Search results for: cement brand

Authors: Alena Sicakova

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Air-cooled Blast furnace slag aggregate (BFSA) is usually referred to as a material providing for unique properties of concrete. On the other hand, negative influences are also presented in many aspects. The freeze-thaw resistance of concrete is dependent on many factors, including regional specifics and when a concrete mix is specified it is still difficult to tell its exact freeze-thaw resistance due to the different components affecting it. An important consideration in working with BFSA is the granularity and whether slag is sorted or not. The experimental part of the article represents a comparative testing of concrete using both the sorted and unsorted BFSA through the freeze-thaw resistance as an indicator of durability. Unsorted BFSA is able to be successfully used for concretes as they are specified for exposure class XF4 with providing that the type of cement is precisely selected.

Keywords: blast furnace slag aggregate, concrete, freeze-thaw resistance

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Authors: Aidoud Assia, Bencheikh Messaouda, Boukour Salima

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Polystyrene is often seen in the ocean and on Algerian beaches, mainly as food containers. It's one of the top 10 most common items found there. This happens because it's light and easily carried away from its original source, like packaging or transport, into the environment. Unfortunately, it's not recycled much because it's not very profitable to do so. Hence, turning this waste into a resource can turn challenges into opportunities for a territory's economic and environmental development, which is the focus of this study. the goal is to analyze the physical and mechanical properties of a new type of mortar made from dune sand mixed with recycled polystyrene. it also aim to assess its potential for use in various construction applications. The mixtures were prepared by replacing portions of dune sand with polystyrene waste at varying volumes (10%, 20%, and 30%), while keeping the amount of cement constant. The results indicate a noticeable impact on both the physical and mechanical properties because of incorporating polystyrene waste.

Keywords: polystyrène, eco-mortier, sable de dune, résistance

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Authors: Sherine El Sakka

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Most developing countries consider sustainability is a luxury, but El Gouna city at hurghada, Egypt, thought differently and uses sustainability as a tool for branding the place. Branding a place is new approach towards sustainable cities development (SCD); sustainability(S) requires multi-dimensional indicators to show the relationship between economic, social, environmental and cultural aspects. Sustainable development (SD) according to Brundland commission defined as" meeting the needs of current generations without negative impact on the needs of future generation’, branding a place (BP) integrate economic, social, environmental and cultural aspects into the city. In order for a city to be a good brand it must possess distinctive characteristics that can be identified, these include city appearance, people’s experience, people’s belief as well as what the city stands for. The study has found that place branding is a way to promote sustainable initiative; place branding has the potential to shape as a leading tool for the concurrence of more sustainable cities in developing countries, sustainability and green development should turn main priorities to developing countries.

Keywords: sustainable cities development (SCD), sustainability(S), sustainable development (SD), branding a place (BP)

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Authors: Cemre Polat, Mustafa Soyler, Bulent Yaniktepe, Coskun Ozalp

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In this study, it was aimed to control the flow actively by giving an oscillating rotational motion to a vertically placed cylinder, and flow characteristics were determined. In the study, firstly, the flow structure around the flat cylinder was investigated with dye experiments, and then the cylinders with different oscillation angles (θ = 60°, θ = 120°, and θ = 180°) and different rotation speeds (15 rpm and 30 rpm) the flow structure around it was examined. Thus, the effectiveness of oscillation and rotation speed in flow control has been investigated. In the dye experiments, the dye/water mixture obtained by mixing Rhodamine 6G in powder form with water, which shines under laser light and allows detailed observation of the flow structure, was used. During the experiments, the dye was injected into the flow with the help of a thin needle at a distance that would not affect the flow from the front of the cylinder. In dye experiments, 100 frames per second were taken with a Canon brand EOS M50 (24MP) digital mirrorless camera at a resolution of 1280 * 720 pixels. Then, the images taken were analyzed, and the pictures representing the flow structure for each experiment were obtained. As a result of the study, it was observed that no separation points were formed at 180° swing angle at 15 rpm speed, 120° and 180° swing angle at 30 rpm, and the flow was controlled according to the fixed cylinder.

