Enhancing Brand Equity Through Sustainability: Waste Recycling

Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity

A relational insight of brand personification in business-to-business markets

Customers find it difficult to differentiate between competing products based on their functional aspects. The shortening life cycle of products due to quick adoption of technological innovations by competitors makes it difficult for them to identify products based on specifications. The contemporary academic literature related to relationship marketing and brand management is passionate about customer and consumer psychology but little attention has been given to the brand selection criteria of resellers as business customers of the brand. This paper combines branding and relationship marketing as two broad functions of marketing. The paper argues upon the role of human representatives of the brand as brand personified in managing these two functions of marketing in business-to-business markets. The proposal of the paper is to use human representatives as a tool for the execution of relationship marketing and branding strategies. The objective behind using human representatives is to maximize the mindshare of resellers towards the brand and create value for them beyond products and service

Nation Branding: Issues, Insights and Impacts

We are honoured to present this special issue of Corporate Reputation Review devoted to the increasingly studied field of nation branding. This special issue is intended to contribute to the ongoing production of high-quality academic research in the nation branding domain. It is interesting to note that several emerging issues have been investigated by researchers in this field. The notion of nation brand personality has been examined by three papers published in this issue. Aspects of co-branding, indigenous identity and country image have also emerged as areas of interests by academics around the world. In this special issue, we have also unfolded insights and impacts into areas such as, lead- ership, mega-events, government compe- tences, tourism and media

Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

How do entrepreneurs learn and engage in an online community-of-practice? A case study approach

This paper investigates the ways in which entrepreneurs use communities of practice (CoPs) to express themselves, using narrative theory and rhetorical analysis, to gain insight into an electronic social network medium, namely, YoungEntrepreneur.com. In particular, the study focuses on CoPs themes, including why entrepreneurs engage in CoPs, what role the moderators and resident entrepreneurs can play in managing online CoPs, on communication rituals of the knowledge sharing through interactivity, and on ‘how to develop an intervention’ to maintain and stimulate entrepreneurs for engaging in an online community. Findings reveal that the topic title plays a major role in attracting people. Successful topics with successful conclusions (in terms of the original query that was answered) will not necessarily get high responses and vice versa. It is observed that the domain expert does not play a big role in keeping the discussion going. Finally, the study also discovered that entrepreneurs like to communicate in a story telling genre. A comprehensive set of engagement measurement tools are introduced to effectively measure the engagement in a virtual CoP, along with a classification to define and categorise discourse of messages in terms of content and context, which allow practitioners to understand the effectiveness of a social networking site

Reconstructing recent human phylogenies with forensic STR loci: A statistical approach

BACKGROUND: Forensic Short Tandem Repeat (STR) loci are effective for the purpose of individual identification, and other forensic applications. Most of these markers have high allelic variability and mutation rate because of which they have limited use in the phylogenetic reconstruction. In the present study, we have carried out a meta-analysis to explore the possibility of using only five STR loci (TPOX, FES, vWA, F13A and Tho1) to carry out phylogenetic assessment based on the allele frequency profile of 20 world population and north Indian Hindus analyzed in the present study. RESULTS: Phylogenetic analysis based on two different approaches – genetic distance and maximum likelihood along with statistical bootstrapping procedure involving 1000 replicates was carried out. The ensuing tree topologies and PC plots were further compared with those obtained in earlier phylogenetic investigations. The compiled database of 21 populations got segregated and finely resolved into three basal clusters with very high bootstrap values corresponding to three geo-ethnic groups of African, Orientals, and Caucasians. CONCLUSION: Based on this study we conclude that if appropriate and logistic statistical approaches are followed then even lesser number of forensic STR loci are powerful enough to reconstruct the recent human phylogenies despite of their relatively high mutation rates

Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)

