THE IMPACT OF BRAND LOVE IN BUILDING BRAND LOYALTY AMONG YOUNG CONSUMERS

Ana Rita Sousa,Am?lia Brand?o,Paula Rodrigues 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Investigation concerning the presence of customer-brand relationships in online communities is recent and scarce and might offer potential (Moraes et al., 2014; Huber et al., 2015; Vernuccio et al., 2015). The purpose of this investigation is to understand and analyse how brand love can influence brand loyalty among millennials generation, considering engagement constructs and social networks. It bridges an academia gap in the context of the consumer brand relationship literature. This research aims to answer the following questions: (1) Is brand love effective in building true brand loyalty? (2) Does interactive engagement with brands and brand love contribute to build brand loyalty? and (3) Does interactive engagement on social networks reflect millennials love of brands? To collect data we conducted two online surveys, covering two different brand categories: Fashion and Electronics/Technology. We have in total 1278 inquiries. The analyses of data and hypotheses test were made by using the Structural Equation Model (SEM) and a multi-group factor analysis. The proposed structural equation model was validated and all hypothesis were accepted. So, consumers’ Brand Related Social Media Content was proved to have a direct impact on Social Interactive Brands and Brand Loyalty. Social Interactive Brands were proved to have a direct impact on Emotional Attachment and Self Expressive Brands which also proved direct impact on Brand Love. Brand Love for instance was proved has been directly connected with Brand Loyalty and Word of Mouth and Brand Loyalty also, directly impacts Word of Mouth. The model behave well in the previous research so we wanted to test it with a smaller sample and different brand categories the results would maintain. The results of the multi-group factor analysis showed that we have configural and metric invariance in both different studies, covering Fashion and Technological brands. As though for management purposes it might be of no disagreement to state that marketing alone is no longer enough to influence purchase motivation and intention for consumers. This investigation advance and valid a new theoretical framework in the consumer brand love approach

EXAMINING THE ANTECEDENTS OF TWEENS´ BRAND PREFERENCE FOR MOBILE NETWORK CHOICE DECISIONS

Amélia Brandão,Mariana Figueirdeo,Mahesh Gadekar 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people within their local (district) geographic area.

EXAMINING BRAND LOVE'S MODERATING EFFECT ON BRAND HATE ANTECEDENTS AND OUTCOMES

Amé lia Brandã o,Mahesh Gadekar 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

The impact of a firm’s transparent manufacturing practices on women fashion shoppers

Amélia Brandão,Mahesh Gadekar,Francisco Cardoso 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.4

Many fashion brands have responded to a transparent fashion industry to prevent unethical manufacturing practices. Firms are evaluating suppliers more carefully as fashion consumers are showing more concern and shopping with the social consciousness of sweatshops. Prior studies have examined the relationship between transparency and purchase intention; however, little is known about women fashion consumers. Because women show more participation in proenvironment behavior and activism than men and information about suppliers is highly valued, we examined women’s perception toward firms’ transparency of suppliers’ manufacturing practices. Structural modeling was employed for hypotheses testing for 411 women fashion consumers in a South-western European country. The proposed model provides the satisfactory explanation for transparency as an antecedent of brand trust among women consumers. The study reports that consumer attitude toward the brand acts as mediator between transparency and purchase intention. The results suggest that transparency has a significant and positive relationship with trust, attitude and word-of-mouth intention; however, it does not have significant relation to purchase intention. Trust has a positive and significant relation with word-of-mouth communication; however, it does not have a significant relation to purchase intention. Implications for researchers and marketers and direction for future studies are suggested.

DIGITAL BRAND MANAGEMENT IN INTERNATIONAL CONTEXTS: CASE STUDY OF E-MARKETPLACE DIGITAL MARKETING FIRM

Amélia Brandão,Mahesh Gadekar 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

Safeguarding the ‘path of the souls’: the Don Bosco Museum of Cultures

Aivone Carvalho Brandão,Dulcília Silva 국립민속박물관 2011 International Journal of Intangible Heritage Vol.6 No.-

The Don Bosco Museum of Cultures (Brazil) is thecustodian of the largest Bororo collection in the world. TheBororo are one of the most studied indigenous groups inLatin America. Adorned human remains and ritualutensils recount the various stages of the highly complexBororo burial process. In 2004 the museum underwent alarge scale redevelopment. It aimed to establish moreparticipative modes of cooperation with stakeholderindigenous communities. This paper presents the uniquejourney of this cooperation characterised by newapproaches in dealing with the sacred and the indigenousvoices in the museum.

Alcoholic fermentation with high sugar and cell concentration at moderate temperatures using flocculant yeasts

Ana Carolina Tolentino Brandão,Miriam Maria de Resende,Eloízio Júlio Ribeiro 한국화학공학회 2020 Korean Journal of Chemical Engineering Vol.37 No.10

This paper studied bioethanol production at very high gravity (VHG) conditions using flocculent Saccharomyces cerevisiae, evaluating the response yield, ethanol concentration, productivity, and residual sugar through a central composite design (CCD). This CCD was evaluated at 12 and 24 h fermentation times. In the CCD evaluated for 12 h of fermentation, the best condition for alcoholic fermentation was 27 oC, 260 g/L substrate concentration and a 30% v/v cell concentration; a maximum overall desirability of 0.937 was achieved. For CCD at 24 h of fermentation, the best condition was 27 oC, 300 g/L substrate concentration, and a 26% v/v cell concentration. The desirability achieved was 0.811. These conditions allowed us to verify, experimentally, that the CCD models described the fermentation behavior well. VHG alcoholic fermentation in fed-batch with the reuse of cells without chemical treatment was performed using the optimum conditions obtained from the desirability function (27 oC, 300 g/L, 26% v/v). This resulted in favorable alcohol content 132.90 g/L in comparison to the conventional fermentation process.

