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As one of the public service units, TV stations tried to make market-oriented reforms by developing brand TV programs to compete with others. The principal focus of our study was to find out the symbolic brand effect of self-congruity and brand personality on audience attitudes, brand loyalty, audience satisfaction, and program preference for TV programs in China. Results indicated that (a) the congruity of audience's self-concept and typical audience image had a positive influence on audience watching mentality; (b) a positive brand personality could result in favorable program evaluation; (c) preference for the host played a moderating role on brand personality effects.

X-ray diffraction is a non-destructive method used for strain measurements in crystalline materials. Conversion of strain to stress can be achieved using the X-ray elastic constants (XEC), s1 and ½s2. The sin2ψ method was used during in situ loading to determine XEC for flake, vermicular, and spherical graphite iron. A fully pearlitic steel was used as reference. Uniaxial testing was conducted on the cast iron to create a homogeneous strain field, as well as four-point bending in both tension and compression due to the tension/compression asymmetry. The commonly used XEC value ½s2 = 5.81 × 10−6 MPa−1 is theoretically derived from an α-Fe single crystal. When investigating materials that contain ferrite, such as polycrystalline cast iron, this value is not accurate. Determination of an effective XEC for polycrystalline cast iron yields a better correlation between the measured microstrains and the properties observed on a macroscopic scale. The need for an effective XEC is evident, especially when it comes to model validation of, for example, casting simulations. Effective XEC values have been determined for flake, vermicular, and spherical graphite iron. The determined value is lower than the theoretical value. ; Funding agencies: Agora Materiae, graduate school, the Swedish Government Strategic Research Area in Materials Science on Functional Materials at Linkoping University [2009-00971]; Volvo Trucks; Vinnova FFI, Scania