This study investigates linguistic features in aspects of phonetic, orthographic, semantic, syntactic and rhetoric of 2,600 Chinese brands of 22 different categories of products, and finds that by selecting and polishing linguistic components, Chinese brand name basically implements the brand naming requirements of being short, simple, and distinctive, designating the products or service category and suggesting key attributes and producing inference about key benefits. Based on investigates, this study concludes some trends in Chinese branding. Finally some issue of brand naming study is discussed.

This paper carries out a research by content analysis on 247 academic papers published in the Journal of Marketing during the year of 2005-2009, with a purpose to describe the subjects, methods and scholars of Western marketing research. The findings are as following: the main subjects that Western marketing research focuses on are consumer behavior, products, brands, marketing general management, industrial marketing, advertising and promotion, services marketing, and network marketing, Among which research on the general marketing management, products, brands, industrial marketing, network marketing have an escalating trend, and adverse on the prices and marketing channels, and the subjects on consumer behavior and services marketing remain to be the focus of marketing research. As for research methods of marketing, quantitative research keeps dominated and are used in such marketing research domain as brand, product and personal selling, the experimental method has been more widely used to study consumer behaviors, prices, advertising and promotion, the qualitative research and mixed research are seldom used, the former is used in industrial marketing, general marketing management, and the latter focus on the subject of marketing theory and philosophy. In addition, there exists a diversified form of cooperation among marketing scholars, which includes scholars’ cooperation in a university, among different universities, between university and business and among different counties.

Romantic experience is a positive emotional experience that significantly impacts people's lives and consumption behaviors. However, the extant research merely conceptualizes romantic experiences as intimate relationships between lovers, which limits the research on how romantic experiences influence consumers' choices. This study extends the concept beyond romantic love by addressing generalized romantic experiences in a broader sense. Four experiments show that romantic experiences (vs. neutral experiences)increase consumers' preference for self-improvement featured products, even in areas not related to the initial romantic stimuli(Study 1). This greater inclination for self-improvement products ismediated by a heightened sense of meaning in life(Studies 2 and 3). Happiness orientation plays a moderating role in the influence of romantic experience on the meaning in life and preference for self-improvement products(Study 4). Theoretically, this paper expands the concept of romantic experience and enriches the research on the influence of romantic experience on consumer choice and the research on the emotional antecedents of self-improvement products. In practice, this paper provides suggestions and guidance for romantic marketing and the promotion of self-improvement products.

The digitalization has brought big changes to the economic society, namely, virtualization of market players, digitization of factors of production, dynamization of the production process and platformization of market organizations. These four features of digitalization have further reconstructed the real management world, resulting in disruptive changes of internal and external relationships between organizations, and the underlying logics of production and operation. The nature of marketing is to answer how to solve the interactive relationship between the supplier and the consumer in the best way to realize the value co-creation. Obviously, digital technology is disrupting the traditional interactive relationship, which greatly weakens the effectiveness of the 4P and 4C marketing matrix. Therefore, we are intended to put forward the 4I (Interaction, Interest, Interface, Iteration) framework to reconstruct the marketing matrix in the age of digital intelligence. Finally, we offer some future topics of marketing strategy research and the new development direction of the discipline.

Ecological governance requires not only the joint efforts of the government and enterprises, but also the internal recognition and active participation of the public. It has attracted the attention of researchers that the emergence of online environmental gamification applications represented by“Ant Forest”which has made positive practical exploration to improve the publie's environmental literacy and to strengthen the consciousness of integration of knowledge and action. How to guide game users to change from online environmental protection game behavior to ofline pro-environmental behavior has become an important issue that needs to be further explored. Based on the theories of norm-activation and self-regulation, we construct a structure model to demonstrate the transformation mechanism from users' online game participation to ofline pro-environmental behavior and the moderating effect of hedonic experience. The research findings show that online environmental-protection games facilitate the transition from online to offline pro-environmental behaviors by initilly enhancing users' knowledge of environment(environmental threat perception), which subsequently activates their sense of moral responsibility(personal norms). However, hedonic experience weakens the positive effect of game participation on users' environmental threat perception and on the pro-environmental behavior. The research reveals and veriffies the potential negative effects of gamification on pro-environmental behavior, which provides a new theoretical research perspective for understanding and improving digital green behavior intervention, and offers useful practical enlightenment for enterprises to improve gamification platforms.

