This article focuses on the possible relationship between the parent brand and a new brand extension. In particular, the study focuses on the impact of a parent brand on the trial of the extension and the reciprocal effect of a successful trial of new brand extensions positioned horizontally and vertically on the parent brand. Results show positive influence of the parent brand on the trial of the extension. Successful trial also helped the parent brand on a reciprocal basis, particularly among the non-loyal users and non-users of the parent brand. Another finding is the moderating effect of category positioning on the magnitude of the reciprocal effect of the brand extension on the parent brand. There is also an indication that prior parent brand experience acts as a moderator of reciprocal effects.

No abstract

Gravity and microearthquake surveys were carried out in the Chinshan Tanshui area, northern Taiwan in 1987. Bouguer anomaly data was used to deter mine the subsurface structures of this area. The results indicate that the Chinshan fault is a thrust fault with a dipping angle of about 55 to 60 degrees. A temporary seismographic network with twelve stations was deployed to study the seismicity of the area. 223 events with magnitudes between 0.2 and 3.2 occurred in the study area during the 58 days survey period. Most of them were at depths shallower than 10 km. From the fault plane solutions, we can see that most of the focal mechanisms in this area are from normal faulting. They must be correspond to the activity of the Tatun and Chishinshan volcanos. 433 earthquakes in the study area were recorded by the Taiwan Telemetered Seismographic Network (TTSN) during the period between 1973-1985. The distribution pattern is quite similar to that re vealed by the temporary array. In general, this area shows steady moderately active shallow seismicity.

This work analyses the overall stress/strain characteristic of flexible encapsulations with organic light-emitting diode (OLED) devices. A robust methodology composed of a mechanical model of multi-thin film under bending loads and related stress simulations based on nonlinear finite element analysis (FEA) is proposed, and validated to be more reliable compared with related experimental data. With various geometrical combinations of cover plate, stacked thin films and plastic substrate, the position of the neutral axis (NA) plate, which is regarded as a key design parameter to minimize stress impact for the concerned OLED devices, is acquired using the present methodology. The results point out that both the thickness and mechanical properties of the cover plate help in determining the NA location. In addition, several concave and convex radii are applied to examine the reliable mechanical tolerance and to provide an insight into the estimated reliability of foldable OLED encapsulations.

A low‐frequency (LF) submarine volcanic swarm has been first observed at the southwestern end of the Okinawa Trough where some submarine volcanoes have recently been identified. A swarm of more than 24 earthquakes was recorded at land seismic stations in Taiwan between September 1st and September 4th, 2006. These earthquakes without clear S‐arrivals were substantially different from other abundant tectonic earthquakes in the area. The dominant frequency of around 1 or 2 Hz recorded at all stations shows that the LF seismograms were generated by neither path nor site effects, but directly from the source. These LF earthquakes can be characterized as B‐type volcanic earthquakes, which have been observed in some active volcanoes before significant eruptions. The observations of these LF volcanic earthquakes beneath submarine volcanic cones and seamounts are strong indicator that some submarine volcanoes are still active at the southwestern end of the Okinawa Trough.