The brand likeability scale: an exploratory study of likeability in firm-level brands

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.

Space, authenticity and utopia in the hip-hop teen dance film

The dance film flourished in the 2000s in the form of the hip-hop teen dance film. Such films as Save the Last Dance (Thomas Carter, 2001), Honey (Billy Woodruff, 2002) and Step Up (Anne Fletcher, 2006) drew on hip-hop’s dominance of the mainstream music industry and combined the teen film’s pre-existing social problem and musical narratives. Yet various tension were created by their interweaving of representations of post-industrial city youth with the utopian sensibilities of the classical Hollywood musical. Their narratives celebrated hip-hop performance, and depicted dance’s ability to bridge cultural boundaries and bring together couples and communities. These films used hip-hop to define space and identity yet often constructed divisions within their soundscapes, limiting hip-hop’s expressive potential. This article explores the cycle’s celebration of, yet struggle with, hip-hop through examining select films’ interactions between soundscape, narrative and form. It will engage with these films’ attempts to marry the representational, narrative and aesthetic meanings of hip-hop culture with the form and ideologies of the musical genre, particularly the tensions and continuities that arise from their engagement with the genre’s utopian qualities identified by Richard Dyer (1985). Yet whilst these films illustrate the tensions and challenges of combining hip-hop culture and the musical genre, they also demonstrate an effective integration of hip-hop soundscape and the dancing body in their depiction of dance, highlighting both form’s aesthetics of layering, rupture and flow (Rose, 1994: 22).

Holoprosencephaly and Holoprosencephaly-Like Phenotypes: Review of Facial and Molecular Findings in Patients From a Craniofacial Hospital in Brazil

Here we report on the clinical and genetic data for a large sample of Brazilian patients studied at the Hospital de Reabilitacao de Anomalas Craniofaciais-Universidade de Sao Paulo (HRAC-USP) who presented with either the classic holoprosencephaly or the holoprosencephaly-like (HPE-L) phenotype. The sample included patients without detected mutations in some HPE determinant genes such as SHH, GLI2, SIX3, TGIF, and PTCH, as well as the photographic documentation of the previously reported patients in our Center. The HPE-L phenotype has been also called of HPE ``minor forms"" or ""microforms,"" The variable phenotype, the challenge of genetic counseling, and the similarities to patients with isolated cleft lip/palate are discussed. (c) 2010 Wiley-Liss, Inc.

Upregulation of E2F1 in cerebellar neuroprogenitor cells and cell cycle arrest during postnatal brain development

In the developing cerebellum, proliferation of granular neuroprogenitor (GNP) cells lasts until the early postnatal stages when terminal maturation of the cerebellar cortex occurs. GNPs are considered cell targets for neoplastic transformation, and disturbances in cerebellar GNP cell proliferation may contribute to the development of pediatric medulloblastoma. At the molecular level, proliferation of GNPs is regulated through an orchestrated action of the SHH, NOTCH, and WNT pathways, but the underlying mechanisms still need to be dissected. Here, we report that expression of the E2F1 transcription factor in rat GNPs is inversely correlated with cell proliferation rate during postnatal development, as opposed to its traditional SHH-dependent induction of cell cycle. Proliferation of GNPs peaked at postnatal day 3 (P3), with a subsequent continuing decrease in proliferation rates occurring until P12. Such gradual decline in proliferating neuroprogenitors paralleled the extent of cerebellum maturation confirmed by histological analysis with cresyl violet staining and temporal expression profiling of SHH, NOTCH2, and WNT4 genes. A time course analysis of E2F1 expression in GNPs revealed significantly increased levels at P12, correlating with decreased cell proliferation. Expression of the cell cycle inhibitor p18 (Ink4c) , a target of E2F1, was also significantly higher at P12. Conversely, increased E2F1 expression did not correlate with either SMAC/DIABLO and BCL2 expression profiles or apoptosis of cerebellar cells. Altogether, these results suggest that E2F1 may also be involved in the inhibition of GNP proliferation during rat postnatal development despite its conventional mitogenic effects.

