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We investigated the impact of consistency between consumer personality and brand personality on emotional brand attachment. Participants were 200 undergraduate students at Tsinghua University and we used leading brands in the product category of mobile phone as the survey's stimuli.
The results of a structural equation model suggested that consistency in the personality dimensions of sincere, cool, and young had a significant positive impact on the participants' brand attachment compared with consistency in the dimensions of simple, sensitive,
reliable, and competent. The results provide strong support for the hypothesis that people feel emotionally attached to brands that match their personality or reflect who they believe they are. We also discuss important theoretical and practical implications of these findings.

We examined the impact of psychological empowerment on employee loyalty, satisfaction, and task performance with survey data from 617 employees of a petrochemical company in China. Results based on a structural equation model showed that psychological empowerment had a significant positive
effect on both employee loyalty and task performance, which was partially mediated by employee satisfaction. In addition, we found that psychological empowerment was significantly and positively influenced by each dimension of internal marketing.

Interpersonal short video forwarding is currently one of the most popular activities of Internet users. One of the key factors that affects this online interpersonal behavior is forwarding intention. In this study, a quality perception → benefit expectation → intention model
was proposed to explain the formation of video forwarding intention. To test the model data were collected from 210 undergraduate students. The results showed that perceptions of the quality of the content and empathy affect 3 benefit expectations of control, inclusion, and affection. In addition,
control, inclusion, and affection affect forwarding intention.

Regional differences in customer satisfaction were examined, with a focus on the relationship between economic development and customer satisfaction. The moderating roles of regional economic development on the associations between customer satisfaction and its antecedents were also
examined. Participants were 11,042 consumers in 8 durable goods categories across 21 cities in China. Results based on hierarchical linear models suggest that customer satisfaction with products is negatively related to regional economic development. In addition, it was found that the impacts
of expectation and perceived value on customer satisfaction varied across regions depending on level of economic development.

Based on the rank-dependent expected utility model (Quiggin, 1991), hypotheses are formed in this study regarding optimal prize promotion structure with reference to associated probabilistic aspects. Referencing both modeling works and related behavioral theories, we compared several
design schemes. Using purchase scenarios of a low-value product (bread) and a high-value product (cell phone) we determined the optimal design among promotion schemes that differ by winning probability, prize amount, and number of prize value levels. We found that a promotion offering a combination
of high-value prizes plus some low-value prizes was invariably preferred over a promotion offering only high- or low-value prizes. We also explored whether these high- or low-value prizes should be in a series of ascending value or prizes at each value level should be of the same value and
whether or not some moderately valuable prizes should also be included.