Brand attitudes influence on city brand image, and their impact on behavioral intention

The main objective of this Master’s Thesis was to examine the perceived city brand image of tourists and residents. It was aimed to accomplish by examining first the contribution of city attributes and marketing communications on forming brand attitudes, and then discover how the brand attitudes influence on city brand image. The impact of brand attitudes and city brand image on behavioral intention was also reviewed. The empirical part of the thesis was conducted with a quantitative method through online-based survey. The sample (n = 492) consisted of tourists and residents of the case city. The data was analyzed with statistical analyses by SPSS program. Brand attitudes, based on the main attributes, were calculated through multi-attribute attitude model. The results confirmed exposure to marketing communications has direct and positive influence on brand attitudes, especially the offline marketing communications. The findings revealed brand attitudes impact directly on city brand image perception. Brand attitudes and brand image dimensions had direct impact on tourists and residents’ behavioral intention. The findings provide important information for the city marketers. They increase marketers understanding on how target population perceives the city brand image and how it impacts on their future behavior. This thesis reveals the perception of current city brand image and gives guidance on what to emphasize in city branding to increase city’s attractiveness in conjunction with its economic development. Furthermore, the created framework can be utilized also in the future researches.

Perheyhtiö ja paikallisuus. A. Ahlström Osakeyhtiön historian perintö Noormarkussa

Tutkimus tarkastelee kulttuuriperinnön asemaa perheyrityksen yrityskulttuurin,identiteetin ja yrityskuvan osatekijänä ja sitä, miten historiatietoisuus ohjaa yrityksen toimintaa paikallisen vaikuttavuuden näkökulmasta. Samalla tutkimus selvittää, miten liiketoiminnan laajeneminen ja globalisoituminen vaikuttavat paikallistason toimintaan ja miten yritys käyttää kulttuuriperintöään muutosten hallinnassa. Tutkimus on historiallinen tapaustutkimus. Esimerkkitapauksena on A. Ahlström Osakeyhtiö ja Länsi-Suomessa sijaitseva Noormarkun ruukki, joka on ollut yrityksen omistuksessa 1870-luvulta lähtien. 1800-luvun lopusta 2000-luvulle ulottuva tutkimus perustuu pääasiassa arkistolähteisiin. Tutkimuksessa yhdistyvät kulttuuriperinnön ja liiketaloustieteen tutkimuksen sekä historiantutkimuksen lähestymistavat. Paikallistason toiminnan tarkastelussa tutkimus saa piirteitä myös tehdasyhdyskuntatutkimuksesta. Tutkimuksessa perheyrityksen kulttuuriperintöön sisällytetään aineellisen kulttuuriperinnön ja menneisyyden kuvausten lisäksi yrityksen jatkuvuuteen, omistajuuteen, kotipaikkaan ja yhteiskuntavastuuseen liittyvät perinteet. Tutkimus osoittaa, että historia ja perinteet voivat olla yritykselle voimavara mutta myös hidaste. Perheyhtiön traditio on kestänyt liiketoiminnallisista ja organisatorisista muutoksista huolimatta. Suvun rooli yhtiön sisällä on kuitenkin muuttunut. Perhejohtajuudesta on siirrytty sukuomistukseen. Ahlström on tyyppiesimerkki siitä, miten yritykset korostavat historian avulla toimintansa jatkuvuutta, luotettavuutta, uskottavuutta ja innovatiivisuutta. Yritys on rakentanut historiallista yrityskuvaansa muun muassa museoiden, näyttelyiden ja julkaisujen avulla. Yrityksen suhde historialliseen kotipaikkaansa, Noormarkkuun, on ollut poikkeuksellisen kiinteä. Noormarkun ruukki on esimerkki siitä, miten yrityksen menneisyyteen liittyvistä paikoista voi muodostua symbolisia muistin paikkoja. Historiatietoisuus synnyttää ja ylläpitää paikallisvastuuta, joka on ilmennyt eri aikakausina eri tavoin. Ruukin toimintoja on kehitetty, kun vanhat toiminnot ovat päättyneet. 2000-luvulla yritys hyödyntää kulttuuriperintöään liiketoiminnan resurssina, paikallisen liiketoiminnan ja matkailun kehittämisen lähtökohdista. Kansainvälisissä tutkimuksissa historian aktiivista käyttöä yrityksen strategisessa suunnittelussa kuvataan käsitteellä history management. Suomessa aihetta on toistaiseksi tutkittu vähän. Tutkimus on siten avaus yrityksiä kulttuuriperinnön säilyttäjinä ja käyttäjinä koskeville keskusteluille.

