An Exploratory Study On The Effect Of Price As An Anchor On Willingness-To-Pay,
2017
Asia Marketing Journal (AMJ)
An Exploratory Study On The Effect Of Price As An Anchor On Willingness-To-Pay, Jae-Do Song
Asia Marketing Journal
The two competing underlying mechanisms of anchoring, anchoring-and-adjustment and selective accessibility, have very different managerial implications for the effect of price as an anchor on willingness-to-pay (WTP). To clarify their relative roles in inducing the anchoring effect, path analysis modeling in which two paths are included in a single model was utilized. The first path proceeds directly from anchor price to WTP, representing anchor-and-adjustment. The second path, representing selective accessibility, includes a mediator formed by various explanatory variables of WTP. The results consistently show that only the direct path, anchoring-and-adjustment, is significant. The results also show that the level of …
Does The Variance Of Customer Satisfaction Matter For Firm Performance?,
2017
Asia Marketing Journal (AMJ)
Does The Variance Of Customer Satisfaction Matter For Firm Performance?, Eun Young Lee, Shijin Yoo, Dong Wook Lee
Asia Marketing Journal
Although much attention has been paid to customer satisfaction (CS) as a leading indicator of firm performance, few studies have investigated the role of CS distribution across individual customers. With 10 years of National Customer Satisfaction Index (NCSI) data in Korea, we examine the relationship between the variance of CS and key corporate performance measures such as revenue, profit, Tobin’s q, and stock return.
There are three main findings. First, we confirm the findings of previous studies that the average CS for a firm is related to the firm’s economic performance. Second, we find a moderating effect of CS variance …
A Direct Utility Model With Dynamic Constraint,
2017
Asia Marketing Journal (AMJ)
A Direct Utility Model With Dynamic Constraint, Byungyeon Kim, Takuya Satomura, Jaehwan Kim
Asia Marketing Journal
The goal of the study is to understand how consumers’ constraint as opposed to utility structure gives rise to final decision when consumers purchase more than one variant of product at a time, i.e., horizontal variety seeking or multiple-discreteness. Purchase and consumption decision not only produces utility but also involves some sort of cognitive pressure. Past consumption or last purchase is likely to be linked to this burden we face such as concern for obesity, risk of harm, and guilt for mischief. In this research, the existence and the role of dynamic constraint are investigated through a microeconomic utility model …
2017-January-31-Eaglecam,
2017
East Tennessee State University
2017-January-31-Eaglecam, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
Asia Marketing Journal Vol.18 No.4 목차,
2017
Asia Marketing Journal (AMJ)
Shiraz Vs Syrah Crafting Advertising Campaign, Using Sensory Images,
2017
Asia Marketing Journal (AMJ)
Shiraz Vs Syrah Crafting Advertising Campaign, Using Sensory Images, Kyoung Sung Choi
Asia Marketing Journal
Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers’ minds, which is how wine consumers associate grape variety Shiraz/Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were ‘Dry’ and ‘Fruity’ across the three region of origins. For Barossa Shiraz, the unique images were …
Marketing Research Trends And The Top 100 Research-Active Scholars In Asia During 2011~2016,
2017
Asia Marketing Journal (AMJ)
Marketing Research Trends And The Top 100 Research-Active Scholars In Asia During 2011~2016, Jaihak Chung
Asia Marketing Journal
This study introduces research trends in Asia by analyzing the publications of scholars in major universities in Asia, which can provide Asian researchers with what topics Asian researchers have been conducting the last six years. In addition, this study provides information on who have been active in research with the list of top one hunred scholars according to their H index scores.
For this analysis, we have collected academic publications of all the professors in major universities from twelve Asian countries, analyzed what topics they have been studying along with which topics are most popular by country and geographical area, …
Impacts Of Reward Accrual Effort On Redemption Behavior In A Multi-Vendor Loyalty Program,
2017
Asia Marketing Journal (AMJ)
Impacts Of Reward Accrual Effort On Redemption Behavior In A Multi-Vendor Loyalty Program, Ji Yoon Kim, Janghyuk Lee, Sang Yong Kim
Asia Marketing Journal
This research explores two key facets of behavior (reward point accrual and redemption) that consist of a loyalty program. It focuses on assessing the impact of accrual effort level on three types of redemption behavior: speed, unit size, and hedonic preference at the individual level by using large scale transaction data from a multi-vendor loyalty program providing flexible environment for point accrual and redemption. Findings from this research demonstrate that customers tend 1) to speed up point redemption, 2) to enlarge the size of redeemed points, and 3) to prefer utilitarian rewards as the level of effort at the accrual …
Television Shopping At Home To Alleviate Loneliness Among Older Consumers,
2017
Asia Marketing Journal (AMJ)
Television Shopping At Home To Alleviate Loneliness Among Older Consumers, Min-Sun Lee, Jihye Park
Asia Marketing Journal
Despite widespread awareness of the importance of a middle-aging and older consumer market, it is surprising that very little research has been conducted on their in-home shopping behavior. Therefore, this study focused on middle-aging and older female television home shoppers and examined the effects of persuasive mentions of the show host and parasocial interaction on social involvement, perceived loneliness, mood, perceived risk and unplanned buying tendency. A total of 109 middle-aged and older female television shoppers responded. Results of path analysis revealed that persuasive mentions did not influence parasocial interaction. However, as middle-aging and older consumers more para-socially interacted with …
2017-January-30-Mango Dr,
2017
East Tennessee State University
2017-January-30-Mango Dr, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-30-'Madam I'M Adam',
2017
East Tennessee State University
2017-January-30-'Madam I'M Adam', University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-30-Before The Flood,
2017
East Tennessee State University
2017-January-30-Before The Flood, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-30-Mass Notification System Test,
2017
East Tennessee State University
2017-January-30-Mass Notification System Test, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-30-Women On Wednesdays,
2017
East Tennessee State University
2017-January-30-Women On Wednesdays, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-27-Strings Program,
2017
East Tennessee State University
2017-January-27-Strings Program, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-25-Basler Chairholder,
2017
East Tennessee State University
2017-January-25-Basler Chairholder, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
Social Media Marketing Integration: Agile Project Management,
2017
Liberty University
Social Media Marketing Integration: Agile Project Management, Ida M. Holst
The Kabod
The implementation of digital and social media strategies to currently existing marketing strategies requires extensive knowledge and expertise. Project management techniques and practices can be utilized to implement this change and determine its success. Because of the constantly evolving nature of social media marketing, an agile project management approach should be utilized to enhance chances of success. Social media marketing requires a thorough understanding of the target market and their behaviors on social media to deliver appropriate content utilizing the right mediums of communication. The ability to evaluate the success of a project and make changes as needed to meet …
2017-January-23-Carter Museum Heritage Day,
2017
East Tennessee State University
2017-January-23-Carter Museum Heritage Day, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-23-Health Management And Policy,
2017
East Tennessee State University
2017-January-23-Health Management And Policy, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2017-January-20-Thesis Dissertation Boot Camp,
2017
East Tennessee State University
2017-January-20-Thesis Dissertation Boot Camp, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
