Service Brand Relationship Quality: Hot or Cold?

Customers’ long-term brand relations are crucial drivers of a service brand’s sustainable competitive advantage. This research empirically examines the quality of customer-service brand relationships in the context of an airline’s frequent flyer program. The authors show that service brand relationship quality (BRQ) involves both a hot (based on emotions) and a cold (based on objectrelevant beliefs) component. They find that these two components have different implications for a service brand’s performance and are at least partially driven by different antecedents whose relative importance changes over time. Specifically, cold BRQ is important for word-of-mouth behavior and is strongly driven by partner quality (i.e., the generalized assessment of the brand in its role as a relationship counterpart). Hot BRQ, on the other hand, has a stronger impact on willingness to pay a price premium and consideration set size. In early stages of a customer-brand relationship hot BRQ is more strongly driven by self-congruence (i.e., consumer’s perception of the fit between his/her self and the brand’s personality), in later stages partner quality becomes more relevant. The authors discuss the implications of their findings for the development of BRQ and the implementation of alternative growth strategies in a services context.

Identification of a new genomic hot spot of evolutionary diversification of protein function.

Establishment of phylogenetic relationships remains a challenging task because it is based on computational analysis of genomic hot spots that display species-specific sequence variations. Here, we identify a species-specific thymine-to-guanine sequence variation in the Glrb gene which gives rise to species-specific splice donor sites in the Glrb genes of mouse and bushbaby. The resulting splice insert in the receptor for the inhibitory neurotransmitter glycine (GlyR) conveys synaptic receptor clustering and specific association with a particular synaptic plasticity-related splice variant of the postsynaptic scaffold protein gephyrin. This study identifies a new genomic hot spot which contributes to phylogenetic diversification of protein function and advances our understanding of phylogenetic relationships.

Attributing trends in extremely hot days to changes in atmospheric dynamics

This paper presents a method for attributing regional trends in the frequency of extremely hot days (EHDs) to changes in the frequency of the atmospheric patterns that characterize such extraordinary events. The study is applied to mainland Spain and the Balearic Islands for the extended summers of the period 1958–2008, where significant and positive trends in maximum temperature (Tx) have been reported during the second half of the past century. First, the study area was split into eight regions attending to their different temporal variability of the daily Tx series obtained from the Spain02 gridded data set using a clustering procedure. Second, the large-scale atmospheric situations causing EHDs are defined by circulation types (CTs). The obtainment of the CTs differs from the majority of CT classifications proposed in the literature. It is based on regional series and on a previous characterization of the main atmospheric situations obtained using only some days classified as extremes in the different regions. Three different atmospheric fields (SLP, T850, and Z500) from ECMWF reanalysis and analysis data and combinations of them (SLP–T850, SLP–Z500, and T850–Z500) are used to produce six different CT classifications. Subsequently, links between EHD occurrence in the different regions and CT for all days have been established. Finally, a simple model to relate the trends in EHDsfor each region to the changes in the CT frequency appearance has been formulated. Most regions present positive and significant trends in the occurrence of EHDs. The CT classifications using two variables perform better. In particular, SLP–T850 is the best for characterizing the atmospheric situations leading to EHD occurrences for most of the regions. Only a small number of CTs have significant trends in their frequency and are associated with high efficiency causing EHD occurrences in most regions simultaneously, especially in the northern and central regions. Attribution results show that changes in circulation can only explain some part of the regional EHD trends. The percentage of the trend attributable to changes in atmospheric dynamics varies from 15 to 50 %, depends on the region and is sensitive to the selected large-scale variables.