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This study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits, success factors and characteristics of a niche strategy. Additionally, it identifies data gaps and necessitates a detailed examination to uncover areas with inadequate information.

This study utilized the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA 2020) method for systematic review and included 70 studies to analyze their findings.

This systematic literature review pinpoints niche strategies shaping the future of the fashion industry while developing sectors of the textile and apparel industry, fashion technology, fashion retail business, fashion media and communication, luxury fashion, sustainable fashion, adaptive clothing and transgender fashion within the fashion supply chain. A niche market strategy utilizes both pull and push marketing in the fashion industry. Scholarly literature commonly underscores the understanding of the consumer as a pivotal factor in the success of fashion niche market strategy.

This review offers a comprehensive overview of fashion niche strategy practices, aiming to inspire fashion industry professionals. It also serves as a guide for fashion industry professionals, summarizing best practices across various fashion industry sectors to help develop effective niche strategy competencies for firms.

This review thoroughly analyzes niche strategy implementation in the fashion industry, presenting an important resource for individuals new to this sector. It highlights the significance of niche strategies in improving the comprehension of emerging participants in the fashion business.

The phenomenon of global brands taking a stance on crucial, yet polarizing, socio-political issues, namely global brand activism, is rising. However, how consumer views on this practice are shaped when global branding elements are factored in remains unclear. Drawing from the functional theory of attitude formation, this study investigates the relationships of consumer characteristics (political ideology, consumer ethnocentrism) and brand factors (global brand attitudes and perceived motivation of global brand activists) with attitudes toward global brand activists.

Using a survey of a UK nationally representative sample (n = 439), we test our hypothesized model via structural equation modeling and mediation analysis.

Our findings reveal direct and indirect effects of political ideology on attitudes toward global brand activists (AttGBACTIVs). While consumer ethnocentrism and global brand attitudes do not directly drive AttGBACTIVs, they do influence them indirectly. Perceived motivation of global brand activists emerges as a key mechanism activating these effects and affecting AttGBACTIVs.

First, this study constitutes a novel examination of consumer views of brand activism through a global branding lens. Second, our investigation uniquely combines important determinants of brand activism outcomes with key international marketing factors (namely consumer ethnocentrism and global brand attitudes). Third, the concurrent exploration of individual and brand factors in our mediated model reveals the complex mechanisms through which attitudes toward global brand activists are formed.

The purpose of this paper is to systematically review authenticity in the branding context and suggest avenues for future research.

This study applies a systematic literature review process and analyzes a total of 171 articles published from 1988 to 2021 and three items that are books or book chapters.

Brand authenticity has several definitions and dimensions. Although some common ground can be found among researchers, the study of authenticity is very fragmented. Even so, brand authenticity is often associated with a brand being genuine, real, true to itself and its consumers, and with consistent behavior, reflecting its values. A growing number of studies about the topic have been published, most of them empirical, applied in different industries and different geographical contexts. The authors also present several constructs associated with the topic (antecedents and consequences). Finally, this study shows paths for scholars to build on.

The main limitations are associated with the inherent subjectivity related to the inclusion and exclusion criteria defined to select articles for the analysis.

This systematic review maps the past, structures existing knowledge about authenticity in the branding context, and sheds light on what could be future research in this field.

Extending the Attitudes-Behavior-Context (ABC) theoretical framework by incorporating consumer expertise as an antecedent, the study investigates the intricate relationship between consumer attitudes toward locally produced goods (wine) and purchasing behavior, examined within the context of consumer ethnocentrism.

The study employed an online survey of Texas wine consumers (N = 895). To investigate consumer attitudes towards local wine, the data were first subjected to descriptive analyses, namely means comparison and chi-square tests. Subsequently, path analysis was employed to explore the hypothesized relationships within the proposed model.

While consumers with higher wine knowledge are less likely to choose local wines for various consumption occasions, consumers who are highly involved with wine tend to exhibit more favorable perceptions. Taste emerged as the strongest driver of purchase intent. Consumer ethnocentrism plays a critical role, boosting purchase intent for those with positive general attitudes and considering local wines for various occasions. However, this effect disappears when perceptions of the taste of regional wines are unfavorable, highlighting once again the critical role of taste in purchase decisions, even for ethnocentric consumers.

