ABSTRACT. This article analyzes what factors influence consumers’ choices of the type of retailer in Japan and classifies the types. Firstly, it is evident that several factors (e.g., consumption values; using railroad lines; living alone) affect the choice of retail type significantly. Secondly, different types of retailers are compared to examine the similarities and differences based on the theory of “the wheel of retailing”.

ABSTRACT. Adopting a critical feminist lens largely informed by Judith Butler, this study seeks to offer a more nuanced understanding of the intersection of gender, markets and consumption by examining how the traditional dating scripts of gendered grooming are represented in popular romantic comedy movies and expressed in everyday dating relationships.

ABSTRACT. This paper analyses the determinants of schoolchildren’s food preferences, paying attention to the relative importance of child/parent, school and locality factors, using multilevel modelling. Urbanisation, location in a poorer neighbourhood, having a school lunch and some specific parental practices positively affect the range of foods and vegetables liked by children.

ABSTRACT. In regard to condom use, the uniqueness of Asian culture plays a significant role on people’s attitudes and behaviours. To date, there exists no existing review on the studies investigating what are the barriers of condom use among the public of reproductive age in Asian countries. The purpose of this paper is to systematically examine the barriers of condom use in major Asian countries to guide policy development. Following PRISMA guideline, 300 articles were identified and analysed and a total of four main themes and two sub-themes emerged, namely: successful policies, policies overlooking minority groups, problematic policy implementation, lack of policies, poor governance, and poor marketing strategy. Findings from this systematic review provide insights into the future policy formation and intervention design to promote higher condom use in Asia, as such, the importance of collaborating with companies to increased access to condom consumption, creating family planning policies for the general population, and training the program management to correctly implement the policy.

ABSTRACT. This paper outlines the issues involved with the development and implementation of the "One Commune One Product" program in Vietnam. OCOP is one component of the effort to foster development in what are primarily relatively poor rural agricultural communities. Fundamentally, the OCOP philosophy encourages one village to produce one competitive and marketable agricultural product, determined by local resources, knowledge, and practices. The intent is to offer a differentiated product that attains higher sales revenue in the market, thus creating income for the residents in the villages and improving the local economy.

In this paper, we describe the initial development, current status, likely challenges to be faced with OCOP. We identify the need for a clear marketing strategy approach and recommendations for implementation.

ABSTRACT. Social media engagement has received considerable attention in current days. So far, literature has predominantly emphasized the negative effects of high social media use, such as loneliness and depression. Oppositely, this research provides a counter-balance perspective on the positive effects of social media (i.e. Instagram) on gratitude and altruistic behaviors.

ABSTRACT. This paper presents a review of the research literature on overweight and obesity problem by incorporating medical, economic and marketing research perspectives to shed lights on the growing problem across all ages and socioeconomic strata. We draw upon multidisciplinary research literature to gain a better understanding of the major causes as well as proposed remedies. Some are more likely to be more successful in addressing the difficult problem. Our conclusion is that as the issues are quite complex, no one single solution will work. It probably will require all stakeholders to be involved in order to come up with a reasonable solution to address this difficult problem. More research needs to be conducted, especially research involving cross country comparison to provide greater insights since this problem has become a global problem and not just confined to the developed economies in the West.

ABSTRACT. This research examines the impact of guilt and shame on peoples’ ethical decisions. Through two studies using six different types of advertisement, it is found that the message evoking guilt is more effective for women and message evoking shame is more effective for men when it comes to persuasion. Furthermore, the author finds the fact that this difference between gender comes from the sense of empathy and perspective-taking.

ABSTRACT. This paper presents a first look at Hallstatt’s resident perception of overtourism in the immediate wake of the novel coronavirus. Hallstatt, an idyllic lakeside village deep in the Austrian Alps renowned for its UNESCO World Heritage salt mines and 16th century picturesque wooden buildings, has become world famous for overtourism. The village occupies a modest footprint of a few square kilometers with 764 residents, which has received (over 1 million) tourists in 2019. This has been a growing concern of local residents and garnered international attention, attributing the influx of visitors to the much-acclaimed Disney Frozen film franchise and the Chinese imitation of Hallstatt in Huizhou. This research investigates residents’ perception of overtourism through a qualitative survey, giving historical context to the development of tourism in Hallstatt and lends insight to the village’s carrying capacity and strategic tourism management. It also reveals skepticism on the alleged influence of the Frozen film franchise’s role in drawing mass tourism to Hallstatt. Finally, the research measures residents’ response to the immediate drop in visitors following the novel coronavirus, to determine if they are satisfied with a reprieve from business-as-usual.

ABSTRACT. The digital revolution has led to major changes, both in the luxury market, which has been a traditional one for thousands of years, and in the luxury customer experience, which is now affected by omnichannel retailing and requires a perfect integration between online and offline channels. Luxury firms have been slower than many non-luxury firms to adopt online digital marketing, but today the trends show that online purchasing contribute to overall market growth more than cannibalizing and continue to grow. This study lays the foundations for investigating the factors affecting luxury consumers’ behaviour in the digital era, as the online sales contributes to global sales and push offline purchases.

