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Article
Publication date: 15 December 2021

Hong Wang, Baolong Ma, Dan Cudjoe, Rubing Bai and Muhammad Farrukh

The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of…

Abstract

Purpose

The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food.

Design/methodology/approach

To evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.

Findings

The findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention.

Originality/value

The findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 January 2021

Xiaofei Li, Baolong Ma and Hongrui Chu

The value of online reviews has been well documented by academics and practitioners. However, to maximise the benefits of consumer reviews, online sellers must avoid the…

Abstract

Purpose

The value of online reviews has been well documented by academics and practitioners. However, to maximise the benefits of consumer reviews, online sellers must avoid the negative consequences associated with customer feedback, such as reputation loss, or product returns after purchase. In developing a better understanding of the relationships between online reviews and their potential for negative impacts, this research aims to explore product returns. Through a quantitative model, this research demonstrates why online reviews can result in product return behaviours.

Design/methodology/approach

The hypotheses were tested via two studies. In Study 1, the authors examine the direct effects of review valence and review volume on product returns by analysing secondary data on 4,995 stores on China's Taobao.com. Study 2 further extends and validates the findings of Study 1 with a survey sample of 795 participants across several online shopping platforms. This analysis examines the mechanics and conditions that influence the relationships between online reviews and product returns through partial least squares-structural equation modelling (PLS-SEM).

Findings

The results show that both review valence (i.e. average star ratings) and the number of reviews can increase the probability of product returns due to the high expectations that result from positive online reviews. Further, the effect of review valence on product returns is stronger for first-time purchasers at a store. In terms of mitigation, the analysis shows that bilateral communications between sellers and buyers can temper the unrealistic expectations set by positive reviews, leading to fewer product returns.

Originality/value

This research adds to the literature on online reviews by exploring the negative consequences of online reviews and the role they play in online purchasing decisions. The findings also provide direct evidence as to why online reviews can result in more product returns, adding clarity to extant research which contains conflicting conclusions as to how online reviews affect product return behaviours.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 14 December 2017

Baolong Ma, Xiaofei Li and Lin Zhang

This paper aims to demonstrate both the positive and negative effects of loyalty programs. The study proposes a model to demonstrate why and how loyalty program strategies…

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2171

Abstract

Purpose

This paper aims to demonstrate both the positive and negative effects of loyalty programs. The study proposes a model to demonstrate why and how loyalty program strategies can result in good customer relationships and customer entitlement behaviors. Various configurations of three different loyalty program strategies are analyzed – tangible rewards, preferential treatment and perceived status.

Design/methodology/approach

The authors’ hypotheses were tested by analyzing the survey data of 152 frequent flyer program members in China through partial least squares-structural equation modeling. Fuzzy-set qualitative comparative analysis (fsQCA) was used to test different configurations of the three loyalty program strategies.

Findings

A net effects analysis demonstrates that loyalty programs are a double-edged sword. While loyalty programs can improve customer relationships, strategies based on perceived status have a positive relationship to customer entitlement, which may lead customers to expect extraordinary efforts from companies, such as greater discounts and extra privileges. Using fsQCA, the authors determined four sufficient configurations of high level of relationship quality and high level of customer entitlement, which also support their findings.

Originality/value

First, this study expands the research on loyalty programs by providing an examination of their positive and negative consequences. Second, by proposing the configuration paths that lead to high level of relationship quality and high level of customer entitlement using fsQCA, this research enriches research on the net effects of loyalty programs, providing researchers and practitioners with a more comprehensive understanding of loyalty programs. Third, this research extends the concept of customer entitlement to the context of buyer–seller relationships by introducing perceived status as an important antecedent of customer entitlement and by identifying four sufficient configurations.

Details

Journal of Services Marketing, vol. 32 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 November 2018

Baolong Ma, Feiyan Cheng, Jingjing Bu and Jiefan Jiang

Although brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its…

Abstract

Purpose

Although brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the brand equity of partners. The purpose of this paper is to demonstrate why and how brand alliance affects the brand equity of the partners in an alliance.

Design/methodology/approach

The hypotheses were tested by analysing the data of 260 participants in China, which were collected from an experiment.

