Brand - Science topic

Hello everyone

I want to provide high purity and reliable laboratory materials

Which of the following companies do you approve of?

Have you had experience using its materials?

Acros

Alfa aser

Tci

Florchem

Fisherchem

Santachem

santa cruz

Carbosynth

Glenthem

Tocris

Hellochem

Biozol

Can anyone please suggest a cheap hydrogel brand available to buy for 3D cell culture?

Or if someone can share a recipe to prepare homemade hydrogel (for 3D cell culture), that would be fantastic.

I am currently in the process of buying a microscope and Im looking at a more affordable brand than Leica, Nikon, Zeiss, etc. My current brand options are OPTIKA and Motic for one of their "high-end" models with 6.5x - 55x magnification (and similar). Does anyone have some advice on how the quality compares between these two brands?

I'm currently working with Western Blotting technique for human skeletal muscle. However, when i use the Cell Signaling antibody (#8164 and #14179) no image were reveled. Apparently, i dont have problems with WB protocol, once others antibody brands (e.g., Santa Cruz and ABCAM) works for others proteins. In addition, the lysate protocol and the WB protocol used were performed according Cell Signaling recomendations.

PFK (D4B2 - 8164S ) - Rabbit mAb - Lot: 5

HIF-1alpha (D2U3T - 14179S) - Rabbit mAb - Lot 4

Has anyone had similar problems with Cell Signaling antibody? If yes, how to solve this problem?

Dear all,

For my master thesis I am trying to predict the effect of brand equity on brand utility. I calculate the brand utility using a multi-attribute conjoint analysis and Hierarchical Bayes, which I will use as my dependent variable in the final regression. I also included a brand equity questionnaire with 15 different questions representing 5 different brand equity concepts (Awareness, Sustainability, Trust, Perceived Quality, and Perception), using a 5-point Likert scale.

I was recommended to run a Confirmatory Factor Analysis to create see whether I could use five concepts from the 15 questions. I used the lavaan package in R to create my 5 Latent variables and all goodness of fit measures (RMSEA > 0.6, CFI <0.9, TCI <0.9) seem good. [Note, since I have Likert scale data I treated the data as ordinal and used polychroic correlations instead of Pearsons.]

I then used LavPredict to create factor scores for my 5 variables (using Maximum Likelihood), which I then use as my independent variables in my regression. After searching online my questions are; how do I interpret the coefficient of these factor scores? (I.e. a significant coefficient of 0.08).

I am looking for " If a X is increased by 1 .... (unit, st.dev, percentage, etc) this leads to a Y increase in the dependent variable" .

Also is there an alternative method I should be using to more accurately predict factor scores? Considering my end goal is to use them in a regression.

Final note: I have quite high correlations among a couple of the latent variables (>0.8), is this an issue?

Thank you in advance and please let me know if you'd like me to provide additional information.

Are you with or against mass production, and Why? Taking just clothes as an example; why do brands manufacture in eastern Asian countries?

Hello,

Which medium could you recommend for rat sperm experiments: capacitation/acrosome reaction induction?

HTF, M2, Ham'2 F-10 or HEPES-BWW? Other?

Which brand do you use?

Thank you in advance for your help!

M.

Looking for VHF implants for snakes like Indian rock pythons with a life from 12-18 months.

I am trying to find a paper which proves Brand credibility as moderating variables influencing the relationship between attitude and intention to adopt. please help. Thanks.

Kindly give your comments on this.

I am doing a research project but am stuck when I cannot find statements about the relationship between Brand engagaement and Brand awareness, Brand association.

Dear all friends,

I need a fiber optic camera with the following features:

I would be glad and appreciative if anyone could send me some information about the brand, and other details of the camera he/she used.

Need 0.5-1000ng/ml sensitivity. Any experience? Brands to use?

Hello everyone,

I am conducting a research in which I have data on the purchase of 4 brands of some consumers in a first period of time (pretest). But I also have the data for the purchase of those 4 brands and the option to stop buying the product, in a second period of time (post-test). Between the pretest and the posttest, consumers were shown a stimulus that could have changed their purchase intention.

