The general observation period 2007 within the priority program on quantitative precipitation forecasting: concept and first results

In the year 2007 a General Observation Period (GOP) has been performed within the German Priority Program on Quantitative Precipitation Forecasting (PQP). By optimizing the use of existing instrumentation a large data set of in-situ and remote sensing instruments with special focus on water cycle variables was gathered over the full year cycle. The area of interest covered central Europe with increasing focus towards the Black Forest where the Convective and Orographically-induced Precipitation Study (COPS) took place from June to August 2007. Thus the GOP includes a variety of precipitation systems in order to relate the COPS results to a larger spatial scale. For a timely use of the data, forecasts of the numerical weather prediction models COSMO-EU and COSMO-DE of the German Meteorological Service were tailored to match the observations and perform model evaluation in a near real-time environment. The ultimate goal is to identify and distinguish between different kinds of model deficits and to improve process understanding.

Memo to marketers: quantitative evidence for change: how user-generated content really affects brands

Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.