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The purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature and recent developments in brand‐origin studies and the emerging market phenomenon globally, it proposes and test a model of the asymmetric effects of BOC on consumer preference and the purchase of local versus foreign brands in China. This study intends to help to explain from a new angle the decreasing competitiveness of foreign brands in emerging markets, such as China.

The study pretest on nationally distributed brands across seven product categories resulted in a final set of 67 brands: 35 foreign and 32 local. Four hundred respondents evaluated measures related to brand origin, brand awareness, brand value, brand preference, and brand purchases in the previous six months. Hierarchical regression analysis was used in data analysis.

The hypotheses on the asymmetric effects of BOC between local and foreign brands in China were mostly supported. Specifically, the results showed that local brands are likely to be in an advantageous position when there is a high level of BOC. However, as the brand knowledge of consumers increases, the effects of BOC decrease.

This study provides evidence of the asymmetric effects of BOC between local and foreign brands and the moderating role of brand knowledge for local brands in China. It fills a gap in the international branding and marketing communication literature, and offers meaningful managerial insights for both local and international companies to formulate effective branding and marketing communication strategies in China and possibly in other emerging markets.

Uncertainty is inevitable in real-world engineering optimization. With an outer-inner optimization structure, most previous robust optimization (RO) approaches under interval uncertainty can become computationally intractable because the inner level must perform robust evaluation for each design alternative delivered from the outer level. This paper aims to propose an on-line Kriging metamodel-assisted variable adjustment robust optimization (OLK-VARO) to ease the computational burden of previous VARO approach.

In OLK-VARO, Kriging metamodels are constructed for replacing robust evaluations of the design alternative delivered from the outer level, reducing the nested optimization structure of previous VARO approach into a single loop optimization structure. An on-line updating mechanism is introduced in OLK-VARO to exploit the obtained data from previous iterations.

One nonlinear numerical example and two engineering cases have been used to demonstrate the applicability and efficiency of the proposed OLK-VARO approach. Results illustrate that OLK-VARO is able to obtain comparable robust optimums as to that obtained by previous VARO, while at the same time significantly reducing computational cost.

The proposed approach exhibits great capability for practical engineering design optimization problems under interval uncertainty.

The main contribution of this paper lies in the following: an OLK-VARO approach under interval uncertainty is proposed, which can significantly ease the computational burden of previous VARO approach.

The purpose of this study is to explore how the value of being global brands is experienced differently based upon foreign versus domestic origin of a brand. The conceptual framework is tested on samples from three countries – United States, India, and China. The data are analyzed using partial least squares structural equation modeling. The belief that global brands are of higher quality, more socially responsible, and deliver a sense of belongingness to a global community led to an orientation toward globally available consumption alternatives, or global consumption orientation (GCO). High GCO has been associated with preferences for global brands; however, we find that while this preference indeed extends to global brands based in foreign countries, it does not extend to global brands based in the home country. The study of global brands seldom distinguishes among types of global brands. This research examines global brands based on their foreign versus domestic origin; thus it offers a more nuanced understanding of the boundaries for the value of global brands.

This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers.

A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia.

Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers.

This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market.

This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.

Post-merger integration (PMI) success depends heavily on the social and cultural integration of the two legacy organizations. Given that organizational members work and exchange information through social relationships, social network analysis can serve as a useful tool to identify key actors, address areas of concern, and measure PMI success. However, few PMI studies have employed a social network perspective or social network analysis. In this chapter, the authors review the current literature on PMI and organizational change, including the few studies that use social networks approach. The authors also identify recent developments in social networks and organizational change research that can improve our understanding of PMI processes and propose promising avenues for future research. Further, the authors identify obstacles for social network research on PMI and provide practical advice for overcoming them.

This paper aims to investigate Chinese consumers' international outshopping motives from a culture perspective based on Hofstede's four cultural dimensions.

Four international outshopping motives that may affect Chinese consumer's propensity of shopping abroad were empirically investigated based on a sample of 174 Chinese consumers who participated in a mall intercept survey.

The results suggest that Chinese consumers' perceived expressiveness of using foreign products, perceived reliability of foreign retail service, and perceived enjoyment of shopping abroad have positive and significant impacts on their propensity of shopping abroad. In addition, their perceived morality to support domestic industries does not significantly affect their outshopping behavior, although consumer ethnocentrism was regarded as an issue in China.

Outshoppers from China are increasingly found in the stores and malls in Western countries. The findings offer an insightful call for retailers and distributors in the West to understand how to make effective marketing strategies to target Chinese outshoppers and how to predict their behaviors when the global market gradually opens to Chinese consumers.

The identified motives represent a deeper understanding of Chinese consumers and their cultural environment.

The purpose of this paper is to explore the extent to which Chinese classical virtues act as a restraint on consumerist hedonic values and the associated priority on profit maximisation by managers.

The paper is based on a literature review and adopts a reflective approach to the topic.

The paper considers how Chinese classical virtues are related to contemporary relational or indigenous values and how a social tension is created between these values and the hedonic values now present in Chinese urban society. Implications for management and management education are reviewed in the light of this tension.

The social unrest created by the privatisation of SOEs can be mitigated by the promotion of management education sensitised to the cultural norms and expectations of the Chinese people in relation to the role and responsibilities of managers. The Junzi (gentleman‐leader) archetype and the virtues of ren‐yi‐li are offered as exemplary features of a management seeking to balance social responsibility with profitability.

The paper highlights the social turbulence created by the advent of market economics in China and the concomitant rise of consumerism and the privatisation of state‐owned enterprises.

The purpose of this paper is to examine differences between Hispanic and Asian immigrants and their preferences in the appearance of and interaction with salespeople.

A total of 171 female Hispanic and 153 Asian female retail consumers in a midwestern city, who immigrated to the USA, were surveyed. Salesperson‐customer interaction and preference for salespeople with a similar ethnic appearance were assessed.

Findings from F‐tests indicated that in this study Asians have a significantly greater preference for a salesperson similar in appearance to themselves and Hispanics have significantly greater preference for salespeople who offer attentive service.

Retailers will benefit by understanding and capitalizing on differences which will encourage customer loyalty to their retail stores.

Extending the observable characteristics facet of the buyer‐seller similarity model, the research results suggest that buyers from different ethnic groups will assess salesperson characteristics differently.

This study aims to identify the present research trends and streamline future research possibilities in luxury brands by a systematic review of the existing literature.

A portfolio of 552 articles published between 1996 and 2020 in the luxury brands domain is collected from the Scopus database and analyzed using an integrated approach comprising bibliometric and content analyses.

A comprehensive review of the available literature was done by identifying emerging topics, keywords and research themes. The study's findings indicate that the luxury brand is an exponentially growing theme; seven representative research clusters are identified and analyzed.

This study enriches the literature of luxury brand by presenting a holistic view of the academic literature using an integrated research methodology comprising bibliometric and content analysis techniques.

This study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.

Taking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.

Time-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.

The results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.