Search

Supplemental material, sj-pdf-1-mrj-10.1177_00222437221141052 for Attention Trajectories Capture Utility Accumulation and Predict Brand Choice by Ana Martinovici, Rik Pieters and Tülin Erdem in Journal of Marketing Research

The focus of this monograph is the information-economics theoretic framework of brand equity. Adopting this view, Erdem and Swait (1998) argue that consumer-based brand equity is the value of a brand as a credible signal of a product’s positioning. In their framework, the content, clarity, and credibility of the brand signal creates intangible benefits, enhances perceived quality, and decreases consumer-perceived risk and information costs, and hence increases consumer utility, which underlies the added value associated with a brand. The central (and motivating) construct in this view is the “credibility” of brands as signals.In section II, we discuss the underpinnings of this framework of brand equity, and hence outline the analytical models of signaling under quality uncertainty, brand premia, and reputation. In section III, we outline this information-economics theoretic framework of brand equity in greater detail and discuss the empirical validation of the framework. In section IV, we discuss the theoretical and empirical implications of the information-economic theoretic framework for various aspects of consumer decision-making, such as choice, consideration-set formation, choice dynamics, customer relationship management (CRM), formation of brand loyalty, and consumer price sensitivities and willingness to pay. Finally, in this section, we also discuss the implications for brand management, such as managing brand extensions, alliances, co-branding, and brand crisis. In section V, we discuss the validation of the basic framework across product categories and countries and over time. In section VI, we conclude with avenues for future research. Refereed/Peer-reviewed

Background Tuberculosis (TB) remains a major global health problem. The childhood tuberculosis has some unique features different which makes the diagnosis more complicated. Here we described the epidemiologic, clinical and microbiologic features of children with extra pulmonary and pulmonary TB. Methods The data of the patients 10 years. PTB was present in 75,0% of the cases, and EXPTB was present in 25% of cases. There was no significant difference between the EXPTB and PTB by means of distribution of age groups (p=0,201). The rate of patients free of constitutional symptoms were significantly higher in EXPTB compared to PTB(p=0,000). There was no significant difference between EXPTB and PTB by means of sources detection(p=0,069). Conclusion TB is still a major public health problem. EXPTB has an insidious and silent onset without any constitutional symptoms, and both microbiological confirmation and the source by an adult are not frequently found. Moreover, detection of the adult source is mandatory for controlling the TB disease in children