University Image vs. University Identity: Congruence between Expectations and Experience

The aim of this thesis was to examine congruencies between university identity and university images of prospective and current students. Therefore, factors essentially influencing on expected and experienced university images were identified. Providing an understanding on the differences in the formation of both concepts allowed the analysis of potential incongruities between a university’s identity and the perceptions its students hold. The study was conducted in July and August 2013 at Lappeenranta University of Technology by means of a web-based research survey. The sample consisted of 160 international Master’s degree students who were admitted in 2011, 2012 and 2013. Descriptive and multivariate statistical analysis methods were used to process the data. The results of the study indicated statistically significant incongruities between the case university’s identity and its students’ images. Further, the expected and experienced university images showed incongruities to each other. Deviations were additionally detected to be dependent on the students’ home regions. All in all, there is potential for an improvement of the students’ experiences resulting from a low perception of the student’s preparation for future job life.

Local Features in Image and Video Processing - Object Class Matching and Video Shot Detection

The usage of digital content, such as video clips and images, has increased dramatically during the last decade. Local image features have been applied increasingly in various image and video retrieval applications. This thesis evaluates local features and applies them to image and video processing tasks. The results of the study show that 1) the performance of different local feature detector and descriptor methods vary significantly in object class matching, 2) local features can be applied in image alignment with superior results against the state-of-the-art, 3) the local feature based shot boundary detection method produces promising results, and 4) the local feature based hierarchical video summarization method shows promising new new research direction. In conclusion, this thesis presents the local features as a powerful tool in many applications and the imminent future work should concentrate on improving the quality of the local features.

European luxury brands made in China: the effect of low-cost country manufacturing on brand image and purchase decisions

European luxury brands have an image of manufacturing their products in the same country where the brands originate. However, in the past years many luxury brands have shifted their manufacturing to countries outside Europe. China is now a common manufacturing country for European luxury brands despite the country’s poor image as a manufacturer. Chinese manufacturing is often associated with bad quality, bad labour conditions, mass production, and counterfeits. The image of China does not quite match the image luxury brands enjoy including characteristics such as high end quality, craftsmanship, details, design, or premium price. A negatively perceived country-of-manufacture may have an effect on a brand’s image and consumers’ purchase decisions. This thesis is focused on European luxury brands manufacturing in China, and how this effects the brand image and purchase decisions among luxury consumers. The empirical part of this thesis is based on focus group research, which is a popular method in the field of qualitative research. The main focus group is female luxury consumers in Finland. This main group has been divided into three categories: 1) the university students, 2) the young career women, 3) the experienced luxury consumers. This categorization has been done based on their different stages in luxury consumption. All in all, the empirical research consisted of 11 interviews and 29 participants. The main contribution of this thesis was that there is a difference between the opinions of the younger groups (university students and young career women) and the experienced luxury consumers when discussing the effect of country-of-manufacture on brand image and purchase decisions of luxury brands. The younger participants thought that manufacturing luxury products in China might affect the brand image, but their purchase decisions would not be that much affected by the country-of-origin. The experienced luxury consumers had quite a different view on the country-of-origin of luxury brands – they found it an important decisive factor prior making purchases. The majority of experienced luxury consumers would not buy luxury products made in China, and they would always check where these products are made in.

