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The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self-congruity and perceived congruence each have with sponsor brand equity.

A field study was conducted in Taiwan, where 410 questionnaires were collected from baseball fans of the Chinese Professional Baseball League (the local professional baseball league).

The findings support all of the hypotheses and reveal that self-congruity and perceived congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor brand identification and sponsor credibility partially mediate the relationship that self-congruity and perceived congruence each have with sponsor brand equity.

The findings of this study can assist sponsorship managers in realising how to leverage a sponsor brand equity.

The conceptual model investigated both direct and indirect (i.e. mediated) effects by providing different theoretical explanations to explore how self-congruity and perceived congruence leverage sponsor brand equity in the Asian sports sponsorship context.

The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the relationship between fan identification and purchase intention.

A field study was conducted in Bangkok, Thailand, where 350 questionnaires were collected from football fans.

The findings reveal that, even when both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude towards sponsors partially mediate the fan identification‐purchase link.

The paper provides valuable insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports sponsorship focuses on the direct effect of fan identification on purchase intention. The current study extends the scope of knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and attitude towards sponsor.

The purpose of this study is to investigate the antecedents and consequences of consumer satisfaction with the use of self‐service technology (SST) in a retail setting.

In cooperation with a survey firm, a total of 424 respondents were collected from among consumers who had experience of using multimedia kiosks at convenience stores in Taiwan. The conceptual model was tested by using structural equation modeling.

The results show that perceived usefulness and perceived enjoyment both, initially, influence perceived control and convenience and then affect consumer satisfaction, which in turn has an impact on consumer continued behavior intention. In addition, perceived enjoyment is found to enhance consumer satisfaction, but perceived usefulness is not.

This paper proposes a conceptual model to synthesize the essence of the ECM‐IT model and two important incentives in self‐service (i.e. perceived control and convenience) in order to provide a theoretical explanation for consumer satisfaction in the self‐service context. This not only extends the ECM‐IT model, but also remedies previous self‐service literature that lacked the theoretical background in investigations of consumer satisfaction.

Named Data Networking (NDN) is a content-centric network differing from the traditional IP-based network. It adopts the name prefix to identify, query and route the information content instead of IP-based addressing and routing. NDN provides a convenient way to access the content without knowing the originated location of the requested information. However, the length of name prefix varies. It is not like the fixed-length IP addresses that makes handling queries or searching the requested information in NDN easier. An efficient name lookup mechanism of name prefix will efficiently increase the performance of prefix identifying, name searching and content retrieving. Therefore, this paper aims to propose a partial name prefix merging and shortening scheme for enhancing the efficiency of name lookup in NDN.

To reduce the work involved in name prefix identifying, querying, storing and routing, this work adopts a cyclic redundancy check-based encoding scheme to shorten the variable length of the name prefix into a proper and fixed length of encoded numerical information. In fact, the structure of a name prefix is presented in a combination of word segments with the slash symbol. The shortening procedure of name prefix can also be applied to adjacent word segments forming fixed-length encoded data for further efficiently matching the name prefix for name lookup in NDN.

The experimental results show that the shorter length of encoded name prefix can effectively reduce the access time of name lookup and increasingly retrieve the corresponding named content in NDN. Through partial merging and shortening of name prefix, the length of encoded prefix name may be larger than the whole encoding of name prefix. It retains the information differences from different parts of various name prefixes. Thus, it can avoid collision problems with the same encoded information from various name prefixes.

From the experimental results, it is observed that partial merging and shortening of name prefix is useful for name look up in NDN. It can increase the efficiency of name prefix matching and retrieving in NDN. It can also save memory space to store the name prefix in an NDN node.

The purpose of this paper is to examine the relationship of regulatory foci (promotion focus and prevention focus) to expatriate adjustments (general, interaction, and work adjustments) and explore whether mentoring functions (psychosocial support, role modeling, and career development) moderate the aforementioned relationship.

Using 141 questionnaired primary data (response rate 32.25 percent) gathered from at least six months experienced expatiates of multinational companies in six industries, this study adopts regression method to examine the moderating effect.

This study found that promotion focus was positively related to the interaction and work adjustment, respectively; prevention focus was positively related to the general, interaction, and work adjustment, respectively. Psychosocial support function moderates the relationship between promotion focus and general adjustment. Career development function moderates the relationships between promotion/prevention foci and work adjustment.

According to the interactionism perspective, behavior is a result of the interaction between personality and situational influences, has a long history in social and personality psychology. This study extends this perspective to the interactive effects of mentorship (situational factor) and expatriates’ regulatory foci (personality factor) on expatriate adjustment.