Purpose The purpose of this study is to examine the effects of brand origin (BO) misperception (hereafter BOM) or non-identification on brand equity. Besides, the current study investigates the moderating role of brand strength in the relationship between BOM and brand equity. Design/methodology/approach The current study adopted a 4 (BO identification: favorable BOM vs adverse BOM vs non-identification

Purpose The online-to-offline (O2O) business is developing rapidly and is highly popular in many countries. Nevertheless, O2O suffers from a large number of customer complaints that result in consumer loss. Focusing on the O2O context, this study integrates expectation disconfirmation theory (EDT) and justice theory to investigate consumers' dissatisfaction toward O2O websites. Design/methodology/approach

Purpose Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness

Purpose Social media (e.g., e-WOM) and traditional media (e.g., media coverage) serve different roles in a firm's marketing activities and also interact with each other, which in turn affect the market outcome. In addition, how market outcome affects the two types of media in turn has not been examined, which brings the need for a holistic framework. The rare study that examines this relation mostly

Purpose The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals. Design/methodology/approach Two experimental studies were conducted to test

Purpose Religious doctrines generally encourage people to behave ethically. However, in daily life, individuals notice inconsistencies between religious beliefs and behavior, leading them to ask, in the context of commerce, why religious consumers would behave unethically. The purpose of this study was to investigate the impact of consumers' intrinsic and extrinsic religiosity on their ethical behavior

Purpose Our study advances theory in supply chain resilience (SCRes) by identifying and describing the mechanisms through which interorganizational relationships (IORs) contribute to SCRes. Design/methodology/approach We employ a multi-method conceptual development design combining structured and narrative review of the literature, supported by illustrative case studies. A four-stage refinement process

Purpose In the tourism industry, unmanned aerial vehicles (UAVs) can perform monitoring and patrol missions to protect assets and tourists at attractions such as coastal areas, canyons, national parks, etc. Such use of UAVs can improve safety and security of tourism attraction and facilitate tourism industry. However, there is a key issue regarding economic investment and efficient operation for actual

Purpose The purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens. Design/methodology/approach An online survey was used to obtain the needed data and the relationships of interest were examined using a partial least squares structural equation modelling approach. Findings Brand loyalty and consumer-brand

Purpose The purpose of this present study is to investigate how opinion leaders' responsiveness to social influence varies with network positions (i.e. degree centrality and brokerage) and network density in new product diffusion networks. Design/methodology/approach This study collected data based on a sociometric network survey. Hierarchical moderated regression and hierarchical linear modeling analyses

Purpose The purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how employee citizenship behaviour towards customer (ECB-C) facilitates this relationship. Design/methodology/approach This study used a descriptive quantitative, non-experimental research method using a cross-sectional design with

Purpose The purpose of this paper is to investigate the effect of framing idle item recycling appeals as gains or losses on influencing consumers' idle item recycling intention by assessing the mediating role of perceived impact and the moderating role of product attachment. Design/methodology/approach In total, three experiments were conducted to gather data. The assumed hypotheses were verified using

Purpose This study assesses how “green behaviour” influences the switching intention towards remanufactured products in sustainable consumers by introducing the possibility of an innovation diffusion approach for promotion efforts. Design/methodology/approach This study utilises a mixed-method approach. First, a study with a non-experimental causal design was performed with 248 cell phone users characterised

Purpose The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance. Design/methodology/approach Based on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the

Purpose Digital stickers are being used frequently due to a rapid increase in the usage of mobile messenger services. Moreover, characters featured on digital stickers are being used as spokes-characters for brand marketing and advertisements. These characters create positive consumer attitude toward the brand and the brand's product or service. Design/methodology/approach Based on 307 surveys collected

Purpose Given the growing importance of blockchain technology (BT), the authors use the unified theory of acceptance and use of technology (UTAUT), which posits that BT adoption intention depends on the complementarity between UTAUT and blockchain transparency (BTRAN) and examine it in a new setting: the boundary condition of perceived helpfulness. Design/methodology/approach The authors review the

Purpose This study aims to show how the increasingly popular life course paradigm (LCP) can be employed as an alternative to the successful aging perspective (SAP) as an overarching conceptual research framework to study elderly consumers' financial well-being. Design/methodology/approach A questionnaire was administered to a convenience sample of 804 Thai consumers over the age of 45 selected via

Purpose The study aims to integrate the insights gained from the gambling industry into a value creation conceptual framework for analyzing the influence of digital technology application. Both primary and secondary data from industry practitioners are examined and discussed. Design/methodology/approach In-depth interviews covering top management from six major casinos in Macau were conducted with

Purpose This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities. Design/methodology/approach Through an in-depth analysis of the psychological needs of the users of short videos, the motivations for user participation in value cocreation are categorized based on the self-determination

Purpose This study aims to examine whether the selection of a new outsider chief marketing officer from a developed-country incumbent firm with an established brand can serve as an alternative strategy to the acquisition of developed-country firms in benefiting the internationalization of a postselection emerging-market brand marketer that suffers from late-mover disadvantages. Design/methodology/approach

Purpose Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands. Design/methodology/approach Based on previous

Purpose This study aims to provide a comprehensive explanation of the linkage between premium segments and product innovation. While previous literature confirms that product innovation triggers premium segment emergence, and vice versa, there is no satisfactory explanation regarding the underlying mechanisms that drive the mutual shaping of premium segments and product innovation. This paper attempts

Purpose This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation. Design/methodology/approach A survey questionnaire was administered to 320 Facebook

Purpose This study aims to investigate the impacts of service category (utilitarian vs hedonic) on chosen degree of uniqueness (CDOU) and consumers' willingness to pay more (WTPM), as well as the moderating roles of consumers' narcissism trait (high vs low) and processing mode (rational vs experiential) on the relationship between service category and CDOU. Design/methodology/approach This study conducts

Purpose This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically. Design/methodology/approach This study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment

Purpose This study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print advertisements with and without homosexual themes, on consumer willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated

Purpose The purpose of this study is to examine the effect of service authenticity, customer participation (CP) and customer-perceived service climate on customers' service evaluation within the context of smartphone repair services in South Korea. A conceptual model, including customer-perceived service climate, service authenticity, CP, service value and service satisfaction, was proposed and tested

Purpose The purpose of the paper is to develop a methodological framework for supply chain risk management using the hierarchical holographic modeling approach. It analyses supply chain risks in a systematic manner and develops a hierarchical methodology for identifying, prioritizing and managing the potential supply chain risks. Design/methodology/approach This research reviews supply chain risk management

Purpose Driven by social comparison and self-congruity theories, this paper's aim was to investigate the associations with Korean millennials' usage of social media, self-image congruity and conspicuous online consumption. The mediating influence of self-image congruity and the moderating effect of self-esteem were also examined. Design/methodology/approach These data were gathered through an online

Purpose This research aims to examine the relationship of personal innovativeness, perceived value (consisting of perceived utilitarian and hedonic value) and continuance intention in the context of ride-hailing apps and to investigate consumer behaviour differences between metro and non-metro consumers. Design/methodology/approach The survey sample included 402 consumers of popular ride-hailing apps

Purpose The concept of grit has been receiving increased attention in recent years. Grit is a trait that enables individuals to persevere while facing challenges and obstacles in life, sometimes “winning at any cost”. The purpose of the study is to understand how ethical views may vary among different groups of people segmented on grittiness. Our key argument is that grittier segment is more inclined