This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...
Gentamicin and vitamin C have been proposed as nephrotoxic and antioxidant, respectively. This study involved biochemical and histopathologic investigation showing protection and treatment of gentamicin-induced nephrotoxicity in rabbits using vitamin C for 26 days hypothesizing that whether vitamin C would inhibit or decrease the raised serum urea and creatinine levels. This study was conducted on 25 healthy male albino rabbits (average weight 1.5±0.2 kg), classified into 5 groups: group A, B, C, D and E for nephrocurative (study-I) and nephroprotective (study-II) studies. Control group of rabbits (group A) received only the vehicle of gentamicin ampoule. In study-I, gentamicin sulphate (GS 80 mg/kg, i.m.) was administered to group B and C rabbits for ten days, then group C rabbits received vitamin C 250 mg/Kg for remaining 16 days. Group D and E received GS 80 mg/kg and GS 80 mg/kg i.m.-vitamin C 250 mg/kg orally, respectively during whole period (26 days) of study-II. After 26 days, various biochemical parameters, i.e. serum creatinine, blood urea nitrogen (BUN), and serum antioxidant activity, and histopathologic investigations were made. Nephrotoxicity was observed in rabbit groups B, C and D as evident from significant (p<0.05) high levels of serum creatinine and BUN and low serum antioxidant levels as compared to the levels of control group. Decrease in the levels of serum creatinine and BUN along with the increase in serum antioxidant activity was observed after vitamin C treatment in group C. While, renal-protective role of vitamin C was seen in group E as compared to the control. In conclusion, Gentamicin induced nephrotoxicity can be attenuated or treated using vitamin C.
Context: The plant Cassia fistula L. (Caesalpiniaceae) fruit was widely used by traditional practitioners to treat cardiovascular diseases (CVDs) in India. Hyperlipidemia is a lipid metabolism disorder and the major risk factor for the development of CVDs. Although most of the current hypolipidemic drugs are expensive and have potential side effects, the research focusing on natural alternative medicines is relevant. Objective: To investigate the hypolipidemic and antioxidant effects of ethanol extract of C. fistula fruit (CFE) in high-fat diet (HFD) induced hyperlipidemia in mice. Materials and methods: Oral administration of CFE at 100, 300 and 500 mg/kg body weight on HFD induced hyperlipidemia mice for 30 days. The standard drug atorvastatin (20 mg/kg) was used to compare the efficacy of CFE. Hypolipidemic effect was evidenced by the measurement of serum lipid profile and further confirmed by Oil Red O staining of adipose tissue. The hepatic and cardiac melondialdehyde (MDA) level and antioxidant enzyme activities including superoxide dismutase, catalase and glutathione peroxidase were determined. Results: Treatment with CFE at different doses has significantly restored the levels of serum lipid, MDA and enzymes activities in the liver and heart of hyperlipidemia mice. Oil Red O staining of visceral adipose tissue has shown marked reduction of lipid accumulation in adipocytes; whereas, administration of CFE at 500 mg/kg showed remarkable (p < 0.001) hypolipidemic and antioxidant effects in HFD fed mice. Conclusion: C. fistula fruit demonstrated hypolipidemic and antioxidant properties in vivo and the results corroborate the use of this plant in traditional medicine for cardiac ailments. ARTICLE HISTORY
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