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In today’s world of heightened sociopolitical issues, consumer political ideologies may determine the nature of consumer-brand relationships. Consumers seek out self-affirming agents (e.g. friends, family and community) to bolster their beliefs, which help develop their sense of self. Increasingly, they also choose brands that fit into and support their worldview alongside other agents. Yet, little is known about the role of consumer political ideologies in shaping consumer behavior and consumer-brand relationships. This study aims to address this gap by exploring alternative political ideologies for market segmentation and brand attachment analysis.

This research uses an online survey for data collection that generated 819 usable responses. Respondents answered questions about their political orientations and then rated their attachment to 66 unique brands. This research uses cluster analysis to establish market segments using libertarian, authoritarian, conservative and liberal political ideologies, then between-group analyzes are used to determine significant differences in brand attachment.

Analysis reveals three clusters of consumers termed, conservative-libertarian, liberal-authoritarian and moderates. In 53% of the brands evaluated, the market segments’ degree of brand attachment differed significantly. Meanwhile, moderates demonstrate an overall stronger average brand attachment than the other market segments.

Findings suggest that shared political ideology provides a viable means to segment a market adding to the psychographic tools already available to brand managers. Findings also suggest that consumer political ideologies help inform brand attachment levels.

Given the ability to segment a market on political ideology, it is found that different segments demonstrate varying levels of brand attachment. In practical terms, using political ideology as a segmenting tool helps define a market segment and has a differentiable effect on attraction toward the brand. Thus, political ideology may be considered as brands position themselves and engage in corporate sociopolitical activism.

This research provides unique insights into consumer political ideology as an alternative segmentation tool and its role in understanding brand attachment.

Social entrepreneurship has emerged as an important realm of entrepreneurship during the last decade. Research on what motivates social entrepreneurial activity continues to be of interest in the field. Given the integral role of the social entrepreneur, one area identified as deserving more attention is the leadership traits of the social entrepreneur. This paper addresses this gap by presenting a conceptual model on the role of national leadership culture on social entrepreneurship.

As part of the social fabric of a country, national leadership culture is viewed as a social contextual factor that can either enhance or hinder social entrepreneurial activity. As its broader conceptual base, this paper relies on institutional theory, marketing systems and leadership theory. At the heart of the proposed conceptual model are six leadership dimensions from the Global Leadership and Organizational Behavior Effectiveness (GLOBE) theoretical model: charismatic/value-based, team-oriented, participative, self-protective, humane-oriented and autonomous. These leadership dimensions are central to the propositions that accompany the proposed conceptual model.

Implications of this research for entrepreneurial marketing and public policy are presented. Since this research is conjectural, future directions for empirical research on national leadership culture in social entrepreneurship are discussed.

The conceptual model is the first to examine the role of national leadership culture on social entrepreneurship. The research adds value to the growing body of research on social entrepreneurship in its social context. It answers the call in the literature to examine leadership as it pertains to the individual entrepreneur’s pre-disposition to engage in social entrepreneurial activity.

The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence are used as the foundation to explain how complex brand constellations are a reflection of emotional dispositions.

A clustering technique based on 24 consumption emotion set items was used to analyze data from 287 consumers and 66 different consumer brands. A conjoint analysis was also performed to examine the degree of brand congruence within each cluster.

Results reveal four unique consumer clusters (Sad, Passionate, Joyful, and Balanced Middle) with unique brand constellations and differing degrees of brand congruence. Of significance is the Sad cluster, which shows a strong brand congruence to seemingly hedonic products.

Given the nature of self-reported data, an inherent potential bias because of a single source for both dependent and independent variables exists. Also, this research design is based on an inductive form of reasoning, and thus, results may not be falsifiable.

Implications of brand constellations based on emotional dispositions for marketing theory and practice are discussed. Given this exploratory research on brand constellations defined by emotional disposition, limitations and avenues for future research are also presented.

In this paper, the consumer’s enduring psychological traits act as the grouping mechanism, and from this psychometric profile, brands group to reflect the collective self-image of consumers based on emotional disposition. By introducing the emotional disposition approach to constellation formation, the authors demonstrate that psychometric variables offer a new methodology by which brands may be categorized.

Using a cluster analysis to essentially reverse-engineer consumption patterns is novel and reflects a valid approach toward demonstrating how otherwise unrelated brands may be consumed together.

Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.

This study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.

Digital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.

Findings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.

Marketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.

This research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

The aim of this paper is to develop a measurement scale that encompasses a wide array of product characteristics. In addition, a comprehensive model is developed and tested illustrating the relationship among product characteristics and with adoption.

