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This study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived product quality and purchase intention.

Four experiments were conducted in China and Korea, employing a 2 (vertical direction: downward vs upward) X 3 (rotation: 0°/marquee vs 90° clockwise vs 90° counterclockwise) between-subjects factorial design.

The findings showed that when the English loan Chinese brand name was displayed downward, the marquee format was preferred, while counterclockwise rotation was favored when displayed upward. In Korean, clockwise rotation was preferred for downward presentation, while counterclockwise rotation was favored for upward presentation. The effects on purchase intention were mediated by processing fluency and perceived product quality.

This research provides practical implications for global manufacturers and retailers, offering guidance on presenting brand names in East Asian languages and optimizing product packaging designs. For Chinese consumers, the marquee format is recommended for downward-oriented brand names, while counterclockwise rotation is effective for upward orientation. For Korean consumers, clockwise rotation is favored for downward presentation and counterclockwise rotation is preferred for upward presentation. Understanding linguistic habits allows the tailoring of brand presentations, enhancing brand perception and consumer responses.

This study contributes to understanding the role of cultural and linguistic influences on consumer information processing and product perception in vertical presentations of brand names.

In recent years, three-dimensional (3D) seismic base isolation system has been studied extensively. This paper aims to propose a new 3D combined isolation bearing (3D-CIB) to mitigate the seismic response in both the horizontal and vertical directions.

The new 3D-CIB composed of laminated rubber bearing coupled with combined disk spring bearing (CDSB) was proposed. Comprehensive analysis of constitution and theoretical derivation for 3D-CIB were presented. The advantage of CDSB is that the constitution can be flexibly adjusted according to the requirements of the bearing capacity and vertical stiffness. Hence, four different combinations of CDSB were designed for the 3D-CIB and employed to isolate nuclear reactor building. A comparative study of the seismic response in terms of seismic action, acceleration floor response spectra (FRS), peak acceleration and relative displacement response was carried out.

3D-CIB can effectively reduce seismic action, FRS and peak acceleration response of the superstructure in both the horizontal and vertical directions. Overall, the horizontal isolation effectiveness of 3D-CIB was slightly influenced by vertical stiffness. The decrease in the vertical stiffness of the 3D-CIB can reduce the vertical FRS and shift the peak values to a lower frequency. The vertical peak acceleration decreased with a decrease in the vertical stiffness. The superstructure exhibited a rocking effect during the earthquake, and the decrease in the vertical stiffness may increase the rocking of the superstructure.

Although the advantage of 3D-CIB is that the vertical stiffness can be flexibly adjusted by different constitutions, the vertical stiffness should be designed by properly accounting for the balance between the isolation effectiveness and displacement response. This study of isolation effectiveness can provide the technical basis for the application of 3D-CIB into real engineering of nuclear power plants.

This paper's aim is to examine flow and heat transfer through vertical channels between parallel plates, which is of prime importance in the design of cooling systems for electronic equipment such as that of finned cold plates in general, plate‐and‐frame heat exchangers, etc.

Numerical and analytical solutions are presented to investigate the heat transfer enhancement and the pressure drop reduction due to buoyancy effects (for buoyancy‐aided flow) for the developing laminar mixed convection in vertical channel between parallel plates in the vicinity of the critical values of the buoyancy parameter (Gr/Re)crt that are obtained analytically. The numerical solutions are presented for a wide range of the buoyancy parameters Gr/Re that cover both of buoyancy‐opposed and buoyancy‐aided flow situations under each of the isothermal boundary conditions under investigation.

Buoyancy parameters greater than the critical values result in building‐up the pressure downstream of the entrance such that the vertical channel might act as a thermal diffuser with possible incipient flow reversal. Locations at which the pressure gradient vanishes and the locations at which the pressure‐buildup starts have been numerically obtained and presented for all the investigated cases.

The study is limited to the laminar flow situation.

The results clearly show that for buoyancy‐aided flow, the increase of the buoyancy parameter enhances the heat transfer and reduces the pressure drop across the vertical channel. These findings are very useful for cooling channel or chimney designs.

The study is original and presents new findings, since none of the previous studies reported the conditions for which pressure buildup might take place due to mixed convection in vertical channels between parallel plates.

The purpose of this paper is to explore the influence of hole on shielding effectiveness (SE) of electromagnetic shielding (EMS) fabric under incident polarization wave, and to propose a “Key Size” theory to explain the influence mechanism.

“Key Size” parameters describing hole shape are established, and a number of representative samples with rectangular and oval holes are made. SE of the samples are tested by waveguide testing system. Influence of the hole on the SE of the samples is analyzed according to vertical or horizontal maximum size and polarization wave direction. Finally, the “Key Size theory” and “Secondary Size theory” are proposed to explain the influencing mechanism.

