How is Text Messaging Affecting Teen Literacy Research Paper

How is Text Messaging Affecting Teen Literacy - Research Paper Example This paper represents that as the microchip was being created, data stream between individuals was at a higher speed and correspondence thrived. The passage of the web saw an adjustment in the whole education face. Individuals no longer understood books, magazines and papers yet they are perusing on the web. Ongoing advancements in web innovation have seen a rise of various methods of correspondence. Individuals no longer plunk down and read protracted books as proficiency has come to be portrayed by short messages on telephones and PCs. A 2009 investigation of the University of Alabama found that â€Å"Text informing has without a doubt given our general public a snappy methods through which to convey, taking out the requirement for capitalisation, accentuation, the utilization and information on sentence structure and the detail that offer great expressions great†. The present world has seen proficiency get its definition from the innovation that is utilized to move it. An i nstant message language varies from that of an email. Formal language may in any case be available in the 21st century however it is likely not the same as the proper language of the 1950s. In the year 2011, the Oxford English Dictionary incorporated an extra book talk language in its vocabulary. They incorporate LOL †roar with laughter, OMG †gracious my god/gosh/goodness, FYI †for your data, BFF †closest companions perpetually, and IMHO †in my legit/humble supposition. Besides, the examination uncovered that a portion of the articulations utilized have a history that shows diverse use of similar abbreviations. For example, the st

Get a Look at Some Giant Mammals of the Cenozoic Era

Get a Look at Some Giant Mammals of the Cenozoic Era The word megafauna implies goliath creatures. In spite of the fact that dinosaurs of the Mesozoic Era were nothing if not megafauna, this word is all the more regularly applied to the goliath well evolved creatures (and, to a lesser degree, the mammoth feathered creatures, and reptiles) that lived somewhere in the range of 40 million to 2,000 years back. More to the point, goliath ancient creatures that can guarantee all the more unobtrusively estimated relatives, for example, the mammoth beaver and the monster ground sloth-are bound to be set under the megafauna umbrella than unclassifiable, larger measured brutes like Chalicotherium or Moropus. Its additionally critical to recall that warm blooded animals didnt succeed the dinosaurs-they lived directly close by the tyrannosaurs, sauropods, and hadrosaurs of the Mesozoic Era, though in minor bundles (most Mesozoic well evolved creatures were about the size of mice, yet a couple were equivalent to monster house felines). It wasnt until around 10 or 15 million years after the dinosaurs went wiped out that these warm blooded creatures began developing into monster estimates, a procedure that proceeded (with discontinuous eradications, bogus beginnings, and impasses) well into the last Ice Age. The Giant Mammals of the Eocene, Oligocene, and Miocene Epochs The Eocene age, from 56 to 34 million years back, saw the first larger measured herbivorous warm blooded animals. The achievement of Coryphodon, a half-ton plant-eater with a little, dinosaur-sized mind, can be gathered by its wide appropriation across early Eocene North America and Eurasia. In any case, the megafauna of the Eocene age truly hit its sweet spot with the bigger Uintatherium and Arsinoitherium, the first of a progression of - therium (Greek for mammoth) well evolved creatures that ambiguously taken after hybrids of rhinoceroses and hippopotamuses. The Eocene additionally gestated the main ancient ponies, whales, and elephants. Any place you discover huge, slow-witted plant-eaters, youll additionally discover the carnivores that help hold their populace under tight restraints. In the Eocene, this job was filled by the huge, enigmatically canine animals called mesonychids (Greek for center hook). The wolf-sized Mesonyx and Hyaenodon are regularly viewed as tribal to hounds (despite the fact that it involved an alternate part of mammalian development), yet the ruler of the mesonychids was the massive Andrewsarchus, at 13 feet in length and gauging one ton, the biggest earthly savage warm blooded creature that at any point lived. Andrewsarchus was matched in size just by Sarkastodon-truly, that is its genuine name-and the a lot later Megistotherium. The fundamental example built up during the Eocene age enormous, stupid, herbivorous warm blooded animals went after by littler yet brainier carnivores-endured into the Oligocene and Miocene, 33 to 5 million years back. The cast of characters was somewhat more peculiar, including such brontotheres (thunder brutes) as the tremendous, hippo-like Brontotherium and Embolotherium, just as hard to-characterize beasts like Indricotherium, which looked (and presumably carried on) like a cross between a pony, a gorilla, and a rhinoceros. The biggest non-dinosaur land creature that at any point lived, Indricotherium (otherwise called Paraceratherium) weighed between 15 to 33 tons, making grown-ups practically safe to predation by contemporary saber-toothed felines. The Megafauna of the Pliocene and Pleistocene Epochs Monster warm blooded animals like Indricotherium and Uintatherium havent reverberated with general society as much as the more recognizable megafauna of the Pliocene and Pleistocene ages. This is the place we experience entrancing brutes like Castoroides (monster beaver) and Coelodonta (wooly rhino), also mammoths, mastodons, the goliath steers progenitor known as the auroch, the mammoth deer Megaloceros, the cavern bear, and the greatest saber-toothed feline of all, Smilodon. For what reason did these creatures develop to such silly sizes? Maybe a superior inquiry to pose is the reason their relatives are so modest all things considered, smooth beavers, sloths, and felines are a moderately late turn of events. It might have something to do with the ancient atmosphere or a weird harmony that won among predators and prey. No conversation of ancient megafauna would be finished without a straying about South America and Australia, island landmasses that hatched their own bizarre cluster of enormous vertebrates (until around 3,000,000 years back, South America was totally cut off from North America). South America was the home of the three-ton Megatherium (goliath ground sloth), just as such unusual mammoths as Glyptodon (an ancient armadillo the size of a Volkswagen Bug) and Macrauchenia, which can best be depicted as a pony crossed with a camel crossed with an elephant. Australia, a huge number of years back as today, had the most bizarre arrangement of mammoth natural life on the planet, including Diprotodon (goliath wombat), Procoptodon (monster short-confronted kangaroo) and Thylacoleo (marsupial lion), just as nonmammalian megafauna like Bullockornis (otherwise called the evil spirit duck of fate), the goliath turtle Meiolania, and the monster screen reptile Megalania (the biggest land-staying reptile since the annihilation of the dinosaurs). The Extinction of the Giant Mammals Despite the fact that elephants, rhinoceroses, and arranged huge well evolved creatures are still with us today, the vast majority of the universes megafauna ceased to exist somewhere in the range of 50,000 to 2,000 years back, an all-inclusive end known as the Quaternary eradication occasion. Researchers point to two fundamental offenders: first, the worldwide dive in temperatures brought about by the last Ice Age, in which numerous enormous creatures starved to death (herbivores from absence of their standard plants, carnivores from absence of herbivores), and second, the ascent of the most hazardous well evolved creatures of all-people. Its still muddled to what degree the wooly mammoths, goliath sloths, and different well evolved creatures of the late Pleistocene age surrendered to chasing by early people this is simpler to picture in separated situations like Australia than over the entire degree of Eurasia. A few specialists have been blamed for exaggerating the impacts of human chasing, while others (maybe so as to imperiled creatures today) have been accused of undercounting the quantity of mastodons the normal Stone Age clan could cudgel to death. Pending additional proof, we may never know without a doubt.

Financial Basics Good Interest vs. Bad Interest

Financial Basics Good Interest vs. Bad Interest Financial Basics: Good Interest vs. Bad Interest Financial Basics: Good Interest vs. Bad InterestSince its  National Financial Literacy Month, were getting back to basics. Todays post covers interest: The kind that helps  and the kind that hurts.Despite its name, many people do not find “interest” particularly interesting. Which is unfortunate, because a proper knowledge of interest will make a huge difference in your financial life. That’s why we spoke to the experts to create a handy dandy guide to interest that we hope you’ll find interesting. Or, at the very least, that you’ll find compelling enough to read on your phone while sitting on the bus.Does your bus ride currently provide a helpful dose of financial advice? Well, now it can!Basic interest.Interest has been around for a very long time. Even longer than money itself!  Essentially, it’s a way for those with resources to get compensation for lending out the aforementioned resources. We give you four cows. You then use those cows to make more cows. One year lat er, you give us back five cows. As long as you still have some cows left over, we’ve both come out ahead.When you take out a loan, unless it’s from a friend or family member, you’re almost certainly going to have to pay some interest. The amount will vary, but it will be a percentage of the total loan amount, or principal. The loan may also come with additional fees, which is why it’s important to compare different loans in terms of their APRs, or Annual Percentage Rating. A loan’s APR is a measure of its total cost, including fees and interest.But you can also make interest work for you! One way to do that would be to start a bank or other lending institution. But an easier way to do that is by putting your money into an account that yields interest, as most accounts do. That’s because when you put money into a bank account, you’re actually lending money to that bank.So how can you make sure you’re always handling interest as well as possible, regardless of whether you’re paying or receiving it? Keep reading and see!Taking account.You have to put your money somewhere. Sure, you could keep it all in your pockets, but that’s just asking for trouble. And while keeping it under your mattress might be a classic, it’s almost as risky as just keeping it in your pockets.That’s why most financial advisors will recommend you keep your money in a bank account. And, as we previously mentioned, this technically means you’re lending money to the bank and will be receiving interest in return. But if you want that interest to be substantial, you’ll need to choose the right account.“If you want to maximize the interest you receive on your bank accounts, it pays to try and start with the most favorable conditions,” suggested Stephen Hart, CEO of  Cardswitcher. “Before you even start saving, make sure that your account is one that returns a high rate of interest. Shop around as much as possible, comparing deals to see which offers you a better return. Also, check the rewards that are associated with particular bank accounts, as sometimes you can find these can influence your interest rates.”Finding the right bank account isn’t your only opportunity to be a lender, however.“The best way to get the best of both sides of the interest coin is to be a lender and not a borrower,” advised Steven Nuckols, president and founder of Wealth Compass Financial (@_Wealth_Compass). “Interest rates are going to continue to rise, although slowly, and lenders will be getting paid more for their money. For most people, this means better returns on bank accounts, CDs, and new bond issues. A roundabout positive is that banks will have higher margins and will be able to offer more incentives to customers through credit card rewards, bonuses, and interest rates on products.”But you can’t always be the lender.A loan again.Unless you have a swimming pool full of cash in one of the rooms of your house, you’re probably going to have to take out to get a loan at some point. For example, every time you use a credit card, you’re technically taking out a loan. Fortunately, it’s one of the few kinds of loans you can actually avoid paying interest on at all.“If youre looking to reduce the amount of interest that you have to pay on your credit card account, one of the most effective techniques is to just ensure that you pay off the amount in full every month before the grace period ends,” urged Hart.When it comes to every other kind of loan, you’ll want to shop around to find out which options have the lowest APR. The sooner you can pay down any loan, the less you’ll have to pay in interest. You do need to be careful, however, as some loans come with a prepayment penalty that will punish early payment.If you have bad credit, youre going to find yourself stuck with  much  higher interest rates. Short-term bad credit loans and no credit check loans like payday loans, title loans, and cash advances often come with annual rates of 300 percent or higher! (You might have some better luck with a bad credit installment loan.)The answer to that quandary is simple: Raising your credit score will allow you to get personal loans at better rates! We’ve written about how you can improve your credit score multiple times, like here for example. (And in the meantime, a well-stocked emergency fund will help you whether any surprise bill or financial shortfall.)At the end of the day, interest is pretty simple. You want to get it, rather than having to pay it. If you are getting it, you want to get as much as possible, and if you’re paying it, you want to pay as little as possible.To learn more about how you can improve your financial situation, check out these other posts and articles from OppLoans:10 Good Money Habits to Make Your Friends JealousThe Debt Snowball Method Can Help You Get out of DebtSave More Money with These 40 Expert TipsBuilding Your Financial Life: Budgeting for BeginnersDo you have a   personal finance question youd like us to answer? Let us know! You can find us  on  Facebook  and  Twitter.  |  InstagramContributorsAfter working in the financial industry for several years, Stephen Hart left his role as Chief Financial Officer at WorldPay to launch the UK’s first payment processing comparison site, Cardswitcher. Nowadays, he helps SMEs save money on their payment processing costs.Steven Nuckols is the President of  Wealth Compass Financial (@_Wealth_Compass).  An independent registered investment advisor firm specializing in financial planning and wealth management.

