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The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team.

The authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS team (N = 209) to determine which connection item performed better.

The authors found that the Consumer Pathway for Sport Fandom based on the hierarchy of effects theory and its associated interest measurement item performed better than the other three frameworks and items. The Interest item shared the most variance with games attended, games intending to attend, games watched via media and games intending to watch via media.

The Consumer Pathway for Sport Fandom represents the entire consumer spectrum from non-aware consumers all the way up to die-hard sports fans. This pathway will allow sport marketers to track their consumers from initial awareness of the product or service all the way through the brand relationship to ultimate loyalty.

Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention.

Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia.

The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention.

The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined.

Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives.

This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.

The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.

In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.

It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.

This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.

Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.

This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED).

Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered.

This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage.

The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared.

The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment.

A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.

Since conducting agile strategies provides sustainable passenger satisfaction and revenue by replacing applied policies with more profitable ones rapidly, the focus of this study is to evaluate agile attributes for managing low-cost carriers (LCCs) operations by means of resources and competences based on dynamic capabilities built on resource-based view (RBV) theory and to achieve sustainable competitive advantage in a volatile and dynamic air transport environment. LCCs in Turkey are also evaluated in this study since the competition among LCCs is high to gain market share and they can adapt quickly to all kinds of circumstances.

Two well-known Multi-Criteria Decision-Making Methods (MCDM) named as the Stepwise Weight Assessment Ratio Analysis (SWARA) and multi-attributive border approximation area comparison (MABAC) methods by employing Picture fuzzy sets (PiFS) are employed to determine weight of agile attributes and superiority of LCCs based on agile attributes in the market, respectively. To check the consistency and robustness of the results for the proposed approach, comparative and sensitivity analysis are performed at the end of the study.

While the ranking orders of agile attributes are Strategic Responsiveness (AG1), Financial Management (AG4), Quality (AG2), Digital integration (AG3) and Reliability (AG5), respectively, LCC2 is selected as the best agile airline company in Turkey with respect to agile attributes. SWARA and MABAC method based on PiFS is appropriate and effective method to evaluate agile attributes that has important reference value for the airline companies in aviation industry.

The findings of this study will support managers in the airline industry to conduct airline operations more flexibly and effectively to take sustainable competitive advantage in unexpected and dynamic environment.

To the author' best knowledge, this study is the first developed to identify the attributes necessary to increase agility in LCCs. Thus, as a systematic tool, a framework is developed for the implementation of agile attributes to achieve sustainable competitive advantage in the airline industry and presented a roadmap for airline managers to deal with crises and challenging situations by satisfying customer and increasing competitiveness.

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.

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.

This paper is conceptual and presents a discussion based on extant literature from various international publishers.

The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.

The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.

This paper aims to examine the impact of the COVID-19 pandemic on the private label food products, specifically assessing the stability and changes in factors influencing purchasing decisions, and comparing pre-pandemic and post-pandemic datasets.

The study employs the Extra Tree Classifier method, a robust quantitative approach, to analyse data collected from questionnaires distributed among two distinct consumer samples. This methodological choice is explicitly adopted to provide a clear classification of factors influencing consumer preferences for private label products, surpassing conventional qualitative methods.

Despite the profound disruptions caused by the COVID-19 pandemic, this research underscores the persistent hierarchy of factors shaping consumer choices in the private label food market, showing an overall stability in consumer behaviour. At the same time, the analysis of individual variables highlights the positive increase in those related to product quality, health, taste, and communication.

The use of online surveys for data collection may introduce a self-selection bias, and the non-probabilistic sampling method could limit the generalizability of the results.

Practical implications suggest that managers in the private label industry should prioritize enhancing quality control, ensuring effective communication, and dynamically adapting strategies to meet evolving consumer preferences, with a particular emphasis on quality and health attributes.

This study contributes to the existing body of literature by providing insights into the profound transformations induced by the COVID-19 pandemic on consumer behaviour, specifically in relation to their preferences for private label food products.

This study aims to investigate the impact of service quality (SQ), perceived value (PV) and consumer satisfaction on Thai street food, with customer satisfaction (CS) as a mediator for customer loyalty and repurchase intention (RI). It also explores how consumer trust (CT) in Thai street food safety moderates these relationships.

Structural equation modelling (SEM) was utilised to analyse the complex interrelationships between various constructs. Multi-group analyses were conducted to investigate the moderating effects of CT on the structural model, considering two distinct groups based on trust levels: low and high.

The findings revealed that SQ and PV significantly influenced CS and behavioural intention, while the perceived quality of Thai street food had no significant impact on post-COVID-19 consumer satisfaction. The study highlighted the critical role of CT in moderating the relationships between SQ, PV and CS, with distinct effects observed in groups with varying trust levels.

The research emphasises the importance of enhancing SQ and delivering value to customers in the context of Thai street food, which can contribute to increased CS, RI and positive word-of-mouth. Furthermore, the study underscores the critical role of building CT in fostering enduring customer relationships and promoting consumer satisfaction and loyalty.

This research offers valuable insights into consumer behaviour and decision-making processes, particularly within the realm of Thai street food. It underscores the significance of understanding and nurturing CT, especially in the post-COVID-19 landscape, emphasising the need for effective business strategies and consumer engagement.

This research delves into the dynamic realm of app design by examining the impact of app icon familiarity and authority on image fit, influencing users' app usage intention. Focusing on the distinctive circumstances of Chinese and Korean customers, the study aims to provide insightful information about how application user behavior changes.

Utilizing structural equation modeling, the study employs data from 293 Korean and Chinese consumers. The research design incorporates a thoughtful approach, including parallel translation methods, focus group interviews, and pre-experimental testing to ensure survey accuracy and validity. The study strategically selects stimuli from the Apple App Store rankings, emphasizing icon features and type considerations.

The results provide important new information about the connections between usage intention, image fit, authority, and familiarity with app icons. Notably, app icon familiarity and authority positively influence image fit. Furthermore, app icon image fit emerges as a positive predictor of usage intention, mediating the complex interplay between familiarity, authority, and intention. The study also identifies moderating effects, shedding light on the nuanced role of app icon features and types.

Originating from a comprehensive exploration of icons, this study significantly contributes to the field by exploring icon differences and uncovering the intricate mechanisms guiding users' decisions. The findings offer valuable insights for app designers, marketers, and researchers seeking a deeper understanding of user behavior in diverse cultural contexts, thereby enhancing the theoretical and practical foundations in app usability and consumer behavior.