Multiple Brands Research Articles

A generational study on self-referential advertising: How it affects attitude toward brands

Self-referential, meta or self-aware advertising uses irony and cynicism to overtly critique and challenge conventional advertising strategies. While increasingly multiple brands are using self-referential advertising campaigns to implement innovative advertising strategies, a limited amount of research has been conducted on the effects of self-referential advertising on consumers’ evaluative responses. This study aimed to identify a link between self-referential ads and the consumers’ sense of self-presentation, mainly the conflict between the ideal self and the real self, and how this, in turn, affects their attitude toward the brand in the subject, further affecting purchase intention and brand perception. A quantitative structured study was conducted in a group of 326 18–35-year-old people, comprising Millennial and Generation Z consumers, using voluntary sampling through links to Google Forms distributed online on various platforms. Findings showed a significant positive correlation between self-referential ads, brand perception, and consumers’ brand attitude (r = 0.777, 0.712). Besides, in the mediation analysis, each of the four regression models establishes a correlation among the three variables. However, significance is not found in the mediating role of consumers’ real selves between self-referential advertising and brand attitude, though consumption patterns mediate consumer acceptance of self-referential advertising. The findings gave product/brand managers and marketing professionals a strategic direction on the importance of using self-referential forms of advertising in congruence with the product life cycle and brand positioning. It also helps to understand the importance of consumption patterns in creating advertising appeals.

Periradicular tissue fluid-derived biomarkers for apical periodontitis: An in vitro methodological and in vivo cross-sectional study.

Periradicular tissue fluid (PTF) offers a source of diagnostic, prognostic and predictive biomarkers for endodontic disease. (1) To optimize basic parameters for PTF paper point sampling in vitro for subsequent in vivo application. (2) To compare proteomes of PTF from teeth with normal apical tissues (NAT) and asymptomatic apical periodontitis (AAP) using high-throughput panels. (1) To assess volume absorbance, paper points (n = 20) of multiple brands, sizes and sampling durations were inserted into PBS/1%BSA at several depths. Wetted lengths (mm) were measured against standard curves to determine volume absorbance (μL). To assess analyte recovery, paper points (n = 6) loaded with 2 μL recombinant IL-1β (15.6 ng/mL) were eluted into 250 μL: (i) PBS; (ii) PBS/1% BSA; (iii) PBS/0.1% Tween20; (iv) PBS/0.25 M NaCl. These then underwent: (i) vortexing; (ii) vortexing/centrifugation; (iii) centrifugation; (iv) incubation/vortexing/centrifugation. Sandwich-ELISAs determined analyte recovery (%) against positive controls. (2) Using optimized protocols, PTF was retrieved from permanent teeth with NAT or AAP after accessing root canals. Samples, normalized to total fluid volume (TFV), were analysed to determine proteomic profiles (pg/TFV) of NAT and AAP via O-link Target-48 panel. Correlations between AAP and diagnostic accuracy were explored using principal-component analysis (PCA) and area under receive-operating-characteristic curves (AUC [95% CI]), respectively. Statistical comparisons were made using Mann-Whitney U, anova and post hoc Bonferonni tests (α < .01). (1) UnoDent's 'Classic' points facilitated maximum volume absorbance (p < .05), with no significant differences after 60 s (1.6 μL [1.30-1.73]), 1 mm depth and up to 40/0.02 (2.2 μL [1.98-2.20]). For elution, vortexing (89.3%) and PBS/1% BSA (86.9%) yielded the largest IL-1β recovery (p < .05). (2) 41 (NAT: 13; AAP: 31) PTF samples proceeded to analysis. The panel detected 18 analytes (CCL-2, -3, -4; CSF-1; CXCL-8, -9; HGF; IL-1β, -6, -17A, -18; MMP-1, -12; OLR-1; OSM; TNFSF-10, -12; VEGF-A) in ≥75% of AAP samples at statistically higher concentrations (p < .01). CXCL-8, IL-1β, OLR-1, OSM and TNFSF-12 were strongly correlated to AAP. 'Excellent' diagnostic performance was observed for TNFSF-12 (AUC: 0.94 [95% CI: 0.86-1.00]) and the PCA-derived cluster (AUC: 0.96 [95% CI: 0.89-1.00]). Optimized PTF sampling parameters were identified in this study. When applied clinically, high-throughput proteomic analyses revealed complex interconnected networks of potential biomarkers. TNFSF-12 discriminated periradicular disease from health the greatest; however, clustering analytes further improved diagnostic accuracy. Additional independent investigations are required to validate these findings.

