Purpose -There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach -This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings -The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications -This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must "evolve" and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value -The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies' calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs. Keywords Brand loyalty, Brand awareness, Brand personality, Active brand, Brand trust, Responsible brand Paper type Research paper represents the most prominent operationalization of brand personality (Eisend and Stokburger-Sauer, 2013;Matzler et al., 2016;Freling et al., 2011), her model has been the

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers' attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes -information search, evaluation, and purchase -the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM's influence across the decisionmaking stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry.

Hepatocellular carcinoma (HCC) is one of the most common cancers in Taiwan. Although chemotherapy is the primary treatment for HCC patients, drug resistance often leads to clinical failure. Galectin-1 is a beta-galactoside binding lectin which is up-regulated in HCC patients and promotes tumor growth by mediating cancer cell adhesion, migration and proliferation, but its role in chemoresistance of HCC is poorly understood. In this study we found that galectin-1 is able to lead to chemoresistance against cisplatin treatment, and subsequent inhibition has reversed the effect of cell death in HCC cells. Moreover, galectin-1 was found to induce autophagic flux in HCC cells. Inhibition of autophagy by inhibitors or knockdown of Atg5 cancels galectin-1-induced cisplatin resistance in HCC cells. Increase of mitophagy triggered by galectin-1 was found to reduce the mitochondrial potential loss and apoptosis induced by cisplatin treatment. Finally, using an in situ hepatoma mouse model, we clearly demonstrated that inhibition of galectin-1 by thiodigalactoside could significantly augment the anti-HCC effect of cisplatin. Taken together, our findings offer a new insight into the chemoresistance galectin-1 causes against cisplatin treatment, and points to a potential approach to improve the efficacy of cisplatin in the treatment of HCC patients.

The concept of reverse teaching, considered by some as the education model of the future due to increasing technological availability in the classroom, has received great attention in education research lately. However, the focus of these studies has mainly been on the understanding of reverse teaching in terms of its application rather than exploring the students’ perceptions of reverse teaching itself. This study explores the students’ perceptions of reverse teaching. Based on 28 in-depth interviews, this study submits a conceptualization of reverse teaching from the students’ point-of-view. The concept of reverse teaching constitutes three dimensions, expanding our knowledge of the construct. The study posits a crucial link between preparation, interaction, outcomes, and the understanding of reverse teaching. Guidelines are proposed for reverse teaching, extending existing literatures, with insights and implications for educators.

No abstract