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Carmen-Maria Albrecht,Pietro Häger 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Brand equity, “the marketing effects uniquely attributable to the brand” (Keller, 1993, p. 1), is at the heart of competition in the luxury goods market (Keller, 2009). While firms competing in this segment have come up with sophisticated ways to build brand equity, they are currently challenged by the increasing importance of the internet in consumers’ journeys (Kapferer & Bastien, 2012; Okonkwo, 2009). With online sales of luxury goods showing a twelvefold increase over the past 11 years (D’Arpizio et al., 2014), it is evident that luxury brands have to be present somehow in the digital environment today (Heine & Berghaus, 2014). The strategic purposes, business potentials, and consequences for brand equity of this presence, however, are still largely unexplored and remain a paradoxical topic. As a luxury brand’s website is the brand’s most valuable digital asset (Heine & Berghaus, 2014) and as there appears to be a consensus that luxury brands can use their websites to present their products in the digital environment, at least for purposes of communication, the question arises which products are most suitable for reinforcing the brand’s image. The roles a luxury brand’s products can play in relation to brand management can be classified between four poles spanning two dimensions, which this research terms ‘accessibility’ and ‘contemporariness’, in relation to Kapferer and Bastien’s (2012) luxury brand architecture map. Empirical evidence of these dimensions is, nevertheless, scarce, and yet no prior research has investigated these product roles in an e-commerce setting. The current study develops a model to test how an online purchase option and the contemporariness as well as the accessibility of the product assortment offered on the websites of luxury brands affect specific brand equity dimensions of luxury brands. Data of a 2x2x2-online scenario experiment were analyzed, showing that prestige and uniqueness value are non-significantly affected by offering an online purchase option, while functional value increases significantly. Regarding the displayed product assortment, the brand equity dimensions of functionality, prestige, and uniqueness are found to be significantly affected by the inaccessibility of the products, while their contemporariness elicits significant changes in uniqueness value. The study also assesses the mediating role of the brand attributes of availability, price premium, aesthetics, and innovativeness, as well as the moderating role of consumers’ prior brand ownership, for these effects.
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Maria Eugenia Guerrero,Jorge Noriega,Carmen Castro,Reinhilde Jacobs 대한영상치의학회 2014 Imaging Science in Dentistry Vol.44 No.2
Purpose: The present study was performed to compare the planning of implant placement based on panoramic radiography (PAN) and cone-beam computed tomography (CBCT) images, and to study the impact of the image dataset on the treatment planning. Materials and Methods: One hundred five partially edentulous patients (77 males, 28 females, mean age: 46 years, range: 26-67 years) seeking oral implant rehabilitation were referred for presurgical imaging. Imaging consisted of PAN and CBCT imaging. Four observers planned implant treatment based on the two-dimensional (2D) image datasets and at least one month later on the three-dimensional (3D) image dataset. Apart from presurgical diagnostic and dimensional measurement tasks, the observers needed to indicate the surgical confidence levels and assess the image quality in relation to the presurgical needs. Results: All observers confirmed that both imaging modalities (PAN and CBCT) gave similar values when planning implant diameter. Also, the results showed no differences between both imaging modalities for the length of implants with an anterior location. However, significant differences were found in the length of implants with a posterior location. For implant dimensions, longer lengths of the implants were planned with PAN, as confirmed by two observers. CBCT provided images with improved scores for subjective image quality and surgical confidence levels. Conclusion: Within the limitations of this study, there was a trend toward PAN-based preoperative planning of implant placement leading towards the use of longer implants within the posterior jaw bone.
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Carmen-Maria Albrecht,Ariana Stephanie Dominique Finkel,Katja Nothhelfer 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Many corporate brands are strongly associated with the person the companies are headed by (Argenti & Druckenmiller, 2004). Attention for corporate psychopaths (CPs), defined as individuals who show psychopathic traits and work successfully in corporations, has been growing lately (Boddy, 2005). Psychopathic traits (e.g. charm, lack of remorse and empathy) can easily be interpreted as leadership characteristics (e.g. charisma and decisiveness) and therefore boost the career of the psychopath allowing him/her to climb up the corporate ladder (Boddy, 2011). Empirical evidence—although limited—supports this assumption. It has been found that CPs more frequently have senior level positions in organizations than junior ones (Boddy, Ladyshewsky, &Galvin, 2010b) and that the chances of finding a psychopath among CEOs is four times higher than in the general population (Bercovici, 2011). A CP in a high level position (e.g. a CEO) can not only be assumed to have the largest leverage on how the company’s resources are deployed, but the way s/he is perceived by others also has a great impact on the company’s image (McGrath, 1995). The willingness to trust an entity is “based on the expectation that the other party will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party” (Mayer, Davis, & Schoorman, 1995). Therefore, the perception of negative/psychopathic traits in a CEO is of considerable importance to organizations because it influences the CEO’s public image and subsequently the level of trust placed in the top manager. This, in turn, can have far-reaching consequences for the company he works for because an executive’s greatest capital consists in the trust placed in him/her and a company cannot be successful in the long run without the trust from stakeholder groups (Hage, 2012). The perception of psychopathic traits can thus have severe consequences for the company’s attractiveness to its stakeholders. The current research investigates the effects of perceived psychopathy of CEOs for the attractiveness of any form of interaction with the company. Results of a structural equation model based on a survey among 670 participants show that perceived corporate psychopathy negatively influences perceived trust in the CEO. Perceived trust in the CEO, in turn, has a positive effect on perceived attractiveness of products, of shares, and of perceived employer attractiveness. Furthermore, if an individual considers sustainability to be of high importance, the ethical standards concerning sustainable behavior seem to be stricter because the trustor cares about them more than the economic aspects of how the CEO manages the company. Therefore, it was found that attitude toward sustainability moderates the relationship between perceived corporate psychopathy and perceived trust in the CEO.
