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As the world has become increasingly digitalized in recent years, high-dimensional data with geographical location coordinate attributes, mainly referring to latitude and longitude, have been accumulated and spread to many disciplines. It is challenging to analyze such data. The map-in-parallel-coordinates plot (MPCP) is an incorporate visual analysis method that can express, filter, and highlight high-dimensional geographical data to facilitate data exploration and comprehension. In this paper, the MPCP underwent a series of field trial studies to verify its applicability, adaptability, and high efficacy in the real-world. The results of the evaluation were positive, which provides reasonable proof and new insights into the benefits of using MPCP to visually analyze high-dimensional geographical datasets.

Brand user imagery is an important aspect of brand association and, consequently, brand equity. Extant conceptualizations emphasize content features of brand user imagery (e.g., convergence and favorability) but neglect the structural element of the concept, namely the clarity of the imagery. The purpose of this paper is to present the concept of brand user imagery clarity (BUIC) as a distinct and salient aspect of brand user imagery. Drawing on the associate network theory of memory, we offer a conceptualization of BUIC and then proceed to empirically validate a BUIC scale using data from 1172 consumers across four surveys and multiple industries. Results demonstrate the reliability of our 5-item BUIC scale. The scale consistently demonstrates convergent validity and discriminant validity (in relation to brand user imagery favorability, brand prestige, brand quality, and brand personality). Assessment of nomological validity identifies premium pricing strategy as a key determinant of BUIC and self-brand connection as an important outcome. This study contributes to branding literature by proposing BUIC as an important structural feature of brand user imagery and developing a reliable BUIC scale. It also contributes to the consumer–brand relationship literature by indicating the significant effect of BUIC on self-brand connection.

The present research investigates cross-cultural differences in the characteristics associated with brand strength evaluation and the mechanism underlying these cultural differences. Using data from the United States and China, we found that American consumers judge brands with personal characteristics to be stronger than those with relational characteristics, while Chinese consumers show a reversed pattern. Furthermore, cultural differences in brand strength evaluation were salient only when consumers rated brands that were connected with their self-concepts, suggesting that cultural differences in brand strength evaluation ensue from consumers’ internalized preferences. Our findings have theoretical and practical implications for branding management and understanding the mechanism through which culture influences individual behaviors.

Through structural modification of 2-anilinonicotinic acid by isomerization, a new synthon, acid-aminopyridine, is created, and the two original synthons, i.e., the acid–acid homosynthon and acid–pyridine heterosynthon are no longer observed in the newly designed 6-anilinonicotinic acids. The new synthon has a hydrogen-bond strength rivaling that of the acid–acid homosynthon and the acid–pyridine heterosynthon, as suggested by theoretical calculations, which explains its formation.

PurposeThis paper aims to examine whether social comparison in a prior, nonconsumption circumstance (e.g. in an academic setting) affects consumers’ materialism and subsequent spending propensity, and explores the incidental feeling of envy as the underlying mechanism.Design/methodology/approachFour experiments have been conducted to test these hypotheses. Study 1 manipulated social comparison in an academic domain, and measured undergraduate students’ materialism after they compared themselves to a superior student or to an inferior student. Study 2 used a recall task to manipulate social comparison and examine the mediating role of envy. Study 3 examined which of the two types of envy (benign or malicious) affected materialism. Study 4 examined the downstream consequences on spending propensity in both public and private consumption contexts.FindingsThe results suggest that consumers place greater importance on material goods and are more likely to spend money on publicly visible products after making upward social comparisons than after making downward social comparisons or no comparisons. Furthermore, envy acts as the mediator for the observed effect of incidental social comparison on materialism.Originality/valueFirst, this study improves our understanding of the consequences of social comparison and envy by demonstrating that incidental envy (both benign and malicious) experienced in a prior, unrelated social comparison can motivate materialistic pursuits. Second, the present research contributes to the compensatory consumption literature by revealing that, in a social comparison context, envy is the affective underpinning that gives rise to the motivation to engage in compensatory consumer behavior. Third, the findings also enrich materialism research by exploring an important situational antecedent in driving materialistic orientation.

