Search results for: brand positioning

Authors: Du Zhiqin

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WeChat is an instant messaging service similar to WhatsApp developed by Tencent, one of China's largest and most used Internet service portals. This paper investigates the penetration of WeChat among university students through a questionnaire, analyzes the effect of brand influence, information quality, interactivity, opinions of opinion-leaders, promotion, personal interests on the attitudes of university students towards WeChat marketing. This paper concludes that the penetration rate of WeChat marketing among university students is generally high enough, WeChat has generally been accepted by students as a way for businesses to market their products, and that all the above-mentioned five factors play a positive role in the process of WeChat marketing. It also proposes that businesses could maximize the effect of WeChat marketing by focusing more resources on the increase of brand influence, and the interactivity of WeChat contents and the use of opinions of opinion-leaders.

Keywords: WeChat, university students, marketing, AISAS

Procedia PDF Downloads 593

Authors: Wan-Ling Chang, Hsiu-Ju Huang, Jui-Hsiu Chang

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In 2004, the Ministry of Foreign Affairs Taiwan launched ‘An Arrangement on Working Holiday Scheme’ with 15 countries including New Zealand, Japan, Canada, Germany, South Korea, Britain, Australia and others. The aim of the scheme is to allow young people to work and study English or other foreign languages. Each year, there are 30,000 Taiwanese youths applied for participating in the working holiday schemes. However, frequent accidents could cause huge medical expenses and post-delivery fee, which are usually unaffordable for most families. Therefore, this study explored the relationship among perceived risk toward working holiday, insurance product knowledge, brand image and insurance purchase intention for Taiwanese youths who plan to apply for working holiday. A survey questionnaire was distributed for data collection. A total of 316 questionnaires were collected for data analyzed. Data were analyzed using descriptive statistics, independent samples T-test, one-way ANOVA, correlation analysis, regression analysis and hierarchical regression methods of analysis and hypothesis testing. The results of this research indicate that perceived risk has a negative influence on insurance purchase intention. On the opposite, product knowledge has brand image has a positive influence on the insurance purchase intention. According to the mentioned results, practical implications were further addressed for insurance companies when developing a future marketing plan.

Keywords: insurance product knowledges, insurance purchase intention, perceived risk, working holiday

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Authors: Narong Anurak

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This study aimed to find out the hair-care purchasing behavior at hypermarkets and to investigate two factors, package design and advertising channels, that influenced hair-care purchasing behavior. The subjects of the study consisted of 100 housewives aged between 20-60 who usually shopped at Big C Tiwanon. They were selected by accidental sampling, and were asked to complete a questionnaire. The main findings of the survey were that the majority of respondents regarding their brand selection of hair-care products, they gave priority to the product quality followed by a reasonable price, and fragrance, respectively. Besides, more than half of the respondents had brand loyalty while the rest were attracted by an attractive package design and advertising promotion campaigns. The respondents who were attracted by the package design said that the information on the labels influenced their purchasing decision the most, and television was a medium that best reached them as well.

Keywords: advertising channels, consumer purchasing decisions, hair-care market, package design

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Authors: Noranis Ismail, Shamsul H. A. Rahman

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The objective of this research is to accentuate the importance of Visual Corporate Identity by utilizing Malay motifs amalgamated with Malay proverbs to enhance the corporate brand of The Design School (TDS) of Taylor’s University. The researchers aim to manipulate festive money packet as a mean to communicate to the audience by using non-verbal visual cues such as colour, languages, and symbols that reflect styles and cultural heritage. The paper concluded that it is possible to utilize Hari Raya packet as a medium for creative expressions by creating high-impact design through the symbolism of selected Malay proverbs and traditional Malay motifs to enhance TDS corporate visual identity. It also provides a vital contribution to other organizations to understand an integral part of corporate visual identity in heightening corporate brand by communicating indirectly to its stakeholders using visual mnemonic and cultural heritage.

Keywords: corporate branding, cultural cues, Malay culture, visual identity

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Authors: Jen-Fa Huang, Yu-Wei Chiu, Jhe-Ren Cheng

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Visible light communication (VLC) technique has become useful method via LED light blinking. Several issues on indoor mobile robot positioning with LED blinking are examined in the paper. In the transmitter, we control the transceivers blinking message. Orthogonal Walsh codes are adopted for such purpose on auto-correlation function (ACF) to detect signal sequences. In the robot receiver, we set the frame of time by 1 ns passing signal from the transceiver to the mobile robot. After going through many periods of time detecting the peak value of ACF in the mobile robot. Moreover, the transceiver transmits signal again immediately. By capturing three times of peak value, we can know the time difference of arrival (TDOA) between two peak value intervals and finally analyze the accuracy of the robot position.

