Celebrity Effect on Brand Positioning: A Study With Reference to Female Personal Care Products

India is a developing country that is flooded with different brands. With too many products floodingthe market, companies find it difficult to differentiate their products based on their inherent productfeatures. In fact, advertising is an effective marketing tool available to marketers to create andpromote awareness for their products. To make the advertisement more attractive and avoid themedia clutter, companies use celebrities to endorse their products. The demand for instant recall,brand awareness, and emotional bonding with customers has made celebrity endorsements the latesttrend. Celebrities add new dimensions to a brand. As a result of the increase in celebrityadvertisements in various media, India has become a celebrity-obsessed society.The majority of celebrity endorsement research has focused on the effectiveness and selection ofcelebrity endorsers. This research paper studied the effect of celebrity endorsements on the brandpositioning of select female personal care products through television advertisements. The Indianscenario was suitable to study the effect of celebrity endorsements on brands and the ultimatedecision of consumers to buy particular brands

PHYTOCHEMICAL ANALYSIS OF RUELLIA PATULA USING GAS CHROMATOGRAPHY‑MASS SPECTROMETRY

ABSTRACTObjective: Ruellia patula (Jacq.) a medicinally important plant belongs to the family Acanthaceae. Traditionally, the leaves are used in the treatment ofmany diseases such as insect bites, itches, eye diseases, and skin problems. In the present study, the qualitative and quantitative analysis of bioactivecompounds by gas chromatography (GC) and mass spectroscopy (MS) techniques.Methods: The chemical compositions of the ethanol extract of R. patula leaves were investigated using Perkin–Elmer GC‑MS.Result: In the GC‑MS analysis of ethanol extract of R. patula L. reported the presence of 15 compounds. The major compound constituents are 3, 7, 11,15‑tetramethyl‑2‑hexadecen‑1‑ol (28.75%), and α‑sitosterol (14.35%).Conclusion: Identification of these compounds can help in the development of new drugs.Keywords: Ruellia patula, Ethanol extract, Phytochemical compounds, gas chromatography‑mass spectroscopy analysis, Biological activity ofphyto‑components

Securing Heterogeneous Privacy Protection in Social Network Records based Encryption Scheme

This survey places of interest the major issues concerning privacy and security in online social networks. Firstly, we discuss investigate that aims to protect user data from the an assortment of attack vantage points together with other users, advertisers, third party request developers, and the online social arrangement provider itself. Next we cover social network supposition of user attributes, locate hubs, and link prediction. Because online social networks are so saturated with sensitive information, network inference plays a major privacy role. Social Networking sites go upwards since of all these reasons. In recent years indicates that for many people they are now the mainstream communication knowledge. Social networking sites come under few of the most frequently browsed categories websites in the world. Nevertheless Social Networking sites are also vulnerable to various problems threats and attacks such as revelation of information, identity thefts etc. Privacy practice in social networking sites often appear convoluted as in sequence sharing stands in discord with the need to reduce disclosure-related abuses. Facebook is one such most popular and widely used Social Networking sites which have its own healthy set of Privacy policy

Transgenic Acacia sinuata from Agrobacterium tumefaciens-mediated transformation of hypocotyls

Transgenic herbicide tolerant Acacia sinuata plants were produced by transformation with the bar gene conferring phosphinothricin resistance. Precultured hypocotyl explants were infected with Agrobacterium tumefaciens strain EHA105 in the presence of 100 mu M acetosyringone and shoots regenerated on MS (Murashige and Skoog, 1962, Physiol Plant 15:473-497) medium with 13.3 mu M benzylaminopurine, 2.6 mu M indole-3-acetic acid, 1 g l(-1) activated charcoal, 1.5 mg l(-1) phosphinothricin, and 300 mg l(-1) cefotaxime. Phosphinothricin at 1.5 mg l(-1) was used for the selection. Shoots surviving selection on medium with phosphinothricin expressed GUS. Following Southern hybridization, eight independent shoots regenerated of 500 cocultivated explants were demonstrated to be transgenic, which represented transformation frequency of 1.6%. The transgenics carried one to four copies of the transgene. Transgenic shoots were propagated as microcuttings in MS medium with 6.6 mu M 6-benzylaminopurine and 1.5 mg l(-1) phosphinothricin. Shoots elongated and rooted in MS medium with gibberellic acid and indole-3-butyric acid, respectively both supplemented with 1.5 mg l(-1) phosphinothricin. Micropropagation of transgenic plants by microcuttings proved to be a simple means to bulk up the material. Several transgenic plants were found to be resistant to leaf painting with the herbicide Basta

Application of chemometric analysis to infrared spectroscopy for the identification of wood origin

