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This study aims to explore how brands’ degree of internationalization influences consumers’ attitudes toward brands’ engagement in cross-border philanthropy by taking legitimacy as a mediating mechanism. The authors further investigate the moderating role of cause acuteness in this effect to identify practical strategies for managers.

The hypotheses are tested via laboratory experiments. In brief, Study 1 investigates the relationship between a brand’s degree of internationalization and perceived legitimacy for corporate cross-border philanthropy and the impact of internationalization on consumers’ brand evaluations of such philanthropy. Study 2 addresses the moderating role of cause acuteness.

The authors discover that companies with a high (vs low) degree of internationalization gained more legitimacy, and thus better brand evaluations, upon engaging in corporate cross-border philanthropy. This effect reverses when the causes are related to sudden disasters rather than ongoing tragedies.

This study provides valuable guidance for marketers seeking to leverage cross-border philanthropy to enhance consumers’ brand attitudes. Specifically, brands’ degree of internationalization should be consistent when performing cross-border philanthropy. Otherwise, brands will struggle to gain legitimacy and will earn less favorable consumer evaluations.

This work enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and elucidates consumers’ attitudes toward this type of philanthropy in a corporate context. This study also meaningfully contributes to research on brands’ internationalization and legitimacy.

The research purpose is to investigate how personal values influence home country consumers’ attitudes toward the brand engaging in cross-border philanthropy by analyzing the mediating role of perceived fairness. This research also examines the moderating factor of this effect to propose practical strategies for brand managers.

This research employed one survey (Study 1) and two experiments (Studies 2–3) by manipulating personal values to provide robust evidence for the impact of values on consumer attitudes toward the brand conducting cross-border philanthropy.

This research offers empirical insights into the positive effect of self-transcendence values on consumer attitudes toward the brand participating in cross-border philanthropy. Findings suggest that home country consumers with self-enhancement (vs self-transcendence) values exhibit lower perceived fairness for transnational philanthropy, which leads to less favorable attitudes toward the brand. Cause acuteness is identified as a boundary condition of these unfavorable responses.

This research yields guidance for brand managers and marketers seeking to improve consumers’ brand attitudes through cross-border philanthropy.

This research enriches the literature on corporate social responsibility with respect to cross-border philanthropy and reveals distinct consumer attitudes toward this brand behavior. Furthermore, this study makes meaningful contributions to the value and fairness literature.

An emerging, globally Web‐based Chinese language virtual library offers unprecedented content availability and user accessibility. Virtual and physical libraries are defined, and compared, in terms of bibliographical searching. Then, the size of the Chinese language virtual library is estimated and its future development is predicted. The quantitative analysis concentrates on the content of this virtual library through examining the subject directories of more than 100 of its search engines. The findings show that 20 percent of the subject categories provide 80 percent of online access activities. Many subject categories characterise values of the Chinese‐speaking world. Discussion continues with structural and functional analyses of Chinese language search engines that support this virtual library. Further, an analytic overview is presented of Chinese language applications that render the necessary and sufficient computational linguistic conditions for utilising Chinese language online resources.

The purpose of this paper is to demonstrate that the sustainable development thought is one good reason why Chinese civilization is continuously developing, and it can be used as a reference for the development of Chinese agriculture today.

The paper employs a historical analysis approach to examine the sustainable thoughts concerning Chinese traditional agriculture, including view of sancai, farming season, fertility, the nature of matters, recycling, and economization.

The results reveal that the nature of Chinese traditional agriculture is akin to ecological agriculture, which is precious heritage for China and the whole world.

The originality of this paper is that it confirms the fundamental reason of the continuous development of Chinese civilization which, based on organization of sustainable development thought, lies in traditional agriculture.

The purpose of this paper is to provide a historical review of China’s anti-corruption efforts, from the ancient period of Chinese slavery societies to the late 1970s before China launched its profound economic reform, under the current status of the harsh crusade against corruption that the Chinese new leadership initiated.

This paper is mainly based on a great deal of historical literature and empirical findings, with relevant comparative analysis on policies and regulations between various periods of China.

The phenomenon of corruption has existed in Chinese history for thousands of years, throughout Chinese slavery societies, feudal societies, republic period and the People’s Republic of China (PRC). Anti-corruption laws formed an important part of ancient Chinese legal system, and each dynasty has made continuous and commendable progress on fighting such misconduct. Innumerable initiatives have also been taken by the ruling party Chinese Communist Party (CCP) since the founding of the PRC. The PRC government created various specially designed government organizations and a series of updated regulations for preventing economic crimes. They have realized that periodic movements against corruption would no longer be helpful, and the paramount issue nowadays is indeed how bold the leaders are in striking out those unhealthy tendencies.

This paper fills in the blanks in the Western world with a comprehensive description of, and comments on, the historical efforts on China’s corruption and economic crime prevention. It also, in various ways, provides meaningful information that links to China’s current furious war against corruption.

The purpose of this paper is to study the evolution of Chinese industrial relations after the market reform of 1978, while basing its arguments and conclusion on analysis of the interactions of key actors in the labour arena in China. The significant phenomena in the evolution of industrial relations are the coming of transnational capital and the emergence of self‐organising protests by migrant workers.

The paper uses a case study approach.

The Labour Contract Law and the local political economy experience strong effects from TNCs and other business players. Meanwhile, globalisation has introduced the civil society movement to China, which has given rise to an increasing number of NGOs working for labour rights. Tight financial and technical connections between grassroots NGOs and international donor organisations make it possible for bottom‐up labour activities to counteract the unilateral influence of the state and market over the Chinese workforce. Since the ACFTU, the official trade union umbrella, has many institutional constraints to undertake a thorough transition towards labour in the near future, workers' representation is diversified.

One implication for further theoretical studies is that tripartism cannot fully disclose the reality of Chinese labour, and that labour representation derives from both unions and self‐organisation of workers, such as NGOs, which opens more room for the entrenchment of the grassroots labour movement to sustain the balance of power among the state, ACFTU, firms, international market forces and individual workers in the long term.