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This study aims to draw on the strategy–structure–performance framework to investigate baseline supply chain (BSC) practices as a function of how firms structure logistics and marketing mix activities to achieve market share in the emerging market (EM) supply chain ecosystems.

The authors validate the study’s conceptual framework with survey data collected in two contrasting EM supply chain ecosystems. They include supply chains in EM economies with an advanced logistics/distribution infrastructure such as China and those in economies with poor logistics/distribution infrastructure such as Ghana. The authors use ordinary least squares regression and structural equation modeling analysis to examine the relative market share outcomes of different configurations of logistics-marketing practices (logistics-affordability marketing, logistics-accessibility marketing, logistics-acceptability marketing, logistics-and awareness and full integration into BSC).

Key findings confirm that the integration of logistics with marketing activities into BSC practice is more pervasive in EMs with high logistics performance index, such as China than in firms in EMs with low logistics performance index, such as Ghana. Moreover, the authors confirm that integrating logistics and marketing into BSC generates higher market share performance than logistics- or marketing-only practices in China and Ghana. These differences are driven more by the firm’s strategic orientation than the demands of competitive market conditions.

The study focuses on BSC integration activities in the logistics and marketing functions because researchers have not updated this issue for the past two decades.

The study results provide managers with much-needed empirical evidence of the strategic benefit of BSC integration under different supply chain ecosystems in the EMs.

Linking BSC activities in logistics management and marketing management mix activities within the 4As marketing mix framework provides evidence to support the argument that the 4As marketing mix is an appropriate planning framework for EMs’ unique ecosystems.

The purpose of this paper is to test the brand elongation effect which is defined as the impacts of the aspect ratio of logo on consumers’ temporal property assessment and brand evaluation.

This paper provides a theory with experiments.

The brand elongation effect that strip-shaped logos can make consumers perceive temporal property longer than square-shaped logos has been testified with three pairs fictional logos and one pair real-life one. The valence of temporal property moderates the effect on evaluation of temporal property. The perceived temporal length mediated the shape effect on brand evaluation only when the temporal property is important (vs unimportant) for the product.

This study only deals with the elongation effect of logos’ aspect ratio, without discussing the impact of color, angle/roundness or other graphic properties of logos on consumer attitudes.

This study not only provides empirical supports to update brand logos but also further illustrates that some subtle properties of logos can result in influences that are both significant and substantial.

This research enriches the literature of branding and metaphorical cognition. The findings of this study provide direct implications for brand managers to design logos and manage multi-shape brand logos.

The purpose of this paper is to examine the tribological behavior of the synthetic chlorine‐ and fluorine‐containing silicon oil as an aerospace lubricant.

The chlorinated‐phenyl and methyl terminated silicone oil (CPSO), chlorinated‐phenyl and trifluorinated‐propyl with methyl terminated silicone oil (FCPSO) were prepared. Their physical properties such as saturated vapor pressure and the evaporation weight loss were evaluated. The tribological properties of the silicon oils under moderate load were investigated with an Optimol SRV oscillating friction and wear tester, as well as Four‐ball friction and wear tester according to the standard method of ASTM D 4172 under higher load. The elemental composition generated on steel ball surface were analyzed on a scanning electron microscope with a Kevex energy dispersive X‐ray analyzer attachment (SEM/EDS), and the chemical nature of elements on worn surface lubricated with FCPSO were studied by X‐ray photoelectron spectrometer (XPS).

It is found that the CPSO and FCPSO show good tribological behavior for steel/CuSn alloy tribological pairs and are superior to hosphazene (X‐1P) and perfluoropolyether in terms of friction‐reduction ability and anti‐wear performance. The anti‐wear performance of FCPSO as lubricants for steel‐steel contacts is superior to CPSO. The EDS results showed existence of F and Si on the worn surface with lubrication of FCPSO, while XPS results indicated the occurrence of tribochemical reaction of FCPSO with friction pair during sliding process with the formation of FeCl₂, FeF₂ and the absorption silicon oil films on the lubricated metal surface.

The results substantiate that chemical reactive elemental such as chlorine or fluorine, which is substituted into silicon oil, helps to improve the anti‐wear and load‐carrying capacity of the liquid lubricant. So the excellent thermal stability, low‐temperature fluidity, very low‐saturated vapor pressure and excellent lubricity for steel/CuSn alloy of the silicon oil of FCPSO and CPSO make it an attractive alternative to conventional liquid lubricant for space mechanism.

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.

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.

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.

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.

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.

Marketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the mindfulness theory, this study aims to explore how to achieve close psychological distance and experiential value in Martech servicescape (such as augmented reality [AR]).

We employed mixed methods research to clarify the research question. In Study 1, we conducted a systematic literature review of psychological closeness (PC) using a bibliographic coupling approach, identifying gaps in the research stream and discussing the research implications for the interactive marketing field. In Study 2, we used a task-based laboratory assessment to empirically verify our hypotheses and research framework. Two virtual try-on environments, AR and non-AR (e.g. traditional webpage browsing), were applied in a virtual fitting context. The two e-shopping environments were directly compared in terms of their moderating effects on the relationships among the mindfulness-oriented MarTech servicescape, PC and experiential value.

This study elucidates the antecedent of close psychological distance formation, indicating that the features of the mindfulness-oriented Martech servicescape – vivid sensory experience, consumer-focused shopping information and autonomous navigation, then result in creating experiential value. Moreover, this study also revealed that compared to a non-AR e-shopping environment, AR makes the better effect of the mindfulness-oriented Martech servicescape driving experiential marketing.

