2020GMC: 2020 GLOBAL MARKETING CONFERENCE AT SEOUL
PROGRAM FOR FRIDAY, NOVEMBER 6TH
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08:00-09:30 Opening Ceremony & Keynote Speech (Live)

Title: The Feeling Economy: How Artificial Intelligence is Changing Marketing?

Keynote Speaker: Prof. Roland T. Rust (University of Maryland)

09:30-10:30 Coffee Chat (Live)

Presider: Prof. Charles R. Taylor (Villanova University), Editor-in-Chief of International Journal of Advertising

10:30-12:00 Session 1.01: Retail Technology & Customer Experience Design
Chair:
Hye-Young Kim (University of Minnesota, United States)
10:30
Claire Whang (California State Polytechnic University, Pomona, United States)
Hyunjoo Im (University of Minnesota, United States)
Garim Lee (University of Minnesota, United States)
Exploring users' perception of voice assistants: Qualitative approach
PRESENTER: Claire Whang
10:42
Tomoko Kawakami (Waseda University, Japan)
Linda Hamdi-Kidar (Toulouse Business School, France)
Co-creation with fans to Enhance Purchase Intent and Customer Engagement in Product and Service Development
PRESENTER: Tomoko Kawakami
10:54
Nhayoon Kim (Waseda University, Japan)
Tomoko Kawakami (Waseda University, Japan)
Visual Merchandizing Design in the Era of Online for Offline: Multiple Case Studies on Retail Stores in Korea and Japan
PRESENTER: Nhayoon Kim
11:06
Dr Barbara Gligorijevic (Sydney City School of Business - Top Education Institute, Australia)
STRATEGIC INNOVATION IN THE AUSTRALIAN RETAIL SECTOR - A NEW APPROACH FOR ENHANCING THE CUSTOMER EXPERIENCE
10:30-12:00 Session 1.02: Future of Advertising I
Chair:
Riccardo Rialti (University of Florence, Italy)
10:30
Riccardo Rialti (University of Florence, Italy)
Lamberto Zollo (University of Florence, Italy)
Raffaele Filieri (Audencia Business School, France)
Irene Pieraccini (University of Florence, Italy)
GAMIFICATION AND MOBILE ADVERTISING EFFICACY: EMPIRICAL EVIDENCES FROM ITALIAN MILLENNIALS
PRESENTER: Riccardo Rialti
10:42
Chunlin Yuan (Institute of Enterprise Strategic Management, Henan University, China)
Kyunghoon Kim (Changwon National University, South Korea)
Jenny Ma (University of Greenwich, UK)
Chenlei Zhang (Business School of Henan University, China)
Shuman Wang (Business School of Henan University, China)
The Influence of Opinion Leader Attributes on Brand Equity in the PGC Environment: The Moderating Effect of Endorser-endorser Congruency
PRESENTER: Chunlin Yuan
10:54
Jung-Kuei Hsieh (National Taipei University, Taiwan)
How to Enhance Soundless Video Advertisements
11:06
Moon Young Kang (Soongsil University, South Korea)
Sunghoon Kim (Arizona State University, United States)
Understanding online users by segmenting their search keywords: Empirical analysis from online auto insurance search advertising
PRESENTER: Moon Young Kang
11:18
Sang-Lin Han (Hanyang University, South Korea)
Ki-Hyung Kim (Hanyang University, South Korea)
Junyean Moon (Hanyang University, ERICA, South Korea)
RELATIONSHIPS AMONG CONSUMPTION VALUES, AFFECTIVE RESPONSES, AND CUSTOMER PATRONAGE INTENTION FOR LUXURY BRANDS
PRESENTER: Ki-Hyung Kim
11:30
Woody Kim (Florida State Univ, United States)
Souji Gopalakrishna Pillai (Florida State University, United States)
DARK PATTERNS - DARKER SIDE OF MARKETING IN ONLINE TRAVEL AGENCY WEBSITES
PRESENTER: Woody Kim
11:42
Hojoon Choi (University of Houston, United States)
Kyunga Yoo (KT Corporation, South Korea)
Tom Reichert (University of South Carolina, United States)
Temple Northup (University of Houston, United States)
SEXUAL AD APPEALS IN SOCIAL MEDIA: EFFECTS AND INFLUENCES OF CULTURAL DIFFERENCE AND SEXUAL SELF-SCHEMA
PRESENTER: Hojoon Choi
10:30-12:00 Session 1.03: The Role of Luxuriousness in High-End Brand Advertising I
Chair:
Hyunju Shin (Georgia Southern University, United States)
10:30
Hyunju Shin (Georgia Southern University, United States)
Sukki Yoon (Bryant University, United States)
Kacy Kim (Bryant University, United States)
The influence of humor appeal in luxury advertising
PRESENTER: Hyunju Shin
10:42
Isaac Cheah (Curtin University, Australia)
Anwar Sadat Shimul (Curtin University, Australia)
Min Teah (Curtin University, Australia)
Hyo Jin Eom (Curtin University, Australia)
Communicating luxury through CSR initiatives: The influence of brand hypocrisy, consumer skepticism and brand trust
PRESENTER: Hyo Jin Eom
10:54
Jungsun Cho (Monash University, Australia)
Junghyun Kim (NEOMA Business School, France)
Bruno Godey (NEOMA Business School, France)
WHEN “LIKING” VERSUS POSTING ON SOCIAL MEDIA STRENGTHENS OR WEAKENS PREFERENCE FOR LUXURY PRODUCTS
PRESENTER: Jungsun Cho
11:06
Foo Nin Ho (San Francisco State University, United States)
Jared Wong (Duke University, United States)
When Consumer Knowledge is Power: Determinants of Luxury Maturity Stages
PRESENTER: Jared Wong
11:18
Yu-Ting Chen (National Sun Yat-sen University, Taiwan)
Jeeyeon Kim (National Sun Yat-sen University, Taiwan)
THE EFFECT OF INFLUENCERS AND USER GENERATED CONTENT ON HIGH-END PRODUCT PURCHASE INTENTION
PRESENTER: Yu-Ting Chen
10:30-12:00 Session 1.04: Sustainability: Challenges, Frameworks and Insights from Asia I
Chairs:
Eunju Ko (Yonsei University, Republic of Korea, South Korea)
Benjamin Wooliscroft (Auckland University of Technology, New Zealand)
10:30
Ning Chris Chen (University of Canterbury, New Zealand)
Herb de Vries (University of Canterbury, New Zealand)
Xueli Wang (Tsinghua University, China)
Building a sustainable business model for professional clubs in the China National Basketball League (NBL): a stakeholder perspective
PRESENTER: Ning Chris Chen
10:42
Jeawon Kim (Griffith University, Australia)
Sharyn Rundle-Thiele (Griffith University, Australia)
Timo Dietrich (Griffith University, Australia)
Kathy Knox (Griffith University, Australia)
Marketing for good: Co-creating a behaviour change program
PRESENTER: Jeawon Kim
10:54
Pradipta Halder (Business School, University of Eastern Finland, Finland)
Tommi Laukkanen (Business School, University of Eastern Finland, Finland)
Consumer innovativeness and adoption of eco-innovations – an Indian study
PRESENTER: Pradipta Halder
11:06
Nabajyoti Deka (Indian Institute of Technology Kharagpur, India)
Kishor Goswami (Indian Institute of Technology Kharagpur, India)
ORGANIC CULTIVATION AS THE WAY FORWARD TO DEVELOP VALUE CHAIN AND MARKET LINKAGES FOR SMALL TEA GROWERS: EVIDENCE FROM INDIA
PRESENTER: Nabajyoti Deka
10:30-12:00 Session 1.05: Decision-Making in International Marketing I
Chairs:
Paul Hughes (De Montfort University, UK)
Magnus Hultman (University of Leeds, UK)
Joao Oliveira (Loughborough University, UK)
10:30
Heetae Cho (Nanyang Technological University, Singapore)
Weisheng Chiu (Open University of Hong Kong, Hong Kong)
Hyun-Woo Lee (Texas A&M University, United States)
Xiaofang Doreen Tan (Nanyang Technological University, Singapore)
NOSTALGIA, ATTITUDE TOWARD SPONSORS, AND PURCHASE INTENTION FOR SPONSORS’ PRODUCTS
PRESENTER: Heetae Cho
10:42
Simran Kaur (Sunway University, Malaysia)
Pervaiz Ahmed (Monash University, Malaysia)
Yit Sean Chong (Monash University, Malaysia)
Yunus Ali (Monash University, Malaysia)
BRAND TRANSGRESSIONS AND BRAND RECOVERY IN THE CONTEXT OF SACRED CONSUMPTION: AN INSTITUTIONAL THEORY PERSPECTIVE
PRESENTER: Simran Kaur
10:54
Ruby Appiah-Campbell (Loughborough University, UK)
Kemefasu Ifie (Loughborough University, UK)
John Cadogan (Loughborough University, UK)
Nina Michaelidou (Loughborough University, UK)
IN-GROUP CITIZENS OF THE WORLD? ETHNOCENTRISM AND PROSOCIAL FOREIGN ACTIVITIES
11:06
Joon Yong Seo (State University of New York, Brockport, United States)
Younghwa Lee (Sungkyunkwan University, South Korea)
Sukki Yoon (Bryant University, United States)
A CROSS-CULTURAL STUDY ON THE EFFECT OF CAUSES OF NEED IN CHARITY ADVERTISING
PRESENTER: Sukki Yoon
11:18
Carmen Lopez (Southampton Business School, University of Southampton, UK)
Mohamed Yacine Haddoud (University of Plymouth, UK)
Dulekha Kasturiratne (University of Plymouth, UK)
INNOVATION AND EXPORT PROPENSITY: A CONFIGURATION APPROACH
PRESENTER: Carmen Lopez
10:30-12:00 Session 1.06: Mobile Marketing
Chairs:
Wolfgang Fritz (Technische Universitaet Braunschweig, Germany)
Stefanie Sohn (Technische Universitaet Braunschweig, Germany)
10:30
Stefanie Sohn (Technische Universität Braunschweig, Germany)
Barbara Seegebarth (Technische Universität Braunschweig, Germany)
Private or Provided? Consumer Acceptance of Different Types of In-Store Mobile Self-Scanning Technology
10:42
Heba Zahou (School of Management, Harbin Institute of Technology, China)
Guoxin Li (School of Management, Harbin Institute of Technology, China)
Mahmoud A. Eissa (School of Management, Harbin Institute of Technology, China)
Bo Lu (Harbin Institute of Technology, China)
THE IN-STORE MOBILE LOCATION BASED ADVERTISING FRAMEWORK BASED ON TEMPORAL TIME, INFORMATION AND RECEIVER
PRESENTER: Heba Zahou

ABSTRACT. Marketers and retailers are increasingly interested in grabbing the opportunity to reach the consumer at the right time and place with a smart phone. Depending on Location Based Advertising (LBA) and associated sensors with the IBeacon technology, marketers can determined the consumer’s favorite products through his search history and previous purchase activities furthermore his location in-store. So, marketers and retailers pay more attention to in-store mobile LBA. In this work, the modified LBA in-store framework are constructed. This model proposed that the temporal time, type of information and the variety of receiver of mobile in-store LBA affect the Purchase intention in retail stores.

10:54
Qin Sun (California State University Northridge, United States)
Rajasree K. Rajamma (Fairfield University, United States)
Deborah D. Heisley (California State University Northridge, United States)
Mahmoud A Soliman (Independent Container Line Ltd, United States)
EXPLORING SCARCITY IN MOBILE PROMOTION AND IMMEDIATE PURCHASE INTENTION
PRESENTER: Qin Sun
11:06
Cheuk Nga Chan (Beijing Normal University-Hong Kong Baptist University United International College, China)
Hanglei Guo (Beijing Normal University-Hong Kong Baptist University United International College, China)
Factors Leading to Continuous Usage of AI Service on Mobile Shopping
PRESENTER: Hanglei Guo

ABSTRACT. Purpose - Explore factors leading to consumer continue use of AI services in the context of mobile shopping.

