During the late Ming and early Qing period, Jesuit missionaries introduced European science into China, and thereby profoundly influenced the later development of Chinese astronomy. Not only did European astronomy become the official system of the Qing dynasty, but the traditional way to ‘attain up above’ by connecting the study of astronomy and Yi learning gradually fell into disuse. However, the astronomers in this period expressed different views on these two processes. As one of the most important early Qing astronomers, (...) Xue Fengzuo’s case presents a distinctive and important example. Firstly, under the influences of both Chinese tradition and European science, Xue Fengzuo rebuilt the way to ‘attain up above’ based on his three-fold ‘calendrical learning’, i.e. calendrical astronomy, astrology and related pragmatic applications, through which he could realize the highest Confucian ideal. Secondly, he integrated Chinese and Western knowledge for all three aspects of his ‘calendrical learning’, instead of ceding the dominant position to Western methods. From Xue Fengzuo’s example, many of the complex effects of the encounter between different cultures and the process of knowledge transfer can be revealed. (shrink)

Aesthetic medicine has become a booming industry in the world. However, there are widespread social and health risks posed by aesthetic medicine, including illegal practice, and misleading information from aesthetic medicine institutes. Social media and advertisement play important roles in leading to appearance anxiety among young people nowadays. Regarding the chaotic situation in the aesthetic medical field, there is a fact that the practice of aesthetic medicine has been marginally regulated, even in some developed countries. China has the largest population (...) in the world as well as the large number of aesthetic medical customers. Regarding the protection of people from harm, there is a great challenge for the Chinese government. So, China has enacted the toughest governance these years both on the supply and demand side. Some of the strategies may be useful for health authorities in certain countries. (shrink)

《樂道》是隴菲多年精心撰著的音樂哲學專著。 自二十世紀八十年代初，隴菲潛心研究音樂哲學，試圖基於中國古典樂道，建立可與世界對話的中國音樂哲學，發表了多篇重要論著，如《行象簡論》、《形》、《春江花月夜 —— 自然、歷史、人生之千古絕唱》、《古琴與鋼琴》等等。自二零零二年起，《樂道》部分章節，陸續由期刊連載，引起廣泛關注，且被許多網站輾轉傳貼。《樂道》傳疏發明之中國古典哲學、中國古典樂道“道、形、器”（《易 經》）、“達、類、私”（《墨經》）、“人，法地地，法天天，法道道，法自然”（《道德經》）、“逝者如斯”（《論語》）、“以類相動”、“大樂與天地同和”、“大樂中天地之節”（《禮記》），以及隴菲拈出之“行 象”（《行象簡論》）等等洪範之疇，已逐漸為世人注目。.

Rapid and precise air operation mission planning is a key technology in unmanned aerial vehicles autonomous combat in battles. In this paper, an end-to-end UAV intelligent mission planning method based on deep reinforcement learning is proposed to solve the shortcomings of the traditional intelligent optimization algorithm, such as relying on simple, static, low-dimensional scenarios, and poor scalability. Specifically, the suppression of enemy air defense mission planning is described as a sequential decision-making problem and formalized as a Markov decision process. Then, (...) the SEAD intelligent planning model based on the proximal policy optimization algorithm is established and a general intelligent planning architecture is proposed. Furthermore, three policy training tricks, i.e., domain randomization, maximizing policy entropy, and underlying network parameter sharing, are introduced to improve the learning performance and generalizability of PPO. Experiments results show that the model in this work is efficient and stable, and can be adapted to the unknown continuous high-dimensional environment. It can be concluded that the UAV intelligent mission planning model based on DRL has powerful intelligent planning performance, and provides a new idea for researching UAV autonomy. (shrink)

This study investigates the associations among member ability, member relationships, knowledge sharing, and innovation performance in eSports industry knowledge alliance. A survey strategy and purposive sampling were applied, and the analysis was conducted on a sample of 311 senior managers from the China eSports Association. The hypotheses were tested using SPSS 24.0 software and AMOS 24.0 software. This study shows that member ability and member relationships have both a direct and indirect effect on innovation performance. Firstly, member ability, member relationships, (...) and member knowledge sharing significantly impact the innovation performance of eSports industry knowledge alliances. Secondly, member knowledge sharing plays a mediating role in the effect of member ability and membership relationship on innovation performance. This pioneering article explores the interaction mechanisms between member ability, member relationships, and innovation performance in eSports industry knowledge alliance. The research results are conducive to the development of the eSports industry toward deep integration and sustainable development and provide a reference for similar knowledge-intensive enterprise alliance behaviors. (shrink)