Keywords: active flow control, cylinder, flow visualization rotationally oscillating

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Authors: Kateryna Pilyarchuk

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A dress has, since times immemorial, been used to communicate the wearer’s identity. When a new trend is born, fashionistas buy it not only with the purpose to beautify themselves, but also to acquire the collective identity. Fashion has become a means of narrating one’s stance and status. Thus, when one spends money on a brand, one pays for some unmaterial components associated with it. This paper will present some ways in which fashion magazines promote consumerism by drawing on women’s craving for collective identity and need to fill in their identity gap by means of a purchase. By applying the method of critical discursive psychology, it will present layers of ideology and positions that become visible in framing of the message in U.S. Harper’s Bazaar. In this context, fashion decisions that are presented to its readers will be critically evaluated from the gender perspective. It will be demonstrated that what is presented as a postfeminist choice in the neoliberal society is still, to a considerable extent, oppressive and driven by the male gaze. As the findings show, the contemporary female identities in fashion are still built on the principles of traditional femininity. Magazines and fashion discourse train women that they should fear being left out of fashion and, by extension, out of the category of the sexually appealing (from the male perspective).

Keywords: collective identity, critical discursive psychology, fashion discourse, identity gap

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Authors: Viviane da Costa Correia, Sergio Francisco Santos, Holmer Savastano Junior

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The main purpose of this work was verify the influence of the accelerated carbonation in the physical and mechanical properties of the hybrid composites, reinforced with micro and nanofibers and composites with microfibers. The composites were produced by the slurry vacuum dewatering method, followed by pressing. It was produced using two formulations: 8% of eucalyptus pulp + 1% of the nanofibrillated cellulose and 9% of eucalyptus pulp, both were subjected to accelerated carbonation. The results showed that the accelerated carbonation contributed to improve the physical and mechanical properties of the hybrid composites and of the composites reinforced with microfibers (eucalyptus pulp).

Keywords: carbonation, cement composites, nanofibrillated cellulose, eucalyptus pulp

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Authors: Kazeem K. Adewole

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There need to construct building walls with lightweight masonry bricks/blocks and mortar to reduce the weight and cost of cooling/heating of buildings in hot/cold climates is growing partly due to legislations on energy use and global warming. In this paper, the development of Palm Kernel Shell masonry mortar (PKSMM) prepared with Portland cement and crushed PKS fine aggregate (an agricultural waste) is demonstrated. We show that PKSMM can be used as a lightweight mortar for the construction of lightweight masonry walls with good thermal insulation efficiency than the natural river sand commonly used for masonry mortar production.

Keywords: building walls, fine aggregate, lightweight masonry mortar, palm kernel shell, wall thermal insulation efficacy

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Authors: Ting Hsiang Chang, Cheng Zuo Tsai

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In recent years, sports culture dominated in Taiwan, which spurred the rapid development of the sports industry. More innovative and high-tech sporting goods were developed to provide choices for consumers. Nowadays, Taiwan has gradually entered the aging society where people pay more attention to health promotion, delay of aging and other related issues among senior. However, it is an undeniable fact that moderate exercise is a great help to delay aging. Therefore, how senior select the appropriate sporting goods, including sports shoes, sportswear, sports equipment, and even the sports brands when engaged in various kinds of sports, are explored in this research. Therefore, this study sets the reference indicators by exploring the brands of sporting goods, that senior aged 50-70 choose in a fog peak district, the Taichung City, as the subjects of study by answering a questionnaire. Also, this study offers recommendations in terms of the design, marketing or selling of sporting goods for the senior, and how owners of sports brands or related sports industries should target them.

