The present study brings a procedure that measures brand equity using a structural equation modeling. This thesis proposes a conceptual model that measures brand equity based in a behaviorist approach, i.e., based on the consumer's perception instead of monetary brand value. To apply such procedure two cellular phone operator brands were chosen: Vivo and Claro, and then, using structural equation modeling, it was possible to adjust the initial theory model to each brand. From the adjusted model it was possible to measure not only brand equity to each consumer, but all variables that are part of it. The possibility to measure brand equity to each consumer is extremely new, once no other models-reviewed in scientific literature-pointed this feature. Using database and brand value to each interviewed consumer it was possible to make statistic analysis that allowed comprehending deeply which variables impact brand equity, or what their strong and weak points are. Then it was possible to devise specific marketing strategies to each brand in order to increase their equity.
This study's core objective is to validate whether the model proposed by Moore (1975) adequately describes the technological evolution of microprocessors. It further poses to verify whether this model is a feasible predictive tool and, finally, present an alternative model. To this extent, the forecasting technique method, based on historical data projections, will be applied. Statistical tests employed presented strong indications that the method proposed by Moore (1975) adequately described the evolution of processor component numbers during the 70s, 80s and 90s. As to the 2000s, however, the same cannot be affirmed and consequently the present study encountered grounding for the need to adapt the model to enable its application as a predictive tool. Key-words:Moore's Law. Forecast. Technological evolution. P R O F U T U R O : F U T U R E S T U D I E S P R O G R A MScientific Editor: James Terence Coulter Wright Evaluation: Double Blind Review, by SEER
This study's core objective is to validate whether the model proposed by Moore (1975) adequately describes the technological evolution of microprocessors. It further poses to verify whether this model is a feasible predictive tool and, finally, present an alternative model. To this extent, the forecasting technique method, based on historical data projections, will be applied. Statistical tests employed presented strong indications that the method proposed by Moore (1975) adequately described the evolution of processor component numbers during the 70s, 80s and 90s. As to the 2000s, however, the same cannot be affirmed and consequently the present study encountered grounding for the need to adapt the model to enable its application as a predictive tool. RESUMOO objetivo deste estudo é averiguar se o modelo proposto por Moore (1975) descreve adequadamente a evolução tecnológica dos processadores; analisar se ainda é plausível utilizá-lo como ferramenta preditiva e, caso não seja, propor um modelo alternativo. Para tanto, utilizou-se o método de previsão tecnológica de extrapolação de tendências. Os testes estatísticos realizados apresentam fortes indícios de que o modelo proposto por Moore (1975) descreve de forma adequada a evolução do número de componentes dos processadores durante as décadas de 70, 80 e 90. Já em relação aos anos 2000, o mesmo não pode ser afirmado, pois detectou-se a necessidade de adaptações para que o modelo possa ser utilizado como ferramenta preditiva. Palavras-chave: Lei de Moore. Previsão. Evolução tecnológica.
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