The Contribution of Mobile Device Manufacturers’ Site Usage to Brand Satisfaction and Loyalty

Recently most of the mobile phone manufacturer companies started to pay extra attention to their websites. This research investigates the sources of value creation on the mobile phone manufacturers’ website and the affect visiting the manufacturers’ website has on brand loyalty and brand satisfaction. The results show a correlation between positive website usage experience, brand loyalty and brand satisfaction. Moreover there is a relation between Novelty, Efficiency, Lock-in and the perceived usefulness the manufacturers’ website has on the mobile phone device. And finally the main reason behind Finnish student’s mobile phone brand loyalty is its country of origin.

Brand positioning for sport goods

The objective of this study was to find out how Exel position itself against its most important competitors, and how it could strengthen its own position in the future. Both end and intermediate customers was researched about their preferences and how the decision process could be influenced. The research was done by telephone interviews and the data was analyzed by statistical methods. The results showed that the decision making when buying floorball sticks is mainly influenced by the image of the brand and the popularity of the brand, rather than the actual technical abilities of the stick.

Consumers’ brand experiences of magazine brands

Tässä kvalitatiivisessa pro gradu -työssä tutkittiin kuluttajien brändikokemuksia aikakauslehtien brändeistä. Päätutkimusongelmana oli kuinka kuluttaja kokee aikakauslehden brändin. Alaongelmia olivat seuraavat: mitä ovat brändikokemukset, mitkä ovat brändikokemuksen ulottuvuudet, mitkä konseptit liittyvät brändikokemukseen, kuka on vastuussa brändikokemusten luomisesta ja miten brändikokemuksia luodaan. Tässä tutkimuksessa on analysoitu yhtä avointa kysymystä: kerro meille kokemuksiasi X lehden brändistä. Vastausten perusteella vastaajista muodostettiin kahdeksan ryhmää: Uloskasvaneet, Internet-sivujen käyttäjät, Toistoon kyllästyneet, Vertaistukijat, Nostalgiset, Uskolliset, Tyytyväiset ja Luottavaiset.

Método rápido de extração de DNA de bactérias

Desenvolveu-se um método rápido para extração de DNA de bactérias, que ao contrário de outros métodos, não requer o uso de enzimas, como lisozima e proteinase K, previamente, utilizado-se o carbonato de silício (carborundum) como agente físico para efetuar a quebrar da parede celular da bactéria. Com este método conseguiu-se extrair DNA bacteriano num menor tempo, além de mais rápido, ele mostrou-se mais simples e econômico, quando comparado aos métodos convencionais. O DNA obtido pode ser utilizado para diversas finalidades relacionadas ao DNA de bactérias, obtendo-se uma quantidade razoável de DNA, que varia de 725 µg/mL a 1170 µg/mL por cada 0,1 g de célula bacteriana, com ótima qualidade.

Método rápido para extração de DNA de Puccinia kuehnii

Foi desenvolvido um método eficiente, rápido e de baixo custo para extração de DNA de Puccinia kuehnii, patógeno causador da ferrugem alaranjada em cana-de-açúcar, importante doença de recente emergência no ocidente. O protocolo de extração foi testado em esporos recém-coletados e em esporos armazenados a -80ºC por 7 meses. Com uma quantidade inicial de 15 mg de esporos foi obtido concentrações médias de DNA variando de 880,8 mg/mL a 1115,9 mg/mL. A amplificação do DNA extraído foi positiva para as amostras avaliadas.

The True Brand Loyalty in the Finnish Tabloid Industry

Asiakas- ja brandiuskollisuutta on tutkittu 1920-luvulta alkaen ja sitä käsittelevän kirjallisuuden kirjo on hyvin laaja. Empiirisiä tutkimuksia löytyy kattava joukko aina pankkimaailmasta päivittäiskaupan tuotteisiin. Iltapäivälehtimarkkinaa tutkivaa empiiristä asiakas- tai brandiuskollisuustutkimusta ei kuitenkaan toistaiseksi ole tieteellisen tutkimuksen saralla tehty. Tässä tutkimuksessa perehdytään asiakas- ja brandiuskollisuuden maailmaan ja tutkitaan brandiuskollisuuden toteutumista suomalaisien iltapäivälehtien keskuudessa. Tutkimuksen keskeisin tavoite on selvittää, voidaanko todeta asiakas- ja brandiuskollisuutta olevan suomalaisien iltapäivälehtien keskuudessa ja mikäli sitä todetaan olevan, mitkä ovat ne tekijät, jotka tämän uskollisuuden muodostumiseen vaikuttavat. Tutkimus toteutettiin yhteistyössä toisen suuren suomalaisen iltapäivälehtitalon kanssa. Empiirinen tutkimus toteutettiin strukturoituna Internet-kyselynä, josta saatu aineisto analysoitiin kvantitatiivisin tutkimusmenetelmin. Tutkimuksen tulokset osoittavat, että asiakas- ja brandiuskollisuutta löytyy suomalaisien iltapäivälehtien keskuudessa. Tärkeimmät havainnot osoittavat, että muun muassa uskollisuus iltapäivälehden verkkosivustoa kohtaan vaikuttaa positiivisesti uskollisuuteen ja toistuvaan ostokäyttäytymiseen samaa iltapäivälehteä kohtaan. Tämä on merkittävä löytö, sillä asian on monissa aiemmissa tutkimuksissa oletettu olevan päinvastoin. Myös luottamus brandiin, sitoutuneisuus brandiin, asiakkaan kokemat hyödyt ja asiakastyytyväisyys todettiin tutkimustuloksien pohjalta vaikuttavan positiivisesti sekä asenteellisen että behavioristisen uskollisuuden muodostumiseen iltapäivälehtiä kohtaan.

