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The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.

Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis.

Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers.

Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA.

Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture.

First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers.

Previous research is mixed regarding consumer reactions and concerns regarding product brands with foreign‐sounding names. This paper aims to study the perception and purchase intent of foreign‐name brands in a sample of adult US and Chinese consumers.

US and Chinese consumers completed a 23‐item bilingual questionnaire to assess perceptions of foreign names on brand attitude and purchase intent for low‐involvement products, using two fictitious soft drink products.

The paper finds that there were no differences between US and Chinese consumers in attitudes towards foreign products or foreign brand names, except in the case of perceived deception. There were differences in perceptions that the product name was not authentic to the country of origin. Differences in purchase intent were driven by product type and price rather than country of origin or brand name.

When there is incongruence between product type and perceived country of origin, favorability for the product diminishes. Price, taste and packaging design may be more important in determining purchase intent.

While previous research looked at foreign brand names for high‐involvement products, this study addresses a low‐involvement product with mass‐market potential. China's and the USA's role as major consumers for global brands makes this study all the more relevant.

Against the background of the rapid increase of total imported food in China, China's imported high-quality food has increased more than low-quality ones, and China's imported food quality structure has continuously improved. It is a new issue that needs further examination.

Based on the assumption of non-homothetic preference, this paper apply the method provided by Eaton and Kortum (2002) in a new theoretical model and empirically analyzes the impact of per capita income on the quality structure of imported food by using SYS-GMM with firm import data from Chinese customs.

The study finds that income is a significant factor which affects the imported food quality structure in China. The higher the per capita income, the higher the imported food quality structure. Furthermore, per capita income has a significant positive impact on the imported food quality structure in different quality groups. The research confirms that China import more food with the highest quality as its per capita income increases.

Chinese policymaker needs to reconsider the role of food imports in improving food quality structure. The aim of the Chinese food industry's supply-side reform should be not only to remove excess capacity but also to produce high-quality products that meet the demand of discriminating consumers.

This paper constructs a new theme for imported food quality structure and investigates import food quality structure improvement from the perspective of demand by incorporating non-homothetic preferences. Another feature of this paper is that it conducts an empirical analysis with unique and highly disaggregated firm import data from Chinese customs to measure imported food quality, which is more refined than the national-product dimension data.

The aim of this study is to shed light on the relative importance of Chinese (Mainland China and Hong Kong: CH-HK) foreign direct investments (FDIs) in real estate (FDIRE) on the dynamics of Asia-Pacific (APAC) public real estate markets after the Global Financial Crisis.

Using a parsimonious real estate asset-pricing model including macroeconomic risk factors, the authors develop a metric to measure FDIs in the real estate sector. The authors use a panel VAR approach based on robust econometric methodology (generalized method of moments) and deal with potential endogeneity and an eventual causality problem. The authors also compute multiple metrics to measure the Chinese, US and Japanese FDIs in the real estate sector.

The study results report a positive significant impact of CH-HK FDIRE on APAC public real estate returns, while FDIRE originating from outside China are not significant. The authors also show that Chinese investors use the channel of FDIs in Diversified Listed Property Companies (LPCs) and Hotel and Family LPCs to gain exposure to the APAC real estate markets. The study results suggest that APAC property markets are mainly impacted and emphasize the importance of an intercontinental diversification strategy for investors in LPCs in the APAC region.

Contrary to Bond et al. (2003) who identified that APAC public real estate markets were overwhelmingly idiosyncratic in the decade preceding China's WTO membership (1990–2001), the study findings underline that Chinese FDIRE became a common factor affecting all eight markets in this study in the decade following the global financial crisis (2007–2017). The results emphasize the importance of an intercontinental diversification strategy for investors in LPCs in the APAC region.

The authors use a parsimonious model, introduce metrics to measure FDIRE and apply a panel VAR approach based on a robust econometric methodology to shed light on China's economic globalization strategy on Asia-Pacific public real estate markets after the GFC. The study results highlighting the major impact of CH-HK FDIRE on securitized real estate market returns dynamics, identify the existence of an Asian common factor driven by Chinese FDI inflows into neighbouring countries.

The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory. Vendors’ reputation is tested as the mediator in the perceived value of recommended product and e-loyalty relationship, whereas shopping enjoyment is predicted as the moderator that conditions the perceived value of recommended product and e-loyalty relationship through vendors reputation.

Data were collected via an online survey platform and through a QR code. Partial least squares analysis, confirmatory factor analysis and structural equation modeling were used to verify the research proposed model.

The findings revealed that the perceived value of recommended product had a significant positive effect on E-loyalty; in addition, the perceived value of the recommended product and e-loyalty link was partly explained by e-shopper’s confidence in vendor reputation. Therefore, the study established that the direct and indirect relationship between the perceived value of the recommended product and e-loyalty was sensitive and profound to shopping enjoyment.

This study has established that the perceived value of a recommended product can result in consumer loyalty. This has successively provided the e-shop manager and other stakeholders with novel perspectives about why it is necessary to understand consumers’ pre- and postacquisition behavior before recommending certain products to the consumer.

The purpose of this study is to explore how nationalistic appeals may affect consumers’ perception and purchasing of targeted brands. Qualitative historical data from old China (1900–1949) reveal that social movement groups can adopt nationalistic appeals assisted by meaning framing – defined as a creative interpretation of symbols, designs, behaviors, social events and cultural identities to serve social and political goals – to shape consumers’ attitudes toward foreign brands. After examining the mechanisms and processes underlying consumer boycotts from 1900 to 1949, the responsive strategies of affected foreign companies are illustrated.

Critical historical research method is applied to historical data and historical “traces” from China’s corporate documents, memoirs, posters, advertisements, newspapers and secondhand sources documenting Chinese boycotts from 1900 to 1949.

Consumers may pursue interests beyond economic interests. Nationalistic appeals can mobilize consumer boycotts against foreign brands that were perceived to support or relate to targeted countries. Political framing of certain events shapes consumers’ perceptions and concomitant brand choices.

Although differences between historical and current contexts may require tailoring past marketing strategies to current conditions, past strategies can inform current and future strategies.

Strategies adopted by foreign companies in old China (1900–1949) can help contemporary companies design effective marketing strategies for a hostile marketplace infused with nationalistic appeals and competing interests.

Although local companies can adopt economic or political nationalism to realize their economic goals, it represents a double-edged sword that can harm national brands.

A historical analysis of nationalistic business appeals in pre-1949 China can inform the counterstrategies modern companies adopt to overcome consumer boycotts.