DOES COUNTRY OF ORIGIN MATTER IN FACE OF STRONG GLOBAL BRANDS?

Sergio Garrido Moraes,Vivian Iara Strehlau,Reynaldo Dannecker Cunha 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

This paper aims to compare the impact of country of origin and brand’s aspects on young consumers’ willingness to buy global brands. We chose the United States because this country is the origin of the most valuable global brands, besides arousing contradictory opinions and feelings, as well as reactions of love and hate. The brands Apple, Levi’s and McDonald's, represent products and services, all of them recognized as global and US iconic brands, at the same time: Apple has been admired and followed; McDonald’s has been used as a symbol in political demonstrations against the United States or against globalization, while some protesters wear Levi’s jeans. The tested constructs include aspects related to country of origin (Country Image, Country Affinity, Ethnocentrism) and brand (Brand Personality and Self-Brand Connection). We conducted a survey with 367 students, potential consumers of the brands, and applied Structural Equation Modelling to analyze the impacts of constructs on their willingness to buy. The results indicate that consumer-brand relationship showed greater strength and significance than other constructs, highlighting that during purchasing it is more important how the consumer perceives himself in relation to the brand than the way he perceives or feels about brand’s country of origin. We deliberately chose brands of high brand equity for analysis, but in the future, the model could be applied to low brand equity brands, not-iconic brands, other countries and its brands, and other product categories.

SELF-COUNTRY CONNECTION: DEVELOPMENT AND VALIDATION OF A SCALE

Sergio Garrido Moraes,Vivian Iara Strehlau,J?lio C?sar Bastos de Figueiredo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The research on country of origin effect (COO) has been oriented lately towards the characteristics of the consumer. As a result, in recent years there has been a growing number of publications dealing with consumer dispositions in the consumption of local or global brands (ethnocentrism, nationalism, patriotism, cosmopolitanism, xenocentrism). To contribute to the research, we conceptualize the Self-Country Connection (SCC) construct, based on the extended self theory, considering the country as one more possession that can be added to the individual’s self. We developed the scale generating items based on literature review and qualitative research. Specialists in marketing and international consumer behavior refined the items. Followed the exploratory and confirmatory factor analysis, analysis of discriminant, nomological and predictive validities, which obtained satisfactory results, in addition to the two-month interval testretest. The scale has two versions and can be used both to access the consumer's selfconnection with the home country and with foreign countries. The SCC scale can be used with other established scales, such as CETSCALE, COS, among others, to understand better the consumer behavior and improving market segmentation.

Adding to the freshwater red algal diversity in North America: Lympha mucosa gen. et sp. nov. (Batrachospermales, Rhodophyta)

Evans, Joshua R.,Chapuis, Iara S.,Vis, Morgan L. The Korean Society of Phycology 2017 ALGAE Vol.32 No.3

The strictly freshwater red algal order Batrachospermales has undergone numerous taxonomic rearrangements in the recent past to rectify the paraphyly of its largest genus Batrachospermum. These systematic investigations have led to the description of new genera and species as well as re-circumscription of some taxa. Specimens collected from two locations in the southeastern USA were initially identified as being allied to Batrachospermum sensu lato, but could not be assigned to any recognized species. Representative rbcL (plastid) and COI-5P (mitochondrion) sequences showed these specimens to be similar to each other and not closely matching the previously published sequence data for other Batrachospermum taxa. Comparison of sequence variation and morphology with a broader range of batrachospermalean taxa resulted in the proposal of a new monotypic genus Lympha mucosa gen. et sp. nov. to accommodate these specimens. Lympha mucosa is sister to members of a newly described genus Volatus, but the two genera are easily distinguished based on straight versus curved, twisted or spirally coiled carpogonial branch, respectively. This new taxon has morphological similarities to Batrachospermum sections Turfosa and Virescentia, but can be differentiated based on genetic divergence in rbcL and COI-5P as well as a combination of morphological characters: dense, compressed whorls, axial carposporophytes with a single type of gonimoblast filament; cortication of the main axis closely appressed; and short, straight carpogonial branch arising from the pericentral cell and carpogonia with unstalked, lanceolate trichogynes. This new taxon adds to the freshwater red algal diversity of the southeastern USA, a region already known for biodiversity and high endemism of the aquatic flora and fauna. It is also a relevant new addition to the taxonomic knowledge of the freshwater red algal Batrachospermales.

DOES COUNTRY OF ORIGIN MATTER IN FACE OF STRONG GLOBAL BRANDS?

Sergio Garrido Moraes,Vivian Iara Strehlau,Reynaldo Dannecker Cunha 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This paper aims to compare the impact of country of origin and brand’s aspects on young consumers’ willingness to buy global brands. We chose the United States because this country is the origin of the most valuable global brands, besides arousing contradictory opinions and feelings, as well as reactions of love and hate. The brands Apple, Levi’s and McDonald's, represent products and services, all of them recognized as global and US iconic brands, at the same time: Apple has been admired and followed; McDonald’s has been used as a symbol in political demonstrations against the United States or against globalization, while some protesters wear Levi’s jeans. The tested constructs include aspects related to country of origin (Country Image, Country Affinity, Ethnocentrism) and brand (Brand Personality and Self-Brand Connection). We conducted a survey with 367 students, potential consumers of the brands, and applied Structural Equation Modelling to analyze the impacts of constructs on their willingness to buy. The results indicate that consumer-brand relationship showed greater strength and significance than other constructs, highlighting that during purchasing it is more important how the consumer perceives himself in relation to the brand than the way he perceives or feels about brand’s country of origin. We deliberately chose brands of high brand equity for analysis, but in the future, the model could be applied to low brand equity brands, not-iconic brands, other countries and its brands, and other product categories.