So, I have a nominal variable with 4 categories (one per brand), a nominal variable with 5 categories (the brands and the option to stop using the product), a nominal variable with the 4 stimuli, and other continuous variables (like age).

I make a drawing to represent the relationships between the pretest and post-test. Therefore, I have 5 flows for each brand in the pretest (20 in total) that relate to the brands in the posttest.

I would like to know what test I can use to determine if the flow of customers from brand 1 who go on to buy brand 2 is significant. That is, it is higher or lower than theoretically expected. I want to be able to apply this test to all relationships.

I also want to know what model I could use that includes all the relationships and the other explanatory variables (the stimuli, age, etc.). Then I can determine what variables influence these changes.

Thank you very much.

Hi!

I need some input regarding survey questions for moderated regression analysis for my

My subject is how influencermarketing(moderator) affects the causal relation between Electronic-Word(independent variable) and brand loyalty(bl)(dependent variable?)

Here is my first draft for questions:

Pick an influencer with a trustworthy and credible message(drivers of bl)

Customer reviews on social media play a critical role in the decision making (i.e., pre-purchase) stage in the customer journey. Therefore, it is critical for a brand to measure customers' perception of the quality of the reviews available across the brand's social media platforms, such as reviews on the brand's Facebook page. The following study has developed and empirically validated a construct called 'Social Communications' (SOCM) that brand managers and researchers could use to measure the quality of a brand's customer reviews. They define 'Social Communications' as the customer’s evaluative judgment of peer user endorsements of a brand across any channels. The four items for measuring the construct are (replace XYZ with the brand's name):

Review the article for further details (open/free access): Syed Mahmudur Rahman, Jamie Carlson, Siegfried P. Gudergan, Martin Wetzels, Dhruv Grewal. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, https://doi.org/10.1016/j.jretai.2022.03.003

Hi, is anyone here using a light-sheet microscopy? What commercial brand would you advice?

I am currently trying to find correlation between two variable (direction + strength of the correlation). My IV is type of content I.e. Brand Content, UGC, which is now coded as 1 and 2 respectively. My DV is brand awareness, brand loyalty and perceived loyalty and they are all measured using likert scale. 

Appreciate so much!

What are most effective customer engagement strategies used by marketing professionals to engage customers with brand ?

Hi all, i have some doubts about SH-SY5Y cell line. i don't know if you have ever met.

in the beginning, when i received the cells, i use the DMEM(ATCC) +10%FBS(gibco) to culture the cells, the cells grew well, and expanded a lot(look at the first picture).

but later, something happened to the cells, after 2 days when i subculture or thaw the cells, some cells detached and became big clumps(please look at the picture), i never met this situation, the sphere-shape cell still alive and metabolized, but it seems abnormal.

i tried to thaw two vials at the same time, use the same high glucose DMEM medium(gibco), use two brand FBS(gibco and BI), but the results are same, they began detach and became sphere after 2 days.

i hope someone can tell me the reason, thanks a lot.

For example, Roche has discontinued its Universal Probe Library Products and the Assay Design Centre (https://lifescience.roche.com/global_en/brands/universal-probe-library.html#assay-design-center).

Changing the manufacturer can potentially change the previous results done using those products. Researchers whose previous researches were conducted based on those products will have to validate all those results again using new products from a different manufacturer to continue their researches. This can waste lots of fundings.

What are your opinions regarding this problem?

We want to know if the fetal bovine serum from "rmbio" brand is recommended for cell culture, anyone has tested or used it before?

Thank you

Dear all,

Kindly provide your valuable comments based on your experience with surgical loupes

- Magnification (2.5 x to 5x)

- Working distance

- field of vision

- Galilean (sph/cyl) vs Kepler (prism)

- TTL vs non TTL/flip

- Illumination

- Post use issues (eye strain/ headache/ neck strain etc)

- Recommended brand

- Post sales services

Thank you

#Surgery #Loupes # HeadandNeck #Surgicaloncology #Otolaryngology

I need to answer this question to evaluate and submit our work for research

I am looking for validated scales to compare the personality of brands and consumers.

