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Full-Text Articles in Business

Who Makes You More Disappointed? The Effect Of Avatar Presentation, Company Market Status, And Agent Identity On Customers’ Perceived Service Quality And Satisfaction Of Online Chatting Services, Sangwoo Park, Woo Jin Choi, Dongwoo Shin Nov 2021

Who Makes You More Disappointed? The Effect Of Avatar Presentation, Company Market Status, And Agent Identity On Customers’ Perceived Service Quality And Satisfaction Of Online Chatting Services, Sangwoo Park, Woo Jin Choi, Dongwoo Shin

Asia Marketing Journal

Recent advances in interactive communication have allowed companies to introduce new digital technologies to differentiate their online customer chatting services, but little is known about how customers perceive these new services. To answer this call, the current research examines the effects of avatar presentation, company market status, and agent identity on customers’ perception of service quality and satisfaction in the context of minor service failure that customers encounter through online chatting services. The results of two studies show that customers perceive better service quality and demonstrate lower satisfaction if served by an artificial intelligence [AI] agent (vs. a human-agent), represented …


Social Influence, Xenocentrism And Status Consumption On Purchase Intention: In The Case Of Women’S Imported Handbags, Munkhbayasgalan Ganbold, Urandelger Gantulga Nov 2021

Social Influence, Xenocentrism And Status Consumption On Purchase Intention: In The Case Of Women’S Imported Handbags, Munkhbayasgalan Ganbold, Urandelger Gantulga

Asia Marketing Journal

The Mongolian market has got filled with imported products that pose a great challenge to domestic businesses. However, on the other hand, exported products give opportunities to understand product quality standards for domestic business owners. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and imported products. The study examines the relationship between social influence, xenocentrism, status consumption, and imported product’s purchase intention. To achieve the purpose of the research, a survey was conducted on consumers who experienced the purchase of imported products. The data were examined using SPSS and SmartPLS 3.3 after a total of 426 …


Authentic Information On The Back Label Of Wine Bottle, Beomjoon Choi, Jaewoo Joo Nov 2021

Authentic Information On The Back Label Of Wine Bottle, Beomjoon Choi, Jaewoo Joo

Asia Marketing Journal

This paper investigates whether including authentic information on the back labels of wine bottles enhances consumers’ confidence and purchase intentions about wine; it also assesses the moderating role of involvement and knowledge about wine. We conducted two experimental studies. Study 1 generated three findings. First, when the back label had authentic information, subjects showed higher confidence levels. Second, this effect was hold for subjects with low levels of involvement. Finally, we did not observe this effect for subjects with high levels of involvement. Study 2 extended study 1’s findings and identified the moderated mediation effect of confidence. The findings highlight …


The Aggregate Impact Of Consumer Reviews On Market Outcome In Differentiated Products Market, Jun B. Kim Nov 2021

The Aggregate Impact Of Consumer Reviews On Market Outcome In Differentiated Products Market, Jun B. Kim

Asia Marketing Journal

We investigate the aggregate impact of consumer reviews on market outcome in a differentiated product category. We model consumers as Bayesian learners who use online consumer reviews to learn and update their beliefs on product quality before their choice. For our empirical analysis, we use aggregate-level, longitudinal data from Amazon.com in the digital camcorder category and estimate the demand parameters. Using model estimates, we conduct two simulation studies and quantify the impact of consumer reviews on the market outcome. We report that the products experience heterogenous market share changes: the standard deviation of market share changes across products and time …


Does Political Orientation Affect The Evaluation Of Artificial Intelligence?, Haejoo Han, Sujin Park, Kyoungmi Lee Aug 2021

Does Political Orientation Affect The Evaluation Of Artificial Intelligence?, Haejoo Han, Sujin Park, Kyoungmi Lee

Asia Marketing Journal

In this study, we propose that political orientation is related to the evaluation of artificial intelligence. Using AI-based medical and legal service providers, we find that the more politically conservative consumers are, the more likely they are to have a lower evaluation of AI-based professional services. Furthermore, we find that the relationship between political conservatism and the evaluation of AI-based services is driven by the extent of the perceived threat that AI poses to human uniqueness. Other potential underlying factors such as the heightened need for control, gender, socioeconomic status, or technology familiarity do not explain this effect.


