Search Results (300)

In the era of homogenized competition, brand knowledge has become a critical factor that influences consumer purchasing decisions. However, traditional single-layer network models fail to capture the multi-dimensional semantic relationships embedded in brand-related textual data. To address this gap, this study proposes a BKMN framework integrating TF-IDF and TextRank algorithms for comprehensive brand knowledge discovery. By analyzing 19,875 consumer reviews of a mobile phone brand from JD website, we constructed a tri-layer network comprising TF-IDF-derived keywords, TextRank-derived keywords, and their overlapping nodes. The model incorporates co-occurrence matrices and centrality metrics (degree, closeness, betweenness, eigenvector) to identify semantic hubs and interlayer associations. The results reveal that consumers prioritize attributes such as “camera performance”, “operational speed”, “screen quality”, and “battery life”. Notably, the overlap layer exhibits the highest node centrality, indicating convergent consumer focus across algorithms. The network demonstrates small-world characteristics (average path length = 1.627) with strong clustering (average clustering coefficient = 0.848), reflecting cohesive consumer discourse around key features. Meanwhile, this study proposes the Mul-LSTM model for sentiment analysis of reviews, achieving a 93% sentiment classification accuracy, revealing that consumers have a higher proportion of positive attitudes towards the brand’s cell phones, which provides a quantitative basis for enterprises to understand users’ emotional tendencies and optimize brand word-of-mouth management. This research advances brand knowledge modeling by synergizing heterogeneous algorithms and multilayer network analysis. Its practical implications include enabling enterprises to pinpoint competitive differentiators and optimize marketing strategies. Future work could extend the framework to incorporate sentiment dynamics and cross-domain applications in smart home or cosmetic industries. Full article

In today’s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavorable consequences for businesses. Understanding the mechanisms for customer recovery after negative service experiences is crucial. Using cognitive–emotional personality systems theory and benign violation theory, this study constructed a theoretical model. A total of 351 samples were collected through a situational simulation experiment for a linear regression analysis. A self-mocking response strategy positively influenced brand trust through perceived brand authenticity regarding the dimensions of credibility, integrity, and symbolism. Simultaneously, brand trust was identified as a key driver of post-recovery satisfaction. This study proposes a chain mediation model, which incorporates perceived authenticity and brand trust, to fully comprehend the mechanisms underlying consumers’ satisfaction after service recovery. Our findings provide empirical evidence for the effects of self-mockery on post-recovery satisfaction, as well as suggestions for marketers seeking efficient means to meet consumers’ emotional and cognitive demands during service recovery situations. Full article

Urban dynamics of the 21st century is distinguished by the prevalence and significance of cities and their constituent elements. The objective of this study is to analyze the role of the territorial brand as one of the strategic elements of public governance. The methodology employs a comparative approach between four Brazilian and Portuguese cities, utilizing seven variables pertinent to the concept of a “territorial brand as a cultural product of regional development.” The results underscore the significance of strategic planning in enhancing urban competitiveness, influencing urban public governance, and reflecting on urban, cultural, social, regional, and territorial changes. The study provides insights into the implementation of a territorial brand, particularly in cities with a cultural focus, offering a comprehensive understanding of how this governance strategy can shape urban development and reinforce local cultural identity. Full article

In the era of low-carbon economy, green mergers and acquisitions (green M&As) have emerged as a pivotal strategic pathway for heavily polluting enterprises to not only carve out a competitive edge in the market but also contribute significantly to the achievement of Sustainable Development Goal 12 (SDG 12)—Responsible Consumption and Production. Based on the data of China’s heavily polluting enterprises listed on the Shanghai and Shenzhen A-share markets from 2010 to 2022, this study applies the multi-temporal difference-in-differences method to analyze the impact of green M&As on the market power of heavily polluting enterprises. The findings suggest that the adoption of green M&As by heavily polluting enterprises in China can enhance market power, and this conclusion remains valid after a series of robustness tests. The mediation effect analysis shows that green M&As promote the market power of heavily polluting enterprises by increasing green total factor productivity, optimizing human capital structure and enhancing brand capital. Meanwhile, according to the heterogeneity study conducted, the implementation of green M&As by non-state-owned heavily polluting enterprises and heavily polluting enterprises within the growth period has a more pronounced effect on market power promotion. In addition, domestic green M&As have a stronger effect on the market power of heavily polluting enterprises. By bridging the theoretical gap between green M&As and the driving mechanisms of market power, this study not only enriches the academic literature but also provides actionable insights for heavily polluting enterprises seeking to enhance their market competitiveness while adhering to sustainable development principles. Full article

