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Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand.

Two experiments are used to examine the impact of artists’ personality (in)congruence on consumers’ perceptions of the brand and purchase intentions of the brand’s products.

The results show that consumers whose personalities do not match the brand’s current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers’. This happens without negatively affecting the brand personality perceptions of current consumers who already identify with the brand.

When seeking to attract a new target segment, brands can ally with visual artists who convey a personality that matches that of the new target segment.

This paper adds to a nascent literature on the power of artist–brand alliances, and demonstrates that these partnerships need not only be between artists and brands with consistent personalities but can also effectively be used to target new consumers.

A two‐dimensional, macroscopic, stationary, finite element model is presented for both laser remelting and laser cladding of material surfaces. It considers, in addition to the heat transfer, the important fluid motion in the melt pool and the deformation of the liquid—gas interface. The velocity field in the melt is driven by thermocapillary forces for laser remelting, but also by forces due to powder injection for laser cladding. For a given velocity field within the liquid region, the stationary enthalpy (or Stefan) equation is solved. An efficient scheme allows the LU decomposition of the finite element matrix to be performed only once at the first iteration. Then, the velocity is updated using the Q₁—P₀ element with penalty methods for treating both the incompressibility condition and the slip boundary conditions. Numerical results for three different processing speeds for both laser remelting and laser cladding demonstrate the efficiency and robustness of the numerical approach. The influence of the thermocapillary and powder injection forces on the fluid motion and subsequently on the melt pool shape is seen to be important. This kind of calculations is thus necessary in order to predict with precision the temperature gradients across the solidification interface, which are essential data for microstructure calculations.

In recent years, scholars have begun suggesting that marketing can learn a lot from art and art history. This paper aims to build on that work by developing the proposition that successful artists are powerful brands.

Using archival data and biographies, this paper explores the branding acumen of Pablo Picasso.

Picasso maneuvered with consummate skill to assure his position in the art world. By mid-career, he had established his brand so successfully that he had the upper hand over the dealers who represented him, and his work was so sought-after that he could count on selling whatever proportion of it he chose to allow to leave his studio. In order to achieve this level of success, Picasso had to read the culture in which he operated and manage the efforts of a complex system of different intermediaries and stakeholders that was not unlike an organization. Based on an analysis of Picasso's career, the authors assert that in their management of these powerful brands, artists generate a complex, multifaceted public identity that is distinct from a product brand but shares important characteristics with corporate brands, luxury brands and cultural/iconic brands.

This research extends prior work by demonstrating that having an implicit understanding of the precepts of branding is not limited to contemporary artists and by connecting the artist to emerging conceptualizations of brands, particularly the nascent literatures on cultural, complex and corporate brands.

The purpose of this paper is to provide a flexible tool to predict the particle temperature distribution for traditional laser applications and for the most recent diode laser processes. In the past few years, surface processing and rapid prototyping applications have frequently implemented the use of powder delivery nozzles and high power fibre‐coupled diode lasers with highly convergent laser beams. Owing to the complexity and variety of the process parameters involved in this technology, mathematical models are necessary to understand and predict the deposition behaviour. Modeling the dynamics of the melting pool and the particle temperature distribution is critical for achieving a good deposition quality.

This study focuses on the development of mathematical models to predict the particle temperature distribution over the melting pool. An analytical and a numerical solution are proposed for two cases of laser intensity distribution: top hat and Gaussian.

The results show that a more vertical position of powder delivery nozzle will lead to a higher and more uniform particle temperature distribution, in particular for the top‐hat intensity distribution case.

Previous work has dealt only with Gaussian laser spatial distributions and collimated laser beams. Therefore, they were limited to a specific class of laser processes. This work provides a flexible tool to predict the particle temperature distribution for traditional laser applications (powder delivery nozzle and Gaussian laser profile) and for the most recent diode laser processes (powder delivery nozzle and top‐hat laser distribution with highly convergent laser beam). In addition, the results demonstrate that the particle temperature does not monotonically increase while increasing the nozzle inclination as in the case of a collimated laser beam, but some particles show a minimum temperature for intermediate values of the nozzle inclination angle.

The purpose of this paper is to review the state of the art of laser powder deposition (LPD), a solid freeform fabrication technique capable of fabricating fully dense functional items from a wide range of common engineering materials, such as aluminum alloys, steels, titanium alloys, nickel superalloys and refractory materials.

The main R&D efforts and the major issues related to LPD are revisited.

During recent years, a worldwide series of R&D efforts have been undertaken to develop and explore the capabilities of LPD and to tap into the possible cost and time savings and many potential applications that this technology offers.

These R&D efforts have produced a wealth of knowledge, the main points of which are highlighted herein.

Particle velocity is a critical factor that can affect the deposition quality in manufacturing processes involving the use of a laser source and a powder‐particle delivery nozzle. The purpose of this paper is to propose a method to detect the speed and trajectory of particles during a laser deposition process.