Retail Employees’ Ethical Value And Climate On Multidimensional Job Satisfaction: A Comparative Study With B2b Employees, Hyowon Hyun, Jungkun Park, Jihwan Yum, Sangwoo Lee Aug 2021

Retail Employees’ Ethical Value And Climate On Multidimensional Job Satisfaction: A Comparative Study With B2b Employees, Hyowon Hyun, Jungkun Park, Jihwan Yum, Sangwoo Lee

Asia Marketing Journal

In the retail industry, managing companies’ ethical environments is critical because it is associated with employee satisfaction and performance. Despite the increasing demand to understand the role of salespersons’ ethical climate and value on behavior, only a few studies have focused on this connection. Furthermore, the relative impact of ethical issues (e.g., ethical value and ethical climate) on multidimensional job satisfaction in B2B and B2C sectors remains unexplored. Thus, this study 1) explores the impact of ethical issues (e.g., ethical value and ethical climate) on multi-dimensions of job satisfaction (e.g., satisfaction with management, supervisor, co-workers, and customers) and 2) compares …


Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang Aug 2021

Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang

Asia Marketing Journal

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development …


The Effect Of Adding Novel Attributes To Hedonic Vs. Utilitarian Base: Role Of Holistic Vs. Analytic Thinking Style, Juyon Lee, Wujin Chu Aug 2021

The Effect Of Adding Novel Attributes To Hedonic Vs. Utilitarian Base: Role Of Holistic Vs. Analytic Thinking Style, Juyon Lee, Wujin Chu

Asia Marketing Journal

Combining theories of the goal-derived product evaluation and holistic versus analytic thinking style, the authors investigate the effects of adding novel attributes on new product evaluation. While one may predict that adding novel attributes may be appealing to consumers as it provides new benefits, the authors propose that, in some cases, it may not. The current research investigates consumers’ view of new attribute addition depends on the novel attribute’s goal congruence with the consumption goals of the base product, which may be hedonic or utilitarian in nature. Further, consumers’ holistic versus analytic thinking style moderates the effect of such goal …


The Impact Of Conspicuous Consumption And Perceived Value On New Product Adoption Intention, Meixiang Cui, Subin Im Apr 2021

The Impact Of Conspicuous Consumption And Perceived Value On New Product Adoption Intention, Meixiang Cui, Subin Im

Asia Marketing Journal

Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today’s consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product …


Asia Marketing Journal Vol.23 No.1 목차, 편집부 편집부 Apr 2021

Asia Marketing Journal Vol.23 No.1 목차, 편집부 편집부

Asia Marketing Journal

No abstract provided.


Editorial: New Path For The Asia Marketing Journal, Ji Hee Song, Moon Young Kang Apr 2021

Editorial: New Path For The Asia Marketing Journal, Ji Hee Song, Moon Young Kang

Asia Marketing Journal

No abstract provided.


Digital Signage User Satisfaction Model: The Dual Effect Of Technological Complexity, Mi-Ah Lee, Sooyeon Lee, Eunju Ko Apr 2021

Digital Signage User Satisfaction Model: The Dual Effect Of Technological Complexity, Mi-Ah Lee, Sooyeon Lee, Eunju Ko

Asia Marketing Journal

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers" shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping …


Where You Live Matters To Have The American Dream: The Impact Of Collective Social Capital On Perceived Economic Mobility And The Moderating Role Of Income, Yanghee Kim, Youjae Yi, Hyuna Bak Apr 2021

Where You Live Matters To Have The American Dream: The Impact Of Collective Social Capital On Perceived Economic Mobility And The Moderating Role Of Income, Yanghee Kim, Youjae Yi, Hyuna Bak