The authors propose an augmented conceptual model explaining consumer preferences for global brands versus local brands in emerging markets and test the model using data from a Chinese consumer sample. The model adds high brand-identity expressiveness as well as high trust and positive affect toward these brands. The results support these additions and replicate previous findings that brand quality and prestige are important links between perceived brand globalness (PBG) and perceived brand localness (PBL) and favorable behavioral intentions. The most novel finding is that both PBG and PBL can enhance a brand's identity expressiveness. The results establish the mediating roles of these additional variables between PBG/PBL and behavioral intentions and also identify the incremental explanatory value of these additional mediators, which have been neglected in previous global branding research. Furthermore, PBG—which affects behavioral intentions through pathways of brand prestige, trust, and affect—is more influential than PBL, which operates mainly through brand identity expressiveness.

The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor's fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans' more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers' perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms...

A company’s emphasis on corporate social responsibility (CSR) signals its concern with benefits for society, whereas a company’s emphasis on corporate ability (CA) signals its expertise in delivering good quality products. Product-harm crises often put companies at serious risk. Would a company’s prior emphasis on CSR versus CA mitigate the potential reputation damage of a product-harm crisis? In an experiment, we found that when a product-harm crisis occurred, having a CSR focus softened the public’s negative evaluation of the focal company, but this protective function of CSR was found only among people who had the lay theory that CSR and CA are compatible. The joint effect of CSR focus and the lay theory was mediated by the tendency to exonerate the focal company for the causal responsibility of the crisis.

Cross-border transactions are often perceived by the general public as national threats instead of rational business deals. We propose two interpretational mindsets that attenuate (transactional mindset) and agitate (categorization mindset) these culturally motivated responses. Three studies were conducted in Singapore and the United States with various cross-border acquisition scenarios. As predicted, transactional mindset, which centers around cost–benefit calculations, nudged participants to evaluate the foreign acquisition more rationally and evoked fewer social–cultural considerations than categorization mindset, which focuses on categorizing and comparison procedures, and when no mindset was primed. Furthermore, the effects of categorization mindset are particularly strong when one perceives the two transacting parties as dissimilar and when he/she identifies closely with the local culture. We conclude that while economic activities such as cross-border acquisitions can inadvertently evoke nationalistic reactions, it is possible to mitigate them or even encourage rational evaluations by influencing people's interpretational mindset.

This study uses the term of corporate associations to represent all the information that a person holds toward a specific firm, and differentiates two key sub-dimensions of corporate ability associations (CAA) (i.e. product quality and innovative ability) and corporate social responsibility associations (CSRA) (i.e. philanthropic responsibility and ethical responsibility). Further, a conceptual model is proposed to investigate how these associations enhance customer relationship strength through different aspects of trust. According to distinct sources, this study examines competence-based trust, benevolence-based trust, and identity-based trust. A survey on young consumers is conducted focusing on corporate brands providing electronic products in China. Results support most hypotheses. Specifically, CAA can enhance competence-based and benevolence-based trust while having no influence on identity-based trust. CSRA affects relationship strength mainly through non-competence-based trust. Three categories o...

Despite deliberate efforts to promote the ideal of “One world, One dream,” the 2008 Beijing Olympics appears to have exaggerated Mainland Chinese’ perception of Chinese and Western cultural differences and increased low ingroup identifiers’ ingroup favoring emotions and perceptions. In Study 1, we measured Beijing Chinese's perceptions of Chinese and Western values before and after the Olympics. The results showed that, after the Olympics, encountering the Beijing Olympic icon increased perceived value differences between Western and Chinese cultures. Study 2 showed that in Mainland China, individuals who identified strongly with Chinese culture favored Chinese (vs. American) commercial brands more both at the beginning and toward the end of the Olympics. Moreover, although individuals with low levels of Chinese cultural identification did not display significant ingroup favoritism at the beginning of the Olympics, they did so toward the end of the Games. Together, the results suggest that the Olympics had widened the cultural divide between China and the Western world.