Keywords: Visible Light Communication, Auto-Correlation Function (ACF), peak value of ACF, Time difference of Arrival (TDOA)

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Authors: Hamed Azad, Azadeh M. Ardakani

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Visual content, as an integral part of social media marketing, is growing dramatically. They are, in different technological usage categories (i.e., photos, graphics, animation IGTV, Stories, Livestreams, and Reels), associated with improving customer engagement behaviours (CEBs) in social commerce (SC). However, few researchers have explored the impact of specific and occasional contents that respect green products, gender equality, religious freedom, and LGBTs' rights. This study aims to compare and analyse how the ten best global brands (Interbrand's) in different categories communicate with customers on Instagram. Netnography approach and method used to conduct the data collection and data analysis of 1072 Instagram posts and 10494 comments. The results show that brands in fashion, sport, and homeware categories (H&M, Nike, and Ikea) emerge to use more effective content with the above global values elements than other brand categories. Findings also indicate that some different themes such as celebrities, models, pets, kids, aged and disabled people are part of visual management strategies on Instagram brands' pages. This research aims to inform researchers to consider all aspects of visual elements in content quality and marketing managers to increase brand optimisation, awareness, and authenticity by promoting contemporary world values on Instagram.

Keywords: green products, gender equality, religious freedom, LGBTs, Instagram, netnography

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Authors: Ke Zhang, Yongli Zhu

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Due to rapid load growths in today’s highly electrified societies and the requirement for green energy sources, large-scale wind farm power transmission system is constantly developing. This system is a typical multi-terminal power supply system, whose structure of the network topology of transmission lines is complex. What’s more, it locates in the complex terrain of mountains and grasslands, thus increasing the possibility of transmission line faults and finding the fault location with difficulty after the faults and resulting in an extremely serious phenomenon of abandoning the wind. In order to solve these problems, a fault location method for multi-terminal transmission line based on wind farm characteristics and improved single-ended traveling wave positioning method is proposed. Through studying the zero sequence current characteristics by using the characteristics of the grounding transformer(GT) in the existing large-scale wind farms, it is obtained that the criterion for judging the fault interval of the multi-terminal transmission line. When a ground short-circuit fault occurs, there is only zero sequence current on the path between GT and the fault point. Therefore, the interval where the fault point exists is obtained by determining the path of the zero sequence current. After determining the fault interval, The location of the short-circuit fault point is calculated by the traveling wave method. However, this article uses an improved traveling wave method. It makes the positioning accuracy more accurate by combining the single-ended traveling wave method with double-ended electrical data. What’s more, a method of calculating the traveling wave velocity is deduced according to the above improvements (it is the actual wave velocity in theory). The improvement of the traveling wave velocity calculation method further improves the positioning accuracy. Compared with the traditional positioning method, the average positioning error of this method is reduced by 30%.This method overcomes the shortcomings of the traditional method in poor fault location of wind farm transmission lines. In addition, it is more accurate than the traditional fixed wave velocity method in the calculation of the traveling wave velocity. It can calculate the wave velocity in real time according to the scene and solve the traveling wave velocity can’t be updated with the environment and real-time update. The method is verified in PSCAD/EMTDC.

Keywords: grounding transformer, multi-terminal transmission line, short circuit fault location, traveling wave velocity, wind farm

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Authors: Anuar Mohd Salleh, Mohd Effendi Daud

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This study presents a kinematic positioning approach which is use the GPS buoy for precise ocean surface monitoring. A GPS buoy data from two experiments have been processed using a precise, medium-range differential kinematic technique. In each case the data were collected for more than 24 hours at nearby coastal site at a high rate (1 Hz), along with measurements from neighboring tidal stations, to verify the estimated sea surface heights. Kinematic coordinates of GPS buoy were estimated using the epoch-wise pre-elimination and the backward substitution algorithm. Test results show the centimeter level accuracy in sea surface height determination can be successfully achieved using proposed technique. The centimeter level agreement between two methods also suggests the possibility of using this inexpensive and more flexible GPS buoy equipment to enhance (or even replace) the current use of tidal gauge stations.

Keywords: global positioning system, kinematic GPS, sea surface height, GPS buoy, tide gauge

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Authors: Carla S. C. da Silva, Cristiano Coelho, Junio Souza

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The universe of luxury has charmed and seduced consumers for centuries. Since the middle ages, their symbols are displayed as objects of power and status, arousing desire and provoking social covetousness. In this way, the counterfeit market is growing every day, offering a group of consumers the opportunity to enter into a distinct social position, where the beautiful and shiny brand logo signals an inclusion passport to everything this group wants. This work sought to investigate how the context and the social environment can influence consumers to choose products of symbolic brands even if they are not legitimate and how this behavior is accepted in society. The study proposed: a) to evaluate the measures of knowledge and quality of a set of marks presented in the manipulation of two contexts (luxury x academic) between buyers and non-buyers of forgeries, both for original products and their correspondence with counterfeit products; b) measure the effect of layout on the verbal responses of buyers and non-buyers in relation to their assessment of the behavior of buyers of counterfeits. The present study, in addition to measuring the level of knowledge and quality attributed to each brand investigated, also verified the willingness of consumers to pay for a falsified good of the brands of predilection compared to the original study. This data can serve as a parameter for luxury brand managers in their counterfeit coping strategies. The investigation into the frequency of purchase has shown that those who buy counterfeit goods do so regularly, and there is a propensity to repeat the purchase. It was noted that a significant majority of buyers of counterfeits are prone to invest in illegality to meet their expectations of being in line with the standards of their interest groups.

