Orthorhombic dysprosium manganite DyMnO3 with single phase is synthesized using solid-state reaction technique and the crystal structure and dielectric properties as functions of temperature and frequency are investigated. Thermally activated dielectric relaxations are shown in the temperature dependence of the complex permittivity, and the respective peaks are found to be shifted to higher temperatures as the measuring frequency increases. In Arrhenius plots, activation energies of 0.32 and 0.24 eV for the high- and low-temperature relaxations are observed, respectively. Analysis of the relationship between the real and imaginary parts of the permittivity and the frequencies allows us to explain the dielectric behavior of DyMnO3 ceramics by the universal dielectric response model. A separation of the intrinsic grain and grain boundary properties is achieved using an equivalent circuit model. The dielectric responses of this circuit are discerned by impedance spectroscopy study. The determined grain and grain boundary effects in the orthorhombic DyMnO3 ceramics are responsible for the observed high- and low-temperature relaxations in the dielectric properties.

Nanoporous carbon/MnO2 (C–MnO2) composites with foam-like structure based on modified nitrile butadiene rubber were achieved by thermal treatment, followed by alkaline solution etching and dipping method. The XRD, nitrogen adsorption and desorption, and SEM and TEM were used to characterize the microstructure of the obtained C–SiO2, C and C–MnO2. Finally, all the obtained samples have been used in three-electrode system to study the electrochemical properties including cyclic voltammetry, galvanostatic charge/discharge and AC impedance for supercapacitor. The study found that the specific capacity of C–MnO2 electrode material for supercapacitor could reach as high as 109 F/g under the current density of 0.5 A/g, which is much higher than those of the other two. These superior electrochemical properties are attributed to the synergistic effect MnO2 particles with the C matrix which functions as a conductive support.

Because of their attractive and colorful flowers, many species from the genus Aster serve as garden plants. Chrysanthemum owes its popularity to its ornamental and medicinal herb value. It can be used as a cut flower, potted plant, vegetable, and herbal tea. Plant breeders have attempted to identify the available species and produce new cultivars to improve the quality of chrysanthemum for commercial purposes. The use of cytogenetic studies has paved the way for identifying compatibility, ancestry, and other useful information for this undertaking. Thus, an investigation was conducted into the chromosome numbers of 23 wild Asteraceae species in Republic of Korea to determine their genetic characteristics and variations. The somatic chromosome spread has been used for chromosome counting. The results revealed that Asteraceae species have a chromosome range from 18 (diploid) to 54 (hexaploid). These findings provide primary and important information on the chromosome numbers in chrysanthemum plants that can be used to select the right variety for cultivation.

Chrysanthemum is a valuable ornamental plant worldwide, and several of its species are used as herbal tea, medicinal plants, and dietary supplements, among others. Commercial cultivars have been developed through interspecific hybridization and artificial selection to improve the characteristics, production quality, and environmental adaptation for enhancing ornamental value. To better understand the recent research in cytogenetic studies of chrysanthemum, we examined studies concerning polyploidy, karyotyping, banding, fluorescence in situ hybridization (FISH) technique, and inter/intraspecific hybridization. Ploidy level is important in genomic characteristics and has a significant value to horticulturists and plant breeders. Studies have reported that flow cytometry analysis and single-dose molecular markers can be used to determine the chrysanthemum ploidy level. As for karyotyping, a better understanding of karyomorphological relationships and evolution of chrysanthemum and its closely related genera has already been gained. Moreover, karyotype parameters in chrysanthemum studies play a critical role in cultivar identification, classification, and genetic analysis. The FISH technique in chrysanthemum research provides more information on chromosome identification, sequences distribution, and evolution for expediting the development and improvement of plant species. The genomic in situ hybridization (GISH) technique can also be used to test hybridization in chrysanthemum breeding. Hence, this review of molecular cytogenetic studies of chrysanthemum will help us to have a better understanding and knowledge of the taxa breeding and the development and improvement of new cultivars.

