KOREASCHOLAR

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

THE CONSUMER BEHAVIOR OF MEDIAN WEALTY CONSUMERS: A REVIEW AND RESEARCH AGENDA

Michiko Miyamoto, Yuan Ting Lin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1136-1145

CONSUMERS’ ADOPTION TO DIGITAL TWIN AI AGENT APPLICATION

Wenying Tan, Meiling Yin, Eun-Ju Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1076

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

EXPLORING INFLUENTIAL FACTORS ON CONSUMERS’ ACCEPTANCE OF HEALTH MONITORING TECHNOLOGY IN APPAREL: INSIGHTS FROM THE UTAUT MODEL

Sisi Tang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1018

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

NEURAL CORRELATES UNDERLYING CONSUMERS' DISCRIMINATION BETWEEN AI-GENERATED AND HUMAN-GENERATED CONTENT

Wenying Tan, Daniel Minghee Lee, Dayeon Kim, Meiling Yin, Eun-Ju Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.854-858

CONSUMERS’ PRIVACY PROTECTION BEHAVIORS IN SMART DEVICES ADOPTION: A PERSON-CENTERED INVESTIGATION

Hua Ariel Li, Monica Grosso, Kumar Ranjan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.837

CROSS-NATIONAL COMPARISON OF HOW CONSUMERS REACT TO VIRTUAL TRY-ON TECHNOLOGY: THE CASE OF US AND TAIWAN

Tunmin (Catherine) Jai, Yu Ju (Rubie) Kao, Shan-Ying Shih

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.680

AI-CHATBOT PARADOXES AND CONSUMERS’ COPING STRATEGIES IN LUXURY FASHION

Eddie Ruofei Chen, Sharon Nunoo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.678

DO WEB3 METAVERSES PROVIDE GREATER VALUE TO CONSUMERS THAN WEB2? EXPERIMENTAL INSIGHTS

Elissar Toufaily, Saeedeh Rezaee Vessal

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.607-608

IDENTIFYING THE MULTIDIMENSIONAL VALUES OF GEN Z CONSUMERS IN ADOPTING WEARABLE DEVICES: A COMPARISON BETWEEN USERS AND NON-USERS

Ui-Jeen Yu, Hanna Lee, Angie Lee, Jung-Hwan Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.574-578

DECIPHER THE ‘REASONS FOR’ AND ‘REASONS AGAINST VAPING AND INTENTION TO QUIT AMONG GENERATION Z CONSUMERS

Hongfei Liu, Fahad Ibrahim, Fenfang Lin, Yuanming Qiu, Yuanyi Xu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.573

GETTING IN (VISUAL) TOUCH WITH CONSUMERS: EFFECTS OF VISUAL TEXTURE ON VISUAL PERCEPTION AND SOCIAL MEDIA ENGAGEMENT

Olesia Nikulina, Dhruv Grewal

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.528

ENGAGING CONSUMERS IN THE DIGITAL AGE: THE ROLE OF ADVERTISING INTERACTION TYPES IN SOCIAL MEDIA MARKETING EFFECTIVENESS

Fengjie Zhang, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.437

IS SHOWROOMING DRIVEN BY CONSUMERS’ PERCEIVED RISK OF PRODUCT PERFORMANCE IN OMNICHANNEL SHOPPING ENVIRONMENTS?

Ui-Jeen Yu, Hanna Lee, Angie Lee, Jung-Hwan Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.370-374

HOW DOES EMPATHETIC AND AGENTIC AI TECHNOLOGY IMPACT CONSUMERS’ PERCEIVED CONTROL?

Lijun Xie

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.331

ENGAGING CONSUMERS THROUGH THE STOREFRONT OOH ADVERTISING: HOW AR ELEVATING ADVERTISING CREATIVITY FOR LUXURY BRANDS

Chenyan Zou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.328

CHARISMATIC FASHION DESIGNERS’ IMPACT ON CONSUMERS’ BRAND PERCEPTION : AN APPLICATION OF HEIDER’S BALANCE THEORY

Priscilla Y. L. Chan, P. Y. Mok, Andy Wong, Glory Wan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.326-327