Accuracy of nonlinear feed formulation for broiler chickens: maximising broiler profit

The modeling technique is simple, useful and practical to calculate optimum nutrient density to maximize profit margins, using nonlinear programming by predictive broiler performance. To demonstrate the influence of the broiler price could interact with nutrient density, the experiment aimed to define the quadratic equations for consumption and weight gain, based on modeling, to be applied to nonlinear programming, according to sex (male and female) in the starter (1 to 21 days), grower (22 to 42 days) and finisher phases (43 to 56 days). The experimental design was a randomized, totaling 6 treatments [energy levels of 2800, 2900, 3000, 3100, 3200 and 3300kcal AME/kg with constant nutrient : AME (Apparent Metabolizable Energy)] with 4 replicates and 10 birds per plot, using the program free download PPFR Excel workbook for feed formulation (http://www.foa.unesp.br/downloads/file_detalhes.asp?CatCod=4&SubCatCod=138&FileCod=1677). Data from this trial confirmed that there was a significant relationship between feed intake and total energy consumption of the diet, in which feed intake was increased or decreased simply to keep the amount of energy, with a constant rate of nutrient : AME. Therefore, the data support that if the essential dietary nutrients are kept in proportion to the energy density of the diet, according to the appropriate requirements (male / female) of broilers, the weight and feed conversion are significantly (P<0.05) favored by increasing the energy density of the diet. Thus, it enables the application of models for maximum profit (nonlinear formulation), to estimate the proportion of weight gain most appropriate according to the price paid by the market.

A Model-Based Approach for Small-Signal Stability Assessment of Unbalanced Power Systems

In this paper, a modeling technique for small-signal stability assessment of unbalanced power systems is presented. Since power distribution systems are inherently unbalanced, due to its lines and loads characteristics, and the penetration of distributed generation into these systems is increasing nowadays, such a tool is needed in order to ensure a secure and reliable operation of these systems. The main contribution of this paper is the development of a phasor-based model for the study of dynamic phenomena in unbalanced power systems. Using an assumption on the net torque of the generator, it is possible to precisely define an equilibrium point for the phasor model of the system, thus enabling its linearization around this point, and, consequently, its eigenvalue/eigenvector analysis for small-signal stability assessment. The modeling technique presented here was compared to the dynamic behavior observed in ATP simulations and the results show that, for the generator and controller models used, the proposed modeling approach is adequate and yields reliable and precise results.

Hunting in Ancient and Modern Amazonia: Rethinking Sustainability

We use a recently developed computerized modeling technique to explore the long-term impacts of indigenous Amazonian hunting in the past, present, and future. The model redefines sustainability in spatial and temporal terms, a major advance over the static "sustainability indices" currently used to study hunting in tropical forests. We validate the model's projections against actual field data from two sites in contemporary Amazonia and use the model to assess various management scenarios for the future of Manu National Park in Peru. We then apply the model to two archaeological contexts, show how its results may resolve long-standing enigmas regarding native food taboos and primate biogeography, and reflect on the ancient history and future of indigenous people in the Amazon.

Do Academic and Private Entrepreneurs differ? An empirical analysis of the Micro-Foundation of Entrepreneurial Orientation