Since only three of the five dimensions of Aakers scale correlate with the Big Five, I am searching for another solution.

Can you recommend any specific literature?

Thank you so much an advance!

BR

Vanessa Zöberlein

I am using Himedia DMEM with 10% FBS for the Aedes albopictus C6/36 cell line. They are getting lysed after few days of revival. I have tried everything like using fresh media and its components, eliminated antibiotics from the complete media. Used new FBS also. Cells looks fine in first 2/3 days but after that they are getting lysed. So please suggest me the best suitable brand other than Himedia. And also any other way to resolve this issue

I am making microfluidic chips and trying to bond pmma to glass. what brand (model?) of psa do you recommend?

what are the challenges and opportunities in implementation of conversational marketing for the promotion of any brand, please give your valuable suggestions.

Hello all,

I am conducting research on the effects of podcast ads on listeners' attitudes toward the brand and toward the advertisement. I use two mediators (not serial): credibility host and credibility ad and one moderator: parasocial relationship.

I thought I could use PROCESS MODEL 5 twice for this (once for attitude toward the brand and once for attitude toward the ad):

For example first run:

Now someone says I can't use two mediators in process 5. Can anyone tell me if this is true?

Does anyone know companies that manufacture, repair or have technical support about SOLAR SIMULATORS (ABET tech|) in Colombia?

We are looking for a companie which could repair a solar simulatos system (ABET technologies inc) in Colombia, because apparently, the brand especified does not have support in this country,.

I will appreciate your help

emerging research in customer brand engagement and brand evangelism in relation to organisational resilience as a new research area

can anyone help to me about which brand of puromycin (for seleation aftar transfectin cell line)

work better? for example solarbio, its working good? how about biobasic brand?

thanks a lot

Hello,

Our old but not to old DynaPro Plate reader I does not work anymore and Wyatt does not want to investigate the problem as the instrument is 10 years old. We have the money to pay them but they really do not want to loose time on it...

We would like to know if some of you know DLS instruments that are compatible with the measurement of several conditions (at least 30 conditions) in parallel. Of course the goal is to find a company that is able to do a maintenance.

Best,

Sébastien

I have a purified IgM protein with the high molecular weight (~600 KD). The NativePAGE gel runs perfectly, while the protein marker is not clear. Therefore, I am looking for another protein marker with different brands. Does anyone have some recommendations?

As the title suggest culturing of CHO-K1 has become incredibly difficult due to insufficient detachment after trypsinization. Cells display a round shape after trypsinization, but do not detach from the culture flask. Cells are not clustered together, but form a nice monolayer prior to subculturing.

I have increased the washing steps with PBS prior to trypsinization, increased the trypsin/EDTA concentration to 0,25%, started trypsinization in lower cell confluency and used different brand culture flasks (both grieiner-bio one and sarstedt), however nothing seems to help so far.

Does anyone have any futher suggestions to try and improve detachment for CHO-K1 cells?

My discussion question is about an intertwined process of communication concepts development across digital marketing agencies or brands’ in-house communication departments. Do they think about the emotional well-being of their clients, audience, or consumers when they make decisions in digital communication strategies and in their choice of marketing performance tools?

Hi, I'm a doctoral student in marketing. In my current paper, I am adopting a scale from the psychology field. Since the statements are interpersonal, I need to adapt them to my purpose which is consumer-brand relationship. Therefore, in some statements, I need to change 'person' to 'brand'. For example, the initial statement ' I am unwilling to forgive this person' is changed to ' I am unwilling to forgive this brand'. And similarly, for another scale, I need to change the 'service provider' to 'brand', since the original study has been conducted in the service domain. Do you think these modifications are fine?

Hello!

I am looking for help with an experiment that I will be conducting. I want to make sure it is as accurate as possible, therefore I am hoping to get some feedback from you experts on the research guidelines and process!

Here is all the information below. I tried to provide as much detail as possible but if there is any crucial information that I missed please do let me know.

