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Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited
Article Type: Editorial From: Asia Pacific Journal of Marketing and Logistics, Volume 24, Issue 1
While we welcome 2012, it also marks the first year anniversary of a five issue per volume of APJML. We are getting bigger and better as we can see an increasing number of high caliber manuscripts. We have also installed for you a number of special issues on exciting and significant topics relevant to the Asia Pacific region which we will be rolling out throughout the year. Stay tuned for these!
To start the first issue of 2012, Narissara Parkvithee and Mario J. Miranda report a study in Thailand which examines the effect of country of origin, brand equity and product purchase involvement on consumers’ evaluation and purchase preference of Thai brands of fashion apparel made in three Asian countries of varying levels of manufacturing competence. It is found that consumers do not discriminate lesser developed countries in terms of the quality and are accepting as long as performance levels are high. The second paper by Aaron Gazley, Jayne Krisjanous, Kim-Shyan Fam and Reinhard Grohs is another cross-cultural study that examines Asian consumers’ attitudes towards television ads and the antecedents and consequences of liked and disliked ads and culture as an influence of the relationships. The authors found that ad likeability increases when consumers feel they have something to talk about, whereas annoyance would incur dislike of ads. The results provided interesting insights for practitioners when designing ad strategies.
The next set of papers provides a diverse view across India and China on current events and trends in the marketing arena. Nitin Gupta examines the impact of globalization on Indian consumers’ disposition towards foreign brands and how consumer acculturation would differ across segments. The author has unearthed interesting findings that shed insights on Indian consumers with suggestions for more focused strategies. Hongwei “Chris” Yang, Hui Liu and Liuning Zhou applied the theory of planned behavior and technology acceptance model to predict young Chinese consumers’ mobile viral on their behavior. The results showed that the consumers possess favourable attitudes towards mobile viral marketing and the authors have highlighted a number of implications based on the findings. Ho examines the roles of perceived certainty, manipulated risk and knowledge in the satisfaction-purchase intention relationship in the context of a new product evaluation. Using a 2×2 factorial design, the author found that degrees of risk and knowledge would affect purchase intention. Numerous implications were also delineated. Kareem Abdul Waheed and Sanjaya S. Gaur examine customer dependence in the context of interpersonal buyer-seller relationship based on a farmer and a chemical fertilizer relationship. From the study the authors has identified the determinants of customer dependence to be customer perceived market uncertainty, product importance and product familiarity.
The next set of papers examines the service industries in Asia. Luu Trong Tuan examines leadership, organizational trust, and marketing effectiveness in service businesses within three service categories in Vietnam. Using a series of ANOVAs and structural equation modeling, the findings revealed that a transactional leadership is associated with calculus-based trust. Furthermore, the research offers insight into the role that leadership and trust play in marketing effectiveness in service businesses. Finally, the issue closes with Rong-Da Liang and Jun-Shu Zhang’s study that examines the relationship among interaction orientation, customer satisfaction and behavioural intention. Moderation analysis was conducted to test the role of dining frequency on the constructs. Using a convenience sample of 628 full service seafood restaurants, the authors found various interesting interactions between the constructs. Numerous implications were provided for restaurant promotion strategies that stress the matching of consumer needs and the provision of a dining experience.
As we conclude the first issue of 2012, we once again thank the EAB who have continually supported us along the way. More importantly, our appreciation goes out to the reviewers for their timely and constructive feedback that has helped elevate the APJML to greater heights. Lastly, we thank the authors for their continuous support and contribution of high quality manuscripts. We believe the year brings new beginnings in the lunar year of the Dragon.