Asia Pacific Journal of Marketing and Logistics
Issue(s) available: 148 – From Volume: 5 Issue: 2, to Volume: 36 Issue: 5
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Volume 18
Uses and gratifications of metaverse: understanding the user adoption factors through a mixed method approach
Thamaraiselvan Natarajan, P. Pragha, Krantiraditya DhalmahapatraTechnology 4.0 comes with a challenge to understand the degree of users’ willingness to adopt a digital transformation. Metaverse, being a digital transformation, enables…
Investigating consumers’ intention to use drone food delivery services: Do personality traits matter?
Alvin Han Ming Ling, Joseph Kee-Ming Sia, Jie Min HoThe drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally…
Digital marketing innovation and industrial marketing: evidence from restaurants' service robots
Edward C.S. KuThis study aims to explore how perceived anthropomorphism, perceived warmth, and customer–artificial intelligence (AI) assisted exchange (CAIX) of service robots affect customers’…
Authenticity in small businesses: exploring the consequences of brand authenticity
Shiwen Lu, Jiseon AhnAlthough small businesses are important to the economy, few studies have examined how the small restaurant experience influences customer behavior. Thus, the purpose of this study…
Guarantee or inoculate? Ex ante messages against service failures
Ke Ma, Weizheng SunWhile many studies have focused on the effectiveness of service recovery after encountering service failure, few have considered for pre-recovery opportunities. Drawing on service…
Sustaining success: the power of relational bonding in building franchisee trust in South Korea’s food service industry
Dong-Woo Koo, Sae-Mi LeeRelationship marketing has emerged as pivotal, aiming to bolster collaboration and reduce uncertainty for both franchisors and franchisees. However, understanding the nuanced…
Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being
Ken KumagaiThis research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI…
What makes viewers loyal toward streamers? A relationship building perspective and the gender difference
Yingxia Li, Norazlyn Kamal Basha, Siew Imm Ng, Qiaoling LinCultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different…
Effects of app icon familiarity and authority on app icon image fit and usage intention: focusing on the moderating effects of app icon features and app type
Hao-Yue Bai, Yi-Wen Bao, Jung-Hee KimThis research delves into the dynamic realm of app design by examining the impact of app icon familiarity and authority on image fit, influencing users' app usage intention…
Why I revisit a historic town in Chengdu? Roles of cognitive image, affective image and memorable tourism experiences
Xue Zhou, Siew Imm Ng, Weiwei DengBuilding upon the cognition-affect-behavior (CAB) model and script theory, this research aims to enrich the existing literature on historic town tourism consumption by offering…
When do customers become your trusted allies: Unveiling pathways for enhanced citizenship in family-owned hotels
Syed Muhammad Ali Shahbaz Habib, Mahwish Sindhu, Irfan SaleemDrawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and…
Impact of customer engagement strategy on customer loyalty from the perspective of consumer well-being
Shaoqing Zhang, Sihong Zhang, Yuan ZhangThis study aims to investigate mechanisms and boundary conditions of the impact of customer engagement strategies (CESs) on customer loyalty (CL) based on goal-framing and…
How to prompt brand love and eWOM intention? Exploring the role of brand interactivity, consumer involvement and consumer brand engagement
Siyu Gao, Bilin ShaoThe purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement…
Effect of visualization of production process on consumers’ purchase intentions in farmer-assisted livestreaming
Jie Li, Zui Tao, Nadilai AisihaerThis study investigates whether the visualization of agricultural products influences consumers’ purchase intentions in the context of farmer-assisted livestreaming in China…
Mediating effects of relationship marketing orientation and service quality orientation on policyholder retention in non-life insurance services
Tsu-Wei YuThis study explores the mediating effects of relationship marketing orientation (RMO) and service quality orientation (SQO) on market orientation, selling orientation, and…
Do nonlinear and interactive effects exist in live-streaming sellers’ disclosure of two-sided product information on consumers’ trust and purchase intention?
Minjiang JiaThis study examines the inverted U-shaped relationship between a live-streaming seller’s disclosure of two-sided product information and consumers’ trust in the seller and…
Examining the effects of fear of missing out on sustainable food consumption: a social identity perspective
Suruchi Singh, Shubhomoy BanerjeeThis study employs the Social Identity Theory to examine the differential effects of personal and social dimensions of fear of missing out (FOMO) on sustainable food consumption…
Extended service strategy choice for competing manufacturers in agency retail platform considering consumer preferences
Bin Liu, Jing Sun, Zongsheng HuangWe investigate the extended service strategy choices of competing manufacturers and examine their impact on the retail platform.