Design/methodology/approach - Guided by Uses and Gratifications theory, a model including various factors leading to continuous usage of AI services on mobile shopping with satisfaction as intermediate variable was built and tested. A survey was conducted to explore the user’s attitude towards AI services on mobile shopping. A total of 405 responses were collected.

Finding - In mobile shopping, entertainment, convenience, information seeking, and social interaction are factors that affect users’ satisfaction towards artificial intelligence. Moreover, the satisfaction for AI services usage showed a positive impact on the continuous usage intention.

10:30-12:00 Session 1.07: Evolutions in Fashion Marketing: Adapting, Innovating and Influencing Tomorrow I
Chairs:
Linda Golden (The University of Texas at Austin, United States)
Kacy Kim (Bryant University, United States)
10:30
Farah Fouad (Arab Academy For Science, Technology, Maritime and Transport, Egypt)
Ana Soares (University of Minho, Portugal)
Eiman Negm (Arab Academy For Science, Technology, Maritime and Transport, Egypt)
Fashion Activism: Exploring How Fashion Impacts Consumer behavior
PRESENTER: Ana Soares
10:42
Eunjoo Cho (University of Arkansas, United States)
Steven Kopp (University of Arkansas, United States)
Sabrina Heix (TU Dortmund, Germany)
Do Young Consumers Care about Country-of-Origin of Luxury Fashion Brands?
PRESENTER: Eunjoo Cho
10:54
Yongdan Liu (University of Macau, Macao)
Matthew Liu (Univeristy of Macau, Macao)
Andrea Perez (Universidad de Cantabria, Spain)
Ziying Mo (International School of Business & Finance, Sun Yat-Sen University, China)
How Do Knowledge and Trust Influence Fast Fashion Consumption in an Ethical Way? An Empirical Study
PRESENTER: Ziying Mo
12:00-13:30 Session 2.01: New Marketing & Management in Global Digital World I
Chair:
Jooeun Sung (Yonsei University, South Korea)
12:00
Yehyeon Kwon (Yonsei University, South Korea)
Dae Ryun Chang (Yonsei University, South Korea)
Qurie Kim (Yonsei Business Research Institute, South Korea)
Jihee Woo (Yonsei University, South Korea)
Hosun Lee (Yonsei University, South Korea)
“IT HELPS ME MAKE A ‘GOOD’ PURCHASE” -A STUDY ON THE EFFECTS OF PRODUCT-TYPE AND MEDIA ON ADVERTISING OF CSR-RELATED PRODUCTS
PRESENTER: Yehyeon Kwon
12:12
Jooeun Sung (Yonsei University, South Korea)
Jae Hoon Hwang (Yonsei University, South Korea)
Jong Souk Yeo (Yonsei University, South Korea)
Eun Ju Ko (Yonsei University, South Korea)
Sang Hoon Kwon (Yonsei University, South Korea)
Dong Il Shin (Yonsei University, South Korea)
Yerim Chung (Yonsei University, South Korea)
SOCIAL ENGAGEMENT FOR INTEGRATION
PRESENTER: Jooeun Sung
12:24
Qiaolian Cheng (Harbin Institute of Technology, China)
Zou Peng (Harbin Institute of Technology, China)
Yixin Li (Harbin Institute of Technology, China)
Minsun Yeu (Harbin Institute of Technology, China)
How emerging market Invest Response to Food Nutrition Labelling Regulation
PRESENTER: Minsun Yeu
12:36
My-Trinh Bui (VNU International School, Vietnam National University, Hanoi, Viet Nam)
Don Jyh-Fu Jeng (National Chengchi University, Taiwan)
Thi-Mai Le (VNU International School, Vietnam National University, Hanoi, Viet Nam)
HOW DO INDIVIDUAL MOBILITIES DRIVE PLATFORM EQUITY IN THE BUSINESS ECOSYSTEM VIA MOBILE APP?
PRESENTER: My-Trinh Bui
12:48
Jasmine A.L. Yeap (Universiti Sains Malaysia, Malaysia)
How Fashion Exhibitions Are Changing High-End Luxury Brand Experience: An Introspective Study on Chanel's Mademoiselle Prive
12:00-13:30 Session 2.02: Future of Advertising II
Chair:
Yung Kyun Choi (DONGGUK. UNIV., South Korea)
12:00
Hkawn San (National Sun Yat-sen University, Taiwan)
Jeeyeon Kim (National Sun Yat-sen University, Taiwan)
HOW DO DIGITAL SHOPPING MISTAKES LEAD TO WOM?
PRESENTER: Hkawn San
12:12
Hojoon Choi (University of Houston, United States)
Kyung Yul Lee (Hanyang University, South Korea)
Temple Northup (University of Houston, United States)
INFLUENCES OF CULTURAL AND SOCIAL RELATIONSHIP VARIABLES ON ELECTRONIC WORD-OF-MOUTH BEHAVIOR
PRESENTER: Hojoon Choi
12:24
Haiyun Zhu (DONGGUK UNIV., China)
Yung Kyun Choi (DONGGUK. UNIV., South Korea)
The effects of influencer on ad effectiveness: moderating role of message appeal and brand awareness
PRESENTER: Yung Kyun Choi
12:36
Park Beede (Zayed University, UAE)
Donghee Shin (Zayed University, UAE)
ANALYZING THE ART OF CREATIVE STORYTELLING IN BRANDED CONTENT DIGITAL VIDEO ADVERTISING
PRESENTER: Park Beede
12:48
Kong Cheen Lau (Singapore University of Social Sciences, Singapore)
Carina Foo (Singapore University of Social Sciences, Singapore)
Impact of Digital Native Advertising to a Brand
PRESENTER: Kong Cheen Lau
13:00
Julie Bilby (Hong Kong Baptist University, Australia)
Kara Chan (Hong Kong Baptist University, Hong Kong)
Practitioner views of creativity and digitization in the Hong Kong advertising industry
PRESENTER: Julie Bilby
13:12
A-Reum Jung (Sejong University, South Korea)
Jun Heo (Louisiana State University, United States)
IS CLUTERED SOCIAL EMDIA ENVIRONMENT BAD FOR ADVERTISING?
PRESENTER: A-Reum Jung
12:00-13:30 Session 2.03: The Role of Luxuriousness in High-End Brand Advertising II
Chair:
Ziying Mo (International School of Business & Finance, Sun Yat-Sen University, China)
12:00
Hyejin Jun (yonsei university, South Korea)
Yuri Seo (University of Auckland Business School, New Zealand)
Felix Septianto (University of Auckland Business School, New Zealand)
Eunju Ko (Yonsei University, South Korea)
Does culture matter in art infusion? Implications for luxury advertising
PRESENTER: Hyejin Jun
12:12
Anastasios Panopoulos (University of Macedonia, Greece)
Eirini Koronaki (Rennes School of Business, Greece)
Antigone Kyrousi (American College of Greece - Deree, Greece)
Athina Zotou (Cyprus University of Technology, Cyprus)
REDEFINING LUXURY ADVERTISING: MOTIVATION IN ADVERTISED VALUE, ATTITUDES AND SUSCEPTIBILITY
12:24
Ting-Hsiang Tseng (Feng-Chia University, Taiwan)
Matthew Liu (Univeristy of Macau, Macao)
Ziying Mo (Sun Yat-Sen University, China)
AN EXTENDED ABSTRACT: LIMITED EDITION ADVERTISING DOES NOT ALWAYS WORK FOR LUXURY BRANDS: THE INFLUENCE OF CONSUMPTION CONTEXTS
PRESENTER: Matthew Liu
12:00-13:30 Session 2.04: Sustainability: Challenges, Frameworks and Insights from Asia II
Chair:
Tetsuma Emmaru (Osaka City University, Japan)
12:00
Husna Ara (Universiti Sains Malaysia, Bangladesh)
Jasmine A.L. Yeap (Universiti Sains Malaysia, Malaysia)
Siti Hasnah Hassan (Universiti Sains Malaysia, Malaysia)
GREEN MARKETING STRATEGY, GREEN CORPORATE IMAGE AND SUSTAINABILITY PERFORMANCE: INSIGHTS FROM READYMADE GARMENT FIRMS IN BANGLADESH
12:12
Shinya Nakami (Gakushuin University, Japan)
Tetsuma Emmaru (Osaka City University, Japan)
Koji Osaki (Senshu University, Japan)
What is the Sustainability in Local Branding? -Consideration from structure model of the Regional Re-Birth in Teshima (ART SETOUCHI)-
PRESENTER: Shinya Nakami
12:24
Guanghua Sheng (Business School, Jilin University, China)
Jiatong Dai (Business School, Jilin University, China)
Hong Pan (Business School, Jilin University, China)
Siyu Che (Business School, Jilin University, China)
Does Haze Promote Pro-Environmental Behavior? The Influence of Air Quality on Pro-Environmental Behavior of Chinese Residents
PRESENTER: Jiatong Dai
12:36
Maggie Y. Chu (The Open University of Hong Kong, Hong Kong)
Chun Ying Lisa Wan (The Chinese University of Hong Kong, Hong Kong)
ON ENCOURAGING GREEN LIVING – WHEN DOES A POSITIVE ROLE MODEL BACKFIRE?
PRESENTER: Maggie Y. Chu
12:00-13:30 Session 2.05: Decision-Making in International Marketing II
Chairs:
Paul Hughes (De Montfort University, UK)
Magnus Hultman (University of Leeds, UK)
Joao Oliveira (Loughborough University, UK)
12:00
A-Reum Jung (Sejong University, South Korea)
Jun Heo (Louisiana State University, United States)
Country of Origin Effect: The Role of Information Processing in Product Evaluation
PRESENTER: A-Reum Jung
12:12
Albena Björck (Zurich University of Applied Sciences, Switzerland)
Michelle Carvajal Ramirez (Zurich University of Applied Sciences, Switzerland)
DOES BRAND ORIGIN MATTER? AN ANALYSIS OF LOW-INVOLVEMENT DEVELOPING MARKET BRANDS INTERNATIONALIZING INTO A DEVELOPED MARKET
PRESENTER: Albena Björck
12:24
Esra Asif (University of Leeds, UK)
Christina Papadopoulou (Leeds Beckett University, UK)
‘I want you to panic’: Cross cultural perspectives on climate change scepticism
PRESENTER: Esra Asif
12:36
Guy McKelvey (University of Huddersfield, UK)
STREETWEAR COLLABORATIONS
12:00-13:30 Session 2.06: Online Retailing
Chair:
Lei Song (The Pennsylvania State University, United States)
12:00
Xiaoyan Luo (The Chinese University of Hong Kong, Hong Kong)
Lisa C. Wan (The Chinese University of Hong Kong, Hong Kong)
PERSONALIZED OR NOT: THE EFFECT OF AWARENESS OF INFORMATION BLINDNESS ON ONLINE SHOPPING RECOMMENDATION
PRESENTER: Xiaoyan Luo
12:12
Yanni Ping (St. John's University, United States)
Lei Song (Penn State Abington, United States)
Investigating Influencers’ Posts on Instagram: Impact of Influencer Expertise, Post Like Number and Content Richness on Advertising Effectiveness
PRESENTER: Yanni Ping
12:24
Amara Singh (University of the Witwatersrand, South Africa)
Neo Ligara (University of the Witwatersrand, South Africa)
Marike Venter de Villiers (University of the Witwatersrand, South Africa)
THE YOUTH MARKET MOVES ONLINE: FACTORS INFLUENCING PURCHASE INTENTION OF ONLINE FASHION PRODUCTS
12:36
Jaywant Singh (University of Southampton, UK)
Benedetta Crisafulli (Birkbeck, University of London, UK)
Wenzhong Wei (Shandong University, China)
HOW COUNTERFACTUAL THOUGHTS AND PERCEIVED MOTIVE INFLUENCE ONLINE SERVICE RECOVERY FAIRNESS PERCEPTIONS
PRESENTER: Wenzhong Wei
12:48
Sanghwa Kim (University of Maryland, United States)
Jeonghye Choi (Yonsei University, South Korea)
Seung Hyun Kim (Yonsei University, South Korea)
Offline Touch and Online Retailing: Evidence from a Field Experiment
PRESENTER: Sanghwa Kim
12:00-13:30 Session 2.07: Evolutions in Fashion Marketing: Adapting, Innovating and Influencing Tomorrow II
Chair:
Ganga Urumutta Hewage (Bryant University, United States)
12:00
Ganga Urumutta Hewage (Bryant University, United States)
Laura Boman (University of Central Florida, United States)
Sona Klucarova (University of Central Florida, United States)
HOW LIBERALS VERSUS CONSERVATIVES EVALUATE LOGO PROMINENCE FOR UNFAMILIAR FASHION BRANDS
12:12
Yoon Hi Sung (The University of Oklahoma, United States)
Eun Yeon Kang (Kutztown University, United States)
The Effect of Price Strategies and Message Appeals of Upcycling Fashion Brands on Consumers’ Perception and Sustainable Consumption
PRESENTER: Yoon Hi Sung
12:24
Maria Mercedes Gaton Fraile (University of Malaga, Spain)
Lucia Perez Perez (EAE Business School, Spain)
DIGITALISISED AND DIGITISED FASHION EXHIBITIONS AND BIG EVENTS: “CHINA: THROUGH THE LOOKING GLASS “CASE STUDY
12:00-13:30 Session 2.08: 2020 ANZMAC-GAMMA Joint Symposium
Chairs:
Tony Garrett (Korea University, South Korea)
Ian Phau (Curtin Business School, Australia)
12:00
Hyeyeon Yuk (Korea University Business School, South Korea)
Tony Garrett (Korea University Business School, South Korea)
INNOVATIONS AND CUSTOMER PARTICIPATION IN THE NEW PRODUCT DEVELOPMENT PROCESS ON FIRM FINANCIAL PERFORMANCE
PRESENTER: Hyeyeon Yuk
12:12
Brian 'T Hart (Trinity Western University, Canada)
Graham Ferguson (Curtin University, Australia)
Saadia Shabnam (Curtin University, Australia)
AGED CONSUMERS’ ACCEPTANCE OF THE PERSONAL VOICE ASSISTANT TECHNOLOGY: TECHNOLOGY ACCEPTANCE MODEL
PRESENTER: Brian 'T Hart
12:24
Zhujun Li (Shanghai University, China)
Haodong Gu (Shanghai University, China)
Ning Chen (University of Canterbury, New Zealand)
Signaling effect and the influence of genres: movie consumption on Chinese online video platforms
PRESENTER: Zhujun Li
12:36
Ning Chris Chen (University of Canterbury, New Zealand)
Rohail Ashraf (King Abdulaziz University, Saudi Arabia)
Consumer behaviours under on-going terror threats
PRESENTER: Ning Chris Chen
13:30-14:30 Session 3.01: New Marketing & Management in Global Digital World II
Chair:
Jeonghye Choi (Yonsei University, South Korea)
13:30
Yiling Li (Yonsei University, South Korea)
