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Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.

Four scenario-based experiments were conducted to probe the research questions.

Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).

This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.

This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

Researchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.

The proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.

The results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.

This study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

Mobility as a service (MaaS) is a new model of bundling personal transport options from multiple providers to provide frictionless service. The model integrates information and service to enable users to search, book and pay through a single digital platform. The aim of MaaS is to minimize individual car ownership and revolutionize personal mobility habits in favour of sustainable modes. Thus, it is important to understand consumers' readiness for MaaS. This study explains the factors that influence MaaS adoption.

A comprehensive review of the related literature has been conducted, leading to the development of a conceptual model for investigating the key factors that influence MaaS adoption. The model draws upon the digital platform, schema congruity and planned behaviour theories. The model is then tested using structural equation modelling and survey data collected from 331 respondents.

The findings indicate that MaaS information schema congruity, the digital platform's personalizability, customizability, functional integration, network integration and governance of data together with attitude towards MaaS and subjective norm concerning MaaS influence MaaS adoption. Furthermore, MaaS digital platform expectation and MaaS information schema congruity contribute to users' attitude towards MaaS use.

The paper highlights the design and informational attributes of MaaS platforms that influence their adoption and contributes an integrated research model that links digital platform characteristics, behavioural factors and information schema congruity. Future research can use the constructs and measures we developed in this study to build deeper understanding of what contributes to the success of digital platforms.

This paper investigates the interrelationships of destination social responsibility (DSR), emotional attachment, self-congruity, experiential satisfaction and environmentally responsible behavior (ERB).

Using a sample of 294 visitors to the Guangzhou Zoo in China, this study tested the aforementioned relationships via structural equation modeling.

Emotional attachment mediates the effect of DSR on experiential satisfaction, while emotional attachment and experiential satisfaction mediate the effect of DSR on ERB sequentially. Moreover, self-congruity moderates the relationship between DSR and emotional attachment.

The management of zoos should use DSR communication strategies more proactively to make visitors become well-aware of their economic, philanthropic, environmental and social activities in the host community. This will result in many positive consequences, including visitors’ ERBs.

The study adds to the DSR literature by introducing multiple mediation mechanisms and paths that lead to visitors’ ERBs.

我们的论文调查了目的地社会责任 (DSR) 情感依恋、自我一致性、体验满意度和对环境负责的行为 (ERB) 之间的相互关系。

我们的研究以中国广州动物园的 294 名游客为样本, 通过结构方程模型测试了上述关系。

情感依恋介导 DSR 对体验满意度的影响, 而情感依恋和体验满意度依次介导 DSR 对 ERB 的影响。 此外, 自我一致性调节 DSR 与情感依恋之间的关系。

动物园的管理层应该更积极地使用 DSR 沟通策略, 让游客充分了解他们在东道社区的经济、慈善、环境和社会活动。 这将带来许多积极的后果, 包括访客的 ERB。

该研究通过引入多种调解机制和导致访客 ERB 的路径增加了 DSR 文献。

nuestro artículo investiga las interrelaciones de la responsabilidad social del destino (DSR), el apego emocional, la autocongruencia, la satisfacción experiencial y el comportamiento ambientalmente responsable (ERB).

utilizando una muestra de 294 visitantes del zoológico de Guangzhou en China, nuestro estudio probó las relaciones antes mencionadas a través del modelo de ecuaciones estructurales.

el apego emocional media el efecto de DSR en la satisfacción experiencial, mientras que el apego emocional y la satisfacción experiencial median el efecto de DSR en ERB secuencialmente. Además, la autocongruencia modera la relación entre DSR y apego emocional.

la administración de los zoológicos debe utilizar estrategias de comunicación de DSR de manera más proactiva para que los visitantes estén bien informados sobre sus actividades económicas, filantrópicas, ambientales y sociales en la comunidad anfitriona. Esto tendrá muchas consecuencias positivas, incluidos los ERB de los visitantes.

el estudio se suma a la literatura de DSR al presentar múltiples mecanismos de mediación y caminos que conducen a los ERB de los visitantes.

Mianzi can powerfully influence tourists’ behavior. Compared with product brands, destination brands are more multidimensional, consisting of intangible and tangible elements. Therefore, this paper aims to explore the relationships among the Chinese culture-related variable mianzi, destination product quality, destination service quality, destination brand value, destination brand resonance, destination brand self-congruity and destination overall brand equity.

A questionnaire survey was conducted in 2021, yielding 475 valid responses from tourists who had traveled to Hainan, China. Data was analyzed using structural equation modeling.

