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Articles 121 - 150 of 674
Full-Text Articles in Marketing
Success Story: How Storytelling Contributes To Bts’S Brand, Courtney Lazore
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
“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 …
Asia Marketing Journal Vol.22 No.4 목차
“They’Re Worth My Investment”: Cultivating Intimacy Through Fan-Lead Financial And Support Initiatives Among Bts Fans, Tvine Donabedian
“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 …
Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor
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 …
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
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 …
Is Bts Different? Shared Episodes On Sns As A Good Indicator For Celebrity Endorsed Ad Effects, Kyunghee Bu, Whoe Whun Kim
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 …
Bts From “N.O” To “On” And Beyond: Innovation In Effective Mental Health Messaging And Modelling, Sharon Blady
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 …
Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli
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 …
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
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.
Effect Of Cause-Related Marketing In The Chinese Market: Moderating Effects Of Product Type And Regional Characteristics, Haejin Seo, Tae Ho Song, Wang Li
Effect Of Cause-Related Marketing In The Chinese Market: Moderating Effects Of Product Type And Regional Characteristics, Haejin Seo, Tae Ho Song, Wang Li
Asia Marketing Journal
Although companies perform societal marketing activities across different cultural regions, previous research was predominantly centered on a specific cultural region-the West. To address this limitation in the literature, the current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world with great potential growth for its vast consumer base. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, this study investigates different responses of Chinese regional (coastal vs. inland) consumers toward Cause-related Marketing (CM). Our findings reveal that …
Impact Of Negative Word Of Mouth On Firm Value, Jaihyun Jeon, Byung-Do Kim, Junhee Seok
Impact Of Negative Word Of Mouth On Firm Value, Jaihyun Jeon, Byung-Do Kim, Junhee Seok
Asia Marketing Journal
With the development of information and communication technology and spread of smart devices, online information exchange has become a daily routine. Accordingly, the management and utilization of online word of mouth (WOM) has become an important issue for companies. Numerous studies have examined the impact of online WOM on firm performance. This study analyzes the impact of negative word of mouth (NWOM) on firm value, considering the influence of corporate social responsibility (CSR) activity and research and development (R&D) investment. Using a hierarchical linear model, we find that 1) NWOM has a negative impact on firm value, 2) CSR activities …
How Can Customer Experience On Cdj Be Shaped?: Can Rose Be Tamed?, Sang Mi Lee, Sang Man Han
How Can Customer Experience On Cdj Be Shaped?: Can Rose Be Tamed?, Sang Mi Lee, Sang Man Han
Asia Marketing Journal
With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association"s Music Listening 2019 report, then analyzed four different models (before personalization-cognitive …
Asia Marketing Journal Vol.22 No.3 목차
Marketing Knowledge Management And Innovation Performance: Examining The Moderating Role Of Business Environmental Volatility, Yinnan Li, Jongsung Kim, Young Woo Lee
Marketing Knowledge Management And Innovation Performance: Examining The Moderating Role Of Business Environmental Volatility, Yinnan Li, Jongsung Kim, Young Woo Lee
Asia Marketing Journal
This study empirically examines the link between marketing knowledge management and innovation performance focusing on the moderating role of business environmental volatility. We define marketing knowledge management as the integration of knowledge generation, knowledge dissemination and knowledge storage. Using a unique data set that consists of 439 employees at 156 firms in China, we find that knowledge dissemination and knowledge storage have a positive effect on innovation performance. Also found is the negative moderating effect of business environmental volatility on innovation performance. Our findings suggest that firms should strengthen their marketing knowledge management to improve innovation performance and stay flexible …
Understanding Brand Image From Consumer-Generated Hashtags, Keeyeon Ki-Cheon Park, Hye-Jin Kim
Understanding Brand Image From Consumer-Generated Hashtags, Keeyeon Ki-Cheon Park, Hye-Jin Kim
Asia Marketing Journal
Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of structure and the enormous amount generated. This study focuses on the hashtag, a metadata tag that reflects customers’ brand perception through social media platforms. Online users share their knowledge and impressions using a wide variety of hashtags. We examine hashtags that co-occur with particular branded hashtags on the social media platform, Instagram, to derive …
The Effect Of Consideration Set On Market Structure, Jun B. Kim
The Effect Of Consideration Set On Market Structure, Jun B. Kim
Asia Marketing Journal
We estimate a choice-based aggregate demand model accounting for consumers" consideration sets, and study its implications on market structure. In contrast to past research, we model and estimate consumer demand using aggregate-level consumer browsing data in addition to aggregatelevel choice data. The use of consumer browsing data allows us to study consumer demand in a realistic setting in which consumers choose from a subset of products. We calibrate the proposed model on both data sets, avoid biases in parameter estimates, and compute the price elasticity measures. As an empirical application, we estimate consumer demand in the camcorder category and study …
The Role Of Imagery Vs. Analytical Advertisement On New Products Evaluation, Juyon Lee, Wujin Chu
The Role Of Imagery Vs. Analytical Advertisement On New Products Evaluation, Juyon Lee, Wujin Chu
Asia Marketing Journal
Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radicallyinnovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars.