Essay about The Fairytale of Alice Walkers Color Purple

Thenbsp;Fairytale of The Color Purple nbsp; It is important for one to distinguish between the real outcome of economic achievement as described in The Color Purple by the lynching of Celies father, and its alternative economic view presented at the end of the novel depicting Celies happiness and entrepreneurial success.nbsp; To distinguish between these outcomes it is necessary to relate the novel to two Models (Historical and Empirical Data, Manners and Customs) of representation in the real and alternative worlds of The Color Purple. nbsp; By focusing on the letters describing the lynching of Celies father, and the letter describing Celies economic stability and happiness (found in last letter), we will have†¦show more content†¦The fact that it existed in a democratic country meant that it required some extraordinary rationale to reconcile it with the prevailing values of the nation.nbsp; Racism was an obvious response, whose effects were still felt more than a century after its abolition (Sowell 3). nbsp; The Models (Manners and Customs, Historical and Empirical Data) of representation in the real world of The Color Purple was made clear when we discover that Celies biological father was lynched for being a prosperous storekeeper. nbsp; And as he (the father) did so well farming and everything he turned his hand to prospered, he decided to open a store, and try his luck selling dry goods as well.nbsp; Well, his store did so well that he talked his two brothers into helping him run it. . . . Then the white merchants began to get together and complain that his store was taking all the black business away from them. . . . This would not do(Walker 180). nbsp; The store the black men owned took the business away from the white men, who then interfered with the free market (really the white market) by lynching their black competitors.nbsp; Class relations, in this instance, are shown to motivate lynching. Lynching was the act of violence white men performed to invoke the context of black inferiority and sub-humanity to the victim, exposing the reality of

3 Digit Addition Worksheets Without Regrouping

Of Mice and Men †Misc Questions Free Essays

OMAM Essays a) How does Steinbeck use details in this passage to present the bunkhouse and its inhabitants? Steinbeck uses many different ideas to present to present the bunkhouse and its inhabitants. Steinbeck emphasises that the inhabitants have little possessions by commenting about the â€Å"apple box† forming â€Å"two shelves for the personal belongings of the occupant of the bunk†. As all the occupants would be itinerant workers, which meant that they had a nomadic lifestyle, this also highlights that the occupants couldn’t afford possessions and probably didn’t have a lot of room for them anyway. We will write a custom essay sample on Of Mice and Men – Misc Questions or any similar topic only for you Order Now This indicates that they had little home comfort and it was probably quite an uncomfortable, stark and hostile environment they lived in. This lack of familiarity or care is also further portrayed by the description of the bunkhouse itself. The walls are described as â€Å"whitewashed† and the floor is â€Å"unpainted†. This could indicate that the owners of the bunkhouse really don’t care about the inhabitants. However, this may not be because the owners dislike the inhabitants, more probably because the itinerant workers don’t stay around for long enough for the workers and the boss to have a proper relationship. This reiterates the point that â€Å"maybe everyone in the whole damn world is scared of each other† and the society they live in is truly a backstabbing and hostile environment. We even know that Crooks, who is a long time inhabitant of the bunkhouse, isn’t treated fairly and much more like an animal because he lives in the barn and he has little possessions. This also shows how cruel their environment is. Despite all of this – at least the inhabitants still have pride. This is demonstrated by George’s disgust when he finds a yellow can of pest killer next to his bed, indicating that the bed may be infested. Clearly, George was not expecting there to be pests in his bed which could indicate that he is a cynical man and has been hardened by his surroundings. This could also emphasise how out of place Lennie is. His docile approach just doesn’t fit in with his life. b) In the rest of the novel, how does Steinbeck present the lives of ranch workers at that time? Steinbeck has intentionally designed each character to represent a segregated group of society. Together, all the characters are presented in a microcosm and they all represent something much larger. For example, Crooks represents the prejudice that black people had to put up with and Crooks’ opinion of this treatment is evident throughout the book in an unbiased way, allowing the reader to digest the ideas of Steinbeck. George is one of the most pivotal characters in the book, as he represents the typical itinerant worker, trying to get money wherever they can after the backlash of the wall street crash. Unfortunately, like most workers at the time, they were all very lonely because of their nomadic lifestyle. Although George doesn’t appear to be lonely because of his friendship with Lennie, there are subtle indicators that being lonely is George’s fate. For example, George often plays Solitaire which is a game for one person. Steinbeck is highlighting how lonely it would be for the workers to always be working with no stable home. George also says that he â€Å"ain’t got no people† and that people like him who are alone â€Å"get wantin’ to fight all the time. This indicates that life for the workers was hard because all the workers were exactly like George – they were alone and they were a product of an inimical environment. Through George, Steinbeck is also describing how angry and nasty everyone becomes when they are alone. This is demonstrated by Crooks – who was cynical and nasty to Lennie when he showed weakness. Crooks has oft en proven to be an angry and bitter man, however this is only because of the way he is treated. As he is black, people don’t talk to him or accept him for what he is. They even go as far as to not let him in the bunkhouse. Early on in the book, when Candy is describing Christmas on the ranch he says â€Å"they even let the nigger in† as if that was an unusual event – which of course for them it was. Through this, Steinbeck is addressing the segregation that blacks lived with in 1930s America. a) How do the details in this passage add to your understanding of George and his relationship with Lennie? In this passage it is clear that Lennie looks up to George How to cite Of Mice and Men – Misc Questions, Essay examples

Of Mice and Men †Misc Questions Free Essays

OMAM Essays a) How does Steinbeck use details in this passage to present the bunkhouse and its inhabitants? Steinbeck uses many different ideas to present to present the bunkhouse and its inhabitants. Steinbeck emphasises that the inhabitants have little possessions by commenting about the â€Å"apple box† forming â€Å"two shelves for the personal belongings of the occupant of the bunk†. As all the occupants would be itinerant workers, which meant that they had a nomadic lifestyle, this also highlights that the occupants couldn’t afford possessions and probably didn’t have a lot of room for them anyway. We will write a custom essay sample on Of Mice and Men – Misc Questions or any similar topic only for you Order Now This indicates that they had little home comfort and it was probably quite an uncomfortable, stark and hostile environment they lived in. This lack of familiarity or care is also further portrayed by the description of the bunkhouse itself. The walls are described as â€Å"whitewashed† and the floor is â€Å"unpainted†. This could indicate that the owners of the bunkhouse really don’t care about the inhabitants. However, this may not be because the owners dislike the inhabitants, more probably because the itinerant workers don’t stay around for long enough for the workers and the boss to have a proper relationship. This reiterates the point that â€Å"maybe everyone in the whole damn world is scared of each other† and the society they live in is truly a backstabbing and hostile environment. We even know that Crooks, who is a long time inhabitant of the bunkhouse, isn’t treated fairly and much more like an animal because he lives in the barn and he has little possessions. This also shows how cruel their environment is. Despite all of this – at least the inhabitants still have pride. This is demonstrated by George’s disgust when he finds a yellow can of pest killer next to his bed, indicating that the bed may be infested. Clearly, George was not expecting there to be pests in his bed which could indicate that he is a cynical man and has been hardened by his surroundings. This could also emphasise how out of place Lennie is. His docile approach just doesn’t fit in with his life. b) In the rest of the novel, how does Steinbeck present the lives of ranch workers at that time? Steinbeck has intentionally designed each character to represent a segregated group of society. Together, all the characters are presented in a microcosm and they all represent something much larger. For example, Crooks represents the prejudice that black people had to put up with and Crooks’ opinion of this treatment is evident throughout the book in an unbiased way, allowing the reader to digest the ideas of Steinbeck. George is one of the most pivotal characters in the book, as he represents the typical itinerant worker, trying to get money wherever they can after the backlash of the wall street crash. Unfortunately, like most workers at the time, they were all very lonely because of their nomadic lifestyle. Although George doesn’t appear to be lonely because of his friendship with Lennie, there are subtle indicators that being lonely is George’s fate. For example, George often plays Solitaire which is a game for one person. Steinbeck is highlighting how lonely it would be for the workers to always be working with no stable home. George also says that he â€Å"ain’t got no people† and that people like him who are alone â€Å"get wantin’ to fight all the time. This indicates that life for the workers was hard because all the workers were exactly like George – they were alone and they were a product of an inimical environment. Through George, Steinbeck is also describing how angry and nasty everyone becomes when they are alone. This is demonstrated by Crooks – who was cynical and nasty to Lennie when he showed weakness. Crooks has oft en proven to be an angry and bitter man, however this is only because of the way he is treated. As he is black, people don’t talk to him or accept him for what he is. They even go as far as to not let him in the bunkhouse. Early on in the book, when Candy is describing Christmas on the ranch he says â€Å"they even let the nigger in† as if that was an unusual event – which of course for them it was. Through this, Steinbeck is addressing the segregation that blacks lived with in 1930s America. a) How do the details in this passage add to your understanding of George and his relationship with Lennie? In this passage it is clear that Lennie looks up to George How to cite Of Mice and Men – Misc Questions, Essay examples

The Oak Tree A symbol for America Essay Example For Students

The Oak Tree: A symbol for America Essay America, our great country, is strong, powerful, and influential. Americans exemplify positive values, selflessness, hospitality, and the American way of life. The mighty oak tree that stands taller, bigger, and older than all others best represents this grand country. Each part of the tree illustrates a facet of our nation. Shapely emerald leaves covering the tree symbolize the values many Americans hold concerning themselves, others, and their nation. Leaves help the tree grow and flourish just as our value of caring for our neighbors help us to unite and become more successful as a whole. The beautiful shade and distinct shape of these leaves make the tree more attractive and unique. Our values often differ from values of other countries due to cultural contrasts such as with religious, racial, and education issues. We give much more freedom than many other countries do to those of different races and religions. Also, he hold education in a much higher regard than other countries. It is these differences which sometimes make our country seem more appealing to those of foreign lands. Without leaves in the spring, the mighty oak would have no means of nourishment and would die. We will write a custom essay on The Oak Tree: A symbol for America specifically for you for only $16.38 $13.9/page Order now Our common American values bind us together as one unit just as all the leaves work together to benefit the oak. Without them we would be millions of separate bodies aimlessly wondering about a common ground, and our country would fall to pieces. Thus, there would be no country as there would be no tree. The lonely oaks long, gnarled limbs seem to reach out as far as they can just to touch another tree. One limb reaches far to the east until it finds a maple. Our brave troops fought in the east to fend off the Czechoslovakians and Serbians from nearly defenseless Bosnia. Another limb bends down and softly touches the fresh buds of a young sapling. Many Americans give years of their lives in South Africa to the Peace Corps to touch the lives and hearts of many villagers. Yet another limb seems to branch out in all directions with its twigs reaching both up and down and side to side. Every year, many Americans donate money to the Christian Childrens Fund where it is then used to heal, feed, and educate poverty-stricken children all over the world. Just as our branches stretch out, so do our American arms to help those less fortunate. ere is a small, yet inviting hole in the front of the oak tree. It gives protection to the squirrels and birds from the harsh elements. Our country is one that encourages religious freedom without persecution for all ethnicities alike. Also, the cavity provides the animals a space to be free to live a life they choose. In America, once a person becomes a citizen he/she is free to be who he/she is and do what he/she will within lawful reason, creating a higher quality of life. The hole provides a starting point for the animals from which they will grow and move on. When foreigners emigrate to our land, they start off small, but are given the same chances to grow and be successful members of society. For the animals, the hole is like their ticket to a more prosperous and thus more enjoyable life just as our country serves as a land of opportunity for so many less fortunate. Small acorns that are produced by the tree and those that lie on the ground portray the lives of Americas youth. The mighty oak births many acorns with hopes that they will spring forth into new trees. Every few minutes another child is born with the opportunity to become a functional part of our society. .u66d6fdf70d39470a741a59c0ce580863 , .u66d6fdf70d39470a741a59c0ce580863 .postImageUrl , .u66d6fdf70d39470a741a59c0ce580863 .centered-text-area { min-height: 80px; position: relative; } .u66d6fdf70d39470a741a59c0ce580863 , .u66d6fdf70d39470a741a59c0ce580863:hover , .u66d6fdf70d39470a741a59c0ce580863:visited , .u66d6fdf70d39470a741a59c0ce580863:active { border:0!important; } .u66d6fdf70d39470a741a59c0ce580863 .clearfix:after { content: ""; display: table; clear: both; } .u66d6fdf70d39470a741a59c0ce580863 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u66d6fdf70d39470a741a59c0ce580863:active , .u66d6fdf70d39470a741a59c0ce580863:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u66d6fdf70d39470a741a59c0ce580863 .centered-text-area { width: 100%; position: relative ; } .u66d6fdf70d39470a741a59c0ce580863 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u66d6fdf70d39470a741a59c0ce580863 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u66d6fdf70d39470a741a59c0ce580863 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u66d6fdf70d39470a741a59c0ce580863:hover .ctaButton { background-color: #34495E!important; } .u66d6fdf70d39470a741a59c0ce580863 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u66d6fdf70d39470a741a59c0ce580863 .u66d6fdf70d39470a741a59c0ce580863-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u66d6fdf70d39470a741a59c0ce580863:after { content: ""; display: block; clear: both; } READ: American Revolutionary War EssayHowever, like the acorns, some do not make it. They simply die too early to be something great. The ones that do make it will become our leaders of tomorrow. Once the acorns reach a certain age, they fall to the ground detached from their life line. A simple fact of American life, like all other life, is that everyone that is born must die at one time or another. Birth inevitably brings death. From the fallen acorns come new trees as if it were a miracle. In the cycle of life, death also brings life. Our elderly pass, allowing for room for the hopeful new generation to begin. Like a circle that never ends, life goes on. Through the figurative picture of a magnificent oak tree with marvelous leaves, extensive branches, a cordial aperture, and intricate acorns, we can take a look at the many positive aspects of our country and begin to appreciate what we have as opposed to those who have nothing at all. It is usually what we do not have that we want, but when we begin to appreciate what we do have, we stop wanting so much for ourselves but for others to have more. That is perhaps the characteristic of America that has made us the greatest country in the world- the tallest oak in the forest.

