In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Purpose Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables. Design/methodology/approach Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions. Findings Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension. Originality/value A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

Comparison of in vivo knee kinematics before and after bicruciate-stabilized total knee arthroplasty during squatting

Background No studies have directly evaluated kinematic changes during squatting before and after bicruciate-stabilized total knee arthroplasty (BCS-TKA) with the dual cam-post mechanism and asymmetric surfaces. This study investigated the effect of BCS-TKA on changes to pre- and postoperative skeletal knee kinematics, to identify factors associated with postoperative skeletal kinematic parameters. Methods Seventeen knees in 17 patients were prospectively recruited before primary TKA for advanced medial knee osteoarthritis. Subjects underwent BCS-TKA and were evaluated more than 1 year postoperatively. In vivo dynamic skeletal knee kinematics were evaluated using periodic radiographic images collected during squatting to quantify the tibiofemoral functional extension/flexion angle, anteroposterior (AP) translation, and axial rotation angle using image-matching techniques. Rotational alignments of femoral and tibial components were measured postoperatively using computed tomography images. Results The pre- and postoperative tibiofemoral functional extension/flexion angles during squatting were 12.2° ± 6.7°/100.1° ± 16.8° and 9.6° ± 8.6°/109.4° ± 16.8°, respectively, with a significant difference in flexion angle (p < .05). Total AP translation was significantly larger postoperatively than preoperatively (10.8 mm ± 3.7 mm vs. 14.4 mm ± 4.2 mm, respectively; p < .05). The pre- and postoperative total rotation angles were 6.6° ± 3.0° and 6.4° ± 3.7°, respectively, indicating no significant difference. The pre- and postoperative tibiofemoral functional flexion angles were significantly associated with each other (p = .0434, r = .49). The postoperative total rotation angle was significantly smaller when the total component rotational mismatch angle between the femoral and tibial components was above 5° vs. below 5° (4.6° ± 2.7° vs. 8.3° ± 3.9°, respectively; p < .05). Conclusions BCS-TKA significantly increased the tibiofemoral functional flexion angles, with larger AP translation postoperatively. Both preoperative skeletal kinematics and surgical techniques affected the skeletal kinematics of the replaced knee. A total component rotational mismatch angle greater than 5° significantly decreased postoperative total knee rotation during squatting.

Realizations of deonticity in Lithuanian: The case of particles

The present paper focuses on non-epistemic modal particles in contemporary Lithuanian that have received far less attention in the literature than epistemic particles. Based on authentic data drawn from the Corpus of the Contemporary Lithuanian Language, the study aims to disclose the formal and functional features of the particles tegu(l), te and lai in spoken discourse and fiction. The study has shown that the particles under investigation occur in hortative constructions where they express the speaker’s desire to get a third person or the addressee to carry out some action. Although tegu(l), te and lai share a number of functions (e.g. hortatives, negative or positive performative optatives), functional extension is more typical of tegu(l) than of te and lai. The formal features of the particles (their co-occurrence with indicative or subjunctive forms) provide evidence for their functional variation.

Doppler Optical Coherence Tomography for Otology Applications: From Phantom Simulation to In Vivo Experiment

In otology, visualization and vibratory analysis have been crucial to enhance the success of diagnosis and surgical operation. Optical coherence tomography (OCT) has been employed in otology to obtain morphological structure of tissues non-invasively, owing to the ability of measuring the entire region of tympanic membrane, which compensates the limitations of conventional methods. As a functional extension of OCT, Doppler OCT, which enables the measurement of the motion information with structural data of tissue, has been applied in otology. Over the years, Doppler OCT systems have been evolved in various forms to enhance the measuring sensitivity of phase difference. In this review, we provide representative algorithms of Doppler OCT and various applications in otology from preclinical analysis to clinical experiments and discuss future developments.