When manufacturer brands did not support retailer brand images

PurposeTo further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands.Design/methodology/approachThe research is conducted in the automotive retail context. Based on an online survey (383 respondents), a Partial-Least Squares Modeling, estimated using SmartPLS 3 and a classic partial least squares structural equation modeling (PLS-SEM) algorithm, is used to validate the hypotheses.FindingsThe results reveal that manufacturer brands did not influence the retailer's brand image in all cases since it is only influenced by the manufacturer brand when the retailer offers only one manufacturer brand.Practical implicationsFor retailers offering only one manufacturer brand, the most extensive possible adoption of the corporate identity (CI) specifications prescribed by the manufacturer brands is the prerequisite for a positive image effect. Retailers offering more than one manufacturer brand should create their image based on the retailer's identity. In this context, it is essential to position the retailer brand independently in the market.Originality/valueThis is the first study focuses on retailers with a small or limited number of offered manufacturer brands to answer the question of whether the number of provided manufacturer brands moderates the impact of manufacturer brand images on the retailer's brand image.

Avengers, assemble! A network-based contingency analysis of spillover effects in multi-brand alliances

Brand alliances are becoming increasingly complex, as marketers have begun to combine not only two but multiple brands to foster spillover effects. A particularly complex brand-alliance strategy is team brands, which combine various brands under a team-brand name. Using data from the Marvel brand universe, we examine contingency factors of sales spillover effects between team brands (e.g., Avengers) and their constituent brands (e.g., Hulk). We investigate the moderating role of key network characteristics, describing the team-brand networks and the constituent brands’ roles within these networks from both a firm perspective (brand-brand networks reflecting managers’ decisions about which constituent brands to combine) and a consumer perspective (brand-association networks reflecting consumers’ team-brand associations). The results show that network characteristics strongly affect spillovers and, more importantly, that their effect depends on both the direction (spillover from constituent brands to team brands or vice versa) and the network (brand-brand vs. brand-association network).

Bridging the brand volume/ brand value measurement divide: Towards a multidimensional understanding of brand strength

With inflation rising and wages shrinking in real terms, many consumers are forced to consider every penny they spend. To generate profitable revenue in this environment, it is more important than ever for marketers to understand not just the proportion of consumers to whom their brand appeals but also the extent to which those consumers view the brand as worth paying for. Armed with this vital part of the puzzle, meaningful strategic and tactical action plans can be devised to realise that all-important profit margin. The perceptions that drive brand choice are distinctly different from the drivers of brand premium, yet many marketers are still relying on brand trackers and measurement techniques that focus exclusively on a brand’s ability to generate sales volume through legacy measures of consideration and preference. GfK’s Brand Architect provides new metrics and insight for brand strength and performance, volume and value. It does this in three ways: by providing better predictors of volume through the use of realistic brand choice simulations; by capturing the value/premium equation of a brand; and by evaluating the propensity to brand switch by observing how consumers behave across multiple brand choice situations. The approach, in which lies embedded behavioural science and conjoint analysis, has been validated during our own extensive studies. In this paper, we explain the framework and use real brands to show how the technique can be used for effective brand management. We have provided a summary of the validation work we have carried out to show that this approach is rooted in commercial reality. It cannot only provide a highly strategic framework for brand management, but it also offers deeper insights into brand repertoires and richer diagnostics on how to drive volume, value or both according to the brand’s objectives.

