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Articles 61 - 90 of 668
Full-Text Articles in Marketing
Enhancing Customer Happiness Through Corporate Social Responsibility: Unveiling The Impact Of Csr On Customer Well-Being, Cheonglim Lee, Yongju Kwon, Youjae Yi
Enhancing Customer Happiness Through Corporate Social Responsibility: Unveiling The Impact Of Csr On Customer Well-Being, Cheonglim Lee, Yongju Kwon, Youjae Yi
Asia Marketing Journal
Previous literature supports the importance of corporate social responsibility (CSR) by demonstrating its effects on various aspects of firm performance. However, the extent to which CSR contributes to social well-being, its original objective, has rarely been examined. The current research investigates the impact of customers’ perceived CSR of service firms on customer happiness. Two studies confirm our proposition that perceived CSR increases customer happiness by enhancing perceptions of warmth and competence associated with the service company. Furthermore, we examine how the type of service moderates this effect. Specifically, we find that the indirect effects of CSR on customer happiness through …
Uncovering The Relationship Between Esg Practices And Firm Value: The Role Of Reputation And Industry Sensitivity, Yanghee Kim, Hojoon Jang, Junhee Seok
Uncovering The Relationship Between Esg Practices And Firm Value: The Role Of Reputation And Industry Sensitivity, Yanghee Kim, Hojoon Jang, Junhee Seok
Asia Marketing Journal
Considering the rising interest in environmental, social, and governance (ESG) globally, various studies have shown that ESG practice increases firm value; however, there is still much debate. This study focuses on the relationship between ESG practice and firm value. Further, we identify the mechanisms constituting this relationship to address relevant research gaps. Specifically, this study examines the connection between ESG practice and corporate valuation, emphasizing the mediating role of a company’s reputation. Using panel analysis of data from 145 Korean firms (2014-2021), the study reveals that ESG practices notably enhance firm value, signaling their significance to stakeholders. Corporate reputation acts …
Jay-Customer Behavior's Influence On Job Stress And Customer Orientation: Perceived Organizational Support's Moderating Effect, Li Mei Liu, Seong Ho Lee, Jin Choi
Jay-Customer Behavior's Influence On Job Stress And Customer Orientation: Perceived Organizational Support's Moderating Effect, Li Mei Liu, Seong Ho Lee, Jin Choi
Asia Marketing Journal
The study aimed to analyze jay-customer behavior's impact on service industry employees' job stress to understand the importance of personnel management. Additionally, it aimed to identify strategies for managing job stress by examining perceived organizational support's moderating effects. The results show that the subdimensions of jay-customer behavior (i.e., verbal aggression, physical aggression, and sexual harassment) positively influenced employees' job stress. Second, job stress acts as a mediator between customer verbal and physical aggression and customer orientation, but not between customer sexual harassment and customer orientation. Third, organizational support had a moderating effect on the association between customer verbal aggression and …
Motives For Consumer Behavioral Engagement On Brand-Related Social Media Content : A Study Based On Organismic Integration Theory And Personality, Chi T.K Nguyen, Jusik Park
Motives For Consumer Behavioral Engagement On Brand-Related Social Media Content : A Study Based On Organismic Integration Theory And Personality, Chi T.K Nguyen, Jusik Park
Asia Marketing Journal
This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for …
Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang
Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang
Asia Marketing Journal
This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for …
Winning Back Attendance: Effects Of Winning Performance, Online Search, And The Mlb Rule Changes For More Dynamic Games, Rhino Kim, Sue Ryung Chang
Winning Back Attendance: Effects Of Winning Performance, Online Search, And The Mlb Rule Changes For More Dynamic Games, Rhino Kim, Sue Ryung Chang
Asia Marketing Journal
As Major League Baseball (MLB)’s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry …
The Effects Of Self-Development, Self-Therapy, And Self-Presentation Motivations On Quality Of Life, Visitor Loyalty, And Omnivorous Cultural Engagement Through Visitor Satisfaction In Art Museums: Examining The Moderation Effect Of Age And Attitude Toward Sns Posting, Minyeong Yi, Suna La
Asia Marketing Journal
This study investigates the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including …
Updated Reviews And Trends In Consumer Neuroscience, Jin Ho Yun
Updated Reviews And Trends In Consumer Neuroscience, Jin Ho Yun
Asia Marketing Journal
Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach …
Understanding The Continuance Intention To Use Chatbot Services, Jeeyeon Kim, Yiling Li, Jeonghye Choi
Understanding The Continuance Intention To Use Chatbot Services, Jeeyeon Kim, Yiling Li, Jeonghye Choi
Asia Marketing Journal
Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these findings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer …
The Asymmetric Effects Of Identity Salience On Judgement: The Role Of Valence And Attribute Congruence, Dahee Han, Claire Heeryung Kim
The Asymmetric Effects Of Identity Salience On Judgement: The Role Of Valence And Attribute Congruence, Dahee Han, Claire Heeryung Kim
Asia Marketing Journal
A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product.