How travel live streaming servicescape affects users' travel intention: evidence from structural equation model and fuzzy-set qualitative comparative analysis
Siyu Ji, Bo Pu, Wenyuan SangIt is unclear what constitutes the tourism live streaming (TLS) servicescape and how it affects users' travel intention (TI). The study aims to explore the composition of the TLS…
Do AI-powered digital assistants influence customer emotions, engagement and loyalty? An empirical investigation
Daniel K. Maduku, Nripendra P. Rana, Mercy Mpinganjira, Philile Thusi, Njabulo Happy-Boy Mkhize, Aobakwe LedikweDigital voice assistants (DVAs) are revolutionising consumers’ interactions with technology and businesses. Whilst research on the adoption of these devices is rapidly expanding…
The impact of social media-related motivation on fantasy sport users’ playing skills, sense of competition and performance expectancy
Jaskirat Singh Rai, Heetae Cho, Maher Itani, Amanpreet SinghThis study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically…
Give me a human! How anthropomorphism and robot gender affect trust in financial robo-advisory services
Daria Plotkina, Hava Orkut, Meral Ahu KarageyimFinancial services industry is increasingly showing interest in automated financial advisors, or robo-advisors, with the aim of democratizing access to financial advice and…
The effect of organizational culture on territorial exclusivity in international marketing channels: a study of Japanese manufacturing exporters
Ryuta IshiiIt is important for an exporting manufacturer to motivate its foreign channel partners to sell and promote its products. An excellent way to motivate such foreign channel partners…
Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity
Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, Imran KhanAdopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement…
How social values gained from sharing travel experiences influence tourists’ satisfaction: moderated mediation effect of onsite mobile sharing behaviour
Jose Weng Chou Wong, Ivan Ka Wai Lai, Shan WangWhile travelling, tourists like to use mobile technology to share their travel experiences. This study aims to understand how the social value gained by tourists from sharing a…
Paradoxical choice of Korean consumers: categorization effect, health halo and averaging bias
Eunsong Yim, Kwangmin ParkThis research aims to elucidate why consumers decide to eat meals that seem to be higher in calories and salt, despite their goal being to consume fewer calories and sodium…
Color congruence on Instagram: the role of flow and aesthetic experience
Pin Luarn, Chiao-Chieh Chen, Yu-Ping ChiuSocial media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence…
The impact of live background visual complexity on consumer purchase intention: an eye-tracking study
Xiaoli Tang, Xiaolin Li, Zefeng HaoBased on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers'…
Research on mechanism of servant leadership on employees' customer-oriented deviance: the mediating role of psychological security and the moderating role of error management climate
Yi Zhang, Jingyi Zhao, Jian QinIn the era of the service economy, the personalized needs of customers are increasing rapidly. It often occurs that front-line employees bend organizational rules to help…
Compensatory consumption of specialty agricultural products from an ELM theory perspective: joint effect of product attributes and social affordances
Lin Wang, Meng Zhao, Jiangli Zhang, Yufang WangCompensatory consumption focuses on the psychological value of products. Special agricultural products have symbolic and social functions that effectively meet psychological needs…
Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail
Tri Dang Quan, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Tat-Huei Cham, Sriparna Basu, Keng-Boon OoiThe main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.
The impact of the collaborative consumption triangle on purchasing intentions within online food delivery platforms
Fei-Fei Cheng, Meng-Hsu Hsu, Chin-Shan WuThis study adopted the collaborative consumption triangle to explore the influence of online food delivery platforms (OFDP) on consumer purchase intentions. It investigates the…
What drives new luxury consumption? Application of schema congruity theory and heuristic systematic framework
Nitin Soni, Sushant KumarLuxury consumption has evolved, and two important reasons behind the change include globalization and the COVID-19 crisis. These factors have led to the rise of new luxury…
Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption
Lingling He, Miaochan Lin, Shichang Liang, Lixiao Geng, Zongshu ChenThis research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.
