Product Categories Research Articles

Differences in willingness to pay for various types of carbon-labeled products: A dynamic perspective

Carbon labeling (CL) is a carbon reduction policy with development potential that has not yet been widely promoted worldwide. This study explores the trend of consumers' willingness to pay (WTP) for different types of carbon-labeled products from a dynamic perspective, to provide a reference for future pilot projects. The research team collected 3788 valid questionnaires from China's first-tier cities spanning a five-year period and used interval regression to analyze the impact and change of consumer traits on WTP for the four types of carbon-labeled products in 2019 and 2024. The bootstrap method was further used to examine the impact mechanisms to explore ways to improve the current situation. This study found that (1) WTP for food, textiles, electronics, and other household products with CL generally decreased from 2019 to 2024. Textiles and electronics experienced a smaller decline, while food and other household products witnessed larger decreases. (2) The effect of consumer characteristics on WTP changes from 2019 to 2024. Consumers' frequency of low-carbon behaviors no longer significantly affects WTP across all product categories, while attitudes toward CL only affect textiles and electronics. (3) Consumers' perceived environmental value is the mechanism by which personal traits affect WTP. Finally, based on the findings, this study suggests that the selection of textiles and electronics as a pilot product is more likely to be accepted by consumers and that emphasis should be placed on the promotion of the environmental values of CL.

The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?

Purpose Brands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to product placement and cobranding, this study aims to systematically examine the roles of product competitiveness and brand competitiveness on the effectiveness of brand coappearance on television programs. Design/methodology/approach Extensive pretesting and four experimental studies were conducted. Real stimuli that had been digitally manipulated with fictitious brands were used in Study 1 (laboratory experiment involved student samples) and Study 2 (online experiment with a national sample) to examine the short- and long-term impacts of product competitiveness on brand coappearance. Real stimuli incorporated actual brands were used in Study 3 (involved advertisers’ key demographic) and Study 4 (alterative television program with a national sample) to examine the impacts of brand competitiveness and its interaction effect with product competitiveness. Findings The study found that coappearing with a product of high competitiveness significantly enhanced attitudes and purchase intention toward the coappearing products both in the short and long term. Product competitiveness further interacts with brand competitiveness to influence attitudes and purchase intention toward the coappearing brands suggesting a coopetition pattern for brand coappearances. The effect of brand coappearances did not vary substantially for low or high involvement products with or without character interaction. Research limitations/implications The study develops a useful framework for explaining and understanding the potential spillover effects in brand coappearances. It contributes to the existing literature on product placement and cobranding, while also paving the way for future research opportunities. Practical implications When introducing new brands, marketers are advised to consider coappearance deals with more competitive brands in highly competitive product categories. Conversely, coappearance deals with less competitive brands in less competitive product categories should be adopted to promote well-known brands. Advertisers may also consider product or brand exclusivity arrangements with broadcasters to enhance the effectiveness of the product placement. Originality/value Although brand coappearance in media content is likely to continue to proliferate, little is known about the phenomenon and its effects. To the best of the authors’ knowledge, this research is the first to systematically examine the perceptions toward brands coappeared in television programs.

Changing the environment: Removing HFSS items in prominent areas of stores in Nottinghamshire

