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The purpose of this paper is to test the brand elongation effect which is defined as the impacts of the aspect ratio of logo on consumers’ temporal property assessment and brand evaluation.

This paper provides a theory with experiments.

The brand elongation effect that strip-shaped logos can make consumers perceive temporal property longer than square-shaped logos has been testified with three pairs fictional logos and one pair real-life one. The valence of temporal property moderates the effect on evaluation of temporal property. The perceived temporal length mediated the shape effect on brand evaluation only when the temporal property is important (vs unimportant) for the product.

This study only deals with the elongation effect of logos’ aspect ratio, without discussing the impact of color, angle/roundness or other graphic properties of logos on consumer attitudes.

This study not only provides empirical supports to update brand logos but also further illustrates that some subtle properties of logos can result in influences that are both significant and substantial.

This research enriches the literature of branding and metaphorical cognition. The findings of this study provide direct implications for brand managers to design logos and manage multi-shape brand logos.

The purpose of this paper is to make available to the parachute industry tools to predict behaviour of certain textile materials. In addition to this, it is desired to reveal and explain the basic requirement criteria for proper textile material selection. The strength of an assembly as a whole is directly dependent on the strengths of the various joints and seams required to assemble the larger structure. Keeping in mind the complex problem of parachute construction, this research seeks to enlighten the industry about the performance of seams in nylon woven canopy fabrics. Five factors have been studied: different types of weave (plain, rip-stop and twill), density (number of stitches per centimetre), different rows of stitches with lapped seams, different types of stitches (lock stitch, chain stitch and zig-zag) and seam direction (warp, weft and bias direction). Two responses have been analysed, the seam breaking force and the seam efficiency (per cent ratio of seam strength to fabric strength). The test results were subjected to an analysis of variance and the seam strength proved to vary significantly not only with the primary parameters, but with the interactions of the primary parameters as well. That is seam strength (and seam efficiency) changes with each primary parameter but it changes in a different manner when other parameters change. Multiple regressions have been used to construct preliminary predictor equations for seam strength and efficiency, and investigations to provide better equations are in progress.

ANOVA techniques and statistical regression equations were formed.

The work has concluded that twill weave 9 with chain stitch has the maximum seam strength, which makes canopies made with 2/1 twill weave and stitched with lapped seam with four rows of chain stitch optimum for heavy supply droppings with a single use parachute(s). It is evident from the results that twill weave with lock stich has the maximum seam efficiency. This makes the canopies stitched with twill fabric, constructed with lapped seams and four rows of stitches ideal for parachutes to be used multiple times. The brake parachutes on aircrafts and parachutes used by sky divers and air combat soldiers can use parachutes whose canopies can be used many times made out of the above mentioned weave and stitch specification.

Original work was conducted from the woven fabrics.

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Through a critical synthesis and reflection on the theoretical foundations and empirical evidence related to sensory marketing, this study aims to offer meaningful insights for hospitality operators and provides future research directions on sensory marketing in hospitality.

Building on an extensive review of sensory marketing studies across disciplines, this paper presents critical discussions of the theories and findings on the five senses in the context of hospitality.

The critical synthesis and discussion indicate that sensory marketing is highly relevant and applicable to operations in various hospitality sectors such as hotels and restaurants. Still, empirical evidence is required to lend support to the discussions. Although scholarly interest in sensory marketing has surged in the past decade, some research streams, such as sensory incongruence, cross-modal correspondence and sensory intensity, have yet to be extended. These under-researched areas provide directions for future hospitality research.

Through discussions of empirical evidence related to the five senses, mental simulation, cross-modal correspondence and sensory congruence, this paper provides implications for managing customers’ sensory experiences and behavior in hospitality settings.

Despite the increase of research on sensory marketing in the past decade, its full implications in the context of hospitality remain unknown. Through a critical synthesis and reflection on the hospitality literature, this paper offers research directions for a systematic expansion of sensory marketing.

Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-functional design element on attitude toward the product and, second, the underlying causal relationships of this effect in the context of industrial products.

The authors conducted an online quasi-experiment in the dental market with a sample of 300 dentists. The product stimulus was a picture of a treatment chair that varied in color. An analysis of variance tested the effect of product color on attitude. Structural equation modeling investigated the underlying effects of product evaluation.

The results indicate that product color affects attitude toward the product. Further, the authors find an insightful causal chain of direct and indirect effects on attitude. The most effective path runs via visual appeal and aesthetics, while haptics and functionality are of minor importance.

This paper is one of the first to provide empirical evidence for the effect of non-functional design elements such as product color on the evaluation of an industrial product. The results provide valuable insights into the effects on attitude in this context and stress the great importance of visual appeal and aesthetics in the product evaluation process.

In Part 1 of this series of papers, we investigated the importance of fabric overfeed in the sewing operations during tailoring. It was also shown how fabric bending rigidity, formability, shear and hygral expansion are important in clothing manufacture. The present paper is concerned with the measurement and experimental study of seam balance, breaking elongation and bending properties of seams. The aim is to evaluate quantitatively the consumption of sewing thread and the relationship between the degree of fabric overfeed during sewing and the curvature of the seam in the garment. Balanced seams have much higher breaking elongation and more symmetrical bending properties than unbalanced seam structures. A natural curvature and curling couple result from fabric overfeed during sewing. The value of the curvature is time‐dependent because of fabric viscoelastic effect and also depends on the level of fabric overfeed, the tensile and longitudinal compressive module of the component fabrics and the structure of the seamed composite. The natural curvature of the seam may be derived quantitatively from the relative lengths of overfeed fabrics using a modified theory for a bimetallic themostatic strip.