Unraveling the mechanism of social media application addiction among college students: the moderating role of self-regulation
Hao Zhang, Mengjie Dong, Xueting ZhangThis study seeks to explore the impact of “fear of missing out” (FOMO) and “psychological enhancement” (PE) on addiction to social media applications, subsequently influencing…
How social media marketing activities affect brand loyalty? Mediating role of brand experience
Sushant Kumar, Jung-Kuei HsiehIncreasingly brands are performing several activities on social media in order to alter consumer consumption towards their offering. However, limited studies have attempted to…
Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode
Jie Wu, Nan Guo, Zhixin Chen, Xiang JiThe purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.
E-commerce for a sustainable future: integrating trust, green supply chain management and online shopping satisfaction
Fazila Jalil, Jianhua Yang, Manaf Al-Okaily, Shafique Ur RehmanThis study embarks on a comprehensive investigation into the intricate relationship between consumer trust in e-commerce platforms and the adoption of Green Supply Chain…
How names and shapes correspond to the nature of products: an evaluation of auspicious foods
Jong-Hyeong Kim, Hanqun SongRestaurant operators often use auspicious connotations embedded in the names and shapes of dishes to increase consumers’ purchase intentions. However, the interaction effect of…
Exploring users’ adoption intention of virtual try-on apps: how users’ individual characteristics affect post-use feelings
Wen Hua, Yidong Liu, Zongdeng Zhang, Meng Li, Xiaofan YuTo gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version…
Mobile banking app experience of generation Y and Z consumers
Neeru Sharma, Meena Sharma, Tejinderpal SinghThe study investigates whether the customer experience, satisfaction and continuance intention interrelationships in mobile banking services vary across Generation (Gen) Y and Gen…
Channel selection strategy: based on buy online and pick up in-store cooperation
Hao Li, Changhui CaoThis paper investigates the buy online and pick up in-store cooperation (BOPSC) of online and offline retailers. Specifically, this study solves the following questions: (1) What…
Do family factors affect the usage intention of smart homes? A PLS-SEM empirical study from China
Ting Cui, Shenlong Tang, Siti Hasnah HassanDespite the enormous benefits, smart homes (SHs) are still not widely adopted by residents in China. Furthermore, research on the intention to use SHs has overlooked the role of…
Supplier selection for carbon emission reduction collaboration in green supply chain using an improved multi-criteria decision-making method
Qing Wang, Xiaoli Zhang, Jiafu Su, Na ZhangPlatform-based enterprises, as micro-entities in the platform economy, have the potential to effectively promote the low-carbon development of both supply and demand sides in the…
Exploring the drivers of AI-seeking intention among AI community canteen customers
Hung-Che Wu, Sharleen X. Chen, Haonan XuThe purpose of the present research is to address the issue by conceptualizing artificial intelligence (AI) experience quality and its dimensions, and furthermore, to empirically…
Understanding user resistance of smart factory adoption: a focus on small and medium-sized enterprises
Junsung Park, Joon Woo Yoo, Heejun ParkThe purpose of this paper is to examine the resistance behavior of smart factories in small and medium-sized enterprises (SMEs). Drawing upon dual factor perspective, this study…
Dual effects of time length as experiential marketing elements in We-media videos
Shiqi LiThis study aims to uncover the underlying mechanism between the time length of We-media videos and customer satisfaction (CS)/participation (CP) based on experiential marketing…
The influence of country-of-origin on consumers' purchase intention: a study of the Chinese smartphone market
Francisco Javier Blanco-Encomienda, Shuo Chen, David Molina-MuñozDue to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase…
How to promote consumers’ imaginative use in online shopping platforms: the matching effect of character cues and product types
Run Zhou, Xuebing DongThe symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has…
The influence of uncertainty on indulgent consumption: a chain mediation model of curiosity and positive emotion
Yi Zhang, Tianqi Zhang, Hang Zhou, Jian QinPeople usually try to avoid uncertainty. Recently, however, uncertainty has become an emerging marketing tool in the hedonic product industry. In the case of blind box…
A systematic literature review on vlog marketing: thematic analysis and future research directions
Peilin Zhang, Najmul Hasan, Raymond Chiong, Chih-Wei (Fred) ChaoThe aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for…
The effect of opinion leadership and spirituality on recycling intention: insights from attractive, expert and religious influencers
Gunaro Setiawan, Denni ArliThe present study investigates the impact of opinion leadership and spirituality from three types of social media influencers (SMIs) on individuals’ intentions to conduct…
An implementation of climate-related financial policies to promote a nation’s participation in global value chains: evidence from an international database
Lê Thanh HàThis study aims to investigate two issues: (1) a nexus between climate-related financial policies (CRFP) and global value chains (GVC) and (2) the government’s policies to help…
How employee mindfulness influences the retention intention of technology employees: multiple mediation effects of affective commitment and organizational identification
Jianxi Liu, Yu Gan, YiJun ChenThis study delves into the impact of mindfulness on the retention intention of technology employees, with a particular focus on the mediating variables of affective commitment…
The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage
Ziyuan Xu, Yuanyuan Cao, Hirotaka MatsuokaThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite…
Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling
Li Huang, Xi Song, Matthew Tingchi Liu, Wen-yu Chang, Guicheng James ShiThe purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual…
Understanding the Chinese online fresh agricultural market through the extended technology acceptance model: the moderating role of food safety trust
Jingjing Xing, Jun Zhang, Xue WangThis study investigates how food safety trust works as a critical moderator in the Chinese online fresh agricultural market based on an extended technology acceptance model.
