With the gradual improvement of urbanization in China, it is important to research city branding promote high-quality urban development. This paper uses CSSCI journals (including expanded edition) CNKI as data source collect papers related from 2001-2022, analyzes content based on bibliometric method, and accordingly proposes strategies for Beijing. The analysis result shows that involves a wid...

For most consumers, Corporate Social Responsibility is a credence attribute of products, which can be signaled either through a label certified by a third party, or via unsubstantiated claims used as part of a brand-building strategy. These claims may, in theory, be regulated by reputation mechanisms and the awareness of NGOs and activists. We use an experimental posted-offer market with seller...

The development of online shopping services is stimulated by both retailers and consumers, and understanding the decision-making behaviours of consumers becomes one of the crucial issues for retailers. Decision-making process, which refers to brand choice and price sensitivity, is unique in online purchase. Several motivation factors, such as situational factors, characteristics of products as ...

Geopolitical disputes often trigger consumer animosity, turning a foreign brand’s otherwise positive country-of-origin perception into a serious impediment to its success. Building on psycholinguistic research, we propose a theoretical framework elucidating how consumers react to different types of brand naming strategies. We demonstrate that brand names localized via certain strategies not onl...

As a highly customer-sensitive business, retailing is one of the most socially active industries. Nevertheless, when addressing retailers as brands, the retailing literature has failed to account for their unique social orientation, exposing a gap in the literature. This paper utilizes the sociological view of brands to socially construct a conceptual retail brand model from the customer standp...

This case study investigates as to how a commodity product in the Sri Lankan construction industry achieved generic status within category and gained an edge over competitors without getting involved any price war but using unique strategy win hearts & minds of influencers at large consumers. paper reveals strength brand that could make its communities bond with purpose. The core this is S-...

Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibi...

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete’s on-field characteristics, attractive external a...