Marketing Commons^™

A Study Of The Impact Of Brand Management Strategies On Brand Rejuvenation - Evidence Based On Chinese Baijiu Brands, Hao Chen

Dissertations and Theses Collection (Open Access)

In recent years, China Baijiu industry has faced the challenges of a shrinking consumer market, aging and the rise of young consumers, prompting Baijiu brands to seek new growth points, especially to attract younger groups. As a result, brand rejuvenation has become a key strategic objective for spirits companies. Given that brand extension and brand alliance are effective strategies for traditional brands to expand into new markets, this study develops a model to explore the impact of these two brand management strategies on Baijiu brand rejuvenation and analyses the mediating roles of brand image and brand awareness as well as …

The Relationship Between Industry Regulation And The Quality Of Micro-Dramas, Shuoyu Yao

Dissertations and Theses Collection (Open Access)

This paper is a study on the micro-drama industry, exploring the reasons for a large number of low-quality micro-dramas. Specifically, there are two potential problems: (1) the industry value allocation model is unreasonable, so producing high-quality micro-dramas does not receive sufficient returns; (2) regulatory oversight of the industry is insufficient. To investigate this recent phenomenon and the underlying problems, we collected a dataset of 165 micro-dramas and use the newly introduced regulation on the micro-drama industry in June 2024 as a policy shock. The findings show that, before the new regulations were introduced, micro-dramas with higher quality in expression received …

How Can Foreign Commercial Vehicle Manufacturers Succeed In India?, Debjit Roy, Shubham

Asian Management Insights

Seven steps to achieve market entry based on lessons from recent market exits. New entrants need to tailor their trucks for India's geography, infrastructure, and conditions to improve acceptability and market share. Boost demand by building an export-driven business model in India to counter the threat from inadequate and stagnant domestic demand. Align service offerings with customer expectations to gain greater vehicle acceptability.

An Analysis Of Unstructured Marketing Data To Aid Online Platforms, Qingli Zeng

Dissertations and Theses Collection (Open Access)

As digital platforms increasingly rely on unstructured data such as images, audio, and video to engage users, understanding how these sensory elements influence consumer behavior has become essential. This dissertation investigates the role of visual and auditory cues in shaping user engagement and decision-making in digital environments. Specifically, it examines how image distinctiveness and vocal tone characteristics affect consumer attention, interaction, and commitment across different online contexts.

The first essay explores the impact of image distinctiveness on consumer search behavior within a Southeast Asian real estate platform. Grounded in the Theory of Visual Attention (TVA), this study develops a novel …

An Empirical Analysis Of Pricing And Payments In The Pharmaceutical Industry, Rahul Narnindi

Dissertations and Theses Collection (Open Access)

High prescription drug prices in the US are a major hurdle on the road to improved public health. On a per-capita basis, US prescription drug spending is more than twice that of comparable OECD peer nations and yet the health outcomes achieved are worse. Policymakers try to implement countermeasures, such as the Inflation Reduction Act of 2022, to reduce the burden on the public but these countermeasures may result in unintended consequences. In this thesis, I study the effectiveness of two of these countermeasures and their unintended consequences. My first essay investigates prescription (Rx) to over the counter (OTC) drug …

Research On Inheritance And Innovation Of Chinese Time - Honored Brands On Brand Attachment, Jiangbo Yin

Dissertations and Theses Collection (Open Access)

Balancing inheritance and innovation to achieve brand revitalization is a pressing practical issue for both academia and industry. This study adopts a dual perspective of enterprises and consumers, selecting the Cantonese cuisine time-honored brand "Tao Tao Ju" as the research subject, and employs a mixed-methods combining qualitative and quantitative research to explore the mechanism on inheritance and innovation of Chinese time-honored brands on brand attachment.

Study 1 utilizes grounded theory to construct a multidimensional structure of inheritance and innovation of Chinese time-honored brands: inheritance dimensions include product and service inheritance, brand spirit inheritance, and historical and cultural inheritance; innovation dimensions …

Amazon Versus Walmart: Clash Or Strategic Complementarity, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Nirmalya Kumar explains why Amazon and Walmart will continue to coexist, with Amazon dominating online retail and Walmart shifting to an omnichannel strategy.

