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To examine the effectiveness of a multichannel strategy, this study mainly investigates two issues: (1) whether customers' five value perceptions (i.e. product quality, service quality, innovation, price and store image) extend from e-stores to physical stores and (2) whether customers' five value perceptions derived from e-stores/physical stores facilitate purchase intention within and beyond the channel context.

This study develops a research model to elaborate on the relationships between the focal constructs and collects 177 useable responses via an online community and personal contacts survey. Partial least squares structural equation modeling (PLS-SEM) methods and mediation analyses are conducted to validate the proposed hypotheses.

The results show that the values perceived in e-stores/physical stores generally motivate online/offline purchase intention, respectively. Next, based on Tversky's belief/feature matching process, the five value perceptions correlate with their counterparts across online and offline channels. The results of the mediation analyses suggest that the advantages established in online channels may be contagious to offline channels at the belief level. Specifically, four of the five online value perceptions may have different effects on offline purchase intention: (1) product quality perceived in e-stores directly (negative) and indirectly (positive) results in offline purchase intention, demonstrating cannibalization effects and (2) service quality, innovation and store image perceived in e-stores indirectly and positively contribute to offline purchase intention, indicating synergetic effects.

The findings of this study provide several important theoretical and practical implications for multichannel and omnichannel retailing strategies.

Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology‐based brand extension and how technologic direction interacts with brand loyalty and fit in affecting brand extension evaluation.

A field experiment (n=200) was conducted. Participants were assigned to two equal‐number groups that differed in the technological direction of brand extension (i.e. upward extension versus downward extension).

This field study finds that downward brand extension is generally evaluated more favourably due to its positive effect on perceived fit; technological direction moderates the effect of fit on brand extension – fit has stronger positive effect on downward brand extension than on upward brand extension; fit moderates the effect of brand loyalty on brand extension – when fit is high, brand loyalty's effect is positive, whereas when fit is low, brand loyalty can have negative effect on brand extension; and the moderating effect of fit on brand loyalty is further moderated by technological direction of brand extension – for upward brand extension, the moderating effect of fit on brand loyalty is as general, but for downward brand extension, fit enhances the effect of brand loyalty.

The results lend significant new insights to brand extension research by showing that the effect of brand loyalty on brand extension is moderated not only by fit but also by technological direction, and that the moderating effect of fit on brand loyalty's effect on brand extension is further dependent on the technological direction.

For the management of upward brand extension – where a lower‐tech brand extends to a high‐tech product, more care and caution should be taken, since brand loyalty could have a negative effect if the upward brand extension is not perceived to fit the parent brand image. Thus, it becomes extremely important to manage the fit between the lower‐tech parent brand and the higher‐tech extended product.

This is one of few studies examining the effect of technology on brand extension. The major original finding of this study is that the effect of brand loyalty on brand extension is moderated by fit, whose moderating fit is further moderated by technologic direction of brand extension.

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.