Extração de DNA genômico de tecidos foliares maduros de espécies nativas do cerrado

Grandes quantidades de contaminantes na amostra de DNA dificultam a obtenção de DNA genômico de qualidade durante a extração. A presença de polissacarídeos, fenóis e outros compostos secundários representa o principal problema com o procedimento de isolamento do DNA e sua aplicação subsequente, por inibir a atividade das enzimas Taq DNA polimera-se e enzimas de restrição. Neste estudo, descreveu-se um procedimento modificado baseado no hexadecyltrimethylammonium (CTAB), rendendo DNA genômico satisfatório para técnicas de manipulação subsequente, como reações de PCR e digestão com enzima de restrição. Nesse protocolo foram utilizadas diferentes concentrações de β-mercaptoetanol no tampão de extração (0,0; 0,2; 10; 15; 25; e 50 uL de β-mercaptoetanol/mL do tampão de extração: 100 mM de Tris-HCl, pH 8; 20 mM de EDTA; 1,4 mM de NaCl; 2% de CTAB; 1% de PVP), cujo procedimento foi aplicado no caso de folhas maduras e testado em Annona crassiflora (arati-cum), Eugenia dysenterica (cagaita), Anacardium humilis (caju-do-campo), Hancornia speciosa (mangaba) e Caryocar brasiliense (pequi). O protocolo foi eficiente no isolamento de DNA livre de polissacarídeos e polifenóis, com rendimento do DNA com alto peso molecu-lar, utilizando-se concentrações a partir de 1% de β-mercaptoetanol no tampão de extração. O DNA isolado por esse método mostrou alta pureza, de acordo com as análises de digestão por restrição e amplificação por PCR.

Stretching a service concept brand

Brands have become one of the most valuable assets for organizations, which is why organizations want to benefit from them in whole scale. However, service concept brands are still little researched. The purpose of this research is to study how brand stretching and co-branding strategies can help a service concept brand to attain wider target market. More specifically, this research aims to contribute the methods and their risks and benefits to different customer levels of a group fitness brand. This study is a qualitative single case analysis embedded with multiple units of analysis. The data used in this study was gathered by nine theme interviews. The interviewees are from one of the customer levels of the service concept provided by the case organization. The interviews are made in different geographical areas in Finland. The results of the study will clarify and illustrate the differences and similarities between the theoretical framework and practise. Several differences between traditional brand stretching and co-branding strategies and those that are possible to employ by a service concept brand were found. The answers of the interviewees were slightly different depending on their role in the organization and their experience from the branch. However, they proved that not all brand stretching or co-branding strategies are applicable in the group fitness brand. Nevertheless, also several similarities that benefit the group fitness brand were found.

SOCIAL MEDIA IN INTERNATIONAL BRAND COMMUNICATION OF SMES - A multiple case study of small Finnish design-intensive companies