Keywords: senior, aging, sporting goods, sports brand

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Authors: D. Falliano, G. Ricciardi, E. Gugliandolo

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Foamed concrete belongs to the category of lightweight concrete. It is characterized by a density which is generally ranging from 200 to 2000 kg/m³ and typically comprises cement, water, preformed foam, fine sand and eventually fine particles such as fly ash or silica fume. The foam component mixed with the cement paste give rise to the development of a system of air-voids in the cementitious matrix. The peculiar characteristics of foamed concrete elements are summarized in the following aspects: 1) lightness which allows reducing the dimensions of the resisting frame structure and is advantageous in the scope of refurbishment or seismic retrofitting in seismically vulnerable areas; 2) thermal insulating properties, especially in the case of low densities; 3) the good resistance against fire as compared to ordinary concrete; 4) the improved workability; 5) cost-effectiveness due to the usage of rather simple constituting elements that are easily available locally. Classic foamed concrete cannot be extruded, as the dimensional stability is not permitted in the green state and this severely limits the possibility of industrializing them through a simple and cost-effective process, characterized by flexibility and high production capacity. In fact, viscosity enhancing agents (VEA) used to extrude traditional concrete, in the case of foamed concrete cause the collapsing of air bubbles, so that it is impossible to extrude a lightweight product. These requirements have suggested the study of a particular additive that modifies the rheology of foamed concrete fresh paste by increasing cohesion and viscosity and, at the same time, stabilizes the bubbles into the cementitious matrix, in order to allow the dimensional stability in the green state and, consequently, the extrusion of a lightweight product. There are plans to submit the additive’s formulation to patent. In addition to the general benefits of using the extrusion process, extrudable foamed concrete allow other limits to be exceeded: elimination of formworks, expanded application spectrum, due to the possibility of extrusion in a range varying between 200 and 2000 kg/m³, which allows the prefabrication of both structural and non-structural constructive elements. Besides, this contribution aims to present the significant differences regarding extrudable and classic foamed concrete fresh properties in terms of slump. Plastic air content, plastic density, hardened density and compressive strength have been also evaluated. The outcomes show that there are no substantial differences between extrudable and classic foamed concrete compression resistances.

Keywords: compressive strength, extrusion, foamed concrete, fresh properties, plastic air content, slump.

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Authors: Soner Guler, Demet Yavuz, Refik Burak Taymuş, Fuat Korkut

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Because of the easy applying and not costing too much, ultrasonic pulse velocity (UPV) is one of the most used non-destructive techniques to determine concrete characteristics along with impact-echo, Schmidt rebound hammer (SRH) and pulse-echo. This article investigates the relationship between UPV and compressive strength of hybrid fiber reinforced concretes. Water/cement ratio (w/c) was kept at 0.4 for all concrete mixes. Compressive strength of concrete was targeted at 35 MPa. UPV testing and compressive strength tests were carried out at the curing age of 28 days. The UPV of concrete containing steel fibers has been found to be higher than plain concrete for all the testing groups. It is decided that there is not a certain relationship between fiber addition and strength.

Keywords: ultrasonic pulse velocity, hybrid fiber, compressive strength, fiber

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Authors: Oghenerukome Akponovo, Lynda I. Onyebuchukwu

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Construction waste, along with that of many other industries, contributes significantly to the world's annual solid waste totals. Most of these materials, such as ash from rice hulls, slags, cement kiln dust, tire ash, plastic waste (PW), and silica fumes, end up in landfills or waterways. Some of them might even end up polluting the air from high in the atmosphere. It's sustainable, cheap, and environmentally friendly to recycle these items into new building supplies. When constructing a "Green" structure, the materials employed have the potential to either exacerbate environmental imbalance or maintain a stable ecosystem. The purpose of this research is to take stock of what is already known about recycling's potential in the construction industry and to identify its deficiencies. Therefore, this study systematically reviews the wide range of recycled materials that go into building construction. Recognizing that the construction industry's use of recycled materials has an influence on the environment and that investigating these materials may have a substantial economic impact if they were discovered

Keywords: building, construction, recycled materials, waste management

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Authors: Malinda Sabrina, F. Andree Yohanes, Khoerul Anwar

