Jelena Filipović

A Qualitative Approach to Understanding Brand Image in an International Context: Insights from Croatia and Serbia

Purpose – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia). Design/methodology/approach – A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies). Findings – Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy politic...

The Effects of a Shop's Functional Features on Children's Store Preferences

The Effects of a Shops Functional Features on Childrens Store Preferences The aim of this study is to examine how main store dimensions affect childrens store preferences in Serbia. Four functional features of these marketplaces were investigated: price of merchandising in the store, the stores arrangement, the sales personnels attitude towards children and the stores location. Findings suggest that different age cohorts of children react differently to each stores features. With only a few studies available that examine how the functional features of a store can affect childrens store preferences in the most developed countries almost nothing is known about this topic in a country in transition such as Serbia. This paper should provide the basis for some future research in this field in the Serbian market and similar markets. Also, the managerial implications for retailers that are interested in the marketing positioning of their stores in the childrens market are discussed.

Critical Review of Language Education Policies in Compulsory Primary and Secondary Education in Serbia.

In this paper a comparative analysis of the status of four types of languages present in the Serbian compulsory education system is presented: (1) Serbian as L1; (2) Serbian as L2 (for ethnic minorities); (3) minority languages; as well as (4) traditionally designated ‘foreign languages’, such as English, French, Russian and German, through the perspective of language policy and planning theory. It is argued that the concept of plurilingualism in education and communication still remains an idealistic construct in Serbia, as long as issues related to the political and socio-economic power of languages are not recognised and seriously taken into account. The present analysis identifies certain socio-political, educational and sociolinguistic trends which, if identified and understood properly, may help outline a theoretical model of language education policy that would favour plurilingualism and interculturalism in countries in transition such as Serbia.

Size of silver nanoparticles determines proliferation ability of human circulating lymphocytes in vitro.

In this work we present biological effects of silver nanoparticles (AgNPs) synthesized by picosecond laser ablation of silver in deionized water. We examined induction of chromosomal aberrations, lymphocyte micronuclei, appearance and recovery of double strand breaks (DSBs) of DNA, cell proliferation potential, concentration of lipid peroxidation products and insulin-like growth factor 1 (ILGF-1). We found that AgNPs sized from 3 nm to 8 nm induce cell cytostasis, which is accompanied with its clastogenic action on DNA, while AgNPs, sized 2 nm behaves contrary stimulating cell proliferation by enhancing ILGF-1 concentration.

BAC-Probes Applied for Characterization of Fragile Sites (FS)

Genomic instability tends to occur at specific genomic regions known as common fragile sites (FS). FS are evolutionarily conserved and generally involve late replicating regions with AT-rich sequences. The possible correlation between some FS and cancer-related breakpoints emphasizes on the importance of understanding the mechanisms of chromosomal instability at these sites. Although about 230 FS have already been mapped cytogenetically, only a few of them have been characterized on a molecular level. In this chapter, we provide a protocol for mapping of common FS using bacterial artificial chromosome (BAC) probes in fluorescence in situ hybridization (FISH) and suggest the usage of lymphocytes from Fanconi anemia patients as a model system. In the latter, rare FS are expressed much more frequently than in, for example, aphidicolin-induced blood lymphocyte preparations. Knowing the exact location of FS enables the molecular comparison of their location and breakpoints that appear during evolution, cancer development and inherited disorders.

Daily and seasonal radon variability in the underground low-background laboratory in Belgrade, Serbia.

Radon time-series analysis, based on the short-term indoor radon measurements performed worldwide, shows two main periodicity: daily and seasonal. The information obtained from time series of the measured radon values is the results of the complex radon dynamics that arises from the influence of the large number of different parameters (the state of the indoor atmosphere (temperature, pressure and relative humidity, aerosol concentration), the exchange rate between indoor and outdoor air and so on). In this paper we considered daily radon variability in the underground low-background laboratory in Belgrade, Serbia. The results are originated from the radon time-series analysis based on the 3 y of the continuous short-term indoor radon measurements. At the same time, we obtained the time series of the temperature, pressure and relative humidity in the laboratory. We also tried to find the correlation between different time series.

