Zhenhua Quan, Wenjie Qian and Jianhua Mao
The purpose of this article is to explore the relationship between the attributes of Olympic mascots and their impact on sponsorship effectiveness. Based on a multiattribute model…
Abstract
Purpose
The purpose of this article is to explore the relationship between the attributes of Olympic mascots and their impact on sponsorship effectiveness. Based on a multiattribute model and the introduction of engagement theory and the meaning transfer model, this article uses the 2022 Beijing Winter Olympics mascot “Bing Dwen Dwen” as the research object to empirically analyze the effects and mechanisms of the mascot's attributes on preference, event engagement, sponsorship enterprise trust and sponsorship enterprise attitude, ultimately constructing a sponsorship effectiveness model.
Design/methodology/approach
The survey method was used to examine 238 respondents' emotions and attitudes towards companies participating in sponsoring Olympic mascots.
Findings
The study found that the main attributes of the mascot include visual and emotional factors, both of which have a positive impact on preference, with emotional factors having a greater influence than visual factors. Visual and emotional factors indirectly affect engagement through preference. Preference and engagement play a completely mediating role in the effect of mascot attributes on sponsorship enterprise trust and sponsorship enterprise attitude.
Practical implications
This study provides practical recommendations for managers to achieve marketing success in sports sponsorship through mascots.
Originality/value
This paper provides a measurement tool for the study of mascot attributes and important support for subsequent research in sponsorship marketing.
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In modern China, sports and nationalism always have close connection, and nationalism is the important reason for the promotion of Chinese sports. However, the relationship…
Abstract
In modern China, sports and nationalism always have close connection, and nationalism is the important reason for the promotion of Chinese sports. However, the relationship between Chinese sports and nationalism in globalised China could be much more examined by academics, as well as its influencing factors. This chapter selects the Beijing 2008 Olympic Games as the context and representative three Chinese sports heroes in the period of globalisation to study. The findings show that in some extent, Beijing 2008 Olympic Games and three Chinese sports heroes represent the national image of China in the globalised world, also bearing the burden of washing away historical humiliation and pursuing national glory. Furthermore, it is manifested that China have a complex nationalism in the process of hosting the 2008 Olympic Games. Under the influence of mass media, market economy and sports professionalisation, nationalism still exists in Chinese sports, but people gradually start to reflect on the ‘Juguo Tizhi’, the traditional Chinese sports system and the concept of ‘winning glory for the nation’. The relationship between Chinese nationalism and sports shows the important implications of rapid Chinese sports development.
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Zhenhua Luo, Yixi Chen, Kang Cen, Haize Pan, Mengfan Zhong and Jian He
In recent years, to solve the contradiction between energy supply and demand, the Chinese Government has vigorously promoted shale gas development. With the rapid development of…
Abstract
Purpose
In recent years, to solve the contradiction between energy supply and demand, the Chinese Government has vigorously promoted shale gas development. With the rapid development of the shale gas industry, the environmental impact problems have become increasingly serious. Therefore, it is of great significance to carry out a comprehensive environmental impact assessment of shale gas development. This study aims to provide a theoretical basis for enterprises to make development decisions on shale gas projects by constructing a model of comprehensive environmental impact assessment for shale gas development.
Design/methodology/approach
In this paper, the comprehensive environmental impact factors of shale gas development are analyzed from the two aspects of the natural environment and macro environment, and the index system of comprehensive environmental impact assessment for shale gas development including 7 secondary indicators and 24 tertiary indicators is constructed. Owing to the fact that qualitative indicators are difficult to quantify in the evaluation process, the method of intuitionistic fuzzy analytic hierarchy process (IFAHP) is adopted for evaluation. This method (IFAHP) can delicately describe the hesitancy degree of the decision-makers in the process of assigning a weight to the indicators, and make the weight assignment of each index more accurate. Furthermore, this method overcomes the shortcomings of the conventional methods, such as the complexity of calculation and the large amount of calculation.
Findings
The evaluation model is applied to a shale gas platform drilling project in Southwest China. Based on the ratings from 13 experts, the comprehensive environmental impact assessment grade of this project is good, indicating that the shale gas development project is feasible. The result is basically in line with the actual situation.
