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Articles 301 - 330 of 668
Full-Text Articles in Marketing
Effects Of Storytelling In Advertising On Consumers` Empathy, Myung Jin Park, Doo Hee Lee
Effects Of Storytelling In Advertising On Consumers` Empathy, Myung Jin Park, Doo Hee Lee
Asia Marketing Journal
Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers` narrative processing. The purpose of storytelling is to elicit …
Oriental Brewery, Co. Ltd. Vitalizing Cass Brand Through Brand Portfolio Strategy, Sung Tai Hong, Young Seok Son, Woon Bong Na
Oriental Brewery, Co. Ltd. Vitalizing Cass Brand Through Brand Portfolio Strategy, Sung Tai Hong, Young Seok Son, Woon Bong Na
Asia Marketing Journal
The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic …
The Effect Of Regulatory Focus On The Link Between Purchase Behavior And Redemption Behavior, Ji Yoon Kim
The Effect Of Regulatory Focus On The Link Between Purchase Behavior And Redemption Behavior, Ji Yoon Kim
Asia Marketing Journal
Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened? that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic …
Fantastic Collaboration Of Financial Services And Telecommunication, Seon Min Lee, Seung Woo Chun, Young Hyuck Joo, Yoo
Fantastic Collaboration Of Financial Services And Telecommunication, Seon Min Lee, Seung Woo Chun, Young Hyuck Joo, Yoo
Asia Marketing Journal
In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of ‘Club SK Card’ brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card …
Consumer Associative Network Analysis On Device And Service Convergance, Sang Man Han, Jang Hyuk Lee, Sun Young Park, Jo
Consumer Associative Network Analysis On Device And Service Convergance, Sang Man Han, Jang Hyuk Lee, Sun Young Park, Jo
Asia Marketing Journal
Our research brings managerial insights for developing new digital convergence of devices and services. To explain the phenomenon of device and service convergence, we combine two different approaches from separate research fields: a perceptual mapping technique generally used for segmentation in marketing and associative network analysis mobilized to understanding network structure of core and peripheral as well as the information mediating role of nodes in network science. By combining these two approaches, we provide an in-depth analysis of the associations among devices and services by assessing the centrality of device and service nodes in an associative network. This is done …
The Role Of Processing Fluency In Product Innovativeness Judgment, Hye Jeung Cho
The Role Of Processing Fluency In Product Innovativeness Judgment, Hye Jeung Cho
Asia Marketing Journal
The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as ‘processing fluency,’ has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer`s product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer`s processing motivation can moderate the …
Informative Role Of Marketing Activity In Financial Market, Kyung Oh Yun
Informative Role Of Marketing Activity In Financial Market, Kyung Oh Yun
Asia Marketing Journal
As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm`s marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm`s …
Technology Licensing Agreements From An Organizational Learning Perspective, Jong Kuk Lee, Sang Young Song
Technology Licensing Agreements From An Organizational Learning Perspective, Jong Kuk Lee, Sang Young Song
Asia Marketing Journal
New product innovation is a process of embodying new knowledge in a product and technology licensing is getting popular as a means to innovations and introduction of new product to the market in today`s competitive global market environment. Incumbents often rely on technology licensing to access new product opportunities created by other firms. Prior research has examined various aspects of technology licensing agreements such as specific contract terms of licensing agreements, e.g., distribution of control rights, exclusivity of licensing agreements, cross-licensing, and the scope of licensing agreements. This study aims to provide answers to an important, but under-researched question: why …
The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim
The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim
Asia Marketing Journal
Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating …
Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim
Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim
Asia Marketing Journal
Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our …
