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Articles 1 - 24 of 24
Full-Text Articles in Business
Effective Demand Lifting Through Pre-Launch Movie Marketing Activities, Tae Ho Song, Shijin Yoo, Janghyuk Lee
Effective Demand Lifting Through Pre-Launch Movie Marketing Activities, Tae Ho Song, Shijin Yoo, Janghyuk Lee
Asia Marketing Journal
The purpose of this paper is to examine empirically how to balance advertising expenditure before and after launch with regard to the direction of word of mouth in the motion picture industry. The vector auto-regression model is applied to assess the dynamic impact of advertising and word of mouth on sales. Empirical data, including advertising, word of mouth, and sales (the number of entries) of 83 movies are used for analysis. The research results show that for a movie having more positive word of mouth in the pre- and post-launch periods, it is worthwhile to spend the advertising budget in …
The Impact Of Product Involvement On Reciprocal Effect In Co-Branding, Chia-Lin Lee
The Impact Of Product Involvement On Reciprocal Effect In Co-Branding, Chia-Lin Lee
Asia Marketing Journal
Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved …
Modeling The Relationship Between Expected Gain And Expected Value, Eugene J. S. Won
Modeling The Relationship Between Expected Gain And Expected Value, Eugene J. S. Won
Asia Marketing Journal
Rational choice theory holds that the alternative with largest expected utility in the choice set should always be chosen. However, it is often observed that an alternative with the largest expected utility is not always chosen while the choice task itself being avoided. Such a choice phenomenon cannot be explained by the traditional expected utility maximization principle. The current study posits shows that such a phenomenon can be attributed to the gap between the expected perceived gain (or loss) and the expected perceived value. This study mathematically analyses the relationship between the expectation of an alternative’s gains or losses over …
Why Consumers Use Mobile Commerce?, Sang-Lin Han, T. P. Thao Nguyen, V. Anh Nguyen
Why Consumers Use Mobile Commerce?, Sang-Lin Han, T. P. Thao Nguyen, V. Anh Nguyen
Asia Marketing Journal
Development of information and communication technology is changing commerce environment and consumer purchasing behavior has also been changed.
Globalization is becoming increasingly prevalent in the world today and many factors such as culture, politics, and economics may influence the applicability of management theories. Concurrently, corporate managers are faced with the challenge of offering usable and useful applications to the local users. Besides, many scholars strongly support that the criteria for M-Commerce adoption in developing countries are different from that of developed countries, due to cultural, security, social, political, economic, and technological aspects. This research tried to investigate the differences on …
The Influence Of Love Versus Lust On Consumer Judgments, Jung-Yun Kang, Young-Jee Han
The Influence Of Love Versus Lust On Consumer Judgments, Jung-Yun Kang, Young-Jee Han
Asia Marketing Journal
According to previous literature, love involves a feeling of emotional bonds, attachment, and commitment to a specific target from a long-term perspective. In contrast, lust is defined as a sexual desire to engage in sexual activities from a short-term perspective. This research investigates the influence of feelings of love or lust on consumers" long-term benefit-seeking and risk-taking behaviors. Study 1 examined whether consumers" long-term benefit-seeking behaviors depend on feelings of love or lust. As a result, consumers who experienced feelings of love were more likely to prefer products that provide long-term benefits (e.g., a hybrid car) than those who experienced …
Asia Marketing Journal Vol. 18 No. 3 목차
Effects Of Technology Readiness On User Perceptions And Use Intention Of Mobile Social Commerce, Sang-Lin Han, Hyo-Ju Park
Effects Of Technology Readiness On User Perceptions And Use Intention Of Mobile Social Commerce, Sang-Lin Han, Hyo-Ju Park
Asia Marketing Journal
This research was implemented by using TRAM model. An existing research (Ok 2011) which dealt with technology readiness and social commerce at once had only asked consumers’ attitude on ‘general technology’. This research, however, has specifically focused on Social Network Service and mobile social commerce. Research hypotheses and research model were developed and tested by using 610 consumer survey data.