Abstract This study examines the change in exposure to high-fat, salt, or sugar products (HFSS) after the implementation of a policy restricting the placement of HFSS items in prime locations in England that came into legislation in October 2022. 132 observations were conducted in 2022 and 2023, using a food environment survey. Supermarkets (SM), chain convenience stores (CSS), and independent convenience stores (ICS) were observed in the highest and lowest socioeconomic districts (SED) in Nottinghamshire. Descriptive statistics were used to analyse changes in exposures in prime locations by product category, the policy’s inclusion criteria, the Food Standard Agency’s Nutrient Profile Score (NPS), and the Nova classification. Exposure defined as is the presence of a product at a prime location in stores. A decrease in exposure to restricted products in both SED in SM and CCS was observed. No notable changes were observed in the ICS due to their exemption from the policy. In all SM, the observed exposure to products restricted by the policy was reduced from 39% to 14%. The study found that the policy was successful in reducing exposure to high-sugar products such as biscuits and chocolate. NPS and NOVA showed that exposure rates were notably higher in less healthy and ultra-processed food (UPF) categories compared to the exposure to products restricted due to the policy’s exemption criteria. Exposure to alcohol products increased after the policy’s implementation, with a 20-percentage point increase in alcohol exposure in all SM checkout areas. The study suggests that the policy may have narrowed the differences in environments between the SEDs, highlighted by the findings in the ICS, whereby exposure to less healthy products was higher in the lower SED. The policy also created an opportunity for the alcohol industry to increase its exposure. Shortfalls in the policy’s design were identified through the use of the NPS and Nova classification system. Key messages • Despite the equitable outcomes in socioeconomic districts, loopholes in policy design allow the alcohol industry to exploit prime locations and undermine health objectives. • Policy success is evident in HFSS reduction; however, continued exposure to HFSS items exempt from the policy, and UPF products highlight policy design flaws that undermine health objectives.

Higher Precision Is Not Always Better: Search Algorithm and Consumer Engagement

On decentralized e-commerce platforms, search algorithms play a critical role in matching buyers and sellers. A typical search algorithm routinely refines and improves its catalog of data to increase search precision, but the effects of a more precise search are little known. We evaluate such effects via a 2019 quasiexperiment on a world-leading e-commerce platform in which the search algorithm refined some product categories into finer subgroups to allocate consumer queries to more relevant product listings. Our data cover millions of consumers’ search and purchase behaviors over six months across multiple search sessions and product categories, enabling us to investigate trade-offs over time and across categories. We find that a more precise search algorithm improves consumers’ click-through and purchase rates drastically and instantaneously, but it comes at the cost of a significant decrease in consumer engagement and unplanned purchases over a longer time horizon. On average, consumers who used to spend more time searching now conduct 5.5% fewer searches, spend 4.1% less time on the platform, and decrease their spending on related categories by 2.2% in the week after the search precision increases. Our examination of the mechanisms behind these consequences calls for more careful search algorithm designs that account for not only instant conversion based on search precision but also consumer engagement and sellers’ strategic responses in the longer horizon. This paper was accepted by Anindya Ghose, information systems. Funding: This work was supported by the Key Program of the National Natural Science Foundation of China [Grants 72141305 and 72192803] and the Ministry of Education, People’s Republic of China (Fundamental Research Funds for the Central Universities), both to L. Fang. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2023.00478 .

The role of consumer-based brand equity on the prolongation of trademarks

AbstractTrademarks are an integral part of a firm’s brand equity. While extant research looked at the outcomes of trademarks, e.g., a firm’s financial valuation, profitability, and productivity, limited knowledge exists regarding the factors influencing a company’s decision to prolong or terminate trademarks. For the first time, the presented research investigates the effects of consumer-based brand equity (CBBE) dimensions on the decision to prolong or terminate trademarks and how trademark characteristics and the level of regulation in a product category moderate these effects. Utilizing a unique dataset covering 25 countries and 56 product categories from 2001 to 2019, tracking 1,446 trademarks, this research establishes empirical evidence for CBBE’s critical role in trademark prolongations. The CBBE dimension relevant stature (reflecting brand knowledge, esteem, and relevance) positively affects trademark prolongation, whereas the CBBE dimension energized differentiation (reflecting brand uniqueness) negatively impacts trademark prolongation. Specifically, brand-association trademarks and trademark age attenuate the negative effect of energized differentiation on trademark prolongation. Moreover, low levels of regulation reduce the probability of trademark prolongation for brands scoring high on knowledge, esteem, and relevance. Vice versa, low levels of regulation increase the probability of trademark prolongation for highly differentiated brands. These results translate into important managerial implications.

