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Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.

The study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.

Interaction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.

This study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.

This paper reports on a project looking at consumer perceptions of terroir in the UK, using cheese as a stimulus for the data collection.

Data collection was based on a consumer survey using a discrete choice experiment which included a number of cues to, and stories about, terroir. Analysis of preferences produced three latent classes with varying attitudes towards terroir cues for cheese. There was also an open-ended question giving rise to a qualitative analysis of respondents understanding of the work “terroir”.

When faced with the terroir cues most used some positively to make their choices. A PDO label and stories about the production region and method and business structure all generally offered positive utility.

Terroir is a widely used term in the marketing of (especially) wine, particularly in Europe, offering a form of authenticity and has been very important in policies to sustain the economies of otherwise declining rural areas. It has been adopted by producers in the English-speaking world but is less widely recognised, by consumers. The significance of this study is that it is the first large-scale survey of British consumer perceptions around a key tool for rural businesses – terroir – and one of the first around a non-wine product, and it explores the stories which resonate most effectively with consumers.

This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.

The study employed a single case-study approach, including 18 semi-structured in-depth interviews with employees of a firm involved in the rebranding process in six countries. The countries are Sweden, Germany, the United States, Brazil, Colombia and Mexico.

The findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant challenge. By contrast, in developed countries, internal legitimation (employee buy-in and internal implementation process) is more challenging.

The study contributes to and extends the rebranding literature by using a legitimation lens to analyze the rebranding process. This lens shows how internal and external stakeholders are both crucial to successful rebranding. The study provides a comprehensive perspective of the process, identifies challenging factors and differentiates between their importance in emerging and developed countries.

To address the dearth of research on how firms legitimize a new brand in different national contexts, the study compares the rebranding process in multiple countries and discusses the factors influencing the rebranding process.

The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.

The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction.

A structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon.

The results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events.

This study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables.

The need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format.

This article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.

The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.

This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.

The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.

The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.

Through the subject of business network dynamics, this study aims to examine how business network relationships impact company entry market and development within fast growing economies as China. The paper looks at business network relationships in a fast-growing economy and provides an understanding of the relational perspectives in internationalisation of three luxury fashion companies and their entry models affected by the China context-related variables.

The methodology is following a qualitative approach, based on multiple case-studies research, proposing three cases of companies entering the Chinese market in the luxury and fashion industry.

The research analyses the local business network paths and how they affect the entry strategy through the socio-cultural and political players. The paper adds knowledge to studies in market entry and business networks, in the fast-growing economies area, with its new norms and values.

This study tries to analyse how business networks and related relationships “with Chinese characteristics” affect the market entry strategy in the internationalisation path from the perspective of the luxury fashion industry sector. In so doing it tries to provide an original further development of business network models within the new Chinese context.

Limiting the use of antibiotics in food animals is a cornerstone of contemporary EU policy. Despite that marketing of antibiotics for growth promotion and nutrition has been banned since 2006, the use is still high and varied. This paper aims to investigate the forces behind the different usage patterns in Italy, with one of the EU’s most extensive use of antibiotics in animals, versus Sweden, with the union’s most restricted use, including how these usage patterns are related to EU and national policies.

The industrial network approach/the 4R resources interaction model is adopted to investigate the major forces behind the different antibiotic usage patterns. Furthermore, the study relies on the notion of three main characteristics related to the use of a resource activated in several user settings (Håkansson and Waluszewski, 2008, pp. 20–22). The paper investigates the Swedish and the Italian using settings, with a minimised, respectively, extensive usage of antibiotics. The study is exploratory in nature and based on qualitative data collected through a combination of primary and secondary sources.

The paper underlines the importance of integrating forces for policy to succeed in attempts to reduce the use of a particular resource. It reveals that Sweden’s radically reduced use was based on great awareness, close interactions between animal-based food producers and policy – and that integrating forces were supported by an era of state-protected food production, with promising ability to distribute the cost of change. The Italian characteristics hindering the integration of forces mounting for reduced use were restricted awareness, top-down business and policy interactions – and a great awareness about the difficulties of distributing the cost of change.

The study deals with the analysis of forces affecting the different usage of antibiotics within two EU settings. The investigation, based on the industrial network approach’s notion of connectivity of economic resources, that is, of exchange having a content and substance beyond discrete transactions, reveals how indirect related contextual forces, neglected by policy, have an important influence on the ability to achieve change, in this case of antibiotics usage patterns.

The purpose of this study is to examine the role of wine involvement in moderating the effect of winery service quality on loyalty toward small family wineries.

This study used a structured questionnaire. The survey was distributed to wine tourists who visited small family wineries located in Crete, Greece and a total of 216 usable questionnaires were collected for the study. To analyze the data, the study used partial least squares structural equation modeling.

The results reveal that wine involvement moderates the effects of winery service quality on wine tourists’ loyalty. Specifically, staff behavior affects the loyalty toward wine tourists with low involvement more significantly compared to the wine tourists with high wine involvement. On the other hand, the quality of wine tastings affects the loyalty of wine tourists with high wine involvement more significantly in contrast with the wine tourists with low wine involvement.

Findings suggest that winery operators need to take into consideration wine involvement among wine tourists when they develop a winery service strategy. Operators of small family wineries can provide more customized, diverse and quality wine tastings to wine tourists with high wine involvement while prioritizing winery staff’s behavior and hospitality to those wine tourists with low wine involvement.

This study contributes to extant wine tourism literature by adding the effects of wine involvement on wine tourists’ loyalty toward the winery, and particularly focusing on small, family wineries.

The aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours in the Euro-Mediterranean fruit and vegetable market.

A structured questionnaire was designed drawing from the food related lifestyles instrument and including other factors relevant to fruit and vegetable consumer preferences. The data were collected in an online survey with 925 participants in France, Greece, and Italy. A principal component analysis was conducted to interpret and examine consumers' fruit and vegetable related lifestyles. In addition, a cluster analysis was performed to identify different consumer segments, based on the core dimensions of the food-related lifestyle approach.

In each country, three primary consumer segments were distinguished. Health-conscious individuals were predominant in France and Greece, while quality-conscious consumers were prevalent in Italy. These classifications were determined considering various factors such as purchase motivation, perception of product quality, health concerns, environmental certifications, and price sensitivity.

The food-related lifestyle approach has been adapted instrument to create a customised survey instrument specifically designed to capture the intricacies of fruit and vegetable consumer preferences and priorities in three Euro-Mediterranean Countries.