Análise comparativa in vitro da resistência friccional entre braquetes metálicos e estéticos

O presente estudo visou comparar in vitro o atrito produzido por braquetes convencionais metálicos e estéticos com canaleta metálica e vítrea quando inseridos fios de secções redonda e retangular de diferentes dimensões, simulando situações sem deslocamento, com deslocamento de 2 mm e com simulação do efeito binding 3º. Foram utilizados 125 braquetes de 5 marcas comerciais (Roth Standard, Composite, Elation, Invu e Radiance), sendo 25 braquetes para cada corpo de prova. Para os ensaios laboratoriais, foram colados 5 braquetes simulando uma hemi-arcada superior direita (incisivos central e lateral, canino, primeiro e segundo premolares) em um dispositivo para posicionamento dos braquetes, sendo este acoplado à máquina universal de ensaios EMIC DL2000. Foram empregados os fios 0,016 , 0,018 e 0,017 x 0,025 NiTi para realização dos ensaios sem deslocamento e com deslocamento de 2 mm e os fios de secção 0,017 x 0,025 , 0,019 x 0,025 e 0,021 x 0,025 CrNi para realização dos ensaios com angulação zero grau e 3º. Para a comparação entre os braquetes nos diferentes fios e angulações, foi utilizada a Análise de Variância e o teste de Tukey (p<0,05). Os resultados demonstraram que nos ensaios sem deslocamento o braquete estético de policarbonato Composite apresentou menor atrito em todos os fios avaliados, enquanto o maior atrito em todas as combinações realizadas foi observado no braquete estético cerâmico monocristalino Radiance em relação aos demais braquetes. Nos ensaios com deslocamento de 2 mm e simulação do efeito binding 3º, os resultados foram semelhantes aos observados nos ensaios sem deslocamento. Contudo, houve uma diferença estatisticamente significante entre os cinco corpos de prova, sendo o atrito verificado, respectivamente e de forma crescente, nos braquetes Composite, Roth Standard, Elation, Invu e Radiance. Pôde-se concluir que a resistência friccional teve influência da composição dos braquetes, diâmetro dos fios e tipo de ensaio realizado (deslocamento de 2 mm e angulação de 3º). Além disso, a inserção da canaleta metálica no braquete estético de policarbonato Elation reduziu de forma estatisticamente significante o atrito, porém esse foi maior do que o gerado por um braquete convencional metálico e, por fim, a incorporação da canaleta vítrea no braquete estético cerâmico policristalino Invu ofereceu uma maior lisura de superfície, reduzindo as irregularidades e imperfeições presentes na canaleta o que levou, consequentemente, a uma redução estatisticamente significante no atrito, o que demonstra que a modificação em sua canaleta favoreceu o deslocamento e reduziu de forma efetiva essa resistência à fricção.

COMPARAÇÃO DO ATRITO IN VITRO EM BRAQUETES ESTÉTICOS CONVENCIONAIS E AUTOLIGADOS

O objetivo do presente estudo consistiu em comparar in vitro o atrito produzido por braquetes estéticos, convencionais e autoligados quando inseridos fios retangulares de aço inoxidável de diferentes dimensões, nas angulações de zero e três graus entre os braquetes. Foram utilizados 120 braquetes de 6 marcas comerciais (Gemini, Clarity convencional, Transcend, Inspire, Clarity autoligado, Damon autoligado), sendo 20 braquetes de cada marca comercial. Para os ensaios laboratoriais, foram colados dois pares de braquetes de cada marca comercial em uma placa metálica, com uma angulação de zero e três graus entre os braquetes. Foram empregados os fios retangulares de aço inoxidável 0,017 x 0,025 , 0,019 x 0,025 e 0,021 x0,025 em uma máquina de ensaios universal Instron . Para a comparação entre os braquetes nos diferentes fios e angulações, foi utilizada a análise de variância e o teste de Tukey (p<0,05). Os resultados demonstraram que na angulação de zero grau, os braquetes autoligados apresentaram menor atrito em relação aos convencionais em todos os fios avaliados, sendo que, o braquete Clarity autoligado apresentou menor atrito estatisticamente significante que o Damon, exceto no fio 0,021 x 0,025 , em que ambos os braquetes autoligados apresentaram atrito estatisticamente semelhante. O braquete Inspire demonstrou o maior atrito em relação aos demais braquetes nos fios 0,019 x0,025 e 0,021 x0,025 . Na angulação de três graus, observou-se resultados semelhantes aos braquetes posicionados sem angulação comparando os braquetes autoligados em relação aos convencionais. Contudo, verificou-se que o atrito entre os braquetes convencionais ocorreu em ordem crescente sendo braquetes Gemini, Clarity convencional, Transcend e Inspire. Pôde-se concluir que a angulação entre os braquetes aumenta consideravelmente o atrito. Além disso, em ambas as angulações, os braquetes autoligados demonstraram menor atrito em relação aos convencionais, sendo que o braquete Clarity autoligado promoveu menor atrito que o Damon estético, exceto no fio 0,021 x 0,025 .(AU)

