Asia Pacific Journal of Marketing and Logistics: Volume 34 Issue 6

Change in brand attitude depending on fashion film type: the psychological mechanisms by engagement and consumer fantasy proneness

Hyun Hee Park

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and…

Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap

Cong Doanh Duong

This study examines the roles of Big Five personality traits, including conscientiousness, agreeableness, extraversion, neuroticism and openness to experience, in shaping green…

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

Felix Septianto, Rokhima Rostiani, Widya Paramita

While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase…

The importance of region of origin and geographical labeling for tea consumers: the moderating effect of traditional tea processing method and tea prices

Tung-Sheng Wang, Austin Rong-Da Liang, Chia-Chun Ko, Jie-Heng Lin

The objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as…

Buyer–supplier collaborative cost sharing and the performance of fresh agricultural produce cold chains: a retailer fairness concern perspective

Wucheng Zi, Guodong Li, Xiaolin Li, JiaYu Zhou

This study explores how collaborative cost sharing between the buyer and the supplier in cold chain equipment and marketing and advertising affects the performance of a fresh…

Neuropsychological responses of consumers to promotion strategies and the decision to buy sports products

Behzad Izadi, Ali Ghaedi, Mohammadreza Ghasemian

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion…

Luxury goods and their counterfeits in Sub-Saharan Africa: a conceptual model of counterfeit luxury purchase intentions and empirical test

Charmant Sengabira Ndereyimana, Antonio K.W. Lau, Dana-Nicoleta Lascu, Ajay K. Manrai

Heeding the call for insights into the Sub-Saharan African international marketing context, this study aims to empirically examine consumers' desires and motivations for buying…

Unlatching or latching a door to the competitor

Wooje Cho, Woojung Chang, Dongryul Lee

In responding to competitors' strategic choices, firms must choose whether to allocate their customer relationship management (CRM) resources primarily to retaining existing…

The role of buyer-seller guanxi facets and positions in social commerce: an analysis of the buyer's perspective in Taiwan

Wen-Kuei Wu, Hsiao-Chung Wu, Chih-Sung Lai

This study aims to explore how a buyer's perceived buyer-seller (B-S) guanxi facets (i.e. ganqing, renqing and mianzi) and guanxi positions (i.e. zi-ji-ren, shou-ren and…

From keyword to keywords: the role of keyword portfolio variety and disparity in product sales

Xia Cao, Zhi Yang, Feng Wang, Chongyu Lu, Yueyan Wu

This study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and…

The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

Fan Yu, Ran Zheng

Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This…