Research has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Although the experimental auction methodology has been well documented in the previous literature, its application in understanding brand equity has been minimal. The purpose of the study was to determine the relationship between brand equity and consumers' willingness to pay a price premium for branded apparel products using revealed preference methodology. In order to determine the relationship, the BeckerDegroot-Marshack experimental auction mechanism was used with the endow-andupgrade approach followed with a survey. The survey included 10 multidimensional brand equity questions adopted from the Yoo and Donthu brand equity scale, demographics, previous brand experiences, importance of apparel product attributes and beliefs about brands. The experiment resulted in 100 usable observations. Brand equity was analysed using a composite score on the multidimensional brand equity measurement (Yoo and Donthu), willingness to pay a price premium was analysed using descriptive statistics and Tobit regression analysis was used to analyse the relationship between brand equity and the willingness to pay a price premium. Findings indicated that the overall brand equity score, a belief that there are more choices in branded merchandise and the importance of brand in making clothing purchase decisions had a modest positive and significant influence on the willingness to pay a price premium. The higher the brand equity, the higher the importance of brands in making clothing purchase decisions, and belief that there are more choices in branded merchandise, the higher the price premium a consumer was willing to pay.
Carbon dioxide (CO2) gas sensor using surface acoustic wave (SAW) device based on Zinc oxide (ZnO) was developed and fabricated in this paper. The center frequency of SAW device is 203.528 MHz. The input and two output interdigital transducers (IDT) apodized by Morlet wavelet function can improve the side lobe rejection compared with uniform IDT. The ZnO film sensitive to CO2 gas was fabricated in measurement acoustic track of SAW device. Experiments results confirm that the CO2 gas sensor using SAW device based on ZnO film has good response characteristics to different concentrations CO2 gas. Furthermore, the CO2 gas sensor using SAW device based on ZnO film has good stability and linearity.
Slide gates are installed at the bottom of a ladle or tundish to control the flow of molten steel. It plays an important role in ladle refining process and continuous casting. Al2O3-ZrO2-C refractories are widely used as slide gate materials due to its excellent corrosion and thermal shock resistance. At the start of casting, molten steel almost 1600°C passes through the bore of slide gate, the plate is rapidly heated up, the temperature difference between the bore and edge part, the slide gates are subject to large thermal gradients, so there is large thermal stress in the plate. This paper will show the results of our improved slide gates with good thermal shock resistance.
Different chitosan carboxylic salts were successfully prepared via a simple way using chitosan and oxalic, fumaric, salicylic acid for the first time. The characterizations of the salts were evaluated by FT-IR, 13C NMR, 1H NMR, elemental analysis, XRD. The solution properties and moisture absorption-retention abilities of the salts were compared with chitosan. The result indicated that chitosan and carboxylic acid were combined with salt bond. The properties of the salts were related to the type of carboxylic acid added and the formation of salt bond. The water-solubility, wetting effect and moisture-retention absorption abilities of the salts were better than chitosan. They therefore have the potential to substitute for chitosan for easy use as coating in food preservation.
Insulated copper busbar is widely used as a new type of electrical equipment in recent years. The joint of the busbar is linked with soft connection copper belt in the field. So, it is very easily lead to the metal protrusion defect at the joint. The metal protrusion detect at joint with entity insulated copper busbar is builded in lab. The partial discharge characteristics of this defect is studied under different applied voltage and the results show that such defect has apparent polarity effect, the discharge always appears in the negative half cycle. The discharge amplitude will not be increased very much with increasing of applied voltage but the discharge frequency will be increased significantly. The results provide the basis of laboratory studies for the field testing of insulated copper busbar.
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