PurposeThis paper examines how entrepreneurs engage in a Virtual Community of Practice (VCoP) to share knowledge. Intensity of engagement is taken as a proxy to measure the strength of knowledge sharing.Design/methodology/approachThe archival data spanning over a three-year period from ‘Start-up-Nation©’ (a VCoP purposefully setup for entrepreneurs) is used for analysis. A set of indices are introduced to measure participants’ intensity of engagement in terms of message length, message frequency and reciprocity in the knowledge sharing process. Content analysis is employed to test a sample of ‘highly engaged’, ‘moderately engaged’, ‘low engaged’ and ‘not engaged’ discussion topics as part of the on-line discourse.FindingsWe find that entrepreneurs normally use short (fewer than 100 words) or medium (fewer than 250 words) message size to contribute to the discussions. In addition, we find that senior members and discussion moderators play important roles in igniting the ‘reciprocity’ behaviour in stimulating the interest of the community with the topic discussion. We also findthat highly engaged topics usually lead to further discussion threads.Originality/valueThis is the first study of its kind to explore how entrepreneurs engage in a VCoP to share their knowledge and experiences. The set of measurement indices tested here provide a tool for the owner, designer and moderator of the VCoP to measure the utility of their website in terms of its members’ participation. In addition, the set of textual and subjective interventions identified here enable the moderator (administrator) of a VCoP to design effective interventions to facilitate on-line discourse and augment the knowledge sharing process amongst its community members

Far apart yet close by: Social media and acculturation among international students in the UK

This paper investigates international students' acculturation, an important aspect for universities to consider when they try to develop a positive loyal customer relationship with international students. The paper presents the influences of social media usage on international students' acculturation process in both psychological and behavioural aspects, and whether international students' acculturation predicts students' academic achievement, perceived value and university loyalty. Self-identification is examined for its moderating effect between social media usage and Chinese international students' acculturation. This study collected samples from Chinese international students studying in UK universities. The results find that Chinese international students' psychological acculturation to the host culture has no significant relationship with their academic achievement, but their strong self-identification can help with their host culture acculturation. This study makes contributions in current acculturation research and managerial practice for universities which target international markets

Diurnal Variation of Air Quality Parameters- PM2.5 and PM10 During and Post Pandemic Period in Delhi, India

Particulate matter in the air is the contamination, considered dangerous to human health. Particulate Matter includes a mixture of solid and liquid particles suspended in the environment. Its tiny size allows the particles to enter the circulation system through breath and travel all through the body, causing asthma and heart illness. Coronavirus has been pronounced as a Public Health Emergency of International Concern by WHO on 30th January 2020. The current examination aims to compare air quality (with respect to PM2.5 and PM10) at pre-selected locations during and post COVID- 19 phase. To lead this investigation the monitoring station for air quality measuring chose is close to Hauz Khas metro station, Delhi. Complete 4 locations are chosen around CPCB Air pollution monitoring station, Hauz Khas. PM testing has been accomplished for nonstop 12 days. The monitoring time considered is from 10 am to 6 pm (8 hours). The dataset of the period (March and April of 2020) of the lockdown stage is gathered from CPCB and compared with the dataset of a similar time span (March and April 2021) utilizing Origin software programming. The contamination level increased after the lockdown stage as per the present study and improvement in air quality couldn't keep going long after the returning of businesses and vehicular exercises as per this examination

Genetics of coronary heart disease with reference to ApoAI-CIII-AIV gene region.

Cardiovascular diseases are affected by multiple factors like genetic as well as environmental hence they reveal factorial nature. The evidences that genetic factors are susceptible for developing cardiovascular diseases come from twin studies and familial aggregation. Different ethnic populations reveal differences in the prevalence coronary artery disease (CAD) pointing towards the genetic susceptibility. With progression in molecular techniques different developments have been made to comprehend the disease physiology. Molecular markers have also assisted to recognize genes that may provide evidences to evaluate the role of genetic factors in causation of susceptibility towards CAD. Numerous studies suggest the contribution of specific "candidate genes", which correlate with various roles/pathways that are involved in the coronary heart disease. Different studies have revealed that there are large numbers of genes which are involved towards the predisposition of CAD. However, these reports are not consistent. One of the reasons could be weak contribution of genetic susceptibility of these genes. Genome wide associations show different chromosomal locations which dock, earlier unknown, genes which may attribute to CAD. In the present review different ApoAI-CIII-AIV gene clusters have been discussed