In the context of the rapid digital transformation of the catering industry, the design of ordering interfaces—key hubs of human–computer interaction—has become critical to user service quality and brand competitiveness, especially in terms of usability, visual appeal, and emotional resonance. Based on a human–computer interaction design framework, this study proposes a dual-path optimization model integrating user demand mapping and conflict resolution to synergize explicit need translation with innovative design problem solving. The model employs KE to capture implicit user needs, applies AHP to construct a weighted design element system, and uses QFD to establish a matrix linking user needs with technical attributes. To address contradictions among design elements, TRIZ is introduced to resolve conflicts between functional redundancy and interaction efficiency. Additionally, generative AI tools such as MidJourney are incorporated to accelerate concept generation and improve innovation. Based on user evaluations and controlled experiments, the optimized design demonstrates measurable improvements in task efficiency and visual appeal. Overall, the dual-path approach effectively bridges the gap between vague user needs and concrete design solutions, achieving a balanced integration of functionality, aesthetics, and interactivity. The proposed model overcomes the limitations of experience-driven design by offering a systematic methodology encompassing demand analysis, technological transformation, conflict resolution, and intelligent generation, with practical value for enhancing the user experience of digital service touchpoints in the catering sector. Full article

In recent years, online retailing platforms (ORPs) have increasingly introduced private brand (PB) products as a new profit source, reshaping market dynamics and affecting their commission revenues. This shift creates a strategic trade-off for the platform: maximizing PB product profits while maintaining commission income from national brand (NB) retailers. This paper examines the platform’s pricing and quality strategies for PB products, as well as its incentives to introduce them. We develop a game-theoretic model featuring a platform and a retailer, and derive results through equilibrium analysis and comparative statics. Special attention is given to the platform’s strategy when market power is asymmetric and the PB product is homogeneous. The analysis yields three key findings. Firstly, the platform is always incentivized to introduce a PB product, regardless of its brand value. Even when direct profit is limited, the platform can leverage the PB product to increase competitive pressure on the retailer and boost commission revenue. Secondly, when the PB product has low brand value, the platform adopts a cost-saving strategy with low quality for extremely low brand value, and a function-enhancing strategy with high quality for moderately low brand value. Thirdly, when the PB product has high brand value, the platform consistently prefers a function-enhancing strategy. This study contributes to the literature by systematically characterizing the platform’s strategic trade-offs in introducing PB products, highlighting its varied pricing and quality strategies across categories, and revealing the critical role of brand value in supply chain competition. Full article

China’s National Famous, Special, Excellent, and New Agricultural Products are key rural economic assets, yet their spatial patterns and sustainability drivers remain underexplored. Based on the geospatial data of 1932 National Famous, Special, Excellent and New Agricultural Products in China, this study systematically analyzes their spatial distribution pattern by using GIS spatial analysis techniques, including the standard deviation ellipse, kernel density estimation, geographic concentration index and Lorenz curve, and quantitatively explores the driving factors of sustainable development by using geographic detectors. The research results of this paper are as follows. (1) The spatial distribution shows a significant non-equilibrium characteristic of “high-density concentration in the central and eastern part of the country and low-density sparseness in the western part of the country” and the geographic concentration index (G = 22.95) and the standard deviation ellipse indicate that the center of gravity of the distribution is located in the North China Plain (115° E–35° N), and the main direction extends along the longitude of 110° E–120° E. (2) Driving factor analysis showed that railroad mileage (X10) (q = 0.5028, p = 0.0025 < 0.01), highway mileage (X11) (q = 0.4633, p = 0.0158 < 0.05), and population size (X3) (q = 0.4469, p = 0.0202 < 0.05) are the core drivers. (3) Three-dimensional kernel density mapping reveals that the eastern coast and central plains (kernel density > 0.08) form high-density clusters due to the advantages of the transportation network and market, while the western part shows a gradient decline due to the limitation of topography and transportation conditions. The study suggests that the sustainable development of National Famous, Special, Excellent, and New Agricultural Products should be promoted by strengthening transportation and digital logistics systems, enhancing cold-chain distribution for perishable goods, tailoring regional branding strategies, and improving synergy among local governments, thereby providing actionable guidance for policymakers and producers to increase market competitiveness and income stability. The study provides a quantitative, policy-oriented assessment of China’s branded agricultural resource allocation and its sustainability drivers, offering specific recommendations to guide infrastructure investment, e-commerce logistics enhancement, and targeted subsidy design for balanced regional development. The study highlights three key contributions: (1) an innovative integration of geospatial analytics and geographical detectors to reveal spatial patterns; (2) clear empirical evidence for policymakers to prioritize transport and digital logistics investments; and (3) practical guidance for producers and brand managers to enhance product market reach, optimize supply chains, and strengthen regional competitiveness in line with sustainable development goals. Full article

