Fashion and the metaverse: Clarifying the domain and establishing a research agenda

In recent years, the metaverse has garnered significant attention as a term referring to a network of 3D virtual worlds that integrate elements of both physical and digital worlds. Fashion brands have begun exploring the metaverse as a new marketing platform, which is expected to bring about substantial changes in the fashion and retail industry. However, a lack of consensus on the nature of the metaverse and its impact on the fashion industry currently exists, and limited academic research is available on the metaverse's influence on fashion brands' marketing strategies and brand experiences. To address this gap, this study employs a thematic analysis approach on trade journals and industry articles that cover fashion brands' metaverse strategies. Through this analysis, the study provides a typology of current marketing strategies of fashion brands in the metaverse. Based on these empirical findings, this research proposes a theoretical framework that explains how different metaverse strategies affect different dimensions of brand equity. Finally, this study offers research directions for fashion brands' metaverse strategies by presenting an integrated framework that synthesizes the key insights from our research findings.     

When push comes to shove: How coach versus student athlete misconduct affects event attendance intentions

Though onand off-the-field misconduct is common among U.S. college athletic programs, little is known regarding the ramifications that may result. Drawing on social learning theory, the current research suggests consumers intentions (e.g., likelihood of attending a game) differ depending on violator's team role. Across one qualitative and five experimental studies, we demonstrate that consumers' intentions are influenced by violator's team role, such that likelihood of attending a game is lower when a coach (vs. student athlete) misbehaves, an effect driven by evaluation of the academic institution. This effect is robust across both winning and losing records and moderated by perceived fairness of the university's actions toward the violator.     

Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters

This study investigates how retailers can leverage their brand to shape customers’ satisfaction with service encounters. It develops and tests hypotheses about how brand, store, and consumer factors moderate customer responses to experience clues during retail service encounters. Six meta-regression analyses synthesize and compare results from 842 satisfaction equations describing customers’ encounters with a global retailer operating 400 stores in 32 countries. The results show how customers weigh their perceptions of service encounters differently depending on brand, store, and consumer factors. In markets where customers believe the retailer has high holistic brand quality, they place less weight on experience clues within the store. In markets where customers believe the retailer’s service brand promise, they place more weight on in-store experience clues. In markets where the retailer promises utilitarian value, customers weigh functional experience clues more heavily. In markets with an online purchasing channel, the effect of experience clues common to offline and online store environments is magnified, and unique clues are diminished. In addition, customers heavily weigh experience clues that fit their goals. In general, retail success factors include high brand quality (which makes customers more forgiving), a service brand promise that is mirrored in the store image (which makes customers attend to the experience clues aligned with them), and the careful monitoring and managing of retail touchpoints (to customize experience clues to each market). In this way, retailers can use customer-based strategies to effectively design and manage their global retail brand in different markets.     

Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions

Research on brand transgressions has suggested that when a brand is involved in a transgression and perceived as harmful, consumers will punish the brand. The present research seeks to extend this literature by investigating how having a cute brand logo may reduce consumer punishment of a transgressing brand. Across five experimental studies, this research shows that a brand logo with high (vs. low) levels of cuteness associated with a transgressing brand can motivate consumers to protect the brand from harm, thus reducing consumer punishment of that brand. Notably, such motivations to protect the brand are driven by an incremental belief about the brand’s development. Moreover, the cuteness effect is attenuated in the case of repeated transgressions. Theoretical contributions to the literature on cuteness, brand logo, and brand transgression are discussed, as well as practical implications.     

The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types

While artificial intelligence products are widely used in the market, their anthropomorphic appearance design is becoming a frontier issue in product strategy and consumer behavior research. The aim of this study was to investigate the influence of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. It was conducted in China, a new but rapidly-growing country in the field of Internet, AI technology and AI product consumption. This study conducted four situational experiments with a 2 (anthropomorphic design: anthropomorphic vs. non-anthropomorphic) × 2 (product type: hedonic vs. utilitarian) between subjects’ experimental design. Data was collected from 1172 Chinese “Digital Natives” by using a structured questionnaire. The findings revealed that for hedonic AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived entertainment, and intelligence level significantly moderates the mediating effect of perceived entertainment; while for practical AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived usefulness, and intelligence level does not significantly moderate the mediating effect of perceived usefulness. There is no significant moderating effect of intelligence level on perceived usefulness. The study contributes to development and validation of a more comprehensive understanding and theoretical foundation of anthropomorphism, and furthermore explores the impact of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. This study also provides insights for companies to apply anthropomorphic strategies.     

