Marketing Commons^™

Will Labubu Be A Keeper Like Hello Kitty And Pokémon?, Hannah H. Chang, Joy Zhang

Research Collection Lee Kong Chian School Of Business

In a commentary, SMU Associate Professor of Marketing Hannah Chang and Joy Zhang, a student from United World College of South East Asia, explored the unique qualities that enable certain toy fads to transcend trends and become cultural icons. They also examined the rising popularity of Labubu, offering insights into whether it has the potential to achieve enduring icon status comparable to the likes of Hello Kitty.

What Are The Key Considerations Of Social Enterprises Planning To Scale, And How Do These Considerations Interact To Shape The Scaling Journey?, Clodagh O'Reilly

Doctoral

Social enterprises are organisations that pursue dual social and commercial goals. With increasing social issues facing our global society today, as highlighted by the United Nations Sustainable Development Goals, social enterprises are well-positioned to respond and have a positive impact. Despite the increased recognition of the contribution of social enterprises, research into the phenomenon remains fragmented and underexplored. This study explores how social enterprises scale and what factors and elements are required. Furthermore, the research explores how the factors interconnect, interact and shape the scaling journey.

Identity-Based Autonomy And Its Impact On Connections With Identity-Linked Products And Brands, Keri L. Kettle, Carter Morgan, Americus Reed Ii

School of Marketing and Innovation Faculty Publications

We introduce a new characteristic of identity into the identity-based consumer behavior literature called identity-based autonomy: the autonomy (i.e., freedom from others' influence) versus heteronomy (i.e., real or perceived external influence) that people feel when enacting an identity. This new dimension thus captures how consumers enact a salient identity in an identity-relevant context. We create a new measure of identity-based autonomy to capture how this dimension varies across identities. We show that autonomous identities foster a greater sense of control over when, where, and how one uses identity-linked products. As a result, we demonstrate that people feel stronger connections …

Customer Service Operations: A Gatekeeper Framework, Maqbool Dada, Brett A. Hathaway, Evgeny Kagan

Faculty Publications

Customer service has evolved beyond in-person visits and phone calls to include live chat, AI chatbots and social media, among other contact options. Service providers typically refer to these contact modalities as “channels”. Within each channel, customer service agents are tasked with managing and resolving a stream of inbound service requests. Each request involves milestones where the agent must decide whether to keep assisting the customer or to transfer them to a more skilled – and often costlier – provider. To understand how this request resolution process should be managed, we develop a model in which each channel is represented …

Investigating Brand Awareness, Brand Image, And Perceived Quality On Customer Loyalty, Antaja Nadjwa, Diandra Srivania, Hasna Rizki Mardhiana

Jurnal Vokasi Indonesia

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived …

Utaut And In-App Purchase: Revealing Factors Driving Users To Switch To The Premium Version In Online Dating Apps, Diyanti Pratiwi Ginting, Gita Gayatri

ASEAN Marketing Journal

This study aims to understand the factors influencing purchase intention in premium online dating applications. The main focus is on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Data was collected through an online survey in March 2023 with respondents residing in Indonesia. The research method used is descriptive quantitative, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The variables in this study were measured using a 5-point Likert scale. The sample consisted of online dating app users who had never subscribed to the premium version and had been using the app …

Identifying Factors Of Consumer’S Purchase Intention On E-Cars, Dhita Nur Maulida, Fatya Alty Amalia

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: To evaluate the factors that can shape attitudes to use and purchase intentions for e-cars, either directly or through mediating variables.

Design/methodology/approach: Data were collected through a quantitative approach by administering a survey to 410 respondents, both those who already owned an e-cars and those who did not. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.

