Pub Date : 2024-07-18DOI: 10.1108/apjml-03-2024-0342
Tsung-Sheng Chang, Wei-Chieh Liu
PurposeDigital games have not only surged in popularity but also have sparked a renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has spilled over as countless individuals find themselves drawn to the tangible pieces of the worlds they love, mulling over the procurement of game merchandise and memorabilia. These items are more than mere collectibles; they are emblems of unwavering enthusiasm for game culture. This study employs the consumer culture theory (CCT) to investigate game players’ propensity to purchase merchandise products.Design/methodology/approachIn this study, social media and online forums were used to collect samples from Taiwan, obtaining 311 valid responses. Partial least squares (PLS) was employed to analyze the research model.FindingsThe findings underscore the significance of loyalty as a critical factor affecting individuals’ ethnocentrism and cosmopolitanism attitudes, which also significantly impact the likelihood of players purchasing game merchandise products.Originality/valueBased on CCT, this study explores game players’ willingness to purchase game merchandise. In Asia, transforming digital game content into peripheral products is a marketing strategy. This study holds practical and academic implications, contributing to the advancement of research in this field.
{"title":"Decoding the gamer’s code: a dive into game merchandise consumption through the lens of consumer culture theory","authors":"Tsung-Sheng Chang, Wei-Chieh Liu","doi":"10.1108/apjml-03-2024-0342","DOIUrl":"https://doi.org/10.1108/apjml-03-2024-0342","url":null,"abstract":"PurposeDigital games have not only surged in popularity but also have sparked a renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has spilled over as countless individuals find themselves drawn to the tangible pieces of the worlds they love, mulling over the procurement of game merchandise and memorabilia. These items are more than mere collectibles; they are emblems of unwavering enthusiasm for game culture. This study employs the consumer culture theory (CCT) to investigate game players’ propensity to purchase merchandise products.Design/methodology/approachIn this study, social media and online forums were used to collect samples from Taiwan, obtaining 311 valid responses. Partial least squares (PLS) was employed to analyze the research model.FindingsThe findings underscore the significance of loyalty as a critical factor affecting individuals’ ethnocentrism and cosmopolitanism attitudes, which also significantly impact the likelihood of players purchasing game merchandise products.Originality/valueBased on CCT, this study explores game players’ willingness to purchase game merchandise. In Asia, transforming digital game content into peripheral products is a marketing strategy. This study holds practical and academic implications, contributing to the advancement of research in this field.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141827000","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 : 2024-07-18DOI: 10.1108/apjml-03-2024-0281
Dongye Lyu, L. Mañas-Viniegra, Ziyuan Xu
PurposeFootball stadiums, traditionally linked to local landmarks, now see a shift as corporate brands engage in naming rights through sponsorship. However, limited scholarly attention has focused on the perception of stadium toponyms. This research initiative aims to gauge attention garnered by football stadiums in Europe and China based on various naming rights options.Design/methodology/approachCommencing with a well-known European stadium: Allianz Arena (Munich) and new constructed stadium in China, the original naming rights have been proffered as stimuli, in comparison with two major technology brands as well as Coca-Cola, the historical sponsor of sport mega-events. A sample of 100 participants was analyzed using the eye-tracking technique to compare the perceptions of European and Chinese youth.FindingsThe conclusion drawn from the study is that for stadiums with a history of sponsorship, unedited versions of the pictures attract the most attention. Compared with technology brand, Coca-cola is the brand with the greatest ability to attract the attention of young people in both historical stadiums or new constructed stadium, acting as an impulse to the activation of the naming rights strategy due to its historical character as a sponsor of mega sporting events.Originality/valueThe research makes dual contributions, both theoretically and practically. It enhances comprehension of audience visual attention patterns in the context of football stadium naming rights sponsorship, employing cognitive attention theory to substantiate empirical evidence. Furthermore, it advances the existing literature on football stadium naming rights research. Additionally, it proposes an optimization tool to assess the effectiveness of naming rights sponsorships, offering valuable insights for companies and brands seeking to enhance their marketing strategies.
