Indian Consumers\u27 Brand Equity Toward a US and Local Apparel Brand

Purpose: The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach: Three dimensions of brand equity are evaluated based on the respondents\u27 shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India. Findings: The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers\u27 gender, need for uniqueness (NFU), and attitudes toward American products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality. Research limitations/implications: The study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries. Practical implications: US marketers need to improve Indian consumers\u27 attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers\u27 attitudes toward American products and their quality perception toward a local apparel brand. Originality/value: Little attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well-suited strategies for improving their brand equity

Luxury Fashion Consumption: The Interplay of Guilt and Pleasure

We draw on the Affect Balance Theory to (a) explore whether two distinct modes of luxury consumption (i.e., conspicuous consumption and style consumption) are related to pleasure (i.e., positive affect) and guilt (i.e., negative affect); and (b) determine whether pleasure and guilt interplay to make interactive impacts, as well as independent impacts, on consumers’ repurchase intention

Student Piano Trio Concert: Ae-Sil Kim, Violin; Kyung-Jin Lee, Cello; Koo-Soon Youn, Piano; March 31, 1973

Centennial East Recital HallSaturday EveningMarch 31, 19738:15 p.m

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Functional and structural characteristics of anticancer peptide Pep27 analogues

BACKGROUND: A secreted peptide Pep27 initiates the cell death program in S. pneumoniae through signal transduction. This study was undertaken to evaluate the relation between the structure and cytotoxic activity of Pep27 and its analogues on cancer cells. RESULTS: Pep27anal2 characterized substituting ((2)R→W), ((4)E→W), ((11)S→W) and ((13)Q→W) in native Pep27, exhibited greater hydrophobicity and anticancer activity than Pep27 and other analogues. The IC(50 )values of Pep27anal2 were approximately 10 – 30 μM in a number of cell lines (AML-2, HL-60, Jurkat, MCF-7 and SNU-601). Confocal microscopy showed that Pep27anal2-FITC was localized in the plasma membrane, and then moving from the membrane to subcellular compartments with the initiation of membrane blebbing. Flow cytometric analysis using propidium iodide and Annexin V also revealed that Pep27anal2 induced apoptosis with minor membrane damage. Electron microscopy revealed that Pep27 induced apoptosis in Jurkat cells. The anticancer activity of Pep27anal2 was neither abrogated by pan-caspase inhibitor (Z-VAD-fmk) nor related to cytochrome c release from mitochondria. The 3D solution structures of these two Pep27 peptides revealed that both form a random coil conformation in water; however, they adopted stable α-helical conformations in solutions. CONCLUSION: The results indicate that Pep27anal2 can penetrate the plasma membrane, and then induce apoptosis in both caspase-and cytochrome c-independent manner. The hydrophobicity of Pep27anal2 appears to play an important role in membrane permeabilization and/or anticancer properties. The structure-functional relationships of these peptides are also discussed. It is proposed that Pep27anal2 is a potential candidate for anticancer therapeutic agents