Research Findings: The output shows that Performance Expectancy and Social Influence significantly influence Attitude Toward Using and Purchase Intention. Meanwhile, Facilitating Condition positively affects Attitude Toward Using, but requires the mediation of Attitude Toward …

Exploring The Dynamics Of Umbrella Brand And House Of Brand Strategies On Organizational Performance: A Comparative Analysis, Olalekan Ezekiel Ajayi

ASEAN Marketing Journal

The study examined the impact of dimensions of Umbrella Brand and House of Brand Strategies (brand awareness, customer trust, Brand Message, and Brand decision) on Organizational Performance. A sample of 109 Marketing managers and representatives within the Coca-Cola Company in Ido, Lagos Mainland. Data analyse both descriptive and inferential statistics using the IBM-SPSS version 27. There was significant prediction of brand awareness on organizational performance F(1, 99) = 302.14, R² = 0.46; pcustomer trust on organizational performance F(1, 99) = 102.24, R² = 0.46; pbrand awareness on organizational performance F(1, 99) = 88.15, R² = …

The Empowerment Of Consumers With Disabilities: The Role Of Self-Esteem, Accessibility, And Access To Information, Megawati Simanjuntak, Fauzia Rahmi, Santi Utami Dewi

ASEAN Marketing Journal

Consumer empowerment in Indonesia remains relatively low, particularly for individuals with disabilities. This study investigates the roles of accessibility, self-esteem, and information access in empowering disabled consumers. A total of 100 participants with physical disabilities, aged 17 and older, were surveyed regarding their online and offline purchasing experiences. Data were collected via an online questionnaire and analyzed using SEM PLS. Results indicate that self-esteem and information accessibility significantly influence the empowerment of consumers with disabilities, with the Disabled Consumer Empowerment Index categorized as "not empowered." Notably, the knowledge dimension received the lowest scores based on a traffic-light system. These findings …

From Virtual To Reality: The Influence Of Digital Engagement And Memorable Experiences On Tourist Revisit Intentions, Tz-Li Wang, Muhammad Azizurrohman

ASEAN Marketing Journal

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment.

Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, …

Pengaruh Religiusitas Terhadap Intensi Boikot Mahasiswa Ui Untuk Produk Terafiliasi Israel, Muhammad Haiqal Fauzi, Rifkanissa Azzahra, Raditya Akhdan Nirwasita, Muhammad Izzan

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyze the factors influencing students at Universitas Indonesia (UI) in participating in the boycott movement against products affiliated with Israel. Data were collected through an online survey of 408 UI students from the 2021–2024 cohorts. The sample was selected using the purposive sampling method. Analysis using Covariance-Based Structural Equation Modeling (CB-SEM) demonstrates that anger, empathy, and subjective norms have a positive and significant impact on boycott intentions, while religiosity is not significant. Economic threats are found to increase anger, which in turn drives boycott intentions. These findings emphasize that emotional factors and social pressure play a …

Technology Emancipative And Traditionalist Value In Cross-Cultural Market Segmentation, Maria Petrescu, Burak Cankaya, Marie-Odile Richard, Aidin Namin

Publications

This article identifies five key consumer segments based on digital technology-related behavior, attitudes toward technology (ATT), and cultural values, using cross-cultural data from the large-scale World Values Survey and national data from Pew Research data, and a combination of traditional clustering, latent class analysis, and explainable artificial intelligence (XAI) methods. The segments— Moderate Tech Enthusiasts, Highly Religious Traditionalists, Tech-Savvy Cosmopolitans, Secular Emancipatives, and Conservative Technophobes— reveal varying degrees of technology adoption and cosmopolitanism across cultures. The results indicate the interconnectedness between consumer behavior and attitudes toward technology, emancipative values, religiosity, political orientation, and cosmopolitanism, as well as the influence of …

Refereed Research: A Sufficientarian Approach To Consumption Ethics In The Face Of Climate Change, Srinivas Venugopal, Ronika Chakrabarti

Subsistence Marketplaces

In this paper, we adopt a sufficientarian ethics approach to study the concern of consumption inadequacy engendered by climate change in subsistence communities. The sufficientarian approach to consumption ethics dictates that in the face of climate change, priority should be afforded to establishing and maintaining consumption adequacy in low-income settings. We elaborate on the basic principles underlying sufficientarian ethics and compare it to alternative approaches such as utilitarian ethics and prioritarian ethics. Subsequently, we turn our attention toward specifying how poverty and the deleterious impact of climate change combine to render subsistence communities more vulnerable to consumption inadequacies as compared …

Advancing Healthcare Through The Integration Of Digital Twins Technology: Personalized Medicine’S Next Frontier, Sharmin Attaran, Mohsen Attaran