Model-Based Tracking Initialization in Ship Building Environment

An augmented reality (AR) device must know observer’s location and orientation, i.e. observer’s pose, to be able to correctly register the virtual content to observer’s view. One possible way to determine and continuously follow-up the pose is model-based visual tracking. It supposes that a 3D model of the surroundings is known and that there is a video camera that is fixed to the device. The pose is tracked by comparing the video camera image to the model. Each new pose estimate is usually based on the previous estimate. However, the first estimate must be found out without a prior estimate, i.e. the tracking must be initialized, which in practice means that some model features must be identified from the image and matched to model features. This is known in literature as model-to-image registration problem or simultaneous pose and correspondence problem. This report reviews visual tracking initialization methods that are suitable for visual tracking in ship building environment when the ship CAD model is available. The environment is complex, which makes the initialization non-trivial. The report has been done as part of MARIN project.

Effect of dietary (n-3) highly unsaturated fatty acids on growth and survival of fat snook (Centropomus parallelus, Pisces: Centropomidae) larvae during first feeding

The effect of rotifers, Brachionus rotundiformis (S-type), fed three different diets: A (rotifer fed Nannochloropsis oculata), B (rotifer fed N. oculata and baker's yeast, 1:1), and C (rotifer fed N. oculata and baker's yeast, 1:1, and enriched with Selcoâ), was evaluated based on the survival, growth and swim bladder inflation rate of fat snook larvae. Rotifers of treatment A had higher levels (4.58 mg/g dry weight) of eicosapentaenoic acid (EPA) than B (1.81 mg/g dry weight), and similar levels (0.04 and 0.06 mg/g dry weight, respectively) of docosahexaenoic acid (DHA). Rotifers of treatment C had the highest levels of EPA (13.2 mg/g dry weight) and DHA (6.08 mg/g dry weight). Fat snook eggs were obtained by spawning induction with human chorionic gonadotropin. Thirty hours after hatching, 30 larvae/liter were stocked in black cylindric-conical tanks (36-liter capacity). After 14 days of culture, there were no significant differences among treatments. Mean standard length was 3.13 mm for treatment A, 3.17 mm for B, and 3.39 mm for C. Mean survival rates were very low (2.7% for treatment A, 2.3% for B, and 1.8% for C). Swim bladder inflation rates were 34.7% for treatment A, 27.1% for B, and 11.9% for C. The lack of differences in growth and survival among treatments showed that the improvement of the dietary value of rotifer may not have been sufficient to solve the problem of larval rearing. Some other factor, probably pertaining to the quality of the larvae, may have negatively influenced survival.

Antioxidant dietary deficiency induces caspase activation in chick skeletal muscle cells

Apoptosis and necrosis are two distinct forms of cell death that can occur in response to different agents and stress conditions. In order to verify if the oxidative stress induced by dietary selenium and vitamin E deficiencies can lead muscle cells to apoptosis, one-day-old chicks were reared using diets differing in their vitamin E (0 or 10 IU/kg) and selenium (0 or 0.15 ppm) supplementation. Chick skeletal muscle tissue was obtained from 28-day-old animals and used to verify apoptosis occurrence based on caspase activity detection and DNA fragmentation. Antioxidant deficiency significantly increased caspase-like activity assessed by the hydrolysis of fluorogenic peptide substrates (Abz-peptidyl-EDDnp) at lambdaexc = 320 nm and lambdaem = 420 nm. Proteolytic activation was not accompanied by typical internucleosomal DNA fragmentation detected by field inversion gel electrophoresis. Although the general caspase inhibitor N-benzyloxycarbonyl-Val-Ala-Asp(O-Me) fluoromethyl ketone (Z-VAD-fmk) (0 to 80 muM) did not block caspase-like activity when preincubated for 30 min with muscle homogenates, the hydrolyzed substrates presented the same cleavage profile in HPLC (at the aspartic acid residue) when incubated with the purified recombinant enzyme caspase-3. These data indicate that oxidative stress causes caspase-like activation in muscle cells and suggest that cell death associated with exudative diathesis (dietary deficiency of selenium and vitamin E) can follow the apoptotic pathway.

