Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach

Abstract Purpose – Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image andbrand equity forhighereducationalinstitutions. Design/methodology/approach – The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques.Bothexploratoryandconfirmatoryfactoranalyseswereusedforinterpretingthedata.Totestthe derivedhypotheses,structuralequationmodellingwasused. Findings – In line with contemporary literature, the study revealed positive relationships between brand imageandbrandequity,betweensearchengineandbrandimageandbetweensocialmediaandbrandimage. Therelationshipbetweenonlinedisplayandbrandimagewasnotfoundsignificant. Research limitations/implications – Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private andpublicinstitutionsseparately,consideringtheirdifferencesinnature. Practical implications – Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age oftheinternet. Originality/value – This study generates a comprehensive understanding of the impact of Web-based marketingcommunicationtodevelopbrandimageandbrandequityofhighereducationalinstitution

Non-functional immunoglobulin G transcripts in a case of hyper-immunoglobulin M syndrome similar to type 4

86% of immunoglobulin G (IgG) heavy-chain gene transcripts were found to be non-functional in the peripheral blood B cells of a patient initially diagnosed with common variable immunodeficiency, who later developed raised IgM, whereas no non-functionally rearranged transcripts were found in the cells of seven healthy control subjects. All the patient's IgM heavy-chain and κ light-chain transcripts were functional, suggesting that either non-functional rearrangements were being selectively class-switched to IgG, or that receptor editing was rendering genes non-functional after class-switching. The functional γ-chain sequences showed a normal rate of somatic hypermutation while non-functional sequences contained few somatic mutations, suggesting that most came from cells that had no functional gene and therefore were not receiving signals for hypermutation. However, apoptosis of peripheral blood lymphocytes was not impaired. No defects have been found in any of the genes currently known to be responsible for hyper-IgM syndrome but the phenotype fits best to type 4

Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective

The purpose of this study is to determine the relative importance of facbook as compared to other strategies such as affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is performed in the study. The study chooses 303 Malaysian frequent internet users as the respondents. In confirmatory factor analysis, a structural equation modelling (SEM) approach is applied to determine the relationship among the exogenous and endogenous constructs. The study finds facebook as the most influential online brand awareness creating strategies followed by the affiliated marketing and online word of mouth. In creating the online brand awareness; all the strategies have positive influence, however. The study can be a useful guideline for managerial implication in practice

A quantitatively-modeled homozygosity mapping algorithm, qHomozygosityMapping, utilizing whole genome single nucleotide polymorphism genotyping data

Homozygosity mapping is a powerful procedure that is capable of detecting recessive disease-causing genes in a few patients from families with a history of inbreeding. We report here a homozygosity mapping algorithm for high-density single nucleotide polymorphism arrays that is able to (i) correct genotyping errors, (ii) search for autozygous segments genome-wide through regions with runs of homozygous SNPs, (iii) check the validity of the inbreeding history, and (iv) calculate the probability of the disease-causing gene being located in the regions identified. The genotyping error correction restored an average of 94.2% of the total length of all regions with run of homozygous SNPs, and 99.9% of the total length of them that were longer than 2 cM. At the end of the analysis, we would know the probability that regions identified contain a disease-causing gene, and we would be able to determine how much effort should be devoted to scrutinizing the regions. We confirmed the power of this algorithm using 6 patients with Siiyama-type α1-antitrypsin deficiency, a rare autosomal recessive disease in Japan. Our procedure will accelerate the identification of disease-causing genes using high-density SNP array data

A Bayesian explanation of the 'Uncanny Valley' effect and related psychological phenomena

There are a number of psychological phenomena in which dramatic emotional responses are evoked by seemingly innocuous perceptual stimuli. A well known example is the ‘uncanny valley’ effect whereby a near human-looking artifact can trigger feelings of eeriness and repulsion. Although such phenomena are reasonably well documented, there is no quantitative explanation for the findings and no mathematical model that is capable of predicting such behavior. Here I show (using a Bayesian model of categorical perception) that differential perceptual distortion arising from stimuli containing conflicting cues can give rise to a perceptual tension at category boundaries that could account for these phenomena. The model is not only the first quantitative explanation of the uncanny valley effect, but it may also provide a mathematical explanation for a range of social situations in which conflicting cues give rise to negative, fearful or even violent reactions

Offscreen and in the chair next to your: conversational agents speaking through actual human bodies

his paper demonstrates how to interact with a conversational agent that speaks through an actual human body face-to-face and in person (i.e., offscreen). This is made possible by the cyranoid method: a technique involving a human person speech shadowing for a remote third-party (i.e., receiving their words via a covert audio-relay apparatus and repeating them aloud in real-time). When a person shadows for an artificial conversational agent source, we call the resulting hybrid an “echoborg.” We report a study in which people encountered conversational agents either through a human shadower face-to-face or via a text interface under conditions where they assumed their interlocutor to be an actual person. Our results show that the perception of a conversational agent is dramatically altered when the agent is voiced by an actual, tangible person. We discuss the potential implications this methodology has for the development of conversational agents and general person perception research

Homozygosity Mapping on Homozygosity Haplotype Analysis to Detect Recessive Disease-Causing Genes from a Small Number of Unrelated, Outbred Patients

Genes involved in disease that are not common are often difficult to identify; a method that pinpoints them from a small number of unrelated patients will be of great help. In order to establish such a method that detects recessive genes identical-by-descent, we modified homozygosity mapping (HM) so that it is constructed on the basis of homozygosity haplotype (HM on HH) analysis. An analysis using 6 unrelated patients with Siiyama-type α1-antitrypsin deficiency, a disease caused by a founder gene, the correct gene locus was pinpointed from data of any 2 patients (length: 1.2–21.8 centimorgans, median: 1.6 centimorgans). For a test population in which these 6 patients and 54 healthy subjects were scrambled, the approach accurately identified these 6 patients and pinpointed the locus to a 1.4-centimorgan fragment. Analyses using synthetic data revealed that the analysis works well for IBD fragment derived from a most recent common ancestor (MRCA) who existed less than 60 generations ago. The analysis is unsuitable for the genes with a frequency in general population more than 0.1. Thus, HM on HH analysis is a powerful technique, applicable to a small number of patients not known to be related, and will accelerate the identification of disease-causing genes for recessive conditions

MUC4 and MUC5AC are highly specific tumour-associated mucins in biliary tract cancer

Alterations in epithelial mucin expression are associated with carcinogenesis, but there are few data in biliary tract cancer (BTC). In pancreatic malignancy, MUC4 is a diagnostic and prognostic tumour marker, whereas MUC5AC has been proposed as a sensitive serological marker for BTC. We assessed MUC4 and MUC5AC expression in (i) prospectively collected bile and serum specimens from 72 patients with biliary obstruction (39 BTC) by real-time reverse transcriptase–PCR (qPCR) and western blot analysis, and (ii) 79 archived biliary tissues (69 BTC) by immunohistochemistry. In bile, MUC4 protein was detected in 27% of BTC and 29% of primary sclerosing cholangitis (PSC) cases, but not in other benign and malignant biliary diseases (P<0.01 and P=0.06). qPCR revealed a 1.9-fold increased MUC4 mRNA expression in BTC patients' bile compared with benign disease. In archived tissues, MUC4 protein was detected in 37% of BTC but in none of the benign samples (P=0.03). In serum, MUC5AC was found exclusively in BTC and PSC sera (44% and 13%, respectively; P<0.001 for BTC vs non-BTC) and correlated negatively with BTC survival. Biliary MUC4 and serum MUC5AC are highly specific tumour-associated mucins that may be useful in the diagnosis and formulation of therapeutic strategies in BTC