Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 15 November 2011



Phau, I. (2011), "Editorial", Asia Pacific Journal of Marketing and Logistics, Vol. 23 No. 5. https://doi.org/10.1108/apjml.2011.00823eaa.001



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited


Article Type: Editorial From: Asia Pacific Journal of Marketing and Logistics, Volume 23, Issue 5

The final issue of volume 23 showcases ten diverse papers all of which have made exciting and very different contributions to the field of Asia Pacific marketing and logistics.

Michael Jay Polonsky, Romana Garma and Stacy Landreth Grau undoubtedly, an authority in green marketing opens this issue with an investigation on consumers’ level of general environmental knowledge and specific knowledge in relation to carbon offsets and the relationship between specific types of environmental knowledge. Various implications are drawn from the study and how they impact on consumer behavior of Australians. The second paper by Shamindra Nath Sanyal and Saroj Kumar Datta aims to examine the relationship between qualities of generic drugs perceived by physicians and the brand equity of branded generics. It was found that physicians perceive quality based on intrinsic cues. The third paper by Yamen Koubaa, Gaelle Ulvoas and Patricia Chew investigates the cultural values of ethnic groups and their attitudes towards skin beauty and their purchase intention. It was unveiled that both the traditional Chinese and national Singaporean values impact on Chinese Singaporean women’s consumer behaviour towards skin beauty care cosmetics. The traditional Chinese values (Buddhism, Daoism and Confucianism) are found to have differing impact on consumers.

The next three papers cluster around the branding concept. Yi-Long Jaw, Ru-Yu Wang and Carol Ying-Yu Hsu first examines the enlivenment of branding between Mainland China and Taiwan. The authors present implications of various ideologies that are useful for practitioners and open up several research tracks for academics. Kivilcim Dogerlioglu-Demir and Patriya Tansuhaj present a cross-national study between Thais and Turks on the impact of their personality traits and values on the behavioural intention to purchase global and local brands. The authors highlight the importance of understanding consumers’ evaluations of these brands and they are formed from the consumers perspective. The next study by Liem Viet Ngo and Aron O’Cass adopts a customer-centric value creation perspective to provide insights into the contribution of business orientations using partial least squares. It is revealed that being marketing oriented and innovation oriented are important in creating customers, keeping them and increasing add-on selling to them. This in turn rewards the firm with greater brand performance. However, the authors acknowledge that future studies should examine customer-centric value using financial measures.

The next paper by Wooyang Kim, C. Anthony Di Benedetto and Richard A. Lancioni investigates consumer innovative measures in a highly globalized product market in relation to country and gender. A conceptual model is developed to test the hypothesized relationship and it was found that innovativeness plays an important role in market segmentation. The next paper by Chiu-chi Angela Chang and Monika Kukar-Kinney conceptually compares and contrasts two types of shopping aids. The author proposes the usefulness of retail shopping aids and their effect on consumer’s purchase likelihood, decision satisfaction, decision confidence and evaluation costs. Moderating influences of product knowledge and time pressure are also postulated.

The last two papers are more practice-oriented logistics papers. The research team comprising Joseph A. Sy-Changco, Chanthika Pornpitakpan, Ramendra Singh and Celia M. Bonilla provides managerial insights into the success of sachet marketing strategies in the Philippines. In particular, companies which have adopted piecemeal retailing, have created a burgeoning sachet market. The last paper addresses trade friendliness of logistic services in ASEAN. Using semi-structured interviews, Sumeet Gupta, Mark Goh, Robert Desouza and Miti Garg identified several barriers that influence logistics services across ASEAN.

I like to thank the EAB and the reviewers, once again for their timely and constructive feedback. I also thank the authors for continuously contributing manuscripts of high caliber. I hope this issue has stemmed new research ideas as well as provided useful managerial implications for practitioners. We now look forward to 2012, where we will be presenting some special issues on a number of current topics which I believe will excite our readers.

Ian Phau

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