It was found that individual’s positive/negative technology readiness has a direct influence positively/negatively on perceived ease of use and perceived trust respectively. Also their positive and negative technology readiness has an indirect influence positively/negatively on perceived usefulness. Thus someone’s positive …
Asia Marketing Journal Vol.18 No.2 목차
Give A Man A Fish Or Teach Him To Fish, Seo Young Kim, Youjae Yi
Give A Man A Fish Or Teach Him To Fish, Seo Young Kim, Youjae Yi
Asia Marketing Journal
People receive support from others to solve problems that are difficult to solve on their own. During service encounters, customers also receive help from other customers. Inter-customer helping is a type of Customer Citizenship Behavior (CCB), which has become more prevalent with increased use of self-service technologies (SSTs). However, not all helps are created equal. The current research investigates the effects of the two types of help, autonomy- and dependency-oriented help during service encounters. Autonomy-oriented help refers to a partial hint to the problem, whereas dependency-oriented help refers to the full solution to the problem. Through experimental studies, we provide …
Do Sales Of An Extended Brand Affect Popularity Of Its Original?, Sang-Hoon Kim, Ji-Su Yi, Joyo Ohm
Do Sales Of An Extended Brand Affect Popularity Of Its Original?, Sang-Hoon Kim, Ji-Su Yi, Joyo Ohm
Asia Marketing Journal
Book adaptation has been considered an effective strategy in filmmaking. This paper examines the relationship between the box office sales and the performance of its original book focusing on category extension, especially investigating reciprocal spillover effect from a movie to the book. With empirical data, two-way causality between performance of the extension brand (i.e., movies) and that of the parent brand (i.e., books) was examined to test the existence of reciprocal spillover effect. In addition, a linear model was used to test the moderating roles of extension characteristics. The results revealed that the higher the movie’s box office sales, the …
A Comparative Study On Antecedents To The Customer Satisfaction With Cross-Border E-Commerce In Korea And China, Bai Ting, Inwoo Nam
A Comparative Study On Antecedents To The Customer Satisfaction With Cross-Border E-Commerce In Korea And China, Bai Ting, Inwoo Nam
Asia Marketing Journal
As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases.
The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective–reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses.
The results demonstrated that website trustworthiness, …
Exploring The Customization Decision Support System Using Waypoint Solutions, Akinori Ono, Kiyokazu Matsuura, Seiji Endo, Nakagawa
Exploring The Customization Decision Support System Using Waypoint Solutions, Akinori Ono, Kiyokazu Matsuura, Seiji Endo, Nakagawa
Asia Marketing Journal
Product customization has been popular since Internet shopping began. Many firms have introduced customization configuration systems, allowing customers to choose a wide range of product attributes, attracting them to participate in the shopping process, and increasing customer satisfaction. Paradoxically, the attribute-by-attribute (AbA) choice in the customization process requires a high-information processing load resulting in shopper confusion. To reduce this confusion, the CvSS (customization via starting solution) system has recently been developed. However, this system provides solution support only for the starting point of the configuration process. Thus, in this study, the authors proposes the CvWS (Customization via Waypoint Solutions) system, …
Exploring Factors And Elements Of Coordination Between Key Account Management Units And Non-Key Account Management Units, Shoko Tonai
Asia Marketing Journal
Studies in key account management (KAM) have identified the importance of cross-functional coordination in firms to effectively implement KAM. However, these studies have ignored how companies integrate KAM and other customer management (non-KAM). This paper explores coordination design between KAM units and non-KAM units by analyzing a case study through three dimensions: frontend coordination, back-end-coordination, and organizational translation at the beginning of research. The case study shows that non-KAM conditions can require a modification of the coordination design. This research performs an in-depth analysis of changes in the implementation of sales reforms for an IT-related machinery and system vendor in …
Interaction Effects Of Arousal Level Of Positive Ambient Emotion And Advertisement Type On Product Evaluation, Nak Hwan Choi, Tamir Oyunbileg
Interaction Effects Of Arousal Level Of Positive Ambient Emotion And Advertisement Type On Product Evaluation, Nak Hwan Choi, Tamir Oyunbileg
Asia Marketing Journal
The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion …
The Impact Of Patent Infringement Litigation On Customer-Based Brand Equity, Ju Pin Chou, Jeonpyo Noh, Jiyeon Choi
The Impact Of Patent Infringement Litigation On Customer-Based Brand Equity, Ju Pin Chou, Jeonpyo Noh, Jiyeon Choi
Asia Marketing Journal
With continuous news headlines related to patents in the public media, awareness of patents’ value is spreading, and patents are valuable not only to a firm but also to consumers. Therefore, this study makes an effort to explore the theoretical mechanism of the effects of patent infringement litigation (PIL) on customers. More specifically, this study examines the influence of PIL on customer-based brand equity (CBBE) and brand innovation image (BII). Based on this study’s findings, PIL’s outcomes directly affect BII, which in turn indirectly affects CBBE. That is, people will evaluate a winning brand as a highly innovative brand, which …
