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Articles 1 - 23 of 23
Full-Text Articles in Business
Ethically Questionable Consumer Behaviors: Korean And American Perspectives, Jungki Lee, Sam Fullerton
Ethically Questionable Consumer Behaviors: Korean And American Perspectives, Jungki Lee, Sam Fullerton
Asia Marketing Journal
This study compares the ethical inclination regarding consumer misbehaviors from two countries with contrasting cultural characteristics. National samples of South Korean and American adults provided their perceptions of the appropriateness of 12 ethically questionable consumer actions. The scenarios ranged from illegal actions, such as fraudulently inflating one’s losses when filing an insurance claim to legal, yet questionable, actions such as purchasing an item that the buyer recognizes as having been mispriced. The 12 scenarios exhibited a wide range of mean responses in both countries, thereby supporting the oft-stated premise that consumer ethics is a situational phenomenon. Findings indicate not only …
The Effects Of Social Media Advertising On Social Search In China: Evidence From Luxury Brand, Xing Gao, Sang Yong Kim, Da Yeon Kim, Lee
The Effects Of Social Media Advertising On Social Search In China: Evidence From Luxury Brand, Xing Gao, Sang Yong Kim, Da Yeon Kim, Lee
Asia Marketing Journal
This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search …
Competitive Analysis Among Multi-Product Firms, Jun B. Kim
Competitive Analysis Among Multi-Product Firms, Jun B. Kim
Asia Marketing Journal
We analyze and study competition in differentiated product market using public data source. Understanding competitive market structure is critical for firms to assess how their products compete against other firms in a given market. In this paper, we estimate consumer demand, extend clout and vulnerability framework, and study competition among multi-product manufacturers in differentiated product market. For our empirical analysis, we adopt choice-based aggregate demand model and estimate consumer demand while accounting for unobserved product characteristics. Once we estimate consumer demand, we compute full price elasticity matrix and investigate intra- and inter- manufacturer substitutions among consumers. This research offers a …
Asia Marketing Journal Vol.21 No.3 목차
The Effect Of Construal Level On Variety Seeking Across Subcategories, Jiyeon Suh, Eugene J. S. Won
The Effect Of Construal Level On Variety Seeking Across Subcategories, Jiyeon Suh, Eugene J. S. Won
Asia Marketing Journal
The present study investigates how consumers’ construal level affects their variety seeking behavior when choosing multiple items simultaneously. Especially the authors focus on the perceptual level at which variety seeking takes place and propose that variety seeking can take place not only at brand level but also at category or subcategory level. Categorical variety seeking refers to diversification of one’s choices over multiple brands not within the same category but across multiple categories. Building on construal level theory, the authors expected that people engaging in higher-level construals tend to subcategorize the choice set and distribute their choices across more subcategories …
Luxury Brand Equity In Online Channel: The Moderating Effect Of Brand Trust, Hyowon Hyun, Jungkun Park, Weon Sang Yoo
Luxury Brand Equity In Online Channel: The Moderating Effect Of Brand Trust, Hyowon Hyun, Jungkun Park, Weon Sang Yoo
Asia Marketing Journal
Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For …
The Effects Of One-Sided Vs. Two-Sided Review Valence On Electronic Word Of Mouth (E-Wom): The Moderating Role Of Sponsorship Presence, Jihye Park, Youjae Yi, Dawon Kang
The Effects Of One-Sided Vs. Two-Sided Review Valence On Electronic Word Of Mouth (E-Wom): The Moderating Role Of Sponsorship Presence, Jihye Park, Youjae Yi, Dawon Kang
Asia Marketing Journal
Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two–sided (both positive and negative) and one-sided (only positive) reviews influence consumers’ response to online review. In addition, little attention has been paid to how sponsorship presence (firm-sponsored reviews vs. consumer-voluntary reviews) influences individuals’ attitude toward online review. Unlike consumer-voluntary reviews without any monetary incentive, firm-sponsored reviews include messages about brands providing monetary compensation. This study examines whether review valence (two-sidedness vs. onesidedness) influences attitude toward online review via its influence on review credibility. Further, this study examines whether …
Effect Of Online Word Of Mouth On Product Sales: Focusing On Communication-Channel Characteristics, Jaihyun Jeon, Taewook Lim, Byung-Do Kim, Seok
Effect Of Online Word Of Mouth On Product Sales: Focusing On Communication-Channel Characteristics, Jaihyun Jeon, Taewook Lim, Byung-Do Kim, Seok
Asia Marketing Journal
As information and communication technology continue its remarkable development, the exchange of information online becomes as prevalent and frequent as face-to-face communication in daily life. Therefore, the management and application of WOM (word of mouth) practices will become more important than ever to companies. Currently, there are various types of communication channels for online WOM, and each channel has its own unique traits. Most of the previous research studies online WOM by examining the information inside a single communication channel, but this research chooses two different communication channels and analyzes the effects of online WOM with each channel’s unique characteristics. …
Asia Marketing Journal Vol.21 No.2 목차
The Study On The Effect Of Waiting Line On Consumers’ Perceived Quality And Emotional State, Nan Li, Jae-Do Song
The Study On The Effect Of Waiting Line On Consumers’ Perceived Quality And Emotional State, Nan Li, Jae-Do Song
Asia Marketing Journal
This study examines a model which simultaneously contains two paths between waiting line and purchase intention: one tested the positive effect of waiting line through consumers’ perceived quality, whereas another one go through consumers’ emotional state to test the negative effect of waiting line on purchase intention. To further understand perceived quality, the study divided perceived quality into perceived product quality and perceived service quality. The study used restaurants in the experiment. Results indicated that although long waits in line will directly increase both consumers’ product quality perception and negative emotions, the total indirect effects on purchase intention are still …