How Can Chinese Culture Go Abroad? Evidence From Successful Establishment Of Chinese Academic Foreign Translation Projects, Tian Lan

Dissertations and Theses Collection (Open Access)

Compared to Chinese economy scale, the global understanding and recognition of Chinese culture are quite superficial, it is crucial to promote Chinese culture go abroad through academic exchanges between China and other countries. This study explores and validates the relationship and applicability of Chinese culture “Going Global” based on the translation project of Chinese academic works. Through case analysis and the development of data models, it aims to provide theoretical guidance and practical tools for relevant institutions and individuals.

The study begins with qualitative research on cases, describing and analyzing typical examples to demonstrate how Chinese Academic Translation (CAT) projects …

Older People's Consumption Decisions On Technological Products From A Time Perspective, Xiaowei Huang

Dissertations and Theses Collection (Open Access)

The Silver Wave and the Technological Wave are leading social changes in the 21st century. Globally, aging populations have become increasingly dependent on technology. Smart health devices, smart home gadgets, and mental health tools can improve older adults' quality of life, enhance health management, and promote social interaction. Smart products, incorporating artificial intelligence (AI), offer enhanced support for older adults, ranging from remote health monitoring to social companionship. The improvement in AI technology, in turn, expands the potential of technological products to address older consumers’ physical and emotional needs. However, most existing studies don't address deeper personality traits such as …

Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such …

Will Labubu Be A Keeper Like Hello Kitty And Pokémon?, Hannah H. Chang, Joy Zhang

Research Collection Lee Kong Chian School Of Business

In a commentary, SMU Associate Professor of Marketing Hannah Chang and Joy Zhang, a student from United World College of South East Asia, explored the unique qualities that enable certain toy fads to transcend trends and become cultural icons. They also examined the rising popularity of Labubu, offering insights into whether it has the potential to achieve enduring icon status comparable to the likes of Hello Kitty.

Predicting Personality Or Prejudice? Facial Inference In The Age Of Artificial Intelligence, Shilpa Madan, Gayoung Park

Research Collection Lee Kong Chian School Of Business

Facial inference, a cornerstone of person perception, has traditionally been studied through human judgments about personality traits and abilities based on people's faces. Recent advances in artificial intelligence (AI) have introduced new dimensions to this field, employing machine learning algorithms to reveal people's character, capabilities, and social outcomes based just on their faces. This review examines recent research on human and AI-based facial inference across psychology, business, computer science, legal, and policy studies to highlight the need for scientific consensus on whether or not people's faces can reveal their inner traits, and urges researchers to address the critical concerns …

Entrepreneurial (Re)Vision, Patricia Lui, Jovina Ang, Lipika Bhattacharya

Asian Management Insights

Transforming DMK footwear for the next-gen market.

Marketing Budgeting In The Upper Echelons, Junqiu Jiang

Dissertations and Theses Collection (Open Access)

Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organizational process of securing approval for the marketing budget. Accordingly, this dissertation addresses this gap with two essays examining the marketing budgeting process by drawing on the theories-in-use (TIU) of both Chief Marketing Officers (CMOs) seeking approval for the marketing budget, and Chief Executive Officers (CEOs) approving the marketing budget. In Essay 1, I explore the objectives of both CMOs and CEOs …

Autonomous Stores: How Levels Of In-Store Automation Affect Store Patronage, Sabine Benoit, Birgit Altrichter, Dhruv Grewal, Carl-Philip Ahlbom

Research Collection Lee Kong Chian School Of Business

Autonomous stores operate without needing on -site staff present to support and monitor customers. This study seeks to determine which autonomous stores are most likely to succeed. By adapting convenience theory and drawing on secondary and qualitative data, the authors identify unique features of autonomous stores that constitute convenience dimensions: options for check -in (access convenience), staff support (assistance convenience), check -out (transaction convenience), and to allow customers to check their itemized baskets (verification convenience). Perceptions of convenience, autonomy, and safety explain the influences of unique store features. A conjoint experiment provides a test of the direct effects of each …

The Science Of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations To Learning Processes, Christilene Du Plessis, Serena D'Hooge, Steven Sweldens

