Search Results (29)

Against the backdrop of China’s comprehensive rural revitalization strategy and ongoing national park development, how universities can leverage scientific research innovation and talent resources to engage in sustainable development practices within local communities has become a focal point for both academia and policymakers. This study examines the “Harmonious and Beautiful Mountains and Seas” (HBMS) rural revitalization platform established by the Landscape Architecture discipline at Hainan University, summarizing its practical experience and analyzing its operational mechanisms. From the perspective of innovative governance, the study identifies three core values—“Nurturing Culture,” “Rural Brilliance,” and “Constructing Meaning”—and, on this basis, explores mechanisms for enhancing community resilience and pathways for brand-oriented operation in national park communities. The study aims to elucidate a novel model of university–rural collaborative revitalization. Research indicates that the “Mountain–Sea Synergy” model is not a singular community development solution, but rather a practical governance framework centered on multi-stakeholder collaborative governance mediated by universities. Its core value manifests across three dimensions: cultural revitalization, youth empowerment, and community-building significance. This model provides replicable endogenous development insights for national park communities operating under ecological conservation constraints, while also enriching university–rural collaborative research with practical case studies within the Chinese context. Full article

This study investigates how consumer brand trust is shaped by the interplay of sustainability disclosure valence (positive/negative), domain (social/environmental), and information source credibility (internet influencer/scientific report). Using a mixed-methods approach, combining a series of focus groups and a 2 × 2 × 2 between-subjects scenario experiment with a sample of 354 university students, we analyzed both the main and interactive effects of these factors on brand trust via hierarchical regression. The findings confirm that positive disclosures in both social and environmental domains significantly enhance brand trust. We observed a significant synergistic interaction, where consistent positive disclosures across both sustainability domains yield the greatest increase in trust. The study uncovers a domain-specific boundary condition for source credibility. While the source of information significantly moderates the impact of social sustainability disclosures—with influencers failing to generate the same punitive impact as scientific reports regarding social transgressions—source credibility exerts no significant influence on environmental disclosure processing. These findings suggest that consumers process environmental data as technical information (source-neutral) but social data as moral signals (source-dependent). Practically, the results suggest that brands require a holistic sustainability communication strategy and rely on highly credible sources for sensitive social messaging, especially when managing reputational risk or responding to negative disclosures. Full article

This study investigates technology adoption strategies in an asymmetrically competitive supply chain through a tripartite Stackelberg-Nash game model involving a technology innovation enterprise (TIE) and differentially scaled manufacturers. By analyzing four adoption scenarios (non-adoption, small/large manufacturer adoption, dual adoption), we systematically evaluate how the technological expansion effect and competitive intensity shape pricing strategies, demands, and profit distributions. We obtain some key findings: (1) Innovation technologies reconfigure competitive asymmetries, creating divergent strategic imperatives: small manufacturer must balance expansion benefits against adoption cost, while large manufacturer leverages synergies between technological and brand advantages, with a free-riding effect complicating adoption outcomes. (2) Profitability depends critically on surpassing expansion effect thresholds, where unilateral technology transfers outperform simultaneous adoption under significant scale disparities. (3) Adoption patterns evolve nonlinearly with the expansion effect, with universal non-adoption at a minimal level, asymmetric adoption at a moderate level (one manufacturer adopts), and universal adoption at a high level—though moderate competitive intensity may induce prisoner’s dilemmas during transitional phases. These conclusions can help manufacturers engaged in asymmetric competition adopt differentiated technology introduction strategies. By evaluating how innovation technologies expand at different development stages, firms can sustain competitive advantages while achieving Pareto improvements. Full article

With the rapid development of technology, an increasingly competitive environment, and evolving consumer behaviour, the use of modern marketing tools has become a key challenge for companies of various types (manufacturing, providing services, sports organizations, universities, etc.). Although sustainable digital communication methods are gaining prominence, existing research often focuses merely on describing communication trends without providing decision-making frameworks for strategy optimisation. This paper addresses this gap by mapping the current state of marketing communication strategies among large telecommunication companies in Slovakia and assessing their impact on customer behaviour and market position. Data were analysed through a combination of qualitative and quantitative research methods, including document analysis, annual reports, surveys, and personal observations. One enterprise was selected for detailed data analysis. The results confirm a significant relationship between the use of communication channels and the company’s market position, brand popularity, and the strong influence of employee recommendations. Unlike previous studies, which predominantly describe marketing communication trends and tools, this research integrates the evaluation of communication strategy effectiveness with a systematic management decision-making model based on the PDCA (Plan-Do-Check-Act) continuous improvement cycle. This approach enables continuous optimisation of sustainable communication strategies and provides actionable managerial guidance for improving resource allocation, market position, and organisational adaptability in dynamic market environments. Full article