This study extends the research stream on mindfulness-oriented service to the Martech servicescape (e.g. AR try-on). In this way, this study’s findings will contribute to clarifying the interactive elements and design principles of mindfulness-oriented service in the Martech servicescape. By establishing the association between these three theoretical perspectives—mindfulness-oriented service research stream, construal level theory and experience economy paradigm—the study provides valuable insights into how Martech can enhance experiential marketing. Such research insights can help digital marketing managers shape appropriate Martech servicescape for effective experiential marketing.

This study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding light on the moderating role of sponsoring brand familiarity among audiences and audience team identification regarding such negative effects, the study establishes when sports sponsorship may incur risk to a sponsoring brand.

Three experimental designs (audience as stimulus of a team's losing vs control condition) were used to indicate whether and when losing performance influences participants' trust and purchase intention toward the sponsoring brand.

The participants in the losing condition report lower brand trust and purchase intention. Brand trust mediates the relationship between losing results and decreased purchase intention. The negative effects of losing on brand trust and purchase intention only appear when the sponsoring brand has low familiarity among audiences and only for audiences with low identification.

The strategy of a brand with low familiarity sponsoring a team that frequently loses has risks and is not worth advocating. However, if an unknown brand has already sponsored a team that often loses, the efforts to cultivate audiences' identification with the team can reduce the potential risks.

The affirmed negative effects of losing performance on brand trust and purchase intention have value for firm sponsorship decisions. This study contributes to the sponsorship literature by revealing two boundary conditions (sponsoring brand familiarity and audiences' team identification) for those negative effects.

This study aims to inspect the impact of US climate policy uncertainty (CPU) on the economic growth of Asian countries with the moderating role of crude oil price (COP) changes.

The Im-Pesaran Sin and Fisher-type tests are used for stationarity check, while Kao and Pedroni tests are used for cointegration analysis. The Hausman test is applied for model selection, where pooled mean group autoregressive distributed lag (PMG/ARDL) has been selected and applied. Besides, the fully modified ordinary least squares is also used for robustness analysis. Additionally, the literature review and descriptive statistics have been used.

The main findings disclosed that US CPU negatively impacted the economic growth of Asian economies with high significance in the long run whereas insignificant in the short run. The results further concluded that COP positively affected economic growth both in the short and long run. Furthermore, the results also revealed that COP significantly and positively moderates the relationship between CPU and COP in the long and short run.

The study is the first of its kind to examine the impact of the US CPU on the economic growth of Asian economies. Second, it further revealed the moderating role of COP between US CPU and economic growth. Third, a large panel of data from Asian countries has been considered. Fourth, the study adds to the current literature by using the PMG/ARDL model to determine the impact of US CPU on economic growth. Additionally, this study focuses on the US CPU because it is a developed country playing a significant role in energy and climate issues, and has been very uncertain.

This study aims to empirically explore e-banking service quality and its impact on the e-banking loyalty through a mediating impact of e-banking satisfaction. The account holders of three domestic systemically important banks of Pakistan were surveyed during COVID-19 to examine the electronic services provided by these banks.

The data was collected through an adapted questionnaire by using emails and messaging applications. The database of a local marketing company in Pakistan was used, and 976 responses were included in the analysis. The structured equation modeling was used to test the propositions of study.

The findings delineate that reliability and website design proved to increase e-banking loyalty, particularly during COVID-19. The link between e-banking privacy and security and e-banking loyalty was proved as fully mediated by e-banking satisfaction; however, indirect effect of the reliability and website design with e-banking loyalty was partially mediated.

In strategic planning of e-banking mechanisms and the associated consumer behavior, the results of this study can be helpful for policymakers. In case of similar epidemics and natural calamities, consumers may depict similar behavior as shown during the lockdown and social distancing during COVID-19; hence, the study can help regulatory bodies in preparing their safety roadmap.

The mediating effect of e-banking satisfaction between privacy & Security and e-banking loyalty implies that customer give importance to secure e-banking platforms. There can be a variation in their loyalty because of privacy concerns. The application of cognitive–motivational–relational (CMR) theory in a relationship between e-banking service quality and e-banking loyalty with a mediating role of satisfaction is an emotional response to capture the behavioral changes during COVID-19. It enables researchers to understand the CMR theory concerning COVID-19 and e-banking perspective.

This paper aims to accommodate the influence of both economic policy uncertainty and geopolitical risks in the relationship between oil price and exchange-rate returns in the Brazil, Russia, India, China and South Africa (BRICS) countries through an interaction term (EPGR).

The authors use continuous wavelet transform (CWT), wavelet coherence (WC) and partial wavelet coherence (PWC). First, the authors apply the CWT to examine the evolution of oil prices, EPGR and exchange rate returns. Second, the authors use WC to investigate the relationship between oil price and exchange rate returns (excluding EPGR). Third, the authors use PWC to account for EPGR’s impact on the oil exchange rate returns dynamics and explore partial correlations in the oil and exchange rate returns dynamics.

The empirical results generally show that EPGR is a key driver in the oil and exchange rate returns nexus.

The relevance of EPGR in influencing exchange rate volatility is confirmed by the findings. As a result, it is critical for government officials and foreign exchange investors to use EPGR as a leading indicator when establishing foreign exchange trading strategies and economic forecasts.

This study is the first, to the best of the authors’ knowledge, to apply a wavelet-based technique to account for EPGR in the relationship between oil and exchange rate returns in the BRICS countries.