Contribution of individual to collective brands

Traditionally, literature estimates the equity of a brand or its extension but it pays little attention to collective brand equity even though collective branding is increasingly used to differentiate the homogenous products of different firms or organizations. We propose an approach that estimates the incremental effect of individual brands (or the contribution of individual brands) on collective brand equity through the various stages of a consumer hierarchical buying choice process in which decisions are nested: “whether to buy”, “what collective brand to buy” and “what individual brand to buy”. This proposal follows the approach of the Random Utility Theory, and it is theoretically argued through the Associative Networks Theory and the cybernetic model of decision making. The empirical analysis carried out in the area of collective brands in Spanish tourism finds a three-stage hierarchical sequence, and estimates the contribution of individual brands to the equity of the collective brands of “Sun, Sea and Sand” and of “World Heritage Cities”.

Influence of a uniform current on collective magnetization dynamics in a ferromagnetic metal

We discuss the influence of a uniform current j⃗ on the magnetization dynamics of a ferromagnetic metal. We find that the magnon energy ε(q⃗) has a current-induced contribution proportional to q⃗⋅J→, where J→ is the spin current, and predict that collective dynamics will be more strongly damped at finite j⃗. We obtain similar results for models with and without local moment participation in the magnetic order. For transition metal ferromagnets, we estimate that the uniform magnetic state will be destabilized for j≳109A cm-2. We discuss the relationship of this effect to the spin-torque effects that alter magnetization dynamics in inhomogeneous magnetic systems.

Exciton beats in GaAs quantum wells: bosonic representation and collective effects

We discuss light–heavy hole beats observed in transient optical experiments in GaAs quantum wells in terms of a free-boson coherent state model. This approach is compared with descriptions based on few-level representations. Results lead to an interpretation of the beats as due to classical electromagnetic interference. The boson picture correctly describes photon excitation of extended states and accounts for experiments involving coherent control of the exciton density and Rayleigh scattering beating.