Chemical characteristics of wood are used in this study for plant taxonomy classification based on the current Angiosperm Phylogeny Group classification (APG III System) for the division, class and subclass of woody plants. Infrared spectra contain information about the molecular structure and intermolecular interactions among the components in wood but the understanding of this information requires multivariate techniques for the analysis of highly dense datasets. This article is written with the purposes of specifying the chemical differences among taxonomic groups, and predicting the taxa of unknown samples with a mathematical model. Principal component analysis, t-test, stepwise discriminant analysis and linear discriminant analysis, were some of the chosen multivariate techniques. A procedure to determine the division, class, subclass and order of unknown samples was built with promising implications for future applications of Fourier Transform Infrared spectroscopy in wood taxonomy classification

ANT Mobility Model in Wireless Networks Using Network Simulator

419-422Wireless networks are the topic of growing interest due to their ability to control the physical environment even from remote locations. Intelligent routing, bandwidth allocation and power control techniques are critical for these networks. Also, finding a best path between the communication end points is a challenge in these networks. In this paper we propose Ant Mobility Mode (AMM), an on-demand, multi-path routing algorithm that exercises power control and coordinates the nodes to communicate with one another, in wireless networks. The main goal of this protocol is to reduce the overhead, congestion, and stagnation, while increasing the throughput of the network. AAM proves to be a promising option for the mobility pattern wireless networks like MANETs

Effectiveness of Nanosilica on Enhancing the Mechanical and Microstructure Properties of Kenaf/Carbon Fiber-Reinforced Epoxy-Based Nanocomposites

With an ultrasonic frequency of 15 kHz and an 850 W power capacity, the effects of nanosilica particle inclusion on the tensile, flexural, and impact properties of woven fiber-reinforced kenaf/carbon fiber/epoxy hybrid composites were explored experimentally. The nanoparticles were dispersed uniformly in the epoxy using an ultrasonic probe. Test samples were made according to ASTM requirements for three distinct weight compositions of nanosilica particles (1, 1.5, and 2 wt%). The composites were made utilizing the compression moulding process with the following parameters: (i) weight ratio of nanosilica, (ii) length of kenaf fibers, and (iii) number of carbon fiber layers to achieve the objectives above. According to unmodified samples, with a nanosilica concentration of 1.5 wt%, tensile strength improved by 31%, flexural strength increased by 42.36%, and impact strength increased by 22.65%. It was established that the interaction of micro silica particles with epoxy and fiber, which improved interfacial tension, had a substantial impact on mechanical and water retention capabilities. The 1.5 wt% nanosilica inclusion absorbs less moisture than the 1 and 2 wt% silica composites. A scanning electron microscope was used to examine the fractured surface of the tested nanocomposites

Shoot regeneration from immature cotyledonary nodes in black gram [<i style="">Vigna</i> <i style="">mungo</i> (L.) Hepper]

551-555Eighteen-day-old immature cotyledonary node explants (18 d after anthesis) of black gram produced multiple shoots in MS salts+B5 vitamins containing medium in the presence of BA (1.0 mg/L), TDZ (0.1 mg/L) and AdS (15 mg/L). Maximum shoot proliferation (28 shoot/explant) occurred at the end of second subculture after 45 d. Periodic excision of regenerated shoots from explants increased shoot regeneration efficiency during subculture. The combination of TDZ and AdS with BA significantly increased shoot proliferation. Elongation and rooting were performed in GA3 (0.6 mg/L) and IBA (1.0 mg/L) containing media, respectively. The in vitro raised plantlets were acclimatized in green house and successfully transplanted to the field with a survival rate of 60%

Multiresponse Optimization of Mechanical Behaviour of Calotropis gigantea/Nano-Silicon-Based Hybrid Nanocomposites under Cryogenic Environment

The utilization of natural fibre-based biodegradable polymers has expanded in the present circumstances since natural fibres are relatively inexpensive, recyclable, lighter, nonflammable, and harmless. However, hydrophilic nature is the most serious issue. To address this issue, the current study was applied to enhance the material characteristics of hybrid composites strengthened by CGF and nanosilica powder. To accomplish the mentioned goal, RSM calculated and optimized the following processing parameters using the BBD arrangement at various CGF fibre thickness (gsm), weight percent of nanosilica powder (wt. percent), and cryogenic treatment period (min). To prevent hydrophilic nature, the fibres were pretreated for four hours with a 5% alkaline solution. Deterioration models were created to analyze the material characteristics, and the optimal progression variables were determined. Based on the multiresponse surface methodology, the governable process variables for nano-silica- and CGF-based hybrid nanocomposites should be set at 3% silica, 300 gsm of CGF, and 30 minutes of cryogenic treatment. The tension, bending, and impact property correlation coefficient values (R2) are 0.95, 0.94, and 0.95, respectively. The above-mentioned combinations provide better water absorption and mechanical strength