This study expands the ABC framework by incorporating consumer expertise with a product as a new antecedent, thereby broadening its applicability to consumer behavior research within an ethnocentric context.

Posting and sharing about food on social media has surged in popularity amongst younger generations such as Millennials and Generation Z. This study aims to analyse and compare food-tourism sharing behaviour on social media across generations. First, this study specifically investigates the factors influencing the intention to share food experiences on social media; second, it examines the impact of sharing intention on actual behaviour and loyalty; and third, it determines whether Millennials and Generation Z differ in these relationships.

A survey was carried out of Millennial and Generation Z travellers who shared food experiences on social media. Structural equation modelling (SEM) and multi-group analysis were performed to examine the cause-and-effect relationship in both generations.

The findings reveal differences in motivation, satisfaction, sharing intention, sharing behaviour and loyalty between generations (Millennials and Generation Z).

This study contributes to the literature on the antecedents of food-sharing behaviour in online communities by indicating factors that influence the sharing of culinary experiences and brand or destination loyalty across generations. Suggestions for future research include exploring online food-sharing behaviour through cross-cultural comparisons in various regions.

As Millennials and Generation Z will expand their market share in the coming years, the findings of this study can help improve marketing strategies for culinary tourism and generate more intense food experiences for both generations.

The outcome of the research provides new insights to develop a conceptual model of food-sharing behaviour and tourism on social media by drawing comparisons across generations.

This article explores in a qualitative manner the motivations of women entrepreneurs who start and run ethnic food businesses in London.

Our approach is qualitative and deploys phenomenographical analysis of interview narratives around categories of motivation.

We find that women ethnic food entrepreneurs are driven by a combination of desire for self-actualisation, identity-maintenance and community considerations. We demonstrate that women ethnic food entrepreneurs often go against the logic of the market, and they do so not because they lack other options, but for reasons that have to do with their (self-)identification as women and professionals, their prerogatives as mothers and daughters, their ethnic heritage, their emplacement in urban and global communities and their need to contribute. Our findings enrich understanding of female-led ethnic food entrepreneurship not as a demanding, overall unproductive undertaking for women with no other options, but as a realm of inspiration, community engagement and female-led innovation.

Our main contributions are the qualitative interrogation of perceptions and experiences of identity and difference in urban entrepreneurship from the point of view of our interviewees; providing concrete empirical evidence for it through our sample and proposing an approach to thinking women-led ethnic food entrepreneurship as a vehicle for translating urban superdiversity into social interactions across barriers of difference. We speak to the field of women entrepreneurship studies but specifically to the understudied realm of women-led food entrepreneurship, and to the cross-disciplinary field of (im)migrant entrepreneurship.

This paper comprehensively investigates the lack of youth involvement in the intricate tapestry of urban policymaking in the Jordanian context. It attempts to present and illustrate the obstacles, challenges, hindrances and complexities facing engaging youth in urban planning in Jordan. Participants aged 18–24 were the primary focus of the investigation, as Jordan's population is predominantly youthful, with approximately 70% of the population under the age of 30.

The research methodology adopted in this study is a mixed-methods approach, which integrates both qualitative and quantitative data collection and analytical techniques to provide a comprehensive and nuanced understanding of the research problem.

Youth involvement in Jordan's urban policymaking is limited and inconsistent. Most notably, the prevalence of adultism emerges as the predominant and most substantive impediment, exerting a considerable influence on constraining the agency of young Jordanians in shaping urban policy.

Detailed examples can be developed to offer discerning elucidations relevant to each frame of reference.

A total of 12 discernible barriers emerged from a systematic deductive thematic analysis of primary data.

This comprehensive inquiry highlights the pervasive gaps in support for youth participation in urban policymaking within the administrative framework and across Jordanian society. Subsequent quantitative analysis was employed to strengthen the external validity of the research findings, thereby enhancing the generalizability of the qualitative insights. By employing Jordan as a case study, this paper significantly contributes to the expanding corpus of scholarly work on planning processes and practices within the Global South and the Arab world.

