Branding fashion through gameplay: the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework. Design/methodology/approach A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers. Findings The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents. Originality/value The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.研究目的 本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。 研究設計/方法/理念 研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。 研究結果 研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。 研究的原創性/價值 本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響

Experimental observation of high field diamagnetic fluctuations in Niobium

We have performed a magnetic study of a bulk metallic sample of Nb with critical temperature $T_{c}=8.5$ K. Magnetization versus temperature (M {\it vs} T) data obtained for fixed magnetic fields above 1 kOe show a superconducting transition which becomes broader as the field is increased. The data are interpreted in terms of the diamagnetic lowest Landau level (LLL) fluctuation theory. The scaling analysis gives values of the superconducting transition temperature $T_{c}(H)$ consistent with $H_{c2}(T)$% . We search for universal 3D LLL behavior by comparing scaling results for Nb and YBaCuO, but obtain no evidence for universality.Comment: 5 pages, 6 figures, Accepted for publication in Phys.Rev.

Anomalous metamagnetic-like transition in a FeRh/Fe3_3Pt interface occurring at T120 K in the field-cooled-cooling curves for low magnetic fields

We report on the magnetic properties of a special configuration of a FeRh thin film. An anomalous behavior on the magnetisation vs. temperature was observed when low magnetic fields are applied in the plane of a thin layer of FeRh deposited on ordered Fe$_3$Pt. The anomalous effect resembles a metamagnetic transition and occur only in the field-cooled-cooling magnetisation curve at temperatures near 120 K in samples without any heat treatment.Comment: 7 pages, 5 figures. arXiv admin note: text overlap with arXiv:1008.195

Dynamic saturation of an intersublevel transition in self-organized InAs/In(x)A(1-x)lAs quantum dots

International audienceWe have observed a dynamic saturation of an intersublevel transition in InAs/InxAl1-xAs quantum dots related to the discrete nature of electron states using midinfrared femtosecond spectroscopy. This dynamic saturation is a consequence of the gradual filling of the discrete quantum-dot electron states due to the capture of electrons injected in the barrier. Our interpretation of the differential transmission experiments is confirmed by a comparison with a rate-equation model with the capture and intersublevel relaxation time as fit parameters yielding 10 ps and 1 ps, respectively. We discuss the mechanism responsible for these relaxation times

Group Theory Approach to Band Structure: Scarf and Lame Hamiltonians

The group theoretical treatment of bound and scattering state problems is extended to include band structure. We show that one can realize Hamiltonians with periodic potentials as dynamical symmetries, where representation theory provides analytic solutions, or which can be treated with more general spectrum generating algebraic methods. We find dynamical symmetries for which we derive the transfer matrices and dispersion relations. Both compact and non-compact groups are found to play a role.Comment: 4 pages + 2 figs. Revtex/epsf. To appear: Phys Rev Lett, v.83 199

On the unconstrained expansion of a spherical plasma cloud turning collisionless : case of a cloud generated by a nanometer dust grain impact on an uncharged target in space

Nano and micro meter sized dust particles travelling through the heliosphere at several hundreds of km/s have been repeatedly detected by interplanetary spacecraft. When such fast moving dust particles hit a solid target in space, an expanding plasma cloud is formed through the vaporisation and ionisation of the dust particles itself and part of the target material at and near the impact point. Immediately after the impact the small and dense cloud is dominated by collisions and the expansion can be described by fluid equations. However, once the cloud has reached micro-m dimensions, the plasma may turn collisionless and a kinetic description is required to describe the subsequent expansion. In this paper we explore the late and possibly collisionless spherically symmetric unconstrained expansion of a single ionized ion-electron plasma using N-body simulations. Given the strong uncertainties concerning the early hydrodynamic expansion, we assume that at the time of the transition to the collisionless regime the cloud density and temperature are spatially uniform. We do also neglect the role of the ambient plasma. This is a reasonable assumption as long as the cloud density is substantially higher than the ambient plasma density. In the case of clouds generated by fast interplanetary dust grains hitting a solid target some 10^7 electrons and ions are liberated and the in vacuum approximation is acceptable up to meter order cloud dimensions. ..