Editorial

Citation

Phau, I. (2014), "Editorial", Asia Pacific Journal of Marketing and Logistics, Vol. 26 No. 3. https://doi.org/10.1108/APJML-04-2014-0052

Editorial

Article Type: Editorial From: Asia Pacific Journal of Marketing and Logistics, Volume 26, Issue 3.

In our third issue this year, the APJML presents a series of papers that cover topics such as business-to-business relationships, consumer behaviour and retail management, e-commerce, and branding.

Yang, Jia, and Cai open this issue with a discussion on how perceptual differences in dependence influence the retailer-supplier channel relationship and performance. Specifically, they examine this relationship in the context of the Chinese cellular telecommunications industry. From a sample of 347 purchasing managers, they found that perceptual differences in dependence are common in these marketing channels; and have a profound effect on predicting supplier performance, and trust between retailers and suppliers. Their findings suggest that managers need to recognise these perceptual differences and be aware of ensuring trust in the retailer-supplier relationship. Overestimation of these perceptual differences in dependence could hinder trust and channel performance. Next, Wright and Winzar investigate the effectiveness of a legally binding disclosure document, particular to the Australian market, in alleviating information asymmetry at the beginning of the franchisee-franchisor relationship. Surveying attendees of the Sydney Franchise Exposition, Wright and Winzar employ conjoint analysis to evaluate the effect of the disclosure document on franchisee choices. This exploratory study revealed how prospective franchisees interpret signalling in the disclosure document and highlights the limited use and value of the document in clarifying franchise choices. Kahiya and Dean then develop a more holistic understanding of the antecedents and drivers of export venture performance of small-medium enterprises (SME); and how the various theoretical perspectives explain these antecedents. Drawing upon data collected from manufacturing export firms affiliated with the New Zealand Manufacturers and Exporters Association, they employed a multiple measures approach to evaluate these antecedents. Their findings showed that export performance is linked more closely to the perceptual view and rational choice than the resource-based and structure-conduct and performance perspectives. Further, their findings contribute to a clearer definition of an internationalising SME; with their results showing that the underlying dynamics of internationalising SMEs lie in the strategic choices as well as managerial mindsets of these choices.

In keeping with the shift towards a cashless society, Awanis and Cui present a conceptualisation of consumers’ susceptibility to credit card misuse and indebtedness (SCCMI); and develop a measurement scale to evaluate this psychological inclination. Focusing on young adult credit card users in Singapore, Malaysia, and the UK, they developed a five-item scale to measure SCCMI. Their study revealed that this SCCMI manifests in attitudinal characteristics of consumers. A cross-national comparison further revealed that credit card users in the UK were more susceptible to misuse than their Malaysian and Singaporean counterparts; likely as a result of less stringent regulations around credit card ownership in the UK than in Malaysia and Singapore. Finally, comparing the results of their cross-national study, Awanis and Cui discuss how their scale could be used to augment marketing activities and policies to address credit card misuse and indebtedness. Next, focusing on the consumer, Koksal sheds light on the fast-growing male fashion market. Specifically, he examines the psychological and behavioural influences of male fashion leadership. Surveying respondents in the main shopping districts of Lebanon, Koksal found that male fashion clothing presents high social risks. Fashion leaders employ fashion as a means to increase their status within social circles, and are concerned about social risks and thus are unlikely to switch brands unless they are dissatisfied. Interestingly, male fashion leadership is not affected by price, but rather influenced by product attractiveness, brand name, quality, and store image. These findings contribute to practitioners and researchers understanding of consumer behaviour in the context of male fashion, and allow for more effective marketing strategies to be deployed to better attend to this lucrative market segment.

The Chinese market for wine has seen significant growth in the last few years, and Liu, McCarthy, Cheng, Guo and Song next conduct an exploratory study to investigate the various market segments for wine in China, and their implications for the Australian wine export sector. To ensure a representative sample of the Chinese market, their survey covered wine consumers across various regions in China. Employing a hierarchical cluster analysis approach, their results revealed three main segments on benefit segmentation, and two main segments on preferred sources of information. Their findings showed that as Chinese consumers become more experienced with wine, they are seeking more intrinsic cues such as quality and taste. Additionally, it was found that there is a gap in consumers’ knowledge of Australian wines, presenting an opportunity for wine makers to better market their wines to the Chinese market.

Moving on to online purchase behaviour, Yen explores the interaction effects of information richness, retailer brand, and extended offers on customer purchase intentions in e-commerce. Employing an online survey to gather data from members of a popular bulletin board system in Taiwan, this study verified the interaction effects on customer purchase intention. It found that information richness complements both retailer brand and extended offers in e-commerce. It further demonstrated that extended offers can substitute retailer brand in encouraging consumer purchase.

Closing this issue is a paper by Chang. Chang evaluates the effectiveness of spokes-character as a means of enhancing a retailer's brand awareness/association and perceived quality. Conducted in Taiwan, this exploratory study examines the relationship between spokes-character perception and brand equity; and suggests a scale to measure spokes-character perception. It examined the spokes-character perceptions with reference with a popular convenience store chain in Taiwan. Findings showed that the spokes-character influences brand awareness and perceived quality, which in turn influence consumers’ loyalty the retail brand. Further, the suggestion of a multi-dimensional scale measure for consumers’ spokes-character perception contributes a more feasible means of measurement.

I hope this issue has provided interesting insights to stimulate future research. I would like to thank the authors for their quality submissions, and acknowledge the reviewers and EAB for their timely reviews and contribution the APJML.

Ian Phau