Hyejin Kim (Korea Advanced Institute of Science and Technology, South Korea)
Jeonghye Choi (Yonsei University, South Korea)
HOW TO MAKE PRE-ROLL ADVERTISING MORE EFFECTIVE
PRESENTER: Yiling Li
13:42
Chunlin Yuan (Institute of Enterprise Strategic Management, Henan University, China)
Kyunghoon Kim (Changwon National University, South Korea)
Hakil Moon (Eastern Michigan University, United States)
Shuman Wang (Business School of Henan University, China)
Analyzing the Influence of AI-enabled Digital Marketing on Parasocial Brand Experience and Brand Equity
PRESENTER: Chunlin Yuan
13:54
Hector Gonzalez-Jimenez (ESCP Business School, Spain)
Yang Sun (Zhejiang SCI-TECH University, China)
The interplay between robot design, customer perceptions and service outcomes: A fsQCA perspective
14:06
Juhyun Kim (Sungshin Women's University, South Korea)
Using ZMET to Construct the Consensus Map for Online Art-based Startups
13:30-14:30 Session 3.02: Future of Advertising III
Chair:
Jungkeun Kim (Auckland University of Technology, New Zealand)
13:30
Jungkeun Kim (Auckland University of Technology, New Zealand)
Elise Hunter (Advanced Learning Limited, New Zealand)
Chaein Lee (Korea University, South Korea)
Jacob C. Lee (Dongguk University, South Korea)
Jae-Eun Kim (University of Auckland, New Zealand)
Dong-Mo Koo (Kyungpook National University, South Korea)
Mark T. Spence (Bond University, Australia)
Do You Trust AI? The Effect of AI Personalization on Advertisements
PRESENTER: Jungkeun Kim
13:42
Jing Zhang (Sungkyunkwan University, South Korea)
Eun-Ju Lee (Sungkyunkwan University, South Korea)
Future AI Advertising: Neural Cues of Consumer Engagement in Social Media Advertising with Deep Learning method
PRESENTER: Jing Zhang
13:54
Sung Yoon Ri (Gachon University, South Korea)
Dae Ryun Chang (Yonsei University, South Korea)
Hosun Lee (Yonsei University, South Korea)
Jungwoon Kim (Yonsei University, South Korea)
COMPETITION OR COLLABORATION: CROSS-PLATFORM ADVERTISING WITH VIRTUAL REALITY
PRESENTER: Sung Yoon Ri
14:06
Bo Lu (Harbin Institute of Technology, China)
Guoxin Li (Harbin Institute of Technology, China)
Yufeng He (Harbin Institute of Technology, China)
Ruijin Zhang (Harbin Institute of Technology, China)
Min Wang (Harbin Institute of Technology, China)
What drives micro-influencers advertising effectiveness on live streaming? The perspective of trust transfer and para-social interaction
PRESENTER: Bo Lu
13:30-14:30 Session 3.03: The Role of Luxuriousness in High-End Brand Advertising III
Chair:
Nara Youn (Hongik University, South Korea)
13:30
Jiwon Yi (Hongik University, South Korea)
Nara Youn (Hongik University, South Korea)
Serifs for Conservatives: The Effect of Perceived Luxuriousness of Typeface on The Persuasiveness of Political Campaign
PRESENTER: Jiwon Yi
13:42
Saleh Bazi (Newcastle University, UK)
Raffele Filieri (Audencia University, France)
Matthew Gorton (Newcastle University, UK)
CUSTOMER ENGAGEMENT WITH LUXURY BRANDS ON SOCIAL MEDIA: THE ROLE OF BRAND ETHEREALITY AND POST QUALITY
PRESENTER: Raffele Filieri
13:54
Serena Rovai (EXCELIA GROUP - LA ROCHELLE BUSINESS SCHOOL, France)
Silvia Ranfagni (università degli studi di firenze, Italy)
Wilson Ozuem (Cumbria University, UK)
Michelle Willis (Cumbria University, UK)
FASHION LUXURIOUSNESS IN ADVERTISING: THE ROLE OF MADE IN ITALY AND HERITAGE ON THE NEW FACE OF LUXURY
PRESENTER: Serena Rovai
14:06
Donghwy An (Seoul National University, South Korea)
Hanna Shin (Hongik University, South Korea)
Nara Youn (Hongik University, South Korea)
Kitsch as the new luxury: how narcissistic consumers perceive luxuriousness from kitsch advertising
PRESENTER: Donghwy An
13:30-14:30 Session 3.04: Sustainability: Challenges, Frameworks and Insights from Asia III
Chair:
Tai Ming Wut (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong)
13:30
Jooeun Sung (Yonsei University, South Korea)
Jae Hoon Hwang (Yonsei University, South Korea)
Jong Suk Yeo (Yonsei University, South Korea)
Eun Ju Ko (Yonsei University, South Korea)
Sang Hoon Kwon (Yonsei University, South Korea)
Dong Il Shin (Yonsei University, South Korea)
Yerim Chung (Yonsei University, South Korea)
SOCIAL ENGAGEMENT FOR INTEGRATION
PRESENTER: Jooeun Sung
13:42
Tai Ming Wut (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong)
Bill Xu (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong)
Effect of Corporate Social Responsibility Practice on Social Media Crises in Travel Industry
PRESENTER: Tai Ming Wut
13:54
Ge Xiao (Wilkes University, United States)
Hyeryeon Lee (Wilkes University, United States)
Woojun Lee (Wilkes University, United States)
Barriers to Behavior Change and Recommendations: A Case Study of Ivory Product Consumption in China
PRESENTER: Ge Xiao
14:06
Cagri Talay (NOTTINGHAM TRENT UNIVERSITY, UK)
Lynn Oxborrow (NOTTINGHAM TRENT UNIVERSITY, UK)
Helen Goworek (DURHAM UNIVERSITY, UK)
HOW ASYMMETRIC SUPPLY CHAIN RELATIONSHIPS AFFECT SUSTAINABLE PRODUCT DEVELOPMENT IN FASHION INDUSTRY
PRESENTER: Cagri Talay
13:30-14:30 Session 3.06: Marketing and Entrepreneurship
Chairs:
Mara Bakpayev (University of Minnesota, United States)
Fabian Bartsch (IÉSEG School of Management, France)
Yiannis Kouropalatis (Cardiff University, UK)
Robert Morgan (Cardiff University, UK)
13:30
Tai-Ming Wut (SPEED, The Hong Kong Polytechnic University, Hong Kong)
Wai-Tung Chan (SPEED, The Hong Kong Polytechnic University, Hong Kong)
Handicraft Women Entrepreneurship: Challenges and Opportunities
PRESENTER: Tai-Ming Wut
13:42
Artemis Tonikidou (Loughborough University, UK)
Anne Souchon (Loughborough University, UK)
Kyriakos Kyriakopoulos (ALBA Graduate Business School, Greece)
Paul Hughes (De Montfort University, UK)
Belinda Dewsnap (Loughborough University, UK)
Mathew Hughes (Loughborough University, UK)
TRANSLATING NEW PRODUCT DEVELOPMENT-LEVEL IMPROVISATION-BASED LEARNING INTO STRATEGY IN SMEs
13:54
Jieke Chen (Queen Mary University of London, UK)
Timo Mandler (Toulouse Business School, France)
How do born global firms grow up? The role of firm capabilities during the internationalization process
PRESENTER: Jieke Chen
14:06
Wang Lei (Yinxing Hotel Management College of Chengdu University of Information Technology, China)
Ni Xuan (Yinxing Hotel Management College of Chengdu University of Information Technology, China)
Fan Ling (Yinxing Hotel Management College of Chengdu University of Information Technology, China)
Applying Persona as an Effective Approach in Hotel Demand Forcasting
PRESENTER: Wang Lei
14:18
Tetsuo Horiguchi (Toyo University, Japan)
How Marketing Organizational Structure Affects Radical Product Innovation within the Firm
13:30-14:30 Session 3.07: Cross Cultural Consumers and Globalization I
Chairs:
Fabian Bartsch (IÉSEG School of Management, France)
Fernando Fastoso (University of York, UK)
Hector Gonzalez-Jimenez (ESCP Europe Business School, Spain)
13:30
Miao Miao (Faculty of Business Administration, Ritsumeikan University, Japan)
HABITUAL MOBILE SHOPPING BEHAVIOR: COMPARISON OF CHINESE AND VIETNAMESE CUSTOMERS
13:42
Mark Cleveland (University of Western Ontario, Canada)
Boris Bartikowski (Kedge Business School, France)
The Antecedents of Global Brand Advocacy for Home and Overseas Chinese
PRESENTER: Mark Cleveland
13:54
Heejung Park (Northern Michigan University, United States)
Matthew Lunde (Ithaca College, United States)
A GROUNDED THEORY STUDY OF FINANCIAL WELL-BEING OF INTERNATIONAL STUDENTS ACCORDING TO FINANCIAL CULTURE AND STRESS
PRESENTER: Matthew Lunde
13:30-14:30 Session 3.08: 2020 JSMD-GAMMA Joint Symposium
Chairs:
Tomokazu Kubo (Chuo University, Japan)
Akinori Ono (Keio University, Japan)
13:30
Tomokazu Kubo (Chuo University, Japan)
Postponed inventory investment and distributors' performance in Japan
13:42
Akinori Ono (Keio University, Japan)
Yusuke Iwama (Keio University, Japan)
Ryohei Kitazawa (Keio University, Japan)
Customization Failures Caused by Mass Confusion
PRESENTER: Ryohei Kitazawa
13:54
Mai Kikumori (Ritsumeikan University, Japan)
Ryuta Ishii (Fukui Prefectural University, Japan)
Akinori Ono (Keio University, Japan)
AN ASSESSMENT OF CONSUMERS’ STORE CHOICE DECISIONS IN A MULTICHANNEL ENVIRONMENT
PRESENTER: Mai Kikumori
14:06
Ryuta Ishii (Fukui Prefectural University, Japan)
JAPANESE FIRMS’ USE OF DUAL DISTRIBUTION CHANNELS IN EXPORT MARKETS
14:30-15:30 Session 4.01: New Marketing & Management in Global Digital World III
Chair:
Sang-Lin Han (Hanyang University, South Korea)
14:30
Tingting Mo (Zhongnan University of Economics and Law, China)
Marie-Cécile Cervellon (EDHEC Business School, China)
KOLs’ influence on generation Z consumers in China and France: A self-expansion framework
PRESENTER: Tingting Mo
14:42
Sang-Lin Han (Hanyang University, South Korea)
Myoung-A An (Hyupsung University, South Korea)
New Experience of Virtual Reality Shopping: Mediating Effect of Time Distortion
PRESENTER: Myoung-A An
14:54
Rhonwyn K Vaudrey (Xi'an Jiaotong-Liverpool University, China)
Jeff Jianfeng Wang (Monash University, Australia)
A PRACTICE UNPACKED: UNBOXING AS A CONSUMPTION PRACTICE
15:06
Shuman Wang (Business School of Henan University, China)
Xiaolei Yu (Business School of Henan University, China)
Kyunghoon Kim (Changwon National University, South Korea)
Juran Kim (Jeonju University, South Korea)
Chunlin Yuan (Institute of Enterprise Strategic Management, Henan University, China)
How Social Media Influencers can Promote Advertising Value and Brand Equity
PRESENTER: Chunlin Yuan
14:30-15:30 Session 4.02: Future of Advertising IV
Chair:
A-Reum Jung (Sejong University, South Korea)
14:30
Se Kyung Woo (Kyungpook National University, North Korea)
Joonheui Bae (Kyungpook National University, North Korea)
Dong Mo Koo (Kyungpook National University, North Korea)
THE EFFECT OF NOSTALGIA AND NARRATIVE ON HEALTHY FOOD PREFERENCE
PRESENTER: Se Kyung Woo
14:42
A-Reum Jung (Sejong University, South Korea)
Jun Heo (Louisiana State University, United States)
EFFECTS OF MOBILE PHONE USE MOTIVATION ON INTENTION TO OPT-IN LOCATION-BASED ADVERTISING: MEDIATING ROLE OF MEDIA AFFINITY, AND PERCEIVE TRUST AND RISK
PRESENTER: A-Reum Jung
14:54
Yuting Liu (Waseda University, Japan)
Kei Mineo (Waseda University, Japan)
Morikazu Hirose (Tokyo Fuji University, Japan)
Examining the Role of Screen Size and Ad Skepticism on Consumer Attitudes Toward Subtitled Video Ads: An Investigation and Analysis of Moderated Moderation
PRESENTER: Yuting Liu
15:06
Elisabeth Wolfsteiner (University of Vienna, Austria)
Marion Garaus (Modul University Vienna, Austria)
Udo Wagner (University of Vienna, Austria)
Alexander Girschick (University of Vienna, Austria)
SELFIE CAMPAIGNS AS ADVERTISING STRATEGY: MENTAL IMAGERY AS DRIVER OF PARTICIPATION
PRESENTER: Udo Wagner
14:30-15:30 Session 4.03: The Role of Luxuriousness in High-End Brand Advertising IV
Chair:
Raffaele Filieri (Audencia Business School, France)
14:30
Yeolim Yoon (Yonsei University, South Korea)
Jikyung Jeanne Kim (IE University, Spain)
Jeonghye Choi (Yonsei University, South Korea)
Sanghyeak Yoon (Yonsei University, South Korea)
MOBILE VIDEO ADVERTISING OF HIGH-END COSMETIC BRANDS: THE ROLES OF AD CONTENT, MODEL AND TARGETING
PRESENTER: Yeolim Yoon
14:42
Anastasios Panopoulos (University of Macedonia, Greece)
Eirini Koronaki (University of Western Macedonia, Greece)
Antigone Kyrousi (The American College of Greece, Greece)
Athina Zotou (Cyprus University of Technology, Greece)
Redefining luxury advertising: motivation in advertised value, attitudes and susceptibility
PRESENTER: Antigone Kyrousi
14:54
Saleh Bazi (Newcastle University, UK)
Raffele Filieri (Audencia University, France)
Matthew Gorton (Newcastle University, UK)
CUSTOMER ENGAGEMENT WITH LUXURY BRANDS ON SOCIAL MEDIA: THE ROLE OF BRAND ETHEREALITY AND POST QUALITY
PRESENTER: Raffele Filieri
14:30-15:30 Session 4.04: Product Innovation & Consumer Behaviors I
Chairs:
Hakil Moon (Eastern Michigan University, United States)
Yang Sun (Northeastern University, China)
14:30
Hao Zhang (Northeastern University, China)
Zengguang Ma (Northeastern University, China)
Chenyue Qi (Northeastern University, China)
Is my own design the most impressive? A Co-creation Perspective on the Online User Design
PRESENTER: Hao Zhang

