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The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.

A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.

The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.

This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.

The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.

There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

Brand interaction on social media increasingly involves brands openly praising their competitors. This paper examines the impact of selecting a praising target based on company size in brand-to-brand praise, such as praising a smaller competitor versus a larger competitor, on consumers’ evaluations of the praiser.

Three online survey experiments using Sina Weibo as the stimuli were conducted to analyze the brand evaluation of brand-to-brand praising. Data were collected via Credamo.

Praising a smaller competitor leads to an increased evaluation of the praiser brand compared to praising a larger competitor. The perceived competence mediates the influence of relative brand size on praiser brand evaluation. Additionally, the praiser brand’s gender moderates the influence of relative brand size on the praiser brand evaluation, with a notable enhancement observed only for the masculine praiser brand.

This paper suggests several avenues for future research. First, future research can examine how companies tailor praise content based on the recipient size. Second, future studies can consider the role of competition type, brand development potential and the perceptual differences between competitor sizes. Third, we encourage future research to examine whether certain brand personalities benefit more from praising smaller competitors and extend our study’s scope to non-food industries to generate more generalizable results. Lastly, future studies can look into the conditions where a praised brand should respond to public praise and the potential of such interactions to boost consumer favorability.

This study offers valuable insights for brand managers to boost customers’ perception of brand competence and brand evaluations through interactive marketing on social media. Brand managers are recommended to direct their praise towards smaller competitors to maximize the positive impact. Additionally, our study highlights the pivotal role of brand gender in effective brand-to-brand communication strategies. Notably, masculine brands can particularly benefit from praising smaller competitors. Overall, considering factors like company size and brand gender is crucial for crafting effective brand-to-brand praise strategies that can enhance brand competence perceptions and evaluations, ultimately fostering loyalty and sales.

This study offers rich social implications regarding customers’ attitudes toward brand-to-brand praise on social media. Zhou et al. (2022) showed that brands praising competitors can significantly enhance consumer preference compared to other communication forms. Furthermore, this paper investigates how observing different types of brand-to-brand praise impacts consumer brand evaluations, such as praising larger or smaller competitors. We found that consumers preferentially evaluate brands that praise smaller (vs larger) competitors, and this effect is particularly salient for masculine brands.

This study provides valuable insights about enhancing customer evaluations of praiser brands through brand-to-brand praising on social media, points out the underlying mechanism and identifies a boundary condition.

The purpose of this study is to investigate the dynamics of capillary underfill flow (CUF) in flip-chip packaging, particularly in a multi-chip configuration. The study aims to understand how various parameters, such as chip-to-chip spacing (S12), chip thickness (tc) and others, affect the underfill flow process. By using computational fluid dynamics (CFD) simulations and experimental studies, the goal is to provide insights into understanding the dynamics of CUF in heterogeneous electronic packaging.

The paper introduces a CFD analysis and experimental study on CUF in a multi-chip configuration, aiming to understand underfill flow dynamics. A 3D geometry models of multi-chip arrangement are created using computer-aided design (CAD) software. After that, the CAD models are meshed and simulated in Ansys Fluent using incompressible and non-Newtonian fluid properties. The study maintains S12 of 2.86 and tc of 22.29 between experimental and simulation data for results validation. Next, a various of S12 values (1.14, 2.86, 5.71, 8.57, 14.29 and 20) which focus on tc of 22.29 have been investigated. Further studies have been conduct using S12 of 5.71 and tc of 8.00, 14.29 and 22.29.

Results show a strong correlation between simulation and experiment which validate the correctness and robustness of simulation. Further parameter’s studies using simulation for various of S12 indicated that higher S12 values lead to faster flow. This effect is due to large underfill weight from reservoir able to flow into S12 region which contributed to higher mass momentum movement. Furthermore, the effect of various of tc shows that the thicker the chip the faster the underfill to flow in S12 region.

The intentional exclusion of solder bump pattern arrangements from the experiment and simulation may limit the study's ability to fully understand the impact of solder bump patterns on underfill flow. Therefore, more parameters can be investigated such as solder bump pattern, underfill weight and dispense pattern in the future using CFD.

The manuscript provides a comprehensive examination of the contributions of CFD to the advancement of knowledge regarding CUF phenomena in heterogeneous electronic packaging assemblies. Moreover, it delineates the utilization of CFD methodologies to assess the influence of chip-to-chip spacing (S12) and the thickness of the chip (tc) on the underfill flow characteristics.

This paper fulfills an identified need of computational fluid dynamics method to study capillary underfill flow dynamics in heterogenous electronic packaging.

The research objective is to establish a smart system for building operation and maintenance using self-organizing map-based cluster merging (SOMCM) algorithm.

The process begins with a thorough literature review to establish the interface framework, followed by its design. An empirical study in Taoyuan City’s industrial park, involving 46 buildings and 3,526 maintenance records, informed development. By integrating the “Shared Facility Management System Equipment Repair Module” and the “Maintenance Management System for Existing Facilities,” 21 enhanced interface components were created. All work orders are stored in a database for aggregation, statistical analysis and clustering using the algorithm SOMCM, aiding repair decision-making.

