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This study aims to examine an emerging product–place co-branding marketing practice in China’s rural areas. The role of this practice in inclusive development is analyzed from the perspectives of value proposition innovation, market legitimacy, media coverage and brand value. Both research and practice indicate value proposition innovation to exert an important influence on brand value enhancement, but little is known about the mediating and moderating mechanisms underlying this relation.

A moderated mediation model is constructed to examine whether market legitimacy mediates the relationship between value proposition innovation and brand value. vWhether this mediating process is moderated by media coverage is also examined. The primary data are collected from semi-structured interviews and observations conducted with two common cases to develop proper scales for value proposition innovation and market legitimacy. The research includes 100 product–place co-brandings published by the Ministry of Agriculture and Rural Affairs in 2019. Hypotheses are tested using hierarchical regression and a Bootstrap model.

Value proposition innovation has a positive effect on brand value, and market legitimacy partially mediates this relationship. Media coverage positively moderates the relationship between value proposition innovation and market legitimacy, and positively moderates the mediating effect of market legitimacy; the higher the media coverage, the stronger the mediating effect of market legitimacy.

Based on data availability and accessibility, the study sample focused on indicators from 100 brands in 2019. If the Ministry of Agriculture and Rural Affairs discloses consecutive annual information for other years, future studies could explore panel data to further test the study’s conclusions from a longitudinal perspective.

First, this paper adds to the emerging literature on product–place co-branding business models by examining the relationship between value proposition innovation and brand value. Second, this paper enriches institutional theory by including market legitimacy as a mediator between value proposition innovation and brand value. Third, this paper identifies the moderating role of media coverage, thus broadening the theoretical implications of institutional theory with respect to improving market legitimacy.

This paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China.

An in-depth case study analysis, including interviews, has been conducted.

Place branding in the case of China is practiced and dominated through administrative entities by using subsidies and regional development programs to coordinate, organize and promote local agricultural resources. Although this government-led place branding has effective effects on rural development, it is unsustainable and unstable because it lacks sufficient market and stakeholder participation.

The effectiveness of place branding in China has been examined and proved.

The government’s role in place branding in China should be adjusted. The government should position itself as a service and auxiliary role. Simultaneously, it should strengthen market-oriented operations and stakeholder participation in place branding.

This paper is one of the first contributions to examine the impact of place branding as a rural development policy tool in China, and the in-depth case study examines and proves the effectiveness of place branding in rural China.

By analyzing the mechanisms by which rural infrastructure resilience (RIR) impacted population loss in Longxi County, this study proposes measures to improve RIR, which provides a practical reference for realizing China's rural revitalization strategy, besides providing ideas for alleviating population loss in similar regions around the world.

This study considered 213 administrative villages in Longxi County in the Longzhong loess hilly region as the evaluation unit. Based on the construction of a multidimensional RIR evaluation system, the spatial spillover effect of RIR on population loss was determined using the spatial Durbin model (SDM).

The average resilience of each subsystem of rural infrastructure in Longxi County was low, and there were large differences in the spatial distribution. The mean RIR index value was 0.2258, with obvious spatial directivity and agglomeration characteristics. The population loss index of Longxi County had a value of 0.1759, with 26.29 of villages having a high loss level. The population loss was relatively serious and was correlated with the spatial distribution of RIR. The villages with larger RIR index values had lower population loss. The RIR had a significant spatial spillover effect on population loss. Productive infrastructure resilience and living infrastructure resilience (LIR) had negative spillover effects on population loss, and social service infrastructure resilience (SSIR) had a positive spillover effect on population loss.

By analyzing the mechanisms by which RIR impacted on population loss in Longxi County, this study proposes measures to improve RIR, which provides a practical reference for realizing China's rural revitalization strategy, besides providing ideas for alleviating population loss in similar regions around the world.

As China’s industrial structure continues to upgrade and optimize, the consumption capacity of rural residents gradually improves and the role of consumption in economic growth is increasingly prominent. Against the background of weak external demand, the untapped potential of rural consumption has become a key force in expanding domestic demand. As one of the important means that the government has long relied on, fiscal support for agriculture has played a crucial role in activating the rural consumer market. This manuscript aims to explore the impact of local fiscal support for agricultural expenditure (FSAE) on rural consumption in China, as well as to examine the mediating role of the level of rural financial development.

