Search results

Established in 2010, Mellower Coffee has 40 exquisite chain stores and three branches, namely Mellower Coffee Sales, Mellower Business Management and Shanghai Mellower Roasting Factory. Positioned as a premium coffee brand in China, Mellower Coffee has realized the integrated operation and management of the whole industrial chain from raw coffee trade, roasting factory, coffee retail products, specialty coffee chain, office coffee to coffee academy. It has a vision to attract and cultivate more and more coffee lovers by constant innovation coffee culture promotion.

Because of the slow market growth of and intense competition among coffee shops, increasing brand preference and patronage intention is crucial in the coffee shop industry. Although place attachment theory (PAT) and social identity theory (SIT) stipulate that place attachment and social identity are key constructs of revisit intention, no studies have yet integrated the dimensions of SIT into PAT to predict place preference (PP) and repatronage intention (RI). In this study, the authors aimed to develop a theoretical model grounded in PAT and SIT to predict PP and RI.

A total of 648 coffee shop customers participated in an online survey, and their data were analyzed through structural equation modeling.

The results indicated that cognitive and affective place identity (PI) directly affected place dependence (PD) but did not directly affect PP. Cognitive PI also indirectly affected PD through affective PI. PD exerted a positive and significant effect on PP and thus affected RI.

These findings provide insights into the importance of cognitive and affective PI in shaping PD, PP and RI. From a place attachment perspective, the theoretical model enables coffee shop managers to cultivate strong PP to increase customer RI.

What are the academic experiences of senior professors in the field of public relations (PR) at the Brazilian universities? This chapter proposes the advance of knowledge on the theoretical framework of contemporary liberal feminism by refining the previous theoretical and methodological publications. This theoretical lens prevails in earlier works, with empirical studies grounded in industry and corporate environments – mainly done by researchers from the United Kingdom, North America and Scandinavia, while PR feminist postmodernism appears in European literature – all scarce in Brazil and Global South (Latin America and African nations). Moreover, studies applying female or male PR scholars in university settings are rare in national and international literature. Hence, we gathered data and analysed narratives from seven senior female PR professors from Brazil, using an interpretative qualitative approach. Thus, this chapter about the female PR academic experiences and everyday practices highlights the starting point for an onto-epistemological discussion to understand the liberal feminist educational-based context in a Latin American country. Henceforth, two conceptual-practical dimensions – feminist PR competence and feminist PR performance – along with three methodological recommendations are presented for enhancing the contemporary liberal feminism theme as a robust research domain in PR and Strategic Communication agenda.

This study aims to evaluates a public policy program that finances projects for the development of innovative technological solutions. This paper analyzed the influence of human and social capital on the development of the projects, under the perspective of the policy’s effectiveness and efficiency. This specific policy adopted the funding model of economic subsidy by means of grants, which shows the significant engagement of the public sector in applying nonrefundable resources more directly through loans, assuming the role of an entrepreneurial state, according to Mazzucato (2011, 2018) and Tavani and Zamparelli (2020).

This is a quantitative-descriptive study, according to Marconi and Lakatos (2017). This study is descriptive, for presenting information on innovation projects funded by FUNCAP (Ceará Foundation for Support to Scientific and Technological Development). In addition, this study is quantitative, by establishing multivariate relationships among the variables that relate to human capital and social capital, which are relevant to technological and innovative development, and by introducing variables on technological evolution, proposed as measures of the program’s effectiveness (DTRL, MkTRL) and efficiency (ETRL).

This paper sought to contribute on public policies for innovation, more specifically on analyzing variables that may affect the development of technological and innovative projects in knowledge-intensive companies. The authors studied capitals potentially important for these companies in the development of innovative projects. Specifically, the authors sought to understand the importance of human capital and how it reflects in technical and scientific knowledge of the project team and of social capital and how it reflects the connection and social relationship among different team members. The results presented that the degree of efficiency of the public funding program depends on how much the teams of the benefited projects have accumulated knowledge, skills and technical capacities – the so-called teams’ human capital.

It is important to address the research sample as a research limitation, which had 72 responses obtained, from a submission rate of 284. Another study limitation is on the qualitative analysis of the topics addressed from the companies and policymakers perspectives, considering that the quantitative nature of the study does not allow for a deeper understanding of the qualitative perspective of the actors involved in the phenomenon studied. As recommendations for future studies, it is suggested to conduct qualitative studies on the aspects studied here. In this sense, it is possible to conduct case studies for specific companies, or policymakers, to clarify and deepen the relationships between the themes addressed here.

As for the practical implications of the research, both for managers of public funding programs and for company managers, the benefits of human capital, related to innovative project development teams, are important in programs that deal with technological development projects. In practice, this means that the greater the human capital of academic background of the members of the supported project teams, the more efficient the projects are in the process of developing their technologies by using the resources provided (Ashford, 2000; Chen et al., 2008; Lerro et al., 2014).

Hence, the authors conclude that the evaluated innovation-funding program through grants achieved acceptable results in terms of promoting the technological evolution of the benefited projects and bringing the technologies closer to the market. Its efficiency was the least favorable result, showing that the program needs to focus on improving this specific aspect. Within the investigated program, the issue that needs enhancement (efficiency – ETRL) was the one that presented significant relationships with the human and social capital of the benefited projects’ teams. Thus, it is possible that, by selecting more projects that have teams with high capital, the efficiency of the public policy, in this case the development of projects with high technological and innovative potential, will be possibly reached.

The findings strengthen the need for innovation public policies designed and implemented in a systemic way in the science, technology and innovation ecosystem, to provide a technological infrastructure and human capital necessary for developing projects with high technological and innovative potential (Ergas, 1987; Audretsch and Link, 2012; Caloghirou et al., 2015; Edler and Fagerberg, 2017; Silvio et al., 2019).

Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship.

To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4.

The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality.

This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.

The primary objective of this study is to explore the nuanced interplay of conspicuous consumption, ethical label purchasing and the ensuing dynamics of civic virtue and cynicism within the luxury foodservice context.

Grounded in a theoretical understanding of solidarity within the context of product consumption, this research employs a two-pronged approach involving secondary data analysis and scenario-based experimental studies. The initial phase involves analyzing firm-level data from the Euromonitor database in 2019 and 2021. The main study employs a between-subjects experimental design with a cohort of 316 participants sourced from an online panel.

The results reveal a consistent pattern in the consumption of luxury foodservice and underscore a distinct upward trajectory in consumer demand for ethically labeled food. Notably, these findings underscore the moderating role of ethical label purchasing in the relationship between conspicuous consumption and consumers civic virtue. Additionally, ethical label purchasing moderates the impact of conspicuous consumption on consumer cynicism, both directly and indirectly through emotional solidarity related to both communal and equitable principles.

This study holds significance for both luxury food service researchers and market design practitioners. It provides valuable insights into how ethical labeling interacts with consumers conspicuous consumption, all facilitated by emotional solidarity.