Moderating effect of the type of brand on the belief-attitude-behaviour model

Drawing from the Signaling theory we built a model of the moderating effects of the type of brand in a belief-attitude-behaviour model, namely brand evaluation, brand attitude and purchase intention. We empirically test this model with 400 consumers in Mexico. Previously we had conducted another survey with also 400 Mexican consumers to classify brands into global, local and glocal. Our results suggest that brand quality, brand familiarity and brand image are common factors that positively influence brand attitude for the three brand categories. In addition, brand attitude is closely linked to brand purchase intention. Moreover, the type of brand moderates the relationship between brand quality and brand attitude, and between brand attitude and brand purchase intention, the relationship being weaker for glocal brands than for local or global

Casa de los dioses, Nevado de Toluca. Arqueología y cosmovisión de una montaña sagrada.

Este es el tercer libro derivado de las investigaciones del Proyecto Arqueología Subacuática en el Nevado de Toluca de la Subdirección de Arqueología Subacuática del INAH. Con esta obra, se da un importante paso en el conocimiento de las actividades rituales que acontecieron dentro del cráter del volcán. A lo Largo de 13 capítulos escritos por diferentes especialistas, se abordan temas diversos como los objetos arqueológicos localizados en el volcán, los análisis en laboratorio y gabinete de las ofrendas depositadas en el interior de los lagos del Sol y la Luna, aspectos de la cronología arqueológica del valle de Toluca, así como posibles relaciones culturales y temporales entre el volcán y otros sitios arqueológicos de la región. Igualmente, se presentan relatos mitológicos sobre la formación del Nevado de Toluca, la importancia de las entidades acuáticas que regían los cuerpos de agua en las tierras bajas y los lagos del cráter, así como una amplia variedad de temas que aluden a la ritualidad, cosmovisión e identidad de esta montaña sagrada.Desde tiempos inmemorables, el volcán Nevado de Toluca ha sido un referente cultural de su paisaje circundante. En época prehispánica, era considerado una montaña viva y sagrada, donde moraban deidades a las cuales se rendía un culto especial. Las evidencias de este simbolismo han perdurado a lo largo del tiempo en los vestigios arqueológicos y en la cosmovisión de los habitantes de la región. En una Mezcla de la investigación arqueológica con el que hacer artístico, el libro está ilustrado con trabajos del grabador Joel Rendón Vázquez, destacado maestro de la gráfica mexicana. Finalmente, esperamos que esta obra contribuya a la valoración, estudio y protección del Nevado de Toluca: la casa de los dioses.Universidad Autónoma del Estado de México

Table_1_Genetic and compositional analysis of biofilm formed by Staphylococcus aureus isolated from food contact surfaces.docx

IntroductionStaphylococcus aureus is an important pathogen that can form biofilms on food contact surfaces (FCS) in the dairy industry, posing a serious food safety, and quality concern. Biofilm is a complex system, influenced by nutritional-related factors that regulate the synthesis of the components of the biofilm matrix. This study determines the prevalence of biofilm-associated genes and evaluates the development under different growth conditions and compositions of biofilms produced by S. aureus.MethodsBiofilms were developed in TSB, TSBG, TSBNaCl, and TSBGNaCl on stainless-steel (SS), with enumeration at 24 and 192 h visualized by epifluorescence and scanning electron microscopy (SEM). The composition of biofilms was determined using enzymatic and chemical treatments and confocal laser scanning microscopy (CLSM).Results and discussionA total of 84 S. aureus (SA1–SA84) strains were collected from 293 dairy industry FCS (FCS-stainless steel [n = 183] and FCS-polypropylene [n = 110]) for this study. The isolates harbored the genes sigB (66%), sar (53%), agrD (52%), clfB/clfA (38%), fnbA/fnbB (20%), and bap (9.5%). 99. In particular, the biofilm formed by bap-positive S. aureus onto SS showed a high cell density in all culture media at 192 h in comparison with the biofilms formed at 24 h (p < 0.05). Epifluorescence microscopy and SEM revealed the metabolically active cells and the different stages of biofilm formation. CLSM analysis detected extracellular polymeric of S. aureus biofilms on SS, such as eDNA, proteins, and polysaccharides. Finally, the level of detachment on being treated with DNase I (44.7%) and NaIO 4(42.4%) was greater in the biofilms developed in TSB compared to culture medium supplemented with NaCl at 24 h; however, there was no significant difference when the culture medium was supplemented with glucose. In addition, after treatment with proteinase K, there was a lower level of biomass detachment (17.7%) of the biofilm developed in TSBNaCl (p < 0.05 at 24 h) compared to that in TSB, TSBG, and TSBGNaCl (33.6, 36.9, and 37.8%, respectively). These results represent a deep insight into the composition of S. aureus biofilms present in the dairy industry, which promotes the development of more efficient composition-specific disinfection strategies.</p