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The demand for titanium alloys has received massive attention in the aerospace and automotive industry owing to their magnificent electrochemically compatibility and corrosion resistance, high strength at elevated temperatures and high strength-to-weight ratio. Although titanium alloy has impressive mechanical properties, they are challenging to machine or metal form due to its poor heat conductivity, high chemical reactivity, low modulus of elasticity, high friction coefficient and difficult lubricant that limits its application field and increases wear. However, surface treatment coating with the strong metallurgical bond between the titanium alloy matrixes is novel technique to resolve these challenges. This research will illustrate the influence of laser scanning power on the microstructure and tribological behavior of Nickel (NI)-composite claddings fabricated on TC4 titanium alloy to realize the strong metallurgical bond between the titanium alloy and NI-composite coating.

In this research, TiC/TC4 alloy nanocomposites were fabricated based on different laser power and temperatures. TC4 has been selected as a base material instead of TiC for the strong metallurgical bond between the titanium alloy matrixes. Then Ni-composite coating was used as the surface treatment coating on TC4 by laser cladding (LC) technique. The Ni-based alloy coating material powder is good self-fluxing, has high-temperature resistance and is analytically pure with 200 mesh, which can easily overcome the various challenges of titanium alloy. The chemical properties of Ni composite coating include 31.2% Chromium, 8%Titenium and 3.6% Carbon. The prepared surface treatment coating characterization and microstructure behavior are analyzed using optical micrograph, X-ray diffraction, scanning electron microscopes, energy dispersive spectroscopy and electron probe micro analyzer methods.

It is evident that at the beginning of the experiment, if the laser power increased, the quality of the coating increased. An optimal quality of the coating is found when the laser scanning power about 12.55 kJ/cm². Further increased laser power diminished the quality of the coating because the material plasticity had deteriorated. The TiC ceramic particle reinforced phase is dispersed into a two-phase solid solution of β-Ti and γ-Ni. The micro-hardness of the used coating is greater than the base alloy.

This research has practical value in the modern aerospace and automobile industry to increase the application of titanium alloy.

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.

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.

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.

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

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.

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.

The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context.

The study utilizes qualitative research (focus group discussions) with 72 luxury consumers (and partly with practitioners) of apparel and accessories in two major metro cities and two major non-metro cities of India.

A framework of luxury buying behavior was constructed with cultural background, antecedents, buying process and post-purchase consequences of luxury buying behavior as its sub-constructs. Gender was identified as a moderating variable between antecedents of purchase and purchase behavior.

The most important contribution of the present study is the creation of a comprehensive framework of luxury buying behavior within a developing nation context and a set of testable propositions to further validate using quantitative research.

Provides the manager with a workable model of luxury buying behavior that he/she could use to generate the right consumer responses.

The present study is the first of its kind which integrates cultural backdrop, antecedents and consequences of luxury consumption in the context of a developing nation.

Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents in the context of a major sport (cricket) in India to explore the impact of a non-sports celebrity owning and endorsing a sports team on consumer attitudes towards the team and their sponsors. Findings indicate that the level of credibility assigned to the celebrity significantly affects consumer attitudes towards the team and its sponsors. The results suggest that managers of sports teams and their sponsors should consider a celebrity owner as an endorser, as long as that celebrity has high credibility.

Identifies an error in the measurement of private rates of return to aggregate levels of education. When education is viewed as a continuous variable, the estimated rate of return is to an incremental year of schooling. However, rates of return are often estimated for aggregate levels of education such as the secondary and university levels. When an aggregate level has sub‐levels, such as bachelors′ and masters′ for the university level, the conventional procedure underestimates the rate of return to the aggregate level due to the dominance of up‐front costs in the discounting procedure used to compute rates of return.

Reality television is a dynamic, profit-making platform that occupies prime-time slots on the television almost all over the world. Despite its immense popularity and influence, it has received little attention in the extant literature and almost none in terms of its impact on celebrity repositioning. This study aims at examining the relationship between the film stars as brands and the impact of the platform of reality television in repositioning these celebrities in the Indian context.

Through extensive literature review and qualitative interviews, the paper expounds that reality television provides an opportunity to celebrities to successfully reposition themselves at crucial junctures in their career. The framework to study this repositioning has been adopted from the work of Chris Simms and Paul Trott (2007) who created it to study the brand repositioning of various consumer goods.

The literature establishes celebrities as brands. This study provides evidence that brand repositioning through reality television is possible for these celebrity brands. The symbolic and functional repositioning of these celebrities is presented through thematic content analysis.

The study provides a useful framework to understand celebrity brand repositioning through reality TV. It can also be replicated to understand the repositioning of a wide variety of celebrities other than film-stars such as sportspersons, social media influencers and politicians.

The paper contributes to the need of expanding the corpus of Indian reality television and explains how Indian celebrities reposition themselves through reality television.

The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio.

Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India.

The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience.

Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.

The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The main aim of this research is to unveil the consumer perception about Cinthol and to understand the importance of brand identity of a product and the factors influencing it.

A descriptive study was conducted in the age group of 21‐55 years to ascertain the perception change in the brand identity of Cinthol, its brand personality, its awareness levels, its usage pattern, its promotional campaigns and the factors influencing the buying behavior of the consumers.

It was also observed that most of the respondents identified Cinthol as a family soap closely followed by male soap, though the difference between the two was not significant. Company is projecting this brand as male's soap overall satisfaction and loyalty, hence the ultimate outcomes.

The view presented in this paper is drawn from the marketing research perspective but question raised should be of great interest to practitioner as well. The work outlined should provide a marketing manager with a clear view and understanding of brand identity and image.

This brand identity and brand image study should help the brand to assess the impact of change in brand personality. Frequent changes may affect the brand image due to identity crisis.

This paper aims to examine the strategic issues of risk for independent theatrical film distributors in the Hindi film industry in India.

The study adopted qualitative grounded theory approach to explore contextually relevant strategic issues of risk for independent theatrical film distributors. Semi-structured in-depth interviews with Hindi film distributors helped to gain explorative insights about the risk behaviour of film distributors operating in Mumbai “circuit”.

The findings suggest that risk faced by distributors is a function of product (film content) features, contractual terms, resources such as finance and strength of strategic alliances with the producers. The study develops a business risk model for the film distributors from a series of propositions.

The paper contributes to the literature on motion picture industry by highlighting the importance of distribution risk in the film value chain.