Extension of corporate services brands: the effect of perceived similarity extension and perceived quality brand

O principal objetivo deste estudo é avaliar o efeito da qualidade percebida da marca-mãe e da similaridade percebida sobre as avaliações de extensões de marcas corporativas de serviços. Adicionalmente, também se deseja verificar se a elaboração das características da extensão contribuem para a sua avaliação. As hipóteses foram testadas por meio de três experimentos que envolveram no total 1.131 respondentes. No Estudo 1 foram utilizadas marcas fictícias como estímulo e verificou-se que a qualidade da marca-mãe teve efeito mais importante que a similaridade percebida sobre as avaliações de uma extensão de marca de serviços. No Estudo 2, utilizando como estímulos marcas reais, os mesmos resultados do Estudo 1 foram obtidos. No Estudo 3 verificou-se que a elaboração das características da extensão contribuiu positivamente apenas para uma das extensões propostas para a marca-mãe de alta qualidade, mas não teve nenhum efeito para as extensões propostas para a marca-mãe de baixa qualidade. Tomados em conjunto, os resultados sugerem que a qualidade percebida da marca-mãe tem papel fundamental na avaliação de extensões de marcas corporativas de serviços. O estudo contribui ainda com diversas hipóteses para estudos futuros e implicações gerenciais para gerentes de marcas corporativas de serviços.The main objective of this study is to assess the effect of parent brand perceived quality and perceived similarity on the evaluation of corporate service brand extensions. It is also the intention of this study to verify whether providing information cues about the characteristics of the extension contributes to the brand extension evaluation. The hypotheses were tested by means of three experiments involving 1,131 subjects. The results of Study 1, conducted with fictitious brands as stimuli, demonstrated that the perceived quality of the parent brand played a more significant role than perceived similarity on the evaluations of brand extensions. In Study 2, where real brands were used as stimuli, the results were the same as in Study 1. Study 3 found that providing information cues about the characteristics of the extensions had a positive effect for one of the extensions of the high quality parent brand but not for the two proposed extensions of the low quality parent brand. Taken as a whole, the results suggest that the perceived quality of the parent-brand plays a fundamental role in the evaluation of corporate service brand extensions. The study also contributes several hypotheses for future studies and managerial implications for managers of corporate service brands

The multielectron ionization dynamics underlying attosecond strong-field spectroscopies

Subcycle strong-field ionization (SFI) underlies many emerging spectroscopic probes of atomic or molecular attosecond electronic dynamics. Extending methods such as attosecond high harmonic generation spectroscopy to complex polyatomic molecules requires an understanding of multielectronic excitations, already hinted at by theoretical modeling of experiments on atoms, diatomics, and triatomics. Here, we present a direct method which, independent of theory, experimentally probes the participation of multiple electronic continua in the SFI dynamics of polyatomic molecules. We use saturated (n-butane) and unsaturated (1,3-butadiene) linear hydrocarbons to show how subcycle SFI of polyatomics can be directly resolved into its distinct electronic-continuum channels by above-threshold ionization photoelectron spectroscopy. Our approach makes use of photoelectron-photofragment coincidences, suiting broad classes of polyatomic molecules.Peer reviewed: YesNRC publication: Ye

Ab Initio Molecular Dynamics and Time-Resolved Photoelectron Spectroscopy of Electronically Excited Uracil and Thymine

The reaction dynamics of excited electronic states in nucleic acid bases is a key process in DNA photodamage. Recent ultrafast spectroscopy experiments have shown multicomponent decays of excited uracil and thymine, tentatively assigned to nonadiabatic transitions involving multiple electronic states. Using both quantum chemistry and first principles quantum molecular dynamics methods we show that a true minimum on the bright S 2 electronic state is responsible for the first step that occurs on a femtosecond time scale. Thus the observed femtosecond decay does not correspond to surface crossing as previously thought. We suggest that subsequent barrier crossing to the minimal energy S 2 /S 1 conical intersection is responsible for the picosecond decay

Table-top ultrafast X-ray microcalorimeter spectrometry for molecular structure

This work presents an x-ray absorption measurement by use of ionizing radiation generated by a femtosecond pulsed laser source. The spectrometer was a microcalorimetric array whose pixels are capable of accurately measuring energies of individual radiation quanta. An isotropic continuum x-ray spectrum in the few-keV range was generated from a laser plasma source with a water-jet target. X rays were transmitted through a ferrocene powder sample to the detector, whose pixels have average photon energy resolution E ¼ 3:14 eV full-width-at-half-maximum at 5.9 keV. The bond distance of ferrocene was retrieved from this first hard-x-ray absorption fine-structure spectrum collected with an energydispersive detector. This technique will be broadly enabling for time-resolved observations of structural dynamics in photoactive systems.peerReviewe

Table-Top Ultrafast X-Ray Microcalorimeter Spectrometry for Molecular Structure

This work presents an x-ray absorption measurement by use of ionizing radiation generated by a femtosecond pulsed laser source. The spectrometer was a microcalorimetric array whose pixels are capable of accurately measuring energies of individual radiation quanta. An isotropic continuum x-ray spectrum in the few-keV range was generated from a laser plasma source with a water-jet target. X rays were transmitted through a ferrocene powder sample to the detector, whose pixels have average photon energy resolution Delta E = 3.14 eV full-width-at-half-maximum at 5.9 keV. The bond distance of ferrocene was retrieved from this first hard-x-ray absorption fine-structure spectrum collected with an energy-dispersive detector. This technique will be broadly enabling for time-resolved observations of structural dynamics in photoactive systems. DOI: 10.1103/PhysRevLett.110.13830