Most Recent Additions*
The Effect of Customer Perception of Service Failure and Recovery on Relationship Dissolution Behavior: Evidence in Airline Services
JiHyo Moon, Sang-Lin Han, and Jong Won Lee
The Effect of National Brand Failure on Micro-National Image and Attitudes Toward Other Brands: The Moderating Role of Ethnocentrism
Lingge Jia and Seong Do Cho
Giving Locally or Globally? How the Destination of Corporate Charitable Donations Shapes Consumer Brand Preferences
Ohjin Kwon, Young Jee Han, and Hakkyun Kim
Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals for Experiential Purchases than Reward-Me Programs
Hyunkyu Jang and Raj Raghunathan
Hedonic and Utilitarian Products for the 21st Century: Classification of Modern Product Categories
Jin-A Choi, Sufyan M. Baksh, and Hyuk Jun Cheong
Customer Satisfaction and Shareholder Value in the Hospitality and Tourism Industry: The Moderating Role of a CEO’s Marketing Experience
MinChung Kim and YongHee Kim
SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability
Sugianto Sugianto, Ramadania Ramadania, and Wenny Pebrianti
K means clustering analysis for Chinese tourists' segmentation on duty-free personal luxury goods purchasing intentions in the Asia-Pacific region
Feng Hui, Piang-or Loahavilai, Nopasit Chakpitak, and Tirapot Chandarasupsang
How Implicit Theories Can Enhance or Reduce Charitable Behavior
Yoni Yoon and Jongwon Park
A Study on Consumer-Avatar Interactions in the Metaverse: Implications for Marketing Strategies
Sunmin Kim, Ji Hyeon Heo, and Ji Hee Song
Market Power Versus Regulation Forces: The Impact of Antitrust Regulation on Software Firms
Gwona Ko, Boreum Choi, Wooje Cho, and Young Bong Chang
Does Your Company Care about the Fears of Pandemic for Salespeople? Insights from Pandemic Demands and Resources
Ihsan Ullah Jan, Seonggoo Ji, and Changju Kim
Exploring the impact of negative brand experiences on consumer emotions and behavior
Li Mei Liu and Seong Ho 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
Rethinking Money: How the Backfire Effect Shapes Consumer Reactions to Recommendations
Hee-Kyung Ahn and Eunkyoung Lee
Detrimental Impact of Waiting on Dining Experiences: Evidence from Online Restaurant Reviews
Jooa Baek and Yeongbae Choe
Illuminating the Pathway from Social Media Marketing Stimuli to Skincare Brand Choice Through Product Effectiveness
Elfi Elfi, Sabrina O. Sihombing, and Ferdi Antonio
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
Editorial: A New Chapter for Asia Marketing Journal
Woojung Chang, Minki Kim, Jaehoon Lee, and Choongbeom Choi
*Updated as of 10/10/25.