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There are many sources that cause noise in a car, one of them is noise from radiator cooling fan. This part is used to control engine temperature by ensuring adequate airflow through radiator. Radiator cooling fan noise is a very important matter especially for vehicle manufacturers. This can affect brand image of the car and their customer satisfaction. Therefore, some experiments to measure noise level of the fan are required. Sound pressure level measurements for two axial fans with different diameter have been investigated in a hemi-anechoic chamber based on standard JIS-B8346, focusing on aerodynamic noise. Both fans have the same profile and shape with diameter respectively 43 cm and 49 cm. The measurement was performed in hemi-anechoic chamber in order to obtain a background noise at measuring point as low as possible. Noise characterizations of these radiator cooling fans were measured in five different rotating speed and the results were compared. The measurement result shows that the sound pressure level increases with increasing rotational speed of the fan. In comparison with a smaller diameter, it is shown that fan with larger diameter produces higher noise level at the same rotational speed.

Keywords: aerodynamics noise, hemi-anechoic chamber, radiator cooling fan, sound pressure level

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Authors: A. Bhatt, C. Bassi, H. Farragher, J. Musk

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Background: All medicines placed on the EU market are legally required to be accompanied by labeling and package leaflet, which provide comprehensive information, enabling its safe and appropriate use. Mock-ups with results of assessments using a target patient group must be submitted for a marketing authorisation application. Consumers need confidence in non-prescription, OTC medicines in order to manage their minor ailments and umbrella brands assist purchasing decisions by assisting easy identification within a particular therapeutic area. A number of regulatory agencies have risk management tools and guidelines to assist in developing umbrella brands for OTC medicines, however assessment and decision making is subjective and inconsistent. This study presents an evaluation in the UK following the US FDA warning concerning methaemoglobinaemia following 21 reported cases (11 children under 2 years) caused by OTC oral analgesics containing benzocaine. METHODS: A standard face to face, 25 structured task based user interview testing methodology using a standard questionnaire and rating scale in consumers aged 15-91 years, was conducted independently between June and October 2015 in their homes. Whether individuals could discriminate between the labelling, safety information and warnings on cartons and PILs between 3 different OTC medicines packs with the same umbrella name was evaluated. Each pack was presented with differing information hierarchy using, different coloured cartons, containing the 3 different active ingredients, benzocaine (oromucosal spray) and two lozenges containing 2, 4, dichlorobenzyl alcohol, amylmetacresol and hexylresorcinol respectively (for the symptomatic relief of sore throat pain). The test was designed to determine whether warnings on the carton and leaflet were prominent, accessible to alert users that one product contained benzocaine, risk of methaemoglobinaemia, and refer to the leaflet for the signs of the condition and what to do should this occur. Results: Two consumers did not locate the warnings on the side of the pack, eventually found them on the back and two suggestions to further improve accessibility of the methaemoglobinaemia warning. Using a gold pack design for the oromucosal spray, all consumers could differentiate between the 3 drugs, minimum age particulars, pharmaceutical form and the risk factor methaemoglobinaemia. The warnings for benzocaine were deemed to be clear or very clear; appearance of the 3 packs were either very well differentiated or quite well differentiated. The PIL test passed on all criteria. All consumers could use the product correctly, identify risk factors ensuring the critical information necessary for the safe use was legible and easily accessible so that confusion and errors were minimised. Conclusion: Patients with known methaemoglobinaemia are likely to be vigilant in checking for benzocaine containing products, despite similar umbrella brand names across a range of active ingredients. Despite these findings, the package design and spray format were not deemed to be sufficient to mitigate potential safety risks associated with differences in target populations and contraindications when submitted to the Regulatory Agency. Although risk management tools are increasingly being used by agencies to assist in providing objective assurance of package safety, further transparency, reduction in subjectivity and proportionate risk should be demonstrated.

