Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumers brand choice and firms brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers). Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation). Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands.

O escopo do marketing de servios possui uma lacuna terico-emprica que se refere ao impacto que a oferta de servios promove nas vendas. Essa oportunidade de pesquisa rotineiramente destacada em propostas tericas como a do Aumento da Oferta de Servios (ASO), da Inovao nos Servios (IS) e da Lgica Dominante dos Servios (SDL), que demandam investigaes alternativas de mensurao das combinaes entre produto e servio e os possveis efeitos que esses arranjos possam provocar. Este artigo apresenta uma pesquisa cujo principal objetivo foi investigar o impacto da extenso e interao de servios em um recorte especfico das vendas, as vendas B2B. Trs hipteses foram testadas com dados provenientes da categoria de combustveis: a investigao foi operacionalizada a partir de dados secundrios, cedidos por uma empresa de energia, que compreendem dados de venda de gasolina comum e gasolina aditivada dessa empresa para 19 postos de combustveis, ao longo de 27 meses, totalizando 513 observaes. O estudo compreendeu a construo de um modelo linear generalizado, baseado em uma regresso em estrutura de painel balanceado, longo e de efeito aleatrio. As trs hipteses foram suportadas, permitindo identificar que o princpio extensivo do servio contribui para o aumento do desempenho e concluir a existncia de um impacto direto, linear e positivo da extenso e interao de servios nas vendas B2B.

Occupational therapy in Brazil has been consolidating a diversity of actions in different fields that reflects the engagement of occupational therapists in Brazilian society. At the end of the 1980s, some theoretical formulations around occupational therapy epistemological bases, especially the materialist-historical perspective, contributed to the reflection and review of professional practice, defending professional engagement in social demands. Through a systematic literature review, this text aims to reflect and update on the concepts brought by materialism-historical adding for the discussion of the ways of life and their projection in the methodological field theoretical background of the intervention of occupational therapy. Through an analysis of profession "classic" texts from the 1980's and 1990's decades, that discussed the materialist historical perspective, the arguments presented are related trough their relevance and contemporaneity in theoretical perspective defending a professional practice that is based on professional, ethical and political approaches, responding to the demands and challenges of contemporary society.

The Covid-19 pandemic has led to the adoption of measures that bring about changes in the routine and organization of work in universities. The virtual environments have been considered vectors for undergraduate courses during the pandemic, and it is necessary to reflect on this new context. The Rede Nacional de Ensino e Pesquisa em Terapia Ocupacional-RENETO (National Network of Education and Research in Occupational Therapy), Brazil, attentive to the issues involved in the formation and production of knowledge in the field, has been searching with peers for ways to carry out a complex reading of reality and, from this, create and implement strategies to be able to deal with the demands imposed, respecting the regionalities and institutional nature in which the undergraduate courses are running on. Thus, based on a survey carried out with the coordinators of Occupational Therapy courses, which aimed to understand how the undergraduate courses have adhered or not to teaching through digital platforms, this paper reflects on decision making about pedagogical, ethical, and political dimensions in the scope of academic activities not only in the context of the pandemic, but also considering the projections of the new reality imposed by the pandemic.

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ResumoAlguns estudos presumem que a predição dos valores humanos sobre as escolhas dos consumidores é mediada pelas atitudes dos produtos, todavia não testam se eles são moderadores dessa relação e supressores da escolha anterior. A moderação e supressão seriam prováveis ao observar a qualidade e o grau das intensifi cações ou atenuações dos valores nas decisões e nas inércias das escolhas, não pressupondo serem causas delas. Efetuaram-se testes de interação dos valores junto à importância dos critérios de decisão para predizer preferência por produtos e marcas, considerando a escolha anterior. As regressões logísticas e ordinais demonstram que os valores humanos moderam a relação decisões -preferência e suprimem a infl uência inercial da escolha anterior com bons ajustes e poderes preditivos. Os resultados auxiliam a compreender o papel dos valores humanos nas escolhas dos consumidores.Palavras-chave: valores humanos; moderação; supressão; decisão do consumidor; preferência declarada. AbstractHumans values as moderators and suppressors of consumer's preference for brands and products. Some studies assume that the prediction of human values on consumer choices is mediated by the attitudes of the products, but do not test if they are moderators of this relation and suppressors of the previous choice. Th e moderation and suppression would be likely observing the quality and level of intensifi cation or attenuation of the values on decisions and on the inertia of choices, assuming they are not causes of them. We performed interaction tests of values with the importance of decision criteria to predict preference for products and brands, considering the previous choice. Logistic and ordinal regressions reveal that human values moderate the decisions regarding preference and suppress the inertial infl uence of previous choice with good fi t and predictive power. Th e results help to understand the role of human values on consumer choices.

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