Volume 27, Issue 1 (2025)
Editorial
Editorial: A New Chapter for Asia Marketing Journal
Woojung Chang, Minki Kim, Jaehoon Lee, and Choongbeom Choi
Articles
Beyond Revenge Spending: Exploring the Role of Loneliness and Online Brand Equity in Sustained Luxury Consumption Among Asian MZ Adults
Sukyoung Kang and Sanghee Kim
Illuminating the Pathway from Social Media Marketing Stimuli to Skincare Brand Choice Through Product Effectiveness
Elfi Elfi, Sabrina O. Sihombing, and Ferdi Antonio
Detrimental Impact of Waiting on Dining Experiences: Evidence from Online Restaurant Reviews
Jooa Baek and Yeongbae Choe
Rethinking Money: How the Backfire Effect Shapes Consumer Reactions to Recommendations
Hee-Kyung Ahn and Eunkyoung Lee
Measuring the Effect of a Brand Communication Strategy through Consumer-Generated Content: A Case Study of Telecommunication Services
Jiwon Baek, HaeJin Seo, and Tae Ho Song
Exploring the impact of negative brand experiences on consumer emotions and behavior
Li Mei Liu and Seong Ho Lee
