KOREASCHOLAR

SUSTAINABLE TOURISM BRANDING AND CULTURAL HERITAGE: SPORTS EVENT – OVIDIO RUNNING EUROPE

Genni Perlangeli, Andrea Rea, Răzvan-Ionuţ Drugă, Ismail Muhammad

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1363-1378

FASHION MARKET TRANSFORMATION IN RESPONSE TO EXTERNAL CHALLENGES: THE CASE OF RUSSIA

Rebiazina Vera, Efremova Polina, Gulakova Olga

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1357-1362

BACKLASH AGAINST ACTIVISM IN REWARD-BASED CROWDFUNDING CAMPAIGNS

Alex Yao Yao, Erlinde Cornelis, Mujtaba Ahsan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1352-1356

FASHION SUSTAINABILITY ADVOCACY AND MINDFUL CONSUMPTION IN THE DIGITAL AGE: AN ANALYSIS OF INSTAGRAM INFLUENCERS IN THE UK AND EUROPE

Rubab Ashiq, Marie Haikel-El-Sabeh

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1350-1351

UNDERSTANDING CUSTOMER BEHAVIOUR, PERCEPTION AND REWARDED ENGAGEMENT: A PATHWAY TO STRENGTHENING LOYALTY IN THE MOBILE AND METAVERSE LOYALTY PROGRAMS

Muniba Rauf, Xiaolin Li, Heikki Karjaluoto

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1343-1349

POTENTIAL GOVERNANCE FRAMEWORK FOR A CONDOMINIUM ONCE THE LEGISLATOR ALLOWS THE TOKENIZATION OF PROPERTY RIGHTS

Ronnie Figueiredo, Fábio Cardoso, Alexandre Marques Coutinho, Ana Carolina Menino Madeira, Andrés José Zapata Pérez, Gregor Roytberg

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1337-1342

LOYALTY ECOSYSTEM TRANSFORMATION IN THE AGE OF DIGITAL BUSINESS: THE NEW DYNAMIC ADOPTING BLOCKCHAIN TECHNOLOGY

Ronnie Figueiredo, Fábio Cardoso

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1330-1336

CROSS-CULTURAL INFLUENCES ON CONSUMERS’ PERCEPTIONS OF SMART HOMES: A THEMATIC ANALYSIS OF UGC

Ming Cheng, Daniela Corsaro

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1320-1329

EMOTIONAL PATHWAYS FROM POP-UP STORE EXPERIENCES TO BRAND LOYALTY AMONG GENERATION Z: A MULTI-GROUP ANALYSIS BY VISIT FREQUENCY

Jung Eun Bae, Jong Kuk Shin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1318-1319

THE EFFECT OF MANUFACTURERS’ CHANNEL STRATEGY AND PRODUCT STRATEGY ON PERFORMANCE IN OVERSEAS MARKET: BASED ON OPTIMAL DISTINCTIVENESS THEORY

Shunnosuke Fukuchi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1317

REFRAMING MARKET INSIGHT: INTEGRATING BRAND, PANEL, AND RETAIL DATA WITH GEOGRAPHICAL GRANULARITY

Daniele Dalli, Virginia Vannucci

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1316

THE IMPACT OF CERTIFICATION ON CONSUMER TRUST IN THE FIRE SAFETY SERVICE: A SIGNALING THEORY APPROACH

Heeseok Woo, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1315

SMART MODEL CHOICE: A TAXONOMY AND GUIDE FOR USING LLMS FOR BEHAVIORAL PREDICTION

Stefan Herytash

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1314

ALIGNMENT OF STRATEGIC COMMUNICATION FOR INTERNATIONAL ORGANIZATIONS WITH DIVERSE MULTIPLE COUNTRY BRANCHES

Juliane J. Gabel, Ilkin Mehrabov

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1313

UNVEILING THE CULTURAL HERITAGE DIMENSION OF THE COUNTRY IMAGE: A LEXICAL DIVE INTO WEB NARRATIVES FROM TWENTY-FOUR COUNTRIES

Giada Mainolfi, Alessandro De Nisco, Myriam Caratù, Genni Perlangeli

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1312

SCARCITY AS A BRIDGE: TRANSFORMING MATERIALISM INTO ETHICAL CONSUMERISM

Minjeong Kim, Eric Haley, Matthew Pittman

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1311

TOWARDS A ‘CO-INTELLIGENCE PARADIGM’: ENHANCING LEARNING IN MANAGEMENT EDUCATION

Nicos Rossides, Alexios Kythreotis

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1300-1310

AN EXAMINATION OF AI-BASED PURCHASE FORECASTING

Michiko Miyamoto, Liu Han

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1285-1299

CAN AI CHATBOTS BE HUMAN OR SUPER-HUMAN AS CUSTOMERS DESIRE? THE MAGIC OF EMBODIED VIRTUAL WRITING SPEED

Helen Si Wang, Chi Kin (Bennett) Yim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1275-1284

THE RELATIONSHIP BETWEEN CONSUMER VALUES, SALES CHANNELS, PRODUCT AWARENESS, PURCHASE INTENTION, AND PURCHASE BEHAVIOR IN BASIC COSMETICS

Misano Jojima, Michiko Miyamoto

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1261-1274