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An experiment was conducted in which level of claim (plausible versus implausible), claim type (tensile versus objective), and brand familiarity were manipulated to determine consumer responses to sale ads. Conducted in an Asian setting using percentage instead of dollar value price reductions, the results replicated and extended past findings in the pricing literature. Specifically, implausible claims that purported exaggerated savings led to greater discounting, higher perceived price reduction, higher perceived offer value, and higher shopping intention than those with plausible price reductions. Objective price claims that state the exact amount of reduction generally elicited more favorable responses than tensile claims of the “save up to ____ percent” genre. When the price reductions were implausible, tensile claims resulted in higher discounting, lower perceived price reduction, and lower perceived offer value than did objective claims. Finally, greater brand familiarity resulted in higher claim discounting and lower perceived price reduction when the claims were implausible rather than plausible. Theoretical and managerial implications are furnished together with directions for future research.

Two studies were conducted to examine Chinese consumers' responses to alpha‐numeric brand names. Results of the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A, S, and 8, while the unlucky ones were F, Z, and 4. Reasons for the perceived luckiness of the numbers were based on homonym and phonetics; whilst for the letters, they were based on the association with the educational grade and position in the alphabet. In the second study, the results showed that products with lucky alpha‐numeric brand names were perceived to be luckier, and have better quality and success than those with unlucky brand names. Additionally, brand names with a lucky number were perceived more favourably than those with a lucky letter even though the accompanying letter/number was unlucky. Offers theoretical and managerial implications and suggests directions for future research.

Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian economic crisis. The results indicated that the more severely hit a country was, the more ethnocentric respondents were. In general, animosity towards the USA was higher than towards Japan with regard to the Asian crisis. Koreans held the greatest stable animosity towards the Japanese because of the atrocities experienced during the Second World War. Respondents attributed the blame of the Asian crisis more to themselves. They also felt that they and the Japanese could have controlled the turn of events during the crisis. Implications arising from the findings are discussed.

Examines consumers’ motivation for buying counterfeits or pirated goods. The findings indicated that, compared to those who did not buy pirated music CDs, those who bought the counterfeits viewed such purchases as less risky, and trusted stores that sell counterfeits more. They did not see counterfeits as too unfair to singers or the music industry, thought they benefit the society more, and did not see people who buy them as unethical. We also investigated the influence of social, personality, and demographic factors on consumers’ attitude towards piracy. We found that the more value‐conscious and less normatively susceptible one was, and the less integrity one had, the more favorable was one’s attitude towards piracy. Demographic characteristics were also significant in influencing attitude. Males and those from lower income groups held more favorable attitudes. Finally, attitude towards piracy was significant in influencing purchase intention.

Two studies were conducted to examine Chinese consumers’ responses to alpha‐numeric brand names. Results to the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A, S, and 8, while the unlucky ones were F, Z, and 4. Reasons for the perceived luckiness of the numbers were based on homonym and phonetics; while for the letters, they were based on the association with the educational grade and position in the alphabet. In the second study, the results showed that products with lucky alpha‐numeric brand names were perceived to be luckier, and have better quality and greater success than those with unlucky brand names. Additionally, brand names with a lucky number were perceived more favorably than those with a lucky letter even though the accompanying letter/number was unlucky. Offers theoretical and managerial implications and suggests directions for future research.

Parallel imports are authentic products that challenge those sold through authorized dealers. Such imports are fast becoming popular, especially in Asia. Authorized dealers need to find ways to combat against parallel imports. One such means is to first understand consumer perceptions of parallel imports. A survey among respondents from an Asian country, Singapore, showed that perception and not demography or past product experience influence purchase intention of parallel imports. Perception of beneficial and image properties, more so than perception of physical properties, influenced purchase intention. The factors influencing the magnitude of discount expected from parallel importers were different from those for purchase intention. Women expected higher discounts than men, while an inverse relationship was observed for income. The unique properties for each product category also influenced purchase intention and expected discount. Managerial implications are discussed together with directions for future research.

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.