Asia Pacific Journal of Marketing and Logistics: Volume 36 Issue 4

The effects of positive personality on life insurance salespeople's customer orientation

You-Chien Tsung, Lu-Ming Tseng

Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive…

Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications

Tai-Yi Yu, Jeou-Shyan Horng, Chih-Hsing Liu, Sheng-Fang Chou, Ming-Tsung Lee, Yung-Chuan Huang, Maria Carmen B. Lapuz

This study attempts to fill the research gap by extending sustainability literature and providing empirical evidence that considers sustainability marketing commitment (SMC) as a…

How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study

Cong Doanh Duong, Thi Loan Le, Eun-Mi Lee, Katarzyna Gadomska-Lila

This cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.

A closer look at geographical indicators: how food labels influence product values, authenticity and willingness to pay premium prices

Kenneth Fu Xian Ho, Fang Liu, Liudmila Tarabashkina

The effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators…

How product hedonism affects the Country-of-Origin effect on product perceived quality and price in the China market

Clement S.F. Chow, Wing Chi Chow, Weng I. Leong, Shizhe Zheng

Western manufacturers have often benefited from the Country-of-Origin (COO) effect when a product is launched into emerging markets. The authors examine if this still holds true…

Consumer perceptions of the ethicality of re-targeting online advertising

Denni Arli

Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of…

Does traffic means sales: evidence from Chinese live streaming commerce market

Kaimeng Zhang, Zhongxin Ni, Zhouyan Lu

This research paper aims to investigate the critical factors influencing the live commerce industry and their implications for Key Opinion Leaders (KOLs) and brands.

The ADEPT service quality model and distinct perceived value for strategic marketing management: the moderating effect of knowledge-learning experience

Dae Hui Lee

The first purpose of this study is to identify the suitability of a framework that includes ADEPT (i.e. ambience, delivery, environment, product and technology) service quality…

Does diversity facilitate consumer decisions: a comparative perspective based on single-category versus multi-category products

Xiaosong Dong, Hanqi Tu, Hanzhe Zhu, Tianlang Liu, Xing Zhao, Kai Xie

This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors…

How does frugality influence customer complaints through the mediation of the zone of tolerance? Empirical evidence from Chinese consumers purchasing Shanzhai products

Ming Lin, Mu Tian, Yifan Wang, Libing Shu

This study aims to investigate whether frugality increases customer complaints via the mediating role of the zone of tolerance (ZOT) of quality for Shanzhai products…

Environmental knowledge level and consumer behavior regarding green fashion: a moderated mediation model

Gaopeng Zhang, Linfan Wang, Hu Meng

Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing…

Sustainability and socially responsible food consumption: an empirical investigation based on self-awareness and self-congruity theories

Shahid Rasool, Roberto Cerchione, Piera Centobelli, Eugenio Oropallo, Jari Salo

This study aims to highlight the impact of altruistic-self and hunger awareness on socially responsible food consumption through the lens of self-awareness and self-congruity…

The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics

Zhenhua Quan, Wenjie Qian, Jianhua Mao

The purpose of this article is to explore the relationship between the attributes of Olympic mascots and their impact on sponsorship effectiveness. Based on a multiattribute model…