SYNOPSISCoir fibers were chemically modified through alkali treatment, and crosslinking with formaldehyde, para-phenylene diamine, phthalic anhydride, and combined crosslinking-cyanoethylation reactions in appropriate solvent and catalyst. The parent and chemically modified coir were characterized by FTIR spectra. The percent moisture regain, tensile strength, and behavior toward some chemical reagents (solubility %) of parent and chemically modified fibers have also been evaluated. The modified fibers showed significant hydrophobicity, improved tensile strength, and good chemical resistance. 0 1995

The use of celebrities to endorse products has gained a lot of momentum despite being a costly method. Although extensive literature on the effects of celebrity endorsements on consumers' brand attitudes and purchase intentions is available, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining the impact of celebrity endorsers on the consumers' attitudes and intentions. We have tried to fill in the gap by using the case of Sachin Tendulkar and the event study method to find out the economic impact measured by the daily returns of the firms obtained from the share market. We have analysed the returns of ten companies (five endorsed by Sachin and the rest competing brands) and have found that positive news about the endorser has created market value for the firms endorsed by him and has eroded the market value of competing firms . However, it was found that there was no negative impact of the negative news on the market value of the firms in our data set. Hence, we conclude that negative news about a celebrity does not have any impact on the market value of the firm .

In this article we report the transesterification of jute with n‐Butylacrylate (BA) under appropriate condition using NaOH, Pyridine (Py), and a Pyridine–acetone mixture as a catalyst. The modified vinylog jute was subsequently cured with benzoylperoxide (BPO) in acetone at 50–60°C. The parent and chemically modified jute were characterized by FTIR spectra. The percent moisture regain, mechanical strength, and behavior to common chemical reagents of the parent and modified fibers have also been tested. Transesterification and curing of jute lowered the percentage of moisture regain, imparted mechanical strength, and resistance to common chemical reagents. © 2000 John Wiley & Sons, Inc. J Appl Polym Sci 79: 575–581, 2001

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