Comparison of Spot Sign, Blend Sign and Black Hole Sign for Outcome Prediction in Patients with Intracerebral Hemorrhage

Peter B. Sporns,Michael Schwake,André Kemmling,Jens Minnerup,Wolfram Schwindt,Thomas Niederstadt,Rene Schmidt,Uta Hanning 대한뇌졸중학회 2017 Journal of stroke Vol.19 No.3

Background and Purpose Blend sign (BS) and black hole sign (BHS) on non-contrast computed tomography (NCCT) and spot sign (SS) on CT-angiography (CTA) are indicators of early hematoma expansion in spontaneous intracerebral hemorrhage (ICH). However, their independent contributions to outcome have not been well explored. Methods In this retrospective study, inclusion criteria were: 1) spontaneous ICH and 2) NCCT and CTA performed on admission within 6 hours after onset of symptoms. Discharge outcome was dichotomized as good (modified Rankin Scale [mRS] 0-3) and poor (mRS 4-6) outcomes. The impacts of BHS, BS and SS on outcome were assessed in univariate and multivariable logistic regression models. Results Of 182 patients with spontaneous ICH, 26 (14.3%) presented with BHS, 37 (20.3%) with BS and 39 (21.4%) with SS. There was a substantial correlation between SS and BS (κ=0.701) and a moderate correlation between SS and BHS (κ=0.424). In univariable logistic regression, higher baseline hematoma volume (P<0.001), intraventricular hemorrhage (P=0.002) and the presence of BHS/BS/SS (all P<0.001) on admission CT scan were associated with poor outcome. Multivariable analysis identified intraventricular haemorrhage (odds ratio [OR] 2.22 per mL, P=0.022), baseline hematoma volume (OR 1.03 per mL, P<0.001) and SS on CTA (OR 11.43, P<0.001) as independent predictors of poor outcome, showing that SS compared to BS and BHS was more powerful to predict poor outcome. Conclusions The NCCT BHS and BS are correlated with the CTA SS and are reliable predictors of poor outcome in patients with ICH. Of the CT variables indicating early hematoma expansion, SS on CTA was the most reliable outcome predictor. However, given their correlation with SS on CTA, BS and BHS on NCCT can be useful for predicting outcome if CTA is not obtainable.

Verifying Little's Law on Discrete Event Simulation

김승환,Peter Michael Schmidt 한국경영과학회 1999 한국경영과학회 학술대회논문집 Vol.- No.1

THE UNKNOWN LEGACY EFFECT: ASSESSING THE EXPLICIT AND IMPLICIT RELATION OF CORPORATE BRAND HERITAGE ON BRAND ATTACHMENT

Klaus-Peter Wiedmann,Steffen Schmidt,Sascha Langner,Levke Albertsen,Michael Schiessl,Frank Buckler 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

In both marketing research and business practice, the study of corporate brand heritage has gained growing interest. Although, the field of heritage is rather widely analysed, a closer investigation reveals that there is a lack of research that covers the deeply embedded associations toward a company or brand with a heritage, and their effects on the overall brand performance from a customer’s perspective. That said, previous quantitative studies regarding corporate brand heritage fall back on traditional and basic explicit self-reporting scales. However, an increasing number of neuroeconomic studies indicate that customers are not fully aware of their thoughts and opinions. In fact, most mental processes are of so-called implicit nature, taking place hidden in the unconscious and automatic mind. Yet, established models of corporate brand heritage are missing implicit processes completely. Against this backdrop, the aim of the current paper is to fill this research gap. For that reason, a holistic framework of dual information processing is derived with reference to corporate brand heritage. Furthermore, related explicit and implicit measures are developed and applied to capture the dual facets of corporate brand heritage. The empirical results provide evidence that both heritage facets, explicit corporate brand heritage, but in particular implicit corporate brand heritage have a crucial impact on the degree of attachment toward the corporate brand.

SHOW ME YOUR RESPONSIBILITY, I´LL TELL YOU WHO YOU ARE: EXPLICIT AND IMPLICIT EFFECTS OF BRAND SUSTAINABILITY ON BRAND REPUTATION, PERCEIVED VALUE AND BRAND-RELATED INTENTIONS

Klaus-Peter Wiedmann,Evmorfia Karampournioti,Levke Louise Albertsen,Steffen Schmidt,Sascha Langner,Michael Schießl 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

During the last decades, consumers have become increasingly concerned about social and environmental issues (Cone, 2009; Kleanthous, 2011) and “want the brands they use to reflect their concerns and aspirations for a better world” (Bendell and Kleanthous, 2007, p. 5). Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture (Doane, 2001; Low and Davenport, 2007) and consumers either reward or punish companies that stress or ignore the importance of social and environmental excellence (Grail Research, 2010). From a firm perspective, investing in activities promoting sustainable development is increasingly recognized as an important source of competitive advantage (Porter and Kramer, 2006) and demonstrates a differentiator in most of the industries. According to a study conducted by the United Nations Global Compact and Accenture nearly 97% of the participating CEOs see sustainability as important to their company’s future success (UN and Accenture, 2016). The main reason and motivation to take action in sustainability issues is not the potential for revenue growth and cost reduction but rather the enhanced performance of the brand, trust and reputation (Lacy et al., 2010). Hence, financial rewards seem not to be the prioritized key driver for sustainability-oriented actions, since most companies are not able to explicitly quantify the benefits of their activity (UN and Accenture, 2016). But even though ethical and environmental issues have become an essential component for the evaluation and selection of brands and potential consumers may care about ethical issues, they are unlikely to compromise on traditional product attributes, such as value, quality, price, and performance (Chen and Chang, 2012). Accordingly, examining the influence of a brands sustainability orientation - as perceived by consumers - on brand related factors such as brand reputation and perceived brand value is of special importance for marketing research and practice. For that reason, the present paper examines the effect of brand sustainability on brand reputation and customer perceived value of a brand. Therefore, a measurement instrument was developed, that considers implicit and explicit pathways of human information processing and thus combines conscious and unconscious evaluations of a brands sustainability. Finally, the transfer from a positive customer evaluation to brand performance in terms of brand-related perception and brand-related behavior is examined.

Verifying Little`s Law on Discrete Event Simulation

김승환 ( Seung Whan Kim ),( Peter Michael Schmidt ) 대한산업공학회 1999 대한산업공학회 춘계학술대회논문집 Vol.1999 No.-

Communicating Sponsor Brands Playfully in Video Games: Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge

Matthias Limbach,Steffen Schmidt,Klaus-Peter Wiedmann,Sascha Langner,Michael Schiessl 글로벌지식마케팅경영학회 2019 Journal of Global Sport Management Vol.4 No.3

Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade in terms of deal volume. Another current brand communication trend is the brand strategy of placing brands into entertainment media, especially in video games, so called in-game advertising (IGA). Against that background, the current study addresses the short-term effects of IGA on consumer’s implicit and explicit brand knowledge after the sponsor brand has been exposed in a video game. The findings of the laboratory research showed that the IGA exposure of sponsor brands, which was simulated in the current study as a virtual consumer-brand interaction within a playfully football game, was primarily effective to enhance brand-related associations on an implicit level, but not on an explicit level.