Sunlight Incidence, Vitamin D Deficiency, and Alzheimer's Disease

Alice Barros Camara,Iara Dantas de Souza,Rodrigo Juliani Siqueira Dalmolin 한국식품영양과학회 2018 Journal of medicinal food Vol.21 No.9

Vitamin D (VD) deficiency is a growing problem, affecting a significant portion of the population in many countries. VD deficiency may be related to several diseases, including Alzheimer's disease (AD). This study aimed to review the relationship between VD deficiency and AD. We describe the proteins involved in AD pathogenesis and how those proteins can be influenced by VD deficiency. We also investigated a relationship between AD death rate and solar radiation and we found an increased AD death rate in countries with low sunlight. It was also observed that amyloid precursor protein, ryanodine receptor, mammalian target of rapamycin complex 1, and receptor for advanced glycation end products are associated with a worse prognosis in AD. While the Klotho protein, phosphatase and tensin homologue, and VD receptor are associated with a better prognosis in the disease. The literature suggests that decline in VD concentrations may be involved in the establishment and progression of AD. According to sunlight data, we can conclude that countries with low average sunlight have high AD death rate.

Adding to the freshwater red algal diversity in North America: Lympha mucosa gen. et sp. nov. (Batrachospermales, Rhodophyta)

Joshua R. Evans,Iara S. Chapuis,Morgan L. Vis 한국조류학회I 2017 ALGAE Vol.32 No.3

The strictly freshwater red algal order Batrachospermales has undergone numerous taxonomic rearrangements in the recent past to rectify the paraphyly of its largest genus Batrachospermum. These systematic investigations have led to the description of new genera and species as well as re-circumscription of some taxa. Specimens collected from two loca- tions in the southeastern USA were initially identified as being allied to Batrachospermum sensu lato, but could not be assigned to any recognized species. Representative rbcL (plastid) and COI-5P (mitochondrion) sequences showed these specimens to be similar to each other and not closely matching the previously published sequence data for other Batrachospermum taxa. Comparison of sequence variation and morphology with a broader range of batrachospermalean taxa resulted in the proposal of a new monotypic genus Lympha mucosa gen. et sp. nov. to accommodate these specimens. Lympha mucosa is sister to members of a newly described genus Volatus, but the two genera are easily distinguished based on straight versus curved, twisted or spirally coiled carpogonial branch, respectively. This new taxon has morphological similarities to Batrachospermum sections Turfosa and Virescentia, but can be differentiated based on genetic divergence in rbcL and COI-5P as well as a combination of morphological characters: dense, compressed whorls, axial carposporophytes with a single type of gonimoblast filament; cortication of the main axis closely appressed; and short, straight carpogonial branch arising from the pericentral cell and carpogonia with unstalked, lanceolate trichogynes. This new taxon adds to the freshwater red algal diversity of the southeastern USA, a region already known for biodiversity and high endemism of the aquatic flora and fauna. It is also a relevant new addition to the taxonomic knowledge of the freshwater red algal Batrachospermales.

Prolonged Ingestion of Prehydrolyzed Whey Protein Induces Little or No Change in Digestive Enzymes, but Decreases Glutaminase Activity in Exercising Rats

Ana Cláudia C. Nery-Diez,Iara R. Carvalho,Jaime Amaya-Farfa´,Maria Ine´s Abecia-Soria,Ce´lio K. Miyasaka,Cle´cio da S. Ferreira 한국식품영양과학회 2010 Journal of medicinal food Vol.13 No.4

Because consumption of whey protein hydrolysates is on the increase, the possibility that prolonged ingestion of whey protein hydrolysates affect the digestive system of mammals has prompted us to evaluate the enzymatic activities of pepsin, leucine-aminopeptidase, chymotrypsin, trypsin, and glutaminase in male Wistar rats fed diets containing either a commercial whey isolate or a whey protein hydrolysate with medium degree of hydrolysis and to compare the results with those produced by physical training (sedentary, sedentary-exhausted, trained, and trained-exhausted) in the treadmill for 4 weeks. The enzymatic activities were determined by classical procedures in all groups. No effect due to the form of the whey protein in the diet was seen in the activities of pepsin, trypsin, chymotrypsin, and leucine-aminopeptidase. Training tended to increase the activity of glutaminase, but exhaustion promoted a decrease in the trained animals, and consumption of the hydrolysate decreased it even further. The results are consistent with the conclusion that chronic consumption of a whey protein hydrolysate brings little or no modification of the proteolytic digestive system and that the lowering of glutaminase activity may be associated with an antistress effect, counteracting the effect induced by training in the rat.

CONSUMER DISPOSITIONS IN MULTICULTURAL CONTEXTS: A FRAMEWORK PROPOSITION

Mariana Bussab Porto-da-Rocha,Sergio Garrido Moraes,Miriam Ta?s Salom?o,Vivian Iara Strehlau 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Globalization has coined cultural flows across national borders, resulting in different behaviors towards foreign products. Different approaches explain consumption in multicultural contexts such as consumer disposition. Based on literature review, this study organizes different dispositions constructs in relation to one’s own country and to foreign countries proposing a conceptual framework.