Coordination in theory extension: how Reichenbach can help us understand endogenization in evolutionary biology

Reichenbach’s early solution to the scientific problem of how abstract mathematical representations can successfully express real phenomena is rooted in his view of coordination. In this paper, I claim that a Reichenbach-inspired, ‘layered’ view of coordination provides us with an effective tool to systematically analyse some epistemic and conceptual intricacies resulting from a widespread theorising strategy in evolutionary biology, recently discussed by Okasha (2018) as ‘endogenization’. First, I argue that endogenization is a form of extension of natural selection theory that comprises three stages: quasi-axiomatisation, functional extension, and semantic extension. Then, I argue that the functional extension of one core principle of natural selection theory, namely, the principle of heritability, requires the semantic extension of the concept of inheritance. This is because the semantic extension of ‘inheritance’ is necessary to establish a novel form of coordination between the principle of heritability and the extended domain of phenomena that it is supposed to represent. Finally, I suggest that—despite the current lack of consensus on the right semantic extension of ‘inheritance’—we can fruitfully understand the reconceptualization of ‘inheritance’ provided by niche construction theorists as the result of a novel form of coordination.

Design, dynamic analysis and experimental evaluation of a hybrid parallel-serial polishing machine with decoupled motions

In this paper, a novel six degrees-of-freedom (DOF) hybrid kinematic machine (HKM) is designed, analyzed and evaluated for precision polishing. The design adopts a three DOF tripod-based parallel manipulator (PM) to locate the workpiece, a two DOF serial manipulator (SM) to orient the polishing tool and a functional extension limb to provide a redundant DOF for the workpiece with an axially symmetrical shape. Compared with the existing HKMs, the most distinctive feature is that the position and orientation adjustments of the tool with respect to the workpiece are decoupled during the synchronous machining, thus allowing the rotational tool center point (RTCP) function to be conveniently realized. For the developed HKM, the kinematics are studied systematically, including position, velocity, acceleration and workspace. The dynamic model of the PM is derived by employing the principle of virtual work. For a pre-defined trajectory, the required driving forces are obtained through dynamic simulation. Based on these analyses, a laboratory prototype of the HKM is designed and developed. Preliminary accuracy assessment of the HKM is implemented with a double ball-bar and a series of polishing experiments are conducted to show the capacity and feasibility of the developed HKM.

Out of our skull, in our skin: the Microbiota-Gut-Brain axis and the Extended Cognition Thesis

According to a shared functionalist view in philosophy of mind, a cognitive system, and cognitive function thereof, is based on the components of the organism it is realized by which, indeed, play a causal role in regulating our cognitive processes. This led philosophers to suggest also that, thus, cognition could be seen as an extended process, whose vehicle can extend not only outside the brain but also beyond bodily boundaries, on different kinds of devices. This is what we call the ‘Externally Extended Cognition Thesis.’ This notion has generated a lively debate. Here, we offer a novel notion of extended cognition, according to which cognition can be seen as being realized (and expanded) outside the brain, but still inside the body. This is what we call the ‘Internally Extended Cognition Thesis’. Not only our thesis but also our approach while defending it is innovative. The argument we offer is supported by recent empirical findings in the life sciences and biomedicine, which suggest that the gut microbiota’s activity has a functional role in regulating our cognitive processes and behaviors. In doing so, we embrace the holobiont-perspective, according to which it is possible to claim that what we call biological individuals are not autonomous entities with clear boundaries, but should rather be seen as networks of multiple interactions among species. Thus, by analyzing different sets of evidence in light of the holobiont-perspective, we argue that the gut microbiota could be seen as a component of our organism. On the basis of the philosophical interpretation of this evidence, however, we also suggest that there are no impediments standing the way of considering the gut microbiota also as a functional extension of our cognitive system. If so, this amounts to extending cognition out of ‘our skull’, though still confining it within ‘our body’: to ‘our gut’. This is an instance of the ‘Internally Extended Cognition Thesis,’ whose benefits for an original (biologically informed) theory of extended cognition are discussed.