This Doctoral Thesis focuses on the study of individual behaviours as a result of organizational affiliation. The objective is to assess the Entrepreneurial Orientation of individuals proving the existence of a set of antecedents to that measure returning a structural model of its micro-foundation. Relying on the developed measurement model, I address the issue whether some Entrepreneurs experience different behaviours as a result of their academic affiliation, comparing a sample of ‘Academic Entrepreneurs’ to a control sample of ‘Private Entrepreneurs’ affiliated to a matched sample of Academic Spin-offs and Private Start-ups. Building on the Theory of the Planned Behaviour, proposed by Ajzen (1991), I present a model of causal antecedents of Entrepreneurial Orientation on constructs extensively used and validated, both from a theoretical and empirical perspective, in sociological and psychological studies. I focus my investigation on five major domains: (a) Situationally Specific Motivation, (b) Personal Traits and Characteristics, (c) Individual Skills, (d) Perception of the Business Environment and (e) Entrepreneurial Orientation Related Dimensions. I rely on a sample of 200 Entrepreneurs, affiliated to a matched sample of 72 Academic Spin-offs and Private Start-ups. Firms are matched by Industry, Year of Establishment and Localization and they are all located in the Emilia Romagna region, in northern Italy. I’ve gathered data by face to face interviews and used a Structural Equation Modeling technique (Lisrel 8.80, Joreskog, K., & Sorbom, D. 2006) to perform the empirical analysis. The results show that Entrepreneurial Orientation is a multi-dimensional micro-founded construct which can be better represented by a Second-Order Model. The t-tests on the latent means reveal that the Academic Entrepreneurs differ in terms of: Risk taking, Passion, Procedural and Organizational Skills, Perception of the Government, Context and University Supports. The Structural models also reveal that the main differences between the two groups lay in the predicting power of Technical Skills, Perceived Context Support and Perceived University Support in explaining the Entrepreneurial Orientation Related Dimensions.

Charge separation and recombination in novel polymeric absorber materials for organic solar cells : a photophysical study

In dieser Dissertation wird die Ladungsträgergeneration und -rekombination in neuen polymeren Absorbermaterialien für organische Solarzellen untersucht. Das Verständnis dieser Prozesse ist wesentlich für die Entwicklung neuer photoaktiver Materialsysteme, die hohe Effizienzen erzielen und organische Solarzellen konkurrenzfähig im Bereich der erneuerbaren Energien machen. Experimentell verwendet diese Arbeit hauptsächlich die Methode der transienten Absorptionsspektroskopie, die sich für die Untersuchung photophysikalischer Prozesse auf einer Zeitskala von 100 fs bis 1 ms als sehr leistungsfähig erweist. Des Weiteren wird eine soft-modeling Methode vorgestellt, die es ermöglicht, photophysikalische Prozesse aus einer gemessenen transienten Absorptions-Datenmatrix zu bestimmen, wenn wenig a priori Kenntnisse der Reaktionskinetiken vorhanden sind. Drei unterschiedliche Donor:Akzeptor-Systeme werden untersucht; jedes dieser Systeme stellt eine andere Herangehensweise zur Optimierung der Materialien dar in Bezug auf Lichtabsorption über einen breiten Wellenlängenbereich, effiziente Ladungstrennung und schnellen Ladungstransport. Zuerst wird ein Terpolymer untersucht, das aus unterschiedlichen Einheiten für die Lichtabsorption und den Ladungstransport besteht. Es wird gezeigt, dass es möglich ist, den Fluss angeregter Zustände vom Chromophor auf die Transporteinheit zu leiten. Im zweiten Teil wird der Einfluss von Kristallinität auf die freie Ladungsträgergeneration mit einer Folge von ternären Mischungen, die unterschiedliche Anteile an amorphem und semi-kristallinem Polymer enthalten, untersucht. Dabei zeigt es sich, dass mit steigendem amorphen Polymeranteil sowohl der Anteil der geminalen Ladungsträgerrekombination erhöht als auch die nicht-geminale Rekombination schneller ist. Schlussendlich wird ein System untersucht, in dem sowohl Donor als auch Akzeptor Polymere sind, was zu verbesserten Absorptionseigenschaften führt. Die Rekombination von Ladungstransferzuständen auf der unter 100 ps Zeitskala stellt hier den hauptsächliche Verlustkanal dar, da freie Ladungsträger nur an Grenzflächen erzeugt werden können, an denen Donor und Akzeptor face-to-face zueinander orientiert sind. Darüber hinaus wird festgestellt, dass weitere 40-50% der Ladungsträger durch die Rekombination von Grenzflächenzuständen verloren gehen, die aus mobilen Ladungsträgern geminal gebildet werden.

