Asia Pacific Journal of Marketing and Logistics: Volume 34 Issue 8

The optimal subsidy scheme and technology innovation strategy considering consumers' green premium

Manman Wang, Menghan Chen, Feng Yang

This paper investigates how a regulator pursuing social welfare maximization designs an optimal subsidy scheme to stimulate technology innovation in the presence of a consumer…

Implicit vs explicit expression on advertising in a cross-cultural study: the mediating role of processing fluency and number of alternatives

JaeHyun Yoon, Hanku Kim

This study aims to examine the moderating effect of culture on the phrase expression type that affects product attitude. Moreover, to identify the mechanism by which these effects…

Willingness to pay for traditional ready-to-eat food packaging: examining the interplay between shape, font and slogan

Afred Suci, Sri Maryanti, Hardi Hardi, Nining Sudiar

This paper investigates how to design traditional ready-to-eat food packaging by manipulating its shape, font and slogan to promote consumer buying intention and willingness to…

Designing two-period decentralized service chain incentives with the consideration of customer acquisition and retention

Tian Wang, Yunan Duan, Yangyang Liang

The authors address a two-dimensional (both customer acquisition and retention) incentive in a decentralized service chain consisting of a risk-neutral brand and agent (or…

Understanding entity shared product usage: an innovation-adoption coupling model

Chuanhong Chen, Xueyan Li

Consumer adoption of shared products is a prerequisite for successful commercialization. The purpose of this paper is to explore what innovative characteristics of entity shared…

Consumer retention in two-wheeler industry: a moderated mediation model

Gunjan Malhotra

This paper aims to understand two-wheeler consumer retention behavior by examining their perception of service evaluation variables (such as service quality, perceived product…

From appearance comparison to fitness intention: mediating roles of appearance-based exercise motivation and perceived behavioral control

Bo Pu, Lu Zhang, Wenyuan Sang, Siyu Ji

This study aims to explore the influence of appearance comparison on fitness intention. Specifically, it analyzes the mediating effect of appearance-based exercise motivation and…

“I buy green products for my benefits or yours”: understanding consumers' intention to purchase green products

Ying Sun, Tieshan Li, Shanyong Wang

This research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric…

The effect of consumer-based brand authenticity on customer satisfaction and brand loyalty

Adem Uysal, Abdullah Okumuş

The purpose of this study was to determine the effect of consumer-based brand authenticity (CBBA) on customer satisfaction (CS) and brand loyalty (BL). The moderating effect of…

Attributes of product advantage and choices for manufacturer–retailer formal governance: the case of new product launch

Songyue Zheng, Liping Qian, Pianpian Yang

This study examined how the technological (tech) advantage and market advantage of new products influence the level of formal channel governance and, in turn, affect the success…

Examining the impact of external reference prices on seller price image dimensions and purchase intentions in pay what you want (PWYW)

Shivam Rai, Preeti Narwal

Pay what you want (PWYW) is a participative pricing mechanism that permits customers complete freedom to choose prices. PWYW literature reports the influence of external reference…