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This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry.

A scenario-based experimental design was used to examine changes in consumers’ brand evaluation depending on level of brand equity and corporate choice of response strategy.

It was found that the impact of brand rumors on consumer responses is more negative when the restaurant’s brand equity is low compared to when it is high. It was also found that a company's use of active response strategies is more effective in combating brand rumor than a strategy of simple denial.

The findings have significant implications for both academics and practitioners in terms of developing effective response strategies for counteracting brand rumors.

Given the frequency of brand rumors in the restaurant industry and their serious negative impacts, this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies.

The purpose of this paper is to examine food safety behaviors of consumers and employees at university food courts.

Using a smartphone-based observation technique, a total of 149 consumers and 34 employees were observed at three food courts at a mid-western university in the USA. The observational tool recorded 30 sequential transactions of each individual, allowing researchers to identify the compliance rate to the rubric. Both descriptive statistics and multivariate analysis of variance were used for data analysis.

This study found a low compliance rate of food safety practices among consumers and employees at university food courts. Consumers’ food safety practices varied depending on gender, observed ethnicity and party size, while none of those factors was significant for employees. Specifically, females, Caucasians, and lone diners showed higher non-compliance rates than those of males, non-Caucasians and group diners.

The results of the study raise the pressing needs of developing effective risk communication strategies at university food courts for both consumers and employees in order to reduce the potential risk of foodborne illness outbreaks.

University food courts are not only major foodservice operations for on-campus populations as well as off-campus visitors and the local public, but also the presence of shared dining area pertains the potential risk of foodborne illnesses. However, lack of attention has been paid to the food safety issues at university food courts, and especially food safety behaviors of consumers. This study extended the knowledge of previous food safety literature by adopting a smartphone-based observation technique and developing a rubric customized for consumers and employees at university food courts.

This study aims to investigate consumer responses to cause-related marketing (CRM) implemented by socially stigmatized industries, especially in fast food restaurants.

This experimental study uses a 2 (degree of perceived fit) × 2 (complementary fit) × 2 (brand equity) between-subjects design.

Results show significant interaction effects between the degree of fit and brand equity and complementary fit and brand equity on consumers’ brand evaluation. When a company with high brand equity chooses a high fit (vs low fit) or complementary fit (vs non-complimentary fit) for CRM promotion, this leads to consumers’ more positive attitude and higher intent to participate in CRM promotion.

This study provides practical implications for designing effective CRM promotion in the stigmatized industry such as fast food restaurants and casino.

Given the increased demand on CRM in the hospitality industry, the paper contributes to extend the realm of CRM literatures by investigating antecedents affecting consumers’ responses toward the CRM in the stigmatized companies or brands.

This study aims to analyze employer’s engagement to the technical and vocational education and training (TVET) system among ASEAN member states by developing the analytical framework.

Data collection has been made through collaboration between the research team and the ASEAN regional consultants recruited for the project by using the survey questionnaire. ASEAN member states are analyzed based on the framework, which includes the existence of meeting, the existence of law or regulation, the degree of influence of meeting to TVET and the degree of influence of the employers to TVET.

Employers’ engagement can play its significant role as part of monitoring the skills demand of labor market. If the country can build feedback mechanism which circulates skills supply and demand on behalf of individual sectors, it will help reduce the skills gap.

The pace of economic development is and has been more rapid among 10 ASEAN member states. To analyze employer’s engagement to the TVET system among ASEAN member states, developing the analytical framework is imperative. Not only is there insufficient labor market information for each country, but there is also a lack of information linking the labor market and TVET system.

This research develops and tests a comprehensive hierarchical model of the behavioural intentions of day spa customers.

The primary data was collected from the customers of 17 day spas throughout Thailand. EFA and SEM were used to analyse the data and test the interrelationships among service quality, customer satisfaction, perceived value, perceived switching costs and behavioural intentions. A third-order conceptualisation of service quality is also included in the modelling framework.

Customer satisfaction is the key determinant of behavioural intentions. Service quality and perceived value are two important descriptors of customer satisfaction. Service quality is the most important determinant of customer satisfaction, and customer satisfaction is the most significant antecedent of behavioural intentions. Service quality is a significant determinant of perceived value and perceived switching costs. Customer satisfaction plays a partial mediating role on the relationship between service quality and behavioural intentions and between perceived value and behavioural intentions.

There is a conceptual gap in the literature as no published empirical research on the day spa industry has comprehensively modelled the behavioural intentions of day spa customers. The comprehensive hierarchical modelling approach used in this study provides a complete and integrative analysis of the constructs under investigation in a day spa context and closes the research gap.

Japan is characterized by its businesses older than 100 years, commonly known as shinise (老舗) – long-standing companies – which tend to be family businesses. Longevity in Japanese family businesses has been attributed, among other factors, to the system of the ie, or patrilineal household line. This chapter follows a sociocultural perspective and uses documental and media textual analysis to identify the cultural and structural attributes and the strategies that shinise have implemented when facing new and intimidating economic, political, and social circumstances under extreme contexts such as wars, structural changes, and national catastrophes and crises while protecting the family structure behind the firm. It is found that, for these firms, the ie comes first than individuals, and so does talent over lineage. The relevance of someone who shares the values that resonate with those of the business is imperative, but also that the leader has a resilient character and an innovative and proactive mind, and understands that his/her major purpose should be protecting the firm and securing its continuity.

This study explores how recent Korean immigrant students experience learning social studies and how their unique social, cultural, and educational backgrounds as new immigrants shape their experiences in American schools. Based on survey and in-depth interviews with 43 Korean immigrant students in two urban and three suburban/rural areas, this mixed methods study examines Korean immigrant youths’ perceptions about the nature of history and social studies as well as their experiences of learning social studies in their everyday classroom contexts. Our data analysis demonstrates that Korean immigrant students face varying difficulties in constructing meaning in US history and engaging themselves in social studies learning, which results in a negative learning experience and subsequent disinterest in social studies. Researchers identified three major challenges that Korean immigrant youths experience in their social studies classrooms: (1) Lack of English proficiency, background knowledge, and American patriotism, (2) White, American-centered perspectives and marginalization of their country of origin, and (3) Teachers’ lack of care and disengaging pedagogies. The findings of this study provide implications for creating more meaningful and culturally relevant social studies learning for immigrant students.