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The purpose of this study is to understand Chinese consumers’ responses to ethnically tailored hotel services from the theoretical perspective of cultural essentialism.

Data collection was conducted through an online survey with Chinese respondents. Hierarchical moderated regression was performed to analyze the data.

The results show a positive relationship between cultural essentialism and consumer responses to hotel services that are tailored to their culture. Furthermore, the findings show that prior service satisfaction does not only positively influence the consumer responses, but also amplifies the link between cultural essentialism and the consumer responses.

Hoteliers are recommended to consider the cultural essentialism of Chinese consumers when adaptive services are introduced. Hotel services that are tailored to Chinese culture is a viable strategy if most Chinese customers are cultural essentialists.

This study adds knowledge to the hospitality scholarship by introducing cultural essentialism and demonstrating its role in influencing consumer preferences for familiarity as opposed to exotic hotel services. Furthermore, the moderating role of service satisfaction extends the consumer behavior literature.

The purpose of this paper is to propose a research model to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship behaviours (CCBs).

A survey based on the research model is used to collect empirical data from 260 and 200 members of online pro-brand communities (OBCs) and online anti-brand communities (OABCs), respectively. A two-stage approach employing fuzzy-set qualitative comparative analysis and artificial neural network (ANN) is first applied to uncover new observations.

Moral identity and positive brand emotion (BE) are the two most influential factors driving both online pro-brand and anti-brand CCBs. A higher level of internalisation might be required to exhibit online anti-brand CCB as opposed to online pro-brand CCB. This contradicts the current understanding that anti-brand behaviours are less morally restricted given the virtuality and anonymity of online communities. OABC members may need to better justify themselves internally to overcome positive BE when exercising anti-brand action. Also, brand identification, brand dis-identification and BE would be used to identify two types of OABC members.

The effect of motives other than pro-social remains unclear on online pro-brand and anti-brand CCBs.

This is the first paper to develop two new dimensions which provide a more complete definition of CCB. Also, some new observations are uncovered by comparing the effect of different key determinants on online pro-brand CCB against that of online anti-brand CCB. The research model can be used to define and improve member (or brand) engagement which would enhance the management of OBCs and OABCs.

Previous studies on corporate identity (CI) suggest that different beholders view CI from different angles. For example, senior managers' angle can be different from those of employees or customers. The present study aims to explore the dimensions of managerial perceptions of CI.

A total of 48 semi‐structured interviews were conducted with senior managers within three organisations in the British financial service sector.

Seven principal categories of corporate identity anchors were identified: ownership, vision and mission, values and beliefs, business, personality attributes, external image, and strategic performance.

The study suggests that CI anchors can be a starting point for CI program or corporate image management. Attention should be accorded to the diversity of the internal and managerial perceptions of CI and how such diversity can be translated into strong and persuasive messages to other stakeholders.

The findings contribute to the literature by identifying potential corporate attributes that are relevant to CI. These findings expand the traditional view of the CI mix and represent a significant progress toward the identification and mapping of the construct of CI.

The objective of this paper is to report a case study investigating how organizational identity evolves during institutional change within a UK building society.

The paper employs an inductive case study, which is appropriate for examining such change processes. It builds on grounded theory, considered appropriate for such an explanatory research.

The paper finds that: institutional change, especially regulation and practice changes, serves as the trigger to increasing salience of identity issues, i.e. identity ambiguity, legitimacy crisis and perceived identity obsolescence; leadership, organizational culture and strategic exercises are salient apparatuses to tackle identity problems caused by external pressure; and a new identity is formed as a result of the managerial interventions, characterised by the rediscovery of historical roots, modernization and dualism.

The paper provides an account of identity change, given a broader business environment change context within which the organization operates. Utilizing qualitative study of one case may be taken as a limitation.

The theoretical contribution reflected in the findings has implications for the interfaces between identity and institutional environment and organizational culture.

Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology‐based brand extension and how technologic direction interacts with brand loyalty and fit in affecting brand extension evaluation.

A field experiment (n=200) was conducted. Participants were assigned to two equal‐number groups that differed in the technological direction of brand extension (i.e. upward extension versus downward extension).