ABSTRACT. Extant research on product design has suggested that customer co-creation is important for product innovation. Yet most studies to date have measured consumers’ co-creation behavior in various factors. In reality, however, consumers usually have multiple opportunities to participant in co-creation activities with no observed regulars. Moreover, some researches also indicate that the co-creation mode does not fully apply to all product type (e.g. luxury product). Against this background, the authors perform five studies focused on the description of co-creation activity with measured varieties and typologies by building customer co-creation behavior conceptual model with two dimensions (idea innovativeness and behavior intensity) and four quadrants (feedback, test, share, exert), and to examine specific effect of each variables for common product and diverging affect for luxury products. Study 1 uses real sample in game market in order to be the realistic evidence of the co-creation behavior model ensuring the rationality of the formulation of two dimensions. Study 2 and 3 examine the effects of co-creation and peripheral influence during activity, suggesting that idea innovativeness positively enhance the symbolism but behavior intensity not. Using experimental manipulations of the key constructs, Study 4 and 5 provides evidence for the negative effects of value co-creation on product design and finds reasons and renewed support for the notion that psychological distance is a mediating factor for the negative effect of value co-creation in luxury domain.

14:42
Xiaolei Yu (Business School, Henan University, China)
Kyunghoon Kim (Changwon National University, South Korea)
Celebrity-Consumer Interaction and Product Innovation Performance: Is it a Matter of Emotions?
PRESENTER: Xiaolei Yu

ABSTRACT. With the rapid development of network technology, communication and information sharing methods among Internet users have become diversified. Based on the context of new social media context, this study analyzes: the influence of interaction between celebrity and consumer on brand identify; how performance of product innovation is affected by brand identify; and the moderating role of brand attachment in the relationship between celebrity-consumer interaction and brand identify. Survey approach is applied for primary data collection through a total of 280 usable responses. Structural equation modelling is employed to examine the hypothesized relationships among all variables. The findings show that celebrity-consumer interaction positively affect brand identify, and a positive association is found between brand identify and performance of product innovation, while brand attachment acts as a moderator on the relationship between celebrity-consumer interaction and brand identify.

14:54
Jie Lu (Zhejiang SCI-TECH University, China)
Yang Sun (Zhejiang SCI-TECH University, China)
Research on the Relationship among Ewom, Customer Loyalty and Resistant to Innovation
PRESENTER: Jie Lu

ABSTRACT. Innovation is very important for the survival and development of an enterprise. Whether an enterprise can launch new products and services is the key to the success of an enterprise. However, due to the natural resistance of the market to innovation, the diffusion of new products is risky, and most enterprises are facing a high proportion of innovation failures. The rapid development of digital economy has given birth to a large number of e-word-of-mouth(ewom). More and more Internet users choose to refer to the electronic word-of-mouth(wom) information of products before shopping to support their purchase decisions. The great influence of wom on consumers' attitude and purchase behavior has been widely recognized. The emergence of Web 2.0 provides a new channel for wom, and makes the influence and influence scope of wom grow exponentially. The research of ewom becomes more and more important. Like traditional wom, online wom can be divided into positive and negative ones according to different directions. Compared with positive wom, negative wom has a greater impact on consumers and higher diagnostic and information value. In the process of new product diffusion, consumers themselves have a strong sense of uncertainty. At this time, the negative wom is more likely to cause consumers' innovation resistance behavior, which may lead to the failure of new product diffusion. When a person with direct experience influences others through wom, it may be more credible than advertising. About 70% of consumers prefer to get information related to products, brands or companies through online platforms, of which 49% use the information they collect to purchase. Contrary to the traditional view, most people have medium-sized social networks, and they are willing to share marketing information with others just as highly relevant people are willing to share. Not surprisingly, online information searchers claim that information provided by other consumers of products and services through online platforms is more useful than that provided by marketers. In view of the importance of negative ewom and innovation resistance to business management practice, this paper systematically combs the main factors that affect consumers to share negative ewom on the basis of literature research, and deeply analyzes the impact of innovation resistance and customer loyalty on consumers to spread negativeewom. Specifically, the specific content of this study can be divided into the following parts: (1) study the relationship between negativeewom receiving and sharing; (2) explore the impact of innovation resistance as an intermediary between consumers' receiving negative ewom and sharing negative ewom; (3) examine the role of customer loyalty in this process. In this study, 382 valid questionnaires were obtained by questionnaire. On the basis of regression model analysis, this study uses SPSS 21.0 and Amos 21.0 to analyze the psychological process and formation mechanism of users' receiving and sharing negative ewom by exploring users' attitudes towards new smart phones. The results show that accepting negative ewom has a positive impact on the sharing of negative ewom, and consumers are more likely to have innovation resistance when receiving negative ewom, so they are more likely to share negative ewom. However, customer loyalty can adjust consumers' resistance to new products. This study takes the process of consumers' acceptance and sharing of negative ewom as the research object, and provides some enlightenment for the academic and practical circles. Theoretically, it provides empirical support for the importance of customer loyalty in influencing consumers. When consumers' resistance and loyalty to innovative products exist at the same time, consumers are more willing to adhere to the loyalty to products. In addition, innovation resistance as an intermediary has a certain impact on the process of consumers' acceptance and sharing of negative ewom, which also provides a certain reference for the follow-up research. From a practical point of view, the above conclusions can help enterprises better understand the psychological process of consumers' acceptance and sharing of negative ewom, and provide new management implications for the development and marketing of new products.

