Counterfeit luxury is big business in China (Chen et al. 2018). The U.S. Chamber of Commerce estimates China to be the source of 86% of the world’s counterfeit luxury goods worth about $397bn (USCC 2016). Counterfeit luxury encompasses not only low quality replicas (Lai and Zaichkowsky 1999), but also high quality products that are appear almost identical to original brands. However, the price of high quality counterfeits amounts in many cases to only 10% of that of the originals (Geiger-Oneto et al. 2013). This makes high quality counterfeit luxury brands a major threat to established luxury brands. Luxury brand marketers, therefore, require a better understanding of what motivates target consumers to purchase either original or counterfeit luxury brands.

Introduction Customer co-creation – customers‘ active participation and interaction with the company during their consumption processes, has gained increasing attention in tourism industry (Bertella, 2014; Chathoth et al., 2016; Campos, 2015). For example, Finnair and Helsinki airport invited passengers to workshop for co-developing new service concepts to improve passenger experience (Loukas, 2013). Despite of the increasing enthusiasm at the firm‘s side, customers do not necessarily share the mindset and feel ready for cocreation. The success of value co-creation greatly depends on continuous collaboration between customers and companies (Chathoth et al., 2013), making knowledge regarding customers‘ engagement in value co-creation essential. However, insufficient research attention has been devoted to theorize and empirically investigate the drivers of cocreation behavior in tourism (Grissemann & Stokburger-Sauer, 2012). To address this research gap, we draw on the organizational socialization theory (Van Maanen & Schein, 1979) to propose and empirically test customer education as driving factor for tourists‘ co-creation behavior during their tours. Additionally, we propose customer readiness as a mechanism mediating the effect of customer education on value co-creation behavior, while such effect should depend on tourists‘ involvement with tourism. Background and hypotheses development Organizational socialization refers to the process by which a newcomer gradually absorbs values, abilities, expected behaviors, and necessary social knowledge for assuming an organizational role and for participating as an organizational member (Louis, 1980, p. 229–230). Similar to the organizational socialization perspective, customer socialization characterizes how customers develop skills, knowledge, and attitude relevant to the marketplace (Ward, 1975), which offers a lens to explain how service providers can assist customers and behave as effective co-creators in the service system (Claycomb, Lengnick-Hall, and Inks, 2001). Büttgen et al (2012) demonstrated that customer socialization by training tactic has more important influence on consistent beliefs of service quality than prior reinforcement experiences, which engenders co-production motivation, in turn, leading to coproduction behavior as distal outcome of the socialization tactic. Previous studies suggest favorable customer outcomes to derive from the provision of customer education (Damali et al., 2016). Thus, this study proposed customer education as a socializing tactic, which is mediated by customer readiness for co-creation, to determine tourists co-creation behavior. The concept of co-creation has gained increasing attention in tourism literature, which is often described as the tourist‘s active participation, engagement and interaction during the consumption experience (e.g., Bertella, 2014; So et al., 2014). As Prahalad and Ramaswamy (2004, p. 8) stated, cocreation is ―the joint creation of value by the company and the customer, allowing the customer to co-construct the service experience to suit her context‖. Indeed, creating a favorable, memorable experience involves not only the service providers but also the tourism customers because customers are always the value co-creator (Vargo and Lusch, 2004). Challagalla and colleagues (2009) posit that firms can reach out to contact the customers to provide service after a sale is complete, rather than respond upon the customer‘s requests. In specific, Challagalla and et al. (2009) suggest the proactive service initiatives to consist of three dimensions, namely proactive prevention, proactive education, and proactive feedback seeking. In this study, the three key forms of proactive post-sales services proposed by Challagalla et al. (2009) provides a foundation that helps us to conceive customer co-creation behavior and define the dimensions underlying customer co-creation behavior of tourism services. Customer education, according to Meer (1984), involves learning activities that are organized and sustained by a firm to impart attitudes, knowledge or skills to customers or potential customers. Meanwhile, customer co-creation readiness (CCR) as a customer‘s condition or state in which he/she feels prepared to collaborate with service provider in value co-creation behavior, indicated by role clarity, ability and motivation to co-create (Meuter et al., 2005). Proper socialization process helps customers understand the product or service process as well as their role in performing service tasks, which not only could prevent customer‘s disruptive behaviors during