Search results for "brand"
showing 10 items of 513 documents
The Gut Microbiota as an Influencing Factor of Arterial Thrombosis
2018
The mutualistic gut microbiota does not only impact the development and function of various immune cell types, but it also influences the function of the hepatic vascular endothelium and prothrombotic platelet function. With germ-free mouse models, we have demonstrated that gut-derived microbial-associated molecular patterns could stimulate hepatic von Willebrand factor (VWF) synthesis and plasmatic VWF levels through Toll-like receptor-2 (TLR2), thus defining the extent of platelet deposition to the subendothelial matrix of the ligation-injured common carotid artery. In addition to the microbiota-derived choline metabolite trimethylamine N-oxide and the microbiota's regulatory role on the …
Targeted SERPIN (TaSER): A dual‐action antithrombotic agent that targets platelets for SERPIN delivery
2021
BACKGROUND Occlusive thrombi are not homogeneous in composition. The core of a thrombus is rich in activated platelets and fibrin while the outer shell contains resting platelets. This core is inaccessible to plasma proteins. We produced a fusion protein (targeted SERPIN-TaSER), consisting of a function-blocking VH H against glycoprotein Ibα (GPIbα) and a thrombin-inhibiting serine protease inhibitor (SERPIN; α1-antitrypsin 355 AIAR358 ) to interfere with platelet-driven thrombin formation. AIM To evaluate the antithrombotic properties of TaSER. METHODS Besides TaSER, we generated three analogous control variants with either a wild-type antitrypsin subunit, a non-targeting control VH H, or …
The Relationships Between Customer Brand Engagement in Social Media and Share of Wallet
2016
This chapter investigates the motivational drivers of customer brand engagement in social media and examines the nature of the relationships between these drivers and engagement, as well as the relationships between brand engagement and share-of-wallet. In addition, we tested the moderating effect of the frequency of social media visits on the relationship between engagement and share-of-wallet. The hypothesized relationships were analyzed using an online survey of 818 members of one Facebook brand community. The results suggested that community exerts the strongest positive effect on customer brand engagement and that customer brand engagement positively influences SOW. The findings also i…
Comunicaciones de marketing y valor de marca de un festival musical
2017
La creación de capital de marca es fundamental para diferenciar los productos y alcanzar una ventaja competitiva. Sin embargo, este constructo ha recibido escasa atención en la investigación en turismo de eventos. Por ello, el objetivo del presente trabajo es analizar la influencia de las comunicaciones controladas y no controladas por la organización sobre la formación del valor de marca de un evento, y estimar el impacto del valor de marca global sobre la satisfacción y las intenciones conductuales del asistente al evento. Centrándonos en un festival de música en vivo, a partir de una muestra de 622 asistentes, se obtiene evidencia acerca de la efectividad de las comunicaciones del evento…
Model development (conceptualisation)
2016
Chapter 2 provided the theoretical background for the development of the conceptual model. In this chapter, firstly, the constructs relevant for the model are conceptualised, and secondly, hypotheses regarding the relationships between those constructs are derived from theoretical considerations.
Branding y personalidad de la marca visual
2021
La identidad visual proyecta una determinada personalidad de la marca, a través de sus elementos gráficos, espaciales y cromáticos. Este es el punto de partida para la construcción de la imagen de marca por parte del público. Sostenidos por la urdimbre del conocimiento transdisciplinar, se exploraron los nexos conceptuales, teóricos, metodológicosy técnicos, existentes entre los fundamentos de las técnicas proyectivas gráficas -propias de la psicología- y el diseñode marcas, a los efectos de definir la personalidad marcaria y el brand character, a partir de sus aspectos formales, espacialesy cromáticos.
Sportsponsoring als Geschenksimulation und Status-Spiel
2003
Sportsponsoring wird in der Fachliteratur als wirtschaftlich-rational begrundetes Leistungs-Gegenleistungs-Verhaltnis definiert. In der Offentlichkeitsarbeit von Sponsoren ist aber vielfach zu beobachten, dass dieses Austauschverhaltnis als Geschenk dargestellt wird. Im folgenden Beitrag wird an Beispielen belegt, dass dieser Maskierung eines Geschafts als selbstlose Gabe ein anthropologisches Muster zugrunde liegt, das auf einem Prestigedefizit rein wirtschaftlichen Handelns beruht. Daraus resultiert die Notwendigkeit der Akkumulation symbolischen Kapitals in Form eines Firmen- und Markenbilds, das Analogien zur Produktion von Glaubenssystemen und kulturellen Gutern aufweist. Der Wettbewer…
Building Brand Equity via Product Quality
2007
Abstract A practical approach is proposed to building brand equity via product quality. It identifies the relevant marketing activities and determines the extent to which these activities contribute to brand equity. Specifically, the proposed brand equity model relates marketing activities to brand equity. This indicates a practical way to assess the importance and adequacy of a company's daily operation in contributing to its brand equity. The importance-efficiency mix further provides management with feasible suggestions on adjusting their marketing activities. Then, based on an importance-efficiency matrix, company resources can be adjusted to enhance brand equity. An empirical study wit…
The behaviour of non consumer of organic food: suggestions on marketing strategies to attract new market segments
2013
Oggi le produzioni agricole biologiche sono in netta crescita sia a livello internazionale che nazionale. Tra le regioni italiane la Sicilia rappresenta la principale area di produzione e si colloca all’ultimo posto relativamente ai consumi. Attraverso un’indagine pilota nella citta di Palermo, si e voluto indagare, sui motivi del mancato acquisto di prodotti biologici per comprendere quali sono le leve del marketing mix su cui e possibile intervenire per attrarre nuovi segmenti di mercato. L’indagine e stata realizzata intervistando un campione di non-consumatori di alimenti biologi presso alcuni supermercati della citta. I campioni, degli intervistati e dei supermercati, sono stati selezi…
La lexicalisation des noms de marque en tchèque et en français : étude contrastive
2019
Brand names and product names represent an important category of the lexicon of any language and can be studied from different points of view. In our text, we will focus on the problems of the lexicalization of certain brand and product names. The aim of our article is to show the degree of lexicalization of the foreign brand and product names in comparison with the brand and product names of national origin. At the same time we also want to analyze their motivation and their registration in Czech dictionaries.