Transcultural brand communication: Disneyland’s social media posts from USA to Hong Kong and Shanghai

The paper attends to the increasingly heated debate on the local, the global versus the glocal approaches in transcultural brand communication with an examination of how Disneyland performs emotional branding on social media across US to Hong Kong and Shanghai. Integrating insights from brand communication with linguistics, the present study develops a framework to examine how Disneyland builds emotional attachment of the public to the brand via brand personality appeals and use of interactional features. It is found that on a global-local continuum, brand personality traits exhibit strong globalization propensity whereas interactional features demonstrate strong localization tendency in Hong Kong and Shanghai. Variations also exist in the means of emotional branding between Hong Kong and Shanghai. Finally, the paper provides an account for the differences between Hong Kong and Shanghai and concludes that neither the local approach nor the global approach but the glocal approach can tackle the challenge of transcultural brand communication and that future studies in this area should be oriented further to uncovering the global-local nexus in the process.

A FABRY-PEROT METARESONATOR SUPPORTING TRAPPED-MODE RESONANCES

Purpose: Investigation of the electrodynamic properties of a Fabry-Perot metaresonator formed by two parallel perfectly conducting, two-dimensionally periodic, two-element screens of finite thickness with rectangular holes. The resonator is excited by a plane linearly polarized electromagnetic wave. The basic cell of each of the screens used as the metaresonator mirrors contains two lengths of rectangular waveguides of different transverse sections. Design/methodology/approach: An operator method for solving the 3D problems of electromagnetic wave diffraction by multielement two-dimensionally periodic structures is used in the study. The computation algorithm uses the partial domain technique and the method of generalized scattering matrices. Findings: As follows from the results of the numerical modeling made, the magnitude of the plane wave reflected from the metaresonator turns to zero at fixed frequencies lying below the cutoff frequencies for the rectangular waveguide sections embedded in the resonator mirrors. The effect of the total electromagnetic wave transmission through the metaresonator at the first lower frequency is characterized by a strong localization of the electromagnetic field in the resonator volume. The reason is excitation of the metaresonator by the exponentially descending field penetrating inside the resonator through the evanescent holes at the resonance frequency. The second low-frequency resonance of the total electromagnetic wave transmission through the metaresonator is associated with the trapped-mode resonance, which is observed in multielement two-dimensionally periodic structures. This case is characterized by a strong localization of the electromagnetic field from both sides near the metaresonator mirror surfaces. Conclusions: The unique electrodynamic properties of the metaresonator can find application in the devices for measuring the electrophysical parameters of composite materials with high losses. The effect of strong localization of the electromagnetic field both in the resonator volume and near the mirror surfaces can be used for monitoring the gaseous substances in crowded places. Key words: two-dimensionally periodic screen; rectangular waveguide; Fabry-Perot metaresonator; reflection factor; evanescent waveguide; trapped-mode resonance

Magnetic and electronic properties of iron-based superconducting systems

<p>This thesis is motivated by the large variety of high-temperature superconductors that contain iron in the superconducting layer. This number has grown rapidly since the discovery in 2008 of the iron-pnictides (and chalcogenides), where iron and arsenic form the superconducting layer. Also of interest are the iron-cuprate hybrid materials, where one out of three copper atoms is replaced by iron. The aim is to understand the superconducting, magnetic and electronic properties of these materials in respect to their iron content. This thesis describes some of these properties for the iron-pnictide compounds of CeFeAsO₁₋xFx and AFe₂As₂ (A=Ba, Sr), and for the ironcuprate hybrids of FeSr₂YCu₂O₆₊y and FeSr₂Y₂₋xCexCu₂O₁₀₋y. Here it has been found that CeFeAsO₁₋xFx follows a 3D fluctuation conductivity above the superconducting transition and the thermal activation energy is correlated to the critical current density within a two fluid-flux creep model below the superconducting transition. NMR measurements show that there is considerable charge disorder within the superconducting doping region. The AFe₂As₂ show a positive magnetoresistance, which could be interpreted through three-carrier transport. Superconducting samples of SrFe₂As₂ display a large enhancement in the magnetoresistance below the superconducting transition up to 1600 %, which is due to three-carrier transport through metallic and superconducting regions in an inhomogeneous state. The superconducting properties of the iron-cuprate FeSr₂YCu₂O₆₊y in respect to the location of iron was studied under the influence of electron and hole doping and with additional magnetic impurities. FeSr₂Y₂₋xCexCu₂O₁₀₋y shows a disorder induced spin-glass state and strong localization depending on the doping.</p>

Magnetic and electronic properties of iron-based superconducting systems

<p>This thesis is motivated by the large variety of high-temperature superconductors that contain iron in the superconducting layer. This number has grown rapidly since the discovery in 2008 of the iron-pnictides (and chalcogenides), where iron and arsenic form the superconducting layer. Also of interest are the iron-cuprate hybrid materials, where one out of three copper atoms is replaced by iron. The aim is to understand the superconducting, magnetic and electronic properties of these materials in respect to their iron content. This thesis describes some of these properties for the iron-pnictide compounds of CeFeAsO₁₋xFx and AFe₂As₂ (A=Ba, Sr), and for the ironcuprate hybrids of FeSr₂YCu₂O₆₊y and FeSr₂Y₂₋xCexCu₂O₁₀₋y. Here it has been found that CeFeAsO₁₋xFx follows a 3D fluctuation conductivity above the superconducting transition and the thermal activation energy is correlated to the critical current density within a two fluid-flux creep model below the superconducting transition. NMR measurements show that there is considerable charge disorder within the superconducting doping region. The AFe₂As₂ show a positive magnetoresistance, which could be interpreted through three-carrier transport. Superconducting samples of SrFe₂As₂ display a large enhancement in the magnetoresistance below the superconducting transition up to 1600 %, which is due to three-carrier transport through metallic and superconducting regions in an inhomogeneous state. The superconducting properties of the iron-cuprate FeSr₂YCu₂O₆₊y in respect to the location of iron was studied under the influence of electron and hole doping and with additional magnetic impurities. FeSr₂Y₂₋xCexCu₂O₁₀₋y shows a disorder induced spin-glass state and strong localization depending on the doping.</p>