The results showed that mianzi plays a significant role in shopping destination brand equity, and the mianzi effect shapes tourists’ positive perceptions of destination product and service quality. Meanwhile, destination product quality and service quality enhance shopping destinations’ overall brand equity through destination brand value, brand resonance and brand self-congruity.

This study, focusing on shopping destinations, presents a novel view of brand equity. The research also uncovers influencing factors (e.g. product quality and service quality) that further enrich the destination brand equity model. Finally, findings offer valuable insights for academic research and the practical development of shopping destinations.

面子能有力地影响游客的行为。与产品品牌相比, 目的地品牌更加多维, 由无形要素和有形要素构成。因此, 本文旨在探讨与中国文化相关的变量面子、目的地产品质量、目的地服务质量、目的地品牌价值、目的地品牌共鸣、目的地品牌自我一致和目的地整体品牌资产之间的关系。

2021年对去过中国海南旅游的游客进行问卷调查, 最终获取了 475 份有效问卷。

果表明, 结果表明面子在购物目的地品牌资产中发挥着重要作用, 面子效应塑造了游客对目的地产品和服务质量的积极认知。同时, 目的地产品质量和服务质量通过目的地品牌价值、品牌共鸣和品牌自我一致提升了购物目的地的整体品牌资产。

本研究以购物目的地为重点, 提出了一种新颖的品牌资产观点。研究还发现了一些影响因素（如产品质量和服务质量）, 进一步丰富了目的地品牌资产模型。最后, 研究结果为学术研究和购物目的地的实际发展提供了宝贵的见解。

Mianzi puede influir poderosamente en el comportamiento de los turistas. En comparación con las marcas de producto, las marcas de destino son más multidimensionales y constan de elementos intangibles y tangibles. Por lo tanto, este artículo pretende explorar las relaciones entre la variable mianzi relacionada con la cultura china, la calidad del producto del destino, la calidad del servicio del destino, el valor de la marca del destino, la resonancia de la marca del destino, la autocongruencia de la marca del destino y el valor general de la marca del destino.

En 2021 se llevó a cabo una encuesta por cuestionario, que arrojó 475 respuestas válidas de turistas que habían viajado a Hainan, China. Los datos se analizaron mediante un modelo de ecuaciones estructurales.

Los resultados mostraron que el mianzi desempeña un papel significativo en el valor de marca de los destinos de compras, y que el efecto mianzi determina las percepciones positivas de los turistas sobre la calidad de los productos y servicios del destino. Por su parte, la calidad de los productos y servicios del destino mejora el valor de marca global de los destinos de compras a través del valor de marca del destino, la resonancia de la marca y la autocongruencia de la marca.

Este estudio, centrado en los destinos de compras, presenta una visión novedosa del valor de marca. La investigación también descubre factores influyentes (por ejemplo, la calidad del producto y la calidad del servicio) que enriquecen aún más el modelo de valor de marca del destino. Por último, los resultados ofrecen valiosas perspectivas para la investigación académica y el desarrollo práctico de los destinos de compras.

The study aims to draw on the self-congruity theory to investigate the relationship among destination personality (DP), self-congruity and tourists’ pro-environmental behavioral intention (BI) among Guangzhou citizens who have experienced nature-based tourism (NBT).

The survey-based quantitative research was divided into two rounds, namely, a preliminary study exploring the dimensions of DP and the verification of whether the DP dimensions that significantly affect pro-environmental BI in step one would be selected for the main research to validate the conceptual model.

The results suggest that wholesome, one of the destination personalities, strongly predicts tourists’ pro-environmental BI, while actual self-congruity plays a mediating role between sincere, another DP, and tourists’ pro-environmental BI.

In practice, it offers multidimensional knowledge and robust evidence-based recommendations for the sustainable development and destination branding of NBT destinations in the post-epidemic era.

The study presents pioneering work that reveals previously underestimated factors influencing pro-environmental BI.

Role congruity theory and gender stereotypes research suggests men are expected to engage in agentic behavior and women in communal behavior as leaders, and that role violation results in backlash. However, extant gender and leadership research does not directly measure expectations–behavior incongruence. Further, researchers have only considered one condition of role incongruence – display of counter-role behavior – and have not considered the outcomes of failing to exhibit role-congruent behavior. Additionally, few studies have examined outcomes for male leaders who violate gender role prescriptions. The present study aims to address these shortcomings by conducting a novel empirical test of role congruity theory.