Keywords: luxury, consumers, counterfeits, context, behaviorism

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Authors: Cristina Giosuè, Federica Biondo, Sergio Vitale

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In the last years, the consumers' awareness for environmental concerns has been increasing, and seafood eco-labels are considered as a possible instrument to improve both seafood markets and sustainable fishing management. In this direction, the aim of this study was to carry out a meta-analysis on consumers’ willingness to pay (WTP) for eco-labeled wild seafood, by a meta-regression. Therefore, only papers published on ISI journals were searched on “Web of Knowledge” and “SciVerse Scopus” platforms, using the combinations of the following key words: seafood, ecolabel, eco-label, willingness, WTP and premium. The dataset was built considering: paper’s and survey’s codes, year of publication, first author’s nationality, species’ taxa and family, sample size, survey’s continent and country, data collection (where and how), gender and age of consumers, brand and ΔWTP. From analysis the interest on eco labeled seafood emerged clearly, in particular in developed countries. In general, consumers declared greater willingness to pay than that actually applied for eco-label products, with difference related to taxa and brand.

Keywords: eco label, meta regression, seafood, willingness to pay

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Authors: Müberra Yüksel, Ömer Faruk Görçün

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The purpose of the present study is to investigate the role of strategic human resource management (SHRM) in constructing "employer branding" in logistics. Prior research does not focus on internal stakeholders, that is, employees. Despite the fact that logistic sector has become customer-oriented, the focus is solely on service quality as the unique aspect of logistic companies for competitive advantage. With an increasing interest lately in internal marketing of the employer brand, the emphasis is on the value that human capital brings to the firm which cannot be imitated. `Employer branding` has been the application of branding and relationship marketing principles for competitive advantage in SHRM. Employer branding is an organizing framework for human resource managers since it represents an organization’s efforts to promote, both within and outside, a coherent view of what makes the firm different and desirable as an employer, i.e., the distinct “employer brand personality” and "employee value propositions" (EVP) offered. The presumption of employer branding enhanced by internal marketing is to make customer-conscious employees to handle services better by being aligned with business mission and goals. Starting from internal customers and analyzing the gaps of EVP by using analytical hierarchy process methodology (AHP) and inquiring whether these brand values are communicated and conceived well may be the initial steps in our proposal for employer branding in logistics sector. This empirical study aims to fill this research gap within the context of an emergent market- Turkey, which is located at a hub of transportation and logistics.

Keywords: Strategic Human Resource Management (SHRM), employer branding, Employee Value Propositions (EVP), Analytical Hierarchy Process (AHP), logistics

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Authors: Güldane Zengin

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Advertisers often make use of humorous elements in advertisements they create. Advertisements that contain such elements play a great role in creating awareness and attaining positive attitudes. Caricature, which is an element of humour, is interesting, eye catching, entertaining and memorable by its very nature. Because of these characteristics of caricatures, they are being used for advertising purposes. Advertisements with caricatures are spreading rapidly and embraced by consumers easily. Especially in the last ten years, companies in different sectors use advertisements with caricatures to publicize their products and services. These companies have different target audiences with different characteristics. They all have differences in opinions, attitudes, perceptions and buying behaviours. Target audiences’ brand choices depend on many different factors. Advertising is an important factor in brand choice. Using attention grabbing methods like advertising with caricatures affects their buying behaviours. This study examines the use of caricatures in Sütaş advertisements. Target audiences’ opinions, perceptions and attitudes about advertisements with caricatures are examined in this descriptive study.

Keywords: advertising, advertisements with caricatures, caricature, communication, humour, Sütaş caricatures

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Authors: Marie Bieber, Fabrice Cosson, Olivier Schmitt

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Europe's Global Navigation Satellite System, Galileo, provides worldwide positioning and navigation services. The satellites in space are only one part of the Galileo system. An extensive ground infrastructure is essential to oversee the satellites and ensure accurate navigation signals. High reliability and availability of the entire Galileo system are crucial to continuously provide positioning information of high quality to users. Outages are tracked, and operational availability is regularly assessed. A highly flexible and adaptive tool has been developed to automate the Galileo system availability analysis. Not only does it enable a quick availability consolidation, but it also provides first steps towards improving the data quality of maintenance tickets used for the analysis. This includes data import and data preparation, with a focus on processing strings used for classification and identifying faulty data. Furthermore, the tool allows to handle a low amount of data, which is a major constraint when the aim is to provide accurate statistics.

