Chinese marketing is evolving, and this is having a dramatic influence on the incomes and spending patterns of consumers. Set against these longer-run trends, the contribution of this paper is to examine the year-on-year persistence of brand purchasing and behavioural brand loyalty in packaged goods markets in China. Revealed preference data for two product categories (toothpaste and soy sauce) in two contrasting cities (Shanghai and Xi'an) are analysed, with particular attention being paid to whether brand purchasing and behavioural brand loyalty are invariant over a five-year period. Conceptually, the NBD-Dirichlet model of brand choice and purchase incidence is employed. Analysis shows that patterns found in the Chinese data are quite similar to those reported previously for Western markets, with invariant results over time -notwithstanding supplyside and demand-side changes over the study period. In particular, the double jeopardy effect and multi-brand loyalty are consistently observed in the toothpaste and soy-sauce markets in both cities over the full five-year period. Results distinct to the Chinese market are also identified: exclusive brand loyalty appears to be declining in favour of multi-brand loyalty, and there are betweencity differences in the magnitude of this decline.

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PurposeToday's logistics industry is facing severe challenges since global transportation demand increases substantially. Carriers are urged to reduce empty loads and CO2 emissions through collaboration. Therefore, the concept of Physical Internet (PI) came into being. However, PI is still in its infancy. It is difficult to understand its sophisticated coordination mechanism, which makes learning of the concept more complicated.Design/methodology/approachGamification is an effective approach to help students improve their learning curve. At the same time, the psychological and behavioral changes in learning will also pose an impact on learning efficiency. This paper introduces a PI transportation game and designs a set of gamification teaching experiments. In the experiment, a control group and three experimental groups are set up, and the experiment was designed to respond to a plethora of research questions using the methods of T-test, correlation analysis and regression analysis. Experimental results were analyzed through the method of multivariate statistics.FindingsThis paper looks for superior pedagogical methods and procedures for students to learn PI while providing suggestions for PI's learning among undergraduates. The authors found (1) gamification teaching will make participants feel more satisfied and master more knowledge points; (2) the scores of logistics testing have been significantly improved after gamification teaching and (3) flow experience has a significant impact on game revenue.Originality/valueThis is the first study about the impact of gamification on teaching and learning PI. The authors apply the methods of T-test, correlation analysis and regression analysis to analyze the collected data. The paper proves that gamification can help students learn PI and that flow experience can improve the efficiency of students learning PI.

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