Marketing Commons^™

The Effect Of Customer Perception Of Service Failure And Recovery On Relationship Dissolution Behavior: Evidence In Airline Services, Jihyo Moon, Sang-Lin Han, Jong Won Lee

Asia Marketing Journal

Many previous studies have been conducted on service failure and recovery, but the existing preceding studies are mainly focused on positive behavioral intentions such as loyalty, word of mouth intention and recommendation intention. Therefore, there is relatively little interest in customers’ negative behavioral intentions.

In today’s society where SNS is very developed, customers’ complaints or retaliatory actions can be spread to other customers without time and space limitations, which can have a great negative impact on the company’s image. In this respect, it is a very important task for service companies to examine the impact of service failure and recovery …

The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho

Asia Marketing Journal

This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surveys that presented scenarios of varying degrees of brand failures and analyzed using AMOS and Hayes Process Macro. Results reveal that typical brand failures negatively affect perceptions of Korea’s micro-national image, particularly in terms of technology capability and design. Additionally, higher levels of ethnocentrism amplify the negative effect of brand failures on the design dimensions of Korea’s image. However, …

Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim

Asia Marketing Journal

We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.

Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan

Asia Marketing Journal

Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the …

Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories, Jin-A Choi, Sufyan M. Baksh, Hyuk Jun Cheong

Asia Marketing Journal

Consumer purchasing behavior varies according to the type of product being considered. Notably, these behavioral differences become more salient depending on whether a product fulfills a utilitarian function or offers hedonic gratification. The present study aims to develop a novel product classification model that categorizes contemporary goods and services based on the extent to which they possess hedonic or utilitarian value. Methodologically, the study employed a two-stage approach. In the first stage, to identify appropriate products for inclusion in the classification model, the researchers conducted focus group interviews, a comprehensive literature review, and an analysis of major retailers’ websites. In …

Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience, Minchung Kim, Yonghee Kim

Asia Marketing Journal

Despite the long history of research examining the effects of firm-level customer satisfaction on shareholder value, the existing findings are mixed for the hospitality and tourism industry where customer satisfaction is particularly important for the success of firms. The inconsistent results require further examination of the shareholder value relevance of customer satisfaction. This study offers a comprehensive understanding of the topic by examining the effects of customer satisfaction not only on equity return but also equity risk, and identifying a key contingency. Using annual American Customer Satisfaction Index (ACSI) for publicly traded “restaurant”, “hotel”, and “airline” firms, this study finds …

Best Practices In Marketing And Creative Outreach For New Transportation Technologies, William Riggs, Caillou Dasalla, Cayden Rooney, Vaasu Bhartia

Mineta Transportation Institute

Emerging transportation technologies—including electric vehicles (EVs), micromobility solutions, autonomous vehicles (AVs), hyperloop systems, and mobility-as-a-service (MaaS) platforms—are rapidly reshaping mobility patterns and urban environments. As these innovations gain traction, it becomes increasingly important to address concerns, communicate advantages, and foster trust across communities. This project examines marketing best practices for promoting emerging mobility solutions, synthesizing insights from scholarly research, industry standards, and case studies of successful campaigns. Emphasis is placed on the shift toward “snackable,” visually engaging content delivered through widely used social media platforms such as TikTok, Instagram, and Snapchat, which are increasingly central to reaching diverse audiences. The …

Search Engine Marketing (Seo) – Discussion Board Assignment, Feygens Saint-Joy Jr

Open Educational Resources

Discussion board on SEO best practices and discovery.

Click Or Skip? How Ad Format And Disclosure Shape Engagement And Purchase Intention, Emily M. Burke

Student Publications

As digital marketing continues to be the dominant channel for consumer engagement, understanding the factors that influence ad effectiveness is increasingly important. This study examined how advertisement format (image vs. video) and sponsorship disclosure (non-sponsored vs. sponsored) influence engagement and purchase intention among college students. Using a 2 x 2 experimental design within an online survey, 88 participants viewed one of four real social media ads and completed measures of engagement and purchase intention. Multiple regression results showed that video ads produced higher engagement and purchase intention than static image ads, whereas sponsored ads led to lower engagement and purchase …

Three Cheers For Print!, Jillian Lacross

AADEJ - The Communicator

This guest feature argues that print magazines are a worthwhile and necessary investment for associations, focusing on the three pillars of expectation, engagement, and experience. Print publications establish trust because they imply an inherent vetting process; affluent consumers trust print magazines the most, and print advertisements are significantly more trusted than social media ads. Print provides a respite from digital fatigue, with Worldmetrics finding that readers spend an average of 41 minutes engaging with a printed magazine, far exceeding the 3 to 7 minutes typically spent online. Printed materials enhance retention, recall, and emotional processing, strengthening the association's brand. Ultimately, …

2025 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2025.