Are brands re-evaluated when consumers learn about brand origin misperceptions? Outcomes, processes, and contingent effects

This study develops and empirically tests an integrative model of what happens when consumers learn about brand origin misperceptions (BOM). The proposed model suggests that learning about the true origin of a previously misclassified brand influences consumers’ purchase intentions through cognitive and affective brand re-evaluations and that these effects are subject to certain boundary conditions. An empirical study conducted in the United States involving multiple product categories and brands provides empirical evidence for the hypothesized moderated mediation model. The findings indicate that consumers adjust both their cognitive and affective brand evaluations to true brand origin information, but for affective brand evaluations, this is only the case if the true origin has a worse country image than the initially assumed (incorrect) origin. In addition, while several consumer- and brand-related factors moderate the cognitive consequences of becoming aware of BOM, only consumers’ confidence in brand origin moderates its affective consequences.

A Study on the Construction of Five-In-One Teaching Model for Sports Clubs in Hubei Enshi College

In the 20 years since Shenzhen University took the lead in implementing the teaching reform of the university public sports club system in 1994, well-known and local universities throughout China have implemented the teaching mode of public sports extracurricular club systems one after another. This paper uses research methods such as literature review, expert interviews, and mathematical and statistical analysis to investigate the current situation of sports clubs at Hubei Enshi College and analyze the teaching mode of sports clubs there. Based on this analysis, it was concluded that the sports club at Enshi College in Hubei should adopt a five-in-one teaching mode of "ladder teaching, online learning and practice, multiple assessments, public competitions, and brand sports." The paper suggests that in local ethnic colleges and universities, the university sports club should first establish a unique teaching content and teaching mode of the sports club system. Additionally, the club should form an independent teaching assessment system, and the management system of the university sports club should be continuously optimized, thus promoting the continuous improvement of the comprehensive education system of Hubei Enshi College. This research provides practical guidance to promote the benign development of university sports clubs at Hubei Enshi College and enhance the campus cultural atmosphere of comprehensive sports for university students.

Antibacterial effect of a diet pill supplement on the human intestinal bacteria

Many people worldwide attempt to lose weight or adopt strategies to control it. Some have resorted to the consumption of commercialized diet pills to achieve this goal. Multiple brands exist without clearly indicating their mechanism of action or adverse effects on human health. This study aims to determine the antibacterial effect of commercial diet pills on members of the intestinal microbiota. Commercialized diet pills were bought from a pharmacy in the North of Lebanon. Broth microdilution test was performed to determine the Minimum Inhibitory Concentrations (MICs) of the aqueous suspension against forty-two isolates distributed into four Enterobacterales species. MIC of the digested form was determined against six different strains. GC-MS analysis was performed to elucidate the components of the diet pill compared to the manufacturer's list. Broth microdilution results revealed that MICs of the diet pill aqueous suspension ranged from 3.9x103-9.76x102 µg/mL for Escherichia coli, Enterobacter spp., and Proteus spp. For Klebsiella species, MIC of carbapenem-resistant isolates reached 1.95x103 µg/mL. The digested form had a significantly lower antibacterial effect compared to the aqueous suspension. GC-MS analysis results corresponded with the list of ingredients provided by the manufacturer. The results showed significant antibacterial activity of a commercial diet pill on different members of the human intestinal microbiota regardless of their resistance profile. Further work is needed to elucidate the antibacterial effect of the digested components to accurately understand their effect on the intestinal microflora and thus on human health.

The optimal tax incentive and subsidy to promote electric trucks in Indonesia: Insight for government and industry

This study aims to develop a mathematical model to encourage electric trucks and charging stations by providing tax incentives and subsidies in Indonesia. This study contributes to research on tax incentives and subsidies due to the need for more research on optimizing the optimal number of electric trucks and charging stations based on cost trade-offs for diesel and electric trucks. We consider carbon emission caps to limit the number of diesel trucks. This study examines the types of electric and diesel trucks consisting of multiple brands with these types of trucks. Total cost is formulated as the total investment cost of the electric truck and charging stations, the cost of operating and maintenance, diesel truck investment cost, carbon cost, and operation cost of charging stations. A numerical example and sensitivity analysis are illustrated to verify the proposed model and provide managerial insight for government and industry. The results show that a tax incentive of 36.0% without subsidies will not attract to purchase of electric trucks. In contrast, when incentives reach 36.5% to 40.0% and various subsidies ($1000 to $25,000), then electric truck skyrocket. In the year 2030, it is expected that about 477 trucks will be on the road in Indonesia and requiring the addition of 360 and 103 regular and fast charging stations, respectively.