The hole influences on the SE are related to the vertical and the horizontal maximum size of the holes and the direction of the polarization wave. As the direction of the polarization wave is vertical (or horizontal), greater maximum size results in lower SE. As the maximum size is constant, greater maximum size causes lower SE. As the maximum size reaches to a certain value, a dividing point of the SE occurs. As the direction of the polarization wave is consistent with the direction of the maximum size, same hole area results in same SE.

The explored influences and mechanism provide an important guiding reference for the hole design of the EMS fabric, and can be applied to the holes design of the EMS garment, composite materials, and tents.

The purpose of this paper is to machine the pressure surface of the turbine blade made of A286 iron-based superalloy by using four directions of raster strategy, including horizontal upward, horizontal downward, vertical upward and vertical downward, to achieve appropriate surface roughness and to investigate the tool wear in each strategy.

In this study, all cutting tests were performed by DAHLIH-MCV 1020 BA vertical 3-axis machining center with ball nose end mill. After milling by each strategy, according to the surface slope, the surface was divided into 27 meshes, and roughness of surface was studied and compared. Roughness measuring after machining was implemented by using portable Mahr ps1 roughness tester, and surface texture was photographed by CCD 100× optical zoom camera. Also, to measure tool flank wear in each strategy as an indication of tool life, the surface of workpiece was divided into four equal areas. The wear of the inserts was measured by ARCS vertical non-contact measuring system at the end of each area.

The results indicate that cutting directions and toolpath strategies have significant influence on tool wear and surface roughness in machining processes and that they can be taken into consideration individually as determinative parameters. In this case, the most uniform surface texture and the lowest surface roughness are obtained by using horizontal downward direction; in addition, abrasion is a dominant tool wear mechanism in all experiments, and tool wear in the horizontal downward is lower than other strategies.

Machining of turbine blades or other airfoil-shaped workpieces is quite common in manufacturing aerospace and aircraft products. The results of this research contribute to increasing quality of machined surface and tool life in machining of turbine blade.

This work proves the significance of milling strategies in machining of the turbine blade made of A286 superalloy and, consequently, exhibits the proper strategy in terms of surface roughness and tool life. Also, this work explains and elaborates the behavior of A286 superalloy in machining processes, which has not been studied much in recent research works.

The purpose of this paper is to develop and validate a scale for measuring value progress in outsourcing organizations. The scale is also intended to capture the differences in the nature of progress between different categories of outsourcing organizations.

The procedure for developing measures suggested by Churchill was adopted. The balanced scorecard framework has been used to generate items. Data were collected from 693 employees in 49 outsourcing organizations in India (specifically, those categorized as knowledge process outsourcing (KPO) and business process outsourcing (BPO)) and the scale reliability and validity was tested using content validity, exploratory and confirmatory factor analysis, and co‐efficient alpha scores. Confirmatory fit indices have been used to establish validity and unidimensionality of the measures.

The study statistically establishes a tool to measure progress of outsourcing organizations. The findings reveal that some organizations progress horizontally through size expansion and some others adopt a vertical progress through customization and domain expertise. However, these progress directions (horizontal and vertical), contrary to industry view and this paper's hypothesis, are not commensurate with the KPO and BPO classifications.

Apart from using this tool to measure the impact of intangible assets/interventions, future longitudinal research can examine the patterns in the direction of progress across industries/countries.

Individual outsourcing organizations can use this tool to identify their current progress direction and the areas to focus for the desired progress direction.

A scale to capture the direction of progress defined through logical and conceptual bases, done in this study, is the first of its kind in the outsourcing context.

This study aims to examine the role of horizontal and vertical individualism‐collectivism in explaining conflict management styles. Design/methodology/approach – A total of 640 respondents completed the Rahim Organizational Conflict Inventory‐II (ROCI‐II, Form C) designed to assess five conflict management styles and the individualism‐collectivism (I‐C) scale designed to assess the vertical and horizontal aspects of individualism‐collectivism. Findings – Correlation and regression analyses provide support for a conceptual fit between cultural dimensions and conflict management styles. Horizontal and vertical aspects of individualism‐collectivism explained 5‐20 percent of the variance in the various conflict management styles. Specifically, individuals displaying an individualist orientation (horizontal and vertical) tended to give greater importance to satisfying personal needs and preferred a dominating style, rather than an obliging or avoiding style. In contrast, collectivists (horizontal and vertical) seemed more likely to sacrifice personal needs for the sake of the group and preferred an integrating style. Further, horizontal collectivists were more likely to prefer an obliging style and vertical collectivists an avoiding style of conflict management. Research limitations/implications – Generalization is limited to college student samples from the USA. Practical implications – Organizations could provide training programs to sensitize employees to their specific cultural orientations and their preferred conflict management styles. In addition, employees could learn to switch between styles depending on the situation, issue, or relationship within which the conflict is taking place. Originality/value – Highlights the importance of sensitizing employees to their cultural orientation and preferred conflict management style; raises the possibility of training them to develop alternate styles.

