Measuring the influence of customer-based store brand equity in the purchase intention

[EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands awareness.

Flight delay forecast due to weather using Data Mining

A Data Mining model that is able to predict if a flight is going to leave late due to a weather delay. It is used, to be able to get a later connection if you have a connecting flight.

Omnikanalitatea marka eta kontsumitzaileen arteko loturaren oinarri gisa: elikagai eta moda sektoreak

Lan honetan, marketinean eman diren azkeneko aldaketak direla eta Omnikanalitatearen ingurune berrira egokitzeko enpresen beharra adierazten da, gai honen garapena burutzeko marko teoriko bat sortuz. Marko teoriko honetan, marka-esperientzia, kontsumitzaileen lotura eta kontsumitzaile berrien portaera aipatzen dira, bakoitzaren alderik garrantzitsuenen azalpena emanez eta aldagai hauek Omnikanalitatearekin duten lotura adieraziz. Gainera, lanaren azkeneko zatian, bi ikerketa praktiko garatu dira; bat kontsumitzaileen ikuspuntua zehaztuz bi enpresa garrantzitsuren kontsumitzaileei galdeketa eginez eta bigarrena, gaian aditua denarekin izandako elkarrizketaren ikuspuntua adieraziz. Azkenik, aztertu diren aldagaiak kontuan hartuta eta bateratuta, lanaren ondorioak atera dira.

Natural Variation In Recovery From A Short Period Of Anoxia Due To A cGMP-Dependent Protein Kinase in Drosophila melanogaster

[EN] Protein Kinase G (PKG) or cGMP-dependent protein kinases (PKG) have been shown to play an important role in resistance to abiotic stressors such as high temperatures or oxygen deprivation in Drosophila melanogaster. In Drosophila, the foraging gene encodes a PKG; natural variants for this gene exist, which differ in the level of expression of PKG: rovers (forR allele) which express high PKG levels, and sitters (forS allele) which express lower PKG levels. This project explores the differences in recovery from short periods of anoxia between natural variants (focusing on forS2, flies with a sitter gene in a rover background), as well as mutants with insertions in the foraging gene and RNAi recombinants that show a reduced PKG expression. The parameters measured were time to recovery and level of activity after anoxia. The results showed lower activity after anoxia in sitters than in rovers, reflecting a worse recovery from the anoxic coma in flies with lower PKG levels.