Hui Jiang

TL;DR: In this article , the authors claim that affective and normative commitment are the two parallel mechanisms that explain how leadership promotes OGD-driven innovation in firms, and suggest that the OGD application stage moderates the effect of leadership on organizational commitment.

TL;DR: In this article , the authors explored the impact of creative ads on purchase intention for really new products (RNPs) and incrementally new product (INPs) in new product marketing.

Abstract: Abstract This research explores how brand extension evaluation is influenced by two types of brand relationship: an exchange brand relationship focused on product quality and value, versus a communal brand relationship focused on emotional connection with consumers. Through three studies, we demonstrate that there is no significant difference in the effect of brand relationship types on high-fit extension, but communal (vs. exchange) brand relationship leads to a more favorable evaluation of low-fit extension. In addition, we find that a serial mediating effect of self-brand affinity and feeling of trust. Specifically, communal (vs. exchange) brand relationship leads to stronger self-brand affinity and stimulates consumers’ feeling of trust, thereby improving the evaluation of low fit extension. The results provide brand managers with insights into the values of brand relationship management in brand extension.

TL;DR: This meta-analysis of 126 studies (517 effect sizes) examines the relationship between e-government resources and e-participation intention, identifying key variables that moderate this effect, including channel, affair, and environment.