Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study

A plethora of evidence suggests that developed societies such as the United Kingdom are becoming increasingly multicultural by the day. Hence, the diversity of consumption in these societies becomes gradually evident in the form of residents’ age, gender, income and ethnicity. Accordingly, this article explores the brand personification and symbolic consumption in respect of London-based Black African teenage consumers. The study is rooted in the interpretive research paradigm with 36 in-depth interviews conducted with the target respondents. The study shows the interactions of personal, social, cultural, psychological and commercial factors in how these young ethnic minority consumers make their consumption decisions, define and manage their various ‘selves’ in the postmodern society. It specifically highlights that they use symbolic consumption to address their need for acceptance in the society. It updates the extant ethnic minority studies and enriches the current understanding about symbolic consumption and brand personification especially with a focus on a specific segment of the society. The managerial implications of the study are highlighted in the article.

Seismic retrofitting of RC buildings using CFRP and post-tensioned metal straps: shake table tests

This article examines the effectiveness of two innovative retrofitting solutions at enhancing the seismic behaviour of a substandard reinforced concrete building tested on a shake table as part of the Pan-European funded project BANDIT. To simulate typical substandard construction, the reinforcement of columns and beam-column joints of the full-scale structure had inadequate detailing. An initial series of shake table tests were carried out to assess the seismic behaviour of the bare building and the effectiveness of a first retrofitting intervention using Post-Tensioned Metal Straps. After these tests, columns and joints were repaired and subsequently retrofitted using a retrofitting solution consisting of Carbon Fibre Reinforced Polymers and Post-Tensioned Metal Straps applied on opposite frames of the building. The building was then subjected to unidirectional and three-dimensional incremental seismic excitations to assess the effectiveness of the two retrofitting solutions at improving the global and local building performance. The article provides details of the above shake table testing programme and retrofitting solutions, and discusses the test results in terms of the observed damage, global damage indexes, performance levels and local strains. It is shown that whilst the original bare building was significantly damaged at a peak ground acceleration (PGA) of 0.15g, the retrofitted building resisted severe threedimensional shake table tests up to PGA=0.60g without failure. Moreover, the retrofitting intervention enhanced the interstorey drift ratio capacity of the 1st and 2nd floors by 160% and 110%, respectively. Therefore, the proposed dual retrofitting system is proven to be very effective for improving the seismic performance of substandard buildings.