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Articles 151 - 180 of 674
Full-Text Articles in Marketing
The Effect Of Product Experience Through Virtual Reality On Product Evaluation, Eunmi Jeon, Youngjee Han, Hyunjin Woo
The Effect Of Product Experience Through Virtual Reality On Product Evaluation, Eunmi Jeon, Youngjee Han, Hyunjin Woo
Asia Marketing Journal
With the development of new technologies, virtual reality (VR) is emerging as a new consumer marketing platform. Yet, only a few studies have investigated VR in the consumption context. The current research explores how experiencing a product through VR influences consumer attitude and purchase intention for the product. Although assessing products in real life is believed to be more diagnostic than that through VR, the present research revealed that experiencing a product through VR could lead to a more positive attitude toward and higher purchase intention for the product. We also demonstrated that “enjoyment” has a mediating effect while evaluating …
Liability Of Newness, Startup Capabilities And Crowdfunding Success, Sahangsoon Kim
Liability Of Newness, Startup Capabilities And Crowdfunding Success, Sahangsoon Kim
Asia Marketing Journal
Though crowdfunding has emerged as a cost-effective means to market innovative products and a channel for financial resource acquisition, our understanding about what makes a successful crowdfunding is still limited. This study is motivated by the presence of the inconsistency that both entrepreneurs and investors pay more attention to capabilities required for developing prototype products rather than capabilities needed to deliver the promised products in crowdfunding. By drawing insights from studies about liability of newness and legitimacy in institutional theory, this study argues that startups can overcome the liability of newness, earn investor trust, and successfully complete crowdfunding campaigns by …
Ethically Questionable Consumer Behaviors: Korean And American Perspectives, Jungki Lee, Sam Fullerton
Ethically Questionable Consumer Behaviors: Korean And American Perspectives, Jungki Lee, Sam Fullerton
Asia Marketing Journal
This study compares the ethical inclination regarding consumer misbehaviors from two countries with contrasting cultural characteristics. National samples of South Korean and American adults provided their perceptions of the appropriateness of 12 ethically questionable consumer actions. The scenarios ranged from illegal actions, such as fraudulently inflating one’s losses when filing an insurance claim to legal, yet questionable, actions such as purchasing an item that the buyer recognizes as having been mispriced. The 12 scenarios exhibited a wide range of mean responses in both countries, thereby supporting the oft-stated premise that consumer ethics is a situational phenomenon. Findings indicate not only …
The Effect Of Construal Level On Variety Seeking Across Subcategories, Jiyeon Suh, Eugene J. S. Won
The Effect Of Construal Level On Variety Seeking Across Subcategories, Jiyeon Suh, Eugene J. S. Won
Asia Marketing Journal
The present study investigates how consumers’ construal level affects their variety seeking behavior when choosing multiple items simultaneously. Especially the authors focus on the perceptual level at which variety seeking takes place and propose that variety seeking can take place not only at brand level but also at category or subcategory level. Categorical variety seeking refers to diversification of one’s choices over multiple brands not within the same category but across multiple categories. Building on construal level theory, the authors expected that people engaging in higher-level construals tend to subcategorize the choice set and distribute their choices across more subcategories …
Competitive Analysis Among Multi-Product Firms, Jun B. Kim
Competitive Analysis Among Multi-Product Firms, Jun B. Kim
Asia Marketing Journal
We analyze and study competition in differentiated product market using public data source. Understanding competitive market structure is critical for firms to assess how their products compete against other firms in a given market. In this paper, we estimate consumer demand, extend clout and vulnerability framework, and study competition among multi-product manufacturers in differentiated product market. For our empirical analysis, we adopt choice-based aggregate demand model and estimate consumer demand while accounting for unobserved product characteristics. Once we estimate consumer demand, we compute full price elasticity matrix and investigate intra- and inter- manufacturer substitutions among consumers. This research offers a …
The Effects Of Social Media Advertising On Social Search In China: Evidence From Luxury Brand, Xing Gao, Sang Yong Kim, Da Yeon Kim, Lee
The Effects Of Social Media Advertising On Social Search In China: Evidence From Luxury Brand, Xing Gao, Sang Yong Kim, Da Yeon Kim, Lee
Asia Marketing Journal
This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search …
Asia Marketing Journal Vol.21 No.3 목차
Luxury Brand Equity In Online Channel: The Moderating Effect Of Brand Trust, Hyowon Hyun, Jungkun Park, Weon Sang Yoo
Luxury Brand Equity In Online Channel: The Moderating Effect Of Brand Trust, Hyowon Hyun, Jungkun Park, Weon Sang Yoo
Asia Marketing Journal
Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For …
Globalizing The Mediheal Brand: L&P Cosmetic’S Collaboration With Bts, Ick Hyun Kwon
Globalizing The Mediheal Brand: L&P Cosmetic’S Collaboration With Bts, Ick Hyun Kwon
Asia Marketing Journal
L&P Cosmetic, the leading company selling mask packs on the global market, produces MEDIHEAL, the number-one best-selling mask pack brand in Korea and the best-selling imported mask pack brand in China (2017). The company pioneered the premium market for mask packs through its launch of premium mask packs in 2009, and has subsequently achieved outstanding success in Korea and China. Three key factors have contributed to the success of L&P Cosmetic: product leadership with R&D capability, strategic marketing programs tailored for each market segment, and operational excellence focusing on strategic outsourcing and partnership management. Nonetheless, globalization beyond the Chinese market …