How and should firms motivate salesperson effort across a Multi-Brand Portfolio?

Firms often design solution portfolios that include multiple, integrated brands to enable customization and differentiation. Despite practitioner and scholarly interest in multi-brand sales strategies, it remains unclear how salespeople should allocate brand efforts for solution performance and what motivational models help leverage this allocation. The authors theorize a framework around the concept of salesperson brand effort allocation to address these challenges. Analysis of multisource data from a sales organization—i.e., 65 sales managers and 376 salespeople—reveals contingencies that influence the salesperson’s brand motivation-effort-performance chain. Specifically, the extent that solution incentives and brand identification compatibility explain effort allocation across all brands is contingent on whether salespeople incorporate multiple brands into their self-concept. Assessment of the performance consequences of brand effort allocation reveal a second contingency; balanced effort negatively relates to branded component solution performance, yet this consequence is overcome when salespeople possess solution selling ability (opportunity identification).

Expanding branding: effects of multiple brand types on organizational attractiveness

PurposeThis study aims to examine the relative effects of three organizational brand types (product, employment and corporate social responsibility brands) on organizational attractiveness. The potential differences in the impacts exerted by each brand on organizational attractiveness between the US and Chinese job seekers are also examined.Design/methodology/approachA policy-capturing design was used among both US and Chinese participants to test the hypothesized relationships using multilevel modeling.FindingsResults suggest that each brand type independently contributes to the prediction of attractiveness, with the employment brand a significantly stronger predictor than the other two. Besides, the strength of relationships between brands and organizational attractiveness varies among job seekers from different national contexts.Originality/valueThe findings contribute to the limited understanding of how different types of brands together influence organizational attractiveness among job seekers, and the role national context plays in it.

The effectiveness of augmented reality in marketing communications on Generation Z consumer behaviour

Multiple brands, especially in the beauty industry, have considered and employed marketing strategies involving augmented reality (AR) in the past few years. However, the efficiency of augmented reality marketing (ARM) remains understudied. There are few experimental studies, and most are based on samples from western cultures and feature a narrow range of products. This study aims to fill this gap by conducting an experimental study using a sample of Generation Z women in Thailand to examine the effect of AR on lipstick purchase behaviour. This study primarily compares the efficiency of traditional and ARM in improving brand attitudes, reducing the perceived risk related to making a purchase and increasing purchase intentions. The results demonstrate that traditional marketing and ARM lead to significantly different results regarding the three constructs. Nonetheless, both approaches are effective in achieving all three desired outcomes. ARM is slightly more effective in reducing perceived risk, thereby providing valuable insights into its potential for successfully marketing cosmetics.