The experiment: Is measuring how hot blankets will make the user. We are testing 10 different blanket brands in an attempt to find the coolest option (best for hot sleepers) and the warmest option (best for cold sleepers).

We are looking to create a chart and be able to accurately rank the blankets from "coolest to warmest".

From some initial thoughts and research online here is the process I came up with:

* Set up 11 identical jugs of warm water that are set to the same exact temperature (98.6 F).

* Wrap the water jug the same exact way for each of the 10 blanket brands.

*Leave one jug unwrapped as a control variable

*Take a temperature reading of each water jug after 8 hours (to simulate the amount of time in a full nights sleep.)

Results: Order the results of each jug and list from coolest temp to warmest temp.

I have rather limited resources and budget, so I realize this might not be the best way to conduct this experiment but I really am trying to find the best way to make this as accurate as possible.

Thank you so much for your time and help!

- Ryan

Hi,

Anybody come across scales that measure uniqueness and self image of individuals as a result of acquiring a certain product or brand. I found number of scales that measures the perception of the brand itself or the perception of a person about himself; but could not find anything that measures the perception of a person about him/herself as a result of a product or a brand possession.

If anyone can help, this would be grateful.

Thanks

Dear Respondent, I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a Ph.D. dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 15-20 minutes to complete. Participation is entirely voluntary. Thank you very much in advance. Survey Link: https://forms.gle/pMTeM7WRm12YT7Bz8

Sincerely. Muhammad Taqi Ph.D. Candidate Department of Business Administration Izmir University of Economics

I am currently doing a web scraping study about the online prices of laptops. My objectives are

I have already finished scraping the online prices of laptops last week. I am planning to use a two-way and three-way ANOVA to answer the objectives but as I was checking the assumptions of ANOVA, I have noticed that the homogeneity of variance is violated. I have used Levene's Test in checking the homogeneity of variance. Is it still okay to proceed in using two-way and three-way ANOVA?

Please suggest the reference for qualitative dimensions of Brand Equity as intangible and qualitative aspects of the brand influence brand equity .

Dear Respondent, I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a Ph.D. dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 15-20 minutes to complete. Participation is entirely voluntary. Thank you very much in advance. Survey Link: https://forms.gle/kytRVFgfF21Huja4A

Sincerely. Muhammad Taqi Ph.D. Candidate Department of Business Administration Izmir University of Economics

There are many publications about the proliferation of private labels over the last years (for example, measured by market shares). But is this proliferation going on and on? Or has a new balance emerged? And if so, how can retailers and industry influence this competition? Or does the proliferation take place 'covertly'? For example, via high-quality or sustainable private labels.

I am working on brand Equity and identified alignment with brand personality as a factor which influence brand equity. Please provide me reference for " BRAND PERSONALITY" Scale

Hi all, I turn to community service because the laboratory where I work is required the purchase of a cryostat. We work with plant abiotic stress; the samples would be always vegetal tissue and commonly we will work with fluorochromes.  I'm thinking of the Leica brand Since it has several models, however, I don't know how to compare the different models or even brands. I would appreciate it if someone has some points to consider so I can do a better choice. Thank you.

According to the article by pantidos (2021), the wheel of motives captures the 12 biological motives that have helped humans to survive and thrive .neuroscience -based tools use knowledge of these behaviours drivers to build brands and develop marketing strategies, involve the likes of food colours and flavours and generate the idea of a new product.

Can anyone recommend a suitable brand for ELISA positive control for rickettsia (e.g. Q fever, spotted fever, murine & scrub typhus)?

I recently have gone through some health-related manuscripts reviews where authors use the specific name of a brand in the title instead of the generic name of a technique of device. In my opinion the use of the specific brand could be considered as conflict of interest, but would like to know the opinion of other researchers and disciplines.

Dear Respondent,

I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a PhD dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 5 minutes to complete. Participation is entirely voluntary. Thank you very much in advance.

Link for the Survey: https://forms.gle/Ym5uq3RxeGb9iNR98

Sincerely.