Research Collection Lee Kong Chian School Of Business

The Continuous Trinity Model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM …

The Next 'Deep' Thing In X To Z Marketing: An Artificial Intelligence Driven Approach, Vincent Charles, Nripendra Rana, Ilias O. Pappas, Morten Kamphaug, Keng Siau, Kenth Engo-Monsen

Research Collection School Of Computing and Information Systems

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel …

Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu

Research Collection Lee Kong Chian School Of Business

Social media platforms and marketers are keen on identifying truly influential creators. Number of followers (i.e., those who follow creators) and number of followees (i.e., those who are followed by creators) serve as cues to infer creators' influence. However, a cue of creators' actual influence is under-addressed and its effect on social media engagement remains to be explored. This research fills the gap in the literature by investigating how the cue of creators' actual influence (i.e., follower-followee comparison) may affect followers' engagement behavior. The study further examines the moderation effects of media-, topic-, and creator-related factors. The present work leverages …

Can Recyclable Packaging Enhance Consumers’ Willingness To Buy? The Mediating Role Of Corporate Social Responsibility Perception, Haifeng Shi

Dissertations and Theses Collection (Open Access)

The usage of recyclable packaging is a manifestation of corporate social responsibility and conforms to the trend of green and sustainable development. In recent years, with the rapid growth of the environmental awareness, consumers tend to choose more environmentally friendly and recyclable packaged products. Therefore, in order to better promote the usage of recyclable packaging, it is necessary to conduct in-depth research on why consumers choose recyclable packaging. Aiming to explore the impact of recyclable packaging on consumer behavior and its underlying mechanism, this study receives 314 questionnaire surveys all over the country, and adopts ANOVA and process model analyses …

The Dark Side Of Category Expansion: Will Existing Ones Pay The Price?, Qi Yu, Ron Berman, Eric Bradlow

Research Collection Lee Kong Chian School Of Business

Many retailers that manage product assortments believe that “more is better”. We challenge this conventional wisdom by demonstrating that a retailer may face more price-sensitive demand for existing categories after a category expansion. While introducing a new category to a store may increase the demand for the existing ones, this increase sometimes suggests a movement towards the steeper part of the demand curve and an increase in price sensitivity. We build a model of multi-category purchases with transportation costs and generate a series of theoretical predictions of the changes in price sensitivity after category expansion. We then estimate the model …

The Determinants Of Creator Performance On Creative Content Platforms: Evidence From Xiaohongshu And Bilibili, Caijun Xu

Dissertations and Theses Collection (Open Access)

Content creation platforms, including Douyin, Kuaishou, Xiaohongshu, and Bilibili, have emerged as significant drivers of employment and economic growth within the digital economy. These platforms invigorate online engagement and offline consumption, serving as vital conduits that merge China’s digital and real economies. Currently, China boasts over 10 million active content creators on its leading platforms, although their earnings are markedly uneven. While some top-tier creators garner substantial profits, the majority in the mid to lower tiers grapple with profit generation and encounter challenges in enhancing their creative performance. Against this background, this study delves into the antecedents of creative performance. …

Immersive Retailing: The In-Store Experience, Henrik Hagtvedt, Chandukala, Sandeep R.

Research Collection Lee Kong Chian School Of Business

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a …

The Persuasive Effect Of Ai-Synthesized Voices, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Artificial intelligence (AI) technology seeks to emulate humans. One aspect is AI-synthesized voices, used in voice assistants (such as Amazon Alexa, Apple Siri, and Google Assistant) to assistive technologies (such as voiceover narration in product videos). For example, there are currently more than 3.25 billion voice assistants; a number that is expected to touch about 8 billion by next year (i.e., 2023) (Statista 2022). With the extensive availability and enhanced accuracy of AI-synthesized voices, consumer research is starting to examine the impact of AI-synthesized voices on consumer information processing and decision making. The extant literature, however, is relatively limited because …

Leveraging In-Store Technology And Ai: Increasing Customer And Employee Efficiency And Enhancing Their Experiences, Dhruv Grewal, Sabine Benoit, Stephanie Noble, Abhijit Guha, Carl-Philip Ahlbom, Jens Nordfalt

