During the COVID-19 pandemic, fresh live broadcasting has been widely present in consumers’ daily lives but has been scarcely examined in academic research. The major purpose of the current study is to examine how fresh live broadcast features (visibility, interactivity, and authenticity) impact consumers’ willingness to buy through consumers’ perceived value and perceived trust based on the stimulus–organism-response theory. A total of 307 Chinese webcast users participated in this study. The data were collected through an online questionnaire survey and analyzed by SPSS and Amos software. The findings discovered that the fresh live broadcast features positively impact consumers’ perceived utility value and trust, and the visibility and interactivity enhance the perceived hedonistic value of consumers. Moreover, perceived value and perceived trust mediate between fresh live broadcast features and consumers’ willingness to buy. This study emphasizes the important role of fresh live features and provides insight for fresh sellers to increase consumer willingness to buy based on the perspective of consumers’ perceived value and trust.

Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit. The present study adopts the event-related potentials (ERPs) method to explore the underlying neural mechanism of the joint influence of the two factors on consumers’ evaluation of brand extension. Specifically, consumers were presented with a brand with corporate social responsibility (CSR) or corporate ability (CA) reputation, following attached to an extension product (high fit vs. low fit). And then, they were given a 5-point scale to report their acceptance intention (AI) toward the brand extension. Behavioral data showed a higher AI and a shorter reaction time for high fit in contrast to low fit conditions. For low fit conditions, consumers were more inclined to accept the extension product with a brand with CSR than CA reputation. Neurophysiologically, CSR reputation evoked a larger P2 amplitude and LPP amplitude than CA reputation. Moreover, the low fit conditions elicited a more positive LPP amplitude than the high fit conditions in the context of a brand with a CSR reputation. Yet, for a brand with a CA reputation, the effect of perceived fit was not found. These results may reflect early attention resources engagement and altruistic motivation at the late stage during brand extension evaluation. The findings provided neurological evidence for which of the two types of brand reputation (CSR vs. CA) have a more positive effect on brand extension.