This study presents the development of an innovative multifunctional cup holder designed to enhance safety, usability, and sustainability. Addressing common issues such as accidental spills, heat retention, and structural stability, the proposed design incorporates adjustable fixation and heating functionalities. The research applies a systematic design approach, applying the Theory of Inventive Problem Solving (TRIZ) methodology to resolve design contradictions and enhance product functionality. By integrating human factors considerations and universal design principles, the cup holder aims to improve user experience and accessibility. The design features a vacuum-based adjustable fixation system to prevent tipping, a controlled heating mechanism to maintain beverage temperature, and a shock-absorbing structure for enhanced durability. To evaluate whether the final design meets user expectations, a SERVQUAL questionnaire was used to collect user feedback, which was then analyzed using the Importance–Performance Analysis combined with the Kano model (IPA-Kano model). The results revealed an overall importance score of 4.347 and a satisfaction score of 3.943. Key strengths identified include reliable shock resistance, effective fixation, and ease of operation, while areas such as brand reputation and temperature control precision were found to require improvement due to their high importance but low performance. These insights confirm that the proposed design effectively enhances stability, thermal performance, and user convenience, while aligning with users’ expectations. By addressing critical functional and safety needs, this research advances the development of practical, user-centered innovations in everyday product design. Full article

Several studies on cultural–creative tourism, urban branding (UB), youth engagement, and sustainability have been conducted in isolation, obstructing comprehensive approaches to UB development challenges. This review article aims to develop an integrated framework representing the complex interrelationships between these factors through a theory-based review and case study analysis. Methodologically, the investigation adopts bibliometric analysis using the VOSviewer software version 1.6.20 to identify thematic clusters across keyword pairings within research from 2000 to 2025, followed by content analysis for classification. The primary result is the Hierarchical–Relational Urban Sustainability (HRUS) framework, which employs a dual-pathway approach: (1) a sequential integration pathway, positioning cultural–creative tourism as the foundational mechanism supporting UB as the central concept, facilitating youth engagement as the key demographic group, and ultimately contributing to sustainability, and (2) a direct relationship pathway, examining specific connections between each factor and sustainability alone. This article contributes the first comprehensive framework that systematically integrates four main themes for sustainable urban development. The HRUS framework facilitates cross-sectoral collaboration by establishing actionable mechanisms for urban planners, universities, and tourism authorities to achieve sustainable urban brand development. Full article

This article explores the challenge of developing a sustainable cultural brand for cities that are primarily perceived as tourist destinations. While major urban hubs like Berlin (DE), Edinburgh (UK), and Lisbon (PT) have successfully transitioned from being known mainly for tourism to becoming recognized cultural destinations, the process behind this transformation remains underexplored, especially when it comes to mid-sized cities. How does a town move beyond its touristic image to build a lasting cultural identity? What strategies enable this shift, and what role do different stakeholders play? Focusing on the Romanian city of Brașov, a scenic destination in Transylvania mostly known for its natural environment and medieval architecture, the paper addresses this gap by investigating how a cultural brand can be developed through strategic marketing efforts. Using an integrated approach that combines two qualitative studies and one quantitative analysis, the research provides new insights into (i) cultural marketing strategies that can enhance Brașov’s city brand; (ii) stakeholder perspectives on developing Brașov’s cultural identity; and (iii) the role of Generation Z, whose influence on urban cultural branding has, so far, been minimally researched, in shaping the cultural future of cities, particularly Brașov. Some of the findings highlight key areas for developing Brașov’s cultural brand, including expanding nightlife activities, introducing more contemporary and year-round themed festivals, and tailoring promotional efforts to the short attention spans of the “TikTok generation”. Participants emphasized the need for a more diverse range of cultural events, including experimental and niche performances, alongside stronger educational initiatives to encourage long-term engagement by involving schools and universities. The results offer actionable insights for policymakers, urban planners, and cultural leaders seeking to develop a city brand centered around culture, focusing on long-term identity and community engagement rather than solely on tourism. Full article

