Emerald Group Publishing Limited
Article Type: Editorial From: Asia Pacific Journal of Marketing and Logistics, Volume 27, Issue 1.
The first issue of the APJML for 2015 opens with a series of marketing focused papers co-authored by members of the Editorial Advisory Board. These include a wide variety of topical research covering consumer volunteerism, product sales packaging, consumer consumption patterns, luxury branding and digital piracy.
Opening this issue is a paper by Vocino, Polonsky and Dolnicar which explores the characteristics of consumers who volunteer as online panelists in market research and the motivations that drive them to do so. Surveying respondents in Australia, they identified five distinct types of volunteer panelists and detailed various combinations of motivational factors that drive these panelists. This allows panel operators to better manage the panel invitation process and improve the quality and validity of responses.
Following this, Chow, Kaynak and Mak delve into the marketing implications of product packaging with a paper on cigarette package labelling. Conducted in Macau, they examine the labelling effects on young non-smokers intentions to take up smoking, and their brand preferences of cigarettes. They found that plain packaging does indeed discourage young consumers from taking up smoking. These have strong implications for policy makers in managing tobacco control, and educating young people on the consumption of cigarettes.
Moving onto consumer behaviour, Chu, Liu and Shi discuss how the social identity of Chinese migrant workers, from various rural and urban districts across China, influences their consumption decisions. Their findings showed that those with rural identity were more inclined towards survival consumption such as food and family support, whilst those with urban identity tended towards developmental consumption such as education and recreation. Such findings help to improve the understanding of differences in social identities of the Chinese people, and help policy makers and businesses to better engage their people.
We next move to Japanese consumers, where Kimura examines the effectiveness of advertising strategies on the sales performance of serialized console games. Kimura found that, based on four sales patterns of the game series, it is critical for game developers and marketers to appropriately manage the advertising and serialization of console games throughout the game lifecycle in order to maintain the series sales performance.
Moving to the realm of luxury branding, Seo and Buchanan-Oliver examine the cultural, social and external trends in the luxury brand industry, and suggest updates to previous conceptualizations of luxury brands. Their assessment of these trends suggests a need to shift focus from the characteristics of luxury brands, towards a more consumer-centric paradigm that encompasses the experiences and sociocultural influences of luxury brands in the context of post-modern consumerism.
The next paper by Huang, Lin, Su and Tung, takes us back to the digital realm, with a paper that examines the effect of parental and peer norms on idol worship. Conducted in Taiwan, their results showed that idol worship is more complex than previously thought, and that whilst social and personal worship encourages the purchase of legal music products, social worship can also encourage illegal downloads. Thus it is crucial for managers to be proactive in engaging with fans at various levels of idol worship to connect with them and encourage desired purchase behaviours.
Closing this issue of the APJML, are two papers on logistics and supply chain management. Ghaderi, Fei and Cahoon first present a paper on the issues affecting the competitiveness of the Australian non-bulk freight market. This systematic literature review revealed four main challenge themes that cover 43 issues that face the Australian rail industry. This detailed analysis of data allows for the rail industry and Australian Government to better understand the impediments to the quality of rail services in Australia, and to develop future strategies to alleviate these issues.
Finally, Loh and Thai take us from the rails to the sea with a study that addresses the issues around supply chain disruptions in seaport operations. This qualitative study conducted with port operators in Singapore, Australia and Vietnam fills the gap in the current understanding of operational deficiencies and disruption management in ports, and presents a management model for better management of port disruptions. This could help port management authorities to improve their disruption management capabilities for more efficient operations.
I hope this first issue of 2015 has provided interesting insights to stimulate future research. I would like to acknowledge the reviewers and EAB for their timely reviews and contribution the APJML. I also thank the authors for submitting manuscripts of exceptional calibre. Once again, I hope this issue marks the start of a good year and a prosperous one for all researchers and practitioners alike.
Do enjoy this current issue and always consider sending your best papers to us at the APJML!