How Mandatory Drug Sentencing Laws Came to Be

In reaction to an increase in the amount of cocaine being smuggled into the United States and cocaine addiction epidemic proportions in the 1980s, the U.S. Congress and many state legislatures adopted new laws that stiffened the penalties for anyone convicted of trafficking certain illegal drugs. These laws made jail terms mandatory for drug dealers and anyone in possession of certain amounts of illegal drugs. While many citizens support such laws many view them as inherently biased against African Americans. They see these laws as part of a system of systemic racism which oppresses people of color. One example of mandatory minimums being discriminatory was that possession  of powdered cocaine, a drug associated with white businessmen was sentenced  less harshly than crack cocaine which was more associated with African American men. History and the War on Drugs Mandatory drug sentencing laws came about in the 1980s in the height of the War on Drugs. The seizure of 3,906 pounds of cocaine, valued then at over $100 million wholesale, from a Miami International Airport hangar on March 9, 1982, brought about the publics awareness of the Medellin Cartel, Colombian drug traffickers working together,  and changed U.S. law enforcements approach towards the drug trade. The bust also sparked new life into the War on Drugs. Lawmakers began to vote more money for law enforcement and began to create stiffer penalties for not only drug dealers, but for drug users. Latest Developments In Mandatory Minimums More mandatory drug sentences are being proposed. Congressman James Sensenbrenner (R-Wis.), a proponent of mandatory sentencing, has introduced a bill to Congress called Defending Americas Most Vulnerable: Safe Access to Drug Treatment and Child Protection Act of 2004. The bill is designed to increase mandatory sentences for specific drug offenses. It includes mandatory sentencing of 10 years to life in prison for any person age 21 or over who attempts or conspires to offer drugs (including marijuana) to someone younger than 18 years old. Anyone who has offered, solicited, enticed, persuaded, encouraged, induced, or coerces or possess a controlled substance, will be sentenced to a term not less than five years. This bill was never enacted.   Pros of Mandatory Drug Sentencing Laws Supporters of mandatory minimums view it as a way to deter drug distribution and use by extending the time that a criminal is incarcerated therefore preventing them from committing more drug-related crimes. One reason mandatory sentencing guidelines are established is to increase sentencing uniformity—to guarantee that defendants, who commit similar crimes and have similar criminal backgrounds, receive similar sentences. Mandatory guidelines for sentencing greatly curtail judges sentencing discretion. Without such mandatory sentencing, defendants in the past, guilty of virtually the same offenses under the same circumstances, have received vastly different sentences in the same jurisdiction, and in some cases from the same judge. Proponents argue that a lack of sentencing guidelines opens up the system to corruption. Cons of Mandatory Drug Sentencing Laws Opponents to the mandatory sentencing feel that such punishment is unjust and does not allow for flexibility in the judicial process of prosecuting and sentencing individuals. Other critics of mandatory sentencing feel that the money spent in longer incarceration has not been beneficial in the war against drugs and could be better spent on other programs designed to fight drug abuse. A study performed by the  Rand Company  said such sentences have proven to be ineffective in curtailing drug use or drug related crime. The bottom line is that only decision makers who are very myopic would find long sentences to be appealing, said study leader Jonathan Caulkins of Rands Drug Policy Research Center. The high cost of incarceration and the small results that it has shown in fighting the war on drugs, show that such money would be better spent on shorter sentencing and drug rehabilitation programs. Other opponents to mandatory sentencing include Court Justice Anthony Kennedy, who in August 2003 in a speech to the American Bar Association, denounced minimum mandatory prison terms. In too many cases, mandatory minimum sentences are unwise and unjust, he said and encouraged the bar to be leaders in the search for justice in sentencing and in racial inequities. Dennis W. Archer, former Detroit mayor and Michigan Supreme Court Justice takes the position that it is time for America to stop getting tougher and start getting smarter against crime by reassessing mandatory sentencing and irrevocable prison terms. In an article posted on the ABA website, he states, The idea that Congress can dictate a one-size-fits-all sentencing scheme does not make sense. Judges need to have the discretion to weigh the specifics of the cases before them and determine an appropriate sentence. There is a reason we give judges a gavel, not a rubber stamp Where It Stands Because of cuts in many state budgets, and overcrowded prisons due to mandatory drug sentencing, lawmakers are facing a financial crisis. Many states have begun to use alternatives to imprisonment for drug offenders—usually called drug courts—in which defendants are sentenced into treatment programs, rather than jail. In states where these drug courts have been established, officials are finding this approach to be a more effective way of approaching the drug problem. Research shows that drug court alternatives are not only more cost-effective than prison sentences for defendants who commit non-violent crimes, they help reduce the rate of defendants who return to a life of crime after completing the program.

The Language And Oral Communication Essay - 1638 Words

Before our society became literate, everyone communicated orally, as best explained by Goody and Watt in The Consequences of Literacy. In a related essay, Writing is a Technology that Restructures Thought, Ong reveals that the creation of the phonemic alphabet allowed humans to create new words that more accurately expressed their thoughts, which translated to their actions and speech. So in a sense, oral communication, as we know it today, is a form of literacy. Written and oral communication both can convey the same message, the only major difference in regards to communicating is that writing transcends time, whereas oral speech is of the present. As cultures become literate, their vocabularies expand, allowing them to discover the world and themselves in new ways. It was not until I read these two essays that I began to think of literacy in this way. In literate societies like ours, being educated and articulate is highly regarded, and those who have received minimal education ar e seen as inferior, unfortunately. From a young age my parents stressed the value of education, so I always strived to be â€Å"smart†. I took pride in my work and viewed it as a reflection of myself. My self-perception was entirely dependent on my literacy skills, since I did not believe I was good at anything else. Communicating my thoughts and feelings, whether orally or in writing, was a struggle. This caused my self-esteem to decrease, and it was not until I improved my literacy skills that IShow MoreRelatedEffective Communications Oral Language2441 Words   |  10 PagesEFFECTIVE COMMUNICATIONS AND ORAL LANGUAGE Oral language is the greatest use of language and is the basis of communication - in fact it is the basis of literacy. Language plays a vital role in the personal and social development of children. It enables them to gain an understanding of themselves and others and strengthens their social relationships. (Oral Language Resource Book: First Steps; page 45) Through listening and speaking students learn about themselves and about their world. LearningRead MoreELT task 3 Essay examples955 Words   |  4 Pagesany lesson. Therefore, summarizing a presentation during and after listening will help any student increase their chances of remembering important information. B. Create an activity that is meant to develop a specific listening or oral communication skill. In order to develop a specific listening skill such as hearing main ideas, teachers can instruct student to write the main ideas of the lesson presentation. The teacher can encourage the class to read aloud their main ideas. While theRead MoreVerbal Communication And Oral Communication1281 Words   |  6 Pagesoral communication skill it is the verbal Communication, there is also a nonverbal communication linked to oral communication which is simply a person’s body language and eye contact and hand gestures. This could be important because it could express someone feeling’s as relaxed and confident this mean that if there have open arms this could means that there are open and nice person .On the other hand if we have a crossed arms they may-be angry. Last and the most important nonverbal skill is thatRead Moreoutline the different forms of verbal and non-verbal communication1332 Words   |  6 PagesCommunication is the activity of conveying information through the exchange of thoughts, messages or information; as by speech, visuals, signals, written work or behaviour. It is the meaningful exchange of information between two or more living creatures. Communication requires a sender, a message and a recipient although the receiver does not have to be present or aware of the sender’s intent to communicate at the time of communication thus communication can occur across vast distances in time andRead More Teachers Options Essay1716 Words   |  7 Pagesmust to communicate the needed information. Along with this is the severity of each child’s hearing loss. Some suffer from only slight amount of hearing loss and can therefore have better verbal communication skills, while some are completely deaf and have no way to communicate besides through sign language. Another differing aspect is the type of classroom the teacher is teaching in. There are four basic types of classroom (Stewart Kluwin, 2001) that deaf education teachers can be placed in. 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Verbal communication is the most advantageous mode of correspondence that we as humans possess, but there are those who are not fortunate enough to be able toRead MoreVerbal Communication Essay1182 Words   |  5 PagesCommunication is a Latin word which means ‘to share’. It is the sharing of information between different individuals. It includes the sharing of ideas, concepts, imaginations, behaviours and written content. Communication is simply defined as the transfer of information from one place to another. This transfer of information can be shown in different ways. Communication is sending and receiving information between two or more people. The person sending the message is referred to as the sender, whileRead MoreOral Language and Child Development1498 Words   |  6 Pagesfoundational aspect of all children’s learning is oral language. Communication orally entails the ability to include four components of spoken language to incorpo rate, and build on, a child’s vocabulary and grammar. These four elements consist of the phonological, syntactic, semantic and pragmatic components. Development of a child’s language skills should form together resulting in literacy success later in life. In order to master the teaching of oral language, three strategies are used. These includeRead MoreSpeech Language And The Deaf World Essay1746 Words   |  7 PagesThroughout time, Speech Language Pathologists and the Deaf World have had a less than amicable relationship. Audism—the belief that hearing makes an individual superior—has been prevalent throughout the entire history of the Speech Language and Hearing Sciences field. As an individual who hopes to pursue a career as an SLP in the future in order to help those with communication disorders, I experience a lot of cognitive dissonance about my ties with the Deaf Community. 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Bloodless Surgery Free Essays

