Purpose: Based on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approach: The data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.Findings: Results show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implications: The research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/value: Under the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.

Urban renewal is a planning and renovation activity for cities, and pursuing cultural sustainability as a goal of urban renewal can expedite the achievement of high-quality and sustainable urban development. This paper uses the seven elements of cultural sustainability—Cultural Heritage (B1), Cultural Vitality (B2), Economic Vitality (B3), Cultural Diversity (B4), Place (B5), Eco-Cultural Resilience (B6), and Eco-Cultural Civilization (B7)—as the core indexes to develop a three-level indicator system applicable to cities with Chinese characteristics. The subjective–objective combination weighting method is then employed to assign weights to the indicators. Among them, Economic Vitality (B3) has the most significant weight, indicating that economic vitality significantly impacts the cultural sustainability of Chinese cities. In addition, the TOPSIS method was employed to assess typical Chinese cities. The assessment demonstrates that our cities can preserve cultural heritage, foster cultural vitality, attract a diverse population, and promote ecological civilization construction. The index system is exhaustive, the selection of indicators is appropriate, and the results of the practical application of the assessment are accurate and effective, allowing it to provide scientific planning guidance for urban renewal.

With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that interaction between AMC and Internet market newness significantly affected innovation performance, and Internet market newness positively affected performance only when AMC was high. The results also demonstrated that compromise mediated the interaction with performance. AMC moderated not only the direct effects on performance by Internet market newness, but the effects on compromise by Internet market newness.

Purpose: Sportswear brands are increasingly adopting co-branding strategies. Despite the success of marketing practices in co-branding remaining unclear, product category fit and partner brand name potentially play crucial roles. The aim of this research is to explore the effectiveness of marketing practices employed by sportswear brands when collaborating with different partner brands. Design/methodology/approach: Due to internal data-sharing restrictions within companies, transaction data from second-hand platforms serve as a crucial source to compensate for the lack of first-hand market data. Using second-hand transaction prices effectively reflects long-term consumer demand and provides reliable support for evaluating product market value and brand marketing practices. A total of 315,584 records detailing trading information were collected from POIZON, a Chinese second-hand trading platform known for sportswear. These data were organized into 5,421 entries and analyzed by multiple regression. Findings: The findings indicate that partner brand popularity negatively affects the price premium of co-branded sportswear (PPCS), with product category fit and partner brand name moderating this relationship. High partner brand popularity can lead to cue competition and consumer confusion, reducing PPCS. This challenges the assumption that higher brand popularity always correlates with greater perceived value. However, when product category fit is high, this negative effect is reversed. Additionally, while celebrity endorsements exert a positive influence on PPCS, their effectiveness diminishes when the partner brand name is related to a celebrity, suggesting an overshadowing effect. Practical implications: Sportswear companies should prioritize product category fit when partnering with popular brands. Concurrently, they must thoroughly assess the naming style and distinctive attributes of partner brands when choosing endorsers. Similarly, marketing firms need to ensure that the endorsers’ values align seamlessly with the brand name to prevent any potential conflicts. Originality/value: This study offers new insights by applying the competitive cue theory to demonstrate how partner brand popularity negatively affects co-branding effectiveness, moderated by product category fit. By validating the meaning transfer model, it shows that celebrity endorsements enhance the price premium of co-branded products in the secondary market. Additionally, the introduction of the overshadowing effect reveals how partner brand names moderate this impact. Supported by empirical field data, these findings enrich market research beyond conventional evaluations.

The mulberry-dyke fishpond system represents China’s traditional circular agricultural heritage yet faces challenges of “circularity without economic viability” and preservation under modernization pressures. Taking the Globally Important Agricultural Heritage System site of Digang in Huzhou as a case study, this paper reveals fundamental shifts in its value structure through local research and interviews. Key findings include the following: (1) Significant decline in traditional economic value: Annual income from mulberry-dyke fishpond systems is extremely low, far below the per-mu yield of modern intensive aquaculture in the area. This has led to producer withdrawal and the disintegration of the base-pond structure. (2) Ecological and social values increasingly emerge and partially marketize: The system’s ecological service value is substantial and policy-recognized, with markets responding through a 100% premium on eco-fish prices. Concurrently, heritage-based cultural tourism integration generates significant new value—for instance, Digang village’s 2023 tourism revenue reached 140 million. However, these prominent non-market values still lack stable, adequate realization pathways. The core argument of this study is that the decline in mulberry-dyke fishpond systems stems from an imbalance in value structures rather than the disappearance of value. Their revitalization hinges on institutional innovation that transforms ecological and social value into sustainable market incentives. To this end, this paper proposes a systematic revitalization framework encompassing a concession system (incorporating community interest alignment and risk management clauses), regional brand certification, carbon sink value realization, and mechanisms for deep community participation. This approach aims to provide a Chinese solution for the sustainable development of similar agricultural cultural heritage sites, offering both theoretical insights and practical value.