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This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

Literature on the relationship between social performance and economic performance of social enterprises has long been inconclusive. This paper aims to investigate whether and, if so, how social performance contributes to economic performance of social enterprises. Specifically, drawing from the resource-based view and signalling theory, the study examines how the development of reputation, which enables social enterprises to signal the enterprises' stakeholders' commitment towards social causes, mediates the relationship between the two.

Employing a quantitative research design, data were collected from a sample of 164 social enterprises in the UK and analysed using structural equation modelling (SEM).

The results illustrate that whilst the direct relationship between social and economic performance is inconclusive, social performance contributes indirectly to improve economic performance through improving social enterprise reputation.

To the best of the authors' knowledge, this study is the first of this kind in the context of social enterprises which sheds light on the long-standing conflicting literature on the relationship between the dual objectives (i.e. social and economic) by providing reputation as the mediating variable.

This paper aims to present a mathematical model of predicting the residual moment capacity of fire-damaged reinforced concrete (RC) elements after cooling to ambient temperature which also reflects the role of bond between steel rebar and surrounding concrete.

The prediction of residual moment capacity of fire-damaged RC element has been carried out for two scenarios: by assuming perfect bond between surrounding concrete and steel rebar after fire exposure and by incorporating a relative slip between surrounding concrete and steel rebar and hence assuming partial bond between them after fire scenario. The predicted results are then compared with the experimental results available in different literatures.

It is found that on comparison between the predicted results and the experimental results, the proposed mathematical prediction model, when bond-characteristics are considered, shows better agreement with the experimental results as compared with those by conventional method with perfect bond assumption.

The constitutive relationship for thermal residual properties of steel rebar and concrete has been used in the proposed prediction model along with relative slip approach between surrounding concrete and steel rebar after fire scenario and consequently to predict the residual moment capacity of the fire-damaged RC element after cooling.

This study aimed to review various existing methods for improving the quality of recycled concrete aggregates (RCAs) as a possible substitution for natural aggregates (NAs) in concrete. It is vital as the old paste attached to the RCA weakens its structure. It is due to the porous structure of the RCA with cracks, weakening the interfacial transition zone (ITZ) between the RCA and binding material, negatively impacting the concrete's properties. To this end, various methods for reinforcement of the RCA, cleaning the RCA's old paste and enhancing the quality of the RCA-based concrete without RCA modification are studied in terms of environmental effects, cost and technical matters. Furthermore, this research sought to identify gaps in knowledge and future research directions.

The review of the relevant journal papers revealed that various methods exist for improving the properties of RCAs and RCA-based concrete. A decision matrix was developed and implemented for ranking these techniques based on environmental, economic and technical criteria.

The identified methods for reinforcement of the RCA include accelerated carbonation, bio deposition, soaking in polymer emulsions, soaking in waterproofing admixture, soaking in sodium silicate, soaking in nanoparticles and coating with geopolymer slurry. Moreover, cleaning the RCA's old paste is possible using acid, water, heating, thermal and mechanical treatment, thermo-mechanical and electro-dynamic treatment. Added to these treatment techniques, using RCA in saturated surface dry (SSD) mixing approaches and adding fibres or pozzolana enhance the quality of the RCA-based concrete without RCA modification. The study ranked these techniques based on environmental, economic and technical criteria. Ultimately, adding fibres, pozzolana and coating RCA with geopolymer slurry were introduced as the best techniques based on the nominated criteria.

The study supported the need for better knowledge regarding the existing treatment techniques for RCA improvement. The outcomes of this research offer an understanding of each RCA enrichment technique's importance in environmental, economic and technical criteria.

The practicality of the RCA treatment techniques is based on economic, environmental and technical specifications for rating the existing treatment techniques.

This paper aims to cover all the aspects of development, investigation and analysis phases to evaluate the slurry erosion performance of test coatings. The powders having composition of Ni-20Al₂O₃ and Ni-15Al2O₃-5TiO₂ were deposited on CA6NM grade turbine steel by using high velocity flame spray (HVFS) technique. The characterization of the coatings was done with the help of SEM/EDS and XRD techniques. Various properties such as micro-hardness and bonding strength of the coatings were also evaluated. Thereafter, these coatings were subjected to an indigenously developed high speed slurry erosion tester at different levels of rotational speed, erodent particle size and slurry concentration. The effect of these parameters on the erosion behavior of coatings was also evaluated. The slurry erosion tests and SEM of the eroded surfaces revealed remarkable improvement in slurry erosion resistance of Ni-15Al₂O₃-5TiO₂ coating in comparison with Ni-20Al₂O₃ coating.

