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The purpose of this paper is to describe the further development of the previously introduced switch of brand (SB) model (presented in 2012) which helps to approximate variety-seeking behaviour (VSB) out of household panel data.

Based on existing theoretical variety-seeking models analysing household panel data, the further expansion of the variety-seeking model “Switch of Brands” (SB) is presented. In the last contribution in the British Food Journal the authors presented this simple but powerful tool to approximate VSB. The further developed model “Switch of Brands – Promotions” (SB _PR ) integrates relevant variables into one theoretical variety-seeking model (number of purchased brands, number of purchases, price promotions, etc.). In particular, price promotions were integrated into the SB model in order to deliver even more realistic approximations of households’ VSB.

The explanatory power of the model in view of brand loyalty is tested. The empirical analysis is conducted with scanner household panel data from Austria in three different product categories.

The data analysis shows that the model has an excellent explanatory power concerning brand loyalty, however, not better than the original SB model.

The SB _PR model allows interpretations for marketing purposes and brand management including marketing variables (here: price promotions). The model may be applied in any business field where panel data are available.

The model delivers a consistent theoretical framework for approximating VSB by means of purchase histories.

The aim of this paper is to introduce and evaluate an expanded model approximating variety‐seeking behaviour (VSB), which is defined as the phenomenon that consumers switch between brands because of the utility gained from the switch itself.

As a theoretical basis, two existing approaches, the switch (S) and the successive switch (SS) models, were examined and adjusted. The integration of both approaches led to the expanded “switch of brands” (SB) model. SB was tested empirically using panel data for a highly developed food market (the Austrian food market for three product categories, i.e. fruit juice, fruit yoghurt, and chocolate, with data for 2007 and 2008).

The integration of S and SS into the expanded SB model succeeded. Based on an annual comparison, the reliability of the SB model was tested. Since the results can be reproduced, it can be determined that the SB model is reliable. To test the explanatory power, a variable assessing brand loyalty (“brand purchase frequency”) was introduced. Correlation analyses showed that the expanded variety‐seeking model is more appropriate for approximating VSB than either S or SS.

The SB model is still very basic, integrating only three variables. Other influencing variables have to be considered to further improve the significance of the SB model.

The expanded VSB model can be applied in all product categories and markets where panel data are available. It helps to analyse panel data in view of consumers' variety seeking and brand switching behavior.

The expanded variety‐seeking model (SB) is easy to implement and gives valid information on VSB. It can be used for marketing decisions, especially in connection to brand management.

In the contribution the authors show how the concept of community-powered co-innovation can successfully be implemented in order to improve the situation of small-scale farmers. The purpose of this paper is to focus on developing countries in consideration of economic, social and ecological sustainability aspects.

All findings are based on an in-depth, detailed examination of one specific case. The case study approach allows analysis of innovation and cooperation within rural societies while considering their contextual conditions.

The case study goes back to an initiative begun in 2011. Stakeholders from Nepal were connected to five Austrian distributors and nine German distributors selling their products in Austria and Germany. In total, about 600 Nepalese farmers are cultivating on average less than 1 ha of agricultural land each. A German entrepreneur founded the first Demeter farm in Nepal and founded an ethical business in Nepal to cooperate with the farmers there. The University of Natural Resources and Life Sciences Vienna (BOKU) acted as a knowledge broker. The whole initiative followed the Triple Helix concept.

The study shows qualitative results out of an individual initiative. The findings are of a qualitative nature, they are not necessarily transferable to comparable cases. The outcome has to be interpreted as hypotheses, further research activities are required for broader application.

The case study shows how the authors can sustainably improve the economic and social situation of underprivileged market participants in the least developed countries by establishing a teaching-based cooperation between a university, an ethical business and farmers.

The aim of this paper is to investigate consumer attitudes to, and acceptance of, affective communication in the context of pre‐knowledge regarding wood‐based food additives.

A survey of 263 Austrian consumers was carried out to investigate pre‐knowledge, attitude and attitude change as a result of affective communication about wood‐based food additives.

About 14 per cent of the sample had pre‐knowledge concerning wood‐based food additives. In general the attitudes towards wood‐based additives were significantly better than those towards food additives in general. The results indicate a connection between pre‐knowledge and attitude. Respondents who had knowledge about wood‐based food additives evaluated them better, especially in contrast to those who had wrong ideas about them. Furthermore, it proved possible to improve the evaluations of those respondents who did not know about wood‐based additives by providing basic information.

The provision of additional information would improve the marketing potential of wood‐based additives, especially in contrast to additives in general. If the topic is ignored, there is a risk that public discussion could be based on non‐knowledge‐based conceptions by some consumers. The provision of early impact information is suggested in this regard.

Although the use of wood as a raw material in the food industry is common, it has not been a subject of public or scientific discussion to date.

The purpose of this study is to investigate consumers' post–purchase experience when buying fresh food online. It examines the key dimensions of post–purchase online customer experience (post–purchase OCE) that impact customer satisfaction and repurchase intention. It also explores the role of corporate image as a moderator.

An online survey was conducted in China to capture participants' post–purchase OCE, satisfaction, repurchase intention and perceived corporate image. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse data collected from 317 Chinese fresh food online shoppers. Moderated mediation analysis was conducted to analyse the moderating effect of corporate image.

Four post–purchase OCE dimensions “product-in-hand”, “customer support”, “benefits” and “packaging” significantly drive customers' repurchase intention by enhancing customer satisfaction. “Delivery” is not influential. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post–purchase OCE than firms with a lower level of corporate image.

The findings inform fresh food e-commerce firms of the critical post–purchase OCE dimensions that mostly drive customer satisfaction and help retain customers. Furthermore, it implies that firms with a good corporate image must provide high-quality post–purchase OCE that matches the image because the consequences associated with a poor post–purchase OCE can be severe.

This research is among the first to investigate fresh food post–purchase OCE. It also introduces the previously underexplored moderating role of corporate image.

The recent financial crisis has brought business ethics issues to the forefront. While most colleges have formal training in business ethics, a person’s ethical standards have often developed before college age. This application brief proposes using digital popular media to teach servant-leadership principles to public school adolescents. The purpose is to illustrate the advantage of using secular content from the television series Merlin (Wilkie, 2008) to demonstrate an ethics-based leadership perspective through a medium that is accessible to the virtual/video generation.