Tell us about a talent, experience, contribution, or personal quality you will bring to the University of California

Tell us about a talent, experience, contribution, or personal quality you will bring to the University of California Free Online Research Papers Tell us about a talent, experience, contribution, or personal quality you will bring to the University of California I have some special qualities to bring into the U.C. system. A positive attitude is one characteristic that I have; I always get along with everyone and I know of no one that dislikes me. There has never been conflict between my teachers and me. I am a very compassionate person as well; I am concerned when with the welfare of others. When a friend has a problem I always try to find a way to help him or her. I am a person who sets good examples, and advises others to take the right action. One special quality about me is that I have a strong determination in my classes, and I learn from my mistakes. When I earn low test grades, for example, I realize that I hadn’t studied the material thoroughly and on the next test, I make sure I cover all the material and that I understand it well. Giving up is not an option to me; I try my hardest to do whatever it takes to fix a problem. Research Papers on Tell us about a talent, experience, contribution, or personal quality you will bring to the University of CaliforniaStandardized TestingQuebec and CanadaResearch Process Part OnePersonal Experience with Teen PregnancyThe Project Managment Office SystemCapital PunishmentThe Effects of Illegal ImmigrationMarketing of Lifeboy Soap A Unilever ProductThree Concepts of PsychodynamicThe Relationship Between Delinquency and Drug Use

Definition and Examples of Diazeugma

Definition and Examples of Diazeugma Diazeugma is a  rhetorical term for a sentence construction in which a single subject is accompanied by multiple verbs. Also called  the play-by-play or multiple yoking. The verbs in a diazeugma are usually arranged in a parallel series. Brett Zimmerman points out that diazeugma is an effective way to emphasize action and to help ensure a swift pace to the narrativea sense of many things happening, and quickly (Edgar Allan Poe: Rhetoric and Style, 2005). Etymology From the Greek, disjoining Examples and Observations The seven of us discussed, argued, tried, failed, tried again.(Patrick Rothfuss,  The Wise Mans Fear. DAW, 2011)Swallows dart, dip, dive, swiftly pluck perching insects from slow-moving current.(Robert Watts Handy, River Raft Pack of Weeping Water Flat. Writers Showcase, 2001)Reality demands that you look at the present, and doesnt have time for illusion. Reality lives, loves, laughs, cries, shouts, gets angry, bleeds, and dies, sometimes all in the same instant.(Allen Martin Bair, The Rambles of a Wandering Priest. WestBow Press, 2011Immigrants contribute economically, politically and culturally to American society in the same way native-born Americans do: they go to work or school, raise their children, pay taxes, serve in the military, hold public office, volunteer in the community, and so on.(Kimberley Hicks, How to Communicate With Your Spanish Asian Employees. Atlantic Publishing, 2004) The Play-by-Play Figure Another figure of speech makes one noun serve a cluster of verbs. Hockey announcers use this figure, multiple yoking, when they do play-by-play:Announcer: Labombier takes the puck, gets it past two defenders, shoots . . . misses . . . shoots again, goal!Multiple yoking, the play-by-play figure. Formal name: diazeugma.(Jay Heinrichs, Thank You for Arguing: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion. Three Rivers Press, 2007)Used to and would are good for long series of verbs:On weekdays he used to/would get up, make the breakfast, do the washing-up, pack his sandwiches, put the bins out, say goodbye to his wife and go to work.(Paul Lambotte, Harry Campbell, and John Potter, Aspects of Modern English Usage for Advanced Students. De Boeck Supà ©rieur, 1998 Shakespeares Use of Diazeugma My lord, we haveStood here observing him: Some strange commotionIs in his brain: he bites his lip, and starts;Stops on a sudden, looks upon the ground,Then, lays his finger on his temple; straight,Springs out into fast gait; then, stops again,Strikes his breast hard; and anon, he castsHis eye against the moon: in most strange posturesWe have seen him set himself.(Norfolk in William Shakespeares Henry VIII, Act Three, scene 2 Whitmans Use of Diazeugma As to me I know of nothing else but miracles,Whether I walk the streets of Manhattan,Or dart my sight over the roofs of houses toward the sky,Or wade with naked feet along the beach just in the edge of the water,Or stand under trees in the woods,Or talk by day with any one I love, or sleep in the bed at night with any one I love,Or sit at table at dinner with the rest,Or look at strangers opposite me riding in the car,Or watch honey-bees busy around the hive of a summer forenoon . . ..(Walt Whitman, Miracles) Pronunciation die-ah-ZOOG-muh

High rate of STI in Juveniles can patient teaching decrease Essay

High rate of STI in Juveniles can patient teaching decrease reoccurance - Essay Example e increased risks of contracting the disease from the street and the GLBT and African-American population have higher chances of getting syphilis, gonorrhea and other STIs than the rest of the US population. It has been estimated that as much as 71 percent of the black juvenile population had gonorrhea in 2008, while 21 percent of homeless youth were identified with STIs (CDC, 2009). To change the present scenario and educate these youth about the risks and prevalence of STI, it is proposed that not only should this problem be addressed in schools and town hall meetings- giving information about these diseases, risk factors and how to avoid contracting them- but also by starting free clinics where these STIs can be reported confidentially and cured through conventional means. STIs should be viewed as a social problem that affects certain populations more than others, but being aware of the risk factors and taking adequate precautions can prevent their occurrence and reoccurrence, rather than having to deal with their symptoms at a later stage. The benefits to the healthcare environment would be profound. By educating not only the youth and adolescents but also part of the adult population that consist of their family members and friends though lectures and pamphlets, we can help decrease both the prevalence and reoccurrence of STIs in the local community. Taking our clinics to the streets to help homeless and runaway juveniles will also help reduce prevalence and reoccurrence and educate them in making better life choices. It is better not to have sex than risk contracting STIs due to unprotected sex, sharing needles and so

The Ring Movie Review Example | Topics and Well Written Essays - 1000 words

The Ring - Movie Review Example Keller watches the tape in order to find out the mystery behind it and concludes that the videotape has some connection to a little girl called Samara. Keller tries her best to piece together the puzzle of the mysterious tape before the seven days when she would die. It is at this juncture that the drama begins as she embarks on a race against time, where she has to unravel the knotted threads of the secret of the video if she has to save herself. The movie scares not with the regular arsenal of blood and gore, but by instilling in the viewer the fear of the unknown that runs down your spine because of the inability and sheer helplessness of the individuals who become the targets of the mysterious Samara in the videotape, who is on a rampage seeking revenge. The entire movie swings like a pendulum back and forth between modernism and post- modernism views. Meta narratives are the rules that determined "the legitimacy of particular forms of narrative" and this helps us to determine their legitimacy and truth for the different forms of narrative employed. (Malpas, Postmodern) In the context of the movie, 'The Ring," the opening scene itself sets the mood for a post-modern, meta narrative method of telling the story. On the other hand, the modernist view of a grand narrative could be seen in the scene when Rachael falls into the well. In speaking of the grand narrative Malpas states, "A grand narrative tells the story of the progress and development of narrative. ., grand narratives legitimate their content in relation to an overarching theme or idea." Some of the key words in this quotation are "progress and development". According to the Merriam - Webster dictionary, the word "progress" is defined as "a gradual betterment, how we gauge our lives when we move forward, for example when we make technological advancement to better our lives" and the word "development" means to go through a natural process of growth, differentiation, or evolution." While the narrative is many short stories contained in a collection, and used to weave the incidents and experiences of the past while trying to make progress in the future, the grand narrative has all these small stories linked together in a single novel from the beginning to the end. The conversation between the two girls about the tape reveals that the narrative, or in this case, the urban legend is true. The videotape has a semiabstract quality about itself, and there is hardly anything that can testify to its evil intentions. But the legitimacy of the tape is established due to the fear inherent in the girls. The truth of the event, which during its retelling by the girl in question, seems rather far - fetched becomes verifiable when she dies under the most suspicious circumstances. As Malpas puts it, "A metanarrative thus sets out the axioms that allow communication to take place, and determines the legitimacy of a narrative for a particular genre, as well as giving the rules to determine its truth or falsity." The following is a good example of this. What starts as a gossipy chat between two teenagers has become a legitimate narration, the veracity of which is established beyond