In recent years, the application of AI-based robot services in the hotel industry has been on the rise, attracting widespread attention. However, existing research on how robot services affect consumer satisfaction has presented conflicting conclusions, and the academic community has not yet deeply explored the relationship between robot services in dfferent scenarios and consumer satisfaction from the perspective of asymmetrical impacts. This study mined consumer review data from China's first fully automated robot service hotel from 2018 to 2022, exploring the asymmetrical impact ofhotel robot services on consumer satisfaction in different scenarios based on the three-factor theory and complexity theory. Through dummy variable regression analysis, this paper identified that robot services in the hotel's alternative service scenarios are the basic factors for consumer satisfaction, those in the enhancement service scenarios are performance factors, while those in the innovative service scenariosare motivational factors. Moreover, using fuzzy set qualitative comparative analysis(fsQCA), this study fur- ther revealed the configurations of robot services in different scenarios leading to high(low)levels of eonsumer satisfaction, further validating the research results of the dummy variable regresion analysis. The study's conclusions enrich the literature on service scenarios and service satisfaction in the field of robot services and provide practical guidance for the hotel industry to reasonably allocate robot services to enhance consumer satisfaction

The rapid development of digital economy has led to a transformation of big data in marketing science. Based on the three dimensions of time, space, and connection, this article uses the "Time-Space-Connection (TSC)" framework of big data from the perspectives of social networks, mobility, and the integration of the two to summarize the research progress of big data marketing in the past decade, gain insights into changes of corporate marketing strategies and consumer behaviors in the context of big data, and discuss the future research directions of big data marketing. In particular, COVID-19 pandemic has changed people’s behaviors and social environment, demonstrated the importance of "space-time-connection" of big data in business transformation and marketing model innovation, and expanded the scope of marketing research from business efficiency to social well-being. In conclusion. the "space-time-connection" framework of big data not only offers a perspective for marketing research in the digital age, but also provides guidance and suggestions for companies to develop new marketing models.

Luxurious brands consumption in China is featured by clear conspicuous purposes. This research investigated the phenomenon from the indigenous perspective of social face consciousness. Drawing on Ho’s (1976) framework of gaining versus losing face dynamics, the authors broke down the construct of face consciousness into two dimensions of “desire to gain face” and “fear of losing face”, and developed measurement scales for them. The two scales were then used to examine their effect on conspicuous luxurious brand consumption behavior and found both of them had unique contribution in explaining why Chinese consumers buy luxurious brands.

Based on the psychological compensation mechanism of consumer behavior, the current research examines how social comparison in ability domain influences people’s conspicuous consumption, and explores the possible interventions. Past research regarded conspicuous consumption as a way of signaling social-economic status, which often derived from wealth comparison. Our research proposes that besides wealth comparison, comparison in consumption unrelated domains would also lead to conspicuous consumption. In this mechanism, conspicuous consumption is a way to compensate for the self threat resulted from upward comparison. 2 studies were conducted to confirm our hypothesis. Study 1 indicates that consumers are more likely to spend on conspicuous items after comparing their own academic performance to those better counterparts. Study 2 replicates the result of study 1 using a more general conspicuous consumption measure. Furthermore, we found that the impact of ability comparison on conspicuous consumption diminished if people engaged in a prior self affirmation.

In social interactions, luxury goods usually work as signal revealing the users’ status. In a market with both authentic luxury and counterfeit goods, how the authenticity of luxury goods is perceived by others is an important issue not only for consumers, but also for producers and the whole society as well. Previous studies more focus on the luxury (or counterfeit) user, who sends out luxury information, to study the motivation of luxury consumption. However, how other consumers recode and interpret the luxury information gets inconsiderable less attention, this issue deciding whether and how the luxury goods user’s social motivation can come true. This article aims to explore how the information of luxury goods is interpreted by other consumers and then become influential. The authors find out that the perception of authenticity of luxury goods is a complicated process in which place scheme, character scheme, incident scheme and product scheme can all influence customers’ perception. Through exploratory and empirical study, this paper formed a theoretical model to explain customers’ perception of authenticity of luxury goods.

Based on the data on 898 films released in China between September 2014 to December 2017 from China Box Office（www.cbooo.cn），we examine the relationship between the intensity of event marketing and movie box office revenue. The results show that：（1）Event marketing promotes the box office revenue of the movie in general. As the intensity of event marketing increases，the box office revenue increases first and then decreases，showing an inverted U-shape relationship.（2）Some attributes of the movie，like sequel film or imported film，positively impact the movie box office revenue but reduce the effectiveness of event marketing.（3）The appropriate timing for event marketing is the 4th and the 6th week before release and the 2nd week after release. Each additional event marketing can increase the box office revenue by up to 59%.（4）The most favorable type of event marketing is theme song，followed by premiere，meeting，specials，posters，conferences，trailers，and other types of event marketing are not significant.

On the exposure of the situations to book phantom product, the advertisement message framing will deeply influence the consumer’s willingness to book phantom product. The article will research the influencing mechanism of advertisement message framing on consumer’s willingness to book phantom product. Across four experiments, we found that （1）advertisement message framing influenced heavily consumer’ willingness to book phantom product, Specially, negative message framing would boost greater consumer’s willingness to book phantom product than did positive message framing;（2）Perceived scarcity and perceived deception separately mediated the effect of advertisement message framing on consumer’s willingness to book phantom product, and meanwhile the processes were separately moderated by construal level and lied matching effect between advertisement message framing and construal level;（3）Perceived scarcity and perceived deception also mediated commonly the effect of advertisement message framing on consumer’s willingness to book phantom product, and further the common mediating process were also moderated by construal level. The finding won’t only perfect the research on the effect of advertisement message framing on consumer’s willingness to book phantom product, but also enhance manufacture’s or merchant’s the ability to operate phantom marketing and improve consumer’s rationality to purchase phantom product.