Cost-effectiveness of pharmacogenetic testing to predict treatment response to angiotensin-converting enzyme inhibitor

OBJECTIVE: This study aimed to assess the potential cost-effectiveness of testing patients with nephropathies for the I/D polymorphism before starting angiotensin-converting enzyme (ACE) inhibitor therapy, using a 3-year time horizon and a healthcare perspective. METHODS: We used a combination of a decision analysis and Markov modeling technique to evaluate the potential economic value of this pharmacogenetic test by preventing unfavorable treatment in patients with nephropathies. The estimation of the predictive value of the I/D polymorphism is based on a systematic review showing that DD carriers tend to respond well to ACE inhibitors, while II carriers seem not to benefit adequately from this treatment. Data on the ACE inhibitor effectiveness in nephropathy were derived from the REIN (Ramipril Efficacy in Nephropathy) trial. We calculated the number of patients with end-stage renal disease (ESRD) prevented and the differences in the incremental costs and incremental effect expressed as life-years free of ESRD. A probabilistic sensitivity analysis was conducted to determine the robustness of the results. RESULTS: Compared with unselective treatment, testing patients for their ACE genotype could save 12 patients per 1000 from developing ESRD during the 3 years covered by the model. As the mean net cost savings was euro 356,000 per 1000 patient-years, and 9 life-years free of ESRD were gained, selective treatment seems to be dominant. CONCLUSION: The study suggests that genetic testing of the I/D polymorphism in patients with nephropathy before initiating ACE therapy will most likely be cost-effective, even if the risk for II carriers to develop ESRD when treated with ACE inhibitors is only 1.4% higher than for DD carriers. Further studies, however, are required to corroborate the difference in treatment response between ACE genotypes, before genetic testing can be justified in clinical practice.

Vibro-acoustical analysis and design of a multiple-layer constrained viscoelastic damping structure

The goal of this research is to provide a framework for vibro-acoustical analysis and design of a multiple-layer constrained damping structure. The existing research on damping and viscoelastic damping mechanism is limited to the following four mainstream approaches: modeling techniques of damping treatments/materials; control through the electrical-mechanical effect using the piezoelectric layer; optimization by adjusting the parameters of the structure to meet the design requirements; and identification of the damping material’s properties through the response of the structure. This research proposes a systematic design methodology for the multiple-layer constrained damping beam giving consideration to vibro-acoustics. A modeling technique to study the vibro-acoustics of multiple-layered viscoelastic laminated beams using the Biot damping model is presented using a hybrid numerical model. The boundary element method (BEM) is used to model the acoustical cavity whereas the Finite Element Method (FEM) is the basis for vibration analysis of the multiple-layered beam structure. Through the proposed procedure, the analysis can easily be extended to other complex geometry with arbitrary boundary conditions. The nonlinear behavior of viscoelastic damping materials is represented by the Biot damping model taking into account the effects of frequency, temperature and different damping materials for individual layers. A curve-fitting procedure used to obtain the Biot constants for different damping materials for each temperature is explained. The results from structural vibration analysis for selected beams agree with published closed-form results and results for the radiated noise for a sample beam structure obtained using a commercial BEM software is compared with the acoustical results of the same beam with using the Biot damping model. The extension of the Biot damping model is demonstrated to study MDOF (Multiple Degrees of Freedom) dynamics equations of a discrete system in order to introduce different types of viscoelastic damping materials. The mechanical properties of viscoelastic damping materials such as shear modulus and loss factor change with respect to different ambient temperatures and frequencies. The application of multiple-layer treatment increases the damping characteristic of the structure significantly and thus helps to attenuate the vibration and noise for a broad range of frequency and temperature. The main contributions of this dissertation include the following three major tasks: 1) Study of the viscoelastic damping mechanism and the dynamics equation of a multilayer damped system incorporating the Biot damping model. 2) Building the Finite Element Method (FEM) model of the multiple-layer constrained viscoelastic damping beam and conducting the vibration analysis. 3) Extending the vibration problem to the Boundary Element Method (BEM) based acoustical problem and comparing the results with commercial simulation software.

