Corporate branding and value creation for initiating and managing relationships in B2B markets

Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in three questions: (1) what are the main constituents of a corporate brand; (2) how does a corporate brand generate tangible and intangible brand value for their business customers; and (3) how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? Design/methodology/approach The study adopts a qualitative multiple case study design by using archival data, and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context. Findings From a managerial perspective, this study reveals that corporate business culture, brand relationships, products, and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of the brand value in enhancing relationship initiation. Originality/value The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in B2C contexts

Comparison of depression, anxiety and long-term quality of health in patients with a history of either primary closure or Limberg flap reconstruction for pilonidal sinus

OBJECTİVE: Pilonidal sinus is characterized by high operative morbidity mainly due to wound problems. We aimed to compare the quality of health, comfort and psychological status in patients who underwent surgery for pilonidal sinus. METHODS: A total of 205 pilonidal sinus patients operated on with either primary closure or Limberg flap reconstruction were compared in terms of depression, anxiety, and long-term quality of health by using Short Form 36, Beck Depression Inventory, and Beck Anxiety Inventory scales. RESULTS: There were 107 patients in the primary closure group with a mean follow-up of 29.6±7.7 months and 98 patients in the Limberg flap group with a mean follow-up of 34.1±7.3 months. In the SF-36 analysis, the mental health and bodily pain scores (59±6 and 56±11 in the primary closure group and 62±8 and 61±10 in the Limberg flap group) were significantly higher in the Limberg flap group (p = 0.014 and p = 0.002, respectively). The mean Beck Depression Inventory (19±6.13 vs. 16±4.90

Kriging-Based 3-D Spectrum Awareness for Radio Dynamic Zones Using Aerial Spectrum Sensors

Radio dynamic zones (RDZs) are geographical areas within which dedicated spectrum resources are monitored and controlled to enable the development and testing of new spectrum technologies. Real-time spectrum awareness within an RDZ is critical for preventing interference with nearby incumbent users of the spectrum. In this paper, we consider a 3D RDZ scenario and propose to use unmanned aerial vehicles (UAVs) equipped with spectrum sensors to create and maintain a 3D radio map of received signal power from different sources within the RDZ. In particular, we introduce a 3D Kriging interpolation technique that uses realistic 3D correlation models of the signal power extracted from extensive measurements carried out at the NSF AERPAW platform. Using C-Band signal measurements by a UAV at altitudes between 30 m-110 m, we first develop realistic propagation models on air-to-ground path loss, shadowing, spatial correlation, and semi-variogram, while taking into account the knowledge of antenna radiation patterns and ground reflection. Subsequently, we generate a 3D radio map of a signal source within the RDZ using the Kriging interpolation and evaluate its sensitivity to the number of measurements used and their spatial distribution. Our results show that the proposed 3D Kriging interpolation technique provides significantly better radio maps when compared with an approach that assumes perfect knowledge of path loss

Simulation of Conformal Spiral Slot Antennas on Composite Platforms

During the course of the grant, we wrote and distributed about 12 reports and an equal number of journal papers supported fully or in part by this grant. The list of reports (title & abstract) and papers are given in Appendices A and B. This grant has indeed been instrumental in developing a robust hybrid finite element method for the analysis of complex broadband antennas on doubly curved platforms. Previous to the grant, our capability was limited to simple printed patch antennas on mostly planar platforms. More specifically: (1) mixed element formulations were developed and new edge-based prisms were introduced; (2) these elements were important in permitting flexibility in geometry gridding for most antennas of interest; (3) new perfectly matched absorbers were introduced for mesh truncations associated with highly curved surfaces; (4) fast integral algorithms were introduced for boundary integral truncations reducing CPU time from O(N-2) down to O(N-1.5) or less; (5) frequency extrapolation schemes were developed for efficient broadband performance evaluations. This activity has been successfully continued by NASA researchers; (6) computer codes were developed and extensively tested for several broadband configurations. These include FEMA-CYL, FEMA-PRISM and FEMA-TETRA written by L. Kempel, T. Ozdemir and J. Gong, respectively; (7) a new infinite balun feed was designed nearly constant impedance over the 800-3000 MHz operational band; (8) a complete slot spiral antenna was developed, fabricated and tested at NASA Langley. This new design is a culmination of the projects goals and integrates the computational and experimental efforts. this antenna design resulted in a U.S. patent and was revised three times to achieve the desired bandwidth and gain requirements from 800-3000 MHz

Anomalous time delays and quantum weak measurements in optical micro-resonators

We study inelastic resonant scattering of a Gaussian wave packet with the parameters close to a zero of the complex scattering coefficient. We demonstrate, both theoretically and experimentally, that such near-zero scattering can result in anomalously-large time delays and frequency shifts of the scattered wave packet. Furthermore, we reveal a close analogy of these anomalous shifts with the spatial and angular Goos-H\"anchen optical beam shifts, which are amplified via quantum weak measurements. However, in contrast to other beam-shift and weak-measurement systems, we deal with a one-dimensional scalar wave without any intrinsic degrees of freedom. It is the non-Hermitian nature of the system that produces its rich and non-trivial behaviour. Our results are generic for any scattering problem, either quantum or classical. As an example, we consider the transmission of an optical pulse through a nano-fiber with a side-coupled toroidal micro-resonator. The zero of the transmission coefficient corresponds to the critical coupling conditions. Experimental measurements of the time delays near the critical-coupling parameters verify our weak-measurement theory and demonstrate amplification of the time delay from the typical inverse resonator linewidth scale to the pulse duration scale.Comment: 14 pages, 5 figure