The article focuses on the analysis of curriculum documents from Taiwan to investigate how benchmarks for learning nature of science are positioned in different versions of the science curricula. Following a review of different approaches to the conceptualization of NOS and the role of NOS in promoting scientific literacy, an empirical study is reported to illustrate how the science curriculum documents represent different aspects of NOS. The article uses the family resemblance approach as the account of NOS and adapts it (...) for analysis of the curriculum documents. The FRA defines NOS as cognitive-epistemic and social-institutional systems that serve as constructs of knowledge categories with a high level of interconnectedness. The FRA was used as an analytical tool for investigating two sets of Taiwanese curriculum guidelines published 10 years apart, providing an opportunity to discuss how NOS is addressed in the curriculum reforms. The findings show a shift away from the excessive centralization of the cognitive-epistemic system to a consideration of the social-institutional system. Modifications to the benchmarks are proposed in order to achieve a more holistic and progressive approach to NOS. The article contributes to studies on NOS in science education by illustrating how the FRA can act as a tool for exploring interconnectedness of NOS ideas in the curriculum. (shrink)

This study examines whether human gaze lacking the confounding factor of eye whites can be processed unconsciously and explores the critical aspects for such process. Utilizing the continuous flash suppression paradigm, a schematic face—with direct or averted gaze, and with neutral, fearful or happy expressions—was presented to one eye while dynamic masks rendered it invisible to the other eye. Schematic faces were used to avoid unwanted influence from salient eye whites. Participants’ detection time of anything other than the masks was (...) used as an index of unconscious processing time. Faster detection was found for faces with direct gaze than those with averted gaze. However, there was no difference between detection times for different facial expressions and upright-face, inverted-face, and eyes-only conditions . These results confirm that, with schematic faces, gaze can be processed unconsciously regardless of facial expression, and eyes alone are sufficient for such process. (shrink)

A primary argument against the badness of death (known as the Symmetry Argument) appeals to an alleged symmetry between prenatal and posthumous nonexistence. The Symmetry Argument has posed a serious threat to those who hold that death is bad because it deprives us of life’s goods that would have been available had we died later. Anthony Brueckner and John Martin Fischer develop an influential strategy to cope with the Symmetry Argument. In their attempt to break the symmetry, they claim that (...) due to our preference of future experiential goods over past ones, posthumous nonexistence is bad for us, whereas prenatal nonexistence is not. Granting their presumption about our preference, however, it is questionable that prenatal nonexistence is not bad. This consideration does not necessarily indicate their defeat against the Symmetry Argument. I present a better response to the Symmetry Argument: the symmetry is broken, not because posthumous nonexistence is bad while prenatal nonexistence is not, but because (regardless as to whether prenatal nonexistence is bad) posthumous nonexistence is even worse. (shrink)

Although the relationship between stressors and thriving at work has been established, the linkage between them is still in the early stages of theory development. This study proposed a two-path model, based on Lepine’s stressors-performance model, to analyze the effects of the stressors on the thriving at work. Two complementary mediating paths were proposed, i.e., affective strain (positive affect) and motivation (self-efficacy), which were explained using affective events theory and expectancy theory, respectively. Based on the empirical data from 233 employees, (...) the results show that challenge stressors could enhance employees’ positive affect and self-efficacy, thus leading to thriving at work; on the contrary, hindrance stressors would result in negative influences. In addition, it is also found that the effect of affective path tend to be greater than that of motivation path, which could provide a practical guide for organizations to effectively apply stress management and to promote employees thriving at work. (shrink)

While dynamic epistemic logics with common knowledge have been extensively studied, dynamic epistemic logics with distributed knowledge have so far received far less attention. In this paper we study extensions of public announcement logic ( $\mathcal{PAL }$ ) with distributed knowledge, in particular their expressivity, axiomatisations and complexity. $\mathcal{PAL }$ extended only with distributed knowledge is not more expressive than standard epistemic logic with distributed knowledge. Our focus is therefore on $\mathcal{PACD }$ , the result of adding both common and (...) distributed knowledge to $\mathcal{PAL }$ , which is more expressive than each of its component logics. We introduce an axiomatisation of $\mathcal{PACD }$ , which is not surprising: it is the combination of well-known axioms. The completeness proof, however, is not trivial, and requires novel combinations and extensions of techniques for dealing with $S5$ knowledge, distributed knowledge, common knowledge and public announcements at the same time. We furthermore show that $\mathcal{PACD }$ is decidable, more precisely that it is $\textsc {exptime}$ -complete. This result also carries over to $\mathcal{S 5\mathcal CD }$ with common and distributed knowledge operators for all coalitions (and not only the grand coalition). Finally, we propose a notion of a trans-bisimulation to generalise certain results and give deeper insight into the proofs. (shrink)

