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SELF-CONGRUENCE, BRAND ATTACHMENT AND COMPULSIVE BUYING BEHAVIOR
Arnold Japutra,Yuksel Ekinci,Lyndon Simkin 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Many studies in the marketing literature focus on investigating the effects of brand attachment and self-congruence on favorable consumer behavior, such as brand loyalty, positive Word-of-Mouth, resilience to negative information (Thomson et al., 2005, Japutra et al., 2014a). However, limited studies examine the relationship between brand attachment, self-congruence and negative consumer behavior. For instance, Johnson et al. (2011) posit that when consumers are in relationships with brands and more self-relevant, they are more likely to induce retaliatory actions when the relationship ends. Highlighting the dark side of brand attachment, Japutra et al. (2014b) show that stronger brand attachment leads to a wide range of unwanted consumer behaviors including trash-talk, Schadenfreude, and anti-brand actions. These studies show how brand attachment is capable of hurting consumers. However, only limited studies pay attention on the negative consequences of brand attachment (e.g. Johnson et al., 2011; Japutra et al., 2014b). The purpose of this study is to investigate the effect of self-congruence and brand attachment on compulsive buying behavior.
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Impact Resistance and Comfort Properties of Textile Structures for Sportswear
Rajkishore Nayak,Sinnappoo Kanessalingam,Arun Vijayan,Lijing Wang,Rajive Padhye,Lyndon Arnold 한국섬유공학회 2020 Fibers and polymers Vol.21 No.9
Protective padding is commonly used in many sporting activities to prevent impact related injuries. In rugby,shoulder pads absorb and disperse the force and energy of an impact with a playing surface or another player. Although themajority of the commercial shoulder pads currently available can reduce the impact force during a front-on tackle, theyprovide limited amount of thermal comfort to the wearer. In this research, flexible textile structures were designed andinvestigated for their potential to effectively dissipate the force of impact over a wider area, thus reducing the risk of injury. The impact resistance of these textile structures placed over a body simulant was compared against commercial foam padsusing a ‘drop test’ method. The results indicated that all the flexible textile structures reduced the impact force. Although theirprotection level was not as high as the commercial foam, the textile structures showed a higher level of thermal comfort asmeasured by air permeability, thermal resistance and water vapor resistance. The results were analyzed using onewayANOVA followed by post-hoc analysis using IBM SPSS software. The Post-hoc analysis showed a significant differenceamong the test results of various fabrics for impact absorption, air permeability, thermal resistance and water vaporresistance, which are also discussed in this paper.
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