attitudes and preferences are critical for podcast hosts to consider when monetizing their content. The largest audience of podcasts is found within Generation Y, which increases the importance of accounting for these attitudes and preferences, since they are assumed to be a particularly challenging consumer segment to target.   Purpose The purpose of this thesis is to explore the relationships that Generation Y have to hosts in different type of podcast categories. Following, the research aims to investigate how these relationships influence the podcasts’ possible opportunities to maximize their revenue.   Method This qualitative research was conducted through semi-structured interviews with individuals from Generation Y. The empirical data was analyzed according to the conceptual framework developed through existing literature within the field of study.      Result The findings of this research enabled the authors to provide recommendations regarding preferable forms of monetization for the four identified podcast categories. The sponsorship approach was identified as the preferable primary form of monetization for Category 1, 3 and 4. Whereas the Subscription Model was recommended for Category 2. The authors further suggested the most beneficial supplementary forms of monetization for each podcast category as well as general recommendations for all.