Applying The Multiple Cue Probability Learning, So Won Ahn, Ju Young Kim, Young Won Ha
Applying The Multiple Cue Probability Learning, So Won Ahn, Ju Young Kim, Young Won Ha
Asia Marketing Journal
In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. …
Thai Tourists` Souvenir Shopping Experience In Korea, Sirin Poraksa, Hye Jung Cheon
Thai Tourists` Souvenir Shopping Experience In Korea, Sirin Poraksa, Hye Jung Cheon
Asia Marketing Journal
Shopping is considered a ‘must-do’ activity for most people on travel. One of the major parts of tourist shopping is the purchasing of souvenirs. Souvenirs are universally associated with tourism as a commercially produced and purchased object to remind the purchaser of the experience. Recently, Korea becomes one of the most popular destinations that many Asian tourists like to visit. Among those Asian tourists, the number of Thai tourists bound for Korea shows an incredible rapid growth. Thai people pick Korea and Seoul as their favorite country and city to visit for three consecutive years since 2009. One of the …
Effects Of Product Number And Brand Breadth On The Evaluations Of An Extended Product, Min Sun Yeu, Hye Yeon Yuk, Bo Ha Kim, Yoo, Seong Wan Cho, Jun Sang Yeo, Chan Su Park
Effects Of Product Number And Brand Breadth On The Evaluations Of An Extended Product, Min Sun Yeu, Hye Yeon Yuk, Bo Ha Kim, Yoo, Seong Wan Cho, Jun Sang Yeo, Chan Su Park
Asia Marketing Journal
This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands` breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range …
Success Factors Of Paris Baguette`S Bakery Franchise Business, Jae Seok Jeong, Han Nara Jeong, Ki Hyeon Ko, Moon, Hyoung Goo Kang
Success Factors Of Paris Baguette`S Bakery Franchise Business, Jae Seok Jeong, Han Nara Jeong, Ki Hyeon Ko, Moon, Hyoung Goo Kang
Asia Marketing Journal
The main goal of this study is to examine the competition intensity in the Korean bakery franchise industry and to identify the core competencies of the industry`s leading company, Paris Baguette. The frameworks of PEST analysis, Cross Impact analysis, a Five Forces Model, a Value Chain, and VRIO analysis. PEST and Cross Impact analysis were employed to investigate the industry`s external environment, and the results indicated that ‘increased attention on corporate`s Creating Shared Value (CSV) activities’ is the most influential factor among others. The analysis using the Five Forces Model found industry rivalry and substitutes were the greatest threats. Finally, …
Development Of A New Direct Marketing Channel In The Chinese Rural Market, Dao Sheng Li, Jin Hwan Hong
Development Of A New Direct Marketing Channel In The Chinese Rural Market, Dao Sheng Li, Jin Hwan Hong
Asia Marketing Journal
Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer …
The Effect Of P-O Fit On The Frontline Employee`S Boundary Spanning Behaviors, Jae Won Yoo
The Effect Of P-O Fit On The Frontline Employee`S Boundary Spanning Behaviors, Jae Won Yoo
Asia Marketing Journal
In this study, the author develops and tests a model that incorporates the mediating effects of two frontline employee psychological variables (emotional exhaustion and intrinsic motivation) based on job demand and resource model. As a form of environmental resource, person-organization fit was proposed as a leading factor of frontline employee boundary spanning behavior through emotional exhaustion and intrinsic motivation. All measures were adapted from or developed based on prior research. Data for the study were collected from a cross-sectional sample of retail bank employees in South Korea. Questionnaires were distributed to 500 frontline employees across several banks. Of these, 322 …
Do Good Return Policies Work Across Cultures? Effect Of Lenient Return Policies On Online Shopper Perceptions In Eastern Culture, Su Jin Yang, Yun Jung Choi
Do Good Return Policies Work Across Cultures? Effect Of Lenient Return Policies On Online Shopper Perceptions In Eastern Culture, Su Jin Yang, Yun Jung Choi
Asia Marketing Journal
While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers` satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers` perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated …
Differences In Reactions To Sales Promotions, Chang Soo Kim, Myung Soo Jo
Differences In Reactions To Sales Promotions, Chang Soo Kim, Myung Soo Jo
Asia Marketing Journal