First molecular-cytogenetic characterization of Fanconi anemia fragile sites in primary lymphocytes of FA-D2 patients in different stages of the disease

BackgroundFanconi anemia (FA) is a chromosomal instability syndrome characterized by increased frequency of chromosomal breakages, chromosomal radial figures and accelerated telomere shortening. In this work we performed detailed molecular-cytogenetic characterization of breakpoints in primary lymphocytes of FA-D2 patients in different stages of the disease using fluorescent in situ hybridization.ResultsWe found that chromosomal breakpoints co-localize on the molecular level with common fragile sites, whereas their distribution pattern depends on the severity of the disease. Telomere quantitative fluorescent in situ hybridization revealed that telomere fusions and radial figures, especially radials which involve telomere sequences are the consequence of critically shortened telomeres that increase with the disease progression and could be considered as a predictive parameter during the course of the disease. Sex chromosomes in FA cells are also involved in radial formation indicating that specific X chromosome regions share homology with autosomes and also could serve as repair templates in resolving DNA damage.ConclusionsFA-D2 chromosomal breakpoints co-localize with common fragile sites, but their distribution pattern depends on the disease stage. Telomere fusions and radials figures which involve telomere sequences are the consequence of shortened telomeres, increase with disease progression and could be of predictive value.

Cell proliferation assay – method optimisation for in vivo labeling of DNA in the rat forestomach

Abstract The study of cell proliferation is a useful tool in the fields of toxicology, pathophysiology and pharmacology. Cell proliferation and its degree can be evaluated using 5-bromo-2′-deoxyuridine which is incorporated into the newly synthesized DNA. The aim of this study was the optimization of subcutaneous application of 5-bromo-2′-deoxyuridine implantation for continuous and persistent marking of proliferating cells in the rat forestomach. 3-tert-Butyl-4-hydroxyanisole was used as the agent that ensures cell proliferation. In order to determine the optimal dose for proliferating cells labeling, 5-bromo-2′-deoxyuridine doses of 50 mg, 100 mg, 200 mg or 350 mg were implemented 2 days prior to sacrifice by flat-faced cylindrical matrices. Immunohistochemical analysis using 5-bromo-2′-deoxyuridine in situ detection kit was performed for the detection of 5-bromo-2′-deoxyuridine labeled cells. The results showed that for adult rats, the optimum 5-bromo-2′-deoxyuridine dose is 200 mg per animal for subcutaneous application. The here described manner of 5-bromo-2′-deoxyuridine in vivo labeling provides a simple, efficient, and reliable method for cell labeling, and at the same minimizes stress to animals.

The use of multivariate analysis of the radon variability in the underground laboratory and indoor environment

Abstract The paper presents results of multivariate analysis of variations of radon concentrations in the shallow underground laboratory and a family house, depending on meteorological variables only. All available multivariate classification and regression methods, developed for data analysis in high-energy physics and implemented in the toolkit for multivariate analysis (TMVA) software package in ROOT, are used in the analysis. The result of multivariate regression analysis is a mapped functional behaviour of variations of radon concentration depending on meteorological variables only, which can be used for the evaluation of radon concentration, as well as to help with modelling of variation of radon concentration. The results of analysis of the radon concentration variations in the underground laboratory and real indoor environment, using multivariate methods, demonstrated the potential usefulness of these methods. Multivariate analysis showed that there is a potentially considerable prediction power of variations of indoor radon concentrations based on the knowledge of meteorological variables only. In addition, the online system using the resulting mapped functional behaviour for underground laboratory in the Institute of Physics Belgrade is implemented, and the resulting evaluation of radon concentrations are presented in this paper.

Introduction: An Autoethnographic Journey

In the introductory section of the book, I outline my academic maturation process which has led to my acknowledgment of epistemological orientations and academic findings based not only on the theoretical knowledge of linguistics, but also on the critical analysis of social and linguistic correlates relevant to our understanding of language. Investigating those correlates has helped me search for and pinpoint the sore spots in complex networks of our social relationships in order to better understand the cultural models which govern our linguistic and nonlinguistic behavior. I argue that the structure of our social and speech communities, which directly and indirectly impact each individual’s positioning on a social hierarchy based on power, segregation and hegemony, stands in close and intrinsic correlation with language choices we make every time we engage in social interaction.