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- Batista-Santos, Paula, et al.
(författare)
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Is salt stress tolerance in Casuarina glauca Sieb. ex Spreng. associated with its nitrogen-fixing root-nodule symbiosis? An analysis at the photosynthetic level
- 2015
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Ingår i: Plant physiology and biochemistry (Paris). - : Elsevier BV. - 0981-9428 .- 1873-2690. ; 96, s. 97-109
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Tidskriftsartikel (refereegranskat)abstract
- Casuarina glauca is an actinorhizal tree which establishes root-nodule symbiosis with N-2-fixing Frankia bacteria. This plant is commonly found in saline zones and is widely used to remediate marginal soils and prevent desertification. The nature of its ability to survive in extreme environments and the extent of Frankia contribution to stress tolerance remain unknown. Thus, we evaluated the ability of C. glauca to cope with salt stress and the influence of the symbiosis on this trait. To this end, we analysed the impact of salt on plant growth, mineral contents, water relations, photosynthetic-related parameters and nonstructural sugars in nodulated vs. non-nodulated plants. Although the effects on photosynthesis and stomatal conductance started to become measurable in the presence of 200 mM NaCl, photochemical (e.g., photosynthetic electron flow) and biochemical (e.g., activity of photosynthetic enzymes) parameters were only strongly impaired when NaCl levels reached 600 mM. These results indicate the maintenance of high tissue hydration under salt stress, probably associated with enhanced osmotic potential. Furthermore, the maintenance of photosynthetic assimilation potential (A(max)), together with the increase in the quantum yield of down-regulated energy dissipation of PSII (Y-NPQ), suggested a down-regulation of photosynthesis instead of photo-damaging effects. A comparison of the impact of increasing NaCl levels on the activities of photosynthetic (RubisCO and ribulose-5 phosphate kinase) and respiratory (pyruvate kinase and NADH-dependent malate dehydrogenase) enzymes vs. photosynthetic electron flow and fluorescence parameters, revealed that biochemical impairments are more limiting than photochemical damage. Altogether, these results indicate that, under controlled conditions, C glauca tolerates high NaCl levels and that this capacity is linked to photosynthetic adjustments.
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- Rodrigues, Clarinda, et al.
(författare)
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Antecedents to Brand Hate Among Generation Y : A Consumer Cross-Cultural Study
- 2017
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Ingår i: 10th Annual Conference of the EuroMed Academy of Business. - : EuroMed Press. - 9789963711567 ; , s. 1456-1464
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Konferensbidrag (refereegranskat)abstract
- Previous research highlights that brand experiences impact on how consumers relate emotionally to brands. Nevertheless, research on negative brand experiences is scarce, particularly in the field of brand hate. In order to fulfill the identified research gap, this paper aims to investigate the negative aspects of brand relationships by focusing on the antecedents of brand hate among Generation Y. Moreover, it explores weak innovativeness, perceived quality, brand social responsibility and brand personality impact on brand hate. More precisely, it attends to the mediating effect of brand experience on brand hate. A survey with Apple and Samsung was conducted among Swedish and Portuguese consumers. The model has been tested using SEM. Our findings show that the effects of the antecedents of brand hate in general vary for both brands and countries.
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- Rodrigues, Clarinda, et al.
(författare)
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Brand love matters to Millennials : the relevance of mystery, sensuality and intimacy to neo-luxury brands
- 2019
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 28:7, s. 830-848
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.Design/methodology/approachThe data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis.FindingsThe paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.Research limitations/implicationsFurther research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables.Originality/valueThis paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.
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- Rodrigues, Clarinda, et al.
(författare)
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Role of brand experience and brand authenticity in creating brand love : a cross-cultural comparative study
- 2018
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Ingår i: 2018 Global Marketing Conference at Tokyo Proceedings. - Tokyo : Global Alliance of Marketing and Management Associations. ; , s. 1447-1447
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Konferensbidrag (refereegranskat)abstract
- In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.
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