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The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit is the similarity between an extended product and its parent brand's cognitive category. Further, the interaction effect and the relative effectiveness of various combinations of the two predictors when determining brand personality transfer are also explored.

A 2×2 factorial between‐subject experimental design with one covariate is used to test the proposed hypotheses. The experiment involves 242 participants from a university in Taiwan.

The findings show that consumers perceive higher brand personality transfer when a direct naming strategy is applied or when the parent brand extends to a high perceived fit product. The former is the dominant predictor of brand personality transfer. There also exists an interaction effect between extension naming strategies and categorical fit. Specifically, consumers perceive the highest brand personality transfer when a direct naming strategy is applied for a high fit extended product. Moreover, the use of a direct naming strategy for an extended product with a low categorical fit still leads to a higher degree of parent brand personality than both the other cases in which an indirect naming strategy is applied for either high or low fit extended products. Furthermore, irrespective of the degree of categorical fit, the transfer of brand personality is low when an indirect naming strategy is applied.

The current research is pioneer work in identifying the determinants of brand personality transfer. It also notes the interaction effect and the relative effectiveness of the determinants.

The purpose of this paper is to construct a customer‐oriented integrative service model based on the generic service process. Business strategies can then be formulated by using the model.

The key classifying dimensions and their respective attributes are identified through literature reviews. Operational dimensions are formed by combining their attributes weighted by manager‐determined importance weights (IW). A generalized mathematical model is built to integrate the core services of a firm with customer‐based performance weight (PW). The integrative service model is constructed by combining the operational dimensions.

The selected classification model covers knowledge, information and virtual space dimensions that most of the previous service‐process based model lack. The developed model is simpler to understand and to use for managers comparing to the other complicated mathematical models.

Empirical studies need to be done to test the effectiveness of the model. Experienced managers are needed to decide the IW.

Managers can use the developed model to formulate integrated business strategies as well as forecasting competitor's strategies. The developed model is a customer‐oriented approach for service strategy formulation.

A generalized mathematical model is derived for a firm offering “n” kinds of core services. Computer software can be written based on it to handle the complex cases.

This study assumes image size and location, product substitution, and product supply to be factors influencing the purchase decision. Under such assumption, shelf-space allocation and inventory theories are integrated, and operating profit and cost of the online store under the supply policy that prevent stockouts are analyzed to develop an optimal model for inventory control and product image allocation. The paper aims to discuss these issues.

The developed model takes both order cost and holding cost into account when calculating the total cost. As the model presented is an integer non-linear programming problem, this study adopts genetic algorithm to solve the problem.

Numerical examples are provided in this study to demonstrate the applicability of the model and to illustrate the search for parameters that possess greater influence over the operating profit of the store.

This study provides a mixed integer non-linear programming model for the joint optimization of graphic design and inventory control problem. Online store owners may take the results of this study as a reference for decision-making purposes.

Diversity and uncertainty summarise Taiwan’s Generation Z. Diversity because the background of fewer than 3.4 million Taiwanese, which is less than 20% of the overall population, cannot be included in a ‘one-fits-all’ category. As a sovereign nation, Taiwan has developed through various cultural, economic, and political stages. Democratic freedom has given the Taiwanese the right and terrain to de-Sinicise their homeland and politically construct ‘Taiwanese Consciousness’. These points are essential, because this is the societal fabric given to Generation Zers. Apart from national identity, this chapter illustrates the uncertainties that Generation Zers are facing in relation to education, job opportunities, and living standards. It is suggested that conditions are easier for those that have received ‘superior’ education and have enjoyed family-economic support. Their consumer behaviour, Generation Z in the workplace, as well as voters are also carefully analysed in this chapter.

The current version of the Trans-Pacific Partnership (TPP), known as Comprehensive and Progressive Agreement for TPP (CPTPP) has opened itself to new membership. China formally applied to join the CPTPP Free Trade Agreement. With respect to China joining the CPTPP, some groups of researchers have argued that China’s accession would be a win-win situation for both China and CPTPP member countries. On the contrary, a group of researchers has argued that there would not be any significant gain to member countries of CPTPP. Analysis in this paper is restricted to examining the economic benefits to China by joining the CPTPP. The paper aims to make conjectures about what are the challenges China must face nationally and internationally to join CPTPP.