Despite the economic importance of Protected Designation of Origin (PDO) cheeses in Italy, little research has examined how label attributes affect price premiums. For Italian cheese producers, especially those investing in PDO certification, understanding which attributes generate premiums is crucial for sustainable business strategies. This study examined attributes displayed on 420 validated cheese labels collected across Italy in 2022, focusing on hard cheese, fresh soft cheese, and string cheese. A content analysis was conducted to identify and categorize the attributes displayed on cheese labels. Following this, the hedonic pricing method, supported by multiple linear regression analysis, was used to assess the impact of these attributes—along with brand and distribution channel—on product pricing. Our findings reveal that sustainability attributes show particularly strong effects on price premiums. PDO certification generates significant premiums prominently for hard and fresh soft cheeses, cow breed information for string cheese, while specialized retail channels create higher prices for fresh soft and string cheeses. While brand–price relationships are heterogeneous, the study provides evidence of their impact. These insights enable cheese producers, marketers, and retailers to strategically prioritize product attributes, optimize distribution channels, and make informed decisions about brand positioning to maximize value in competitive cheese markets. Full article

The fashion industry is facing increasing pressure to adopt sustainable practices given its significant impact on the environment. This research aims to analyze the implications of marketing strategies in the fashion industry’s transition towards a sustainable and responsible business model. The study starts from the premise that marketing can influence consumer behavior and turn sustainability into a competitive advantage. To investigate this aspect, SmartPLS software was used and hypotheses were tested on the relationship between marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry and the creation of a sustainably engaged community. Moreover, it becomes essential to collaborate with non-governmental organizations and other brands that share their sustainability values. The research was based on a sample of 227 respondents, and the data were analyzed using structural equation modeling. The results indicate that marketing strategies that promote transparency in supply chain and production processes, enhance brand reputation and credibility and, promote innovation in sustainable materials and production processes through marketing strategies contributing to creating an engaged community, as well as through brand commitment to sustainability through concrete actions and access to new markets and growth opportunities. Marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry contribute to increasing consumer interest in sustainable products. The implications of the study highlight the need for coherent marketing approaches to support the sustainable transformation of the fashion industry. Full article

With the rapid development of the digital economy and the evolving shopping preferences of consumers, e-commerce platforms have been enhancing their competitiveness by launching private label brands and optimizing their sales channel strategies. This study focuses on an online sales system comprising a strong brand and an e-commerce platform. Four game modes were constructed: agency selling only (NN), agency selling combined with reselling (NS), agency selling combined with private labels (IN), and reselling combined with agency selling under the introduction of private labels (IS). Under the coupon promotion strategy, this study focused on the introduction strategy for private labels (PLs) and the selection strategy for platform sales modes. Our research produced the following findings: (1) Regardless of whether the platform introduces its own brand, adopting a reselling mode can significantly enhance the profits of both the brand owner and platform. (2) Irrespective of whether the reselling mode is implemented, the platform’s profits are always increased when introducing its own brand. (3) When the coupon redemption rate is higher, the brand owner achieves greater profitability in the absence of PL introduction. Conversely, when the coupon redemption rate is low, an increase in the commission rate leads to reduced profit margins for the brand owner due to competition from a private label. (4) When the coupon redemption and commission rate are both high, the coupon face value without a PL is larger. Otherwise, when these rates are both low, the coupon face value is higher under the introduction of a PL. This study offers a theoretical foundation and decision-making support for e-commerce platforms to optimize sales mode selection, introduce private-label brands, and develop coupon strategies. Full article

As environmental issues are of worldwide concern and consumers grow more concerned about the environment, green investments have emerged as a key factor in attracting consumers. To enhance consumer trust in enterprise investments in green and sustainable practices, blockchain technology, with its tamper-resistant and traceable characteristics, is being adopted by an increasing number of enterprises. However, the resulting spillover effect may lead to adverse consequences in a co-opetitive supply chain. This study examines a green supply chain comprising Brand O, a high brand value entity, and a contract manufacturer (CM) with lower brand value. The two parties collaborate through outsourced production while competing in the retail market. Three decision-making models were constructed, namely, without blockchain, Brand O adopting blockchain, and the CM adopting blockchain, and equilibrium solutions were derived to facilitate analysis. We find that Brand O tends not to introduce blockchain in order to avoid the loss of brand value and the spillover of consumer trust. The CM tends to introduce blockchain to enhance its products’ environmental impact and gain an exclusive competitive advantage, targeting the high-end market. These findings guide managers and practitioners in a co-opetitive green supply chain: high brand value retailers should cautiously evaluate blockchain’s impact, staying alert to risks hidden beneath benefits; upstream manufacturers can prioritize blockchain adoption for competitive advantage. Full article