Muhammad Taqi - PhD candidate

Department of Business Administration

Izmir University of Economics

Are there any datasets or databases with multinational brands, like WIPO but with the possibility of downloading information?

Thanks in advance.

I am about to conduct a comprehensive study on evaluation metrics of machine learning (classification, regression, and clustering) algorithms.

I am aware of the existence of various real-world data sets and synthetic data generators. However, I am not aware existence of:

Any advice and link or hints would be greatly appreciated.

Hello,

I am investigated the impact of heat on plant growth. I am interested in having 3 temperature treatments, and I have 3 growth cabinets (from the same brand, same version) that can provide controlled environments (light, humidity, CO2 levels - the only difference would be the temperature). My question is how to design the experiment so I can compare the results statistically - would I be able to compare the growth of my plants and associate that with the temperature even though the temperature factor is cofounded with the cabinet, or would I have to repeat the experiment by changing the temperature for each cabinet? If I do have to repeat the experiment, how can I compare between the experiments as the plants might be growing differently even if I time it the same way?

Thanks!

Which social media portals are currently being used to the greatest extent in business, for example in internet marketing, in order to present the offer of products and services, present the mission and perspectives of the company's development, improve the company's brand image?

Please reply

I invite you to the discussion

Does anyone have experience and maybe recommendations on conferences on retail, private labels and national brands? Maybe also looking at future development and online topics?

We bought a new Qubit 4 under two years ago. We've gone through about 650 reactions in that time. Today, the unit failed to turn on. We tried connecting to a computer, using different plugs, etc. to no avail. ThermoFisher told us that the unit is not serviceable and we will need to purchase a brand new unit. Has anyone else run into this issue? Have others gotten a longer lifespan out of their units?

I am focusing a research about the role of luxury as whole, -not only of luxury brands or operators- in recent urban trasformations. Did someone face off the same problem? What about processes of city branding and urban marketing? and the effect on the city/territory? 

I invite you to read this article and discuss it.

Do you have any related articles?

Dear Respondent, I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a PhD dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 5 minutes to complete. Participation is entirely voluntary. Thank you very much in advance.

Link for the Survey: https://forms.gle/Ym5uq3RxeGb9iNR98

Sincerely. Muhammad Taqi PhD candidate Department of Business Administration Izmir University of Economics

Customer engagment as comptative advantage

Looking to measure stress in cats using IRT. One study used a FLIR, but it is quite pricey. Any other good options? I think FLIR is a good brand, but I don't know enough about the specs to determine what I need.

Dear Professors/ Students and Friends,

I Am Menaga Ananthan ,Research Scholar Of Vistas

Please fill my Survey Questionnaires I have attached to the Google form link below

the question is based on impact of Corporate social responsibility on Brand loyalty .

Kindly help me in filling the questionnaire, Being a young researcher your valuable time towards filling this questionnaire will adds up a value to the research work ,also it will help me to conduct the research in best way ,Thank u in advance .

Hye and hope you doing well.

I am currently finish my final year project lab based. I would like to run a test using SPSS as I want to find association between coliform and different type of cake. I have 2 brand of sample. Total number of sample are 4 (n=4). I dont know what test to used

Brand A - Chocolate cake & cream cake

Brand B - chocolate cake and cream cake

The number 2 on the picture I attached represent the number of replicate. It just the same as number of respondent

Thank you

Hello everyone,

I´m in the next couple of months writing my dissertation. My thinking is along the lines of: Corporate heritage/history colliding with innovation and relevancy for the upcoming generation (millennials) in the luxury watch market. Especially the following paper has peeked my interest: "The corporate heritage brand paradox: Managing the tension between continuity and change in luxury brands"

However, there is also a lot of conflicting material and papers out there on the millennials, and not sure if I would end up studying two separate matters with this topic.

My question is if someone has any tips on how to attack this? If you have some expertise on the topics, and willing to share some thoughts/info/guidance it would be of great help. Ultimately, any help or feedback is very much appreciated!

