Journal of Contemporary Marketing Science: Volume 2 Issue 1

The influence of company microblog interaction tactics on consumer-brand relationship: Based on grounded theory

Xing Yan, Yaping Chang

Microblog has become an important tool of social marketing since 2010. Compared with traditional blog, microblog has several distinctive features, such as ease of use, viral…

Research on the best visual search effect of logo elements in internet advertising layout

Yushi Jiang

The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity…

Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective

Qingji Fan

The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images…

Service fairness and customer satisfaction: Mediating role of customer psychological empowerment

Xiaoyun Han, Shujie Fang, Lishan Xie, Junfeng Yang

The purpose of this paper is to investigate the relationship between service fairness and customer satisfaction, and test the mediation role of customer psychological empowerment…

Face consciousness and conspicuous luxury consumption in China

Xin-an Zhang, Wangshuai Wang

Luxury consumption in China is featured by clear conspicuous purposes. The purpose of this paper is to investigate this phenomenon from the indigenous perspective of face…

Impacts of mate attraction goal on young women’s interests in conspicuous consumption

Shaofeng Yuan, Yuhuang Zheng

Drawing on an evolutionary perspective, prior studies have revealed that conspicuous consumption by men has signaling functions (i.e. signaling the consumer’s positive mate…