Keywords: availability, data quality, system performance, Galileo, aerospace

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Authors: Animut Meseret Simachew

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Parallel Code Phase Search Acquisition (PCSA) Algorithm has been considered as a promising method in GPS software receivers for detection and estimation of the accurate correlation peak between the received Global Positioning System (GPS) signal and locally generated replicas. GPS signal acquisition in highly dense multipath environments is the main research challenge. In this work, we proposed a robust variable step-size (RVSS) PCSA algorithm based on fast frequency transform (FFT) filtering technique to mitigate short time delay multipath signals. Simulation results reveal the effectiveness of the proposed algorithm over the conventional PCSA algorithm. The proposed RVSS-PCSA algorithm equalizes the received carrier wiped-off signal with locally generated C/A code.

Keywords: adaptive PCSA, detection and estimation, GPS signal acquisition, GPS software receiver

Procedia PDF Downloads 117

Authors: Hyeona Kim, Kichang Lee, Seunghee Lee, Jeongsu An, Kyungjun Min

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Contrast videofluoroscopy is the diagnostic imaging technique for evaluating cat with dysphagia. Generally, videofluoroscopic studies have been done with the cat restrained in lateral recumbency. It is different from the neutral position such as standing or sternal recumbency which is actual swallowing posture. We hypothesized that measurement of esophageal transit and peristalsis would be affected by body position. This experimental study analyzed the imaging findings of barium esophagram in 5 cats. Each cat underwent videofluoroscopy during swallowing of liquid barium and barium-soaked kibble in standing position and lateral recumbency. Esophageal transit time and the number of esophageal peristaltic waves were compared among body positions. Transit time in the cervical esophagus (0.57s), cranial thoracic esophagus (2.5s), and caudal thoracic esophagus(1.10s) was delayed when cats were in lateral recumbency for liquid barium. For kibble, transit time was more delayed than that of liquid through the entire esophagus in lateral recumbency. Liquid and kibble frequently started to delay at thoracic inlet region, transit time in the thoracic esophagus was significantly delayed than the cervical esophagus. In standing position, 60.2% of liquid swallows stimulated primary esophageal peristalsis. In lateral recumbency, 50.5% of liquid swallows stimulated primary esophageal peristalsis. Other variables were not significantly different. Lateral body positioning increases entire esophageal transit time and thoracic esophageal transit time is most significantly delayed. Thus, lateral recumbency decreases the number of primary esophageal peristalsis.

Keywords: barium esophagram, body positioning, cat, videofluoroscopy

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Authors: Khaled Ibrahim, Mathew Parackal, Damien Mather, Paul Hansen

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The integration between marketing and technology has given brands unprecedented opportunities to reach accurate customer data and competence to change customers' behaviour. Technology has generated a transformation within brands from traditional branding to algorithmic branding. However, brands have utilised customer data in non-cognitive programmatic targeting. This algorithmic persuasion may be effective in reaching the targeted audience. But it may encounter a moral conflict simultaneously, as it might not consider our social principles. Moral branding is a critical topic; particularly, with the increasing interest in commercial settings to teaching machines human morals, e.g., autonomous vehicles and chatbots; however, it is understudied in the marketing literature. Therefore, this paper aims to investigate the recent moral branding literature. Furthermore, applying human-like mind theory as initial framing to this paper explores a more comprehensive concept involving human morals, machine behaviour, and branding.

Keywords: brand machines, conceptual framework, moral branding, moral machines

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Authors: Matthew Heidman, Susan Dallabrida, Analice Costa

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For infant caregivers, choosing an infant formula for their child can be a difficult task in an already stressful environment of caring for a newborn. There exist several channels that influence purchasing decision of infant formula such as, friends and family and their experiences, health care professionals, social media influencers, as well as standard media marketing. This study sought to identify the key channels by which caregivers obtain information regarding infant formula and help them make their purchasing decision. A digital survey was issued for 90 days in the US (n=121) and 30 days in Mexico (n=88) targeting respondents with children ≤4 years of age. Respondents were asked two key questions regarding the influences on their purchasing decisions: 1) “When choosing a formula brand, what do you do to help you make your decision?”, and 2) “When choosing a formula brand, what is most important to you?”. A list of potential answers was provided for each question and respondents were asked to select all that apply to them. Lastly, respondents were provided a 5-point Likert scale and asked to respond to the statement 3) “I am more likely to buy a particular formula brand if my pediatrician recommends it to me”. For question 1, in the US and Mexico, 76% and 95% of respondents respectively, selected “I ask my pediatrician” which represented the top selection. For question 2, 52% and 45% of respondents respectively, selected “On package “Pediatrician Recommended” claim…” which also represented the top selection. For statement 3, 82% and 89% of respondents respectively, stated that they either “somewhat agree” or “strongly agree” with the statement. For infant caregivers, the pediatrician is a very important channel of influence when it comes to purchasing decision of infant formula. Caregivers clearly see the pediatrician as the arbiter of their child’s nutrition and seek their recommendations for infant formula use. For infant formula manufacturers, it is important that they see the pediatrician as the gatekeeper to this market, and they put resources into medical marketing communication to this health care professional group to ensure success.

