The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus

textWhile past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising.Advertisin

Role of G{alpha}12 and G{alpha}13 as Novel Switches for the Activity of Nrf2, a Key Antioxidative Transcription Factor

G{alpha}12 and G{alpha}13 function as molecular regulators responding to extracellular stimuli. NF-E2-related factor 2 (Nrf2) is involved in a protective adaptive response to oxidative stress. This study investigated the regulation of Nrf2 by G{alpha}12 and G{alpha}13. A deficiency of G{alpha}12, but not of G{alpha}13, enhanced Nrf2 activity and target gene transactivation in embryo fibroblasts. In mice, G{alpha}12 knockout activated Nrf2 and thereby facilitated heme catabolism to bilirubin and its glucuronosyl conjugations. An oligonucleotide microarray demonstrated the transactivation of Nrf2 target genes by G{alpha}12 gene knockout. G{alpha}12 deficiency reduced Jun N-terminal protein kinase (JNK)-dependent Nrf2 ubiquitination required for proteasomal degradation, and so did G{alpha}13 deficiency. The absence of G{alpha}12, but not of G{alpha}13, increased protein kinase C {delta} (PKC {delta}) activation and the PKC {delta}-mediated serine phosphorylation of Nrf2. G{alpha}13 gene knockout or knockdown abrogated the Nrf2 phosphorylation induced by G{alpha}12 deficiency, suggesting that relief from G{alpha}12 repression leads to the G{alpha}13-mediated activation of Nrf2. Constitutive activation of G{alpha}13 promoted Nrf2 activity and target gene induction via Rho-mediated PKC {delta} activation, corroborating positive regulation by G{alpha}13. In summary, G{alpha}12 and G{alpha}13 transmit a JNK-dependent signal for Nrf2 ubiquitination, whereas G{alpha}13 regulates Rho-PKC {delta}-mediated Nrf2 phosphorylation, which is negatively balanced by G{alpha}12

3D Cell Printed Tissue Analogues: A New Platform for Theranostics

Stem cell theranostics has received much attention for noninvasively monitoring and tracing transplanted therapeutic stem cells through imaging agents and imaging modalities. Despite the excellent regenerative capability of stem cells, their efficacy has been limited due to low cellular retention, low survival rate, and low engraftment after implantation. Three-dimensional (3D) cell printing provides stem cells with the similar architecture and microenvironment of the native tissue and facilitates the generation of a 3D tissue-like construct that exhibits remarkable regenerative capacity and functionality as well as enhanced cell viability. Thus, 3D cell printing can overcome the current concerns of stem cell therapy by delivering the 3D construct to the damaged site. Despite the advantages of 3D cell printing, the in vivo and in vitro tracking and monitoring of the performance of 3D cell printed tissue in a noninvasive and real-time manner have not been thoroughly studied. In this review, we explore the recent progress in 3D cell technology and its applications. Finally, we investigate their potential limitations and suggest future perspectives on 3D cell printing and stem cell theranostics.116Nsciescopu

Search Tree Generation for the Exception Handling of E-Commerce Delivery Process

A business process management system (BPMS) offers the facility to define new processes or update the existing processes. However, exceptional or non-routine tasks require the intervention of domain experts or generation of the situation specific resolution process. This paper assumes that sufficient amount of business process exception handling cases are stored in the process repository. Since the retrieval of the best exception handling process requires good understanding about the exceptional situation, context awareness is an important issue. To facilitate the representation of the exceptional situation and to enable the selection of the best exception handling process, we adopted the `situation variable' and `decision variable' construct. A case example for exception handling in the e-commerce delivery process is provided to illustrate how the proposed construct works. We applied the C5.0 algorithm to build the optimum search tree

Enhanced overall efficiency of GaInN-based light-emitting diodes with reduced efficiency droop by Al-composition-graded AlGaN/GaN superlattice electron blocking layer

AlxGa1-xN/GaN superlattice electron blocking layers (EBLs) with gradually decreasing Al composition toward the p-type GaN layer are introduced to GaInN-based high-power light-emitting diodes (LEDs). GaInN/GaN multiple quantum well LEDs with 5- and 9-period Al-composition-graded AlxGa1-xN/GaN EBL show comparable operating voltage, higher efficiency as well as less efficiency droop than LEDs having conventional bulk AlGaN EBL, which is attributed to the superlattice doping effect, enhanced hole injection into the active region, and reduced potential drop in the EBL by grading Al compositions. Simulation results reveal a reduction in electron leakage for the superlattice EBL, in agreement with experimental results. (C) 2013 AIP Publishing LLC.open1133sciescopu

Bi-large neutrino mixing from bilinear R-parity violation with non-universality

We investigate how the bi-large mixing required by the recent neutrino data can be accommodated in the supersymmetric standard model allowing bilinear R-parity violation and non-universal soft terms. In this scheme, the tree-level contribution and the so-called Grossman-Haber one-loop diagrams are two major sources of the neutrino mass matrix. The relative size of these two contributions falls into the right range to generate the atmospheric and solar neutrino mass hierarchy. On the other hand, the bi-large mixing is typically obtained by a mild tuning of input parameters to arrange a partial cancellation among various contributions.Comment: 13 pages, 4 eps figures, revtex