Asia Marketing Journal

The current research develops and tests the theory that beliefs in economic mobility are affected by social capital at the community level, especially for low-income individuals. Integrating concepts from social capital and perceived economic mobility (PEM), this research hypothesizes that members of disadvantaged groups (vs. members of advantaged groups) are more likely to adjust their PEM depending on the social capital at the community level. Using archival data, multilevel analysis is employed to examine whether individual- or community-level social capital increases PEM and the extent to which income moderates this relationship. Consistent with our hypotheses, social capital at the community …


The Editorial For The Special Session Papers Of Icama-Kas 2020 International Conference: Bts As A Paradigm Changer In Martech And/Or Innovation, Sungho Lee, Kyunghee Bu, Jaehwan Kim, Ji Hee Song Jan 2021

The Editorial For The Special Session Papers Of Icama-Kas 2020 International Conference: Bts As A Paradigm Changer In Martech And/Or Innovation, Sungho Lee, Kyunghee Bu, Jaehwan Kim, Ji Hee Song

Asia Marketing Journal

No abstract provided.


Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli Jan 2021

Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli

Asia Marketing Journal

This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group’s fans), business partners and …


Success Story: How Storytelling Contributes To Bts’S Brand, Courtney Lazore Jan 2021

Success Story: How Storytelling Contributes To Bts’S Brand, Courtney Lazore

Asia Marketing Journal

Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS’s storytelling strategies, this article breaks down how stories permeate BTS’s content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences …


“Bangbangcon: The Live” - A Case Study On Live Performances And Marketing Strategies With The Korean-Pop Group “Bts” During The Pandemic Scenario In 2020, Cristina Freitas De Jesus Jan 2021

“Bangbangcon: The Live” - A Case Study On Live Performances And Marketing Strategies With The Korean-Pop Group “Bts” During The Pandemic Scenario In 2020, Cristina Freitas De Jesus

Asia Marketing Journal

In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this …


Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor Jan 2021

Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor

Asia Marketing Journal

With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into …


Asia Marketing Journal Vol.22 No.4 목차 Jan 2021

Asia Marketing Journal Vol.22 No.4 목차

Asia Marketing Journal

No abstract provided.


Is Bts Different? Shared Episodes On Sns As A Good Indicator For Celebrity Endorsed Ad Effects, Kyunghee Bu, Whoe Whun Kim Jan 2021

Is Bts Different? Shared Episodes On Sns As A Good Indicator For Celebrity Endorsed Ad Effects, Kyunghee Bu, Whoe Whun Kim

Asia Marketing Journal

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers’ responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers’ responses on YouTube …


Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park Jan 2021

Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park

Asia Marketing Journal

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and …


“They’Re Worth My Investment”: Cultivating Intimacy Through Fan-Lead Financial And Support Initiatives Among Bts Fans, Tvine Donabedian Jan 2021

“They’Re Worth My Investment”: Cultivating Intimacy Through Fan-Lead Financial And Support Initiatives Among Bts Fans, Tvine Donabedian

Asia Marketing Journal

This research outlines the motivations behind the fan-lead marketing and promotional endeavours undertaken by musical group BTS’s fan community, also known as ARMY. In highlighting the reciprocity in intimacy between the group and their fans, I argue that ARMY’s desire to elevate BTS is embedded within structures of affect, despite the financial nature of the benefits the group and their company may reap. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS. Based …


Bts From “N.O” To “On” And Beyond: Innovation In Effective Mental Health Messaging And Modelling, Sharon Blady Jan 2021

Bts From “N.O” To “On” And Beyond: Innovation In Effective Mental Health Messaging And Modelling, Sharon Blady

Asia Marketing Journal

Over seven years, BTS have organically embedded consistent mental health messaging and modelling of various mental health modalities, representing innovation within mental health discourse, within and outside the pop and K-pop culture and fandom. Their personal and artistic journeys have resulted in songs, imagery, and relationship dynamics within the group and within and between their fans ARMY, that organically model behaviours associated with mental health therapeutic modalities and normalize the discussion of mental health and well-being. This practice is vitally important in the effort to end stigma and encourage mental health well-being and recovery. BTS’s authenticity establishes empathy with their …