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Articles 1 - 28 of 28
Full-Text Articles in Business
Comparison Of Experienced And Inexperienced Consumers’ Utilisation Of Extrinsic Cues In Product Evaluation, Yoonjeun Kim, Kiwan Park, Yaeri Kim, Chung
Comparison Of Experienced And Inexperienced Consumers’ Utilisation Of Extrinsic Cues In Product Evaluation, Yoonjeun Kim, Kiwan Park, Yaeri Kim, Chung
Asia Marketing Journal
This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers’ information processing styles, we …
Asia Marketing Journal 제17권 제3호 목차
The Roles Of Money’S Pride And Surprise Tag On The Use Of Money, Cong Liu, Nak Hwan Choi
The Roles Of Money’S Pride And Surprise Tag On The Use Of Money, Cong Liu, Nak Hwan Choi
Asia Marketing Journal
The present research examined the interesting but less attended effects of pride- and surprise-tagged money on consumers’ spending decisions. Focusing on the unexpected money received in their daily life, we explored recipient’s judgments and responses toward pride-tagged money versus surprise-tagged, and identified differences in types of recipient’s consumption and spending behaviors between the pride- tagged money and the surprise-tagged money. Consumers tend to use the money associated with pride (vs. surprise) to reward their invested effort; as a result, they were more likely to buy a personal gift. Moreover, in the context of self-gift, consumers with pride-tagged money have showed …
The Antecedents And Consequences Of Effective Brand Positioning, Changju Kim, Eunji Seo, Junghwa Hong, Kang, Stephen J. Newell
The Antecedents And Consequences Of Effective Brand Positioning, Changju Kim, Eunji Seo, Junghwa Hong, Kang, Stephen J. Newell
Asia Marketing Journal
This study investigates which variables most effectively influence the positioning strategy of a brand. In addition, we test the connection between the positioning strategy of the brand and loyalty. Finally, we explore how brand experience effects the relationship between brand position and brand loyalty. To this end, this study employs the street-intercept method to collect data on consumers’ perception of home appliances in Japan and conducts structural equation modeling analysis to test our hypotheses. Specifically, we find that assessments of product, service, and image have a significant impact on a brand’s position which, in turn, drives brand loyalty. In addition, …
Exploratory Study Of The Impact Of Social Media Marketing On Consumer Purchase Intention, Tayyaba Noreen, Sang-Lin Han
Exploratory Study Of The Impact Of Social Media Marketing On Consumer Purchase Intention, Tayyaba Noreen, Sang-Lin Han
Asia Marketing Journal
Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as …
The Effect Of New Brand’S Entry On The Price Strategy Of Incumbent Retailers, Suhhyue Lee
The Effect Of New Brand’S Entry On The Price Strategy Of Incumbent Retailers, Suhhyue Lee
Asia Marketing Journal
According to Resource Dependence theory, an organization’s behavior and strategy is affected by external resources. An organization has diverse resources interacting with environment. Because organization cannot focus on all those resources, it concentrates on its critical resources. In market environment, firm responds to other firms by controlling their internal critical resources or manages interdependency with environment to get market share. Thus Firm should choose best behavior and strategy when internal and external resources are change. When new brand enters, incumbents might change their strategy to protect their market share depending on critical value. More precisely, incumbents sharing market with entrant …
Asia Marketing Journal 제17권 제2호 목차
The Conceptualization And Development Of Advertisement-Evoked Imagination Scale, Ike Janita Dewi, Swee-Hoon Ang
The Conceptualization And Development Of Advertisement-Evoked Imagination Scale, Ike Janita Dewi, Swee-Hoon Ang
Asia Marketing Journal
This research aims to understand consumers’ imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagination types, namely, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination. The scale demonstrated reliability, as well stability for application across product types. The scale development also includes discussion on imagination-related but distinctive concepts of product symbolism and tendency to imagine.
