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.

After the oil and economic boom of the 20th century, Doha experienced significant development in terms of the architectural scene, design, function, and sociocultural transformations. The advancements in global architecture have facilitated innovative and streamlined construction processes, while creating a paradigm shift in the overall architecture of dwellings and how people navigate around the house. In this context, this research aims to study the impact of globalization on housing typologies and the factors influencing their evolution, focusing on the city of Doha as a case study. This study is based on a qualitative research approach that centers its investigation on Doha while exploring strategies for preserving Arabic-Islamic identity. The research investigation used a content analysis methodology to analyze three additional case studies within the MENA region. The results indicate that new housing typologies have emerged in cities due to globalization and changes in physical and sociocultural dimensions. In addition, preserving older neighborhoods and housing typologies through a bottom-up approach is essential for design creativity and climatic and sociocultural sensitivity while exchanging knowledge and sharing experiences between generations. Furthermore, this article promotes heritage awareness and encourages local authorities to preserve Doha’s surviving historic neighborhoods and architectural language to restore the city’s urban identity. The findings of this research can provide helpful guidance to architects and urban planners on how Doha’s housing has developed until the contemporary period.

Professional identity among faculty members in private higher education institutions plays a vital role in shaping the quality and sustainability of these institutions. This research aims to investigate the factors influencing the professional identity of teachers in Chengdu's private higher education institutions. The study employs a theoretical framework centered on "identification" with behavior intention, behavior attitude, and sense of belonging as fundamental dimensions. Data were collected through questionnaire surveys and analyzed using SPSS 23.0. The study hypothesizes that behavior intention, behavior attitude, and sense of belonging have a significant positive impact on professional identity among faculty members. Additionally, behavior attitude, subjective norms, and perceived behavioral control are expected to have a significant positive influence on behavior intention, and subjective norms and perceived usefulness may positively affect sense of belonging. The results are expected to provide valuable insights for enhancing the professional satisfaction and educational quality of faculty in private higher education institutions.