Evaluation of Bio-Rad D100 for HbA1c testing of dried blood spot samples

Abstract Hemoglobin A1c (HbA1c) testing is critical for diabetes diagnosis and monitoring. Although many studies have demonstrated the feasibility of measuring HbA1c from dried blood spots (DBS) using immunoassays, enzymatic assays, and certain high-performance liquid chromatography (HPLC) assays, there is limited evidence supporting the use of the Bio-Rad D100 HPLC method. We evaluated the feasibility of testing HbA1c from DBS using Bio-Rad D100 to support the assessment of glycemic control for the growing field of telehealth. Deidentified residual EDTA whole blood samples were processed, and HbA1c was measured on the Bio-Rad D100 on day zero. Concurrently, DBS were prepared for each sample by spotting 50 µL of blood onto a Whatman® 903 filter paper. The samples were dried overnight and stored at room temperature for two days. On day 2, a DBS disc with a diameter of 3.2 mm was eluted with 4.5 mL of Bio-Rad diluent for 20 minutes. The supernatants of the DBS samples were then processed on the platform. HbA1c values from the DBS samples were compared to the EDTA whole blood results. Compared to the EDTA samples, the HbA1c concentrations of the corresponding DBS samples were elevated, especially for samples with original results less than 7.0%. Furthermore, the chromatograms of the DBS samples were significantly altered; we observed baseline elevation and the appearance of unknown minor peaks. This issue was investigated. First, blank DBS samples were created by directly spotting filter paper with diluent or adding diluent into an empty EDTA tube and then spotting the filter paper with the mixture of diluent and EDTA. The blank DBS samples were tested, and the lack of peaks suggested that the interference was not from the diluent, EDTA, or the filter paper. DBS samples were also prepared with sodium heparin whole blood, finger-stick capillary blood, and multiple brands of filter papers and tested using a different HPLC method. However, the interference was still present in those samples, indicating the interference is most likely due to the time-dependent degradation of the samples themselves. Of note, the alternate HPLC method showed less chromatogram alteration. To prevent possible adduct formation, DBS samples were eluted in the presence of various concentrations of cysteine (Jeppsson et al. 1986). However, the pretreatment did not eliminate the chromatogram changes. Finally, a multiple regression model was created using the results of day two A1c, A0, and F peaks, and a correction factor was generated. The corrected HbA1c concentrations were well within +/-6% of the initial HbA1c concentrations. In conclusion, the Bio-Rad D100 HPLC method appears particularly susceptible to stability changes in DBS samples, and further analysis is needed before employing a correction factor.

Validation of an automated sleep detection algorithm using data from multiple accelerometer brands.

To evaluate the criterion validity of an automated sleep detection algorithm applied to data from three research-grade accelerometers worn on each wrist with concurrent laboratory-based polysomnography (PSG). A total of 30 healthy volunteers (mean [SD] age 31.5[7.2]years, body mass index 25.5[3.7]kg/m2 ) wore an Axivity, GENEActiv and ActiGraph accelerometer on each wrist during a 1-night PSG assessment. Sleep estimates (sleep period time window [SPT-window], sleep duration, sleep onset and waking time, sleep efficiency, and wake after sleep onset [WASO]) were generated using the automated sleep detection algorithm within the open-source GGIR package. Agreement of sleep estimates from accelerometer data with PSG was determined using pairwise 95% equivalence tests (±10% equivalence zone), intraclass correlation coefficients (ICCs) with 95% confidence intervals and limits of agreement (LoA). Accelerometer-derived sleep estimates except for WASO were within the 10% equivalence zone of the PSG. Reliability between data from the accelerometers worn on either wrist and PSG was moderate for SPT-window duration (ICCs ≥ 0.65), sleep duration (ICCs ≥ 0.54), and sleep onset (ICCs ≥ 0.61), mostly good for waking time (ICCs ≥ 0.80), but poor for sleep efficiency (ICCs ≥ 0.08) and WASO (ICCs ≥ 0.08). The mean bias between all accelerometer-derived sleep estimates worn on either wrist and PSG were low; however, wide 95% LoA were observed for all sleep estimates, apart from waking time. The automated sleep detection algorithm applied to data from Axivity, GENEActiv and ActiGraph accelerometers, worn on either wrist, provides comparable measures to PSG for SPT-window and sleep duration, sleep onset and waking time, but a poor measure of wake during the sleep period.

Smokeless tobacco industry's brand stretching through FM radio: A study from Delhi National Capital Region, India.