Understanding the intricacies of risky indebtedness, impulse buying and perceived risk in buy-now-pay-later adoption
Syam Kumar, Jogendra Kumar NayakThis study aims to establish that the relationship between the risky indebtedness behavior (RIB) of consumers and their attitude toward adopting buy-now-pay-later (BNPL) is not…
Consumers’ evaluation of ethical luxury advertisements: the roles of ethical consumer guilt and self-construal
Hanna Shin, Yan Li, Nara YounThe authors investigated the factors influencing consumer evaluations of advertisements for ethical luxury products that incorporate animal rights and protection concerns. The…
Perceived risk-based sport spectator segmentation during the pandemic situation
Taeahn Kang, Rei Yamashita, Hirotaka MatsuokaAlthough many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19…
A streamlined survey instrument to moderate university students' grades for group projects
Stephen DixThe aim of this paper is to generate a streamlined, transparent and effective instrument to fairly measure the contribution made by each student to a group project within a higher…
The more attention you get, the better you feel? A study on the influence of being envied on inconspicuous consumption
Siyun Wang, Feng Li, Huanzhang WangFrom a relational maintenance perspective, this study explores the impact of being envied (benignly vs maliciously) on consumers' feelings of social anxiety and its influence on…
Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor
Cong Cao, Chengxiang Chu, Xinyi Ding, Yangyan ShiAs live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research…
The impact of subjective consumer knowledge on consumer behavioral loyalty through psychological involvement and perceived service quality: sports clubs
Jianping Hu, Xinjiang Ye, Shengyu GuThe study advances an enhanced model encompassing psychological involvement, denoted as the psychological continuum model (PCM) and perceived customer service quality as…
Quick-commerce: green initiatives on customer brand engagement
Rambabu Lavuri, Shilpa Kokatnur, Park ThaichonThe study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and…
Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour
Garima Sahu, Gurinder Singh, Gurmeet Singh, Loveleen GaurWith over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model…
How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective
Shoukai Jiao, Xianliang Wang, Chao Ma, Yiran DengBased on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers'…
Dynamic, technological and marketing capabilities in MSMEs’ recovery from COVID-19 – the moderating role of organizational learning
Girish Prayag, Mesbahuddin Chowdhury, Lucie K. OzanneUsing dynamic capabilities (DCs) theory, the authors assess whether micro, small and medium-sized enterprises (MSMEs) can leverage DCs to improve operational capabilities (OCs…
What motivates users to keep WhatsApp statuses: a scale development study
Murugan Pattusamy, Prasanta Kr ChopdarDespite the immense popularity of WhatsApp, there needs to be more reliable and valid scales for identifying and measuring users' motivation behind frequent WhatsApp status…
Why do consumers buy NFTs?: Multi-path of attitude and the bandwagon effect
Won-jun Lee, Moon-Kyung ChaThe non-fungible token (NFT) market has been multiplying in recent years. NFTs are tokens stored on a blockchain network based on smart contract technology that can be used to…
A study of the mechanism of the types of emotions in retailers' review request text on consumers' reviewing intention
Jikai Zhu, Pengyu Li, Jingbo ShaoThis study aims to delve into the varying impacts of different types of emotions conveyed through retailers' review request texts on consumers' intention to write a review.