The Study On The Effect Of Waiting Line On Consumers’ Perceived Quality And Emotional State, Nan Li, Jae-Do Song
The Study On The Effect Of Waiting Line On Consumers’ Perceived Quality And Emotional State, Nan Li, Jae-Do Song
Asia Marketing Journal
This study examines a model which simultaneously contains two paths between waiting line and purchase intention: one tested the positive effect of waiting line through consumers’ perceived quality, whereas another one go through consumers’ emotional state to test the negative effect of waiting line on purchase intention. To further understand perceived quality, the study divided perceived quality into perceived product quality and perceived service quality. The study used restaurants in the experiment. Results indicated that although long waits in line will directly increase both consumers’ product quality perception and negative emotions, the total indirect effects on purchase intention are still …
The Effects Of One-Sided Vs. Two-Sided Review Valence On Electronic Word Of Mouth (E-Wom): The Moderating Role Of Sponsorship Presence, Jihye Park, Youjae Yi, Dawon Kang
The Effects Of One-Sided Vs. Two-Sided Review Valence On Electronic Word Of Mouth (E-Wom): The Moderating Role Of Sponsorship Presence, Jihye Park, Youjae Yi, Dawon Kang
Asia Marketing Journal
Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two–sided (both positive and negative) and one-sided (only positive) reviews influence consumers’ response to online review. In addition, little attention has been paid to how sponsorship presence (firm-sponsored reviews vs. consumer-voluntary reviews) influences individuals’ attitude toward online review. Unlike consumer-voluntary reviews without any monetary incentive, firm-sponsored reviews include messages about brands providing monetary compensation. This study examines whether review valence (two-sidedness vs. onesidedness) influences attitude toward online review via its influence on review credibility. Further, this study examines whether …
Effect Of Online Word Of Mouth On Product Sales: Focusing On Communication-Channel Characteristics, Jaihyun Jeon, Taewook Lim, Byung-Do Kim, Seok
Effect Of Online Word Of Mouth On Product Sales: Focusing On Communication-Channel Characteristics, Jaihyun Jeon, Taewook Lim, Byung-Do Kim, Seok
Asia Marketing Journal
As information and communication technology continue its remarkable development, the exchange of information online becomes as prevalent and frequent as face-to-face communication in daily life. Therefore, the management and application of WOM (word of mouth) practices will become more important than ever to companies. Currently, there are various types of communication channels for online WOM, and each channel has its own unique traits. Most of the previous research studies online WOM by examining the information inside a single communication channel, but this research chooses two different communication channels and analyzes the effects of online WOM with each channel’s unique characteristics. …
Asia Marketing Journal Vol.21 No.2 목차
The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park
The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park
Asia Marketing Journal
A great deal of research has explored individuals’ attempts to simplify choices by constructing a consideration set. This research aims to investigate which construction strategy, either inclusion or exclusion, is more likely to be adopted and how the adoption of a particular construction strategy can affect consideration set size while identifying the moderating role of chronic indecisiveness in the construction process. The findings of Study 1 indicate that individuals are more likely to adopt an inclusion strategy to reduce a consideration set to a more manageable size, and that an exclusion strategy results in a larger consideration set. In Study …
The Effects Of Variety And Visual Cue On Perceived Quantity And Consumer Attitude Toward Participation Into Sales Promotion Events, Changhyun Lee, Youngchan Kim
The Effects Of Variety And Visual Cue On Perceived Quantity And Consumer Attitude Toward Participation Into Sales Promotion Events, Changhyun Lee, Youngchan Kim
Asia Marketing Journal
Most studies on how people perceive a given quantity of items were conducted with visual cues exclusively and only offered spatial area based explanations, such as spatial estimation and perceptual grouping theories. This article establishes how people perceive a given quantity when only a written description is provided without any visual cues. Across two studies we show that variety decreases perceived quantity when a variety cue is given, while variety increases perceived quantity when a visual cue is not given. This is because people tend to rely heavily on spatial areas when a visual cue is present and because people …
The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee
The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee
Asia Marketing Journal
Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer’s personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses …
Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun
Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun
Asia Marketing Journal
A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors’ strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis’ …
Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin
Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin
Asia Marketing Journal
To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). …
Asia Marketing Journal Vol. 21 No. 1 목차
The Synergy Effect Of A Corporate-Level Loyalty Program Integration On Customer Equity, Dae-Yun Park, Shijin Yoo
The Synergy Effect Of A Corporate-Level Loyalty Program Integration On Customer Equity, Dae-Yun Park, Shijin Yoo
Asia Marketing Journal
This study empirically examines the synergy effect of a corporate-level loyalty program on customer equity (CE) known as the lifetime value of current and future customers (Blattberg et al. 2009). A corporate-level loyalty program refers to a company-wide integration loyalty program at the corporate-level in which subsidiaries (multi-divisions) participate as program members. It does not merely examine whether there is an integration effect of a corporate-level loyalty program from the CE perspective, but it provides practical implications for a firm’s strategic focus by identifying which value creation channels (i.e., acquisition, retention, and cross-selling), brand characteristics (i.e., size of the customer …
You Want More When You Have Something In Your Hand, Hakkyun Kim, Youngjee Han, Eunmi Jeon
You Want More When You Have Something In Your Hand, Hakkyun Kim, Youngjee Han, Eunmi Jeon
Asia Marketing Journal
In this research, two studies show that the bodily experience of holding objects in the hand is tied to the mental concept of acquiring material wealth. Holding objects in the hand (a) increased people’s desires for possessing fairly luxurious goods (Study 1) and (b) made people judge a controversial issue (e.g., “sweatshops” run by global companies) more favorably based on wanting to generate more wealth for individuals and society rather than on humanitarian concerns (Study 2). These results provide evidence that the bodily experience not only helps to represent an abstract concept but also can shape attitude and judgment congruent …
Pioneering New Markets, Shijin Yoo, Myung Soo Kang, Minjeong Kim
Pioneering New Markets, Shijin Yoo, Myung Soo Kang, Minjeong Kim
Asia Marketing Journal
This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits.
SevenBräu has been growing fast and establishing its image as a “high-quality craft beer locally produced in a traditional way” and a “beer with regional characteristics,” with young consumers (aged 20 to 35) as …
Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han
Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han
Asia Marketing Journal
The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer’s behavior and their decision.
This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms.
Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory …
Asia Marketing Journal Vol.20 No.4 목차
The Impact Of Salesperson Look-Brand Personality Congruence On Brand Affect, Heekyung Lee, Youjae Yi
The Impact Of Salesperson Look-Brand Personality Congruence On Brand Affect, Heekyung Lee, Youjae Yi
Asia Marketing Journal
Branded service encounters, in which various aspects of frontline employees are strategically aligned with the firm’s brand positioning, can be achieved along several dimensions such as employee appearance, manner, and personality. While previous research has mainly focused on behavioral traits of employees, this research examines the employee’s physical appearance in association with the brand personality trait across two studies. Study 1 shows that salesperson look-brand personality congruence enhances brand affect by inducing positive affect. Specifically, a brand-congruent look of a salesperson increases positive affect among customers by confirming their prior expectations about what a salesperson of a certain brand should …
The Dark Side Of Star Marketing, Hojoon Jang, Kyoungmi Lee
The Dark Side Of Star Marketing, Hojoon Jang, Kyoungmi Lee
Asia Marketing Journal
This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers’ judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand’s future as less promising. Furthermore, we identify consumers’ inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management’s misjudgment about resource allocation for a brand, which …
Customer-Contact Employee Support And Service Recovery Efforts, Younhee Moon
Customer-Contact Employee Support And Service Recovery Efforts, Younhee Moon
Asia Marketing Journal
The purpose of this research is to investigate the effect of customer-contact employees support on service recovery efforts. Service companies should try to prevent the service failure situation from occurring, but it is realistic that the service failure occurs due to the characteristics of the service. Service recovery efforts of service providers are important because effective responses to service failures can enhance customer satisfaction despite service failures. Social support for customer-contact employees needs to improve service recovery efforts. Specifically, this study focuses on the mediation roles of job burnout and customer orientation in relationship between social support for customer-contact employees …
Asia Marketing Journal Vol.20 No.3 목차
Differentiated B2b Marketing Strategy Of Dongwon Systems, The No.1 Packaging Solution Company In Korea, Mina Jun, Sang Yong Kim, Janghyuk Lee, Koo
Differentiated B2b Marketing Strategy Of Dongwon Systems, The No.1 Packaging Solution Company In Korea, Mina Jun, Sang Yong Kim, Janghyuk Lee, Koo
Asia Marketing Journal
Dongwon Systems established in 1977 to exclusively supply Dongwon tuna cans, the parent company. Instead of its stable management and profits by relying on the parent company, the company was not complacent and started innovating and challenging new markets. Dongwon Systems decided to expand the business area and pioneer new markets so that it becomes the first domestic company to successfully expand into independent businesses other than parent company products. Such success of Dongwon Systems was driven by its differentiated B2B strategies. Unlike the characteristics of usual B2B companies, Dongwon Systems has been thinking both of its client companies and …