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Rambocas, Meena, and Surendra Arjoon. "Brand equity in Caribbean financial services: the moderating role of service providers." International Journal of Bank Marketing 38, no. 3 (November 28, 2019): 642–70. http://dx.doi.org/10.1108/ijbm-05-2019-0167.
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Purpose The purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers. Design/methodology/approach Data were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis. Findings The findings confirm the significant and positive influence of service experience, customer satisfaction and brand affinity on brand equity. Employee service experience has the strongest influence, but its impact is mediated by customer satisfaction. Brand affinity has the lowest influence on brand equity. The type of financial service provider moderates the influence of customer satisfaction on brand equity; transactional satisfaction is more important for credit unions and insurance companies, but cumulative satisfaction is higher for banks. Practical implications The study is significant for three reasons. First, it reconciles branding strategies across different types of financial service providers. Second, it will help financial managers to develop and implement a more integrated approach toward building brand equity for financial service brands. Finally, it will identify specific service-related areas financial providers can target to increase customers’ preferential value. Originality/value The paper addresses previous concerns within brand equity studies by examining the drivers of brand equity formation in multiple financial institutions. It shows how different aspects of service experience and customer satisfaction affect brand affinity and preferential attitudes toward financial brands.
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Rambocas, Meena, Vishnu M. Kirpalani, and Errol Simms. "Building brand equity in retail banks: the case of Trinidad and Tobago." International Journal of Bank Marketing 32, no. 4 (May 27, 2014): 300–320. http://dx.doi.org/10.1108/ijbm-11-2013-0136.
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Purpose – The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in retail banking. Design/methodology/approach – Data were collected from 315 banking customers in Trinidad and Tobago through personally administered structured questionnaires and analyzed with Structural Equation Modelling. Findings – The findings showed the mediating role of customer satisfaction in brand equity relationships. The results also showed the pivotal role of brand affinity, customer satisfaction, and service experience in explaining brand equity. Practical implications – The study provides an integrated approach to brand building. It also offers an objective framework brand owners can use to evaluate marketing investments. It also provides a clear brand differentiation strategy for bank brands. Finally, it introduces cross-cultural research in brand equity which can be a useful competitive tool for indigenous banks and foreign banks seeking market expansion strategies. Originality/value – This research is one of the few studies that analyzed brand equity in retail banking. It advanced a brand equity framework that explores the mediating role of customer satisfaction and provides a guide to uplift perceptions and stimulate customer confidence in the banking sector.
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Bloxham, Mike. "Brand affinity & television programme sponsorship." International Journal of Advertising 17, no. 1 (January 1998): 89–98. http://dx.doi.org/10.1080/02650487.1998.11104707.
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Khoo, Lee Kian, Sirichai Kiattavorncharoen, Verasak Pairuchvej, Nisanat Lakkhanachatpan, Natthamet Wongsirichat, and Dutmanee Seriwatanachai. "The Affinity of Human Fetal Osteoblast to Laser-Modified Titanium Implant Fixtures." Open Dentistry Journal 14, no. 1 (February 18, 2020): 52–58. http://dx.doi.org/10.2174/1874210602014010052.
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Introduction: Implant surface modification methods have recently involved laser treatment to achieve the desired implant surface characteristics. Meanwhile, surface modification could potentially introduce foreign elements to the implant surface during the manufacturing process. Objectives: The study aimed to investigate the surface chemistry and topography of commercially available laser-modified titanium implants, together with evaluating the cell morphology and cell adhesion of human fetal osteoblast (hFOB) seeded onto the same implants. Method: Six (6) samples of commercially available laser-modified titanium implants were investigated. These implants were manufactured by two different companies. Three (3) implants were made from commercially pure grade 4 Titanium (Brand X); and three were made from grade 5 Ti6Al4V (Brand Y). The surface topography of these implants was analyzed by scanning electron microscope (SEM) and the surface chemistry was evaluated with electron dispersive x-ray spectroscopy(EDS). Human fetal osteoblasts were seeded onto the implant fixtures to investigate the biocompatibility and adhesion. Results & Discussion: Brand X displayed dark areas under SEM while it was rarely found on brand Y. These dark areas were consistent with their organic matter. The hFOB cell experiments revealed cell adhesion with filopodia on Brand X samples which is consistent with cell maturation. The cells on Brand Y were morphologically round and lacked projections, one sample was devoid of any noticeable cells under SEM. Cell adhesion was observed early at 48 hrs in laser-irradiated titanium fixtures from both the brands. Conclusion: The presence of organic impurities in Brand X should not be overlooked because disruption of the osseointegration process may occur due to the rejection of the biomaterial in an in-vivo model. Nevertheless, there was insufficient evidence to link implant failure directly with carbon contaminated implant surfaces. Further studies to determine the toxicity of Vanadium from Ti6Al4V in an in-vivo environment should indicate the reason for different cell maturation.
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Mahanta, Prabal, and Kapil Ratnani. "Study of Brand Affinity and Crowd Craze." Journal of Industrial and Intelligent Information 1, no. 4 (2013): 223–25. http://dx.doi.org/10.12720/jiii.1.4.223-225.
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Badrinarayanan, Vishag, and Jeremy J. Sierra. "Triggering and tempering brand advocacy by frontline employees: vendor and customer-related influences." Journal of Business & Industrial Marketing 33, no. 1 (February 5, 2018): 42–52. http://dx.doi.org/10.1108/jbim-06-2016-0137.
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Purpose Lawler (2001) posits that social exchanges create a sense of shared responsibility for outcome success. The purpose of this study is to apply this framework to the vendor/frontline employee/customer triad to examine the underlying role of emotions in how frontline employees’ evaluations of vendors and customers trigger and temper brand advocacy efforts, respectively. Design/methodology/approach With cross-sectional data from 168 frontline employees working at a leading national retailer of electronic goods, path analysis is used to evaluate the hypotheses. Findings Frontline employees’ relationship quality with the vendor and perceptions of vendors’ product quality positively influence brand advocacy. Also, customers’ brand affinity and recommendation preference both demonstrate a significant, negative curvilinear relationship with brand advocacy. Research limitations/implications Frontline employees’ emotion-laden evaluations of vendors and customer influence brand advocacy in different ways. Vendor relationship quality and brand quality perceptions “trigger” brand advocacy. However, customer’s affinity toward a vendor’s brand and willingness to seek recommendations “temper” brand advocacy. Specifically, brand advocacy effort is low when customers possess very low and very high affinity toward a focal brand – moderate affinity spurs high advocacy; likewise, advocacy is low when customers demonstrate very low and very high interest in seeking the frontline employees’ opinion – moderate interest spurs high advocacy. Although ideal to examine vendor and customer emotional exchanges, using only frontline employee data from a technology-selling retailer may constrain generalizability. Practical implications Frontline employee training programs should emphasize the customer’s role in the transaction to increase perceptions of shared responsibility, as a means to create a favorable emotional experience, and accentuate timing strategies on when to pursue heightened or diminished emotionally charged brand advocacy efforts. Originality/value This study contributes to the frontline employee behavior literature by viewing shared responsibility in transactions as a source of emotional value, explaining variance in frontline employee brand advocacy through relationship and product quality dimensions, and uncovering curvilinear effects for customers’ brand affinity and recommendation preference in elucidating brand advocacy.