BackgroundScientific researchers are expected to follow the professional norms in their own domain. With a growing number of scientific publications retracted and research misconduct cases revealed in recent years, Chinese biomedical research integrity is questioned. As institutions educating and training future researchers, universities and the guidance they provide are important for the research quality and integrity of the country. Therefore, through a review of the guidance and policy documents on research integrity in Chinese universities, this work aims to investigate how (...) the professional norms are specified in these documents.MethodsAfter a stratified sampling, 53 universities were selected. Their guidance and policy documents on research integrity were collected via a web search of their official websites. The search was confirmed by these universities. Then the content of all the collected documents were analyzed using inductive content analysis.Results118 active university documents were collected and analyzed. Most of the Chinese universities we investigated had their own guidance or policy on research integrity. They listed principles or examples of desired and undesired academic practices, investigation procedures and punishments of academic misconduct, and put forward measures to promote research integrity. Differences on specific practices and principles were observed between university groups and with European university documents.ConclusionDespite the discrepancy they have, all these documents were designed to promote research integrity and cultivate a good research environment in Chinese biomedical domain. Nevertheless, there is still room for improvement, for example, through more consultation of international guidance. (shrink)

In this study, I examined what channels of socialization influence the moral behavior of cadets. We conducted a regression analysis of the effects of parents' attitudes to moral education, the standard and potential curriculum of schools, peer groups, and communication media on individual ethics and discipline using 399 sample participants. The participants were recruited through a questionnaire survey on cadets from academy of military, naval, and air force, and four-year based students from R.O.C. National Defense University. The analysis results showed (...) that the cultivation of morality among cadets was directly influenced by the school's potential curriculum (i.e., intern cadres and officers in company) and their parents' attitudes to moral education during early childhood. The results also indicated that the influence of teaching by example was more significant than that of teaching by precept. (shrink)

This study used structural equation modeling to verify the performance of the ethical decision-making models developed by Jones and by Kelley and Elm. A comparison showed that the Kelley and Elm decision model yielded the optimal degree of fit. The investigations conducted in this study indicated that moral intensities are not an objective, existing concept but rather the product of subjective perception influenced by organizational factors. In addition to directly influencing ethical decisions, organizational factors indirectly influence ethical decisions through moral (...) intensities. (shrink)

Based on recent findings, we propose a framework for a relationship among attention, effort and optimal performance. Optimal performance often refers to an effortless and automatic, flow-like state of performance. Mindfulness regulates the focus of attention to optimal focus on the core component of the action, avoiding too much attention that could be detrimental for elite performance. Balanced attention is a trained state that can optimize any particular attentional activity on the dual-process spectrum.

Young migrants have been the major migrant labor force in urban China. But they may be more vulnerable in quality of life and mental health than other groups, due to their personal characteristic and some social/community policies or management measures. It highlights the need to focus on psychological wellbeing and probe driving and reinforcing factors that influence their mental health. This study aimed to investigate the influence of subjective/objective status and possible pathways of young migrants’ life satisfaction and psychological distress. (...) Data on 9838 young migrants in the China Migrants Dynamic Survey were analyzed by LISREL 8.8. A total of 94.03% migrated for jobs or business. Subjective status, including subjective socioeconomic status, social adaptation, and psychological integration, had positive effects on life satisfaction, whereas social adaptation and psychological integration negatively affected psychological distress. Objective status, including objective socioeconomic status and health insurance, had adverse effects on life satisfaction, whereas they positively affected psychological distress. Social participation and city belonging had only significant positive mediating roles on life satisfaction. It is essential to increase social adaptation and decrease integration stress according to younger internal migrants’ practical needs. It is also necessary to enhance community/social resources and activities in the context of developing sustainability in the community to assist in mental health promotion. (shrink)

