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Article
Publication date: 8 November 2018

Sin Man Lai and Gerard Prendergast

Women’s conspicuous display of luxury brands is known to serve the purpose of sending signals to other women, but little is known about how men interpret those signals. The…

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Abstract

Purpose

Women’s conspicuous display of luxury brands is known to serve the purpose of sending signals to other women, but little is known about how men interpret those signals. The purpose of this paper is to elucidate how men interpret the signals sent by women displaying luxury brands.

Design/methodology/approach

An interpretivist approach and phenomenological methods were applied, involving interviews with selected men in Hong Kong.

Findings

The men interviewed suggested that if a woman’s overall image matches that of the brands she displays and the situation, luxurious brands can amplify the woman’s beauty and perceived class status. However, if these factors clash, men react negatively and tend to view the woman as engaging in impression management and pretending to have high social status unjustifiably.

Research limitations/implications

The sample for this phenomenological study was limited to Hong Kong men only. Culture must, almost by definition, influence men’s views toward women and branded products, so similar exploratory research in other cultures seems justified.

Practical implications

The findings suggest that marketers should offer “brand education” to help make their female consumers aware of the images their products are trying to establish, and what are the appropriate usage situations. Such consumer education would also reduce the risk of negative image transfer from the brand user to the brands.

Originality/value

The current understanding of female luxury brand signals is limited to female-vs-female intra-sexual competition. By examining how men interpret female luxury brand signals, this research addresses an important research gap.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 8 February 2022

Wilson K.S. Leung, Man Lai Cheung, Man Kit Chang, Si Shi, Sin Yan Tse and Lenny Yusrini

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable…

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Abstract

Purpose

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.

Design/methodology/approach

The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.

Findings

VR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.

Research limitations/implications

Cross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.

Practical implications

The findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.

Originality/value

Scholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.

虚拟现实交互在COVID-19时代中构建难忘的游客体验和采纳意向的作用

研究目的

本研究旨在检验虚拟现实 (VR) 交互元素的影响, 包括同步性、双向通信和主动控制, 对游客的VR 难忘的经历, 以及对游客口碑 (WOM) 和 VR 的持续意向。

研究设计/方法/途径

该研究模型采用来自285名体验过旅行和VR旅游活动的中国游客的调查数据进行了测试。偏最小二乘 - 结构方程模型(PLS-SEM)用来执行潜在的变量分析。

研究发现

VR交互元素, 包括同步性、双向通信和主动控制, 在推动游客 VR 难忘体验方面发挥了相当大的作用, 进而推动游客的口碑和VR持续意向

研究限制/价值

使用了横断面的单一国家数据, 因此调查结果的普遍性可能有限。建议未来的研究采用纵向比较方法来比较具有多元文化不同国家为背景的构象之间关系。

实践价值

研究结果为旅游营销人员利用VR的交互特性, 包括同步性、双向交流、主动性控制, 来驱动游客难忘的体验, 从而加强游客的推荐和继续意向

研究原创性/价值

学术界对 VR 交互性在构建游客的难忘经历和行为意图的重要作用的研究仍然有限。本研究有助于旅游营销文献通过实证检验研究模型揭示VR交互元素的重要性, 包括同步性、双向通信、和主动控制, 构建游客的 VR 难忘体验和行为意图。

Article
Publication date: 11 September 2024

Man Lai Cheung, Wilson K.S. Leung, Man Kit Chang, Randy Y.M. Wong and Sin Yan Tse

Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains…

495

Abstract

Purpose

Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains limited. This study investigates the role of perceived realism in influencing user engagement, thereby affecting external search behaviour and visit intentions.

Design/methodology/approach

We surveyed 270 active metaverse users to test the research model. The data were analysed using partial least squares structural equation modelling (PLS-SEM).

Findings

The results of our study show that three dimensions of realism – avatar involvement, perceptual pervasiveness and social realism – significantly enhance user engagement, which in turn influences external search behaviour and visit intention. In contrast, simulation realism and freedom of choice have minimal effects on absorption and dedication.

Research limitations/implications

This study highlights the role of perceived realism in enhancing user engagement with the metaverse and its impact on physical world behaviours. It contributes to metaverse literature by demonstrating that engagement within the metaverse significantly influences physical world behaviours, including visit intentions and external search behaviours.

Practical implications

This study offers practical guidance for developers to enhance user engagement in metaverse environments. Specifically, our findings advocate for visual and audio quality enhancements, greater persuasiveness of virtual spaces, improved avatar representativeness and a closer alignment of metaverse activities with real-life events.