Imperialism Fueled By A Dubious Sense Of Capitalism Politics Essay

Imperialism Fueled By A Dubious Sense Of Capitalism Politics Essay Imperialism is a developing world concept taken on by the strongest powers on the globe. The idea of colonizing or occupying another nation or territory for economic or territorial purposes is an overarching idea that resonates with occidental powers. Intellectuals such as Karl Marx, Nicolai Lenin, Joseph Schumpeter, and John Hobson each have their own views on imperialism that all mange to be intertwined and unequivocally potent to the modern day understanding of imperialism. Despite a specified piece designated on imperialism, Marxs contributions were attributed during points in his writings on India and in the Communist Manifesto. His views on imperialism are understood as the expansion of capitalist relations throughout the globe. Lenin and Hobson despite some diverging ideas both spear headed the concept that imperialism was a product of capitalism. Schumpeter, on the other hand, believed that imperialism is a pre-capitalist phenomena and it is based on the simple desire for con quest. Because of his tangential view on imperialism, this paper will highlight the divergence and congruence of Schumpeters ideology, once studied against Marx, Lenin, and Hobson. Additionally, the political realm continuously seeks the theory most adherent to Marxs original intentions; the paper will continue to elaborate on how Lenins ideas are more on target with orthodox Marxism than that Hobson. Karl Marx, one of the greatest thinkers and philosophers in modern time, impacted and continues to impact millions of people around the globe in combating the oppression set forth by an overpowering bourgeoisie on a suffering proletariat. In identifying that capitalism leads to more surplus labor than value, he took matters upon himself to empower the working class and abolish all means of class separation. Marx believed that the power of capital rests on the ideological and organizational degree of unity among workers (Prof. Stephen Bronner, personal communication). In the Communist Manifesto, Marx stated that, The bourgeoisie has through its exploitation of the world market given a cosmopolitan character to production and consumption in every country. (Tucker 477) Marx is ensuing that the developed world has taken complete control over the world market and in doing so they can over produce their products at a cheap prices and force their consumption upon the underdeveloped world. T his means of exploitation batters down all Chinese walls because all nations seeking to improve upon their economic problems are willing to compel any nation to abide by its own mode of production, thus taking on the bourgeois stance (Tucker 477). Marx believed this bourgeois nation creates a world after its own image. (Tucker 477) The underdeveloped world sees in the developed world the image of its own future. Hence, the bourgeois becomes an international class, in contradiction with the current view of globalization. Under the Marxist view, imperialism is embedded within capitalism having an omnivorous character that is engaged in an assault on traditional society. Hence, Marx suggested a non political position in which a society would take on basic structures of productions or die. (Prof. Stephen Bronner, personal communication) Any anti-imperialistic revolts that emerged were seen as anti-capitalistic, once more resulting that each are essential for the other and are not establ ished separately. Schumpeter, an Austro-Marxist, dealt with universal nationalism and was embraced by the main stream. Schumpeter argues that the conquest for expansion is pre-capitalistic yet it no way is it subordinate. Imperialism, under Schumpeter is viewed as the objectless disposition on the part of a state to unlimited forcible expansion. (Schumpeter 7) Thus meaning that it is human nature for a state to seek expansion while capitalism in an indigenous phenomena of the West. Capitalism will inevitably eliminate imperialism and result in the diminishing of ideological concerns. Unaddressed under Schumpeter, capitalism may be a post-imperialistic thought but it does not ensure stability. Additionally, a dominant economic power is an essential base for an imperial power thus proving that most economically advanced nations are those who are engaged in capitalism. (Prof. Stephen Bronner, personal communication) Schumpeter believed that as capitalism develops the quest for imperialism slowly disinteg rates. In a style of dichotomy, the differences between Schumpeter and Marx showed a clear divide in the theory of class domination, oppression, and struggle as the mainspring of history. Schumpeter believed that the ambitions of many people are minimal because they compromise a larger majority of the world populace but those in the upper class sect of society are thrust with greatness because they are the minority. This, Schumpeter emphasized, is natural and has nothing to do with the Marxian idea of class struggles. Yet the main thing he did share with Marx was the economic interpretation of history, without the Marxian supplements of class struggles. The economic interpretation of history included the ideas that the countries would attain wealth based on productivity and profit. One of Marxs fundamental mistakes to Schumpeters, was to take that power and will to power of the captains and generals of industry of the early and middle nineteenth century to be outstanding in the character of the entire, much larger class, the bourgeois as a whole and sure to continue to characterize it in undiminished degree as long as the class should exist.  [1]  For Schumpeter on the contrary, the forceful or potent character was always confined to the group of leading entrepreneurs.  [2]   Schumpeter had a more unorthodox view on imperialism then other thinkers. Lenin and Hobson both shaped the framework for the clarification on how imperialism has made an imprint on the world and its people. Hobson defines imperialism as the endeavor of the great controller of industry to broaden the channel for the flow of surplus wealth by seeking foreign markets and foreign investments to take off the goods and capital they cannot sell or use at home. (1) This denotation projected by Hobson illustrates a strictly productive and profit seeking state. Hobson, a classical Fabian, focused his criticism of imperialism on the industrial aspects and neglected the older quests for imperialism based on expansion. While Marx stated that capitalism does generate imperialism, Hobson believed they were connected but one must take into account the parasitic sectors involved in imperialism. Hobson had a strong belief that capitalism can be reformed but there must be the existence of both capitali sm and imperialism or the country allows the two to run rampant. Hobson viewed imperialism as an economic taproot and it served as the parasitical sector of capitalism. In order for capital to move the conquest of territories are essential and all great powers engaged in the imperial enterprise are colonial. Imperialism, Hobson writes, is the natural product of economic pressures of a sudden advance of capitalism which cannot find occupation at home and needs foreign markets for goods and investments. (65) As the nations become more industrialized, the growth of productions exceeds the growth in consumption; more goods are produced than can be sold at a profit; more capital exists that can find remunerative investment.  [3]  Since it becomes more difficult for manufacturers, merchants, and financiers to dispose of their economic resources, they bring pressure to bear on the government to secure for their particular use some distant, underdeveloped country by annexation and protection. It is these economic conditions which form the taproot of Imperialism (85-86). Thus being, Hobsons view projects that the next and final stage in the imperialism process is capitalism. According to Hobson, the causes of imperialism would be eliminated if there were better distribution of wealth. (91-92) If the surplus wealth, that is over savings, were distributed either to the workers in the form of higher wages or to the community in the form of taxes, so that it were spent instead of being saved, serving in either of these ways to increase consumption, there would be no need to fight for foreign markets or foreign areas of investment. If incomes were distributed so as to enable all groups in the economy to increase their consumption, there could be no overproduction, no underemployment of capital and labor, and no necessity for the state to pursue a policy of imperialism. Lenin on the other hand had a three-fold objective: to save revolutionary Marxism; to annihilate the opportunists, namely, Kautsky, who is painted as the villain for his defilement of Marxism; and to provide a truly Russian or Eastern version of socialism which would be applicable to backward, agricultural, semi-colonial and colonial countries.  [4]  Stalin defined Leninism as, Marxism in the epoch of imperialism and proletarian revolution.  [5]  Imbedded in his goals and policies Lenin does not let go of the Marxist foundation that are essential to formulate a successful revolution. Lenin believed that the only way to combat the colonially imperialistic powers is through war and in doing so Marx should lie at the base. Lenin goes on to say that imperialism is the stage of development in which the domination of monopolies and finance capital has taken shape; in which the export of capital is important, in which the division of the world by the international trusts has begun, and in which the partition of all the territory of the earth by the greatest capitalist countries has been completed. (Lenin 88-89) The view illuminated here by Lenin does not address imperialism as an ends for a means but an essential stage of development that is undergone once capitalistic countries take control of the sphere. According to Lenin, the economic persona of imperialism is monopoly capitalism. Monopolies grow out of the concentration of production into a conglomerate of businesses and trusts which play a very important role in modern economic life. These monopolies have captured the most important sources of raw materials, which fact in turn has enormously increased the power of big capitalists and have sharpened the antagonism between cartelized and noncartelized industry. (Lenin 123-127) In his discussion of cartelized and industries not cartelized, Lenin shows that because there is a cluster of business dominating the price margin of products the tension between them and uncartelized industries increase leading to an imperialistic nature. The growth of these powerful monopolies and oligarchies, with their striving for domination, annexation, and ruinous exploitation of backward area, has given rise to imperialism, which, as Lenin puts it, is parasitic or decaying capitalism. Thus capitalism has grown into a world system of colonial oppression and of financial control of the overwhelming majority of the people of the world, by a handful of large capitalist countries, which involves the whole world in their war over the sharing of their booty. (Lenin 10) Because imperialism is placed by Lenin as one in the same, the establishment of a powerful capitalist country inevitably leads to an imperialistic nature. Under capitalism, Lenin wrote, the only way to remove or set an end to the problems caused by highly productive and capitalistic forces leading to the division of colonies and spheres of influences for finance capital on the other, is through war.  [6]  In terms of imperialism, Lenins theory does not contradict Marxs analysis of capitalism. Both men believed in and witnessed the formation of monopolies. Yet Lenins theory contradicts Marxs doctrine of the lumpen proletariat because he believes that capitalism will not generate the adequate amount of money needed to employ all those not working. (Marx Communist Manifesto) Lenin fails to acknowledge to Hobson approach that entails that excess capital causes capitalistic countries to invest overseas and in doing so sustained full employment is not a factor. In comparison to Marx they both addressed that in adherence to capitalism state will search for new markets that can increase profit. Since the bottom line for monopolies is to increase profit, Lenin was right insofar as imperialism is caused by the search for new markets.  [7]   While Hobson and Lenin looked to the basic causes of imperialism in the market place, Schumpeter disputed their views greatly and felt that imperialism was built on a negative connotation. Schumpeter presents a theory which exonerates capitalism from the charge of being inherently imperialistic. He discards the attempts of Hobson and Lenin to ascribe a purely economic interpretation to the phenomenon of imperialism. Such an interpretation is incomplete, as non-economic factors must also be considered. Wars, conquests, annexations are not necessarily a result of imperialism. The desire for power for its own sake, the actions of rulers, the desire to subject a people to a specific though, the fight for freedom, all have been causes of war. Furthermore, in analyzing the writings of Lenin, Hobson, and Schumpeter the congruence in thought are stronger between Hobson and Schumpeter than that with Lenin. Even though Hobson still traces the causes of imperialism to economic problems causing a capitalistic country to seek foreign markets, he believes that in tackling this issue the bond between imperialism and capitalism is broken. This would ensue that capitalism is apart from imperialism rather than a reason to be imperialistic. In Lenins philosophy capitalism is in the same cesspool as imperialism and an attack on imperialism is an attack on capitalism. For this reason Lenins model proved to be crucial for anti-imperialistic movements. Schumpeters ideas, though abstract, are based stronger on sociological and psychological paths, two details that Lenin and Hobson did not mention in either of their writings. Moreover, imperialism is a complex topic that is understood differently by different scholars and in contradiction Sc humpeter, without capitalism a state would not seek to expand and alter the lives of underdeveloped states seeking their own sustainable lives.

Brand Equity, Perceived Value and Revisit Intentions †an Evidence from the Hotel Industry

