In recent years, China has proposed the construction of a unified national market and the establishment of a new development pattern focused on both domestic and international markets. In this context, the importance of marketing research has become increasingly prominent. Hence, conducting a comprehensive review of academic accomplishments and knowledge landscapes within the realm of marketing in China holds immense significance. It serves as a catalyst for advancing the establishment and growth of marketing disciplines, while also enabling a more effective utilization of academic insights to bolster local marketing practices in China. This paper conducts a literature review and quantitative analysis of marketing articles published in China's premier management journals from 2005 to 2020, focusing on depicting the multidimensional evolutionary trends of research areas, topics, methodologies, and data sources in the field of Chinese marketing. Through a comparative analysis with the development of international marketing research, it illustrates the distinctive features of marketing research in China.

A convergent product is a new product that physically integrates the functions of two or more categories into a common product form. Existing literature on convergent products lacks research regarding the degree of functional separation. Therefore, based on the technology acceptance model, the authors explore the impact mechanism of the degree of functional separation on the intention to use. Four studies examine consumers'perceived usefulness and perceived ease-of-use toward convergent products and how these perceptions change with complementarity. The results show that the higher the degree of the product's functional separation, the higher the consumer's perceived usefulness, and the lower the consumer's perceived ease-of-use. Complementarity weakens the effect of functional separation on perceived usefulness, which means for complementary products, the lower the degree of functional separation, the higher the consumer's intention to use. Therefore, enterprises should consider the complementarity while determining the degree of new product's functional separation. This paper fills the gaps in the related fields and has important practical significance for enterprises designing and developing new products.

Brand revitalization has emerged as an important strategy for enterprises to attain sustainable development. This study investigates the research overview, evolution context and research hotspots of brand revitalization by analyzing 256 articles form the Web of Science database, employing the bibliometric method. Results indicate that: firstly, the number of publications on brand revitalization is progressively rising year by year, and articles are mainly distributed in the United States and China. Secondly, the evolution stages of brand revitalization are divided into the budding period, the development period and the outbreak period. Specifically, research in the budding period is relatively sparse, which focuses on the conceptual evolution process of brand revitalization. Expanding upon this groundwork, this article redefines the concept of brand revitalization. In the development period, scholars shift their focus towards the theoretical research on brand revitalization. Since entering the outbreak period, strategy research has begun to outbreak. Thirdly, the study identifies 3 core hotspots of brand revitalization: conceptual development, theoretical research, strategy research. Building on this foundation and following the logic of “from conceptual development to theoretical construction, from antecedent to consequence, from enterprise performance to regional construction”, the research framework of brand revitalization is constructed. As such, this paper discusses the theoretical contributions and marketing implications, while also highlighting the future research directions.

Installment payment is not only adopted by consumers but also by donators in nowadays. An installment donation allows donators to donate regularly over a longer period of time and pay smaller amounts for each donation. Although installment donation has facilitated many donation projects in practice, there are few relevant studies in the literature. The current study compares between installment donation and one-off donation. One preliminary experiment and four formal experiments were conducted to explore the influence of donation payment methods on people' willingness to donate, as well as its underlying mechanism and boundary conditions. The findings revealed that compared with one-off donation, installment donation can reduce perceived pain of payment and increase perceived donation effectiveness, thus enhancing people's willingness to donate. The above effect would not work for instant or urgent donation projects. Additionally, the installment payment method in donation could help elevate individual's general attitude towards charitable donations. This research enriches our understanding of the impacts of donation payment methods and provides valuable insights for encouraging donations. 

As the“golden signboard”of a city, city brand plays a pivotal role in attracting entrepreneurial investment while simultaneously fostering an environment conducive to nurturing the entrepreneurial through its cultural and environmental nourishment. However, scant research has explored the impact of city brand efforts on the entrepreneurial spirit from a city-level perspective. In light of this, the current study utilizes panel data from Chinese prefecture-level cities spanning 2008—2020, employing a multi-temporal difference-in-differences model to assess the impact of city brand development on the entrepreneurial. The findings reveal: (1) City brand development significantly contributes to the cultivation of the entrepreneurial spirit, a conclusion that withstands a series of robustness tests. (2) The enhancement of the entrepreneurial through city brand development is further facilitated by improvements in the business credit environment and the attraction of venture capital investments. (3) Environmental uncertainty and financial autonomy serve as boundary conditions for the influence of city brand development on the entrepreneurial. The positive effects of city brand development on the entrepreneurial are more pronounced under conditions of greater environmental uncertainty or higher levels of financial autonomy. (4) Compared to central regions, small cities, and megacities, the positive impact of city brand development on the entrepreneurial is more significant in eastern and western regions, medium-sized cities, and large cities. These conclusions offer theoretical support for governments to continue promoting city brand development and provide insights and guidance for entrepreneurs seeking to achieve business growth and value realization. 

In response to the urgent global issue of food waste, our research investigates an unexplored dimension: the effect of joint versus individual consumption. Using one field, four experimental studies and a single-paper meta-analysis, our re- search finds that compared to individual consumption, joint consumption results in increased food consumption and subsequent waste. This behavior is driven by a heightened concern about self-presentation and a diffusion of responsibility among group members. Importantly, we observed that when group members in the joint consumption share close relationships, this effect diminishes or even reverses. Furthermore, our study proposes a practical solution for addressing food waste in joint consumption scenarios by implementing intervention messages that highlight individual responsibility.

With the empowerment of technology, targeted advertising can be delivered to the target consumers repetitively in a short period to promote conversion, and the advertising content can be slightly changed to attract attention. However, the strategy of unchanged content in repetitive advertising exposure is still favored by some advertisers, such as splash ads. This Study explores whether the targeted advertising should adopt slightly changed or unchanged content in its short-term continuous exposure. Based on the construal level theory, this research divides advertising content into abstract information such as intangible brand benefits, and concrete information such as specific product attributes. We suppose that the abstract information can match with the unchanged content in the repetition strategy due to advertising processing fluency for viewers, whereas the concrete information is more compatible with the changed content in the repetition strategy, which can improve the advertising performance. The results of two scenario experiments show that the unchanged content strategy can induce higher click intention and product evaluation for advertising of abstract information. On the contrary, changed content increases the click intention and product evaluation for advertising of concrete information. Processing fluency is an effective underlying mechanism for the above matching effect.

In recent years, internet-famous stores have sprung up in major cities in China. On the one hand, internet-famous stores become popular based on social network influencer marketing; on the other hand, we also witness the cruel status quo of these stores that "be popular and die quickly". Based on this contradictory phenomenon, this study deeply explores the formation mechanism of internet-famous stores and finds the reasons why these stores are closed quickly. Based on the Eastern "over-marketing"and the Western "de-marketing" theories, this study first conducts fieldwork on six restaurants and cafes, and then uses multiple case studies and semantic network analysis to analyze the formation mechanism of internet- famous stores. The study found that: (1) in the early stage, internet celebrities over-promoted these stores and attracted many new customers; (2) in the middle stage, the experience of these stores did not meet customers' expectations and caused customer disappointment; (3) in the final stage, negative WOMs led to a decline in sales of these stores. Comparing the evergreen marketing theory, this article finally discusses the theoretical and practical contributions.