This paper carries out a research by content analysis on 247 academic papers published in the Journal of Marketing during the year of 2005-2009, with a purpose to describe the subjects, methods and scholars of Western marketing research. The findings are as following: the main subjects that Western marketing research focuses on are consumer behavior, products, brands, marketing general management, industrial marketing, advertising and promotion, services marketing, and network marketing, Among which research on the general marketing management, products, brands, industrial marketing, network marketing have an escalating trend, and adverse on the prices and marketing channels, and the subjects on consumer behavior and services marketing remain to be the focus of marketing research. As for research methods of marketing, quantitative research keeps dominated and are used in such marketing research domain as brand, product and personal selling, the experimental method has been more widely used to study consumer behaviors, prices, advertising and promotion, the qualitative research and mixed research are seldom used, the former is used in industrial marketing, general marketing management, and the latter focus on the subject of marketing theory and philosophy. In addition, there exists a diversified form of cooperation among marketing scholars, which includes scholars’ cooperation in a university, among different universities, between university and business and among different counties.

Luxurious brands consumption in China is featured by clear conspicuous purposes. This research investigated the phenomenon from the indigenous perspective of social face consciousness. Drawing on Ho’s (1976) framework of gaining versus losing face dynamics, the authors broke down the construct of face consciousness into two dimensions of “desire to gain face” and “fear of losing face”, and developed measurement scales for them. The two scales were then used to examine their effect on conspicuous luxurious brand consumption behavior and found both of them had unique contribution in explaining why Chinese consumers buy luxurious brands.

Based on the psychological compensation mechanism of consumer behavior, the current research examines how social comparison in ability domain influences people’s conspicuous consumption, and explores the possible interventions. Past research regarded conspicuous consumption as a way of signaling social-economic status, which often derived from wealth comparison. Our research proposes that besides wealth comparison, comparison in consumption unrelated domains would also lead to conspicuous consumption. In this mechanism, conspicuous consumption is a way to compensate for the self threat resulted from upward comparison. 2 studies were conducted to confirm our hypothesis. Study 1 indicates that consumers are more likely to spend on conspicuous items after comparing their own academic performance to those better counterparts. Study 2 replicates the result of study 1 using a more general conspicuous consumption measure. Furthermore, we found that the impact of ability comparison on conspicuous consumption diminished if people engaged in a prior self affirmation.

The increasing brand crisis draws attention of theorists and managers in terms of how to response it. Existing crisis researches aim at image repair theory and the crisis communication theory, but for many real crisis phenomenons these theories are still unable to make a satisfactory explanation. Based on social interaction to investigate the effects of brand crisis restoration, this study, focusing on the irrational behavior of consumers in the brand crisis repair, discusses the interaction ritual restoration effects of brand crisis and repair mechanism. What’s most important, the paper argues brand crisis restoration is a way of interaction ritual chain. Using experiments, the research shows two main results. Firstly, different interaction ritual has different effect. When under inability brand crisis consumers prefer compensation more than apology, while the difference of the emotional energy to repair crisis is of no significant difference; Under dishonest brand crisis, consumers focus on both enterprise's restore behavior and enterprise's emotional energy, the ritual of high emotional energy apology is optimal for crisis reparation. Secondly, the main factor about why different ritual has different effect is the value perception produced by rituals. In conclusion, this research provides a new perspective about the restoration of brand crisis, which enriches the theory of brand crisis restoration and previous research about crisis. Besides the theoretical contributions, practical implications are discussed.

There exist studies that focus on the possible negative emotion (depression for instance) brought by mere concentration on out-of-stock. Or others solely study on the attractive effect induced by phantom alternative. What effect, positive or negative, will out-of-stock alternative impact on the purchase intention of similar alternative is still without a definite conclusion. This paper holds that there is not a certain positive or negative effect on the similar alternative purchase intention. Also, a dual mediation pathway model and relevant moderator of such influence mechanism are proposed. Our research shows that when offered the out-of-stock alternative, consumers seem to experience the stronger emotion of perceived scarcity and psychological reactance compared with no information offered. The effects of out-of-stock message on consumers’ similar alternative purchase intention mediated by scarcity and psychological reactance separately are opposite (positive versus negative). In addition, the negative effect mediated by psychological reactance is moderated by the occupation levels of cognitive resource. Psychological reactance is a moderated mediator. Whereas, the positive mediating effect of perceived scarcity is not affected.

