...Kai-Yun Chang; Tung-Miao Chang; Jhong-Min Yang Purpose To address consumer skepticism regarding greenwashing in international quick-service restaurants, this study bridges value-belief-norm theory and signaling theory to examine the impact of green marketing on purchase intention. Specifically...

...Jiazhi Ma; Changyi Zhu; Xingyi Zhang; Yuan Pang; Ran Huo Purpose Drawing on signaling theory, this study examines whether divergence in supplier environmental, social and governance (ESG) ratings affects customer stability in supply chains, shifting attention from ESG performance levels to cross...

... impact consumers' perceptions and continuous purchase intentions for secondhand fashion items. Design/methodology/approach Grounded in signaling theory, this study explores the interactive effects of two key seller signals: sales information transparency and emotional communication through emojis...

... and its subsequent effect on purchase intention; however, they neglected to consider the possible variations in the utility of review valence across diverse contexts. The signaling theory posits that, in an e-commerce environment, consumers evaluate product signals by acquiring player signals...

... of information asymmetry and thereby promoting corporate artificial intelligence adoption. Originality/value This paper applies signaling theory to the study of artificial intelligence adoption within enterprises by supply chain shared auditors, thereby expanding the application scenarios of signaling theory...

...Fang Jia; Zhilin Yang; Xiaoyue Zhao Purpose This study investigates how firms navigate conflicting stakeholder responsibilities during crises. Leveraging the unique context of the COVID-19 pandemic and drawing on signaling theory, it examines how anti-COVID-19 philanthropy (external CSR...

...Beyza Aksoy; Mehmet Akif Gunduz Purpose Building on insights from signaling theory, this study aims to explore whether exporters perceive non-tariff measures as signals that reduce information asymmetry, thereby helping them increase their export commitment and market orientation. Design...

...Jing Xiao; Xiang Zhang; Huafei Yan; Ping Zeng Purpose Based on signaling theory, this study regards environmental, social and governance (ESG) performance as a positive signaling, innovatively establishes the correlation between ESG performance and green cooperative innovation (GCI) and explores...

... Publishing Limited Licensed re-use rights only Bank Fit Consistency Transparency ESG authenticity Satisfaction Word-of-mouth Signaling theory Environmental, social, and governance (ESG) management has emerged as an important strategic focus for companies aiming to mitigate risks, seize...

... and emotional values. Originality/value Drawing on the signaling theory, this study advances knowledge on how local iconness increases the value of and customers’ desire to purchase culturally mixed products. It provides practical suggestions on how global brands can succeed when launching culturally mixed...

... for successfully managing businesses in Asian markets. Originality/value The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan). Many marketers are developing brand positioning strategies based on consumer...