CHAPTER – I INTRODUCTION 1. 1 INTRODUCTION Both the domestic and foreign arrivals have shown a rapid increase with India emerging as a vibrant and varied tourist destinations. The domestic tourism industry grew at a rate of 10. 7 % in whereas foreign arrivals at 8. 1% in 2010 (Indian Tourism Statistics,2010). To feed this splurge in arrivals hotels are booming across India and this most importantly has not been restricted to just metros. Even second tier cities like Bhopal, Amritsar, Surat, Ranchi etc are being looked upon as potential feasible destinations of upscale star brands.The hotel industry in India can be divided into eight segments based on the norms set by the Ministry of Tourism. They are 5-Star Deluxe, 5-Star, 4-Star, 3-Star, 2-Star, 1-Star, Heritage and Unclassified. However, the 3-star, 2-star, 1star and unclassified hotels in India are spread across the length and breadth of the country and are highly fragmented in nature, whereas, the upscale, mid market and h eritage categories are highly organized. Domestic tourist arrivals are the backbone of Indian Hotel Industry as the number of Domestic Tourists is more than 100 times (Indian Tourism Statistics, 2010) as compared to Foreign Tourists.Domestic tourists are of 2 types, Leisure travelers and Business travelers. Growth in leisure travelers is driven by rising personal discretionary income, evolving lifestyle, growing number of multi earner families, weekend vacation culture, improvement in rail, air as well as road connectivity, diverse topography and rich cultural heritage. Drivers of domestic business traveling are rise in trade and commerce, increasing geographical spread of companies, growing MICE culture. Players like Lemon Tree, Ginger have identified that there is dearth of quality rooms in the mid market segment.Entry of organized players is expected to improve the quality of offerings and bridge the wide gap between midmarket and upscale category. The competition in hotels has u ndergone drastic changes from being dependent on service or price advantages to increasingly relying on brand management. This change has been typically accompanied by the accelerating effects caused by the massive entries of foreign brands into India. Since all hotels basically offer the same products and services customers do tend to rely on established brands or where they have visited for easy selection.BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 1 As Prasad and Dev (2000) stated, the stronger the hotel brand equity, the more customers will prefer that hotel brand. Brand equity had been widely recognized as the most valuable asset to companies and has become a top management priority since it can more easily retain customer loyalty, launch product extension and be synonym with price premium (Aaker, 1991; Lassar et al. , 1995; Keller, 1993). It is due to this fact that hotels prefer acquiring an existing brand for expansion rather than developing a new in-house brand.Exa mple Marriott international took over Ritz-Carlton by adopting an acquisition strategy rather than developing a new luxury segment. In marketing aspects, building a strong brand yields a number of marketing advantages. This includes greater customer loyalty, higher resiliency to endure crisis, and increased marketing communication effectiveness. Ambler et al. (2002) argued that great effort should be exerted for creating and sustaining customer-based brand equity, in that the recognition of the importance of customers? value to a firm? s asset has been increasing in recent days.Farquhar (1989) argued that the brand has value only if it has meaning to the customer. Cobb-Walgren insisted (1995) that â€Å"it is important to understand how brand value is created in the mind of the consumer and how it translates into choice of behavior† (p. 26). Moreover in India brand equity as concept is very different. Customers may perceive an unclassified hotel to be a stronger brand, which they can associate themselves to than a 3 star rated hotel. The categorization of the brand may be based on their familiarity with the staff, the ambience offered, price etc.Thus measuring brand from the customer? s point of view becomes very important. Krishnan (1996) contended that an investigation of customers? mindsets should be conducted before measuring any other aspects of brand equity because customers mindsets about brand is a starting point for understanding the brand. Barwise (1993) stated that the only way to predict marketing actions of brand is measuring the brand equity from the customers? perspectives. By measuring these customer perspectives tactical and marketing decisions can be made and brand extended.Aaker (1991) established five components of brand equity; brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets. Figure 1 shows the five dimensions of brand equity. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIO NS 2 The five dimensions of brand equity affecting value to the customer have the potential to add value for the firm. Brand loyalty is both one of the dimensions of brand equity and is a consequence affected by brand equity. While brand loyalty is an attitudinal concept as one of the components of brand equity, it can also be a behavioral concept adding value to the firm.In this study, just the first four dimensions of Aaker? s brand equity will be adopted because the fifth category representing patents, trademarks, and channel relationships address the firms? asset rather than customer perceptions and reactions to the brand. Thus, it is considered another intangible asset of the firm. This study examines whether the four components of brand equity affect customer value, and finally marketing result which is revisit intent adding value to the firm as a behavioral brand loyalty. Brand equity has been defined by many researchers according to the viewpoints of their studies?.However, there is an agreement among researchers that brand equity is the value added to the product by the brand (Farguahr 1989). From the customers? perspectives marketing effects can be attitudes, awareness, image, and knowledge (Aaker 1991; Keller; 1993; Agarwal& Rao 1996), while from the firms? perspectives, outcomes can be price, revenue, and cash flow (Simon & Sullivan 1993). BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 3 This study assesses the four components of brand equity developed by Aaker (1991).These four components include brand loyalty, perceived quality, brand association and brand awareness. According to Aaker? s definition, brand loyalty is â€Å"a measure of the attachment that a customer has to a brand. It is one of the indicators of brand equity which is demonstrably linked to future profits, since brand loyalty directly translates into future sales† (p. 39). Oliver (1997) defined brand loyalty as the tendency to be loyal to focal brand as a primary choi ce. In this study, overall attitudinal loyalty to a specific hotel brand was measured.The other of three dimensions follow Aaker? s definition. Perceived quality is â€Å"the customer? s perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives†. Brand awareness is â€Å"the ability of potential buyers to recognize or recall that a brand is a member of a certain product category. A link between product class and brand is involved†. Finally, Aaker defined brand association as â€Å"anything linked in memory to a brand†. 1. 2 SIGNIFICANCE AND NEED OF THE STUDYThe rapid transition of India to a market economy and being one of the fastest growing nations today it is getting unprecedented attention. Domestic demand for hotels has historically been higher in India a is growing at a healthy rate coupled with an increase in foreign arrivals. Indian hotels are now starting to realize the import ance of brand equity and loyalty seeing their foreign counterparts who are making a beeline for Indian shores. Service and product alone are not able to capture the customer when he has no dearth of options at all price points.Hence the importance of Brand Equity. Krishnan and Harline (2001) mentioned that service brands in the marketing literature received relatively less consideration than their product counterparts even if the service sector has dominated the economy in most advanced countries. While there is no dearth of branding literature on consumer goods yet only few researches have been carried out in the hotel industry. Moreover in the Indian context there are minimal researches. It is in this respect that this research will provide valuable insight.Finally this study will measure brand equity and its relationship with perceived value and revisit intentions across different categories of hotels representing various price points and compare for difference. BRAND EQUITY, PER CEIVED VALUE AND REVISIT INTENTIONS 4 This can test the veracity of the notion that even hotels with small inventory offering basic services at the lower price end can have brand equity more than the higher starred hotels. 1. 3 Objectives of the research The research objectives of this study are three fold : 1. To measure brand equity by adopting Aaker? (1991) four dimensions of brand equity which are brand loyalty, perceived quality, brand association and brand awareness in hotels. 2. To investigate the impact of brand equity on customer perceived value, and revisit intent in the Hotel Industry. 3. To compare the results of this study with a similar study carried out in USA. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 5 CHAPTER – II LITERATURE REVIEW 2. 1 INTRODUCTION Keller (1993) defines customer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand.Brand knowledge consists of two dimensions: brand awar eness and brand image. He stated that factors such as awareness of brand, and consumer memory including favorability, strength and uniqueness in which a customer had experienced brands affected brand knowledge. Customer-based brand equity, thus, is enhanced by creating favorable responses to pricing, distribution, advertising, and promotion activity for the brand (See figure 3). BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 6 Aaker (1996) suggests brand equity ten, a specific guideline for measuring brand equity.He groups ten sets of measures into five categories brand loyalty, perceived quality, association, awareness and market behavior measure. The first four categories represent customer perceptions and the fifth expressed the information obtained from the market. He also suggested that all measurement items did not have to be standard across different market segments. He indicated that one should take appropriate modifications according to the characteristics of each ind ustry into consideration when adopting the measurement of this brand equity ten.Table 1 depicts the specific measurement items of each dimension recommended by Aaker. Erdem and Swait (1998) measured the brand equity in an information economics framework which emphasized the role of credibility as the main determinant of consumer-based brand equity. In that framework, consumer-based brand equity is related to negative information as well as positive information such as high quality products, and the reduction in perceived risk and information costs attributable to brands as antecedents of brand equity, which is unlike the psychological approach.In their study, brand is regarded as a signal conveyed by the marketing mix strategies and activities associated with that brand. The information should be credible so that a brand can create value, thus, the market process by which credibility is created is important. Therefore, the consumer? s behavior and the firm? s behavior affect brand v alue as signals of product positions. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 7 2. 2 MEASUREMENT OF BRAND EQUITY Capon et al. (1994) argued that there were two kinds of brand equities which were organizational brand equity and customer brand equity.He stated that on organizational based brand equity, financial values such as potential earning, market value, replacement cost can be criteria for the measurement of brand equity. On customer base equity, customers? consideration sets, customer based perceived quality, and preference and /or satisfaction can be measured. Thus, the measurement of brand equity can be divided two perspectives which are financial perspectives and customer perspectives. ? Financial Perspectives Based on the financial market value of the firm, Simon and Sullivan (1993) developed a technique estimating a firm? s brand equity.By decomposing the value of intangible asset which is one of the components of market value of the firm along with tangible a sset, brand equity can be estimated. They identified three categories consisting of the value of the intangible assets; a) brand equity, b) technological advantages such as patent and R&D and c) industry structure and the regulatory environment. The following equation is the value of intangible assets of a firm. V I ? (V b1 ? Vb2)? Vnb ? V ind V I value of the firm? s intangible assets V b1 value of the â€Å"demand-enhancing† component of brand equity such as perceived quality Vb2 alue of expected reductions in marketing costs that result from established brand equity Vnb non-brand factors giving rise to cost advantages such as patent and R&D Vind industry structures and regulatory environment Here, Vb1and Vb2 are the value of brand equity determined by the four factors which are current and past advertising, age of brand, order of entry and current and past advertising shares. By using this technique Simon and Sullivan analyzed the brand equity of each BRAND EQUITY, PER CEIVED VALUE AND REVISIT INTENTIONS 8 ndustry. They found that industries which are oriented toward strong consumer products have high brand equity. They also observed the impact of marketing events on brand equity by comparing the values of brand equity of Coca-cola and Pepsi. They discovered that their technique was adequate for measuring the effect of marketing events. Customer Perspectives Kamakura and Russell? s (1993) approach is based on the actual purchase behavior using check-out scanner data to estimate brand value to the customer. Their underlying oncept of measuring brand equity is a consumer choice model in which the perceptions of a brand? s attributes are related both to the characteristics of physical product and to psychosocial cues. On the basis of this conceptual model, they developed a measurement method of brand value, defining brand value (BV) as a measure of the intrinsic utility consisting of brand tangible value (BTA) and brand intangible value (BIV). BV= BI V + BTV BTV represents physical features of the product and BIV is the perceptual distortions and other responses to psychosocial cues which is a measure of the value of intangibles.For estimating this model, they analyzed the household purchase histories in a scanner panel by employing a clusterwise logit model in which customers are segmented for each brand market on the basis of long-run brand preferences and short-run responses to the marketing mix such as the order of entry and advertising. The first step of estimation by regression analysis is specifying the number of preference segmentations of brand by relative size, price and advertising sensitivities and brand values.Identifying a set of relevant physical features and obtaining objective measure of these features