Decoding Influence: Cosmetic Industry Strategies, Media Beauty Standards, And Their Mental Health Impact On Generation Z Consumers, Tatiana Avila Velasquez

Undergraduate Theses and Capstone Projects

This research explores the complex relationship between cosmetic industry marketing strategies, media-driven beauty standards, and the mental health of Generation Z consumers. Utilizing both qualitative and quantitative methods, the study examines how frequent exposure to curated beauty ideals and persuasive advertising shapes self-esteem, confidence, and personal identity among young adults. Through surveys and in-depth interviews, the research highlights the evolving nature of cosmetic use, revealing how early engagement with beauty products often stems from social conditioning and personal insecurities. Participants describe a shift from using cosmetics as a means of concealment to embracing them for creative expression and self-care. However, …

Reasons Behind Public Refusal To Vaccinate During The Covid-19 Epidemic In Egypt: A Structural Equation Modeling Approach., Hossam A. Deraz Dr., Mariam Elhendy

Business Administration

This study seeks to investigate the reasons behind the public's refusal to get the COVID-19 vaccine in Egypt. Specifically, we investigated how the social norms, health belief model, country of origin, and belief in conspiracy predict the refusal of Egyptians to receive the vaccine, as well as how attitudes toward vaccination may mediate the relationships among these variables. The educational distribution of the frame of the sample may suggest that individuals with higher education levels are more likely to exhibit vaccination refusal behaviours. By using structural equation modelling, the 442 collected questionnaires reflect that both perceived conspiracy and perceived severity …

Defining Marketing In The Digital Age: An Opportunity To Advance Marketing Thought And Practice, Norman Mafuratidze, Marius Wait, Ilse Struweg

The Qualitative Report

Our study consolidates and refines diverse marketing definitions that have emerged over six decades to formulate a contemporary definition encapsulating the discipline’s current practices and theoretical advancements. We investigate how diverse conceptualizations of marketing can be synthesized into a modern definition that accurately reflects current practices and theoretical advancements while providing practical guidance. Using qualitative document analysis methodology, we conducted first- and second-cycle coding on existing marketing definitions from academic literature and industry publications, identifying recurring themes through thematic analysis. Our findings reveal that marketing can be effectively conceptualized through the DIVE framework (Dynamism, Interconnectivity, Value co-creation, and Exchange), positioning …

Effective Strategies For The Implementation Of Environmental Social And Governance Initiatives To Improve Brand Value, Charity Ndisengei

Walden Dissertations and Doctoral Studies

Some business leaders lack effective strategies to develop and implement their organization’s environmental, social, and governance (ESG) initiatives to improve the value of the organization’s brand. Business leaders, in particular, are concerned with balancing the improvement of brand value while addressing stakeholder expectations and navigating regulatory complexities. Grounded in institutional and legitimacy theories, the purpose of this qualitative pragmatic inquiry was to explore effective strategies for the implementation of ESG initiatives to improve brand value. Participants included five senior leaders from the energy, nonprofit, technology, and consulting sectors who had implemented ESG initiatives. Data were collected through semistructured interviews and …

Consumer Behavior-Based Strategies Small Business Leaders Use To Increase Online Sales Revenues, Alexander Sakharov

Walden Dissertations and Doctoral Studies

Many small business leaders struggle to tailor online strategies that drive demand, limiting growth and differentiation in competitive digital markets. Business leaders must adopt data-informed, customer-centered approaches that align digital marketing efforts with consumer behavior and market expectations. Grounded in social exchange theory, the purpose of this qualitative pragmatic inquiry was to explore the online shopping marketing strategies that some small business marketing leaders use to increase demand for products and services. Data were collected through semistructured interviews with six small business leaders from Vancouver, British Columbia; Toronto, Ontario; and Seattle, Washington. The four main themes identified using thematic analysis …

Temporal Patterns Of New Product Introductions And Ipo Value: The Importance Of Recency, Dispersion, And Asymmetry, Suyun Mah, Rebecca J. Slotegraaf, Girish Mallapragada

Research Collection Lee Kong Chian School Of Business

A firm’s innovation activity is often judged by the number and type of new products it launches, but when these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new product introductions (NPIs) influences a firm’s initial public offering (IPO) value. The analysis uses data from 298 firms that went public between 2006 and 2023, and focuses on three patterns of timing: recency (how recently the latest product was launched before the IPO), dispersion (the degree to which NPIs before the IPO are spread out over time), and asymmetry (how …

