Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry

This study advances current knowledge on building a brand strategy that includes corporate reputation. It employs three theories – value creation, strategic resources and corporate communication – to study the uses of corporate reputation and its effect on brand segmentation, brand differentiation and brand positioning. In the context of the Taiwanese pharmaceutical industry, a sequential mixed method approach is applied and data are analyzed using PLS SEM. Findings demonstrate the relative impacts of three uses of corporate reputation (value creation, strategic resources and corporate communication) on brand image strategy (brand segmentation, brand differentiation and brand positioning) and the implications are evaluated. This study discovers that the inclusion of medicine prices is necessary and that it negatively moderates the impact of the overall uses of corporate reputation on overall brand image strategy. This research contributes empirically as one of the few that tests reputation-and-branding-building models outside the USA and Europe

Structure-Based Stabilization of HIV-1 gp120 Enhances Humoral Immune Responses to the Induced Co-Receptor Binding Site

The human immunodeficiency virus type 1 (HIV-1) exterior envelope glycoprotein, gp120, possesses conserved binding sites for interaction with the primary virus receptor, CD4, and also for the co-receptor, generally CCR5. Although gp120 is a major target for virus-specific neutralizing antibodies, the gp120 variable elements and its malleable nature contribute to evasion of effective host-neutralizing antibodies. To understand the conformational character and immunogenicity of the gp120 receptor binding sites as potential vaccine targets, we introduced structure-based modifications to stabilize gp120 core proteins (deleted of the gp120 major variable regions) into the conformation recognized by both receptors. Thermodynamic analysis of the re-engineered core with selected ligands revealed significant stabilization of the receptor-binding regions. Stabilization of the co-receptor-binding region was associated with a marked increase in on-rate of ligand binding to this site as determined by surface plasmon resonance. Rabbit immunization studies showed that the conformational stabilization of core proteins, along with increased ligand affinity, was associated with strikingly enhanced humoral immune responses against the co-receptor-binding site. These results demonstrate that structure-based approaches can be exploited to stabilize a conformational site in a large functional protein to enhance immunogenic responses specific for that region

Shock response of viscoelastically damped beams

Analysis for the dynamic response of two layer and three layer viscoelastically damped beams subjected to half sine shock excitation has been carried out. Effects of rotary and longitudinal inertias have been included in the analysis in addition to the effects of transverse inertia. The properties of the viscoelastic material have been represented by those of a four element viscoelastic model. The constants of the model have been determined for a viscoelastic material for which properties are known for maintained harmonic excitation. Experimental verification of the analytical results for strain response due to shock excitation is reported