Keywords: infant formula, pediatrician, purchasing driver, caregiver

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Authors: Olonade, K. A., Jaji, M. B., Rasak, S. A., Ojo, B. A., Adefuye, O. E.

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Different brands of cement are used in Nigeria by local contractors for various works without prior knowledge of their performance. Qualities of common cement brands in Southwestern Nigeria were investigated. Elephant, Dangote, Gateway, Purechem, Burham and Five Star cements were selected for the study. Fineness, setting times, chemical composition, compressive and flexural strengths of each of the cement brands were determined. The results showed that all the cement brands contained major oxides in amount within the acceptable values except that the sulphite content of Gateway fell outside the range. Strength comparison indicated that Burham had highest flexural and compressive strength, followed by Elephant and then Dangote while Gateway had the lowest strength at 28 days. It was observed that Dangote cement set earlier than other cement brands. The study has shown that there were differences in performance of the selected cement brands and concluded that the choice of cement brand should be based on the expected performance.

Keywords: cement brand, compressive strength, flexural strength, local construction industries

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Authors: Chang Yu Chuan

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Background and Aim: Pressure sore is not only the consequence of any gradual damage of the skin leading to tissue defects but also an important indicator of clinical care. If hospitalized patients develop pressure sores without proper care, it would result in delayed healing, wound infection, increase patient physical pain, prolonged hospital stay and even death, which would have a negative impact on the quality of care and also increase nursing manpower and medical costs. This project is aimed at decreasing the incidence of pressure sore in one ward of internal medicine. Our data showed 53 cases (0.61%) of pressure sore in 2015, which exceeded the average (0.5%) of Taiwan Clinical Performance Indicator (TCPI) for medical centers. The purpose of this project is to reduce the incidence rate of pressure sore in the ward. After data collection and analysis from January to December 2016, the reasons of developing pressure sore were found: 1. Lack of knowledge to prevent pressure among nursing staffs; 2. No relevant courses about preventing pressure ulcers and pressure wound care being held in this unit; 3. Low complete rate of pressure sore care education that family members should receive from nursing staffs; 4. Decompression equipment is not enough; 5. Lack of standard procedures for body-turning and positioning care. After team members brainstorming, several strategies were proposed, including holding in-service education, pressure sore care seed training, purchasing decompression mattress and memory pillows, designing more elements of health education tools, such as health education pamphlet, posters and multimedia films of body-turning and positioning demonstration, formulation and promotion of standard operating procedures. In this way, nursing staffs can understand the body-turning and positioning guidelines for pressure sore prevention and enhance the quality of care. After the implementation of this project, the pressure sore density significantly decreased from 0.61%(53 cases) to 0.45%(28 cases) in this ward. The project shows good results and good example for nurses working at the ward and helps to enhance quality of care.

Keywords: body-turning and positioning, incidence density, nursing, pressure sore

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Authors: J. M. de Luis Ruiz, P. M. Sierra García, R. P. García, R. P. Álvarez, F. P. García, E. C. López

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Given the evolution of viaducts, structural health monitoring requires more complex techniques to define their state. two alternatives can be distinguished: experimental and operational modal analysis. Although accelerometers or Global Positioning System (GPS) have been applied for the monitoring of structures under exploitation, the dynamic monitoring during the stage of construction is not common. This research analyzes whether GPS data can be applied to certain dynamic geometric controls of evolving structures. The fundamentals of this work were applied to the New Bridge of Cádiz (Spain), a worldwide milestone in bridge building. GPS data were recorded with an interval of 1 second during the erection of segments and turned to the frequency domain with Fourier transform. The vibration period and amplitude were contrasted with those provided by the finite element model, with differences of less than 10%, which is admissible. This process provides a vibration record of the structure with GPS, avoiding specific equipment.

