This research surveyed over 784 Chinese consumers in Shanghai and Nanjing in 2001 and 2002, evaluating their preferences for livestock product attributes using ordered-probit models and factor analyses. Empirical results confirm the heterogeneity of Chinese livestock retail markets and suggest that livestock distributors should focus on Chinese female consumers and young consumers considering c...

Today’s converging entertainment industry creates ‘transmedial’ brand worlds in which consumers are expected to become immersed. Integrated marketing campaigns connected to these worlds encourage various kinds of consumer productivity and invite consumers to partake in brand-building processes. Consumers, thus, are increasingly counted on to act as co-producers of contemporary entertainment. Wh...

Building on the associative strength of memory theory and previous studies on the effects of brand name suggestiveness on advertising effectiveness, two salient elements in a business web page, pictures (such as logos or graphics) and words (such as brand or product names), were examined in three experiments. Web sites where salient pictures and words had business meaning suggestive of brand or...

The current discussion about the brand is how to sustain it, and previous sustainable management studies consisting of an outside-in approach have been carried out. However, inside-out that may help internally also plays a significant role towards sustainability, but limited explore it. Hence, underpinned by Social Exchange Theory, this study proposes comprehensive model from internal perspecti...

Adopting the metaphor of a story, case study explores and offers insight into creation operationalization an innovative business model by entrepreneurial firm that challenged disrupted competitive dynamics established industry sector, namely building supplies. The is focused on MKM Building Supplies Ltd its co-founder’s approach to innovation in creating sustainable start-up aimed at market dis...

Many western countries are pursuing innovation-led ‘smart’ growth so to rebalance away from consumer debt driven growth and ‘financialization’. This paper argues that innovation-led growth is a major battle that requires public policy to fundamentally change from one that views the goal of government as simply fixing markets to one that views it in terms of actively creating and shaping markets...

With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) allow destinations and companies to heighten their brand awareness. Many tourist destinations and hospitality brands are exploring the use of OSNs to form brand awareness and generate positive WOM. The purpose of this research is to propose and empirically test a theory-driven model of brand awarene...