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The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.

In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data.

The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value.

The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference.

In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data.

The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product.

This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.

The increasing importance of health food sales and the growing number of consumers purchasing health foods necessitates that marketers develop enhanced understanding of health food consumers. The purpose of this paper is to provide a theoretical extension to the health belief model (HBM) that integrates personal stress and environmental cues (visible health problems) with its constructs.

Data were collected through a quantitative face-to-face survey of 384 health food consumers in Taiwan, and structural equation modelling was used to analyse the data.

The results show that the perceived benefits and barriers of health foods are critical antecedents of continued-consumption intention. Personal stress and visible health problems substantially influence consumers’ perceived susceptibility to and severity of health problems, and perceived susceptibility consequently leads to consumer continued consumption. However, the results indicate an irrelevant relationship between perceived severity of health problems and continued-consumption intentions.

Based on the HBM, the authors integrated perceived stress and visible health problems into the health food consumer research. The findings can improve the understanding of managers in the health food market regarding the role that stress and visibility play in consumer decisions.

Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference.

A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study.

The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference.

This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.

The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in a food supply chain. The intent is also to understand the function of packaging as a marketing tool. The outcome of the study is expected to contribute to the link between packaging and marketing literature.

The case study method was chosen in order to assess and investigate how packaging can be used in marketing. The study focuses on narrating the use of packaging for different customer applications and the unit of analyses was the packaging product. In order to analyse the five sub-cases or “corporate stories” a cross-case analysis was used and the analysis of data was carried out in different stages. This approach treats each sub-case as a separate entity and the analysis reveal both similarities and differences among the sub-cases.

The present study demonstrates that packaging has become an important tool in marketing of different products either this is for end-consumers, or customers in a supply chain. This has become more essential as more products are introduced on a market. The study shows the significance of linking packaging to marketing strategy. An important ingredient for that is the use of packaging design for differentiation purposes. The results support also that packaging has become an essential factor for a secure and efficient distribution in a food supply chain. In addition, packaging and packaging design is contributing to value creation for different actors in a food supply chain.

The managerial implication from the case study shows that packaging can be used together with the product concept to create a competitive offering in a market. This gives managers the possibility to differentiate their products from competitive offerings by using packaging and packaging design in a creative manner.

This paper fulfils an identified need for contributions to more research on packaging and marketing strategy. The study shows the influence of packaging on marketing.

Human resource (HR) process research emerged as a response to questions about how (bundles of) HR practices related to organizational outcomes. The goal of HR process research is to explain variability in employee and organization outcomes by focusing on how HR practices are intended (adopted) by senior managers, the way that these HR practices are implemented and communicated by line managers, and how employees perceive, understand, and attribute these HR practices. In the first part of this chapter, we present a review of 20 years of HR process research from the start, to how it developed, and is now maturing. Within the body of HR process research, several different research theoretical streams have emerged, which are largely studied in isolation without benefiting from each other. Therefore, in the second part of this chapter, we draw on previous work to propose a staged process model in which we integrate the different research streams of HR process research, recognizing contingencies in the model. This leads us to an agenda for future research and practical implications in the final part of the chapter.

Global leadership research published in the form of journal articles, scholarly book chapters, and theses and dissertations from 2015 to 2020 are tabulated to ascertain patterns in the field regarding the quantity of publication in the field, type of research being conducted, authorship patterns, type of theory that is utilized, and linkages of research to related phenomena. We compare our findings to previous research and discuss implications for the future evolution of the global leadership field.