Do Csr Activities Improve Short-Term Financial Performance? Competitive Mediating Effects Of Job Satisfaction, Jungwon Lee, Cheol Park
Do Csr Activities Improve Short-Term Financial Performance? Competitive Mediating Effects Of Job Satisfaction, Jungwon Lee, Cheol Park
Asia Marketing Journal
Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term financial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the firm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term financial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The findings indicate that …
The Differential Effects Of Virtual Reality (Vr) On The Novice And Experienced Vr Users, Youjung Jun
The Differential Effects Of Virtual Reality (Vr) On The Novice And Experienced Vr Users, Youjung Jun
Asia Marketing Journal
Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR …
Scripting The Meaning: The Influence Of Brand Name Script On Brand Meaning And Brand Attitude, Olga Roshchupkina, Gi-Du Kang
Scripting The Meaning: The Influence Of Brand Name Script On Brand Meaning And Brand Attitude, Olga Roshchupkina, Gi-Du Kang
Asia Marketing Journal
The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meaning transfer is also influenced by the context of the product category, which can impact some of the aspects of meaning related to norms and familiarity. Furthermore, the study indicates that if the brand meaning aligns with the product category schema, it positively impacts brand attitude. This study adds to the branding literature by introducing …
Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park
Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park
Asia Marketing Journal
The purpose of this study is to examine the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In the first study, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In the second study, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. Results of …
Effects Of Difference Age And Information Searching Level On Attitudes Toward Innovative Product, Sinae Lee, Dongwon Min
Effects Of Difference Age And Information Searching Level On Attitudes Toward Innovative Product, Sinae Lee, Dongwon Min
Asia Marketing Journal
Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information on new products. This study examines how difference age between the chronological age of consumers and their cognitive age affects consumers’ willingness to search for information on innovative products, leading to reduced new-product anxiety. According to a survey of participants who actually bought an innovative product, we found that participants searched for more information …
How Are The Firms’ Innovative Activities And Credit Rating Signals Received In The Market?, Jeongbin Whang
How Are The Firms’ Innovative Activities And Credit Rating Signals Received In The Market?, Jeongbin Whang
Asia Marketing Journal
Firm innovativeness and financing capacity are critical signals to stakeholders as they are key drivers of firm performance and competitiveness and indicate the firm's ability to fund its operations and growth initiatives. Based on signaling theory, this study investigates the signaling effect of a firm's innovativeness and creditworthiness and examines its signaling effectiveness. Using Korean innovation data and Korea Investors Service financial data for nine years, the findings indicate that a firm's technological innovation has a negative impact on its credit ratings, while non-technological innovation has a positive impact. Furthermore, a firm's credit ratings positively impact its performance. The current …
Attribute Resemblance And Preference For Products: Moderating Effect Of Attribute Familiarity, Kwanho Suk
Attribute Resemblance And Preference For Products: Moderating Effect Of Attribute Familiarity, Kwanho Suk
Asia Marketing Journal
This research examines how consumer preferences for products are affected by attribute resemblance, which refers to the degree to which a product is similar with other products that are being evaluated together. It is expected that the influence of attribute resemblance on attitude and choice is moderated by attribute familiarity, which is tested in three empirical studies. Studies 1 and 2 examine the effects on the attitude toward the product and show that the positive influence of attribute resemblance on attitude is stronger when attribute are less (vs. more) familiar. Study 3 tests the effects on choice for which attribute …
Editorial: Together With The Asia Marketing Journal, Jaewon Yoo, Woo Jin Choi, Minki Kim
Editorial: Together With The Asia Marketing Journal, Jaewon Yoo, Woo Jin Choi, Minki Kim
Asia Marketing Journal
No abstract provided.
