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[EN] This article provides fresh insights into the link between brand equity and firm-level productivity, including the direct effect and the potential interaction effect with research and development (R&D) and human capital. A panel data model using Chinese listed companies' accounting data from 2012 to 2017 is constructed to test our hypotheses. The main findings are as follows: First, both the direct effects and the potential interaction effects with R&D and human capital are significant. Second, a larger direct effect exists in large enterprises, state-owned enterprises, and manufacturing sector enterprises when considering firm heterogeneity. Third, when it comes to the interaction effect, firms are able to use R&D and human capital to enhance the impact of brand equity on firm productivity, while this effect is insignificant in non-state-owned and service sector enterprises. Overall, our results suggest brand equity will play an important role in future growth in China, and proper attention should be devoted to it in terms of policy and regulation. ; This work was supported by the Research Center of Cooperation of Ningbo Government and Chinese Academy of Social Sciences in 2017 (Grant numbers: NZKT201712). ; He, Q.; Guaita Martínez, JM.; Botella-Carrubi, D. (2020). How brand equity affects firm productivity: The role of R&D and human capital. Economic Research-Ekonomska Istra ivanja. 33(1):2976-2992. https://doi.org/10.1080/1331677X.2019.1686045 ; S ; 2976 ; 2992 ; 33 ; 1 ; Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120. doi:10.2307/41165845 ; Ashforth, B. E., & Mael, F. (1989). Social Identity Theory and the Organization. The Academy of Management Review, 14(1), 20. doi:10.2307/258189 ; Barney, J. B. (2013). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1), 24-26. doi:10.1007/s11747-013-0351-8 ; Barone, M. J., & Jewell, R. D. (2013). ...

AbstractThis research uses a multi‐method approach to validate the prominence of soft‐sell themes to advertise e‐cigarettes and to test how this advertising theme influences consumers' attitudes and behaviors. First, the study presents a content analysis identifying the prevalence of soft‐sell themes used as marketing stimuli to advertise e‐cigarettes. Second, a quasi‐experiment tests the effects of a soft‐sell theme ad on consumers' attitudes toward vaping, their intention to try e‐cigarettes, their attitude toward smoking, and maladaptive intentions. This latter effect is relevant to e‐cigarette marketing literature, as it suggests how consumers lose temporal distance of the harmful effects of vaping. Theoretical and practical contributions of these findings are discussed.

The global challenges caused by socio-economic inequalities, climate change and environmental damage caused to ecosystems, require changes in human behavior at all organizational levels, including companies, governments, communities, and individuals. In this context, it is important to analyse how social and creative companies that work in the fashion and industrial design recycling sector can address sustainable social change. In this paper, we propose an analysis in the countries of the global South. To learn how grassroots innovations can contribute to the development of sustainable strategies, we perform the framework of Technical transitions. We analyze the three main areas of activity that constitute an effective niche construction: social networks, expectations and visions, and learning. A qualitative methodology is used, a video case study with six grassroots organizations in South Africa, Sri Lanka, Malaysia, and Brazil. The results reflect the important role played by these grassroots innovations, contributing to the development of social and creative recycling companies that address socio-economic and environmental problems.

PurposeThis paper analyzes tourism competitiveness in Latin America, providing a country-level ranking of tourism competitiveness. The study also identifies which areas of management to focus on in order to increase competitiveness in each case.Design/methodology/approachThe study is based on the variables used by the World Economic Forum (WEF) to measure tourism competitiveness. The DP2 distance method is used to create a synthetic indicator. This method helps identify which areas best explain differences in competitiveness between countries.FindingsIn tourism, the most competitive Latin American countries are Costa Rica, Chile, Panama, Mexico and Uruguay. The areas that best explain the differences between countries relate to cultural and natural resources, the implementation of information and communication technologies (ICTs), international openness and transport infrastructure. These are therefore priority areas for tourism managers.Practical implicationsThis paper provides detailed analysis for each country. The situation in each country is presented in terms of the key areas highlighted by the analysis. This approach can aid the individual decisions of companies and public managers, thus enhancing tourism competitiveness. This greater competitiveness can strengthen the tourism sector, which is crucial in uncertain times.Originality/valueBased on a synthetic indicator, this research offers the first country-level analysis of tourism competitiveness in Latin America. The study is also novel in its ability to detect the areas where action should be taken to improve tourism competitiveness. This analysis offers an alternative to the WEF Travel and Tourism Competitiveness Index (TTCI), which has certain weaknesses. The results can help enhance tourism competitiveness in Latin American countries through the specific recommendations presented in this paper.

MCDM methods are useful to obtain information and generate knowledge useful for decision-making processes in multidisciplinary contexts. Particularly, when conflicts occur, knowledge is the key to start negotiation processes between stakeholders in order to achieve consensual solutions. The planning of protected areas is complex due to many competing uses of natural resources and the involvement of a large number of stakeholders. For the last ten years, participative MCDM methodologies have been carried out efficiently to reduce conflicts and allow to formalize stakeholder's participation in the policy development processes. In this paper, we propose a MCDM participative methodology in three levels that seeks to define management plans in protected areas. This method allows for the definition of management plans based on three levels of criteria that define the use of the natural area and provide a ranking of the main goals according to the stakeholders' priorities. The model was tested in two Spanish protected areas: Parque Natural de Lago de Sanabria y alrededores and Parque Natural de los Arribes del Duero. Firstly, the individual preferences of the most representative stakeholder groups were collected (Farmers, Business owners, Government and Scientists) and analyzed using two multi-criteria methods: AHP and GP. Moreover, a conflict index between stakeholders' groups was calculated. Results showed that conservation and development goals are the most preferred to consider for the planning of these areas. Furthermore, the most serious disagreement was found between farmers and scientists and between farmers and government about the wildlife conservation.