The UN member states have been consulting on the establishment of high seas MPAs under the BBNJ Agreement since December 2017.This issue brings about the potential conflicts between the jurisdiction of the high seas MPAs and the traditional freedom of the high seas. Although it is generally accepted that the freedom of the high seas can be reasonably restricted, it is acknowledged that there are great controversies among States on the specific forms, approaches and applicable scopes of the restrictions of the high seas freedoms by the high seas MPAs. At present, there are four recognized high seas MPAs in the world. The practice of these four MPAs contributes positively to the interpretation of the reasonable restrictions on the freedom of the high seas. Accordingly, this paper concludes that the international community should gradually carry forward future restrictions on the freedom of the high seas with some suggestions.

This research combines the liquid carbon precursor infiltration process for carbon/carbon composites with the fabrication procedure for organic, carbon-matrix friction materials in automotive. In the densification process, different liquid carbon precursors and numbers of densification cycle are adopted to investigate the influence on physical and mechanical properties, microstructure and tribological behavior. Experimental results indicate that the infiltration of liquid carbon precursors could improve the physical, mechanical properties and tribological performances of organic friction materials. The open porosity decreases with the number of densification cycle. Both bulk density and hardness increase with the number of densification cycle. The resin-based specimens show higher hardness and lower open porosity than those of the pitch-based specimens after each densification cycle. The tribological measurement of specimens with different carbon precursors shows that the pitch-based specimen shows lower and more stable friction coefficients and exhibits lower weight losses in comparison with other carbon precursors. Morphological observations show that a large area of smooth lubricative film was easily presented on the worn surfaces of the pitch-based specimens, whereas it was seldom observed on the worn surfaces of the preform specimen and resin-based specimens.

Due to the rapid development of electricity, electronics, information communication, and biotechnology in recent years, studies are actively being conducted on nanopowders as it is required not only for high strengthening but also for high-function powder with electric, magnetic, and optical properties. Nonetheless, studies on nickel nanopowders are rare. In this study of the synthesis of nickel nanoparticles from LiNiO2 (LNO), which is a cathode active material, we have synthesized the nanosized nickel powder by the liquid reduction process of NiSO4 obtained through the leaching and purification of LNO. Moreover, we have studied the reduction reaction rate according to the temperature change of liquid phase reduction and the change of particle size as a function of NaOH addition amount using hydrazine monohydrate (N2H4·H2O) and NaOH.

Background: Although previous researches have developed interventions for neck problems, headache, and temporomandibular disorder in patients with forward head posture (FHP), changes in masticatory muscle tone or stiffness as FHP worsening have not been investigated. Objective: To examine changes in masticatory muscle tone and stiffness through craniovertebral angle (CVA). Design: Cross sectional study Methods: The subjects were 21 healthy males with normal head posture. Three CVA were established for posture measurement in which the bilateral anterior temporal and masseter muscles were measured during the subjects maintained a series of postures. Results: The Right masseter muscle significantly increased in stiffness with advancing FHP (p < 0.05). No significant changes were observed in the muscle tone or stiffness of any other masticatory muscles, and no significant differences were found in bilateral masticatory muscle tone or stiffness in each measurement posture. Conclusions: This study suggests that the increased stiffness of the right masseter muscle as the FHP worsened requires consideration in physical therapy assessment and intervention.

Background : Although plank exercises is reported to the changes in muscle activity of the deep muscles and superficial muscles among the core muscles. However, no study has examined the effects of forearm plank exercise on tone and stiffness in the superficial back line muscle. Objective: To compare the effects of sling forearm plank exercises and mat forearm plank exercises on the superficial back line muscle tone and stiffness. Design: Randomized controlled clinical trial (single blind) Methods: The subjects were randomized to sling forearm plank exercise group (N = 8) or mat forearm plank exercise group (N = 8). The measurements were taken for each research group following exercises: the muscle tone and stiffness of upper lumbar muscles, lower lumbar muscles, long head of biceps femoris, and medial part of gastrocnemius among the superficial back line muscles. Results: Sling forearm plank exercise group Indicated statistically significant increases in stiffness of medial part of gastrocnemius (p<.05). However, mat forearm plank exercise group reported no statistically significant in muscle tone and stiffness of all measured muscles. No significant differences in measured variables were found between the groups. Conclusions: These results suggest that the forearm plank exercise performed with an unstable surface in the defined sling can increase the stiffness of calf muscle, but it is unlikely to achieve increases in muscle tone and stiffness of the overall superficial back line muscles.