{"title":"Visual attention differences toward football stadium’s naming rights: an eye tracking study","authors":"Dongye Lyu, L. Mañas-Viniegra, Ziyuan Xu","doi":"10.1108/apjml-03-2024-0281","DOIUrl":"https://doi.org/10.1108/apjml-03-2024-0281","url":null,"abstract":"PurposeFootball stadiums, traditionally linked to local landmarks, now see a shift as corporate brands engage in naming rights through sponsorship. However, limited scholarly attention has focused on the perception of stadium toponyms. This research initiative aims to gauge attention garnered by football stadiums in Europe and China based on various naming rights options.Design/methodology/approachCommencing with a well-known European stadium: Allianz Arena (Munich) and new constructed stadium in China, the original naming rights have been proffered as stimuli, in comparison with two major technology brands as well as Coca-Cola, the historical sponsor of sport mega-events. A sample of 100 participants was analyzed using the eye-tracking technique to compare the perceptions of European and Chinese youth.FindingsThe conclusion drawn from the study is that for stadiums with a history of sponsorship, unedited versions of the pictures attract the most attention. Compared with technology brand, Coca-cola is the brand with the greatest ability to attract the attention of young people in both historical stadiums or new constructed stadium, acting as an impulse to the activation of the naming rights strategy due to its historical character as a sponsor of mega sporting events.Originality/valueThe research makes dual contributions, both theoretically and practically. It enhances comprehension of audience visual attention patterns in the context of football stadium naming rights sponsorship, employing cognitive attention theory to substantiate empirical evidence. Furthermore, it advances the existing literature on football stadium naming rights research. Additionally, it proposes an optimization tool to assess the effectiveness of naming rights sponsorships, offering valuable insights for companies and brands seeking to enhance their marketing strategies.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141827005","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 : 2024-06-14DOI: 10.1108/apjml-03-2024-0388
Wei Liu, Xiyan Han, Xiuwei Cao, Zhifeng Gao
PurposeDue to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing interest in organic food products and sustainable agriculture. This study thus examines Chinese consumers’ preference for fresh ginger and the sources of their preferences heterogeneity for organic ginger consumption.Design/methodology/approachThe study is using choice experiment (CE) method and mixed logit (MXL) modeling with 1,312 valid samples. The participants are regular consumers who are 18 years old or above and had bought fresh ginger within the past 12 months.FindingsThe results show that consumers prefer organic product certification labeling ginger to conventional ginger, preferred to purchase ginger at wet markets to at supermarkets or online, and preferred either ginger with regional public brand or private brand to unbranded ginger. Results also indicate that age, education level, income, purchasing experience of organic and branded ginger, and cognition of ginger health benefits are the sources of heterogeneity in consumer preferences for organic ginger.Originality/valueThis study contributes to ginger growers, marketers and policy makers. This study tracks how consumers' preferences change under different attribute combinations, capture the complex preference structure of consumers, and help reveal the motivations behind consumers' preferences for organic ginger. These findings will be crucial for developing marketing strategies, promoting organic products, and meeting consumer needs.
{"title":"Consumers' heterogeneous preference for organic ginger: a choice experiment","authors":"Wei Liu, Xiyan Han, Xiuwei Cao, Zhifeng Gao","doi":"10.1108/apjml-03-2024-0388","DOIUrl":"https://doi.org/10.1108/apjml-03-2024-0388","url":null,"abstract":"PurposeDue to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing interest in organic food products and sustainable agriculture. This study thus examines Chinese consumers’ preference for fresh ginger and the sources of their preferences heterogeneity for organic ginger consumption.Design/methodology/approachThe study is using choice experiment (CE) method and mixed logit (MXL) modeling with 1,312 valid samples. The participants are regular consumers who are 18 years old or above and had bought fresh ginger within the past 12 months.FindingsThe results show that consumers prefer organic product certification labeling ginger to conventional ginger, preferred to purchase ginger at wet markets to at supermarkets or online, and preferred either ginger with regional public brand or private brand to unbranded ginger. Results also indicate that age, education level, income, purchasing experience of organic and branded ginger, and cognition of ginger health benefits are the sources of heterogeneity in consumer preferences for organic ginger.Originality/valueThis study contributes to ginger growers, marketers and policy makers. This study tracks how consumers' preferences change under different attribute combinations, capture the complex preference structure of consumers, and help reveal the motivations behind consumers' preferences for organic ginger. These findings will be crucial for developing marketing strategies, promoting organic products, and meeting consumer needs.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141341047","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 : 2024-06-11DOI: 10.1108/apjml-02-2024-0157
Kaidong Yu
PurposeMale celebrities are increasingly being chosen to endorse female cosmetic brands by marketing managers, yet this practice has not received sufficient scholarly attention. This study aims to explore the dynamics of male celebrities endorsing cosmetic brands.Design/methodology/approachThe study employs the netnography approach to collect data from an online community.FindingsThe study contributes to the marketing literature by providing a conceptual framework of male celebrities endorsing cosmetic brands, highlighting the key attributes that contribute to the effectiveness of these endorsements, the evolution of relationships between fans, celebrities and brands, the features of this dynamic relationship and the influence of male celebrity endorsements on fans’ purchase decisions.Originality/valueThis research sheds light on an emerging trend in the marketing industry and provides valuable managerial insights for marketers seeking to effectively use male celebrity endorsements to promote female cosmetic brands.