WNT5A Mutations in Patients With Autosomal Dominant Robinow Syndrome

Robinow syndrome is a skeletal dysplasia with both autosomal dominant and autosomal recessive inheritance patterns. It is characterized by short stature, limb shortening, genital hypoplasia, and craniofacial abnormalities. The etiology of dominant Robinow syndrome is unknown; however, the phenotypically more severe autosomal recessive form of Robinow syndrome has been associated with mutations in the orphan tyrosine kinase receptor, ROR2, which has recently been identified as a putative WNT5A receptor. Here, we show that two different missense mutations in WNT5A, which result in amino acid substitutions of highly conserved cysteines, are associated with autosomal dominant Robinow syndrome. One mutation has been found in all living affected members of the original family described by Meinhard Robinow and another in a second unrelated patient. These missense mutations result in decreased WNT5A activity in functional assays of zebrafish and Xenopus development. This work suggests that a WNT5A/ROR2 signal transduction pathway is important in human craniofacial and skeletal development and that proper formation and growth of these structures is sensitive to variations in WNT5A function. Developmental Dynamics 239:327-337, 2010. (C) 2009 Wiley-Liss, Inc.

Rotation effect on geodesic and zonal flow modes in tokamak plasmas with isothermal magnetic surfaces

The electrostatic geodesic mode oscillations are investigated in rotating large aspect ratio tokamak plasmas with circular isothermal magnetic surfaces. The analysis is carried out within the magnetohydrodynamic model including heat flux to compensate for the non-adiabatic pressure distribution along the magnetic surfaces in plasmas with poloidal rotation. Instead of two standard geodesic modes, three geodesic continua are found. The two higher branches of the geodesic modes have a small frequency up-shift from ordinary geodesic acoustic and sonic modes due to rotation. The lower geodesic continuum is a newzonal flowmode (geodesic Doppler mode) in plasmas with mainly poloidal rotation. Limits to standard geodesic modes are found. Bifurcation of Alfven continuum by geodesic modes at the rational surfaces is also discussed. Due to that, the frequency of combined geodesic continuum extends from the poloidal rotation frequency to the ion-sound band that can have an important role in suppressing plasma turbulence.

Aerosol properties, in-canopy gradients, turbulent fluxes and VOC concentrations at a pristine forest site in Amazonia

Aerosol physical and chemical properties were measured in a forest site in central Amazonia (Cuieiras reservation, 2.61S; 60.21W) during the dry season of 2004 (Aug-Oct). Aerosol light scattering and absorption, mass concentration, elemental composition and size distributions were measured at three tower levels (Ground: 2 m; Canopy: 28 m, and Top: 40 m). For the first time, simultaneous eddy covariance fluxes of fine mode particles and volatile organic compounds (VOC) were measured above the Amazonian forest canopy. Aerosol fluxes were measured by eddy covariance using a Condensation Particle Counter (CPC) and a sonic anemometer. VOC fluxes were measured by disjunct eddy covariance using a Proton Transfer Reaction Mass Spectrometer (PTR-MS). At nighttime, a strong vertical gradient of phosphorus and potassium in the aerosol coarse mode was observed, with higher concentrations at Ground level. This suggests a source of primary biogenic particles below the canopy. Equivalent black carbon measurements indicate the presence of light-absorbing aerosols from biogenic origin. Aerosol number size distributions typically consisted of superimposed Aitken (76 nm) and accumulation modes (144 nm), without clear events of new particle formation. Isoprene and monoterpene fluxes reached respectively 7.4 and 0.82 mg m(-2) s(-1) around noon. An average fine particle flux of 0.05 +/- 0.10 10(6) m(-2) s(-1) was calculated, denoting an equilibrium between emission and deposition fluxes of fine mode particles at daytime. No significant correlations were found between VOC and fine mode aerosol concentrations or fluxes. (C) 2009 Elsevier Ltd. All rights reserved.

Grafisk profilering med praktisk tillämpning på PZ hair : Graphic profiling with a practical application on PZ hair

Design, Grafiskt program, Symbol, Hair

Grafisk profil för House of Sweden (Washington D.C.)

