Brand Hatred: a Literature Review and Research Agenda

Purpose: The objective of this paper was to study the past research in the field of brand hatred and propose a research agenda for the future.   Theoretical framework: Theories and research on brand hatred been studied. Duplex theory of hate, brand hate as multidimensional construct, determinants of brand hate, self-congruity theory been studied. Brand hatred due to negative past experience, self-image been studied and there is much to investigate and learn.   Design/methodology/approach: Literature review is the foundation of research development and extending depth of knowledge Webster and Watson (2002).We began by looking for research articles that contribute critical knowledge and concepts in brand hatred.  We have focused on what, where, why, and How to have a better review (Callahan, 2014).   Findings:  Brand managers must be proactive to reduce the brand hatred and retain the customer. Brand hatred happens due to several reasons and brands may lose customers and its business if it does not take action against brand hatred. Future research should be done into how to convert brand hatred into brand love.   Research, Practical & Social implications: We suggest a future research agenda and highlight the areas and points that should be taken care for the mitigation of the brand hatred.   Originality/value: The results indicate that the brand hatred phenomenon is very critical for brands. Academicians are showing interest in brand hatred research and number of publication works are increasing in field of brand hatred

Genetic parameters and path analysis of yield and its components in okra at different sowing dates in the Gangetic plains of eastern India

There is continuing need to identify traits that can facilitate selection of productive progenies. For this, 18 genotypes of okra [Abelmoschus esculentus (L.) Moench] were evaluated for the extent of genetic variability, heritability, correlation and path analysis among various morphological, reproductive and nutritional  characters related to fruit yield over two growing seasons in the Gangetic plains of eastern India. Phenotypic co-efficient of variation (PCV) agreed closely with the genotypic co-efficient of variation (GCV) but the magnitude of PCV was higher than GCV for almost all the characters studied during both seasons which reflect the influence of environment on the expression of traits. High PCV and GCV values were shown by fruit yield per plant, numbers of fruit per plant and plant height at flowering during both seasons. The remaining traits  recorded moderate to low PCV and GCV estimates, indicating that selection for these characters will be less  effective. All characters studied exhibited moderate to high heritability. However, pooled genetic advance (GA) expressed as percentage of mean was high for fruit yield per plant, numbers of fruit per plant, plant height at  flowering and fruit weight. Characters showing moderate to high genetic gain also showed high heritability,  indicating that most genetic variations in these characters were due to additive gene effects. From the  correlation and path coefficient analyses, it revealed that the top priority should be given to selection based on numbers of fruit per plant and fruit weight for yield improvement and could be considered while formulating  selection indices in the improvement of okra.Key words: Okra, genetic variability, heritability, correlation, path analysis

Biphasic Effect of Phyllanthus emblica L. Extract on NSAID-Induced Ulcer: An Antioxidative Trail Weaved with Immunomodulatory Effect

Amla (Phyllanthus emblica L.), apart from its food value, can be used as a gastroprotective agent in non steroidal anti-inflammatory drug (NSAID)-induced gastropathy. It has been suggested that the antioxidative property of amla is the key to its therapeutic effect. Hence, on the basis of in vitro antioxidative potential, the ethanolic extract of amla (eAE) was selected for in vivo study in NSAID-induced ulcer. Intriguingly, eAE showed biphasic activity in ulcerated mice, with healing effect observed at 60 mg/kg and an adverse effect at 120 mg/kg.The dose-dependent study revealed that switching from anti-oxidant to pro-oxidant shift and immunomodulatory property could be the major cause for its biphasic effect, as evident from the total antioxidant status, thiol concentration, lipid peroxidation, protein carbonyl content followed by mucin content, PGE2 synthesis and cytokine status. Further, Buthionine sulfoxamine (BSO) pretreatment established the potential impact of antioxidative property in the healing action of eAE. However, eAE efficiently reduced pro-inflammatory cytokine (TNF-α and IL-1β) levels and appreciably upregulate anti-inflammatory cytokine (IL-10) concentration. In conclusion, gastric ulcer healing induced by eAE was driven in a dose-specific manner through the harmonization of the antioxidative property and modulation of anti-inflammatory cytokine level

Triazolinediones as highly enabling synthetic tools

Triazolinediones (TADs) are unique reagents in organic synthesis that have also found wide applications in different research disciplines, in spite of their somewhat "exotic" reputation. In this review, we offer two case studies that demonstrate the possibilities of these versatile and reliable synthetic tools, namely, in the field of polymer science as well as in more recently emerging applications in the field of click chemistry. As the general use of triazolinediones has always been hampered by the limited commercial and synthetic availability of such reagents, we also offer a review of the available TAD reagents, together with a detailed discussion of their synthesis and reactivity. This review thus aims to serve as a practical guide for researchers that are interested in exploiting and further developing the exceptional click -like reactivity of triazolinediones in various applications

Turn-to-turn fault diagnosis of an Induction motor by the analysis of Transient and Steady state Stator current

This work proposes an online diagnosis of turn-to-turn stator winding fault of an induction motor through the combine use of Wavelet Transform (WT) and Fast Fourier Transform (FFT). Both steady state and non-stationary transient part of motor stator currents are assessed for detection of this inter turn short circuit fault. First non-stationary part is assessed by formation of contour of the coefficients of Continuous Wavelet Transform (CWT) of stator current – result shows significant change of amplitude at certain frequencies. Secondly, the supply frequency is filtered off from the steady part of motor current. Then on this filtered signal (i) Fast Fourier Transform (FFT) is performed where from spectrums are observed at different percentage of inter turn short condition and (ii) performing Discrete Wavelet Transform (DWT) detailed wave energy has been calculated using Parseval’s theorem. Work has been performed both under load and no-load condition of the motor. The proposed method has been validated in a laboratory prototype. Results indicate that the proposed technique is suitable for real-time application Keywords: CWT, DWT, FFT, fault diagnosis, induction motor, inter-turn short, wave energ