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As the demand for online auctions increases, the process of monitoring multiple auction houses, deciding which auction to participate in and making the right bids, become challenging tasks for consumers. Hence, knowing the closing price of a given auction would be an advantage, since this information will ensure a win in a given auction. However, predicting a closing price for an auction is not easy, since it is dependent on many factors. The purpose of this paper is to report on a predictor agent that utilises grey system theory to predict the closing price for a given auction.

The focus of the research is on grey system agent. This paper reports on the development of a predictor agent that attempts to predict the online auction closing price in order to maximise the bidder's profit. The performance of this predictor agent is compared with two well‐known techniques, the Simple Exponential Function and the Time Series, in a simulated auction environment and in the eBay auction.

The grey theory agent gives a better result when less input data are made, while the Time Series Agent can be used with the availability of a lot of information. Although the Simple Exponential Function Agent is able to predict well with less input data, it is not an appropriate method to be applied in the prediction model since its formula is not realistic and applicable in predicting the online auction closing price. The experimental results also showed that using moving historical data produces a higher accuracy rate than using fixed historical data for all three agents.

Grey system theory prediction model, GM(1, 1) has not been applied in online auction prediction. In this paper the authors have applied grey theory into an agent to predict the closing price of an online auction, in order to increase the profit of bidders in the bidding stage. The experimental results show that the accuracy of the grey prediction model is more then 90 per cent, with less then eight historical data inputs.

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China.

The findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware.

The study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.

The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, considering both the seller’s and the buyer’s side.

The factors were investigated both qualitatively and quantitatively. Data was collected from findings of previous research as well as interviews with experts in the industry. After conducting thematic analysis, the extracted factors were confirmed by experts. A total of 400 samples was used to test the BCP scale. Respondents were the customers of some selected home appliance brands.

The results of exploratory and confirmatory factor analyses indicated that seven main factors influenced BCP, including product quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness.

Modelling a new scale on BCP is of considerable importance. Using mixed method, the current study presents a new scale named Brand Competitive Positioning Scale.

Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management.

Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding.

Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines.

The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries.

The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect.

These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets.

Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.

This study aims to explore how two affective factors (i.e. brand attachment and consumer affinity) influence host country consumers' responses to an international brand alliance (IBA).

A two (brand attachment: high vs low) × two (consumer affinity: high vs low) factorial experiment was conducted with 336 US university students. The partial least squares structural equation modeling (PLS-SEM) method was used to test the conceptual model.

(1) Pre-attachment to the host brand and consumer affinity for the country-of-origin (COO) of the foreign partner brand positively influence attitudes toward the IBA. (2) Attitudes toward the IBA positively influence post-attachment to the host brand, intention to buy the IBA product and willingness to recommend the IBA product. (3) Pre-attachment to the host brand positively influences post-attachment to the host brand.

This study extends the literature on factors influencing attitudes toward IBAs by finding the significant influences of pre-attachment to the host brand and consumer affinity for the COO of the foreign partner brand on host country consumers' responses to IBAs.

The purpose of this study is to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets.

Based on an inductive approach, 27 semi-structured interviews were conducted to analyse the perceptions of Ghanaian fans of four English Premier League teams.

The findings of this study highlight that the strength of professional football brand equity is jointly determined by the level of brand awareness, brand loyalty and perceived quality. However, increasing competition in international markets require professional football clubs to clearly define their marketing strategies to improve how fans perceive them.

This paper is one of the few studies to use country-of-origin paradigm and signalling theory to explain football brand equity building, thereby extending the earlier work of Chanavat and Bodet (2009). Its empirical focus on Africa is also unique and provides evidence to suggest that global marketers have the opportunity to capitalise on market expansion opportunities in developing economies.

This paper investigates consumer engagement, evaluation and beliefs of domestic products and the influence of such associated attributes communicated via domestic COO labelling within the United Kingdom.

A visual ethnographic approach utilising the methods of autophotography and photo elicitation interviews was conducted to explore consumers' interaction with the domestic COO label and provenance advertising.

The results of photo elicitation interviews revealed both positive and negative cognitive, affective and normative implications of domestic provenance labelling of influence emerging within consumers.

The findings are applied to the context of the United Kingdom, with contextual limitations acknowledged of doing so. Convenience sampling limitations are also acknowledged.

The findings provide UK-based FMCG manufacturers and retailers insight into the associated attributes of domestic brand and products interpreted by consumers, communicated via a COO label, to assist in their purchasing strategies.

This paper seeks to contribute towards the understanding of provenance labelling influence on consumers for products within the FMCGs sector, whilst specifically commenting upon attributes of reliance and influence that may assist navigation of changing priorities and national sentiments.

The purpose of this paper is to extend the understanding of innovation in service ecosystems by focussing on the role of values resonance in relation to the integration of brands, service systems and experience rooms.

An empirical, explorative case study of an innovative service system is carried out using a narrative approach and presented in the form of a saga.

Insights gleaned from the empirical study are used for conceptual developments. Analysis of the empirical case study is presented as four lessons linked to values, brands, service systems and experience rooms.

The paper extends a conceptual framework of innovative resource integration in service ecosystems. The paper also contributes four propositions to inform theory: values resonance is a basis for service innovation, the innovative integration of brands based on values resonance can foster innovation, the integration of resources across service system boundaries grounded in values resonance can enable innovation and the integration of experience rooms into a coherent servicescape based on values resonance can support novel forms of resource integration and value co-creation efforts in service ecosystems.

Teacher educators' emotions are shaped by the fluctuating conditions of their work and variable interactions with students and colleagues. Many studies report on emotions in classrooms and teachers' regulation of emotion, yet there is limited research on emotion in teacher education. This chapter focuses on emotions that teacher educators from diverse contexts encountered during the Covid-19 pandemic. Data were written responses and interviews from teacher educators from 29 countries. Coding included identifying explicit and implicit emotion, the mood of the narrative/interview, and categorizing by theme. A shared excel sheet was used for comparison, which generated emergent themes. Interrater reliability was established using 7 data sets; the remaining were individually coded following the same procedure, then discussed. Common emotional experiences were expressed across all countries, save 3, despite the different people and cultures. Although not representative of the entire country, in general, seven themes emerged, which are: (1) feeling sorrow (2) feelings of optimism, (3) concern for future of teaching, (4) concerns for student mental and professional well-being, (5) fulfilment with ethic of care in higher education, (6) concerns over inequity, and (7) efforts in resilience. Viewed as a whole, the future of teacher education is made apparent. Despite the divergent contexts, the state of concern and goals are similar. Such insight can provide guidance for supporting teacher educators' careers, well-being, and professional development.