The purpose of this study is to analyze the problem of optimal product line design in marketing channels where consumers are heterogeneous in both horizontal and vertical dimensions.

This paper develops a model to evaluate when it is preferable for a firm to extend the product line in a vertical or horizontal direction. Consumers are modeled as being vertically heterogeneous with respect to their valuation of quality and horizontally heterogeneous with respect to their preference on the esthetic component of the product. These model characteristics allow us to consider a broader set of product line extension strategies. By considering both a vertically integrated channel and a decentralized channel, this study investigates how channel structure influences optimal product line design. The problem with supplemental numerical analyses is mathematically analyzed.

The analysis shows that a horizontal product line extension strategy that offers the customized product can be used as an alternative to a vertical product line extension strategy. If the fixed cost is not too high, offering the customized product with low quality may be preferred to the quality-based segmentation strategy. Furthermore, the analysis shows that the channel structure is influential as the preference for the horizontal product line extension strategy is more pronounced in the decentralized channel than in the centralized channel.

The analysis presented in this paper is limited by the consideration of full market coverage. Further research is needed to see how the results can be generalized to the case with partial market coverage.

The analysis suggests that a firm may consider product customization as part of its product line strategy. Information regarding market characteristics and channel structure is important when deciding on the optimal product line design.

The model reflects a more realistic marketing strategy and channel structure than previous studies that typically consider product line extension in only one direction and focus on the centralized distribution channel. Combining the standard product line extension and customization strategies also represents an important contribution to the literature. These extensions produce interesting new results and insights into a firm’s optimal product line design strategy.

The purpose of this paper is to investigate a combined bioconvection and thermal instability problem in a horizontal layer of finite depth with a basic temperature gradient inclined to the vertical. The basic flow, driven by the horizontal component of temperature gradient, is the Hadley circulation, which becomes unstable when the vertical temperature difference and density stratification induced by upswimming of microorganisms that are heavier than water become sufficiently large.

Linear stability analysis of the basic state is performed; the numerical problem is solved using the collocation method.

The steady‐state solution of this problem is obtained. Linear stability analysis of this steady‐state solution for the case of three‐dimensional disturbances is performed; the numerical problem is solved using the collocation method. The stability problem is governed by three Rayleigh numbers: the bioconvection Rayleigh number and two thermal Rayleigh numbers characterizing temperature gradients in the vertical and horizontal directions, respectively.

Further research should address the application of weakly non‐linear analysis to this problem.

The dependence of the critical bioconvection Rayleigh number on the two thermal Rayleigh numbers and other relevant parameters is investigated.

This paper presents what is believed to be the first research dealing with the effect of inclined temperature gradient on the stability of bioconvection in a suspension of gyrotactic microorganisms.

The aim of this article is to present the results of a parametric analysis of the entropy generation due to mixed convection in the entry‐developing region between two differentially heated isothermal vertical plates.

The entropy generation was estimated via a numerical solution of the mass, momentum and energy conservation equations governing the flow and heat transfer in the vertical channel between the two parallel plates. The resultant temperature and velocity profiles were used to estimate the entropy generation and other heat transfer parameters over a wide range of the operating parameters. The investigated parameters include the buoyancy parameter (Gr/Re), Eckert number (Ec), Reynolds number (Re), Prandtl number (Pr) and the ratio of the dimensionless temperature of the two plates (θ_T).

The optimum values of the buoyancy parameter (Gr/Re) optimum at which the entropy generation assumes its minimum for the problem under consideration have been obtained numerically and presented over a wide range of the other operating parameters. The effect of the other operating parameters on the entropy generation is presented and discussed as well.

The results of this investigation are limited to the geometry of vertical channel parallel plates under isothermal boundary conditions. However, the concept of minimization of entropy generation via controlling the buoyancy parameter is applicable for any other geometry under any other thermal boundary conditions.

The results presented in this paper can be used for optimum designs of heat transfer equipment based on the principle of entropy generation minimization with particular focus on the optimum design of plate and frame heat exchanger and the optimization of electronic packages and stacked packaging of laminar‐convection‐cooled printed circuits.

This paper introduces the entropy generation minimization via controlling the operating parameters and clearly identifies the optimum buoyancy parameter (Gr/Re) at which entropy generation assumes its minimum under different operating conditions.