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Asia Marketing Journal

Most Popular Papers*

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Scripting the Meaning: The Influence of Brand Name Script on Brand Meaning and Brand Attitude
Olga Roshchupkina and Gi-Du Kang

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The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users
Youjung Jun

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Do CSR Activities Improve Short-Term Financial Performance? Competitive Mediating Effects of Job Satisfaction
JungWon Lee and Cheol Park

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The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence
DaHee Han and Claire Heeryung Kim

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Rules Of Attraction: Females Perception of Male Self-Representation in a Dating App
Olga Roshchupkina, Olga Kim, and Eun-Ju Lee

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Labour of Love: Fan Labour, BTS, and South Korean Soft Power
Jasmine Proctor

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Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does it Affect Viewer Stickiness and Purchase Intention?
Jeeyeon Kim, Jui-Ting Liu, and Sue Ryung Chang

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What Improves Customer Satisfaction in Mobile Banking Apps? An Application of Text Mining Analysis
Yun Kyung Oh and Jung-Min Kim

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Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude toward Discount Code Use
Mira Lee and Taehee Park

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Editorial: Introducing a Special Issue on Sustainability, Ethics, and ESG Marketing for the New Decade
Molan Kim

* Based on the average number of full-text downloads per day since the paper was posted.

 
 

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