and then removing them from the brand value are crucial processes of estimating brand intangible value because of the complexity of analyzing the brand intangible value. To illustrate this methodology, Kamakura an d Russell apply it to the powder laundry detergent category. They found that the order of entry is relevant to creating positive brand intangible value, but large investments of advertising does not positively impact brand intangible value.Lassar et al. (1995), on the basis of Keller? s conceptualizing of brand equity in which consumer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory, identified five important elements of brand equity; consumer perception, global value associated with a brand, global value stem from the brand name, relative competition, and financial performance. From these BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 9 ive characteristics, they defined brand equity as the enhancement in the perceived utility and desirability a brand name confers on a product. They developed five underlying dimensions of brand equity which are performance, value, social image, tru stworthiness and commitment/attachment. Blackston (1995) stated that brand equity could be seen as two perspectives which were brand value and brand meaning. He contended that brand meaning influences and creates brand value because value depends on the meaning, changing the brand meaning is equivalent to changing the value of the brand.Brand meaning consists of three dimensions including brand salience, brand association and brand personality. He proposed the brand relationships model in which all three were divided by two dimensions: brand image/brand personality and brand attitude. Thus, by measuring these two dimensions, he suggested that marketers could set their brand strategies. Dyson et al. (1996) proposed a consumer value model (CV) as a starting point for measuring brand equity by which the share value of requirements for each brand for each respondent can be estimated, correlating to consumer loyalty.For underpinning the factors affecting the brand? s consumer loyalty, th e BrandDynamics Pyramid developed by Millward Brown, an institution for evaluating brand equity, was used, and consequently they identified the key elements which discriminated between differing degrees of loyalty. The CV model bridges the gap between consumer and financial equity. The aggregation of the individual respondent consumer value model allows predicting market share, a familiar sales measure with a direct relationship to a brand? revenue stream. Yoo et al. (2000) investigated the relationship between the marketing mix and brand equity. Their proposition of the research stated that the marketing mixes such as price, store image, distribution intensity, advertising spending, and price deals affect each brand equity component including perceived quality, brand loyalty and brand awareness combined with brand association. They also examined how each component of brand equity affected the „overall brand equity? developed by the researchers.They employed a structure equati on model for estimating the parameters of their conceptual model, and consequently found that high price, high advertising spending, good store image, and high distribution intensity are related to high brand equity, whereas frequent price promotions are related to low brand equity. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 10 2. 3 BRAND EQUITY RESEARCH IN THE SERVICE INDUSTRY Berry (2002) stated that branding plays a special role in service companies because strong brands increase customers? trust of the invisible purchase.However, despite the increasing importance of branding decisions in the services domain, there has been relatively little research in this area. Due to the special characteristics that service possesses such as inseparability, heterogeneity, intangibility, and perishability, an argument that the measurement brand equity in services should be different from physical goods has been rising. Yet, several researchers tried to adopt consumer-based brand equi ty for measuring brand equity in services. Krishnan and Hartline (2001) assessed brand equity in the context of services marketing and compare it to brand equity for goods.They examined three types of services and one type of tangible good for their research according to three attributes that goods and services possesses, which are search, experience, and credence attributes. The result of their study is that brand equity is more important for services than for goods, which is quiet a different view from the traditional literature review. Mackay (2001) applied existing consumer based measures of brand equity to a financial services market. His study is meaningful in that it is the first attempt to adopt the measurement of consumer based brand equity to the services industry.He finds that the measurement is reliable and valid in service marketing, and that the best measurement of brand equity in terms of correlation with market share is brand awareness. Kim and Kim (2004) investigate d the relationship between customer based brand equity and quick service restaurant (QSR) chains? performance. They measured four dimensions of brand equity: brand loyalty, brand awareness, perceived quality and brand image. Through regression analysis they explored the correlation between brand equity and sales revenue.Consequently, they found that brand equity had a positive effect on the performance, especially brand awareness among the four dimensions of brand equity is the most important factor affecting QSR performance. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 11 2. 4 BRAND EQUITY RESEARCH IN THE HOTEL INDUSTRY Cobb-Walgren et al. (1995) demonstrated how the consumer? s brand perception affects the brand preference and brand choice. In their study, they adapted the familiar hierarchy of effects model as a framework for studying various antecedents and consequences of brand equity from the perspective of the individual consumer.In their study, brand equity was not m easured directly. Consumers form perceptions about the physical and psychological features of a brand from various information sources. These perceptions contribute to the meaning or value that the brand adds to the consumer-i. e. brand equity. Brand equity then influences consumer preferences and purchase intentions, and ultimately brand choice. After comparing Holiday Inn and Howard Johnson, they discovered that the brand with a higher equity generates significantly greater preferences and purchase intentions.Considering customers as the sources of all cash flow and resulting profits, Prasad and Dev (2000) developed a customer-centric index of hotel brand equity. This customer-centric brand equity index was a measure for converting customers? awareness of a brand and their view of a brand? s performance into a numerical index. This was based on: actual customer data on customer satisfaction, intent to return, perception of price-value relationship, brand preference, and top-of-min d awareness of the brand.Kim, Kim, and An (2003) investigated the relationship between brand equity and the firms? financial performance. Based on the dimensions of customer-based brand equity which are brand loyalty, brand awareness, perceived quality and brand image, Kim et al tried to identify BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 12 brand equity? s correlation with financial performance (RevPAR) in the hotel industry. The result revealed that brand equity perceived by the customers can affect generating revenue.Brand equity research in marketing has largely concentrated on a customer-based approach. Keller (1993) mentioned that the customer-based brand equity is more practical for managers in that it provides for them a strategic vision of customer behavior that can be adapted to brand strategy. Yet, Ailawadi et al (2003) insisted that the measuring of customer mindset cannot be objective and that it is difficult to calculate the precise figure because its measure ment is based on consumer surveys. In this study, brand equity measurement from a customer perspective was adopted.Especially, the items Yoo and Donthu (2001) have developed were mainly used because some researchers (Washburn and Plank, 2002) proved its validation. Sun et al. (2008) investigated the impact of customer based brand equity on 6 mid-price hotels in U. S. A. The results indicated that brand loyalty had the least score which they concluded showed that it was most difficult to win loyalty of the customers. Moreover apart from brand loyalty, none of the other dimensions had any effect on revisit intent but perceived value did have an impact on revisit intentions of the customers.BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 13 CHAPTER – III RESEARCH METHODOLOGY 3. 1 CONCEPTUAL MODEL A model of this study has been constructed. In this model, dimensions of brand equity affecting perceived value and revisit intention will be argued. Each of the constructs in the proposed model is described and the theoretical support for the hypothesized relationships is set forth. In this paper, the approach and questionnaire developed by Sun et al. (2008) has been used. In their study, as method of measuring brand equity, four of the five dimensions of Aaker? s brand equity (Aaker 1991) were adopted.Aaker (1991) mentioned that brand equity consists of brand loyalty, brand awareness, perceived quality, brand association and other proprietary brand assets such as patents, trademarks, and channel relationship. However, since the fifth components was not relevant to the consumer perception, only the first four components of brand equity were adopted, and this study takes that approach forward implementing it in the Indian scenario. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 14 Sun et al. (2008) described the four dimensions of Brand Equity with Perceived Value and Revisit Intentions in the following ways :BRAND LOYALTY Loyalty is a core dimension of brand equity. Aaker (1991) described brand loyalty as â€Å"the attachment that a customer has to brand† (p. 65). A strong form of attachment refers to the resistance to change and the ability of a brand to withstand bad news. Brand loyalty can be seen as two types: attitudinal loyalty and behavioral loyalty. Gounaris et al. (2003) summarized these two types of brand loyalty in which behavioral loyalty refers to repeated purchase and attitudinal loyalty refers to a strong internal disposition towards a brand leading to repeated purchases.Oliver (1997) defined brand loyalty as the tendency to be loyal to focal brands as a primary choice. In their study, overall attitudinal loyalty to a specific hotel brand was measured as a dimension of brand equity and behavioral loyalty which in the hotel industry can be translated into revisit intent. PERCEIVED QUALITY Zeithmal (1988) defined perceived quality as the consumer? s perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives.Aaker (1991) mentioned that perceived quality could be considered two different contexts which are product quality and service quality. While product quality consists of seven dimensions: performance, features, conformance with specifications, reliability, durability, serviceability, and fit and finish, service quality dimensions are tangibles, reliability, competence, responsiveness and empathy. Since the hotel industry is one of the important service businesses, in their paper, the measurement of service quality model (SERVQUAL) developed by Parasuraman et al. (1988) was adopted. BRAND AWARENESSBrand awareness is â€Å"the ability for a buyer to recognize or recall that a brand is a member of certain product category† (Aaker 1991, p. 61). Aaker (1996) refers to brand awareness as the strength of a brand? s presence in the customer? s mind. Brand awareness can be measured as a brand recognition or bra nd recall, otherwise both of them. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 15 In their study, Yoo and Donthu (2001)? s item scale which measures brand recognition was adopted. BRAND ASSOCIATION Aaker (1991) defines brand associations as â€Å"anything linked in memory to a brand† (p. 109).This includes the strength, favorability, and uniqueness of perceived attributes and benefits for the brand. (Keller 1993). On the basis of this concept of brand association, Yoo and Donthu (2001) developed items for measuring brand association. PERCEIVED VALUE Customer value is defined as â€Å"the consumer? s overall assessment of the utility of a product based on the perceptions of what is received and what is given† (Zeithmal, 1988, p. 14). Sweeny et al(1999) interpreted this value as â€Å"the trade off of salient „give? and „get? components† (p. 79). In the same study, they found the positive effect of perceived quality on perceived value.REVISIT INTENTIONS It is the intention to repurchase the product or reuse the service. Washburn & Plank (2002) examined the relationship between different dimensions of brand equity including brand loyalty, perceived quality, brand awareness and brand association and repurchase intention. They found that the correlation between the dimensions of brand equity and repurchase intention is significant. In the study, repurchase intention was modified into revisit intention. 3. 2 HYPOTHESIS The following hypothesis were made to measure the impact of Brand Equity on Perceived Value and Revisit Intention.Hypothesis1: The four dimensions of brand equity positively affect the perceived value of the Hotels. H1a: Brand loyalty will have a positive effect on customers? perceived value . BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 16 H1b: Perceived quality will have a positive effect on a customers? perceived value. H1c: Brand awareness will have a positive effect on a customers? perceived value H1d: Brand association will have a positive effect on a customers? perceived value Hypothesis2: The four dimensions of brand equity positively affect Revisit intention of the hotels H2a: Brand loyalty will have a positive effect on customers? evisit intention H2b: Perceived quality will have a positive effect on customers? revisit intention H2c: Brand awareness will have a positive effect on customers? revisit intention H2d: Brand association will have a positive effect on customers? revisit intention Hypothesis3: Perceived value will have a positive effect on revisit intention of the hotels. Hypothesis4: The perception of the people regarding Brand Equity Dimensions, Perceived Value and Revisit Intention varies across the three segments of the hotels. H4a :The perceptions of the people regarding Brand Loyalty varies across the three segments.H4b :The perceptions of the people regarding Perceive Quality varies across the three segments. H4c :The perceptions of the people regarding Brand Awareness varies across the three segments. H4d :The perceptions of the people regarding Brand Association varies across the three segments. H4e :The perceptions of the people regarding Perceived Value varies across the three segments. H4f : The perceptions of the people regarding Revisit Intent varies across the three segments. Hypothesis5: The perception of the people regarding Brand Equity Dimensions, Perceived Value and Revisit Intention varies with age.BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 17 H5a : The perceptions of the people regarding Brand Loyalty varies with age. H5b :The perceptions of the people regarding Perceive Quality varies with age. H5c :The perceptions of the people regarding Brand Awareness varies with age. H5d :The perceptions of the people regarding Brand Association varies with age. H5e :The perceptions of the people regarding Perceived Value varies with age H5f : The perceptions of the people regarding Revisit Intent varies with age.Hypot hesis6: The perception of the people regarding Brand Equity Dimensions, Perceived Value and Revisit Intention varies with gender. H6a : The perceptions of the people regarding Brand Loyalty varies with gender. H6b :The perceptions of the people regarding Perceive Quality varies with gender. H6c :The perceptions of the people regarding Brand Awareness varies with gender. H6d :The perceptions of the people regarding Brand Association varies with gender. H6e :The perceptions of the people regarding Perceived Value varies with gender. H6f : The perceptions of the people regarding Revisit Intent varies with gender.Hypothesis7: The perception of the people regarding Brand Equity Dimensions, Perceived Value and Revisit Intention varies with Income. H7a : The perceptions of the people regarding Brand Loyalty varies with income. H7b :The perceptions of the people regarding Perceive Quality varies with income. H7c :The perceptions of the people regarding Brand Awareness varies with income. H7 d :The perceptions of the people regarding Brand Association varies with income. H7e :The perceptions of the people regarding Perceived Value varies with income. H7f : The perceptions of the people regarding Revisit Intent varies with income.BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 18 3. 