In this manuscript, the authors use the provincial panel data of 31 provinces in China from 2000 to 2020. The data of all variables mainly come from China Statistical Yearbook and China Rural Statistical Yearbook. According to the variable selection above, 651 sample data of 31 provinces and cities across China from 2000 to 2020 are organized. In terms of methodology, multiple fixed-effects panel model is applied to regression.

Firstly, FSAE varies significantly, while rural consumption slowly but steadily rises, with a relatively stable consumption structure. Secondly, FSAE has a significant positive effect on rural consumption. Thirdly, mediation testing indicates that mechanisms such as income, uncertainty and financial development have significant positive mediating effects on rural consumption. Thirdly, there is evident regional heterogeneity in FSAE’s impact on rural consumption. The Western regions, under government fiscal support, show a more significant effect on the elevation of rural consumption levels, while the role of FSAE in optimizing the consumption structure of rural residents in eastern and central regions is more pronounced.

Firstly, a systematic examination of local FSAE and rural consumption has been conducted, enriching relevant theories. Secondly, utilizing econometric empirical methods to research the relationship between local FSAE and rural consumption provides an exploratory extension to empirical studies on rural consumption in China. This offers empirical evidence for local fiscal support in agricultural development and the promotion of rural consumption.

This study aims to elucidate the process and internal mechanism of place identity construction in traditional villages under the impact of tourism by taking Cuandixia village as a case. The research methods comprise participatory observation and in-depth interviews with the residents. The main results are as follows: the impact of tourism on traditional villages is mainly reflected in space reconstruction, livelihood change, social relations restructuring and culture change; under the impact of tourism, the representation of residents’ identity construction shows complexity, with positive and negative effects; and the place identity construction of residents affects their perception of and attitudes toward tourism. Moreover, self-esteem and self-efficacy principles play a key role in their perception of tourism. This study provides some reference for further investigation of the tourism development model and the mental mechanism of residents in traditional villages.

The construction of geographical indications agri-food (GIAF) brands play an important role in rural revitalization in China, this study aims to explore how to jointly promote brand building among multiple parties.

A tripartite game model of the producers, sales operating enterprises, and local governments is constructed to analyze the strategy choice of the parties in the complex system behavior evolution stability, and the simulation analysis of the influence factors of brand construction of GIAF and verify the game result.

(1) Increased government subsidies and supervision costs are beneficial to accelerating variety improvement and quality improvement of agri-food, but it is not conducive to the government, Therefore, it is necessary to ensure that the subsidy and supervision cost is kept within a reasonable range; (2) The dividend distributed to producers by sales operating enterprises play an important role in encouraging producers to improve the quality safety of agri-food, but it must be kept within a reasonable range to avoid discouraging the enthusiasm of sales operating enterprises; (3) Cost reduction, and revenue improvement are also effective ways to cooperate with all parties in brand co-construction.

This study does not consider consumers or logistics companies in the evolutionary game model.

This study proposes innovative policies and suggestions for improvement of the brand co-construction of all parties.

Based on the “Rural Revitalization” initiative, this study enriches research methods about brand value and provides a new perspective for brand value co-construction, and theoretical guidance, and empirical basis for formulating innovation policies and recommendations.

In the era of the digital economy, higher demands are placed on versatile talents, and the cultivation of students with innovative and entrepreneurial abilities has become an important issue for the further development of higher education, thus leading to extensive and in-depth research by many scholars. The study summarizes the characteristics and patterns of dual-innovation education at different stages of development, hoping to provide a systematic model for the development of dual-innovation education in China and make up for the shortcomings.

This paper uses Citespace software to visualize and analyze the relevant literature in CNKI and Web of Science databases from a bibliometric perspective, focusing on quantitative analysis in terms of article trends, topic clustering, keyword co-linear networks and topic time evolution, etc., to summarize and sort out the development of innovation and entrepreneurship education research at home and abroad.

The study found that the external characteristics of the literature published in the field of bi-innovation education in China and abroad are slightly different, mainly in that foreign publishers are more closely connected and have formed a more stable ecosystem. In terms of research hotspots, China is still in a critical period of reforming its curriculum and teaching model, and research on the integration of specialization and creative education is in full swing, while foreign countries focus more on the cultivation of students' entrepreneurial awareness and the enhancement of individual effectiveness. In terms of cutting-edge analysis, the main research directions in China are “creative education”, “new engineering”, “integration of industry and education” and “rural revitalization”.