Bloodless Surgery| [Type the document subtitle]| Michael Jones| Abstract There have been many court cases that has made, parent who deny their child blood transfusion, to have to get one. Most time the courts will side with the parents, but if their decision not to is life threatening, the court side with the hospital. Most times it is for religious reasons that parent don’t want their child to have blood transfusion. We will write a custom essay sample on Bloodless Surgery or any similar topic only for you Order Now There are many risks associated with blood transfusion, some parents don’t want to take that risk. Some of the diseases you can get are hepatitis B and hepatitis C. HIV and AIDS can also be contracted through blood transfusion. It can even lead to death of a recipient. Is it ethical for parents to chose for their kids not to have blood transfusion. There is an alternative to blood transfusion. There are many tools and techniques to prevent the need for blood transfusion. Many doctors today are moving more towards bloodless surgery. The growth of bloodless surgery can be largely due to the number of Jehovah’s Witness patients. It is beneficial for both the patient and the hospital. More cost effective and faster recovery. I will talk about how preoperative planning is important for a successful bloodless surgery. I will touch on technique like cell savaging and Normothermia. Also introduce you to a cool tool called Cyber-Knife. I will show how Jehovah’s Witnesses and their Hospital Liaison Committee help my family when it came to bloodless surgery. Blood transfusions have been known to have many dangers. In most cases the cons outweighs the pros, causing many people to consider alternative measures. Today one of the most innovative and effective alternatives is bloodless surgery. In the event that you are faced by such a challenging yet important decision such a surgery, allow me to enlighten you on some of the statistics, procedures and benefits of bloodless surgery to assist you in making an informed decision. As we look at some of the dangers that are associated with blood transfusion alongside modern methods, equipment and benefits of bloodless surgery. We will see how these procedures have progressed over the years, and how the increase in use of bloodless surgery can be attributed to a small group of people known as Jehovah’s Witness. Witnesses as patients will not accept blood transfusion, under any circumstances. This has caused doctors to look for other solutions. The reasons why you should use bloodless surgery are the risk associated with blood transfusion. Transfusions have been used for over fifty years in clinical medicine. Within those fifty years it has become apparent that the risk such as infectious viruses, bacterial infections and even death has been linked to blood transfusion. Infectious viruses include but are limited to blood borne pathogens like hepatitis B and C. The Blood bank reports â€Å"for screened units of blood in 2007, 1 in 137,000 had hepatitis B, fewer than 1 in 1,000,000 for hepatitis C† (Nagarsheth, N. P. , Sasan, F. 2009) Blood transfusions have been associated with higher incidence of bacterial infections. â€Å"Bacterial infection was 2 percent non-transfusion patients, 15 percent for those with up to 2 units of blood red blood cells transfused, 22 percent with three to five units of blood, and 29 percent for patients transfused with 6 or more units of blood. † (Nagarsheth, N. P. , Sasan, F. 009) The more blood received in a transfusion, the more likely you are to get a postoperative infection. Many People today receive multiple transfusions. Transfusion in time develops allergenic immunization. This limits the supply of compatible blood. These numbers may seem like lottery chances, but why take the chance. Ultimately there is death. Death is not a foreign outcome of blood transfusion. Transfusion related acute l ung injury or TRALI, was first reported in the early 90’s. It’s a life threading reaction following a blood transfusion. TRALI is now known to cause many deaths each year. However, experts believe that the number of death is much higher than what is reported in relation to TRALI, because many doctors are unaware of the symptoms. The cause for such a reaction is conclusive. New scientist states â€Å"The blood that causes TRALI appears to come primarily from people who have multiple transfusions. TRALI is the top reason for blood transfusion death in the world. Jehovah’s Witnesses have benefited greatly from their faithful course. Although their reason for not having blood transfusions are not because of the negative reasons that derive from it, but because of their devout belief in God and the Bible. They obey scripture such as Acts 15; 20 which states â€Å"abstain from blood† and Leviticus 7; 26 â€Å"you must not eat any blood. † Jehovah’s Witnesses respect Gods authority and has taken their stand against blood transfusions, regardless of the outcome. If you do not agree with such a point of view, let’s examine the benefits to bloodless surgery and its advancing technology. Over the years the tools and techniques of surgery without blood transfusion has improved greatly. One tool or technique used for surgeries with a lot of blood lost is called cell salvage. This involves recovering the blood lost by a patient, cleaning it, and putting it back into the patient. This is done non-stop during surgery. â€Å"Technological advances have increased system automation†¦ offering higher processing speeds and better end product. †(Lawrence Goodnough. 2003 Vol. 4) Cell salvaging is also cost effective for the hospital and the patient. If there is a surgery with lots of blood lost, it is cheaper to use cell salvage than the units of blood used in a transfusion. Also the recovery time is faster reducing the time and money a patient spends at a hospital. How can blood loss during surgery be lowered in order to lessen the chance for need of a blood transfusion? The key is preoperative planning for a successful bloodless surgery. The first thing to be considered is the amount of red blood cell (RBC) that will lost before a transfusion is needed. This is called the transfusion threshold. Another thing that can be done before surgery is to â€Å"increase the patients RBC mass. † (Watchtower Bible and Track Society, 2004) RBC mass can be increased by injection of iron into the patient. Also erythropoietin(EPO). EPO is a protein hormone produced by the kidneys. â€Å"This synthetic hormone acts like the natural erythropoietin found in our kidneys and stimulates the bone marrow to send new, fresh red cells into the bloodstream. † (Watchtower. org)EPO is normally given 10 to 20 days before surgery. If you increase the RBC mass and lower the transfusion threshold, it allows for an even greater acceptable amount of blood loss. Normothermia is a technique used to keep the patient’s body temperature during surgery. This helps keep the blood flowing properly. Managing the patient body temperature throughout the entire process reduces the surreal shock to the body which reduces the chances of incurring infection. The patient can be warmed by a thermal suit or a machine that infuses warm fluid into the body. The position can also help reduces blood loss during surgery. Local veins pressure changes depending on the field of relativity to the heart. Low pressure goes hand in hand with blood saved. Stanford University Medical Center is a pioneer in the use of bloodless surgery in neurosurgery. â€Å"Without sawing into the skull or so much as cutting the scalp, they are curing patients whose brain and spine tumors were not long ago considered a death sentences. † (Fillon, Mike 1997) These surgeries are possible with the use of Stanford University’s computer mediated stereotaxis radio surgery known as the Cyber-knife. The Cyber-Knife is basically a robotic x-ray gun that shots small amounts of radiation into the tumor in a lot of different directions. This kills off the infected tissue without over exposing other parts of the body to radiation. Cyber-knife is a robotic arm that locks the radiation beam on to the tumor and constantly readjusts its aim in response to the patient’s natural small movement. To help doctors in providing treatment without blood transfusions, Jehovah’s Witnesses have developed a helpful liaison service. Presently, more than 1,400 Hospital Liaison Committees worldwide are equipped to provide doctors and researchers with medical literature from a data base of over 3,000 articles related to bloodless medicine and surgery. Not only Jehovah’s Witnesses, but all patients in general today, are less likely to be given unnecessary transfusions because of the work of the Jehovah’s Witnesses’ Hospital Liaison Committees. In many surgeries which doctors felt that a transfusion was needed. The liaison committee has provided them with medical literature that shows how effective EPO can be. Some did not think that it would work fast enough to make up the amount of blood needed. A number of cases have shown how quickly EPO gets results. In one instance, on the very same day after EPO was administered, the count of new red cells was already four times normal! †(Watchtower. org) My mother and father got to see how effective the liaison committee, and blood surgery first hand. When my brother was 16 years old, we found out that he had cancer in his knee. At that time there was no hospitals with a committee or doctor that would perform bloodless surgery on Staten Island. So the hospital liai son committee located Mount Sinai Hospital that had one doctor that did do bloodless surgery. My brother was put on EPO, and was the only patient that was. For all of the doctors this was their first time use EPO, or even doing bloodless surgery. They were extremely surprised how much better he was doing than the other kid’s that were having blood transfusions. â€Å"It was really sad to see all those little kids and babies having blood pumped in to them. † That is what my mother said when I was asking her about my brother surgery. She said â€Å"Junior what the only kid that was up walking around, all the other kids was in their beds look like they was about to die. † Two things happened to my brother. First he lost all his hire because of chemotherapy. He also lost his leg because that was the only way they could remove all the cancer. It is reasonable to conclude that although blood transfusion has been around for many years. With all its side effects such as, infectious viruses bacterial infections and even death. It is quickly becoming a thing of the past! With strong scriptural basis and its practical benefits, Jehovah’s Witnesses have been the main reason for the growth of bloodless surgery. Today hospitals across the world implanted bloodless programs to help meet the demand for this growing number. Along with that, doctors have developed many techniques and tools in order to be successful in bloodless surgery. Techniques such as cell savaging and blood recovery and tools like the Cyber-knife. This have allowed for more cost effective surgeries, faster recovery, lower chance for infection and viruses. If ever surgery is something you have to undergo. I hope that I have persuaded you to make the right decision. References Cantrell, S. (2010). New normothermia measure heats up patient- temperature management. Healthcare Purchasing News, 34(3), 22-29. Retrieved from EBSCOhost. Fillon, M. (1997). Bloodless surgery. Popular Mechanics, 174(1), 48. Retrieved from EBSCOhost. Goodnough, L. , ; Shander, A. (2003). Evolution in alternatives to blood transfusion. Hematology Journal, 4(2), 87. Retrieved from EBSCOhost. Nagarsheth, N. P. , ; Sasan, F. (2009). Bloodless Surgery in Gynecologic Oncology. Mount Sinai Journal of Medicine, 76(6), 589-597. doi:10. 1002/msj. 20146 Watch Tower Bible and track society of Pennsylvania. (2004) Transfusion Alternatives, Document Series. Watchtower. org How to cite Bloodless Surgery, Papers