{"title":"Breaking stereotypes: investigating the dynamics of male celebrity endorsements in China’s cosmetic industry","authors":"Kaidong Yu","doi":"10.1108/apjml-02-2024-0157","DOIUrl":"https://doi.org/10.1108/apjml-02-2024-0157","url":null,"abstract":"PurposeMale celebrities are increasingly being chosen to endorse female cosmetic brands by marketing managers, yet this practice has not received sufficient scholarly attention. This study aims to explore the dynamics of male celebrities endorsing cosmetic brands.Design/methodology/approachThe study employs the netnography approach to collect data from an online community.FindingsThe study contributes to the marketing literature by providing a conceptual framework of male celebrities endorsing cosmetic brands, highlighting the key attributes that contribute to the effectiveness of these endorsements, the evolution of relationships between fans, celebrities and brands, the features of this dynamic relationship and the influence of male celebrity endorsements on fans’ purchase decisions.Originality/valueThis research sheds light on an emerging trend in the marketing industry and provides valuable managerial insights for marketers seeking to effectively use male celebrity endorsements to promote female cosmetic brands.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141357724","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 : 2024-06-11DOI: 10.1108/apjml-10-2023-1028
Chul-Jae Choi, Jialei Xu, Dae-Gyu Min
PurposeThis study aims to confirm the causal relationship between emotional brand attachment, brand love, and brand commitment, and then explain how these variables affect active engagement. In addition, it is to confirm the effect of brand prestige, brand consciousness, and brand trust on emotional brand attachment and to identify the moderating role of self-congruity in the causal relationship between these variables.Design/methodology/approachIn this study, a survey was conducted targeting 320 consumers who have recently purchased luxury products or brands. In addition, structural equation model analysis (SEM) was used to test the research hypotheses raised in this study.FindingsThe results found that brand prestige and brand consciousness affect on emotional brand attachment. Emotional brand attachment had a significant effect on brand love and brand commitment. And brand love affect brand commitment and active engagement. Emotional brand attachment affects active engagement. Brand love was mediated in the relationship between emotional brand attachment and active engagement. Self-congruity was moderated in the relationship between brand prestige and emotional brand attachment. However, self-congruity was not moderated in the relation to brand consciousness, brand trust and emotional brand attachment.Research limitations/implicationsThis study has significance in that it identified the antecedent factors that cause consumers' emotional brand attachment and confirmed that they have differential effects depending on the degree of consumer self-congruity. In addition, this study is meaningful in that it confirmed the concept of the causal difference between attachment and brand love as consumers' emotional responses to luxury brands. However, the scope of this study was limited to offline stores excluding online purchases as a place of purchase for luxury brands. In a situation where the purchase of luxury brands is gradually increasing in various online environments, limiting the scope of the study to offline stores may have problems in generalizing the study. Therefore, in future research, we would like to propose a study on the relationship and influence between these variables by integrating all purchasing environments, such as offline and online.Practical implicationsThe management implications of the results of this study are as follows. First, brand marketers and managers must suggest strategies to increase emotional attachment to customers who are satisfied with the brand and have a favorable brand attitude. After segmenting target customers and identifying their tendencies, behavioral characteristics, and preferred brands, emotional attachment can be strengthened by providing information about the brand to each segment and strengthening the brand image. Strategies like these can help target customers strengthen their emotional connection to a luxury brand, build positive attitudes toward the brand, and prevent them from switching to com