This article examines two syllogistic arguments contrasted in an ancient Chinese book, theMozi, which expounds doctrines of the Mohist school of philosophers. While the arguments seem to have the same form, one of them (theone-horse argument) is valid but the other (thetwo-horse argument) is not. To explain this difference, the article uses English plural constructions to formulate the arguments. Then it shows that the one-horse argument is valid because it has a valid argument form, the plural cousin of a standard (...) form of valid categorical syllogisms (Plural Barbara), and argues that the two-horse argument involves equivocal uses of a key predicate (the Chinese counterpart of ‘have four feet’) that has the distributive/nondistributive ambiguity. In doing so, the article discusses linguistic differences between Chinese and English and explains why the logic of plural constructions is applicable to Chinese arguments that involve no plural constructions. (shrink)

Communication, as a discipline that generates a rich body of literature on CSR, has become a critical contributor to CSR knowledge in social science. However, limited research exists to understand how CSR knowledge is constructed and diffused in the discipline. This study thus intends to unpack the knowledge construction process of CSR research in the communication discipline from a network perspective. Invisible college was adopted as the conceptual framework. Article and theory/concept networks were constructed with 290 peer-reviewed articles from 61 (...) communication journals between 1980 and 2018. Results showed that in the past four decades, CSR literature in communication has been growing and maturing, as evidenced by the increasing volume and diversity of theories and concepts applied. Furthermore, this body of literature tends to gravitate toward certain selected groups of theories and concepts, resulting in denser article networks over time. Our findings reflected a substantial influence of management and psychological perspectives on CSR research in communication. Additionally, the results showed that public relations concepts and theories have influenced CSR research across different communication subfields such as advertising and organization communication. The study expects the continuation of the plurality of voices as to how communication researchers will approach CSR and what specific topics may gain popularity in future research. (shrink)

In the process of China’s rapid development, the society has higher and higher requirements for educational reform. Different from other basic disciplines, design emphasizes practicality, which requires that in the process of design education reform, more attention should be paid to the stimulation of students’ subjective initiative and the improvement of students’ ability to solve problems in the face of setbacks. This paper methodically expounds on a more scientific manner of curriculum reform fit for China’s educational system, based on positive (...) psychology and consideration of grit. It performs research and analysis on the design education curriculum reform on the basis of positive psychology through field research, logical analysis, and other research methodologies. Designing education curriculum reform based on positive psychology orientation is more feasible than standard education curriculum reform and the role of grit in taking part in the educational curriculum reform oriented to positive psychology is considerably higher than that in the conventional educational curriculum reform, according to experimental study. (shrink)

Whether or not a public relations code of ethics should be enforced, among others, has become one of the most widely controversial topics, especially after the Hill and Knowlton case in 1992. I take the position that ethical codes should be enforced and address this issue from eight aspects: (a) Is a code of ethics an absolute prerequisite of professionalism? (b) Should problems of rhetoric per se in a code of ethics become a rationale against code enforcement? (c) Is a (...) code of ethics of any significance? (d) Is the ethical code is enforceable, (e) Would the licensure system interfere with the freedom of expression of the practitioners? (f) Do PR practitioners choose to be ethical (if they do) because they have to be or because they want to be? (g) Would the public interest be virtually assured as a result of a public relations? and (h) Can education in ethics overcome the ethical problems in public relations? (shrink)

This study investigates affective meanings expressed in facial expressions and bodily gestures from a semiotic perspective. Particularly, the study focuses on disentangling relations of affective meanings and exploring the meaning potential of facial expressions and bodily gestures. Based on the analysis of over three hundred screenshots from two films (one animation and one live-action film), this study proposes a system of visual affect, as well as a system of visual resources involved in the expression of visual affect. The system of (...) visual affect makes a further step in the investigation of affective meanings afforded by facial expressions and bodily gestures, and can provide methodological insights into the examination of affective meanings expressed visually. The system of visual resources provides a more meaning-motivated framework for systematic tracking of the visual resources, which may be applied to the analysis of other visual media apart from films. (shrink)

This research examines the impact of an online platform’s revenue model on consumers’ ethical inferences of the company. We demonstrate that consumers perceive online platforms that employ the advertising-based revenue model to be less ethical than platforms that employ the service-fee-based revenue model because platforms that adopt the advertising-based revenue model are thought to be less consumer-serving motivated. The unfavorable ethical inferences induced by the advertising-based revenue model further lower consumers’ intention to disclose personal information and the intention to generate (...) positive word of mouth for the company. We further find that allowing consumers to skip advertisements does not improve the less favorable ethical inferences while using resources for public-service advertisements does. These findings advance the understanding of consumers’ ethical inferences regarding business models and provide insights for managers to develop effective strategies to alleviate less favorable ethical inferences. (shrink)

