Can Upward Brand Extensions be an Opportunity for Marketing Managers During the Covid-19 Pandemic and Beyond?

Early COVID-19 research has guided current managerial practice by introducing more products across different product categories as consumers tried to avoid perceived health risks from food shortages, i.e. horizontal brand extensions. For example, Leon, a fast-food restaurant in the UK, introduced a new range of ready meal products. However, when the food supply stabilised, availability may no longer be a concern for consumers. Instead, job losses could be a driver of higher perceived financial risks. Meanwhile, it remains unknown whether the perceived health or financial risks play a more significant role on consumers’ consumptions. Our preliminary survey shows perceived health risks outperform perceived financial risks to positively influence purchase intention during COVID-19. We suggest such a result indicates an opportunity for marketers to consider introducing premium priced products, i.e. upward brand extensions. The risk-as�feelings and signalling theories were used to explain consumer choice under risk may adopt affective heuristic processing, using minimal cognitive efforts to evaluate products. Based on this, consumers are likely to be affected by the salient high-quality and reliable product cue of upward extension signalled by its premium price level, which may attract consumers to purchase when they have high perceived health risks associated with COVID-19. Addressing this, a series of experimental studies confirm that upward brand extensions (versus normal new product introductions) can positively moderate the positive effect between perceived health risks associated with COVID-19 and purchase intention. Such an effect can be mediated by affective heuristic information processing. The results contribute to emergent COVID-19 literature and managerial practice during the pandemic but could also inform post-pandemic thinking around vertical brand extensions

Mastery of Hanyu Pinyin of Non-native Speakers

Proficiency in third language is a much-needed added value present day. Third language learning has been highlighted in the Malaysia Education Blueprint 2013 - 2025. One of the skills that needs to be mastered by students is communication in social situations using Malay, English and an additional language. There is an increase of trend in primary and tertiary educational institutions in Malaysia offering foreign language courses. Mandarin has become one of the most popular elective course options among students due to the factor of better career opportunities in the future. Hence, the purpose of this study is to examine the non-native speakers’ mastery in Hanyu Pinyin at the early stage. This study uses a survey to answer the main research questions. With the aim of achieving the research main goal, a survey will be conducted accordingly. Questionnaire instruments will be given to the students taking Mandarin language subjects at a public university. The findings of this study are expected to elevate the university, especially the for the academicians to produce high quality graduates with the ability to speak a third language fluently. On top of that, it will also enhance the university's reputation with outstanding student achievement, thus benefiting national development especially in international relations