 With the development of more than 40 years of the reform and opening-up policy, China's service economy has made historic progress. The GDP of China's tertiary industry's contribution rate to the national economy is more than 50%. Thus, China is marching into the service economy era, and the development direction of China's service economy is gradually changing from high-speed development to high-quality development. With it, the service marketing theory is constantly evolving, and profound changes take place in the background of The Times. This paper aims to review and map the research streamline, provide future insights into service marketing in China in the past 30 years, and depict a panorama of service marketing research in China by applying statistical analysis and literature analysis tool CiteSpace. It shows the critical areas of service marketing research institutions and the leading network of cooperation between scholars. Furthermore, we extract the essential research topics and reveal the main direction by establishing the "creation—delivery—improvement" service value chain.

Whereas the traditional focus in Word-of-Mouth (WOM) literature has been on understanding how WOM of a movie influence the box office of its own, this research investigates the impact of WOM on box office in a dynamic competitive view. We propose that movies released in the same schedule compete with each other dynamically, thus the box office of a movie not only depends on the WOM of its own, but also relates to the WOM of peer movies’ in the same schedule. Using box office and WOM data of 780 movies during 2011-2014 in mainland china, we found that the gap between a focal movie’s WOM valence and the highest WOM valence in the same schedule has a negative impact on the box office of the focal movie. Moreover, this effect is moderated by the number of movies in the schedule and the season the movie is released (whether it’s high season or not). The marketing strategy is discussed as well based on these findings.

In social interactions, luxury goods usually work as signal revealing the users’ status. In a market with both authentic luxury and counterfeit goods, how the authenticity of luxury goods is perceived by others is an important issue not only for consumers, but also for producers and the whole society as well. Previous studies more focus on the luxury (or counterfeit) user, who sends out luxury information, to study the motivation of luxury consumption. However, how other consumers recode and interpret the luxury information gets inconsiderable less attention, this issue deciding whether and how the luxury goods user’s social motivation can come true. This article aims to explore how the information of luxury goods is interpreted by other consumers and then become influential. The authors find out that the perception of authenticity of luxury goods is a complicated process in which place scheme, character scheme, incident scheme and product scheme can all influence customers’ perception. Through exploratory and empirical study, this paper formed a theoretical model to explain customers’ perception of authenticity of luxury goods.

Based on the data on 898 films released in China between September 2014 to December 2017 from China Box Office（www.cbooo.cn），we examine the relationship between the intensity of event marketing and movie box office revenue. The results show that：（1）Event marketing promotes the box office revenue of the movie in general. As the intensity of event marketing increases，the box office revenue increases first and then decreases，showing an inverted U-shape relationship.（2）Some attributes of the movie，like sequel film or imported film，positively impact the movie box office revenue but reduce the effectiveness of event marketing.（3）The appropriate timing for event marketing is the 4th and the 6th week before release and the 2nd week after release. Each additional event marketing can increase the box office revenue by up to 59%.（4）The most favorable type of event marketing is theme song，followed by premiere，meeting，specials，posters，conferences，trailers，and other types of event marketing are not significant.

It has been found that the ad location will affect the effectiveness of advertising, but the existing researches did not dig into how individual’s cognitive style influencing his ads reading habit. In this paper, field-dependence and field-independence are introduced in advertising research, which stands for cognitive styles in terms of psychology. Using eye tracking technology, it records eye movement of 37 college students with normal vision when they browse different locations of ads on the web. The results indicate that: for all the subjects, there is significant difference on fixation duration and fixation counts in advertisements of different location. And interaction effect is found between ad location and cognitive style. With different fixation duration and counts, it also affects recognition results. Other than theoretical contribution, this study can also enlighten web advertisers in making advertising strategy.

Nostalgia has a significant influence on consumption behavior. In previous studies, most researches took nostalgia as an element of advertisements or brands, which meant that the emotion of nostalgia was triggered by nostalgic advertisements or brands. Different from the past researches, this paper took nostalgia as an independent emotion which was not caused by the advertisements or products (termed incidental emotion) and investigated how it affected consumers’ decisions. To be specific, this research studied how nostalgia affects Chinese consumers’ evaluation of domestic and foreign brands through two experiments. The result indicated that nostalgia cannot elevate Chinese consumers’ evaluation of domestic brands, but it can weaken the evaluation of foreign brands by decreasing the consumers’ materialism. Lastly, the author discussed nostalgia strategies for both Chinese and foreign brands learnt from the result.

The digitalization has brought big changes to the economic society, namely, virtualization of market players, digitization of factors of production, dynamization of the production process and platformization of market organizations. These four features of digitalization have further reconstructed the real management world, resulting in disruptive changes of internal and external relationships between organizations, and the underlying logics of production and operation. The nature of marketing is to answer how to solve the interactive relationship between the supplier and the consumer in the best way to realize the value co-creation. Obviously, digital technology is disrupting the traditional interactive relationship, which greatly weakens the effectiveness of the 4P and 4C marketing matrix. Therefore, we are intended to put forward the 4I (Interaction, Interest, Interface, Iteration) framework to reconstruct the marketing matrix in the age of digital intelligence. Finally, we offer some future topics of marketing strategy research and the new development direction of the discipline.

