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The purpose of this study is to examine the role of artistic elements in a shopping mall’s experiential marketing strategy and the effects of artistic elements on customer shopping value (e.g. utilitarian, hedonic and symbolic) and shopper response (e.g. satisfaction, behavioural intention).

Data were collected from 300 shoppers in a shopping mall in Bangkok, Thailand. A partial least square-structural equation model was used to examine the impact of the artistic elements along with other elements in the shopping mall on shopper response through perceived shopping value.

Empirical evidence shows that artistic elements in an artified mall have a positive effect on customer hedonic and symbolic value, which in turn leads to positive shopper response. Artistic elements perform better than other elements in predicting symbolic value.

The findings suggest that artistic elements should be considered a new source of mall differentiation and customer experience enhancement. Unique artistic elements add emotional and symbolic appeal to the mall, and mall managers should carefully choose artistic content that matches the position and target shoppers of their mall.

This paper proposed and empirically examined the effect of artistic elements as the new fourth atmospheric element. It extends the art infusion theory by applying it to the “non-luxury” shopping mall context to demonstrate the spillover effect of art on shopping value, which further influence shopper response.

The purpose of this paper is to explore the nature of customer deference to service providers in service encounters, and articulate its chief antecedents, experiences and consequences.

Data were collected in Thailand, using critical incident technique. A total of 253 subjects share their experiences of being “deferential” (i.e. “kreng-jai” in Thailand) during everyday service encounters.

The findings indicate that in cultures in which the cultural norm (i.e. kreng-jai) is to be considerate of others, customers often become deferential of the service provider during service encounters, especially when customers perceive that the service provider’s well-being is compromised. However, customer deference involves aversive feelings which lead customers to devise coping strategies and avoid future contact with a company.

Using a specific cultural norm, the findings challenge prior finding that people from collectivist culture are more likely to tolerate and be satisfied with service encounters, and document the role of previously unexamined customer-related factors in driving satisfaction in ordinary service encounters.

The findings recommend service providers to preempt customers’ deference by establishing and communicating the role and acceptable behaviors, managing physical distance with customers, and monitoring customer non-verbal behavior and facial expressions to detect the customers’ true feelings.

No prior research has comprehensively examined the phenomenon whereby consumers seek to benefit service providers at the expense of their own well-being. This study demonstrates that customer deference degrades customer satisfaction even in ordinary service encounters.

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration.

This is an editorial based mainly on an extensive and broad literature review.

First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process).

This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.

Recent decade has witnessed exponential growth in e-commerce segment, leading to emergence of various online selling platforms catering to diverse product requirements of customers. Such a development has provided impetus to both existing businesses and newly established ventures to make available their offerings through online selling platforms with a view to improve the reach of their products. This study is an attempt to identify the experience of registered vendors with the online marketplaces. It aims to develop and validate a scale to measure vendor's experience with e-commerce platforms.

As a part of the scale development process, relevant literature sources were scanned to spot the precise knowledge gap and to put in place a sound theoretical background for the study. Thereafter, a scientific approach was adopted for scale creation. First, the scale items were identified through interviews of vendors registered with major online selling platforms and other academic experts pertaining to the marketing domain. Subsequently, major dimensions of seller experience were identified through exploratory factor analysis (EFA) applied on data collected from active vendors by the means of a structured survey instrument. The final data set was subjected to confirmatory factor analysis (CFA) in a bid to validate the scale.

The study’s outcomes reveal that seller experience in an online marketplace can be best captured by a multidimensional scale characterized by six major dimensions. These are “Registration,”; “Product Listing”; “Pricing Autonomy”; “Ease of Pick-up and Delivery”; “Credit of Receivables” and “Vendor Assistance.” A proper emphasis to continually improve upon these dimensions by the e-commerce platforms is expected to enhance the utility and overall experience of vendors from such platforms. Existence of a mutually beneficial relationship between vendors and online marketplaces will help marketplaces to mitigate concerns like nonfulfillment of orders and dispatch of substandard products.

Sustainable long-term relations between vendors and online marketplaces hold the key for such marketplaces to render error-free and delightful service on each individual order received. Seller experience of registering and operating on such e-marketplaces inspite of playing a defining role in vendor–marketplace relations has received scant attention of researchers, both in academia and industry till date. The present research is a seminal attempt to address this gap in marketing literature and offer additional know-how.

Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts online users' cognitive and emotional reactions and whether their cognitive and emotional responses affect their purchase intention.

Through the lens of regulatory focus theory (RFT) and stimulus–organism–response (S–O–R) theory, the authors empirically examine the influencing mechanisms of livestreaming on online consumers' purchase intentions. Structural equation models are used to analyze the relationships in the proposed research model.

The results of this study show that information-task fit positively affects consumers' perceived usefulness of livestreaming. Both visual effects and sociability positively affect consumers' perceived value and social presence. Furthermore, perceived usefulness and perceived joy positively affect consumers' purchase intentions in a livestreaming environment. This study’s results also demonstrate that the regulatory focus of consumers has a moderating effect on the influence of their perceived joy on shopping intentions.

This study contributes to the relevant literature by simultaneously examining the role of e-commerce platform characteristics and online consumer psychology in influencing behavioral intention. With a better understanding of their role, platform operators and sellers can refine their livestreaming marketing tools and strategies. Highlighting the interplays among external stimuli, user reactions and user motivational styles, this study contributes to mobile e-commerce literature and the broader literature on digital marketing and human–computer interaction.