Most Popular Papers*
Exploring the impact of negative brand experiences on consumer emotions and behavior
Li Mei Liu and Seong Ho Lee
Illuminating the Pathway from Social Media Marketing Stimuli to Skincare Brand Choice Through Product Effectiveness
Elfi Elfi, Sabrina O. Sihombing, and Ferdi Antonio
Rules Of Attraction: Females Perception of Male Self-Representation in a Dating App
Olga Roshchupkina, Olga Kim, and Eun-Ju Lee
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
Rethinking Money: How the Backfire Effect Shapes Consumer Reactions to Recommendations
Hee-Kyung Ahn and Eunkyoung Lee
Editorial: A New Chapter for Asia Marketing Journal
Woojung Chang, Minki Kim, Jaehoon Lee, and Choongbeom Choi
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
Detrimental Impact of Waiting on Dining Experiences: Evidence from Online Restaurant Reviews
Jooa Baek and Yeongbae Choe
Understanding Consumer Perception and Behavior Toward Biodegradable Plastic Products Based on the MOA Model
Nayeon Baek and Hyemi Lee
The Impact of Chat GPT's Quality Factors on~Perceived Usefulness, Perceived Enjoyment, and~Continuous Usage Intention Using the IS Success Model
Mun Ki Kim, Seon Young Jhee, and Sang-Lin Han
* Based on the average number of full-text downloads per day since the paper was posted.