ABSTRACT. This study aims to understand what are the green consumers’ self- and other-oriented values, key enablers, and skeptic attitudinal factors influencing the consumption of sustainable luxury products. Particularly, the authors attempt to investigate what are the underlying mechanisms that positively and negatively influence consumers’ attitude and intention to purchase green luxury products. In this way, the main objective is to identify the micro linkages explaining the attitude-behavior gap which prevents consumers’ attitudes from turning into actual purchasing behaviors. To do this, a conceptual model is theorized building on the theory of planned behavior (TPB) aiming at explaining how these psychological and attitudinal mechanisms differ in two cultural settings: an individualistic and collectivistic consumption context, such as Italy and China, respectively. Specifically, self-motives – ego-enhancement and openness to change – and other-oriented motives – ego-transcendence and conservation value – are hypothesized as the main antecedents of the relationship between consumers’ green luxury attitude and intention to purchase. Moreover, this relationship is significantly impacted by (a) green enablers, which emerges as a new construct composed of consumers’ perceived readiness, green identity, and effectiveness; and (b) green luxury skepticism, referring to consumers’ perceived greenwashing, contradiction, and green risk. The model is validated using confirmatory factor analysis (CFA) and the relationships are empirically tested using structural equation modeling (SEM) on a sample of 792 consumers coming from Italy (58%) and China (42%). The results suggest that other-oriented values, in particular ego-transcendence, represent the main predictor of consumers’ attitude toward green luxury, in both samples. Interestingly, the green enablers showed a significant influence on consumers’ attitude in the individualistic sample, but not in the collectivistic one. Our empirical evidences indicate that green luxury skepticism might be interpreted as a significant element explaining the attitude-behavior gap in ethical consumption. Particularly, perceived greenwashing and green risk are the main factors causing this gap in both contexts. Theoretical and managerial implications are discussed, along with significant suggestions for future research on sustainable consumption in the luxury industry.

ABSTRACT. In a trademark dispute that persisted through three decades of innovation in music and technology, one of the largest music sellers in the world and one of the most popular music producers in history parlayed a resolution. In February 2007, Apple Inc. (formerly Apple Computer) was granted ownership of all trademarks and logos related to the name "Apple" and, for now, will license them to the Apple Corps music company. This case exemplifies a situation where, as companies attempt to grow, trademark-protected brands in unrelated product categories can find themselves producing similar fruit, competing with one another for the attention of consumers.

ABSTRACT. The current examined how consumers respond to a pre-roll video advertisement. Particularly, the current study empirically examines the interactive impact of the consumer motive and ad-viewing length on perceived ad-intrusiveness,and its subsequent effect on purchase intention. The results showed that the emotionally motivated consumers, who watched the ad longer, have lower perceived ad-intrusiveness The lower the ad-intrusiveness, the higher the intention to buy the advertised product.

ABSTRACT. Each year video games are becoming more popular, mirrored by an expected worldwide software market growth from US$ 118 billion in 2018 to about US$ 164 billion in 2023 (DFC Intelligence, 2019). In this context, advertising is a critical success factor, especially concerning the pre-release phase (Elberse & Anand, 2007) and announcement trailers in particular (Karray & Debernitz, 2017; Moulton, 2019). Surprisingly, to the best of our knowledge, no study has ever examined how video game trailers should be developed to be successful.

We argue that a video game trailer revealing information such as behind the scenes materials and extensive game details decreases a customer’s purchase intention and willingness to pay. Our reasoning for this proposition is that delivering too many insights lowers a customer’s emotional expectations and reduces their level of immersion. This is in line with research concerning information overload (Chen, Shang, & Kao, 2009; Furner & Zinko, 2016). In other words, a video game trailer with detailed information spoils and demystifies the video game experience, which lowers emotional value for customers. In turn, this emotional value is an important predictor of a customer’s purchase intention and willingness to pay (Sweeney & Soutar, 2001).

To test our predictions, we performed a scenario-based experiment with 80 participants. The results confirm the negative consequences of (1) revealing behind the scenes materials and (2) extensive game details for both (a) a customer’s purchase intention and (b) willingness to pay. The additional structural equation models also confirm the mediating role that emotional value plays in explaining the previous results.

Our research provides initial insights into an important gap in research and contributes to a growing literature stream concerning information overload. By advancing conceptual knowledge on the video game advertising–video game success relationship, we reveal that (too much) information causes a player to know more but desire less. These insights provide guidance for practitioners on how to increase success in video game advertising.

ABSTRACT. Recent changes to the media landscape have refocused research to online advertising such as YouTube advertising, Instagram TV and Facebook video advertisements. This type of advertising offers a wide reach to the companies’ targeted audiences. Prior research found that voiceover ads score higher on credibility, conveying new information, relevance, and persuasion. Furthermore, majority of online ads do not use an onscreen spokesperson instead relying on a voice-over narrator because the exclusion of a model or endorser in an ad aids helps audiences focus on delivering the key messages effectively. The aim of this study is to investigate the positive impact of an accented voice-overs ads in the globalized consumer market and the factors in which affects the purchasing intentions of the products being advertised. Two studies were conducted and results show that a foreign accent and American accents are different in its effectiveness when determining attractiveness, expertise and entertainment toward their attitude toward the accent YouTube ad and willingness to purchase a product.