Asia Pacific Journal of Marketing and Logistics: Volume 24 Issue 1

The interaction effect of country‐of‐origin, brand equity and purchase involvement on consumer purchase intentions of clothing labels

Narissara Parkvithee, Mario J. Miranda

This study, conducted in Thailand, aims to examine the effect of interaction of country‐of‐origin (COO), brand equity and product purchase involvement on consumers' evaluation and…

Like it or not: differences in advertising likeability and dislikeability within Asia

Aaron Gazley, Jayne Krisjanous, Kim‐Shyan Fam, Reinhard Grohs

The purpose of this paper is to examine Asian consumers' attitudes towards television advertisements (ads) to provide an insight into the antecedents and consequences of liked and…

The impact of globalization on consumer acculturation: A study of urban, educated, middle class Indian consumers

Nitin Gupta

This paper seeks to explore whether predisposition towards foreign brands and consumer acculturation would differ across demographic segments in an emerging market (India)…

Predicting young Chinese consumers' mobile viral attitudes, intents and behavior

Hongwei “Chris” Yang, Hui Liu, Liuning Zhou

The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers'…

Certainty, risk and knowledge in the satisfaction‐purchase intention relationship in a new product experiment

Ho Huy Tuu, Svein Ottar Olsen

The purpose of this paper is to examine the roles of perceived certainty, manipulated risk and knowledge in the satisfaction‐purchase intention relationship in the context of a…

An empirical investigation of customer dependence in interpersonal buyer‐seller relationships

Kareem Abdul Waheed, Sanjaya S. Gaur

In the current highly competitive marketing environment, there are few situations in which customers attempt to build and maintain relationships with marketers. In large‐format…

Marketing effectiveness and its precursors

Luu Trong Tuan

The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service categories…

The effect of service interaction orientation on customer satisfaction and behavioral intention: The moderating effect of dining frequency

Rong‐Da Liang, Jun‐Shu Zhang

The purpose of this paper is to investigate the relationships among interaction orientation, customer satisfaction and behavioral intentions across firms in the hospitality…

Editorial