Corporate Governance and companies Fraud - Myassignmenthelp.Com

Question: Discuss about theCorporate Governance and companies Fraud. Answer: Introduction: The present study is based on the evaluation of the corporate governance practices of Resolute Mining Limited and Whitehaven Coal Limited. Resolute Mining Limited is an experienced ASX 200 gold mining company, which is focused on sustainable development of its long life operations (Grembergen and Haes 2017). The company makes the use of operational expertise gained from more than 25 years of constant gold production of 7 million ounces from more than nine operations conducted separately with the objective of enduring the value of its shareholders. Whitehaven Coal Limited on the other hand, a coal producing company, which approximately produces 20 million tonnes of thermal and metallurgical, coal per annum for exporting the same to the premium global markets (Dallas 2015). Whitehaven Coal Limited is regarded as one of the leading producer of some of the worlds highest quality of coal having operations in New South Wales with the vision of being Australias leading coal company. Critical evaluation of depth of each company in adopting ASX CGC principles and recommendations: The adoption of Corporate Governance Practice for Resolute Mining Limited outlines the functions which is retained by the board and the responsibilities are handed over to the management by demonstrating that the responsibilities of the board is distinct from the management. Critically the adoption of corporate governance practice is aimed at the development of corporate objectives and strategy with the help of management and approving the proposal of major new investment in capital and operating expenditure (Chen and Zhang 2014). The corporate governance principles are aimed at monitoring the actual performance against the defined set of performance anticipations and going over the operation information to understand all the times the current state of the company. Resolute Mining Limited acknowledges the necessity for the better standard of corporate governance and ethical conduct by all the directors and workforces of the company (Tricker and Tricker 2015). Critically evaluating th e depth of ethical standards and code of conduct for Resolute Mining Limited it is found that the company has developed a code of conduct which is entirely endorsed by the board and assures that CGC principles demonstrate the highest standards of professionalism and behaviour to uphold the confidence of the company. Critically, Whitehaven Coal Limited on the other hand, it is observed that the company is dedicated towards attaining the highest standards of corporate governance by safely coordinating the activities in compliance with the applicable set of laws and regulations (Board 2016). The corporate governance principles of Whitehaven Coal Limited on the other hand lays down a foundation for management and board in delegating responsibilities for implementation of performance matrix in measuring the against financial strategies. The company has the code of conduct with the objective of providing directors and employees with proper guidelines on acceptable behaviour. The code of corporate governance principles promotes ethical and responsible decision making by setting out the standards for transparent system of auditing and sustainable reporting of the company financial performance. Overall, the critical evaluation for both the companies provides the notion that the business affairs are conducted lawfully, ethically and under the strict observance of highest standards of integrity. Current practices of corporate governance: The current practices of corporate governance for Resolute Mining Limited reflect that the company CEO and CFO provides the board with necessary certainty in the areas of statutory financial reports in an effort to safeguard the integrity of corporate planning (Shrives 2013). The certainty comprises of meeting the declarations set out under section 295A of the corporation Act 2001 that the monetary records have been maintained appropriately and complies with the appropriate accounting standards. The company has balanced policy of disclosure to its stakeholders with the opportunity to access the externally available information issued by the company. The corporate governance practices highlight that the company complies with the objectives contained in the ASX listings for continuous disclosure requirements. Whitehaven Coal Limited on the other hand, complies with the guidelines set under the ASX corporate governance. The company evaluates the practices against the ASX corporate governance council and principles of corporate governance with the objective of promoting ethical standards (Miko and Kamardin 2015). The CGC of Whitehaven Coal Limited lays down the strong foundations for management and oversight towards strategic leadership actions. The company has set down anti-corruption policy that creates a standard of ethical behaviour and integrity employed in the Whitehaven Group. The CGC practices of respects the rights of the shareholders by identifying and regularly announcing quarterly reports, half-yearly reports and annual reports to keep their shareholders informed. Furthermore, the risk management approach lays down a summary the companys approach in addressing, managing and meeting the objectives of risk management standards. Evaluation of companys performance on adoption of ASX CGC principles: On the adoption of ASX CGC principles, it is found that the Whitehaven Coal Limited delivered better business performance in the areas of both financial and non-financial areas to attain its long-term goals (Larcker and Tayan 2015). The adoption of ASX CGC principles enabled the company in achieving net profit after tax of $20.5 million with a mark of improvement on the net loss of $342.7 million in the previous year. The company produced 15 million tonnes of saleable coal, which stood as 34% increase from the previous year of 25015. With the adoption of CGC principles and recommendations, the Whitehaven has delivered improved business performance with first full year profit since 2012. This helped the business to remain committed to ethical business practices with active stakeholder engagement. Transparency, accountability and integrity elements of approach is found in the corporate governance practices of the company. For Resolute Mining Limited the adoption of ASX CGC principles have resulted in successful completion of divestment of remaining interests in the Tanzania (Towers and Street 2017). This was followed by decommissioning and rehabilitation of Golden Prime Mine. The senior executive team widened with an increase in the direct reports of CEO from three to six. It further strengthened the gold sales associated dividend policy and featured an innovative option for shareholders to receive dividends in gold. In compliance with the best practices, the remuneration and nomination committee is entirely separate and distinct. To conclude with, the adoption of ASX CGC practices have benefited both the companies in achieving both their financial and non-financial parameters of business performance (Soltani and Maupetit 2015). Link between diversity of boards and companies performance: On evaluating the link between diversity of boards and gender management it is found that Whitehaven identifies that the people are the more important asset. The company is committed towards maintaining and promoting diversity at workplace. Diversity generates the ability of the group to attract, retain and develop the best talents by creating an engaged workforce so that the business is able to deliver highest quality service and continue to expand the business (Sultanaand Mitchell 2015). The board of Whitehaven has undertaken the guiding principle of diversity, which illustrates the companys aspirations for diversity and lays down lowest amount of anticipations to be met by the group on labour force diversity. The recruitment and selection procedure adopted by the company makes sure that no form of gender discriminatory occurs at the time of selecting staff and managerial personnel. The remuneration committee supervises the policy of diversity at board level. The company believes that an inclusive workforce brings together men and women from diversified backgrounds that reflects diverse backgrounds. This helps in reflecting diversity of gender, culture, experience and skills (Swan 2014). This helps in strengthening the performance of the company through exchange of ideas, opinions and skills of individuals selected from the widest pool of talent available. Whitehaven diversity policy is reported in conformity with the Workplace Gender Equality Act 2012. The financial year of 2016 has reflected a good progress to increase women participation in workforce. The company has welcomed 32 new females with 15% increase in the role of operations management. The board level executive also contains two women as the non-executive directors of the company. Resolute mining on the other hand, acts ethically and responsibly with best governance policy in establishing diversity policy. This includes the review of diversity within the company by taking into the considerations the composition of board, executive composition and employee composition by gender (Kanget al. 2013). Resolute diversity policy is applicable to all the employees and comprises of recruitment and selection process. The diversity policy includes the terms and conditions of employment together with pay, promotion, work assignment, training and other aspects of employment. The diversity policy lays down the foundation of growth of the company by promoting a high performance culture that draws diverse and significant experience, skills, expertise, perspective and unique personal attributes of the board members and employees (Jia et al. 2016). The proportion of women and men in the resolute workforce level is based on three levels in the organization and benchmark against the relevant industry wherever ever possible and remuneration by gender. However, despite promoting gender equality at work, Resolute Mining Limited lacks Workplace Gender Equality Act 2012. Resolute major recruitment policy continues to remain focussed on offering employment to best-qualified applicant irrespective of their age, gender or ethnicity. The diversity policy of the company consists of goal to contribute positively in the success of the company. Performance benchmark for remuneration: On benchmarking the performance of both the companies, it is observed that the remuneration policies governs the remuneration and nomination committee. The committee reviews annually and reassesses the policy each year for appropriate discharge of board responsibilities for assessing the performance of the business (Safari, Cooper and Dellaportas 2016). For both the companies the remuneration committee is responsible for determining and reviewing the policies of compensation in compliance with the procedure outlined by the remuneration and nomination committee. Remuneration and board composition: Whitehaven has a remuneration committee whose role is taking into the considerations the companys remuneration policy and strategy. The remuneration report is in agreement with the section 308 (3C) of the Corporation Act 2001 (Tao and Hutchinson 2013). The company annually reviews the total fixed remuneration and benchmarking it against the closely examined companies influenced by the performance and experience. 30% of the short term incentives is delivered into the rights to receive shares in the company, which is subject to meeting services based on the conditions vesting for 12 to 24 months. The long-term incentives provide the committee of remuneration with the flexibility of determining natural terms and conditions of the grant every year. The remuneration of Whitehaven is benchmarked against the correct market comparator group undertake by the board. The remuneration and incentive patter of Whitehaven is stated below; Particulars 2012 2013 2014 2015 2016 Revenue 1164.4 763.3 755.4 622.2 618.1 EBITDA 224.1 130.3 90.4 171 149.2 Attributable Profit 20.5 -342.7 -38.4 -88.7 62.5 Basic Earnings per Share 2.1 -33.3 -3.9 -9 10.9 Diluted EPS 2.1 -33.3 -3.9 -9 10.9 Incentive pattern of Whitehaven TFR STI LTI Managing Director Chief Executive Officer 40% 20% 40% Executive General Manager-Operations 42% 21% 37% Other Executive KMP 43% 22% 35% The board reviews the composition with the objective of ensuring the benefits from an appropriate balance of skill and expertise. The composition of board is stated below: The remuneration report of Resolute Mining Limited lays down the remuneration of executive and directs in accordance with the Corporation act 2001. The remuneration policy of board identifies the performance of the executives and quality of the directors (Li, Munir and Kilgore 2015). In order to achive its financial and operating activities the organization should attract, motivate and retain the highly skilled directors. In compliance with the best practice the remuneration of non-executive directors and senior executive is separate and distinct. The board comprises of 4 non-executive directors for RSG including the chairman and one executive director being the CEO (Thirarungrueang 2013). A total of 5 directors is appointed by the board and in terms of the office, the company constitution specifies that at least one third of the directors with CEO should retire from office each year and are also eligible for re-election. Conclusion: To conclude with the report has successfully highlighted the CGC policies for both the companies and it can be said that the companies follow the principles in accordance with the corporate governance standard listed in the ASX. The gender diversity program for the companies promotes gender equality with fair remuneration and opportunities for growth. Overall, there is an association between the diversity and performance of the organization. Reference: Board, S.C.G., 2016. The Swedish Corporate Governance Code. Retrieved 2017-02-09. Chen, J.J. and Zhang, H., 2014. The impact of the corporate governance code on earnings managementEvidence from Chinese listed companies.European Financial Management,20(3), pp.596-632. Dallas, G., 2015. Japan's Corporate Governance Code: A distinctive character.Governance Directions,67(9), p.567. Exchange, A.S., 2014. Corporate Governance Council, 2014.Corporate Governance Principles and Recommendations. Available at: https://www. asx. com. au/documents/asx-compliance/cgc-principles-and-recommendations-3rd-edn. pdf. Jia, J., Hutchinson, M. and Hogarth, K., 2016. Does firms human capital in risk management reduce the likelihood of financial distress?. Jia, J., Jia, J., Munro, L., Munro, L., Buckby, S. and Buckby, S., 2016. A finer-grained approach to assessing the quality(quantity and richness) of risk management disclosures.Managerial Auditing Journal,31(8/9), pp.770-803. Kang, H., Leung, S., Morris, R. and Gray, S., 2013. Corporate governance and earnings management: An Australian perspective.Corporate Ownership and Control,10(3), pp.95-113. Larcker, D. and Tayan, B., 2015.Corporate governance matters: A closer look at organizational choices and their consequences. Pearson Education. Li, X., Munir, R. and Kilgore, A., 2015. Association between Key Management Personnel Remuneration and the Performance of Authorized Deposit-Taking Institutions in Australia.International Journal of Accounting and Financial Reporting,5(1), pp.123-160. Miko, N.U. and Kamardin, H., 2015. Impact of audit committee and audit quality on preventing earnings management in the pre-and post-Nigerian corporate governance code 2011.Procedia-Social and Behavioral Sciences,172, pp.651-657. Safari, M., Cooper, B.J. and Dellaportas, S., 2016. The influence of remuneration structures on financial reporting quality: evidence from Australia.Australian Accounting Review,26(1), pp.66-75. Shrives, P., 2013. Through the rose coloured glasses dimly: non-compliance with the UK corporate governance code. Soltani, B. and Maupetit, C., 2015. Importance of core values of ethics, integrity and accountability in the European corporate governance codes.Journal of Management Governance,19(2), pp.259-284. Sultana, N. and Mitchell Van der Zahn, J.L., 2015. Earnings conservatism and audit committee financial expertise.Accounting Finance,55(1), pp.279-310. Swan, P., 2014. The ASX Governance Council and independent boards.Law and Financial Markets Review,8(3), pp.196-198. Tao, N.B. and Hutchinson, M., 2013. Corporate governance and risk management: The role of risk management and compensation committees.Journal of Contemporary Accounting Economics,9(1), pp.83-99. Thirarungrueang, K., 2013. Rethinking CSR in Australia: time for binding regulation?.International Journal of Law and Management,55(3), pp.173-200. Towers, P.J. and Street, D., 2017. Please find enclosed the Yearly as well as Ouarterly Compliance Report on Corporate Governance of the Company for the year and quarter ended 31.03. 2017 in pursuant to Regulation 27 of SEBI (Listing Obligation and Disclosure Requirement) Regulation 2015 (Listing Regulation).Policy,2016, p.17. Tricker, R.B. and Tricker, R.I., 2015.Corporate governance: Principles, policies, and practices. Oxford University Press, USA. Van Grembergen, W. and De Haes, S., 2017, January. Introduction to IT Governance and Its Mechanisms Minitrack. InProceedings of the 50th Hawaii International Conference on System Sciences.