Two different compositions of HVFS coating were developed onto CA6NM steel. Subsequently, these coatings were evaluated by means of mechanical and microstructural characterization. Further, slurry erosion testing was done to analyze the erosive wear behavior of developed coatings.

The coatings were successfully developed by HVFS process. Cross-sectional microscopic analysis of sprayed coatings revealed a continuous and defect-free contact between substrate and coating. Ni-15Al₂O₃-5TiO₂ coating showed higher value of bond strength in comparison with Ni-20Al₂O₃ coating. Under all the testing conditions, Ni-15Al₂O₃-5TiO₂ coatings showed higher resistance to slurry erosion in comparison with Ni-20Al₂O₃ coatings. Rotational speed, average particle size of erodent and slurry concentration were found to have proportional effect on specific mass loss of coatings. The mixed behavior (brittle as well as ductile) of the material removal mechanism was observed for the coatings.

From the literature review, it was found that researchers have documented the various studies on Ni-Al₂O₃, Ni-TiO₂ and Al₂O₃-TiO₂ coatings. No one has ascertained the synergetic effect of Alumina and Titania on the slurry erosion performance of Nickel-based coating. In view of this, the authors have developed Ni-Al₂O₃ and Ni-Al₂O₃-TiO₂ coatings, and an attempt has been made to compare their mechanical, microstructural and slurry erosion characteristics.

Soy beverage is becoming more and more popular because it is touted as a healthy food containing useful phytochemicals and is free from lactose and cholesterol. The purpose of this paper is to optimize the spray drying process parameters for obtaining soy beverage powder with good reconstitution and handling properties.

Pre-concentrated soy beverage was dried in a laboratory model spray dryer, and the effects of inlet air temperature (180-220°C), feed rate (20-40 ml/min) and feed solid content (15-25 per cent) on some physical parameters and reconstitution properties (wettability and dispersibility) of spray-dried soy beverage powders were investigated. Second order polynomial response surface model was selected for the analysis of data and optimization of the process.

Spray drying of soy beverage at different processing conditions resulted in powders with particle size (volume mean diameter) in the range of 86 to 156 µm. Dispersibility and wetting time of the spray-dried soy beverage powders was found to be in the range of 56 to 78 per cent and 30 to 90 s respectively, under various drying conditions. Inlet air temperature was found to be the main factor affecting most of the quality parameters, followed by solid content of the feed. Temperature significantly affected the wettability, dispersibility, colour parameters, particle size and flowability of the powder at p ≤ 0.01. Lower temperature and higher feed solid content produced bigger-sized powder particles with better handling properties in terms of flowability and cohesiveness. A moderate inlet air temperature (196°C), higher feed solid content (24 per cent) and lower feed rate (27 ml/min) were found suitable for drying of soy beverage.

The study implied the possibility of producing powder from soy beverage using the spray-drying method and optimized drying conditions for obtaining soy beverage powder with good reconstitution properties.

The finding of this study demonstrated for the first time how the inlet air temperature, feed solid content and feed rate during spray-drying influenced different quality parameters of soy beverage powder. Further, an optimized drying condition has been identified.

To overcome the need of seasonal fruit ber, consumers prefer to use fruits in such a form that can be prepared easily or consumed instantly. By transforming them into powders, they can be effortlessly attained as well as preserved, stored and processed.

To optimize the spray drying conditions for development of ber fruit powder, response surface methodology was used. The experimental design consisted of 13 runs. The levels of independent variables, i.e. inlet air temperature, varied from 153.79ºC to 196.21ºC and maltodextrin concentration, from 4.17 to 9.83 per cent. The responses were moisture content, bulk density, solubility, vitamin C, ΔE and L value.

The second-order polynomial model fitted for moisture content, bulk density, solubility, vitamin C, ΔE and L value was highly significant (p < 0.001) for each response. The inlet air temperature showed maximum influence on moisture content, bulk density, solubility and vitamin C, whereas the maltodextrin concentration showed maximum influence on bulk density, solubility, ΔE and L value. The predicted values were attained as moisture 4.90 per cent, bulk density 0.35g/ml, solubility 89.11 per cent, vitamin C 91.06mg/100g, ΔE 31.03 and L 87.78. The recommended optimum spray drying conditions were inlet air temperature and maltodextrin concentration of 166.64°C and 9.26 per cent, respectively.

Spray drying of the underused Indian fruit ber has enhanced its utility. Ber powder can further be used as an instant beverage, in sweets, as a flavoring agent and in soft drinks.

