BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

OCCURRENCE OF Calodium hepaticum (BANCROFT, 1893) MORAVEC, 1982 EGGS IN FECES OF DOGS AND CATS IN LAGES, SANTA CATARINA, BRAZIL

This study aims to report the incidence of Calodium hepaticum among dogs and cats, pets or stray animals, captured by the Zoonosis Control Center (CCZ) in Lages, Santa Catarina, Brazil. Fecal samples from 108 pet dogs and eight pet cats, and from 357 stray dogs and 97 stray cats, captured by CCZ, were analyzed within the period from July 2010 to November 2012. Coproparasitological exams were performed by techniques of sedimentation, centrifuge-flotation, and simple flotation. Among 465 fecal samples from dogs and 105 from cats, the overall spurious infections for C. hepaticum eggs were 1.05%. For dogs, this positivity was 0.43% and for cats it was 3.81%. The two positive dogs were stray and out of the four cats, three were stray and one was a pet. Although the occurrence of C. hepaticum eggs was low, these data reveal the existence of infected rodents, especially in public places, since, out of the six infected animals, five (83.33%) were stray. These results are discussed and analyzed with an emphasis on the risk to public health.

Enzimas amilolíticas de mandioquinha-salsa (Arracacia xanthorrhiza Bancroft.)

O objetivo do presente trabalho foi de caracterizar as enzimas amilolíticas de mandioquinha-salsa (Arracacia xanthorrhiza Bancroft.). Foram realizados ensaios mediante a determinação da atividade enzimática, variando-se as condições do meio, tais como temperatura, pH e concentração de cátions. Em gel de eletroforese foram detectadas três bandas protéicas com intensa atividade hidrolítica. As enzimas apresentaram pH ótimo de atividade em torno de 6,0 e mostraram-se mais sensíveis a valores de pH alcalino quando pré-incubadas a 50oC. A temperatura ótima de ativação enzimática foi de 50oC, enquanto aos 70oC, a atividade amilásica foi reduzida em 80%. Em temperaturas altas temperaturas (60 e 70oC), a inativação enzimática ocorreu após 60 e 25min de incubação, respectivamente. Ensaios de estabilidade térmica mostraram que as amilases mantiveram alta atividade após 25h mediante a incubação a 20 e 30oC. Os valores de Km, Vmax e energia de ativação foram de 0,41mg/mL, 1,11mg/mL/min e 7,53kcal/mol, respectivamente. Constatou-se que a presença de Ca+2 ou Mg+2 provoca aumento na atividade amilásica, enquanto íons de Cu+2 causam uma diminuição. Apesar da discreta atividade amilásica apresentada, as enzimas demonstraram ter alta resistência e estabilidade térmicas.