In recent times, stretch denim garments have become very popular amongst consumers as the garment is able to provide body fit and body comfort at the same time. The purpose of this study is to investigate the effect of abrasion on the change in surface appearance, mass loss and ultimate tensile properties of the stretch denim fabric in different directions (warp, weft and biased).

After abrading the fabrics in three different directions (warp, weft and biased), the loss in ultimate tensile properties, mass loss and surface appearance has been investigated in the respective directions of abrasion (warp, weft and biased). The study also encompasses the effect of different types of stretch yarn with varying levels of elastane content on such unidirectional abrasive damage.

It is seen that with the same level of abrasion cycles, the fabric's response in terms of mass loss and loss in ultimate tensile properties are different in different directions. The mass loss due to abrasion in biased direction is found to be minimum. The loss in ultimate tensile properties due to abrasion was highest in the weft direction. It is also found that the higher mass loss due to abrasion does not always result in a greater loss in ultimate tensile properties. The composition and the structure of the weft yarn significantly affected the extent of the mass loss and the loss in ultimate tensile properties during abrasive damage.

The impact of abrasive damage in terms of mass loss and loss in tensile strength along the different directions of denim fabric has not been explored till date. Abrasion of fabric can be done both in multi-direction (Lissajous motion) as well as in uni-direction (linear motion). The multidirectional abrasion provides a holistic or comprehensive idea of the fabric's response to the abrasive damage but does not take into consideration the fabric's anisotropic response to the abrasive damage. Most of the earlier investigation related to abrasive damage of denim fabric has been done in instruments where the motion of the abrader is multidirectional (Lissajous) in nature. For greater depth of understanding about the fabric performance under abrasive damage along the various direction (warp, weft and biased), unidirectional abrasion is conducted in this study.

The purpose of this paper is to examine the effects of coating process parameters (base fabric, coating material, coating technique and production parameters) on mechanical properties of coated fabrics.

In this research, 24 coated fabrics were produced under controlled production conditions by using two cotton base fabrics and two coating materials as polyurethane (PU), PU/silicone in order to study how coating affects some of the base fabric's mechanical properties such as breaking strength, breaking elongation, tear strength, bursting strength, bending rigidity and abrasion resistance. The measured data were evaluated with variance analysis to determine the effects of the coating parameters at 95 per cent confidence level.

Breaking strength shows increments for almost all fabrics, whereas breaking elongation values decreased by coating application. Coating has a very clear influence on tear strength of coated fabrics due to the penetration of coating material into the fabric structure. Changes in bursting strength are not similar for two base fabrics with systematically changed production parameters. Coating improves all measured parameters of bending rigidity. Coating application enhances abrasion resistance though some broken fibers are observed on the fabric surface in scanning electron microscopy investigation.

In the past few years, the researches on this area focused on investigating the effects of coating materials and layers on tensile properties. This study comprehensively examines the effects of several coating parameters on mechanical properties such as breaking strength, breaking elongation, tear strength, bursting strength, bending rigidity and abrasion resistance.

The purpose of this paper is to elucidate the stress-strain relationships of single-jersey knitted fabrics from uniaxial tensile test followed by deformation behavior using finite element analysis. In order to elaborate the study, high, medium and low tightness knitted fabrics were selected and deformation of fabrics analyzed in course, wales and bias directions (0, 45 and 90 degrees).

This study focussed on uni-axial tensile test of produced test samples using Instron 6021 tester and a development of single-jersey knitted loop model using Auto Desk Inventor software (ADI). The knitted fabric material properties and knitted loop model was imported to ANSYS 12.0 software.

Due to structural changes the tightness and thickness of knitted fabric decreases with increase in loop length The tensile result shows maximum breaking strength at course direction (13.43 kg f/mm2 at 2.7 mm) and maximum extension at wales direction (165.77 kg f/mm2 at 3.3 mm). When the loop length increases, the elongation of fabrics increased and load carrying capacity of fabrics reduced. The Young's modulus, Poisson's ratio and shear modulus of fabrics reduced with increase in loop length. The deformation of fabrics increased with increase in loop length. The increase in loop length gives large amount of structural changes and it is due to slacking or jamming in loops and loosening in dimensions. When comparing the deformation results, the variation within the fabric is higher and structural damage little more when increasing the loop length of the fabric.

From ANOVA test, stress and strain distribution was statistically significant among course, wales and bias directions at 95 percent confidence level. The values got from Instron test indicates that testing direction can alter its deformation. In deformation analysis, comparing both experimental and prediction, high amount of structural changes observed in wales direction. The used tetrahedral elements can be used for contact analysis with high accuracy. For non-linear problems, consistent approach was proposed which makes the sense to compare with experimental methods. The proposed model will make possible developments and the preliminary validation tests shows good agreement with experimental data.