Cultural archetype acts as the common memory and national cultural psychology and spirit shared by a certain country or national cultural community under the long-term practice in life．The essence of “Chinese element”，has been pinpointed as the representation of national cultural archetype resource of China，which reflects to the overall power enhancement of China．Applying the Chinese national cultural archetype resource，which will be used for promoting the Chinese Brand internationalization，aims for the consumers’ approval with the hope of integrating and spreading the unique cultural advantage of Chinese brand．The recognizing of Chinese brand’s cultural archetype in this paper has constituted the basis of Chinese brand’s cultural prototype strategy．Based on the Grounded Theory，this paper has，collected and analyzed the value symbols，character images，and theme stories of Chinese narrative advertisements，and constructed the cultural archetype framework of Chinese brands．In this framework，it revealed：(1) Chinese brand’s cultural archetype can be divided into 12 concrete archetypes according to individual’s relationship with self，the other，community and nature；(2) Consumers’ different ways of self-categorization are attributed as the essential difference among various archetypes．Since it highlights human’s value as individual in western culture，Asian culture focuses more on the value of relationship．This paper also compared and analyzed the differences between Chinese and Western cultural archetypes from three perspectives，formation of social structure，pedigree of myth and character’s feature．At the end of the paper，it explored the possible approaches for internationalizing Chinese brands to apply Chinese cultural archetypes．

To encourage repeated purchasing, many innovating firms offer trade-in program. In this context, by constructing a two-stage dynamic game model, this paper analyzes the subgame perfect Nash equilibrium between the firm and strategic consumers, and then studies the optimal pricing strategy. Results show that regardless of pricing strategy adopted, the firm can manipulate different consumer segments through relative pricing position between the old and the new generation of product. When consumers are strategic enough and the salvage value of old generation is high enough, the firm has an incentive to force consumers to buy the old generation in the second period. Otherwise, the firm has an incentive to force consumers to buy the new generation in the second period. In addition, when consumers are not strategic enough and the innovation level of new generation is sufficiently high, the firm is better off using dynamic pricing strategy. Otherwise, preannounced pricing strategy is the optimal choice for the firm.

 In light of social exclusion and the sociometer theory, this study proposes that when individuals are socially excluded, they are willing to pay (WTP) more for anthropomorphized brands than those who are not, because anthropomorphized brands provide a quasi-social relationship. This study further posits that socially excluded consumers prefer different role (servant vs. partner) of anthropomorphized brands given different level of self-esteem (SE) to meet their needs for control recovery. HSE (vs. LSE) consumers are willing to pay more for a servant-like brand because such brands helps them recover from low control by regaining a master role. In contrast, HSE and LSE consumers have no significant differences in WTP for a partner-like brand.

Online reviews have been indicated to play an important role in consumers’ decision-making process, as supported by numerous studies. However, none of them has considered the neighborhood effect of online reviews. This paper, based on competition theory, analyses the impact of neighbor store’s reviews on the central store’s, along with the moderating effects of store density and product homogeneity. Using data from dianping.com, this study finds that the number (ratings) of neighbor store’s reviews exerts a negative impact on that of central stores, nevertheless the impact of which is moderated by store density such that the negative effect is stronger when store density is higher. Also, the negative effect is stronger when stores provide homogeneous products.

Chinese Tuhao are rooted in the specific economic, social and cultural context of China,  and caused widespread concern at home and abroad with social media in recent years, and has become China's marketing practice that can not be ignored with the important impact on consumers. Based on the Special Chinese Context, this paper systematically deconstructs the characteristics of Tuhao and Tuhao products, and reveals the multiple utility of Tuhao products, and constructs the two-way influence mechanism of Tuhao groups on consumers' purchase intention model. This study identifies and defines hybrid reference group, expands the types of reference groups, and explores the transmission mechanism of Tuhao and the adjustment of situational factors. The results help to understand the relationship between the Tuhao in the special situation and the consumer behavior under the influence of China's marketing situation, and will help promote the development of the theory based on Chinese context, and provide a basis for decision-making in marketing practice for enterprises.

With many years’ economic transformation from “Made in China” to “Create in China”, the State Council has set May 10 as “China Brand Day” of each year since 2017. This action indicates the implementation of brand strategy and the new national policy of promoting China’s brands. This study uses the trademark application data of Chinese listed companies to examine the influence of top management team (TMT) marketing background on trademark and brand output. Our results show that the higher the proportion of executives with marketing background in TMT, the more the number of trademark applications. Furthermore, we document that the positive impact of TMT marketing  background on the number of trademark applications is more pronounced in non-state-owned enterprises, companies with more patent output and companies whose CEO has marketing background, indicating that when TMT can play a bigger role, companies have better innovation ability and team collaboration is more efficient, the promoting role of TMT marketing background on the number of corporate trademark applications will be stronger.

Green consumption is full of conflict decision. Compared with the traditional based products, innovative green products have high environment-friendly characteristics, but also have high technology content and new function, so innovative green products are consistent with consumption and have low market share. The characteristics of innovative products are high environmental but low sales. This study attempted to discuss that consumers how to weigh attributes of green product between the sales and the popular according to the reference time, so as to reveal the green consumption is driven by morality or interpersonal influence. Study 1 found that consumers would weigh the importance between environmental protection of the products and product sales according to the changes of temporal distance, which led to the worse evaluation in near purchase situation than that in long purchase. Study 2 used ERP technology to explore the time course of the effect of construal level, covering three series stages of awareness, recognition, judgment and decision making.

This study collected a total of 1960 pieces of panel data of the P2P platform and constructed a panel data analysis model after filtering. Finally, we found that: compared with the promotion focus advertising, the prevention focus advertising has a greater impact on platform trading volume, and the impact is positive significant; for the platform which has a third-party cooperation should use promotion focus advertising, but for the platform without third-party cooperation, prevention focus advertising is a better choice. Prevention focus and promotion focus advertising with have different effects on the use of individual projects and organization projects platform. The results of this study have some reference to the selection of high-risk financial products advertising communication strategy.