오늘 날 4 차 산업혁명으로 명명되는 기술적 융합과 디지털 신기술의 태동으로 인간의 노동을 대체할 수 있는 인공지능의 등장은 인간의 가치가 창의적인 사고에 있음을 다시금 깨닫게 하고 있다. 이와 같은 환경의 병화에서 많은 조직과 기업들은 창의적인 사고, 지식 공유 등을 통하여 고유한 가치를 개발하고 발전시키기 위해 노력하고 있다. 조직 내 창의성은 단순히 창의적인 개인으로 인하여 만들어 질 수 있는 것이 아니라, 구성원이 창의적일 수 있는 조직문화가 중요하다. 많은 연구에서는 리더의 역할이 조직문화 조성에 중요한 기반으로 보고 있다. 본 연구에서는 변혁적 리더십과 거래적 리더십의 개념 및 구성요소에 대한 명확한 설명을 토대로 팔로어의 창의성과 리더십의 관계를 검증하고자 한다. 기존에 연구된 리더십과 창의성의 관계에 팔로어의 정체성을 매개변수로, 지각된 조직지원인식을 조절변수로 하여 보다 포괄적인 관계를 알 수 있을 것으로 생각한다. 연구를 위해 중국 북경과 상하이의 기업을 대상으로 설문을 실시하여 242 부의 설문지를 통계에 사용하였다. 가설검증 결과 변혁적 리더십과 거래적 리더십은 오두 팔로어의 창의성에 긍정적인 영향이 있는 것으로 나타났다. 또한 팔로어의 정체성이 리더십과 팔로어의 창의성의 관계를 매개하고 있으며, 리더십과 팔로어의 관계적 정체성은 지각된 조직지원인식에 의해 조절되고 있었다. 이와 같은 연구결과를 바탕으로 연구의 시사점, 한계점 및 향후의 연구 방향이 제시되었다.

E-WOM is described as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers (Litvin, Goldsmith and Pan, 2008). In contrast with conventional WOM, e-WOM has unique characteristics. For instance, it often occurs in strangers or fellow consumers, and can be and can be anonymous (Goldsmith & Horowitz 2006; Sen & Lerman 2007). In this regard, people feel free to express opinions without identity disclosure (Goldsmith & Horowitz 2006). INTRODUCTION In a word dominated by social media, the diffusion of e-WOM is undoubtedly speeding up. Plus the international trade prevailing, people can experience products from all over the world at home, and they typically collect both positive and negative e-WOM for domestic and foreign brands with the aim of comprehensively evaluating the brands and their products. It is worth mentioning that in reality consumers often adheres to consumer ethnocentrism (CE) to counter the significant effects of imports on domestic economies and defend against foreign products in local markets. So far, there has been relatively little research on the effect of e-WOM on CE. In our study, we employ social media to discover the impacts of e-WOM on CE with respect to domestic and foreign smart phone brands from the Chinese e-WOM receiver’s perspective. Simultaneously, we test consumer pride and prejudice toward mature industries in the home country. Drawing on survey data from 302 consumers, our study reveals several significant findings. First, positive e-WOM regarding local brands may enhance CE, whereas positive e-WOM regarding foreign brands may reduce CE. Second, Negative e-WOM may break the advantage of CE for domestic brand, which result in the dominance of foreign brand. Third, positive e-WOM may enhance brand equity for both domestic and foreign brands. By contrast, negative e-WOM has no significant influence on Chinese consumers’ attitude toward brand equity. Finally, CE has positive influence on brand equity for domestic brand but not effect on foreign brand. To our best of knowledge, our paper is the first to study the effect of e-WOM on CE, which enriches the relevant theory with regard to CE.

