Lisa C. Wan, Patrick S. Poon and Chunling Yu
Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the…
Abstract
Purpose
Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR).
Design/methodology/approach
An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands.
Findings
The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand.
Practical implications
This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern.
Originality/value
This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.
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Haizhong Wang, Yujie Wei and Chunling Yu
There is a growing interest in brand formation and brand valuation among global firms today, but global marketers typically ignore one of the key factors of brand building �…
Abstract
Purpose
There is a growing interest in brand formation and brand valuation among global firms today, but global marketers typically ignore one of the key factors of brand building – corporation ability association (CAA). This paper aims to explore the structural relationship between CAA and consumer‐based brand equity variables and its product‐market outcomes.
Design/methodology/approach
Utilizing Aaker and Keller's theoretical framework of brand equity, this paper develops a brand equity model combining customer‐based brand equity with product‐market outcome approaches. A set of scales are developed and tested on a national sample of Chinese consumers.
Findings
The data provide support for ten of the 12 hypotheses. The results indicate that CAA is an important factor in building and preserving brand equity. CAA and brand awareness have impact on quality perception, which has positive impact on brand resonance, brand extensibility, and price flexibility. Brand resonance has positive influence on brand extensibility and the intention to repurchase.
Practical implications
For global marketers operating in China, brand equity is a cultural market‐based asset and global companies must focus on building corporation ability association in China in order to enjoy the substantial competitive and economic advantages provided by brand equity. Theoretically, the proposed brand equity model is an extension of the model proposed by Keller.
Originality/value
For the first time, CAA is integrated into fhe brand equity model. This may provide a theoretical base for further research in the endorsement role of company ability in brand equity building.
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Yanfeng Zhou, Patrick Poon and Chunling Yu
The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors…
Abstract
Purpose
The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors, with the use of factor‐cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments.
Design/methodology/approach
A factor‐cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7‐point Likert‐type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K‐means non‐hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments.
Findings
Results demonstrate that there are three blood donor segments as predicted. Benefit‐oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition.
Social implications
Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first‐time and repeat blood donors and may save many more lives in a society.
Originality/value
The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.
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Jizi Li, Yue Yu, Chunling Liu and Xudong Deng
This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating electronic…
Abstract
Purpose
This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating electronic word-of-mouth (eWOM) messages, with an aim to boost product sales.
Design/methodology/approach
This paper analyzes the decisions of the e-retailer in a two-period model, using utility function approach and backward induction method, and obtains the optimal solutions in four promotion strategies.
Findings
The study finds that rebate scheme greatly impacts the timing of advertising, and neither lower nor higher consumers' eWOM effort invariably benefits the retailer, rather, a medium level is the best choice for the retailer. When eWOM impact power is at a relatively high level, it can supplement advertising effect to attract more consumers' purchase. Otherwise, eWOM may counteract the role of advertising.
Originality/value
Different from the extant literature focusing on advertising or eWOM without rebates, the paper studies the issue of advertising and eWOM with rebates in two- period model which seldom addresses before the authors examine the optimal timing of advertising and eWOM with/without rebates in four promotion strategies i.e. the A-NE model the NE-A model the A-ER model and the ER-A model.
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Shanshan Wang, Chunling Hu and Shih-Chih Chen
With the growing global emphasis on environmental, social and governance (ESG) criteria, it is crucial to investigate the factors that influence individuals' intentions to invest…
Abstract
Purpose
With the growing global emphasis on environmental, social and governance (ESG) criteria, it is crucial to investigate the factors that influence individuals' intentions to invest in ESG and to understand the underlying mechanisms at play. This study constructs a theoretical model, grounded in the Fogg behavioral model (FBM), and explores the mediating role of ESG investment attitudes in shaping individuals' ESG investment behaviors.
Design/methodology/approach
A survey was conducted among ESG investors and potential ESG investors in China, resulting in 613 valid responses regarding ESG investment. The partial least squares structural equation modeling (PLS-SEM) approach was utilized to evaluate the proposed model and test the hypotheses.
Findings
The results reveal that future orientation, ESG investment bias and perceived ESG investment performance are significant determinants of ESG investment intentions, with attitude playing a partially mediating role. Furthermore, government support moderates the relationship between perceived ESG investment performance and investment intention.
Originality/value
This study expands the application of the FBM to the context of ESG investment and introduces a novel conceptual framework for understanding ESG investment behavior. The findings provide valuable insights for enterprises and institutions involved in ESG investment, aiding them in identifying and targeting potential investors more effectively. Additionally, the study offers a foundation for policymakers to devise strategies that promote sustainable development.
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Marzena Frankowska and Katarzyna Cheba
The purpose of this paper is to fill the research and cognitive gap by comparative analyzing of the cluster supply chain (CSC) and supply chains not belonging to the clusters to…
Abstract
Purpose
The purpose of this paper is to fill the research and cognitive gap by comparative analyzing of the cluster supply chain (CSC) and supply chains not belonging to the clusters to examine the relational embeddedness as the differentiator of supply chains operating in the clusters.
