Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance – Case Study of the STAYREAL Brand

Based on the perspective of concert experience marketing, this research explores whether consumers resonate with the brand STAYREAL through celebrity endorsements while using the P-O-X theory as the research’s structure. Research subjects are audiences who have participated in the Mayday concerts. Mall-intercepts method with intentional sampling is used and questionnaires were distributed at the “Super Slippa– part 9” and “The Great Nobody” of 831 rock band in 2018 at the Taipei Arena. 422 valid questionnaires were returned from the 469 distributed. Data were analyzed using the statistical software SPSS19.0 and it was found that: 1. Experience value has a significant positive impact on celebrity endorsements; 2. Experience value has a significant positive impact on brand resonance. 3. Celebrity endorsements have a significant positive impact on brand resonance; 4. Celebrity endorsements have a partial intermediary effect between experience value and brand resonance, which proves that P-O-X is in a balanced state. In order to reach a stage of consumers’ resonance with the brand, future research can examine the utility factors such as brand attributes in price, design, fabric, comfort, color, etc. at the same time.

The Effect of Softeners Applications on Moisture Management Properties of Polyester/Cotton Blended Sandwich Weft-Knitted Fabric Structure

Prolonged drying times of terry fabrics is a problem as they can not be re-used until completely dry. To resolve this issue, we have designed a sandwich polyester in the mid-layer with low moisture content that could reduce the drying time with excellent wicking properties. These fabrics are widely used as activewear and sportswear. The effect of different softeners on the moisture management properties of weft-knitted terry fabrics’ for various applications has also been studied. Terry knitted fabrics were prepared using a circular knitting machine. Six different softeners were applied with three different concentrations, i.e., 10 g/L, 15 g/L, and 20 g/L, on the fabric using the pad-dry-cure method. Moisture management tests and rubbing fastness tests were performed to analyze the applied softener’s effect on the fabric comfort and moisture management performance. Results revealed that softener type (i.e., cationic, anionic, and non-ionic) and concentration levels considerably affect the moisture management capability of terry knitted fabrics.

Effect of jade nanoparticle content and twist of cool-touch polyester filaments on comfort performance of knitted fabrics

Cool-touch polyester knitted fabrics with excellent thermal-wet and cooling comfort ability are desired for summer and sports clothing. Jade nanoparticle content and twist of filaments have significant effects on comfort-related properties. In this work, the effects of jade content and twist level of two types of cross-section polyester filament on fabric comfort-related properties were investigated in detail. Filaments were prepared and further knitted to fabric samples. The physical performance of polyester filaments, the thermal-wet transfer properties and dynamic cooling property of their fabrics were measured and analyzed. It was found that the jade nanoparticles mainly affected thermal transfer property of fabrics, and the best thermal transfer was exhibited by fabric with 7% cool-touch PET chip. With the increase of twist level, air permeability, water spreading and drying performance improved but thermal transfer ability decreased, and lower twist level of yarns was beneficial for achieving real moisture cooling properties. These results showed a major advance in developing thermal-wet comfort knitted fabrics using cool-touch filaments with appropriate twist level.

Drying Speed Testing of PES Fabric with Defined Moisture Management

This paper deals with the evaluation of the moisture management of woven polyester fabric in three basic weaves – plain, twill and satin. It details types of liquid management and evaluates fabric comfort in terms of liquid moisture transport, drying speed and the moisture management of resistivity. It discusses the relationship between moisture management and the drying time of textile structures. New equipment is defined for drying speed determination, and its schematic and principles are discussed in this paper. Because the methods have some limitations and matters of presumption, the necessary interpretation of results is also discussed.

Predicting the fabric width of single jersey cotton knitted fabric using appropriate software

Prediction of any property of the material has attracted the attention of many scientists all over the world in order to produce better products. Information Technology (IT) field has many applications and plays dominant role in the production of various products in the industry. Knitted fabric should satisfy a number of requirements of consumer. Fabric width is a very important property which affects knitted fabric comfort properties. The deviation from the fabric width will either lead to more consumption of raw material or affect profit of the company. Hence, controlling the width of the fabric has an adverse effect on company’s profit and usage of raw materials. An investigation of the prediction of the width of the single jersey cotton knitted fabric in a fully relaxed state using Data mining technique in Rough set Computational based Priority Prediction Model (RCPPM) is reported. The inputs were yarn count, machine diameter, required GSM, machine gauge, actual yarn count, lea weight, lea strength, twist multiplier, loop length, course per cm, wales per cm, length shrinkage, width shrinkage, and fabric width. The real-time textile dataset consisted of 7,505 single jersey cotton knitted fabric samples. The results showed that the fabric width obtained by using aforesaid model was found to yield very accurate values and compared favourably with the measured ones. This study will lead to the production of the knitted fabric with better comfort and dimensional stability.

A potential brain zone perceiving a comfortable fabric pressure touch

The present study was carried out with a new approach to evaluating the comfort of fabric contact pressure. Functional magnetic resonance imaging technology was conducted to monitor brain response when a comfortable fabric contact pressure, according to the subjective evaluation, was applied to the skin surface of the lower human chest. After a strict method of calibration with a family-wise error check analysis, the study we performed revealed the right secondary somatosensory cortex appeared prominently positively activated under a comfortable fabric pressure state. This suggested the secondary somatosensory cortex brain region, particularly the right secondary somatosensory cortex, was probably the characteristic brain region for fabric comfort perception. A reasonable explanation was that proper contact pressure facilitated the serial information flow from the primary somatosensory cortex to the secondary somatosensory cortex, and comfortable touch stimulated the firing of A-beta afferent nerves.

A potential new fabric evaluation approach by capturing brain perception under fabric contact pressure

The problem of the transmission mechanism of textile perception and the barrier to express textile cognition directly are the two major issues in the field of textile evaluation. In this study, an advanced biomedical imaging technology, functional magnetic resonance imaging, which is non-invasive and has a high temporal resolution and spatial resolution, was utilized to describe the features of brain perception in the brain mask areas under increased fabric contact pressures, and thus it was attempted to provide a new approach to express fabric comfort perception. As a result, we found that when fabric contact pressure increased from 0.5 to 1.5 kPa, both maximum activation intensity T Z and activation proportion K of the peak points were transferred from the postcentral gyrus in the SI to the amygdala, and were negative activations. Therefore, we drew the conclusion that both a lower and a higher fabric contact pressure (about 1 kPa of proper comfort fabric pressure) would produce a brain signal inhibitory effect on the SI and amygdala. The difference was the fact that the inhibition role on the SI was more obvious under a lower pressure, while the inhibition role on the amygdala was more remarkable under a higher pressure, which meant that the SI, particularly the postcentral gyrus in the SI, was likely to play a significant role in surface tactile perception of fabrics, while the amygdala might be related to the fabric oppressing sensation.

Optimization of Knitted Fabric Comfort and UV Protection using Desirability Function

The present study deals with the optimization of multiple quality parameters of single jersey and 1×1 rib knitted fabrics using the desirability function approach. Comfort properties such as air permeability, thermal conductivity and safety properties such as UV protection are combined to yield an ‘overall desirability’ varying from zero to one. The overall desirability has been maximized versus target values for air permeability, thermal conductivity and UV resistance. Experimental validation confirms that the proposed method can be used to design a knitted fabric with desired comfort and UV resistance characteristics.