How Desirable Is The Medium? Effect Of Point Accumulation Scheme On Consumer Loyalty Toward Reward Program, Eujin Park
How Desirable Is The Medium? Effect Of Point Accumulation Scheme On Consumer Loyalty Toward Reward Program, Eujin Park
Asia Marketing Journal
An accruable point scenario study was applied to examine the effect of the point-accumulation trend (diminishing vs. increasing) and the nominal value (small vs. large) of a medium for repeated consumption on program loyalty. The results showed that both factors affect consumer loyalty toward a reward program. Consumers who received a medium with an increasing accumulation trend and a large nominal value perceived a reward to be more valuable than those who received a diminishing trend and a small nominal value. The results confirmed that a large nominal value or an increasing accumulation trend increased the perception of reward and …
Differential Impact Of Customer Equity Drivers On Satisfaction: The Case Of China’S Telecommunications Industry, Haejin Seo, Linlin Fu, Tae Ho Song
Differential Impact Of Customer Equity Drivers On Satisfaction: The Case Of China’S Telecommunications Industry, Haejin Seo, Linlin Fu, Tae Ho Song
Asia Marketing Journal
As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities. There are three drivers of CE: brand, value, and relationship equity. This study aims to investigate the impact of three drivers on customer satisfaction. Market competition is an environmental factor that affects the effectiveness of CRM. This study divides target firms into leaders and followers. This study found that the differential impact of CE drivers on customer satisfaction depends on the firm’s status (leader or follower). …
Rules Of Attraction: Females Perception Of Male Self-Representation In A Dating App, Olga Roshchupkina, Olga Kim, Eun-Ju Lee
Rules Of Attraction: Females Perception Of Male Self-Representation In A Dating App, Olga Roshchupkina, Olga Kim, Eun-Ju Lee
Asia Marketing Journal
In the current study, we explore how women decide whether to accept or reject a potential match offered by a dating app (Tinder). Specifically, we were trying to identify overlying factors that influence the decision and understand how women make a judgment based on limited cues provided by a Tinder profile. Women largely base their decision on the perceived attractiveness and character of the potential match. The findings suggest that attractiveness is highly subjective, with no universal rules that can be quantified; thus, it is hard to predict acceptance of the potential match. There are however factors that contribute significantly …
How Residential Mobility Influences Material And Experiential Purchases, Sujeong Hong
How Residential Mobility Influences Material And Experiential Purchases, Sujeong Hong
Asia Marketing Journal
With the increased mobility within nations, relocation has become a frequent and regular occurrence in modern life. However, we know little about how residential mobility affects purchase type. How does residential mobility affect our purchase behavior? This research explores the relationship between residential mobility and preference of purchase type, with psychological processes. The study primed participants with either a high or low mobility mindset to investigate the effect of mobility on consumption style in U.S. and South Korean. The results of the study confirm that the consideration of residential mobility shifts consumers’ preferences toward material goods and experiences. In addition, …
Exploring Social Entrepreneurship Of The First Social Enterprise In South Korea: The Case Of The Founder Of Dong Wha Pharm, Ji Hee Song
Asia Marketing Journal