Keywords: labelling, OTC, risk, user testing

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Authors: Lema Catherine Forje

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Innovation activates the system of an economy to a new level. Innovation follows a process. The first step in innovation is the idea-generation process. There is widespread appreciation that people go to great lengths, incur expenses: energy and materials to generate innovative ideas. People get inspired, create, and connect. The inspiration also enables the building of a culture of innovation. Data collection was done through a face-to-face interview with the producer of the first Cameroon beer that came out in the early 1960s, a rice producing company, a cement producing company, and 100 women following a type of dressing commonly worn by Cameroonian women (wrappa). There were a total number of one hundred and three interviewees. The implication of this study is for everybody. It sheds light on the factors that are likely to sustain an innovation. Conclusion emphasises continuous research to keep giving the innovation a face lift.

Keywords: entrepreneurship, ideas, innovation, sustainability

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Authors: Hanizam Awang, Mohammed Zuhear Al-Mulali

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In this study, the possibility of using unground oil palm ash (UOPA) for producing foamed concrete is investigated. The UOPA used in this study is produced by incinerating palm oil biomass at a temperature exceeding 1000ºC. A semi-structural density of 1300kg/m3 was used with filler to binder ratio of 1.5 and preliminary water to binder ratio of 0.45. Cement was replaced by UOPA at replacement levels of 0, 25, 35, 45, 55 and 65% by weight of binder. Properties such as density, compressive strength, drying shrinkage and water absorption were investigated to the age of 90 days. The mix with a 35% of UOPA content was chosen to be used as the base material of a newly designed interlocking, mortar-less block system.

Keywords: foamed concrete, oil palm ash, strength, interlocking block

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Authors: Poonsuck Thatchaopas, Nik Kamariah Nik Mat, Nattakarn Eakuru

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“One College One Product” OCOP business model is launched by the Vocational Education Commission to encourage college students to choose at least one product for business venture. However, the number of successful OCOP projects is still minimal. The objective of this paper is to identify the critical success factors needed to be a successful OCOP business entrepreneur. This study uses qualitative method by interviewing business partners of an OCOP business called Crispy Roti Krua Acheeva Brand (CRKAB). This project was initiated by three female alumni students of the CRKAB. The finding shows that the main critical success factors are self-confidence, creativity or innovativeness, knowledge, skills and perseverance. Additionally, they reiterated that the keys to business success are product quality, perceived price, promotion, branding, new packaging to increase sales and continuous developments. The results implies for a business SME to be successful, the company should have credible partners and effective marketing plan.

Keywords: new entrepreneurship student model, business incubator, food industry, Pattani Province, Thailand

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Authors: David Tresner-Kirsch

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Reconciling patient medication lists from multiple sources is a critical task supporting the safe delivery of patient care. Manual reconciliation is a time-consuming and error-prone process, and recently attempts have been made to develop efficiency- and safety-oriented automated support for professionals performing the task. An important capability of any such support system is automated alignment – finding which medications from a list correspond to which medications from a different source, regardless of misspellings, naming differences (e.g. brand name vs. generic), or changes in treatment (e.g. switching a patient from one antidepressant class to another). This work describes a new algorithmic solution to this alignment task, using a greedy matching approach based on string similarity, edit distances, concept extraction and normalization, and synonym search derived from the RxNorm nomenclature. The accuracy of this algorithm was evaluated against a gold-standard corpus of 681 medication records; this evaluation found that the algorithm predicted alignments with 99% precision and 91% recall. This performance is sufficient to support decision support applications for medication reconciliation.

Keywords: clinical decision support, medication reconciliation, natural language processing, RxNorm

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Authors: Musa Alhassan, Alhaji Mohammed Mustapha

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Review of studies carried out on the use of bagasse ash in the improvement of deficient soils in Nigeria, with emphasis on lateritic and black cotton soils is presented. Although, the bagasse ash is mostly used as additive to the conventional soil stabilizer (cement and lime), the studies generally showed improvement of geotechnical properties of the soils either modified or stabilized with the ash. This showed the potentials of using this agricultural waste (bagasse ash) in the improvement of geotechnical properties of deficient soils. Thus suggesting that using this material at large scale level, in geotechnical engineering practice could help in the provision of stable and durable structures, reduce cost of soil improvement and also reduces environmental nuisance caused by the unused waste in Nigeria

