Objetivo: No cenário competitivo do mercado digital, as estratégias de branding e growth são fundamentais para garantir tanto o reconhecimento da marca quanto o crescimento acelerado dos negócios. Diante disso, esta pesquisa teve como objetivo explorar a percepção de gestores e estrategistas de marketing sobre a aplicação simultânea das estratégias de branding e growth no marketing digital. Metodologia/abordagem: Para alcançar esse objetivo, foram realizadas entrevistas semiestruturadas com dez profissionais da maior rede de assessoria de marketing digital da América Latina. A análise dos dados foi conduzida com base na metodologia de Análise de Conteúdo de Bardin (2015), que permitiu identificar as percepções dos participantes em relação à temática. Principais resultados: Os resultados indicam que, apesar de os profissionais associarem o tráfego orgânico às estratégias de branding e o tráfego pago às estratégias de growth, há uma tendência crescente de integração entre as duas abordagens. Alguns participantes destacaram que o uso combinado dessas estratégias pode fortalecer tanto o impacto imediato quanto o desenvolvimento de uma marca sólida e duradoura. Contudo, foi apontada a limitação orçamentária como a principal barreira para a implementação simultânea dessas estratégias. Contribuições acadêmicas: O estudo amplia o entendimento sobre a convergência dessas abordagens no marketing digital, sugerindo novas direções para pesquisas futuras sobre a integração dessas estratégias. Contribuições práticas: As contribuições desta pesquisa incluem direcionamentos gerenciais sobre a importância de adotar uma estratégia híbrida que combine branding e growth, permitindo às empresas equilibrar o crescimento de curto prazo com a construção de uma marca sólida.
Purpose: Using a qualitative approach, the research compares two institutional moments, 2019 and 2024, to understand the transformations in admission criteria, the barriers faced, and the diversity management strategies. Methodology: A qualitative, descriptive, and longitudinal approach was adopted through the administration of semi-structured questionnaires to people with disabilities employed by the institution and to the Human Resources professionals responsible for their management. The data were processed using Content Analysis and categorized into access and admission criteria, barriers and discrimination, and proposals and innovations in diversity management. Main results: During the period analyzed, there was an increase in the representation of people with disabilities in the workforce and progress in the formalization of inclusive processes and internal awareness-raising. However, barriers persisted related to internal mobility, the occurrence of microaggressions, and the dependence on specific leadership for the continuity of actions. Academic Contributions: Inclusion practices need to be monitored periodically, and necessary adjustments should be documented in an action plan using the 5W2H method for greater control. Practical Contributions: Consistent, inclusive practices can act as a counter-narrative to anti-woke rhetoric in the Global South, aligning with the social model of disability and the Sustainable Development Goals (SDGs 5, 8, and 10). It is recommended to institutionalize policies, strengthen mechanisms for monitoring organizational climate, and expand professional advancement strategies, contributing to the promotion of decent work and the reduction of inequalities
Purpose: To propose a scale to measure overconfidence in financial knowledge. Methodology: A methodology appropriate for the construction of self-report instruments was used, where multivariate data methods were employed, with application of the proposed instrument, exploratory factor analysis, confirmatory factor analysis, multivariate analysis and discriminant analysis. Main results: The results obtained from the adopted instrument construction procedures showed that the proposed scale presented satisfactory psychometric properties. Academic contributions: The discussion of overconfidence in financial knowledge, little explored in the literature, stands out as an academic contribution. Practical contributions: The practical contribution of the study is the development and validation of an instrument to measure overconfidence in financial
Purpose: To identify the main barriers and challenges faced by LGBTQIAPN+ leaders in the workplace and examine their relationships with leadership self-efficacy. Methodology: Data collection involved LGBTQIAPN+ individuals in leadership positions, resulting in responses from 1,156 participants. To test the proposed theoretical model, Structural Equation Modeling analysis was performed. Main results: The findings highlighted issues related to group composition and diversity in sexual orientation and gender identity as the main barriers and challenges. The validation of the hypotheses supported the notion that the difficulties experienced by LGBTQIAPN+ individuals at work can provide them with valuable skills that lead to leadership, making professionals more proactive. Academic contributions: Demonstrates how group composition and diversity of sexual orientation and/or gender identity directly impact the barriers faced by LGBTQIAPN+ leaders in the workplace. Practical contributions: Highlights the importance of public policies that address discrimination and promote education on LGBTQIAPN+ issues, aiming to improve the work environment and professional performance of these leaders.
Purpose: To analyze how the relationship between the variables environmental awareness, attitude, and brand perception influences the purchase intention of organic food by university students. Methodology: A quantitative and descriptive research design was conducted through a non-probabilistic single cross-sectional sampling. Data were collected through an online survey-type questionnaire applied to a sample of 116 respondents and analyzed using structural equation modeling. Main results: The results indicated that both environmental awareness and attitude have a positive impact on purchase intention, corroborating the idea that students with greater environmental awareness and positive attitudes are more inclined to purchase organic food. Academic contributions: The study contributes to the understanding of the determining factors of organic food purchase intention by investigating the relationship between environmental awareness, attitude, and brand perception. Practical contributions: The findings provide insights for companies in developing strategies that drive the consumption of organic food, considering consumer preferences, behavior, and attitudes toward sustainability.
