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Polyvinyl alcohol (PVA) is a water-soluble polymer, which is difficult to process in melt form owing to its poor processability and thermoplasticity. The thermoplastic polyvinyl alcohol (TPVA) prepared in this study is a brand new material for use in melt spinning. Satisfactory processability of TPVA can be obtained efficiently by using the plasticization method. First, the shear flow properties of TPVA made with various compositions were investigated. The experimental results indicate that, besides decreased viscosity, increased plasticizer loading and decreased degrees of polymerization of TPVA caused a decrease in the non-Newtonian property and increased the temperature sensitivity of the viscosity. Additionally, under the given experimental conditions, all the TPVA melts with various compositions demonstrated satisfactory flowability and spinnability and no melt fracture occurred. With regard to spinability, the TPVA melts displayed decreasing spinnability as the plasticizer loading was increased or the degree of polymerization was decreased. Moreover, the failure of TPVA melts is mainly attributed to ductile rupture. Observation of the WAXD patterns of the TPVA as-spun fibers indicates difficulty in improving the crystallinity and orientation of TPVA, which was due to the addition of plasticizer and the use of partially hydrolyzed PVA. Furthermore, processing under appropriate spinning conditions and avoiding excessively high temperature can maintain considerable water solubility of TPVA, benefiting its application in conjugate spinning

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The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.

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