0000000000766606
AUTHOR
Sunil Gupta
Rationale, design, and baseline characteristics in Evaluation of LIXisenatide in Acute Coronary Syndrome, a long-term cardiovascular end point trial of lixisenatide versus placebo
BACKGROUND: Cardiovascular (CV) disease is the leading cause of morbidity and mortality in patients with type 2 diabetes mellitus (T2DM). Furthermore, patients with T2DM and acute coronary syndrome (ACS) have a particularly high risk of CV events. The glucagon-like peptide 1 receptor agonist, lixisenatide, improves glycemia, but its effects on CV events have not been thoroughly evaluated.METHODS: ELIXA (www.clinicaltrials.gov no. NCT01147250) is a randomized, double-blind, placebo-controlled, parallel-group, multicenter study of lixisenatide in patients with T2DM and a recent ACS event. The primary aim is to evaluate the effects of lixisenatide on CV morbidity and mortality in a population …
Does “Liking” Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? The authors disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers' preexisting fondness for brands, and these are the same regardless of when and whether consumers “like” brands on social media. In addition, we explore possible second-order effects by examining whether “liking” brands might cause consumers' friends to view that brand more favorably. When consumers see that a friend has “liked” a brand, they are less likely to buy the brand relative to when they learn that a friend genuinel…