Detta examensarbete innefattar både en fördjupning och en praktisk del inom ämnet grafisk profilering och visuellt identitetsskapande. Den praktiska delen av examensarbetet har utförts parallellt med reklambyrån Cabesa Communication Sweden AB, Stockholm. Fördjupningsdelen behandlar områden som branding, företagsidentitet och grafisk profil. För att skapa ett starkt varumärke på en marknad krävs välplanerade, strategiska och originella reklamkampanjer samt en stark och enhetlig visuell identitet. Med hjälp av fördjupningen så har en kunskapsgrund lagts inom ämnet grafisk profilering och det praktiska arbetet har förenklats mycket.Den praktiska delen innehåller framtagning av en grafisk profil med tillhörande manual till House of Sweden, Sveriges nya ambassad, Event Center och lägenhetsbyggnad i Washington D.C., USA. Genom en kvalitativ och enhetlig grafisk profil ska House of Sweden kunna bli ett starkt och välkänt varumärke. Den grafiska profilen bygger på ett antal huvuddelar; logotyp, typsnitt, färger och bildspråk. Utifrån dessa delar har bland annat korrespondensprogram, annonser och profilartiklar tagits fram, allt sammanställt i en omfattandegrafisk manual.

Acoustic Design in Urban Development : analysis of urban soundscapes and acoustic ecology research in New York City

The world is urbanizing rapidly with more than half of the global population now living in cities. Improving urban environments for the well-being of the increasing number of urban citizens is becoming one of the most important challenges of the 21st century. Even though it is common that city planners have visions of a ’good urban milieu’, those visions are concerning visual aesthetics or practical matters. The qualitative perspective of sound, such as sonic diversity and acoustic ecology are neglected aspects in architectural design. Urban planners and politicians are therefore largely unaware of the importance of sounds for the intrinsic quality of a place. Whenever environmental acoustics is on the agenda, the topic is noise abatement or noise legislation – a quantitative attenuation of sounds. Some architects may involve acoustical aspects in their work but sound design or acoustic design has yet to develop to a distinct discipline and be incorporated in urban planning.My aim was to investigate to what extent the urban soundscape is likely to improve if modern architectural techniques merge with principles of acoustics. This is an important, yet unexplored, research area. My study explores and analyses the acoustical aspects in urban development and includes interviews with practitioners in the field of urban acoustics, situated in New York City. My conclusion is that to achieve a better understanding of the human living conditions in mega-cities, there is a need to include sonic components into the holistic sense of urban development.

Grafisk profilering som en del avvarumärkesarbetet

A strong brand can help a company to be easier to recognize and be remembered by their customers. Part of branding is to create a visual appearance which is called a graphic profile and contains information on for instance a logo, colours or typography.The objective of this thesis was to create a graphic profile for Stjørdal Tannhelsesenter that could serve as a base for a brand work in the future. It was important to analyze how the clinic wants to be perceived and how it is perceived today. The methods used to carry out this study were questionnaires, researches and a focus group.The work resulted in the generation of a graphic profile that included a new logo, colours, decorative elements, fonts, templates for stationery, business card / badge, imagery, and examples of some publications.According to the test which was made to examine the results of the project showed that I was successful and that the new design meets all the requests from the previous questionnaires.

Grafisk profil till ett företag som tillverkar handgjorda textilprodukter av naturmaterial : Hur kan en hemsida kommunicera ett varumärke?