Magnetic-activated cell sorting improves high-quality spermatozoa in bovine semen

Teresinha Inês de Assumpção,Neimar Correa Severo,João Pedro Brandão Zandonaide,Gustavo Guerino Macedo 한국동물생명공학회(구 한국동물번식학회) 2021 Journal of Animal Reproduction and Biotechnology Vol.36 No.2

The objective of this study was to establish a selection process for high quality sperm in bovine semen using sperm separation by magnetic activation (MACS). For this, semen from 21 Nellore bulls was collected using an artificial vagina. To guarantee the presence of pathologies in the ejaculate, animals previously declassified in four consecutive spermiogram were used. Semen was analyzed in five statuses: (1) fresh semen (fresh); (2) density gradient centrifugation (DGC), percoll column; (3) non-apoptotic fraction after separation by MACS (MAC); (4) apoptotic fraction from the separation (MACPOOR); and (5) MAC followed by DGC (MACDGC). Using a computerized analysis system (CASA), motility was measured. The sperm morphology was evaluated by phase contrast, and the supravital test was completed with eosin/nigrosin staining. For DGC, 20 × 106 cells were used in a gradient of 90% and 45% percoll. MACS used 10 × 106 cells with 20 μL of nanoparticles attached to annexin V, and filtered through the MiniMACS magnetic separation column. Membrane integrity was assessed with SYBR-14/IP and mitochondrial potential with JC-1 by flow cytometry. Processing sperm by MACDGC, was more effective in obtaining samples with high quality sperm, verified by the total of abnormalities in the samples: 35.04 ± 2.29%, 21.50 ± 1.47%, 17.30 ± 1.10%, 30.68 ± 1.94% and 10.50 ± 1.46%, respectively for fresh, DGC, MAC, MACPOOR, and MACDGC. The subpopulation of non-apoptotic sperm had a high number of live cells (82.65%), membrane integrity (56.60%) and mitochondrial potential (83.98%) (p < 0.05). These findings suggest that this nanotechnological method, that uses nanoparticles, is efficient in the production of high-quality semen samples for assisted reproduction procedures in cattle.

Agreement between two methods for assessment of maximal inspiratory pressure in patients weaning from mechanical ventilation

Ribeiro Emanuelle Olympia Silva,Gosselink Rik,Moura Lizandra Eveline da Silva,Correia Raissa Farias,Leite Wagner Souza,Araújo Maria das Graças Rodrigues de,Andrade Armele Dornelas de,Brandão Daniella 대한중환자의학회 2022 Acute and Critical Care Vol.37 No.4

Background: Respiratory muscle strength in patients with an artificial airway is commonly assessed as the maximal inspiratory pressure (MIP) and is measured using analogue or digital manometers. Recently, new electronic loading devices have been proposed to measure respiratory muscle strength. This study evaluates the agreement between the MIPs measured by a digital manometer and those according to an electronic loading device in patients being weaned from mechanical ventilation.Methods: In this prospective study, the standard MIP was obtained using a protocol adapted from Marini, in which repetitive inspiratory efforts were performed against an occluded airway with a one-way valve and were recorded with a digital manometer for 40 seconds (MIPDM). The MIP measured using the electronic loading device (MIPELD) was obtained from repetitively tapered flow resistive inspirations sustained for at least 2 seconds during a 40-second test. The agreement between the results was verified by a Bland-Altman analysis.Results: A total of 39 subjects (17 men, 55.4±17.7 years) was enrolled. Although a strong correlation between MIPDM and MIPELD (R=0.73, P<0.001) was observed, the Bland-Altman analysis showed a high bias of –47.4 (standard deviation, 22.3 cm H2O; 95% confidence interval, –54.7 to –40.2 cm H2O).Conclusions: The protocol of repetitively tapering flow resistive inspirations to measure the MIP with the electronic loading device is not in agreement with the standard protocol using one-way valve inspiratory occlusion when applied in poorly cooperative patients being weaned from mechanical ventilation.

Design Optimization and Investigation of Aerodynamic Characteristics of Low Reynolds Number Airfoils

Arshad Ali,Rodrigues Lucas Brandão,López Iñigo Martínez 한국항공우주학회 2021 International Journal of Aeronautical and Space Sc Vol.22 No.4

This study aims to develop a simple and efficient design optimization methodology for the low Reynolds number airfoils. XFOIL is used as an aerodynamic solver while modeFRONTIER workflow is employed for the design optimization purpose. The airfoil SG6043 is used as the reference airfoil for optimization due to its common applications when long-endurance characteristics are desired. A simple design optimization methodology with the integration of XFOIL in the modeFRONTIER workflow environment is proposed in this study. The proposed “software integration methodology” demonstrated up to 10% improvement in the optimization parameter which makes it more efficient by reducing the optimization time and steps without unnecessary user intervention which are the limitations conventionally associated with the optimization process. The optimization results are further compared with the results of the numerical simulations. The use of the transition-sensitive turbulence model allowed the evaluation of the behavior of the laminar separation bubble for different angles of attack, observing that it shifts towards the leading edge and has its length reduced as the angle of attack increases. The newly generated airfoil exhibits improved aerodynamic characteristics as compared to the base airfoil. The optimized airfoil can be used in the applications of UAVs as well as in general aviation. Further validation of the airfoil using wind tunnel testing is recommended and planned.