The outcomes stemming from the proposed methodology culminate in the identification of seven patterns that can significantly enhance the efficiency of maintenance operations: (1) simplify current self-repair to outsourcing; (2) modify the current traditional contract type to open contract type; (3) adopt massive procurement for major facilities (e.g. air conditioning); (4) schedule power supply systems in a systematic and efficient way; (5) establish maintenance patterns as suggested to eliminate warehouse for spares; (6) reallocate maintenance resources in a seasonal cycle; (7) set up a standby team to resolve emergency repairs. The findings can reduce a significant amount of time and cost for the investigated industrial park.

Maintenance work has faced delays, aging equipment has caused component damage, and park structures no longer meet operational needs. Addressing these challenges, the study introduces a novel SOMCM approach for smart building operation and maintenance. This approach emphasizes creating a user-friendly, practical system pivotal to platform success. By integrating demand-driven strategies, it enhances traditional maintenance processes and offers innovative solutions to operational and management issues, ensuring alignment with modern requirements and improved efficiency.

By inspecting the special connection between negligence and the causes of negligence, this study evaluates the reasonableness of negligence offenses elements from the perspectives of “modes” and “rules.” This study considers that in the core concept of negligent manslaughter in the Criminal Code of Taiwan, “business” comprises an outstretched legal element; thus, “application by analogy” or “customary laws” should be prohibited as a legal basis or when applying the criminal code because those are not allowed under nulla poena sine lege. Nulla poena sine lege must be respected to release construction professionals from material risks in their judicial rights and interests.

This study used data mining analysis with a database of 204 cases where construction professionals were involved in an accusation of gross negligence manslaughter (GNM) (N = 486) between 1995 and 2021 to explore the reasons and distribution of these cases in the construction industry in Taiwan.

The results showed that the main reasons behind lawful GNM accusations against construction professionals are as follows: (1) the violation of employers' duty of care to prevent hazards caused in workplaces where falling and collapsing are concerns during construction, thus resulting in death; (2) gross negligence during design, construction and supervision, causing damages after natural disasters such as earthquakes and typhoons.

This study discusses the whole life circle of construction, starting from planning, design, construction and completion. However, the involvement of other offenses such as providing false statements, forgery, embezzlement, unjust enrichment and fraudulent tax evasion or criminal responsibilities stipulated in the Building Act or administrative punishments are beyond the scope of this study. Future studies will focus on foreign “business GNM” cases from judicial precedents with similar backgrounds to Taiwan in the construction industry to verify whether similar conclusions can be drawn and to examine their differences.

This study applied data mining and data analysis to the data and explored potential causality and patterns of GNM cases in judicial cases. The results of the analyses can be used as evidence for potential causality and thus facilitate construction professionals' self-reflection and contribute to the sustainable development of working environments for construction.

This study agrees with the removal of GNM titled “business” in the Criminal Code of Taiwan to achieve Sustainable Development Goals (SDGs) in the building industry. By doing so, national judicial and management systems will be in line with international standards, ensuring that everyone has equal access to justice.

Goal 16 of the SDGs by the United Nations aims to promote judicial equality, peace, justice and strong institutions. With this basis, this study collected and analyzed data in the field of criminal law and applied the theory of criminal offenses committed by negligence to real construction-related cases. This study especially discusses whether construction professionals were imposed with excessive responsibilities when a court enforced the “duty of care” that asked the professionals to bear the responsibility of results for events that should be and could be foreseen.

This study aims to understand the impact of extreme weather events on fast-moving consumer goods (FMCG) consumption and to examine the role of anticipated product scarcity and FMCG types on such behavior.

This paper conducted five studies, combining archival data analysis with behavioral experiments. The archival data included sales data from a supermarket chain and weather data from the National Weather Service. The experiments were designed to test the effect of extreme weather cues on consumption, the psychological mechanism behind this effect and moderators.

This research found that consumers’ anticipation of extreme weather events significantly increases their consumption of FMCGs. This research further discovered that these behaviors are driven by anticipated product scarcity and moderated by consumers’ altruisms and FMCG types.

Limitations of the research include the reliance on reported sales data and self-reported measures, which could introduce biases. The authors also primarily focused on extreme weather events, leaving other types of disasters unexplored. Furthermore, cultural differences in disaster response might influence results, yet the studies do not fully address these nuances. Despite these limitations, the findings provide critical insights for FMCG retailers and policymakers, suggesting strategies for managing demand surges during disasters. Moreover, understanding consumer behavior under impending disasters could inform intervention strategies, potentially mitigating panic buying and helping ensure equitable resource distribution. Last, these findings encourage further exploration of environmental influences on consumer behavior.

The findings have practical implications for products, brand managers and retailers in managing stock levels and product distribution during disasters. Furthermore, understanding the psychological mechanisms of these behaviors could inform policymakers’ designs of public interventions for equitable resource allocation during extreme weather events.