This study examines whether product promotions are influenced by the market standing of promoted products, using social comparison theory (upward versus downward comparisons). It is hypothesized that people in possession of a product that is inferior to the one on promotion express less discomfort about the promotion and use the information more than do people in possession of a superior product. People in possession of an inferior product may also exhibit more positive attitudes toward the product on promotion, but may show poorer attitudes toward their own possessed product than do people with a superior product. This is because people …
From Thinking To Action, Dong Won Min, Hyun Mo Kang
From Thinking To Action, Dong Won Min, Hyun Mo Kang
Asia Marketing Journal
Recent developments in embodied cognition suggest that people process environmental information by using their bodily state and mental simulation. The focus of embodiment theory is that cognitive processing is based on the interaction among the body, the mind, and the world. Based on embodied theories of cognition, the authors predict that when the representation of marathon running is activated, bodily feedback such as tiredness and thirst will occur because mental simulation of marathon running contains sensorimotor representation of marathon running. As a result, it is predicted that participants primed with marathon runner will have more desire to have products that …
What Makes Consumers To Prolong Their Consumption On Perishable Food Beyond Its Expiration Date?, Hyun Suk Suh, Hyoung Jun Ju
What Makes Consumers To Prolong Their Consumption On Perishable Food Beyond Its Expiration Date?, Hyun Suk Suh, Hyoung Jun Ju
Asia Marketing Journal
Consumers empty perfectly safe to intake perishable foods everyday if they are older than what prints on expiration date. The variation in expiration dating is freshness labeling represented in various terms such as sell by, package, best before, and so on. Regardless of the terms used and meanings are attached, consumers tend to conceive of freshness labeling on food as end of its shelf-life. Consequently, the food waste becomes a big issue for businesses in food sector. In an effort to demonstrate flexibility on this, KFDA(Korea Food & Drug Administration) introduced “best before” date in domestic market place to reduce …
A Study On The Role Of Locomotion Orientation As An Antecedent Of Salespeople` Selling Behavior, Ihn Goo Lee, Seong Goo Ji
A Study On The Role Of Locomotion Orientation As An Antecedent Of Salespeople` Selling Behavior, Ihn Goo Lee, Seong Goo Ji
Asia Marketing Journal
The purpose of this study is to investigate the effects of the locomotion orientation on salespeople` sales performance with the mediating effect of selling behavior(adaptive selling behavior, SOCO). And we figure out the relationship between customer-oriented selling behavior and adaptive selling behavior because those relationships are not clear. The authors infer research hypotheses based on literature review. We have confirmed the reliability and validity test and those results can be acceptable. Hypotheses test were conducted with structural equation modeling, AMOS. All paths in the research model reasoned by authors have been supported statistically at the significant level. This study with …
Tonymoly Cosmetic Company, Ji Hee Song, Sung Ho Lee
Tonymoly Cosmetic Company, Ji Hee Song, Sung Ho Lee
Asia Marketing Journal
Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, ‘one brand-shop’ of cosmetic market since 2008, after overcoming the crisis of ‘going out of business’ in a couple of early years. Within a relatively short period of time, TONYMOLY`s performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and …
Increasing Returns To Information And Its Application To The Korean Movie Market, Sang Hoon Kim, You Seok Lee
Increasing Returns To Information And Its Application To The Korean Movie Market, Sang Hoon Kim, You Seok Lee
Asia Marketing Journal
Since movies are experience goods, consumers are easily influenced by other consumers` behavior. For moviegoers, box office rank is the most credible and easily accessible information. Many studies have found that the relationship between a movie`s box office rank and its revenue departs from the Pareto distribution, and this phenomenon has been named “increasing returns to information.” The primary objective of the current research is to apply the empirical model proposed by De Vany and Walls (1996) to the Korean movie market in order to examine whether the same phenomenon prevails in the Korean movie market. The other purpose of …
A Case Study Of Shanghai Tang, Klaus Heine, Michel Phan
