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Articles 1 - 23 of 23
Full-Text Articles in Business
Overcoming The Cause Marketing Paradox, Shinhyoung Lee, Youjae Yi
Overcoming The Cause Marketing Paradox, Shinhyoung Lee, Youjae Yi
Asia Marketing Journal
The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers’ charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are …
Effect Of Motivation Type And Reward Uncertainty On Consumers’ Marketing Promotion Participation, Yan-Jie Zhang, Youseok Lee, Sang-Hoon Kim
Effect Of Motivation Type And Reward Uncertainty On Consumers’ Marketing Promotion Participation, Yan-Jie Zhang, Youseok Lee, Sang-Hoon Kim
Asia Marketing Journal
The current research proposes to fill a research gap by testing how reward uncertainty, different types of motivation, as well as individual risk-taking attitude affect consumers’ promotion participation. Being offered with an uncertain reward, relative to individuals with extrinsic motivation, individuals with intrinsic motivation will have greater intention to participate in marketing promotion. In contrast, being offered with a certain reward, relative to individuals with intrinsic motivation, individuals with extrinsic motivation will have greater intention to participate in marketing promotion. This effect arises only among consumers having a low level of risk-taking attitude. For consumers having a high level of …
Asia Marketing Journal Vol.19 No.3 목차
Examining The Impact Of Co-Branding Service Failures On Consumer Evaluations, Chia-Lin Lee
Examining The Impact Of Co-Branding Service Failures On Consumer Evaluations, Chia-Lin Lee
Asia Marketing Journal
Researchers do not fully understand consumers’ responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers’ brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers’ book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model …
Effects Of Individual Difference On Organizational Difference: Perceived Training Effectiveness Model For Organizational Performance, Beenish Malik, Jahanvash Karim, Tayyaba Noreen, Han
Effects Of Individual Difference On Organizational Difference: Perceived Training Effectiveness Model For Organizational Performance, Beenish Malik, Jahanvash Karim, Tayyaba Noreen, Han
Asia Marketing Journal
Our study is trying to investigate the perceived training effectiveness by applying the theory of planned behavior (TPB) and Technological Acceptance Model (TAM) and intend to examine the effects of individual differences on perceived training effectiveness and performance of individuals. The main purpose is to evaluate the perceived training effectiveness, and role of individual differences in terms of learning.
The results of this study supported all the hypothesis that participants with higher level of creative self-efficacy, intrinsic motivation, creativity and emotional intelligence (EI) will have greater inclinations to learn. Results showed that perceive training effectiveness is positively related to training …
Asia Marketing Journal Vol.19 No.2 목차
Distinguishing Online Opinion Leaders, Yukyung Lee, Minjung Park, Subin Im
Distinguishing Online Opinion Leaders, Yukyung Lee, Minjung Park, Subin Im
Asia Marketing Journal
This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of …
Is A Cause-Related Self-Prevention Campaign A Good Csr Strategy?, Jihye Park
Is A Cause-Related Self-Prevention Campaign A Good Csr Strategy?, Jihye Park
Asia Marketing Journal
This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a self-prevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm’s own product may be more effective …
Do We Always Hope To Become “Better” When We Experience Envy? Effects Of Incidental Envy And Social Context On Self-Improvement Behavior, Y. Jin Youn, Kiwan Park
Do We Always Hope To Become “Better” When We Experience Envy? Effects Of Incidental Envy And Social Context On Self-Improvement Behavior, Y. Jin Youn, Kiwan Park
Asia Marketing Journal
Incidental envy is known to motivate self-improvement behavior. This phenomenon occurs in part because feelings of inferiority guide subsequent behavior in a way to self-improve, after experiencing envy. However, no research has yet examined whether this tendency may be affected by social context: private versus public. Although extant literature suggests that envy generally leads to self-improvement, we demonstrate that this effect may be mitigated under public social contexts. Across two studies, we find that although incidental envy generally increases self-improvement behavior (e.g., effort exertion and charitable giving) in private social contexts, this tendency is attenuated under public social contexts. We …
The Reversed Effects Of Advertising Of Socially Controversial Products On Endorsers, Seoyoung Hwang, Junghoon Moon, Hyun Joo Lim, Jeong
The Reversed Effects Of Advertising Of Socially Controversial Products On Endorsers, Seoyoung Hwang, Junghoon Moon, Hyun Joo Lim, Jeong
Asia Marketing Journal
This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers’ attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a …
Asia Marketing Journal Vol.19 No.1 목차
How Network Structure Impacts Firm Performance, Kyunghee Kim, Jeongtae Kim, Junhong Min, Ryu
How Network Structure Impacts Firm Performance, Kyunghee Kim, Jeongtae Kim, Junhong Min, Ryu
Asia Marketing Journal
Despite the importance of the impact of network structure on the relationships between firms and firm performance, few studies have investigated these effects. This study investigates how network openness influences the relationships between TSI, opportunism, technological uncertainty, and supplier performance. We also try to figure out how network openness functions as a governance mechanism.
