This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

Online shopping has eliminated the need to visit physical commercial centres. As a result, trips to these centres have shifted from primarily shopping-motives to leisure, companionship, and dining. The shifting in consumer behaviour is implicated in the growing spatial agglomeration of restaurants/cafes within commercial centres in European cities. Conversely, in southern cities, various casual restaurants/cafes also serve as leisure and companionship hubs. However, their spatial patterns are less explained. This article aims to elucidate the spatial pattern of these diverse restaurants/cafes in a typical southern city, Surabaya City. In this study, we employ the term ‘food services’ to encompass the various types of restaurants/cafes found in southern cities. We gather Points of Interest (POIs) data about food services via web scraping on Google Maps, then map out their spatial distribution across 116 spatial units of Surabaya City. Utilising k-means cluster analysis, we classify these 116 spatial units into six distinct clusters based on the composition of food service variants. Our findings show that City Centres and Sub-City Centres are locations for different types of restaurants/cafes. The City Centre is typically a location for fine dining restaurants and cafes, whereas Sub-City Centres are locations for fast casual dining and fast food restaurants. Cafes and fast food restaurants are centralised throughout downtown areas. Casual food service restaurants, such as casual style dining, coffee shops, and food stalls, are dispersed along business, residential zones, and periphery areas without intense domination of any specific variant.

Lifelong learning is the core content of university education work in the new period, and it is also the basic task of education work in colleges and universities. The second classroom is a kind of organized and planned educational and practical activities aiming at cultivating students' extracurricular ability and comprehensive quality. In the context of the new era, emphasizing and strengthening the construction of the second classroom in colleges and universities is an inevitable requirement for improving the quality of ideological and political education in colleges and universities. At present, there are still some problems in the moral education of the second classroom in colleges and universities in China. In order to enhance the effect of moral education in the second classroom of colleges and universities in the context of the new era, it is necessary to make a clear target positioning of the moral education of the second classroom, improve the process between the second classroom and the first classroom, and establish a three-dimensional system of moral education in the second classroom, so as to enhance its infectious and persuasive power.

With the rapid development of China’s economy and society, the reform of talent training mode for business administration has become the most concerned and valued issue in the current teaching work in colleges and universities. From the current situation of undergraduate education curriculum system construction in vocational colleges, the traditional teaching methods of higher English still occupy the majority. The all English bilingual course for the undergraduate major of business administration takes the basic knowledge of language and the theory of natural science as the core content. Therefore, this paper will focus on how to build a perfect talent training mode for business administration majors that meets the actual needs and employment direction of students, and put forward specific teaching strategies in order to provide more application-oriented and professional development platforms for business administration students.

In a territorial development model such as that of Valencia (Spain), in which limitations, resistance and difficulties are observed as a result of the dualization that it has undergone in these almost 40 years of operation, we ask whether these obstacles have had an effect on the evolution of employment. This is understood as the basic indicator, the primary aim of any action undertaken for development of the territory. To this end, we set out from the methodological articulation of various techniques (survey by means of a pre-coded questionnaire, application of the READI® methodology) based on the primary information collected from the AEDL (Employment and Local Development Agents) technical staff of Valencia province, which showed us their perception of the dualization to which the model is subjected and the difficulties that this generates when carrying out their professional activity. Statistical and documentary sources were also analyzed. With all this, the evolution of employment in these territories over the last five years was studied in order to validate, or not, the initial hypothesis: Whether this reality of the model (duality) responds to short-term or structural parameters.

Objectives: This study aims to examine the impact of Sun Tzu’s Art of War Five Virtues Leadership on innovation and the efficiency of the Chinese brand passenger vehicle industry, explore the role of innovation in enhancing industry efficiency, and propose strategies for leveraging the Five Virtues Leadership to improve operational performance and competitiveness in the sector. Methodology: A mixed research method using quantitative research (questionnaire survey) as the main method and qualitative research (in-depth interview) as the auxiliary method. Result: Quantitative and qualitative research results confirm the positive correlation between the Five Virtues Leadership, innovation, and the efficiency of Chinese brand passenger vehicle companies. And through effective data analysis, it explains the importance of the five virtues of leadership in traditional Chinese culture. Further understanding of the effectiveness and competitiveness of China’s passenger car brands, with leadership references. Conclusion: Five Virtues Leadership can foster a favorable environment for innovation, enhance time utilization, optimize resource allocation, and strengthen brand image. By developing and validating a measurement for Five Virtues Leadership, this study enhances the understanding of its role and significance in modern management, paving the way for future research.