What Makes a Customer Brand Citizen in Restaurant Industry.

Due to the crucial role of customers' brand citizenship behaviors on brand strength, this study explored the relationship between brand uniqueness, brand credibility, brand intimacy, brand love, and brand citizenship behavior in Taiwan's restaurant context. The participants are the customers of Wang Steak, a famous restaurant chain in Taiwan. A total of 358 valid responses were gathered from a questionnaire survey, with a response rate of 71.6%. We used structural equation modeling to analyze the data. Brand uniqueness, brand credibility, and brand intimacy all have a positive relationship with brand love. Moreover, brand love was positively associated with brand citizenship behavior. The findings provide greater insights into the relationship of perceived brand uniqueness, brand credibility, brand intimacy, and brand love with customers' brand citizenship behaviors.

The Effect of Perceived Value on Consumers' Repurchase Intention of Commercial Ice Stadium: The Mediating Role of Community Interactions.

The 2022 Beijing Winter Olympics has created unprecedented opportunities for China's commercial ice rinks, where improving consumers' repurchase intention is essential for their high-quality development. This paper explores the mediation effect of community interactions between perceived value and commercial ice rink consumers' repurchase intention based on the theory of perceived value. Through a questionnaire survey, we collected 347 valid questionnaire from consumers of commercial ice rinks. Based on a structural equation model, the results show that consumers' perceived risk value significantly impacts community interactions and consumers' repurchase intention. Perceived functional, social, and emotional values positively affect community interactions but have an insignificant impact on the consumers' repurchase intention. Community interactions play a full mediation role between perceived emotional and social values and consumers' repurchase intention; they play partially mediating role between consumers' perceived risk value and repurchase intention and do not have mediating role between perceived functional value and consumers' repurchase intention. Therefore, we provide some practical suggestions: extending commercial ice rink product lines, creating unique intellectual property systems, improving consumer sports career planning, and enhancing risk management.

Career Development Support, Job Adaptation, and Withdrawal Intention of Expatriates: A Multilevel Analysis of Environmental Factors.

The present study aims to explore the impact of career development support on job adaptation and withdrawal intention, and the multilevel moderating role of host country environmental factors. Through the questionnaire survey, we collected 242 expatriates' data of 25 countries from China's multinational corporations. Based on the constructed multilevel analysis model, we find: (1) career development support has a significant impact on job adaptation and withdrawal intention of expatriates; (2) job adaptation plays a mediating role between career development support and withdrawal intention; and (3) host country environment plays the multilevel moderating role between career development support and job adaptation. Through the multilevel model of host country environment, this study explores the mechanism of how career development support affects job adaptation and withdrawal intention. The conclusions enhance the understanding of the adaptation of expatriates and have important theoretical and practical reference value to achieve successful expatriate in the context of host country environment.