Målet med detta examensarbete var att skapa en grafisk profil till företaget Lyst Form AB som bedriver större delen av sin affärsverksamhet via en hemsida. Företaget säljer handgjorda kläder och accessoarer i lintyg. En teoretisk del i arbetet tar upp hur varumärket kan kommuniceras genom hemsidan. Den grafiska profilen utformades utifrån företagets identitet. Det är viktigt att företaget speglas på ett korrekt sätt. Ett företags identitet kan beskrivas som organisationens själ och den visas utåt i form av bland annat den grafiska profilen. Denna ses därför som en viktig identitetsbärare och den kan kallas för den visuella identiteten. En grafisk profil innehåller bland annat logotyp, profilfärger samt typografi. Företagets målgrupp ansågs vara en viktig del i hela processen eftersom de i slutändan ska tilltalas av den grafiska profilen. Först gjordes en grundlig undersökning och research av företaget för att få en god uppfattning av dess identitet. Även konkurrenterna granskades. En enkätundersökning gjordes för att kunna samla information utifrån målgruppens perspektiv. Denna informationsinsamling gav ett bra underlag och en riktlinje i framtagningen av den grafiska profilen.   Under designprocessens gång diskuterades de logotypförslag som togs fram med hjälp av en sammansatt fokusgrupp. Diskussionen var givande och var till stor nytta i designprocessen. Baserat på den grafiska profilen skapades en layout för hemsidan samt exempel på trycksaker för att visa hur den kan användas. En enklare grafisk manual skapades för att företaget ska kunna synas utåt på ett enhetligt sätt. En sista enkätundersökning gjordes för att se om målet uppnåtts. Resultatet visade att den nya framtagna grafiska profilen var en klar förbättring jämfört mot den nuvarande sett utifrån företagets identitet. I slutändan valde dock företaget en annan logotyp. Detta påvisar svårigheterna i processen att ta fram en grafisk profil. Alla delar i processen är viktiga och undersökningarna är bland annat en av de väsentliga delarna vilka bidrar med en större chans till ett bra slutresultat som tar hänsyn till både företagets och målgruppens åsikter.  

Generationsväxling i offentlig sektor : En kvalitativ studie om det kommunala arbetet medpensionsavgångar

Denna studie syftar till att undersöka hur en medelstor kommun kan arbeta strategiskt med problematiken gällande kompetensförlust samt att vara en attraktiv arbetsgivare inför kommande pensionsavgångar. Vidare syftar studien till att, utifrån resultatet, arbeta fram ett förslag till HR-strategi för den problematik de förestående pensionsavgångarna för med sig. För att få svar på våra undersökningsfrågor har vi utfört en fallstudie i Falu kommun och för denna använt oss av semistrukturerade intervjuer med fyra personer i chefsposition och en mångfaldskommunikatör, samt en fokusgrupp bestående av fyra medarbetare från HR-avdelningen. Detta gav oss flera perspektiv på problematiken, vilket vi anser stärker tillförlitligheten i resultatet. I efterhand kan vi dock se att ett större antal intervjupersoner hade varit att föredra, detta för att få fler medarbetares tankar och åsikter om ämnet. Emellertid var detta inte möjligt då chefer i kommunen var svåra att få kontakt med.Resultatet visar att uppfattningen om pensionsavgångar är varierande då en av respondenterna menar att det inte är något att oroa sig över, medan övriga respondenter anser att det är en stor utmaning kommunen har framför sig. Resultatet visar även att Falu kommun i dagsläget arbetar strategiskt med ett flertal olika åtgärder för att stärka sitt arbetsgivarmärke externt såsom exempelvis ambassadörskap och talent management, vilket tidigare forskning visar är en nödvändighet för en organisations konkurrenskraft och således attrahera samt behålla medarbetare. Gällande kompetensöverföring visar resultatet att det idag finns en medvetenhet om riskerna för kompetensförluster. Dock utförs ett begränsat arbete för att överföra viktiga kompetenser, åtminstone med syfte att hantera den risk för kompetensförlust som väntas i och med den förestående generationsväxlingen. Tidigare forskning inom området pensionsavgångar visar dock att förlusten av viktiga kompetenser är det största hotet.Vår slutsats av denna studie är att Falu kommun är på rätt väg att hantera den problematik som förväntas uppstå, dock behöver kommunen öka medvetenheten genom kommunikation och intern marknadsföring samt arbeta samman en gemensam syn på pensionsavgångarna i alla förvaltningar. Vi menar även att det är av stor vikt att se över kompetenserna i organisationen och börja agera för att inte mista viktiga kompetenser i och med de förestående pensionsavgångarna. Detta är områden som behandlas i det förslag till HR-strategi vi har arbetat fram.

Integrated Marketing and Strategic Resources

As institutions seek in to increase enrollments, they create centralized marketing offices that oversee all institutional branding. This report examines staff and technology resources necessary to support centralized marketing efforts. It also describes advertising spend mixes and the assessment of integrated marketing initiatives.