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Chang, Yu-Yin, and Heng-Chiang Huang. "Exploring Patterns of Evolution for Successful Global Brands: A Data-Mining Approach." Sustainability 13, no. 14 (July 15, 2021): 7915. http://dx.doi.org/10.3390/su13147915.
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The sustainable development of a global brand needs to consider the balance between the economy, the environment, and society. Brands that want to be ranked among the best global brands over time need to have competitive strengths, but what defines a successful global brand’s profile is underexplored in the extant literature. This study adopts a data-mining approach to analyze the time-series data collected from Interbrand’s Best Global Brands ranking lists. A total of 168 global brands from 19 countries across 24 industries between 2001 and 2017 were examined. Using the affinity propagation clustering algorithm, this study identified certain patterns of brand evolution for different brand clusters, labeled as fast riser, top tier, stable, slow grower, decline, fall, potential, and so on. Finally, the rankings from 2018 to 2020 were also added to check the model’s predictive power. The findings of this study have important marketing implications.
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Holmes, Barbara, Christopher Hahn, and Carson Perry. "Building the Organizational Leader Brand: Change Agent, Scholar, Thought Leader." International Research in Higher Education 2, no. 2 (May 26, 2017): 45. http://dx.doi.org/10.5430/irhe.v2n2p45.
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Who we are matters. Developing the personal brand communicates to the world the values that fuel daily leadership habits and practices. Exposure to branding is constant in everyday life. People are continuously exposed to various brands, including clothing, vehicles, food selection, recreation, and media. Building the organizational leader brand requires the same processes, strategies, and tactics as branding and promoting traditional products, yet is much more involved.Research supports that millennial audiences connect best with individuals, rather than organizations. Consequently, effective personal branding is essential to building trust and a reputation that supports such viable relationships within organizations. Successful brands are constructed to embody traits the target market or followers identify with, and thus develop an affinity to. Likewise, organizational leadership brands must incorporate the personal traits of the leader into its identity making them unique, compelling and approachable to stakeholders.
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Frank, Phillip, and Kittichai (Tu) Watchravesringkan. "Exploring antecedents and consequences of young consumers’ perceived global brand equity." Journal of Product & Brand Management 25, no. 2 (April 18, 2016): 160–70. http://dx.doi.org/10.1108/jpbm-01-2015-0786.
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Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships. Findings Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance. Research limitations/implications The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments. Practical implications Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands. Social implications Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.
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Uncles, Mark D., Grahame R. Dowling, and Kathy Hammond. "Customer loyalty and customer loyalty programs." Journal of Consumer Marketing 20, no. 4 (July 1, 2003): 294–316. http://dx.doi.org/10.1108/07363760310483676.
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Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitive repeat‐purchase markets is shaped more by the passive acceptance of brands than by strongly‐held attitudes about them. From this perspective, the demand‐enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty that encompasses customer brand commitment, customer brand acceptance and customer brand buying. Uses this framework to analyze the demand‐side potential of loyalty programs. Discusses where these programs might work and where they are unlikely to succeed on any large scale. Provides a checklist for marketers.
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Taniyev, Olzhas, and Brian S. Gordon. "Crafting a legacy: investigating the retired athlete brand image." International Journal of Sports Marketing and Sponsorship 20, no. 3 (August 5, 2019): 390–406. http://dx.doi.org/10.1108/ijsms-02-2018-0018.
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Purpose The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes. Design/methodology/approach In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews. Findings The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona). Originality/value While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.
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Trautwein, Stefan, Jörg Lindenmeier, and and Christian Arnold. "The Effects of Technology Affinity, Prior Customer Journey Experience, and Brand Familiarity on the Acceptance of Smart Service Innovations." Journal of Service Management Research 5, no. 1 (2021): 36–49. http://dx.doi.org/10.15358/2511-8676-2021-1-36.
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In our study, a model of smart service innovation (SSI) acceptance is delineated. We assume that the effects of the customer journey experience (CJE) and technology affinity (TA) on adoption intention (IN) are mediated by consumers’ attitudes (AT) towards the adoption of SSIs. Furthermore, contingent on the level of brand familiarity (BF), this study hypothesizes a moderated mediation with regard to the ‘CJE = AT = IN’ relationship. The empirical findings are largely in line with the model hypotheses: First, technology affinity affects adoption intention indirectly via attitude towards SSIs. Second, CJE has a significant direct and indirect effect on adoption intention in the cases of average and high brand familiarity. For low brand familiarity, CJE neither has a significant direct effect nor a significant indirect effect on SSI acceptance. Based on the empirical findings, the present paper discusses implications for service management and service research, study limitations and avenues for future research.
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Van Steenburg, Eric, and Francisco Guzmán. "The influence of political candidate brands during the 2012 and 2016 US presidential elections." European Journal of Marketing 53, no. 12 (December 3, 2019): 2629–56. http://dx.doi.org/10.1108/ejm-06-2018-0399.
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Purpose The purpose of this paper is to investigate whether voters consider a candidate’s brand image when evaluating election alternatives. That is, how prominent a role does the candidate brand image have in the decision-making process? As election outcomes are behavior-driven, the goal is to examine the potential relationship between the candidate brand image, the self-brand image and voting intention. Design/methodology/approach Data were collected for the third week of October 2012 and again for the same time in 2016 – three weeks prior to the US presidential election each year. An online-based nationwide survey was leveraged, followed by correlation, regression and mediation analysis. Findings Candidate brand image has a role in US presidential elections. In addition, candidate brand image and self-brand image are significantly related to voting intention. In both elections, the losing candidate’s brand image was more of a factor when it came to voting intention, as both candidates’ brand image mediated the relationships between self-brand image and voting intention for all voters. Research limitations/implications A link between candidate brand image and voting intention was demonstrated for perhaps the first time. With results showing candidate brand image does relate to the voter’s self-brand image and voting intention, future research should investigate what other brand elements are a factor. There are undoubtedly other factors – some branding-related, others not branding-related – that go into voter decision-making. Because results were stronger for a losing candidate than a winning one, research should also examine whether this occurrence was coincidence or consistent voter behavior. Practical implications When voters considered who might best represent themselves, the brand image of the candidate enhanced the likelihood of voting for, or against, the candidate. Therefore, it is highly recommended that campaign managers understand not only the importance of their candidate’s brand image to develop and maintain a positive image among their supporters but also how to highlight what their supporters view as the negative aspects of the opposing candidates’ brand image to increase the lack of affinity for competitors. Originality/value This research demonstrates, for the first time, that candidates’ brand image is considered by voters in a US presidential election. In addition, it discovers the role candidate brand image plays in voting intention. Finally, it provides direction for campaign managers to conduct research into candidates as brands to build brand relationships with the electorate.
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Graffigna, Guendalina, and Rossella C. Gambetti. "Grounding Consumer-brand Engagement: A field-driven conceptualisation." International Journal of Market Research 57, no. 4 (July 2015): 605–30. http://dx.doi.org/10.2501/ijmr-2015-049.