{"title":"Investigating of the influence process on consumer’s active engagement through emotional brand attachment and brand love","authors":"Chul-Jae Choi, Jialei Xu, Dae-Gyu Min","doi":"10.1108/apjml-10-2023-1028","DOIUrl":"https://doi.org/10.1108/apjml-10-2023-1028","url":null,"abstract":"PurposeThis study aims to confirm the causal relationship between emotional brand attachment, brand love, and brand commitment, and then explain how these variables affect active engagement. In addition, it is to confirm the effect of brand prestige, brand consciousness, and brand trust on emotional brand attachment and to identify the moderating role of self-congruity in the causal relationship between these variables.Design/methodology/approachIn this study, a survey was conducted targeting 320 consumers who have recently purchased luxury products or brands. In addition, structural equation model analysis (SEM) was used to test the research hypotheses raised in this study.FindingsThe results found that brand prestige and brand consciousness affect on emotional brand attachment. Emotional brand attachment had a significant effect on brand love and brand commitment. And brand love affect brand commitment and active engagement. Emotional brand attachment affects active engagement. Brand love was mediated in the relationship between emotional brand attachment and active engagement. Self-congruity was moderated in the relationship between brand prestige and emotional brand attachment. However, self-congruity was not moderated in the relation to brand consciousness, brand trust and emotional brand attachment.Research limitations/implicationsThis study has significance in that it identified the antecedent factors that cause consumers' emotional brand attachment and confirmed that they have differential effects depending on the degree of consumer self-congruity. In addition, this study is meaningful in that it confirmed the concept of the causal difference between attachment and brand love as consumers' emotional responses to luxury brands. However, the scope of this study was limited to offline stores excluding online purchases as a place of purchase for luxury brands. In a situation where the purchase of luxury brands is gradually increasing in various online environments, limiting the scope of the study to offline stores may have problems in generalizing the study. Therefore, in future research, we would like to propose a study on the relationship and influence between these variables by integrating all purchasing environments, such as offline and online.Practical implicationsThe management implications of the results of this study are as follows. First, brand marketers and managers must suggest strategies to increase emotional attachment to customers who are satisfied with the brand and have a favorable brand attitude. After segmenting target customers and identifying their tendencies, behavioral characteristics, and preferred brands, emotional attachment can be strengthened by providing information about the brand to each segment and strengthening the brand image. Strategies like these can help target customers strengthen their emotional connection to a luxury brand, build positive attitudes toward the brand, and prevent them from switching to com","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141359817","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 : 2024-06-03DOI: 10.1108/apjml-02-2024-0236
Yi Zhang, M. Zahir-ul-Hassan, Feng Wei, Jean Leslie
PurposeThis paper explores the link between leadership derailment risk and competency ambidexterity in a digitalized global environment. It also investigates the impact of balanced skills on leadership success in collectivist and assertive cultures.Design/methodology/approachA mixed methods approach is employed using survey data from 766 American and Japanese managers and eight interviews across four diverse cultures. It uncovers the intricate relationship between leadership derailment risk and competency ambidexterity.FindingsOptimal competency ambidexterity lowers the risks of leadership incompetence (operationalized as derailment) but through distinct configurations of current and needed competencies, which both competencies should be congruent at high levels in uncertain environments. Furthermore, moderately high competency levels mitigate derailment risk in collaborative cultures (Japan and China), while very assertive cultures (USA and Netherlands) require high competencies to lower derailment danger and sustain leadership effectiveness.Practical implicationsLeaders must maintain competency ambidexterity, adapting to diverse contexts in our dynamic world. Recognizing cultural nuances is essential for enhancing managers’ skills in global talent management.Originality/valueCultural values shape competency configurations and managers should balance organizational and personal competencies for effective leadership. Qualitative insights complement quantitative data.