Keywords: Fourier transform, global position system, operational modal analysis, structural health monitoring

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Authors: Mokhlisur Rahman

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Consumers have developed a sense of responsibility in the past decade, reflecting on their purchasing behavior after viewing an advertisement. Consumers tend to buy ideal products that enable them to be judged by their close network in the opinion world. In such value considerations, any information that feeds consumers' desire for social status helps, which becomes capital for educating consumers on the importance of purchasing green products for manufacturing companies. Companies' effort in manufacturing green products to get high conversion demands a good deal of promotion with quality information and engaging representation. Additionally, converting people from traditional to eco-friendly products requires innovative alternatives to replace the existing product. Considering consumers' understanding of products and their purchasing behavior, it becomes essential for the brands to know the extent to which consumers' level of awareness of the ecosystem is to make them more responsive to green products. Another is brand image plays a vital role in consumers' perception regarding the credibility of the claim regarding the product. Brand image is a significant positive influence on the younger generation, and younger generations tend to engage more in pro-environmental behavior, including purchasing sustainable products. For example, Adidas senses the necessity of satisfying consumers with something that brings more profits and serves the planet. Several of their eco-friendly products are already in the market, and one is UltraBOOST DNA parley, made from 3D-printed recycled ocean waste. As a big brand image, Adidas has leveraged an interest among the younger generation by incorporating sustainability into its advertising. Therefore, influential brands' effort in the sustainable revolution through engaging advertisement makes it more prominent by educating consumers about the reason behind launching the product. This study investigates younger consumers' attitudes toward sustainability, brand recognition, exposure to green advertising, willingness to receive more green advertising, purchasing green products, and motivation. The study conducts a market experiment by creating two video advertisements: a sustainable product video advertisement and a non-sustainable product video advertisement. Both the videos have similar content design and the same length of 2 minutes, but the messages are different based on the identical product type college bags. The first video advertisement promotes eco-friendly college bags made from biodegradable raw materials, and the second promotes non-sustainable college bags made from plastics. After viewing the videos, consumers make purchasing decisions and complete an online survey to collect their attitudes toward sustainable products. The study finds the importance of a sense of responsibility to the consumers for climate change issues. Also, it empowers people to take a step, even small, and increases environmental awareness. This study provides companies with the knowledge to participate in sustainable product launches by collecting consumers' perceptions and attitudes toward green products. Also, it shows how important it is to build a brand's image for the younger generation.

Keywords: brand-image, environment, green-advertising, sustainability, younger-consumer

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Authors: Vimi Jham

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The banking sector has undergone tremendous change in all forms of service it provides to its customers. The efforts of the banks is to avoid customer defection and lead to customer satisfaction. The purpose of the study was to examine the linkages among the constructs such as customer perceived service quality, perceived service recovery quality and customer satisfaction in the banking industry. The moderating effect of negative brand perception due to service failure on recovery satisfaction were investigated. Random sampling methods are used to draw the sample from the population. Data was collected from 262 banking customers and were analyzed with the help of structural equation modelling approach using Smart PLS to understand the relationship among variables being studied. The results of the study contribute to the research by proving that customer service recovery satisfaction is dependent on customer perceived service quality and the moderating effect of negative brand perception due to service failure was insignificant.

Keywords: service recovery satisfaction, perceived service recovery quality, perceived service quality, structural equation modelling

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Authors: S. Lungtae, C. Noknoi

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The main purpose of this research is to analyze the marketing strategies of the various five-star rated herbal businesses of One Tambon One Product (OTOP) entrepreneurs in Songkhla province, Thailand. This includes the targeting, positioning and marketing mix in order to develop marketing strategies for OTOP entrepreneurs. The data were collected from the presidents of herbal-product enterprises in Songkhla province. The products of all these enterprises were selected as five-star herbal products for the OTOP project in 2012. In-depth interviews were conducted, and content analysis was used to analyze the data. The research found that the community enterprises should 1) increase the range of product sizes offered, 2) increase their distribution channels, 3) publicize more to inform consumers about their identities and products, 4) undertake promotional activities during the festival, and 5) choose salespeople who are knowledgeable about the features of their products.

Keywords: marketing mix, market positioning, marketing strategies, target market.

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Authors: Yahaya Abdullahi, Ben Coetzee, Linda Van Den Berg

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The study aimed at establishing the global positioning system (GPS) determined singles match characteristics that act as predictors of successful and less-successful male singles badminton players’ group classification. Twenty-two (22) male single players (aged: 23.39 ± 3.92 years; body stature: 177.11 ± 3.06cm; body mass: 83.46 ± 14.59kg) who represented 10 African countries participated in the study. Players were categorised as successful and less-successful players according to the results of five championships’ of the 2014/2015 season. GPS units (MinimaxX V4.0), Polar Heart Rate Transmitter Belts and digital video cameras were used to collect match data. GPS-related variables were corrected for match duration and independent t-tests, a cluster analysis and a binary forward stepwise logistic regression were calculated. A Receiver Operating Characteristic Curve (ROC) was used to determine the validity of the group classification model. High-intensity accelerations per second were identified as the only GPS-determined variable that showed a significant difference between groups. Furthermore, only high-intensity accelerations per second (p=0.03) and low-intensity efforts per second (p=0.04) were identified as significant predictors of group classification with 76.88% of players that could be classified back into their original groups by making use of the GPS-based logistic regression formula. The ROC showed a value of 0.87. The identification of the last-mentioned GPS-related variables for the attainment of badminton performances, emphasizes the importance of using badminton drills and conditioning techniques to not only improve players’ physical fitness levels but also their abilities to accelerate at high intensities.