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Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence. Hence our study is aimed at investigating the distinctive characteristics and the development phases of CBE. Our study adopted Grounded Theory methodology. Data were collected throughout semi-structured interviews on a theoretical sample of 41 Italian consumers of both genders, aged between 18 and 35, all having a favourite brand belonging to different market sectors. The evidence allowed us to build a conceptual framework of the CBE construct and of its development. This framework highlights that a brand is perceived by consumers as engaging when it is emotionally lived as a ‘life mate’. Furthermore CBE emerges as a dynamic process that evolves in three progressive relational phases: friendship, intimacy and symbiosis. Hence, to engage consumers, brands should get into their life, activating them both emotionally and physically, and establishing with them a deep and authentic relationship that gets increasingly intimate, private and exclusive over time. To achieve this goal, marketers should carry out a brand strategy based on brand personification, value-based affinity and affective bonding with consumers. The original value of our study lies in that it has been designed to anchor a new marketing concept such as CBE in the deep understanding of consumers’ meaning-making processes and relationship stories with a brand to get a comprehensive picture of the construct and how it develops that may better orientate current and future marketing practice.
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Taniyev, Olzhas, and Brian S. Gordon. "Consumer-Athlete Brand Relationship: A Qualitative Exploration of Sport Fans’ Experiences." International Journal of Business Administration 12, no. 3 (April 15, 2021): 86. http://dx.doi.org/10.5430/ijba.v12n3p86.
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Athlete marketing can have profound effects on sport fans. While the affinity for superstar athletes is clear, the internalization of brand image associated with high-profile athletes has received little scholarly attention. The central aim of this exploratory study was to understand sport consumers’ perceptions of the athlete brand and its influence on their self-concept. Seventeen purposefully selected members of an athlete-centered fan club took part in semi-structured interviews. The interview data revealed the following prevalent themes: athlete brand adoption, athlete brand devotion, city identity, and community engagement. Based on the findings, meaningful interactions with consumers and altruistic actions fostered the relationship between the athlete and his followers. The present study contributed to the research concerning the emotional bond sport consumers have with athletes and evolving literature on athlete brand management.
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Cakici, N. Meltem, and Paurav Shukla. "Country-of-origin misclassification awareness and consumers’ behavioral intentions." International Marketing Review 34, no. 3 (May 8, 2017): 354–76. http://dx.doi.org/10.1108/imr-08-2015-0178.
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Purpose Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions (i.e. purchase intentions for self and others and brand judgments) when consumers are made aware that they have misclassified the COO and then are informed of the brand’s correct origin. Drawing on cognitive dissonance theory, the authors also explore the moderating roles of consumer affinity, animosity, and product knowledge. Design/methodology/approach Two experiments test the direct and moderating effects of COO misclassification awareness on behavioral intentions. Findings The findings show detrimental effects of misclassification on behavioral intentions when consumers have high affinity with misclassified COO. Moreover, the experiments demonstrate a significantly greater decrease in behavioral intentions among experts than novices in the low-affinity condition and the reverse effect in the high-affinity condition. Practical implications The negative effects of COO misclassification on consumer behavioral intentions highlight the need for managers to proactively avoid misclassification. The findings should also aid managers in developing responsive marketing campaigns that consider consumer affinity, animosity, and level of product knowledge. Originality/value This research is the first to compare consumer behavioral responses before and after COO misclassification awareness. The study demonstrates that cognitive dissonance underpins the process of misclassification. It also contributes to COO literature by examining the interaction of consumer affinity and animosity with product knowledge and their influence on consumer behavior in the case of COO misclassification.
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Aghara, Vincent NO, Ogwo E. Ogwo, and Obinna C. Ojiaku. "Analysis of Customers Acquisition Behaviour of Multiple SIM Networks Among University Lecturers in Southeast Nigeria." Business and Management Horizons 7, no. 1 (April 19, 2019): 78. http://dx.doi.org/10.5296/bmh.v7i1.14690.
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As the voice-service-market of mobile telecommunication providers fast reaches its saturation amidst increasing competition, its revenue potential to telecom providers continue to decline. Therefore, understanding consumers use behavior portends important strategic consideration for customer acquisition and retention for telecom operators. This study seeks to empirically determine the factors that influence the acquisition of multiple GSM networks by university lecturers in Southeastern universities in Nigeria. Data were generated from a sample of 301 respondents. Three hypotheses were stated and tested using Analysis of variance (ANOVA). The result shows positive relationships between income, social affinity networks, and brand image and consumer acquisition of multi SIM networks. It is therefore, recommended that income, social affinity, and brand image be used as strategic marketing tools to attract customers to acquire a particular network.
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Minar, Demsi, and Anindia Safitri. "Brand Image and Product Quality on Customer Loyalty (Survey in Cekeran Midun)." TRIKONOMIKA 16, no. 1 (June 21, 2017): 43. http://dx.doi.org/10.23969/trikonomika.v16i1.420.
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The purpose of this research is to (1) know customer responses to brand image, product quality, and customer loyalty of Cekeran Midun, (2) know how big the influence of brand image and product quality on customer loyalty are. The methods used are descriptive and verificative analysis. Data were primary and secondary data. Primary data was obtained from questionnaires distributed to 87 customers in Cekeran Midun Cikutra branch, Bandung. Secondary data was obtained from literature texts, journals and other sources that fit the topic of research. The result of analysis and discussion showed that Cekeran Midun Bandung applied brand image in 4 forms namely, recognition, reputation, affinity and domain. Cekeran Midun also implemented 8 forms of product quality i.e. performance, durability, conformance to specifications, features, reliability, aesthetics, perceived quality and serviceability. The influence of brand image and product quality on customer loyalty was 23.32%.
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Morgan, Rory P. "A Consumer-oriented Framework of Brand Equity and Loyalty." International Journal of Market Research 42, no. 1 (January 2000): 1–9. http://dx.doi.org/10.1177/147078530004200105.
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This paper criticises the ill-defined use of terms such as equity and loyalty in marketing, and suggests that there has been little success in reconciling different interpretations, despite the need for objective definitions in research. In identifying a distinction between those who define loyalty in terms of emotional affinity to brands and those who regard it in terms of purchasing behaviour, the author observes that each approach has generated its own research methodologies, but that these are unconnected. An outline description is given of a proprietary model for integrating various branding topics with the aim of successfully predicting purchasing behaviour.
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ChoSeongDo. "Effects of Brand Globalness, Country Image and Country Affinity on Willing to Pay and the Moderating Roles of Brand Globalness and Typicality." Journal of Consumption Culture 20, no. 4 (December 2017): 51–70. http://dx.doi.org/10.17053/jcc.2017.20.4.003.
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Santika Krisna Diari, Ni Made, and Luh Putu Mahyuni. "Strategi Sukses K-Pop Memasuki Pasar Musik Mainstream: Bighit Entertainment, BTS, dan ‘Army’." Jurnal Manajemen Bisnis 16, no. 3 (July 15, 2019): 31. http://dx.doi.org/10.38043/jmb.v16i3.2231.
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ABSTRACTThe purpose of this study is to identify the differentiation strategy of K-pop agency in the digital economic era, as well as the role of fans in their application. The focus of this research is on BigHit Entertainment the agency that manages the current phenomenal K-pop group, namely BTS; as well as the behavior of their fans. This descriptive qualitative research uses secondary data collected from articles and videos related to the agency, the group, and their fans; as well as observational data from social media, like Twitter. This research use Miles and Huberman model of analisys techniques which include data reduction, data presentation, and conclusion drawing. The results of analysis show that BigHit Entertainment applied the strategies of product differentiation, marketing channel differentiation and image differentiation in order to obtain competitive advantage. Those differentiation strategies is in line with the tactical steps of digital marketing that begin with an understanding of consumer behavior, and then continued with human-oriented marketing for brand attractiveness, content marketing for brand recognition, omnichannel marketing for brand commitment, and engagement marketing for brand affinity. During the process of strategy implementation, fans that mostly consist of young people and women played a major role as a good brand advocate and contents distributors.
