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How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global–local identity
Xiaoling Guo, Ying-yi Hong

Effects of brand alliance on brand equity
Baolong Ma, Feiyan Cheng, Jingjing Bu, Jiefan Jiang

Research on the relationship of the weaker enterprises post-merger brand strategy and consumers’ purchase intention: Based on the brand authenticity
Peng Yao, Xinxin Wang

Discounts or gifts? Not just to save money: A study on neural mechanism from the perspective of fuzzy decision
Yanping Gong, Wei Hou, Qin Zhang, Shuang Tian

Digging deep? Digging more? A research on the influence of corporate CSR theme consistency strategy
Yang Zhang, Xuhui Wang, Yingying Shen

Pictorial effect in product layout: How does the layout orderliness influence the consumer’s product evaluation, mechanism and condition
Weiling Ye, Rong Huang, Zijing Zhang

How face consciousness reverse pro-self-behavior? A study on ecological consumption from the perspective of social value orientation
Zhuomin Shi, Lufang Wu, Zaoying Kuang

Are benefits of others important? The interaction effect of moral identity and construal level on green consumption
Bo Wu, Dongjin Li, Chubing Zhang

The evolution of urban wedding consumption in China since 1970s
Guoqun Fu, Yang Li, Xianzheng Fei

How to move away from using symmetric tests, net effects, and p<0.05: Overcoming barriers to good science practices
Arch George Woodside

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