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This study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury brands are exploring new branding strategies due to the growing commercial importance of Chinese luxury consumers.

An in-depth qualitative study informs this paper. Interviews with young adult luxury consumers self-identifying as Chinese reveal a growing interest for luxury brands that collaborate with odd partners in social media and online culture.

Unconventional collaborations between luxury brands and non-luxury partners catalyze shifting meanings of luxury through the following juxtapositions: ephemeral instead of timeless, trendy rather than inaccessible, and playful in contrast with traditional. First, young Chinese consumers construct luxury meanings through ephemerality, like digital possessions, social media fame and fleeting experiences. Second, luxury meanings emerge in trendiness among social media influencers and online culture rather than in the seemingly inaccessible taste regimes of the upper class. Third, younger consumers appreciate fun, rebellious and over-the-top aesthetics in luxury brands.

The study contributes to the nascent field of unconventional luxury by conceptualizing how unusual, odd and unexpected collaborations constitute new forms of luxury consumption. The shifting meanings of luxury consumption that this study conceptualizes raise new opportunities and challenges for luxury brands. One of such is the release of limited collections with non-luxury partners seemingly at the opposite spectrum of design, image and values. Moreover, the study adds nuance to the understanding of luxury consumption among young Chinese consumers.

This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple differentiation strategy as a mediation effect between their relationships. It has also investigated the moderation impact of export market category between EO and performance relationship. The multiple differentiation strategy comprises the product (PDD), customer (CTD), service (SVD) and brand (BDD) differentiations.

A cross-sectional survey was carried out by providing a questionnaire to senior managers and owners of the apparel SMEs from the developed and developing markets exporters. The primary data of 550 was treated by the partial least squares-structural equation modelling) technique for final analysis.

The study revealed EO’s positive and significant effect on SMEs’ export performance. The study has found the mediation effect of product, customer and brand differentiation strategies between EO and export performance relationships from the mediation analysis. In contrast, service differentiation has found no mediation effect. However, the moderation effect (export market category) has revealed an insignificant effect between EO and performance association.

The findings of this study are based on one country data analysis. This study has been conducted in the SMEs of the apparel industry in Bangladesh, considering only owners and senior-level managers of the firms.

This research has drawn the attention of managers/owners to EO and multiple differentiation strategies enhancing export performance from the developing country context, such as Bangladesh. Multiple differentiation as a competitive strategy is the pioneer application of mediating effect between EO and export performance relationships. Moreover, this research has investigated the effect of the export market category as a moderator. Dearth research has applied the export market category to investigate the moderation effect between EO-performance models. Therefore, current research has theoretical and practical contributions to the international entrepreneurship and strategic management literature.

This research aims to examine the role of green intellectual capital (GIC) dimensions in promoting sustainable healthcare as reflected by sustainable performance. The mediating effect of green absorptive capacity (GAC) and moderating role of environmental turbulence were also explored.

Structural equation modeling was utilized for hypotheses testing of a survey data set of 387 at healthcare organizations operating in Iraq. The data were collected using purposive sampling with expert judgment from senior managers and professionals.

Contrary to previous studies, the findings showed that only green human and relational capitals predict green performance and only green human capital predicted economic performance. GAC was related to green human capital, green structural capital and performance, and played a significant mediating role on the relationships.

Even though the research was limited to one region of a single country, Iraq, GAC can be modified by managers to enhance GIC for sustainable healthcare performance. This action must be viewed in terms of the future timing of the impact while managers display strong conviction for sustainability commitment. Managers will find GRC least associated with performance, but that GIC dimensions work best in unison.

The examination of GIC with GAC as moderated by environmental turbulence contributes nascent theoretical insights in sustainable healthcare.

Using a dynamic capability view, this study examined the relationships between big data analytics capability (BDAC), entrepreneurial orientation (EO) and sustainable supply chain performance (SSCP) by exploring the moderating role of trust among supply chain partners.

Questionnaires were collected from 300 manufacturing organizations using snow sampling. The moderating connections and direct relationships were examined using Hays' process macro and structural equation modeling.

BDAC was positively related to EO and SSCP. When supply chain partners experienced low levels of trust, an increase in BDAC did not enhance SSCP. As trust increased, the relationship between BDAC and SSCP became more positive, underpinning the moderating effects of trust. Moreover, trust did not moderate the relationship between BDAC and EO. The moderating effect of trust on the relationship between EO and SSCP showed a positive relationship between EO and SSCP when trust was low; however, the relationship became negative when trust was high.

Developing technology alone may not be sufficient, as supply chain managers need to establish a strong business relationship based on mutual trust. However, they also need to be aware of the dangers of high levels of trust because these may negatively affect performance. Therefore, supply chain managers need to achieve an optimal level of trust that is neither excessive nor insufficient.

Advances in technology and entrepreneurial drive for supply chain sustainability make it pertinent to examine trust levels among supply chain partners and the varying impact on BDAC, EO and SSCP. The current study shows the negative aspects of too much trust among supply chain partners.

This study aims to empirically examine the factors that affect mobile loyalty (m-loyalty) and its influence on customer reuse intention towards mobile instant messaging services. This study identified measurement items to assess the business users and individual users reuse intention towards mobile instant messaging services and test the relationship in the conceptual model. This study bridges a literature gap focusing on m-loyalty and its impact on customer reuse intention, which has not received attention previously.