This study aims to analyze the differentiation strategies developed by sectoral brands in the global wine industry and how these strategies interrelate. A sectoral brand is defined as having a distinctive brand name accompanied by a visual identity, with or without a slogan. Through an analysis of thirty-three sectoral brands developed by wine-producing countries, seven clusters of differentiation strategies and three clusters of differentiation attributes were identified, using quantitative and qualitative methods. The findings highlight the alignment between the differentiation strategies employed by sectoral brands and the underlying theoretical concepts, as well as overlaps between differentiation strategies and specific attributes. The results identify unrevealed opportunities for wine-producing countries that have not yet developed sectoral brands. This study’s main contribution consists of the application of a cluster analysis approach, which enabled the identification and interpretation of relationships among sectoral wine brands based on their differentiation strategies. Accordingly, the research addresses a notable gap in the existing literature by providing an integrative perspective on how sectoral brands differentiate within the world wine market. The practical implications of this study include offering valuable guidance to countries currently lacking sectoral wine brands and presenting a structured framework to effectively leverage unique national attributes. Full article

Strategic management and sustainable business model innovation (SBMI) are widely recognized important firm performance. This study develops a theoretical framework that integrates competitive strategy, SBMI, and performance, with SBMI conceptualized through the multidimensional 6V model. While the model is broadly applicable across industries, this study focuses on the electric vehicle (EV) sector in China as an empirical case to test the proposed relationships. Using survey data from 261 managerial respondents across nine major Chinese EV brands, PLS-SEM is employed to examine both direct and mediated effects of differentiation and cost leadership strategies. The results confirm that both strategies positively influence firm performance; however, the mediating roles of SBMI dimensions vary. This study contributes to the literature by demonstrating the explanatory power of the 6V-SBMI framework and offering practical insights for firms seeking to align strategic choices with sustainability-oriented innovation. Full article

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates the limitations of one-way information transmission and promotes purchasing behavior by conveying signals such as products, brands, and the personal charm of live streamers to consumers through real-time communication. The core issues explored in this study are whether the cues between the signal transmitters and receivers are consistent and how they affect consumers’ purchasing behavior. In this study, the consistency of the signal is measured by five dimensions, namely self–product fit, live streamer–product fit, live content–product fit, danmaku content–product fit, and self–live streamer fit. In order to study this problem, we constructed a structural equation modeling (SEM) model. In the causal relationship between signal consistency and purchase intention, performance responses have also been discussed as mediating variables. Accordingly, signal consistency enables consumers to perceive performance expectancy, whereby consumers believe that products that perform well positively influence satisfaction. To verify these hypotheses, 443 randomly collected valid questionnaires were used in empirical analyses. The results showed that most of our hypotheses were validated, aside from the relationship between self–live streamer fit and perceived performance expectancy. The findings suggest that signal consistency cues such as live streamer–product fit, live content–product fit, danmaku content–product fit, and self–product fit positively influence consumers’ perceived performance expectancy and satisfaction, which in turn promote purchase intention. These findings not only enrich the application of signaling theory in the field of live streaming commerce but also expand consumer behavior theory. Moreover, they also inspire practitioners in live streaming commerce by helping them to improve live streaming sales and bolster their market competitiveness through signal display optimization, content planning, and precision marketing. Full article

In an increasingly competitive global tourism context, territorial branding plays a key role in enhancing the visibility, identity, and resilience of regions. This study focuses on the Algarve, a region in southern Portugal, and investigates how innovation and competitiveness are reflected in its digital communication strategy. Using a mixed-methods approach, this research combines the quantitative analysis of 689 social media posts published in 2024 on Facebook, Instagram, and YouTube with the qualitative content analysis of 38 documents and the official website of Algarve. The findings reveal a coherent and visually appealing brand narrative centred on the coastal identity of the Algarve, complemented by content related to nature, gastronomy, and cultural heritage. Instagram stands out as the most engaging platform, particularly when posts adopt a participatory tone, emotional storytelling, and references to specific locations. However, only 6.4% of the content surpassed the 1% engagement threshold, suggesting limited audience connection. The website presents a broader thematic range but under-represents intangible heritage and local products.The Algarve brand successfully projects an aspirational image based on landscape and leisure but would benefit from greater content diversification, enhanced stakeholder integration, and expanded narrative strategies to strengthen digital engagement and destination competitiveness. Full article