3 SAMPLING : Chandigarh has more than 50 hotels at all price points. The range lies from Hotels having an ARR of just Rs. 600 to a Hotel like Marriott where the present tariff is Rs. 10400 base category room. It was decided to do this research on hotels across various price points and hotel star judgements. Thus price points for a number of hotels were taken and together with the perceptions of 10 respondents regarding their segments. Finally for this study the following 10 hotels were taken, divided into three segments.Upscale: J. W. Marriott, Mount View and Bella Vista. Mid-Price Segment- Amara, Maya Hotel, Western Court Budget – Aroma, The Piccadily, Sunbeam and Himani Residenc y. The sampling method used was Stratified Random of the people visiting these 10 hotels for their stay in Chandigarh. The sample size was estimated to be 225, taking around 20-25 respondents from each of these hotels. The data collection process was carried out over the months of November, December and January and a total of 215 filed questionnaires were collected from these properties. 3. INSTRUMENT DESIGN : A self-administered survey questionnaire was used as the data collection tool, as suggested by Crimp and Wright (1993) that it is a valuable tool that is flexible, fast, accurate and easy to be used in statistical analysis. Miller et al. (2002) believe that a large sample size obtained via questionnaires can provide unbiased statistical results and can be implied as the representatives of the whole population. The questionnaire as mentioned earlier was taken from the one developed by Sun et al. (2008). It consisted of 2 sections.The first statement provided specific statements for each dimension. The items for measuring brand loyalty, perceived quality, brand awareness and brand association followed by perceived value and revisit intent constituted this section. The demographic information was the second section of the questionnaire. The questionnaire had 31 total items. Brand loyalty, perceived quality, brand awareness and brand association are measured on a five point Likert scale, with 1 for â€Å"strongly agree† and 5 for â€Å"strongly BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 19 disagree†.Except perceived quality, all items were modified to a hotel context from the original format of other studies. Parasuraman et al. (1988) developed the SERVQUAL model for measuring service quality in which all items were divided into five dimensions: tangibles, reliability, responsiveness, assurance and empathy. This study will adopt Gabbie and O? Neil (1996)? s tool for measuring hotel service quality. In their study, the first four dimen sions were assessed because the empathy dimension of SERVQUAL was less important and even irrelevant in hotel service quality.Brand loyalty is considered as perceptual/ attititudinal loyalty consisting of one of the components of brand equity. However, as Aaker mentioned (1991), brand loyalty is regarded as both one of the dimensions of brand equity and is affected by brand equity. Therefore, this behavioral loyalty can be used to estimate the consequences of brand equity. 3. 5 PRETESTING : In Churchill? s (1995) term, the pretest, a stage during the questionnaire design process, is usually conducted after the completion of the initial questionnaire, but before the data collection procedure.Its basic objective is to ensure that the structure and language used in the questionnaire are appropriate enough to enable the instrument to actually collect the data required from the target population (Reynolds and Diamantopoulos 1996). Compeau et al. (1995) recommend that a pretest should be conducted prior to the real distribution of the questionnaires in order to find out the deficiencies and validate the instrument. In this study pretesting was done on a convenience sample of 20 respondents. It was observed that the respondents found no ambiguity while filling up of the questionnaire.Moreover the Cronbach alpha calculated for these 20 respondents in SPSS yielded an Apha of 0. 834, which was more than acceptable level of 0. 7. Hence the questionnaire was retained as it is in its current form and used further up for data collection. 3. 6 STATISTICAL TECHNIQUES USED : The research data collected was analyzed using SPSS V. 19 and the following statistical techniques were employed. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 20 Correlation Analysis The preliminary analysis of the degree of linear association between the variables has been done with the help of correlation.Correlation is a statistical device which helps in analyzing the co variation of two or more variables. Correlation analysis determines the degree of relationship between two or more variables. In other words it? s a technique that is used to measure the closeness of the relationship between two or more variables. The correlation analysis can be broken into two steps: 1. Determining whether a relationship exists and if yes, the measuring it. 2. Testing whether it is significant. There are different methods of measuring of measuring the correlation but the two prominent methods are: 1. Karl Pearson? s coefficient of correlation. . Spearman? s coefficient of correlation. For the purpose of the present study, Karl Pearson? s coefficient of correlation has been used. The following are the general rules for interpreting the value of r: ? ? ? When r = +1, it means there is perfect positive relationship between the variables. When r = -1, it means there is perfect negative relationship between the variables. When r = 0, it means there is no relationship between the variables i. e . the variables are uncorrelated. The closer the value of r is to +1 or -1, the closer the relationship between the variables and the closer r is to 0, the lesser is the relationship.The coefficient of determination i. e. r2 is defined as the ratio of the explained variance to total variance. Coefficient of determination = Explained Variance/ Total Variance BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 21 Regression Analysis Regression analysis focuses on techniques for modeling and analyzing several variables when the focus is on the relationship between a dependent variable and one or more independent variables. More specifically, regression analysis helps understand how the typical value of he dependent variable changes when any one of the independent variables is varied while the other independent variables are held constant. Most commonly, regression analysis estimates the conditional expectation of dependent variable given the independent variables- that is, the average value of the dependent variable when the independent variables are held fixed. The estimation target is a function of the independent variables called the regression function. ANOVA (Analysis of Variance) ANOVA is a statistical technique designed to test whether the means of more than two quantitative populations are equal.It consists of classifying and cross classifying statistical results and testing whether the means of a specified classification differ significantly. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 22 CHAPTER IV DATA ANALYSIS The hypotheses constructed on the basis of literature review are tested using various techniques in this stage of data analysis. SPSS version 19. 0 was used for analyzing the data by employing various tests that are explained in this Chapter. Before the data analysis begins, the data is first edited and coded.Editing involves checking the data collected through questionnaires for completeness, omissions and legibility. Since the data f orms were self administered, care was taken to get omissions and illegibility in forms simultaneously corrected from the respondents. Despite that in 8 forms it was noticed discrepancy in the nature of some variables not being answered. They were marked 3 signifying a neutral score or undecided one. A lower score for the variables indicated a better positive response and a total of 215 usable questionnaires were obtained from the data collection process. . 1 Demographic Profile of the Respondents Demographics regarding gender, age, income level and the segment of the hotel where they stayed has been shown in this section. Table 4. 1 Gender-wise distribution of respondents Hotel Segment * Gender Crosstabulation Gender Male Hotel Segment Budget 46 Female 34 29 17 80 Total 80 75 60 215 Mid-Price 46 Upscale Total 43 135 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 23 Chart 4. 1 Bar-graph of the gender wise distribution of respondents An analysis of the table and chart reveals th at a majority, 62. % of the respondents were male and the rest female. Moreover whereas there was almost an equal distribution of males throughout the 3 segments, most of the female respondents were taken from the Budget segment. Table 4. 2 Age-wise distribution of respondents Hotel Segment * Age Crosstabulation Age 54 0 2 2 4 Total 80 75 60 215 Mid-Price 12 Upscale Total 10 50 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 24 Chart 4. 2 Bar-graph of the age wise distribution of respondents An analysis of the above reveals that a majority of the respondents totaling to 92. 1% were below the age of 44 years.The highest number of the respondents were from the 25-34 year bracket while the lowest, just 4 respondents above the age of 54. Moreover it is noticeable that as the age went higher there were more respondents opting out for Mid-Price and Upscale hotels. Table 4. 3 Income-wise distribution of respondents Hotel Segment * Household income per month Crosstabulation Hotel Segme nt Budget Household income per month 100000 Total 6 21 28 25 80 12 11 44 22 19 69 28 27 80 75 60 215 Total Mid-Price 13 Upscale 3 22 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 25 Chart 4. 3 Bar-graph of the income wise distribution of respondentsAn analysis of the above reveals that the majority 37. 2% of the respondents had a household income greater than 1 lakh per month while 32. 1% in the 50001-100000 bracket. 20. 5% of the respondents were earning between Rs. 20000-50000 while just 10. 2% below Rs. 20000. Also it is noticeable that with the rise in income there is an increasing number of people preferring Mid-Price and Upscale hotels. Table 4. 4 Segment-wise distribution of respondents Hotel Segment Cumulative Valid Percent Percent 37. 2 34. 9 27. 9 100. 0 37. 2 72. 1 100. 0 Frequency Percent Valid Budget 80 37. 2 34. 9 27. 9 100. 0 Mid-Price 75 Upscale Total 60 215BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 26 Chart 4. 4 Bar-graph of the segment wise distrib ution of respondents Thus, the majority of the respondents were taken from the Budget Segment representing 37. 2 % of the total sample. While 34. 9 % and 27. 9 % were taken from the Mid-Price and Upscale Segments. 4. 2 RECODING Reverse coding is a procedure where some questions in a survey are worded such that high values of a theoretical construct is reflected by high scores on the item, while other questions are worded such that high values of the same construct is reflected by low scores on the item.Reversing the order of the codes for negative statements so that their codes reflect the same direction and order as the positive statements? codes requires a simple transformation which is available in SPSS. The formula for the same is New Value = (Scale minimum + Scale minimum) – Old value The following two questions were recoded : 1. I have difficulty in imagining the hotel in my mind. 2. The price shown for the hotel is unacceptable. Thus these two questions were thereby po sitively stated in SPSS. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 7 4. 3 RELIABILITY Reliability is the degree to which the measures are free from errors and therefore yield consistent results. Two dimensions underlie the concept of reliability: one is repeatability and the other is internal consistency (Zikmund, 2009). The internal consistency measure is the most preferred one because it requires a single administration and establishing reliability through the other measures is difficult since once a subject has been put through some test, it will no longer remain neutral to the test.Researchers commonly use Cronbach Alpha coefficient, which is an indicator of the internal consistency of the scale, for establishing scale reliability. A high value of Cronbach alpha coefficient suggests that the items that make up the scale measure the same underlying construct. A value of Cronbach alpha above 0. 70 can be used as a reasonable test of scale reliability. Thus Alpha was mea sured for each dimension of the scale separately and then for the whole scale i. e. for the 26 items. Table 4. 5 Cronbach’s Alpha co-efficient of reliability for Brand Loyalty Reliability Statistics Cronbach's Alpha . 17 N of Items 3 The value is acceptable being over 0. 7 and hence Brand Loyalty is internally consistent. Table 4. 6 Cronbach’s Alpha co-efficient of reliability for Perceived Quality Reliability Statistics Cronbach's Alpha . 938 N of Items 12 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 28 The value for Perceived Quality is over the acceptable level of 0. 7 and hence the items are internally consistent. Table 4. 7 Cronbach’s Alpha co-efficient of reliability for Brand Awareness Reliability Statistics Cronbach's Alpha . 842 N of Items 3 The value for Brand Awareness is over the acceptable level of 0. and hence the items are internally consistent. Table 4. 8 Cronbach’s Alpha co-efficient of reliability for Brand Association Reliabilit y Statistics Cronbach's Alpha . 706 N of Items 3 The value for Brand Association is just over the acceptable level of 0. 