The research provides significant social implications by highlighting how extreme weather events impact FMCG consumption. This understanding can guide public policymakers in creating efficient disaster management plans. Specifically, anticipating surges in FMCG purchases can inform policies for maintaining price stability and preventing resource shortages, mitigating societal stress during crises. Moreover, these findings encourage public education around responsible purchasing during disasters, potentially reducing panic buying. By collaborating with FMCG manufacturers and retailers, governments can ensure a steady supply of essentials during extreme weather events. Thus, the research can play a crucial role in enhancing societal resilience in the face of impending disasters.

To the best of the authors’ knowledge, this is the first study to integrate the impact of extreme weather events on consumption behavior with the psychological theory of anticipated product scarcity. The unique focus on FMCGs offers a novel perspective on consumer behavior literature.

This study investigates the direct influence of ambidextrous leadership on employees’ innovation behaviour, the mediating role of innovative self-efficacy and harmonious work passion, and the moderating role of Zhong-Yong thinking.

The authors conducted a series of questionnaire surveys to collect data in three time periods and from multiple sources; 332 supervisor–subordinate matched samples were obtained. The hypothesised relationships were tested using structural equation modelling and ProClin.

Ambidextrous leadership is positively associated with employees’ innovation behaviour, while innovative self-efficacy and harmonious work passion play mediating roles. The analysis further confirms that innovative self-efficacy and harmonious work passion play a chained double-mediating role between ambidextrous leadership and employees’ innovation behaviour, while Zhong-Yong thinking plays moderating roles between ambidextrous leadership and innovative self-efficacy and between ambidextrous leadership and harmonious work passion.

This study demonstrates the influence of ambidextrous leadership on employees’ innovation behaviour, specifically the role of ambidextrous leadership, and extends the relationship’s theoretical foundation. It is also expected to provide inspiration and serve as a reference for local Chinese management.

This study analyses the way various components of intellectual capital (IC), namely, human capital (HC), structural capital (SC), relational capital (RC) and innovation capital (INNC), act as mediators in the relationship between managerial ability (MA) and a firm’s ability to achieve growth.

This study employs data envelopment analysis to quantify the MA of 825 Taiwanese listed electronics companies from 2017 to 2022. The proxies of firm growth are return on asset growth, operating income growth and total asset growth. This study then utilises a three-step mediation analysis methodology to examine the relationships between MA, IC and firm growth.

Findings indicate that HC, SC, RC and INNC mediate the link between MA and firm growth. This suggests that competent managers can capitalise on the potential benefits of these investments to achieve firm growth.

Competent managers can utilise different IC investments to grow the financial performance and strength of their businesses. Managers should continually scan, secure opportunities and adjust their investments in knowledge assets in accordance with the dynamic capabilities view. That is, managers, in general, and operations managers, in particular, can implement guidelines that prioritise IC investments in the future to expedite firms’ development.

This study extends the existing frameworks that study investment variables as mediators between MA and firm outcomes. Most particularly, this study adopts four components of IC for measurement. Moreover, firm performance is measured using dynamic growth indicators rather than static measures.

Drawing on the equity theory, this study examines the influence of ethical leadership on counterproductive work behaviors. Furthermore, it tests the mediating influences of organizational citizenship behavior and psychological entitlement on the relationship between ethical leadership and counterproductive work behavior.

The study used a survey questionnaire employing a random sampling technique to collect the data from hotels and restaurants. Data were collected from 329 supervisors and employees working in different hotels and restaurants in Karachi, Pakistan. For the purpose of analysis and to predict hypothesized relationships, the study used PLS-SEM techniques.

The study’s results indicated support for all hypothesized relationships. We found a negative relationship between ethical leadership and counterproductive work behavior. The findings also suggest that organizational citizenship behavior positively mediates between ethical leadership and counterproductive work behavior, which was unexpected. Furthermore, the findings also reveal that psychological entitlement positively mediates between ethical leadership and counterproductive work behavior.

The study examines the direct relationship between ethical leadership and counterproductive work behaviors and through the lens of organizational citizenship behavior and psychological entitlement. The relationships were founded on the theoretical underpinning of equity theory.

Consumers’ digital engagement can bring various benefits to both brands and consumers. Besides, few studies investigated the outcomes of engagement with restaurant brands on Instagram. Therefore, this study aims to examine the effect of consumer engagement (CE) with restaurant brands on consumer-related factors (namely, consumer’s brand knowledge, perceived enjoyment and consumer social interaction) and brand-related factors (namely, e-WOM and brand reputation), as well as the mediating role of consumer-related factors.

The sample consisted of 394 Instagram followers of restaurant/coffee shop brands, and covariance-based structural equation modeling and bootstrapping were used to assess the hypothesized relationships.

The results show that CE with restaurant brands on Instagram enhances brand-related outcomes as well as consumer-related outcomes. Moreover, consumer-related factors partially mediate these relationships.

The findings of this study provide insights for restaurant managers and digital marketers to stimulate consumer-brand engagement.

To the best of the authors’ knowledge, this study is among the first that examines the effect of CE with restaurant brands on consumer- and brand-related outcomes on Instagram. The context of the study is Iran, which adds to the literature on CE that mainly focuses on developed countries.