Originality/value
Based on the consideration of the natural environmental impacts of shale gas development, this paper also has considered the macro environmental impact of shale gas development, and has established the index system of comprehensive environmental impact assessment for shale gas development from the two aspects of the natural environment and macro environment. To overcome such difficulties as incomplete evaluation by decision-makers, cumbersome calculation process and a large amount of calculation, this paper has adopted the method of IFAHP to evaluate and has established a comprehensive environmental impact assessment model for shale gas development based on IFAHP.
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Suling Zhu, Min Li, Yujie Shi, Qinnan Weng, Bowen Liu and Zhenhua Zhang
To maximize health synergistic benefits and provide a scientific foundation for enhancing air pollution control policies, this research proposed a causal inference framework with…
Abstract
Purpose
To maximize health synergistic benefits and provide a scientific foundation for enhancing air pollution control policies, this research proposed a causal inference framework with a decomposition ensemble prediction model for comprehensive policy assessment.
Design/methodology/approach
We introduced the CD-OASVR-Ensemble-CC method, a policy assessment approach that combined machine learning-based decomposition ensemble prediction (CD-OASVR-Ensemble) with counterfactual contrast (CC) analysis. The CD-OASVR-Ensemble model incorporated support vector regression (SVR) optimized through swarm intelligent optimization algorithms (OA), complete ensemble empirical model decomposition of adaptive noise (CD) and a linear ensemble model (Ensemble). This approach was applied to analyze patterns in historical PM2.5 data and predict the future trend. The predicted PM2.5 served as a counterfactual trend, enabling an evaluation of the policy’s environmental and health effects.
Findings
Analysis of prediction errors confirmed the proposed CD-OASVR-Ensemble model’s accuracy and robustness in predicting PM2.5 levels. The findings indicated that the implementation of “Regulation 2019” led to a significant reduction in PM2.5 concentration, preventing an estimated 7,960 premature deaths and saving approximately 2,602.95 m yuan in health-related economic costs.
Originality/value
This study introduces an innovative framework for evaluating the environmental effect of policies, with a specific emphasis on health synergistic benefits.
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Xu Yang, Xin Yue, Zhenhua Cai and Shengshi Zhong
This paper aims to present a set of processes for obtaining the global spraying trajectory of a cold spraying robot on a complex surface.
Abstract
Purpose
This paper aims to present a set of processes for obtaining the global spraying trajectory of a cold spraying robot on a complex surface.
Design/methodology/approach
The complex workpiece surfaces in the project are first divided by triangular meshing. Then, the geodesic curve method is applied for local path planning. Finally, the subsurface trajectory combination optimization problem is modeled as a GTSP problem and solved by the ant colony algorithm, where the evaluation scores and the uniform design method are used to determine the optimal parameter combination of the algorithm. A global optimized spraying trajectory is thus obtained.
Findings
The simulation results show that the proposed processes can achieve the shortest global spraying trajectory. Moreover, the cold spraying experiment on the IRB4600 six-joint robot verifies that the spraying trajectory obtained by the processes can ensure a uniform coating thickness.
Originality/value
The proposed processes address the issue of different parameter combinations, leading to different results when using the ant colony algorithm. The two methods for obtaining the optimal parameter combinations can solve this problem quickly and effectively, and guarantee that the processes obtain the optimal global spraying trajectory.
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Xin Feng, Hanshui Zhang, Yue Zhang, Liming Sun, Jiapei Li and Ye Wu
The emergence of a coronavirus disease 2019 (COVID-19) epidemic has had a tremendous impact on the world, and the characteristics of its evolution need to be better understood.
Abstract
Purpose
The emergence of a coronavirus disease 2019 (COVID-19) epidemic has had a tremendous impact on the world, and the characteristics of its evolution need to be better understood.
Design/methodology/approach
To explore the changes of cases and control them effectively, this paper analyzes and models the fluctuation and dynamic characteristics of the daily growth rate based on the data of newly confirmed cases around the world. Based on the data, the authors identify the inflection points and analyze the causes of the new daily confirmed cases and deaths worldwide.
Findings
The study found that the growth sequence of the number of new confirmed COVID-19 cases per day has a significant cluster of fluctuations. The impact of previous fluctuations in the future is gradually attenuated and shows a relatively gentle long-term downward trend. There are four inflection points in the global time series of new confirmed cases and the number of deaths per day. And these inflection points show the state of an accelerated rise, a slowdown in the rate of decline, a slowdown in the rate of growth and an accelerated decline in turn.
Originality/value
This paper has a certain guiding and innovative significance for the dynamic research of COVID-19 cases in the world.