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Table of Content
16 July 2023, Volume 3 Issue 3
  
    How to Maintain the “Originality” of the Time-honored Brand—Research on Inheritance and Innovation of Time-honored Brand based on Brand Authenticity Management
    Yang Guiju, Li Ya, Hou Limin, Qu Yang
    2023, 3(3):  1-24. 
    Abstract ( 497 )   PDF (12914KB) ( 623 )  
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    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.
    Government Support and Internationalization of Companies from Emerging Economies: Based on the Perspective of Trust-building
    Shen Lu, Zhang Chuang, Zhang Xiao
    2023, 3(3):  25-42. 
    Abstract ( 114 )   PDF (10007KB) ( 246 )  
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    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.
    The Effect of Facial Features of Real and Virtual Influencers on Consumers' Following Behaviors on Social Media
    Xu Jie, Zhou yinghui
    2023, 3(3):  43-62. 
    Abstract ( 373 )   PDF (11716KB) ( 437 )  
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    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.
    From Distant to Near: The Effect of Perceived Financial Constraint on Consumer's Brand Extension Evaluation
    Xiong Jiwei, Wei Haiying, Chen Siyun, Yu Xiaomin
    2023, 3(3):  63-81. 
    Abstract ( 147 )   PDF (12019KB) ( 249 )  
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    Consumers generally experience financial constraints. This study explored the effect of perceived financial constraints on consumers, brand extension evaluations through three experiments. Experiment 1 initially examined the positive effect of perceived financial constraints on fit perception and consumers’ evaluations of distant brand extensions by measuring perceived financial constraints. Experiment 2A revealed the sequential mediating roles of the need for order and holistic thinking through measuring mediators. Experiment 2B replicated the mediating role of holistic thinking by manipulating the mediator. Experiment 3 found that this effect would be attenuated for sub-brand (vs. direct brand) architecture. This study provided important theoretical and managerial insights into perceived financial constraints and distant brand extensions.
    Study on the Impact Path of User's Will of Value Co-creation on the Community Embedded Online Knowledge Platform—A Study based on the Fuzzy Set QCA
    Zhu Jin, Zhang Linlin, Wang Xingyuan
    2023, 3(3):  82-101. 
    Abstract ( 209 )   PDF (11207KB) ( 256 )  
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    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.
    Humorous Negative Reviews, E-retailers, Responses and Consumers’ Attitudes toward E-retailers
    Wu Ruijuan, Liu Jingjing, Zhang Zhishuai
    2023, 3(3):  102-120. 
    Abstract ( 376 )   PDF (11437KB) ( 496 )  
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    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.
    Research on the Matching Effect of Social Crowding and News Feed Advertising Type —A Perspective from Dual-Process Theory
    Shou Zhigang, Xiao Xuzhe, Lin Jiaye, Zhu Ao
    2023, 3(3):  121-140. 
    Abstract ( 174 )   PDF (14187KB) ( 328 )  
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    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.
    The Effects of Consumers' Sense of Power on Preferences for Gift Promotion
    Yao Qi, Li Yuemei, Wu Zhangjian
    2023, 3(3):  141-157. 
    Abstract ( 301 )   PDF (11650KB) ( 334 )  
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    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.