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Purpose This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement. Design/methodology/approach A wine tasting experiment was performed using electroencephalography (EEG). The sample consisted of 40 students from an important Brazilian university. In the first group, the participants tasted two glasses of wine with Brazilian then French origins. In the second group, the participants only tasted one glass of wine, without the origin information. The wine was the same in both groups and from Brazilian origin. Throughout the tasting process, participants had their brain responses recorded via the EEG. Findings The main findings suggest that the country of origin did not have a significant influence on cognitive processing or preferences for consumers in general, neither for women nor consumers of high involvement. For men, there was greater cognitive processing for Brazilian wines. However, there was no preference for men among the origins of wines. For consumers with low involvement, there was a difference in cognitive processing, presenting a greater value for Brazil and without origin information. Also, for low-involvement consumers, a greater preference for wine from France was seen. Originality/value This study presents a new contribution to the literature by analysing the cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

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A company's brand is not just a name and logo, it is also the company's commitment to customers. Brand is a strategic asset, and therefore, when building a brand, the values, purpose, positioning, and personality of the company are also created. The psychology of archetypes understands the inner meaning of brands and products and helps marketers establish lasting concepts and identities. Archetypes are images, symbols, characters and myths that exist all over the world and transmit information in our collective unconscious. By using archetypes, brands have the ability to connect consumers' most basic emotions and motivations. Three archetypes were defined to develop three logos based on their concepts. The archetypes analyzed here are Mage, Jester, and Creator. A survey was carried out with the brand's target audience to find out if the logo was conveying the archetype's message and defined a positioning for the agency. The results obtained were that it is possible to develop a visual identity based on the concepts of archetypes and pass positive emotions and sensations through them.

A satisfação no trabalho é um tema relevante que têm sido amplamente estudado. O endomarketing é uma ferramenta baseada na satisfação dos funcionários. Sabe-se que colaboradores satisfeitos em seu trabalho, atingem maiores níveis de eficiência, produtividade, comprometimento e rendimento. Este estudo teve como objetivo analisar os fatores que influenciam na satisfação no trabalho dos colaboradores de uma Ótica localizada em Santo André (SP). Foram analisados a satisfação dos colaboradores com os colegas, com o salário, com a chefia, com a natureza do trabalho e com as promoções. Para tanto, realizou-se uma pesquisa de caráter qualitativo (estudo de caso) e como instrumento foi utilizado a entrevista semiestruturada. A população alvo do estudo foi todos os colaboradores da ótica (5 funcionários). Para montar as perguntas da entrevista, foi utilizado cinco dimensões que constam na literatura: salário, colegas, chefia, promoções e o próprio trabalho. A entrevista foi realizada por telefone, em melhor dia e horário para o entrevistado, o objetivo foi garantir o sigilo da pesquisa e o conforto para o entrevistado e foi aprovada pelo Comitê de Ética. Para a análise dos dados, foi utilizado a triangulação do estudo de caso: comparação das respostas obtidas de acordo com as cinco dimensões analisadas. Os resultados demonstraram que os cinco colaboradores estão satisfeitos com as cinco dimensões analisadas nesta pesquisa

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