Impacts of information asymmetry on users' payment rates: evidence from trading data of Chinese knowledge payment platform
Xing Zhang, Yongtao Cai, Yiwen Li, Yan ZhouThis paper aims to clarify the impact of information asymmetry on users' payment rates and examine the role of perceived uncertainty (PU) and acceptable price (AP) in the…
Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings
Abdul Aziz Azdel, Khairil Wahidin Awang, Raja Nerina Raja Yusof, Mohd Hafiz HanafiahThis paper delves into the multi-faceted factors influencing the adoption and utilisation of online travel agencies (OTAs) for reserving hotel accommodations. The study aims to…
Blockchain-based Logistics 4.0: enhancing performance of logistics service providers
Jiajun Tan, Wai Peng Wong, Chee Keong Tan, Suriyan Jomthanachai, Chee Peng LimTechnology is the lifeline for the logistics industry, and it has been immensely disrupted by the emerging blockchain technology. This paper has two main objectives. The first is…
The impact of new energy vehicle information sources on mass consumers' purchase intentions: an investigation in China
Yongqing Xiong, Qian Cheng, Yukang Xiong, Mingyan LiaoThis study aims to investigate the impact and mechanism of new energy vehicle (NEV) information sources (IS) on mass consumers' purchase intentions (PIs) in China.
The impact of blockchain food traceability system on consumers' affective brand commitment and premium price motivation
Shuman Wang, Chunlin Yuan, Yue Liu, Hakil MoonThis paper explores how the blockchain food traceability system (BFTS) affects consumers' affective brand commitment and subsequent willingness to pay premium prices.
The role of transactive memory system of inter-organizational collaboration in innovation and performance
Ami Fitri Utami, Arnold Japutra, Sebastiaan van Doorn, Irwan Adi EkaputraThis study assesses how the transactive memory systems (TMS) framework extends to cross-organizational ties. This research also treats TMS dimensions (i.e. knowledge…
Balancing the environment and customer value: evaluation of the attractiveness of label-free plastic bottles for green tea
Takumi Kato, Yuko Endo, Sayu Fujiwara, Yu Zhu, Takahiko Umeyama, Susumu KameiAs a measure against plastic waste, Coca-Cola and Evian have begun introducing label-free plastic bottles. Food labels have long been recognized as an important marketing tool…
Dollar or percentage? The effect of reward presentation on referral likelihood
Hao Chen, Shuangkang HaoAddressing the significant differences between referral programs and traditional promotional marketing, this paper aims to investigate and examine the impact of how reward-related…
Exploring the differential effects of consumer brand attitude persuasion for printed advertisements in luxury and nonluxury brands
Nirma Sadamali Jayawardena, Sara Quach, Chinmoy Bandyopadhyay, Park ThaichonThis study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental…
A brand loyalty–risk framework in the luxury watch market
Pedro Silva, António Carrizo Moreira, Sílvia Almeida, Victor MoutinhoIn a society that encourages consumption, attributes such as exclusivity and social recognition are important in what is intended to be restricted to a certain exclusive segment…
Social media marketing activities and luxury fashion brands in the post-pandemic world
Adnan Muhammad Shah, Mudassar AliSocial media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical…
The effects of team diversity on promoting sustainable luxury products
Sara Quach, Felix Septianto, Park Thaichon, Billy SungThis research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role…
Environmental concern and purchase intention of pre-loved luxury products: a moderated mediation model
Gunjan Malhotra, Shipra ShaiwaliniThis research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of…
Luxury is dead, long live luxury! Resonance as an alternative lens to advance our understanding of an eternal desire and a global business
Fabio DumaIn contemporary business and marketing literature luxury is mainly approached from the perspectives of production, communication and consumption. The author argues that to…
Influencing factors of Chinese consumers' purchase intention towards sustainable luxury
Huaxia Yang, Jinlong Cheng, Allen D. Schaefer, Shion KojoThe authors examined the influence of perceived value on consumer attitude and purchase intention (PI) and the relationship between attitude and PI towards sustainable luxury…
Influences of persona self on luxury brand attachment in the Metaverse context
Juran Kim, Joonheui BaeThis study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands…
ISSN:
1355-5855Renamed from:
Asia Pacific International Journal of MarketingOnline date, start – end:
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Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Ian Phau