Editorial

Citation

Phau, I. (2009), "Editorial", Asia Pacific Journal of Marketing and Logistics, Vol. 21 No. 3. https://doi.org/10.1108/apjml.2009.00821caa.001

Editorial

Article Type: Editorial From: Asia Pacific Journal of Marketing and Logistics, Volume 21, Issue 3.

The third issue of the 2009 volume opens with a study by Van Auken and Barry that examines the nomological validity of segmenting Japanese seniors using cognitive age. Using both hierarchical and non-hierarchical clustering approaches, differences were delineated between two clusters using key segmentation variables. Findings revealed that Japanese seniors who have a younger psychological perspective have more positive attitudes and possess better health. The predictive power of cognitive age over chronological age reinforces the power of cognitive age as a predictor of consumer behaviour.

In the next paper, Chung and Tsai investigate the moderating role of regulatory focus in the context of word of mouth (WOM) communication. Using an experimental approach it was found that there is a greater amount of WOM shared between strong ties and it is only applicable to prevention-focused WOM giver, but not towards a promotion-focused WOM giver.

The next two papers shed some interesting insights on Thai consumer behaviour. Pornpitakpan first examines the effect of option choice framing on product option choices and other managerial and psychological variables by comparing Thai and Singaporean consumers. It is found that subtractive framing results in higher number of options chosen and higher total option prices, higher expected product prices and higher perceived product prestige for both types of consumers. It is suggested that subtractive option choice framing should be used with an exception to times of recession. Thanasuta et al. on the other hand, set out to quantify the value of brands and countries of origin in monetary units in the automobile industry in Thailand. It was found that brand names affect consumer's willingness to pay and a direct relationship was found between market acceptance and the price premium for automobiles in luxury car segment. Thai consumers place different values on cars made from different country of origin.

With the ongoing interest from marketers in gauging customer satisfaction, Khan et al. conducted a cross-cultural customer satisfaction research in Japan and USA in the business to business context. They found that models and research approaches successful in the USA could not be applied directly without modifications to other countries. The study revealed that there are similarities and differences in how customers respond to the measurement scales, their conceptualization of the constructs and evaluation of supplier performance.

This issue concludes with three logistics papers that examine reverse logistics, retail and aqua culture. Kannan proposed a structural model for evaluating and selecting the best third party reverse logistics provider using MCDM tools (such as AHP and FAHP) under a fuzzy environment for the battery industry. The findings exemplified the various relationships and processes the information required for the management involved in the decision process. Cheng et al. investigate the facilitators of the hybrid convenience store concept using Rogers' (2003) diffusion of innovation theory. It was found that with higher levels of “compatibility”, “observability” and “trialability”, consumers are more likely to dine in hybrid convenience stores. Recommendations are provided to managers on how to facilitate the adoption of this new experience. Lastly, Alonso examined the marron growing industry in Western Australia. It was found that there is potential for marron growing to be a niche market product and a rural market product, which also helps in promoting the region where they are produced. It is implied that the marron trade can also be extended to the tourism and hospitality industries.

Once again, I like to thank the EAB and reviewers for their timely comments and authors for their submission of high quality manuscripts. I hope that this array of papers will inspire and spark fresh research ideas worthy for further exploration.

Ian PhauCurtin University of Technology, Australia