Privacy And Peer-To-Peer Payment Apps, Stephen L. Baglione, Louis A. Tucci

Journal of Global Business Insights

Apps for our smartphones are ubiquitous. Free apps usually require exchanging personal information. Mobile payments in the U.S. are expected to almost double by 2027. Peer-to-peer (P2P) payment apps are a subcategory of said apps. Venmo is a P2P payment app that gathers user data from their smartphone and publicizes user transactions. A between-subject survey shows respondents are concerned about privacy with P2P payment apps, even when only describing what the app does. Clusters are identified when examining involvement with P2P payment apps. The covariate online privacy was statistically significant; however, age, gender, and social media use were not statistically …

Bibliometric Analysis Of Tour Guide Performance: Trends, Influential Publications, And Emerging Research Themes, Aybuke Ozsoy, Nese Yilmaz

Journal of Global Business Insights

The quality of tours is significantly influenced by tour guides’ communication skills, regional knowledge, and storytelling abilities. Guide effectiveness depends on factors such as training, skill development, and professionalism in guest care. Given their pivotal role in shaping tour quality and experiences, the literature consistently highlights these effects. The present study aims to make a comprehensive contribution to the existing knowledge in the field by analyzing the academic literature on the performance of tour guides using bibliometric methods. Analysis reveals that the most cited publications on tour guide performance are found in tourism and management journals, such as Tourism Management. …

2025 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2025.

Sound Decisions: The Impact Of Music Genre In Fashion Advertising On Consumer Perceptions And Purchase Intention, Cassandra Thomas

Graduate Theses and Dissertations

This study examines how music genre, brand type, and the perceived congruency between the two influences consumer perceptions of fashion advertising. Guided by Congruity Theory and Attitude Theory, this study employed a 3x3 experimental design in which 252 participants viewed one of nine advertisement conditions varying by music genre (pop, hip-hop, electronic) and brand type (activewear, fast fashion, luxury). A series of one-way ANOVAs, bivariate correlations, and regression analyses were conducted to interpret the effects of music genre, brand type, and perceived congruency on attitudes toward 1) the advertisement and brand, 2) credibility of the advertisement and brand, and 3) …

Romania: ‘A Country Is Worth More Than Its Gold’: Activists Defeat Canadian Mining Goliath. In, Roxana Maiorescu

Emerson Authors, Researchers, & Creators

For 25 years, Romanians fought to preserve Rosia Montana, a region whose gold and silver amount to 20 billion euros. Their victory was delivered in 2024, as the International Center for Settlement of Investment Disputes in Washington, DC ruled against the Canadian company that aimed to explore the mine. This analysis sheds light on political instability, perceived government corruption, and foreign intrusion, all of which led to intense and monthslong protests that Romania hadn’t seen since its 1989 revolution, when it liberated itself from communism. This case represents a David vs. Goliath-like story, in which a handful of poor families, …

Less Is More! The Power Of Micro-Influencers: A Systematic Literature Review, Emine Kuzoren, Irem Kiris, Ismail Erkan

Journal of Global Business Insights

This paper aims to review micro-influencer marketing literature to identify gaps and provide directions for future research. The authors critically assessed 99 articles that appeared in the Scopus database. As a common outcome of the findings and emerging models from studies in the literature, a comprehensive conceptual model is proposed to guide future research. It has been concluded that micro-influencers differ significantly from others in terms of their interaction power and perceived high credibility in social media marketing. Additionally, the findings clarify the uncertainty regarding the classification of social media influencers. The paper not only identifies influencers but also highlights …

Buy Now, Think Later? A Conceptual Take On Malaysian Bnpl Choices, Alin Afina Alias, Fatin Zaida Zaidi, Nur Fatin Shahmina Mohd Fauzey

International Journal of Management, Finance and Accounting

“Buy Now, Pay Later” (BNPL) has reshaped consumer spending behaviors, with Malaysia experiencing a significant surge in adoption and usage. BNPL is widely used by Gen-Z and millennials as a form of payment, leading to increased spending due to this borrowing scheme. It has introduced a shift in consumer spending patterns, often characterized by the ‘Buy Now, Think Later?’ mindset. Due to the rising popularity of BNPL schemes, Bank Negara Malaysia is looking to amend the Consumer Credit Act. As BNPL schemes often synthetically promote positive payment behaviors through readily available installment credit options, many consumers seem to adopt a …

Review Of The Role Of Psychological Curriculum In Vocational And Technical Education In China, Hengjun Wang, Siew Ping Wong