Peer Effects In Service Usage, Sangyoung Song
Peer Effects In Service Usage, Sangyoung Song
Asia Marketing Journal
Researchers in marketing, sociology, and economics have been interested in the role of social interactions in consumer choice and consumption behaviors. Social interactions, labeled variously as peer effects, social contagion, and neighborhood effects, have important implications for firms’ allocation of marketing efforts. In this research, we test and provide empirical evidence for peer effects in consumers’ service usage in the context of gym-going behaviors. Using a detailed individual-level membership and attendance data at one of the largest health club chains in the U.S., we document that a focal member’s gym-going behavior is influenced by the behaviors and characteristics of the …
The Impact Of Consumer Evaluation On The Cause-Related Marketing, Chia-Lin Lee
The Impact Of Consumer Evaluation On The Cause-Related Marketing, Chia-Lin Lee
Asia Marketing Journal
Cause-related Marketing (CrM) has become an increasingly popular marketing approach over the past two decades. However, neither researchers nor organizations fully understand the determinants of a successful CrM partnership. This research fills this gap. Specifically, we employ the schema theory to explore circumstances in which the CrM alliance cannot achieve a success. We use a theoretical modeling approach to report that, when consumers’ typicality-based cognitive process is assumed, the CrM activity with the partners’ more-discrepant attribute profile cannot be evaluated favorably, but the attribute-level uncertainty about the CrM alliance is less likely to feedback to the two partners. Furthermore, we …
To Conform Or Not To Conform : Mixed Conformity Model, Yongjee Han
To Conform Or Not To Conform : Mixed Conformity Model, Yongjee Han
Asia Marketing Journal
This study explores the influence of reference groups depending on the type (in-group versus out-group) and the size (an individual member versus a group as a whole) of reference groups. We propose a mixed conformity model, which suggests that people want to fit in with their in-group but at the same time they want to stand out within their in-group members. We found that in moderately identity-relevant product categories, people tend to diverge from individual members of their in-group while conforming to their in-group as a whole. However, in highly identity-relevant product categories, people conform to their in-group independent of …
An Exploratory Study On The Effect Of Price As An Anchor On Willingness-To-Pay, Jae-Do Song
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?, Eun Young Lee, Shijin Yoo, Dong Wook Lee
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 …
Impacts Of Reward Accrual Effort On Redemption Behavior In A Multi-Vendor Loyalty Program, Ji Yoon Kim, Janghyuk Lee, Sang Yong Kim
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, Min-Sun Lee, Jihye Park
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 …
Marketing Research Trends And The Top 100 Research-Active Scholars In Asia During 2011~2016, Jaihak Chung
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, …
Shiraz Vs Syrah Crafting Advertising Campaign, Using Sensory Images, Kyoung Sung Choi
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 …
A Direct Utility Model With Dynamic Constraint, Byungyeon Kim, Takuya Satomura, Jaehwan Kim
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 …