Multigenic lentiviral vectors for combined and tissue-specific expression of miRNA- and protein-based antiangiogenic factors.

Lentivirus-based gene delivery vectors carrying multiple gene cassettes are powerful tools in gene transfer studies and gene therapy, allowing coexpression of multiple therapeutic factors and, if desired, fluorescent reporters. Current strategies to express transgenes and microRNA (miRNA) clusters from a single vector have certain limitations that affect transgene expression levels and/or vector titers. In this study, we describe a novel vector design that facilitates combined expression of therapeutic RNA- and protein-based antiangiogenic factors as well as a fluorescent reporter from back-to-back RNApolII-driven expression cassettes. This configuration allows effective production of intron-embedded miRNAs that are released upon transduction of target cells. Exploiting such multigenic lentiviral vectors, we demonstrate robust miRNA-directed downregulation of vascular endothelial growth factor (VEGF) expression, leading to reduced angiogenesis, and parallel impairment of angiogenic pathways by codelivering the gene encoding pigment epithelium-derived factor (PEDF). Notably, subretinal injections of lentiviral vectors reveal efficient retinal pigment epithelium-specific gene expression driven by the VMD2 promoter, verifying that multigenic lentiviral vectors can be produced with high titers sufficient for in vivo applications. Altogether, our results suggest the potential applicability of combined miRNA- and protein-encoding lentiviral vectors in antiangiogenic gene therapy, including new combination therapies for amelioration of age-related macular degeneration

Performing the high-school prom in the UK: Locating authenticity through practice

The purpose of this study was threefold: to develop an understanding of the appropriation of the US High School Prom in the UK and more importantly to generate an insight into the producers and consumers of such an event; to establish if the performance of the prom is hyper-real or if there is an awareness of the authentic or inauthentic elements of this ritual and finally to ascertain local interpretation of authenticity and glocal practice. The method used here was a qualitative approach employing 24 in-depth interviews with young adults (18-20 years) who had attended a prom in the UK in the last three years. The findings illustrated that the role and the social network of the individual was key to engagement with the High School Prom and also indicated a possible symbiosis of the strands of theory associated with authenticity. Diverse localised meanings of the prom performance were also identified. As the school prom is a growth market in the UK businesses should be aware of adolescents’ desire for ownership of this event and should tailor their marketing accordingly

National culture and tourist destination choice in the UK and Venezuela: an exploratory and preliminary study

National culture determines consumer attitudes and behaviour. While this holds true for tourism consumption, little research has sought to better understand the effect of culture on tourist destination choice. The geographical scope of analysis has also been restricted. This study employs the Hofstede’s cultural dimensions framework to conduct an exploratory, qualitative evaluation of the influence of the tourist cultural background on destination choice. It focuses on the UK and Venezuela, the two countries with significant cultural differences and forecast growth in outbound tourism. The study shows the distinct role of culture in tourist preferences for destination choice and structure of travel groups. The effect of culture is also recorded in how tourists research destinations prior to visit and perceive travel risks, thus ultimately influencing their motivation to travel. Recommendations are developed on how to integrate knowledge on the cultural background of tourists into tourism management and policy-making practices

Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this study explores how culturally mixed symbolic products (CMSPs) from foreign global brands can avoid antagonistic consumer attitudes. Building on social categorization theory, the authors argue that foreign global brands are viewed as belonging to an out-group and may thus encounter difficulties in tapping local cultural capital, resulting in a negative relationship between brand globalness and consumer attitude toward CMSPs. However, they contend that product category moderates this relationship such that there is a stronger negative effect for nonfood products than for food products. Moreover, the authors theorize that (1) cultural respect by foreign global companies directly enhances consumer attitudes toward CMSPs and (2) cultural respect attenuates the negative brand globalness–CMSP attitude link. These hypotheses are tested using a representative consumer sample from eight provinces/municipalities in China (n = 646). Results provide important implications for global companies on how to benefit from local cultural resources in their localization processes