International Journal of Management, Finance and Accounting

The integration of psychological education in China's vocational and technical education (VTE) schools is increasingly recognized for its role in promoting students' personal and professional growth. This review synthesizes recent research to evaluate the integration of psychological education in VTE schools and its benefits, outcomes, and challenges. A psychological curriculum is found to enhance both students' personal and professional development. However, key findings also highlight the inconsistency in the implementation of psychological education among VTE schools and the insufficiency in updating the curriculum to address students' changes due to the transformation in technology and economy. Proposing a mixed-methods approach, the …

Identifying Potentially Illicit Money Laundering And Terrorism Financing Transactions Through Machine Learning Techniques, Shiuh Tong Lim, Rou Qing Khoo, Khai Wah Khaw, Xinying Chew

International Journal of Management, Finance and Accounting

Financial institutions worldwide face significant challenges in detecting and preventing illicit financial activities, such as money laundering and terrorism financing. Traditional rule-based methods often generate high false positive rates, increasing manual verification efforts and higher operational costs. This research explores machine learning techniques to enhance the detection of suspicious transactions. Several algorithms, including K-Nearest Neighbors, Decision Tree, Random Forest, Logistic Regression, Support Vector Machine, and Naïve Bayes, are applied and evaluated using a dataset from a financial institution. After a comprehensive performance assessment, the Random Forest model is the most effective, exhibiting the highest accuracy of 0.9333 in identifying suspicious …

Effects Of Research And Development Subsidies On Research And Development Investment And Firm Performance: Evidence From High-Tech Firms In China, Hanqi Ye, Moau Yong Toh

International Journal of Management, Finance and Accounting

Over the past decade, the Chinese government has actively promoting research and development (R&D) in high-tech industries to foster scientific and technological innovation and address economic slowdown. Against this backdrop, this study explores how the interaction between government R&D subsidies and R&D investment influences the performance of high-tech firms in China. Specifically, it investigates (i) the relationship between government R&D subsidies and firm performance, (ii) the relationship between government R&D subsidies and R&D investment, and (iii) the mediating role of R&D investment in the relationship between government R&D subsidies and firm performance. Analysing 773 listed high-tech firms from 2018 to …

How Personality Shapes Workplace Incivility: A Theoretical View, Mazni Alias, Nor Shazleen Eshak, Chew Sze Cheah, Nur Farhana Lyana Ameruddin

International Journal of Management, Finance and Accounting

Workplace incivility, characterised by low-intensity, ambiguous behaviour such as disrespect, rudeness, and discourtesy, disrupts workplace harmony and erodes organisational culture. Although these behaviours may appear minor, their cumulative impact can significantly harm individuals and organisations, manifesting in decreased morale, productivity, and well-being. Personality traits play a crucial role in shaping how employees perceive, experience, and respond to workplace incivility, influencing its outcomes and associated costs. However, existing literature offers limited insights into how these personality differences exacerbate experiences of workplace incivility, leaving a critical gap in understanding this phenomenon. This conceptual paper draws on victim precipitation theory and trait activation …

Generative Artificial Intelligence And Its Role In Shaping Customer Loyalty In Banking: A Conceptual Framework, Nimra Aziz, Lean Ee Yvonne Lee, Nayab Khalil Ahmed, Abdullah Aziz, Syeda Hafsa Rizwan, Syed Muntazir Hussain Shah

International Journal of Management, Finance and Accounting

The role of Generative Artificial Intelligence (Generative AI) in Electronic Customer Relationship Management (Electronic-CRM) systems is reshaping consumer engagement in the banking or financial industry. There is a significant gap in understanding the direct impact of Generative AI on Electronic-CRM and customer loyalty in the banking industry. This paper proposes a conceptual framework to investigate the influence of Generative AI on enhancing Electronic-CRM, particularly in three key dimensions: data security, problem-solving, and customer orientation, and its ultimate impact on customer loyalty in the banking and financial sectors. An extensive literature review suggests that the role of Generative AI enhances data …

Factors Influencing Intention To Purchase Electric Motorcycles In Urban India, Chung Hui Ong

International Journal of Management, Finance and Accounting

This study investigates factors influencing urban Indian consumers’ electric motorcycle purchase intentions amid growing sustainable transportation demands. Building on the Technology Acceptance Model (TAM), the research integrates core constructs—Perceived Usefulness, Perceived Ease of Use, and Attitude—with two contextual variables, including Consumer Awareness and Perceived Trust. A quantitative survey was distributed via Google Forms to 153 urban residents across Indian cities, with a GPower analysis confirming adequate statistical power for regression modeling. The findings reveal that Perceived Usefulness, Attitude, and Perceived Trust significantly influence consumers’ purchase intentions, with attitude emerging as the most influential predictor. In contrast, Perceived Ease of Use …