This study aims to investigate the effect of an aluminum chromium nitride (AlCrN) coating on tool wear and hole quality in the conventional drilling process of carbon fiber-reinforced plastic (CFRP) composites, titanium alloy (Ti), and CFRP–Ti stack workpieces popular in the aerospace industry. The advanced arc plasma acceleration (APA) method of physical vapor deposition (PVD) was used for all AlCrN coatings. The drilling experiments were conducted with uncoated drills as well as AlCrN-coated drills. When drilling CFRP only, the AlCrN coating was removed at the drill cutting edges and the margin area, which suggests the carbon fibers abraded the coatings. When drilling Ti only, the AlCrN-coated drill mitigated the Ti adhesion formation, which resulted in less tool wear. In addition, hole quality for both CFRP and Ti was improved when the coating was used versus the uncoated tool. The machinability of CFRP–Ti stacks in the drilling process was improved by utilizing the advanced AlCrN coating on the WC tool in terms of drilling forces and hole quality parameters such as average hole size, average hole roundness, hole surface roughness, and Ti exit burr height.

This paper examines the effects of narrowed social distance with celebrity endorsers (i.e., via close relationship categories) and their origin (i.e., local or international) on consumer evaluations towards their endorsed advertisements. It is proposed that employing a relational approach in celebrity endorsement where celebrities are framed as sociallyclose personae leads to increased attitudes toward the advertisement. A pilot test on actual advertisements and three laboratory studies show that the celebrity endorsement is more effective when the advertisement features the celebrities as socially-close personae than when they are more distant; and these effects are more pronounced when the celebrity is local than foreign. Finally, the study proposes that consumer self-referencing towards celebrities mediates these effects. Anchored on construal level and social identity theories, implications on relational approach in celebrity endorsements and on international marketing communications are discussed complementarily with Asian culture inherently subscribing to relational celebrity endorsements.

Polycrystalline diamond (PCD) tools possessing high hardness and abrasive wear resistance are particularly suited for drilling of carbon fiber reinforced plastic (CFRP) composites, where tool life and consistent hole quality are important. While PCD presents superior performance when drilling CFRP, it is unclear how it performs when drilling multi-stack materials such as CFRP-titanium (Ti) stacks. This comparative study aims to investigate drilling of a Ti plate stacked on a CFRP panel when using PCD tools. The first sequence of the drilling experiments was to drill 20 holes in CFRP only. CFRP-Ti stacks were then drilled for the next 20 holes with the same drill bit. CFRP holes and CFRP-Ti stack holes were evaluated in terms of machined hole quality. The main tool wear mechanism of PCD drills is micro-fractures that occur when machining the Ti plate of the stack. Tool wear increases the instability and the operation temperature when machining the Ti plate. This results in high drilling forces, large hole diameter errors, high surface roughness, wider CFRP exit thermal damage, and taller exit Ti burrs.

This paper examines the co-creation of human brands identities exemplified by celebrities in a stakeholder-actor approach. By bringing together the theoretical web of service-dominant logic, stakeholder theory, actor-network theory, and consumer culture theory, we argue that human brand identities are co-created by multiple stakeholder-actors that have resources and incentives in the activities that make a up an enterprise of a human brand, including the celebrities themselves, consumer-fans, and business entities. By utilizing an observational, archival netnographic data from popular social media channels, four exemplars of celebrity identities from the Philippines demonstrate the co-creation of human brands. Findings illustrate key stakeholder-actors’ participations, production and consumption, and integrations of resources and incentives in the co-creation process as articulated in social media. The co-creation process happens through sociological translations codes namely: social construction and negotiation of identities, parasocialization, influence projection, legitimization, and utilization of human brand identities. These dynamics of human brand identity advance a stakeholder-actor paradigm of service co-creation that is adaptive to the predominant consumer culture and human ideals that surround the celebrity. Implications and future research on celebrity brand marketing management are discussed.

WC-10Co-0.8VC nanocrystalline powders were sintered by spark plasma sintering (SPS) and hot press sintering (HPS), and the microstructure and properties were compared. Results show that dense WC-10Co-0.8VC can be obtained by SPS in several minutes when the sintering temperature is >1200℃. Sintered at a temperature of 1300℃, the sample prepared by SPS for 3 minutes has higher density, finer grains and better properties than that prepared by HPS for 60 minutes. SPS can be used to prepare nanocrystalline WC-10Co-0.8VC with improved properties when suitable sintering parametesr are chosen.