Social media is a rather new phenomenon which has revolutionised the world of online communication. However, academic research on how companies can benefit from social media is lacking. The research objective of this thesis was to examine the use of social media in international brand communication of small Finnish design-intensive companies. Therefore, this research contributes also to the research gap in SME branding. The focus was on communication targeted at consumers. The research was carried out as a mixed methods research employing the questionnaire and multiple case study methods. The questionnaire was used to gather preliminary information on Finnish design-intensive companies and to provide an eligible list of companies for deeper examination. Then, four case companies were studied in more depth. The empirical evidence of the case companies was mainly gathered through theme interviews. The results of the questionnaire shed light on the internationalisation of small Finnish designintensive companies. On average, the companies had internationalised rather quickly after they had been founded. However, the share of exports was rather low in most of the companies. The results revealed also that social media was already used widely in the exporting companies and the use can be expected to grow in future. The findings of the multiple case study suggest that branding activities in small Finnish designintensive companies are constrained by limited resources and skills. In addition, the branding activities are strongly guided by the vision and values of the entrepreneur(s) rather than extensive marketing research. The brand structure was simple in all case companies and they aimed at having a standardised brand image across markets. However, all case companies had faced a need for some adaptation of their international brand communication. Internationally important brand communication channels were international fairs, the internet, word-of-mouth and social media. Social media offered a cost-effective brand communication channel for the case companies. It was used for various purposes, such as creating brand awareness and affecting how the brand is perceived. The entrepreneurs found the use of social media to be rather easy and the case companies had not faced any major challenges. However, the companies had recognised that communication in social media requires consistency and planning. The planning was rather informal and stayed on a general level. Overall, the utilisation of social media in the case companies was limited by a lack of resources. It seemed to affect especially the follow-up of brand communication in social media which stayed rather superficial.

Developing a Brand Positioning Model for International Strategic Marketing

The target of this thesis is to develop a brand positioning process model for the case company’s international operations. The model will make the process more effective and decrease the risk of relevant aspects being forgotten. The focus is on the international operations although generally the brand positioning can be seen as a standardized subject and, thus, there is no need to distinguish market areas. Constructive research approach is chosen as a research method. Internal interviews are done in order to give the much needed insight about the case company’s current processes and circumstances. Based on theory, interviews as well as internal and external material the model is built. The most difficult part in building the model is to determine the order of each phase. Also, deciding the number of each phase can be problematic. The model should be brief and assertive in order to reduce the risk of misunderstanding between employees from different units. Based on the analysis of the interviews and the theory the brand positioning process model is presented with indication of the order of each phase. The model is divided to three main groups: Analyzing the Environment, Determining the Brand Position, and Documenting the BPS. The benefits of the model are that overlapping work can be reduced, too similar brands can be noticed and it is easier to train new employees.

Application of morphometry, static DNA ploidy analysis, and steroid receptor expression in diagnosis and prognosis of Libyan breast cancer

The aim of this study was to describe the demographic, clinicopathological, biological and morphometric features of Libyan breast cancer patients. The supporting value of nuclear morphometry and static image cytometry in the sensitivity for detecting breast cancer in conventional fine-needle aspiration biopsies were estimated. The findings were compared with findings in breast cancer in Finland and Nigeria. In addation, the value of ER and PR were evaluated. There were 131 histological samples, 41 cytological samples, and demographic and clinicopathological data from 234 Libyan patients. The Libyan breast cancer is dominantly premenopausal and in this feature it is similar to breast cancer in sub-Saharan Africans, but clearly different from breast cancer in Europeans, whose cancers are dominantly postmenopausal in character. At presention most Libyan patients have locally advanced disease, which is associated with poor survival rates. Nuclear morphometry and image DNA cytometry agree with earlier published data in the Finnish population and indicate that nuclear size and DNA analysis of nuclear content can be used to increase the cytological sensitivity and specificity in doubtful breast lesions, particularly when free cell sampling method is used. Combination of the morphometric data with earlier free cell data gave the following diagnostic guidelines: Range of overlap in free cell samples: 55 μm2 -71 μm2. Cut-off values for diagnostic purposes: Mean nuclear area (MNA) >54 μm2 for 100% detection of malignant cases (specificity 84 %), MNA < 72 μm2 for 100% detection of benign cases (sensitivity 91%). Histomorphometry showed a significant correlation between the MNA and most clinicopathological features, with the strongest association observed for histological grade (p <0.0001). MNA seems to be a prognosticator in Libyan breast cancer (Pearson’s test r = - 0.29, p = 0.019), but at lower level of significance than in the European material. A corresponding relationship was not found in shape-related morphometric features. ER and PR staining scores were in correlation with the clinical stage (p= 0.017, and 0.015, respectively), and also associated with lymph node negative patients (p=0.03, p=0.05, respectively). Receptor-positive (HR+) patients had a better survival. The fraction of HR+ cases among Libyan breast cancers is about the same as the fraction of positive cases in European breast cancer. The study suggests that also weak staining (corresponding to as few as 1% positive cells) has prognostic value. The prognostic significance may be associated with the practice to use antihormonal therapy in HR+ cases. The low survival and advanced presentation is associated with active cell proliferation, atypical nuclear morphology and aneuploid nuclear DNA content in Libyan breast cancer patients. The findings support the idea that breast cancer is not one type of disease, but should probably be classified into premenopausal and post menopausal types.