The effect of the product categories diversity recommended on cross‐buying in electronic commerce platforms: The moderating role of user navigation heterogeneity

AbstractE‐commerce platforms encourage consumers' cross‐buying behavior to boost user traffic and trading volume. However, balancing the precision and richness of recommended information with the mechanisms influencing consumer cross‐buying remains unclear, which also poses challenges to the specific operation of these platforms. Therefore, this study leverages extensive online behavioral data from an e‐commerce platform, encompassing detailed records of 26,034 consumers. By employing unsupervised machine learning algorithms to distinguish the heterogeneity of consumer browsing, we apply clickstream data to explore the mechanisms of the impact of information diversity, specifically the breadth and depth of recommended product categories, on cross‐buying. This study reveals that the effect of diverse recommendations on online decision‐making undergoes marginal variations due to alterations in both the breadth and depth of these recommendations. Specifically, the depth and breadth of recommended product categories exhibit an inverted U‐shaped relationship with cross‐buying, initially promoting, and subsequently suppressing it. Additionally, consumers with different browsing behavior characteristics respond differently to recommendation diversity. Confused visitors and hedonic visitors positively moderate the depth of information and negatively moderate the breadth of recommendations with the inverted U‐shaped effect on cross‐buying. Search‐oriented visitors positively adjust the inverted U‐shaped relationship between the depth of information and the breadth of recommendations on consumer cross‐buying. This study enriches research on cross‐buying in the domain of recommendations on e‐commerce platforms from the perspective of information diversity, providing valuable insights for optimizing recommendation strategies, promoting cross‐buying behavior, and enhancing consumer loyalty.

Telling (mis)fitting new product stories: The role of consumer orientations, product innovativeness, and message framing on new product evaluations

AbstractExtant research proposes that consumer goal orientation‐message frame fit (consumer–message fit) leads to favorable product evaluations. However, there is evidence that consumer goal orientation‐message frame misfit (consumer–message misfit) at times also result in favorable evaluations of new products. This study develops and tests a novel prediction that shows how consumer–message misfit results in consumers having more favorable responses toward new products when the type of innovation (incremental vs. radical) is perceived as instrumental to achieving the consumer's goals with the product (innovation–consumer fit), creating a kind of fit–misfit effect. Results from four experiments encompassing multiple new product categories support this fit–misfit prediction. We further show that surprise mediates the effect of fit–misfit. This research builds on current theory involving goal orientations and schema‐incongruity, recommends several areas for future research, and presents practical implications for managing new product communication messages.

Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults

Purpose With the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising endorsements of celebrities and online influencers within the framework of parasocial relations and multiculturalism. Design/methodology/approach This study engaged 42 Malaysian young adults aged 18–24 in semistructured interviews. They were asked to share a television commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility and endorsement effects. Findings Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers. Research limitations/implications This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and social media influencer endorsement. Practical implications Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heroes can serve as nation-building agents through celebrity endorsement in advertising. Originality/value Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.

Differences in perspectives on sustainability attributes of dietary protein sources between reduced animal-based dieters and nondieters

The United Nations Sustainable Development Goals envision a sustainable future that includes a shift in food consumption, aiming to reduce anthropogenic environmental impacts. Protein sources are crucial in sustainable diets because of their high environmental influence. Although consumers play a pivotal role in driving the shift towards more sustainable food consumption patterns, research on the perceptions of specific dietary groups regarding protein sources is limited. In this study, the perceived sustainability attributes of eight common protein sources between reduced animal-based dieters (RABs) and nondieters (NDs) were evaluated. Using a cross-sectional survey, we measured demographic data, food consumption frequency, perceived healthiness, and environmental friendliness. We performed conjoint analysis on the importance of the protein sources’ sustainability attributes (nutritional score, ecological score, price, product category). In total, 294 RABs and 247 NDs participated. The majority of the sample consisted of highly educated, childless women aged 18–39 years with high incomes, residing in cities, and responsible for food in their households. The presence of a nutritional score had a positive effect on both consumer groups’ perceptions of product sustainability, whereas the presence of an ecological score negatively affected consumer preferences for more sustainable products. The perceptions of the sustainability of protein sources varied significantly between RABs and NDs. Overall, RABs underestimated the healthiness of animal-based products, whereas NDs underestimated the environmental impact of protein sources. Among the animal-based protein sources, eggs and fish were seen as the most sustainable, with significantly higher means for NDs (p < 0.001). Among the sustainability attributes, plant-based foods and nutritional scores had a significant positive effect on both groups’ choices. For RABs, all animal-based protein sources had a significant negative effect on food choice. These results support the assumption that nutritional scores can improve the nutritional quality of food choices, whereas ecological scores can reduce the environmental impact of food choices. These findings underscore the need for tailored communication strategies and interventions to promote sustainable food choices among diverse dietary groups.