Originality/value

This study advances the theoretical understanding of perceived realism by examining how its dimensions – such as visual and audio quality, avatar representativeness and alignment with real-life events – impact user engagement in the metaverse. It also explores how this engagement influences offline behaviours, thus bridging the gap between virtual and real-world interactions.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 April 2005

Li‐teh Sun

Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American…

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Abstract

Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American preemptive invasion and occupation of Afghanistan and Iraq and the subsequent prisoner abuse, such an existence seems to be farther and farther away from reality. The purpose of this work is to stop this dangerous trend by promoting justice, love, and peace through a change of the paradigm that is inconsistent with justice, love, and peace. The strong paradigm that created the strong nation like the U.S. and the strong man like George W. Bush have been the culprit, rather than the contributor, of the above three universal ideals. Thus, rather than justice, love, and peace, the strong paradigm resulted in in justice, hatred, and violence. In order to remove these three and related evils, what the world needs in the beginning of the third millenium is the weak paradigm. Through the acceptance of the latter paradigm, the golden mean or middle paradigm can be formulated, which is a synergy of the weak and the strong paradigm. In order to understand properly the meaning of these paradigms, however, some digression appears necessary.

Details

International Journal of Sociology and Social Policy, vol. 25 no. 4/5
Type: Research Article
ISSN: 0144-333X

Keywords

Article
Publication date: 1 August 2005

Kathryn A. Wilkens, Jean L. Heck and Steven J. Cochran

In this study, a formula is derived for the period specific beta (market risk) for a portfolio of financial assets that has been formed on the basis of directional forecasts. This…

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Abstract

In this study, a formula is derived for the period specific beta (market risk) for a portfolio of financial assets that has been formed on the basis of directional forecasts. This is an important contribution to the literature since measuring the risk of an actively managed portfolio is problematic due to the fact that managers may change fund risk conditional on market expectations. The period‐specific nature of the measure is a significant advantage since historical fund returns are not required and the beta is not influenced by prior fund returns' deviations from the bench mark. The methodology employed allows for the development of a time series of fund betas that permits investigation into a number of important empirical issues. This study is also of practical interest from the perspective of risk management and for both portfolio performance and attribution. Finally, there are many active strategies based on directional forecasts and the approach used here encompasses a significant proportion of these.

Details

Managerial Finance, vol. 31 no. 8
Type: Research Article
ISSN: 0307-4358

Keywords

Article
Publication date: 1 June 2005

Sadrudin A. Ahmed, Alain d’Astous and Christian Champagne

This article presents the results of a survey of 202 male Taiwanese consumers. In this study, consumer judgements of two technological products varying in their level of…

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Abstract

This article presents the results of a survey of 202 male Taiwanese consumers. In this study, consumer judgements of two technological products varying in their level of complexity made in highly, moderately, and newly industrialised countries were obtained in a multi‐attribute context. The results show that the country‐of‐origin image of moderately and newly industrialised countries was less negative for technologically simpler products (i.e. a television) than they were for technologically complex products (i.e. a computer). It appears that the negative image of moderately and newly industrialised countries can be attenuated by making Taiwanese consumers more familiar with products made in these countries and/or by providing them with other product‐related information such as brand name and warranty. Newly industrialised countries were perceived more negatively as countries of design than as countries of assembly, especially in the context of making technologically complex products. The image of foreign countries as producers of consumer goods was positively correlated with education. The more familiar consumers were with the products of a country, the more favourable was their evaluation of that country. Consumer involvement with purchasing a technologically complex product such as a computer was positively associated with the appreciation of products made in moderately industrialised countries. Managerial and research implications are derived from these results.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 17 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 June 1981

John C. O'Brien

The purpose of this article is expository in the main; critical to a lesser degree. It will attempt to show how Karl Marx, enraged by the imperfections and inhumanity of the…

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Abstract

The purpose of this article is expository in the main; critical to a lesser degree. It will attempt to show how Karl Marx, enraged by the imperfections and inhumanity of the capitalist society, “fought” for its supersession by the communist society on which he dwelt so fondly, that society which would emerge from the womb of a dying capitalism. It asks such questions as these: Is it possible to create the truly human society envisaged by Marx? Is perfection of man and society a mere will‐o'‐the‐wisp? A brief analysis, therefore, of the imperfections of capitalism is undertaken for the purpose of revealing the evils which Marx sought to eliminate by revolution of the most violent sort. In this sense, the nature of man under capitalism is analysed. Marx found the breed wanting, in a word, dehumanised. An attempt is, therefore, made to discuss the new man of Marxism, man's own creation, and the traits of that new man, one freed at last from the alienating effects of private property, division of labour, money, and religion. Another question that springs to mind is this: how does Marx propose to transcend alienation?

