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Article
Publication date: 17 September 2019

Byoungho Ellie Jin, Naeun Lauren Kim, Heesoon Yang and Minji Jung

It is critical to understand how global consumers evaluate the quality of Asian products while marketing Asian products in the global marketplaces. The purpose of this paper is to…

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Abstract

Purpose

It is critical to understand how global consumers evaluate the quality of Asian products while marketing Asian products in the global marketplaces. The purpose of this paper is to examine the impact of Korea’s macro and micro country image and global consumers’ materialism level on the quality evaluation of Korean cosmetics among consumers in four countries.

Design/methodology/approach

Data from 900 participants were collected from consumers aged 20 or older living in economically developed countries (the USA and France) and economically developing countries (China and Vietnam) via professional online survey firms. Multiple regression analyses were used to analyze the data.

Findings

Along with the direct effect of macro and micro country image and materialism on product quality evaluation, a moderating effect of materialism and the respective country was discovered. Subsequently, the effect of macro country image on quality evaluation was found to be only significant in the USA and France and not in China and Vietnam. In contrast, the impact of micro country image was robust across all four countries. Furthermore, the effect of materialism on product quality was significant only in Vietnam. This implies that materialistic consumers in emerging markets might have favorable perceptions regarding the quality of Korean cosmetics.

Originality/value

This study advances country image research by providing new theoretical and managerial implications for countries whose image is less distinctive with respect to the effective marketing of products by the destination countries’ development status and consumers’ familiarity.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 6 August 2020

Ozgur Ozdemir, Ezgi Erkmen and Minji Kim

This study aims to examine the link between corporate social responsibility (CSR) and idiosyncratic risk in the restaurant industry. The study also explores whether brand…

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Abstract

Purpose

This study aims to examine the link between corporate social responsibility (CSR) and idiosyncratic risk in the restaurant industry. The study also explores whether brand diversification magnifies the risk reduction effect of CSR in the restaurant industry.

Design/methodology/approach

The study uses an unbalanced panel of 274 firm-year observations for 43 restaurant firms over the period 1995–2015. Models are estimated via fixed effect regression with robust standard errors.

Findings

The study finds that CSR involvement reduces idiosyncratic risk and this risk reduction is intensified when restaurant firms operate a portfolio of brands.

Research limitations/implications

The study’s findings are limited to restaurant industry, therefore, generalization of the findings to other industries requires delicate care. Brand diversification is a simple brand count due to a lack of brand sales data.

Practical implications

CSR activities are not cost burden for restaurant firms. Indeed, CSR could be a viable strategy to reduce the volatility in future expected cash flows, hence the idiosyncratic risk. This risk reduction could help owners/managers access to capital with lower cost. Moreover, the study suggests that CSR practices should not be implemented in isolation from firm marketing strategy such as portfolio of brands.

Originality/value

Although prior hospitality research puts forth some evidence using systematic risk as the measure of firm risk, this measure may not best suit the purpose in CSR context given that CSR is a direct, firm-specific strategy. Hence, the current study provides both new evidence with firm-specific, idiosyncratic risk and introduces an important contingency situation when the risk reduction effect of CSR would become more profound for restaurant firms.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 9
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 7 August 2018

So-young Kim and Minji Kang

The purpose of this paper is to analyze the nutritional quality of dinnertime meals eaten out of home (OH) vs those eaten at home by male Korean workers.

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Abstract

Purpose

The purpose of this paper is to analyze the nutritional quality of dinnertime meals eaten out of home (OH) vs those eaten at home by male Korean workers.

Design/methodology/approach

The study included 1,634 male Korean workers aged between 19 and 64 years among 15,508 individuals who participated in a 24-hour dietary recall through the Sixth Korea National Health and Nutrition Examination Survey from 2013 to 2014. The study participants were classified and analyzed according to the place where dinner had been prepared: out-of-home group (OHG) (n=659) and at-home group (AHG) (n=975).

Findings

Young male white-collar workers who are unmarried with a higher level of education and income were more likely to eat OH at dinner. The OHG consumed more energy, fat, and sodium, but less carbohydrate at dinner than the AHG. The contribution of dinner to daily energy and macronutrient intakes, except for carbohydrate, was higher in the OHG. Additionally, the study results suggested that the OHG was less likely to consume a traditional Korean meal at dinner. Overall, the nutritional quality of dinnertime meals eaten OH had greater potential to lead to negative effects on nutrition and health.

Originality/value

This study highlights OH eating among male Korean workers as an important arena in which strategies for healthier eating can be deployed when establishing worksite health promotion or related national nutrition policies.

Details

British Food Journal, vol. 120 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 12 December 2024

Hyerim Cho, Denice Adkins and Alicia K. Long

The current study investigates the reader demographics, appeals and reading motivations of Webtoon, a born-digital emerging multimedia reading platform that is widely available…

31

Abstract

Purpose

The current study investigates the reader demographics, appeals and reading motivations of Webtoon, a born-digital emerging multimedia reading platform that is widely available via mobile applications. This study aims to contribute to existing reader studies by exploring a novel reading platform in order to create future recommendation services.

Design/methodology/approach

An online survey was distributed, targeting Webtoon readers 18 years old or older. Descriptive and exploratory statistical analyses based on 1,117 valid survey responses were conducted to better understand the readers of Webtoon.

Findings

Seventy-six percent of Webtoon readers fall into the 18–33 age range, indicating the medium’s popularity among young adult readers. Among 14 appeal elements identified, Webtoon-specific appeals include visual/artistic style, sound and interactivity, time commitment, user-friendliness, and cost and price. Frequently selected Webtoon reading motivations include relaxation, changing one’s emotional state, escapism and achieving new experiences. Lastly, a cluster analysis yielded six distinctive Webtoon reader profiles: Habitual readers, emotionally-responsive readers, occasional readers, convenience-seeking readers, socially aware readers and Webtoon expert readers.

Originality/value

The current study adopts a persona concept from user experience research to suggest a way to understand Webtoon readers and improve recommendation services, a unique approach in reader studies. It aims to understand Webtoon readers from readers’ advisory and media studies perspectives, bridging two areas.

Details

Journal of Documentation, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0022-0418

Keywords

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