In order to pursue different performance effects, clarinet players and clarinet manufacturers choose clarinet bodies of different materials to improve the performance of Clarinet and play different sound effects and timbres. Many materials have gradually declined in the history of clarinet development, and many materials have been handed down since the 19th century. This paper studies and compares clarinet bodies of different materials through acoustic instrument discrimination method and human ear discrimination experiment. On the one hand, from a professional and (...) objective point of view to prove the differences in the performance of wooden, resin and metal clarinet bodies; On the other hand, from a subjective point of view, explore the degree of human ear perception of timbre, and synthesize the two experimental conclusions to obtain an objective point of view. (shrink)

In addressing the Lucretian symmetry problem, the temporal bias approach claims that death is bad because it deprives us of something about which it is rational to care (e.g., future pleasures), whereas prenatal nonexistence is not bad because it only deprives us of something about which it is rational to remain indifferent (e.g., past pleasures). In a recent contribution to the debate on this approach, Miguel and Santos argue that a late beginning can deprive us of a future pleasure. Their (...) argument is based on the claim that for birth or death to deprive a person of any value in life, the historically closest counterfactual situation that contains the value is such that the person begins to exist earlier or dies later. This is what they call the Historical Condition. However, the Historical Condition is untenable for several reasons. First, this condition substantially weakens the explanatory capacity of the deprivation account because it implies that most ordinary sorts of pleasures are not deprived by death. In addition, the Historical Condition is vulnerable to counterexamples. In particular, what they offer as a standard case of the deprivation of future pleasure due to a late beginning (what they call Seeing The Beatles), or some of its variants, can be used to falsify this condition. Finally, the Historical Condition is theoretically indefensible because it is based on a faulty analysis of deprivation. (shrink)

Three methods for ethics instruction are used in Taiwanese military education: the ‘bag-of-virtues’, value-clarification and virtue-ethics methods. This article explains, analyzes and discusses each of these, thereby giving an introduction to how military ethics is taught – and thought of – within the Taiwanese military system. Recommendations are given for how to improve the parts of the system that do not seem to live up to the stated intentions.

A double delayed hybrid stochastic prey-predator bioeconomic system with Lévy jumps is established and analyzed, where commercial harvesting on prey and environmental stochasticity on population dynamics are considered. Two discrete time delays are utilized to represent the maturation delay of prey and gestation delay of predator, respectively. For a deterministic system, positivity of solutions and uniform persistence of system are discussed. Some sufficient conditions associated with double time delays are derived to discuss asymptotic stability of interior equilibrium. For a stochastic (...) system, existence and uniqueness of a global positive solution are studied. By using the invariant measure theory and singular boundary theory of diffusion process, existence of stochastic Hopf bifurcation and stochastic stability are investigated. By constructing appropriate Lyapunov functions, asymptotic dynamic behavior of the proposed hybrid stochastic system with double time delays and Lévy jumps is discussed. Numerical simulations are provided to show consistency with theoretical analysis. (shrink)

Various writings by the later Wittgenstein on the philosophy of psychology, published posthumously, express his basic critical attitude toward certain concepts and issues in the philosophy of psychology. His attitude towards folk psychology is negative in principle, leaving him opposed to the foundation of current psychological research. This critique of folk psychology and of the philosophy of psychology in general is in accord with the general method of his later philosophy, that is, dealing with philosophical problems by dissolving them. However, (...) his critical attitude towards folk psychology has been less influential in the development of contemporary philosophy, and is in opposition to the philosophy of psychology and folk psychology as practiced today. In this paper I will analyze Wittgenstein's understanding of the concept of psychology, offering a different interpretation from that of other scholars, and explain why and how contemporary philosophers of psychology misunderstand Wittgenstein. (shrink)

We compare several closely related continuum invariants, i.e., $\mathfrak{a}$, $\mathfrak{a}_\mathfrak{e}$, $\mathfrak{a}_\mathfrak{p}$ in two forcing models. And we shall ask some open questions in this field.