the service process but also facilitate service flow and productivity (Rollag, 2012). Taken together, we propose the following hypotheses: H1: customer education will have a positive effect on customer co-creation behavior H2: Customer co-creation readiness will mediate the positive effect of customer education on customer co-creation behavior. Further, we postulate that tourist‘s product involvement is a boundary condition that constrains the positive effect of customer socialization. Socialization process does not always have much weight on tourists because the influence of socialization on each individual depends on tourists‘ individual characteristics (Van Maanen & Schein, 1979). Some tourists are highly interested in traveling whereas some consider traveling as a dessert in their meal. In line of this sense, we suggest the following hypothesis: H3: Product involvement will negatively moderate the mediation effect of customer co-creation readiness on co-creation behavior. Methodology The survey was posted on several well-known travel forums and referral networks. After eliminating invalid surveys, the authors obtain 300 valid questionnaires. Table 1 presents the sample characteristics. Customer education are measured by four items adapted from Bell and Eisingerich (2007). Product involvement depicts a customer‘s inherent needs, values, and interest towards tourism and is measured by ten items from Zaichkowsky (1985, 1994). Customer co-creation readiness is measured as a reflective first-order and reflective second-order construct by three dimensions: role clarity, ability, and motivation with 12 items adapted by Dellande et al. (2004) and Meuter et al. (2005). Customer co-creation behavior is measured as a reflective second order and reflective first order construct constituted by three dimensions of co-creation behavior with 12 items developed based on the review of concerns in the pre-site, on-site and post-site from several famous travel agencies. Results Measurement validation of constructs from construct reliability, convergent validity to discriminant validity were examined; and the results are provided in the table 2, indicating measurement validation requirements are satisfactory. Then, hypotheses testing was performed. In each analysis, we control variables, including customer gender, previous transaction experience with the travel agency (EP), and social desirability (SD), which are expected to have potential influence on co-creation behavior. H1 predicts a positive relationship between customer education and value co-creation. In support of H1, the analysis shows that customer education positively relates to co-creation of customers (β = 0.272, p = 0.043, R2adjusted= 0.292). Gender (β =-0.170, p<0.001) and SD (β =0.141, p=0.011) are negatively and positively related to customer co-creation behavior respectively. To test the mediating effect of customer readiness on the relationship between customer education and customer co-creation behavior, we used the PROCESS Macro (model 4) developed by Hayes‘s (2013) and estimated the effects with a bootstrap sample of 5000 cases. The indirect effect test indicates that customer education had a significantly positive effect on customer co-creation via the mediation of customer readiness for co-creation (0.312; 95% bootstrap CI [0.157, 0.517]) because the confidence interval did not include zero. The results support H2. Gender also has a significant effect on customer co-creation (β =-0.189, p <0.05). H3 postulated that product involvement will moderate the mediation effect of customer readiness. We used the PROCESS macro model 8 established by Hayes (2013) to test the moderated mediation. The conditional indirect effect test shows that customer readiness significantly mediates the influence of customer education on customer co-creation behavior, regardless of the level of product involvement (zero was not included in the confidence intervals). Nonetheless, customer education on customer co-creation behavior via customer readiness is significant and stronger in low level of product involvement (0.281; 95% bootstrap CI [0.186, 0.398]) but weaker in high level of product involvement (0.128; 95% bootstrap CI [0.029, 0.256]). Therefore, H3 is supported. Among the controlled variables, gender is the only significant predictor of customer co-creation behavior (β =-0.158, p<0.05). In a summary of dominant results of control variables, gender is significant in all three of the tested hypotheses; particularly, female shows a higher level of co-creation behavior than male. Conclusion we introduced organizational socialization theory to the literature on co-creation of tourism context and explored the effect of firms‘ education effort to socialize customers in co-creation activities. We found customer education as a socialization tactic and then conducting an empirical study by collecting data from several travel agencies to investigate the effect of firms‘ socialization tactic on customer co-creation. The results suggest that customer education could promote customer co-creation through customer readiness as a mediator. We also investigated whether the effect of socialization tactic differs on the different levels of product involvement. The results show that customers with high involvement were less influenced by customer education than those with low involvement.