{"title":"Competency ambidexterity to achieve leadership excellence and reduce derailment risk in a globalized world: a cross-cultural study","authors":"Yi Zhang, M. Zahir-ul-Hassan, Feng Wei, Jean Leslie","doi":"10.1108/apjml-02-2024-0236","DOIUrl":"https://doi.org/10.1108/apjml-02-2024-0236","url":null,"abstract":"PurposeThis paper explores the link between leadership derailment risk and competency ambidexterity in a digitalized global environment. It also investigates the impact of balanced skills on leadership success in collectivist and assertive cultures.Design/methodology/approachA mixed methods approach is employed using survey data from 766 American and Japanese managers and eight interviews across four diverse cultures. It uncovers the intricate relationship between leadership derailment risk and competency ambidexterity.FindingsOptimal competency ambidexterity lowers the risks of leadership incompetence (operationalized as derailment) but through distinct configurations of current and needed competencies, which both competencies should be congruent at high levels in uncertain environments. Furthermore, moderately high competency levels mitigate derailment risk in collaborative cultures (Japan and China), while very assertive cultures (USA and Netherlands) require high competencies to lower derailment danger and sustain leadership effectiveness.Practical implicationsLeaders must maintain competency ambidexterity, adapting to diverse contexts in our dynamic world. Recognizing cultural nuances is essential for enhancing managers’ skills in global talent management.Originality/valueCultural values shape competency configurations and managers should balance organizational and personal competencies for effective leadership. Qualitative insights complement quantitative data.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141269114","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 : 2024-06-03DOI: 10.1108/apjml-05-2023-0456
Jinghe Han, A. Woodside, Eunju Ko
PurposeThis study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior.Design/methodology/approachSustainability discipline scholars (i.e., experts) provide the following two examples of accurate sustainability knowledge: (1) Sustainable-fashion manufacturers ensure safe working conditions for their employees; (2) fibers such as wool can be commercially recycled. In the current study, 85% of participants in separate samples of Chinese (n = 244) and Korean (n = 214) adults provide incorrect answers to the two statements, contradicting experts' beliefs. The study here develops and tests a general, asymmetric predictive, case-based theory of simple and complex antecedent conditions and outcomes for consumers with correct or incorrect knowledge of fashion sustainability behavior for fashion products.FindingsAccording to the study consumers who have a high level of knowledge about sustainable fashion consistently have high purchase intentions for these products. On the contrary, consumers with insuffient knowledge of sustainable-fashion have low purchase intentions.Research limitations/implicationsThe analysis emphasizes the importance of government policy in encouraging important-term consumer behavior. Government policy has a direct and indirect impact on sustainable consumer behavior.Practical implicationsThis study's practical contribution is that it amphasizes the important role of government policy in encouraging sustainable consumer behavior (Perez-Castillo and Vera-Martinez, 2021). Government policy both directly and indirectly influences sustainable consumer behavior. Understanding consumers' consumption behavior as influenced by knowledge of sustainable development allows policymakers to develop more targeted policy measures, thereby promoting the achievement of sustainable development goals. For example, incorporating sustainable issues into the school curriculum can encourage students to practice sustainable behavior when purchasing, using, or disposing of products. People may require encouragement to understand why sustainable development is necessary, how to facilitate it, what the expected effects are and how it will affect their lives.Social implicationsKnowledge of sustainable development, as well as consumer behavior research, can help improve consumer environmental awareness and understanding of sustainable development, guiding them towards greener and more environmentally friendly consumption habits. Understanding consumers' reactions to knowledge of sustainable development and subsequent changes in their consumption behavior guides businesses to engage in green product design, green production and green marketing, thus improving their competitiveness and market share (Rynarzewska et al., 2023). Some countries around the world are working hard to meet their sustainable development goa
{"title":"Does consumer knowledge about sustainable-fashion impact intention-to-buy?","authors":"Jinghe Han, A. Woodside, Eunju Ko","doi":"10.1108/apjml-05-2023-0456","DOIUrl":"https://doi.org/10.1108/apjml-05-2023-0456","url":null,"abstract":"PurposeThis study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior.Design/methodology/approachSustainability discipline scholars (i.e., experts) provide the following two examples of accurate sustainability knowledge: (1) Sustainable-fashion manufacturers ensure safe working conditions for their employees; (2) fibers such as wool can be commercially recycled. In the current study, 85% of participants in separate samples of Chinese (n = 244) and Korean (n = 214) adults provide incorrect answers to the two statements, contradicting experts' beliefs. The study here develops and tests a general, asymmetric predictive, case-based theory of simple and complex antecedent conditions and outcomes for consumers with correct or incorrect knowledge of fashion sustainability behavior for fashion products.FindingsAccording to the study consumers who have a high level of knowledge about sustainable fashion consistently have high purchase intentions for these products. On the contrary, consumers with insuffient knowledge of sustainable-fashion have low purchase intentions.Research limitations/implicationsThe analysis emphasizes the importance of government policy in encouraging important-term consumer behavior. Government policy has a direct and indirect impact on sustainable consumer behavior.Practical