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Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.

The model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.

All health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.

The significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.

This research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).

Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can improve consumer responses to an endorsement.

A preliminary study empirically distinguishes perceptions of warmth and competence from prevailing celebrity endorser evaluative criteria. Then, the authors conduct multiple 2 (warmth vs competence) × 2 (symbolic vs utilitarian) between-subjects experiments to demonstrate the effect of matching social judgments and advertising messaging, across celebrity genders (i.e. male and female), forms of marketing communications (i.e. print ads and interactive online ads) and types of brands (i.e. well-established and new/unknown).

The findings demonstrate that matching celebrity endorser social judgments with the appropriate type of advertising messaging positively influences consumer response to the brand for both male and female endorsers. Additionally, despite a commonly held belief that celebrity endorsements are more effective at changing attitudes than actual behaviors, for interactive online ads, the authors find that the match strategy can motivate consumer response through two different pathways. For well-established brands, the match improves overall brand response predominately through cognitive and behavioral mechanisms. Alternatively, for new or unknown brands, the match initially impacts affective responses, which are subsequently related to consumers shopping a brand’s product category, rating a brand higher in customer recommendations, choosing a brand’s products over top competitors and paying more for the brand’s offerings.

The main contribution of this research is the demonstrated support for an alternative and effective application of the match-up hypothesis, based on a fit between the endorser and the advertising messaging itself.

This paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in restaurants.

This stakeholder-based marketing pilot study adopted the co-create, build and engage framework for programme design and implementation. Major stakeholders, interacting at the point-of-sale, participated in a series of focus groups, interviews and co-design. The research process informed the marketing mix, which aimed to provide value for all parties. The four-week pilot programme was delivered in a non-buffet-style commercial restaurant chain for 10 months. The amount of consumer food leftovers was measured and compared with pre-programme baseline data to evaluate programme effectiveness.

The results show that the marketing mix co-designed by restaurant stakeholders and consumers effectively reduced food waste by almost half in the pilot period. The profitability of the pilot restaurant increased as food costs decreased.

This research demonstrates how working with stakeholders from both the supply and demand sides can identify motivations and barriers. Insights gained in the research phase can inform the delivery of a marketing mix that reduces consumer food waste. This study demonstrates the marketing research, design, implementation and evaluation process for a marketing programme that reduced consumer food waste.

To effectively reduce consumer food waste, practitioners should not only focus on changing consumers’ behaviour. Co-designing solutions with food service stakeholders to address business and operation challenges is crucial to the attainment of a positive impact at the point-of-sale.

This research shows how marketing changes behaviour in individuals and business entities, contributing to positive environmental impact through waste reduction in the commercial food service sector.

The purpose of this paper is to propose a model explaining the roles of right-hand person and the factors contributing to the successful relationship between the top executive and the right-hand person.

In-depth qualitative case studies are conducted. Longitudinal observations, interviews with six right-hand persons and the top executives in three organizations are conducted to test the propositions of the model.

Results indicate that different types of congruence between the top executive and the right-hand person are required when the right-hand person is performing the roles of an implementer and joint decision maker.

This study extends the leadership literature by investigating the phenomenon of right-hand person of the top executive, which has seldom been studied systematically or scientifically. It provides insights and serves as a stepping stone for future research in this area. One key limitation is that it is a qualitative study with limited samples under investigation.

Practical implications concerning how to build up a successful relationship between the top executive and the right-hand person can be drawn from the proposed model. Insight concerning how to collaborate between the top executive and the right-hand person can be drawn from the in-depth case analyses.

The phenomenon of right-hand person is not limited to business organizations. The collaboration between the key decision maker and his chief assistant should be applicable to other contexts such as non-government organizations.

To the best of the knowledge, this is the first paper that investigates the right-hand person phenomenon in the literature. As the right-hand person of the top executive can have important influence on organizational performance, the study may serve as the stepping stone for further understanding of this important phenomenon.

Dedicated to our dear families and friends, with special thanks to Champagne, Tuxedo, Zack, Emma, Molly, Googun, Lisa, Calvin, and David for their understanding and support

This paper aims to identify a suitable convolutional neural network (CNN) model to analyse where void(s) are formed in asymmetrical flip-chips with large amounts of the ball-grid array (BGA) during underfilling.

A set of void(s)-filled through-scan acoustic microscope (TSAM) images of BGA underfill is collected, labelled and used to train two CNN models (You Look Only Once version 5 (YOLOv5) and Mask RCNN). Otsu's thresholding method is used to calculate the void percentage, and the model's performance in generating the results with its accuracy relative to real-scale images is evaluated.