Marketing Department Faculty Journal Articles

The use of Digital Twin technology has been expanding rapidly, and projections indicate that it will continue to proliferate across various applications, use cases, and industries, including healthcare. In recent years, the healthcare sector has seen an acceleration in digital transformation. This fast-paced change offers both opportunities and risks, especially with emerging technologies like digital twins, which are relatively untested and still in the early stages of adoption in medical care. This paper aims to conduct a literature review to explore how digital twins facilitate intelligent automation in healthcare. It defines the concept, traces the technology’s evolution and development, reviews …

How Can Faith Based Nonprofits Acquire And Retain New Donors From Generation Z?, Mariana Combariza

Undergraduate Honors Theses

Faith-based nonprofits, such as World Vision or Compassion International, are aware that their primary donor demographic is aging. As such, they face pressure to engage younger generations who will likely become their future financial supporters in order for their nonprofit work to be sustained. Although multiple qualitative studies have demonstrated the interest and desire that Generation Z has to donate to causes they believe in, further research is needed to understand their donation behavior and how it correlates to nonprofits’ marketing strategies. In this study, we use quantitative and qualitative data from over 243 randomly selected Gen Z college students …

Utilizing Large Language Models To Synthesize Product Desirability Datasets, John D. Hastings, Sherri Weitl-Harms, Joseph Doty, Zachary L. Myers, Warren Thompson

Research & Publications

This research explores the application of large language models (LLMs) to generate synthetic datasets for Product Desirability Toolkit (PDT) testing, a key component in evaluating user sentiment and product experience. Utilizing gpt-4o-mini, a cost-effective alternative to larger commercial LLMs, three methods, Word+Review, Review+Word, and Supply-Word, were each used to synthesize 1000 product reviews. The generated datasets were assessed for sentiment alignment, textual diversity, and data generation cost. Results demonstrated high sentiment alignment across all methods, with Pearson correlations ranging from 0.93 to 0.97. Supply-Word exhibited the highest diversity and coverage of PDT terms, although with increased generation costs. Despite minor …

Human Nature: Exploring The Role Of Design In Skincare Branding, Gus Smith

Honors College Theses

Human Nature is a clean skincare brand aimed at first-time skincare users in their mid-20's that uses a four-step system to provide a simplified approach to high-quality skincareI aim for Human Nature to be an approachable, relatable, trustworthy product for buyers in this demographic, and branding is tantamount to this goal. The research stage of this project focused on other skincare brands and advertising, mapping out where my brand would fit and how it would respond to other brands. As this is a graphic design project, This project includes a cohesive visual identity that communicates the brand, including packaging, web …

Event Sebagai Strategi Digital Content Marketing : Studi Kasus Penerapan Digital Marketing Pada Bisnis Indonesia Film Content Academy (Ifca) Pt Produksi Film Negara (Persero), Salsabila Nurohmah

Jurnal Administrasi Bisnis Terapan

The purpose of this study is to determine the effectiveness of events as a digital content marketing strategy. Digital content marketing has two main indicators: valuable content and content sharing. Meanwhile, in the event business, it has indicators of cognitive, psychological experiences, leisure experiences, event satisfaction, and event quality. The method in this study is interviews and direct observation through an internship program at IFCA PT PFN. The results of this study show that the effectiveness of events in the form of training and workshops as a digital marketing strategy has a significant impact on the products owned by IFCA. …

Between The Satirical And The Sectarian: Review Of The Film Kneecap (2024), Alan Bradshaw

Markets, Globalization & Development Review

No abstract provided.

Protection Of Trade Secrets In Global Markets And International Business: Implications For Labor Relations, Oleg M. Yaroshenko, Oleksii Tykhonovych, Yaroslav Kostohryz, Yuliia Ivchuk, Dmytro Sirokha

Markets, Globalization & Development Review

Against the background of globalization and the constant evolution of economic relations, the protection of trade secrets in labor relations becomes a necessity to ensure the sustainable competitiveness of enterprises in the international market. This article analyzes the multifaceted dimensions of trade secret protection, covering global business strategies, intercultural labor practices, international economic relations, and public policy fundamentals. Through the analysis of international agreements such as the TRIPS Agreement and the European Union Directive on Non-Competition Provisions, the article explores how various legal systems address trade secrets in labor relations, emphasizing the need for global harmonization. It also considers cultural …