This study explores the marketing challenges perceived by aspiring entrepreneurs, focusing on undergraduate business students’ perspectives. Drawing on an empirical qualitative approach, this research utilizes data from semi-structured interviews with 31 students at a midwestern U.S. university to examine key barriers that hinder business development and growth. The research identifies five key themes: budget constraints, customer identification and engagement, branding and market differentiation, digital marketing barriers, and the role of education. The findings reveal that financial limitations and resource constraints hinder students’ ability to implement effective marketing strategies, while limited practical experience complicates customer engagement and market research efforts. Additionally, participants emphasized challenges in establishing distinct brand identities and adapting to rapidly evolving digital marketing tools. These insights align with existing entrepreneurial marketing theories, reinforcing the role of adaptability and resourcefulness in early-stage business ventures. Education emerged as both a strength and an area for improvement, with students valuing theoretical foundations but identifying gaps in hands-on, experiential learning opportunities. This study contributes to entrepreneurial marketing literature by highlighting the interplay between resource constraints, creativity, and adaptability in understanding marketing challenges. It further underscores the importance of integrating digital marketing competencies and alternative financing strategies, such as crowdfunding and fintech solutions, into entrepreneurship education. It also emphasizes the need for educational reforms that integrate practical applications, mentorship, and digital marketing training to prepare students for real-world entrepreneurial endeavors. By addressing these gaps, the findings offer actionable insights for educators, policymakers, and entrepreneurial support systems to better equip aspiring entrepreneurs for sustainable success. Full article

This study explores how consumers in developed and developing countries perceive sustainable food consumption and how these perceptions are shaped by local contexts. Using the theory of social representations, which frames sustainability as a system of values, ideas, and practices, we conducted a mixed-methods analysis of data from online focus groups in ten countries. The results reveal significant differences between sustainability frontrunners in developed countries and consumers in developing countries. Consumers in developed countries focus on immanent representations, linking sustainability to concrete practices such as recycling, buying organic products, and brand awareness. In contrast, consumers in developing countries adopt more transcendent views, emphasizing moral responsibility, tradition, and collective well-being, and often expecting government regulation to drive change. Barriers such as high cost, lack of knowledge, and skepticism reflect underlying socio-economic inequalities, particularly in developing contexts. The study highlights how global sustainability norms interact with local realities, revealing mismatches that limit the effectiveness of universal approaches. These findings underscore the need for context-sensitive policies and strategies that address local barriers while remaining consistent with global sustainability goals. More broadly, this research underscores the necessity of culturally tailored approaches to promote equitable and inclusive socio-ecological transformations. Full article

An important aspect of sustaining higher education is to produce graduates prepared for careers with the expertise and experiences desired by prospective employers. Micro-credentials delivered by higher education can confirm the students’ mastery of demanded skills and knowledge. The use of micro-credentials as an e-learning technology supports sustainability in higher education by reinforcing students’ employability. With hundreds of thousands of these credentials available in the United States, it is predictable that not all are equal. We explored the perceived value of micro-credentials reported by students and employers. Clear differences were found, with employers recognizing their value more than students. Additionally, we considered the source of the credential, which is the organization that creates, brands, and sponsors the award. Results demonstrated that employers used the sources for assessing value. We also tested the differences when higher education was the provider of the micro-credential, and institution type (issuer) was relevant to employers’ value. Finally, this study distinguished between the academic rigor and integrity of university-delivered micro-credentials associated with earning transcripted course credits and credentials that could be earned without course credits (non-transcripted). Employers valued transcripted micro-credentials more. This study found support for the use of micro-credentials to represent the mastery of skills and knowledge in higher education. Full article