Inspired by the success of the Dove real beauty campaign, companies such as Amazon Fashion, Nike and Walmart have started to adopt authentic branding strategies, i.e., strategies based on the use of ordinary looking models to reflect real consumers in brand communications (e.g., Zombeck, 2015). Authentic branding is an alternative to the strategy of aspirational branding, where companies use “attractive” models to communicate that consuming their brands will bring consumers closer to an idealized view of themselves (e.g., being an attractive person like the models in the ads; D'Alessandro and Chitty, 2011). However, the body of evidence on their superiority over aspirational strategies is inconclusive. We expand knowledge on aspirational vs. authentic branding strategies by focusing on a new context of major economic importance for brand marketers, China, as well as by testing the moderating effect of a to date not considered contingency: local vs. foreign brand origin perceptions (i.e., low vs. high perceived brand foreignness). Data was gathered through an online survey of non-student consumers based in China recruited through Qualtrics online survey panels (n=623). Tests of reliability, convergent and discriminant validity of the measurement models deliver overall satisfactory results. R2 and Q2 values demonstrate that the tested models show good explanatory power and predictive relevance of emotional brand attachment (R2 = 0.699 to 0.759; Q2 = 0.527 to 0.696). Results support H1, as authentic branding has a positive effect on emotional brand attachment (β = 0. 293, p < 0.001), thus adding support to the efficacy of authentic branding strategies across West and East. Results also support H2, as aspirational branding has a positive effect on emotional brand attachment (β =0.598, p < 0.001). These findings support recent evidence from the UK and USA (e.g., Japutra et al., 2017) yet are out of line with recent studies in Switzerland and India, which fail to support this link (e.g., Malär et al., 2011). Results support H3, as aspirational branding has as stronger effect on EBA than authentic branding (t = 4.603, p < 0.001). Our findings question recent evidence suggesting a generic superiority of authentic over aspirational branding (e.g., Japutra et al., 2017). Results support H4, as for brands perceived as local, the effect of aspirational branding on EBA is significantly stronger than that of authentic branding (t= 4.125, p < 0.001). Thus, results support the notion that brands low on social signalling value, i.e., those perceived as local, can develop stronger attachment with consumers when they employ aspirational strategies. Finally, results do not support H5, as the data shows that for brands perceived as foreign, aspirational branding (β = 0.536, p < 0.001) still has a significantly stronger effect (t= 2.123, p < 0.05) on EBA than authentic branding (β =0.339, p < 0.001). In other words, brands perceived as foreign can still benefit from conveying aspiration over authenticity.

The purpose of this study was to identify the immediate effects of Maitland joint mobilization with kinematic taping in subacromial impingement syndrome patients. The Maitland joint mobilization was applied glenohumeral joint. The mobilization was performed at the end of rage to Grade IV. After that, kinematic tape was attached to shoulder joint (supraspinatis, infraspinatis, and trapezius muscles). The intervention period was four days. The measurement was done five times. The shoulder pain, range of motion (flexion, abduction, and rotation of the shoulder joint), muscle tone and stiffness (upper trapezius and deltoid muscle) were measured. The shoulder pain decreased. The range of motion (ROM) was increased all flexion, abduction, and rotation of the shoulder joint. Muscle tone and stiffness were decreased, especially upper trapezius of those was greatly decreased. The findings of present study suggest that Maitland joint mobilization with kinematic taping is effective in decreasing pain, muscle tone and stiffness, and in increasing shoulder ROM in patients with subacromial impingement syndrome.