Keywords: bagasse ash, black cotton soil, deficient soil, laterite, soil improvement

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Authors: Kwon Eunhee, Park Dongcheon, Jung Jaemin

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In countries around the world, environmental regulations are being strengthened, and Korea is no exception to this trend, which means that environment pollution and the environmental load have recently become a significant issue. For this reason, in this study limestone was replaced with cementitious powder to reduce the volume of construction waste as well as the emission of carbon dioxide caused by Tal-carbonate reaction. The research found that cementitious powder can be used as a substitute for limestone. However, the mix proportions of fine aggregate and powder included in the cementitious powder appear to have a great effect on substitution. Thus, future research should focus on developing a technology that can effectively separate and discharge fine aggregate and powder in the cementitious powder.

Keywords: waste cementitious powder, fine aggregate powder, CO2 emission, decarbonation reaction, calcining process

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Authors: Davoud Beheshtizadeh, Davood Jafari

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Concrete, with its special properties and advantages, has caused it to be widely and increasingly used in construction industry, especially in infrastructures of the country. On the other hand, some defects of concrete and, most importantly, micro-cracks in the concrete after setting have caused the cost of repair and maintenance of infrastructure; therefore, self-healing concretes have been of attention in other countries in the recent years. These concretes have been repaired with general mechanisms such as physical, chemical, biological and combined mechanisms, each of which has different subsets and methods of execution and operation. Also, some of these types of mechanisms are of high importance, which has led to a special production method, and as this subject is new in Iran, this knowledge is almost unknown or at least some part of it has not been considered at all. The present article completely introduces various self-healing mechanisms as a review and tries to present the disadvantages and advantages of each method along with its scope of application.

Keywords: micro-cracks, self-healing concrete, microcapsules, concrete, cement, self-sensitive

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Authors: G. S. Ryu, K. T. Koh, H. Y. Kim, G. H. An, D. W. Seo

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Geopolymer mortar is produced by alkaline activation of pozzolanic materials such as fly ground granulated blast-furnace slag (GGBFS) and fly ash (FA). Its unique reaction pathway facilitates rapid strength development in comparison with hydration of ordinary Portland cement (OPC). Geopolymer can be fabricated using various types and dosages of alkali-activator, which effectively gives a wider control over the performance of the final product. The present study investigates the effect of types of precursors and curing conditions on the fresh state and strength development characteristics of geopolymers, thereby comparatively exploring the effect of precursors from various sources of origin. The obtained result showed that the setting time and strength development of the specimens with the identical mix proportion but different precursors displayed significant variations.

Keywords: alkali-activated material, blast furnace slag, fly ash, flowability, strength development

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Authors: Winita Kitisak, Boontarika Panyomoon, Siriyakorn Nilpoun, Nithit Yosit, Peeraya Somsak

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The purpose of this study will affect the marketing mix that influences the consumers’ behavior towards beverage purchasing from retail stores. It aims to study the consumers and to better understand their behaviors and factors influencing their decision making on buying beverage in retail stores. We study the example of 400 consumers in Chiang Mai. The study shows that most of the respondents were male, 50 percent is 20-30 year old, and 36.66 percent is 31-40 year old, only 2.66 percent is upper 50 years old, bachelor’s degree holders, working in business field and student with 10,001-15,000 Baht income. Most buyers spend 4-6 times a week buying cheap beverage from retail stores. The consumer bought alcoholic beverages, green tea drinks, and soft drinks, but the mainly purchased product was beer. The results indicate that the brand of the product motivates more on consumers’ demand. While shelf displays, products presentation, and sales promotion affect the most on the consumers’ decision to purchase from the retail stores, the promotions moderately impact the consumers’ decision on purchasing from retail stores.

