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The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.

First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.

When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.

The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.

Marketing is a hot topic, and the purpose of this study is to investigate how shareholding strategies can be applied to achieve strategic synergy between firms in vertical supply chains to improve retailers’ marketing efforts from a long-term perspective.

This study constructs Stackelberg models to analyze the operating mechanisms of shareholding supply chains under forward, backward and cross-shareholding strategies. The authors analyze the effects of shareholding on prices, marketing efforts and profits, and explore the strategic preferences and outcomes of different supply chain members.

Forward/backward shareholding plays the same role as cross/nonshareholding in supply chains because the effect of the retailer’s shareholding is offset by the power status of the manufacturer, and the retailer can still profit when wholesale prices are higher than selling prices in certain cases. A manufacturer’s shareholding in a retailer can benefit consumers and improve marketing efforts by reducing retailers’ marketing costs, while a retailer’s shareholding in a manufacturer has no such effect. None of all shareholding strategies can coordinate the interests of all members; however, an effective rebate policy can resolve this problem.

The results reveal the operational mechanism of shareholding supply chains and provide reference values for managers who want to improve marketing efforts and economic performance using a shareholding strategy.

Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures.

This study selects quantitative methodology because the main objective of this study is to explore the role of export ventures’ performance (past) on guanxi networking, co-creation marketing strategies and present performance.

The empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent.

The authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives’ ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective.

This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.

Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.

The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).

Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.

Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.

The results are potentially challenged by relatively small sample size.

Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.

This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas.

A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work.

Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing.

With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.

This exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with electronic word-of-mouth (e-WOM) techniques to increase winery visitation and wine sales, prior to and during a global pandemic in the Yarra Valley in Victoria, Australia.

A qualitative interpretivist geographical bounded case study approach was used to collect data from fifteen Victorian wine stakeholder's prior to and during the global pandemic COVID-19. A thematic analysis was applied to interpret participant responses and how they viewed, reacted to and harnessed S14.0AT and e-WOM to continue and increase wine sales.

The findings suggest few wine stakeholders' were actively implementing SI4.0AT prior to the global pandemic, COVID -19. With the forced closure of wineries to visitors across Australia, most small to medium-sized wineries immediately changed their business models to concentrate on domestic e-commerce wine sales and home delivery. To support these new business models, e-WOM techniques were quickly adopted or increased whereas other S14.0AT technologies were not, due to financial restraints.

The number of participants used in this study is a limitation, however, this can be overcome by replicating this study in other wine regions. This research focused on the wine stakeholders' viewpoint only and may not be easily generalised. Future studies may examine the “what” aspect of SI4.0AT is being used and e-WOM content such as investigating what consumers are saying about these wineries, the method of communication and the motivations for consumers to engage with a winery.

The implications for the wine industry and overall results offer insight into the wine stakeholders' perceptions of SI4.0AT and e-WOM and consequent marketing strategy of wineries in the Yarra Valley, Victoria, both pre- and during forced face-to-face winery closures due to a global pandemic. Wineries need to continue to harness and leverage the benefits of e-WOM wine marketing in their marketing strategies and continue to explore the affordability of 4.0 app technology and Tourism 4.0 options.

This study is the first attempt at investigating how wine stakeholders' view; react to and harness SI4.0AT and e-WOM through formalised online marketing strategies which should continue to be investigated in the future.

The purpose of this study is to add new insights into the discussion of how a city’s destination marketing organization (DMO) can apply operand resources to act upon its operant resources to create, market and manage a unique brand over time.

This study uses an abductive approach to advance understanding of how to execute a branding strategy that evolves over time while strategically curating its unique and valued resources. This understanding is based on an in-depth review of Louisville’s branding journey, including written documents and interviews with people involved in building the branding strategy.

This paper presents a model to help destinations focus on how to create, market and manage the delivery of a branded ecosystem that capitalizes on its resources. This study adds new insights into how DMOs can curate a destination’s resources into an ecosystem that delivers its brand promise over time.

This study introduces the idea of ecotopes to expand an understanding of tourism ecosystems, presents the concept of a customer journey to depict a destination’s branding strategy, incorporates Barney's resource based theory (Barney and Clark, 2007) into the process of creating a destination’s brand and applies Barnard’s (1938) classic acceptance theory of authority to explain how DMOs can execute a destination’s branding strategy.

The purpose of this paper is to examine the impact of affiliate marketing strategies as a tool for increasing customers' engagement and vulnerability over financial services. This is attempted by examining the connection between affiliate marketing factors and customers' brand engagement and vulnerability metrics.

The authors developed a three-staged methodological context, based on the 7 most known centralized payment network (CPN) firms' website analytical data, which begins with linear regression analysis, followed by hybrid modeling (agent-based and dynamic models), so as to simulate brand engagement and vulnerability factors' variation in a 180-day period. The deployed context ends by applying the cognitive modeling method of producing heatmaps and facial analysis of CPN websites to the selected 47 vulnerable website customers, for gathering more insights into their brand engagement.

Throughout the simulation results of the study, it becomes clear that a higher number of backlinks and referral domains tend to increase CPN firms' brand-engaged and vulnerable customers.

From the simulation modeling process, the implication for backlinks and referral domains as factors that enhance website customers' brand engagement and vulnerability has been highlighted. A higher number of brand-engaged website customers could mean that vulnerable categories of customers would be impacted by CPNs' affiliate marketing. Improving those customers' knowledge of the financial services utility is of utmost importance.