Control design and genetic algorithm optimization for electrostatic MEMS

This dissertation discusses structural-electrostatic modeling techniques, genetic algorithm based optimization and control design for electrostatic micro devices. First, an alternative modeling technique, the interpolated force model, for electrostatic micro devices is discussed. The method provides improved computational efficiency relative to a benchmark model, as well as improved accuracy for irregular electrode configurations relative to a common approximate model, the parallel plate approximation model. For the configuration most similar to two parallel plates, expected to be the best case scenario for the approximate model, both the parallel plate approximation model and the interpolated force model maintained less than 2.2% error in static deflection compared to the benchmark model. For the configuration expected to be the worst case scenario for the parallel plate approximation model, the interpolated force model maintained less than 2.9% error in static deflection while the parallel plate approximation model is incapable of handling the configuration. Second, genetic algorithm based optimization is shown to improve the design of an electrostatic micro sensor. The design space is enlarged from published design spaces to include the configuration of both sensing and actuation electrodes, material distribution, actuation voltage and other geometric dimensions. For a small population, the design was improved by approximately a factor of 6 over 15 generations to a fitness value of 3.2 fF. For a larger population seeded with the best configurations of the previous optimization, the design was improved by another 7% in 5 generations to a fitness value of 3.0 fF. Third, a learning control algorithm is presented that reduces the closing time of a radiofrequency microelectromechanical systems switch by minimizing bounce while maintaining robustness to fabrication variability. Electrostatic actuation of the plate causes pull-in with high impact velocities, which are difficult to control due to parameter variations from part to part. A single degree-of-freedom model was utilized to design a learning control algorithm that shapes the actuation voltage based on the open/closed state of the switch. Experiments on 3 test switches show that after 5-10 iterations, the learning algorithm lands the switch with an impact velocity not exceeding 0.2 m/s, eliminating bounce.

Optimizing the Density of Holes of EWT Solar Cells Taking Into Consideration Mechanical Aspects

EWT solar cells start from drilled wafers with approximately 100 holes/cm2. These holes act as stress concentrators leading to a reduction in the mechanical strength of this type of wafers. The viability of cells with higher density of holes has been studied. To this end, sets of wafers with different density of holes have been characterized. The ring on ring test has been employed and FE models have been developed to simulate the test. The statistical evaluation permits to draw conclusions about the reduction of the strength depending on the density of holes. Moreover, the stress concentration around the holes has been studied by means of the FE method employing the sub-modeling technique. The maximum principal stress of EWT wafers with twice the density of holes of commercial ones is almost the same. However, the mutual interaction between the stress concentration effects around neighboring holes is only observed for wafers with a density of 200 holes/cm2

Recursos intangibles como factores clave en la gestión estratégica de instituciones de educación superior y su impacto en los procesos de innovación