This field study finds that downward brand extension is generally evaluated more favourably due to its positive effect on perceived fit; technological direction moderates the effect of fit on brand extension – fit has stronger positive effect on downward brand extension than on upward brand extension; fit moderates the effect of brand loyalty on brand extension – when fit is high, brand loyalty's effect is positive, whereas when fit is low, brand loyalty can have negative effect on brand extension; and the moderating effect of fit on brand loyalty is further moderated by technological direction of brand extension – for upward brand extension, the moderating effect of fit on brand loyalty is as general, but for downward brand extension, fit enhances the effect of brand loyalty.

The results lend significant new insights to brand extension research by showing that the effect of brand loyalty on brand extension is moderated not only by fit but also by technological direction, and that the moderating effect of fit on brand loyalty's effect on brand extension is further dependent on the technological direction.

For the management of upward brand extension – where a lower‐tech brand extends to a high‐tech product, more care and caution should be taken, since brand loyalty could have a negative effect if the upward brand extension is not perceived to fit the parent brand image. Thus, it becomes extremely important to manage the fit between the lower‐tech parent brand and the higher‐tech extended product.

This is one of few studies examining the effect of technology on brand extension. The major original finding of this study is that the effect of brand loyalty on brand extension is moderated by fit, whose moderating fit is further moderated by technologic direction of brand extension.

This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM.

Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM.

Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer MI centrality and intention to purchase CRM sponsor brand.

Findings contribute to the literature on CRM, MI-based motivation of consumer behaviour and emotional brand attachment.

This paper aims to advance the literature by testing the boundary of this relationship with reference to a key construct in employee performance in the service domain: employee customer orientation. Organizational identification refers to employees’ perceived oneness and belongingness to their work organization, and has been argued to be associated with higher employee performance.

Data were collected based on a sample of call center service workers. Employees rated their organizational identification, customer orientation and personality traits. Supervisors independently rated their subordinates’ performance. Variables statistic tools were used to analyze the data and test a series of hypotheses.

It was found that customer orientation strengthens the relationship between organizational identification and service workers’ job performance, and it enhances the mediating effect of organizational identification on the relationship between service workers’ personality trait (i.e. agreeableness) and their performance.

This research advances an argument that employee customer orientation moderates the relationship between employee organizational identification and employee job performance in the call center service provision domain. In addition, this is a pioneering study examining the roles of personality traits on employee organizational identification.

Drawing on the resource-based view and network theory, the purpose of this paper is to investigate the role of external networks (ENs) and absorptive capacity (AC) in export market location decision of emerging economy firms (EEFs) and the performance implication of this decision.

This study employs structural equation modeling to test three hypotheses: first, ENs influence an EEF manager's propensity to enter culturally/psychically distant markets for exports. Distant markets are more likely to be chosen by managers of firms with abundant ENs. Second, AC moderates this network-market location relationship. Third, superior performance results from the fit between managers’ propensity to enter a market and firms’ levels of ENs and AC.

An analysis of 196 Chinese exporting firms supports the hypotheses.

Though the theoretical discussion is general, the empirical context is specific to Chinese export manufacturers. Replicating the study is necessary in different contexts.

The study identifies to managers the importance of external (i.e. ENs) and internal resources and capabilities (i.e. AC) and linkages between resources and capabilities, strategy and performance.

The study is novel in conceptually addressing the role of ENs and AC in firms’ decision making and performance and in testing hypotheses with robust methodology and data.

The purpose of this paper is to develop a numerical simulation method based on the transient upstream finite element method (FEM) and Schottky emission theory to reveal the distribution characteristics of space charge in oil-paper insulation.

The main insulation medium of the converter transformer in high voltage direct current transmission is oil-paper insulation. However, the influence of space charge is difficult to be fully considered in the insulation design and simulation of converter transformers. To reveal the influence characteristics of the space charge, this paper proposes a numerical simulation method based on Schottky emission theory and the transient upstream FEM. This method considers the influence of factors, such as carrier mobility, carrier recombination coefficient, trap capture coefficient and diffusion coefficient on the basis of multi-physics field coupling calculation of the electric field and fluid field.

A numerical simulation method considering multiple charge states is proposed for the space charge problem in oil-paper insulation. Meanwhile, a space charge measurement platform based on the electrostatic capacitance probe method for oil-paper insulation structure is built, and the effectiveness and accuracy of the numerical simulation method is verified.

A variety of models are calculated and analyzed by the numerical simulation method in this paper, and the distribution characteristics of the space charge and total electric field in oil-paper insulation medium with single-layer, polarity reversal of plate voltage and double-layer are obtained. The research results of this paper have the guiding significance for the engineering application of oil-paper insulation and the optimal design of converter transformer insulation.