To evaluate the influence of the factors, this study identified and extracted the items from past literature to develop the survey instrument. This study surveyed 600 respondents including business users and individual users from the Delhi-National Capital Region of India and applied the structural equation modelling to test the conceptual model.

The results revealed that satisfaction and m-loyalty have a direct effect on the business users and individual users’ reuse intention of mobile instant messaging services. This study found that satisfaction, usability, perceived value, commitment, trust and m-loyalty influence on business users reuse intention. This study indicate that enjoyment has an insignificant relationship on m-loyalty for business users followed by usability and enjoyment has an insignificant relationship on m-loyalty for individual users. Further, female gender does not moderate the relationship between satisfaction and business users reuse intention. The cognitive absorption and the unified theory of acceptance and use of technology (UTAUT) theories supported evaluating the association between the factors in the context of business and individual users reuse intention of mobile instant messaging service.

The empirical findings imply that all the factors except enjoyment have directly influenced the business users reuse intention of mobile instant messaging. The significant influence of usability factor on the business users reuse intention towards mobile instant messaging is the major variation between the validated models of business and individual samples. The results of influencing factors of m-loyalty and its impact on customer reuse intention are associated with cognitive absorption and the UTAUT theories.

Focus on these factors can be beneficial for the business users, managers, mobile instant messaging service providers and application developers to increase customer loyalty and reuse intention for the mobile instant messaging services. This research will facilitate mobile instant messaging service providers to keep their services market relevant and focus on user satisfaction in building applications for loyalty.

This research identified measurement items from earlier literature to identify, analyze and verify the relevance of these factors in m-loyalty and customer reuse intention of mobile instant messaging services and fill the gap in customer reuse intention of mobile instant messaging services literature.

The purpose of this study is to examine how social ties (i.e. business ties and political ties) affect the adoption of green innovation in the context of emerging economies, separately and comparatively. In addition, this study also seeks to examine how absorptive capacity shapes the relationships between social ties and the adoption of green innovation.

A theoretical model with hypothesized relationships is proposed and tested using regression in SPSS. This study’s sample consists of a dataset covering 272 Chinese firms (based on a total of 544 respondents) operating in various industries with two key informants in each firm.

The authors find that business ties and political ties both facilitate the adoption of green innovation, whereas business ties influence the adoption more strongly than political ties do. This study’s findings also show that absorptive capacity strengthens the positive relationships between the two types of social ties and the adoption of green innovation.

Although scholarship has amply documented the role that social ties play in influencing corporate performance, few studies have considered how and under what conditions these ties can impact the adoption of green innovation. Overall, the authors add value to the environmental management and social capital literature by providing novel insights into the differential roles that business ties and political ties play in the adoption of green innovation under the influence of absorptive capacity.

The formation of alliances between organisations is increasingly common, allowing firms to discover and ensure competitive advantages. This research paper aims to make a critical analysis of studies to understand the role of communication between partners in the process of strategic alliances.

A systematic literature review was carried out, using the Web of Science database to obtain data, associating the terms “communication” and “strategic alliances”, which resulted in 240 scientific articles (published between 1993 and March 2021). After data treatment using VOSviewer software and reading of the contents, the final sample consisted of 179 articles on the subject in question.

The conceptual limits, exploratory descriptive analysis of the data and content analysis of research methods are presented, with five clusters being identified. The results show growing academic interest in studying communication associated with strategic alliances, and authors’ main interest lies in understanding the critical success factors and the relation between communication and knowledge.

This study corroborates understanding of the future of alliances, assuming that learning is the main objective; trust is the factor determining success or failure; technology is the aggregating tool; culture affects the relation; and communication is not an end but a means to construct consolidated, long-lasting and high-performing strategic alliances.

This study is innovative in strategic alliances area. The research confirms that the main factor in forming alliances, in both emerging and international markets, is the learning intention. This fact reinforces the relevance of the learning made possible by this transfer of know-how through communication. In addition, this study gives critical understanding of how the process of communication between partners in an alliance must be distinct; i.e. it must be flexible enough to adjust to the stage in the alliance’s life cycle.

This paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews.

The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their causal complexity and association between variables to determine how they influence the perceived helpfulness of online reviews for luxury hotel brands.

The results underline the importance of functional, objective variables, such as the number of reviews and stars, as social proof heuristics and other factors, including clout, authenticity and analytic tone, as interpersonal communication heuristics. Therefore, consumers use a combination of social and interpersonal communication heuristics to extract information from reviews and manage deception risk.

The paper contributes to the consumer–brand relationship literature by assessing the heuristics consumers use in evaluating online reviews and provides additional information for research in online reputation management.

This study’s results can help marketing practitioners and brand managers manage their online reputations better. It can also aid managers in improving their messaging on hotel websites to entice consumers to complete bookings. Heuristics play an essential role in such messaging and understanding them can help marketers appeal directly to their target market.

This study contributes to the literature on consumer–brand relationships by providing a framework of heuristics that consumers use when evaluating luxury service brands and contributes to WOM and online reputation research by highlighting factors that may make online reviews more helpful.