Previous research has found that taking photos during travel for the purpose of sharing with others via SNS (social networking sites) induces self-presentational concerns, which can decrease engagement and enjoyment of the experience. However, the previous studies have defined travel engagement and enjoyment too narrowly and failed to consider the heterogeneity in terms of the importance of photo-taking. While some travelers are reluctant photo takers and regard taking photos as a bother, others place more importance on photo-taking than sightseeing, and may therefore find it difficult to enjoy the travel experience without taking photos. To address these deficiencies, we modeled not only negative, but also positive relationships between photo-taking and travel engagement and enjoyment. The results showed that when taking photos, travelers who regard photo-taking as important were more engaged in the experience and enjoyed it more than travelers who regarded photo-taking as less important. Thus, this study provides a theoretical contribution to research on travel engagement.

In the context of Sunday brunch evaluation, this research found that US participants perceived a menu price with 15% customary tipping as less expensive than the same price with a 15% mandatory service gratuity. In addition, they expressed greater intent to patronize a restaurant when it is under voluntary tipping than when it is under a corresponding mandatory service gratuity. More importantly, the results showed that participants’ use of surcharge information and perceived surcharge fairness acted in parallel and with similar strengths as mediators of the relationship between surcharge policy and menu price perception. However, the relationship between surcharge policy and patronage intent was fully mediated by participants’ perceived surcharge fairness. The findings of the present research have important implications for the US food service industry as a growing number of restaurants have adopted mandatory service gratuity in place of voluntary tipping in recent years. Although the decision to switch to mandatory service gratuity is mostly driven by concerns about internal customers such as employee compensation, this research suggests that it may have a negative impact on external customers in terms of menu price perception and patronage intent. Consequently, restaurants, especially those targeting price-sensitive clientele, should think twice before jumping on the mandatory gratuity bandwagon.

Over the past decade, the field of sport exercise in China gets increasingly popular, resulting in a nationwide exercise fashion (Schulenkorf, Sherry, & Rowe, 2016; Yu, Li, Liu, & Su, 2015). With this new emerging shift, this study tested the proposed structural model, and specifically tested the mediating effects of dimensions of sport team attachment between runners’ team satisfaction and their runner team building behaviors (Morhart, Herzog, & Tomczak, 2009). With a sample size of 301, three dimensions of team attachment, team identity, social bonding, and team expectation were found to be significant influencing runners’ in-role team building behavior and participation in the development of this runner team. Other important findings and implications were further discussed.