Kids Story Essays - Checkers, NYPD Blue, , Term Papers

Kid's Story Andy Morgan went to mass every Sunday. He never missed one. He went with his mother, father, baby sister, and on occasion he brought his cat, checkers along. After mass they all went for lunch and a walk in the park. One day the unspeakable happened to checkers the cat; he passed away. And Andy was sad. The next Sunday Andy told his family that he did not want to attend mass that day. His family was shocked, especially his mother who wanted to know why. So she marched up to his room and asked "why don't you want to come with us to mass honey?" Andy looked up with a stream of tears flooding his face and said"because God doesn't love me anymore, he took Checkers away, and now I am sad". Andy's mother explained to Andy that God took checkers to a better place, and that he should be happy for checkers. She also explain to Andy that for every door that God closes, he opens a window. His mother's words consoled him, but Andy was still sad. Andy eventually went to mass that Sunday, and as was their custom, went for a walk in the park. While in the park Andy went off by himself, and walk through checkers favorite places. While looking up at checkers favorite tree, Andy spotted a homeless kitten with swirls on his coat. The kitten came down from the tree, and jump up unto Andy's arms. Andy then knew that God had not forsaken him, because he had sent him another cat, which Andy appropriately name Swirls. Andy never forgot about Checkers, but Swirls made him happy again.

The Evolution of Greek Tragedy

The Evolution of Greek Tragedy Today, a trip to the theater is still a special event, but in Ancient  Athens, it wasnt just a time for cultural enrichment or entertainment. It was a religious, competitive, and civic festival event, part of the annual City (or Greater) Dionysia: We might want to imagine the atmosphere of the ancient drama festivals as a combination of Mardi Gras, the gathering of the faithful in St Peters Square on Easter Day, the crowds that throng the Mall on the Fourth of July, and the hype of Oscars night.- Ian C. Storey When Cleisthenes reformed Athens to make it more democratic, it is thought that he included competition between the groups of citizens in the form of dramatic, performing dithyrambic choruses. Be that as it may, Tragedy- as also Comedy- was at first mere improvisation. The one originated with the authors of the  Dithyramb, the other with those of the phallic songs, which are still in use in many of our cities. Tragedy advanced by slow degrees; each new element that showed itself was in turn developed. Having passed through many changes, it found its natural form, and there it stopped.- Aristotle Poetics Taxes,  A Civic Obligation Well in advance of the Elaphebolion (an Athenian month that ran from late March to early April) event, the city magistrate selected 3 patrons of the arts (choregoi) to finance the performances. It was an onerous form of taxation (liturgy) the wealthy were required to perform- but not every year. And the wealthy had a choice: they could supply Athens with a performance or a battleship. This  obligation included: Housing and feeding the chorus and actors.Selecting chorus members (young men about to enter the military).Hiring a chorus director (didaskalos) who trained the 12-15 non-professional dancers (choreuts), for a year, to perform, sing, and dance in the chorus.Providing a place to train.Paying for a dedication to Dionysus if he won. Professionals and Amateur Actors While the chorus was composed of (well-trained) non-professionals, the playwright and actors had, as Didaskalia puts it, leisure with a passion for the theater. Some of the actors became such polished celebrities their participation would give an unfair advantage, so the lead actor, protagonist, was assigned by lot to a playwright who was expected to compose a tetralogy, direct, choreograph, and act in his own plays. A tetralogy consisted of three tragedies and a satyr play- like a dessert at the end of the heavy, serious drama. Partly humorous or farcical, satyr-plays featured the half human, half animal creatures known as satyrs. Visual Aids for the Audience By convention, the actors in tragedy appeared larger than life. Since there were about 17,000 open-air seats in the theater of Dionysus (on the south slope of the Acropolis), going more than halfway around the circular dance floor (orchestra), this exaggeration must have made the actors more recognizable. They wore long, colorful robes, high headdresses, cothurnoi (shoes), and masks with largemouth holes to facilitate ease of speech. Men played all the parts. One actor might play more than one role, since there were only 3 actors, even by Euripides (c. 484-407/406) day. A century earlier, in the 6th century, when the first dramatic competition was held, there was only one  actor whose role was to interact with the chorus. The semi-legendary playwright of the first play with an actor was Thespis (from whose name comes the word thespian). Stage Effects In addition to the actors accouterments, there were elaborate devices for special effects. For instance, cranes could whisk gods or people on and off stage. These cranes were called mechane or machina in Latin; hence, our term deus ex machina. The skene (from which, scene) a building or tent at the back of the stage that was used from the time of Aeschylus (c. 525-456), could be painted to provide scenery. The skene was at the edge of the circular orchestra (dance floor of the chorus). The skene also provided a flat roof for action, a backstage for the actors preparation, and a door. The ekkyklema was a contraption for rolling scenes or people onto the stage. Dionysia and the Theater At the City Dionysia, the tragedians each presented a tetralogy- four plays, consisting of three tragedies and a satyr play. The theater was in the temenos (sacred precinct) of Dionysus Eleuthereus. The priest was seated in the center of the first row of the theatron. It may be that there were originally 10 wedges (kekrides) of seats to correspond with the 10 tribes of Attica, but the number was 13 by the 4th century B.C. Tragedy Terms Tragic Irony  happens when the audience knows what is going to happen but the actor is still ignorant. Hamartia:  The downfall of the tragic hero is caused by hamartia. This isnt a willful act in violation of the laws of the gods, but a mistake or excess.Hubris:  Excessive pride can lead to the downfall of the tragic hero.Peripeteia:  A  sudden reversal of fortune.Catharsis:  Ritual cleansing and emotional cleansing by the end of the tragedy. Sources Roger Dunkles Introduction to Tragedy The Entrances and Exits of Actors and Chorus in Greek Plays, by Margarete Bieber.  American Journal of Archaeology, Vol. 58, No. 4. (Oct. , 1954), pp. 277-284.