Hybrid rice is considered as one of the technologies having the potential to push the production frontier to meet the growing demand for rice in India. The technology was introduced in India in 1994 but is yet to see widespread adoption. The purpose of this paper is to identify the factors that influence the partial/complete adoption of hybrid rice technology by the farmers in India. This study also assesses the factors behind difference in the share of land allocated to hybrid rice cultivation by farmers.

The study employs a Tobit model to evaluate the impact of factors related to technology, farmer, farm and geographical location on the decision to adopt hybrid rice. Data for this study are compiled from surveys of 441 hybrid rice growing farmers across 3 Indian states conducted during 2012-2013.

The paper finds that farmers with smaller landholdings, higher education and higher experience of growing hybrid rice are more likely to be complete adopters. Farmers reporting good demand for hybrid rice output and availability of subsidy on hybrid rice seeds also have higher probability of being complete adopters. However, the availability of hybrid rice seeds in government outlets and cultivating multiple kharif crops are negatively related to the extent of hybrid rice adoption. The results suggest insignificant impact of age, family size, ownership of cattle and machinery on the adoption level of hybrid rice by the farmers.

Although the sample for this study has been collected from three states with different agro-climatic zones and productivity, the results cannot be generalized for other states.

There is a great potential to increase the area under hybrid rice cultivation in India. This study is one of the first attempts to look at the adoption levels of hybrid rice in India and determine the factors which might be hindering the complete adoption of the technology. Focusing on the factors positively related to complete adoption can help in enhancing the area under hybrid rice and similar approach can be used for other new agricultural technologies in the developing country context.

Glycemic index (GI) is a physiological basis for ranking carbohydrate foods based on the blood glucose responses they produce after ingestion. Emblica officinalis (E. officinalis) is a medicinal plant that purportedly has hypoglycaemic and hypolipidemic properties. This study aims to determine the glycemic and lipemic responses of freeze-dried E. officinalis powder-incorporated recipes.

Two sets of four equicarbohydrate (50 g) recipes (vegetable cutlet, handvo, muthiya and methi thepla) were developed, one without E. officinalis powder incorporation (standard) and one with E. officinalis powder incorporation at the 2 g level (test). After overnight fasting, 50 g glucose, standard and test recipes were administered to healthy adult volunteers at different instances (each 3–4 days apart) and blood glucose levels were measured using capillary sampling every 15 min for 2 h. The glycemic response and GI values were then calculated.

Among the standard recipes, lowest glycemic response was obtained by methi thepla (60.90 ± 15.54) and highest glycemic response by handvo (90.57 ± 33.88). Incorporation of E. officinalis powder brought about a non-significant reduction in the GI of methi thepla (p = 0.94), vegetable cutlet (p = 0.54), muthiya (p = 0.69) and handvo (p = 0.09). Maximum per cent reduction was for handvo, which shifted from the high to medium GI category. The lipemic response was lowest with muthiya, showing a fall in triacylglycerol (TG) levels (3.9%). E. officinalis powder incorporation in muthiya led to a further fall (7.8%) in TG levels.

Incorporation of freeze-dried E. officinalis powder in Indian recipes can bring about a reduction in the postprandial glycemic and lipemic responses.

Financial Services Marketing, Financial Inclusion, Emerging Market Studies.

The case is suitable for graduate management students in courses such as general management and marketing courses. It is also suitable for a specialised rural marketing course and marketing of financial services. In business schools outside India, the case can be used in a course on marketing strategies for emerging economies. The case is suitable for executive development programmes for the areas pertaining to rural banking, marketing of banking services and financial inclusion programmes.

The case analyses the financial inclusion initiative by Odisha Gramya Bank, a regional rural bank set up after amalgamation of three banks in the state of Orissa, India. The topic of financial inclusion has been the attraction from bankers, policymakers and academia in light of linkage between formal financial system and inclusive growth. To harness the fortunes at the bottom of pyramid, the case looks into the development of financial inclusion, business strategies and strategies for various customer segments.

To introduce students to analyse and compare various financial inclusion options. The case is useful to comprehend the various methods of financial inclusion. To analyse the evolution of regional rural banks and Odisha Gramya Bank after its amalgamation. To appreciate the issues faced by Odisha Gramya Bank. To understand various market segment and to evaluate its potential. To suggest appropriate strategies for each market segment. To appreciate how technology can be harnessed for business correspondents. To recommend the roadmap for financial inclusion to Mr Sidharthan, Chairman, Odisha Gramya Bank.

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CSS 8: Marketing.