Introduction Customer co-creation – customers‘ active participation and interaction with the company during their consumption processes, has gained increasing attention in tourism industry (Bertella, 2014; Chathoth et al., 2016; Campos, 2015). For example, Finnair and Helsinki airport invited passengers to workshop for co-developing new service concepts to improve passenger experience (Loukas, 2013). Despite of the increasing enthusiasm at the firm‘s side, customers do not necessarily share the mindset and feel ready for cocreation. The success of value co-creation greatly depends on continuous collaboration between customers and companies (Chathoth et al., 2013), making knowledge regarding customers‘ engagement in value co-creation essential. However, insufficient research attention has been devoted to theorize and empirically investigate the drivers of cocreation behavior in tourism (Grissemann & Stokburger-Sauer, 2012). To address this research gap, we draw on the organizational socialization theory (Van Maanen & Schein, 1979) to propose and empirically test customer education as driving factor for tourists‘ co-creation behavior during their tours. Additionally, we propose customer readiness as a mechanism mediating the effect of customer education on value co-creation behavior, while such effect should depend on tourists‘ involvement with tourism. Background and hypotheses development Organizational socialization refers to the process by which a newcomer gradually absorbs values, abilities, expected behaviors, and necessary social knowledge for assuming an organizational role and for participating as an organizational member (Louis, 1980, p. 229–230). Similar to the organizational socialization perspective, customer socialization characterizes how customers develop skills, knowledge, and attitude relevant to the marketplace (Ward, 1975), which offers a lens to explain how service providers can assist customers and behave as effective co-creators in the service system (Claycomb, Lengnick-Hall, and Inks, 2001). Büttgen et al (2012) demonstrated that customer socialization by training tactic has more important influence on consistent beliefs of service quality than prior reinforcement experiences, which engenders co-production motivation, in turn, leading to coproduction behavior as distal outcome of the socialization tactic. Previous studies suggest favorable customer outcomes to derive from the provision of customer education (Damali et al., 2016). Thus, this study proposed customer education as a socializing tactic, which is mediated by customer readiness for co-creation, to determine tourists co-creation behavior. The concept of co-creation has gained increasing attention in tourism literature, which is often described as the tourist‘s active participation, engagement and interaction during the consumption experience (e.g., Bertella, 2014; So et al., 2014). As Prahalad and Ramaswamy (2004, p. 8) stated, cocreation is ―the joint creation of value by the company and the customer, allowing the customer to co-construct the service experience to suit her context‖. Indeed, creating a favorable, memorable experience involves not only the service providers but also the tourism customers because customers are always the value co-creator (Vargo and Lusch, 2004). Challagalla and colleagues (2009) posit that firms can reach out to contact the customers to provide service after a sale is complete, rather than respond upon the customer‘s requests. In specific, Challagalla and et al. (2009) suggest the proactive service initiatives to consist of three dimensions, namely proactive prevention, proactive education, and proactive feedback seeking. In this study, the three key forms of proactive post-sales services proposed by Challagalla et al. (2009) provides a foundation that helps us to conceive customer co-creation behavior and define the dimensions underlying customer co-creation behavior of tourism services. Customer education, according to Meer (1984), involves learning activities that are organized and sustained by a firm to impart attitudes, knowledge or skills to customers or potential customers. Meanwhile, customer co-creation readiness (CCR) as a customer‘s condition or state in which he/she feels prepared to collaborate with service provider in value co-creation behavior, indicated by role clarity, ability and motivation to co-create (Meuter et al., 2005). Proper socialization process helps customers understand the product or service process as well as their role in performing service tasks, which not only could prevent customer‘s disruptive behaviors during the service process but also facilitate service flow and productivity (Rollag, 2012). Taken together, we propose the following hypotheses: H1: customer education will have a positive effect on customer co-creation behavior H2: Customer co-creation readiness will mediate the positive effect of customer education on customer co-creation behavior. Further, we postulate that tourist‘s product involvement is a boundary condition that constrains the positive effect of customer socialization. Socialization process does not always have much weight on tourists because the influence of socialization on each individual depends on tourists‘ individual characteristics (Van Maanen & Schein, 1979). Some tourists are highly interested in traveling whereas some consider traveling as a dessert in their meal. In line of this sense, we suggest the following hypothesis: H3: Product involvement will negatively moderate the mediation effect of customer co-creation readiness on co-creation behavior. Methodology The survey was posted on several well-known travel forums and referral networks. After eliminating invalid surveys, the authors obtain 300 valid questionnaires. Table 1 presents the sample characteristics. Customer education are measured by four items adapted from Bell and Eisingerich (2007). Product involvement depicts a customer‘s inherent needs, values, and interest towards tourism and is measured by ten items from Zaichkowsky (1985, 1994). Customer co-creation readiness is measured as a reflective first-order and reflective second-order construct by three dimensions: role clarity, ability, and motivation with 12 items adapted by Dellande et al. (2004) and Meuter et al. (2005). Customer co-creation behavior is measured as a reflective second order and reflective first order construct constituted by three dimensions of co-creation behavior with 12 items developed based on the review of concerns in the pre-site, on-site and post-site from several famous travel agencies. Results Measurement validation of constructs from construct reliability, convergent validity to discriminant validity were examined; and the results are provided in the table 2, indicating measurement validation requirements are satisfactory. Then, hypotheses testing was performed. In each analysis, we control variables, including customer gender, previous transaction experience with the travel agency (EP), and social desirability (SD), which are expected to have potential influence on co-creation behavior. H1 predicts a positive relationship between customer education and value co-creation. In support of H1, the analysis shows that customer education positively relates to co-creation of customers (β = 0.272, p = 0.043, R2adjusted= 0.292). Gender (β =-0.170, p<0.001) and SD (β =0.141, p=0.011) are negatively and positively related to customer co-creation behavior respectively. To test the mediating effect of customer readiness on the relationship between customer education and customer co-creation behavior, we used the PROCESS Macro (model 4) developed by Hayes‘s (2013) and estimated the effects with a bootstrap sample of 5000 cases. The indirect effect test indicates that customer education had a significantly positive effect on customer co-creation via the mediation of customer readiness for co-creation (0.312; 95% bootstrap CI [0.157, 0.517]) because the confidence interval did not include zero. The results support H2. Gender also has a significant effect on customer co-creation (β =-0.189, p <0.05). H3 postulated that product involvement will moderate the mediation effect of customer readiness. We used the PROCESS macro model 8 established by Hayes (2013) to test the moderated mediation. The conditional indirect effect test shows that customer readiness significantly mediates the influence of customer education on customer co-creation behavior, regardless of the level of product involvement (zero was not included in the confidence intervals). Nonetheless, customer education on customer co-creation behavior via customer readiness is significant and stronger in low level of product involvement (0.281; 95% bootstrap CI [0.186, 0.398]) but weaker in high level of product involvement (0.128; 95% bootstrap CI [0.029, 0.256]). Therefore, H3 is supported. Among the controlled variables, gender is the only significant predictor of customer co-creation behavior (β =-0.158, p<0.05). In a summary of dominant results of control variables, gender is significant in all three of the tested hypotheses; particularly, female shows a higher level of co-creation behavior than male. Conclusion we introduced organizational socialization theory to the literature on co-creation of tourism context and explored the effect of firms‘ education effort to socialize customers in co-creation activities. We found customer education as a socialization tactic and then conducting an empirical study by collecting data from several travel agencies to investigate the effect of firms‘ socialization tactic on customer co-creation. The results suggest that customer education could promote customer co-creation through customer readiness as a mediator. We also investigated whether the effect of socialization tactic differs on the different levels of product involvement. The results show that customers with high involvement were less influenced by customer education than those with low involvement.