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Tien, Ma Bich. "Attitudes and Behavior of Vietnamese toward to Consumer Affinity in Term of Travel Abroad." Business and Economic Research 8, no. 2 (May 23, 2018): 204. http://dx.doi.org/10.5296/ber.v8i2.13009.
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With the significant growth of business globalization has brought major change to consumption patterns. This leads the operation and marketing activities of business must be change to adapt this challenges, specifically international marketing. Consumer affinity is one of these important approaches. Consumer affinity refer emotional connections forged between consumers and a particular brand or business. In recently, Vietnamese prefer to travel abroad than domestic. Hence, this study will explore the attitude and behavior of the local people in the tourism -toward travel in other countries should done first, this study is done for that objective. To gain the findings which are as guideline for tourism marketing - travel discipline, the deductive and qualitative research approaches are adapted, which is data come from two sources of primary and secondary data. The results showed that consumer affinity impacts the attitudes and behavior of local people toward on willingness to buy and the willingness to travel more for foreign countries. The study is expected to contribute not only to practice but also theory or consumer affinity with the further researches.
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Roy, Soumyadeep, Shamik Sural, Niyati Chhaya, Anandhavelu Natarajan, and Niloy Ganguly. "An Integrated Approach for Improving Brand Consistency of Web Content." ACM Transactions on the Web 15, no. 2 (May 2021): 1–25. http://dx.doi.org/10.1145/3450445.
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A consumer-dependent (business-to-consumer) organization tends to present itself as possessing a set of human qualities, which is termed the brand personality of the company. The perception is impressed upon the consumer through the content, be it in the form of advertisement, blogs, or magazines, produced by the organization. A consistent brand will generate trust and retain customers over time as they develop an affinity toward regularity and common patterns. However, maintaining a consistent messaging tone for a brand has become more challenging with the virtual explosion in the amount of content that needs to be authored and pushed to the Internet to maintain an edge in the era of digital marketing. To understand the depth of the problem, we collect around 300K web page content from around 650 companies. We develop trait-specific classification models by considering the linguistic features of the content. The classifier automatically identifies the web articles that are not consistent with the mission and vision of a company and further helps us to discover the conditions under which the consistency cannot be maintained. To address the brand inconsistency issue, we then develop a sentence ranking system that outputs the top three sentences that need to be changed for making a web article more consistent with the company’s brand personality.
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Weiss, Marjorie D., Steve Tyink, and Curt Kubiak. "Delivering Ideal Employee Experiences." AAOHN Journal 57, no. 5 (May 2009): 210–15. http://dx.doi.org/10.3928/08910162-20090416-02.
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Employee-centric strategies have moved from employee satisfaction and brand awareness to employee “affinity” or “attachment.” In today's marketplace, occupational health nurses understand that differentiation (i.e., the perception of uniqueness) is the direct result of superior employee interactions, which lead to better employee care, enduring employee relationships, loyal employees, and satisfied employers. What drives employees to occupational health nurse attachment? The answer is a passion for rising above the competition to create ideal employee experiences.
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Weiss, Marjorie D., Steve Tyink, Curt Kubiak, and Patricia B. Strasser. "Delivering Ideal Employee Experiences." AAOHN Journal 57, no. 5 (May 2009): 210–15. http://dx.doi.org/10.1177/216507990905700509.
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Employee-centric strategies have moved from employee satisfaction and brand awareness to employee “affinity” or “attachment.” In today's marketplace, occupational health nurses understand that differentiation (i.e., the perception of uniqueness) is the direct result of superior employee interactions, which lead to better employee care, enduring employee relationships, loyal employees, and satisfied employers. What drives employees to occupational health nurse attachment? The answer is a passion for rising above the competition to create ideal employee experiences.
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姜, 文静. "A Comparative Study of Interactive Marketing between Xiaomi Community and Pollen Club: A Brand Affinity Perspective." Modern Management 11, no. 08 (2021): 868–73. http://dx.doi.org/10.12677/mm.2021.118110.
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Mazinter, Luisa, Michael M. Goldman, and Jennifer Lindsey-Renton. "Cricket South Africa’s Protea Fire brand." Emerald Emerging Markets Case Studies 7, no. 1 (April 18, 2017): 1–20. http://dx.doi.org/10.1108/eemcs-05-2016-0081.
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Subject area Marketing, Sports marketing and Social media marketing. Study level/applicability Graduate level. Case overview This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond. Expected learning outcomes This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations. Subject code CSS 8: Marketing.
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Braun, Kerstin, Thomas Cleff, and Nadine Walter. "Rich, lavish and trendy." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 445–66. http://dx.doi.org/10.1108/jfmm-10-2014-0073.
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Purpose – The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”. Design/methodology/approach – First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conducted through popular German homepages targeted to homosexuals (esp. “queer.de” and “lesarion.de”). The research investigated fashion-consciousness, willingness to pay, brand-affinity, and openness to homosexual marketing. In addition, influencing factors – such as the affinity towards the homosexual scene, career orientation, income, age, status of coming out, and number of inhabitants of the city of residence – have been researched. Findings – Results prove that lesbians are an equally attractive and financially interesting market segment for fashion marketers as gays. Lesbians have a similarly high fashion-consciousness and willingness to pay, and an even higher brand-affinity – but a lower openness to homosexual marketing than gays. Especially scene-affine femme lesbians with a high-paid professional career are a highly attractive market segment. The study proves the attractiveness of the lesbian target segment for fashion marketing and debunks the myth of the consumption-averse lesbian stereotype. Practical implications – This paper provides evidence on the attractiveness of the lesbian market segment for the fashion industry. Due to its size and financial attractiveness, the question whether to target lesbians with a specifically adopted marketing mix should be raised. Originality/value – Research on lesbians’ fashion consumption behaviour in general is very scarce and on fashion consumption behaviour in particular is almost non-existent. This study is a first attempt to analyse the major areas of fashion consumption for the German market.
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Usman, Maman, and Jacob Ganef Pah. "Identifikasi Faktor-Faktor Wisata dalam Membangun Brand Image Kota Bandung." Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan 2, no. 1 (June 25, 2018): 32–40. http://dx.doi.org/10.34013/jk.v2i1.19.
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Bandung is a tourist town, trade and education. This is supported by the city of Bandung which lies relatively close to Jakarta as the capital of the Republic of Indonesia. Therefore, the city of Bandung is sensible to improve themselves or develop the city in order to be known by tourists both domestic and foreign. This research was conducted in the city of Bandung and the variables studied are factors that may increase the travel brand image of the city of Bandung. The purpose of this study was to determine the most dominant factor in travel to build Brand Image of Bandung. The sample in this study is the tourists who visit the city of Bandung. The sampling technique using the technique of accidental sampling and statistical analysis used was the Factor Analysis. The results showed that of the eleven major factor in building the brand image of the city of Bandung, namely recognition, affinity, reputation, domain, education, history, creative, culture, cultivation, entertainment and natural, factors protagonist of the most dominant decisive in building the brand image of the city bandung. Creative factor explaining Bandung city has many culinary and tourist attractions have a lot of shopping. This study suggested that the city of Bandung to the arrangement and structuring of regional culinary neighborhood shopping or put side by side with a culinary shopping tour, so that tourists no trouble finding the culinary or otherwise. The arrangement also aims to reduce congestion so that tourists feel safe and comfortable.