COMPARAÇÃO DAS FORÇAS DE DEFLEXÃO LIBERADAS ENTRE OS FIOS ORTODÔNTICOS ESTÉTICOS E SUA RELAÇÃO COM O REVESTIMENTO

O objetivo do presente estudo consistiu em comparar as forças de deflexão in vitro entre fios estéticos e fio NiTi, para verificar a força máxima e da região platô e determinar sua correlação com o diâmetro do fio com e sem revestimento. Foram realizados dez ensaios de sete marcas comerciais de arcos précontornados, sendo seis fios estéticos (Invu (I), Optis (O), Flexy Super Elastic Esthetic (FSEE), Niticosmetic (N), Orthocosmetic Elastinol (OE) e Pro Form Coated Nitanium (PFCN)) e um fio NiTi superelástico (Nitinol Super Elastic (NSE)), aplicando-se o teste de curvatura de três pontos, associado a máquina de ensaios universal EMIC. Desenvolveu-se um dispositivo com braquetes cerâmicos (Transcend), cujos fios foram presos por elásticos modulares, sendo obtidos os valores da força de deflexão em 3,0, 2,0 e 1,0mm. O diâmetro dos fios com e sem revestimento foram mensurados com o especímetro digital Micromaster. A análise de variância a um critério (p<0,05) mostrou diferença significante entre os fios e o teste post-hoc de Tukey determinou que a força de deflexão em 3mm para o O

International technology transfer:perceptions and reality of quality and reliability

Impressions about product quality and reliability can depend as much on perceptions about brands and country of origin as on data regarding performance and failure. This has implications for companies in developing countries that need to compete with importers. For manufacturers in industrialised countries it has implications for the value of transferred technologies. This article considers the issue of quality and reliability when technology is transferred between countries with different levels of development. It is based on UK and Chinese company case studies and questionnaire surveys undertaken among three company groups: UK manufacturers; Chinese manufacturers; Chinese users. Results show that all three groups recognise quality and reliability as important and support the premise that foreign technology based machines made in China carry a price premium over Chinese machines based on local technology. Closer examination reveals a number of important differences concerning the perceptions and reality of quality and reliability between the groups.

Personal privacy as a positive experience of shopping:an illustration through the case of online grocery shopping

Purpose - This paper aims to demonstrate the need for an improved understanding of the opportunities offered by privacy online. This is contextualized in the case of supermarket purchases of food in particular, often described as an intimate and personal choice. In the case of grocery shopping, the "intimacy" may be at the household level between members or/and between e-grocers' food offerings, and their other "non-food" related services Design/methodology/approach - This paper draws upon social practice theory research, retailing and consumer behaviour in order to develop a conceptual framework for understanding the value of positive privacy. The research uses 39 in-depth interviews of e-grocery shoppers in the area of Portsmouth (UK). Findings - This paper suggests a framework for embedded elements of positive privacy into retailing strategy as a driver for growth in the e-grocery sector. Three meta-themes requiring different approaches to privacy are uncovered. Positive privacy is dynamic and contextual at the consumer/household levels as well as for product/e-grocery brands. Research limitations/implications - This paper advocates the building of long-term sustainable relationship through sharing, offering, and exchange of information rather than pure technological chasing of data. Originality/value - A consumer centred bottom-up approach is employed demonstrating the value of two-way dialogues with consumers on sensitive issues. E-grocery is used as an illustration that involves regular re-purchase of a basket of staple goods over a long period of time where privacy becomes a latent long-term concern. © Emerald Group Publishing Limited.