China is the world’s largest social network market in the world. The importance of tapping this massive market with rapid growth rate can’t be overstated. It has been widely acknowledged that culture is a significant variable in consumer attitudes and consumer behavior. Given that culture may influence individual’s interaction and consumption through social media, it is imperative to examine cultures’ influence in social media usage where much of the information is usually user generated. Traditionally, demographics like age, gender, education etc., are also considered as the key socioeconomic factors determining consumers’ media selection and buying decisions. To fill the research gap, this study is designed 1) to investigate the relationship between cultural dimensions and social media usages in China by introducing mediating factors of attitudes toward social media; 2) to investigate the role of individual characteristics (e.g., gender and living location) play on social networks usage in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. Later, a translation and back-translation method was employed to achieve the translation equivalence. A random stratified sample was obtained from an online panel in China in January 2018. A computer-assisted web interviews was conducted with adults age above 18. Total 600 usable samples were obtained in China in January 2018. The findings of this study evidenced the important role culture plays in defining the social context within which individuals behave. The result showed a strong positive relationship between power distance and negative attitude toward social media. This study also found a negative relationship between masculinity and using social media for direct purchase. The finding supports the fact that social networking, which has a strong focus on relationship building, is a relatively feminine value. Thus, the members of social networking, which espouses feminine values, demonstrate a more social orientation and expectation of shared values. Marketers need to ensure that they make their social media outlets user friendly and their spaces encourage communication and connectedness for their users.

