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Climbing down the ladder makes you play it safe : The effect of the status of a rejecter on product evaluation

Yi, Youjae; Kim, Seo Young; Hwang, Jae Won - In: European Journal of Marketing 51 (2017) 5/6, pp. 946-959

Purpose This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products. Design/methodology/approach Three experiments were conducted to test the hypotheses. Findings The status of a rejecter, whether high or...

Persistent link: https://www.econbiz.de/10014723800

If they could see me now: immigrants' use of prestige brands to convey status

Eunjung Kwak, Lynn; Sojka, Jane Z. - In: Journal of Consumer Marketing 27 (2010) 4, pp. 371-380

Purpose – The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of ethnicity) in relation to brand purchases for status. Design/methodology/approach – The research is based...

Persistent link: https://www.econbiz.de/10014848815

The moderating role of consumer personality and source credibility in celebrity endorsements

Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific Journal of Business Administration 5 (2013) 1, pp. 72-88

Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...

Persistent link: https://www.econbiz.de/10014674235

Effects of price decisions on product categories and brands

Álvarez Álvarez, Begoña; Vázquez Casielles, Rodolfo - In: Asia Pacific Journal of Marketing and Logistics 20 (2008) 1, pp. 23-43

Purpose – The purpose of this present paper is to analyse the influence prices have on consumers' purchase decisions. Specifically, three aspects related to this variable are considered: formation of reference prices, effects of price variances on the buying behaviour and the influence of...

Persistent link: https://www.econbiz.de/10014674630

The effects of positive and negative ad‐evoked associations on brand attitude

Praxmarer, Sandra; Gierl, Heribert - In: Asia Pacific Journal of Marketing and Logistics 21 (2009) 4, pp. 507-520

examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked … by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on …

Persistent link: https://www.econbiz.de/10014674684

Perception of puffery in advertising: investigating the China‐US differences

Gao, Zhihong; Li, Na; Scorpio, Elaine A. - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 2, pp. 179-198

college students in their perception of advertising truthfulness, brand attitude, and purchase intent. Design …

Persistent link: https://www.econbiz.de/10014674769

Mobile marketing and consumer perceptions of brand equity

Smutkupt, Phumisak; Krairit, Donyaprueth; Ba Khang, Do - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 4, pp. 539-560

Purpose – The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer …

Persistent link: https://www.econbiz.de/10014674786

Marketing to different Asian communities : The importance of culture for framing advertising messages, and for purchase intent

R. Massey, Graham; S. Waller, David; Z. Wang, Paul; V. … - In: Asia Pacific Journal of Marketing and Logistics 25 (2013) 1, pp. 8-33

advertising to culturally conservative groups, caution is required. Such groups have lower purchase intent when they do not like … advertising messages on target audiences to assess whether they are likeable, as advertisement likeability can influence purchase …

Persistent link: https://www.econbiz.de/10014674801

Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product

Teck Weng, Jee; Cyril de Run, Ernest - In: Asia Pacific Journal of Marketing and Logistics 25 (2013) 1, pp. 70-101

Purpose – The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase satisfaction. Design/methodology/approach – In total, 1,300 questionnaires were distributed and collected...

Persistent link: https://www.econbiz.de/10014674804

Advertising dislikeability in Asia : Is there a relationship with purchase intention and frequency?

Fam, Kim-Shyan; S. Waller, David; Cyril de Run, Ernest; … - In: Asia Pacific Journal of Marketing and Logistics 25 (2013) 1, pp. 144-161

. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how … advertisers. International advertisers need to pay attention to the local values and tradition and use the advertising … advertisements and the findings here can be a guide for public and/or industry policy towards advertising. Originality/value – The …

Persistent link: https://www.econbiz.de/10014674808