Issue-specific fairness and satisfaction perceptions have great effects on distribution channel relationship. This paper focuses on the effect of supplier’s product-harm crisis on distributor’s perceived fairness, satisfaction and channel cooperative climate after crisis. The results indicate that product-harm crisis severity and supplier’s refund can affect distributor’s perceived distributive fairness of the crisis. Supplier’s timely response and communication influence distributor’s perceived procedural fairness of the crisis. Distributor’s perceived distributive and procedural fairness can affect their economic and social satisfaction with the crisis respectively. Finally, we find that distributor’s social satisfaction with the crisis can influence channel cooperative climate after crisis, and relationship age between supplier and distributor negatively moderates the effect of economic and social satisfaction on channel cooperative climate after crisis.

Based on the Linguistic Category Model, it tries to examine the language that consumers use in online reviews from the perspective of linguistics. The results show that consumers use more abstract terms when they describe experiences that are in line with the valence of their brand attitude for both positive and negative product experiences. This effect cannot be explained by differences in valence between abstract and concrete language. Specifically, for the receiver, abstract language in positive online reviews leads to the inference that reviewers have a more positive brand attitude and to a higher buying intention for the brand under consideration; however, abstract language in negative online reviews leads to the inference that reviewers have a less positive brand attitude and to a lower buying intention for the brand under consideration.

With the increasing popularity of Internet, many consumers search the information of an item on line before buying it. The search engines like Google and Baidu provide vehicle to capture and track the pre-purchase research behaviors. We design and construct a leading climate index of China's automobile demand based on the internet search volume data, namely “Google China Automobile Index”. Our index has strong forecasting power on the market demand. Meanwhile, we find that consumers’ pre-purchase research behavior has two stages, which is named as “U-shape” rule in this paper.

"Immediate recovery” has become one of the most important way for customer complaints handling and is even taken by the firms as the general pattern for customer relationship management practice. However, through massive consumer information feedback and enterprise practice, it was found that after experiencing failure of“immediate recovery ”, some enterprises gave up the management of customer complaints, which resulted in the loss of a certain size of customers. The main problem is the inappropriate timing for “immediate recovering”. Therefore, this paper first proposed in the field of service recovery “delay recovery” concept and introduced it into marketing research, and constructed theoretical model of “recovery timing and recovery strategies” two-dimensional decision matrix influence on fairness perception of complaint customers. The research mainly used the method of simulation circumstances experiment. The results show that the different combinations of “recovery timing and recovery strategies led to significant differences in fairness perception and recovery performance evaluation of complaint customers.

By using grounded theory, this paper explores the process and mechanism of response to guilt appeals advertisement from the perspective of advertising audience. Each respondent was exposed to several selected advertisements, which come from an advertisement gallery composed of 10 commercial ads and 5 noncommercial ads. Then semi-structure interview was carried out, and data were treated by the process of open coding, axle coding, and selecting coding. This study suggests that the process includes three parts, processing of ad information, induction of virtual guilt, and selection of behavior. There are four important nodes, which are influenced by several factors. Those factors will determine the way how nodes go, and therefore the results of guilt appeals ad. This research explains the divergence on the result of guilt appeals ad and provides managerial implications to the practitioners.

The research explored the influences of type of donation (unconditional donation and cause-related marketing) type of cause (disaster cause and ongoing cause) and company reputation (average firm and scrupulous firm) on consumer’s responses. The results indicated that: firstly, consumers’ responses toward a company will be more positive when the company engages in unconditional donation than when it uses CRM; secondly, consumers’ responses toward a company will be more positive when the company supports a disaster rather than an ongoing cause; thirdly, consumers’ responses toward a company will be more positive when the company makes unconditional donation rather than CRM donation to a national disaster; there will be no difference in consumers’ responses toward a company between the company’s unconditional donation and its CRM donation to an ongoing cause; fourthly, consumers’ responses toward a company will be more positive when the company is a scrupulous one than when it is an average one; lastly, consumers’ responses toward a company will be more positive when the company engages in unconditional donation rather than when it uses CRM for a scrupulous company; there will be no difference in consumers’ responses toward a company between the company’s unconditional donation and its CRM donation for an average company.

Considering recent conflicts with some foreign countries such as Japan which induce consumer animosity and ethnocentrism among Chinese consumers, and the critical importance of adolescent consumers, this study focused on how consumer animosity would influence adolescent consumers’ purchase intention of domestic brands. Findings indicated that adolescent consumer animosity toward Japan and America promoted their purchase intention of domestic brands via their consumer ethnocentrism. Animosity toward Japan also moderated the impact of consumer ethnocentrism on their purchase intention of domestic brands.

Firms often use a pricing strategy in which the total price of a product or service is partitioned into two or more mandatory components. Although there are quite a few extant studies on partitioned pricing, relative scant research has explored in how this tactic takes effect in the field of services, especially experienced services. This article examines how partitioning the total price differently across the components affects consumer preferences toward experienced services. As partitioned pricing increases the amount of attention paid to the nature of distinct price components, the attribute of perceived heterogeneity can therefore determine whether price partitioning stimulates or hinders demand. In three experiments, consumers’ reactions to price partitioning are influenced by the perceived heterogeneity of the component performance. Specifically, consumers tend to infer the quality of the heterogeneously performing component from price information, while interpret price information as an indicator of monetary sacrifice for the homogeneously performing component. Consequently, when evaluating different partitions of the same total price, consumers prefer partitions in which the price of the homogeneously performing component is lower and the price of the heterogeneously performing component is higher.

The term "win-backed customers"are customers who have been won-backed after losing by the firms, are of great significance for firms’ further development. Based on attribution theory, this paper built a theoretical model to analyze the key factors that affect the retention willingness of win-backed customers. 382 valid samples are used to make empirical analysis about the hypotheses raised in this paper. Several implications were found through the analysis. Firstly, the moderating effect of customer emotional trust on the relationship between customer satisfaction and customer retention willingness is stronger than that of cognitive trust. Secondly, types of switching cost differ in the moderating effect on the relationship between customer satisfaction and customer retention willingness. On one hand, financial switching cost has positive moderating effect on the relationship between customer satisfaction and customer cognitive trust, while relational switching cost has positive effect on the relationship between customer satisfaction and customer emotional trust. Besides, this paper builds a new framework to study customer retention willingness, and puts forward several managerial implications for firms to prevent the win-back-to-loss risk and to enhance the retention rate of win-backed customers.