The purpose of this study is to examine how brand equity connects brand personality and customers willingness to purchase. The success of POPMART stems from its blind boxes, attracting young consumers and generating about $782 million annually; this phenomenon has not been investigated. Therefore, in this study, the researcher investigated the factors affecting consumers_ willingness to purchase for POPMART blind boxes through an online platform. This study applied the brand personality theory, BAV brand equity theory and the theory of planned behavior. This study utilized quantitative correlational research with cross-sectional and purposive sampling methods was applied to choose a sample of 18-25 year olds living in the Changping district of Beijing, China, who had purchased at least one blind box product. Data were collected from 238 samples and analyzed using PLS-SEM. The findings of the study revealed that there is a significant relationship between Chinese POPMART consumers' will.....

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This study aimed to explore the educational standard in a primary school in rural Huangzhong. The objectives included investigating financial support and resource input initiatives implemented by the government and their alignment with government planning, identifying financial and resource input initiatives provided by the school and society including social and cultural values practised and developing a new integrated educational framework. Guided by Human Capital Theory, Resource-based Theory, and Social Capital Theory, the study used a qualitative case study approach. Data were collected through interviews, document analysis, observation and analyzed manually. Seventeen participants were purposively selected, including 5 parents, 5 students, 4 teachers, and 3 school administrators. Findings revealed several government initiatives, but highlighted gaps in infrastructure, technology, sanitation, extracurricular and transportation facilities, teacher training, and educational resource.....

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