Asia Pacific Journal of Marketing and Logistics: Volume 32 Issue 5

Innovative research methodologies in marketing research

Yang Sun, Isaac Cheah, Billy Sung, Eun-Ju Lee

Combination classification method for customer relationship management

Zhe Zhang, Yue Dai

For classification problems of customer relationship management (CRM), the purpose of this paper is to propose a method with interpretability of the classification results that…

Corporate sustainability management under market uncertainty

Honglei Liu, Sang Jin Kim, Huanzhang Wang, Kyung Hoon Kim

The purpose of this paper is to understand how market uncertainty affects sustainability management for long-term survival and growth.

Advantage of low quality in short life cycle products

Yang Sun, Helen Huifen Cai, Rui Su, Qianhui Shen

The purpose of this paper is to discuss how the configurations of short life cycle, low quality, design and price, influence customer purchase intention in fast fashion and high…

Establishing the measurement invariance in measures of consumers’ perceived value

Hyo Jin Eom, Zhenqiu (Laura) Lu

Researchers have used the construct of consumers’ perceived value to examine the behavioral attitudes or outcomes from different shopping experiences. The purpose of this paper is…

Congruity and processing fluency: An analysis on the effectiveness of embedded online video advertising

Zhiying Jiang, Chong Guan, Ivo L. de Haaij

The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test…

What can neuroscience offer marketing research?

Billy Sung, Nicholas J. Wilson, Jin Ho Yun, Eun Ju LEE

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These…

The role of musical priming in brand recall

Gabriel Levrini, Cristian Luis Schaeffer, Walter Nique

The purpose of this paper is twofold: first, to analyze whether musical priming induces greater recall of brands and, second, to study the emotional priming effects of music, in…

Young consumers’ brain responses to pop music on Youtube

Kyoung Cheon Cha, Minah Suh, Gusang Kwon, Seungeun Yang, Eun Ju Lee

The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young…

Which wine do you prefer? An analysis on consumer behaviour and brain activity during a wine tasting experience

Letizia Alvino, Rob van der Lubbe, Reinoud A.M. Joosten, Efthymios Constantinides

The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and…