implicationsThis study's practical contribution is that it amphasizes the important role of government policy in encouraging sustainable consumer behavior (Perez-Castillo and Vera-Martinez, 2021). Government policy both directly and indirectly influences sustainable consumer behavior. Understanding consumers' consumption behavior as influenced by knowledge of sustainable development allows policymakers to develop more targeted policy measures, thereby promoting the achievement of sustainable development goals. For example, incorporating sustainable issues into the school curriculum can encourage students to practice sustainable behavior when purchasing, using, or disposing of products. People may require encouragement to understand why sustainable development is necessary, how to facilitate it, what the expected effects are and how it will affect their lives.Social implicationsKnowledge of sustainable development, as well as consumer behavior research, can help improve consumer environmental awareness and understanding of sustainable development, guiding them towards greener and more environmentally friendly consumption habits. Understanding consumers' reactions to knowledge of sustainable development and subsequent changes in their consumption behavior guides businesses to engage in green product design, green production and green marketing, thus improving their competitiveness and market share (Rynarzewska et al., 2023). Some countries around the world are working hard to meet their sustainable development goa","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141271676","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 : 2024-05-27DOI: 10.1108/apjml-01-2024-0063
Shi-chang Lu, Jiseon Ahn
PurposeAlthough small businesses are important to the economy, few studies have examined how the small restaurant experience influences customer behavior. Thus, the purpose of this study is to develop a model and examine the influence of small restaurant attributes (i.e. authenticity) on customers’ positive attitudes and behavior.Design/methodology/approachUsing 181 responses from customers of small restaurants, this study examines how the dimensions of authenticity (i.e. continuity, credibility, integrity, and symbolism) affect customers’ positive behavioral intentions through emotional attachment.FindingsThe results of partial least squared–structural equation modeling demonstrate that customer perceptions of symbolism, credibility, and integrity in their experience at a small restaurant influence their attachment, which in turn influences both their word of mouth and revisit intentions. However, continuity has no significant effect on customers’ emotional attachment to service providers. Also, the effects of authenticity on customer behavior vary across demographic categories.Originality/valueWith increasing competition in the small business context, service providers seek to understand how to create positive customer patronization behavior. This study provides guidelines for small business owners who are developing marketing strategies.
{"title":"Authenticity in small businesses: exploring the consequences of brand authenticity","authors":"Shi-chang Lu, Jiseon Ahn","doi":"10.1108/apjml-01-2024-0063","DOIUrl":"https://doi.org/10.1108/apjml-01-2024-0063","url":null,"abstract":"PurposeAlthough small businesses are important to the economy, few studies have examined how the small restaurant experience influences customer behavior. Thus, the purpose of this study is to develop a model and examine the influence of small restaurant attributes (i.e. authenticity) on customers’ positive attitudes and behavior.Design/methodology/approachUsing 181 responses from customers of small restaurants, this study examines how the dimensions of authenticity (i.e. continuity, credibility, integrity, and symbolism) affect customers’ positive behavioral intentions through emotional attachment.FindingsThe results of partial least squared–structural equation modeling demonstrate that customer perceptions of symbolism, credibility, and integrity in their experience at a small restaurant influence their attachment, which in turn influences both their word of mouth and revisit intentions. However, continuity has no significant effect on customers’ emotional attachment to service providers. Also, the effects of authenticity on customer behavior vary across demographic categories.Originality/valueWith increasing competition in the small business context, service providers seek to understand how to create positive customer patronization behavior. This study provides guidelines for small business owners who are developing marketing strategies.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141098113","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 : 2024-05-24DOI: 10.1108/apjml-01-2024-0092
A. Ling, J. Sia, J. Ho
PurposeThe drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally friendly alternative compared to traditional delivery methods. While studies have been conducted to understand consumers’ intentions towards DFDS, very few of them considered internal factors such as personality traits. Considering the aforementioned factors, this research employs the belief-desire-intention (BDI) model and the big five personalities (BFP) traits to explore how personality traits (neuroticism, extraversion, agreeableness, conscientiousness, and openness) moderate the associations between the desire for DFDS and consumers’ intention to use DFDS (ITU).Design/methodology/approachSurvey questionnaires were distributed online via Facebook and WhatsApp. A total of 359 responses were considered valid, and the study employed the partial least squares structural equation modelling approach to test the hypotheses.FindingsThe study revealed a positive impact of the desire for DFDS on ITU. Additionally, extraversion and agreeableness were found to moderate the effect of the desire for DFDS on ITU.Originality/valueThis study is the first in DFDS literature to employ the BDI model, showcasing its effective application in understanding the desire-to-intention relationship. Also, this is the first study that explores the moderating role of the BFP traits in the context of DFDS usage intention. The results provide insights for developing marketing strategies to encourage DFDS usage intention based on consumers' personality traits.