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Wang, Stephen W., and Jillian Farquhar. "Co-branded services: perceived benefits and involvement of co-branded credit cards." International Journal of Bank Marketing 36, no. 5 (June 4, 2018): 969–87. http://dx.doi.org/10.1108/ijbm-05-2017-0098.
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PurposeThe purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement.Design/methodology/approachA conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling.FindingsResults show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts.Research limitations/implicationsFurther research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings.Practical implicationsManagers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards.Social implicationsThis study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns.Originality/valueThis research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding.
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Lee, Hye-Ri, and Myung-Su Chae. "The Effects of Vietnamese Consumers’ Perceived Korean Wave Brand Localness on the Country Affinity, Consumer Attitude and Purchasing Intention." International Business Journal 30, no. 1 (February 28, 2019): 87–117. http://dx.doi.org/10.14365/ibj.2019.30.1.4.
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Beneke, Justin, and Natalia Zimmerman. "Beyond private label panache: the effect of store image and perceived price on brand prestige." Journal of Consumer Marketing 31, no. 4 (June 3, 2014): 301–11. http://dx.doi.org/10.1108/jcm-12-2013-0801.
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Purpose – The purpose of this study is to explore the effect of store image and perceived price on the consumer’s perception of private label brands (PLBs) that have grown in stature in recent decades and are increasingly viewed as a strategic asset of retailers. In particular, the tenets of perceived quality, loyalty and awareness/associations, are argued to underpin the construct of brand prestige, which is used as a vehicle to assess consumers’ affinity toward the brand. Design/methodology/approach – A consumer survey was conducted with a specific focus on purchasers of private label branded breakfast cereal in Cape Town, South Africa. The data from 205 respondents were scrutinized through partial least squares path modeling, which empirically tested the eight hypotheses embedded within the conceptual model. Findings – The results suggest that perceived price is a powerful influencer in this process; however, the role of store image was seen to be less obvious. At a granular level, a relationship between store image and perceived quality was found to exist, but not so for loyalty and awareness/associations. In this respect, store image was seen as subordinate to the perceived price of the merchandise, bringing into question the assumed stature of store image as a key decision influencer in an emerging market context. Research limitations/implications – This study was confined to a single product category, within a particular retail segment, as the study focused on PLB breakfast cereal products sold within mainstream South African supermarket stores. This was desirable so as not to infuse varying merchandise category profiles into the model. Furthermore, as data were collected exclusively in the city of Cape Town, the results cannot necessarily be extrapolated to South Africa as a nation. Finally, it should be noted that the study was conducted in an emerging market setting. Developed markets, where consumers are considerably more au fait with PLBs and have increased purchasing power, may therefore produce a different set of results. Thus, our findings are not necessarily generalizable to all branches of the retail sector, nor are they necessarily applicable throughout, and across, different countries. It is hoped that subsequent studies will probe these areas and provide comparative viewpoints. Practical implications – This study upholds the view that price is a key driver in building PLBs, but interrogates the popular belief that store image automatically adds value in fostering goodwill toward the brand. Originality/value – This study is one of the first to investigate the notion of private label prestige (grounded in that of brand equity theory) in an emerging market context. In doing so, the study postulates that the “halo effect” of store image on the comprehensive evaluation of the brand might not be as prominent as maintained in existing literature. The study, therefore, questions the role of store image and perceived price of the merchandise, finding that – in actual fact – these do not fare equally in consumers’ cognitive assessment of the private label merchandise.
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Bezawada, Ram, S. Balachander, P. K. Kannan, and Venkatesh Shankar. "Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights." Journal of Marketing 73, no. 3 (May 2009): 99–117. http://dx.doi.org/10.1509/jmkg.73.3.099.
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Amid growing competition, retailers are increasingly interested in more effective aisle and display management strategies. These strategies involve placements of product categories in aisles and displays within each store to facilitate greater sales affinity (demand attraction) between categories to improve the store's share of customer wallet. The authors investigate the effects of aisle and display placements on the sales affinities between categories. They develop a spatial model of brand sales that allows for asymmetric store-specific affinity effects between two or more categories, while controlling for the effects of traditional merchandising and marketing-mix variables, such as price, feature, and display. They estimate the model on aggregate store-level data for regular cola and regular potato chip categories for a major retail chain, using hierarchical Bayesian methods. They show the usefulness and extension potential of the model through simulation of aisle placements for a third category. The results show that aisle and display placements have significant and sizable asymmetric effects on cross-category sales affinities comparable to those influenced by marketing-mix variables. Retail managers can use this detailed store-level model and subsequent insights to develop customized aisle and display management for their individual stores.
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Tang, Hsin-Chieh, and Calvin Yu-Chian Chen. "Investigation of the Novel Lead of Melanocortin 1 Receptor for Pigmentary Disorders." Evidence-Based Complementary and Alternative Medicine 2014 (2014): 1–13. http://dx.doi.org/10.1155/2014/254678.
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Knowing the role of MC1R in skin tanning can provide a brand new idea to resolve pigmentary disorders.αMSH has 13 amino acids and is the most essential pigmentary melanocortin responsible for melanin synthesis. One could utilize the compound library to find lead compounds by virtual screening from peptide database and traditional Chinese medicine (TCM) database@Taiwan. Computational simulation provided a convenient technology to survey potential lead. Ligand-based validation set up the reliable model for molecular dynamics simulation. Molecular dynamics simulation approved the binding affinity and stability of the peptides selected by virtual screening. Thus, we concluded that Glu-Glu-Lys-Glu (EEKE), Glu-Gly-Gly-Ser-Val-Glu-Ser (EGGSVES), and Glu-Glu-Asp-Cys-Lys (EEDCK) were potent lead peptides for MC1R to resolve pigmentary disorders.
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마우한 and 김효규. "A Study of the THAAD Impact of Chinese Consumer Behavior on the LOTTE Brand: Focused on Ethnocentrism, Consumer Animosity and Affinity." Journal of Practical Research in Advertising and Public Relations 10, no. 3 (August 2017): 66–90. http://dx.doi.org/10.21331/jprapr.2017.10.3.003.
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Sugiyanto, Gideon Satria Putra, and Agung Wicaksono. "MARKETING STRATEGY EVALUATION OF MRT JAKARTA'S MOBILE APPLICATION USING MARKETING 4.0 CONCEPT." Advanced International Journal of Business, Entrepreneurship and SMEs 2, no. 6 (December 22, 2020): 43–54. http://dx.doi.org/10.35631/aijbes.26005.
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A mobile application has become a vital tool to provide better service and build relationships with customers in the digital age. MRT Jakarta responded to the trend by launching MRT-J mobile application. A study to evaluate the effectiveness of marketing strategy for MRT-J involving 205 respondents of questionnaires was developed following the Five As Framework from Marketing 4.0 concept (Kotler, Kartajaya, and Setiawan, 2017). The result revealed that MRT-J has a superlative affinity. However, the Company needs to improve the attraction, curiosity, and commitment level. According to the industry archetype, the evaluation of brand productivity metrics reported that MRT-J mobile application has a Trumpet pattern. A combination of conventional (offline) and digital (online) marketing is suggested to increase the number of downloads by improving the stage of Aware, Appeal, Ask, and Act.