Privatisation and sustainable competitive advantage in the emerging economies of Central Europe

Extant research on the impact of privatization in the Central Europe (CE) region has focused on improvements in efficiency and the nature of cost-based advantages. This study argues that the development of a vibrant privatized sector requires attention to the broader resource configurations of domestic enterprises. Empirical research was conducted on a large sample of firms in Poland, Hungary and Slovenia. Foreign investment was found to significantly impact on resource accumulation with implications for the development of strategic capabilities and competitive advantage. Foreign direct investment is an effective vehicle for the transfer of financial resources, reputation and new brands but not organizational capabilities. In terms of practice, this study demonstrates the important role of outside investment in the development of a firm's resource base (Frydman et al. 1999). Companies can gain a competitive advantage in their domestic markets through gaining access to the resources of foreign investors.

Purchase decision-making in fair trade and the ethical 'gap':'is there a fair trade twix?'

Children are increasingly being recognised as a significant force in the retail market place, as primary consumers, influencers of others, and as future customers. This paper adds to the literature on children as consumers by exploring their attitudinal responses to a specific group of products: Fair Trade lines. There has been no research to date that has specifically addressed children as consumers of Fair Trade or the ethical purchase decision-making process in this area. The methodological approach taken here is an essentially interpretive and naturalistic analysis of two focus groups of school children. The analysis found that there is an urgent need to develop meaningful Fair Trade brands that combine strong brand knowledge and positive brand images to bridge the ethical purchase gap between the formation of clear ethical attitudes and actual ethical purchase behaviour. Such an approach would both capture more of the children’s primary market and influence future purchase behaviour. It is argued that Fair Trade actors should coordinate new marketing communications campaigns that build brand knowledge structures holistically around the Fair Trade process and that extend beyond merely raising consumer awareness.

Within-country ethnic differences and product positioning:a comparison of the perceptions of two British sub-cultures

While cross-cultural consumer behaviour and its impact on marketing strategies has received considerable interest within the marketing literature, differences between ethnic groups within countries have received significantly less attention. This study examines the effect of within-country ethnic differences on brand positioning, using the UK automobile industry as a context. Both qualitative and quantitative research is used to identify the perceptions of two sub-cultural groups: British of Indian extraction, and Caucasian British. It was found that these two groups display appreciably different values, and also place different levels of importance on different product attributes when evaluating brands. Furthermore, the two groups exhibited different perceptions of the same set of brands. The results suggest that, to position brands effectively, marketers should take account of cultural diversity within countries as well as between them.

Brand personality perception - regional or country specific

Brand personality is a key determinant of brand equity. Consumers seek brands with congruent personalities and use brands’ personality to define their sense of self. However, far from being universal, previous researches found that European (Spanish) brand personality dimensions differ from those in America and Asia (Japan). Are these typical of the region or do they reflect national variations? This study examines brand personality dimensions among Chinese consumers with consumers responding to 10 different commercial brands. This shows perceptions of brand personality are country specific, due to the differences found between Japanese’ and Chinese’. Implications of these findings are discussed.

Managing brand portfolios:How strategies have changed

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate brands whose fame and spread makes them particularly vulnerable. This study looks at these and other pressures on branding and investigates if and how leading companies have responded in the deployment of their brand portfolios. A repeat audit of the use of brand portfolios by leading companies using exactly the same method used over a decade ago reveals much change. Brand structures of the 20 companies investigated have indeed changed but not uniformly in extent or direction.

City branding:can goods and services branding models be used to brand cities?