This chapter argues that the National Basketball Association (NBA) and American mainstream sporting media produce and mediate a representation of India as underdeveloped and as an unmodern subject/nation as a way to enter the Indian basketball marketplace. The chapter emphasizes that the NBA produces the attendant discourse of the ‘white saviour’ through a multi-pronged process. The chapter shows how it draws upon the legacies of British colonialism, along with the expansion of US imperialism, to construct India in particular racialised ways as backward, unmodern, and not cosmopolitan. In this respect, Black NBA players’ modes of basketball reach India as part of the racialisation of Indian basketball. Finally, the chapter engages with the larger global circuits of race and racialisation to understand how India is then imagined within the US sporting landscape. This chapter underscores the capitalist desires of the NBA alongside the desires of South Asian Americans for an Indian basketball hero. Both desires, institutional and personal, showcase racialisation at work. The NBA uses the language and performance of Judeo-Christian modernity through NBA players in India to racialise Indians as in need of NBA mentorship and upliftment. On other hand, diasporic Indians in the US dream of an Indian NBA player as a way to unravel, destabilise, and challenge their racialisation as hypo-masculine subjects. These competing forms of racialisation provide important information on the global flows of capital, desire, and sport.

Patriotism is often described as the “love of country” that individuals display in the acclamation of their national community. Despite the prominence of this sentiment in various societies around the world, organizational research on patriotism is largely absent. This omission is surprising because entrepreneurs, human resource (HR) divisions, and firms frequently embrace both patriotism and patriotic organizational practices. These procedures include (among other interventions) national symbol embracing, HR practices targeted toward military members and first responders, the adulation of patriots and celebration of patriotic events, and patriotic-oriented corporate social responsibility (CSR). Here, the authors argue that research on HR management and organization studies will likely be further enhanced with a deeper understanding of the national obligation that can spur employee productivity and loyalty. In an attempt to jumpstart the collective understanding of this phenomenon, the authors explore the antecedents of patriotic organizational practices, namely, the effects of founder orientation, employee dispersion, and firm strategy. It is suggested that HR practices such as these lead to a patriotic organizational image, which in turn impacts investor, customer, and employee responses. Notably, the effect of a patriotic organizational image on firm-related outcomes is largely contingent on how it fits with the patriotic views of other stakeholders, such as investors, customers, and employees. After outlining this model, the authors then present a thought experiment of how this model may appear in action. The authors then discuss ways the field can move forward in studying patriotism in HR management and organizational contexts by outlining several future directions that span multiple levels (i.e., micro and macro). Taken together, in this chapter, the authors introduce a conversation of something quite prevalent and largely unheeded – the patriotic organization.

Taking the lens of a cue diagnosticity framework and affective primacy theory, this study aims to examine the relative effects of cognitive and affective country image on consumer cognitive judgement, affective evaluation and behavioural tendency in one integrated model. It also explores how the direct effects may vary with the intra-valence nature (ambivalent vs. univalent) of cognition-affect.

The proposed research model was tested using data from a large Chinese sample and consumer responses to products from four countries − the USA, Japan, Brazil and India.

The results show that the relative effects of cognitive and affective country image are complex and differ by the intra-valence nature of cognition-affect. On a general level, cognitive and affective country image exert equal influence on affective evaluation and behavioural tendency. In contrast, cognitive country image demonstrates a more prominent effect than affective country image on cognitive judgement. Compared with univalent, ambivalent cognition-affect strengthens the positive impact of affective country image but does not significantly alter the positive impact of cognitive country image on consumer reactions.

This research contributes to the ongoing debate regarding implications of two focal aspects of macro country image by revealing their relative importance in an integrated framework and enriches country-of-origin research through unveiling the uni/ambivalent cognition-affect as a moderator of the relationship between cognitive/affective country image and consumer reactions. The research findings provide implications as to whether and when marketing strategies should focus on leveraging positive (negative) cognitive or affective country image.