Keywords: badminton, global positioning system, match analysis, inertial movement analysis, intensity, effort

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Authors: Intan Izafina Idrus, Mardina Abdullah, Alina Marie Hasbi, Asnawi Husin

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This paper presents the result of large-scale traveling ionospheric disturbance (LSTID) observation during moderate magnetic storm event on 25 October 2011 with SYM-H ~ -160 nT and Kp ~ 7 over Peninsular Malaysia at equatorial region using vertical total electron content (VTEC) from the Global Positioning System (GPS) observation measurement. The propagation of the LSTID signatures in the TEC measurements over Peninsular Malaysia was also investigated using VTEC map. The LSTID was found to propagate equator-ward during this event. The results showed that the LSTID propagated with an average phase velocity of 526.41 m/s and average periods of 140 min. The occurrence of this LSTID was also found to be the subsequent effects of substorm activities in the auroral region.

Keywords: Global Positioning System (GPS), large-scale traveling ionospheric disturbance (LSTID), moderate geomagnetic storm, vertical total electron content (VTEC)

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Authors: Han Run-Sheng, Li Wen-Yao, Wang Feng, Liu Fei, Qiu Wen-Long, Lei Li

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Accurately positioning detection of concealed deposits or ore-bodies is one of the difficult problems in mineral exploration field. Theory calculation and exploration practices for tunnel gravity indicate that 3D high-precision Tunnel Gravity Exploration Method (TGEM) can find concealed high-density three-dimensional ore-bodies in the depth. The ore-finding breakthroughs at the depth of the Zhaotong Maoping carbonate-hosted Zn–Pb–(Ag–Ge) deposit in Northeastern Yunnan have proved that the exploration method in combination with MEAHFZ method is effective to detect concealed high-density ore-bodies. TGEM may overcome anomalous ambiguity of other geophysical methods for 3D positioning of concealed ore-bodies.

Keywords: 3D tunnel gravity exploration method, concealed high-density Ore-bodies, Zn–Pb–(Ag–Ge) deposit, Zaotong mapping, Northeastern Yunnan

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Authors: Othman Maklouf, Abdunnaser Tresh

Abstract:

Land vehicle navigation is subject of great interest today. Global Positioning System (GPS) is the main navigation system for positioning in such systems. GPS alone is incapable of providing continuous and reliable positioning, because of its inherent dependency on external electromagnetic signals. Inertial Navigation (INS) is the implementation of inertial sensors to determine the position and orientation of a vehicle. The availability of low-cost Micro-Electro-Mechanical-System (MEMS) inertial sensors is now making it feasible to develop INS using an inertial measurement unit (IMU). INS has unbounded error growth since the error accumulates at each step. Usually, GPS and INS are integrated with a loosely coupled scheme. With the development of low-cost, MEMS inertial sensors and GPS technology, integrated INS/GPS systems are beginning to meet the growing demands of lower cost, smaller size, and seamless navigation solutions for land vehicles. Although MEMS inertial sensors are very inexpensive compared to conventional sensors, their cost (especially MEMS gyros) is still not acceptable for many low-end civilian applications (for example, commercial car navigation or personal location systems). An efficient way to reduce the expense of these systems is to reduce the number of gyros and accelerometers, therefore, to use a partial IMU (ParIMU) configuration. For land vehicular use, the most important gyroscope is the vertical gyro that senses the heading of the vehicle and two horizontal accelerometers for determining the velocity of the vehicle. This paper presents a field experiment for a low-cost strap down (ParIMU)\GPS combination, with data post processing for the determination of 2-D components of position (trajectory), velocity and heading. In the present approach, we have neglected earth rotation and gravity variations, because of the poor gyroscope sensitivities of our low-cost IMU (Inertial Measurement Unit) and because of the relatively small area of the trajectory.