In particular, in advertisement for …
Vying With Ikea: Hanssem’S Competitive Advantage At Marketing Frontier, Sang Yong Kim, Seung Min Lee
Vying With Ikea: Hanssem’S Competitive Advantage At Marketing Frontier, Sang Yong Kim, Seung Min Lee
Asia Marketing Journal
HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world"s largest furniture retailer after entering the Korean market in December 2014. IKEA’s entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities.
The authors propose the main success factors in three ways: (1) residents-database including …
Wear Your Heart On Your Sleeve: Exploring Moral Identity As A Moderator Across Csr Authenticity, Consumer Admiration, And Engagement In The Fashion Industry, Edward Jung, Suna La
Wear Your Heart On Your Sleeve: Exploring Moral Identity As A Moderator Across Csr Authenticity, Consumer Admiration, And Engagement In The Fashion Industry, Edward Jung, Suna La
Asia Marketing Journal
A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration …
Asia Marketing Journal Vol.22 No.2 목차
Muscling My Way To My Positive Future: Physical Exertion Of Strength And Preference For Risk, Eunice Kim Cho, Hee-Kyung Ahn
Muscling My Way To My Positive Future: Physical Exertion Of Strength And Preference For Risk, Eunice Kim Cho, Hee-Kyung Ahn
Asia Marketing Journal
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome …
Happiness From What We Have And What We Experience: Attribute Non-Alignability Increases Anticipated Satisfaction From Experiential Purchases, Minhee Kim, Hee-Kyung Ahn
Happiness From What We Have And What We Experience: Attribute Non-Alignability Increases Anticipated Satisfaction From Experiential Purchases, Minhee Kim, Hee-Kyung Ahn
Asia Marketing Journal
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than …
Asia Marketing Journal Vol.22 No.1 목차
The Detrimental Effect Of Customer Demotion On Customer Profitability In Hierarchical Loyalty Programs, Woojung Chang
The Detrimental Effect Of Customer Demotion On Customer Profitability In Hierarchical Loyalty Programs, Woojung Chang
Asia Marketing Journal
Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based …
Effect Of Social Norm On Consumer Demand: Multiple Constraint Approach, Sungjee Choi, Inwoo Nam, Jaehwan Kim
Effect Of Social Norm On Consumer Demand: Multiple Constraint Approach, Sungjee Choi, Inwoo Nam, Jaehwan Kim
Asia Marketing Journal
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint …
Asia Marketing Journal Vol.21 No.4 목차
What Brings Customer Gapjil? The Intertwined Effects Of Perceived Economic Mobility, Self-Other Referent Priming, And Temporal Focus, Yongju Kwon, Youjae Yi
What Brings Customer Gapjil? The Intertwined Effects Of Perceived Economic Mobility, Self-Other Referent Priming, And Temporal Focus, Yongju Kwon, Youjae Yi
Asia Marketing Journal
The current research brings the spotlight onto customer Gapjil toward service employees. In an attempt to understand what brings Gapjil, the present article investigates the intertwined effects of perceived economic mobility (PEM), self-other referent priming (SORP), and temporal focus on Gapjil. Study 1 shows that PEM increases Gapjil among self-referent primed people, but not among other-referent primed people. Study 2 examining the role of temporal focus (present vs. future) reveals that the effect found in study 1 is replicated in the present focus, but the effect is reversed in the future focus. We explain this dynamic pattern of the 3-way …
The Effect Of Population-Level Learning On Entry Likelihood In The Mobile Game Industry, Dusan Seong, Sahangsoon Kim
The Effect Of Population-Level Learning On Entry Likelihood In The Mobile Game Industry, Dusan Seong, Sahangsoon Kim
Asia Marketing Journal
Population-level learning has traditionally been used to provide an explanation for the underlying mechanism of industry change. But it has yet to examine the impact on strategic decisions such as market entry. This conceptual paper aims to provide an insight into how population-level learning affects entry likelihood by acting as a tool for interpreting population-level changes. We study this in the context of the fast-paced mobile gaming industry where population-level information is salient and develop a set of propositions with regard to the likelihood of entry.
The Causes Of Guilt In Ready-Meal Users: A Focus On Cooking Instructions And Consumers’ Health Locus Of Control, Hyunsook Shin, Dongmin Lee, Jeeyoung Lim, Moon
The Causes Of Guilt In Ready-Meal Users: A Focus On Cooking Instructions And Consumers’ Health Locus Of Control, Hyunsook Shin, Dongmin Lee, Jeeyoung Lim, Moon
Asia Marketing Journal
Although ready meals have recently increased their market share in the Korean food industry, a literature review found that the use of ready meals triggers feelings of guilt in homemakers. Such guilt arises as a result of several factors apparently related to consumers’ health. Consequently, levels of guilt might be expected to vary depending on consumers’ perceived health locus. The present study aims to examine (a) how health locus affects guilty feelings about ready-meal consumption, (b) how the effect varies in relation to the consumption of different types of ready meal, and (c) the relationship between consumers’ guilty feelings and …