Asia Pacific Journal of Marketing and Logistics: Volume 35 Issue 8

Editorial: Written by ChatGPT, illustrated by Midjourney: generative AI for content marketing

Risqo Wahid, Joel Mero, Paavo Ritala

Poison or remedy? Masculinity in a pathos-based sustainable brand story

Chaohua Huang, Shaoshuang Zhuang, Haiyan Ma

This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s…

Decoding influencer marketing from a community perspective: typologies and marketing management implications

Rang Wang, Sylvia Chan-Olmsted

Since influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study…

A bibliometric analysis of green marketing in marketing and related fields: From 1991 to 2021

Shaoshan Wang, Matthew Tingchi Liu, Andrea Pérez

This study aims to provide the theoretical roots, research trajectories and promising research directions of green marketing in marketing and related fields.

Revisiting public relations function in the digital era: a study on public relations and marketing practitioners in Hong Kong

Suk Chong Tong, Fanny Fong Yee Chan

Based on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with…

What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility

Wen-Kuo Chen, Chia-Ju Ling, Chien-Wen Chen

This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the…

Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery

Alex Ivanov, Milena Head, Cosima Biela

Virtual try-on apps (VTOs) allow consumers to examine fashion and furniture items in usage context without going to a physical store. But the adoption of such apps has varied…

Exploring the recipients' attitudes and behaviors toward gift-giving: a cross-cultural comparison between Thailand and the USA

Theeranuch Pusaksrikit, Sydney Chinchanachokchai

This research examines cultural differences between Thais and Americans in recipients' attitudes and behaviors throughout all three stages of Sherry's (1983) gift-giving model and…

Exploring the role of brand–sustainability–self-congruence on consumers' evaluation of luxury brands

Ken Kumagai

With increasing managerial attention on the strategic promotion of brand-related sustainability initiatives (BSI), this study explores the psychological role of image congruence…

How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

Hongyan Jiang, Yudi Sun, Chen Li, Mengmeng Xu

With the improvement of consumers' health consciousness, healthy food has attracted great attention in daily consumption. Previous research into the sense of power often…

When background music in audiovisual advertisements can boost the perceived competence of the advertised brands – an empirical study from South Korea

You Jeong Hong, Beomjoon Choi, Kyogu Lee

The authors aim to explore whether and how variations on pitch levels of background music in audiovisual commercials affect consumers' judgments of the competence of the…

Do relational benefits influence commitments and loyalty in a non-contract mechanism?

Chang-Ju Lee, Sae-Mi Lee, Rajesh Iyer, Yong-Ki Lee

The study focuses on how to build long-term relationships with multi-channel agencies (MCAs) (dealers) who serve multiple manufacturers on a non-exclusive basis in a…

Consumer engagement with self-driving cars: a theory of planned behavior-informed perspective

Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark, Valdimar Sigurdsson

This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role…

Vertical line extensions: consumers' preferences for downward and upward extensions

Miyuri Shirai

Research on vertical line extensions shows that consumers tend to evaluate upward extensions higher than downward ones. This paper examines the opposite situation. It also…

Developing an alternative approach to the measurement of B2B relationship health

Stephane Bignoux, David Gray, Anna Tudehope Booth

Psychotherapy is often used to treat dysfunctional inter-personal relationships, but it is rarely used to treat dysfunctional B2B relationships. Yet many of the variables found in…