15:06
Chen Weng (Zhejiang Sci-Tech University, China)
Yang Sun (Zhejiang Sci-Tech University, China)
RESEARCH ON CONSUMER RESISTANT TO INNOVATION, CUSTOMER LOYALTY AND CUSTOMER CHURN
PRESENTER: Chen Weng

ABSTRACT. In marketing management, the introduction of new products to meet the dynamic market demand is one of the important means for enterprises to establish competitive advantage. The purpose of developing new products is to expand and maintain the market. Therefore, the key for enterprises to gain competitive advantage through new product development strategy lies in whether their new products can be adopted by consumers. However, enterprises' new products are not always accepted by the market, and even multinational enterprises with strong R&D and marketing capabilities will face the dilemma that new products are not adopted by the market. How to improve the success rate of product innovation has become the focus of many researches. A key reason for the low success rate of innovation is that consumers often experience a certain degree of resistance before adopting new products. It has a great hindrance to the diffusion of innovation and is the main reason for the failure of innovation.

Consumer innovation resistance is a unique situation in general resistance. It is often the individual's response to change. People believe that they have the power to control their behavior. Therefore, when this freedom of control is restricted, they tend to take a confrontational approach to protect their freedom, which is resistance. While innovation may bring benefits, if consumers are not enthusiastic about new products or services, they may resist, so innovation resistance seems to be a typical response of consumers to innovation. Innovation adoption and resistance are two endpoints of the innovation response continuum. This study defines innovation resistance as the negative reaction to innovation based on the general tendency of consumers to resist innovation before they evaluate new products, or the negative attitudes they have formed after evaluating new products.

In view of the significance of innovation resistance and adoption to enterprise management practice, this paper systematically sorted out the main factors influencing the adoption of new products by consumers on the basis of literature research, and made an in-depth analysis of the influence of innovation resistance and customer loyalty on the adoption process of consumer innovation. Specifically, the specific contents of this study can be divided into the following parts: (1) define the connotation of consumer resistance to innovation and divide the dimension of it, (2) explore the influence of different resistance types on consumer adoption, (3) examine the role of customer loyalty in this process.

This study adopts the questionnaire measurement as the research method, and 316 valid questionnaires were obtained. Based on regression model analysis, and using SPSS 21.0 and AMOS 21.0, the study analyzes the psychological processes and formation mechanisms that they either resist or adopt innovation by exploring users' attitudes towards smartphone application updates. The results showed that innovation resistance negatively affected innovation adoption, and consumers are more likely to adopt innovations simply under the influence of customer loyalty. In addition, the moderating effect of customer loyalty is different in that how the three dimensions of innovation resistance influence innovation adoption. From the perspective of affective response, when consumers become emotionally disgusted with innovative products, loyalty can hardly change their minds. When consumers' resistance to innovation comes more from cognitive evaluation or functioning, loyalty is more likely to change their resistance.

This study focuses on the psychological change process of consumers' adoption of innovative products, and provides some inspiration for academia and practitioners. From a theoretical perspective, it provides empirical support for the importance of loyalty in influencing consumers. When consumers' resistance and loyalty to innovative products coexist, consumers will psychologically prefer to choose loyalty. In addition, from the three dimensions of motivation, cognition and function, the division of innovation resistance also analyzes the psychological state of consumers from a special perspective, and provide some references for the follow-up research. From the perspective of practice, the above research conclusions can help enterprises better understand the psychological change process of consumers towards innovation, predict consumers' innovative product adoption behavior, and provide new management enlightenment for enterprises' new product development and marketing.

14:30-15:30 Session 4.05: Advertising and Branding
Chairs:
Hyokjin Kwak (Drexel University, United States)
Riccardo Rialti (University of Florence, Italy)
14:30
Suneal Bedi (Kelley School of Business-Indiana University, United States)
David Reibstein (The Wharton School, University of Pennsylvania, United States)
Mirror Mirror: National Self Enhancement Bias
PRESENTER: Suneal Bedi
14:42
Silvia Ranfagni (University of Florence, Italy)
Claudio Becagli (University of Florence, Italy)
Lamberto Zollo (University of Florence, Italy)
Riccardo Rialti (University of Florence, Italy)
Sukki Yoon (Bryant University, United States)
BRAND AUTHENTICITY AND CREDIBILITY IN CELEBRITY ENDORSED ADVERTISING: EVIDENCE FROM ITALY
PRESENTER: Riccardo Rialti
14:54
Xiaowei Wang (Shanghai University of Finance and Economics, China)
Mingming Cheng (Curtin University, Australia)
Shanshi Li (Xiamen University, China)
Ruochen Jiang (Shanghai University of Finance and Economics, China)
Emojis and brand self-representation: a text analytics approach
PRESENTER: Mingming Cheng
15:06
Justin McManus (Rowe School of Business, Dalhousie University, Canada)
Sergio Carvalho (Rowe School of Business, Dalhousie University, Canada)
Valerie Trifts (Rowe School of Business, Dalhousie University, Canada)
The Brand Negativity Bias: Unfavorable Brand Placements Reduce Evaluations for New Media Products by Inhibiting the Consumer-Character Connection
PRESENTER: Justin McManus
14:30-15:30 Session 4.06: Stakeholders-brand Relationships - Offline, Online and Virtual (VR, AR, AI) Interactions I
Chair:
Sandra Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE), Portugal)
14:30
Ricardo Godinho Bilro (ISCTE-IUL, Portugal)
Sandra Maria Correia Loureiro (ISCTE_IUL, Portugal)
Filipa Rosado-Pinto (ISCTE-IUL, Portugal)
Inês Costa (ISCTE-IUL, Portugal)
The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude
14:42
Pedro Policarpo (ISCTE-IUL, Portugal)
João Guerreiro (ISCTE-IUL, Portugal)
Sandra Loureiro (ISCTE-IUL, Portugal)
Ricardo Godinho Bilro (ISCTE-IUL, Portugal)
EXPLORING YOUNG ARTISTS’ DIGITAL PERFORMANCE: THE IMPACT OF ONLINE COMMUNITY ENGAGEMENT AND CO-CREATION ON BRAND LOVE
PRESENTER: João Guerreiro
14:54
Ricardo Godinho Bilro (ISCTE-IUL, Portugal)
Sandra Maria Correia Loureiro (ISCTE-IUL, Portugal)
João Guerreiro (ISCTE-IUL, Portugal)
David Raposo (ISCTE-IUL, Portugal)
How influencers and digital interaction can impact consumer-brand relationship and engagement
15:06
Sandra Maria Correia Loureiro (INSTITUTO UNIVERSITARIO DE LISBOA (ISCTE-IUL) and Business Research Unit (BRU/IUL), Portugal)
Carolina Correia (INSTITUTO UNIVERSITARIO DE LISBOA (ISCTE-IUL), Portugal)
João Guerreiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisboa, Portugal)
VIRTUAL SUPERMARKET SETTING: EXPLORING ANTECEDENTS OF EMOTIONS AND PURCHASE INTENTIONS
14:30-15:30 Session 4.07: Cross Cultural Consumers and Globalization II
Chairs:
Fabian Bartsch (IÉSEG School of Management, France)
Fernando Fastoso (University of York, UK)
Hector Gonzalez-Jimenez (ESCP Europe Business School, Spain)
14:30
David Bourdin (FHWien der WKW, Austria)
Christina Sichtmann (University of Vienna, Austria)
The Direct, Indirect, and Conditional Effects of a Foreign Employee's Accent on Customer Participation in Services
PRESENTER: David Bourdin
14:42
Jan Hermanns (Amazon, Germany)
Hector Gonzalez-Jimenez (ESCP Business School, Spain)
HOW DO CONSUMER RESPOND TO CULTURAL APPROPRIATION IN ADVERTISING?
14:54
Ralf Terlutter (Alpen-Adria Universitaet Klagenfurt, Austria)
Sandra Diehl (Alpen-Adria Universitaet Klagenfurt, Austria)
Isabell Koinig (Alpen-Adria Universitaet Klagenfurt, Austria)
Kara Chan (Hong Kong Baptist University, Hong Kong)
Lennon Tsang (Hong Kong Baptist University, Hong Kong)
On the Influence of Model Ethnicity in Potentially Offensive Cross-Cultural Advertising
PRESENTER: Ralf Terlutter
14:30-15:30 Session 4.08: Strategy & Innovation in Fashion, Beauty and Luxury I
Chairs:
Ivan Coste Maniere (SKEMA Business School, France)
Jonas Hoffmann (SKEMA Business School, France)
14:30
Ivan Coste-Maniere (SKEMA Business School, France)
Andrea Longhi (LUISS Roma, Italy)
Innovations and growing trends in Access-based luxury consumption
14:42
Fabio Duma (Zurich University of Applied Sciences, School of Management and Law, Switzerland)
Pirmin Studer (Zurich University of Applied Sciences, School of Management and Law, Switzerland)
LUXURY ECOSYSTEMS: TOWARDS A NEW MODUS OPERANDI FOR HIGH-END BRANDS IN A CHANGING WORLD OF LUXURY
PRESENTER: Fabio Duma
14:54
Shin'Ya Nagasawa (早稲田大学, Japan)
Norihiro Suganami (Tanseisha Co. Ltd., Japan)
FLAGSHIP STORE STRATEGY FOR BRAND BUILDING: COMPARISON BETWEEN LUXURY BRANDS AND SPA BRANDS
PRESENTER: Shin'Ya Nagasawa
15:06
Kaoru Kurisu (Waseda University, Japan)
Tomoko Kawakami (Waseda University, Japan)
Is Image Gap Effective for Luxury Brand to Engage New Customers? Text Mining Analyses on the Pop-up Stores in Japan
PRESENTER: Kaoru Kurisu
15:18
Alessia Grassi (University of Huddersfield, UK)
Being Transformed by Luxury Fashion Brands’ Art Foundations
15:30
Charles Lawry (Purdue University, United States)
Laee Choi (Colorado State University, United States)
Click to impress: The power of fashion designers in the digital luxury space
PRESENTER: Charles Lawry
14:30-15:30 Session 4.09: Marketing in General I
Chair:
Joon-Hee Oh (California State University East Bay, United States)
14:30
Sarabjit Kaur (University of Nottingham Malaysia, Malaysia)
Fon Sim Ong (University of Nottingham Malaysia, Malaysia)
Sathyaprakash Balaji Makam (University of Nottingham Ningbo China, China)
SERVICE RECOVERY AND BEHAVIORAL INTENTIONS: THE MODERATING ROLES OF FAILURE SEVERITY, PERSONALITY TRAIT AND BRAND RELATED CONSTRUCT
PRESENTER: Sarabjit Kaur
14:42
Yongdan Liu (University of Macau, Macao)
Matthew Liu (Univeristy of Macau, Macao)
Ziying Mo (International School of Business & Finance, Sun Yat-Sen University, China)
Kai Lam Ng (University of Macau, Macao)
Travel Destination Image Change Analysis with Python and Content Analysis: An example from Macau
PRESENTER: Ziying Mo
14:54
Joon-Hee Oh (California State University East Bay, United States)
FOR A SUCCESSFUL INTEGRATION OF SALES TEAMS IN A MERGER
15:30-16:30 Session 5.01: New Marketing & Management in Global Digital World IV
Chair:
Jaehun Kim (Pusan National University, South Korea)
15:30
Diletta Acuti (University of Portsmouth, UK)
Valentina Mazzoli (University of Florence, Italy)
Andrea Vocino (Deakin University, Australia)
Raffaele Donvito (University of Florence, Italy)
Self-conscious moral emotions and e-WOM diffusion in response to corporate behaviors
PRESENTER: Raffaele Donvito
15:42
Isaac Cheah (Curtin University, Australia)
Anwar Sadat Shimul (Curtin University, Australia)
Sean Lee (Curtin University, Australia)
Kevin Teah (Curtin University, Australia)
Ian Phau (Curtin University, Australia)
Consumer e-deal proneness: Does anticipatory regret moderate?
PRESENTER: Kevin Teah
15:54
Hong Luo (Ewha Womans University, South Korea)
Seong-Yeon Park (Ewha Womans University, South Korea)
A Study on Chinese Consumers' Intention to Purchase Secondhand Luxury Goods
PRESENTER: Hong Luo
16:06
Giada Mainolfi (University of International Studies of Rome (UNINT), Italy)
Letizia Lo Presti (Università degli Studi di Roma Unitelma Sapienza, Italy)
Vittoria Marino (University of Salerno, Italy)
“YOU POST, I TRAVEL”. THE INFLUENCE OF TRAVEL BLOGGER CREDIBILITY, MOTIVATION AND ENGAGEMENT ON FOLLOWERS’ TRAVEL DECISIONS. A TWO-COUNTRY SURVEY.
PRESENTER: Giada Mainolfi
16:18
Min-Sook Park (Catholic University of Pusan, South Korea)
Jong-Kuk Shin (Pusan National University, South Korea)
Minkyung Moon (Pusan National University, South Korea)
Jaehun Kim (Pusan National University, South Korea)
The Effects of Parasocial Relationship on Purchase Intention in the Social Media
PRESENTER: Jaehun Kim
15:30-16:30 Session 5.02: Spatial Analytics in Business and Tourism Research
Chair:
Seongsoo Jang (Cardiff University, UK)
15:30
Seongsoo Jang (Cardiff University, UK)
Mehdi Farajallah (Rennes School of Business, France)
The first traveler attributes for subsequent peer-to-peer ridesharing demand: Effects of homophily and heterophily
PRESENTER: Mehdi Farajallah
15:42
Seongsoo Jang (Cardiff University, UK)
Jinwon Kim (University of Florida, United States)
The spatially varying effect of product attributes on peer-to-peer homesharing performance: A case study of Miami Airbnb listings
PRESENTER: Seongsoo Jang
15:54
Yeongbae Choe (University of Macau, Macao)
Hyesun Kim (Woosong University, South Korea)
Jooa Baek (Goldey-Beacom College, United States)
Sangsuk Yoon (University of Dayton, United States)
SPATIALLY INDUCED HETEROGENEITY IN CONSUMERS’ PREFERENCES FOR MEGA-SPORT EVENT PACKAGES
PRESENTER: Yeongbae Choe
15:30-16:30 Session 5.03: Global Perspectives in Business-to-Business Marketing
Chair:
Anthony Di Benedetto (Temple University, United States)
15:30
Chenyue Qi (Northeastern University, China)
Hao Zhang (Northeastern University, China)
How Can Open Innovation Lead to Better Firm Performance? The Mediating Role of Sustainability Orientation and Innovation Capability
PRESENTER: Chenyue Qi
15:42
Hailin Zhang (Yonsei University, South Korea)
Xina Yuan (Xiamen University, China)
Seongsoo Jang (Cardiff University, UK)
Xin Wang (Xiamen University, China)
The Impact of Corporate Social Responsibility on New Product Development Performance: Mediating effect of Internal Capability and as well as External Network Quality
PRESENTER: Hailin Zhang
15:54
Seo Chul Jang (Changwon National University, North Korea)
So Young Her (Changwon National University, North Korea)
Kyung Hoon Kim (Changwon National University, North Korea)
THE EFFECT OF CUSTOMER ENGAGEMEMTN EXPERIENCE ON REPURCHASE INTENTION BASED ON THE CAPAABILITY OF TECHNICAL SUPPORT OF SALESPERSON IN CUSTOMER PERCEIVED QUALITY OF SERVICE: FOCUSED ON THE ENERGY INDUSTRY IN NEED OF LONG-TERM SERVICE
PRESENTER: Seo Chul Jang
15:30-16:30 Session 5.04: Product Innovation & Consumer Behaviors II
Chairs:
Hakil Moon (Eastern Michigan University, United States)
Yang Sun (Northeastern University, China)
15:30
Isaac Cheah (Curtin University, Australia)
Min Teah (Curtin University, Australia)
Anwar Sadat Shimul (Curtin University, Australia)
Hyo Jin Eom (Korea University, South Korea)
The role of consumer’s perceived values in evaluating the innovative product
PRESENTER: Hyo Jin Eom

