Asia Pacific Journal of Marketing and Logistics: Volume 24 Issue 4

Mobile marketing and consumer perceptions of brand equity

Phumisak Smutkupt, Donyaprueth Krairit, Do Ba Khang

The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.

Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co‐branded products

Matthew Tingchi Liu, Rongwei Chu, IpKin Anthony Wong, Miguel Angel Zúñiga, Yan Meng, Chuan Pang

The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products.

Brand credibility, customer loyalty and the role of religious orientation

Abdullah Alam, M. Usman Arshad, Sayyed Adnan Shabbir

The purpose of this paper is to study brand credibility, customer loyalty and the impact of religious orientation in the Pakistani setting.

Brand extension: using parent brand personality as leverage

Angelina Nhat Hanh Le, Julian Ming Sung Cheng, Yueh Hua Lee, Megha Jain

The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its…

Impact of retailer personality on consumer‐based retailer equity: An empirical study of retail brands

Gopal Das, Biplab Datta, Kalyan Kumar Guin

The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.

Do offline factors trigger customers' appetite for online continual usage?: A study of online reservation in the airline industry

Mohammad Ahmad Al‐hawari, Samar Mouakket

Although many studies have analysed the impact of online factors on the online behaviour of customers', there is also a need to consider the influence of offline factors on…

The mediating role of marketing capability: evidence from Korean companies

Sohyoun Shin, Kirk Damon Aiken

The purpose of this paper is to shift the research focus from singular investigations of strategic orientations (i.e. learning, technology, market, customer, and competitor) to a…

What makes sales in Chinese shampoo industry?: A DEA study based on efficient market hypothesis

Chenchen Yang, Feng Yang, Qiong Xia, Sheng Ang

The paper aims to find the functional relationship among 14 shampoo brands' price, quality, marketing expense and sales in the Chinese shampoo industry. Also studied is which one…

A study of supply chain partnerships based on the commitment‐trust theory

Mei‐Ying Wu, Yung‐Chien Weng, I‐Chiao Huang

The purpose of this paper is to use high‐tech companies in Taiwan as research subjects to verify the fit of the commitment‐trust theory and explore the supply chain relationships…

Editorial

Ian Phau