EXPRESS: The Multitier Discount Effect

How can firms make their quantity discounts more attractive to consumers? This research proposes that, instead of providing only a quantity discount (e.g., regular price: $6.99 each; buy two: $5.59 each), offering it along with an additional tier of discount (e.g., buy one: $6.79 each) can increase the likelihood that consumers take the quantity discount. This “multitier discount effect” occurs because the inclusion of the additional discount tier can lead consumers to perceive the quantity discount price as lower. Through a series of studies involving different consumption contexts, product categories, price points and discount levels, this research demonstrates the multitier discount effect, its mechanism and key boundary conditions. Specifically, Study 1 shows that social media ads featuring multitier (vs. control) discounts can attract higher clickthrough rates. In a preregistered incentive-compatible setup, Study 2 demonstrates the multitier discount effect and the mediating role of perceived price difference. Studies 3-5 indicate that the price level of the additional discount tier, consumers’ prior purchase frequency, and their distrust of advertised original price can each moderate the multitier discount effect. These findings add to the theoretical literature and provide actionable managerial insights.

Cannabis-Derived Product Types, Flavors, and Compound Types From an E-Commerce Website

Cannabis-derived products (CDPs) are widely available and diverse. A classification of product and flavor types is necessary to establish a foundation for comparative research, although research aiming to classify cannabis in its variety of products, flavors, and cannabinoid compounds based on public online e-commerce data is lacking. To analyze data from a large cannabis e-commerce marketplace to identify and characterize cannabis product types, flavors, and compound types. This qualitative study was conducted in 2 phases: (1) data mining of the cannabis e-commerce website Weedmaps for product listings in the US between September 1 and November 30, 2023 and (2) grouping CDPs into product, flavor, and cannabinoid compound categories. Cannabis product listings. Product listings and descriptions were extracted from the platform. Coding was performed for specific product characteristics, routes of administration (ROAs), and characterization of flavors. A total of 573 854 unique US CDP sales listings from the platform were collected; after removing 72 842 nonconsumable items, 501 012 were analyzed. Product ROAs included multisystem (205 637 [41.04%]), respiratory (185 296 [36.98%]), digestive (98 941 [19.75%]), epidermal (9487 [1.89%]), and oral (1651 [0.33%]). Nearly half (210 575 [42.03%]) of all product listings included at least 1 flavor, with 247 762 instances of flavors. The 3 most common flavors were lemon (22 106 [8.92%]), cake (19 463 [7.86%]), and strawberry (13 961 [5.63%]). The most common cannabinoid compound type was Δ9-tetrahydrocannabinol (54 699 [63.30%]). This qualitative study categorized more than half a million CDPs for product and flavor types. Results are needed for comparative studies on product and market availability and can help in assessing concerns about appealing characteristics. The results can also inform future market surveillance efforts aimed at identifying new and emerging products as cannabis policy continues to move toward greater legalization.

Microalgae to remove pharmaceutical and personal care products (PPCPs) from wastewater

