This study examines the impact of cultural involvement on brand enriching benefits and consumers' willingness to pay a premium (WPP). Additionally, it explores the underlying mechanisms behind this impact. A partial least squares structural equation model was used to analyze the data collected from a pretest (N = 70) and an online survey (N = 1053) conducted in China. The moderating effect of brand type was examined using a multi-group analysis. The results indicate that cultural involvement has a significant and positive impact on brand enriching benefits, consequently enhancing consumers' WPP. Additionally, brand happiness mediates the relationship between brand enriching benefits and WPP. Through a multi-group analysis, the impact of brand culture on brand equity is found to be more pronounced in functional brands compared with symbolic brands. Additionally, high perceived quality facilitates the transformation of brand enriching benefits into WPP. Managers value the ability of a brand culture to create brand equity and implement differentiation strategies based on different brand types. It is critical for managers to use a culture and its rich benefits wisely and to consider consumer happiness in the brand experience. Although brand culture and its impact on brands are crucial, previous studies have only focused on qualitative analyses, while empirical research on the direct link between brand culture and equity has been lacking. This study empirically tests a conceptual model that elucidates the relationship between brand cultural involvement, brand enriching benefits, brand happiness, WPP, brand type, and perceived quality. It extends previous research and offers suggestions for academics and brand managers interested in effectively leveraging brand culture for brand building.
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http://dx.doi.org/10.3390/bs14100908 | DOI Listing |
J Acquir Immune Defic Syndr
December 2024
The Johns Hopkins University, Baltimore, MD.
Background: On demand, topical PrEP is desired by those preferring episodic, nonsystemic PrEP. PC-1005 gel (MIV-150, zinc, and carrageenan) exhibits in vitro antiviral HIV-1, human papillomavirus (HPV), and herpes simplex virus type 2 (HSV-2) activity, attractive for a multipurpose prevention technology candidate. We evaluated the safety, pharmacokinetics, and antiviral effect of rectally applied PC-1005.
View Article and Find Full Text PDFHeliyon
January 2025
Coordination Center for Research in Social Sciences, Faculty of Economics and Business, University of Debrecen, Böszörményi út 138., 4032, Debrecen, Hungary.
In recent months, the European Union has experienced inflation that has not been seen for decades. Inflation and inflation expectations are crucial in economic and purchasing behaviour, as they influence consumption. Hungary had the highest inflation among the Member States of the European Union.
View Article and Find Full Text PDFPLoS One
January 2025
Key Laboratory of Clinical Evaluation Technology for Medical Device of Zhejiang Province, Department of Clinical Engineering and Material Supplies, The First Affiliated Hospital, Zhejiang University School of Medicine, Hangzhou, P.R. China.
The structural alterations in the constituent materials of nanocomposites such as graphene nanocomposites typically induce changes in their properties including mechanical, electrical, and optical properties. Therefore, by altering the preparation conditions of nanocomposites and investigating their responsiveness to basic biomolecules (such as proteins), it is possible to explore the application potentials of the composites and guide development of new nanocomposite preparation. In this study, different composites of graphene oxide and gold nanoparticles (AuNPs/GO) were obtained by varying the volumes of reducing agents used in the one-pot hydrothermal method.
View Article and Find Full Text PDFAddiction
January 2025
Department of Addictions, Institute of Psychiatry, Psychology and Neuroscience, King's College London, London, UK.
Background And Aims: Many vaping products feature bright colors and novel brand names and flavor descriptors, which may appeal to youth. We measured the strength of the associations between e-liquid packaging design (branded, white standardized or white standardized limiting brand and flavor descriptors) and perceived peer interest in trying the e-liquids among youth.
Design: A between-subjects online experiment.
Cureus
December 2024
Internal Medicine, Madras Medical College and Rajiv Gandhi Government General Hospital, Chennai, IND.
Tetanus is a severe neurological condition triggered by the toxin of , resulting in extreme muscle stiffness and spasms. Although vaccination can prevent it, without treatment, tetanus carries a high risk of death due to respiratory failure and autonomic disturbances. This case report describes a 24-year-old Indian male who developed tetanus after branding (a traditional procedure for jaundice in rural India) on his wrist.
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