Innovation and entrepreneurship education in China is still in its infancy, and most of the studies lack an overall overview and comparison of foreign studies. Based on the econometric analysis of domestic and foreign literature, this paper proposes a path for domestic innovation and entrepreneurship education reform that can make China's future education reform more effective.

The construction industry is widely recognized as one of the most hazardous sectors in the world. Despite extensive research on safety management, a critical issue remains that insufficient attention is devoted to safety practices in rural areas. Notably, accidents frequently occur during the construction of rural self-built houses (RSH) in China. Safety management tends to be overlooked due to the perceived simplicity of the construction process. Furthermore, it is essential to acknowledge that China currently lacks comprehensive laws and regulations governing safety management in RSH construction. This paper aims to analyze the behavior of key stakeholders (including households, workmen, rural village committee and the government) and propose recommendations to mitigate safety risks associated with RSH construction.

This paper applies evolutionary game theory to analyze the symbiotic evolution among households, workmen and rural village committee, in situations with or without government participation. Additionally, numerical simulation is utilized to examine the outcomes of various strategies implemented by the government.

Without government participation, households, workmen, and rural village committee tend to prioritize maximizing apparent benefits, often overlooking the potential safety risks. Numerical simulations reveal that while government involvement can guide these parties towards safer decisions, achieving the desired outcomes necessitates the adoption of reasonable and effective strategies. Thus, the government needs to offer targeted subsidies to these stakeholders.

Considering that during the construction phase, stakeholders are the main administrators accountable for safety management. However, there exists insufficient research examining the impact of stakeholder behavior on RSH construction safety. This study aims to analyze the behavior of stakeholders about how to reduce the safety risks in building RSH. Thus, the authors intend to contribute to knowledge in this area by establishing evolutionary game model. Firstly, this study carried out a theoretical by using tripartite evolutionary game to reveal the reasons for the high safety risk during building RSH. Practically, this research points out the important role of households, workmen and rural village committee in improving safety management in rural areas. Besides, some suggestions are proposed to the government about how to reduce construction safety risks in rural areas.

As many businesses faced economic disruption due to the Covid-19 pandemic and sought financial relief, existing bank relationships became critical to getting a loan. This study examines factors associated with the development of personal relationships of rural small businesses with community bank representatives.

We applied a mixed-method approach. We employed descriptive statistics, principal factor analysis and logistic regression for data analysis. We distributed an online survey to rural small businesses in five states in the United States. Key informant interviews with community bank representatives supplemented the survey results.

A business owner’s trust in a banker was positively associated with the establishment of a business–bank relationship. However, an analysis of individual trust’s components revealed that the nature of trust is complex, and a failure of one or more components may lead to decreased trustworthiness in a banker. Small businesses that preferred personal communication with a bank were more inclined to relationship banking.

Due to the relatively small sample size and cross-sectional data, our results may not be conclusive but should be viewed as preliminary and as suggestions for future research. Bankers should be aware of the importance of trust for small business owners and of the actions that lead to increased trustworthiness.

The study extends the existing knowledge on the business–bank relationship by focusing mainly on social (instead of economic) factors associated with the establishment of the business–bank relationship in times of crisis and high uncertainty.

This paper aims to test the causal relationship between urban-biased policy and urban-rural income gap and further examine the moderating role of government intervention.

Based on the provincial Government Work Reports and the long-term policy practice of implementing the target responsibility system, the authors construct a unique indicator of urban-biased policy in China. Further, applying the panel data of 30 Chinese provinces in 2003–2018, the authors explore the causal relationship between urban-biased policy and urban-rural income gap.

The results show that urban-biased policy has contributed to the widen urban-rural income gap in China, which supports Lipton's urban-biased hypothesis. Further research shows that the stronger the government intervention, the bigger the role of urban-biased policy in widening urban-rural income gap.

On the one hand, this study not only investigates the direct effect of urban-biased policy on urban-rural income gap, but also examines the moderating effect from the perspective of government intervention, which helps to enrich the relevant studies of urban-biased theory. On the other hand, the authors' findings provide the latest empirical evidence for urban-biased policy to widen urban-rural income gap and presents a reference and warning for China and other developing countries about balancing the relationship between equity and efficiency during economic development.