Details

International Journal of Social Economics, vol. 8 no. 6
Type: Research Article
ISSN: 0306-8293

Article
Publication date: 1 August 1998

Stella R. Quah

Assesses the health belief model and its application to the perception of HIV/AIDS prevention through public health education. Investigates the concepts of stigma and blame among…

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Abstract

Assesses the health belief model and its application to the perception of HIV/AIDS prevention through public health education. Investigates the concepts of stigma and blame among the Chinese, Malay and Indian Singaporeans. Describes the methodology and data analysis used. Analyses the findings – that the significant majority believe HIV/AIDS sufferers to be risk‐takers (rather than deviants) and that the most effective preventive measure against AIDS is to change sexual behaviour. Compares findings across the three ethnic groups – Malays believe that the individual is personally responsible for contracting HIV/AIDS, they also recognize the seriousness of the disease; the Indians had a sense of concerned responsibility, partially as a result of public health campaigns; the Chinese also had a sense of concerned responsibility, but not gleaned so much from health campaigns. Reports that, across the communities, younger people attribute HIV/AIDS to deviant sexual behaviour, while older people think of HIV/AIDS sufferers as victims of accidental infection and are therefore more sympathetic. Attributes ethnic differences to two facts: the first is that, in Singapore, people regard dual identify as important – on the one hand helping to shape Singapore’s national identity and, on the other hand, retaining strong values of ethnicity; the second fact is religion, particularly the way Malay Muslims attribute HIV/AIDS to personal responsibility.

Details

International Journal of Sociology and Social Policy, vol. 18 no. 7/8
Type: Research Article
ISSN: 0144-333X

Keywords

Article
Publication date: 8 March 2023

Sin Yan Tse, Danny T. Wang, Man Lai Cheung and Wilson K.S. Leung

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However…

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Abstract

Purpose

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However, little is known about whether and how companies can leverage digital platforms to enhance their brand prestige. Integrating insights from the resource-based view of the firm into the branding literature, this study aims to compare and distinguish the effects of the two digital platform functions, technical and social functions, on a company’s brand prestige. This study also assesses the moderating roles of two institutional factors, market uncertainty and brand imitation.

Design/methodology/approach

This study estimates a moderated regression model using a survey of 240 companies in China that deploy digital platforms. This study uses SPSS 24.0 to perform regression analysis.

Findings

The study finds that technical functions positively, whereas social functions negatively affect brand prestige. Moreover, the technical functions of digital platforms are more beneficial for companies to build their brand prestige when the market is turbulent and the extent of brand imitation is high, whereas, under the same conditions, social functions lead to lower brand prestige.

Research limitations/implications

There are several limitations of this study that offer future research opportunities. First, due to the difficulties of data collection, measures were taken from the same source for which common method bias could be a potential concern. Second, this study considered two institutional boundary conditions in these models. Future research should consider mediators as well as other potential moderators to understand the underlying mechanisms of how digital platforms affect brand prestige. Third, future studies may develop better constructs to manifest these two types of digital platform functions. Finally, this sample was limited to companies in China.

Practical implications

This study provides important implications for companies leveraging digital platforms to build brands. First, companies must distinguish between the different functions of digital platforms. The findings reveal that companies that leverage digital platforms to build brand prestige are suggested to make greater use of technical functions yet should be cautious in developing social functions. Second, this research suggests although market uncertainty and brand imitation are not conducive to enhancing brand prestige, it is possible for companies to take advantage of these unfavorable environments to better serve niche customers.

Originality/value

Prior marketing studies emphasize the benefits of digital platforms and largely overlook the double-edged sword effect of digital platforms on companies’ brand building. This study contributes to the marketing literature by revealing the benefits of technical function and the challenges of social function in driving brand prestige in complex institutional settings.

Details

European Journal of Marketing, vol. 57 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 March 1998

Joel D. Nicholson and Lee P. Stepina

Reports on a survey of 980 Chinese, 964 Venezuelan and 1,878 US managers, professionals and business students, to examine cross‐national differences in individualism‐collectivism…

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Abstract

Reports on a survey of 980 Chinese, 964 Venezuelan and 1,878 US managers, professionals and business students, to examine cross‐national differences in individualism‐collectivism, masculinity‐femininity, uncertainty avoidance, power distance, and paternalism. Provides a brief overview of each country’s national characteristics. Describes the methodology used and analyses the data using multivariate analysis of variance. Records the findings for each of the categories measured – cultural values differ across the three nations but nothing startling or new is revealed. Advises that multinationals need to understand cross‐cultural values if they are to succeed in a global business environment.

Details

Cross Cultural Management: An International Journal, vol. 5 no. 1/2
Type: Research Article
ISSN: 1352-7606

Keywords

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