Este artigo pode ser copiado, distribuído, exibido, transmitido ou adaptado desde que citados, de forma clara e explícita, o nome da revista, a edição, o ano e as páginas nas quais o artigo foi publicado originalmente, mas sem sugerir que a RAM endosse a reutilização do artigo. Esse termo de licenciamento deve ser explicitado para os casos de reutilização ou distribuição para terceiros. Não é permitido o uso para fins comerciais. CLÁUDIA BUHAMRAUniversidade Federal do Ceará (UFC), Fortaleza -CE, Brazil. MICHEL LAROCHEConcordia University, Montreal -QC, Canada. ANDRES RODRIGUEZ VELOSO 13ABSTRACT Purpose: 1. to investigate if a difference is found between university students of both countries. 2. to provide an analysis of the attitudes, intentions, and behavior of Brazilian and Canadian university students regarding the purchase of green products. Originality/value: The relevance includes a cross-cultural study between Brazil and Canada and its possible use as a tool for educators in the Business area seeking to develop curricula that will prepare students for future roles in management. The study may also stimulate other research on green product markets. Moreover, it should be useful to managers in developing corporate environmental management systems in large and small organizations, as well as to professionals seeking to develop marketing strategies based on the behavior of their consumers. Design/methodology/approach: Data analyses were conducted using confirmatory factor analysis and structural equation modeling. Findings: The study demonstrated the positive and direct relationship between intention and behavior. The literature notes incentives and stimuli to promote purchase behavior through features, such as quality, price, and availability. These are key factors in the relationship between intention and purchase behavior. KEYWORDSConsumer behavior. Purchase intention. Green products. Brazil. Canada.

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Consumer-Company Identification is a relatively new issue in the marketing academia. Bhattacharya and Sen (2003) explored the Social Identity theory and established Consumer-Company Identification as the primary psychological substrate for deep relationships between the organization and its customers. In the present study a new instrument was constructed and validated that permits the empirical verification of the phenomenon described by Bhattacharya and Sen (2003). The scale validated in the present study is the first to embrace the idiosyncrasies of the identification between consumers and organizations. The process was conducted through 3 independent data collections. The first one was collected using literature search and in-depth interviews with 12 undergraduate students and bachelors from different professional fields. The second data base was obtained from a survey of 226 undergraduate students from 3 universities in 2 big Brazilian cities. This data base was used for purification purposes using Explanatory Factorial Analysis. Finally, the Structural Equation Modeling technique was applied to analyze a third data base composed of 387 observations collected from the same 3 universities of the second study. The results confirm the content, convergent and discriminant validity of the new scale proposed.

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Doi: alcance.v24n3.p445-459 RESUMOAs recentes mudanças tecnológicas e no perfil dos alunos vêm levando escolas e professores a repensar suas estratégias e técnicas de ensino. Surgem diversas propostas, com destaque para as metodologias ativas de ensino. Contudo, faz-se necessária a verificação se os alunos efetivamente anseiam e se sentem confortáveis com novas dinâmicas em sala de aula. Nesse contexto, o presente artigo investiga como os alunos lidam com metodologias ativas de ensino. Para tanto, o depoimento individual de 52 alunos de um Curso de Administração foi coletado por meio de questionário com questões abertas. Analisando o conteúdo, por meio do método do Discurso do Sujeito Coletivo (DSC) e com apoio de um software de análise qualitativa, conclui-se que é necessária parcimônia na reformulação das estratégias de ensino. Mudanças drásticas podem prejudicar o processo de aprendizagem e a heterogeneidade da sala deve ser respeitada. O DSC foi selecionado, pois ele busca iluminar o campo social pesquisado, procurando entender o que pensa um conjunto específico de pessoas e analisar o significado de algum contexto para tal grupo. Por meio dele, o coletivo é reconstituído a partir da opinião de um conjunto de discursos na primeira pessoa do singular. Com base nos dados coletados, também é proposta uma classificação do perfil dos alunos com base em duas dimensões abstratas extraídas dos próprios discursos individuais.Palavras-chave: Ensino de administração. Metodologia de ensino. Discurso do Sujeito Coletivo.Disponível em: www.univali.br/periodicos

This paper aims to analyze the attitude of soccer fans after the outcome of matches under the influence of a pitchman (celebrities and idols), involvement and fanaticism. The literature was supported by the concepts of happiness and attitude applied to sports, interacting with the literature on the influence of the pitchman (studies 1 and 2), involvement (study 3) and fanaticism (study 4). The data was collected in four rounds of the Brazilian soccer league, comprising 931 fans of the 16 best teams in the country. The data was analyzed using the GLM (General Linear Model). The findings indicate that the outcome of the match will have more influence on the attitude of fans than the endorsement of a pitchman, and that this influence is enhanced by the involvement and fanaticism of fans.

The low-income market has become the focus of many companies since the economic growth of emerging countries has been highlighted nationally and internationally. Thus, the development of innovations for this segment has also become a central issue in academia and management. Literature on disruptive innovation presents assumptions that justify its analysis in light of the low-income market. Thus, this article analyzes the concept of disruptive innovation in this market. For this purpose, the article is divided into two parts: the first focuses on a theoretical review of disruptive innovation, whilst the second presents a review of national publications dealing with this concept. The national literature review shows that few studies have been concerned with addressing these concepts in Business Administration and Marketing, especially considering aspects of the low-income context.

Purpose -Investigate the concept and the adoption of innovation in the low-income market.Design/methodology/approach -Four different studies were conducted. First, a Delphi study with 126 Marketing and Innovation professors from graduate programs. Second, interviews with 13 professionals, technical assistance professionals and retail managers. Third, two focus groups with low-income consumers. Fourth, survey with 390 respondents.Findings -The results indicate that innovations in the low-income markets are mainly characterized by adaptations and adjustments in products, with emphasis on incremental innovations, not radical. In addition, the adoption of innovation in this context is characterized as late, not initial.Originality/value -In terms of theoretical contributions, the present study reveals how the concept of innovation is built in the low-income market. From a perspective collectively constructed with information from different market agents (industry, retail and consumers), research findings become robust to understanding a phenomenon. Moreover, in addition to different market agents, different methods of data collection and analysis were also used, further enriching the results. This collective contribution, based theoretically on a literature of social construction, interviewing different market agents and using different methodological approaches, synergistically potentiated the development of this paper.Keywords -Low-income market; incremental innovation; bottom of the pyramid; innovation adoption; home appliances 128 Rev. Bras. Gest. Neg. São Paulo