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Wiebe, Donald. "The learned practice of religion: A review of the history of Religious Studies in Canada and its portent for the future." Studies in Religion/Sciences Religieuses 35, no. 3-4 (September 2006): 475–501. http://dx.doi.org/10.1177/000842980603500307.
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I will argue here that a history of the study of religion in the Canadian academic context will reveal it to be little more than an extension of the kind of intellectual treatment religion receives in traditional religious contexts. To put it bluntly, I believe that an examination of "Religious Studies" in Canada will uncover a fundamental affinity between its "brand" of Religionswissenschaft and what is traditionally recognized as Glaubenswissenschaft, and, consequently, that it has contributed more to the leamed practice of religion than it has to the creation of a scientific study of religion. I will further argue that no scientific study of religion (rather than scientific analyses of particular aspects or elements of religious traditions) can possibly emerge on the Canadian scene until scholars in the field transcend the aim of making possible for their students the achievement of a new kind of religiosity or the creation of a more inclusive culture/society.
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Gnanakumar, Baba. "Reinforcement of brands of faith with the paradox of cultural divergence in Indian perspective." European Business Review 32, no. 3 (February 26, 2020): 513–30. http://dx.doi.org/10.1108/ebr-03-2019-0049.
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Purpose Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organizations brand their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus, have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context that this paper aims to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how such brands of faith have been segmented in the Indian perspective by spiritual gurus. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets. Design/methodology/approach The primary data were collected from the 1,678 customers of the Isha products. The respondents were selected based on the snowball sampling. The responses were collected from the followers who visited the foundation at least three times during the period of two years in Coimbatore and purchased Isha products worth more than Rs 500. The data were collected between the period August 2016 and April 2018. Of 1,678 responses, 1,465 responses were validated after coding. Of 1,465 responses that were validated, 1,126 responses were found reliable. Findings “Cause-related marketing” and “social group endorsement” activities of the firms tend to create a brand image. To find out which of the above activities highly influence the brands of faith, realistic-operating characteristic (ROC) analysis was carried out. ROC curves were drawn to assess the brands of faith centroid values with social group endorsement and cause-related marketing variables. ROC curves explored the precision of diagnostic tests and were used to find the best “cut-off” value for impressive and unimpressive cluster test results. Research limitations/implications Cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation are influencing the brands of faith. The followers of the spiritual foundation have their own distinct culture, and their social affinity values increase the brands of faith. Social group endorsement and cause-related marketing are the marketing strategies suitable for spiritual foundation (to market their product/ service). Age, education and occupation are demographic values that influence the brands of faith. The spiritual foundations are segmenting their customers based on the occupational values, and they use the cause-related marketing strategies to increase the values of brands of faith. Practical implications As the cultural values related to the art of living have been recognized by society as the measure of social well-being, the spiritual leaders can enhance their brands of faith. The social media communication about cause-related marketing can create trust in society. On the other hand, societal marketing activities cannot target the entire society. Hence, it is to be stratified. While stratifying, the players of diversity markets have to target a group based on the values generated by the stakeholders in the foundation. The diversified markets created by the Indian spiritual gurus are providing cultural diversity. Social implications The business value created by spiritual foundations is increasing the social values which are essential to uplift society. The author concludes that if business values and societal values are integrated by any group of people, it improves economic value to that society and they can use the social currency in the form of “brands of faith”. Originality/value The cultural values of a society are measured and compared with national and global index. The enumerate method is an original one.
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Maksimov, M. L., and O. V. Dralova. "Angiotensin receptor blocker telmisartan: efficacy, safety and relevance of clinical application." Systemic Hypertension 14, no. 1 (March 15, 2017): 51–57. http://dx.doi.org/10.26442/sg29177.
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Angiotensin receptor blocker telmisartan is a modern and effective antihypertensive drug which has advantages in comparison with other drugs of the group of angiotensin receptor blockers. Long half-life retains its effect is significant more than 24 hours, which is especially important for blood pressure control in the dangerous morning hours. Telmisartan is excreted by the kidneys less than 2%, making its use safe in patients with renal pathology. High antihypertensive efficacy combined with its excellent tolerability. Telmisartan has the greatest affinity to PPARg-receptors, which is especially important when selecting antihypertensive therapy in patients with arterial hypertension and metabolic disorders, insulin resistance, metabolic disorders. A considerable number of studies showing the effectiveness of treatment with telmisartan in patients with cardiovascular disease, diabetes, metabolic syndrome, nephropathy. The article presents the results of a study of therapeutic equivalence of generic drug is telmisartan, which showed a high bioequivalence to original brand-name formulation and was according to the indications: hypertension and decrease cardiovascular morbidity and mortality in patients aged 55 years and older with a high risk of cardiovascular disease. The results of our observations show comparable antihypertensive efficacy of the original and generic products and well tolerated by the results of questioning of patients.
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Ferney Virgüez, Jonathan. "Características sociodemográficas de los consumidores de comida mexicana “TEX-MEX” en Cali-Colombia." Revista Boletín Redipe 8, no. 9 (September 1, 2019): 182–97. http://dx.doi.org/10.36260/rbr.v8i9.821.
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This article is supported by the inquiry "Mexican Food Consumption" Tex-Mex "in the Metropolitan Area of the City of Cali. A case analysis ”was promoted based on a mixed approach, where sociodemographic variables were examined and calculated; the peculiarities of consumers such as: individual and parental precedents for the consumption of Tex-Mex food, purchase motivations, consumption patterns and the abandonment of consumption towards products, the different forms of consumption where consumption patterns were investigated, means of consumption, customs and habits of consumers; In addition, economic, educational, family and health problems. This research is based on sociodemographic variations and certain particularities of consumers. Through 84 interviews with users of the Buffet Mexican Buffet franchises, which were located in different establishments of this brand; to those who were administered a semi-structured interview, the result of a pilot test and corroborated by experts, the results were analyzed in the INFOSTAT Software, where they prevailed: that men predominate as the main consumers of Tex-Mex food, particularly single and without children, aged between 14 and 45, with university studies, most of them located socioeconomically in the middle stratum and with family precedents of second degree of consanguinity and affinity, promoting the consumption of this type of food at an early age, between 14 and 21 years approximately, where a history of Tex-Mex food consumption is displayed.
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Basavarajappa, Balapal, and Shivakumar Subbanna. "Potential Mechanisms Underlying the Deleterious Effects of Synthetic Cannabinoids Found in Spice/K2 Products." Brain Sciences 9, no. 1 (January 16, 2019): 14. http://dx.doi.org/10.3390/brainsci9010014.
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The chief psychoactive constituent of many bioactive phytocannabinoids (Δ9-tetrahydrocannabinol, Δ9-THC) found in hemp, cannabis or marijuana plants are scientifically denoted by the Latin term, Cannabis sativa, acts on cell surface receptors. These receptors are ubiquitously expressed. To date, two cannabinoid receptors have been cloned and characterized. Cannabinoid receptor type 1 (CB1R) is found to serve as the archetype for cannabinoid action in the brain. They have attracted wide interest as the mediator of all psychoactive properties of exogenous and endogenous cannabinoids and they are abundantly expressed on most inhibitory and excitatory neurons. Recent evidence established that cannabinoid receptor type 2 (CB2R) is also expressed in the neurons at both presynaptic and postsynaptic terminals and are involved in neuropsychiatric effects. Distinct types of cells in many regions in the brain express CB2Rs and the cellular origin of CB2Rs that induce specific behavioral effects are emerging. To mimic the bliss effects of marijuana, synthetic cannabinoids (SCBs) have been sprayed onto plant material, and this plant material has been consequently packaged and sold under brand name “Spice” or “K2”. These SCBs have been shown to maintain their affinity and functional activity for CB1R and CB2R and have been shown to cause severe harmful effects when compared to the effects of Δ9-THC. The present review discusses the potential brain mechanisms that are involved in the deleterious effects of SCBs.
