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SYMBOLIC CONSUMPTION, CULTURE, AND GLOBAL BRANDS: COMPARING BRAND CONSUMPTIONS IN BOGOTÁ AND LONDON
Sandra Preciado,Yüksel Ekinci,Nicoletta Occhiocupo 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The purpose of this study is to investigate symbolic consumption of fashion global brands and its relation to the self. This work adopts a qualitative approach and the “tripartite model of self” (Brewer & Yuki, 2007) to study brand meaning among consumers in two different cultural settings: UK and Colombia. Findings show how some meanings change among groups, addressing different self-identity needs, motivations and tensions. This work contributes to debates around international marketing strategies.
Adolfo Preciado,Alejandro Ramírez-Gaytan,Nayar Gutierrez,David Vargas,Jose Manuel Falcon,Gil Ochoa 국제구조공학회 2018 Steel and Composite Structures, An International J Vol.26 No.2
This paper focuses on the seismic protection of slender old masonry structures by the implementation of prestressing devices at key locations. The devices are vertically and externally located inside the towers in order to be reversible and calibrated. An extensive parametric study on a selected slender tower is carried out based on more than 100 nonlinear static simulations aimed at investigating the impact of different parameters on the seismic performance: (i) different prestressing levels; (ii) shape memory alloy superelasticity and (iii) changes in prestressing-forces in all the stages of the analysis until failure and masonry toe crushing. The tendon materials under analysis are conventional prestressing steel, fiber-reinforced polymers of different fibers and shape memory alloys. The parametric study serves to select the most suitable prestressing device and optimal prestressing level able to dissipate more earthquake energy. The seismic energy dissipation is evaluated by comparing the structural capacity curves in original state and retrofitted.
HOW WEBSITE INTERACTIVITY AND SYMMETRY AFFECT WEBSITE TRAFFIC IN THE FASHION INDUSTRY
Ana M. Preciado,Kacy K. Kim 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
The current research tests how a functional and an aesthetic component of apparel websites—interactivity and homepage symmetry—jointly affect the amount of time web visitors spend on the website and the number of page views they undertook within the website. The findings show that when websites are interactive, asymmetric interfaces yield a higher number of daily page views and time spent on websites than symmetric interfaces, but when websites are non-interactive, symmetric interfaces yield a higher number of daily page views and time spent on websites than symmetric interfaces. The implications for fashion marketers are discussed.
Amir Masoumi Verki,Adolfo Preciado,Pegah Amiri Motlagh 국제구조공학회 2023 Steel and Composite Structures, An International J Vol.46 No.5
In some buildings, the lateral structural response of steel framed buildings depends on the shear walls and it is very important to study the behavior of these elements under near-field seismic loads. The link beam in the opening of the shear wall between two wall plates is investigated numerically in terms of behavior and effects on frames. Based on the length of the beam and its bending and shear behavior, three types of models are constructed and analyzed, and the behavior of the frames is also compared. The results show that by reducing the length of the link beam, the base shear forces reduce about 20%. The changes in the length of the link beam have different effects on the degree of coupling. Increasing the length of the link beam increases the base shear about 15%. Also, it has both, a positive and a negative effect on the degree of coupling. The increasing strength of the coupling steel shear wall is linearly related to the yield stress of the beam materials, length, and flexural stiffness of the beam. The use of a shorter link beam will increase the additional strength and consequently improving the behavior of the coupling steel shear wall by reducing the stresses in this element. The link beam with large moment of inertia will also increase about 25% the additional strength and as a result the coefficient of behavior of the shear wall.
The Role of Inflammatory Mediators in the Pathogenesis of Otitis Media and Sequelae
Steven K. Juhn,정민교,Mark D. Hoffman,Brian R. Drew,Diego A. Preciado,Nicholas J. Sausen,Timothy T.K. Jung,Bo Hyung Kim,박상유,Jizhen Lin,Frank G. Ondrey,David R. Mains,Tina Huang 대한이비인후과학회 2008 Clinical and Experimental Otorhinolaryngology Vol.1 No.3
This review deals with the characteristics of various inflammatory mediators identified in the middle ear during otitis media and in cholesteatoma. The role of each inflammatory mediator in the pathogenesis of otitis media and cholesteatoma has been discussed. Further, the relation of each inflammatory mediator to the pathophysiology of the middle and inner ear along with its mechanisms of pathological change has been described. The mechanisms of hearing loss including sensorineural hearing loss (SNHL) as a sequela of otitis media are also discussed. The passage of inflammatory mediators through the round window membrane into the scala tympani is indicated. In an experimental animal model, an application of cytokines and lipopolysaccharide (LPS), a bacterial toxin, on the round window membrane induced sensorineural hearing loss as identified through auditory brainstem response threshold shifts. An increase in permeability of the blood-labyrinth barrier (BLB) was observed following application of these inflammatory mediators and LPS. The leakage of the blood components into the lateral wall of the cochlea through an increase in BLB permeability appears to be related to the sensorineural hearing loss by hindering K+ recycling through the lateral wall disrupting the ion homeostasis of the endolymph. Further studies on the roles of various inflammatory mediators and bacterial toxins in inducing the sensorineumral hearing loss in otitis media should be pursued.