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BICULTURAL BRAND PERSONALITY MODEL: A CASE OF JAPAN AND THE U.S.
Satoko Suzuki,Satoshi Akutsu,Mayomi Haga 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research was conducted to develop a brand personality model that could be used to measure and compare the brand personality of a same brand across cultures. The results suggest that for West (the U.S.) and East (Japan), the bicultural BPD have five distinct dimensions of Sincerity, Sophistication, Ruggedness, Excitement, and Peacefulness, represented by the 15 attributes (wholesome, warm, kind, upper-class, elegant, romantic, masculine, tough, rugged, trendy, exciting, imaginative, shy, na?ve, and childlike). The results show that many global brands have different brand personality perceptions across cultures. Only four (Levi’s, Nintendo DS, Shell, and Visa) out of 21 global brands had the same brand personality perceptions in two cultures. These results may be inconsistent with the definition of global brands—brands whose positioning, advertising strategy, personality, look, and feel are same or at least similar from one country to another. However, the results confirm the findings of Aaker et al. (2001) that brands have culturally specific meaning. The results also confirm the “the lure of global branding”—the goal of developing one strong global brand is often unrealistic (Aaker & Joachimsthaler, 1999). Still, in the business world, many companies are trying to globalize their own brands in order to enjoy the high economies of scale. Hence, it is important for the business managers to be able to measure the results of their global branding efforts. This research provides a tool, the bicultural brand personality model, the managers could use to measure their global brands in Western and Eastern cultures, and understand the similarity and differences across two cultures.
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Islam Md Aminul,Adachi Shuya,Shiiba Yuichiroh,Takeda Ken-ichi,Haga Satoshi,Yonekura Shinichi 아세아·태평양축산학회 2022 Animal Bioscience Vol.35 No.1
Objective: Endoplasmic reticulum (ER) stress engages the unfolded protein response (UPR) that serves as an important mechanism for modulating hepatic fatty acid oxidation and lipogenesis. Chronic fasting in mice induced the UPR activation to regulate lipid metabolism. However, there is no direct evidence of whether negative energy balance (NEB) induces ER stress in the liver of cows. This study aimed to elucidate the relationship between the NEB attributed to feed deprivation and ER stress in bovine hepatocytes. Methods: Blood samples and liver biopsy tissues were collected from 6 non-lactating cows before and after their starvation for 48 h. The blood non-esterified fatty acids (NEFA), β-hydroxybutyric acid (BHBA) and glucose level were analyzed. Real-time quantitative polymerase chain reaction and Western blotting were used to explore the regulation of genes associated with UPR and lipid metabolism. Results: The starvation increased the plasma BHBA and NEFA levels and decreased the glucose level. Additionally, the starvation caused significant increases in the mRNA expression level of spliced X-box binding protein 1 (XBP1s) and the protein level of phosphorylated inositol-requiring kinase 1 alpha (p-IRE1α; an upstream protein of XBP1) in the liver. The mRNA expression levels of peroxisome proliferator-activated receptor alpha and its target fatty acid oxidation- and ketogenesis-related genes were significantly upregulated by the starvation-mediated NEB. Furthermore, we found that the mRNA expression levels of lipogenic genes were not significantly changed after starvation. Conclusion: These findings suggest that in the initial stage of NEB in dairy cows, the liver coordinates an adaptive response by activating the IRE1 arm of the UPR to enhance ketogenesis, thereby avoiding a fatty liver status. Objective: Endoplasmic reticulum (ER) stress engages the unfolded protein response (UPR) that serves as an important mechanism for modulating hepatic fatty acid oxidation and lipogenesis. Chronic fasting in mice induced the UPR activation to regulate lipid metabolism. However, there is no direct evidence of whether negative energy balance (NEB) induces ER stress in the liver of cows. This study aimed to elucidate the relationship between the NEB attributed to feed deprivation and ER stress in bovine hepatocytes.Methods: Blood samples and liver biopsy tissues were collected from 6 non-lactating cows before and after their starvation for 48 h. The blood non-esterified fatty acids (NEFA), β-hydroxybutyric acid (BHBA) and glucose level were analyzed. Real-time quantitative polymerase chain reaction and Western blotting were used to explore the regulation of genes associated with UPR and lipid metabolism.Results: The starvation increased the plasma BHBA and NEFA levels and decreased the glucose level. Additionally, the starvation caused significant increases in the mRNA expression level of spliced X-box binding protein 1 (XBP1s) and the protein level of phosphorylated inositol-requiring kinase 1 alpha (p-IRE1α; an upstream protein of XBP1) in the liver. The mRNA expression levels of peroxisome proliferator-activated receptor alpha and its target fatty acid oxidation- and ketogenesis-related genes were significantly upregulated by the starvation-mediated NEB. Furthermore, we found that the mRNA expression levels of lipogenic genes were not significantly changed after starvation.Conclusion: These findings suggest that in the initial stage of NEB in dairy cows, the liver coordinates an adaptive response by activating the IRE1 arm of the UPR to enhance ketogenesis, thereby avoiding a fatty liver status.
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