This article reports the results of research investigating residents’ perceptions, attitudes and behavioral intention (BI) toward sports festivals and special events (FSE) from a pre-event perspective. A structural equation modeling (SEM) was utilized. Two sets of theoretical frameworks have been employed for this study: Social Exchange Theory (SET) and Social Representation Theory (SRT). A quantitative analysis was utilized. Using structural equation modeling (SEM). The authors have identified a strong association between media influence and FSE image evaluation; FSE image evaluation and residents’ perceptions; residents’ perceptions and attitudes; and residents’ attitudes and behavioral intention. However, the study found that social interactions do not have a significant impact on FSE image evaluation. The practical application of this research is that event planners should use media to promote FSE to local residents. This article concludes with the management implications for FSE planners and organizers. Future studies can build on the findings of the paper to generalize this China model for adaption to other countries.

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Abstract:The purpose of this study is to explore the Chinese own brand strategy in the grocery sector by applying two competitive advantage theories. The theories are Porter's Generic Strategies model and Hunt's ResourceAdvantage theory. Three sets of Chinese own brand strategies are reviewed. A preferred Chinese own brand strategy combining cost leadership and differentiation simultaneously is identified. A qualitative methodology is utilised to examine some of the many facets of own brand development in China. The main data for this study are drawn from semi-structured interviews and selected store observations in Shanghai, China. The implications, limitations and directions of the study are discussed.

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