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This paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.

An online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.

CCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.

This is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.

For survival and prosperity, enterprises must pursue exploitative and exploratory innovations simultaneously. To accelerate technological breakthroughs in the wind power industry, the Chinese Government has promulgated several support programs from the demand and supply sides. This study assesses the impact of different categories of innovation policies on exploitative and exploratory innovation. As women also play an increasingly important role in corporate governance, the authors also elucidate the moderating role of female executives in these relationships.

Based on micro-data of 119 listed Chinese wind power firms during 2006–2020, this study provides a theoretical model and tests the hypotheses.

Both demand-side and supply-side innovation policies significantly facilitate exploitative and exploratory innovations of in the Chinese wind power industry. Furthermore, female executives enhance the effects of these policies on exploitative innovation but negatively moderate their effects on exploratory innovation.

Innovation is generally considered homogeneous. This is one of the first studies to evaluate the impact of different categories of innovation policies on exploitative and exploratory innovations. In addition, although the increasingly important role of women in corporate governance is acknowledged, whether and how female executives affect the effectiveness of innovation policies has not been fully explored. This study advances the understanding of the potential impact of female executives on innovation policy effectiveness.

As an emerging socio-technical paradigm, high-speed railways profoundly change individuals' lifestyle and allow for the shift toward a green transportation. Digital technologies open an opportunity window for the development of enterprises. This study aims to clarify the impact of firm digitalization on the innovation efficiency of the Chinese high-speed rail industry. In addition, human capital is the important non-physical capital of enterprises. The authors also elucidate the moderating role of human capital on the above relationship.

Based on the data of Chinese high-speed railway listed companies from 2015 to 2021, this study explores the impact of digital transformation on the innovation efficiency, and further clarifies the boundary role of human capital with two-way fixed effect regression models.

The empirical results indicate that digital transformation has a positive impact on the innovation efficiency of the Chinese high-speed railway enterprises. Furthermore, human capital significantly enhances the above relationship. In addition, digital transformation fosters the innovation efficiency of small- and medium-sized enterprises and private-owned enterprises, but the correlation coefficients between digital transformation and the innovation efficiency of large enterprises and state-owned enterprises are not significant.

This is one of the earliest studies to explore how digital technologies shape R&D activities. From the perspective of relative efficiency, this study evaluates the effectiveness of digital transformation and provides empirical evidence for the formulation and implementation of corporate digital strategies. Moreover, this study links human capital with digital transformation and identifies condition factors that affect the effectiveness of digital transformation, thereby supplementing existing knowledge.

This study aims to assess the impact of functional green advertising receptivity and emotional green advertising receptivity on consumers' green purchase intention. The authors then examine the mediating role of perceived competence and perceived warmth. Furthermore, the authors explore the moderating effect of power distance belief (PDB) on the relationships between green advertising receptivity with different appeals and consumers' perceived competence and perceived warmth respectively.

Based on the online survey platform, a total of 468 responses were obtained in China from January to March 2022. 408 valid replies were collected and analyzed in this study. The research hypotheses were empirically verified with bootstrap approach.

The empirical results indicate that both functional green advertisi\ng receptivity and emotional green advertising receptivity are significantly positively correlated with green purchase intention, and perceived competence and perceived warmth play the mediating role. Besides, PDB significantly strengthens the relationship between functional green advertising receptivity and perceived competence, but weakens the incentive effect of emotional green advertising receptivity on perceived warmth.

The psychological mechanism of the receptivity of green advertising with different appeals affecting green purchase intention remains unclear. This is one of the first studies to uncover how functional green advertising receptivity and emotional green advertising receptivity influence green purchase intention. Besides, the impact of PDB on the formation process of consumer perception is also a black box. By clarifying and comparing the moderating role of PDB on the relationships between advertising receptivity with different appeals and consumers' perceived competence and perceived warmth, this study contributes to the research on the effectiveness of green advertising.

The purpose of this paper is to use the wavelet neural network and genetic algorithm to study the effects of polyalphaolefin, TMP108 and OCP0016 on the kinematic viscosity, viscosity index and pour point of lubricating oil.

Wavelet neural network is used to train the known samples, test the unknown samples and compare the obtained results with those obtained with a traditional empirical formula.

It is found that the wavelet neural network prediction value is closer to the experimental value than the traditional empirical formula calculation value.

The results show that the wavelet neural network can be used to study the physical and chemical indexes of lubricating oil.