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The purpose of this paper is to develop a novel research model to examine the relationship among information sharing (IS), supply chain integration (SCI), operational performance (OP) and business performance (BP) in the fashion supply chains.

A survey of 247 executives from Chinese fashion brand firms was conducted and the data were analyzed to investigate how IS affects the organizational BP. Structural equation modeling (SEM) was applied to study the relationship among IS, SCI, OP and BP.

The empirical research results indicate that IS is critical to enhance the SCI and OP, and both SCI and OP exert mediating effects on BP of fashion brands. This result also reveals constructive suggestions that allow fashion brands to strengthen their SCI and OP, as well as BP.

Multiple data sources were applied to develop the sampling frame, and respondents were selected (according to their experience and position) to ensure they had the knowledge and expertise to provide valid response. However, this could not guarantee the adequacy of the sample. This limitation is compounded by the reliance on a simple respondent per firm, which precludes testing for inter-rater reliability.

The empirical findings provide an enhanced understanding of the relationship among IS, SCI, OP and BP in Chinese fashion brand settings. The research results will help fashion brands to improve supply chain efficiency and enhance company performance.

Although previous studies have realized that the value of IS varies in different industries, few have specifically explored the impact on the fashion industry characterized by short life cycles, high volatility, low predictability and high impulse purchasing. To fill this knowledge gap, the present study employed a questionnaire survey and SEM techniques to explore the relationship among IS, SCI, OP and BP in the fashion supply chain. Comprehending the impact mechanism of IS on organizational performance can provide useful management insights into the development of effective strategies that allow enterprise to improve BP.

This study aims to investigate what the crucial elements are when it comes to using a mascot to brand a destination. This study applies the proposed framework of “mascot usage for destination branding” to two mascot cases, namely, Kumamon and Sukjai. In particular, the Kumamon mascot is first investigated, looking at how it is used to promote Kumamoto, one of the key cities in Kyushu, Japan. Sukjai, another mascot, is then analysed in a similar light. The dominant factors that lead to the success of Kumamon mascot are analysed on the case of Sukjai mascot. The disparity between the two mascot cases allows for a better understanding of the dimensions and practices or lack thereof, that can occur in mascot creation and implementation.

A qualitative methodology is applied, and thematic and content analyses are applied to the three data sources, namely, secondary data collection from different data sources in the English and Japanese languages; researcher onsite observation in Kumamoto; and an in-depth interview with purposive sampling experts.

The findings indicate that according to the proposed framework, Kumamon has shown all three elements of the framework, namely, promoting destination identity and personality, creating differentiation for the location and having strong stakeholder involvement. On the other hand, these elements were found not to be as strong in the Sukjai case. The findings from the case comparison determine several underlining factors, including the national culture, which can help or hinder in laying the groundwork for the successful application of a mascot in destination branding.

This study complements the previous literature on mascot branding and elaborates on the framework of mascot usage for destination branding based on a combination of the three proposed elements.