A clinical gamma camera-based pinhole collimated system for high resolution small animal SPECT imaging

The main objective of the present study was to upgrade a clinical gamma camera to obtain high resolution tomographic images of small animal organs. The system is based on a clinical gamma camera to which we have adapted a special-purpose pinhole collimator and a device for positioning and rotating the target based on a computer-controlled step motor. We developed a software tool to reconstruct the target’s three-dimensional distribution of emission from a set of planar projections, based on the maximum likelihood algorithm. We present details on the hardware and software implementation. We imaged phantoms and heart and kidneys of rats. When using pinhole collimators, the spatial resolution and sensitivity of the imaging system depend on parameters such as the detector-to-collimator and detector-to-target distances and pinhole diameter. In this study, we reached an object voxel size of 0.6 mm and spatial resolution better than 2.4 and 1.7 mm full width at half maximum when 1.5- and 1.0-mm diameter pinholes were used, respectively. Appropriate sensitivity to study the target of interest was attained in both cases. Additionally, we show that as few as 12 projections are sufficient to attain good quality reconstructions, a result that implies a significant reduction of acquisition time and opens the possibility for radiotracer dynamic studies. In conclusion, a high resolution single photon emission computed tomography (SPECT) system was developed using a commercial clinical gamma camera, allowing the acquisition of detailed volumetric images of small animal organs. This type of system has important implications for research areas such as Cardiology, Neurology or Oncology.

Evaluation of hygienic-sanitary conditions of hospital nutrition and dietary services from the perspectives of internal and external auditors

The objective of this study was to evaluate the hygienic-sanitary conditions of hospital nutrition and dietary services using external and internal auditors. Eleven hospitals were evaluated for their nutrition and dietary services using an evaluation checklist based on food safety requirements in the current legislation. The checklist was applied by an internal auditor (a technical supervisor) and an external auditor (a professional with experience in food services) between August and October 2011. According to the number of items on the evaluation checklist that were considered adequate, the hospital facilities were ranked as excellent, good, regular, bad, or very bad. The results obtained by the auditors were compared. According to these results, it can be said that most of the hospital nutrition and dietary services were rated as good for overall quality by the internal auditor, while the external auditor classified them as Regular. There was a clear difference between the evaluations of the auditors, both in terms of the number of items considered adequate and the overall requirements' average score. It can be concluded that hospital nutrition and dietary services should meet safety requirements in order to provide food. These facilities should have external audits conducted as a way to prevent routine problems from being perpetuated.

Estimate of dietary intake of chloropropanols (3-MCPD and 1,3-DCP) and health risk assessment

Chloropropanols, including 3-monochloropropane-1,2-diol (3-MCPD) and 1,3-dichloropropan-2-ol (1,3-DCP), comprise a group of chemical contaminants with carcinogenic and genotoxic properties. They have been found in a variety of processed foods and food ingredients, such as hydrolyzed vegetable protein, soy sauce, cereal-based products, malt-derived ingredients, and smoked foods. This study aimed to assess the dietary exposure to 3-MCPD and 1,3-DCP in Brazil and verify whether the presence of these substances in foods could represent health risks. The intake was calculated by combining data on food consumption, provided by the Consumer Expenditure Survey 2008-2009, with the levels of contaminant occurrence determined by gas chromatography-mass spectrometry. The exposure to 3-MCPD ranged from 0.06 to 0.51 µg.kg bw-1.day-1 considering average and high consumers, while the intake of 1,3-DCP was estimated to be 0.0036 µg.kg bw-1.day-1 in the worst case scenario evaluated. Based on these results, it was verified that the Brazilians' exposure to chloropropanols does not present a significant health risk. However, the consumption of specific foods containing high levels of 3-MCPD could exceed the provisional maximum tolerable daily intake of 2 µg.kg bw-1 established for this compound and, therefore, represent a potential concern.