ABSTRACT. The consumers’ concerns of having a flawless skin which is a never ceasing trend in the cosmetic industry and global cosmetic brands have introduced new products with innovative technologies for the market opportunities. Based on previous studies in the cosmetic research, this study aims to examine consumer’s values for buying innovative products in the cosmetic industry. Further, we will explore the relationship between values, attitudes, and behavioral intentions in the context of innovative cosmetic products. This research presents clear evidence that a product using innovative technologies may influence consumers’ attitude and purchase intentions.

15:42
Hyeasinn Song (Yonsei University, South Korea)
Jeeyeon Kim (National Sun Yat-sen University, Taiwan)
Jeonghye Choi (Yonsei University, South Korea)
THE EFFECT OF OFFLINE STORES ON DIGITAL REPEAT PURCHASES: EVIDENCE FROM INNOVATIVE PRODUCTS
PRESENTER: Hyeasinn Song

ABSTRACT. The product innovation has now become a substantial part of cultivating customers' loyalty, and digital shopping has enabled customers to meet a wide range of these innovative products. In general, product innovation plays an essential role in the success factor, but some product categories are hard to make subsequent radical innovations in the product itself, such as cosmetics. Nevertheless, digital retailers in the beauty industry try to capture this opportunity in product innovation continuously. Given that highlighting the role of offline stores as a communication channel for reducing their perceived risks is vital in the beauty industry, innovative products also may well warrant further attention in terms of cross-channel effect. In this vein, there is still a need to extend prior studies by investigating the relationship between offline stores and digital purchase behavior in an innovative product context. Moreover, previous research regarding product innovation and consumer behavior has focused on the effect of consumers’ adoption behavior rather than repeat purchase. Note that repeat purchase is one of the critical behavioral outcomes to observe in digital marketing since the repeat purchase is the first step for inspiring consumers to advocate on the brand. This is where we aim to fill the gap in the literature by empirically examining the consumers’ repeat purchase of innovative products, focusing on the influence of offline stores. To be specific, using new customers’ purchase data from the leading digital beauty retailer of which products are also available in the offline stores, we propose and test the hypotheses addressing the following research questions. First, how do offline stores affect innovative product repeat purchases? Second, in which the product of first purchase behavior exerts on repeat purchase? Third, do adoption channels (i.e., online and mobile channels) impact differently on repeat purchases? This research provides three contributive findings. First, we find the effects of offline stores on repeat purchases in innovative products. The number of offline stores expedites the repeat purchase as an experiential platform whereas, an increment of offline stores cannibalizes the digital shoppers’ repeat purchase behavior. These relationships also vary the interaction between the density and increment of offline stores across the regions. Second, this research, by considering first purchase behavior, extends our understanding of customer retention strategy regarding the innovative products. Given the complex process in between adoption behaviors and the duration of repeat purchases, customers who bought niche products are more likely to repeat their purchase than those who bought the innovative products. In addition, concerning the products’ price bought in the first purchase, customers who bought pricy products are more likely to repeat their purchase. Third, results provide insights in terms of channel management investigating the accelerative effects of channel type for adoption on repeat purchases. Specifically, mobile adoption is correlated with an increased likelihood of repeat purchases in the digital channel.

15:54
Tabea Sippel (Institut of Marketing, Germany)
THE WORLD CAFÈ AS INNOVATIVE APPROACH TO DETECT NEW VARIABLES THAT AFFECT CONSUMER ACCEPTANCE TOWARDS SELF-DRIVING CARS

ABSTRACT. This research uses a practical attempt to explore further determinants of consumer behaviour needs to be considered in modern TAM’s. Based on This study applies a qualitative and a quantitative method. On the one hand, qualitative data was collected with the World Café approach and on the other hand, the quantitative data was collected by an online-survey, resulting in an effective sample of 126 respondents. The findings show that consumers attitude towards self-driving cars is positive and negative. Those descriptive variables for the context of autonomous driving have to be identified as a first step. Conclusively, implications and future research topics are presented.

16:06
Bora Qesja (Australian Institute of Business, Australia)
Roberta Crouch (University of Flinders, Australia)
Pascale Quester (University of Adelaide, Australia)
IS IT WORTH IT? PRODUCT INNOVATION AND CHANGE OF AUTHENTICITY
PRESENTER: Bora Qesja

ABSTRACT. Innovation is crucial for companies to meet consumer expectations. However, no empirical explanation exists on how consumers react when a traditional product is innovated, whether perceptions of change of authenticity influence purchase intention and perceived gain from the innovation and whether perceptions of traditionality impact perceptions of change of authenticity. This study will explore the above relationships as well as the moderating role of product knowledge and involvement. A questionnaire was developed (using the context of wine) and distributed in Australia. The innovation consisted in lowering the wine alcohol level. A sample of 500 respondents was obtained. The constructs were measured using nine response option likert scales with a range from (1) strongly disagree to (9) strongly agree, in order to ensure scale variance and were analysed using AMOS (SEM). Each of the hypotheses was analysed using the complete path model, other than only the constructs involved, as this allows for the nature of the relationships between traditionality, change of authenticity of the product, perceived gain and purchase intention to be explored simultaneously. Results indicated that change in authenticity had a significant and negative impact on perceived gain and purchase intention. Moreover, data confirmed that traditional products evoke feelings similar to those aroused by something regarded as authentic as the more traditional a product was perceived to be, the higher the change of authenticity after the innovation.

