Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Driving mechanism of consumer migration behavior under the COVID-19 pandemic

Introduction

China is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies.

Methods

This paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses.

Results

The results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention.

Discussions

The COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.

Evaluating economic recovery by measuring the COVID-19 spillover impact on business practices: evidence from Asian markets intermediaries

The COVID-19 outbreak significantly affected the global economy and energy markets. To mitigate the shock, maintain financial market stability, and encourage economic recovery, this study investigates the influence of post-COVID-19 on monetary policy transmission to business practices and financial market indicators for green economic recovery. We utilised 37 Asian markets’ panel data from 1 January 2020, through 30 December 2020. The empirical findings demonstrate that the pandemic’s emergence impeded monetary policy transmission, business practices, and financial markets. Our empirical contribution is to examine the size, sectoral allocation, and implementation options of three leading countries’ (China, Japan, and Thailand) green recovery spending plans, which range significantly. However, this effect mainly affects the medium-and-long-term effects, and short-term spillover effects are primarily unaffected by Asian monetary policy uncertainty. Our findings have significant implications for green economic recovery among market players and regulators in the Asian market.

Research on the Impact of Intercustomer Social Support on Customer Engagement Behaviors in Virtual Brand Communities

Customer engagement behavior is a key factor in promoting the sustainable growth of virtual brand communities. Despite the extensive research on the antecedents of customer engagement behaviors, the influence of intercustomer social support remains a neglected area in the context of virtual brand communities. Based on a total of 293 valid questionnaires collected via an online survey, a structural equation model and hierarchical regression analysis are used to examine the effects of intercustomer social support (informational/emotional support) on customer engagement behaviors (customer-oriented/community-oriented engagement behaviors) in virtual brand communities, as well as consider the mediating role of self-efficacy and the moderating role of interdependent self-construal in the above relationships. The empirical finding shows that informational/emotional support significantly affects customer-oriented and community-oriented engagement behaviors. Self-efficacy plays a mediating role in the relationship between informational/emotional support and customer-oriented/community-oriented engagement behaviors. Interdependent self-construal positively moderates the relationship between informational/emotional support and customer-oriented engagement behaviors and positively moderates the relationship between informational support and community-oriented engagement behaviors. This article provides a more comprehensive understanding of the relationships between intercustomer social support and customer engagement behaviors in the context of virtual brand communities, and improves the existing customer engagement behaviors management practices that are beneficial for the companies.

The impact of TV series consumption on cultural knowledge: An empirical study based on gratification-cultivation theory

This study aims to clarify the media-induced trends of cross-cultural transmission and examine the implicit promotional potential for cultural branding. The gratification and cultivation theories are used to explore the promotional media prospect in forming perceptions of foreign cultures' traditions, habits, norms, and values to contribute to international communication. We analyzed the theoretical applicability in the case of China-Thailand contemporary media culture. A total of 856 Chinese series watchers were surveyed. Structural equation modeling was used to analyze the path effect of consumption of Chinese TV series on other endogenous variables. Results showed that cross-cultural media product consumption strengthens bilateral relations. Moreover, the acceptance and appropriation during engagement with media characters and producers lead to favorable attitudes toward the target culture. Results confirm the positive mutual association between the gratification and cultivation theories and their applicability in the current context. This study offers an important contribution through its finding that the need for gratification significantly and positively impacts consumption and cross-cultural learning and raises cross-cultural awareness, thereby leading to sustainable practices.

Measuring the macroeconomic determinants of agricultural price volatility: Implications for natural resource commodity prices for green recovery

With rapid growth, green economic recovery has been a key agenda for the globe. However, the price volatility for natural resources plays a significant role in reshaping the green recovery. Therefore, the current study investigates the impact of green recovery, hum, a capital index, GDP growth, foreign direct investment and inflation on natural resource volatility in China from 1995 to 2020. In order to investigate the long-term association among selected variables, this study employs the Autoregressive Distributive Lag (ARDL) model. In addition, the current research uses the Aikaik information (AIC) criteria for the model selections. Obtained outcomes show the significant contribution of green recovery, human capital, GDP growth, FDI and inflation increase the natural resource price volatility level. However, to validate the results of ARDL, this study also used the ECM approach and validated the prior findings. On behalf of outcomes, the current study implies some imperative policies to attain the desired objective for green growth.