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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.

The survey method was used to examine 238 respondents' emotions and attitudes towards companies participating in sponsoring Olympic mascots.

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.

This study provides practical recommendations for managers to achieve marketing success in sports sponsorship through mascots.

This paper provides a measurement tool for the study of mascot attributes and important support for subsequent research in sponsorship marketing.

This paper aims to provide a case study of complex conflict management within the arms race on the Korean Peninsula. Exploring the complex nexus of nuclear weapons, asymmetry and a qualitative arms race, the study explains how the arms race between Seoul and Pyongyang has promoted stability on the Korean Peninsula.

Presenting the limits of arguments that the US security guarantee is the factor that saved the two Koreas from going to war again, this paper explores the utility of the inter-Korean arms race as a stabilizer that promotes indirect negotiations. While presenting Korean anomalies, this paper analyzes the three stages of the inter-Korean arms race – especially its nuclear weapons, its asymmetry and the nature of arms races – and provides extant explanations on the causes and consequences of the qualitative arms race. These key elements drive the states’ strategic motives.

Using the case of the inter-Korean qualitative arms race and US extended nuclear deterrence on the Korean Peninsula, the study shows the complexities of conflict management today. This paper identifies three contributing factors – US nuclear weapons, asymmetry and the qualitative characteristic of the arms race – to explain the enduring stability on the peninsula despite the arms race’s intensification. The paper finds that although US nuclear-extended deterrence plays a critical role, it does not capture the full context of the ongoing, dynamic inter-Korean arms race; a prolonged arms race between the two Koreas has become a new regularity; the qualitative characteristic of the inter-Korean arms race, which is driven by technological advancement, contributes to stability in the arms race; and as the constant mismatch in priority technologies becomes more severe, the changes to the existing asymmetry could increase instability.

This paper offers a diverse perspective to the literature on conflict management and captures the complexities of 21^st-century conflict management. Through a thorough examination of the inter-Korean arms race, it brings readers’ attention to the nested dynamics within the arms race and shows how an intensifying arms race can promote stability. Furthermore, the paper explains the implications for potential instability – fueled by the comprehensive mix of a dynamic qualitative arms race and the US extended nuclear deterrence – in the Indo-Pacific region.