Romantic experience is a positive emotional experience that significantly impacts people's lives and consumption behaviors. However, the extant research merely conceptualizes romantic experiences as intimate relationships between lovers, which limits the research on how romantic experiences influence consumers' choices. This study extends the concept beyond romantic love by addressing generalized romantic experiences in a broader sense. Four experiments show that romantic experiences (vs. neutral experiences)increase consumers' preference for self-improvement featured products, even in areas not related to the initial romantic stimuli(Study 1). This greater inclination for self-improvement products ismediated by a heightened sense of meaning in life(Studies 2 and 3). Happiness orientation plays a moderating role in the influence of romantic experience on the meaning in life and preference for self-improvement products(Study 4). Theoretically, this paper expands the concept of romantic experience and enriches the research on the influence of romantic experience on consumer choice and the research on the emotional antecedents of self-improvement products. In practice, this paper provides suggestions and guidance for romantic marketing and the promotion of self-improvement products.

Ecological governance requires not only the joint efforts of the government and enterprises, but also the internal recognition and active participation of the public. It has attracted the attention of researchers that the emergence of online environmental gamification applications represented by“Ant Forest”which has made positive practical exploration to improve the publie's environmental literacy and to strengthen the consciousness of integration of knowledge and action. How to guide game users to change from online environmental protection game behavior to ofline pro-environmental behavior has become an important issue that needs to be further explored. Based on the theories of norm-activation and self-regulation, we construct a structure model to demonstrate the transformation mechanism from users' online game participation to ofline pro-environmental behavior and the moderating effect of hedonic experience. The research findings show that online environmental-protection games facilitate the transition from online to offline pro-environmental behaviors by initilly enhancing users' knowledge of environment(environmental threat perception), which subsequently activates their sense of moral responsibility(personal norms). However, hedonic experience weakens the positive effect of game participation on users' environmental threat perception and on the pro-environmental behavior. The research reveals and veriffies the potential negative effects of gamification on pro-environmental behavior, which provides a new theoretical research perspective for understanding and improving digital green behavior intervention, and offers useful practical enlightenment for enterprises to improve gamification platforms.

As a new participative pricing mechanism, PWYW pricing delegates the whole price determination to consumers. Previous empirical research has showed that PWYW pricing increases sellers’ profits, even when consumers can self-determine the price, which conflicts with the basic assumption of economic man in traditional economics. Thus, some other drivers must play a role when the PWYW price is determined. Based on social preference theory, we study the influences of altruism, fairness, reciprocity, sense of guilt and price consciousness on consumers willingness to pay under PWYW pricing mechanism, the study show that reciprocity, fairness and price consciousness have a positive impact on consumer’s willingness to pay, besides, these impacts are moderated by the way of transactions.

This paper examines the influence of the gig economy on a monopoly's optimal product line design. We consider a service monopoly facing demand uncertainty, trade-offs between advantages and disadvantages of the gig economy and suggest an optimal product line design. We find that under the gig economy optimal employment strategies can be categorized as Pure Flexibility, Mixed Flexibility and No Flexibility according to the relative working efficiency and the unit labor cost in the gig economy. Furthermore, the optimal service level depends on the final demand realization and the relative efficient cost of flexible hiring. When the final demand realization is good or the relative efficient cost of flexible hirng is low, the gig economy will drive up service levels. If the final demand realization is bad and the relative efficient cost of flexible hirng is high, the gig economy will drive down service levels. Finally, the firm invests more in human resources under the gig economy, but it may drive down consumer surplus and social welfare.

According to the Mere Exposure Effect Model, the current study explores the effect of relative vertical location of Chinese-English Brand Name on consumers’ brand evaluation, and the impacts of visual attention, L2 proficiency on this relationship. Study 1 demonstrates that dual-name where English name placed above Chinese name is rated higher than reverse one. Study 2 further explores the mediation effect of visual attention between dual-name and consumers’ brand evaluation. In the study of 3, the moderating role of L2 proficiency is examined. Specifically, for bilinguals of high proficiency in non-dominant language (English), placing the English name above the Chinese will be higher evaluated; for bilinguals of low proficiency in non-dominant language, placing the English name high or low is unlikely to affect consumers’ brand evaluation.

This study investigates linguistic features in aspects of phonetic, orthographic, semantic, syntactic and rhetoric of 2,600 Chinese brands of 22 different categories of products, and finds that by selecting and polishing linguistic components, Chinese brand name basically implements the brand naming requirements of being short, simple, and distinctive, designating the products or service category and suggesting key attributes and producing inference about key benefits. Based on investigates, this study concludes some trends in Chinese branding. Finally some issue of brand naming study is discussed.