Primate Conservation Essay Example | Topics and Well Written Essays - 1000 words

Primate Conservation - Essay Example The IUCN has classified 114 out of 379 existing species of primates on the high risk of extinction. Before knowing the steps we can take for conserving them, the reasons behind their extinction should also be known. The immediate threat to primate extinction is ignited through the unfair activities of the humans, which may be directly through habitat disturbance or hunting (intrinsic factors) and indirectly through the introduction of exotic species or a chain of secondary extinctions (extrinsic factors). There are other reasons behind it too, like any natural calamity-drought, famine or floods, or, because of any kind of disease. Also, extinction risk is higher in species of primates with a small population rather than a big one. This happens largely due to predation or a certain kind of any life risking disease which might spread from one primate to another in a particular group and hence lead to their extinction. The intrinsic factors, habitat change and hunting, are the most impo rtant threats to the survival of primates than any other factor (Extinction, n.d). Primates are succumbed to habitat changes because they are losing their homes and food which are most vital for their survival. Trees that are used for home and food by these primates are being cut down extensively to fulfill the market demand for lumber which is considered as a very good source for building material and for fuel. Secondly, farm land which has been cleared of forest trees are in huge demand by plantation owners for setting up business farming industry. Medical advances leading to higher birth rate and increase in immigration is also leading to further decrease in the number of primates in their territory. Thus, the problem of loss of habitat is made worse by human pressure on the forests. Primates require big area enough as homes and if not provided with ultimately lead their death and as we know, chances of existence of small population is very grim (Science daily, 2007). Another cru cial threat that is being faced by our so called relatives is hunting. There is an insatiable demand for bush meat that leads to hunting. Also, many body parts of these primates are used for making traditional Chinese medicine especially in the South East Asia. They are also hunted for the private pet trade (IUCN, 2008). As we all know primate conservation needs to be taken a step forward but in certain areas they are causing excessive damage to the farmer’s fields which is also a matter for concern. According to a research done in the adjoining areas of Budongo Forest Reserve in Uganda, they spoiled the crops of maize and cassava in that area extensively (Journal of Primatology, 2000). Any farmland closely situated to any forests or reserves has to face these consequences thus incurring a huge loss to the farmers. Another study done in Ambroseli National Park, Kenya, stated that there is a lot of aggressiveness amongst the inter group of primates. They try to snatch non natu ral foods from the tourists of the park. Many tourists also complained of monkeys attacking and injuring them around the lodge (African Journal of Ecology, 1998). Dr. Joves Engel, a research scientist in the division of International programs at the UW’s Washington National Private Research Centre says â€Å"

Is virtue ethics able to provide concrete ethical guidance to doctors Essay

Is virtue ethics able to provide concrete ethical guidance to doctors Why or why not - Essay Example This raises the question of the sort of person one should be rather than what they should do. Due to the assumption, virtue ethics is not considered as a normative rival in relation to utilitarian and deontological ethics. However, its revival serves as a reminder to moral philosophers that a full account of our moral life may not be given due to the normative theory elaboration. The grounds one might have for believing that a choice of action cannot be given by virtue ethics is based on the claim that it is concerned with character rather than action, meaning it is not able to provide concrete ethical guidance (Mukherjee, 223). The above claim highlights the contrast that is there between virtue ethics and the other two approaches. While virtue ethics is agent-centered the other two are said to be act-centered. The conflict problem comes about with supporting the general claim that virtue ethics does not give a course of action. Different virtues have different requirements and it is said that these different requirements can point us in different directions. This goes to support the idea that virtue ethics is not able to provide concrete ethical guidance to doctors (Hursthouse, 651). The Emperor of All Maladies gives a history of cancer. It is an ancient disease that was not talked about much but its effects brought about the need for it to be looked into. This was in an attempt to learn more about its personality and behavior. It traces back the origin of the disease, the triumphs and deaths encountered. It brings out the start, the progressiveness and the war waged against it by people who were determined to see that it comes to an end or find ways of preventing and curing the disease (Mukherjee, 224). A thirty year old kindergarten teacher named Carla Reed and a mother of three woke up one morning with a headache. As she later found out, it was not an ordinary headache. She was a very active

Disuss being and non-being in lao-zi's concept (老子) Essay

Disuss being and non-being in lao-zi's concept (è€ Ã¥ ­ ) - Essay Example Since nobody knew the name, they called it Tao – the mystery of mysteries. According to the Western culture there is a division between subject and object and prevents the subject from realizing the inner self. Material desires keep mounting and this affects efficiency leading to social problems. LaoZi’s idea of non-being can lessen such desires and enable people to develop with equilibrium. According to this philosophy, ‘being’ is not normal whereas ‘non-being’ is normal. ‘Being’ is not constant; there is continuous movement. ‘Non-being; is actually the denial of ‘being’. ‘Being’ is not limited to concrete material forms but includes abstract ideas and theories. The cosmic process consists of first by giving birth to all things by Dao and then the process of returning all things to Dao. Nonbeing (wu) and being (you) can be seen as the two ontological moments through which the dao manifests itself. From the state of nothingness, from the state of non-being, some forms are realized in the form of being. Hence to become being is to take the form of body. The realm of being comes rarely but the realm of non-being is much richer (Shen, n.d.). Human beings have great potential. Laozi says they should cherish what they have but always remain open to the unfathomable possibilities because the origin is the non-being. In the realm of being, all beings are constituted of opposites, you and wu being one such pair of opposites. You and wu can be analyzed on three different levels of meaning. In the first level, ontologically, you means the real, the actual, the being; wu means non-being, the potential or the possible. Spiritually you means fulfillment and constraint whereas wu means transcendence and freedom. Thirdly, you also means full, presence, whereas wu means void or absence. Non-being or nothingness is the natural state. This state is simply Dao to LaoZi.

How Social Media Has Helped Transform Event Management Media Essay

How Social Media Has Helped Transform Event Management Media Essay Social media has changed the way information is communicated completely. The fact that people have adapted social media and prefer to use social media to communicate and get in touch with the world is proof of the fact that social media is here to stay. Social media has become very important for communication, marketing and a sales discipline as well. Event managers know from their experience that the most effective way of communicating, selling or marketing is face to face, but the reach of this is very limited as you cant meet and approach every potential customer. Other forms of marketing that are less personal had a wider reach but social media has made it possible for event managers to get in touch with as many people as they want. Face to face conversations allow a consumer to get engaged with the brand. Social media also allows people to share experiences about a brand and become advocates of it. There are at least 41.3 million people online in the UK alone and twitter users allover the world are estimated to be around 35mn. Social media is like amplified word of mouth. The word spreads fast and to a number of people at a time. It is something that event managers had been waiting for. Event managers can now build their event strategy after taking advise from their customers directly on what to include in the content, promote the event, share the experience with others and also evaluate how they event went. Now the events life has increased as the event is kept alive in the mind of the consumer through videos and pictures that are shared with many other people. This also increases the reach of the event. Event managers now have to embrace the reality and make the event available online. Event management often involves 5 phases, I will discuss each phase and how social media has helped transform it. Step 1. Planning Every event requires planning. Planning an event is an extremely lenghthy and tedious job, many softwares and guidelines are available to do this work. It involves getting people together to make an event a success. Deciding on the venue, the food, emergency plans, promotion, attendees etc. An event will only work out if these things have been planned in detail and the right people to perform the task are there. Some ways in which social media makes this phase easier are: Skype: Skype can be used to communicate with people who are miles away, it allows people to brainstorm and contribute unique ideas to make the event better. Â  PBworks:Â  this platform also makes it easier for people to contribute ideas add notes and organize the entire event. It is used by organizers all over because of its document sharing features which makes information exchange much faster and easier. Step 2. Organizing and inviting Once the planning part is done, the event manager has to make sure that everything is going as planned and that the people who have been delegated responsibility are also working. Time management is crucial at this stage, because of delay by one person to do his duty can have disastrous results. Also the planner needs to start inviting people, these include guests and attendees, you have to make sure that all the people who make the event a success are invited and are able to come to the event. For this purpose social media is available to keep information on the event organized and also to publish guest lists and speaker lists. Starting a blog is another great idea that event managers can make use up, these blogs are updated on a regular basis and keeps the attendants informed about how the preparation of an event is progressing. Facebook can also create an invite to an event, it allows people to respond to the invite as well. Step 3. Promotion and distribution Promotion is important whether its for a brand or an event, without it consumers or interested people can not be brought in. a number of promotional techniques are available but can be divided into below the line(ATL) and above the line (BTL) ATL deals with indirect ways of promotion where there is no individual contact between the buyer and the seller, these include print ads, TV ads, billboards etc. BTL is about direct interaction with the customer, may include activities and organizing of certain events to invite people to the product, consumer reach is limited compared to ATL but is much more effective. Social media can also be called an ATL approach but it has a much wider reach so is more effective. The event management needs to make sure that it is promoted through every channel possible. Potential attendees should be able to access information about the event and ask questions easily. Social media like twitter, youtube, facebook, orkut should be used. Social media should be considered a primary mode of advertising. Twitter and facebook should be used because they are meant to transfer messages. A facebook page is more effective than a facebook group because everytime the page is updated it appears in the newsfeed, allowing more people to view it. Facebook event is also an important way of letting people know about the event and also knowing how many people are likely to attend the event. Step 4. Meet expectations The manager should optimize the event to meet people requirements, because if the event does not make the attendees satisfied they are also capable of creating bad publicity for the company. High speed wireless should be made available so people can communicate with each other and converse easily with the guests and other attendees. Often even before the event starts the attendees start having dialogues with the speakers on the event and after the event that communication is continued. The attendees should be able to tweet in their questions in real time and also get answers, other attendees should also be able to answer those questions for the speakers. This makes the whole event much more interesting. There should be live conference available for people who are unable to attend the event. This allows people miles away to attend the conference and interact with every one around, the event manger should try and make it a holistic experience for such people also. Live streaming can also allow the event managers to reach out people who could not attend the event, later on some videos should be uploaded of the event, so that the lifecycle of the event is lengthened. The event manager also needs to listen to what the audience has to say. If they complain about any aspect of the event like the food or a particular speaker then the event manager should take action to improve the situation. Twitter conversation should be tracked properly and if not than surveys should be used to see what consumers have to say about the event. This makes consumers feel important as their opinion is being listened to and it helps managers align the event to the needs of the consumers ensuring that the event is a success. Step 5: communication after the event Post event communication is also important to make sure that the impression of the event is positive and lasts long especially if more events have to be held later on; If this impression is not a good one than consumers are less likely to attend the one in the future. After the event make sure your attendees know how to remain in touch through social media, emails should be exchanged to facilitate communication. Thank you notes should be sent along with updates and other information. Event management is as much about relation building as it is about organizing the event.