Development and chemical and sensory characterization of pumpkin seed flour-based cereal bars

Pumpkin (Cucurbita maxima), popularly known as squash, is a widely grown vegetable in Brazil. In this study, pumpkin seed flours (PSF) with different granulometries were used: PSF 1 (medium granulometry) and PSF 2 (coarse granulometry) in the preparation of cereal bars (CB) with different combinations with brown oats. Five formulations were prepared: CB-1 (control - 25% brown oats and 0% PSF); CB-2 (12.5% PSF 1 and 12.5% brown oats); CB-3 (25% PSF 1 and 0% brown oats); CB-4 (12.5% PSF 2 and 12.5% brown oats); and CB-5 (25% PSF 2 and 0% brown oats). The acceptance test results were analyzed in a conventional preference mapping which indicated that the bars CB-2 and CB-5 received mostly the maximum hedonistic score. With the objective of developing a cereal bar replacing oats with PSF, the bars CB-2 and CB-5 were compared to the conventional bar CB-1. The cereal bars CB-2 and CB-5 showed an increase in crude protein (87.5% and 62.5%) and in dietary fiber (77% and 44%), respectively. These results allowed the classification of CB-2 and CB-5 as fiber sources; they can, therefore, be classified as light products according to the Brazilian legislation.

Optimization of image analysis techniques for quality assessment of whole-wheat breads made with fat replacer

The cellular structure of healthy food products, with added dietary fiber and low in calories, is an important factor that contributes to the assessment of quality, which can be quantified by image analysis of visual texture. This study seeks to compare image analysis techniques (binarization using Otsu’s method and the default ImageJ algorithm, a variation of the iterative intermeans method) for quantification of differences in the crumb structure of breads made with different percentages of whole-wheat flour and fat replacer, and discuss the behavior of the parameters number of cells, mean cell area, cell density, and circularity using response surface methodology. Comparative analysis of the results achieved with the Otsu and default ImageJ algorithms showed a significant difference between the studied parameters. The Otsu method demonstrated the crumb structure of the analyzed breads more reliably than the default ImageJ algorithm, and is thus the most suitable in terms of structural representation of the crumb texture.

Composition and color stability of anthocyanin-based extract from purple sweet potato

AbstractPurple sweet potato (PSP) can provide products with attractive color besides nutritious benefits in food processing. So, the compositions and color stability of an aqueous anthocyanin-based PSP extract were investigated in order to promote its wide use in food industry. PSP anthocyanins were extracted with water, and nine individual anthocyanins (48.72 ug mL–1 in total, 24.36 mg/100 g fresh PSP in yield) were found by HPLC analysis. The PSP extract also contained 17.11 mg mL–1 of protein, 0.44 mg mL–1 of dietary fiber, 2.82 mg mL–1 of reducing sugars, 4.02 ug mL–1 of Se, 54.21 ug mL–1 of Ca and 60.83 ug mL–1 of Mg. Changes in color and stability of the PSP extract, as affected by pH, heat, light and extraction process, were further evaluated. Results indicated that PSP anthocyanins had good stability at pH 2.0-6.0, while the color of PSP extract kept stable during 30 days of storage at 20 °C in dark. Both UV and fluorescent exposure weakened the color stability of PSP extract and UV showed a more drastic effect in comparison. A steaming pretreatment of fresh PSP is beneficial to the color stability.

Formation of the Employer Brand Image

The purpose of this study was to explore the employer brand image and its formation of a Finnish (yet international) service company in B2B sector. In the research qualitative case study method was used to explore the most preferred attributes in employer attraction, the employer brand perceptions towards the case company, and the effectors behind these brand perceptions among the prospective group of employees. The research was conducted through in-depth semistructured interviews among 23-30 undergraduate or graduate business students in Finnish universities close to their graduation. After deriving the attributes of an attractive employer, and exploring their relation to the case company, the employer brand image of the case company was determined and its attractiveness level evaluated. Moreover, the formation of the employer brand image was investigated and its sources detected. The most important factors for the target group in employer attractiveness were found to be company reputation and company culture/work atmosphere. Also career opportunities and international opportunities were seen important. The case company was found to hold a positive, attractive image on company culture and international opportunities, but failing to hold a good reputation as a fair employer. The main and most impactful source of employer brand image was former and current employees - directly or indirectly. Company’s own actions played only small part in employer brand formation as credibility is a critical factor in brand image formation and corporate communication found not to be perceived genuine. Based on the findings, suggestions for further employer branding were made.