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Table of Content
01 March 2012, Volume 8 Issue 1
  
    Consumers’ Reactions to National or International Advertising Appeals
    Zheng Xiaoying, Peng Siqing
    2012, 8(1):  1-19. 
    Abstract ( 866 )   PDF (2460KB) ( 1955 )  
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    The globalization trend has made an interesting phenomenon emerge in the Chinese market--the coexistence of the nationalization and internationalization of brand strategy and brand advertising appeals. More and more global brands are trying to make themselves localized and suit the Chinese environment and tradition, while lots of China's domestic brands are showing their internationalization. Then which one on the earth can grab consumers’ attentions? National or international? It’s a question attracting interests from both academics and practitioners. The purpose of this study is to compare the effects of different advertising appeals on consumers’ brand attitude and explore the role of brand origin and consumer ethnocentrism. The study adopted an experimental design approach, using 2 (ad appeals: National advertising appeals / International advertising appeals) × 2 (Country of Origin: Domestic brand / Foreign brand) between subjects design. Four sets of questionnaires incorporating 7-point Likert scales were generated. One hundred and Forty-six questionnaires were completed by undergraduates of a university in Beijing. The results are as follows: (1) University students prefer brands that using international advertising appeal to those using national appeal; (2) Consumer ethnocentrism plays a significant role in the relationship among advertising appeal, country of origin and brand attitude. For consumers with higher ethnocentrism, the effect of COO is more salient than advertising appeal. They love Chinese brands more than foreign brands, no matter what advertising appeal used. For consumers with lower ethnocentrism, advertising appeal plays a greater role than COO. These consumers prefer brands that use international advertising appeal, no matter where the brands come from.

    The Impact of Processing Strategies on Product Evaluations: The Moderating Effect of Extension Distances
    Wang Junyang, Wang Haizhong, Tian Yang
    2012, 8(1):  20-30. 
    Abstract ( 568 )   PDF (1010KB) ( 1652 )  
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    When host brand co-branding with ingredient brand, consumers will face multiple information cues. Thus, finding the right strategy to guide the consumer information processing and to obtain higher product evaluation is particularly important. Through two experiments, the authors show that, under far extension condition, top-down processing strategy is better, under near extension condition, bottom-up processing strategy is better. These findings have important implications for business practices.

    Effect of Task Framework on Decision-Making of Additional Service: the Moderating Effect of Emotion
    Du Weiyu,Chen Haixia
    2012, 8(1):  31-44. 
    Abstract ( 751 )   PDF (1040KB) ( 1821 )  
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    Supplying additional services has become a competitive strategy adopted by many corporations. Therefore, the marketers should try hard to find a way to encourage consumers to purchase their additional services. This research tries to uncover the role of framework on decision-making of additional service and the moderating effect of happy and sad emotion. Conclusions through the experiment, we find that compared with those in the choosing framework, people in the abandoning framework are more willing to purchase additional services and assign higher value on it. Happy emotion enhances the influence of task framework while Sad emotion weaken the effect.

    Change of Consumer’s Purchasing Behavior in Peak Demand Periods: Evidence from Women’s Fashion Products
    2012, 8(1):  45-62. 
    Abstract ( 578 )   PDF (903KB) ( 1671 )  
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    The determinants of the counter-cyclical price changes during peak demand periods have been extensively discussed and investigated in both marketing and economics. Most debates focus on the price elasticity during the peak demand periods. Applying the shopping basket model to the scanner data on women’s fashion products collected from frequency reward program, this paper investigates the pattern of changes in product price and consumer’s purchasing behavior during peak demand periods. Our empirical results show that price elasticities fall during the Golden Holidays but rise in the Anniversary Promotion; meanwhile, consumers are significantly sensitive to the reward point promotion. These results suggest that extant theory cannot explain the price changes in holidays in China market. Firms are not able to extend overall sales by using ‘loss-leader’ strategy.

