We investigated the effects of the holistic brand experience of branded mobile applications (apps) on brand loyalty in a sample of 223 university students. Results showed that affective, cognitive, behavioral, and relational holistic brand experiences had significant effects on brand
loyalty; however, the effect of sensory experience on brand loyalty was nonsignificant. Further, the involvement level of branded apps had a significant effect on the relationship between brand experience of branded apps and brand loyalty; however, this effect differed depending on gender.
For males, the effects of cognitive, behavioral, and relational experiences on brand loyalty were significant, whereas, for females, this was true of the effects of affective, cognitive, and behavioral experiences. The results have important theoretical implications for extending holistic
brand experience to the new media area. In practical terms, we provide important suggestions about the use of branded apps as tools for corporate marketing communications.
Streptococcus suis (S. suis) is a major swine pathogen and an emerging zoonotic agent and is an increasing public health problem across Asia. The present study was undertaken to estimate the antibacterial effect of GR extract and therapeutic effect of GR extract against S. suis infection in mice. At the concentration of GR extract 2.5 mg/ml, the antibacterial effect was not shown on S. suis. However, the antibacterial effect against S. suis was observed at the concentration of GR extract 5.0 mg/ml. Oral administration of GR extract at the dose of 10 mg/kg showed a therapeutic effect for S. suis infected BALB/c mice. The mortality of GR extract-treated mice at the concentration of 5, 10 and 20 mg/kg was 80%, 70%, and 50% at 12 days, respectively, while that of untreated mice was 100% at 8 days after a lethal dose of S. suis infection. The results of our study strongly indicate that GR extract has potential as an effective for S. suis infection in mice.
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