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Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved.

Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand.

Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands.

To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.

Under the influence of loading, manufacturing, installation and other factors, the axis of sleeve bearing and journal will not be aligned, which will have a great impact on running stability and life of bearing. The existence of oil groove can effectively improve the life of sleeve bearing and working efficiency. The lubrication performance of two and three grooves sleeve bearing considering journal misalignment is analyzed.

To solve the difference of discontinuous position of oil film thickness, it is necessary to use the flow balance relationship in the finite control space, and oil film thickness equation of multi-groove sleeve bearing considering journal misalignment is gained.

The friction and bearing capacity of journal bearing with oil groove increase with the increase of journal inclination angle. At the same journal inclination angle, the bearing capacity of two-axial groove journal bearing is larger than that of three-axial groove journal bearing, but the friction of two-axial groove journal bearing shows the trend of the first bigger and then smaller than that of three-axial groove journal bearing.

The research has great significance to optimize bearing lubrication performance and increase bearing working life.

This paper aims to reveal the cavitation characteristics of three oil wedges sleeve bearing and set the theoretical and experimental basis for defining the oil film boundary condition.

Computational fluid dynamics model of three oil wedges sleeve bearings based on the Navier–Stokes equation is set using Fluent considering turbulent situation and two-phase flow theory. The cavitation characteristics of bearing is investigated by taking pictures of experiment.

The rupture region of oil film and the contours of air volume fraction increase distinctly with the increase of rotating speed and the decrease of input pressure. The critical rotating speed of cavitation occurrence and oil film pressure increases with the increase of input pressure. The change trend of experiment cavitation with the rotating speed and input pressure is consistent with theoretical cavitation in general.

The finite element model of three oil wedges sleeve bearings is established based on the Navier-Stokes calculation equation of the fluid, two-phase flow theory and turbulent model. Sleeve bearing is transparent, the pictures of cavitation can be easily taken by high-speed camera, the cavitation characteristics of bearing is studied by experiment. The cavitation performance of three oil wedges bearings is studied with the change of input pressure and rotating speed, the change trend is basically consistent for theory and experiment. The study on critical rotating speed of cavitation occurrence is benefit for defining the oil film boundary condition.

This study aims to enhance the lubrication performance of thrust bearings. The influence of columnar convex–concave compound microtexture on bearing performance is investigated

Based on the compound microtexture model of thrust bearings, considering surface roughness and turbulent effect, the variation of lubrication characteristics with the change in the compound microtexture parameters is studied.

The results indicate that, compared with circular microtexture, the maximum pressure of compound microtexture of thrust bearings increases by 7.42%. Optimal bearing performance is achieved when the internal microtexture depth is 0.02 mm. Turbulent flow states and surface roughness lead to a reduction in the optimal depth. The maximum pressure and load-carrying capacity of the bearing decrease as the initial angle increases, whereas the friction coefficient increases with the increase in the initial angle. The lubrication performance is best for bearings with a circumferential parallel arrangement of microtexture.

The novel composite microtexture with columnar convex-concave is proposed, and the computational model of thrust bearings is set. The influence of surface roughness and turbulent flow on the bearing performance should be considered for better conforming with engineering practice. The effect of microtexture depth, arrangement method and distribution position on the lubrication performance of the compound microtexture thrust bearing is investigated, which is of great significance for improving tribology, thrust bearings and surface microtexture theory.

Researchers have not reached an agreement on which biomimetic shape has the best lubrication performance. This paper aims to study the influence of microtexture size, shape and direction on bearing capacity, end leakage, friction coefficient and wear of oil film.

Different oil film thickness equations considering the microtexture of bearing surface are gained. The two-dimensional finite difference equation and the calculation equation of wear are established.

The theoretical research shows that the wear value and the wear ratio when long side is perpendicular to the axial direction of the bearing are generally lower than when the long axis is parallel to the axial direction of bearing. The theoretical and experimental results show that the appropriate microtexture shape, such as circular dimple, crescent-shaped dimple, triangular dimple and fish-shaped dimple can improve effectively the lubrication performance of journal bearing and reduce the friction coefficient.

The research has great significance to reduce friction and improve the wear resistance of equipment.

Based on the survey data of 1,152 households in three provinces of Shaanxi, Gansu and Ningxia on the Loess Plateau, this paper aims to empirically analyze the impact of aging and off-farm employment on farmers’ adoption behavior of soil and water conservation technology. This paper analyzes the moderating effect of social network and the mediating effect of technological cognition in this impact relationship.

Based on the above analysis, the second part of this paper is based on relevant theories and constructs a theoretical model of the relationship of aging, off-farm employment, social network, technology cognition and farmers’ adoption behavior of soil and water conservation technology. The third part introduces research methods, variable selection and descriptive statistics analysis of variables. The fourth part, based on the data of Shaanxi, Gansu and Ningxia provinces in the Loess Plateau in 2016, empirically analyzes the impact of aging, off-farm employment and social network on the farmers’ adoption behavior of soil and water conservation technology. This paper further examines the moderating effect of social network and the mediating effect of technology cognition in this influence relationship. Finally, based on the findings of the empirical study, this paper puts forward countermeasures and suggestions.