La presente investigación, tiene como objetivo analizar las influencias que ejercen los recursos intangibles (Gestión del Conocimiento, Marca, Reputación Organizacional y Responsabilidad Social) en la gestión estratégica de las instituciones de educación superior (IES) y el impacto de los mismos en los procesos de innovación a través del valor añadido que se transfiere al entorno. Se considera importante realizar un estudio sobre este tema dado que son las IES las encargadas de proporcionar los conocimientos y los nuevos hallazgos en innovaciones tecnológicas, que son transferidas al tejido productivo de las regiones, lo que proporciona crecimiento económico y mejoras en la calidad de vida. El estudio se enmarca dentro de los postulados de la teoría de los recursos y las capacidades (TRC) y de los intangibles, los cuales sirven de base a la investigación. Se planteó un sistema de hipótesis subdividido en dos vías de influencias. La primera, donde se analizan las influencias directas que ejercen los recursos intangibles sobre los resultados de las IES. La otra vía es la indirecta, que estudia las influencias que ejercen los recursos intangibles gestionados estratégicamente sobre los resultados de las IES. Esta investigación se ha concebido como no experimental, de tipo exploratorio, basada en el paradigma que busca explicar un fenómeno (variable dependiente) a través del comportamiento de las variables independientes. Es un estudio transversal, cuantitativo, que intenta describir las causas del fenómeno. Con el objeto de determinar las influencias o relaciones de causalidad que subyacen entre las variables, se utilizó la técnica del modelo de ecuaciones estructurales (SEM). La población objeto de estudio estuvo constituida por los 857 individuos pertenecientes a los consejos directivos de las IES, que forman parte de las base de datos que gestiona el Consorcio de Escuelas de Ingeniería de Latinoamérica y del Caribe y la Universidad Politécnica de Madrid, con un tamaño de muestra significativa de 250 directivos, lo que representa el 29,42% de la población. Como fuentes de recolección de información se utilizaron fuentes primarias y secundarias. Para recabar la información primaria se diseñó un cuestionario (ad hoc), el cual fue validado por expertos. La información de fuentes secundarias se extrajo de la bases de datos de la Red Iberoamericana de Ciencia y Tecnología (RICYT). Los resultados obtenidos indican que las influencias directas que pueden ejercer los recursos intangibles (Gestión del Conocimiento, Marca, Reputación Organizacional y Responsabilidad Social) no son significativas, por ello se rechazaron todas las hipótesis de la vía de influencia directa. Asimismo, de acuerdo con el contraste realizado al submodelo que representa la vía de influencia indirecta, resultaron significativas las influencias que ejercen los intangibles Gestión del Conocimiento y Reputación Organizacional, gestionadas estratégicamente sobre los resultados con valor añadido generado por las IES y transferidos al entorno. Sin embargo, no se apoyan todas las hipótesis del modelo, debido a que los constructos Marca y Responsabilidad Social resultaron no significativos. Las teorías sobre intangibles enmarcadas en la TRC no son del todo robustas y requieren de mayores esfuerzos por parte de los investigadores para lograr definir los constructos a utilizar. De igual forma, se sigue corroborando el desfase que existe entre las teorías que sustentan la investigación y las comprobaciones empíricas de las mismas. Además, se evidencia que las IES enfocan su actuación hacia la academia, por encima de las otras funciones, otorgando a la enseñanza e investigación y a la reputación organizacional una mayor importancia. Sin embargo, debido a su naturaleza no empresarial, las IES siguen manteniendo una filosofía de gestión enfocada a la generación y transmisión de conocimientos que crean reputación. Se excluyen los intangibles Marca y Responsabilidad Social, por considerar que no aportan valor a sus procesos internos o que están inmersos dentro de otros recursos intangibles. En conclusión, se corrobora el atraso de la gestión estratégica que presentan las IES en Latinoamérica. Se comprueba la no aplicación de postulados básicos de la gerencia moderna que contribuyan al manejo eficiente de todos sus recursos y al logro de sus objetivos. Esto deriva en la necesidad de modernizar la visión estratégica de las IES y en crear mejores mecanismos para lograr reconocer, mantener, proteger y desarrollar los Recursos Intangibles que poseen, realizando combinaciones de recursos óptimas, que maximicen la creación de valor para sí mismas y para la sociedad a la que pertenecen. ABSTRACT This research aims to analyze the influences exerted by intangible resources (Knowledge Management, Brand, Organizational Reputation and Social Responsibility) in the strategic management of higher education institutions (HEIs) and their impact in the innovation processes through the added value that is transferred to the environment. It is considered important to conduct a study on this issue since HEIs are responsible for providing knowledge and new findings on technological innovations, which are then, transferred to the productive fabric of these regions, providing economic growth and improvements in quality of life. The study is framed within the tenets of the Theory of Resources and Capabilities (TRC) and of intangibles which underlie this research. A system of hypotheses was raised which was subdivided into two pathways of influences. In the first system the direct influences exerted by intangible resources on the results of the IES are analyzed. The other system focuses on the indirect influences exerted by the strategically managed intangible resources on the HEIs results. This research is designed as experimental, exploratory and based on the paradigm that seeks to explain a phenomenon (the dependent variable) through the behavior of the independent variables. It is a crosssectional, quantitative study, which attempts to describe the causes of the phenomenon. In order to determine the influences or causal relationships among variables the structural equation modeling technique (SEM) was used. The population under study consisted of 857 individuals from the boards of HEIs, which are part of the database managed by the Consortium of Engineering Schools in Latin America and the Caribbean and the Technical University of Madrid, with a significant sample size of 250 managers which represents 29.42% of the population. As sources of information gathering primary and secondary sources were used. To collect primary information an ad-hoc questionnaire which was validated by experts was designed. The secondary information was extracted from the database of the Latin American Network of Science and Technology (RICYT). The results obtained indicate that the direct influences that intangible resources (Knowledge Management, Brand, Organizational Reputation and Social Responsibility) can exert are not significant. Therefore, all hypotheses related to direct influence were rejected. Also, according to the test made with the system which represents the indirect channel of influence, significant influences were exerted on the results with added value generated by the HEIs by the intangibles Knowledge Management and Organizational Reputation when they were managed strategically. However, all model hypotheses are not supported, because the constructs Brand and Social Responsibility were not significant. Theories of intangibles within the framework of the Theory of Resources and Capabilities are not entirely robust and require greater efforts by researchers to define the constructs to be used. Similarly the existing gap between the theories underpinning research and the empirical tests continues to be corroborated. In addition, there is evidence that HEIs focus their action on the academy neglecting the other functions, giving more importance to teaching, research and organizational reputation. However, due to their non-business nature, HEIs still maintain a management philosophy focused on the generation and transmission of knowledge which leads to reputation. The intangibles Brand and Social Responsibility are excluded, considering that they do not add value to their internal processes or are embedded within other intangible resources. In conclusion, the backwardness of HEIs’ strategic management in Latin America is confirmed. The lack of application of the basic principles of modern management that contribute to the efficient administration of all the resources and the achievement of objectives is proven. This leads to the need to modernize the strategic vision of HEIs and the need for better mechanisms to recognize, maintain, protect and develop the intangible resources they possess, achieving optimal combinations of resources in order to maximize the creation of value for them and for the society to which they belong.

