10,332 research outputs found
The impact of brand communication on brand equity through Facebook
Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumersâ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics
A scale to measure consumerâs engagement with social media brand-related content
The purpose of this study is to fill the gap in the literature concerning to the measurement of consumerâs engagement with social media brand-related content (hereafter, CESBC). We introduce empirical evidence for the development and measurement of CESBC scale. The scale is based on the consumer's online brand-related framework and comprises three dimensions: consumption, contribution, and creation. We used qualitative techniques to prepare an initial list of items and tested and validated the CESBC scale with confirmatory factor analysis (CFA). Results (n = 2252) confirmed the three-factor structure of the CESBC and indicated its good psychometric properties
Negative Refraction in Ferromagnet/Superconductor Superlattices
Negative refraction, which reverses many fundamental aspects of classical
optics, can be obtained in systems with negative magnetic permeability and
negative dielectric permittivity. This Letter documents an experimental
realization of negative refraction at millimeter waves, finite magnetic fields
and cryogenic temperatures utilizing a multilayer stack of ferromagnetic and
superconducting thin films. In the present case the superconducting
YBa_2Cu_3O_7 layers provide negative permittivity while negative permeability
is achieved via ferromagnetic (La:Sr)MnO_3 layers for frequencies and magnetic
fields close to the ferromagnetic resonance. In these superlattices the
refractive index can be switched between positive and negative regions using
external magnetic field as tuning parameter.Comment: 4 Pages, 3 Figures, Phys. Rev. Lett., accepte
Structural and physical properties of perovskites
We combine the results of magnetic and transport measurements with neutron
diffraction data to construct the structural and magnetic phase diagram of the
entire family of SrMnRuO ()
perovskites. We have found antiferromagnetic ordering of the C type for lightly
Ru-substituted materials () in a similar manner
to SrMnO (=La, Pr), due to the generation of Mn in
both families of manganite perovskites by either -site substitution of
Ru for Mn or -site substitution of for Sr.
This similarity is driven by the same ratio of / ions in both
classes of materials for equivalent substitution level. In both cases, a
tetragonal lattice distortion is observed, which for some compositions () is coupled to a C-type AF transition and results in
a first order magnetic and resistive transition. Heavily substituted
SrMnRuO materials are ferromagnetic due to dominating
exchange interactions between the Ru ions. Intermediate substitution
() leads to a spin-glass behavior instead of a
quantum critical point reported previously in single crystals, due to enhanced
disorder.Comment: 9 pages, 10 figures, accepted for publication in Physical Review
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