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Purpose Restaurants’ outdoor signage plays an irreplaceable role in attracting potential diners, as it conveys important functional and symbolic meanings of the businesses. The purpose of this study is to investigate the effect of typographic design elements of outdoor signage on consumers’ perceptions of authenticity. This study also tests the linkage between authenticity and willingness to dine, as well as the moderating effect of frequency of dining in ethnic restaurants on the relationship. Design/methodology/approach Using a 2 (simplified vs traditional Chinese characters) × 2 (calligraphy vs computer font) × 2 (vertical vs horizontal text flow) between-subject design, the authors did two experiments with 786 Chinese diners. Restaurant authenticity and willingness to dine are dependent variables, and openness to ethnic cuisine is the control variable. Findings Display characters and text flow significantly affect restaurant authenticity. Furthermore, the results of this study demonstrate that display characters interact with typeface to influence restaurant authenticity. Consumers’ perceived authenticity significantly increases their willingness to dine. The frequency of dining in ethnic restaurants moderates the relationship between restaurant authenticity and willingness to dine. Practical implications Ethnic restaurateurs should pay attention to the outdoor signage design, as it affects potential consumers’ authenticity perceptions. Specifically, in Mainland China, traditional Chinese characters and vertical text direction increase potential consumers’ authenticity perceptions. Originality/value This study extends the semiotic theory and applies the cue–judgment–behavior model in the hospitality literature. This study also provides new understanding of authenticity by identifying the influence of typographic design on authenticity, which confirms the semiotic theory that certain semiotic cues affect consumers’ judgments.

PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.Design/methodology/approachThis study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.FindingsCET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.Practical implicationsPractitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.Originality/valueThis research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.

The relationship between either paraoxonase 1 (PON1) gene promoter DNA methylation or genetic variations and bleeding or major adverse cardiac events after dual antiplatelet therapy has been incompletely characterized. We aimed to systematically investigate the role of genetic variations and DNA methylation of the PON1 CpG island promoter on the clinical outcomes of dual antiplatelet therapy for patients with coronary artery disease (CAD) who underwent percutaneous coronary intervention (PCI). This study included 653 patients with CAD undergoing PCI and receiving dual antiplatelet therapy. Genomic DNAs were isolated from whole blood and were genotyped for the three single nucleotide polymorphisms (SNPs) of the PON1 gene. The DNA methylation levels in the PON1 promoter region were determined by bisulfite sequencing or pyrosequencing at five CpG sites (positions −142, −161, −163, −170, and −184 from the transcription start site). Clopidogrel and its metabolites in plasma were examined using high-performance liquid chromatography-tandem mass spectrometry (HPLC-MS/MS), and platelet function analysis was performed using the VerifyNow assay. Statistically significant associations between methylation levels at five PON1 CpG sites and bleeding were observed: −184 [odds ratio (OR) 0.98, 95% confidence interval (CI) 0.96–1.00, p = 0.028]; −170 (OR 0.99, 95% CI 0.97–1.00, p = 0.048); −163 (OR 0.98, 95% CI 0.96–1.00, p = 0.029); −161 (OR 0.98, 95% CI 0.97–1.00, p = 0.026); and −142 (OR 0.98, 95% CI 0.97–1.00, p = 0.042) at a false discovery rate of

Purpose The purpose of this paper is to examine consumer ethnocentrism (CE) in China and clarify whether CE impacted on Chinese consumers’ product preferences between local and foreign products. Design/methodology/approach Street surveys and mall intercepts were conducted, 367 questionnaires were collected with 170 from Shenyang – Northern China and 197 from Shenzhen – Southern China. Findings CE is low in China, it poses no serious threat to foreign products. Consumers living in second tier Northern city like Shenyang have higher ethnocentric beliefs than those living in a first tier like Shenzhen in Southern China. CE’s impact varies between product categories and availability of domestic alternative could be a key issue. Age and education level have significant moderating effects. Research limitations/implications It only collected from two Chinese cities, distribution pattern of CE data determined non-parametric data analysis methods were adopted. Practical implications Regional differences in China matters, first tier Southern cities like Shenzhen could be less challenging destinations for foreign retailers. Targeting young and highly educated consumers could be more effective. Although CE level is low in China, a cautious approach beyond first tier cities is recommended, especially when facing competent local rivals. Originality/value It clarified that CE did affect product preferences amongst Chinese consumers, highlighted China’s regional differences in terms of North-South divide and first and second tier cites. It also identified that availability of domestic alternative is a key factor that cannot be ignored. This study provided evidence to demonstrate that with unprecedented uncertainties on global free trade, there is no grassroots support for protectionism and isolationism in China.

This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.