Asia Pacific Journal of Marketing and Logistics: Volume 36 Issue 1

Luxury brands and corporate social responsibility (CSR): exploring the differences between traditional and new luxury

Jung Eun Kwon, Jongdae Kim, Sang-Hoon Kim

This study aims to comprehend luxury brands' corporate social responsibility (CSR) strategies. In addition to facing a demand for new CSR strategies (consumer-centric CSR)…

Impact of virtual reality immersion on customer experience: moderating effect of cross-sensory compensation and social interaction

Yupeng Mou, Jiao Fan, Zhihua Ding, Inayat Khan

In order to encourage customers to try experience virtual tourism, researchers and practitioners pay more attention on how to improve customers' perception of authenticity.

Enhancing purchase intentions among young consumers in a live-streaming shopping environment using relational bonds: are there differences between “buyers” and “non-buyers”?

Kim-Lim Tan, Ivy S.H. Hii, Xin-Jean Lim, Caroline Y.L. Wong

Drawing on the stimulus-organism-response (SOR) model, this study examines how live-streaming shopping influences purchase intentions in young consumers. The multigroup analysis…

Social media marketing in the digital age: empower consumers to win big?

Sajjaad Moedeen, Eugene Cheng-Xi Aw, Mohammad Alryalat, Garry Wei-Han Tan, Tat-Huei Cham, Keng-Boon Ooi, Yogesh K. Dwivedi

This study aims to propose and test a research model outlining the chain effects of social media marketing activities (SMMA) on brand equity, encompassing the potential mediators…

The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

Jaskirat Singh Rai, Heetae Cho, Anish Yousaf, Maher N. Itani

It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically…

What makes a self-deprecating advertisement more persuasive? The role of self-uncertainty

Cong Liu, Jiahui Gao

The purpose of this paper is to examine the interesting but largely unexamined impact of self-uncertainty on the persuasiveness of self-deprecating advertisement.

Keeping the ball rolling: using the S-O-R framework to investigate the determinants of football fan loyalty

Mohammad M. Rahman, Philip J. Rosenberger, Jin Ho Yun, Mauro José de Oliveira, Sören Köcher

Insights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops…

Marketing placebo effect on consumption of reduced-sugar labeled products

Li Huang, Xi Song, Matthew Tingchi Liu

The purpose of this study is to enhance the understanding of the marketing placebo effect (MPE) by proposing and empirically testing a model of antecedents and consequences of MPE…

Eating halal: a serial mediation model for the effect of religiosity on the intention to purchase halal-certified food

Aida Loussaief, Julia Ying-Chao Lin, Huu Phuc Dang, Neji Bouslama, Julian Ming-Sung Cheng

This research discloses the effect of religiosity on purchasing intention through serial-mediation paths in a halal-certified food context. Borrowing from the identity theory…

Effects of brand spokes-characters with personal and historical nostalgia on brand attitude: evidence from Generation Z consumers in China

Huanshu Jiang, Jiaoju Ge, Jie Yao

Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal…

Understanding golf tourists' memorable tourism experiences emphasizing the double mediating effects and moderating effects: the case of East Asia

Yunduk Jeong

Although much of the research has examined the positive relationship between memorable tourism experiences (MTEs) and tourist satisfaction, little research has attempted to…

Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-control

Jingjing Sun, Tingting Li, Shouqiang Sun

This paper aims to investigate how online consumer reviews (OCRs), countdowns and self-control affect consumers' online impulse buying behavior in online group buying (OGB) and…

How broadcasters' characteristics affect viewers' loyalty: the role of parasocial relationships

Wei Liu, Zongshui Wang, Ling Jian, Zhuo Sun

This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.