15:30-16:30 Session 5.05: Living and Working with Robots – The Impact of (Ro-)Bots on the Service Frontline I
Chair:
Werner Kunz (University of Massachusetts Boston, United States)
15:30
Anh Tran (Swinburne University of Technology, Australia)
Jason Pallant (Swinburne University of Technology, Australia)
Lester W. Johnson (Swinburne University of Technology, Australia)
Joel Haire (Swinburne University of Technology, Australia)
To bot or not to bot? Exploring the differences in consumers' experience with chatbots versus online human agents
PRESENTER: Anh Tran
15:42
Soujanya Narsipur (K. J. Somaiya Institute of Management, Somaiya Vidyavihar University, India, India)
Anjali Chopra (K. J. Somaiya Institute of Management, Somaiya Vidyavihar University, India, India)
CAN PROGRAMMED CONVERSATIONS IMPROVE CUSTOMER SERVICE? AN EMPIRICAL STUDY ON CHATBOT - CUSTOMER INTERACTIONS IN EMERGING ECONOMIES
PRESENTER: Anjali Chopra
15:54
Md. Abul Kalam Siddike (Tokyo Institute of Technology, Japan)
Bach Quang Ho (The University of Tokyo, Japan)
A FRAMEWORK OF EMOTIONAL VALUE CO-CREATION IN AI-BASED CONCIERGE SERVICES FOR TOURISTS
16:06
Amelia (School of Marketing, the University of New South Wales, Australia)
Christine Mathies (School of Marketing, the University of New South Wales, Australia)
Paul G. Patterson (School of Marketing, the University of New South Wales, Australia)
Customer responses to a frontline service robot in a retail services context
PRESENTER: Amelia
16:18
Huimin Gu (School of Tourism Sciences, Beijing International Studies University, China)
Xiaoxiao Song (School of Tourism Sciences, Beijing International Studies University, China)
Research on the Mechanism of Robot Anthropomorphism on Hotel Consumers' Continued Using Intention——An Empirical Study Based on Anthropomorphism Theory
PRESENTER: Xiaoxiao Song
15:30-16:30 Session 5.06: Stakeholders-brand Relationships - Offline, Online and Virtual (VR, AR, AI) Interactions II
Chair:
Sandra Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE), Portugal)
15:30
José Pereira (ISCTE-Instituto Universitário de Lisboa, Portugal)
Sandra Loureiro (ISCTE-Instituto Universitário de Lisboa, Portugal)
THE DIFFERENT SHADES OF BRAND HATE: A QUALITATIVE DIVE INTO THE UBIQUITOUS ANIMOSITY BETWEEN CUSTOMERS AND BRANDS
PRESENTER: José Pereira
15:42
Ana Maria Soares (University of Minho, Portugal)
José Carlos Pinho (University of Minho, Portugal)
António Alves (University of Minho, Portugal)
DO VIRTUAL CUSTOMER SERVICE AGENTS IMPACT E-COMMERCE EXPERIENCE? A STUDY OF AIRLINE WEBSITE USERS
PRESENTER: Ana Maria Soares
15:54
Filipa Rosado-Pinto (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)
Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)
Ricardo Godinho Bilro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)
TOURIST-HOTEL RELATIONSHIP: THE ROLE OF CUSTOMER EXPERIENCE AND BRAND AUTHENTICITY
16:06
Muhammad Al-Reesh (ISCTE-IUL, Portugal)
Sandra Maria Correia Loureiro (ISCTE_IUL, Portugal)
Ricardo Godinho Bilro (ISCTE-IUL, Portugal)
Firm performance through online engagement: the role of experience and customer inspiraton
15:30-16:30 Session 5.07: 2020 Global Culture Market Equity Symposium
Chairs:
Eunju Ko (Yonsei University, Republic of Korea, South Korea)
Roland Rust (University of Maryland, United States)
15:30
Jisu Ko (Yonsei University, South Korea)
Eunju Ko (Yonsei University, South Korea)
PANDEMIC IMPACT ON FASHION CONSUMPTION CHANGE: FOCUSING ON COVID-19
PRESENTER: Jisu Ko
15:42
Minju Lee (Yonsei University, Republic of Korea, South Korea)
Eunju Ko (Yonsei University, Republic of Korea, South Korea)
HUMAN BRANDS, EWOM, AND CUSTOMER EQUITY: THE MODERATING EFFECT OF CULTURAL PROXIMITY ON CONSUMER-BRAND RELATIONSHIPS
PRESENTER: Minju Lee
15:54
Jiwon Yoo (Yonsei university, North Korea)
Eunju Ko (Yonsei university, North Korea)
THE IMPACT OF COLLABORATION MARKETING ACTIVITIES BETWEEN THE ONLINE GAMING AND FASHION INDUSTRIES
PRESENTER: Jiwon Yoo
15:30-16:30 Session 5.08: Strategy & Innovation in Fashion, Beauty and Luxury II/New Luxury and Innovation: New Fashion Cities, New Consumers and New Brands
Chairs:
Ivan Coste Maniere (SKEMA Business School, France)
Jonas Hoffmann (SKEMA Business School, France)
Serena Rovai (La Rochelle Busoness School, France)
15:30
Ivan Coste-Maniere (SKEMA Business School, France)
Livia D'Alisera (SKEMA Business School, Italy)
Innovation in production, Trademark regulation and law in the wine industry
15:42
Nicola Bellini (Scuola Superiore Sant'Anna, Pisa, Italy)
Opera as luxury in culture: the impacts of digital innovation
15:54
Serena Rovai (EXCELIA GROUP - LA ROCHELLE BUSINESS SCHOOL, France)
Cecilia Pasquinelli (Università Napoli Parthenope, Italy)
Ian Phau (Curtin University, School of Marketing, Australia)
LUXURY BRANDS AND CONSUMERS: THE NEW WAY
PRESENTER: Serena Rovai
16:06
Maria Bashutkina (INSTITUT OF WATCH MARKETING UNIVERSITY OF APPLIED SCIENCES OF WESTERN SWTZERLAND, Switzerland)
When raindrops turn to the sun shining market intelligence and innovative business models creation in Swiss luxury watchmaking industry
16:18
Monica Mendini (University of Applied Sciences and Arts of Southern Switzerland, Switzerland)
Salvatore Maione (Università della Svizzera italiana, Switzerland)
HOW DO CONSUMERS EMOTIONALLY AND LINGUISTICALLY REACT TO MASSTIGE COLLABORATIONS? EVIDENCE FROM THE FASHION INDUSTRY
PRESENTER: Monica Mendini
16:30
Yeonseo Park (Yonsei University, South Korea)
Eunju Ko (Yonsei University, South Korea)
A STUDY ON THE BRAND EXPERIENCE OF LUXURY FLAGSHIP BRAND STORE WITH ART COLLABORATION
PRESENTER: Yeonseo Park
15:30-16:30 Session 5.09: Marketing in General II
Chair:
Joonheui Bae (Kyungpook National University, South Korea)
15:30
Alexandra Polyakova (University of Sussex, UK)
I am too good to be true: how self-enhancement motivations shape prosocial behavior of entitled individuals
15:42
Tai Ming Wut (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong)
How Gender Matters: Sales person recovery management
15:54
Xing Liu (Chinese University of Hong Kong, China)
Lisa Wan (Chinese University of Hong Kong, China)
HOW PSYCHOLOGICAL AND CONTEXTUAL FACTORS INFLUENCE CONSUMERS’ PROPENSITY TO ENGAGE IN GREEN CONSUMPTION
PRESENTER: Xing Liu
16:06
Hyejo Hailey Shin (University of South Carolina, United States)
Miyoung Jeong (University of South Carolina, United States)
Haemoon Oh (University of South Carolina, United States)
INTERNAL MARKETING EFFORTS AND THEIR IMPACTS ON EMPLOYEE ENGAGEMENT
16:30-17:30 Session 6.01: New Marketing & Management in Global Digital World V
Chair:
Hao Zhang (Northeastern University, Shenyang, China, China)
16:30
Dayun Jeong (Yonsei University, South Korea)
Eunju Ko (Yonsei University, South Korea)
Charles R. Taylor (Villanova University, United States)
A NEW PERSPECTIVE ON DIGITAL WELL-BEING AND DISTANCING BEHAVIOR
PRESENTER: Dayun Jeong
16:42
Qianhui Rao (Yonsei University, South Korea)
Eunju Ko (Yonsei University, South Korea)
Heeju Chae (Kyungsung University, South Korea)
Digital Drop Retail Model: How It Affects Consumers’ Relationship with Luxury Fashion Brands
PRESENTER: Qianhui Rao
16:54
Jennifer J. Lee (Metropolitan College, Boston University, United States)
Sirajul Shibly (University of South Carolina Upstate, United States)
New era signals and customer review platforms: Conceptual and empirical analysis
PRESENTER: Jennifer J. Lee
17:06
Kyoung Tae Huh (Pennsylvania State University, United States)
Youseok Lee (Myongji University, South Korea)
Sang-Hoon Kim (Seoul National University, South Korea)
SELF-QUANTIFICATION OF SERVICES: COST OF IMMEDIATE FEEDBACK
PRESENTER: Kyoung Tae Huh
16:30-17:30 Session 6.02: Service Innovation and Emerging Technologies in Tourism and Hospitality I
Chairs:
Xiang Robert Li (Temple University, United States)
Kevin So (Oklahoma State University, United States)
16:30
Botian Lei (Hong Kong Polytechic University, Hong Kong)
Fu-Mei Chuang (Rennes School of Business, France)
Trends of Applying Self-Service Technologies (SSTs) to Smart Hotels in China: An Empirical Study of Extended Technology Acceptance Model (TAM)
PRESENTER: Botian Lei
16:42
Kijung Choi (William Angliss Institute, Australia)
Ying Wang (Griffith University, Australia)
Beverley Sparks (Griffith University, Australia)
Sejung Marina Choi (Korea University, South Korea)
Understanding Continued Use Intentions of Travel App Users
PRESENTER: Kijung Choi
16:54
Feng Zeng Xu (Shandong University, China)
Emily Ma (University of Massachusetts, United States)
Yun Zhang (Shandong University, China)
A TWO-PATH MECHANISM CUSTOMER-DRIVEN HOTEL EMPLOYEE SERVICE INNOVATIONS: THE ROLE OF ORGANIZATION OPENNESS
PRESENTER: Feng Zeng Xu
17:06
Keigo Taketani (Komazawa University, Japan)
Kei Mineo (Waseda University, Japan)
Which Do Customers Like Better, Compensation or Apology? Examining the Moderating Role of Regulatory Focus on Service Recovery
PRESENTER: Kei Mineo
17:18
Enrique Bigne (University of Valencia, Spain)
Patricio Maturana (Universidad Tecnologica Metropolitana, Chile)
IMPACT OF VIRTUAL REALITY ON SHOPPING EXPERIENCE WITH TRAVEL PACKAGES
PRESENTER: Enrique Bigne
16:30-17:30 Session 6.03: Integrated Marketing Communications
Chair:
George Panigyrakis (Public Communication of Cyrpus University of Technology, Cyprus)
16:30
Hsu-Hsin Chiang (Department of Educational Psychology and Counseling, National Tsing Hua University, Taiwan)
Tzu-Shian Han (National Chengchi University, Taiwan)
The Multilevel Effect of Brand Communication on Brand Citizenship Behavior: The Moderated Mediation of Branding Culture and Brand Psychological Ownership
PRESENTER: Hsu-Hsin Chiang
16:42
Siwei Li (Graduate School of Commerce, Waseda university, Japan)
Morikazu Hirose (Faculty of Business administration, Tokyo Fuji University, Japan)
Yuting Liu (Graduate School of Commerce, Waseda university, Japan)
Kei Mineo (Faculty of Commerce, Waseda University, Japan)
The Role of QR Codes in Green Advertisements: An empirical research combining TAM and perceived green value and green trust
PRESENTER: Siwei Li
16:54
Anna Zarkada (Athens University of Economics and Business, Greece)
WHAT MAKES A B2B FACEBOOK PAGE ENGAGING?
17:06
Sujin Kim (Louisiana State University, United States)
Kacy Kim (Bryant University, United States)
Sukki Yoon (Bryant University, United States)
Tae Hyun Baek (University of Kentucky, United States)
AD EXPOSURE SEQUENCE IN SCARCITY MARKETING
PRESENTER: Kacy Kim
17:18
Katerina Papakonstantinou (Cyprus University of Technology, Cyprus)
Artemis Panigyraki (Imperial College Business School, UK)
IMPLEMENTING SELF-DETERMINATION THEORY (A-R-C- THEORY) IN COUNTRY IMAGE EVALUATIONS. THE CASE OF GREECE, CYPRUS, ISRAEL, AND EGYPT. A THEORETICAL CONCEPTUAL FRAMEWORK
16:30-17:30 Session 6.04: Product Innovation & Consumer Behaviors III
Chairs:
Hakil Moon (Eastern Michigan University, United States)
Yang Sun (Northeastern University, China)
16:30
Honghong Zhang (Jiangnan University, China)
EFFECTS OF INDIVIDUAL INFLUENCE AND SUSCEPTIBILITY ON NEW PRODUCT ADOPTION: EXPLORING GENDER DIFFERENCES

ABSTRACT. This research aims empirically examine the effect of opinion leadership on one’s susceptibility to social influence, which eventually affects one’s adoption behavior, and how these relationships vary with gender in new product adoption. We collected data based on a survey with young consumers regarding new consumer electronics adoption. Hypotheses were tested based on an overall structural equation modeling and multisample analyses. This research finds that opinion leaders are more sensitive to influence from others when the mechanism of status competition (SC) is at work. Moreover, although consumers who are more susceptible to normative social influence (NSI) adopt new products later than others, those who are more susceptible to SC are more likely to adopt earlier. The results also provide evidence of gender differences. Specifically, female leaders are more susceptible to SC, whereas male leaders are less sensitive to informational social influence (ISI). Furthermore, the effects of susceptibility to NSI and SC on adoption behavior are both stronger for women than for men. The overall structural model predicts the interesting interplay of individual influence and susceptibility, as well as their joint effect on adoption behavior. This research provides deeper insights into the dynamics of the influence mechanisms at work for each gender in new product adoption.

