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The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.

This research uses two experiment-based studies, applying a between-group experimental design.

The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.

This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.

Mutual benefits can be obtained by both tourism destination marketers and premium marketers.

This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

旅游目的地促销中的有品牌赠品效应

此研究的目的是检测旅游目的地促销中有品牌的赠品（如：一只免费的新秀丽行李箱）的效应。具体来说, 此研究检测了有品牌的赠品的品牌名称和赠品价格在旅游目的地促销中的作用。

此研究是通过两个以组间实验为基础的实验实现的。

当使用有品牌的赠品时, 此研究发现消费者对此促销的评价是与他们想要去被促销目的地旅游的意图正相关的。当使用有品牌的赠品时, 消费者只对该赠品的品牌名称有正面反应, 而不是该赠品的价格。此正面反应包括对被促销的目的地和促销赠品。

此研究增加了我们对旅游目的地促销和品牌营销方面的学术知识, 尤其是在有品牌的赠品促销方面。

使用有品牌的赠品促销会实现旅游目的地和赠品品牌市场营销共赢的局面。

此研究强调了有品牌的赠品在旅游目的地营销中的重要性。而且展现了有品牌的赠品的品牌名称在此类促销中的重要性。

旅游目的地促销, 赠品促销, 有品牌的赠品, 价格, 口碑

研究论文

La influencia de la marca en la promoción de los destinos turísticos

El objetivo de esta investigación es probar la influencia de las promociones con marca u obsequios de marca conocida (por ejemplo, una maleta gratuita de una marca reconocida) en la promoción de los destinos turísticos. Específicamente, se examinó el impacto de mostrar la marca del regalo y su valor económico en la promoción de un destino turístico.

Esta investigación realiza dos estudios basados en experimentos aplicando un diseño experimental entre grupos.

Cuando una oferta promocional del destino contiene un regalo con marca los consumidores responden más favorablemente a la marca del regalo que a su valor económico.

Esta investigación contribuye al conocimiento sobre la promoción de los destinos turísticos y a la literatura sobre gestión de la marca, específicamente en lo que se refiere a la promoción de ventas y a los regalos con marca.

tanto los especialistas en marketing de destinos turísticos como los expertos en promoción de ventas pueden obtener beneficios mutuos.

Esta investigación destaca la importancia de la marca en los regalos y la influencia de su valor monetario en las ofertas promocionales de los destinos turísticos.

Promoción del destino turístico, Promoción de ventas, Regalo con marca, Valor económico, Boca a boca

Trabajo de investigación

The “off-price” retailing concept is defined as the presentation of limited inventories of products in a “disorganised” retail environment which provides an extra level of “challenge” to the shopping experience. Research has identified “off-price” shoppers as those who approach this challenging experience in a purposeful, task-driven way. This current research contributes new knowledge by testing the impact of antecedents (i.e. involvement) on the “off-price” shopper experience and the moderating role of national culture across two distinct cultural groups.

Data were collected via a self-completed, anonymous, online survey provided to a sample of Australian (n = 355) and Chinese (n = 400) shoppers who were identified as regularly shopping for fashion in “off-price” retail stores.

The research found that the consumer's level of involvement positively impacted their “off-price” shopping experience in terms of effort/mastery and pride. However, in contrast to current knowledge of East-Asian and Western cultural variances, limited moderation effects were identified. All national cultural dimensions interacted with product involvement in influencing consumer pride. Whilst product involvement decreased with pride in higher individualism, uncertainty avoidance, long-term orientation and indulgence cultures, these reversed in cultures with a lower score in these four dimensions.

This new research extends knowledge of “off-price” shopper behaviour by testing the levels of involvement and experience across two distinctly different cultures – East Asian and Western – and challenges existing knowledge of cultural variances. Further, the work extends the use of achievement goal theory as an approach to delineate these consumers from other cohorts.

Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.

A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.

The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.

This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

La centralidad de la marca es una relación religiosa entre marca y cliente que se refiere al grado en que una marca está en el centro o corazón de la vida de un consumidor. Aunque su papel en la industria de la moda rápida es destacado, sus impulsores y efectos no se han estudiado exhaustivamente. El presente estudio investiga las relaciones entre tres impulsores psicológicos (la conciencia de la moda, la orientación a las compras crónicas y la autoestima), un impulsor conductual (la frecuencia media de las compras), la centralidad de la marca y la calidad de las relaciones en el sector de la moda rápida.

Se realizó una encuesta a 250 consumidores de moda rápida y se utilizó (PLS-SEM) para analizar los datos.

El estudio muestra que la conciencia de la moda y la orientación a las compras crónicas están positivamente relacionadas con la centralidad de marca, mientras que la autoestima está negativamente relacionada con la centralidad de marca. Los resultados también muestran que la frecuencia de compra modera la relación entre la conciencia de la moda y la centralidad de marca, y entre la orientación de compra crónica y la centralidad de marca. El análisis post-hoc indica que la centralidad de la marca media totalmente la relación entre la orientación a las compras crónicas y la calidad de las relaciones.