Background States and families are facing growing challenges provide adequate care for older persons. Smart home health technologies (SHHTs) in the forms of sensor or robotic devices have been discussed as technical solutions for caregiving. Ethical and social concerns are raised with the use of such technologies for caregiving purposes, a particularly prominent one being privacy. This paper contributes to the literature by distinguishing privacy concerns into both the type of technologies and conceptual dimensions.Methods Data for this paper stem from (...) sixty semi-structured interviews with older persons, informal, and formal caregivers living in the German-speaking regions of Switzerland. All information related to privacy, that were initially inductively coded, were thematically sorted into four dimensions of privacy (physical, psychological, social, and informational) and by the type of technologies studied.Results Participants were especially concerned about privacy intrusions from smart wearables and ambient sensors than robotic technologies, which may be due to the relative lack of familiarity with the latter. Informational privacy was evident in the context of data collection capacities and potential for misuses of data. The installation and implementation of both visual and ambient sensors induced discomfort to their senses of physical space. Alerts of smart wearables and obtrusive sightings of SHHTs garnered worries related to stigmatization and manipulation, indicating intrusions into end-users’ psychological privacy. Little discussions of social dimensions of privacy were evident in the data, even toward robotic technologies for their functions to promote social interactions for older persons.Conclusions This paper is one of the first that use the stratification approach on empirical data to highlight the multi-faceted privacy concerns when technologies may be implemented in elder care. Our paper could thus supports potential end-users in deciding which technologies to use and how to balance different privacy concerns against other values that they may hold important. (shrink)

One response to the Frankfurtian attack on the Principle of Alternate Possibilities is to advert to the observation that the agent’s actual action (or the particular event resulting from that action) is numerically distinct from the corresponding action (or the resultant event) he would have generated in the relevant counterfactual scenario. Since this response is based on taking actions and events to be fragile, I shall call it the fragilist account of alternative possibilities. This paper addresses an anti-fragilist argument delivered (...) by John Martin Fischer. I contend that, on close examination, Fischer’s counterargument does not undermine the fragilist account. (shrink)

Background: The quality of medical education plays a significant role in shaping the career outcomes of international students. As they navigate the challenges of their studies and career paths in a foreign country, understanding the elements that influence their career adaptability is essential. Objective: This study aims to examine the impact of medical education quality on career adaptability among international students in China and to emphasize the mediating role of proactive career planning behavior. It also investigates challenges related to cultural (...) adjustment. Methodology: A quantitative technique is employed in a cross-sectional survey of international medical students in China. Information was collected from 575 valid responses through structured questionnaires. The research utilizes regression analysis and Structural Equation Modeling (SEM) to assess the relationships between medical education quality, career adaptability, proactive career planning behavior, and cultural adjustment challenges. Result: The evaluation revealed that medical education quality positively influences career adaptability (p < 0.001, β = 0.45). Proactive career planning behavior was found to positively influence career adaptability (p < 0.001, β = 0.38). Medical education quality positively influences proactive career planning behavior (p < 0.001, β = 0.50), and proactive career planning behavior mediated the connection between medical education quality and career adaptability (p = 0.013, β = 0.20). Cultural adjustment challenges moderated the relationship between medical education quality and career adaptability, with a significant interaction effect (p = 0.032, β = -0.15). Conclusion: The research emphasizes the significance of high-quality medical education in promoting career adaptability among international students, highlighting proactive career planning and examining cultural adjustment challenges for optimal career outcomes. These insights can inform educational practices and support services for international medical students, aiming to enhance their career readiness and adaptability in a global context. (shrink)

The paper attends to the increasingly heated debate on the local, the global versus the glocal approaches in transcultural brand communication with an examination of how Disneyland performs emotional branding on social media across US to Hong Kong and Shanghai. Integrating insights from brand communication with linguistics, the present study develops a framework to examine how Disneyland builds emotional attachment of the public to the brand via brand personality appeals and use of interactional features. It is found that on a (...) global-local continuum, brand personality traits exhibit strong globalization propensity whereas interactional features demonstrate strong localization tendency in Hong Kong and Shanghai. Variations also exist in the means of emotional branding between Hong Kong and Shanghai. Finally, the paper provides an account for the differences between Hong Kong and Shanghai and concludes that neither the local approach nor the global approach but the glocal approach can tackle the challenge of transcultural brand communication and that future studies in this area should be oriented further to uncovering the global-local nexus in the process. (shrink)