Smokeless tobacco (SLT) consumption is associated with multiple adverse health effects and mortality, with the highest burden in India. The WHO FCTC has banned tobacco advertisement, promotion and sponsorship via Article 13. Indian laws also prohibit any kind of direct or indirect advertisements in all forms of audio, visual, and print media; brand promotion; and sponsorship of tobacco products. However, the tobacco industry continues to find aggressive marketing ways to advertise their products. This study aims to assess the extent of surrogate advertisement of smokeless tobacco products through frequency modulation (FM) radio stations in the city of Delhi (National Capital Territory of India). In this study, the advertisements broadcasted over FM radio across different channels (private and government owned) in total 162 h were analyzed. The time duration was spread evenly over morning peak hours, off hours, and evening peak hours. It was found that multiple brands including Vimal, Kamla Pasand, and Rajshree have used surrogate advertising to market their brands that are commonly associated with smokeless tobacco products. However, no such advertisement was found to be aired on government-owned FM channels. The total surrogate advertisements broadcasted were over 286 times, where no significant difference was found in distribution among peak and non-peak hours. The study indicated that the tobacco industry is making its way to sell the products through indirect advertisements. The need of the hour is to not only enforce tobacco advertising ban laws in all forms of advertising media but also to strictly regulate smokeless tobacco products.

Consumer wisdom: a mindful connection between healthy food advertising and obesity prevention

PurposeThis study aims to investigate the effect of healthy food advertising (HFA) in preventing obesity (measured using the healthy eating attitude and perceived self-regulatory success) through the meta-cognitive role of consumer wisdom (CW). The meta-cognitive role of CW to better promote healthy eating attitude and behavior is relevant and underexplored.Design/methodology/approachData were collected from 310 young consumers through an online survey. Reliability and validity were established using confirmatory factor analysis, and hypotheses were analyzed through structural equation modeling using MPlus V8.3.FindingsThe results reveal that HFA has a positive influence on all dimensions of CW: responsibility, purpose, perspective, reasoning and sustainability. All dimensions but one augment a positive healthy eating attitude, but only responsibility and sustainability enhance consumers’ self-regulatory success. The findings show that HFA does not directly prevent obesity, but CW mediates the relationship between that advertising and obesity prevention. These findings show that CW establishes a mindful connection between HFA and obesity control.Research limitations/implicationsThis research extends the theory of CW in the context of healthful eating and contributes significantly to the advertising, hospitality and obesity literature.Practical implicationsThis study also has implications for multiple stakeholders, including consumers, restaurant operators, hospitality managers, brand managers, the government and society in general.Originality/valueTo the best of the authors’ knowledge, this study marks the first attempt to investigate the role of CW in preventing obesity. It is also the first study to examine the relationships of HFA with CW and a healthful attitude toward eating.

A Cost-Variation Analysis of Drugs Available in the Indian Market for the Management of Diabetic Nephropathy.

Background Diabetic nephropathy is associated with polypharmacy and increased out-of-pocket expenditure for the patients. Multiple brands of each prescribed drug are available in the market. Hence, there is a need to evaluate the cost variation of the available brands of prescribed drugs. Methodology All drugs prescribed to the 282 patients with diabetic nephropathy from our previous cross-sectional observational drug utilization study were included. Data regarding the cost of various brands of the prescribed drugs were obtained from Current Index of Medical Specialities (CIMS) android application version 3.1.2 and Indian online pharmacies. The percentage price variation and cost ratio for these drugs were determined. A correlation analysis was conducted between the number of brands and percentage price variation. Results A high percentage price variation (>1,000%) and cost ratio (>10)was observed for 19 out of 39 drugs that were evaluated. The highest price variations were seen with amlodipine (16,799%), metformin (11,240%), and glimepiride (10,525%). The highest cost ratios were seen with amlodipine (168), metformin (113.40%), and glimepiride (106.25%). There was a negligible correlation between the number of brands and percentage price variation. Conclusions The above findings indicate that drug price variations need to be monitored more strictly. The present study may aid physicians in understanding the degree of price variation among medications used for the treatment of diabetic nephropathy, thereby necessitating the selection of a P-drug to increase the affordability of drugs for patients.