Best,

Ario

I am checking for intracellular growth of TB bacilli in macrophages in the presence and absence of certain antibiotics. The macrophages will be lysed and growth and viability detected using Bactiter-Glo assay in a 96 well plate format.

Could anyone tell me the type and brand of 96 well plates with a flat bottom, opaque walls that is suitable?

Does it need to be tissue culture-treated or do I need a high binding surface? Can I use a non-binding surface?

Dear experts,

I'm looking for a survey questionnaire that could be part of a Brand Audit to be adopted & adapted. Welcome any suggestions & recommendations.

Thank you

These two construct antecedents of brand community and its effectiveness is very much relevance in relationship marketing and brand and marketing managers must be focus on theses concepts .

Dear colleagues,

I need to develop a marketing model for the brand positioning strategy. The field of application is represented by green products, more precisely by organic food. Therefore, the basic theoretical concept is: green brand positioning.

The sample will be represented by companies that hold in their portfolio brands of organic food products (marketing and brand communication specialists), therefore the model created should represent the desired positioning (positioning strategy): formulation/elaboration of strategy, decision making and, possibly, the communication of the positioning strategy (through marketing mix). I would also like to use structural equation modeling for hypothesis analysis.

1. What research variables should be included in the model? (maybe a series of factors that influence the choice of the most appropriate variant of positioning strategy depending on the particularities of the internal and external environment of the company ...)

2. Do you know similar models in the field of brand positioning, which address especially the field of food or the field of green products (or more explicitly, organic food)? What works, articles could I consult in order to make the model proposal? What do you recommend?

Thank you for your help!

I am working with MCF-10A cells for nearly 2 years. It always grows well with normal morphology. However, from May this year, it suddenly became unnormal. The cell could only grow for 2-3 days no matter how much density I seeded, how many passage the cells it was. For example, if I seeded 1/4 T25 to a new T25 flask, it only could grow to 70% confluency and then stop growing, even I changed new medium to the flask. And the cells were easily to be detached by trypsin. It only took 5 mins for 0.05% trypsin (containing 0.53mM EDTA) to detach all cells (70-80% cell confluency). The cell morphology were changed, with sparse distribution and elongated spindle shape. I have thawed a new vial, but after subcultured for 2 times, it turned unnormal, which means that stop growing and become sparse distribution . Dose anyone have suggestions on my problem? The brand of DMEM/F12 and supplementals that I used to make medium were all same as before.

What programs, applications, would you recommend to work on your computer and why? I am not talking about the name of a specific company (brand) to avoid being accused of surreptitious advertising, but about the specification of an IT tool that, in your opinion, enables good data analysis and a tool that you perceive as future-oriented for the work of an economist a macro and micro data analyst. What tool with what device (computer) makes a good analytical set? I believe that investments in IT applications, regardless of what our university has installed on computers, are an important part of our individual choices and work with data. I also think that the tools we choose ourselves and learn to use them well at work, affect the final results of our analytical projects. What's your opinion?

I would like to do a thesis work on Private Label branding. However, would like to know which are the categories in which research work has not yet been done to a large extent, and where scope for further work exists.

Can anybody please tell me what is JEL Classification Code ? How I find of these codes such as , Corporate Socia Responsibility , Employer Brand, Brand Performance, Corporate Reputation, Banking Industry.

Are the big brands making a comeback or is the importance of private labels being reinforced? The pandemic has strengthened large brands that have adopted ad hoc communication and advertising strategies. According to the concultora McKinsey, large companies have increased their market share by 1% during the past 2020 and a greater increase is expected throughout this 2021. However, during the confinement a willingness of people to subordinate has also been detected the choice based on the brand to the availability of the product, which has been a new opportunity for private labels.

I have two different brands of methylcellulose (MC). One has a viscosity of 15 cP (MC 15) while the other has 4,000 cP (MC 4,000). MC 15 yields a clearer and less viscous solution when dissolved in water. Please what is the difference between the two polymers in terms of their physical and chemical properties? Also, which one is a better polymer for solid polymer electrolyte application?

Thank you.