A low‐power laser light sheet technique is used to illuminate particles emerging from a custom designed powder delivery nozzle. Light scattered by the particles is detected by a high‐speed camera. Image processing on the acquired images was performed using both edge detection and Hough transform algorithms.

The experimental data were analyzed and used to estimate particle velocity, trajectory and the velocity profile at the nozzle exit. The results have demonstrated that the particle trajectory remains linear between the nozzle exit and the deposition plate and that the particle velocity can be considered a constant.

The use of low‐power laser light sheet illumination facilitates the detection of isolated particle streaks even in high‐powder flow rate condition. Identification of particle streaks in three subsequent images ensures that particle velocity vectors are in the plane of illumination, and also offers the potential to evaluate in a single measurement both velocity and particle size based on the observed scattered characteristics. The method provides a useful simple tool to investigate particle dynamics in a rapid prototyping application as well as other research fields involving the use of powder delivery nozzles.

The net power delivered to the surface of parts (i.e. the actual heat flux) is a key parameter in the laser melting process and its exact control has a great impact on the numerical solutions. In this paper, the impact of laser additive manufacturing parameters including laser power, scanning speed and powder injection rate on thermal efficiency, net power delivered to the part and power loss due to powder flow has been investigated.

The response surface method was applied to measure the net laser power in laser deposited Inconel 718 using k-type thermocouples. The temperature history obtained by thermocouples was used to calculate the net power delivered by inverse analysis method. The applied model is Rosenthal's optimized model, in which all the thermal properties of the material are considered to vary with temperature.

The results indicated that the thermal efficiency, power delivered to the part and power loss can be optimized simultaneously at laser power of 400 W, scanning speed of 2 mm/s and powder injection rate of 200 mg/s. The microstructure analysis indicated that a high-quality sample without microstructural defects was formed under optimal condition of parameters. Moreover, the primary dendrite arm spacing for the optimal sample was higher than that obtained for other samples.

The novelty of this research summarized as follows: Prediction of the thermal efficiency and power loss during the laser metal deposition of Inconel 718 superalloy using the inverse analysis. Finding the optimal values of thermal efficiency, power delivered to the surface and power loss in the laser metal deposition of Inconel 718 superalloy. Investigating the effect of laser power, powder injection rate and scanning speed on the thermal efficiency and power loss of Inconel 718 superalloy during the laser metal deposition.

Creativity is not a new phenomenon. Neither is entrepreneurial marketing. This paper offers a discussion, based on both classical and contemporary evidence from the world of art, on how creative ability can give both the individual and the smaller firm a competitive advantage. Instead of adopting a replicative, quantitative methodology, as found in many smaller firm studies concerning marketing and entrepreneurship, this work embraces an alternative methodology by examining actual creative practice, as well as investigating the creative metaphor. It is believed that a range of useful outcomes will emerge from this, ranging from the promotion of awareness of the need for creativity in the smaller firm, given the inherent lack of many other resources, to the belief that those researching at the Interface will also benefit from adoption of alternative methodologies in order to generate new theory.

This paper is written to add to current knowledge of the views of science, technology, engineering and mathematics (STEM) discipline early career researchers (ECRs) about creativity. It aims to explore their understandings of and attitudes towards creativity, as well as their perceptions of which environmental factors facilitate creative research. By discussing the findings in the context of earlier work, the paper seeks to challenge developers to re‐examine current practice in developing creativity by suggesting a broader and deeper approach than is currently often taken.

The paper reports on a qualitative study which collected data from semi‐structured in‐depth interviews with STEM researchers. A thematic analysis was performed on the data.

This research demonstrates that young researchers have a complex range of perceptions of creativity, and that negative attitudes towards it are common in the STEM environment. Three key environmental facilitators of creativity were also uncovered which are: a positive research environment; sufficient constructive communication; and time and space to be creative. It is argued that more emphasis should be placed upon optimising the environment for creative work to occur.

Whereas most previous work has focussed on experienced scientists, this paper outlines the complex and important issue of creativity in the context of STEM ECRs. It offers those who wish to support such researchers an accessible summary and recommendations of how to improve practice in the development of creativity. In particular, the paper argues that placing a greater emphasis upon optimising the environment will enhance the impact of creativity development efforts.

This paper gives a review of the finite element techniques (FE) applied in the area of material processing. The latest trends in metal forming, non‐metal forming, powder metallurgy and composite material processing are briefly discussed. The range of applications of finite elements on these subjects is extremely wide and cannot be presented in a single paper; therefore the aim of the paper is to give FE researchers/users only an encyclopaedic view of the different possibilities that exist today in the various fields mentioned above. An appendix included at the end of the paper presents a bibliography on finite element applications in material processing for 1994‐1996, where 1,370 references are listed. This bibliography is an updating of the paper written by Brannberg and Mackerle which has been published in Engineering Computations, Vol. 11 No. 5, 1994, pp. 413‐55.