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SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms can achieve competitive advantage through strategic resource composition. The findings suggest that SMEs can enhance their marketing performance by developing resilient compositional capability, which enables them to creatively integrate and optimize their resources in response to market challenges.
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K means clustering analysis for Chinese tourists' segmentation on duty-free personal luxury goods purchasing intentions in the Asia-Pacific region
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy and secure purchasing channels. These findings offer actionable insights for duty-free shops to develop targeted marketing strategies tailored to each segment's needs and preferences. This study advances the academic understanding of customer behavior in the luxury goods market and provides practical implications for customer-centric marketing in the duty-free retail sector.
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How Implicit Theories Can Enhance or Reduce Charitable Behavior
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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Whether real or merely conceived, the distance to beneficiaries impairs individuals' generosity. This makes it important, both theoretically and practically, to identify factors that can promote prosocial behavior toward distant others. The present research identifies implicit self-theories (i.e., individuals' lay beliefs about the malleability or fixedness of human attributes?-incremental vs. entity theory) as one such factor. Four experiments demonstrate that incremental (vs. entity) theory enhances charitable behavior to distant others by decreasing perceived social distance toward them. We also show that this effect attenuates when the beneficiary is socially close, as consistent with the mediation mechanism. Furthermore, by combining the implications of research on motivational dynamics in collective goal pursuit, we predict and confirm a more nuanced influence of implicit theories on donations, such that the positive effect of incremental theory on giving toward distant others can reverse when the progress of a donation campaign is sufficiently high.
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A Study on Consumer-Avatar Interactions in the Metaverse: Implications for Marketing Strategies
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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The metaverse, expected to grow into a trillion-dollar market by 2030, is driving global investments across technology, economy, and even education. This research examines the interactions between consumers and avatars, a core element of the metaverse, to understand their influence on consumer identity, behavior, and attitudes. Based on the self-extension and self-expansion theories, the study uses immersive netnography to investigate consumer-avatar dynamics on the ZEPETO platform. Findings indicate that avatars act as extensions of the self, where consumers express control, create, and seek knowledge. Additionally, interactions between avatars contribute to self-expansion, as consumers incorporate the resources, perspectives, and characteristics of others into their own identity. This research offers both theoretical insights and practical applications by highlighting how consumer-avatar interactions can enhance consumer engagement and immersion in digital environments. Moreover, it suggests strategies for businesses to cultivate deeper consumer relationships in the metaverse.
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Market Power Versus Regulation Forces: The Impact of Antitrust Regulation on Software Firms
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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The omnipresence of software firms is triggering substantial antitrust concerns, calling into question the adequacy of existing regulatory frameworks. This study explores this pivotal concern in the context of the software industry, which is characterized by profound network externalities among customers and a rapid pace of innovation. Our study used the event study methodology on data from 252 antitrust cases involving the U.S. Federal Trade Commission and U.S. Department of Justice from 2000 to 2022, which revealed important insights into the differentiated effects of U.S. antitrust announcements on the market value of software firms. Although antitrust announcements generally have a negative impact on market value, software firms in this study displayed notable resilience compared with other sectors within information technology, such as hardware. Of interest is the negative relationship identified between R&D intensity and abnormal returns, which challenges traditional perspectives on the role of R&D in market competition and risk mitigation.
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Does Your Company Care about the Fears of Pandemic for Salespeople? Insights from Pandemic Demands and Resources
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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The pandemics (e.g., COVID-19) disrupt the roles of all professionals, particularly those of salespeople. This study seeks to empirically examine how fears amidst the pandemic, as pandemic demands, influence salespeople's attitudinal and behavioral outcomes and how organizational and personal resources as pandemic resources mitigate the negative outcomes for salespeople. Building on the job demands-resources (JD-R) model and employing the partial least squares-based structural equation modeling, this study tested the proposed hypotheses using responses from 237 salespeople in South Korea. The results mainly supported hypotheses. As a major theoretical contribution, this study delineates Pandemic fears in terms of salespeople's fear of themselves, their jobs, and companies, and the ultimate consequences of fear on salespeople's affective and behavioral outcomes. This study offers important evidence to sales and retail managers regarding the significance of pandemic resources as important interventions to minimize the challenges of the pandemic for salespeople.
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Exploring the impact of negative brand experiences on consumer emotions and behavior
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This study extends the S-O-R framework to the context of negative emotions and introduces the social dimension of brand experiences, revealing complex relationships between brand experiences, negative emotions, and behavioral responses. In practice, companies should strengthen the monitoring and management of brand touch points to proactively mitigate brand hate and its adverse consequences.
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Measuring the Effect of a Brand Communication Strategy through Consumer-Generated Content: A Case Study of Telecommunication Services
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, asymmetry in advertising effectiveness competition was identified, and in the case of a specific brand, the vampire effect was also observed. The study presents implications regarding a framework for assessing ad effectiveness from a communication perspective and a method for measuring it in the context of market competition.
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Rethinking Money: How the Backfire Effect Shapes Consumer Reactions to Recommendations
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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This research explored how priming of money influences consumers' reactions to others' opinions, particularly regarding compliance with different types of recommendations. Across two experiments, we found that subtle reminders of money made individuals value their independence in decision-making. As a result, they tended to respond negatively to recommendations that were overly prescriptive, such as specific product suggestions. On the other hand, when money reminders accompanied recommendations that offered some flexibility?like suggestions for product categories?individuals were more likely to agree with these flexible recommendations than specific suggestions. This effect even persisted when the category recommendations included only a single alternative.
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Detrimental Impact of Waiting on Dining Experiences: Evidence from Online Restaurant Reviews
| 2025.07.09
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| ASIA MARKETING JOURNAL
(한국마케팅학회)
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This study employs big data analytics to examine customers’ waiting experiences in restaurants, a critical component of the broader hospitality and tourism industry. Drawing upon a large corpus of online reviews, the analysis uses topic modeling to identify four salient themes that emerge?waiting, food, servicescape, and service quality?informing the way in which customers perceive and evaluate dining experiences. Two subsequent regression analyses reveal a significant negative relationship between waiting-related comments and overall review ratings, underscoring the disproportionate influence of waiting experiences in shaping customer satisfaction. These findings offer valuable insights for hospitality and tourism practitioners and researchers aiming to deepen their understanding of how waiting times and experiences can impact service perceptions and overall consumer evaluations in restaurant contexts.