Keywords: GPS, IMU, Kalman filter, materials engineering

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Authors: Keunsu Han

Abstract:

Sports has been used as a valuable tool for countries to enhance brand image and to pursue higher political interests. Olympic games are one of the best examples as a mega sport event to achieve such nations’ purposes. The term, “soft power,” coined by Nye, refers to country’s ability to persuade and attract foreign audiences through non-coercive ways such as cultural, diplomatic, and economic means. This concept of soft power provides significant answers about why countries are willing to host a mega sport event such as Olympics. This paper reviews the concept of soft power by Nye as a theoretical framework of this study to understand critical motivation for countries to host Olympics and examines the effects of 2016 Rio Olympics as the state’s soft power strategy. Thorough data analysis including media, government and private-sector documents, this research analyzes both negative and positive aspects of the nation’s image created during Rio Olympics and discusses the effects of Rio Olympics as Brazil’s chance to showcase its soft power by highlighting the best the state has to present.

Keywords: country brand, olympics, soft power, sport diplomacy, mega sport event

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Authors: Rasaq Bolakale Salau, Maimuna Muhammad Abubakar, Jonathan Yisa, Muhammad Tauheed Bisiriyu, Jimoh Oladejo Tijani, Alexander Ifeanyi Ajai

Abstract:

Vegetables oils are widely consumed in Nigeria. This has led to competitive manufacture of various oil brands. This leads increasing tendencies for fraud, labelling misinformation and other unwholesome practices. A total of thirty samples including raw and corresponding branded samples of vegetable oils were collected. The Oils were extracted from raw ground nut, soya bean and oil palm fruits. The GC-MS data was subjected to chemometric techniques of PCA and HCA. The SOLO 8.7 version of the standalone chemometrics software developed by Eigenvector research incorporated and powered by PLS Toolbox was used. The GCMS fingerprint gave basis for discrimination as it reveals four predominant but unevenly distributed fatty acids: Hexadecanoic acid methyl ester (10.27- 45.21% PA), 9,12-octadecadienoic acid methyl ester (10.9 - 45.94% PA), 9-octadecenoic acid methyl ester (18.75 - 45.65%PA), and Eicosanoic acid methyl ester (1.19% - 6.29%PA). In PCA modelling, two PCs are retained at cumulative variance captured at 73.15%. The score plots indicated that palm oil brands are most aligned with raw palm oil. PCA loading plot reveals the signature retention times between 4.0 and 6.0 needed for quality assurance and authentication of the oils samples. They are of aromatic hydrocarbons, alcohols and aldehydes functional groups. HCA dendrogram which was modeled using Euclidian distance through Wards method, indicated co-equivalent samples. HCA revealed the pair of raw palm oil brand and palm oil brand in the closest neighbourhood (± 1.62 % A difference) based on variance weighted distance. It showed Palm olein brand to be most authentic. In conclusion, based on the GCMS data with chemometrics, the authenticity of the branded samples is ranked as: Palm oil > Soya oil > groundnut oil.

Keywords: vegetable oil, authenticity, chemometrics, PCA, HCA, GC-MS

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Authors: Nateepat Srivarom, Weng Jingnong, Serm Chinnarat

Abstract:

Precise Point Positioning (PPP) technique is use to improve accuracy by using precise satellite orbit and clock correction data, but this technique is complicated methods and high costs. Currently, there are several online processing service providers which offer simplified calculation. In the first part of this research, we compare the efficiency and precision of four software. There are three popular online processing service providers: Australian Online GPS Processing Service (AUSPOS), CSRS-Precise Point Positioning and CenterPoint RTX post processing by Trimble and 1 offline software, RTKLIB, which collected data from 10 the International GNSS Service (IGS) stations for 10 days. The results indicated that AUSPOS has the least distance root mean square (DRMS) value of 0.0029 which is good enough to be calculated for monitoring the movement of tectonic plates. The second, we use AUSPOS to process the data of geodetic network of Thailand. In December 26, 2004, the earthquake occurred a 9.3 MW at the north of Sumatra that highly affected all nearby countries, including Thailand. Earthquake effects have led to errors of the coordinate system of Thailand. The Royal Thai Survey Department (RTSD) is primarily responsible for monitoring of the crustal movement of the country. The difference of the geodetic network movement is not the same network and relatively large. This result is needed for survey to continue to improve GPS coordinates system in every year. Therefore, in this research we chose the AUSPOS to calculate the magnitude and direction of movement, to improve coordinates adjustment of the geodetic network consisting of 19 pins in Thailand during October 2013 to November 2017. Finally, results are displayed on the simulation map by using the ArcMap program with the Inverse Distance Weighting (IDW) method. The pin with the maximum movement is pin no. 3239 (Tak) in the northern part of Thailand. This pin moved in the south-western direction to 11.04 cm. Meanwhile, the directional movement of the other pins in the south gradually changed from south-west to south-east, i.e., in the direction noticed before the earthquake. The magnitude of the movement is in the range of 4 - 7 cm, implying small impact of the earthquake. However, the GPS network should be continuously surveyed in order to secure accuracy of the geodetic network of Thailand.

Keywords: precise point positioning, online processing service, geodetic network, inverse distance weighting

Procedia PDF Downloads 189