Eating Disorders :: essays research papers

Addiction is having a devotion to something to a point where it becomes a habit and even obsessive. Anorexia and bulimia are forms of addiction (www.addictionscience.net). Eating disorders are patterns of persistent eating or dieting behavior. They can be caused by significant emotional, physical, and relational distress (www.addictionscience.net). Some eating disorders are Anorexia Nervosa, Bulimia Nervosa, and Binge eating. Anorexia is the relentless pursuit of thinness. Bulimia is the uncontrollable urge to eat large amounts of food in a short amount of time (Exploring Science 6th Edition Myers, David G). The media plays a big part in this it creates an artificial image that people are supposed to look picture perfect, such as supermodels and athletes.   Ã‚  Ã‚  Ã‚  Ã‚  People with anorexia are unable to maintain there average body weight and height for their age (www.aedweb.org). Most are afraid of gaining weight and usually see themselves as being fat, even thought they might be underweight (www.aedweb.org). People with anorexia often deal with depression and withdrawal. They begin strange behavior such as dividing there food into a â€Å"good/safe† category, and a â€Å"bad/dangerous† category (www.calpsy.net/org).   Ã‚  Ã‚  Ã‚  Ã‚  Individuals with Bulimia usually overeat during meals. After eating, they usually feel guilty and punish themselves by forcing themselves to vomit, or by using laxatives, enemas, or by over exercising (Exploring Science 6th Edition Myers, David G). They also deal with depression and loneliness often. People with Bulimia have difficulty talking about their inner feelings. They also have anxiety depression, and anger (Exploring Science 6th Edition Myers, David G). They also might have problems with impulse control, shoplifting, and may be very sexually adventurous. They may also take in the habit to abuse drugs and alcohol depending on severity (www.anred.com).   Ã‚  Ã‚  Ã‚  Ã‚  People who binge eats are usually overweight. They diet to make themselves hungry and then binge eat to make up for the hunger. However, also eat for emotional reasons because they feel it substitutes for their depression (www.addictionscience.net).   Ã‚  Ã‚  Ã‚  Ã‚  Some of the warning signs of eating disorders are with food behavior (Exploring Science 6th Edition Myers, David G). They will usually skip meals or only eat a small portion. They will not eat in front of other people and they mix strange food combinations, they will also have an excuse to never eat. Suddenly they will stop eating their favorite foods and only eat a few â€Å"safe† foods. Often find themselves wearing baggy clothes to cover up their â€Å"non-perfect† appearance (www.

How Do Maya Angelou and Grace Nichols Communicate What It Means to Be a Black Woman in Today’s Society Essay

How do Maya Angelou and Grace Nichols communicate what it means to be a black woman in today’s society? In this essay I will compare two poems. The two poems I will compare is Maya Angelou’s ‘Still I rise’ to Grace Nichols’ ‘Of course when they ask for poems about the ‘realities’ of Black women’. I think Maya Angelou’s ‘Still in rise’ has a rather different message to Grace Nichols’ poem. I think they are interesting to compare because Maya Angelo is lively and spirited about writing a poem about how strong black women are and how it is to be a black woman in today’s society. Whereas, Grace Nichols is more disgruntled and irritated about writing her poem. The first poem I will scrutinize is Maya Angelo’s ‘Still I rise’. The title ‘Still I rise’ shows strength and optimism as it is a short but strong meaning title. It means that Maya Angelou will always defend herself. It makes you feel no matter what you do to Maya Angelou she will just get back up again. This makes you believe that Maya Angelou is a strong person. In the first verse, Maya Angelou starts off using an accusatory tone when she says ‘you may write me down in history with you bitter, twisted lies’. This gives the impression that she is talking to white people when she says this. I think this means she doesn’t like what white people have wrote in their history books about black people’s past as it is over exaggerated and a lot of lies. Near the end of the first verse, she uses the simile ‘but still like dust, I’ll rise’. This is once again reinforcing the idea that she is a strong black woman. By using this simile she is also comparing herself and her race to dust and this suggests that you can’t get rid of black people and that they are everywhere you go, as dust is hard to get rid of and it is everywhere as you can’t control or capture it. In the second verse, Maya Angelou is more lively and spirited when she says ‘Does my sassiness upset you? ’ This suggests that she is getting more confident as she progresses through the poem. She also uses two rhetorical questions to grip the reader’s attention ‘why are you beset with gloom? Also, in the second verse she shows more confidence when she uses the phrase ‘‘cause I walk like I’ve got oil wells pumping in my living room. ’ The use of informal language ‘cause’ shows this. This phrase also makes me think that she feels powerful, rich and important. In the third stanza, she uses a lot of similes such as ‘Just like moons and like suns’ I think she has put this simile in because it is natural imagery and she wants black people to be described as this because it is not only a part of nature but the sun and moon are beautiful; vital to the world. In the next line she continues with the natural imagery by saying ‘With certainty of tides’. This is also natural imagery as she is comparing the black race with tides. I think she chose to use the natural imagery of tides here because not only is it once again vital to the world but it also creates a sense of power as tides and waves are incontrollable, powerful and constant and waves always come back so I think maybe she was also trying to reinforce the idea that she and her race are strong. However in the fourth verse, she stops using natural imagery and changes into an interrogative mode when she says ‘did you want to see me broken? Bowed head and lowered eyes? ’ Here she uses negative lexis such as ‘broken’ to create an image of a typical slave to the reader. I think she does this here as she wants to show people that herself and her race are not slaves and that you should not dwell on their past and think of them as slaves. In the fifth stanza, it’s more about her culture when she uses the simile ‘cause I laugh like I’ve got gold mines’ I think she is implying here that she is not rich in wealth but she is rich in culture and in spirit. I think this changes the atmosphere to a more relaxed mood as she is embracing her culture. Also, when she says ‘diggin in my own back yard’ it gives you a sense of black soulful language and reinforces the fact that she embraces her culture and language. However, in stanza six, it is a more harsh verse as she uses an accusatory tone once again. She creates an atmosphere of fury and annoyance by using onomatopoeia and harsh sounds such as ‘cut’ and ‘kill’. I think this was put in so people would remember the way white people treated slaves and how violent they were towards them. I think she is trying to give an insight of how it must have felt to be a slave and make people feel guilty for treating them so unfairly. At the end of this verse, she repeats herself ‘But still, like air, I’ll rise’. I think she does this to not only make people believe she is a strong, black woman, but to also make the poem memorable for the reader and make it stand out. Also, when she uses the simile ‘like air’ it makes you think that you can’t hurt her because she is ‘like air’ and you can’t cut or hurt air. I think air was a good simile to use here because air rises and I think Angelou was implying that she will rise above all expectations people have for her, black women and black men. Also, by using the word air Maya Angelou is trying to indicate that herself and the black race are now free as black people are now free from slavery. In the seventh stanza, the atmosphere changes and you can see Angelou’s pride in her culture and race. I think Maya Angelou is trying to create a different image for black women as she says ‘does my sexiness up set you? . This suggests that she is trying to make a new image for black women that is sexy and more elegant because before they were seen as only slaves. In the third and fourth line of this verse, she says ‘that I dance like I’ve got diamonds, at the meeting of my thighs’. By using the word diamond she is implying that black women are rare, precious and tough as those are the main characteristics of a diamond. I t hink she is suggesting black women should be treasured and kept safe as they are too precious to lose. In the last stanza, Angelou breaks free from the previous set structure of the quatrains and it’s a more symbolic structure; it does not have a pattern to it. I think this is because it is supposed to imitate the slaves breaking free. Also, it has a random lay out and I think this is reinforcing the idea that you can’t capture black people like slaves anymore and that black people shouldn’t be treated unfairly anymore. The last verse also has more energy to it as it speeds up more. I think this is because when black people broke free from slavery they were lively and more spirited and had more pride in their culture and race. Also, in the last verse, Angelou uses metaphors instead of similes now such as ‘I’m a black ocean, leaping and wide’. I think she changes from similes to metaphors in this verse because she has gained more confidence and pride. It has also become a more happier, lively verse again as she uses more positive lexis such as ‘daybreak’ and ‘wondrously clear’. This is because she is happy and proud of being black and wants black women and men