A great deal of attention has been paid to entrepreneurship and social enterprises that help improve societies' ability to solve social problems and develop new ways of thinking (Drucker 1995). Dong Wha Pharm, founded in 1897, was the first social enterprise in South Korea. The purpose of this study is to provide meaningful insights into the theoretical development of social entrepreneurship and how to achieve social innovation by fostering social entrepreneurship. Drawing on the five critical elements of social entrepreneurship developed by Dees (1998), we explore social entrepreneurship by investigating the first Korean social entrepreneur, Kang Min, the founder of …
Sustainability Of Traditional Retail In An Emerging Market: A Conceptual Framework Applied To A Vietnamese Wet Market, Thi Tuyet Nhung Tran
Sustainability Of Traditional Retail In An Emerging Market: A Conceptual Framework Applied To A Vietnamese Wet Market, Thi Tuyet Nhung Tran
Asia Marketing Journal
In emerging countries, traditional retail, such as wet markets, still accounts for a large proportion of retail sales. Traditional retail has poor infrastructure compared to modern retail, and is often associated with problems of waste, water, and environmental pollution. Therefore, traditional retail faces extreme difficulties in achieving sustainability. This study aimed to determine what value traditional retail contributes to sustainability. We generated and applied a conceptual framework of sustainability to explore this question. We used a single case study of a small-scale wet market in Vietnam. The results showed that wet markets have significant value for the development of sustainable …
Editorial: Introducing A Special Issue On Sustainability, Ethics, And Esg Marketing For The New Decade, Molan Kim
Asia Marketing Journal
No Abstract for this article type.
Factors Influencing Foreign Products Purchase Intention Of Mongolian Consumers, Urandelger Gantulga, Munkhbayasgalan Ganbold
Factors Influencing Foreign Products Purchase Intention Of Mongolian Consumers, Urandelger Gantulga, Munkhbayasgalan Ganbold
Asia Marketing Journal
The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image …
Empirical Study On The Acceptance Of Mobility As A Service (Maas) Based On The Utaut2 Model, Masaki Toyama
Empirical Study On The Acceptance Of Mobility As A Service (Maas) Based On The Utaut2 Model, Masaki Toyama
Asia Marketing Journal
To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers’ intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old …
The Effect Of Lockdown Repeal On Socialization: Bayesian Multilevel Difference-In-Differences Approach, Hyunwoo Jung, Yiling Li, Jeonghye Choi
The Effect Of Lockdown Repeal On Socialization: Bayesian Multilevel Difference-In-Differences Approach, Hyunwoo Jung, Yiling Li, Jeonghye Choi
Asia Marketing Journal
The COVID-19 lockdown has had an unprecedented impact on people in various ways. This study evaluates the effect of lockdown repeal from both marketing and public-policy perspectives. Combining the Bayesian multilevel model with the difference-in-differences design, we find that a lockdown repeal has had a negative impact on socialization. Furthermore, the results show that those who have a low level of risk perception are less affected by lockdown repeal. Also, the negative effect of lockdown repeal varies depending on past socialization behaviors; that is, the lockdown-repeal effect is attenuated for those who socialized more than others in the past. Our …
Is The Peak-Affect Important In Fast Processing Of Visual Images In Printed Ads? : A Comparative Study On The Affect Integration Theories, Kyunghee Bu, Luri Lee
Is The Peak-Affect Important In Fast Processing Of Visual Images In Printed Ads? : A Comparative Study On The Affect Integration Theories, Kyunghee Bu, Luri Lee
Asia Marketing Journal
This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture consumers’ spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a …
What Explains Smartwatch Adoption? A Comparative Study Of South Korea And Indonesia, Mufida Sekardhani, Sujin Song
What Explains Smartwatch Adoption? A Comparative Study Of South Korea And Indonesia, Mufida Sekardhani, Sujin Song
Asia Marketing Journal
Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has …