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Articles 61 - 90 of 512
Full-Text Articles in Marketing
Gap, Inc. : A Strategic Audit Of Gap, Inc. Company, Amber Hanson, Ike Mcley, Sophie Thomas, Avery Plessel, Kira Pavlik
Gap, Inc. : A Strategic Audit Of Gap, Inc. Company, Amber Hanson, Ike Mcley, Sophie Thomas, Avery Plessel, Kira Pavlik
Honors Program: Senior Projects (Public)
The following paper is a comprehensive overview of the company Gap, Inc., a leading global retailer with a diverse brand portfolio that includes Gap, Old Navy, Banana Republic, and Athleta. They compete in the Family Clothing Industry through their operation of over 3,352 brick-and-mortar stores along with offering their digital shopping platform to align with changing consumer preferences. Gap, Inc. plans to maintain financial rigor, reinvigorating its brands, and strengthening its platform. Their strengths are found in their expanding e-commerce segment and their strong commitment to sustainability. Through a broad differentiation strategy, Gap, Inc. targets a diverse consumer demographic across …
Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee
Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee
Asia Marketing Journal
With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This …
Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song
Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song
Asia Marketing Journal
The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, …
Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee
Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee
Asia Marketing Journal
This research explored how priming of money influences consumers' reactions to others' opinions, particularly regarding compliance with different types of recommendations. Across two experiments, we found that subtle reminders of money made individuals value their independence in decision-making. As a result, they tended to respond negatively to recommendations that were overly prescriptive, such as specific product suggestions. On the other hand, when money reminders accompanied recommendations that offered some flexibility—like suggestions for product categories—individuals were more likely to agree with these flexible recommendations than specific suggestions. This effect even persisted when the category recommendations included only a single alternative.
Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe
Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe
Asia Marketing Journal
This study employs big data analytics to examine customers’ waiting experiences in restaurants, a critical component of the broader hospitality and tourism industry. Drawing upon a large corpus of online reviews, the analysis uses topic modeling to identify four salient themes that emerge—waiting, food, servicescape, and service quality—informing the way in which customers perceive and evaluate dining experiences. Two subsequent regression analyses reveal a significant negative relationship between waiting-related comments and overall review ratings, underscoring the disproportionate influence of waiting experiences in shaping customer satisfaction. These findings offer valuable insights for hospitality and tourism practitioners and researchers aiming to deepen …
Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio
Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio
Asia Marketing Journal
This study illuminates factors driving skincare brand choice by examining the role of product effectiveness in the social media marketing context. Using quantitative approach with Structural Equation Modeling on data from 217 Gen Z respondents, the research focuses on two key social media marketing stimuli: nano influencer marketing and short video content marketing. The findings reveal that product effectiveness significantly mediates the relationship between these marketing stimuli and consumer brand selection. While various marketing stimuli can attract consumer attention, the perceived effectiveness of the product is the primary driver of brand choice. Additionally, the study highlights the importance of selecting …
Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim
Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim
Asia Marketing Journal
This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, …
Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi
Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi
Asia Marketing Journal
No abstract provided.
Does Ai Help Or Harm? Why And How Ai Use Influences Workplace Outcomes And Employee Well-Being, Haille Trimboli, Reka Lassu
Does Ai Help Or Harm? Why And How Ai Use Influences Workplace Outcomes And Employee Well-Being, Haille Trimboli, Reka Lassu
Education Division Scholarship
Although the recent surge in excitement surrounding artificial intelligence (AI) might suggest it is a new development, AI has been applied in organizations for over forty years (Fanti et al., 2022; Markelius et al., 2024). Indeed, the term "artificial intelligence" itself emerged in the 1950s during a research project at Dartmouth College, where it was used to describe "machines able to simulate human intelligence" (Haenlein & Kaplan, 2019, p. 3). Most recently, in 2022, the landscape of AI use for laypeople greatly changed when OpenAI introduced ChatGPT, a generative AI tool, to the public; ChatGPT is an advanced AI language …
Enhancing Customer Experiences In Airline Code Sharing: Understanding Impact, Expectations, And Strategies For Improvement, Rosa Morales
Enhancing Customer Experiences In Airline Code Sharing: Understanding Impact, Expectations, And Strategies For Improvement, Rosa Morales
Presentations - 2025
This research project aimed to explore the impact of airline code-sharing on customer satisfaction and identify potential strategies for improving these services. Code-sharing, where multiple airlines share the same flight, has become a common practice in the aviation industry, especially among major alliances like Star Alliance, OneWorld, and SkyTeam. However, the effectiveness of these arrangements in enhancing customer experiences remains a topic of interest. Our study involved surveying 169 participants to gather insights into their familiarity with code-sharing, satisfaction levels, and preferences for potential improvements.