The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, we explore how colors influence perceived healthiness, premiumness, trust, and sustainability. The results indicate nuanced responses to different colors, emphasizing the need for businesses to adopt tailored packaging strategies. White and green dominate organic food packaging, aligning with associations of freshness and health. However, the study uncovers varied consumer responses, suggesting a more intricate relationship between color, trust, premiumness, and healthiness perceptions. Demographic factors such as age, gender, income, and residence areas influence WTP for organic foods with different colors, emphasizing the importance of diverse consumer segments in marketing strategies. Trust and perceived premiumness significantly influence WTP, highlighting their pivotal role in consumer valuation. The results highlight that green packaging builds trust among non-organic buyers, while organic buyers are influenced by a broader range of colors that emphasize premiumness and healthiness. The study concludes that businesses in the organic food market should carefully consider color choices in branding and packaging to effectively communicate product qualities and align with consumer values. Full article

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building. Full article

Studies developed in the last two decades indicate that environmental product innovations can potentially generate competitive advantages. However, the ethical dimension, now increasingly involved in evaluations for consumer decision-making, has received less attention in academic research. Considering the above, our study investigates the mediating role of ethical aspects in the relationship between environmental product innovation and perceived brand value. To this end, we carried out a quantitative study with 336 university students who are end users of Apple and Microsoft products and services. In addition to investigating the main effect of environmental product innovations on perceived brand equity, we explore the possible mediating effects of ethical behaviors: (i) open-mindedness and (ii) concerns with privacy practices. Our results indicate that environmental product innovations need to be supported by the ethical aspects of companies to have a positive effect on perceived brand equity. Crucially, customers perceive value in environmental product innovation when they can confirm that organizations exhibit ethical correctness, particularly in the sector under study. We understand that our research provides advancement in the field of sustainable innovation. The study confirms that broader approaches, mainly centered on corporate commitments beyond environmental issues, are critical for environmental product innovations to generate perceived brand value. Full article

Universities play a significant role in the economic development of society as they provide knowledge and skills that are essential for social sustainability. In recent years, universities shifted their focus towards student-centered education and need to reconsider their sustainable strategies to become more competitive by encouraging student co-creation behaviors. To create a unique experience, universities aim to involve students in creating and delivering their educational experiences. The purpose of this paper is to investigate how the perceived quality of educational service and the institutional image of a university influence students’ value co-creation behavior, and the role of loyalty in this process. The study is based on two complementary studies conducted in an Italian public university. The first study involved 720 undergraduate students with one business management bachelor’s degree who completed a questionnaire to collect primary data. The second study used six focus groups to identify which specific students’ experiences and university activities stimulated co-creation behaviors. The results show that student loyalty plays an important mediating role between university image, students’ quality perception, and co-creation behavior. Additionally, only three dimensions of quality, namely quality non-academy aspects, quality reputation, and quality access have an impact on students’ loyalty. Therefore, only two dimensions of brand image, university brand knowledge (UK), and university brand prestige (UPR) have a direct effect on value co-creation behavior. These findings have important implications for higher education institutions (HEIs) to develop managerial strategies that increase students’ co-creation behavior. The co-creation process should be considered as part of HEIs’ image-building and quality policy-enhancing strategy. Despite the value co-creation approach being overlooked in studies on HEIs governance, this study highlights its potential as a strategic approach for improving service quality and university image. Full article

The contexts addressed by the Italian National Strategy for Inner Areas (SNAI) often lack successful regional policies and systemic territorial approaches to achieve effective transformations towards resilient territories. These issues are addressed by the ongoing project “B4R Branding4Resilience.” This contribution aims to present and discuss its first results in the focus area of Val di Sole, Trentino-Alto Adige Region (Italy). The main goal of the University of Trento unit is to pursue leadership in innovating with nature in small thermal villages. The aim is to create a territorial strategy based on the value of the water resources and thermal systems by promoting the enhancement of their natural capital. An interdisciplinary and multi-scalar methodology has been adopted to combine qualitative and quantitative approaches; a data collection process was used to explore the natural identity of Val di Sole to comprehend the ecological and spatial elements; a co-design activity was conducted with the local community’s engagement to propose a resilient territorial strategic vision. As a result, the “Val di Sole Blueprint” represents a strategic tool to implement thermal landscapes as ecological design resources for the territory and to support sustainable territorial development for a better quality of life. Full article