    Empirical Study on the Effect of Marketing Channel Communication on Relationship Performance——the Mediator Effect of Relational Governance
    Yun Lexin, Hu Baoling
    2012, 8(1):  63-75. 
    Abstract ( 606 )   PDF (878KB) ( 1770 )  
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     In the literature of exploring channel communication, most scholars focused on communication with business, ignoring the private communication and the role of non-commercial communication, while lacking of discussion about the path between communication and performance. In this context, the paper built the path model of channel communication on the relationship performance, empirical analysis of the relationship among channel communication, relational governance and performance relationship in Chinese market environment. Based on the data of 153 retailers, this paper obtained the following conclusions: ①instrumental communication and social communication is positive related to relationship performance, and the  influence of instrumental communication is more obvious; instrumental communication and social communication have significant increase in retailers’ use of relational governance, in which the role of instrumental communication is more obvious; ③ joint problem-solving is positive related with relationship performance and plays a mediating role between channel communication and relationship performance.

    Consciousness of Social Face and Conspicuous Consumption of Luxury Products in the Chinese Society
    Zhang Xin'an
    2012, 8(1):  76-94. 
    Abstract ( 3617 )   PDF (1066KB) ( 10207 )  
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    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.

    Classifying TBSS from Consumers’ Perspective 
    Yu Zhouting, Shu Huaying
    2012, 8(1):  95-110. 
    Abstract ( 539 )   PDF (1259KB) ( 1933 )  
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    The classification of technology-based self-services (TBSS) is become an important issuse in the field of services marketing. Based on the traditional dimensions of classification, this paper adds other ones from the research of adoption,and selected eleven kinds of TBSS to investigate difference among services with empirial work. Through the use of multidimensional scaling, the perceptual space reveals that from customers’ view the classifications of TBSS are represented by two dimensions of delivery and interpersonal environment.

    Impact Factors on Post-Entry Changes of International Luxury Brands in Mainland China
    Lu Xiao, Zhu Mingxia, Wang Fei
    2012, 8(1):  111-122. 
    Abstract ( 847 )   PDF (968KB) ( 2747 )  
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    Although there are abundant researches on MNEs’ entry mode, few focus on post-entry dynamics of ownerships after initial entries and on international luxury brand companies, mainly SMEs, with limited sources but high brand values and strong exporting needs to international markets. Based on transaction cost theory, this study investigated post-entry changes of SMEs’ ownership in an emerging consumer market and identified impact factors as market openness, culture distance, product categories and experiences by providing empirical evidence based on a sample of 732 SMEs over 30 years (from 1979 to 2008) in China.

    Impact of Self Construal and Self-brand Connection on the Effectiveness of Different Advertising Appeals
    Chai Junwu, Zhang Lei, He Wei
    2012, 8(1):  123-139. 
    Abstract ( 740 )   PDF (1248KB) ( 2351 )  
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    The present research explores the impacts of self construal and self-brand connection on the effectiveness of different advertising appeals. Study one examines the impact of self construal on the effectiveness of different advertising appeals by conducting a 2 (self construal: independent vs. interdependent self) x 2 (advertising appeals: rational vs. emotional appeal) between subject factorial experiment. Study two is the replication study with a 2(self construal: independent vs. interdependent self) x 2 (advertising appeals: rational vs. emotional appeal) x 2 (self-brand connection: high vs. low level) between subject factorial experiment, and the self construal is manipulated in different way. The results show that emotional appeal will stimulate more positive advertising attitude for consumers with an independent self than consumers with an interdependent self; whereas rational appeal will stimulate more positive advertising attitude for consumers with an interdependent self than consumers with an independent self. Under the condition of high level self-brand connection, emotional appeal will stimulate more positive brand attitude for consumers with an independent self than consumers with an interdependent self; whereas rational appeal will stimulate more positive brand attitude for consumers with an interdependent self than consumers with an independent self. The findings mean that self construal and self-brand connection are important moderators of effectiveness of different advertising appeals.