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Article
Publication date: 8 May 2023

Sigen Song, Hengqin Wang and Cheng Lu Wang

Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the…

Abstract

Purpose

Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the secret consumption literature by identifying the antecedents of secret consumption along with the explaining mechanism and boundary condition.

Design/methodology/approach

An online study with experiment design was conducted to examine the impact of extroversion/introversion, self-presentation and product scarcity on secrete consumption.

Findings

The results show that consumer extraverted disposition and the self-presentation motive negatively influence secret consumption intention and suggest this relationship is explained by the self-presentation need. The findings also revealed that perceived product scarcity attenuated the negative impact of extraversion and self-presentation on secret consumption intention.

Research limitations/implications

The findings provide interesting insights into advertising and retailing. In recognizing that secret consumption is a prevalent phenomenon in consumer behavior that may improve actual consumer product evaluation and preference, retailers or brand managers may encourage consumers to consume secretly.

Originality/value

This empirical study is a first attempt to explore the antecedents, mediating mechanism and boundary condition of consumer intention to engage in secrete consumption. The findings of the study provide important implication to theoretical development and managerial applications in advertising and retailing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 11
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 24 August 2022

Jie Gao, Tao Wang, Yu Jia and Cheng Lu Wang

Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export…

Abstract

Purpose

Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export performance via enhanced legitimacy is differently moderated by formal and informal institutional distances from the host country market.

Design/methodology/approach

Survey data were collected from a sample of 251 exporters in China and analyzed with a multiple regression model to test the hypotheses.

Findings

Exporters' use of an international adaptation strategy affects their perceived legitimacy, which in turn influences their export performance. Moreover, formal institutional distance strengthens the indirect effect of an international adaptation strategy on export performance via legitimacy, whereas informal institutional distance weakens this indirect effect.

Originality/value

The study contributes to the knowledge of how and when adoption of an international adaptation strategy by exporters benefits export performance from an institutional perspective.

Details

International Marketing Review, vol. 39 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 14 November 2017

Ruijuan Wu and Cheng Lu Wang

This study aims to distinguish two regret conditions, other-blame regret (O-regret) and self-blame regret (S-regret), and investigate the underlying mechanism and boundary…

1382

Abstract

Purpose

This study aims to distinguish two regret conditions, other-blame regret (O-regret) and self-blame regret (S-regret), and investigate the underlying mechanism and boundary conditions of the relationship between regret and negative word of mouth (NWOM).

Design/methodology/approach

Four experiments and one survey study test hypotheses regarding how O-regret and S-regret influence NWOM through mediating mechanism of anger and sadness and how the impact of regret on NWOM is moderated by boundary conditions.

Findings

The results show that consumers who experience O-regret transmit more NWOM than those who experience S-regret. Anger is a dominant emotion when consumers experience O-regret and mediates the impact of regret on NWOM, and sadness is a dominant emotion when consumers experience S-regret and mediates the impact of regret on NWOM. In addition, purchased price (full vs discount price), regret context (private vs public context) and return policy (strict vs lenient policy) are found to moderate the effect of regret on NWOM.

Research limitations/implications

This study was conducted in China, which has a unique business environment that may differ from other countries. Therefore, this research opens a new avenue to further examine such a phenomenon in countries where a more lenient return policy is a standard business practice. Cross-nation studies comparing how different return policies and other business environment conditions are warranted in future research.

Practical implications

The study provides several insights for marketers considering the management of NWOM by understanding consumer O-regret and S-regret in either online or offline retailing situations.

Originality/value

This paper contributes to the extant literature by distinguishing different outcome regrets. The theoretical conceptualization and empirical findings shed further lights on the relationship between regret and other negative emotions and how O-regret and S-regret lead to different impacts on NWOM through different paths of mediation mechanism.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 July 2017

Jiaxun He and Cheng Lu Wang

The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.

5452

Abstract

Purpose

The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.

Design/methodology/approach

Six global brand products from three categories that utilized Chinese elements are used to test hypotheses. The Total Effect Moderation Model is used to analyze by combining moderation and mediation under a general analytical framework.

Findings

The results show that cultural compatibility has direct positive effect, in addition to an indirect effect (through local iconness) on purchase likelihood. Meanwhile, consumer cultural identity is found to moderate the impact of brand local iconness on purchase likelihood.

Practical implications

Evaluation and improvement of cultural compatibility in a global brand that incorporates Chinese elements is recommended for multinational marketers entering Chinese consumer markets. Meanwhile, marketers should pay attention to consumer cultural identity in the market segmentation process.

Originality/value

This paper takes a unique perspective to investigate whether and how global brands can succeed when adding local cultural elements to the product design, packaging and promotion in emerging markets like China.

Details

International Marketing Review, vol. 34 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 28 January 2021

Cheng Lu Wang, Dorothy Yen and Bradley R. Barnes

114

Abstract

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Abstract

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Article
Publication date: 25 February 2019

Cheng Lu Wang, Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related…

2138

Abstract

Purpose

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.

Design/methodology/approach

Six empirical studies were conducted to identify the brand sacredness construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables.

Findings

Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism.

Research limitations/implications

This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process.

Practical implications

The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism.

Originality/value

This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.

Details

European Journal of Marketing, vol. 53 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 December 2022

Sigen Song, Fanny Fong Yee Chan, Yongfa Li and Cheng Lu Wang

Placement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically…

Abstract

Purpose

Placement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically examine what should and should not be counted as prominence. This study aims to fill this gap.

Design/methodology/approach

Using a content analysis of six short films and a survey study on 129 Chinese young adults, this study systematically examined 13 dimensions of placement prominence on the memory of placed brands.

Findings

Factor analysis has reduced the 13 dimensions into five factors: contextual, narrative, sensory, exposure and spatial prominence. Fuzzy-set qualitative comparative analysis (QCA) software was used to conduct a contrarian case analysis and test for predictive validity. This was followed by a QCA to identify the optimal configurations of the five factors that may lead to a high recognition of the placed brands. The optimal configurations were also contrasted across two gender and brand familiarity groups. While the optimal configurations of prominence on brand memory for male and female participants were largely the same, the combinations differed between participants with low and high brand familiarity.

Originality/value

Previous studies in product placement usually operationalize prominence with a few dominant dimensions intuitively though several other dimensions, and their interactions could also affect the prominence level. To the best of authors’ knowledge, this is the first study that used multiple dimensions of prominence configurations to identify paths that may lead to low and high brand memory. The empirical results contribute to the theory and understanding of the effect of prominence on brand memory and provide guidance to brand managers in determining which prominence configuration is the most suitable for achieving their promotional objective.

Details

Journal of Product & Brand Management, vol. 32 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 12 June 2009

Cheng Lu Wang

2694

Abstract

Details

Young Consumers, vol. 10 no. 2
Type: Research Article
ISSN: 1747-3616

Content available

Abstract

Details

Journal of Research in Interactive Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 2040-7122

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