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Martin, Dick. "Towards a model of trust." Journal of Business Strategy 35, no. 4 (July 15, 2014): 45–51. http://dx.doi.org/10.1108/jbs-05-2014-0053.
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Purpose – This article aims to hypothesize a model of trust in both senses of the word – a model, as in something to emulate, and a model as in a structural framework that describes its components. Almost all business people agree that winning and keeping the trust of customers, investors, employees and other stakeholders is critical to business success. There is also broad agreement that trust in business and government has been in serious decline over the past few decades, as documented in a number of studies. Ironically, however, there is little agreement on the nature of trust. Researchers and strategists use the word loosely, without a common definition of its components and with no clear understanding of the process by which it is built, nurtured – and lost. Design/methodology/approach – Based on syndicated research and the more than three-decades experience in public relations, the author suggests that trust has both rational and emotional components that arise from stakeholders’ perception of their own affinity with a brand, company or individual, as well as their judgments of its competencies and purpose. Stakeholder perceptions along these dimensions can be displayed within a three-dimensional matrix, which can explain a range of rational/emotional reactions ranging from simple disappointment and begrudging respect to complete distrust and unquestioned trust. Findings – The model of trust is useful for analyzing a brand, company or individual’s present trust position. It will also enable strategists to design a thoughtful, balanced approach to maintaining or improving stakeholder trust. The model allows strategists to articulate a set of actions and behaviors that will build on strengths, fill voids and correct past errors. Research limitations/implications – This is a theoretical hypothesis that still needs to be tested, but it appears to present a useful approach to considering issues of trust. Originality/value – The new model builds on existing research to address an issue that has become even more critical to organizations and individuals in a world of instant communication and everyman publishing. Applying the model to business decision-making will protect firms from inadvertently losing stakeholder trust and enhance their ability to build even stronger stakeholder relationships.
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Kueh, Y. Y. "The Emergence of Greater China: The Economic Integration of Mainland China, Taiwan and Hong Kong. By Yung-Wing Sung. [Basingstoke and New York: Palgrave Macmillan, 2005. xvi+236 pp. ISBN 0-333-62599-4.]." China Quarterly 182 (June 2005): 429–31. http://dx.doi.org/10.1017/s030574100522026x.
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This is a highly readable book about the emerging economic complex of “Greater China.” The author, based at the Chinese University of Hong Kong, is the foremost authority on the subject matter. The book, which culminates from well over a decade of painstaking research and publication, traces the process and pattern of economic integration among the Chinese trio – the Chinese mainland, Hong Kong and Taiwan – over the past two decades or so. The analysis is set against the broader background of Chinese economic reforms and opening to the West, as well as the changing political context in East Asia that has facilitated increased economic interaction in the region.The book starts with a broad description of the economic structure and relative economic strengths of the Chinese trio, and furnishes a useful conceptual framework for understanding the evolving economic relationships. Chapter two shows how FDI (foreign direct investment) from Hong Kong and Taiwan has triggered an accelerated process of integration with the mainland, and as a result led to the drastic expansion of China's external trade. Chapter three examines the particular characteristics of economic integration between Hong Kong and the mainland on the one hand, and between the two sides of the Taiwan Strait on the other hand. It reveals how cultural (affinity) and geographical (proximity) factors have played a role, and what policy readjustments have been made in the three constituent parts of the “China circle” to bring about a “new brand of ‘new-style’ economic integration,” which is unique in the global context of trade and investment liberalization.
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ميمون, موفق, and كريمة شيخ. "تحديد أثر الجاذبية، الجودة، القيمة والمصداقية على رأسمال علامة بنك الخليج الجزائر AGB وكالة سعيدة = Assessing the Effects of Affinity, Quality, Value and Credibility on the Brand Equity in the Banking Agency (Saida AGB)." Journal of Economic and Financial Research 4, no. 2 (December 2017): 75–97. http://dx.doi.org/10.12816/0050840.
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Walsh, Kenneth B., and Haley K. Andersen. "Molecular Pharmacology of Synthetic Cannabinoids: Delineating CB1 Receptor-Mediated Cell Signaling." International Journal of Molecular Sciences 21, no. 17 (August 25, 2020): 6115. http://dx.doi.org/10.3390/ijms21176115.
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Synthetic cannabinoids (SCs) are a class of new psychoactive substances (NPSs) that exhibit high affinity binding to the cannabinoid CB1 and CB2 receptors and display a pharmacological profile similar to the phytocannabinoid (-)-trans-Δ9-tetrahydrocannabinol (THC). SCs are marketed under brand names such as K2 and Spice and are popular drugs of abuse among male teenagers and young adults. Since their introduction in the early 2000s, SCs have grown in number and evolved in structural diversity to evade forensic detection and drug scheduling. In addition to their desirable euphoric and antinociceptive effects, SCs can cause severe toxicity including seizures, respiratory depression, cardiac arrhythmias, stroke and psychosis. Binding of SCs to the CB1 receptor, expressed in the central and peripheral nervous systems, stimulates pertussis toxin-sensitive G proteins (Gi/Go) resulting in the inhibition of adenylyl cyclase, a decreased opening of N-type Ca2+ channels and the activation of G protein-gated inward rectifier (GIRK) channels. This combination of signaling effects dampens neuronal activity in both CNS excitatory and inhibitory pathways by decreasing action potential formation and neurotransmitter release. Despite this knowledge, the relationship between the chemical structure of the SCs and their CB1 receptor-mediated molecular actions is not well understood. In addition, the potency and efficacy of newer SC structural groups has not been determined. To address these limitations, various cell-based assay technologies are being utilized to develop structure versus activity relationships (SAR) for the SCs and to explore the effects of these compounds on noncannabinoid receptor targets. This review focuses on describing and evaluating these assays and summarizes our current knowledge of SC molecular pharmacology.
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Conrad, Eric. "The Poet as Printer’s Fist: Walt Whitman’s Indicative Hand." Nineteenth-Century Literature 74, no. 1 (June 1, 2019): 54–86. http://dx.doi.org/10.1525/ncl.2019.74.1.54.
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Eric Conrad, “The Poet as Printer’s Fist: Walt Whitman’s Indicative Hand” (pp. 54–86) At the intersection of the professional author’s ascent in the United States and the growing centralization and sophistication of the advertising trade, a new anxiety surfaces in the world of nineteenth-century American publishing: how best to sell the literary text and, in turn, market its author. While a number of vocal literary figures perceived the encroachment of advertising, tainted by its ties to patent medicine fraud, as anathema to the genteel world of letters, Walt Whitman eagerly embraced its promotional potential. Nowhere is that affinity more pronounced than in the visual symbol Whitman used to represent his revolutionary poetics within the third edition of Leaves of Grass (1860): a butterfly perched on an outstretched index finger. Contemporaneous readers would have instantly recognized that curious pointing hand as a manicule or printer’s fist, an icon with deep ties to both manuscript culture and the world of commercial advertising. In this essay I track two trajectories—Whitman’s insistence that his poetry merely gestured toward a future, superior generation of poets and the 1860 edition’s relationship to developments in American book design and literary marketing—to demonstrate that Whitman’s butterfly icon does not simply brand his poetry with a recognizable symbol: by embracing the iconography of nineteenth-century promotion to point readers to their unrealized poetic future, it visually distills the central argument of Leaves of Grass. Understood within these contexts, Whitman’s pointing finger insists that Leaves of Grass is itself an advertisement, an audacious and ephemeral announcement for a so-called new breed of poets.