Substances used for medicinal, cosmetic, hygiene, and health care objectives are included in the category of pharmaceuticals and personal care products (PPCPs). They are a major source of public concern because of their ubiquitous manufacturing, usage, and careless disposal of expired products into the environment. Many PPCPs, including antibiotics, analgesics, endocrine disruptors, and microbial/disinfecting agents, are commonly detected in freshwater systems, groundwater, and wastewater treatment effluents in amounts ranging from nanograms per liter to milligrams per milliliter. Additionally, these compounds frequently show persistence and accumulate in biological tissue, eventually finding their way into crops, vegetables, and drinking water supplies. Because many PPCPs are known to have the ability to upset ecosystems and/or provide health hazards, they are categorized as “emerging contaminants.” The research on the occurrence, fate, and possible health and environmental hazards related to PPCPs in both aquatic and terrestrial habitats is thoroughly reviewed in this work. It also covers reported cases of danger or health concerns in humans, although a full assessment may not be possible given the limitations of the data at hand. This review aims to provide a comprehensive and well-focused overview of the current understanding of bioremediation strategies for the removal of pharmaceuticals and personal care products (PPCPs), with an emphasis on the application of macroalgae, microalgae, and aquatic macrophytes. It examines the physicochemical properties of PPCPs and their potential risks to environmental and human health. Additionally, the review explores the potential and challenges associated with the broader application of biotechnologies employing algae and aquatic macrophytes. This includes research efforts to correlate the operational parameters of these biotechnologies with the primary mechanisms responsible for PPCP removal. In conclusion, algae and macrophytes present promising, eco-friendly solutions for wastewater treatment, significantly contributing to the mitigation of PPCP contamination.

Data Visualization of Bike Store Sales in Europe

This paper presents a comprehensive analysis of bike sales and customer demographics in Europe based on a dataset obtained from Kaggle.com. The dataset covers the period from 2011 to 2016 and includes information on customer age, gender, product categories, order quantities, unit costs, unit prices, profit, and revenue. The analysis utilizes data visualization techniques to identify key trends, including the top-selling products, customer purchasing power across different age groups and customer genders, and product profit margins. The findings suggest opportunities for retailers to target specific customer segments and product categories to maximize profits. Additionally, the report highlights the growing popularity of cycling as a sport and a healthy lifestyle choice, indicating a potential for increased demand in the bike retail market. Overall, the insights provided in this report aim to assist retailer chains in developing effective strategies to capitalize on the opportunities presented by the European bike sales market.

DSHEA 1994 – Celebrating 30 Years of Dietary Supplement Regulation in the United States

The Dietary Supplement Health and Education Act (DSHEA) of 1994 defined the FDA’s statutory authority to regulate dietary supplement products as a category of food in the United States. As we celebrate 30 years post-DSHEA, it is important to reflect on its significance for public health, influence on the continuously evolving and expanding product category, the current regulatory framework, and potential opportunities or modernizing oversight to ensure a strong and well-regulated marketplace. An estimated three-fourths of U.S. consumers report use of dietary supplements, and the product market has grown substantially since the passage of DSHEA, from approximately 4,000 products in 1994 to 80,000+ present day. This growth represents a current $60 billion domestic and $200 billion international market for dietary supplements. Scientists, public health officials, health care providers, patients, consumer advocacy organizations, and the U.S. Food and Drug Administration have all called for reform to what has been described as ‘outdated’ regulation of dietary supplements. Advancing at an even faster rate is published scientific evidence in the space. This special issue of the Journal of Dietary Supplements comprises a collection of articles authored by academicians, legal scholars, representatives of U.S. government agencies, and industry scientists that critically examine the successes, challenges, and opportunities for improving specific aspects of DSHEA and domestic health policy. This editorial provides historical context and milestones of dietary supplement regulation in the U.S. post-DSHEA and offers an overview of the research contained within the special issue. Advancing toward a more transparent and safer marketplace requires trustworthy supply chains, increased adherence to quality standards, additional labeling requirements, and enhancement of post-market surveillance. This special issue seeks to contribute to the broader understanding of dietary supplement regulation and its future direction.

Disclosure of mandatory and voluntary nutrition labelling information across major online food retailers in the USA.