Toward a new business model of retail industry: The role of brand experience and brand authenticity

While the customer-to-manufacturer (C2M) business model has received increasing attention as a new business model for e-commerce and retail industry, little is still known about it and the effect of its approach. This study aims to understand how brand-related stimuli in C2M environments affect customer responses as the worldwide COVID-19 pandemic. The outcomes reveal that the Sensory, affective, and intellectual aspects of brand experience positively influence brand authenticity. Brand authenticity has a positive effect on behavioral intention, such as reuse intention and word-of-mouth. Additionally, this research finds that social presence moderates the association between the sensory aspect of brand experience. Thus, this study can suggest a C2M business model as a means of sustainable operation of the retail industry to both researchers and practitioners in relation to the retail industry.     

供给侧改革视角下科技保险 “供需双冷”困境及其化解

在供给侧改革背景下，科技保险肩负着为科技创新保驾护航的历史使命。然而，科技保险试点10年来，依然面临需求低迷与供给不足并存的发展困境。其主要根源在于：严重的信息不对称造成市场失灵、“跛行”的财政支持政策不能形成有效激励以及不成熟的行业环境制约。要想走出这一困境，仅仅从需求方着力是远远不够的。科技保险的正外部性和科技保险市场高度的信息不对称，决定了必须从财政支持、产品创新、机制创新、中介培育及信息服务等方面进行供给侧改革。为此，提出应当构建供需并重的差异化财政支持机制、加大与需求侧相匹配的科技保险产品供给、创新科技保险契约模式及运行机制、搭建科技保险中介服务和信息支持平台等建议。     

What Makes Firms Competitive? States,Markets, and Organisational Embeddedness in Competitive Firm Restructuring in Postsocialist Economies

The prevailing transitions literature suggests that dynamic firms in postsocialist economies are the result of macroinstitutional reforms leading to the making of markets. This article builds on work in comparative political economy and economic sociology to show that the degree of competitive behaviour of postsocialist firms is determined not by the existence of general market institutions alone but by the kinds of organisational allies firms possess and the kinds of markets they compete in. Using firm survey data across 28 postsocialist economies, the article examines the determinants of competitive restructuring by firms, including product innovation, standards upgrade, financial transparency, and investments in research and development. The article confirms insights from comparative political economy which suggest that dynamic enterprise sectors emerge when governance is effective. However, at the firm level, the article finds that transnational ties and supportive policy environments are most significant in the making of dynamic postsocialist enterprises. The article also highlights important regional variation in firm behaviour and discusses the relationship between institutional frameworks, organisational embeddedness, and firm restructuring in postsocialist economies.     

制度创新视角下3D打印专利技术产业化政策与对策分析

制度创新对于推动技术创新具有重要意义。基于产业政策分析理论与方法，将政策流变理论与ROCCIPI模型应用于3D打印专利技术产业化问题研究，提出3D打印产业技术创新与制度创新协同驱动机制构架。研究发现， 3D打印产业的科技政策具有由柔性到刚性的流变趋势，揭示了产业化制度性因素由实然向应然发展的内在规律。应用ROCCIPI模型从7个维度提出3D打印产业发展的制度性要素驱动对策，为3D打印产业发展明确了指向。     

Demystifying residents' walking behaviors: Active transport in South East Queensland,Australia

This study investigates the correlates of a resident's walking behaviors and aims to shed light on mechanisms through which walking may be encouraged. The results of this investigation paint a complex and nuanced picture of the residents’ walking behaviors in South East Queensland, Australia. The results suggest that sociodemographic characteristics separately may contribute greatly to whether or not one engages in walking behaviors. Further, cumulatively these differences might be greater for some groups of residents compared to others. One of the most prominent findings of the study is that the purpose, the characteristics of the origin, and the characteristics of the destination of a trip tended to be similar in the heterogeneity they exhibit over the distribution of time spent walking. For example, pick something up, undertake work, or engage in personal business, move to or from a workplace, shop, or social place are activities that tend to be associated with walking as a main mode of transport and a higher number of walking episodes. However, these trips tended to be short.