Keywords: consumer behavior, beverage, retail stores, convenience store

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Authors: Zhe Ginnie Wang

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Recent cultural design studies have begun to shed light on the discussion of Western-Eastern cultural and aesthetic hybridization, especially in the field of fashion. With the unprecedented spread of cultural Chinese fashion design in the global fashion system, the under-identified ‘Guochao’ aesthetic that has emerged in the global market needs to be academically emphasized with a methodological approach looking at the Western-Eastern cultural hybridization present in fashion visualization. Through an in-depth and comprehensive investigation of a representative international-based Chinese designer, Angel Chen's fashion show 'Madam Qing', this paper provides a methodological approach on how a form of traditional culture can be effectively extracted and applied to modern design using the most effective techniques. The central approach examined in this study involves creating aesthetic revolutions by addressing Chinese cultural identity through re-creating and modernizing traditional Chinese culture in design.

Keywords: style modernization, Chinese culture, guochao, design identity, fashion show, Angel Chen

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Authors: Butchi Kameswara Rao Chittem, Rooban Kumar

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Cement concrete is a complex mixture of different materials. Concrete is believed to have a good fire resistance. Behaviour of concrete depends on its mix proportions and its constituent materials when it is subjected to elevated temperatures. Loss in compressive strength, loss in weight or mass, change in colour and spall of concrete are reported in literature as effects of elevated temperature on concrete. In this paper results are reported on the behaviour of normal strength concrete and high strength concrete subjected to temperatures 200°C, 400°C, 600°C, and 800°C and different cooling regimes viz. air cooling, water quenching. Rebound hammer test was also conducted to study the changes in surface hardness of concrete specimens subjected to elevated temperatures.

Keywords: normal strength concrete, high-strength concrete, temperature, NDT

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Authors: John Hawkins, Graham Burton

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Contextual targeting is a common strategy for advertising that places marketing messages in media locations that are expected to be aligned with the target audience. There are multiple major challenges to contextual targeting: the ideal categorisation scheme needs to be known, as well as the most appropriate subsections of that scheme for a given campaign or creative. In addition, the campaign reach is typically limited when targeting becomes narrow, so a balance must be struck between requirements. Finally, refinement of the process is limited by the use of evaluation methods that are either rapid but non-specific (click through rates), or reliable but slow and costly (conversions or brand recall studies). In this study we evaluate the use of attention measurement as a technique for understanding the performance of targeting on the basis of specific contextual topics. We perform the analysis using a large scale dataset of impressions categorised using the iAB V2.0 taxonomy. We evaluate multiple levels of the categorisation hierarchy, using categories at different positions within an initial creative specific ranking. The results illustrate that measuring attention time is an affective signal for the performance of a specific creative within a specific context. Performance is sustained across a ranking of categories from one period to another.

Keywords: contextual targeting, digital advertising, attention measurement, marketing performance

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Authors: Dewi Selvia Fardhyanti, Astrilia Damayanti

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Coal tar is a liquid by-product of the process of coal gasification and carbonation, also in some industries such as steel, power plant, cement, and others. This liquid oil mixture contains various kinds of useful compounds such as aromatic compounds and phenolic compounds. These compounds are widely used as raw material for insecticides, dyes, medicines, perfumes, coloring matters, and many others. This research investigates thermodynamic modelling of liquid-liquid equilibria (LLE) in solvent extraction of o-Cresol from the coal tar. The equilibria are modeled by ternary components of Wohl, Van Laar, and Three-Suffix Margules models. The values of the parameters involved are obtained by curve-fitting to the experimental data. Based on the comparison between calculated and experimental data, it turns out that among the three models studied, the Three-Suffix Margules seems to be the best to predict the LLE of o-Cresol for those system.

Keywords: coal tar, o-Cresol, Wohl, Van Laar, three-suffix margules

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Authors: Vyacheslav S. Semenov, Tamara A. Rozovskaya

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The paper is devoted to the problem of the development of dry light-weight mixtures with hollow ceramics microspheres (CMS) for masonry works. For the one-layer fencing structures including effective masonry units, the use of “warm” masonry mortars is necessary. The used light-weight masonry mortars do not provide the brand strength and thermal uniformity of the fencing structures because of high average density. The CMS are effective light-weight aggregate for such mortars. The influence of the dosage of CMS on the physics-and-mechanics parameters and the technological properties of the masonry mortars were studied. The optimal mixture compositions have been obtained and their main properties have been determined. The influence of an air-entraining admixture and redispersible polymer powders on the average density and physics-and-mechanics parameters of the masonry mortars were studied. The optimal compositions of light-weight dry masonry mixtures with CMS have been suggested.