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Management of Organic Mitral Regurgitation: Guideline Recommendations and Controversies
Maria-Magdalena Gurzun,Andreea C. Popescu,Carmen Ginghina,Bogdan A. Popescu 대한심장학회 2015 Korean Circulation Journal Vol.45 No.2
Mitral regurgitation (MR) represents the second most frequent valvular heart disease. The appropriate management of organic MR remainsunclear in many aspects, especially in several specific clinical scenarios. This review aims to discuss the current guideline recommendationsregarding the management of organic MR, while highlighting the controversial aspects encountered in daily clinical practice. The roleof imaging is essential in establishing the most appropriate type of surgical treatment (repair or replace), which is based on morphologicalmitral valve (MV) characteristics (reparability of the valve) and local surgical expertise in valve repair. The potential advantages of 3-dimensionalechocardiography in assessing the MV are discussed. Other modern imaging techniques (tissue Doppler and speckle tracking)may provide additional useful information in borderline cases. Exercise echocardiography (evaluating MR severity, pulmonary pressure, orright ventricular function) may have an important role in the management of difficult cases. Finally, the moment when surgery is no longeran option and alternative solutions should be sought is also discussed. Although in everyday clinical practice the timing of surgery is notalways straightforward, some newer clinical and echocardiographic indicators can guide this decision and help improve the outcome ofthese patients.
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Oxidative stress is associated with the number of components of metabolic syndrome: LIPGENE study
Elena Maria Yubero-Serrano,Javier Delgado-Lista,Patricia Pena-Orihuela,Pablo Perez-Martine,Francisco Fuentes,Carmen Marin,Isaac Tunez,Francisco Jose Tinahones,Francisco Perez-Jimenez,Helen M Roche,Jos 생화학분자생물학회 2013 Experimental and molecular medicine Vol.45 No.6
Previous evidence supports the important role that oxidative stress (OxS) plays in metabolic syndrome (MetS)-related manifestations. We determined the relationship between the number of MetS components and the degree of OxS in MetS patients. In this comparative cross-sectional study from the LIPGENE cohort, a total of 91 MetS patients (43 men and 48women; aged between 45 and 68 years) were divided into four groups based on the number of MetS components: subjects with 2, 3, 4 and 5 MetS components (n¼20, 31, 28 and 12, respectively). We measured ischemic reactive hyperemia (IRH),plasma levels of soluble vascular cell adhesion molecule-1 (sVCAM-1), total nitrite, lipid peroxidation products (LPO), hydrogen peroxide (H2O2), superoxide dismutase (SOD) and glutathione peroxidase (GPx) plasma activities. sVCAM-1, H2O2 and LPO levels were lower in subjects with 2 or 3 MetS components than subjects with 4 or 5 MetS components. IRH and total nitrite levels were higher in subjects with 2 or 3 MetS components than subjects with 4 or 5 MetS components. SOD and GPx activities were lower in subjects with 2 MetS components than subjects with 4 or 5 MetS components. Waist circumference,weight, age, homeostatic model assessment-b, triglycerides (TGs), high-density lipoprotein and sVCAM-1 levels were significantly correlated with SOD activity. MetS subjects with more MetS components may have a higher OxS level. Furthermore, association between SOD activity and MetS components may indicate that this variable could be the most relevant OxS biomarker in patients suffering from MetS and could be used as a predictive tool to determine the degree of the underlying OxS in MetS.
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Guerrero, Maria Eugenia,Noriega, Jorge,Castro, Carmen,Jacobs, Reinhilde Korean Academy of Oral and Maxillofacial Radiology 2014 Imaging Science in Dentistry Vol.44 No.2
Purpose: The present study was performed to compare the planning of implant placement based on panoramic radiography (PAN) and cone-beam computed tomography (CBCT) images, and to study the impact of the image dataset on the treatment planning. Materials and Methods: One hundred five partially edentulous patients (77 males, 28 females, mean age: 46 years, range: 26-67 years) seeking oral implant rehabilitation were referred for presurgical imaging. Imaging consisted of PAN and CBCT imaging. Four observers planned implant treatment based on the two-dimensional (2D) image data-sets and at least one month later on the three-dimensional (3D) image dataset. Apart from presurgical diagnostic and dimensional measurement tasks, the observers needed to indicate the surgical confidence levels and assess the image quality in relation to the presurgical needs. Results: All observers confirmed that both imaging modalities (PAN and CBCT) gave similar values when planning implant diameter. Also, the results showed no differences between both imaging modalities for the length of implants with an anterior location. However, significant differences were found in the length of implants with a posterior location. For implant dimensions, longer lengths of the implants were planned with PAN, as confirmed by two observers. CBCT provided images with improved scores for subjective image quality and surgical confidence levels. Conclusion: Within the limitations of this study, there was a trend toward PAN-based preoperative planning of implant placement leading towards the use of longer implants within the posterior jaw bone.
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