Priority Factors Of Service Recovery Strategy In Distribution Channel, Sang-Lin Han, Kyung Sik Jung, Myoung Soung Lee, Lee
Priority Factors Of Service Recovery Strategy In Distribution Channel, Sang-Lin Han, Kyung Sik Jung, Myoung Soung Lee, Lee
Asia Marketing Journal
In this study, we tried to evaluate the relative importance and find out the differences in consumer perceptions regarding service recovery strategies and the service provider in the distribution industry by using AHP (Analytic Hierarchy Process) analysis method. Therefore in this study, we tried to systematize various recovery strategies which were considered very important during service failure process in the distribution industry and analyze the relative importance for each recovery strategy. We set hierarchy composed of four items of monetary, action-oriented, psychological, and assured level as primary selection criteria and a total of 16 items(indemnity, refund, gift, gift certificate, prompt …
Counting Up While Doing Tasks Makes You Feel More Difficult Than Counting Down, Hee-Kyung Ahn
Counting Up While Doing Tasks Makes You Feel More Difficult Than Counting Down, Hee-Kyung Ahn
Asia Marketing Journal
In this research, we explore whether mere exposure to external cues with vertical progress (e.g., moving upward or moving downward) can influence individuals’ persistence to complete focal tasks. Drawing on the theory of embodied cognition, we propose that, a moving-upward (vs. downward) cue activates the abstract concept of difficulty, which is associated with the physical experience of climbing uphill (vs. downhill). Due to this association between moving uphill and difficulty, merely exposing individuals to the moving-upward cue can induce greater feeling of difficulty and this greater difficulty, in turn, reduce individuals’ persistence, compared to exposing individuals to the moving-downward cue. …
Advertising Distinctiveness And Consumer Memory In Competitive Ad Environments, Ryosuke Takeuchi
Advertising Distinctiveness And Consumer Memory In Competitive Ad Environments, Ryosuke Takeuchi
Asia Marketing Journal
It is becoming increasingly difficult for advertisers to reach target consumers because memory for an ad is inhibited in the presence of competing ads. While previous studies have focused on ad repetition as a factor that can reduce competitive interference, this study focuses on ad distinctiveness. We compare the effects of ad distinctiveness on recall for the ad and its competing ad in high competitive ad environments with those in relatively low competitive ad environments. Regarding the effect of ad distinctiveness on recall for the focal ad, the results show that when an advertiser makes its ad distinctive, recall for …
Internal Service Recovery’S Influence On Frontline Service Employees’ Satisfaction And Loyalty, Taeshik Gong
Internal Service Recovery’S Influence On Frontline Service Employees’ Satisfaction And Loyalty, Taeshik Gong
Asia Marketing Journal
Relatively little studies have investigated employee recovery from internal service failure, especially from the employees’ perspective. When handling customer complaints, employees must not only deal with legitimate customer demands after a service failure, such as providing an apology, rectifying the problem, and offering compensation, but they must also manage illegitimate dysfunctional customers, who may yell, threaten, and even physically harm the employee. These negative experiences can have strong effects, and employees can exhibit higher levels of stress such as burnout and emotional labor, which have been linked to dissatisfaction, tension and anxiety, reduced performance and effectiveness, and a greater propensity …
The Impact Of Servicescape On Customer Experience Quality Through Employee-To-Customer Interaction Quality And Peer-To-Peer Interaction Quality In Hedonic Service Settings, Beomjoon Choi, Hyun Sik Kim
The Impact Of Servicescape On Customer Experience Quality Through Employee-To-Customer Interaction Quality And Peer-To-Peer Interaction Quality In Hedonic Service Settings, Beomjoon Choi, Hyun Sik Kim
Asia Marketing Journal
This paper investigates how servicescape perception influences customer experience quality in hedonic service settings. In addition to the direct effect of servicescape quality on customer experience quality, the indirect effects of servicescape quality on customer experience quality via employee-to-customer interaction quality and peer-to-peer interaction quality are also investigated.
We collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. The results show that servicescape quality influences customer experience quality both directly and indirectly through employee-to-customer interaction quality and peer-to-peer interaction quality, and customer experience quality influences customer loyalty. Additionally, we find that the indirect path …
Consumer Reactions To Products Of Social Enterprises, Sangman Han, Jongyoung Lee, Jungyun Kang, Kim
Consumer Reactions To Products Of Social Enterprises, Sangman Han, Jongyoung Lee, Jungyun Kang, Kim
Asia Marketing Journal
Social enterprises that seek to pursue socially desirable goals through economic profits have received considerable attention in recent years. Despite the widespread attention paid to social enterprises, they often achieve limited success in markets. This research examines how types of enterprises affect consumer judgments. This research considers two types of enterprises: social and for-profit enterprises. Building on the stereotype content model, we propose that consumers perceive social enterprises using the dimensions of warmth and competence. Study 1 shows that a product of a for-profit enterprise is judged as having higher performance, but being less meaningful; in contrast, a product of …
Korean Marketing Association 제17권 제1호 목차
How To Build A Learning Capability For Innovation? A Framework Of Market-Based Learning Process, Hyun Jung Lee, Jeong Eun Park, Jae Hyun Pae
How To Build A Learning Capability For Innovation? A Framework Of Market-Based Learning Process, Hyun Jung Lee, Jeong Eun Park, Jae Hyun Pae
Asia Marketing Journal