Nutrition labelling is mandatory on food products in retail stores, but compliance in the rapidly expanding online setting remains unclear. We assessed mandatory and voluntary labelling information across major U.S. online retailers. Between January and August 2022, we evaluated a representative basket of sixty food and beverage items across eight product categories of ten major retailers. We evaluated online presence, accessibility and legibility of four mandatory elements - Nutrition Facts, ingredients, allergen statements and percent juice for fruit drinks - and presence of seven voluntary elements - nutrient content claims, health/qualified health claims, ingredient claims, structure-function claims, additive claims, front-of-package nutrient profiling symbols and other marketing claims. Major online food retailers in the USA. N/A. On average, each mandatory element was present, accessible and legible for only 35·1 % of items, varying modestly by element (from 38·3 % for ingredients lists to 31·5 % for Nutrition Facts) but widely by retailer (6·6-86·3 %). Voluntary elements were present for 45·8 % of items, ranging from 83·7 % for marketing claims to 2·0 % for structure-function claims. Findings were generally consistent across the eight product categories. Voluntary elements were more frequently present than accessible and legible mandatory elements for six of ten retailers and seven of eight product categories. Mandatory nutrition label elements are not commonly present, accessible and legible in online retail settings and are less consistently present than marketing elements. Coordinated industry and regulatory actions may be needed to ensure consumers can access mandatory nutrition information to make healthy and safe food choices online.

Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022

SignificanceThe marketing of cigars, little cigars and cigarillos (CLCCs) and cigar wraps is under-regulated and understudied in the USA. To describe strategies CLCC manufacturers and vendors used to advertise their...

The Role of Social Networks in International Trade and Economic Development

In an era of global trade, cultural differences and trade barriers persist, impacting international business transactions among companies. However, research has revealed that individuals within the same social network, regardless of their physical location, experience a mitigation of information asymmetry. This, in turn, facilitates the establishment of robust cross-border business relationships and enhances the efficiency of international trade. This effect is particularly pronounced among immigrants, who often maintain social networks that bridge cultural gaps and foster social connections. Such networks can markedly amplify the volume of trade for businesses. Moreover, these social networks play a pivotal role in facilitating market entry. Sharing a common social network serves as a trust-building mechanism in cross-border trade, enabling enterprises to share transaction risks and decrease the unpredictability of transactions. The study integrates the latest research on the pivotal role of social networks in global business. The findings demonstrate that ethnic networks, such as those formed by Chinese immigrants, significantly enhance trade volumes, particularly in product categories with high information asymmetry. Greater levels of social connectivity within these networks are associated with substantially higher bilateral trade volumes, especially for goods facing significant information friction. Immigrant networks serve not only as economic connections but also as cultural and social conduits crucial for promoting international trade. In conclusion, social networks mitigate information asymmetry and facilitate rapid expansion into overseas markets for businesses. They also optimize supply chain management by monitoring market dynamics and consumer feedback in real time, while clearly identifying market opportunities.

Supply Chain Efficiency and Agricultural Product Sales: A Comparative Study of 2022 and 2023 Trends in USA

This comparative study analyzes supply chain efficiency and agricultural product sales trends in the USA between 2022 and 2023. Utilizing a comprehensive dataset of agricultural products—including livestock, fruits, and dairy—the study examines key metrics such as units shipped, units sold, and units on hand across various product categories. By evaluating these variables, the research highlights changes in supply chain performance and market dynamics over the two-year period. The study focuses on identifying shifts in product demand, sales performance, and supply chain efficiency, offering insights into how agricultural producers adapted to market conditions. Results indicate that while some categories, such as fruits, experienced consistent sales growth, others faced fluctuations due to supply chain disruptions and changing consumer preferences. This analysis not only underscores the importance of efficient supply chains but also opens avenues for predictive analysis, providing actionable recommendations for improving supply chain practices in the agricultural sector. The findings are particularly relevant for industry practitioners aiming to enhance supply chain resilience and optimize product sales performance.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Enhancing the Creativity of Soft Article Writing through Creative Writing

In the era of rapid development of new media, the cultural industry is flourishing as a whole. Soft article writing, as a category of creative text production, is characterized by its emphasis on creativity. The field of creative writing, which has already seen some development in China, may provide a means to enhance the creativity of soft article writing. This paper analyzes the feasibility of using creative writing to improve soft article writing and proposes practical suggestions accordingly, from clarifying teaching objectives to designing course content. Using creativity as a guiding thread, the goal is to build a bridge between creative writing and soft article writing.