The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter
The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter
Atlantic Marketing Journal
Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …
Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park
Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park
Atlantic Marketing Journal
Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …
Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani
Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani
Atlantic Marketing Journal
Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …
The Efficacy Of India's Electric Vehicle Market: Can Fame Deliver Results?, Douglas N. Hales, Gawon Yun, Devendra Kale
The Efficacy Of India's Electric Vehicle Market: Can Fame Deliver Results?, Douglas N. Hales, Gawon Yun, Devendra Kale
Markets, Globalization & Development Review
This commentary discusses the merits and demerits of India's FAME I II and III policy frameworks to promote the use of electric vehicles (EVs). FAME III is under consideration, and some suggestions are offered to improve its effectiveness.
Streaming Media Platforms And Film/Video Arts Distribution, Aras Ozgun, Andreas Treske
Streaming Media Platforms And Film/Video Arts Distribution, Aras Ozgun, Andreas Treske
Markets, Globalization & Development Review
Streaming media platforms have emerged as new and natively digital forms of content delivery for mainstream news and entertainment media over the past decades. Underlying technologies also unfold new possibilities for the circulation artistic/creative digital video works. Yet, such potential remains relatively underexplored, due to the complexities involved in the public distribution of such works. In this study, we analyze these complexities and critically evaluate emerging models, such as open access streaming media platforms, subscription-based platforms, and cryptocurrency and NFT-based platforms that feature new administrative forms and governance strategies. We finally discuss the possible roles of traditional public cultural institutions …
The Kindle Ecosystem Of Overconsumption: The Digital Flâneuse Roaming Booktok E-Spaces, Valeria Baltodano
The Kindle Ecosystem Of Overconsumption: The Digital Flâneuse Roaming Booktok E-Spaces, Valeria Baltodano
Markets, Globalization & Development Review
The development of a community and culture around reading on the social media platform has afforded women new avenues for empowerment through their earning and spending power. A tool wielded often in this mobile space, Amazon’s Kindle device has reached a new height of popularity thanks to the women in the bookish community of TikTok. This paper employs Anne Friedberg’s concept of the flâneuse in relation to the limitation of women’s empowerment through the commodification and aestheticization of reading on TikTok. It demonstrates how the Kindle has become the locus for a culture of overconsumption through which these women exercise …
Traversing Spaces: Virtual, Mediated, Entertaining, Commercial, And Geographic, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel
Traversing Spaces: Virtual, Mediated, Entertaining, Commercial, And Geographic, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel
Markets, Globalization & Development Review
No abstract provided.
Understanding Consumer Perception And Behavior Toward Biodegradable Plastic Products Based On The Moa Model, Nayeon Baek, Hyemi Lee
Understanding Consumer Perception And Behavior Toward Biodegradable Plastic Products Based On The Moa Model, Nayeon Baek, Hyemi Lee
Asia Marketing Journal
This study investigated the factors influencing consumers' switching intentions to biodegradable plastic products. Applying a modified Motivation-Opportunity-Ability (MOA) framework, we analyzed the impact of factors such as environmental concern, novelty seeking, negative attitude, perceived consumer effectiveness, green consumer availability, and environmental knowledge on switching intention, while also examining the moderating effect of perceived greenwashing. Results showed that environmental concern, perceived consumer effectiveness, and negative attitude from the motivation dimension, and environmental knowledge from the ability dimension, had significant effects on switching intentions. Furthermore, it was found that the level of perceived greenwashing moderated the effects of environmental concern, perceived consumer …
The Effect Of Educational, Escapism, Memorable Tourism Experience On Sustainability-Oriented Loyalty In Kembang Island Park With The Moderating Effect Of Biodiversity Knowledge: Green Marketing Perspective, Muhammad Naparin
Asia Marketing Journal
The biggest challenge of green tourism marketing is to create tourist loyalty based on environment, economy, and socio-cultural sustainability. This study aimed to analyze the influence of educational experience (EDX) and escapism experience (ESX) on memorable tourism experience (MTX), the direct influence of MTX on sustainability-oriented loyalty (SOL), the moderating role of biodiversity knowledge (BIK) on the influence of MTX on SOL, and the direct influence of BIK on SOL. This study used quantitative methods and SmartPLS 4.1 for statistical analysis. The research model was tested on 221 tourists who had visited the Nature Tourism Park situated in the conservation …
The Impact Of Chat Gpt's Quality Factors On~Perceived Usefulness, Perceived Enjoyment, And~Continuous Usage Intention Using The Is Success Model, Mun Ki Kim, Seon Young Jhee, Sang-Lin Han
The Impact Of Chat Gpt's Quality Factors On~Perceived Usefulness, Perceived Enjoyment, And~Continuous Usage Intention Using The Is Success Model, Mun Ki Kim, Seon Young Jhee, Sang-Lin Han
Asia Marketing Journal
Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors …
Balance Or Highlight? The Impact Of Power On Consumer Choices For Joint Consumption, Chaeyeong Kim
Balance Or Highlight? The Impact Of Power On Consumer Choices For Joint Consumption, Chaeyeong Kim
Asia Marketing Journal
Consumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its effect on joint consumption choices. Across three studies, I find that low-power individuals balance self and others’ preferences, whereas high-power individuals are likely to highlight their preferences (H1). In addition, I provide evidence for decision-making strategy (i.e., reliance on reasons vs. feelings) as the key mechanism underpinning the relationship between power and joint consumption choices (H2). Finally, I …
Effects Of The Preannouncement Of Donation Expenditure On The Evaluation Of Charitable Organizations And Overhead Aversion, Kwanho Suk, Triza Mudita
Effects Of The Preannouncement Of Donation Expenditure On The Evaluation Of Charitable Organizations And Overhead Aversion, Kwanho Suk, Triza Mudita
Asia Marketing Journal
Charitable organizations use donated funds for program costs to support the cause and overhead costs to cover the charity's general operation and fundraising. This research investigates the influence of preannouncement of donation expenditure on attitudes toward charity and overhead aversion (i.e., negative response to overhead). Preannouncement of donation expenditure involves the disclosure of how donor contributions will be allocated to the program and overhead costs. The results of two empirical studies show that preannouncement positively influences attitudes toward charity and mitigates overhead aversion. Study 1 indicates that the preannouncement of donation expenditure enhances perceived donation impact, leading to a positive …
Grieving & Swiping: Online Dating As Consumers' Post-Breakup Resolution, Zeynep Ozdamar Ertekin, Salih Kural, İrem Taştan
Grieving & Swiping: Online Dating As Consumers' Post-Breakup Resolution, Zeynep Ozdamar Ertekin, Salih Kural, İrem Taştan
Markets, Globalization & Development Review
This study explores the underlying motivations of consumers’ usage of online dating applications after the breakup of romantic relationships. The experiences of young-adult consumers who went through post-breakup grief are investigated through in-depth interviews. Findings resulted in twelve categories of motivations that participating consumers had regarding their usage of dating apps, in relation to managing the grief after breakup. Motivations are grouped under the categories of coping, updating, and desiring. Moreover, findings also demonstrated diverging pathways in using dating apps for emotional resolution. The study contributes to our understanding of dating app usage by highlighting important insights from consumers who …
From Socially Responsible Enterprises To Crypto-Anarchy: We Cover Quite A Range, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel
From Socially Responsible Enterprises To Crypto-Anarchy: We Cover Quite A Range, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel
Markets, Globalization & Development Review
No abstract provided.
Submission To Ireland’S Electoral Commission- An Coimisiún Toghcháin’S Consultation On Education And Public Engagement Strategy, Brendan K. O'Rourke, Ewan Macdonald, Richard Woodward
Submission To Ireland’S Electoral Commission- An Coimisiún Toghcháin’S Consultation On Education And Public Engagement Strategy, Brendan K. O'Rourke, Ewan Macdonald, Richard Woodward
Other Resources
An Coimisiún Toghcháin’s establishment and its work is very welcome in a world where democracy is being buffeted by many forces that are undermining it. There is a lack of trust and trustworthiness in the media (O’Neill, 2018). The public sphere is being fractured in the splintering niches of media (Nechushta,2024), in the filter bubbles, echo chambers & behavioural manipulations of the online world (Nguyen, 2020; Zuboff, 2022) and in the increasingly homosocial interactions of most people’s everyday face-to-face encounters. This submission uses, in addressing some of the main issues in democratic participation, the concept of the ‘endarkenment’ danger in …
Confronting Indecision, Lane Allison Murray
Confronting Indecision, Lane Allison Murray
ENGS 15.11: Design and Education
This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.
From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman
From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman
Atlantic Marketing Journal
This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …
Between The Satirical And The Sectarian: Review Of The Film Kneecap (2024), Alan Bradshaw
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
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 …
Potential Impact Of Artificial Intelligence On Small And Medium Enterprises Innovation In The Eu: A Perspective From Poland, Malgorzata Wilczynska, Alina Walenia, Artur Dabek, Daniel Salabura, Halina Kot
Potential Impact Of Artificial Intelligence On Small And Medium Enterprises Innovation In The Eu: A Perspective From Poland, Malgorzata Wilczynska, Alina Walenia, Artur Dabek, Daniel Salabura, Halina Kot
Markets, Globalization & Development Review
The development of small and medium-sized enterprises is a complex process that requires the use of all approaches to achieve success. In this regard, finding opportunities to use artificial intelligence in such companies is of great importance. The study aims to assess how this technology affects the innovation and financial performance of small and medium-sized enterprises. To draw the main conclusions, the implementation of artificial intelligence at Polish enterprises, including in the context of their financial performance, namely the level of return on assets and the level of debt, was analysed. The study showed that the introduction of artificial intelligence …