Learning organization has been an important issue in both management and marketing areas. Also learning capability is a key construct of innovation process in a firm. Especially, in marketing context, several researchers have studied market-based learning and its relation with performance. Previous studies have shown that market-based learning has a positive impact on overall firm performance. However, there has been inconsistency in the concept of market-based learning itself and its relationships with antecedents and consequences. Given this conflicting and inconsistent results of previous research, this study has two main objectives. First, this paper proposed a conceptual framework that marketbased learning …
The Lifespan Of Social Hub In Social Networking Sites, Sangman Han, Christopher L. Magee, Yunsik Kim
The Lifespan Of Social Hub In Social Networking Sites, Sangman Han, Christopher L. Magee, Yunsik Kim
Asia Marketing Journal
This paper examines a highly used social networking site (SNS) by studying the behavior of more than 11 million members over a 20 month period. The importance of the most highly active members to the overall network is demonstrated by the significant fraction of total visits by extremely active members in a given period but such members have surprisingly short lifespans (an average of only 2.5 months) as social hubs. We form and test a number of hypotheses concerning these social hubs and the determinants of their lifespan. We find that the speed of achieving social hub status increases the …
A Study On Green Consumer Segmentation Based On Socio-Demographics And Behavioral Responses, Young Doo Kim
A Study On Green Consumer Segmentation Based On Socio-Demographics And Behavioral Responses, Young Doo Kim
Asia Marketing Journal
In the 21st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer …
Can Brand Equity Explain Excess Behavioral Loyalty?, Sang Uk Jung
Can Brand Equity Explain Excess Behavioral Loyalty?, Sang Uk Jung
Asia Marketing Journal
Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand’s market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands …
Effects Of Temporal Distance On Brand Extension Evaluation, Kiwan Park
Effects Of Temporal Distance On Brand Extension Evaluation, Kiwan Park
Asia Marketing Journal
In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near …
Sales Control Systems And Behavioral Responses, Jaewon Yoo
Sales Control Systems And Behavioral Responses, Jaewon Yoo
Asia Marketing Journal
Built on regulatory focus theory, this article develops a research model proposing the relationship between management controls (outcome, activity and capability), sales employees’ prevention and promotion focus and their behavioral responses (feedback seeking from different sources and relationship investment). The model also suggests that salesperson perceived organizational fit (P-O fit) contributes by influencing the situational self-regulatory mechanism based on regulatory fit theory.
To analyze the data, a structural equation model procedure using LISREL 8.5 was employed. To access the potential common method bias, the MV” marker method was applied using a scale theoretically unrelated to at least one scale in …
The Contingent Effect Of Marketing Alliances On Firm Profitability, Jongkuk Lee
The Contingent Effect Of Marketing Alliances On Firm Profitability, Jongkuk Lee
Asia Marketing Journal
Forming interfirm collaborative relationships has become a key aspect of a firm’s marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm’s R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, …
Event Valence Matters, Hyejin Lee, Jinhee Choi
Event Valence Matters, Hyejin Lee, Jinhee Choi
Asia Marketing Journal
Previous research has revealed that people feel past target events are more distant when they recall more intervening events, event markers, that are both accessible in memory and perceived to be related to that target event (Zauberman, Levav, Diehl, and Bhargave 2010). This phenomenon was called the systematic effect of event markers (SEEM). In this research, we explore the moderating effect of the valence of the target event on SEEM and suggest the difficulty of recalling event markers as the possible mechanism. Study 1 shows that SEEM mainly occur when the valence of the target event is negative rather than …
Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho
Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho
Asia Marketing Journal
Because of fierce competition, the importance of product design has been emphasized. In this case study of Aekyung, we mainly focus on this company’s efforts to incorporate design innovation into new product development process. Their efforts on innovative product design turn out to be rewarding as the sales and market share soar. Through this case, we try to identify what aspects of Aekyung’s efforts lead to the better and more innovative product design.
The Effect Of Congruency And Familiarity Of Background Music In Tv Advertising On The Music’S Role As A Retrieval Cue, Insuk Hwang, Hwa-Kyung Kim
The Effect Of Congruency And Familiarity Of Background Music In Tv Advertising On The Music’S Role As A Retrieval Cue, Insuk Hwang, Hwa-Kyung Kim
Asia Marketing Journal
Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music’s role as a retrieval cue for the advertised messages.
We used four groups of subjects to test the retrieval cue effect of the …
Sales People As Emotional Laborers, Jungkun Park, Weon Sang Yoo, Brian Rutherford
Sales People As Emotional Laborers, Jungkun Park, Weon Sang Yoo, Brian Rutherford
Asia Marketing Journal
Ever since Hochschild (1983) introduced the concept of emotional labor in the workplace, it has constantly interested researchers due to its impact on employees’ well-being as well as organizational outcomes. However, a thorough understanding of emotional labor and its relationship with various outcomes in sales people is not yet realized. In a systemic approach to the concept using quantitative methods is still necessary. The present study treats emotional labor as two factors (e.g. emotive dissonance and emotive effort). The psychological and behavioral outcomes of each sub-construct of emotional labor are investigated within a parsimonious framework. The findings suggest that emotional …
A Case Study Of Hyundai Motors, Myounghwa Choi, Yoonseo Lee, Kay Ryung Koo, Lee
A Case Study Of Hyundai Motors, Myounghwa Choi, Yoonseo Lee, Kay Ryung Koo, Lee
Asia Marketing Journal
As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy.
HMC, one of the leading global companies in the automobile industry, set up its brand identity as “Modern premium”, in alignment with their new slogan “New Thinking New Possibilities”, in 2011. The aim of the “Modern premium” concept was to …