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The purpose of this paper was to investigate the effects of hydrochloric acid (HCl), hydrazine, methyl methacrylate, styrene and hexamethyldisiloxane by radio-frequency…
The purpose of this paper was to investigate the effects of hydrochloric acid (HCl), hydrazine, methyl methacrylate, styrene and hexamethyldisiloxane by radio-frequency (rf) plasma graftings on surface properties of wool and denim fabrics.
During plasma treatments, processing time was varied under optimized plasma conditions (50 W, rf: 13.56 MHz). All fabrics were comprehensively investigated by means of scanning electron microscopy-energy dispersive X-ray spectroscopy and contact angle measurements.
The experimental data shows that the rf-plasma processing has important effect on the wettability properties of wool and denim fabrics. The results indicated that HCl plasma treatment significantly improves the hydrophilicity of wool and denim fabrics.
The research on wool and denim fabric treatment by plasma is original.
In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the…
In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.
This study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify the variables that combine to produce a positive or a negative attitude towards luxury brand extensions. The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), respectively).
The results show that perceived fit between the parent brand and extension is a necessary condition for a positive evaluation of both extension types. Other than perceived fit, hedonic and symbolic values and consumer involvement are proven to be necessary antecedent conditions for the evaluation of transfer extensions. This study also proposes several configurations for forming a positive attitude towards each brand extension type and makes implications for luxury managers and further research.
The results of the research are significant in several ways. First, this study adds to the extant literature by exploring a somehow neglected subject: luxury fashion brand extensions. The study tests a more holistic model than those of previous studies on luxury brand extensions and utilises two different extension contexts adapted from Aaker and Keller (1990). Second, this study is the first to apply fsQCA to identify the factors of luxury brand extension evaluations. fsQCA is highly applicable to large-scale data without the loss of detail or the potential for complexity.