Comparison of micrometeorological techinques for estimating ammonia emission from covered slurry storage and land spreading of cattle slurry

The micrometeorological mass-balance integrated horizontal flux (IHF) technique has been commonly employed for measuring ammonia (NH3) emissions inon-field experiments. However, the inverse-dispersion modeling technique, such as the backward Lagrangian stochastic (bLS) modeling approach, is currently highlighted as offering flexibility in plot design and requiring a minimum number of samplers (Ro et al., 2013). The objective of this study was to make a comparison between the bLS technique with the IHF technique for estimating NH3 emission from flexible bag storage and following landspreading of dairy cattle slurry. Moreover, considering that NH3 emission in storage could have been non uniform, the effect on bLS estimates of a single point and multiple downwind concentration measurements was tested, as proposed by Sanz et al. (2010).

Internalization of quality management in service organizations

Purpose – The purpose of this paper is to analyze the internalization of quality management (QM) on the basis of quality certifiable standards – also referred to as meta-standards – in service organizations. More specifically, the paper analyzes the case of the internalization of a quality standard in the Spanish hotel industry. Design/methodology/approach – The paper examines the relationships between the measures of internalization, benefit, QM tools and motivation, using partial least squares in the framework of the structural equation modeling technique. Findings – The results show that the hotels that have internalized the standard to a greater extent are more likely to be driven by internal motivation, develop more QM tools and achieve greater benefits than the hotels with a lower degree of internalization. Originality/value – As previous studies have examined these issues in relation to the internalization of ISO standards, the present study adds to this important stream of research and contributes by advancing the understanding of these issues through the case of a specific standard for the hotel industry.

Using BWW model to evaluate building ontologies in CGs formalism

The Bunge-Wand-Weber (BWW) representation model defines ontological constructs for information systems. According to these constructs the completeness and efficiency of a modeling technique can be defined. Ontology plays an essential role in e-commerce. Using or updating an existing ontology and providing tools to solve any semantic conflicts become essential steps before putting a system online. We use conceptual graphs (CGs) to implement ontologies. This paper evaluates CG capabilities using the BWW representation model. It finds out that CGs are ontologically complete according to Wand and Weber definition. Also it finds out that CGs have construct overload and construct redundancy which can undermine the ontological clarity of CGs. This leads us to build a meta-model to avoid some ontological-unclarity problems. We use some of the BWW constructs to build the meta-model. (c) 2004 Elsevier Ltd. All rights reserved.

