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The purpose of this paper is to develop a systematic experimental investigation for testing dynamic behavior of plastic ball grid array (PBGA) integrity in electronic packaging and to investigate the dynamic behavior of PBGA assembly by considering fixed‐modes for design and reliability evaluation of PBGA packaging.

A PBGA assembly prototype with different structure and material parameters is designed and manufactured. The modal distribution under excitation cycling can be tested by hammering test. The dynamic test about the PBGA assembly prototype can be implemented with different structure characteristics, materials parameters and fixed‐modes. To illustrate the validity of experimental test, the numerical simulation for the dynamic behavior of the PBGA assembly prototype is developed by using finite element method. Comparison between the experimental results and simulation can illustrate the validity of the experimental test and finite element modeling each other.

The modal distribution test shows the influence of structure characteristics, materials parameters and fixed‐modes of PBGA assembly board. The changing trends of the dynamic modal characteristics during the dynamic excitation can be obtained with different structure characteristics, materials parameters and fixed‐modes of PBGA assembly. Test shows that the fixed location of the assembly board is the most important factor to influence the first frequency and modal deformation of the assembly board. Higher frequency and smaller deformation can be obtained when there are more constraints in printed circuit board.

The numerical model is a compendious model by predigesting structure. The research on more accurate mathematical model of the PBGA assembly prototype is a future work.

It can imply the dynamics of PBGA assembly. It builds a basis for future work for design and reliability evaluation of PBGA packaging.

This paper provides useful information about the dynamic behavior of PBGA assembly with different structure characteristics, materials parameters and fixed‐modes.

The study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the positive and negative pathways.

The study conducts two online experiments to collect data from a total of 940 consumers in China. Hypotheses are tested by independent samples t-test, two-way ANOVA and Hayes' PROCESS model.

Different kinds of GBR have different effects on customer engagement behavior. Internal GBR is more likely to play a positive role by inciting connectedness to nature. External GBR is more likely to play a negative role by inciting psychological resistance. This dual effect is especially pronounced for warm brands rather than competent brands.

The study pioneers the brand ritual into the field of interactive marketing and enriches its dual effect research. Additionally, the study figures out whether the category of brand ritual can trigger negative effect.

Inappropriate brand rituals are worse than no rituals at all. The results provide guidance for green companies to design effective brand rituals to strengthen the connection with consumers. Green brands should describe brand rituals in vivid detail and consciously lead consumers to immerse themselves in them.