Employee innovation is critical to business success and draws knowledge and ideas from customer engagement (CE). In particular, customer interaction, a key aspect of CE, offers opportunities for, and act as a source of, hotel employees’ innovative behaviors (Jaakkola & Alexander, 2014; Li & Hsu, 2016). Focusing on the hotel industry, this study investigates the role of customer interaction, positive affect, and employee motivations in enhancing employees’ innovative behaviors. A structural model was developed based on relevant literature and pilot tested on data collected via a quantitative survey of 196 hotel employees who were in a position requiring interactions with customers. The findings provide support for the proposed model and suggest customer interaction, positive affect, and intrinsic and extrinsic motivations as influential factors impacting on employees’ innovative behaviors directly and/or indirectly. This pilot study forms the basis of a larger project modeling the customer interaction - employee innovation relationship (findings to be presented at the conference). The study contributes to the limited literature on innovation through enhancing CB and employee emotional welfare, addressing the call to strengthen research on the antecedents and outcomes of CB (So, King, Sparks, & Wang, 2016). Practically, the results highlight a need for hotels’ benefit and reward systems to incorporate measures of employee performance in relation to CB.

Inspired by the success of the Dove real beauty campaign, companies such as Amazon Fashion, Nike and Walmart have started to adopt authentic branding strategies, i.e., strategies based on the use of ordinary looking models to reflect real consumers in brand communications (e.g., Zombeck, 2015). Authentic branding is an alternative to the strategy of aspirational branding, where companies use “attractive” models to communicate that consuming their brands will bring consumers closer to an idealized view of themselves (e.g., being an attractive person like the models in the ads; D'Alessandro and Chitty, 2011). However, the body of evidence on their superiority over aspirational strategies is inconclusive. We expand knowledge on aspirational vs. authentic branding strategies by focusing on a new context of major economic importance for brand marketers, China, as well as by testing the moderating effect of a to date not considered contingency: local vs. foreign brand origin perceptions (i.e., low vs. high perceived brand foreignness). Data was gathered through an online survey of non-student consumers based in China recruited through Qualtrics online survey panels (n=623). Tests of reliability, convergent and discriminant validity of the measurement models deliver overall satisfactory results. R2 and Q2 values demonstrate that the tested models show good explanatory power and predictive relevance of emotional brand attachment (R2 = 0.699 to 0.759; Q2 = 0.527 to 0.696). Results support H1, as authentic branding has a positive effect on emotional brand attachment (β = 0. 293, p < 0.001), thus adding support to the efficacy of authentic branding strategies across West and East. Results also support H2, as aspirational branding has a positive effect on emotional brand attachment (β =0.598, p < 0.001). These findings support recent evidence from the UK and USA (e.g., Japutra et al., 2017) yet are out of line with recent studies in Switzerland and India, which fail to support this link (e.g., Malär et al., 2011). Results support H3, as aspirational branding has as stronger effect on EBA than authentic branding (t = 4.603, p < 0.001). Our findings question recent evidence suggesting a generic superiority of authentic over aspirational branding (e.g., Japutra et al., 2017). Results support H4, as for brands perceived as local, the effect of aspirational branding on EBA is significantly stronger than that of authentic branding (t= 4.125, p < 0.001). Thus, results support the notion that brands low on social signalling value, i.e., those perceived as local, can develop stronger attachment with consumers when they employ aspirational strategies. Finally, results do not support H5, as the data shows that for brands perceived as foreign, aspirational branding (β = 0.536, p < 0.001) still has a significantly stronger effect (t= 2.123, p < 0.05) on EBA than authentic branding (β =0.339, p < 0.001). In other words, brands perceived as foreign can still benefit from conveying aspiration over authenticity.