Browsing by Author "Dias, Liliana"
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- Beyond advertising narratives: Josefinas and their storytelling productsPublication . Dias, Liliana; Dias, PatríciaIn the last few years, advertising narratives have become increasingly important. Facing an environment of fierce competition and communication overload, brands needed to reinvent their communication strategies, and stories became protagonists, particularly in the digital environment. This article addresses a new way of applying storytelling in marketing, which is using it to extend products. In our theoretical framework, we review the general importance of storytelling as a communication tool and strategy, departing from the notion of storytelling as the essence of human communication (Fisher, 1987). As empirical work, we present the case study of Josefinas, a Portuguese luxury handmade shoe brand. For each new product, the brand presents a story that not only explains the inspiration for the product, but also communicates values, a lifestyle, emotions, and inspires. We studied a sample of communication pieces and applied a thematic matrix (Kuckartz, 2014), with coding categories inspired by storytelling models and also by brand equity (Aaker, 1991) and product extension (Kotler and Keller, 2012) models. In our findings, we stress the originality of the brand in going beyond advertising in its use of narratives, applying it to add layers of meaning to their products, which are reflected in the brand image, and even in its equity. Thus, we conclude by suggesting the concept of ‘product narratives’.
- Pedobacter lusitanus sp. nov., isolated from sludge of a deactivated uranium minePublication . Covas, Cláudia; Caetano, Tânia; Cruz, Andreia; Santos, Tiago; Dias, Liliana; Klein, Guenter; Abdulmawjood, Amir; Rodriguez-Alcala, Luis M.; Pimentel, Ligia L.; Gomes, Ana; Freitas, Ana Cristina; Garcia-Serrano, Alba; Fontecha, Javier; Mendo, SoniaStrain NL19(T) is a Gram-stain-negative, aerobic bacterium that was isolated from sludge of a deactivated uranium mine in Portugal. 16S rRNA gene sequence analysis revealed that strain NL19(T) is a member of the genus Pedobacter and closely related to the strains Pedobacter himalayensis MTCC 6384(T), Pedobacter cryoconitis DSM 14825(T), Pedobacter westerhofensis DSM 19036 (T) and Pedobacter hartonius DSM 19033(T). It had a DNA G+C content of 40.8 mol%, which agreed with the genus description. The main fatty acids included C-16 : 1 omega 7c, C-14 : 1 omega 5c, C-4 : 0, iso-C-17 : 0, iso-C-17 : 0 3-OH, C-16 : 0, anteiso-C-15 : 0 and isoC(15 : 0) 3-OH. The main lipids present were phospholipids (60 %) and sphingolipids (35 %). The most abundant phospholipids included phosphatidylethanolamine, phosphatidylinositol and phosphatidylcholine. Menaquinone-7 (MK-7) was the only isoprenoid quinone detected. DNA-DNA hybridization similarities between strain NL19(T) and Pedobacter himalayensis MTCC 6384(T), Pedobacter cryoconitis DSM 14825(T), Pedobacter westerhofensis DSM 19036(T) and Pedobacter hartonius DSM 19033(T) were 15.3, 16.2, 11.5 and 16.0 %, respectively. Strain NL19(T) can also be distinguished from these four species based on gyrB and intergenic transcribed spacers (ITS) sequences and by some phenotypic traits such as NaCl tolerance, pH, growth temperature and carbon source utilization. Strain NL19(T) represents a novel species of the genus Pedobacter, for which the name Pedobacter lusitanus sp. nov. is proposed. The type strain is NL19(T) (= LMG 29220(T) = CECT 9028(T)). An amended description of Pedobacter himalayensis is also included.