This experimental study used polynomial regression to assess how followers evaluated leaders under conditions of incongruence between follower expectations for men and women leaders’ behavior and leaders’ actual behavior (i.e. exceeded and unmet expectations). Respondents read a fictional scenario describing a new male or female supervisor, rated their expectations for the leader’s agentic and communal behavior, read manipulated vignettes describing the leader’s subsequent behavior, rated their perceptions of these behaviors, and evaluated the leader.

Followers expected higher levels of communal behavior from the female than the male supervisor, but no differences were found in expectations for agentic behavior. Regardless of whether expectations were exceeded or unmet, supervisor gender did not moderate the effects of agentic or communal behavior expectations–perceptions incongruence on leader evaluations in polynomial regression analyses (i.e. male and female supervisors were not evaluated differently when displaying counter-role behavior or failing to display role-congruent behavior).

In addition to providing a novel, direct test of role congruity theory, the study highlighted a double standard in gender role-congruent behavior expectations of men and women leaders. Results failed to support role congruity theory, which has implications for the future of theory in this domain.

This study aims to highlight the impact of altruistic-self and hunger awareness on socially responsible food consumption through the lens of self-awareness and self-congruity theories due to the great challenge of Sustainable Development Goal 2: Zero Hunger.

A survey was conducted with a sample of 812 respondents. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) confirm each variable's structure through the measurement model and test the hypothesis to support a structural model.

The results highlight that the combination of altruistic-self and hunger awareness (AS-HA congruence) drives consumers to execute socially responsible food consumption. Meanwhile, consumers' food-saving attitude mediation translates to the attitude towards responsible and ethical use increasing socially responsible food consumption, a contextual development in the theory of congruence. Conversely, hunger awareness is not confirmed as significantly influencing socially responsible food consumption.

This research provides valuable insights for academicians and practitioners in developing food waste management strategies that can be implemented to reduce food wastage.

Food waste is a global concern and is challenging for many manufacturing, distribution and individual wastage levels. However, food wastage by consumers is one of the most critical problems which can be minimised with awareness and attitudinal changes in behaviour as a form of socially responsible consumption.

Luxury consumption has evolved, and two important reasons behind the change include globalization and the COVID-19 crisis. These factors have led to the rise of new luxury consumption, which is different from traditional luxury consumption. This study examines how consumers’ identities shape their intentions to consume traditional luxury and new luxury brands.

The theoretical underpinnings of the schema congruity theory and heuristic systematic framework were applied to understand the role of identities in determining consumers’ regulatory focus, price luxuriousness inference and preference for traditional and new luxury brands.

Findings suggest that the global identity of consumers shapes their promotion focus and price luxuriousness inferences. However, their local identities induce a prevention goal. Consumers with such a goal are unlikely to make price luxuriousness inferences. Further, these inferences lead to the choice of traditional luxury over new luxury brands. The results also establish the moderating effects of consumer flexibility.

The extant literature is inconclusive on the role of globalization in luxury consumption and ignores new luxury brands. The current study shows the impact of identities and regulatory focus on traditional and new luxury consumption. The findings also indicate consumers’ regulatory focus and price luxuriousness inference as the reasons behind the influence. The paper also implies that consumers open to renting, sharing or buying second-hand goods will prefer new luxury over traditional luxury brands.

This study aims to examine the influence of two significant product labelling strategies (geographical indication [GI] vs country-of-origin [COO]) on shaping customer product attitude and purchase likelihood, considering consumers’ ethnocentric and cosmopolitan tendencies. The authors also investigate the boundary conditions and intervening mechanisms to manage the adverse consumer product evaluations and present mitigating procedures which reinstate favourable product evaluations and purchase likelihood.

The collected data from these all these studies were analysed using ANOVA and mediation anlaysis. The study tests the proposed hypotheses using three follow-up experimental investigations.

The study found that GI (vs COO) labels have a more significant impact on customers’ product evaluation and likelihood of purchase and supported the dispositional effect of ethnocentric and cosmopolitan inclinations. Further, the results indicated that self-product congruence can efficiently regulate consumer dispositions. Also, the results confirmed the significant impact of product identification on influencing consumer attitudes.

The above-said insights add practical insights, particularly concerning product labelling. Also, the insights on product attitudes and purchase likelihood intricacies in the context of product labelling enable companies to comprehend better the significance of GI labels, COO labels and self-product congruence.

To the best of the authors’ knowledge, this is the first time a study has compared the role of two significant product labelling strategies (GI vs COO) in shaping customer product evaluations, confirmed its boundary conditions and shown how to transform them into helpful customer product outcomes.