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Chen, Dyi-Cheng, Der-Fa Chen, Shih-Ming Huang, Mu-Jung Huang, Wen-Jye Shyr, and Chien-Fu Chiou. "Critical Success Factors to Improve the Business Performance of Tea Drink Chains." Sustainability 13, no. 16 (August 10, 2021): 8953. http://dx.doi.org/10.3390/su13168953.
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By determining critical success factors (CSFs), this study intends to identify indicators and offer suggestions for existing owners or operators to improve their critical works in business management, as well as for newcomers interested in investing or studying the chain business. To achieve the purpose of this study, document analysis, expert interviews, and the Delphi technique were used to verify that there are five-dimension indicators to explore the CSFs for tea drink chains. The critical success items in this study are as follows: (1) Regarding “brand image management”, the most critical factors unanimously agreed by the professionals are the certification of raw materials and the guarantee of food safety, which are mainly affected by the recent food safety crisis. (2) Regarding “quality and cost control”, the sub-items of raw material supplier’s stability and timeliness are the most important factors. (3) Regarding the “location of business”, the most important factors are the sub-items of visibility, convergence of people flow, and the structural consumption characteristics of the population in the area. Although these are not considered to be the most important factors in the questionnaires by professionals, the professors considered these sub-items to be the most critical factors in the dimension and should provide valuable references for CSFs. (4) Regarding “personnel training and customer satisfaction”, the sub-item of maintaining hygiene in shop fronts is the most important critical factor, followed by the attitude and affinity of the staff, as well as their clothing, appearance, and cleanliness. (5) Regarding the “marketing mode and promotion mode”, the two important sub-items include new product tasting and the irregular launch of new seasonal products.
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Varon, David, Ofer Lider, Rima Dardik, Boris Shenkman, Ronen Alon, Rami Hershkoviz, Galina Kapustina, Naftali Savion, Uri Martinowitz, and Noam Greenspoon. "Inhibition of Integrin-Mediated Platelet Aggregation, Fibrinogen-Binding, and Interactions with Extracellular Matrix by Nonpeptidic Mimetics of Arg-Gly-Asp." Thrombosis and Haemostasis 70, no. 06 (1993): 1030–36. http://dx.doi.org/10.1055/s-0038-1649720.
Full textAbstract:
SummaryThe interaction of the activated platelet integrin, glycoprotein IIb-IIIa (GPIIb-IIIa) with fibrinogen and von-Wille-brand factor (vWF) is essential for platelet aggregation. The minimal structure required for this integrin’s binding to fibrinogen is the Arg-Gly-Asp (RGD) sequence. Inasmuch as normal level of GPIIb-IIIa-RGD interactions are required for maintaining hemostasis, elevated platelet aggregation can cause adverse pathological effects. We have previously reported that nonpeptidic mimetics of RGD, consisting of carboxylate and guanidinium groups of Asp and Arg divided by a linear 11-atom spacer, acquired a significant affinity for the GPIIb-IIIa integrin and inhibited platelet aggregation. The structural requirements for the interactions of the RGD sequence with GPIIb-IIIa and the inhibitory potential of a newly designed series of mimetics on platelet aggregation and interactions with extracellular matrix (ECM) were assayed herein. Adenosine-diphosphate (ADP)-induced platelet aggregation was inhibited in a dose-dependent manner by various RGD mimetics, with a maximal inhibition of 80-100% with an IC50 of 3 μM for the most potent inhibitor, NS-11 which a six-membered ring was introduced into the spacer chain, which exceeded the IC50 attained with the original RGDS peptide. The inhibitory effect of the RGD mimetics was attributed to their specific interaction with the GPIIb-IIIa integrin, since these mimetics inhibited the binding of the PAC-1 mAb to GPIIb-IIIA. Furthermore, the binding of 125I-labeled fibrinogen to platelets was inhibited by the RGD surrogates in a dose-dependent and saturable manner. The RGD-mimetics also inhibited up to 70% the adhesion, aggregation, and deposition of platelets onto ECM. Thus, we suggest that the novel nonpeptidic mimetics of RGD described herein, which were shown to be resistant to proteolytic digestion, would be valuable in novel therapeutic approaches to treat in RGD-dependent pathological disorders involving platelet-ECM interactions.
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Mohd Thas Thaker, Mohamed Asmy Bin, Hassanudin Bin Mohd Thas Thaker, and Anwar Bin Allah Pitchay. "Public relation activities in Islamic banking industry." Journal of Islamic Marketing 9, no. 2 (June 11, 2018): 283–95. http://dx.doi.org/10.1108/jima-06-2016-0047.
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Purpose This paper aims to examine the role of religion in influencing the public relations activity of Islamic banking institutions in Malaysia by adopting circuit of culture (COC) model as theoretical framework. Design/methodology/approach A narrative analysis is used in this study. This analysis has basically involved the application of symbolic interactionist tenets to respective websites and relevant documents of Islamic banks in Malaysia. Findings The paper has identified six Islamic value orientations elements, especially respect for religious authority, affinity with the past, fatalism, communal kinship, attachment to the eternal life and spirituality and idealism relative to public relations practice among the Islamic banks in Malaysia. The study finds that the respective banks are embedded with Islamic values in their communication tools that reflect public relations activity. Research limitations/implications The theme of value orientations that have been generated and used in this study are constantly in flux. There are some other orientations that might be affecting the cultural value of public relations activities of Islamic banking in Malaysia. Furthermore, these value orientations are less effective in identifying dominating cultural factors that can be amended with situational flexibility, as the current study focuses on Malaysian context. Future research is required by incorporating a quantitative means of testing and measuring the effectiveness of website by using cultural-economic model for building. Practical implications The study suggests that public relations researchers should not ignore the vital relationship between religion and public relations activity. The findings of this paper provide Islamic banking institutions to improve and enhance their public relations activity. Originality/value This paper offers an additional literature related to public relations activity by using cultural-economic model. While previous studies have focused on product, brand matters and organization behavior to define cultural and public relation, very little research has been focused on the role of religion in determining public relations activity and cultural pattern. Indeed, no study has been focused explicitly on public relations activity of Islamic banks in Malaysia using COC.
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Checa Prieto, Susana Beatriz, and Lisardo De Pedro Navarro. "The influence of religion in market research in Islamic countries: case study of rice market in Saudi Arabia." Journal of the Sociology and Theory of Religion 9 (January 20, 2020): 82–98. http://dx.doi.org/10.24197/jstr.0.2020.82-98.
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The relationship between globalization and religion is one with furthering challenges. In globalization processes, when a company considers going into a new market the first concern that raises immediately is the development of an ad hoc market research. The launching of a product like rice, which target audience is the housewife, has important challenges in Arab countries such as Saudi Arabia. How can you tackle people who for religious or cultural reasons have limited contact with people who are not in their family environment? How can a firm determine purchasing decision factors or affinity to brands?