to be perceived as happy and lively. She has not only broken free from the quatrains in this last verse, but she has also broken free from the AB rhyming sentences and is now using rhyming couplets as well as repetition of the words ‘I rise, I rise, I rise’ to show confidence, power and pride of what it means to be a black woman. Overall, throughout the whole of the poem, I believe that Maya Angelou was trying to change the perception of black women and make black women feel as confident and as proud as Angelou does of being black. Throughout the poem Angelou’s tone differs. As in the beginning, although she started with an accusatory tone, she went on and used positive lexis such as ‘hopes springing high’ this then changed from a interrogative mood to a more lively and spirited atmosphere. However, as the poem continues she starts to use negative lexis again and the interrogative mode re-appears making the poem seem more harsh to the reader, although, when you read on the poem ends in a more lively and happier tone as she uses more absolute phrases and starts to use metaphors rather than similes now; ‘I’m a black ocean, leaping and wide’. Angelou’s use of sound imagery is interesting as she makes the reader imagine not only pretty, natural images, but harsh, cruel images as well. For instance, ‘Just like moons and like suns’ and ‘Shoulders falling down like teardrops’. I think she does this so we all can see what she wants black people to be perceived as and also what black people used to be perceived as. Overall, I think Maya Angelou wrote this poem to change the perception of black women in today’s society. The second poem I will analyse is Grace Nichols ‘Of course when they ask for poems about the ‘realities’ of black women’. This is a poem with a slightly different message. Whereas, Maya Angelou’s poem was overall lively and spirited, Grace Nichols poem takes on a more sarcastic side of what it’s like to be a black woman, compared to a white woman, in today’s society and how she feels about being asked to write a poem on what it’s like to be a black woman. The heading of Grace Nichols poem’ Of course when they ask for poems about the ‘realities’ of black women’ shows a sarcastic side as she has put realities in inverted commas. This gives you the impression that she doesn’t want to write this poem as black women are no different from white women or any other race. The first verse of the poem starts with ‘what they really want at times is a specimen whose heart is in the dust’. When she uses the word they in the beginning I think she is talking about white people, racists and those that misunderstand her race. Also, when she says the word specimen it makes you think of a different species; something that needs to be studied. I think this is what she feels racists think of the black race. When she refers to ‘whose heart is in the dust’ this makes the reader believe she thinks people pity her race. When she says ‘a mother-of-sufferer’ she is referring to ancestors of slaves and this then links to ‘trampled/oppressed’ which is the typical slave image. She’s is saying here that ‘they’, meaning white people or people that misunderstand her race, want a slave to write a poem about how it is to be a black person living in today’s society. Grace Nichols then moves on and says ‘they want a little black blood undressed and validation for the abused stereotype already in their heads’. This means that racists want a black, vulnerable person to be proof for the typical slave image, that’s a black stereotype, in their minds. When she says ‘black blood’ she is implying that black people are completely different to any other race and even have different blood, even though black people are no different from white people. She is also implying, when she says ‘For the abused stereotype already in their head’, that the stereotype has been put into people’s heads by white, biased history books. When she says, in the next verse, ‘a perfect song’ she is referring to someone that is proud of their race and would like to write a poem about being black, for example Maya Angelou. Within the next few lines, Grace Nichols talks more about how not all black women are the same and how they can’t be categorised. When she says’ I say I can write no poem big enough to hold the essence’. This means she can’t write one poem for black people or any other race as there are too many personalities and individuals to put them all into one category. When she says ‘of a black woman or a white woman or a green woman’ she is then showing her sarcasm again when she says ‘green woman’ as you can’t have green women and what she is trying to say is that we are all equal . ‘And there are Black women and Black women’ this is once again reinforcing the idea that there is not just ‘the’ black woman. There are different types of black women and they are not all the same and are individuals. In the next line she uses a very good simile when she says ‘like a contrasting sky of rainbow spectrum’. I love this simile as she is saying that there isn’t only one colour black and that when you put all the different colours together it makes something beautiful, such as a rainbow. She is also using natural imagery here and it makes you think of how special black people are to this world. As you go on in the poem, she uses the well known phrase ‘don’t judge a book by its cover’ very well as she says ‘touch a black woman you mistake for a rock and feel her melting down to fudge’. I think this is implying the phrase ‘don’t judge a book by its cover’ as it is saying if you insult a black woman when you think she has ‘thick skin’ she could really be vulnerable inside. In her poem, she does not only talk about different types of people and race, but she also introduces the fact of the different types of language. ‘If need be we’ll trade a piece-a-pussy’. Here she uses her own language of Creole and mixes Caribbean English with English to create a sense of her own Caribbean culture and how proud she is to be black and have her own, unique culture. Also, during her poem, Grace Nichols refers to some famous black women as she says ‘and there are black women so dangerous in South Africa they prison them away’. Here she is talking about Winnie Mandela, Nelson Mandela’s wife. She also refers to Maya Angelou throughout her poem as she says’ and there are black women strong and eloquent and focused’. Here she talks about Maya Angelou and how proud she is of her race. However, at the end of the poem, she ends on a positive note as she says’ the twisted self-negating history we’ve inherited’. I think this means even though they see their history as twisted and cruel, she wants black people to focus on the present and make their history better than that of the ancestors that were slaves. She also says ‘crushing out with each dancing step’. This shows me that she wants to crush out their past history and therefore ends on a positive note. Overall, throughout the poem, I think Grace Nichols was trying to make black women proud of their culture and race and that they are no more different than white people or any other race. I think Grace Nichols didn’t have a set structure for the poem as it is sporadic and a random layout. I think she did this because there is not a set pattern for black women and that the layout represents this. Also, the layout is random and unique and that’s what she wants black women to be perceived as instead as being in a set pattern and categorised. Grace Nichols repeats several thing throughout her poem. ‘of a black woman or a white woman or a green woman’ is repeated a lot to emphasize the point that all races are equal and it doesn’t depend on colour for how we are treated. She also repeats the phrase ‘crushing out with each dancing step’ to make her point that you shouldn’t judge people by their past and that you should forget about you and your ancestors history and create new history. I think Grace Nichols used Creole to emphasize how she is proud of her culture and that black women should be proud as well and celebrate their own culture. I think these poems differ in messages and tones as Maya Angelou’s poem ‘still I rise’ her message is that black women should be proud about their culture and to be black and that Maya Angelou wants to change the perception of black women so that it is not the typical lave image but it is more sexy and elegant. Also, I think Maya Angelou was lively and spirited throughout most of her poem, although she had some accusatory tone and interrogative mode. However, Grace Nichols’s message was different from Maya Angelou’s as Grace Nichols wanted black women to be treated fairly and equally as any other race are and that she doesn’t think its right to define black women all in one category. Also, she didn’t think it was right to be asked to write a poem about how black women feel living in today’s society as it is no different from any other race woman. Grace Nichols’s tone throughout was mainly accusatory and angry. In some ways the two poems are similar as they both feel that their race should not be treated as slave just because some of their ancestors were in captivity as slaves in past history. Also, they both feel that their race should now think about the present and not focus on the past and believe you should forget about slavery and the past. They both also want black people to celebrate their culture. I think Grace Nichols’s poem portrays the black race better as Maya Angelou categorises the black race even though they are all individuals and can’t be put into just one category. Whereas, Grace Nichols says all the way through her poem that black people are individuals and all unique and you can’t categorise them. Also, I think Grace Nichols write not just about the good things about being a black woman, but she also write about the bad things, whereas, Maya Angelou doesn’t.