Based on the stereotype content model, we examined Mainland and Hong Kong Chinese' historical representations and future imaginations of China during the 2008 Beijing Olympics. Among Mainland Chinese, China's unprecedented economic growth and the resulted value competition led to the expectation of a more competent China in the future (vs now; a ‘better tomorrow effect’) and a perception of a warmer and more moral China in the past (vs now; the ‘good old days effect’). As the Olympics proceeded, the perceived compatibility of competence and warmth/morality increased and the good old days effect diminished. Hong Kong Chinese, who also witnessed China's growth but did not directly experience the cultural implications of globalization in Mainland China, displayed the better tomorrow effect only.

In the recent marketplace, corporate brands are exposed to a variety of corporate publicity, which may elicit unexpected consumer responses and requires more academic attention. This study explores how two kinds of corporate publicity (ability-related vs. social responsibility-related) influence customer-brand relationship. We propose that both kinds of publicity influence customer-brand relationship strength through brand trust and brand affect. In addition, the interaction pattern between the two kinds of publicity is further examined. Two competing hypotheses predicting divergent patterns of the interaction effect are proposed. A 2×2 between-subject experiment is conducted in the context of fast food service industry. Results show that, after controlling the existing customer-brand relationship, social responsibility-related publicity has significant influence on the strength of customer-brand relationship, while ability-related publicity has no such effect, given the fact that consumers probably have developed well-established perceptions on the focal company’s ability. Furthermore, the specific interaction pattern between the two kinds of publicity is consistent with the prediction based on fairness heuristic theory. In addition, brand trust and brand affect play mediating roles in the mechanism through which corporate publicity influences customer-brand relationship.

The authors contend that although people in both Eastern and Western cultures are motivated to make favorable self-evaluations, the actual likelihood of expressing favorable self-evaluations in a concrete situation depends on (a) the dominant self-presentation norms in the culture, (b) how salient the norm is in the immediate situation, and (c) the availability of normatively permissible means to make favorable self-evaluations. The authors tested this proposal in three studies. Study 1 showed that given the strong influence of the modesty norm in Eastern cultures, Chinese are more comfortable making favorable self-evaluations when evaluation apprehension pressure in the immediate situation is reduced. Furthermore, Studies 2 and 3 showed that Asian Americans and Chinese are more comfortable making favorable self-evaluations when they can do it indirectly by denying possession of negative traits than when they have to do it directly by claiming possession of positive traits. In contrast, among European Americans, given the relative weak influence of the modesty norm in their culture, they are equally comfortable with making favorable self-evaluations in public and private situations through affirmation of positive self-aspects and repudiation of negative self-aspects.

The purpose of the comprehensive model presented here is to explain the underlying mechanism by which corporations can repair customer trust after negative publicity. The study sets out to examine corporate informational, affective, and functional initiatives managers take to influence three trustworthiness factors—competence, benevolence, and integrity—and to elicit forgiveness. A scenario-based experiment conducted to test the conceptual model found support for most hypotheses. According to the results, rebuilding a trustworthy image and earning consumer forgiveness are crucial steps in repairing consumer trust. A clear pattern of influential factors for different trustworthiness aspects was found, indicating that affective initiatives are the most effective strategy in shaping a corporate image of integrity and benevolence, and that providing sufficient information is a key activity for enhancing consumers' judgment about the firm's competence. © 2009 Wiley Periodicals, Inc.