Metaverse marketing: how the metaverse will shape the future of consumer research and practice

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing

Metaverse marketing: how the metaverse will shape the future of consumer research and practice

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing

1297 poster SEGMENTATION USING SYMMETRY DEVIATION

Purpose: The manual delineation of gross tumour volume(GTV) for radiation therapy for head and neck cancer patients relies in some degree of pathological deviation from normal anatomical symmetry. The purpose of this study is to introduce a novel method for 3-dimensional determination of GTV and evaluate the method. The method uses deformable registration on computed tomography(CT) to find anatomical symmetry deviations of Head & Neck squamous cell carcinoma and combining it with positron emission tomography (PET) images. The method allows the use anatomical and symmetrical information of CT scans to improve automatic delineations. Materials: PET/CT scans from 30 patients were used for this study, 20 without cancer in hypopharyngeal volume and 10 with hypharyngeal carcinoma. An head and neck atlas was created from the 20 normal patients. The atlas was created using affine and non-rigid registration of the CT-scans into a single atlas. Afterwards the standard deviation of anatomical symmetry for the 20 normal patients was evaluated using non-rigid registration and registered onto the atlas to create an atlas for normal anatomical symmetry deviation. The same non-rigid registration was used on the 10 hypopharyngeal cancer patients to find anatomical symmetry and evaluate it against the standard deviation of the normal patients to locate pathologic volumes. Combining the information with an absolute PET threshold of 3 Standard uptake value (SUV) a volume was automatically delineated. The overlap of automated segmentations on manual contours was evaluated using concordance index and sensitivity for the hypopharyngeal patients. The resulting concordance index and sensitivity was compared with the result of using a threshold of 3 SUV using a paired t-test. Results: The anatomical and symmetrical atlas was constructed. The standard deviation of the anatomical symmetry, seen in figure for one patient along CT and PET, was extracted for normal patients and compared with the deviation from cancer patients giving a new way of determining cancer pathology location. Using the novel method an overlap concordance index and sensitivity of respectively 0.43±0.15 and 0.56±0.18 was acquired. It was compared to the concordance index of segmentation using absolute threshold of 3 SUV giving respectively 0.41±0.16 and 0.51±0.19 for concordance index and sensitivity yielding p-values of 0.33 and 0.01 for a paired t-test respectively

CO-CONSTRUCTING THE BRAND AND THE PRODUCT

How do brand and product development processes interact? How do brands and branding strategies influence product development? Moreover, does a branding strategy facilitate or impede the development process? So far, research on product development has focused on the development of new products and services, whereas research on marketing and especially branding has emphasized what types of line extensions to create rather than on how to integrate brands and product development processes.The present models of the product development process mostly distinguish between the process of innovation and that which follows, and also distinguish between the company as a sender and the user as a receiver of the communicated values. In the present study we suggest an alternative understanding of the innovation process: A network process perspective (NPP) as derived from the actor network theory (ANT), is used to explore the co-created relationship between the new product development process and branding.The network process perspective is used to analyse and understand the innovation process and represents a constructivist theory that departs from an ontological assumption that the 'world' is the relations and networks among heterogeneous human and non-human actors and that these networks are not per se stable, but are created, negotiated and dynamic. This theory is especially suitable for comprehending 'branding' where the 'ing' underscores the dynamic nature of this concept and to explore the dynamics in innovation.The empirical analysis identified four incidents as critical to the co-construction of the product and the brand in two companies. The effects are measured using the framework provided by Kapferer. The present analysis indicates that branding and innovation processes are interrelated in more subtle and complex ways than indicated in prior research on the subject. It further shows that even with well-organized marketing departments, consistent branding strategies and skilled project managers, the product development process is not easily managed. The brand and the branding strategies are non-human actors among other actors in the process, and it requires skill, persistence and energy if the 'brand' wants to become an influential 'actor'. Sometimes, the processes may even be reversed.Branding strategy, brands, product development, network process perspective, co-construction, linear