Promoting the inheritance of the traditional skills of time-honored brands, and realizing the development goal of "the inheritance is not a mere imitation of the ancient styles, and the innovation is not leaving behind the tradition” , is not only to promote brand building, but also an important measure to promote Chinese traditional culture. Brand authenticity management provides theoretical support for the time-honored brands to realize the inheritance and innovation of "originality". Based on the case study of Suzhou Daoxiangcun, this paper constructs a theoretical model for the inheritance and innovation of time-honored brands based on brand authenticity management. The research results show that：(1) the original authenticity management of the brand has realized the inheritance of the time-honored brands and ensured the "originality" of the time-honored brands；(2) the constructive authenticity management of the brand has promoted the brand innovation based on the "originality" of time-honored brands and realized the sustained growth of brands；(3) based on the satisfaction of customers' functional needs, experience needs and emotional needs, it has promoted the inheritance and innovation of the time-honored brand's products, marketing and culture respectively. Multi-level customer demand is an important driving factor for the authenticity management of time-honored brands.

In the present paper, we seek to explore the effect of negative reviews ( humorous vs. non - humorous) on consumers' attitudes toward e-retailers and the mechanism and boundary conditions behind the effect. Results of three laboratory experiments showed that compared with non-humorous negative reviews, humorous negative reviews significantly enhanced consumers' attitudes toward e-retailers. In the relationship between humorous negative reviews and consumers’ attitudes toward e-retailers, consumers' affective responses played the mediating role. In the relationship between non-humorous negative reviews and consumers’ attitudes toward e-retailers, consumers’ cognitive responses played the mediating role. Results of Study 1 showed that the response speed significantly moderated the effect of negative reviews on consumers' attitudes. Results of Study 2 showed that the moderating effect of whether e-retailers explained the cause of the problem (yes vs. no) in the relationship between negative reviews and consumers’ attitudes toward e-retailers was significant. Results of Study 3 showed that compensation money significantly moderated the effect of negative reviews on consumers' attitudes.

With the development of social media, influencers and virtual influencers have become one of the most important channels for customers to learn about brands and products, and have a profound impact on consumers' brand attitudes, purchase intentions, etc. However, how to choose the right influencers, especially influencers with suitable facial features, has become the primary challenge for marketing practitioners. However, we have limited understanding of the impact of influencers' faces, especially virtual influencers' faces on customers' decisions to follow influencers. Therefore, we applied the hierarchical linear multinomial logit model to quantitatively analyze the relationship between influencers' facial features and customers' decisions to follow influencers, and study whether the effects of facial features of real and virtual influenceis are different. The results show that ： (1) models based on facial features can accurately explain and predict consumers' preferences for influencers' faces; (2) when faces of virtual influencers are indistinguishable from faces of real ones, there aren't any systematic differences between the effects of facial features on the consumers' preferences. Theoretically, the paper fills the research gap on the relationship between facial features and consumers' following behaviors in influencer marketing, especially in virtual influencer marketing ； practically, our findings can help guide influencer marketing practices, especially the selection and design of faces of influencers.

The authors develop a research model to test the effects of three psychological factors( customer involvement, customer psychological empowerment and customer psychological ownership) on customer engagement, and the impact of customer engagement on customer loyalty. The results show that customer involvement and customer psychological ownership are positively related to customer engagement; however, customer psychological empowerment affects customer engagement indirectly. Customer engagement has direct and positive effect on customer loyalty.

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.

Gift promotion is one of the common ways for merchants to improve sales performances. Based on the Agentic-Communal Model of sense of power, this research investigates the impact mechanism and boundary conditions of the effects of consumers' sense of power on consumers' preferences for gift promotion. The research finds that consumers' sense of power affects consumers' preferences for the types of gift promotion, and consumers with high ( vs. low) sense of power prefer alternative (vs. complementary) gifts (Experiment 1) ； thinking style (holistic vs. analytic) mediates this effect (Experiment 2)； whether or not there is a choice for gift plays a moderating role. Under the condition that gifts can be chosen, consumers with high and low sense of power both prefer alternative gifts ( Experiment 3 ) . The research conclusions not only enrich and expand the literature in the field of sense of power and promotion, but also have important reference value for enterprises to design gift promotion strategies in a targeted manner.

Happiness is the eternal pursuit of human beings, and consumption is the primary way for modem people to obtain happiness. Although the popularity of consumer happiness research continued to rise, a relatively independent and complete theoretical system has not formed. Currently, the research topics within this field is “ many but scattered”. To facilitate the development of this field, this study proposes a three-dimensional theoretical framework involving the research paradigm, research stance and research theme, and explains it based on a selective review. Finally, based on this framework, eight future research topics in this field are proposed, including consumer eudaimonic well-being and consumer unhappiness which belong to the research paradigm dimension, well-being marketing strategy and macro study of consumer happiness which belong to the research stance dimension, time spending and consumer happiness, Chinese and subcultural consumer happiness, digital technology and elder consumer happiness, as well as outcomes of consumer happiness which belong to the research theme dimension.