A city's branding is investigated using generic product and services branding models. Two generic branding models and tourism segmentation models guide an investigation into city branding 'as it should be' and 'as it is' using Birmingham, England as a case study. The unique characteristics of city brands are identified and Keller's Brand Report Card provides a theoretical framework for building a picture of the brand-building activity taking place in the city. Four themes emerge and are discussed: 1) the impact of a network on brand models developed for organisations; 2) segmentation of brand elements; 3) corporate branding; and 4) the political dimension. A conclusion is that city branding would be more effective if the systems and structures of generic branding models were adopted.

Go/no-go criteria during grocery brand development

Past research into new product screening criteria have largely centered on industrial new products. This study investigates the criteria that managers use for screening and evaluating new grocery products or brands. Theory suggests that the branding, promotional, and trade needs of grocery brands mean that screening criteria for grocery product development will differ from those applied to industrial goods. Our methodology departs from earlier research in gathering information on the accept/reject criteria during new product development rather than examining the reasons for success and failure after launch. The results endorse many findings from the extant literature on new product development. However, we highlight a set of factors that new product managers regard as important to the go/no-go decision in new grocery product or brand development that differs significantly from previous studies. From a research perspective, our study findings make an important contribution to the field by developing measurement scales for addressing NPD in the grocery sector.

How screening criteria change during brand development

Purpose - Despite the increasing sophistication of new product development (NPD) research, the reliance on traditional approaches to studying NPD has left several areas in need of further research. The authors propose addressing some of these gaps, especially the limited focus on consumer brands, evaluation criteria used across different project-review points in the NPD process, and the distinction between "kills", "successes", and "failures". Moreover, they propose investigating how screening criteria change across project-review points, using real-time NPD projects. Design/methodology/approach - A postal survey generated 172 usable questionnaires from a sample of European, North American, Far Eastern and Australian consumer packaged-goods firms, providing data on 314 new product projects covering different development and post-commercialization review points. Findings - The results confirm that acceptance-rejection criteria vary through the NPD process. However, financial criteria dominate across all the project-review points. Initial screening is coarse, focusing predominantly on financial criteria. Fit with organizational, product, brand, promotional, and market requirements dominate in the detailed screen and pre-development evaluation points. At pre-launch, decision-makers focus on product, brand, and promotional criteria. Commercial fit, production synergies, and reliability of the firm's market intelligence are significant discriminators in the post-launch review. Moreover, the importance of marketing and channel issues makes the criteria for screening brands different from those of industrial markets. Originality/value - The study, although largely descriptive and involves a relatively small sample of consumer goods firms, offers new insights into NPD project evaluation behavior. Future, larger-scale investigations covering a broader spectrum of consumer product sectors are needed to validate our results and to explain the reasons behind managers' decisions. © Emerald Group Publishing Limited.

Shining in the center:central gaze cascade effect on product choice

Consumers' tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye-tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the attention process revealed an initial central fixation bias, a tendency to look first at the central option, and a central gaze cascade effect, progressively increasing attention focused on the central option right prior to decision. Only the central gaze cascade effect was related to choice. An offline study with tangible products demonstrated that the centrally located item within a product category is chosen more often, even when it is not placed in the center of the visual field. Despite widespread use, memory-based attention measures were not correlated with eye-tracking measures. They did not capture visual attention and were not related to choice. © 2012 by JOURNAL OF CONSUMER RESEARCH, Inc.

Ownership effects in consumers' brand extension evaluations

In this paper, we examine how brand ownership status affects consumers’ evaluation of brand extensions, using an experiment. In evaluating both brand extension and parent brands, brand owners differ from both nonowners and nonusers of a brand's product category in important ways. While the functional similarity between a brand and its extension impacts on all three groups’ brand extensions, its effects on nonowners and nonusers are more significant than those on brand owners. For brand owners, the most important consideration in their evaluation of brand extensions seems to be the image consistency between a brand and its extensions. Furthermore, there is an interaction effect between brand image consistency and product similarity for brand owners, whereas this effect is nonexistent for nonowners and nonusers.