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This paper explores the relationship between content marketing and consumer brand loyalty to the ‘New-China-Chic’ brand. It constructs a structural equation model, Through questionnaires distributed to the fan groups of various brands and offline stores, results show that the four different dimensions of content marketing strategy, namely the culture, entertainment, emotion and interaction, are the main factors affecting consumers' loyalty to the ‘New-China-Chic’ brand. Among them, emotional content and cultural content??= 0.304??= 0.209) have a strong impact on brand loyalty. Brand identity also plays a strong intermediary role in the relationship between the four different dimensions of content marketing and brand loyalty. Moreover, the data shows that consumer ethnocentrism has a significant regulatory effect on brand identity and brand loyalty in cultural content and emotional content, while interactive content and entertainment content have a weak impact.

This study explains the modes of intergenerational succession by female successors in Chinese family businesses and the selection mechanism. In view of the family businesses to which females (daughters) belong, this paper proposes five types of intergenerational succession modes of family businesses, namely the kindred-based succession by the daughter, kindred-based succession by others, joint succession by the daughter and her siblings, joint succession by the daughter and her husband (son-in-law), and succession by a professional manager. By means of case analysis, this study also explores the driving forces for choosing a proper model from the above five succession modes, including family structure, the father’s and business owner’s attitudes, and the daughter’s attitude toward succession, etc. This paper contributes to the domain of the intergenerational succession mode by ‘female (daughter) successors’ in Chinese family-owned businesses theoretically and practically.

China as a hot luxury market has witnessed high growth in luxury sales despite the COVID-19. In recent years, many luxury companies have further improved their brand value and influence via co-branding strategies, however, their brand cooperation received mixed evaluations. Drawing on the conceptual blending theory and self-concept consistency theory, this paper constructs and verifies the structural equation model of consumer evaluation of luxury co-branding from the perspectives of the brands and the consumers. The study reveals that luxury co-branding fit, advertising types and the consumers’ life-role transition have a positive impact on consumer evaluation. Both the type of advertising and consumers’ life-role transition have a moderating effect on consumer evaluation. Specifically, (i) In luxury co-branding, the co-branded products paired with a high fit between the values of the cooperative brands are more likely to receive high consumer evaluation; (ii) The publicity of the brand image of the co-branded products has a stronger moderating effect on the perceived quality, appeal and purchase intention of luxury users than the publicity of the features of the co-branded products; (iii) For luxury brands with a high degree of joint fit, consumers who have not experienced life-role transformation have a stronger regulatory effect on consumers' perceived quality, attractiveness and purchase intention than consumers who have experienced life-role transformation.