Research Collection Lee Kong Chian School Of Business

Due to digital innovations, retailing is undergoing radical changes. Scholars have proposed frameworks to address outcomes of implementing technology e.g., an increased customer experience, efficiency gains, consumer or employee acceptance. Existing frameworks concentrate primarily on the consumer perspective, focus on specific technologies (e.g., AI) and covering the customer journey. In contrast, this paper also focuses on the employee perspective, and how technology influences the employee journey. Since the convenience offered by online retailers puts offline retailers under pressure, this research focuses on in-store technology. Based on a comprehensive review of managerial and academic literature and expert interviews, we propose a …

Cross-Period Impatience: Subjective Financial Periods Explain Time-Inconsistent Choices, Minkwang Jang, Oleg Urminsky

Research Collection Lee Kong Chian School Of Business

Inconsistency in consumer time preferences has been well established and used to explain seemingly short-sighted behaviors (e.g., failures of self-control). However, prior research has conflated time-inconsistent preferences (discount rates that vary over time) with present bias (greater discounting when outcomes are delayed specifically from the present, as opposed to from a future time). This research shows that time-inconsistent preferences are reliably observed only when choices are substantially delayed (e.g., months into the future), which cannot be explained by present bias. This seeming puzzle is explained by a novel cross-period discounting framework, which predicts that consumers are more impatient when choosing …

Exploring The Operationalization Of Market Sensing In A Higher Education Organization, Ashish Bhardwaj

Dissertations and Theses Collection (Open Access)

Market sensing is a dynamic capability of an organization that enables management to understand the market environment and develop strategic plans that best position the organization to continue to be relevant to the marketplace and sustain an advantaged competitive position. Extant research has explored the difference between ordinary and dynamic capabilities and proposed the role of dynamic capabilities as enabling the configuration and reconfiguration of the organization’s assets in response to or in anticipation of a rapidly evolving market environment, to maintain competitive advantage.

Market sensing dynamic capability has been hypothesized to consist of three key organizational processes – sensing, …

The Dark Side Of The Sharing Economy: A Systematic Literature Review Of Externalities And Their Regulation, Mosaad Mohamed, Sabine Benoit, Chanaka Jayawardhena

Research Collection Lee Kong Chian School Of Business

As the sharing economy has grown, externalities, i.e., “dark sides,” have also surfaced. The intricacies surrounding these externalities and their regulatory measures have garnered significant scholarly interest; however, there remains a lack of comprehensive guidance on the appropriate regulatory approaches. Based on a systematic literature review of 99 papers, we provide an overview of two regulatory approaches (government and self-regulation) to address the sharing economy's economic, social, and environmental externalities affecting multiple stakeholders. We show that government regulation entails mechanisms based on avoiding, limiting, and guiding, while self-regulation entails mechanisms related to market entry, operation, and monitoring. We develop an …

How Does Advertising Salience Impact Conversion Rates? The Mediating Role Of Consumer Engagement, Yu Cheng

Dissertations and Theses Collection (Open Access)

Previous studies have mainly analyzed the relationship between advertising salience and conversion rates using subjective data from questionnaires or experiments. However, existing researches have not provided a clear explanation of how advertising salience affects conversion rates. In contrast to the existing literature, this study utilizes objective data from advertising agencies and establishes a mediation model to investigate how advertising salience influences conversion rates in news feed advertising. Empirical research shows that consumer engagement serves as a mediating variable between advertising salience and conversion rates, while market share, regional marketization level, and regional income level play moderating roles in the relationship …

Browsing The Aisles Or Browsing The App? How Online Grocery Shopping Is Changing What We Buy, Sai Chand Chintala, Jura Liaukonyte, Nathan Yang

Research Collection Lee Kong Chian School Of Business

This paper investigates the systematic differences between online and offline grocery shopping baskets using data from approximately two million brick-and-mortar and Instacart trips. We apply unsupervised machine learning algorithms agnostic to the shopping channel to identify what constitutes a typical food shopping trip for each household. We find that food shopping basket variety is significantly lower for online shopping trips as measured by the number of unique food categories and items purchased. Within a given household, the Instacart baskets are more similar to each other as compared with offline baskets with twice as many overlapping items between successive trips to …

More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …