Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

Purpose In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity. Design/methodology/approach With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect. Findings The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary. Practical implications The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity. Originality/value Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.

RESUMO: Objetivo: analisar as produções científicas relacionadas ao aleitamento materno na prematuridade. Método: trata-se de uma revisão integrativa desenvolvida através do Scientific Electronic Library Online. Foram incluídos 12 artigos, oriundos de estudos realizados no Brasil, publicados no período de 2000 e 2009. Resultados: os estudos abordaram a importância do aleitamento materno na prematuridade, as influências positivas e negativas para esta prática e atuação dos profissionais neste contexto. A maior incidência de publicações ocorreu no ano de 2004. Quanto à autoria, evidenciou-se maior empreendimento dos enfermeiros sobre os demais profissionais. Considerações finais: os estudos analisados apresentaram como recomendações ou conclusões a importância da integralidade, de entender criança, mulher e família dentro do seu contexto social. Sugere-se o desenvolvimento de estudos exploratórios sobre a temática que possibilitem maior compreensão sobre esta prática e apontem estratégias para a educação em saúde neste contexto. Descritores: Aleitamento materno; Recém-nascido prematuro; Recém-nascido. ABSTRACT

No abstract

Conflito de interesses:Os autores declaram não haver nenhum interesse profissional ou pessoal que possa gerar conflito de interesses em relação a este manuscrito. Assistência de enfermagem no pré-natal de baixo risco na atenção primáriaLow-risk prenatal nursing care in primary care Los cuidados de enfermería no prenatal de bajo riesgo en atención primaria Resumo O objetivo do estudo foi descrever as ações dos enfermeiros na atenção ao pré-natal de baixo risco em uma Unidade Básica de Saúde no interior do nordeste brasileiro. Trata-se de um estudo descritivo de natureza quantitativa, desenvolvido com 32 enfermeiros de uma Unidade Básica de Saúde no município de Santa Rita -MA, no período de setembro de 2014 a julho de 2015, sendo os dados coletados por meio de instrumento semiestruturado. Dos 32 enfermeiros, as principais ações realizadas eram: fornecer o cartão da gestante devidamente preenchido (84%), identificar e classificar as gestantes de risco e/ou vulnerabilidade e encaminha gestantes de risco, para serviço especializado, respectivamente e 50% dos profissionais afirmaram que a dificuldade das gestantes é realizar os exames solicitados. Conclui-se que apesar do enfermeiro realizar as ações preconizadas no pré-natal de baixo risco, existem fatores que podem comprometer essas ações, como: a realização dos exames laboratoriais, a inexistência de capacitação e carência de protocolos na unidade.Descritores: Cuidado Pré-Natal; Saúde da Mulher; Enfermagem Obstétrica. AbstractThe objective of this study was to describe nursing actions in low risk prenatal care at a Basic Health Unit in the interior of the Brazilian Northeast. This is a descriptive study of a quantitative nature, developed with 32 nurses from a Basic Health Unit in the municipality of Santa Rita -MA, from September 2014 to July 2015, and the data were collected through a semi-structured instrument. Of the 32 nurses, the main actions carried out were: providing the pregnant woman's card filled out (84%), identifying and classifying pregnant women at risk and / or vulnerability, and referring pregnant women to specialized services, respectively, and 50% That the difficulty for pregnant women is to perform the requested tests. It is concluded that although the nurse performs the actions recommended in low-risk prenatal care, there are factors that can compromise these actions, such as: laboratory tests, lack of training and lack of protocols in the unit.

No abstract