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Full-Text Articles in Business
Harnessing The Power Of Video Ads, Linyi Li
Harnessing The Power Of Video Ads, Linyi Li
Asian Management Insights
In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.
Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
Perspectives@SMU
How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
Perspectives@SMU
A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates
The Global Chinese Consumer, Rane Xue, Xiaolei Gu
The Global Chinese Consumer, Rane Xue, Xiaolei Gu
Asian Management Insights
At the forefront of growth in the luxury goods market.
Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya
Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya
Asian Management Insights
In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
Research Collection Lee Kong Chian School Of Business
Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.
Starbucks In China: An Undisputed Leader?, Nirmalya Kumar, Sheetal Bhardwaj, Stephen Eryung Chu
Starbucks In China: An Undisputed Leader?, Nirmalya Kumar, Sheetal Bhardwaj, Stephen Eryung Chu
Asian Management Insights
How Starbucks faces the emergence of ‘new retail’, or the seamless integration of offline and online retail.
Service For Millenials, Joan Chang
Service For Millenials, Joan Chang
Research Collection Institute of Service Excellence
Joan Chang of Lloyd’s Inn relates the importance of branding for a younger audience and the changing landscape of service in boutique hospitality.
Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Research Collection Lee Kong Chian School of Business
The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self-disclosure;and …
Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer
Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer
Asian Management Insights
Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.
The Image Of Psychology Programs: The Value Of The Instrumental-Symbolic Framework, Greet Van Hoye, Filip Lievens, Britt De Soete, Nele Libbrecht, Eveline Schollaert, Dimphna Baligant
The Image Of Psychology Programs: The Value Of The Instrumental-Symbolic Framework, Greet Van Hoye, Filip Lievens, Britt De Soete, Nele Libbrecht, Eveline Schollaert, Dimphna Baligant
Research Collection Lee Kong Chian School Of Business
As competition for funding and students intensifies, it becomes increasingly important for psychology programs to have an image that is attractive and makes them stand out from other programs. The current study uses the instrumental-symbolic framework from the marketing domain to determine the image of different master's programs in psychology and examines how these image dimensions relate to student attraction and competitor differentiation. The samples consist of both potential students (N = 114) and current students (N = 68) of three psychology programs at a Belgian university: industrial and organizational psychology, clinical psychology, and experimental psychology. The results demonstrate that …
An Oreo With Chinese Characteristics, Srinivas K. Reddy
An Oreo With Chinese Characteristics, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."
Acceptance Of Golden Rice In The Philippine Rice Bowl, Mark Chong
Acceptance Of Golden Rice In The Philippine Rice Bowl, Mark Chong
Research Collection Lee Kong Chian School Of Business
Few science issues in recent years have elicited such polarized public reactions as modern biotechnology and its agricultural applications. Although a new study conducted by the University of Illinois at Urbana-Champaign and the International Service for the Acquisition of Agri-biotech Applications (Ithaca, NY, USA) indicates that Southeast Asian stakeholders generally hold positive views about agricultural biotechnology.