Este estudio es uno de los primeros en investigar los impulsores psicológicos y conductuales de la centralidad de marca.

品牌中心性是一种类似于宗教的品牌-客户关系, 指的是一个品牌在消费者生活中处于中心或核心的程度。虽然它在快速时尚行业中的作用很突出, 但它的驱动和影响还没有得到全面的研究。本研究调查了三个心理驱动因素（即时尚意识、长期购物取向和自尊心）、一个行为驱动因素（即平均购物频率）、品牌中心性和快时尚行业的关系质量之间的关系。

对250名快时尚消费者进行了调查, 并使用部分最小二乘法-结构方程模型（PLS-SEM）来分析数据。

研究表明, 时尚意识和长期购物取向与品牌中心性呈正相关, 而自尊心与品牌中心性呈负相关。研究结果还显示, 购物频率分别调节了时尚意识以及长期购物导向对品牌中心性的影响。事后分析表明, 品牌中心性在长期购物取向和关系质量之间具有完全中介作用。

本研究是最早研究品牌中心性的心理和行为驱动因素的研究之一。

Fashion retail employees sometimes “bend the rules” to help their customers. Referred to as customer-oriented deviance, this study responds to calls to examine the motivational antecedents of this behavior. This research also tests the moderating effect of tenure on the relationships between a frontline employee's motivations, their customer-oriented deviance behaviors and commitment to the organization.

Data were collected via a self-completed, anonymous, online survey provided to a sample of 390 sales associates employed in retail fashion businesses.

Findings demonstrate that fashion retail employees were inclined to adapt service procedures and engage in deviant communication about either their organization and/or the products they sell for both pro-social and self-directed reasons. Interestingly, long-tenured employees demonstrated consistently lower motivations to engage in consumer-oriented deviance compared to short-tenured employees. However, analysis indicated no significant differences between short-tenured and long-tenured employees in their consumer-oriented deviance behaviors and commitment to the organization.

The cross-sectional nature and single-level data collection naturally put limitations on the generalizability of this research. The study does not examine alternative constructs that might mediate/moderate tested relationships, such as perceived empowerment, gender or risk, hence, future potential avenues for further inquiry are presented.

This research contributes to positive deviance theory and extends existing knowledge by developing an extensive model of motivational antecedents, a moderator and an outcome of consumer-oriented deviant behavior. For managers, this research provides valuable insights for organizations, which may create positive effects on service quality and a reduction in employee turnover.

The purpose of this paper is to focus on the operation strategy of high-performance alliance portfolios by analyzing the effect of alliance portfolios on the performance of focal firms, using post-structuralism of social network theory and contingency theory. In detail, this paper refines alliance portfolios into three dimensions, and studies the moderating role of context on the relation between alliance portfolios and firm performance.

The empirical study was carried out with second-hand data gathered from Internal Revenue Service. In total, this paper gathered data from 506 focal firms in Zhejiang Province from 2001 to 2010 as the sample to test the hypotheses.

Based on the empirical results, the authors find the positive effect of relational dimension (weak alliance portfolios) and partner dimension (the diversity of partners) on performance. The effect of the former will become weaker with the increasing environmental dynamic, while the effect of the latter will become stronger. However, the structural dimension (alliance portfolios size) and relational dimension (new partners) have the negative effect on performance. And the negative effect will become stronger under high environmental dynamic. Moreover, the negative effect of non-local partners on performance becomes stronger when the environmental dynamic is high.

The paper reveals that with the industry transformation caused by “internet +,” companies have been required go beyond traditional dyadic alliance management perspective. That is to say, individual alliance relationship should be seen as a part of a much broader picture of alliance portfolio. As such, the framework may help companies to manage their alliance portfolios by matching high-performance alliance portfolios to the external environment to produce a synergistic effect (Lea et al., 2006; Tritos et al., 2013; Keith et al., 2014) taking the characteristics of the configuration of alliance portfolios into consideration.

The paper presents a model that explains the effect of three dimensions of alliance portfolios on the performance of focal firms in different contexts through empirical study. This paper also integrates post-structuralism of social network theory and contingency theory to enable the understanding on the configuration of alliance portfolios.

The purpose of the study is to address the problems of low accuracy and missed detection of occluded pedestrians and small target pedestrians when using the YOLOX general object detection algorithm for pedestrian detection. This study proposes a multi-level fine-grained YOLOX pedestrian detection algorithm.