{"title":"Investigating consumers’ intention to use drone food delivery services: Do personality traits matter?","authors":"A. Ling, J. Sia, J. Ho","doi":"10.1108/apjml-01-2024-0092","DOIUrl":"https://doi.org/10.1108/apjml-01-2024-0092","url":null,"abstract":"PurposeThe drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally friendly alternative compared to traditional delivery methods. While studies have been conducted to understand consumers’ intentions towards DFDS, very few of them considered internal factors such as personality traits. Considering the aforementioned factors, this research employs the belief-desire-intention (BDI) model and the big five personalities (BFP) traits to explore how personality traits (neuroticism, extraversion, agreeableness, conscientiousness, and openness) moderate the associations between the desire for DFDS and consumers’ intention to use DFDS (ITU).Design/methodology/approachSurvey questionnaires were distributed online via Facebook and WhatsApp. A total of 359 responses were considered valid, and the study employed the partial least squares structural equation modelling approach to test the hypotheses.FindingsThe study revealed a positive impact of the desire for DFDS on ITU. Additionally, extraversion and agreeableness were found to moderate the effect of the desire for DFDS on ITU.Originality/valueThis study is the first in DFDS literature to employ the BDI model, showcasing its effective application in understanding the desire-to-intention relationship. Also, this is the first study that explores the moderating role of the BFP traits in the context of DFDS usage intention. The results provide insights for developing marketing strategies to encourage DFDS usage intention based on consumers' personality traits.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141101496","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 : 2024-05-23DOI: 10.1108/apjml-02-2024-0185
Edward C. S. Ku
PurposeThis study aims to explore how perceived anthropomorphism, perceived warmth, and customer–artificial intelligence (AI) assisted exchange (CAIX) of service robots affect customers’ satisfaction via digital marketing innovation.Design/methodology/approachA customer satisfaction model was formulated based on the perspective of parasocial relationships and hybrid intelligence; 236 completed questionnaires were returned by partial least squares structural equation modeling analysis.FindingsThis study demonstrates that perceived anthropomorphism, perceived warmth and CAIX's impact on digital marketing innovation were supported, and customer satisfaction impacted the continued intention to use service robots.Originality/valueRestaurants that leverage service robots differentiate themselves from competitors by offering innovative and technologically advanced dining experiences. Integrating AI capabilities sets these restaurants apart and attracts tech-savvy customers who value convenience and efficiency.
{"title":"Digital marketing innovation and industrial marketing: evidence from restaurants' service robots","authors":"Edward C. S. Ku","doi":"10.1108/apjml-02-2024-0185","DOIUrl":"https://doi.org/10.1108/apjml-02-2024-0185","url":null,"abstract":"PurposeThis study aims to explore how perceived anthropomorphism, perceived warmth, and customer–artificial intelligence (AI) assisted exchange (CAIX) of service robots affect customers’ satisfaction via digital marketing innovation.Design/methodology/approachA customer satisfaction model was formulated based on the perspective of parasocial relationships and hybrid intelligence; 236 completed questionnaires were returned by partial least squares structural equation modeling analysis.FindingsThis study demonstrates that perceived anthropomorphism, perceived warmth and CAIX's impact on digital marketing innovation were supported, and customer satisfaction impacted the continued intention to use service robots.Originality/valueRestaurants that leverage service robots differentiate themselves from competitors by offering innovative and technologically advanced dining experiences. Integrating AI capabilities sets these restaurants apart and attracts tech-savvy customers who value convenience and efficiency.","PeriodicalId":504756,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141104966","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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