Findings

This research draws five conclusions: the brand equity of a pre-alliance partner has a positive effect on brand alliance evaluation; product fit and brand fit amongst partners also have a positive effect on brand alliance evaluation; alliance brand evaluation has a positive impact on the brand equity of a post-alliance brand; the brand equity of a pre-alliance partner exerts a positive effect on the brand equity of a post-alliance partner; and the spillover effect of brand alliance for a weak brand is stronger than that of a strong brand in an asymmetrical brand alliance.

Originality/value

This research introduces brand equity into the field of brand alliance. From the perspective of consumer perception, the authors measure brand equity and provide insights for a company to effectively enhance brand equity through brand alliance. The authors explore ways to increase the brand equity of partners through brand alliance. Additionally, the authors discuss the spillover effects of the brand equity of partners in symmetric and asymmetric brand alliances.

Details

Journal of Contemporary Marketing Science, vol. 1 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Content available
Article
Publication date: 16 December 2019

Hong Wang, Baolong Ma and Rubing Bai

The purpose of this paper is to examine the impact of greenwashing behaviour of one brand on purchase intention of green products from other brands. Further, this study…

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2202

Abstract

Purpose

The purpose of this paper is to examine the impact of greenwashing behaviour of one brand on purchase intention of green products from other brands. Further, this study tests the mediating role of greenwashing perception of the entire industry and the moderating role of brand attitudes towards other brands in the industry for the above-mentioned relationship.

Design/methodology/approach

A sample of 377 participants was utilised in three studies. The study analysed the data using SPSS 18.0 to test the research hypotheses.

Findings

The study suggests that greenwashing behaviour of one brand negatively affects consumers’ purchase intention of the green products from other brands in the industry. It is also indicated that the greenwashing perception of the entire industry partially mediates the relationship between greenwashing behaviour of a brand and purchase intention of green products from other brands. In addition, the study shows that the relationship between greenwashing perception of the entire industry and purchase intention of the green products from other brands is negatively moderated by brand attitudes towards other brands in the industry.

Practical implications

This study provides useful insights for the managers that firms can learn the way to alleviate greenwashing spillover effect through the brand attitudes to enhance green purchasing behaviour.

Originality/value

The study is perhaps the first one to study the existence of the spillover effect of brands’greenwashing behaviour. The study also reveals the influencing mechanism of greenwashing spillover effect of a brand.

Details

Marketing Intelligence & Planning, vol. 38 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 July 2013

Lin Zhang, Baolong Ma and Debra K. Cartwright

The purpose of this research is to help better understand the impact of online user reviews on sales of search goods.

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4203

Abstract

Purpose

The purpose of this research is to help better understand the impact of online user reviews on sales of search goods.

Design/methodology/approach

This research is based on digital camera sales data collected from amazon.com and two studies are included in this research. The first study is based on a static model and sample data from one time stamp. The second study is based on two sample data collected from two different time stamps, and a dynamic model is proposed.

Findings

The results from the first study reveal that the average online customer review, the number of online reviews, the price and the camera's physical properties such as the number of pixels and the optimal zoom number (but not LCD screen size) have significant influence on digital camera sales. The results from the second study show that the sales from the previous period are an important indicator for future sales. In addition, change in price, change in average online review rating and change in the total number of online reviews are all significantly associated with future sales.

Research limitations/implications

The research reveals that there is a significant relationship between the online user review and sales of search goods, and the influence of online user reviews on search goods sales is different from that on experience goods. It also recognizes that the product specifications influence the sales of search goods. In addition, the research on search goods shows that price at the specific time and price changes are significant factors affecting sales.

Practical implications

The research indicates that retailers should provide channels for, and encourage, customer online reviews for search goods to improve sales. It is also beneficial for online retailers to provide detailed product attributes to help their customers make the purchase decision. Carefully designed and executed price promotions could also be effective ways to improve sales of searchable goods.

Originality/value

This study is one of the first attempts to investigate the impact of online user reviews on sales of search goods.

Details

European Journal of Marketing, vol. 47 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 3 July 2017

Baolong Wang, Haiqing Ma, Di Wu, Lien Zhu and Zheng Jin

The purpose of this paper is to prepare new modified polypropylene (PP) with phenolic microspheres (PFMs). Furthermore, the crystallinity and mechanical properties of PP…

Abstract

Purpose

The purpose of this paper is to prepare new modified polypropylene (PP) with phenolic microspheres (PFMs). Furthermore, the crystallinity and mechanical properties of PP modified by fillers (silicon dioxide [SiO2] and light calcium carbonate [CaCO3], respectively) have also been investigated and compared.