National Culture And Relational Selling, Jeong Eun Park, George D. Deitz
National Culture And Relational Selling, Jeong Eun Park, George D. Deitz
Asia Marketing Journal
Globalization and the emergence of new markets has placed increased emphasis on cross-cultural sales and marketing research. Despite considerable advances in the personal selling literature, little is known about the cross-cultural transferability of key constructs. Given the degree to which wellaccepted relational sales behaviors such as ASB and customer oriented selling reflect Western values such as individualism and low uncertainty avoidance, the relative efficacy of such practices in alternative cultural context is less clear. Using a Korean sample, our results confirm the beneficial direct effects of these relational selling practices upon performance. However, we also find strong workgroup interdependence diminishes …
Asia Marketing Journal Vol. 18 No. 1 목차
The Past, Present, And Future Of Marketing Research In Asia, Jaihak Chung
The Past, Present, And Future Of Marketing Research In Asia, Jaihak Chung
Asia Marketing Journal
The lack of international research networks in Asia has been a major barrier in bridging scattered Asian academic societies. As a result, most researchers in Asia are not familiar with which journals they can access for their research, nor where they can submit their valuable research manuscripts. Asian Marketing Journal (AMJ) and the International Conference of Asian Marketing Associations (ICAMA), both of which are managed by Asian scholars for Asian scholars, are expected to take on such roles to make a significant contribution to Asian academic societies by encouraging them to study and share research topics that are more relevant …
K-Pop Music Worldwide And Digital Marketing Role In Brazil, Patricia Portugal Marques De C, Sang Yong Kim
K-Pop Music Worldwide And Digital Marketing Role In Brazil, Patricia Portugal Marques De C, Sang Yong Kim
Asia Marketing Journal
K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this study aims to demonstrate that K-pop will provide its audience with a unique and engaging experience if it thinks globally and acts locally in its marketing and communication strategies. A survey of K-Pop’s world fan base was carried out online with 1,074 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global and intercultural strategies to …
Asia Marketing Journal 제17권 제4호 목차
Can Threatened Moral Self Make People Prefer Ecological Product?, Zhuomin Shi, Wanyi Zheng, Ning Yang
Can Threatened Moral Self Make People Prefer Ecological Product?, Zhuomin Shi, Wanyi Zheng, Ning Yang
Asia Marketing Journal
Purpose: Social influence has a decisive role in shaping a person"s cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people"s moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product.
Method and Data: 75 college and MBA students" eye movement data were collected when they read different kinds of moral materials, as well as data …
Solving The Mystery Of Consistent Negative/Low Net Promoter Score (Nps) In Cross-Cultural Marketing Research, Sanjay Seth, Don Scott, Chad Svihel, Shigematsu
Solving The Mystery Of Consistent Negative/Low Net Promoter Score (Nps) In Cross-Cultural Marketing Research, Sanjay Seth, Don Scott, Chad Svihel, Shigematsu
Asia Marketing Journal
This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a “single stimulus” such as the “company” or the “company’s products / services.” However, in the case of the “recommendation to friend” question of the NPS system there are two stimuli namely the “company product/service” and the influence of “friends.” Hence, the survey outcomes …
Distribution Channel, Matching, And Welfare Asymmetry In The Korean Insurance Industry, Yong-Ju Lee
Distribution Channel, Matching, And Welfare Asymmetry In The Korean Insurance Industry, Yong-Ju Lee
Asia Marketing Journal
Based on the observation that insurance companies in Korea, unlike those in other financial sectors and those in other countries, dominantly use the agent-based push-type marketing strategy, this paper hypothesizes that difference in distribution systems originating from characteristics of financial products can lead to welfare asymmetry between financial institutions and customers, merely due to their financial matching. For this analysis, we employ a simple matching theoretic model, try to understand the welfare implications of distribution systems from a matching theoretic perspective, and analyze the bottom of negative perceptions of insurance industry. The proposed model suggests that this welfare asymmetry derives …
A Study On The Interaction Between Corporate Reputation And Negativity Framing On Consumer Evaluation Of Corporate Social Responsibility, Chungyeol Lee, Dae Ryun Chang, Nayeon Kim, Lee
A Study On The Interaction Between Corporate Reputation And Negativity Framing On Consumer Evaluation Of Corporate Social Responsibility, Chungyeol Lee, Dae Ryun Chang, Nayeon Kim, Lee
Asia Marketing Journal
Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to better marketing, it behooves firms to determine the right conditions that foster more effective CSR. It is in that vein that this study aims to add to the growing body of marketing and CSR literature through a series of experiments that examines the dynamics between prior attitude toward the company, the fit between the company …