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Article
Publication date: 29 March 2021

Sabit Adanur and Ajay Jayswal

The purpose of this research is to design 3D print and analyze mechanical as well as microstructural behavior of interlaced fibrous structures using Dremel 3D45 additive…

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Abstract

Purpose

The purpose of this research is to design 3D print and analyze mechanical as well as microstructural behavior of interlaced fibrous structures using Dremel 3D45 additive manufacturing (AM) machine.

Design/methodology/approach

A series of plain and twill weave fabrics are designed using computer-aided design software Solidworks and printed using fused deposition modeling machines to determine the best model that could be printable. The structures were designed in such a way that the fabricated yarns with pure (PLA) were not sticking to each other in the fabric structure. The specimens were printed in vertical orientation and then tensile and three-point bending (flexural) tests were conducted for twill weave fabrics.

Findings

The tests showed that the mechanical strength was higher in the warp direction than in the weft direction. This difference was because of printing of continuous filament-like yarns in the warp direction and staple-like yarns in the weft direction. This orthotropic property of the material was verified by analyzing its microscopic structures via optical microscope.

Research limitations/implications

Future work should include improvement of the structure and exploration of different polymers and their composites to increase the tensile, bending and other strengths to make the 3D-printed structures more flexible and stronger. Future research should also focus on the large-scale manufacturing of 3D printed fabrics.

Practical implications

This paper supports work on wearable 3D-printed fabrics. The 3D-printed fabric will also contribute to new applications and products such as liquid filters.

Originality/value

The research done in this work is new and original. This paper contributes to new knowledge by providing a better understanding of polymers and their 3D printing capabilities to form a complex fabric structure.

Details

Rapid Prototyping Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1355-2546

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Article
Publication date: 8 January 2021

Danish Hussain, Arham Adnan and Maaz Hasan Khan

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high…

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Abstract

Purpose

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.

Design/methodology/approach

Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.

Findings

The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.

Research limitations/implications

The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.

Practical implications

The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.

Originality/value

Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 2
Type: Research Article
ISSN: 1757-4323

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