Design/methodology/approach

For effective toughening, three different fillers were added into the PP matrix. PP composites were prepared through melt blending with double-screw extruder and injection moulding machine.

Findings

It was found that with the addition of 3 Wt.% PFM, the impact strength was maximum in all PP composites and increased by 1.4 times compared to pure PP. Scanning electron microscopy (SEM) and polarised optical microscopy (POM) analysis confirmed that 3 Wt.% PFM, 3 Wt.% SiO2 and 2 Wt.% CaCO3 were optimal to add in PP and PFM to give the best compatibility with PP.

Research limitations/implications

PFM particles not only are tougher and less brittle and can offer other advantages such as enhanced machinability, but also are important organic materials and have a good compatibility with polymer for reinforcing polymer properties.

Practical implications

The method developed provided a simple and practical solution to improving the toughness of PP.

Social implications

There will be thermoplastic plastics with higher toughness in domestic, packaging and automotive applications, particularly at lower temperatures.

Originality/value

The PP modified by tiny amounts of fillers in this work had high toughness, which can be applied as an efficient material widely used in domestic, packaging and automotive applications.

Details

Pigment & Resin Technology, vol. 46 no. 4
Type: Research Article
ISSN: 0369-9420

Keywords

Open Access
Article
Publication date: 10 August 2021

Regina Suk-yee Ip Lau

This article outlines the challenges faced by the next Chief Executive of the Hong Kong Special Administrative Region (HKSAR) in 2022 – the need to address economic…

Abstract

Purpose

This article outlines the challenges faced by the next Chief Executive of the Hong Kong Special Administrative Region (HKSAR) in 2022 – the need to address economic problems resulting from Hong Kong’s slow growth; its inability to restructure its economy to broaden job opportunities and improve upward mobility for young people; and the government’s belated attempt to deploy innovation and technology.

Design/methodology/approach

This article is based on the author’s in-depth analysis of the current situation and insights on the challenges faced by the next Chief Executive.

Findings

Tensions are inherent in the concept of “One Country, Two Systems”. Back in November 2012, Deputy Director of the Hong Kong and Macao Office Zhang Xiaoming already reminded Hong Kong of the need to manage well three sets of relationships: (1) maintaining the “One Country” principle while preserving the SARs’ “separate systems”; (2) upholding Central Authority while preserving the SARs’ “high degree of autonomy”; and (3) unleashing the economic potential of mainland China while raising the competitiveness of the SARs. These three sets of relationships represent three fundamental difficulties in implementing “One Country, Two Systems”. However, Hong Kong kept ignoring Beijing’s advice and failed to resolve the tension between the mainland and Hong Kong SAR, culminating in the riotous events of 2019, which morphed into a dangerous, anti-China insurgency.

Originality/value

The next Chief Executive needs to mediate between the constitutional requirements of the Central Authority while preserving Hong Kong SAR’s “high degree of autonomy”, its unique character and lifestyle. He or she also needs to deal with continuity and change. Hong Kong cannot stand still, and should not allow itself to be lulled by the “50 years no change” mantra into overlooking the need to move with the times. Much reform needs to be implemented by the next Chief Executive to give people hope, faith in “One Country, Two Systems” and true love of the country.

Details

Public Administration and Policy, vol. 24 no. 2
Type: Research Article
ISSN: 1727-2645

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Article
Publication date: 27 January 2021

Pankaj Singh, Anees Ahmad, Gyan Prakash and Prabhat Kumar Singh Kushwah

The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the…

Abstract

Purpose

The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance.

Design/methodology/approach

Based on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the relationship among the various variables and moderators, which can test the changes of the dependent variables by controlling and manipulating one or more single variables. The sample includes 400 college students.

Findings

The results demonstrate that brand knowledge positively moderates the relationship between brand equity and consumer brand alliance, but not significantly affect the relationship between alliance evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation.

Originality/value

Two consumer characteristic, brand knowledge and product involvement moderate the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge and product involvement, were testified to expand the scope of influential factors of brand alliance evaluation on the basis of consumers' characteristic theory.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

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