The outcomes of the research indicate that online banking service providers can increase their customers' engagement with their brands by adopting affiliate marketing techniques. To avoid the increase in customers' vulnerability, marketers should aim to apply affiliate marketing strategies to domains relevant to the provided financial services.

The paper's outcomes provide a new approach to the literature, where the website customer's brand engagement comes out as a valuable metric for estimating online banking sector customers' vulnerability.

This study aims to provide an overview, the state-of-the-art “research fronts”, the emerging themes of investigation and a research agenda of crisis communication for destinations’ image.

This research is conducted with a bibliographic coupling study, complemented with an H-Classic classification and a thematic analysis of the articles included in the four clusters provided by the bibliometric methodology (papers dating from 2017 to 2021, both years included).

Based on the bibliometric analysis, four thematic clusters were identified. Two of these clusters supply the “research fronts”, the most current themes in a scientific field: Cluster 1 addresses communication related to tourists’ safety, and cluster 2 enhances the role of stakeholders’ collaboration to create destinations resilience in crisis communication. The other two clusters highlight emerging themes for future investigation: Cluster 3 focuses on recovery marketing communication strategies for a post-crisis era, and cluster 4 analyses how crisis communication strategies contribute to reduce tourists’ risk perception and boosting travel intention. Finally, a future research agenda is proposed, based on the emerging themes from this study.

To the best of the authors’ knowledge, this is the first bibliometric study to analyse crisis communication for destinations’ image (pre-crisis, crisis and post-crisis). This study, which covers the most recent academic literature in this field, provides insights of communication strategies from recent crises and disasters within the “research fronts”. Besides, a research agenda useful for future scholar investigation is proposed with its emerging themes. These rising topics and learnings from past events could be used by destination marketing organisations in crisis communication for destination image recovery in the current post-pandemic scenario or in upcoming crises or disasters.

危机和灾难中目的地形象沟通：回顾和未来研究议程

摘要

本研究提供了目的地形象危机沟通的概述、最先进的“研究前沿”、新兴的研究主题以及研究议程。

本文进行了书目耦合研究, 辅以 H-经典分类和对文献计量方法提供的四个集群中包含的文章的主题分析 (论文日期为 2017–2021 年间)。

根据文献计量分析, 确定了四个主题集群。 其中两个集群提供“研究前沿”, 这是科学领域的最新主题：集群 一 解决与游客安全相关的沟通, 集群 二 加强利益相关者合作的作用, 以在危机沟通中创造目的地恢复力。 其他两个集群突出了未来调查的新兴主题：集群 三 侧重于后危机时代的复苏营销传播策略, 集群 四分析危机传播策略如何有助于降低游客的风险感知和提高旅行意愿。最后, 本文提出了基于新兴主题的未来研究议程。

据我们所知, 这是第一个分析了目的地形象的危机传播（危机前、危机和危机后）的, 独特的文献计量研究。该研究涵盖了该领域最新的学术文献, 通过其“研究前沿”提供了有关近期危机和灾难的沟通策略的见解。此外, 本文还提出了具有新兴主题的研究议程。这些新兴话题以及从过去事件中吸取的教训, 可以被目的地营销组织 (DMO) 用来进行灾难沟通, 以便在当前的大流行后情景或未来的危机或灾难中恢复目的地的形象。

Comunicación Para la imagen de destinos en crisis y desastres: revisión y futura agenda de investigación

Resumen

Este estudio proporciona una perspectiva general, los “research fronts”- los temas más actuales de una disciplina científica-, los temas emergentes y una agenda de investigación sobre comunicación de crisis de la imagen de los destinos turísticos.

La investigación está basada en un análisis bibliográfico coupling, complementado con una clasificación h-Classics y un análisis temático de todos los artículos examinados con esta metodología bibliométrica (artículos fechados entre 2017 y 2021, ambos años incluidos).

Con este análisis bibliométrico, se identifican cuatro clusters temáticos. Dos de ellos, presentan los “research fronts”, los temas más vigentes de un campo científico: el cluster 1 se refiere a la comunicación realizada para transmitir el concepto de seguridad a los turistas, y el cluster 2 destaca la relevancia de la colaboración de todos los agentes turísticos para crear resiliencia en los destinos en la comunicación de crisis. Los otros dos clusters recogen los temas emergentes de investigación futura: el cluster 3 se centra en las estrategias de marketing para la época de postcrisis y el cluster 4 analiza cómo la comunicación contribuye a reducir la percepción de riesgo de los turistas y, por tanto, a potenciar su intención de viaje. Por último, el artículo propone una agenda de investigación basada en estos temas emergentes.

Hasta donde tenemos conocimiento, éste es el primer estudio bibliométrico especialmente enfocado a la comunicación de crisis para la imagen de los destinos turísticos (con sus tres etapas, precrisis, crisis y poscrisis). Esta investigación, que analiza la literatura más reciente en este campo, proporciona conocimiento sobre la comunicación de las crisis y desastres más recientes, a través de sus “research fronts”. Asimismo, propone una agenda con nuevos temas que están surgiendo en esta disciplina, útil para futuras investigaciones académicas. Dichos temas, junto con los aprendizajes de incidentes pasados, pueden ser usados por las Organizaciones de Marketing de Destinos (DMO, en sus siglas en inglés) para incorporarlos en su comunicación de crisis destinada a la recuperación de la imagen de los destinos turísticos en el actual escenario post pandemia o en futuras crisis o desastres.