In order to win the favor of local consumers, more and more global brands begin to use local cultural elements in product design or marketing process. When such global brands make mistakes, will consumers ( due to their love for these brands) think the brands are excusable, or will consumers blame the brands and think they are worse? From the perspective of brand mistakes, this study explores the influence of culture mixing on consumers’willingness to forgive, and deeply analyzes its mediating mechanism and possible boundary conditions. Through two experimental studies, it is found that consumers are more likely to forgive cultural mixed global brands than non-cultural mixed global brands, because the application of local cultural elements will narrow the psychological distance between global brands and consumers, and thus trigger their in-group brand preference. However, this effect only exists when the global brand makes competence mistakes. However, when the brand makes moral mistakes, because consumers have higher moral requirements for those who are psychologically close, therefore, compared with non-cultural mixed global brands, consumers are more difficult to forgive cultural mixed brands. This study is the first to explore the impact of culture mixing on consumers, willingness to forgive from the perspective of brand mistakes, which provides a new perspective and direction for culture mixing research, thus further enriching and expanding existing studies on culture mixing. At the same time, this study also provides important guidances and suggestions for corporate’s cultural mixing design and brand crisis management.

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. The relevant literature is rarely in an online environment, the impulse buying behavior discussed. This paper explores the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue in the domestic marketing academics. In this study, the experimental method was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure. The results show that low-involvement emotional products stimulate consumer online impulse buying tendencies. At the same time, there is an interaction effect between time pressure and product type, that is, under the influence of time pressure, low-involvement emotional products to enhance the consumer online impulse buying tendency is more significant.

This research investigates the influence of uppercase vs. lowercase lettering logos on perceptions of the brand. Study1 demonstrates that although logos with lower case lettering brand name have an unfavorable influence on brand authority perception, they have a favorable influence on perceived brand friendliness. The former influence is tied to the logo’s perceived potency, while the later influence is tied to its perceived activeness. Study2 demonstrates a fit effect between products (or services) characteristics and logo associations. Specifically, upper case lettering logos are perceived to be more appropriate for products (or services) with high authority, while logos with lower case lettering brand name are perceived to be more appropriate for products (or services) that should be close and friendly to people. In addition, the findings of Study3 reveals that brands with high authority incline towards upper case lettering logos, while brands with high friendly characteristics are more likely to adopt lower case lettering logos.

This research explores how product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood in referral reward program. The results show as following. Firstly, product type has significant influences on referral likelihood. Compared with utilitarian product, customers are more likely to make referrals when consumed hedonic product. Secondly, product type and reward type have significant interactions to referral likelihood. When rewarded hedonic gift, customers who consumed hedonic product have great willing to make referrals, however, when rewarded utilitarian gift, customer who consumed utilitarian product have great willing to make referrals. Finally, the research offers some marketing implications to the managers.

Based on the perspective of anticipated happiness, three studies were conducted to confirm the influence of individual's orientation to happiness ( OTH) on purchase type preference, and also verify the mediating role of long-term utility concern. Study 1 found that compared with hedonic OTH, eudemonic OTH can lead consumers to pay more attention to the long utility of products and future self, in turn to enhance the preferences of material products. In addition, purchase preference is manifested not only in the financial cost input to the product ( study 1A) , but also in the time cost input to the product (study IB). This effect is robust even after controlling the purchase objectives ( study 2). However, when experiential products also provide long-term utilities, the effect of OTH on purchase type preference will be weakened ( study 3).

In the Mobile Internet Era, advertising scenes are becoming more dynamic and fragmented. The spatial characteristics of consumers will affect the effect of different news feed advertising expression types on mobile media. However, the current literature lacks sufficient research on how spatial characteristics affect the effect of news feed advertising. Taking“ social crowding" , the most common spatial feature experienced by Chinese consumers, as the object, this paper explores the matching effect between social crowding and news feed advertising types through two field experiments and two laboratory experiments based on the Dual-Process Theory. The results show that people in socially crowded environments will prefer ads which have emotional appeals and horizontal attributes; in a less crowded environment, the advertising effect of rational appeals and vertical attributes is better.

Empowered by new technologies such as artificial intelligence, service robots are increasing rapidly in diverse consumption markets. In fact, the interaction between service robots and consumers is a process of social exchange on the basis of trust. Anthropomorphism is one of the common strategies to increase consumers’ trust and acceptance in diverse service contexts ,but it may trigger some negative effects. This is because consumers have different expectations and needs for the anthropomorphism of service robots in different consumption contexts. Anthropomorphism can be divided into two types: anthropomorphism with human nature traits and with unique human traits, which provides a new idea for satisfying consumers’ diversified trust needs for service robots under different consumption situations. Based on three experiments, we find that under subjective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with human nature traits ( vs. unique human traits) when it’s anthropomorphized externally, and this effect is mediated by emotional trust; however, under objective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with unique human traits (vs. human nature traits) when it's anthropomorphized externally, and this effect is mediated by cognitive trust. The results provide specific guidance for the design of service robots and mainly enrich the literature on service robots and anthropomorphic marketing.

