Based on social facilitation theory and social loafing theory, this paper constructs model of group size effect on customer’s complaining intention under service failure. This paper takes buffet services in hotel as example. Two main laboratory experiments are conducted. Through the design two 10×2 scenario simulation experiments, this paper discusses threshold effect of group size on customer’s complaining intention, and moderating effect of relational distance in the threshold effect. Results show that: (1) the relationship between group size and customer’s complaining intention follows an inverted “U” type trend; (2) evaluation apprehension mediates the relationship between group size and customer’s complaining intention; (3) relational distance can change threshold values; (4) relational distance moderates the relationship between group size and customer’s complaining intention.

Geographical labeling is one of basic characteristics of agricultural brand. Its development is increasingly perplexed by the homogenization of agricultural products. To expand the market by using the regional advantages of geographical labeled brand, targeted public strategy is necessary, especially public advertisement. This research found an interaction effect between types of geographical labeled brand and advertisement appeal types. For natural-dominant geographic labeled brand, the functional appeal would induce behavioral loyalty. However, for humanistic-dominant geographic labeled brand, the value appeal would induce emotional loyalty. The results have significant practical implications for construction of geographical indication brand.

Following the paradigm of social network analysis, the research tackles the individual-level social contagion effect in the new product adoption process, and tests the varied impact of two heterogenous forms of social capital on new product adoption from the perspectives of the influencer’s influence, the adopter’s susceptibility and characteristics of the relationship between the influencer and adopter. Based on the real-world data from an online word-of-mouth website, an empirical analysis demonstrates that bridging social capital has a positive effect on both influence and susceptibility, and bonding social capital has no direct effect on susceptibility. Both forms of social capital are complementary in their interactive impact on influence but substitutable on susceptibility. After controlling the effect of selection bias, homophily between consumers and marketing efforts of the firms, the analysis results are still robust.

Since most apparel e-retailers use human model to present products, the current study examined the effect of model face presentation (smiling facial expression vs. neutral facial expression vs. no face presentation) on consumer approach behavior. The results of four studies showed that smiling facial expression led to the highest approach behavior. Pleasure and arousal mediated the effect of model face presentation on approach behavior. In the relationship between face presentation and approach behavior, the moderating effects of emotional receptivity and context were significant. To be specific, for participants whose emotional receptivity were high, smiling facial expression led to the highest approach behavior; for participants whose emotional receptivity were low, neutral expression led to the highest approach behavior. In browsing context, the approach behavior of participants in smiling facial expression condition was the highest. However, there were no significant difference of approach behavior in three face presentation conditions for purchasing context.

Limited-quantity promotions and limited-time promotions are the main promotions which are used widely both offline and online. Not only stimulating consumers to buy, scarcity promotion but also can bring sharing behavior. However, which kind of promotional methods is more effective is still unknown. And whether different product types（hedonic vs. utilitarian）will bring a different effect? Through the second-hand data analysis and experimental method, this paper draws the following conclusions: limited-quantity promotion will stimulate consumer's higher share behavior than the limited-time promotion; when the product type for the hedonic goods, limited-quantity promotion will also stimulate consumer's higher share behavior than the limited-time promotion, and the gap is further amplified; but when the product type for the utility, the different types of promotions on the sharing have no difference. Perceived scarcity and altruistic motive play a continuous mediating role. And consumers are more willing to share scarce promotions in strong relationships rather than weak relationships.

Based on the data on 898 films released in China between September 2014 to December 2017 from China Box Office（www.cbooo.cn），we examine the relationship between the intensity of event marketing and movie box office revenue. The results show that：（1）Event marketing promotes the box office revenue of the movie in general. As the intensity of event marketing increases，the box office revenue increases first and then decreases，showing an inverted U-shape relationship.（2）Some attributes of the movie，like sequel film or imported film，positively impact the movie box office revenue but reduce the effectiveness of event marketing.（3）The appropriate timing for event marketing is the 4th and the 6th week before release and the 2nd week after release. Each additional event marketing can increase the box office revenue by up to 59%.（4）The most favorable type of event marketing is theme song，followed by premiere，meeting，specials，posters，conferences，trailers，and other types of event marketing are not significant.

Prior literature on brand extension has largely ignored how display format influences consumers’ attitude toward extension products. The present research identifies two frequently encountered display formats in brand extension settings: by-brand display (i.e. products from a same parent brand are presented and comparisons are made within a single brand) and by-category display (i.e. products from competing brands are presented and comparisons are made across different brands). The authors explore the effect of these two displays on consumers’ attitude toward brand extensions with differential levels of fit, and examine the moderating effect of consumer innovativeness. Results of four experiments have shown that: 1) by-brand display, as compared to by-category display, increases consumers’ attitude toward brand extensions; 2) the effect is mediated by the focus on perceived fit; 3) the effect is moderated by the level of fit between extension product and the parent brand. By-category display enhances consumer evaluations for extensions with moderate fit, but not for those with high or low fit; 4) Consumer innovativeness also moderates the display format. When consumers are of low innovativeness, by-category display increases brand extension evaluation, whereas the effect is attenuated when consumers are of high innovativeness. This research not only contributes to brand extension literature, but also provide practical suggestions for companies in promoting their new products.

Based on the relationship between sense of virtual community and customer engagement in the virtual brand communities, a hybrid effect model is constructed by introducing commitment as mediator. Using the survey data from 279 community members in MI community, the theoretical model was tested empirically. After controlling for demographic variables and community status variables. The results show that in the virtual brand communities, sense of virtual community has different impacts on commitment and customer engagement, affective commitment has a positive impact on customer engagement while calculative commitment hasn't significant impact on customer engagement. At the same time, only the affective commitment has a significant mediating effect on the influence of sense of virtual community on customer engagement. The conclusions can provide a good guidance for enterprises to develop and manage member behaviors of virtual brand communities and improve their engagement level.