Keywords: dry mortar mixtures, light-weight dry mixtures, hollow ceramics microspheres, masonry mortars, “warm” mortars, air-entraining admixture, redispersible polymer powders

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Authors: Dana Lee, Young Chan Kim

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The purpose of this paper is to examine the relationship between the fashion corporate social responsibility (CSR) ad framing and consumer purchase behaviours with the focus on consumer’s concern and involvement towards fashion brands. A self-completion questionnaire was administered to 200 respondents. Factor analysis and other statistical analyses were applied to test hypotheses. The results suggested that the quality of the product was the most important factor when consumers purchase fashion brand products with high level of responsibility towards unethical practices but surprisingly favourability for fast fashion. Unexpectedly, it was shown that consumers took the plenty of blame, but not much responsibility on buying fast fashion evading their responsibility to CSR ad, and their purchase intentions remained unchanged. The result, on the other hand, showed that fashion CSR ads can significantly moderate individuals’ emotions even though this had no significant correlation with the purchase intentions. Despite the limited sample size and geographical region, this research has important implications for contemporary fashion brands that use ad framing to understand how consumers’ involvement and concernedness toward the CSR actions in ad, influence their favourability (purchase intention) for fashion brands.

Keywords: framing effect, CSR advertisements, consumer behaviour, purchase intention

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Authors: Wen-Hsiang Lai, Mei-Wen Chen

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In the face of developing new technologies, identifying potential new technological product and the suitable market is important. Since laser technology is widely applied in many industries, this study explores the technology commercialization of laser technology. According to the literature review and industry analysis, this study discusses the factors influencing the consumer’s purchase intention and tries to find a new market direction to develop the laser technology. This study adopts a new product adoption model as the research framework and uses three variables of ‘Consumer characteristics’, ‘Perception of product attributes’ and ‘External environment’ to discuss the purchase intention of consumers, who are physicians and owners of the medical cosmetics. This study finds that in the major variable of ‘Consumer characteristics’, the sub-variables of ‘Personality’, ‘Knowledge of product’, ‘Perceived risk’ and ‘Motivation’ are significantly related to consumer’s purchase intention. In the major variable of ‘Perception of product attributes’, the sub-variables of ‘Brand’ and ‘Measure of manufacture country’ are the key factors that affect the willingness of consumer’s purchase intention. Finally, in the major variable of ‘External environment’ variable, the sub-variables of ‘Time’ and ‘Price’ have significant impact on consumer’s purchase intention.

Keywords: technology commercialization, new product adoption, consumer’s purchase intention, laser technology

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Authors: Saimir Heta, Ilma Robo, Dhimiter Papakozma, Eduart Kapaj, Vera Ostreni

Abstract:

Introduction: The biocompatible materials applied to the implant surfaces are the target of recent literature studies. Methodologies: Modification of implant surfaces in different ways such as application of additional ions, surface microstructure change, surface or laser ultrasound alteration, or application of various substances such as recombinant proteins are among the most affected by articles published in the literature. The study is of review type with the main aim of finding the different ways that the mesenchymal cell reaction to these materials is, according to the literature, in the same percentage positive to the osteointegration process. Results: It is emphasized in the literature that implant success as a key evaluation key has more to implement implant treatment protocol ranging from dental health amenity and subsequent of the choice of implant type depending on the alveolar shape of the ridge level. Conclusions: Osteointegration is a procedure that should initially be physiologically independent of the type of implant pile material. With this physiological process, it can not "boast" for implant success or implantation depending on the brand of the selected implant, as the breadth of synthetic or natural materials that promote osteointegration is relatively large.

Keywords: mesenchymal cells, implants, review, biocompatible materials

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