This article furthers the understanding of cultural congruity in relation to extension evaluations of corporate heritage brands. The extension of corporate heritage brands remains challenging, due to their unique identities around heritage—typically fostering a narrow spectrum of product‐cultural domain. Drawing on the concept of cultural congruity, this paper puts forward the notion that one effective way to break the deadlock of a brand's heritage is to expand into product categories that share the unique cultural heritage in ways that are meaningful, not merely symbolic. Based on data from a large survey on time‐honored brands in China, this paper demonstrates that cultural congruity does not only influence extension evaluations directly, but also indirectly through perceived fit. The findings further indicate that brand cultural heritage positively moderates both direct and indirect effects. This study enhances the concept of product fit from the lens of cultural congruity and opens up a new avenue for managing corporate heritage brands in the marketplace.

This study is aimed to examine the impact of WeChat use intensity on social isolation, loneliness, and well-being during the lockdown period of the COVID-19 pandemic. Drawing on the regulatory loop model of loneliness, the notions of Internet Paradox, the Time Displacement hypothesis and previous literature on WeChat use intensity, we propose that lockdown loneliness (partially) mediates the relationship between lockdown WeChat use intensity and well-being (i.e., lockdown stress and lockdown life satisfaction). Moreover, we assume that lockdown WeChat use intensity moderates the relationship between lockdown social isolation and well-being (i.e., lockdown stress and lockdown life satisfaction) in both a direct and in an indirect way, that is through lockdown loneliness. The results from our Structural Equation Modeling analyses, using a sample of 1,805 Chinese respondents, indicate that all of our research hypotheses are confirmed. From this empirical work, it becomes clear that online social interactions, which are believed by many people to be able to compensate for the lack of offline social interactions during the COVID-19 lockdown period, in fact are endangering their mental health and life satisfaction instead. This article concludes with theoretical and practical implications of our study, followed by its limitations and recommendations for future research.

This study is aimed to examine the impact of mindfulness in the relationship between social isolation, job and financial insecurity, and stress during the lockdown period of the COVID-19 pandemic. Drawing on Conservation of Resources theory, Psychological Contract theory, Mindfulness theory, and Awareness notion, we propose that lockdown job insecurity partially mediates the link from lockdown social isolation to lockdown financial insecurity, and that the relationship between lockdown social isolation and lockdown stress is mediated as follows: first, simple partial mediation through both lockdown job and financial insecurity and second, sequential mediation through lockdown job and financial insecurity, respectively. Moreover, we assume that mindfulness moderates the relationship between lockdown financial insecurity and lockdown stress. The results from our SEM analyses, using a sample of 1,356 respondents in China, support all the research hypotheses. Based on this empirical work, this study concludes that mindfulness, which is considered by many people to play a role in reducing stress during the COVID-19 lockdown period, is de facto endangering their mental health (that is, they experience more stress) instead. Theoretical and practical implications, as well as limitations and proposals for future research are discussed.

This study examines how perceived organizational support (POS) can be leveraged to provide employees with guided responses to disruptive events. Specifically, this study addresses a previously overlooked yet practically relevant aspect of POS—its communicative role in managing employees’ feelings of job insecurity. Drawing on the social identity perspective and research on individuals’ psychological states of uncertainty, we argue that POS can have both direct and indirect influences on the sense of job insecurity in times of external threats. With this in mind, we used COVID-19 and resulting lockdowns in China as specific context examples of a disruptive event to administer a two-wave lagged survey measuring POS, perceived control, lockdown loneliness, and job insecurity. Theoretical arguments are put forward regarding organizational support for fostering individuals’ social identity and emotional well-being under deeply disruptive work situations. Overall, this study offers insights into how managers may develop risk management and organizationally adaptive practices.