7 and hence the items are internally consistent. Table 4. 9 Cronbach’s Alpha co-efficient of reliability for Perceived Value Reliability Statistics Cronbach's Alpha . 731 N of Items 3 The value for Perceived value is over the acceptable level of 0. 7 and hence the items are internally consistent. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 9 Table 4. 10 Cronbach’s Alpha co-efficient of reliability for Revisit Intention Reliability Statistics Cronbach's Alpha . 857 N of Items 2 The value for revisit intentions is over the acceptable level of 0. 7 and hence the items are internally consistent. Table 4. 11 Cronbach’s Alpha co-efficient of reliability for the Whole Scale Reliability Statistics Cronbach's Alpha . 926 N of Items 26 Thus for all dimensions of the scale the alpha is above the acceptable threshold of 0. 7. In fact the alpha fo r the whole scale signifying a value of 0. 926 is excellent. Moreover it is oticeable that for scales which have fewer items the alpha is comparatively lower. This simply follows from the fact that value of alpha is directly proportional to the number of items on the scale and one of the ways to increase alpha has been to increase the number of items. 4. 4 DESCRIPTIVE STATISTICS Descriptive statistics reveal the mean value and the standard deviation of the variables. They also show the general direction of the variables i. e. towards the positive side or negative side. The following tables first give descriptive statistics of the total 26 items of the scale.In the second part a comparison has been made between the individual dimensions and the 3 segments of the hotels. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 30 Table 4. 12 Descriptive statistics for Brand Loyalty Descriptive Statistics N Minimum Maximum Mean I consider myself to be loyal to the 215 1 5 2. 37 hotel. The hotel would be my first choice. 215 1 5 2. 27 I will not visit other brands if the 215 1 hotel has no room available. Brand Loyalty Valid N (listwise) 215 1. 00 215 5 3. 48 Std. Deviation 1. 081 1. 038 1. 147 5. 00 2. 7054 .81970 Table 4. 3 Descriptive statistics for Perceived Quality Descriptive Statistics N Minimum Maximum The physical facilities at the 215 1 5 hotel are visually appealing. Staff at the hotel appears neat. 215 1 5 Quality of food /beverage at the hotel satisfies me. When I have problems, the hotel shows a genuine interest in solving them. The hotel performs the service right the first time. The hotel insists on error free service. Staff at the hotel is able to tell patrons exactly when services would be performed. 215 215 1 1 5 5 Mean 2. 18 2. 05 2. 12 2. 20 Std. Deviation . 795 . 853 . 927 1. 002 215 215 215 1 1 1 5 5 5 2. 17 2. 34 2. 6 .991 1. 047 . 949 Staff at the hotel is always 215 willing to help me. Staff at the hotel gives prompt 215 service to me. Staff of the hotel is consistently 215 courteous with me. The behavior of staff at the 215 hotel instills confidence in me. I feel safe in my transaction. Perceived Quality Valid N (listwise) 215 215 215 1 1 1 5 5 5 1. 99 2. 11 1. 98 .962 1. 071 . 927 1 5 2. 36 .994 1 1. 00 5 5. 00 1. 96 2. 1345 .888 . 73543 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 31 Table 4. 14 Descriptive statistics for Brand Awareness Descriptive Statistics N I know what the hotel? s physical appearance looks like.I am aware of the hotel. I can recognize the hotel among other competing brands. Brand Awareness Valid N (listwise) 215 Minimum Maximum 1 5 Mean 2. 07 Std. Deviation . 783 215 215 1 1 5 5 2. 06 1. 93 .923 . 812 215 215 1. 00 5. 00 2. 0202 .73349 Table 4. 15 Descriptive statistics for Brand Association Descriptive Statistics N Some characteristics of the 215 hotel come to my mind quickly. I can quickly recall the symbol 215 or logo of the hotel. I do not have difficulty 215 imagining the hotel in my mind. Brand Association Valid N (listwise) 215 215 Minimum Maximum 1 4 Mean 2. 13 Std. Deviation . 921 1 1 5 5 . 38 2. 14 .968 1. 351 1. 00 4. 00 2. 2171 .77835 Table 4. 16 Descriptive statistics for Perceived Value Descriptive Statistics N The hotel is good value for money. The price shown for the hotel is acceptable. The hotel appears to be a bargain. Perceived Value Valid N (listwise) 215 215 215 215 215 Minimum Maximum 1 1 1 1. 00 5 5 5 5. 00 Mean 2. 23 2. 48 2. 67 2. 4589 Std. Deviation 1. 023 1. 380 . 990 . 82235 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 32 Table 4. 17 Descriptive statistics for Revisit Intention Descriptive Statistics I plan to revisit the hotel. N 215 Minimum Maximum Mean 1 5 2. 2 1 5 2. 05 Std. Deviation . 940 . 918 The probability that I 215 would consider revisiting the hotel is high. Revisit Intentions Valid N (listwise) 215 215 1. 00 5. 00 2. 1372 .86926 The following points are noticeable from the above tables. Firstly for the individual variables the best positive score is for the question – â€Å" I can recognize the brand among competing brand† while the most negative score was for the question – â€Å"I will not visit other brands if the hotel has no room available† which actually signifies the urgency of staying in any hotel accommodation if there is no room available in this brand.Secondly in comparison of each of the dimensional score Brand Awareness had the best positive score followed by Perceived Quality, Revisit Intention, Brand Association, Perceived Value and Brand Loyalty in this order. This signified that people? s perception were most positive towards Brand Awareness and the least towards Brand Loyalty. COMPARISON AMONG THE THREE SEGMENTS Now a comparison among the three segments has been shown through the following 3 tables : Table 4. 18 Descriptive statistics for the Budget Category Descriptive Statisticsa Minimum Maximum 1. 00 5. 00 1. 58 5. 00 1. 00 4. 00 1. 00 4. 00 1 . 33 3. 98 1. 00 5. 0 1. 00 5. 00 a. Hotel Segment = Budget BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 33 Brand Loyalty Perceived Quality Brand Awareness Brand Association Brand Equity Perceived Value Revisit Intentions Valid N (listwise) N 80 80 80 80 80 80 80 80 Mean 2. 9500 2. 4969 1. 9958 2. 1833 2. 4065 2. 4833 2. 3438 Std. Deviation . 82694 . 72726 . 64630 . 72702 . 57637 1. 03239 1. 01443 Table 4. 19 Descriptive statistics for the Mid-Price Category Descriptive Statisticsa N Brand Loyalty Perceived Quality Brand Awareness Brand Association Brand Equity Perceived Value Revisit Intentions Valid N (listwise) 75 75 75 75 75 75 75 75 a.Hotel Segment = Mid-Price Minimum 1. 00 1. 00 1. 00 1. 00 1. 25 1. 00 1. 00 Maximum 5. 00 4. 42 5. 00 3. 67 3. 67 5. 00 5. 00 Mean 2. 5333 1. 9833 1. 9956 2. 2533 2. 1914 2. 4889 2. 0333 Std. Deviation . 81833 . 75162 . 75036 . 79003 . 54355 . 73180 . 82746 : Table 4. 20 Descriptive statistics for the Upscale Category Descriptive Statistic sa N Brand Loyalty Perceived Quality Brand Awareness Brand Association Brand Equity Perceived Value Revisit Intentions Valid N (listwise) 60 60 60 60 60 60 60 60 a. Hotel Segment = Upscale Minimum 1. 33 1. 00 1. 00 1. 00 1. 29 1. 00 1. 00 Maximum 4. 33 3. 75 5. 00 3. 67 3. 60 4. 00 3. 50 Mean 2. 944 1. 8403 2. 0833 2. 2167 2. 1837 2. 3889 1. 9917 Std. Deviation . 74179 . 49983 . 82482 . 83885 . 47957 . 58919 . 64105 The above tables have important ramifications. It reveals that for Brand Loyalty the best score is for the Mid-Price and worst for Budget. For Perceived Quality following in the logical order the best score is for Upscale and the least for budget. For Brand Awareness the best score is for the mid-price and the worst surprisingly for the Upscale segment. For Brand Association the best positive score is for the budget and the least for the upscale segment. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 4 Overall if we notice Brand equity as a sum of these 4 dimension s the best positive score is for the Upscale category with a mean of 2. 1837 followed by Mid-price and then Budget. Moreover for Perceived value surprisingly the perceptions are most positive for Upscale hotels and least for mid-price properties. Lastly the revisit intention is most positive for Upscale hotels and least for Budget Hotels. 4. 5 COMPARISON CORRELATION OF THE THREE SEGMENTS THROUGH Bivariate correlation tests were used to compare the 4 dimensions of brand equity, perceived value and revisit intentions across the three segments.The impact and the importance of variables was studied and compared. Table 4. 21 Correlation for Budget Category Correlationsa Brand Perceived Brand Associatio Perceived Revisit Quality Awareness n Value Intentions . 652** . 489** . 338** . 432** . 652** Brand Loyalty Pearson Correlation Sig. (2-tailed) Brand Loyalty 1 .000 .000 .002 .000 .000 Perceived Quality N Pearson Correlation 80 . 652** 80 1 80 . 500** 80 . 347** 80 . 520** 80 . 818** Sig. (2-tailed) . 000 .000 .002 .000 .000 Brand Awareness N Pearson Correlation 80 . 489** 80 . 500** 80 1 80 . 645** 80 . 401** 80 . 588** Sig. 2-tailed) . 000 .000 .000 .000 .000 N 80 80 80 80 80 80 35 BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS Brand Pearson Association Correlation .338** .347** .645** 1 .486** .494** Sig. (2-tailed) . 002 .002 .000 .000 .000 N 80 80 80 80 80 80 Perceived Value Pearson Correlation .432** .520** .401** .486** 1 .631** Sig. (2-tailed) . 000 .000 .000 .000 .000 N 80 80 80 80 80 80 Revisit Intentions Pearson Correlation .652** .818** .588** .494** .631** 1 Sig. (2-tailed) . 000 .000 .000 .000 .000 N 80 80 80 80 80 80 **. Correlation is significant at the 0. 01 level (2-tailed). a.Hotel Segment = Budget This table shows the correlations between the 4 dimensions of brand equity, perceived value and revisit intention for the Budget segment. For Perceived Value the correlation is strongest with Perceived Quality in the Brand Equity domain while with Revisit Intention it is 0. 631 which is the strongest of all components. With respect to revisit intention the strongest correlation has been with perceived quality while the weakest with Brand Association. Moreover all the correlations are positive and significant. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 6 Table 4. 22 Correlation for Mid-Price Category Correlationsa Brand Perceived Brand Brand Perceived Revisit Loyalty Quality Awareness Association Value Intentions Brand Loyalty Pearson Correlation 1 . 619** . 000 75 1 . 251* . 030 75 . 486** . 000 75 1 -. 035 . 764 75 . 240* . 038 75 . 377** . 001 75 1 . 268* . 020 75 . 416** . 000 75 . 283* . 014 75 . 448** . 000 75 1 . 549** . 000 75 . 707** . 000 75 . 486** . 000 75 . 514** . 000 75 . 508** . 000 75 1 Sig. (2-tailed) N Perceived Pearson Quality Correlation Sig. (2-tailed) N Brand Pearson Awareness Correlation Sig. 2-tailed) N Brand Pearson Association Correlation Sig. (2-tailed) N Perceived Pearson Value Correlati on Sig. (2-tailed) N Revisit Pearson Intentions Correlation 75 . 619** . 000 75 . 251* . 030 75 -. 035 . 764 75 . 268* . 020 75 . 549** 75 . 486** . 000 75 . 240* . 038 75 . 416** . 000 75 . 707** 75 . 377** . 001 75 . 283* . 014 75 . 486** 75 . 448** . 000 75 . 514** 75 . 508** Sig. (2-tailed) . 000 . 000 . 000 . 000 . 000 N 75 75 75 75 75 **. Correlation is significant at the 0. 01 level (2-tailed). *. Correlation is significant at the 0. 05 level (2-tailed). a. Hotel Segment = Mid-Price 75This table shows the correlations between the 4 dimensions of brand equity, perceived value and revisit intention for the Mid-Price segment. For Perceived Value the correlation is strongest with Brand Association in the brand Equity domain while with Revisit Intentions it is 0. 508. With respect to revisit intention the strongest correlation has been with perceived quality while the weakest with Brand Awareness. Moreover apart from the correlation between Brand Awareness and Brand Loyalty all th e correlations are positive and significant. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 7 Table 4. 23 Correlation for Upscale Category Correlationsa Brand Loyalty Brand Loyalty Pearson Correlation Sig. (2-tailed) Perceived Quality N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N 60 . 438** . 000 60 . 173 . 186 60 -. 183 . 161 60 . 100 . 448 60 . 064 . 627 60 1 Perceived Brand Brand Perceived Revisit Quality Awareness Association Value Intentions . 438** . 000 60 1 . 173 . 186 60 . 407** . 001 60 1 -. 183 . 161 60 . 309* . 16 60 . 428** . 001 60 1 . 100 . 448 60 . 378** . 003 60 . 502** . 000 60 . 634** . 000 60 1 . 064 . 627 60 . 329* . 010 60 . 509** . 000 60 . 739** . 000 60 . 652** . 000 60 1 Brand Awareness 60 . 407** . 001 60 . 309* . 016 60 . 378** . 003 60 . 329* . 010 60 Brand Association 60 . 428** . 001 60 . 502** . 000 60 . 509** . 000 60 Perceived Value 60 . 634** . 000 60 . 739** . 000 60 Revisit Intentions 60 . 652** . 000 60 60 **. Correlation is significant at the 0. 01 level (2-tailed). *. Correlation is significant at the 0. 05 level (2-tailed). a. Hotel Segment = UpscaleThis table shows the correlations between the 4 dimensions of brand equity, perceived value and revisit intention for the upscale segment. For Perceived Value the correlation is strongest with Brand Association in the brand Equity domain while with Revisit Intentions it is 0. 652. With respect to revisit intention the strongest correlation has been with Brand Association while the weakest with Brand Loyalty. Moreover the glaring part in this category is that the correlations between Brand Loyalty and Perceived Value and Brand Loyalty and Revisit Intention have not been found to be significant.BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 38 Table 4. 24 Correlation for all the three segments Correlations Brand Loyalty 1 Perceived Brand Brand Perceived Revisit Quality Awareness Association Value Intentions . 618** . 293** . 048 . 306** . 517** . 000 215 1 . 000 215 . 409** . 000 215 1 . 486 215 . 256** . 000 215 . 474** . 000 215 1 . 000 215 . 432** . 000 215 . 362** . 000 215 . 485** . 000 215 1 . 000 215 . 703** . 000 215 . 498** . 000 215 . 527** . 000 215 . 590** . 000 215 1 Brand Loyalty Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. 2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Perceived Quality 215 . 618** . 000 215 . 293** . 000 215 . 048 . 486 215 . 306** . 000 215 . 517** . 000 Brand Awareness 215 . 409** . 000 215 . 256** . 000 215 . 432** . 000 215 . 703** . 000 Brand Association 215 . 474** . 000 215 . 362** . 000 215 . 498** . 000 Perceived Value 215 . 485** . 000 215 . 527** . 000 Revisit Intentions 215 . 590** . 000 215 215 215 215 215 **. Correlation is significant at the 0. 01 level (2-tailed). 215This table shows the correlations between the 4 dimensions of brand equity, perceived value and revisit intentions in the three segments combined that is for the whole sample. For Perceived Value the correlation is strongest with Brand Association followed by perceived quality in the brand Equity domain while with Revisit Intentions it is 0. 590. With respect to revisit intention the strongest correlation has been with Perceived Quality while the weakest with Brand Awareness. Apart from the correlations between Brand Loyalty and Brand Association, rest are significant. BRAND EQUITY, PERCEIVED VALUE AND REVISIT INTENTIONS 9 4. 7 TESTING THE IMPACT OF BRAND EQUITY In this section Regression has been used to study the impact of Brand Equity Dimensions and Perceived Value and Revisit Intentions. In regression the Stepwise Method has been used to stepwise ascertain which all dimensions of Brand Equity have the highest impact and