The precursors and impacts of BSR on AMT acquisition and implementation

This paper reports on the results of research into the connections between transaction attributes and buyer-supplier relationships (BSRs) in advanced manufacturing technology (AMT) acquisition and implementation. The investigation began by examining the impact of the different patterns of BSR on the performance of the AMT acquisition. In understanding the phenomena, the study drew upon and integrated the literature of transaction cost economics theory, BSRs, and AMT, and used this as the basis for a theoretical framework and hypotheses development. This framework was then empirically tested using data that were gathered through a questionnaire survey with 147 companies and analyzed using a structural equation modeling technique. The results of the analysis indicated that the higher the level of technological specificity and uncertainty, the more firms are likely to engage in a stronger relationship with technology suppliers. However, the complexity of the technology being implemented was associated with BSR only indirectly through its association with the level of uncertainty (which has a direct impact upon BSR). The analysis also provided strong support for the premise that developing strong BSR could lead to an improved performance in acquiring and implementing AMT. The implications of the study are offered for both the academic and practitioner audience.

Negative brand personality:the construct, its antecedents and outcome variables

By evolving brands and building on the importance of self-expression, Aaker (1997) developed the brand personality framework as a means to understand brand-consumer relationships. The brand personality framework captures the core values and characteristics described in human personality research in an attempt to humanize brands. Although influential across many streams of brand personality research, the current conceptualization of brand personality only offers a positively-framed approach. To date, no research, both conceptually and empirically, has thoroughly incorporated factors reflective of Negative Brand Personality, despite the fact that almost all researchers in personality are in agreement that factors akin to Extraversion (positive) and Neuroticism (negative) should be in a comprehensive personality scale to accommodate consumers’ expressions. As a result, the study of brand personality is only half complete since the current research trend is to position brand personality under brand image. However, with the brand personality concept being confused with brand identity at the empirical stage, factors reflective of Negative Brand Personality have been neglected. Accordingly, this thesis extends the current conceptualization of brand personality by demarcating the existing typologies of desirable brand personality and incorporating the characteristics reflective of consumers’ discrepant self-meaning to provide a more complete understanding of brand personality. However, it is not enough to interpret negative factors as the absence of positive factors. Negative factors reflect consumers’ anxious and frustrated feelings. Therefore, this thesis contributes to the current conceptualization of brand personality by, firstly, presenting a conceptual definition of Negative Brand Personality in order to provide a theoretical basis for the development of a Negative Brand Personality scale, then, secondly, identifying what constitutes Negative Brand Personality and to what extent consumers’ cognitive dissonance explains the nature of Negative Brand Personality, and, thirdly, ascertaining the impact Negative Brand Personality has on attitudinal constructs, namely: Negative Attitude, Detachment, Brand Loyalty and Satisfaction, which have proven to predict behaviors such as choice and (re-)purchasing. In order to deliver on the three main contributions, two comprehensive studies were conducted to a) develop a valid, parsimonious, yet relatively short measure of Negative Brand Personality, and b) ascertain how the Negative Brand Personality measure behaves within a network of related constructs. The mixed methods approach, grounded in theoretical and empirical development, provides evidence to suggest that there are four factors to Negative Brand Personality and, tested through use of a structural equation modeling technique, that these are influenced by Brand Confusion, Price Unfairness, Self- Incongruence and Corporate Hypocrisy. Negative Brand Personality factors mainly determined Consumers Negative Attitudes and Brand Detachment. The research contributes to the literature on brand personality by improving the consumer-brand relationship by means of engaging in a brandconsumer conversation in order to reduce consumers’ cognitive strain. The study concludes with a discussion on the theoretical and practical implications of the findings, its limitations, and potential directions for future research.