Vol. 3 No. 3 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)-STEMM Institute Press

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Vol. 3 No. 3 (JBM 2026)

Paths and Constraints of Rural Cultural Tourism E-Commerce: A Case Study of Homestay Industry in Langya Town, Qingdao, China

Lan Yao*, Ruining Liu

DOI: https://doi.org/10.62517/jbm.202609301

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How Do Enterprises Transform External ESG Pressures into Sources of Competitive Advantage? —A Cross-Country Comparative Case Study

Mo Cao

DOI: https://doi.org/10.62517/jbm.202609302

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Luxury Brand Value Response Based on Secondary Market Signals

Siyi Zeng

DOI: https://doi.org/10.62517/jbm.202609303

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Green Transformation Strategies of Japanese Automakers under Carbon Neutrality: A Case Study of Toyota, Honda, and Nissan

Yihan Chen

DOI: https://doi.org/10.62517/jbm.202609304

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Theoretical Logic and Realistic Dilemma of Digital Transformation of Start-up Enterprises

Yuqi Chen

DOI: https://doi.org/10.62517/jbm.202609305

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From Growth to Differentiation: A study on the Impact of Luckin Coffee’s Marketing Communication Strategies on Brand Favorability Among College Students

Qinyuan Hu

DOI: https://doi.org/10.62517/jbm.202609306

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The Threshold Effect of Cultural Empowerment: A Study on Heterogeneous Decision-Making in Virtual Consumption: A Case Study of Honor of Kings

Yifang Ruan

DOI: https://doi.org/10.62517/jbm.202609307

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Study on the Impact of PE on Enterprise Growth-Taking Hillhouse Investment in MINISO as an Example

Zheyu Tu

DOI: https://doi.org/10.62517/jbm.202609308

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Intangible Cultural Heritage IP Narrative Empowers New Domestic Brands: Research on the Mechanism of Cultural Identity Construction and Value Transformation Path

Jinhan Zhou

DOI: https://doi.org/10.62517/jbm.202609309

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Research on Brand Image Building and Communication Under the Multi-Endorser Strategy: A Case Study of Louis Vuitton's Differentiated Advertising Practices with Chinese Endorsers Chris Lee and Eileen Gu

Yutong Yuan

DOI: https://doi.org/10.62517/jbm.202609310

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Digital Transformation of the Cultural Industry: Technology Empowerment, Attributes Reconfiguration, and Development Strategies

Jiang Qiang

DOI: https://doi.org/10.62517/jbm.202609311

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An Investigation into the Influence Mechanism of Employee Initiative on Safety Production Behavior in Industrial Enterprises

Jingyuan Li*, Nan Yang

DOI: https://doi.org/10.62517/jbm.202609312

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Consumer Decision-Making in Outdoor Apparel Purchases: A Discrete Chioce Experiment on Hardshell Jackets

Huabo Zhu, Xuejing Li*, Siyu Yan

DOI: https://doi.org/10.62517/jbm.202609313

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Research on Dilemmas and Optimization Paths of Green Accounting Transformation of Manufacturing Enterprises in the Greater Bay Area from the Perspective of Carbon Peaking and Carbon Neutrality Goals

Zhou Jing

DOI: https://doi.org/10.62517/jbm.202609314

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