First, to address the problem of the original YOLOX algorithm in obtaining a single perceptual field for the feature map before feature fusion, this study improves the PAFPN structure by adding the ResCoT module to increase the diversity of the perceptual field of the feature map and divides the pedestrian multi-scale features into finer granularity. Second, for the CSPLayer of the PAFPN, a weight gain-based normalization-based attention module (NAM) is proposed to make the model pay more attention to the context information when extracting pedestrian features and highlight the salient features of pedestrians. Finally, the authors experimentally determined the optimal values for the confidence loss function.

The experimental results show that, compared with the original YOLOX algorithm, the AP of the improved algorithm increased by 2.90%, the Recall increased by 3.57%, and F1 increased by 2% on the pedestrian dataset.

The multi-level fine-grained YOLOX pedestrian detection algorithm can effectively improve the detection of occluded pedestrians and small target pedestrians.

The authors introduce a multi-level fine-grained ResCoT module and a weight gain-based NAM attention module.

This study examines the determinants of medical crowdfunding performance. Drawing on signaling theory, the authors investigate how funding-related signals (funding goal and duration), story-related signals (text length, text sentiment, and use of first-person pronouns), and donor-related signals (donor identity disclosure) affect medical crowdfunding performance.

This study analyzed the data of 754 medical crowdfunding projects collected from the Qingsongchou platform in China to test the proposed model.

The empirical findings reveal that both funding goal and funding duration exhibit a U-shaped relationship with crowdfunding performance. Additionally, the authors find evidence that story text length and donor identity disclosure are positively related to crowdfunding performance, whereas the use of first-person pronouns is negatively related to crowdfunding performance.

This study extends the understanding of the determinants of medical crowdfunding performance through the signaling theory. Specifically, this study provides new insights into the roles of funding goal and funding duration in predicting medical crowdfunding performance and identifies several new predictors of crowdfunding performance, including the use of first-person pronouns in project story text and donor identity disclosure.

The purpose of this paper is to examine how the usage of enterprise social media (ESM) affects eventual employee turnover.

This study developed a theoretical model based on the proposition that different ESM usage behaviors (utilitarian use, hedonic use and social use) have different effects on employee turnover, and job type and job level can moderate the effect of ESM usage on turnover. The model was examined empirically using 1,791 employee samples from a large high-tech manufacturing enterprise deploying ESM.

The results indicate that the utilitarian and social use of ESM has negative effects on turnover, but the hedonic use of ESM has positive effects on turnover. Furthermore, for employees working in different job types and job levels, there are significant differences concerning the effect of ESM usage on their turnover.

ESM managers should encourage employees to use ESM for utilitarian needs and social support but restrict excessive use of ESM for leisure. In addition, different ESM use policies depending upon job types and job levels could be adopted to retain valuable employees.

Few studies have focused on how usage of ESM affects eventual employee turnover. Given the lack of theoretical research and empirical evidence, the authors developed a theoretical model and conducted an empirical study to fill the research gap.

Online reviews in online health communities (OHCs) have been a vital information source for patients. The extant literature on the bias effects of helpful reviews mainly concentrates on traditional e-commerce, whereas research on OHCs is still rare. Thus, based on the heuristic-systematic model (HSM), this research explores how two unique reviewer characteristics in OHCs, which may induce attribution bias and confirmation bias, affect review helpfulness and how review length moderates these relationships.

This research analyzed 130,279 reviews collected from haodf.com (one of the representative OHCs in China) by adopting the negative binomial regression to test our research model.

The results indicate that reviewer cured status positively influences review helpfulness, whereas reviewer recommendation source negatively affects review helpfulness. Moreover, the effects of the two reviewer cues on review helpfulness will be weaker for longer reviews.

First, as one of the initial attempts, the current study investigates the effects of confirmation bias and attribution bias of online reviews in OHCs by exploring the effects of two unique reviewer characteristics on review helpfulness. Second, the weakening moderating effects of review length on the two bias effects provide empirical support for the theoretical arguments of the HSM in OHCs.

Drawing on the technology-organization-environment (TOE) framework, this study aims to investigate determinants of performance of artificial intelligence (AI) adoption in hospitality industry during COVID-19 and identifies the relative importance of each determinant.

A two-stage approach that integrates partial least squares structural equation modeling (PLS-SEM) with artificial neural network (ANN) is used to analyze survey data from 290 managers in the hospitality industry.

The empirical results reveal that perceived AI risk, management support, innovativeness, competitive pressure and regulatory support significantly influence the performance of AI adoption. Additionally, the ANN results show that competitive pressure and management support are two of the strongest determinants.

This research offers guidelines for hospitality managers to enhance the performance of AI adoption and presents policy-making insights to promote and support organizations to benefit from the adoption of AI technology.

This study conceptualizes the performance of AI adoption from both process and firm levels and examines its determinants based on the TOE framework. By adopting an innovative approach combining PLS-SEM and ANN, the authors not only identify the essential performance determinants of AI adoption but also determine their relative importance.