The methodology and the approach to do the empirical analysis concern using the stochastic frontier gravity model and the panel data covering the period 1995–2022 from the World Integrated Trade Solution developed by the World Bank.

The empirical results reveal that the CPTPP membership will facilitate China to improve its export efficiency in merchandise exports with the CPTPP member countries.

Though there are a few discussions on the accession of China to CPTPP, quantitative analysis of examining the impact of China joining the CPTPP on its export efficiency with the members of CPTPP has not been explicitly discussed in the literature. This study’s contribution is to fill this gap in the literature.

Therefore, this study aims to explore the relationships among OC, KS, OCB and OI “Organization” is often seen as a company and few studies pay much attention to tribes and other related organizations and communities of Indigenous peoples. However, Indigenous peoples production organizations (IPPOs) would be certainly influenced by factors from the internal/external, including organizational culture (OC), organizational citizenship behavior (OCB), knowledge sharing (KS) and organizational innovation (OI). Therefore, this study aims to explore the relationships among OC, KS, OCB and OI.

Based on valid 139 Indigenous workers in IPPOs, this study used structural equation modeling to validate the relationships among OC, OCB, KS and OI.

The empirical findings indicate that OC would significantly influence OCB and OI, whereas KS would not have significant impact on OI. In addition, OC would not influence KS as usual, whereas OCB would do. Finally, OCB would impact KS.

As OCB acts as a complete mediator in OC–KS relationship, it means that these IPPOs already have OCB to motivate their staffs to do KS, but not enough to achieve more excellent performance on innovation.

Compared to past studies, this study aims to investigate the theory of organizational behavior and whether it is suitable between general businesses and IPPOs.

As purveyors of knowledge-based and high value-added services to the manufacturing sector, industrial service small- and medium-sized enterprises (SMEs) must develop the information technology (IT) capabilities that, in combination with other non-IT capabilities, enable their capacity for organizational learning (OL) and for explorative learning in particular. In this context, this study aims to identify the different causal configurations that account for the nonlinear complex interplay of IT capabilities for exploration and strategic capabilities for explorative learning as they affect these firms’ competitive performance.

Survey data obtained from 92 industrial service SMEs were analyzed with a configurational approach, using fuzzy set qualitative comparative analysis (fsQCA).

As it allows for equifinality, the fsQCA analysis identified two sets of causal configurations that characterize the sampled firms’ explorative learning capability as it relates to competitive performance. In the first set, two configurations were equally associated with high innovation performance, whereas in the second set, four configurations were equally associated with high productivity.

By viewing explorative learning as a dynamic capability that is enabled by the firm’s IT and strategic capabilities, the study contributes to OL theory by providing a more concrete or “operational” grounding, which allows for a greater practical applicability of this theory. By taking both the configurational and capability-based views of the OL-IT-performance causal framework, the authors provide an empirical basis for unraveling, explaining and understanding the complex non-linear relationships embedded within this framework.

The purpose of this paper is to examine the impact of key antecedents of unified theory of acceptance and use of technology model 2 on behavioral intention to accept and use mobile payment systems in National Capital Region, India.

A sample of 267 mobile payment system users in National Capital Region was obtained through an online survey. A partial least squares method was used to find out whether key antecedents of UTAUT2 predict behavioral intention to accept mobile payment systems which further predicts use behavior toward mobile payment systems.

The research substantiates that performance expectancy, effort expectancy, habit and facilitating conditions significantly predict behavioral intention, which in turn significantly predict use behavior to use mobile payment systems. Both social influence and hedonic motivation were weak predictors of behavioral intention.

The research substantiates that performance expectancy, effort expectancy, habit and facilitating conditions significantly predict behavioral intention, which in turn significantly predict use behavior to use mobile payment systems. Both social influence and hedonic motivation were weak predictors of behavioral intention.

The research substantiates that performance expectancy, effort expectancy, habit and facilitating conditions significantly predict behavioral intention, which in turn significantly predict use behavior to use mobile payment systems. Both social influence and hedonic motivation were weak predictors of behavioral intention.