Evolutionary game analysis on live streaming commerce considering brand awareness and anchor influence

PurposeThis paper considers the brand awareness and anchor influence on consumers' live-streaming purchases, and explores the existence of “free-riding” behavior, the comparison of brand promotion effect and active live-streaming effect and the optimal strategic combination between the brand and the anchor. The authors investigate the evolutionary stabilization strategies of the bounded rational brand and anchor, and explore the conditions for the realization of the optimal strategy. Management suggestions for the development of live streaming commerce can be provided in this paper.Design/methodology/approachTwo significant models are used in this paper. The Stackelberg model is used to study the “free-riding” behavior, the comparison of brand promotion effect and active live-streaming effect and the optimal strategic combination between the brand and the anchor. Using evolutionary game theory to get the evolutionary stable equilibrium strategies and analyze the binary equilibrium strategy of the bounded rational brand and anchor. In addition, relevant simulation analysis is conducted using realistic data to verify the conclusions and for further analysis, making the conclusions of the paper have realistic significance.FindingsThe study shows that “free-riding” behavior exists and the positive effect of brand promotion is greater than that of active live-streaming. The brand and the anchor take active actions as the optimal strategy. As the sensitivity coefficient of consumers to live-streaming effort and the sensitivity coefficient of consumers to brand promotion change, various evolutionary stabilization strategies will appear. When the two sensitivity coefficients are below a certain threshold, the game sides will reach the optimal strategic combination to obtain the maximum benefits. When they rise above this threshold, it is counterproductive instead. The system achieves the optimal strategic combination when the difference factor between effort cost and promotion cost must be higher than a certain value, but when it takes the smallest possible value, the game sides tend to take active actions. This study can provide management suggestions for the sustainable development of the live-streaming model.Research limitations/implicationsThis paper shows that under certain conditions, the brand and the anchor can evolve into the optimal strategy to maximize the profits of both parties, which has certain practical significance for the prosperous development of live streaming commerce. In future research, the authors will consider the regulatory role of the government and construct a more realistic game model to provide constructive suggestions for the sustainable prosperity of live streaming commerce. Meanwhile, there are also games between multiple brands and multiple anchors, as well as games among brands-anchors-the live streaming platforms, and the authors will conduct more in-depth research in the future.Originality/valueSo far, the co-impact of anchor influence and brand awareness has not been considered simultaneously in published articles. This paper provides theoretical guidance for the behavioral choices of the brand and the anchor under the live streaming commerce, which is conducive to the prosperous development of live streaming commerce.

Will all autonomous cars cooperate? Brands’ strategic interactions under dynamic congestion

Autonomous cars allow safe driving with a smaller headway than that required for normal human-driven cars, thereby potentially improving road capacity. To attain this capacity benefit, cooperation among autonomous cars is vital. However, the future market may have multiple car brands and the incentive for them to cooperate is unknown. This paper investigates the competition and cooperation between multiple car brands that, may provide both autonomous and normal vehicles. We develop a two-stage game-theoretic model to investigate brands’ strategic interactions and evaluate, from both policy and organizational perspectives, the implications of their cooperation incentives and pricing competition. We compare four market structures: duopoly competition, perfect competition, a public welfare-maximizing monopoly, and a private profit-maximizing monopoly. Various parameters are evaluated, including factors such as the capacity benefits from cooperation, cooperation cost and price elasticity. This evaluation provides policy insights into actions that could be considered by regulators and organizations for the operation of autonomous cars.

British American Tobacco: Building A Better Tomorrow

A multinational company associated with the manufacturing and selling business of cigarettes, raw tobacco and other oral nicotine products since 1902. Based on net sales BAT is the largest cigarettes manufacturing company worldwide and have headquarter at London, England. With multiple brands including Pall Mall, Lucky Strike, Dunhill &amp; Kent, BAT has operations in 180 countries. New product Vype, Vuse, Glo and Velo are also introduced. In March 2020 BAT Group sets an inspirational drive for the business and company by presenting its progressed strategy. The BAT’s transformed purpose to “build a better tomorrow” by reducing the health effect of its commercial business activity with donating a greater choice of reduced risk and enjoyable products for its consumers. It is to develop its growth model by the developing a portfolio in nicotine and beyond, meeting evolving needs of customer for satisfaction and enjoyment.