This research investigates the effect of social crowdingon shape preference and the underlying mechanism thereof. Across five experiments, the research demonstrates that individuals who are socially crowded prefer circular shapes to angular shapes. Such effect is driven by consumers' needs for vitality, specifically, social crowding increases the needs for vitality, which subsequently makes consumers prefer circular shapes as they are related to vitality in consumers' minds. We also examine the moderating role of composition of the crowd, namely the effect of social erowding on shape preference will attenuate for a crowd composed of in-group(vs. out-group)members. This research enriches the literature on social crowding and shape preference in consumption, and provides managerial implications forbrands and products.

The current research examined how posted pictures of online consumer reviews (consumer picture vs. product picture vs. no picture) influenced consumers’ product evaluation. Results showed that consumer pictures enhanced product evaluation. Study 1 testified that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving product, consumer pictures increased product evaluation significantly; for enhancing product, there was no significant difference of product evaluation for consumer picture, product picture and no picture. Results of Study 3 showed that for unfamiliar brand, consumer pictures significantly enhanced product evaluation; for highly familiar brand, there was no significant difference for three experimental conditions. The present research used persuasive effect to examine the mechanism behind the interaction effects.

Whereas the traditional focus in Word-of-Mouth (WOM) literature has been on understanding how WOM of a movie influence the box office of its own, this research investigates the impact of WOM on box office in a dynamic competitive view. We propose that movies released in the same schedule compete with each other dynamically, thus the box office of a movie not only depends on the WOM of its own, but also relates to the WOM of peer movies’ in the same schedule. Using box office and WOM data of 780 movies during 2011-2014 in mainland china, we found that the gap between a focal movie’s WOM valence and the highest WOM valence in the same schedule has a negative impact on the box office of the focal movie. Moreover, this effect is moderated by the number of movies in the schedule and the season the movie is released (whether it’s high season or not). The marketing strategy is discussed as well based on these findings.

It is of great practical and applicable value for corporation marketing to forecast and research the behavior of customer transactions. Beta-geometric/ NBD model can forecast customer’s potential purchasing according to his/her past buying behavior. However, there are some limitations in using this model due to its restricted assumptions. This paper focuses on the model’s practical application in the field of marketing, empirical analysis and model parameters optimization, as well as utilization of intermediate results to build an early loss warning methods. The empirical results show that the model have a high application value in forecasting customer’s buying behavior in China BtoC marketing related fields. This model is more suitable for the customer who has high frequency purchasing history. Relatively, the prediction outcome has certain bias for those who have low transactions frequency and stay not a long time from the first purchase. Finally, the paper discussed the applicable field and scope of the model under its assumptions and indicated the deficiencies of the model.

Micro blog becomes an important tool of social marketing，challenging companies’ consumer-brand relationship management. Based on grounded theory，66 representative companies’ posts in Sina are collected，with 1395 company posts and 5959 following posts. A influence mechanism model of company micro blog  interaction tactics on consumer-brand relationship is proposed，then the saturation level of this mechanism is tested. Results show that 1) Companies adopt two types of tactics in micro blog interaction: social interaction and task-oriented interaction; 2) Micro blog interaction arises consumer emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumer emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and  brand resonance; 3) The influence mechanism differs among different consumer knowledge level, industry and brand awareness.

According to the Mere Exposure Effect Model, the current study explores the effect of relative vertical location of Chinese-English Brand Name on consumers’ brand evaluation, and the impacts of visual attention, L2 proficiency on this relationship. Study 1 demonstrates that dual-name where English name placed above Chinese name is rated higher than reverse one. Study 2 further explores the mediation effect of visual attention between dual-name and consumers’ brand evaluation. In the study of 3, the moderating role of L2 proficiency is examined. Specifically, for bilinguals of high proficiency in non-dominant language (English), placing the English name above the Chinese will be higher evaluated; for bilinguals of low proficiency in non-dominant language, placing the English name high or low is unlikely to affect consumers’ brand evaluation.

As a new participative pricing mechanism, PWYW pricing delegates the whole price determination to consumers. Previous empirical research has showed that PWYW pricing increases sellers’ profits, even when consumers can self-determine the price, which conflicts with the basic assumption of economic man in traditional economics. Thus, some other drivers must play a role when the PWYW price is determined. Based on social preference theory, we study the influences of altruism, fairness, reciprocity, sense of guilt and price consciousness on consumers willingness to pay under PWYW pricing mechanism, the study show that reciprocity, fairness and price consciousness have a positive impact on consumer’s willingness to pay, besides, these impacts are moderated by the way of transactions.