KOREASCHOLAR

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

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 DIGITAL PRODUCT PASSPORT EXPERIENCE ON BRAND LOYALTY: THE MEDIATING ROLE OF BRAND TRUST IN LUXURY FASHION

Sohee Ahn, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1060

EXPLORING BRAND IMAGE ROBOTS IN SHAPING RETAIL BRAND EQUITY: A CROSS-CULTURAL PERSPECTIVE

Junyue Mao, Eunju Ko, Minjung Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1054

BRAND REDEMPTION: HOW LIBERALS AND CONSERVATIVES DIFFER IN MORAL LICENSING

Divya Tewari, Yuri Seo, Eugene Chan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1047

CAN BRAND ACTIVISM HELP? THE EFFECTS OF FIT AND CONSUMER TRAIT IN REBUILDING BRAND TRUST

Cen Wang, Changyue Song

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1041

TRANSFORMING HOSPITALITY: THE IMPACT OF SERVICE ROBOT INTEGRATION ON CUSTOMER EXPERIENCE AND ORGANIZATIONAL BRAND REPUTATION

Natalia De Mena-Fernandez De Larrea, Maria Elena Aramendia-Muneta, Maria Pilar Martinez-Ruiz

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1031

THE IDENTITY PRISM GETS DIGITAL! EMERGING STRATEGIES TO NURTURE LUXURY CONSUMERS’ EXTENDED-SELF AND BRAND RELATIONSHIP

Lamberto Zollo, Riccardo Rialti

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1020

THE IMPACT OF SUSTAINABLE COMMUNICATION ON CONSUMERS’ATTITUDE CHANGE TOWARDS BRAND

Lan Guo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1019

CONGRUENCE IN THE DIGITAL WORLD: INVESTIGATING VIRTUAL INFLUENCER-BRAND-CUSTOMER DYNAMICS IN LUXURY ENDORSEMENTS

Xi Luo, Yangfan Cao, Jun-Hwa Cheah, Jennifer Yee-Shan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1010

ARE BRAND PURPOSE AND CSR ONE AND THE SAME FOR CONSUMERS?

Sajith Narayanan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.968

EXPLORING THE ROLE OF AI-BASED CHATBOT PERSPECTIVE-TAKING IN BRAND TRANSGRESSIONS

Kuan-Ju Chen, Chih-Hung Peng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.923

IMPLEMENTING EVENT MARKETING FOR FASHION BRAND COMMUNICATION: A THEORETICAL DISCUSSION

Qingxin Peng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.899-905

IMPACT OF USER AND FIRM-GENERATED CONTENT ON BRAND COMMUNITIES AND DESTINATION BRANDING

Athanasios Poulis, Alexandratos Spyros, Anastasios Panopoulos, Evi Chatzopoulou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.880-884

POWER OF SECOND-PERSON PRONOUNS: BOOSTING BRAND CONNECTION IN ONLINE ADS

Ser Zian Tan, Argho Bandyopadhyay, Wee Hong Loo, Jessica Helmi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.879

BRAND EFFECTS IN THE ORGANIZATIONAL BUYING PROCESS: A COMPARISON OF THE SORTING AND RANKING STAGES

Yuichi Nagai, Yonghoon Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.864

WHY CURIOSITY SOLUTIONS MATTER: MODERATING THE IMPACT OF CURIOSITY ON BRAND ATTITUDE AND ENGAGEMENT

Yi-Ting(Tami) Chu, Kuan-Ju Chen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.805

THE ROLE OF DIGITAL ENGAGEMENT IN OMNICHANNEL FASHION RETAIL: THE IMPACT OF SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS ON BRAND LOYALTY

Anita Nanda, Vera Butkouskaya

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.739

THE VALUE OF ABSENCE: LUXURY BRANDS' CHALLENGES OF MAINTAINING BRAND ESSENCE AND EXCLUSIVITY ON SOCIAL MEDIA PLATFORMS

Dong Yang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.681

RELATIONS BETWEEN BRAND BETRAYAL, ANIMOSITY, AND REBOYCOTTS: MODERATING EFFECTS OF THE PERCEIVED SEVERITY OF CSI AND CONSUMER COSMOPOLITANISM

Ping Zhong, Changju Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.619-620