Recently, more and more consumers have changed from shopping in a single channel to multi-channel. Therefore, maintaining a long-term customer relationship becomes an important issue for retailers in this complex shopping circumstance. This study decides to understand how online retailers keep their valuable consumers in current store and even duplicate the original relationship to an extended channel.

Baculoviral anti-apoptotic genes, p35 and iap (inhibitor of apoptosis), play important roles in the initiation stage of viral infection. However, some iap genes are not involved in the anti-apoptotic activity. To investigate the anti-apoptotic activity of the iap genes of Lymantria xylina multiple nucleopolyhedrovirus (LyxyMNPV), two ly-iap genes (ly-iap2 and ly-iap3) were cloned from LyxyMNPV. From a 5′ RACE analysis, a late promoter motif (TAAG) was found in the upstream (-15 bp) of ly-iap2, but ly-iap3 only posited an enhancer-like element (CGTGC) in the upstream (-22 bp) of 5′ UTR. Gene expression were detected by RT-PCR; the ly-iap2 and ly-iap3 genes began to express in the host cells (IPLB-LD652Y cell line) infected with LyxyMNPV 6 hours post-infection (p.i.) and reached the peak 72 hours p.i., followed by decline 3 to 5 days p.i. Functional assay of the iap genes were performed by an over-expression method in Sf9 cells. Full-length domains of LY-IAP2, LY-IAP3 and LY-IAP2-BIR could differently inhibit the apoptosis which induced by Drosophila RPR protein (DRPR). Interestingly, LY-IAP2-RZF domain was important for LY-IAP2 to rescue apoptosis, but it might be also involved in the ubiquitin activity leading to the degradation of LY-IAP2 protein. LY-IAP3-RZF might be working as a “helper domain” to inhibit DRPR-induced apoptosis. These results can be used to figure out the roles of the ly-iap genes in the apoptosis of host cells.

To concern about health increased at well-being world. It reported fault about toxic of lymphocyte cell by Chemotherapeutic agent and antibiotic agent, tolerance of cancer cell and destruction of lymphocyte and marrow cell. Study of natural medicine needed to remedy these shortcomings. In this study verified effect of anti-inflammatory and antioxidant in Ganoderma applanatum. Verify of anti-inflammatory effect checked to derive by LPS. Antioxidant effect assured by DPPH radical scavenging activity and superoxide dismutase (SOD) activity. The result of cytotoxicity by MTT-assay for anti-inflammatory effect of Ganoderma applanatum does not effect in 0.01~1mg/mL concentration. Nitric oxide (NO) inhibition effect was verified concentration dependent in all treatment groups. Inflammatory cytokine (TNF-α,IL-1β,IL-6) formation inhibition effect to derive by LPS was verified to inhibit gene revelation of inflammatory cytokine in all treatment groups. And endotoxin shock inhibition effect does not appear concentration dependent in mouse lethal test. Inflammation mediator activation inhibition effect in shock mouse liver cell decreased gene revelation in IL-1β and IL-6 at 0.5g/kg body weight group and 1.0g/kg body weight group. DPPH radical scavenging activity confirmed concentration dependent in all treatmen tgroups. SOD enzyme activity showed high activity in low concentration than vitamin C and BHT. To conclusion, Ganoderma applanatum was predicted to replace anti-inflammatory medicine and to use great antioxidant material.

We have examined morphological change and movements of individual sunspots within a sunspot group in association with a large solar flare activity (3B/X1.5) appeared on 13 May 1981. For this purpose we measured distance among spots during the period before and after the flare activity and estimated the average velocity of their movement. Our main results are as follows: (1) The longitudinal displacement among sunspots are generally greater than the latitudinal displacement. (2) During the period the spots moved with an average velocity of 1.2 km/s in longitude and 0.86 km/s in latitude. (3) The most notable change took place in the central part placed between the two ribbons of the flare.