The Relationship of Brand Equity and Brand Extension Essays

The Relationship of Brand Equity and Brand Extension Essays The Relationship of Brand Equity and Brand Extension Essay The Relationship of Brand Equity and Brand Extension Essay Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present, technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently, Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product advantages. Marketing professionals and organizations focus with Brand and try to position their Brands into customer’s mind. That establishes the Brand Equity (Keller, 1998). â€Å" Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers†(Aaker, 1996). Marketing Science Institute conducted the survey in fifty famous companies in the United States. As the survey, the main topic that was interesting to research is the Brand Equity. That means all successful organizations pay attention with the Brand Equity and prefer to support the budget for the well management of the existing Brand Equity. These organizations also realize that their brand equity eliminate the chance of using the price strategy. The price strategy may decrease the existing value of the brand equity. As the well management of brand equity, organizations attempt to gain the great marketing communication for creating their product differentiates. Additionally, the other researched topic in their interest is the estimation of Brand Equity (Keller, 1998). Brand Equity is the significant issue in the consideration of all organizations because it creates the brand loyalty that motivates product perception, increases the repeated buying behavior and elevates sales of other products from the same brand including prohibits any mind changing to competitor’s brands. In the crisis economy, consumers normally choose products from the strongest brand for avoiding wrong decision making. The strong brand also generates the brand equity in consumer’s perception leading to the capability of higher price setting for instance, the preserved fruit can from â€Å"Malee† can set its price 20% higher than others but Male earns more market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans in the current market because the Male brand gains the great consumer’s perception resulting to the willingness of consumer to pay more for the well-known brand even if the product itself has slight differentiate from others. The strong brand can provide large income to any organization. Besides the significance of brand equity, the strong brand can converse to be currency value. The value of this strong brand is estimated more than the real asset value in the company’s balance sheet. For instance, Interbrand and Citigroup in the USA arranged the companies value stated that Coca-Cola earned the highest market brand value as 80 billion dollars in 1999 (see in table 1. 1 below). Table 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Top Ten Brand Value in the World |No. Brand |Market Brand Value | | | |(Billion Dollars) | |1 |Coca-Cola |83. 8 | |2. |Microsoft |56. 7 | |3. |IBM |43. 8 | |4. GE |33. 5 | |5. |Ford |32. 2 | |6. |Disney |32. 3 | |7 |Intel |30. 0 | |8. |McDonald’s |26. 2 | |9. |ATT |24. | |10. |Marlboro |21. 0 | Source:   Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. The strong brand offers the benefits in the Brand Extension that le ad the companies spend fewer budgets than creating a new product brand, for instance Unilever employed the brand extension strategy from its existing successful brand. Lux SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair extended from the Parent Sunsilk Brand that is the strong brand in the shampoo market. These advance the big advantage over the competitors in the budgeting of brand awareness. As the well-known product brand, the opportunity of success is higher because customers experienced in the product quality (Unilever-PG, High Competition from Skin to Hair, 1998). In the electronic market, the brand extension can see in Sony electronic products. Sony brand is strong in the electronic market with the strengths of the specific categories as audio and picture. Sony extended to cover the Digital Camera market that gained customer’s favors since a last few years. But Sony earned the same successful level of other existing strong brands in digital camera market such as Fuji, Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its continuing image creation in modern and endless technology development, brand extension of Sony is successful in digital camera market with no doubt. The success of brand extension depends on the Consumer Evaluation of Brand Extension. That consists of many components such as Brand Attribute Association, Attitude toward the Original Brand, Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute Fit and Transfer from the parent brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers may evaluate between the existing parent brand and the brand extension, then leading to their buying decision. As the significance and benefits of brand equity in consumer’s mind mentioned above, the researcher is interested in the study of the different levels of involvement in products and their relationship with brand equity that may influence the components of the Consumer Evaluation of Brand Extension. Research Objectives 1. To study the levels of brand equity in customer’s mind of the researched product. 2. To research the differences of brand equity in customer’s mind between products with the different level of involvement. In order to find suitable approach to build, manage and maintain brand equity among each different product categories. . To study the relationship between brand equity in customer’s mind and the components of the consumer evaluation for the brand extension. Research Problems 1. How does the Brand Equity in customer’s mind do in this research? 2. How do the different involvement relate to the different levels of the brand equity in customer’s mind? 3. How brand equity in customer’s mind relates to customer evaluation of brand extension? Scope of the Study The sample group in this research consists of males and females with the age between 18-45 who lived in Bangkok. Selected brands in this research are well known brands as the first one, yogurt extended brand to the pasteurized milk that represented the low involvement product. For this low involvement product, the researcher used a substitute product in this research. Other brand as initial vehicle product extended to all-purpose vehicles that represent the high involvement product. Definitions Customer-based Brand Equity refers to customers gain brand knowledge that consists of 1) Brand Awareness as recognition and recall, and 2) Brand Image as strength, favorability, and uniqueness. Involvement refers to the levels of product involvement between consumers and products depending on types of product, interest, attitude, price and so fort. The involvement can be categorized into two types as the followings: 1. High involvement product, in this research, the computer notebook that offered an extending brand to the Computer PC. 2. Low involvement product, in this research, the Air Condition that expanded to an extending brand as the fan. Brand Extension refers to any organization takes advantages of the well-known brand for launching new products to the market. The new products will be called as an Extending Brand and the existing brand is called a Parent Brand. Consumer Evaluation of Brand Extension refers to the process and elements of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute and Transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. Expected Benefits 1. The professional marketers may consider the components of the Brand Equity in their decision making for evaluating or improving the Brand Equity for their organizations. 2. The marketers or anyone who’s interested in may take the research result as the basic information of consumer behavior for the evaluation of the brand extension focusing with the cost effectiveness and the opportunity of success. 3. The research result may be the basic information for all professional marketers in long-term product strategy by considering the components in the consumer evaluation of the brand extension. That may be helpful for product strategy in the brand extension for the further success. 4. This research will be beneficial for learners and others for research conduction and well understood of Brand Name and the involvement between Brand and the influenced factors of consumer’s decision making. This research result can claim as the fundamental information for conducting the related research about Brand and the Customer Evaluation of Brand Extension. Literature Review This research aims to research about the consumer evaluation of the brand equity and study the involvement of the brand extension. The researcher studied related researches, theories, concepts and literatures focusing with the followings: 1. Concept of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Definition of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity Measurement  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Managing Brand Equity 2. Concept of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Advantages of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Disadvantages of Brand Extension 3. Concept of Consumer Evaluation of Brand Extension 4. Concept of Consumer Behavior and Consumer Decision Process  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer decision process Research Hypothesis As the theories, concepts and related literatures mentioned above, the researcher established the specific hypotheses for this research about the involvement between Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension as the followings: 1. Brand differentiation is in consumer’s mind. The Brand Knowledge consists of a) Brand Awareness as brand recall and recognition, and b) Brand Image as strength, favorability and uniqueness. The high brand knowledge will stimulate high Brand Equity. The low brand knowledge will lead to the low Brand Equity. These show in both low and high involvement products. . As the levels of Consumer-based Brand Equity, the high involvement product may gain higher consumer-based brand equity than the low involvement product with the low consumer-based brand equity. 3. Consumer-based Brand Equity of any parent product has positive correlation with the Consumer Evaluation of Brand Extension. Details are as the followings: 1) Brand Att ribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with complement fit, substitute and transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. The Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension vary in the similar direction. In both high and low involvement products, higher brand equity, higher consumer evaluation of brand extension or lower brand equity, lower consumer evaluation of brand extension. Research Methodology This research is the quantitative research with survey research method and specific questionnaire. The researcher established the research method involving with population, sample group, research tool, information collection, and statistical analysis as the details below: Population Population group of this research is consumers in Bangkok with the age between 18-45. Television and an extended brand as camera is the selected product in this research. Sample Group As the determination of sample group in this research, the researcher takes the principle of total variance between sample group and variances of random sampling of Taro Yamane (1976: 886-887). The population size is 2,657,186. The reliability is 95%. The standard deviation is 5%.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  N   Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (1+Ne2)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When  Ã‚   n   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The sampling size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   N  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The population size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   e  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Sampling variables   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As these numbers mentioned above, the calculation becomes as: ‘n’  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  2,657,186 (1+2,657,186 (0. 05)2) =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   399. 93 Hence, the sample size is equal to 400. Sampling Method The researcher takes both non-probability sampling and probability sampling in this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as Pranakorn, Dusit, Nongjok, Bangruk, Bangken, Bangkapi, Pathumwan, Pomprab-sattrupai, Prakanong, Minburee, Ladkrabang, Yannawa, Sumpanthawong, Payathai, Thonburi, BangkokYai, Hoykwang, Nongkham, Rajburana, Bangplad, Dindeang, Beungkum, Sathorn, Bangsue, Jatujak, Bangkorlaem, Pravej, Klongteoy, Suanloung, Jomthong, Donmuang, Rajchathevi, Ladprao, Wattana, Bangkae, Luksee, Saimai, Kannayaow, Sapansung, Wangthonglang, Klongsamwa, Bangna, Thaveewattana, Thungkrue and Bangbon. The researcher conducts the purposive sampling with the selected districts that gained abundant commercial and residential areas. These districts are separated by The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected districts enhance the research approach and convenience of information collection. The abundant commercial and residential areas are 36 areas as: (see in the chart 3. 1) 1. Dusit, 2. Bangruk, 3. Bangken, 4. Bangkapi, 5. Prathumwan, 6. Pomprab-sattrupai, 7. Prakanong, 8. Yannawa, 9. Sampanthawong, 10. Payathai, 11. Thonburi, 12. BangkokYai, 13. Hoykwang, 14. Klongsan, 15. BangkokNoy, 16. Pasrijareon, 17. Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue, 23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong, 29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee, 35. Wangthonglang, and 36. Bangna. Then, researcher takes the probability sampling in the simple random sampling by the sampling selection of non-mimic sample. This method scales down the sample size to be 7 districts as 20% of commercial and residential areas as the followings: 1. Bangsue, 2. Thonburi, 3. Prathumwan, 4. Dusit, 5. Bangkapi, 6. Klongteoy, and 7. Bangplad. The researcher gathers information with the convenience sampling in each district until complete total 400 population. Type of Product in the Research This research emphasizes to study in Consumer-based Brand Equity and Consumer Evaluation of Brand Extension. The selected products in this research aree products that offer the brand extensions in horizontal and category. This research considers in products that have the differences in the market share. They will address the clear identification of the involvement between Consumer-based Brand Equity and Elements of Brand Extension. Details are as the followings: The low involvement product as Yogurt-sour milk earns the extending brand as pasteurized milk. Based on the marketing information in 1998, the market value of pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5% (Krungthep Business, 1998). The selected yogurt in this research is Yakool and Betagent that presented the large differences of market share. As the high involvement product, the researcher selects, with the consideration of product market share, the vehicle products that provide the extending brand to the all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned 12% (Thansetthakit, 1998). Consequently, the selected brands in this research are Toyota and Mazda because they had huge differences in their market share. Research Tool Research tool is the specific questionnaire that was designed and developed for this research. It contains 5 sections with different questions and purposes as the followings: Section I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Population characteristic involves with age, gender, marital status, education level, occupation and individual monthly income. Section II  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of Yogurt is examined by questions in this section. Section III  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension is determined as consumer attitude in brand extension of the product, pasteurized milk. Section VI  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of vehicle products is evaluated in this section. Section V  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension involves with consumer attitude in brand extension of all-purpose vehicle. A measuring tool for consumer-based brand equity is modified from Keller’s research (Keller, 1993). The other measuring tool for brand extension is developed from the research of Aaker and Keller (1990). These tools are qualified with the validity and reliability test. In addition, this questionnaire is determined the content validity by professional opinion. And then, this questionnaire is launched to do the pre-test with 20 people who had similar characteristics of the sampling group. The coming results assist to develop the final questionnaire that had been used in the real information gathering. Variances Individual product was suitable for variance measurement and scoring as the followings: 1. Consumer-based Brand Equity  Ã‚  Ã‚  Ã‚  Ã‚   This research followed the Keller’s concept in Consumer-based Brand Equity as Brand Knowledge. Brand Knowledge contained with Brand Awareness as brand recall and recognition, and Brand Image as strength, favorability and uniqueness. 2. The elements of Consumer Evaluation of Brand Extension  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research obtained the elements of Consumer Evaluation of Brand Extension from Aaker and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker and Keller (1992) in the perceived fit of the proposed extension with the company. Scoring Measurement of Brand Equity 1. Questions for the brand awareness were measured brand recall and recognition (Nantana Boripanthananun, 1997). 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What brands do you know?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The first brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The second brand in consumer recognition   2 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The third brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚   1 point 1. 2     Do you know this â€Å"†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬  Brand?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Yes, I do. 1 point  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No, I don’t. 0 point 2. Questions for measuring the brand image involved with 3 aspects as strength, favorability and uniqueness. Keller (1993) expressed that many measurement tools indicated with the highest to lowest levels of consumer’s opinion were fit for measuring the brand image. Hence, researcher decided to take the measuring tool as the rating scale with 5 levels for both high and low involvement products as the followings: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 The best The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Outstanding  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   same as others 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1   The pre-test generated the questions about product attribute in the final questionnaire that was used until complete process of information collection. Measurement of the Elements in Consumer Evaluation of Brand Extension 1. Brand Attribute Association contained the open-ended questions involving with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker and Keller (1990) took the rating scale with 7 levels but the researcher modified and developed the new rating scale with 5 levels in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Attitude toward Brand Extension was determined by the 5-level rating scale   in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Surely buy it  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Will never buy it 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Perceived Difficulty of Making the Extension was evaluated by 5-level rating scale in both high and low involvement products as: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã ‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Need special knowledge  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No need special knowledge 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 4. Perceived Fit of the Proposed Extension with the Company also took the 5-level rating scale for measuring in both high and low involvement products as: Very fit  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not fit at all 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 High involvement  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not involved at all between company and product 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Research Analysis and Results As the complete information collection, researcher provides coding and computed the results by the computer and the software SPSS for WINDOWS. The research analysis obtains the descriptive statistics for clear identification of sample group’s characteristics, the percentage (%) for notable explanation of information, the inferential statistics, the Pearson’s product moment correlation coefficient and the statistical T-Test for evaluating the correlation of each pair of variances depending on the hypothesis. References Aaker D. A. (1996). Building Strong Brands, The Free Press, New York Crainer, Stuart   The real power of brands : making brands work for competitive Imprint London : FT Pitman, 1995 Descript 214 p. : ill. ; 25 cm Note The Financial Times/Pitman Publishing SeriesJacket Subject Brand name products Product management. Dhiti Butratana. (1998). THE MEASUREMENT OF BRAND EQUITY IN BEER CATEGORY. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Karat Latawan. (2000). CONSUMER-BASED BRAND EQUITY AND   CONSUMER EVALUATION OF BRAND EXTENSION. Chulalongkorn University. 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