There exist studies that focus on the possible negative emotion (depression for instance) brought by mere concentration on out-of-stock. Or others solely study on the attractive effect induced by phantom alternative. What effect, positive or negative, will out-of-stock alternative impact on the purchase intention of similar alternative is still without a definite conclusion. This paper holds that there is not a certain positive or negative effect on the similar alternative purchase intention. Also, a dual mediation pathway model and relevant moderator of such influence mechanism are proposed. Our research shows that when offered the out-of-stock alternative, consumers seem to experience the stronger emotion of perceived scarcity and psychological reactance compared with no information offered. The effects of out-of-stock message on consumers’ similar alternative purchase intention mediated by scarcity and psychological reactance separately are opposite (positive versus negative). In addition, the negative effect mediated by psychological reactance is moderated by the occupation levels of cognitive resource. Psychological reactance is a moderated mediator. Whereas, the positive mediating effect of perceived scarcity is not affected.

Government support has been recognized as a main impetus behind the internationalization of emerging multinational enterprises ( hereafter EMNEs) , but conceptual views are inconclusive regarding government support's impacts on EMNEs， post-entry operations. This research explores whether and when home country government support enables EMNEs to obtain foreign partners’ trust in the host markets. To test hypotheses, this research constructed a dataset that comprises of primary survey data collected from senior Chinese managers working for Chinese multinational companies' overseas subsidiaries and archival data. The findings indicate that home country government support is conducive for EMNEs to obtaining their foreign partners' trust. The positive impact becomes stronger when EMNEs operate in host countries that have more advanced regulatory institutions. However, in host countries that have tight diplomatic relationship and intensive cultural communication with the home countries, the impact of home country government support becomes weaker. This research extends the research on the internationalization of EMNEs and uncovers how diplomatic relationship and cultural communication at the macro-level affect interorganizational relationship management at the micro-level.

Thanks to the online knowledge platform, users have got a new way to exchange knowledge. Value co-creation based on interaction has profoundly changed the mode of value creation on the platform. Embedding of community plays a pivotal role in promoting multi-party interaction and activating users’ willingness to co-create value. This paper uses the Value Go- creation Theory and Activity Theory, integrates 9 influencing factors from 3 levels of platform, community and user, and this paper constructs the influencing factors model of user value co-creation intention. This paper uses fsQCA to analyze the set relation of 574 questionnaire data. The findings of the research can be categorized into the following. Firstly, there are 14 configuration paths that activate user value co-creation, which are divided into 8 configurations in the second-order and clustering into 3 types: Community and User Dual Dominated-Platfbrm Driven Type, Community Dominated-Platform Reliant User Driven Type, Users Dominated-Platfonn Driven Type. Secondly, Self-efficacy in the user dimension, Opinion Leaders and Community Atmosphere in the community dimension are the most important factors to activate users' willingness to co-create value, the factors in the platform dimension are the promoting forces of user participation in value co-creation. Thirdly, under certain conditions, the factors of platform, community and user have substitute and complementary relationships. The conclusions of this research provide a practical inspiration for online knowledge platform to find a breakthrough to activate users' intentions of value co-creation and realize value co-creation.

Brand logo is an important part of brand assets. This study took the color saturation in brand logo as the research object and studied its influence on brand personality perception. Based on the arousal theory, this study examins the different effects of high and low color saturation on consumers' brand personality perception through six sets of experiments. In these experiments , we find that no matter for cool colors ( e. g. blue or green) or warm colors ( e. g. red or orange) in a brand logo ,possessing high color saturation can make consumers perceive the excitement of the brand, while possessing low color saturation can make consumers perceive the peacefulness of the brand. Through study 2, we also find that the influence of brand logo's color saturation on brand personality perception is mediated by arousal. In the high arousal state brought by high color saturation, consumers feel excited and stimulated, thus could perceive the exciting brand personality. In the low arousal state brought by the low color saturation, consumers feel calm and relaxed, thus could perceive the peaceful brand personality. In addition, through study 3, we find that when the color expectation in the individual attribution process is manipulated, the influence of color saturation on the perception of brand personality will disappear.

Based on social interference theory and the research on anthropomorphic products, this paper explores the impact of social crowding and self-construal on anthropomorphic brand preferences and the underlying mechanisms. Through a field survey and two online experiments, this study finds that consumers with different self-construal respond differently to anthropomorphic brands when they are confronted with social crowding. Specifically, when consumers hold independent self-construal, social crowding leads to a low sense of control, which hinders the realization of important goals, and thus decreasing consumers' preferences for anthropomorphic brands. However, when consumers hold dependent self - construal, social crowding has a positive effect on anthropomorphic brands preference by stimulating social warmth perception. The conclusion of this study provides guidance for anthropomorphic brand's optimization of publicity strategy.