A Case Study Of Shanghai Tang, Klaus Heine, Michel Phan
Asia Marketing Journal
This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a …
Mixed Products- How Adding Different Attributes Influences Consumer Perceptions And Product Evaluation, You Jae Yi, Sun Hee Muhn
Mixed Products- How Adding Different Attributes Influences Consumer Perceptions And Product Evaluation, You Jae Yi, Sun Hee Muhn
Asia Marketing Journal
During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products` growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers` perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then …
Empirical Research On The Influence Of Spatial Competition In The Distribution Industry On Consumer Behaviors In South Korea, Su Dong Lee, Woo Hyoung Kim
Empirical Research On The Influence Of Spatial Competition In The Distribution Industry On Consumer Behaviors In South Korea, Su Dong Lee, Woo Hyoung Kim
Asia Marketing Journal
When Korea`s retail industry was liberalized, new store formats such as large discount stores and Super Supermarket(SSMs) have grown. New types of business have borne significant influence on traditional market. Traditional markets have been in gradual decline since they fail to meet to consumer`s purchasing behavior. The South Korean government has been making sustained efforts to revitalize the modernization of traditional markets since 2004. This research is conducted to analyze how changes in the distribution of different types of distributors influence the consumer`s purchasing behaviors depending on the changes in the market environment. The purpose of this research is to …
Innovative Marketing Channel In The South Korean Retail Banking Industry, Hwan Chung, Sang Young Kim, Chang Jo Yoo
Innovative Marketing Channel In The South Korean Retail Banking Industry, Hwan Chung, Sang Young Kim, Chang Jo Yoo
Asia Marketing Journal
To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate ‘KB Rockstar’ as a strategic channel, particularly designed to target college …
A Comparative Analysis On The Competitiveness Of Korean And Japanese Fashion Industry By Applying Generalized Double Diamond Model, Mi Young Son, Yokoyama Kenji
A Comparative Analysis On The Competitiveness Of Korean And Japanese Fashion Industry By Applying Generalized Double Diamond Model, Mi Young Son, Yokoyama Kenji
Asia Marketing Journal
The purpose of this paper is to seek ways to improve the competitiveness of Korea`s fashion industry by utilizing the source of competitiveness of Japan`s fashion industry, which represents the world`s leading countries in terms of fashion, so that Korea can better enter the global fashion market. The study shall first compare the competitiveness of the Japanese and Korean fashion industries by utilizing the generalized double diamond model; second, provide an understanding of what the Japanese fashion industry can offer to Korean fashion industry and companies - that is, understand what the Japanese fashion industry`s competitive edge is; and third, …
An Examination Of The Effectiveness Of Crisis Response Strategies For Repairing Competence And Integrity Violations, Yen Yi Sung, Han Joon Lee, Jong Chul Park
An Examination Of The Effectiveness Of Crisis Response Strategies For Repairing Competence And Integrity Violations, Yen Yi Sung, Han Joon Lee, Jong Chul Park
Asia Marketing Journal
Product-harm crises, which are connected to defective or dangerous products, are perceived as the most common threats to a company. Product harm crises can distort long standing favorable equality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, the purpose of this study is to investigate how Koreans react to the crisis response in the aftermath of different crises(competence violation vs. integrity violation) and inspire additional …
Movie Choice Under Joint Decision, Young Ju Kim, Jae Hwan Kim
Movie Choice Under Joint Decision, Young Ju Kim, Jae Hwan Kim
Asia Marketing Journal
This study describes consumers` movie choices in conjunction with other group members and attempts to reassess the effect of the online word of mouth (WOM) source in a joint decision context. The tendency of many people to go to movies in groups has been mentioned in previous literature but there is no modeling research that studies movie choice from the group decision perspective. We found that ignoring the group movie-going perspective can result in a misunderstanding, especially underestimation of genre preference and the impact of the WOM variables. Most of the studies to measure online WOM effects were done at …