Utilizing 628 respondents, a measurement scale is developed and a structural equation model is tested through a multi‐stage series of surveys. The scope of the research is consumer durable products.

This paper is successful in developing a 43‐item scale that measures 15 unique innovation characteristics. This scale is then used to test a second order model illustrating the relationships innovation characteristics have with each other and ultimately innovation adoption.

The major limitation this research suffers from is its lack of variety in products under analysis. For the four consumer durable products studied, the research finds significant results. However, these findings would have greater impact if they reflected a broader array of products and product classes.

To date there have been very few attempts to model and test in an exhaustive fashion the role innovation characteristics play during the adoption process. This current research advances Holak and Lehmann and empirically tests first and second order characteristics within the context of a structural equation model.

The purpose of this paper is to evaluate the accuracy of linear and quasi-steady aerodynamic models of aircraft aerodynamic models when a small unmanned aerial system flies in the presence of strong wind and gust at a high angle of attack and a high sideslip angle.

Compatibility analysis were done to improve the quality of recorded flight test data. A robust method called fuzzy logic modeling is used to set up the aerodynamic models. The reduced frequency is used to represent the unsteadiness of the flow field according to Theodorsen’s theory. The work done by the aerodynamic moments on the motions is used as the criteria of stability.

In portions of flight, aircraft’s stability and control derivatives were unstable and nonlinear functions of airflow angles and angular rates. The roll angle had an important effect on unsteadiness of directional oscillatory damping derivatives. The pilot-induced oscillation and wing rock possibilities were investigated and dismissed so that the lateral directional oscillatory motion was classified as a nonlinear Dutch roll oscillation. Major modeling enhancements or real-time parameter identification are required for the control of a small unmanned aerial system in off-nominal conditions. The robustness tests of all-weather autopilot systems must be done with consideration of sign change.

Oscillatory damping derivatives were reconstructed using flight test data and the inadequacy of engineering level software in predicting this type of instability observed and demonstrated for a flight in the presence of wind shear and external disturbances.

Development of the Lockheed supersonic transport has followed the basic philosophy that an advance in air travel in terms of speed and economics should be accompanied by similar advances in aeroplane safety and flying qualities. To achieve these objectives, Lockheed's SST design work has been concentrated for many years on the development of a fixed‐wing design. The present configuration—called a double delta—provides a simple high lift system with low wing loading, excellent low speed stability and control, and large favourable ground effects in landing, with inherent advances in operational simplicity and safety.

The development of the flight station of the C‐130J variant of the C‐130 military airlift aircraft is discussed. The development effort began with research and development projects in the early 1980s. Following this was a series of related research and technology integration efforts under contract to the US Government in the late 1980s and early 1990s. Finally, detailed design of the C‐130J in a formal development program began in 1992. The technologies that were integrated into the C‐130J flight station that made it possible to reduce the flight station crew from four (pilot, copilot, navigator, and flight engineer) to two (pilot and copilot) are reviewed.

THE Farnborough 1966 Show was at first glance much the same mixture as before, but the second glance was the more revealing. The participation in the flying display of European aircraft by no means swamped the air, even if the Italian verve took the acrobatic honours, but the theme of collaboration with other countries was to be found on practically every stand inside the exhibition tent. It was obvious that the smaller firms not directly involved in production agreements with other nations were very export conscious. The pacemaker of all this collaboration was of course the Concorde, only to be seen in model form, but rapidly taking shape at Toulouse and Filton, and many of the equipment manufacturers had Concorde hardware on display. Beagle announced the Pup, Britten‐Norman produced the production Islander, and Handley Page showed the Jetstream mock‐up. After many years of neglect, the industry is now taking an interest in the general aviation market. The P.1127 (R.A.F.) made its first appearance. The paradox of the P.1127 is that it is almost a part of Farnborough history, yet there is no other V/S.T.O.L. aircraft in the world that has but a fraction of the operating experience it has gained. Farnborough this year gave the impression of being more a serious trade show, and less a public spectacle. Sir Richard Smeeton, Director of the Society of British Aerospace Companies, reported that the exhibiting firms had received more serious business enquiries this year than ever before, and he forecast that 1968 would be a vintage year, which would see the appearance of the HS.801, the Concorde and Jaguar in the Farnborough skies. It is not possible to cover every exhibit shown at the Farnborough Show, but the following report describes a wide cross‐section beginning with the exhibits of the major airframe and engine companies.

Knight's Industrial Law Reports goes into a new style and format as Managerial Law This issue of KILR is restyled Managerial Law and it now appears on a continuous updating basis rather than as a monthly routine affair.