All discoveries were authenticated concerning previous studies on CNN model development to encapsulate the shape of the void detected combined with calculating the percentage. The Mask RCNN is the most suitable model to perform the image segmentation analysis, and it closely matches the void presence in the TSAM image samples up to an accuracy of 94.25% of the entire void region. The model's overall accuracy of RCNN is 96.40%, and it can display the void percentage by 2.65 s on average, faster than the manual checking process by 96.50%.

The study enabled manufacturers to produce a feasible, automated means to improve their flip-chip underfilling production quality control. Leveraging an optimised CNN model enables an expedited manufacturing process that will reduce lead costs.

BGA void formation in a flip-chip underfilling process can be captured quantitatively with advanced image segmentation.

This study identifies a new type of advertising, sponsored ad forwarding, in microblog contexts. It tests the effectiveness of designs of a message with an ad with regard to receivers who are purely online friends or offline friends.

In the main experiment, a three-by-two experimental design was employed. By random assignment, message senders forwarded an ad with either an other-oriented or a self-oriented message to a group of offline friends or purely online friends. In the control group, there was no message accompanying the ad. The data of 218 effective sender-receiver dyads were collected and compared.

The results show that a message with an other-oriented appeal is more effective than one with a self-oriented appeal for dyads with an offline relationship, and a message with a self-oriented appeal is more effective than one with an other-oriented appeal for dyads with a purely online relationship. Overall, the use of appeals significantly boosts ad effectiveness.

This study identifies a new type of marketing practice in social media, namely sponsored ad forwarding. It also proposes appeal orientation as a novel type of message content design. It shows how to apply the right appeal orientation to the right receiver groups, that is, offline or purely online friends.

Fitness service organizations often promote the personal training service by attributing competent features, qualifications, or/and service provision of fitness service providers to efforts or talents. This study aims to investigate whether and when the promotional attribution of fitness service providers' competent features, qualifications, or/and service provision contributes to customers' compliance with service instructions.

The authors developed the experimental stimuli of performance attribution promotion (i.e. effort attribution and talent attribution) and validated them via a pretest (N = 400). Utilizing the validated stimuli, the authors conducted an experiment (N = 400) employing a single-factor (performance attribution promotion: effort vs talent) between-subject design. The authors performed partial least squares structural modeling (PLS-SEM) to test our hypotheses.

The results revealed the interaction effect of performance attribution promotion and customers' implicit mindset on customer participation expectation. Specifically, when customers were high in implicit mindset (i.e. incremental-minded), attributing competent features, qualifications, or/and service provision of fitness service providers to effort (vs talent) increased customer participation expectation. Yet, when customers were low in implicit mindset (i.e. entity-minded), such an effect did not occur. Further, the authors identified customers' intention to comply with service instructions as a downstream consequence of the aforementioned interaction effect.

The contribution of this paper is twofold. It enriches the performance attribution literature by finding its new consequences and boundary condition. Moreover, the findings aid fitness service practitioners in developing strategies for eliciting customers' compliance with service instruction through performance attribution promotion.

This study aims to explore the association among financial resources, renewable energy, environmental degradation and technological innovation in BRICS economies.

To estimate the long-run impacts between these variables, the AMG method of estimation, which incorporates cross-sectional reliance and slope homogeneity, is adopted in this research.

According to the empirical findings, the long-run coefficients of environmental degradation and technological innovation show a statistically significant and negative impact on renewable sources of energy. Furthermore, a 1% increase in environmental degradation reduces 0.32% of renewable sources of energy in BRICS economies. Whereas only the coefficient of GDP shows a positive and statistically significant impact on renewable sources of energy, which demonstrates that a 1% increase in economic growth causes a 0.02% incline in renewable sources of energy. Therefore, strong policy recommendations are provided to encourage green energy utilization in these economies.

The majority of the participating nations have inexpensive labor and an abundance of resources from nature, which strengthens their appeal. Given that population growth is still quite conservative, this presents a chance for GDP per capita to expand significantly.

This research is an exploratory study into Hong Kong citizens' attitudes towards tax evasion, undertaken to provide an indication of the extent of tax evasion in the territory. The research aims to establish whether citizens view tax evasion as an acceptable activity and to compare its acceptance with other misdemeanours such as petty theft. It also aims to establish whether a relationship exists between citizens' attitudes towards tax evasion and a) their demographic characteristics and b) their attitudes towards the tax system and tax environment. A survey was undertaken in Hong Kong, involving a representative sample of 654 citizens. The survey found that while tax evasion on all or a large part of income is considered unacceptable, small scale tax evasion (on less than 10% of income) is deemed an acceptable activity. Small scale evasion is considered more acceptable than all other misdemeanours included in the survey, including stealing a newspaper! Other findings were that citizens' belief that tax evasion is common amongst people they know is positively related to their acceptance of tax evasion, and that tax evasion is viewed as a more acceptable activity by lower than higher income groups, and by manual workers than managers, executives and professionals.