Design/methodology/approach
The conceptual model was tested with data collected from 475 industrial companies cooperating with their partners within supply chains, including 135 CSC. To identify the livraisons between different indicators, the correspondence analysis was applied.
Findings
The division of enterprises participating in this study into groups allows for the determination of relatively clear boundaries between enterprises belonging to the cluster and those that do not declare such affiliation. The obtained results confirmed that the relational embeddedness is the differentiator of the CSC collaboration.
Research limitations/implications
The main limitations are referred to as the static character of the data.
Practical implications
The paper contains implications for cluster facilitators, as well as for cluster policy decision makers, to better design support for cluster organizations.
Originality/value
This research is a contribution to the literature on inter-organizational structures, such as clusters and supply chains, and in particular, contributes to the creation of the scientific ground of SCS theory. The research allowed to better understand the nature of collaboration taking into consideration the fact of the relational embeddedness of the companies operating within supply chains located in clusters. It proves the existence of a new type of inter-organizational form that is CSC.
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Chunjiang Yang, Nan Guo, Yuting Wang and Chunling Li
Mentoring was considered as an efficient way to facilitate staff attachment with hotels. Such a strong attachment has been demonstrated to reduce employees’ intention to quit…
Abstract
Purpose
Mentoring was considered as an efficient way to facilitate staff attachment with hotels. Such a strong attachment has been demonstrated to reduce employees’ intention to quit. This study aims to investigate the mediating roles of organizational and occupational embeddedness in the relationships between mentoring functions and turnover intention.
Design/methodology/approach
The responses were collected from a sample of 354 employees in four hotels group across three Chinese provinces. A structural equation model (SEM) was applied to test the model and mediating roles of organizational and occupational embeddedness.
Findings
The results of SEM suggest that both organizational and occupational embeddedness mediated the relationships between mentoring functions (career and psychosocial support) and turnover intention. Specifically, employees who are able to receive successful mentoring can easily embed in their organization and occupation. Thus, these employees are reluctant to leave.
Research limitations/implications
Although this study reveals the important role of mediation, it has several limitations. First, the data drawn from Hebei, Beijing and Zhejiang provinces may lack geography representativeness. Second, this paper neglects potential moderating role of certain personal or context factors. Third, the time lag between the three data collections are not the same.
Practical implications
Managers should retain proper employees by introducing mentoring programs. Furthermore, to increase organizational and occupational embeddedness, managers should also consider the person-organization/occupation attachments of this industry.
Originality/value
This study tests organizational and occupational embeddedness simultaneously as mediators between mentoring and turnover intention through data obtained from the Chinese hotels.
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Furen Xiao, Bo Liao, Guiying Qiao, Chunling Zhang, Yiyin Shan, Yong Zhong and Ke Yang
As an optimal microstructure of pipeline steels, acicular ferrite is widely found in steels used in oil and gas pipeline transportation because it possesses both high strength and…
Abstract
As an optimal microstructure of pipeline steels, acicular ferrite is widely found in steels used in oil and gas pipeline transportation because it possesses both high strength and good toughness. In this paper, the microstructure of acicular ferrite and its continuous cooling transformation (CCT) diagrams of six steels with different carbon and alloy additions have been studied by using dilatometry, optical metallography. And the effects of different hot deformation processes on the CCT diagrams and microstructures have also been studied. Furthermore, the effects of microalloyed elements and hot deformation on continuous cooling transformation have been discussed. The results show that lower carbon content and alloy additions such as Mn, Nb, Ti, Mo, Ni and/or Cu in steels will promote the formation of acicular ferrite. The hot deformation promotes the acicular ferrite transformation and refines the microstructures of final products.
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Chunling Liang, Ting Zou, Yan Zhang, Yuanyuan Li and Ping Wang
This paper aims to design a composite, aiming to improve the static puncture resistance through polyurethane impregnated treatment with five concentration gradients.
Abstract
Purpose
This paper aims to design a composite, aiming to improve the static puncture resistance through polyurethane impregnated treatment with five concentration gradients.
Design/methodology/approach
The relationship between polyurethane concentration, the number of polyester nonwovens, component fiber type (filament or staple) and the static puncture resistance is explored respectively and elaborately.
Findings
This study provides a new perspective to design flexible composites with better static puncture resistance, feasible preparation process as well as low cost.
Originality/value
The results show that the static puncture resistance of nonwovens impregnated by polyurethane is improved obviously. Meanwhile the puncture strength-T of nonwovens increases first and then decreases with the increase of the number of layers, and the maximum puncture strength-T is found at 20 layers. Moreover, the composite with filaments illustrates better mechanical resistance.