Globalizing The Mediheal Brand: L&P Cosmetic’S Collaboration With Bts, Ick Hyun Kwon
Globalizing The Mediheal Brand: L&P Cosmetic’S Collaboration With Bts, Ick Hyun Kwon
Asia Marketing Journal
L&P Cosmetic, the leading company selling mask packs on the global market, produces MEDIHEAL, the number-one best-selling mask pack brand in Korea and the best-selling imported mask pack brand in China (2017). The company pioneered the premium market for mask packs through its launch of premium mask packs in 2009, and has subsequently achieved outstanding success in Korea and China. Three key factors have contributed to the success of L&P Cosmetic: product leadership with R&D capability, strategic marketing programs tailored for each market segment, and operational excellence focusing on strategic outsourcing and partnership management. Nonetheless, globalization beyond the Chinese market …
Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun
Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun
Asia Marketing Journal
A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors’ strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis’ …
Asia Marketing Journal Vol. 21 No. 1 목차
The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee
The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee
Asia Marketing Journal
Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer’s personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses …
The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park
The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park
Asia Marketing Journal
A great deal of research has explored individuals’ attempts to simplify choices by constructing a consideration set. This research aims to investigate which construction strategy, either inclusion or exclusion, is more likely to be adopted and how the adoption of a particular construction strategy can affect consideration set size while identifying the moderating role of chronic indecisiveness in the construction process. The findings of Study 1 indicate that individuals are more likely to adopt an inclusion strategy to reduce a consideration set to a more manageable size, and that an exclusion strategy results in a larger consideration set. In Study …
The Effects Of Variety And Visual Cue On Perceived Quantity And Consumer Attitude Toward Participation Into Sales Promotion Events, Changhyun Lee, Youngchan Kim
The Effects Of Variety And Visual Cue On Perceived Quantity And Consumer Attitude Toward Participation Into Sales Promotion Events, Changhyun Lee, Youngchan Kim
Asia Marketing Journal
Most studies on how people perceive a given quantity of items were conducted with visual cues exclusively and only offered spatial area based explanations, such as spatial estimation and perceptual grouping theories. This article establishes how people perceive a given quantity when only a written description is provided without any visual cues. Across two studies we show that variety decreases perceived quantity when a variety cue is given, while variety increases perceived quantity when a visual cue is not given. This is because people tend to rely heavily on spatial areas when a visual cue is present and because people …
Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin
Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin
Asia Marketing Journal
To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). …
The Synergy Effect Of A Corporate-Level Loyalty Program Integration On Customer Equity, Dae-Yun Park, Shijin Yoo
The Synergy Effect Of A Corporate-Level Loyalty Program Integration On Customer Equity, Dae-Yun Park, Shijin Yoo
Asia Marketing Journal
This study empirically examines the synergy effect of a corporate-level loyalty program on customer equity (CE) known as the lifetime value of current and future customers (Blattberg et al. 2009). A corporate-level loyalty program refers to a company-wide integration loyalty program at the corporate-level in which subsidiaries (multi-divisions) participate as program members. It does not merely examine whether there is an integration effect of a corporate-level loyalty program from the CE perspective, but it provides practical implications for a firm’s strategic focus by identifying which value creation channels (i.e., acquisition, retention, and cross-selling), brand characteristics (i.e., size of the customer …
Asia Marketing Journal Vol.20 No.4 목차
Pioneering New Markets, Shijin Yoo, Myung Soo Kang, Minjeong Kim
Pioneering New Markets, Shijin Yoo, Myung Soo Kang, Minjeong Kim
Asia Marketing Journal
This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits.
SevenBräu has been growing fast and establishing its image as a “high-quality craft beer locally produced in a traditional way” and a “beer with regional characteristics,” with young consumers (aged 20 to 35) as …
You Want More When You Have Something In Your Hand, Hakkyun Kim, Youngjee Han, Eunmi Jeon
You Want More When You Have Something In Your Hand, Hakkyun Kim, Youngjee Han, Eunmi Jeon
Asia Marketing Journal
In this research, two studies show that the bodily experience of holding objects in the hand is tied to the mental concept of acquiring material wealth. Holding objects in the hand (a) increased people’s desires for possessing fairly luxurious goods (Study 1) and (b) made people judge a controversial issue (e.g., “sweatshops” run by global companies) more favorably based on wanting to generate more wealth for individuals and society rather than on humanitarian concerns (Study 2). These results provide evidence that the bodily experience not only helps to represent an abstract concept but also can shape attitude and judgment congruent …
Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han
Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han
Asia Marketing Journal
The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer’s behavior and their decision.
This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms.
Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory …