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Articles 181 - 210 of 668
Full-Text Articles in Marketing
Using Predictive Analytics To Profile Potential Adopters Of Autonomous Vehicles, Eun-Ju Lee, Nordirov Zafarzon, Jing Zhang
Using Predictive Analytics To Profile Potential Adopters Of Autonomous Vehicles, Eun-Ju Lee, Nordirov Zafarzon, Jing Zhang
Asia Marketing Journal
Technological advances are bringing autonomous vehicles to the ever-evolving transportation system. Anticipating adoption of these technologies by users is essential to vehicle manufacturers for making more precise production and marketing strategies. The research investigates regulatory focus and consumer innovativeness with consumers" adoption of autonomous vehicles (AVs) and to consumers" subsequent willingness to pay for AVs. An online questionnaire was fielded to confirm predictions, and regression analysis was conducted to verify the model"s validity. The results show that a promotion focus does not have a significantly positive effect on the automation level at which consumers will adopt AVs, but a prevention …
Social Comparison Theory And Interpersonal Contact, Y. Jin Youn, Kiwan Park
Social Comparison Theory And Interpersonal Contact, Y. Jin Youn, Kiwan Park
Asia Marketing Journal
Incidental envy influences behavior in various domains. However, no research, to date, has investigated whether incidental envy influences interpersonal behavior toward others who are unrelated to the emergence of the emotion. That is, the literature is silent on how those who experience incidental envy engage in interpersonal contact and how this may affect consumers. In this paper, we address this question by investigating the influence of incidental envy on interpersonal contact with others of higher or lower status based on the social comparison theory. We demonstrate that incidental envy (versus a neutral emotion) motivates people to contact higher status others …
A Study On Linking Korean Wave And Corporate Image On Country Image, Perceived Quality, Sang Mook Kim, Joo Nam Kim, Min Jae Park
A Study On Linking Korean Wave And Corporate Image On Country Image, Perceived Quality, Sang Mook Kim, Joo Nam Kim, Min Jae Park
Asia Marketing Journal
This study examines the linkage between Korean wave, corporate image and country image, perceived quality of products made in the country. To close a gap lacking empirical studies on impacts of corporate image to country image and to further understand impacts of Korean wave, this study conducts survey over Chinese consumers to test the effects of corporate image, Korean wave to the country image, and verify on its effects to perceived quality of the products made in the country. The results show that both corporate image and Korean wave influences to form positive country image of Korea, and perceived quality …
Product Classifications Revisited With Transparency Effect, Jaebeom Suh, Dawn Deeter Schmelz, Taehyun Suh, Jin
Product Classifications Revisited With Transparency Effect, Jaebeom Suh, Dawn Deeter Schmelz, Taehyun Suh, Jin
Asia Marketing Journal
It is appropriate and useful to interpret some product classification schemes as buyer behavior models; such classifications permit investigations of discrepancies between classification predictions and actual buyer behavior. We review existing product classifications and identify underlying behavioral assumptions of various classification schemes that have been used in the marketing discipline for more than nine decades. Recognizing the irrelevance of existing product classifications for current products, we propose a new reclassification framework by incorporating transparency concepts. Based on this extended product classification, we highlight the potential roles of product classification study as an important link between consumer research and marketing strategy, …
Corporate Brand Management Of Sk, Jinyong Lee
Corporate Brand Management Of Sk, Jinyong Lee
Asia Marketing Journal
SK group has been a pioneer in overall brand management and, more recently, in CSR-imbedded brand management. SK vision of “improving itself to give greater happiness to all of its customers” and the symbol mark of “Wings of Happiness” are some good examples of integrating distinct brand identities of various member companies. After impressive growth and expansions into diverse business areas, SK group is ranked as the third largest company based on asset amounts according to the Fair Trade Commission of Korea, only after Samsung and Hyundai Motor groups.
SK brand management can be analyzed, using the framework of 4 …
Asia Marketing Journal Vol. 20 No. 01 목차
Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim
Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim
Asia Marketing Journal
An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR–CFP link relies. In this study, firms’ marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, …
Consumer Value And Social Media Usage On Luxury Product For Vietnamese Consumers, Hyowon Hyun, Jungkun Park, Tuan Ba Pham, Ren
Consumer Value And Social Media Usage On Luxury Product For Vietnamese Consumers, Hyowon Hyun, Jungkun Park, Tuan Ba Pham, Ren
Asia Marketing Journal
Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers’ perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers’ value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers’ perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers’ luxury purchase intention.
Effects Of Channel Structure On The Quality Competition Of Exclusively Distributed Products, Yeong Seon Kang
Effects Of Channel Structure On The Quality Competition Of Exclusively Distributed Products, Yeong Seon Kang
Asia Marketing Journal
This study investigates the effects of the distribution channel structure on quality decisions under duopoly competition. I considers a set-up in which two retailers compete on product quality and retail price. In the set-up, the integrated retailer has the power to determine the quality of its exclusive product, while the decentralized retailer does not. For the decentralized retailer, the supplier determines product quality. I find that asymmetric pairs of a decentralized channel by one retailer and an integrated channel by the other retailer can be a Nash equilibrium in a simultaneous-channel- choice model. The two retailers select different levels of …
Consumer Values And Green Consumption, Hyun Ju Lee, Seong-Yeon Park
Consumer Values And Green Consumption, Hyun Ju Lee, Seong-Yeon Park
Asia Marketing Journal
The objective of this study is to find the effects of consumer values on eco-friendly buying behavior. This study examines environmental attitudes and involvement as moderating variables to explain eco-friendly buying behavior of consumers. Hypotheses were developed based on Focus Group Interviews, Depth Interviews, and literature reviews. To test such hypotheses, questionnaires were distributed and collected among female adults aged 18 or above, and who are either office workers or housewives.
The analysis results show that personal values, sociocultural values, and values related to ecofriendly products affect consumers in their eco-friendly buying behavior. Among those values, concern about safety and …
The Impact Of Crisis Responsibility And Risk Perception On Communication Behavior Intention In Sns, Eun Mi Lee
The Impact Of Crisis Responsibility And Risk Perception On Communication Behavior Intention In Sns, Eun Mi Lee
Asia Marketing Journal
Social networking service(SNS) helps users manage, share and delivery a vast information as a communication tool. When users read crisis news in SNS, they communicate the information with others by considering not only their belief (i.e., cognitive risk perception) but also emotion (i.e., affective risk perception). However, few researches have been interested in the construct of communication behaviors of crisis in SNS.
This study aimed to explore the role of risk perception (cognitive and affective risk perception) between crisis responsibility and communication behavior through dual processing theory. As a result of the empirical analysis, crisis responsibility had a positive effect …
Asia Marketing Journal Vol.19 No.4 목차
Examining Decision-Making Of Participating In Open Innovation Platform, Insoo Son, Jong-Ho Lee, Dongwon Lee
Examining Decision-Making Of Participating In Open Innovation Platform, Insoo Son, Jong-Ho Lee, Dongwon Lee
Asia Marketing Journal
Open innovation is based on a different knowledge landscape, with a different logic about the sources and uses of technologies. It implies that firms increasingly rely on external sources of innovation by emphasizing these ideas and resources. Using datasets from the UK biotechnology industry, this paper explores firms’ willingness to participate in open innovation. The results indicate that the switching cost is identified as the direct predictor of the willingness to participate in open innovation. While high commitment based on the trust with partner increases switching costs, IT infrastructure within the firm decreases switching costs to open innovation. Taken together, …
Effects Of Individual Difference On Organizational Difference: Perceived Training Effectiveness Model For Organizational Performance, Beenish Malik, Jahanvash Karim, Tayyaba Noreen, Han
Effects Of Individual Difference On Organizational Difference: Perceived Training Effectiveness Model For Organizational Performance, Beenish Malik, Jahanvash Karim, Tayyaba Noreen, Han
Asia Marketing Journal
Our study is trying to investigate the perceived training effectiveness by applying the theory of planned behavior (TPB) and Technological Acceptance Model (TAM) and intend to examine the effects of individual differences on perceived training effectiveness and performance of individuals. The main purpose is to evaluate the perceived training effectiveness, and role of individual differences in terms of learning.
The results of this study supported all the hypothesis that participants with higher level of creative self-efficacy, intrinsic motivation, creativity and emotional intelligence (EI) will have greater inclinations to learn. Results showed that perceive training effectiveness is positively related to training …
Effect Of Motivation Type And Reward Uncertainty On Consumers’ Marketing Promotion Participation, Yan-Jie Zhang, Youseok Lee, Sang-Hoon Kim
Effect Of Motivation Type And Reward Uncertainty On Consumers’ Marketing Promotion Participation, Yan-Jie Zhang, Youseok Lee, Sang-Hoon Kim
Asia Marketing Journal
The current research proposes to fill a research gap by testing how reward uncertainty, different types of motivation, as well as individual risk-taking attitude affect consumers’ promotion participation. Being offered with an uncertain reward, relative to individuals with extrinsic motivation, individuals with intrinsic motivation will have greater intention to participate in marketing promotion. In contrast, being offered with a certain reward, relative to individuals with intrinsic motivation, individuals with extrinsic motivation will have greater intention to participate in marketing promotion. This effect arises only among consumers having a low level of risk-taking attitude. For consumers having a high level of …
Overcoming The Cause Marketing Paradox, Shinhyoung Lee, Youjae Yi
Overcoming The Cause Marketing Paradox, Shinhyoung Lee, Youjae Yi
Asia Marketing Journal
The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers’ charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are …
Examining The Impact Of Co-Branding Service Failures On Consumer Evaluations, Chia-Lin Lee
Examining The Impact Of Co-Branding Service Failures On Consumer Evaluations, Chia-Lin Lee
Asia Marketing Journal
Researchers do not fully understand consumers’ responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers’ brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers’ book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model …
Asia Marketing Journal Vol.19 No.3 목차
The Reversed Effects Of Advertising Of Socially Controversial Products On Endorsers, Seoyoung Hwang, Junghoon Moon, Hyun Joo Lim, Jeong
The Reversed Effects Of Advertising Of Socially Controversial Products On Endorsers, Seoyoung Hwang, Junghoon Moon, Hyun Joo Lim, Jeong
Asia Marketing Journal
This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers’ attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a …
Do We Always Hope To Become “Better” When We Experience Envy? Effects Of Incidental Envy And Social Context On Self-Improvement Behavior, Y. Jin Youn, Kiwan Park
Do We Always Hope To Become “Better” When We Experience Envy? Effects Of Incidental Envy And Social Context On Self-Improvement Behavior, Y. Jin Youn, Kiwan Park
Asia Marketing Journal
Incidental envy is known to motivate self-improvement behavior. This phenomenon occurs in part because feelings of inferiority guide subsequent behavior in a way to self-improve, after experiencing envy. However, no research has yet examined whether this tendency may be affected by social context: private versus public. Although extant literature suggests that envy generally leads to self-improvement, we demonstrate that this effect may be mitigated under public social contexts. Across two studies, we find that although incidental envy generally increases self-improvement behavior (e.g., effort exertion and charitable giving) in private social contexts, this tendency is attenuated under public social contexts. We …
Is A Cause-Related Self-Prevention Campaign A Good Csr Strategy?, Jihye Park
Is A Cause-Related Self-Prevention Campaign A Good Csr Strategy?, Jihye Park
Asia Marketing Journal
This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a self-prevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm’s own product may be more effective …
Distinguishing Online Opinion Leaders, Yukyung Lee, Minjung Park, Subin Im
Distinguishing Online Opinion Leaders, Yukyung Lee, Minjung Park, Subin Im
Asia Marketing Journal
This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of …
Asia Marketing Journal Vol.19 No.2 목차
To Conform Or Not To Conform : Mixed Conformity Model, Yongjee Han
To Conform Or Not To Conform : Mixed Conformity Model, Yongjee Han
Asia Marketing Journal
This study explores the influence of reference groups depending on the type (in-group versus out-group) and the size (an individual member versus a group as a whole) of reference groups. We propose a mixed conformity model, which suggests that people want to fit in with their in-group but at the same time they want to stand out within their in-group members. We found that in moderately identity-relevant product categories, people tend to diverge from individual members of their in-group while conforming to their in-group as a whole. However, in highly identity-relevant product categories, people conform to their in-group independent of …
The Impact Of Consumer Evaluation On The Cause-Related Marketing, Chia-Lin Lee
The Impact Of Consumer Evaluation On The Cause-Related Marketing, Chia-Lin Lee
Asia Marketing Journal
Cause-related Marketing (CrM) has become an increasingly popular marketing approach over the past two decades. However, neither researchers nor organizations fully understand the determinants of a successful CrM partnership. This research fills this gap. Specifically, we employ the schema theory to explore circumstances in which the CrM alliance cannot achieve a success. We use a theoretical modeling approach to report that, when consumers’ typicality-based cognitive process is assumed, the CrM activity with the partners’ more-discrepant attribute profile cannot be evaluated favorably, but the attribute-level uncertainty about the CrM alliance is less likely to feedback to the two partners. Furthermore, we …
Asia Marketing Journal Vol.19 No.1 목차
How Network Structure Impacts Firm Performance, Kyunghee Kim, Jeongtae Kim, Junhong Min, Ryu
How Network Structure Impacts Firm Performance, Kyunghee Kim, Jeongtae Kim, Junhong Min, Ryu
Asia Marketing Journal
Despite the importance of the impact of network structure on the relationships between firms and firm performance, few studies have investigated these effects. This study investigates how network openness influences the relationships between TSI, opportunism, technological uncertainty, and supplier performance. We also try to figure out how network openness functions as a governance mechanism.
Peer Effects In Service Usage, Sangyoung Song
Peer Effects In Service Usage, Sangyoung Song
Asia Marketing Journal
Researchers in marketing, sociology, and economics have been interested in the role of social interactions in consumer choice and consumption behaviors. Social interactions, labeled variously as peer effects, social contagion, and neighborhood effects, have important implications for firms’ allocation of marketing efforts. In this research, we test and provide empirical evidence for peer effects in consumers’ service usage in the context of gym-going behaviors. Using a detailed individual-level membership and attendance data at one of the largest health club chains in the U.S., we document that a focal member’s gym-going behavior is influenced by the behaviors and characteristics of the …
An Exploratory Study On The Effect Of Price As An Anchor On Willingness-To-Pay, Jae-Do Song
An Exploratory Study On The Effect Of Price As An Anchor On Willingness-To-Pay, Jae-Do Song
Asia Marketing Journal
The two competing underlying mechanisms of anchoring, anchoring-and-adjustment and selective accessibility, have very different managerial implications for the effect of price as an anchor on willingness-to-pay (WTP). To clarify their relative roles in inducing the anchoring effect, path analysis modeling in which two paths are included in a single model was utilized. The first path proceeds directly from anchor price to WTP, representing anchor-and-adjustment. The second path, representing selective accessibility, includes a mediator formed by various explanatory variables of WTP. The results consistently show that only the direct path, anchoring-and-adjustment, is significant. The results also show that the level of …