This special issue of the <italic>Journal of Global Scholars of Marketing Science</italic>, "Bridging Asia and the World in Marketing Competitiveness," introduces four articles selected from papers presented during the EMAC/KSMS Joint Symposium 2012 European Marketing Academy Conference held on 22-25 May 2012....

Social marketing has received considerable attention of late, and has expanded to include a marketing strategy with a social dimension. The purpose of this study is to analyze the critical role of cause involvement and the effects of cause acts, cause fit, and cause orientations on consumers'...

Interactive television (IPTV) leads to noteworthy changes in marketing and advertising. As an innovative technology, IPTV provides advanced, customized, and personalized television services, with interactivity assumed to be the major difference from traditional media. The purpose of this study...

To clarify interactivity as functions, processes, and perceptions, and to examine the moderating role of experience, this study uses an experimental design to investigate key questions about functional features, actual interactions and perceptions, and the consequences (i.e., attitude, trust,...

This study reviews the influence of culture in interpersonal servicescapes by examining the restaurant retail setting. Two cultures (Canada and France) are surveyed in order to better understand their retail expectations towards interpersonal servicescapes. Using Hofstede's (1991) cultural...

This study examines the effects of mobile direct experience on perceived interactivity, attitude toward smartphone applications, and purchase intention. Specifically, the study explains mobile direct experience and examines the relationships between direct experience and perceived interactivity,...