First, aging and off-farm employment have a significant negative impact on farmers’ adoption behavior of soil and water conservation technology, while social network has a significant positive effect. Second, social network has alleviated the effect of aging and off-farm employment on restraining farmers’ adoption behavior of soil and water conservation technology. Third, aging and off-farm employment have restrained farmers’ cognition of soil and water conservation technology. Social network has promoted farmers’ cognition of soil and water conservation technology. Social network plays a moderating role in the impact of aging and off-farm employment on farmers’ cognition of soil and water conservation technology. Technology cognition plays a mediating role in the impact of social network on farmers’ adoption behavior of soil and water conservation technology.

This paper integrates the aging, off-farm employment and social network into the same analytical framework and reveals their impact on farmers’ adoption behavior of soil and water conservation technology and its action mechanism, which enriches the impact of human capital and social network on farmers’ adoption behavior of soil and water conservation technology. Then taking the social network as a moderator variable, the paper verifies its moderating effect on the relationship of aging, off-farm employment and farmers’ adoption behavior of soil and water conservation technology. Farmers’ technology cognition should be included in the analysis framework to examine the impact of aging, off-farm employment and social network on farmers’ cognition of soil and water conservation technology. Taking the technology cognition as a mediator variable, the paper verifies its mediating effect on the relationship of aging, off-farm employment and farmers’ adoption behavior of soil and water conservation technology.

The purpose of this paper is to investigate the effect of char on the flame retardancy of fabrics by a cone calorimeter, which is an important factor to compare the flame retardancy of different fabrics.

Cone calorimeter measurements were carried out in a Fire Testing Technology (UK) apparatus at the heat fluxes of 50 and 75 kW/m². Fabrics with one and three layers were employed, with the name of cotton1, cotton3, FR cotton1, FR cotton3, PMIA1 and PMIA3. The dimension of the fabric was 100×100 mm². A cross-steel grid was used to prevent the fabrics from curling during burning. The distance between the bottom of the cone heater and the top of the sample was 25 mm.

This work was generously supported by National Key R&D Program of China (Project No. 2017YFB0309000), Natural Science Foundation of Shandong Province of China (Project No. ZR2019BEM026), Natural Science Foundation of China (Project No. 51803101) and China postdoctoral science foundation funded project (Project No. 2018M632619).

The present research provides insight into the effect of the char formation on the flame retardancy of the fabrics, and a method to comprehensively investigate the char influence in the flame retardancy of the fabrics by a cone calorimeter is proposed.

The purpose of this study is to evaluate the effectiveness of one online PD in PBL. Researchers want to investigate if a five-day international online PBL training will prepare teachers to implement PBL in their classrooms. Secondly, the researchers aim to determine if the training provides teachers with sufficient knowledge and support to ensure successful PBL implementation.

Participants were given a 5-day (20 h) online PBL training created by one of the researchers with three frontline teachers. Seven trainers are divided into four groups for four groups of participants. Group A included Grade 1 and Grade 2 teachers, Group B included Grade 3 and Grade 4 teachers, Group C included Grade 5 and Grade 6 teachers, and Group D consisted of Grades 7 through 9 teachers. All the participants were given exactly the same surveys at the beginning and the end of the training.

Consistent with previous studies comparing in person and virtue PD programs, this five-day interactive PD program was effective in increasing teachers' knowledge of and ability to plan and implement PBL projects. Specifically, results showed that teachers' knowledge level of PBL shifted from a shallow understanding of what the name implies to a deeper, more comprehensive, and more concrete understanding of PBL essential concepts, its pedagogical values, specific process involved in a PBL project. In addition, the PD program increased teachers' comfort level and ability of planning and implementing PBL projects across grade levels and subject areas.

This research study supported the previous study results that virtual PD programs can be as effective as in person programs. Further, this is the study discovered the effectiveness of PBL training between the US and China through online format, which has not been conducted literately before. The positive results will be used to promote the online collaboration internationally in the future.

Based on consumers’ geographic real-time locations, firms can utilize mobile targeting promotion (MTP) to target consumers through some applications embedded in mobile device. This paper aims to focus on two competing firms about how to make MTP strategies under asymmetric mobile accessibilities, i.e. the proportions of consumers who can be targeted by firms through apps are different.

This paper develops a game model for two competing firms. Aiming to maximizing profit, firms should consider how to utilize MTP strategies to trade off the benefit (expand market share) and the cost (intensive price competition).

The optimal MTP strategies and equilibrium prices have been presented under different scenarios. This paper verifies that asymmetry can make the firm with high mobile accessibility obtain extra profits. Furthermore, when unit targeting cost is relatively low, profit of the firm with low mobile accessibility increases first and decreases later with respect to its mobile accessibility.

Competing firms’ optimal MTP strategies and equilibrium prices are determined not only by unit targeting cost but also by consumers’ mobile accessibilities to firms. Firms have strong incentive to enlarge the mobile accessibility to procure more profit in monopoly context, but, under competing context, a higher mobile accessibility may not mean better for firm.

This is one of the few papers which study mobile targeting based on game theory considering unit targeting cost and asymmetric mobile accessibility simultaneously.

Welcome to Volume 6 of Advances in Global Leadership. Our objectives in this volume remain the same as in Volumes 1, 2, 3, 4, and 5 of this series (Mobley, Gessner, & Arnold, 1999; Mobley & McCall, 2001; Mobley & Dorfman, 2003; Mobley & Weldon, 2006; Mobley, Wang, & Li, 2009). We seek to advance the definition, conceptualization, and understanding of global leadership processes, and the development of international and global leaders.