With the development of Web2.0, Internet users can use virtual social network platforms to interact with each other freely and contribute their individual brilliance voluntarily. In the collaborative creation process, common-based innovation network gradually formed, featured by reciprocity and coopetition relationship. Collaborative innovation relies on the wisdom of crowds, they share they ideas together and further create new knowledge. As a result, knowledge flow becomes more flexibly and knowledge outflow is strengthened greatly in the common-base innovation network. This paper attempts to investigate (1) how direction of knowledge flow (inflow or outflow) influence the performance of new product development, and (2) the two-side effect of social capital based on the analysis of knowledge flow characteristics (homogeneous or heterogeneous) which is determined by social network structure. Using the data from Sourceforge.net, we construct the common-based innovation network based on membership information and identify the direction of knowledge flow based on role information. Results show innovation teams who receive rather than provide knowledge can achieve better innovation performance. Besides, degree centrality, which is featured by homogeneous interaction, can improve innovation performance in the first place, but it will reduce innovation performance after degree centrality being too large. Betweenness centrality, which is featured by heterogeneous interaction, has positive effect on innovation performance.

This study selects two specific global brand equity dimensions, namely, perceived quality and global myth, and introduces an innovative construct, brand authenticity, to explore how global brand equity affects consumer attitude via brand authenticity, and to differentiate the mediating mechanism between global brands from China and from foreign countries. The results indicate: (1) perceived quality and global myth positively affect credibility, symbolism, continuity and integrity respectively；(2) credibility, symbolism and consistency positively affects brand purchase likelihood；(3) to local Chinese consumers, the total effect of perceived quality to brand purchase likelihood is higher in local global brands than that in foreign global brands.

Prior studies focus on the influence of up clue on marketing and ignore the effects of down clue on consumer behavior. Based on moral metaphor theory, the authors analyze the influence of vertical clue on consumers’ indulgence through three studies. Study 1 discovers that down clues can trigger more indulgence than up clues. Study 2 shows that cognitive fluency works as a mediation in this main effect, which constructs an integrative internal model. Study 3 manipulates the cognitive fluency to verify the main effect in a further step. Our study provides theoretical supports and practical suggestions for enterprises.

In recent years, product safety industrial crisis has been frequently occurring. Then, how to get over the negative effects quickly and clear up all doubts efficiently? It is not only the government’s great challenge but also the suspected firms and the industry’s challenge to alleviate consumer’s anxiety and rebuild the brand trust as well as push the involved industry towards on track. This paper investigates that when product safety industrial crisis happens, do firms’ responses and the industry association’s response take effect? Further, does the industry association’s response play a more important role? Why? This paper finds that the industry association’s response is more effective than the firms’ responses because the industry association is with higher credibility. Besides, we explore the effect of the industry association’s response from three dimensions which are types of crisis, consumer involvement and suspected brands’ reputation. The result shows that industry association’s response is obviously essential when the crisis is indefensible or consumer involvement is low or suspected brands’ reputation is low.

Sales promotion is a kind of temporary and transient activity in nature. Only provided with a certain restriction can promotions have a positive effect on sales. Qualitative and quantitative studies provide evidences that quantity-limited promotion is more effective than time-limited promotion in influencing consumers’ purchase intentions because of consumer competition, but only when the promotion is organized in a high level of perceived accessibility of purchase opportunity. When a promotion is organized in the condition that consumers perceived the purchase opportunity in a low level of accessibility, consumers would react more positive to time-limited promotion than quantity-limited. In those situations, time-limited promotion is more effective than quantity-limited promotion because consumers perceive higher uncertainty of promotion opportunity in quantity-limited promotion. Moreover, the interaction between types of purchase restrictions and perceived accessibility of purchase opportunity is moderated by consumers’ cognitive closure need.

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.

Based on a imagery perspective, we examine the role of online product presentation’s sensory cues in consumer’s purchase intention through 2 empirical study. Study 1 conducts a 2(text contains sensory cues: yes vs. no)×2(consumer fantasy proneness: high vs. low) between subject experimental method, we find that sensory cues in the text have significant effect on imagery evoked, fantasy proneness regulates the process of influence of sensory cues on imagery evoked, the degree of imagery evoked have a positive effect on consumer’s purchase intention. Study 2 conducts a 2(text contains sensory cues: yes vs. no)×2(product categories: search product vs. experience product) between subject experimental method, we find that imagery evoked under experience product is more effective than search product in increasing purchase intention.

Crowdsourcing provides an efficiency mode to explore distributed crowd knowledge resource under open innovation environment. It can provide various and plenty of solutions for problem solving. However, driven crowd challenges crowdsourcer in business management. Outsource strategies play key role in attracting and inspiring solvers in crowdsourcing project, which influence the crowdsourcing performance. Prior research mainly focused on prize strategy and few shed light on scheduling strategy. However, holistic outsource strategy should include prize and scheduling simultaneously. Based on motivation incentive theory, this article applied 168 thousands real crowdsourcing projects’ secondary data to test the influence of outsource strategy. The positive effect of prize strategy is confirmed. The scheduling strategy has an inverted U shape effect on the numbers of submitted solutions. Furthermore, there is a negative interaction effect between prize and scheduling. High (low) prize configured with short (long) limitation can get an optimal influence on performance. The findings can enrich crowdsourcing theory and provide implication in outsource strategy design.

Using the limited-capacity model of attention and belief adjustment theory, this research examines how the plot integrity, the presentation order of brand information and brand-plot fit in the story advertisement influence the audience’s dissemination will through two between-subjects experimental designs. The results indicate that when the fit is high, keeping the plot plumpness high or putting the brand information first can arouse more positive emotion and brand identity of the audience. On the contrary, when the fit is low, keeping the plot plumpness low or putting the brand information behind can arouse more positive emotion and brand identity of the audience. The results also reveal that positive emotion has a significant positive influence on audience's brand identity and dissemination will, and the dissemination will is also influenced by the brand identity of audience significantly.