Past studies showed that compared to North Americans, East Asians have lower self-esteem and their self-esteem scores do not predict self-esteem-related motivations and self-perceptions. These findings have been interpreted in terms of a lack of the need for positive self-regard in East Asian contexts. We posit that the East – West difference in self-esteem may arise from the popularity of the dialectical self (the idea that one can have both a positive and negative self) in East Asia and of the internally consistent self (the notion that having a positive self implies not having a negative one, and vice versa) in North America. Consistent with this idea, we found that the Chinese American difference in self-esteem level was driven primarily by Chinese participants' greater tendency to agree with negatively worded self-esteem items. Furthermore, because of the motivation to maintain consistent responses, North Americans' response pattern varied depending on whether the first item in the self-esteem measur...

Adopting a dynamic view of guanxi, we investigated how the closeness in Chinese coworker relationship changes as a function of interpersonal incidents, exploring factors such as the prior closeness level as well as the valence and job relevance of the incident. Two studies of PRC managers probed the content and dynamics of their coworker relationships. Results indicate that such relationships mix affective and instrumental ties. A key finding about changes is that the increase in closeness created by positive incidents was greater when the prior relationship was distant, and the decrease created by negative incidents was greater when the prior relationship was close. The implications of these findings for theory development and future guanxi research are discussed.

Cross-cultural psychologists assume that core cultural values define to a large extent what a culture is. Typically, core values are identified through an actual self-importance approach, in which core values are those that members of the culture as a group strongly endorse. In this article, the authors propose a perceived cultural importance approach to identifying core values, in which core values are values that members of the culture as a group generally believe to be important in the culture. In 5 studies, the authors examine the utility of the perceived cultural importance approach. Results consistently showed that, compared with values of high actual self-importance, values of high perceived cultural importance play a more important role in cultural identification. These findings have important implications for conceptualizing and measuring cultures.

This study investigated if modernity and Confucian values were ingroups positively valued distinctiveness for Hong Kong adolescents with different social identities. Participants (236 Hong Kong adolescents) filled out a questionnaire which tapped social identity and intergroup perception. They also participated in a card-sorting activity in which they decided if any of 20 attributes (e.g., advanced, respecting collective will) could be used to characterize a specific ethnic–social group (e.g., mainland Chinese, Hongkongers, Americans). Multidimensional scaling performed on the card-sorting data resulted in a two-dimensional solution. Emphasis on Dimension 1 (modernity) correlated with positive perception of Hong Kong and Hong Kong people while emphasis on Dimension 2 (Confucian values) correlated with positive perception of China and Chinese. In addition, compared to adolescents who identified themselves as Chinese or Chinese-Hongkongers, those who identified themselves as Hongkongers or Hongkonger-Chinese placed more emphasis on modernity and less on Confucian values. The results were discussed with reference to Taj fels theory of social identity.

This research investigates the effects of advertising strategy, that is, rational advertising and emotional advertising, on brand love. Based on the consumer-brand relationship literature, brand love is defined as a reciprocal, dynamic, multiplex, and purposive relationship between satisfied consumers and their brands, and has three key components: brand intimacy, brand passion, and brand commitment. Using a series of pretests and a main experiment, we examine how rational and emotional advertising affect brand love as well as its components for different products and services. Results show that for products, there is an interaction between advertising strategy and product type in influencing brand love. Specifically, rational advertising is more effective for utilitarian-value based products while emotional advertising is more effective for hedonic-value based products. For services, we find that emotional advertising is more effective for both utilitarian- and hedonic-value based services.

This chapter reports the results of two exploratory, interview-based studies of the top management teams (TMTs) of entrepreneurial firms in Chinese high-tech industries. Results indicated that the formal team leaders (firm presidents) were typically young and had versatile backgrounds and many of the major characteristics previously identified for effective leaders. Members of the TMTs that had been successful tended to share the leader’s values and goals, hold complementary skills, and have compatible personality traits. Leader quality and team capacity to make decisions independently were decisive for team effectiveness. We present a revised model with additional antecedents that were not in the preliminary model based on the existing literature.