Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement.

Halal industry is expanding and gaining importance due to the growing demand for halal products and services. From the lens of dynamic capabilities theory, this paper explores the importance of organisational capabilities on supply chain performance (SCP) through the mediating effect of halal logistics practices. Knowledge management process acts as a moderator to strengthen the relationship between organisational capabilities and halal logistics practices. Data were collected through a survey and responses from 270 managers of halal-certified manufacturers were usable for further analysis. Based on the structural equation modelling approach, this study found that organisational capabilities are positively related to SCP. Halal logistics practices were found to mediate the relationship between organisational capabilities and SCP. Meanwhile, knowledge management process moderates the relationship between organisational capabilities and halal logistics practices. This study provides implications to the existing body of research and the halal products manufacturers.

With the escalating environmental issues, the imperatives to mitigate greenhouse gas emissions and advance energy products through innovation, energy production, and consumption frequently result in environmental externalities. Conventional markets frequently struggle to address these external factors, resulting in market failures. Consumers are more aware of the environmental repercussions, regulatory mandates, and potential economic benefits of new energy vehicles (NEVs). Consequently, there has been a substantial surge in the demand for NEVs as alternatives to conventional vehicles. This study analyses the method by which innovative technology moves from the stage of purchase intention dissemination toward market adoption and explores strategies to expedite this process. Moreover, it examines how the intentions of customers to purchase ecologically friendly energy goods and their receptiveness to such products affect the expansion of the market. Further analysis indicates that the factors influencing consumers’ attitudes towards NEVs include the adoption of ecological innovation, awareness of environmental product knowledge, and perceived value of innovative, environmentally friendly energy products. The purpose of this study is to expand upon the existing literature on consumer demand, examining the influential factors that extend the Theory of Planned Behaviour (TPB) to enhance consumer intention through internal mechanisms. It explicitly focuses on these aspects, as well as perceived risk (PR) and perceived value (PV), to identify gaps in the literature and contribute to intentions to purchase NEVs in China. This study presents a thorough research framework for efficiently examining customer demand for comparable eco-friendly energy products. It investigates the potential influence of attitudes, subjective norms, perceived behavioural control, and environmental perceptions, specifically those concerning environmental knowledge and concerns. Moreover, personal factors such as attitude, normative beliefs, and perceived control beliefs were found to impact consumer attitudes towards NEVs. The key factor influencing purchasing intention was the attitude towards NEVs. Simultaneously, subjective norms did not have a direct effect on purchase intentions. However, social influence played a significant role in the decision-making process, with perceived behavioural control and subjective norms exerting considerable influence.

The process of transforming service innovation into sustainable competitive advantage in small and medium-sized enterprises (SMEs) remained underexplored. Grounded in the resource-based view, this study investigated the roles of intellectual property protection, open innovation, and continuous innovation performance in facilitating this transformation. A survey of 158 representatives from Chinese SMEs was conducted. The results showed that service innovation had a significant positive effect on both intellectual property protection and continuous innovation performance. Furthermore, intellectual property protection significantly influenced continuous innovation performance, which, in turn, had a significant impact on sustainable competitive advantage. Notably, continuous innovation performance was found to partially mediate the relationship between service innovation and sustainable competitive advantage. However, the moderating role of open innovation and the mediating role of intellectual property protection in the relationship between service innovation and sustainable competitive advantage were not supported. This study contributed to the literature by offering a deeper understanding of how service innovation could drive sustainable competitive advantage in small and medium-sized enterprises. The empirical findings provided practical insights to help small and medium-sized enterprises align their innovation efforts with appropriate protective and collaborative strategies to enhance long-term competitiveness and market positioning.