Pub Date : 2019-04-30DOI: 10.15830/AMJ.2019.21.1.45
S. Lee, Se-Bum Park
{"title":"The Effect of Inclusion versus Exclusion on Consideration Set Size : The Moderating Role of Chronic Indecisiveness","authors":"S. Lee, Se-Bum Park","doi":"10.15830/AMJ.2019.21.1.45","DOIUrl":"https://doi.org/10.15830/AMJ.2019.21.1.45","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89834532","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Effect of Inclusion versus Exclusion on Consideration Set Size","authors":"S. Lee, Se-Bum Park","doi":"10.53728/2765-6500.1327","DOIUrl":"https://doi.org/10.53728/2765-6500.1327","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"265 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77155112","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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). While a consumer with a high level of group identification changes her locus of self-regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.
{"title":"Social Identity and Regulatory Focus","authors":"Sangwoo Park, Dakyeong Heo, Dongwoo Shin","doi":"10.53728/2765-6500.1329","DOIUrl":"https://doi.org/10.53728/2765-6500.1329","url":null,"abstract":"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). While a consumer with a high level of group identification changes her locus of self-regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83026122","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-04-30DOI: 10.15830/AMJ.2019.21.1.23
Hyerin Ryu, Sunkyu Jun
{"title":"Genesis Standing Alone as a Luxury Sedan Brand in the U.S. Market : Barriers against the Market Performance","authors":"Hyerin Ryu, Sunkyu Jun","doi":"10.15830/AMJ.2019.21.1.23","DOIUrl":"https://doi.org/10.15830/AMJ.2019.21.1.23","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"40 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84957393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Genesis Standing Alone as a Luxury Sedan Brand in the U.S. Market","authors":"Hyerin Ryu, Sunkyu Jun","doi":"10.53728/2765-6500.1326","DOIUrl":"https://doi.org/10.53728/2765-6500.1326","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"41 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85512308","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-04-30DOI: 10.15830/AMJ.2019.21.1.1
Lian Chen, K. Choi, Jae Young Lee
{"title":"The Effect of Rating Dispersion on Purchase of Experience Goods based on the Korean Movie Box Office Data","authors":"Lian Chen, K. Choi, Jae Young Lee","doi":"10.15830/AMJ.2019.21.1.1","DOIUrl":"https://doi.org/10.15830/AMJ.2019.21.1.1","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82438282","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper reports a case study of SevenBr ä u, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBr ä u 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. SevenBr ä u 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 the main target. Such remarkable growth of SevenBr ä u can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBr ä u needs to address in the beer market that faces increasing competition. Markets: Case study of
{"title":"Pioneering New Markets","authors":"Shijin Yoo, M. Kang, Minjeong Kim","doi":"10.53728/2765-6500.1320","DOIUrl":"https://doi.org/10.53728/2765-6500.1320","url":null,"abstract":"This paper reports a case study of SevenBr ä u, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBr ä u 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. SevenBr ä u 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 the main target. Such remarkable growth of SevenBr ä u can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBr ä u needs to address in the beer market that faces increasing competition. Markets: Case study of","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86454564","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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