16:42
Jinghe Han (Beijing institute of fashion technology, China)
Eunju Ko (yonsei university, South Korea)
Effects of Design Innovation Attributes on Customer Value in Developing Fashion Items Using 3D Printing Technology
PRESENTER: Jinghe Han

ABSTRACT. Research Background: Innovation is the core strategy for corporate development. In the same vein, companies strengthen their market competitiveness through innovation. Consumer demand for state-of-the-art technology products, in particular, continues to grow with the lifecycle of newly developed products becoming ever shorter. 3D printing technology proposes some differentiated approaches from the existing production methods, bringing innovation to the manufacturing and consumption culture. Nike and Chanel have launched items produced with 3D printing technology. In the near future, 3D printing technology will be used in the fashion industry more widely. Research objectives & method: The objectives of this study were as follows. Identifying the effects of design innovation attributes on customer value and purchase intentions in developing fashion items using 3D printing technology are investigated. For data, 180 samples were collected, and prior knowledge, purchase intentions, customer values, design values and design innovation attributes were measured. SPSS 18.0 and AMOS 18.0 were used to analyze the data. Research results: The results are as follows. First, aesthetic attributes and ergonomic attributes significantly affected customer values. Second, customer values had significant effects on purchase intentions. This finding suggests that design innovations that draw on 3D printing technology leads consumers to perceive diverse aspects of design values, and thus, influence customer values. The present findings will serve as important reference data for companies and start-ups planning product innovations, and provide significant empirical data to companies developing products with 3D printing technology.

16:54
Matthew Sauber (Eastern Michigan University, United States)
INNOVATION AND CUSTOMER PARTICIPATION IMPERATIVE

ABSTRACT. Marketing has changed forever since it began tapping into customers as source of information. In today’s marketplace every opinion counts and every view should be looked at for its worth. Thanks to information and communication technologies, consumer participation is at the highest level and this is transforming the world of marketing. Global participation through technology provides consumers new opportunities to directly engage, influence, conceive, shape, build, and co-create products, platforms, processes, services, business models, and brands. The extended digital reach and access have enabled customers to play the role of marketers, have empowered startups and established brands to seize opportunities to create new products and services and encourage customers to participate in the process. Innovation, fundamentally, is about discovering and creating new value for customers. Therefore, “customer” is an integral part of any business and marketing innovation. To succeed, businesses need to understand the role of innovation in their growth and profitability. The challenge is to build an engine of growth, fueled by people and processes, that continuously innovates to grow the company and to maintain its competitive advantage. The purpose of this paper is to investigate the role of customer participation in marketing innovation activities, including marketing mix strategy decisions and implementation, and the evolvement of customer roles in innovation since the advent of information and communication technology. The paper maps out the future of customer participation in marketing and business innovation and how the enormity of customer knowledge and sentiment can be tapped to discover, create, and deliver customer value.

17:06
Emily Ma (UMass Amherst, United States)
Yun Zhang (Shandong University, China)
Wei Xi (Shandong University, China)
Fengzeng Xu (Shangdong University, China)
PERCEIVED HOTEL INNOVATIVENESS AS THE DRIVER OF CUSTOMER INTERACTIVITY: A DUAL-PATH MODEL
PRESENTER: Fengzeng Xu

ABSTRACT. The study proposed a dual-path model to examine the relationship between customer perceived hotel innovativeness and customers’ interactivity, building the signaling theory. The model was tested with hotel customers from China. The findings suggest that customers’ perceived hotel innovativeness not only has a positive and direct impact on their interactivity, it also indirectly contributes to customers’ interactivity via two indirect paths, one featuring a cognitive-economic motivation pathway and the other featuring an affective-motivation pathway.

17:18
Gioele Zamparo (Department of Economics & Statistics - University of Udine, Italy)
Michela Cesarin Mason (Department of Economics & Statistics - University of Udine, Italy)
Andrea Moretti (Department of Econmics & Statistics, Italy)
Federico Nassivera (Department of Agricultural, Environmental and Animal Sicences - University od Udine, Italy)
Consumer’s attitude toward farmed fish fed with insect-based flours
PRESENTER: Andrea Moretti

ABSTRACT. This study investigates the association between Food Neophobia and the intention of the consumers to buy fish farmed with insect-based flours, using as conceptual framework the Theory of Planned Behaviour by Ajzen (1991). The findings suggest that buying intention is strongly negatively influenced by the attitude of consumers toward fish fed with insect meals and that there is a negative relationship between attitude and both Food Neophobia and Food Technology Neophobia. This study offers consumers insights for managers who are willing to adopt insect-based flours in their production processes.

16:30-17:30 Session 6.05: Living and Working with Robots – The Impact of (Ro-)Bots on the Service Frontline II
Chair:
Werner Kunz (University of Massachusetts Boston, United States)
16:30
Carmen-Maria Albrecht (Muenster School of Business, University of Applied Sciences Muenster, Germany)
Mathis Honekamp (Muenster School of Business, University of Applied Sciences Muenster, Germany)
CONSUMERS’ PERCEPTIONS OF EMOTIONAL LABOR IN SERVICE ROBOT ENCOUNTERS
16:42
Maximilian Geyr (Ludwig-Maximilian-University Munich, Germany)
Silke Bartsch (Ludwig Maximilian University of Munich, Germany)
How should I talk to you? Examining the effectiveness of communication styles of customer service chatbots
PRESENTER: Maximilian Geyr
16:54
Sophie Conti (IMT Atlantique, France)
Bernard Gourvennec (IMT Atlantique, France)
Romain Billot (IMT Atlantique, France)
IMPACT OF ARTIFICIAL INTELLIGENCE IN CUSTOMER SERVICE: STATE OF THE ART
PRESENTER: Sophie Conti
17:06
Daniel Belanche (Universidad de Zaragoza, Spain)
Luis Casaló (University of Zaragoza, Spain)
Carlos Flavian (University of Zaragoza, Spain)
Jeroen Schepers (Eindhoven University of Technology, Netherlands)
Explaining customers' intention to use analytical AI robo-advisor in financial services: The role of technology readiness and service awareness
PRESENTER: Carlos Flavian
17:18
Valentina Pitardi (Portsmouth Business School, UK)
Jochen Wirtz (National University of Singapore, Singapore)
Investigating customer-service robots interactions in embarrassing service encounters
17:30
Helen Inseng Duh (University of Witwatersrand, South Africa)
Fhatuwani Mudau (University of Witwatersrand, South Africa)
FACTORS INFLUENCING ATTITUDE AND INTENTION TO USE DRONES FOR MEDICATION DELIVERY AMONG GENERATION Y
PRESENTER: Helen Inseng Duh
16:30-17:30 Session 6.06: Stakeholders-brand Relationships - Offline, Online and Virtual (VR, AR, AI) Interactions III
Chair:
Sandra Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE), Portugal)
16:30
Martha Rivera-Pesquera (IPADE Business School, Mexico)
Silvia Cacho-Elizondo (IPADE Business School, Mexico)
Rafael Duran (IPADE Business School, Mexico)
STRENGTHEN BRAND RELATIONSHIPS THROUGH OFFLINE, ONLINE AND VIRTUAL INTERACTIONS: AN EXPLORATORY STUDY IN THE MEXICAN CONTEXT
16:42
Daniela Langaro (ISCTE-IUL, Portugal)
Pedro Oliveira (ISCTE-IUL, Portugal)
Sandra Loureiro (ISCTE-IUL, Portugal)
Exploring the Factors that lead the Adoption of Virtual Reality technologies among football fans
PRESENTER: Daniela Langaro
16:30-17:30 Session 6.07: Neuromarketing and Psychophysiology
Chairs:
Eun Ju Lee (Sungkyunkwan University, South Korea)
Billy Sung (Curtin University, Australia)
16:30
Billy Sung (Curtin University, Australia)
Stuart Bender (Curtin University, Australia)
Measuring Emotional Responses toward Virtual Reality Games: A Psychophysiological Study
PRESENTER: Billy Sung
16:42
Jakub Bercik (Slovak University of Agriculture in Nitra, Slovakia)
Jana Galova (Slovak University of Agriculture in Nitra, Slovakia)
Johana Paluchova (Slovak University of Agriculture in Nitra, Slovakia)
Katarina Neomaniova (Slovak University of Agriculture in Nitra, Slovakia)
THE EFFECT OF SCENT MARKETING ON THE EMOTIONS AND PREFERENCES OF GENERATION X
PRESENTER: Jakub Bercik
16:54
Kevin Teah (Curtin University, Australia)
Billy Sung (Curtin University, Australia)
Validating the Efficacy of Psychophysiological Pride Appeals in Membership-based Organisations
PRESENTER: Kevin Teah
16:30-17:30 Session 6.08: Digital and Technology Driven Marketing I
Chair:
Juran Kim (Jeonju University, South Korea)
16:30
Aditi Mudgal (Birla Institute of Management Technology, India)
Amrendra Pandey (Birla Institute of Management Technology, India)
Amarnath Bose (Birla Institute of Management Technology, India)
Pankaj Priya (Birla Institute of Management Technology, India)
Developing a Bi-lingual Lexicon to map Consumer Perception of Indian brands
PRESENTER: Aditi Mudgal
16:42
Tommi Mahlamäki (Tampere University, Finland)
Sebastian Toukola (Tampere University, Finland)
Collaborative Sales Force Automation Tools - Drivers and Challenges
PRESENTER: Tommi Mahlamäki
16:54
Jongwan Cho (Yonsei University, South Korea)
Subin Im (Yonsei university, South Korea)
Determinant and Consequences of Immersion and Moderating Effect of Recommender Type on Product Recommendation in Online Video Streaming Service
PRESENTER: Jongwan Cho
17:06
Maria Matiatou (The American College of Greece, Greece)
Ilias Kapareliotis (AMERICAN COLLEGE GREECE-DEREE, Greece)
Web—Sights of Websites: Capturing the Essence of Cross-Cultural Competence and Diversity Awareness in Greek Tourism Portals
16:30-17:30 Session 6.09: Marketing in General III
Chair:
Heeju Chae (Kyungsung University, South Korea)
16:30
Ilona Szoecs (University of Vienna, Austria)
Milena Micevski (University of Vienna, Austria)
THE ROLE OF CORPORATE RESPONSIBILITY IN SHAPING CONSUMERS’ BRAND RESPONSES THROUGH BRAND STEREOTYPES
PRESENTER: Ilona Szoecs
16:42
Min-Sook Park (Catholic University of Pusan, South Korea)
Jongkuk Shin (Pusan National University, South Korea)
Yong Ju (Gaitech Korea Co., Ltd., South Korea)
THE ROBOT AS A NEW DIGITAL MAKRETING STRATEY IN STORE: A CONCEPTUAL MODEL
PRESENTER: Yong Ju
16:54
Dina Baszok (innogy SE, Germany)
Fernando Fastoso (University of Pforzheim, UK)
Boris Bartikowski (Kedge Business School, France)
Heribert Gierl (University of Augsburg, Germany)
SHOULD BRANDS TAKE A POLITICAL STANCE? – HOW A BRAND’S POLITICAL ASSOCIATION AFFECTS BRAND ATTITUDES AND PERCEIVED AUTHENTICITY
PRESENTER: Fernando Fastoso
17:06
Henny Puspita (Kyungsung University, South Korea)
Heeju Chae (Kyungsung University, South Korea)
SOCIAL MEDIA INFLUENCER ENDORSEMENT AND MIMICRY DESIRE’S IMPACT TOWARDS COUNTERFEIT FASHION PURCHASE BEHAVIOR
PRESENTER: Henny Puspita