KOREASCHOLAR

EFFECTS OF CONSUMPTION CONGRUENCE ON CONSUMER PREFERENCE ON AI DRIVEN SERVICE OF LUXURY BRANDS

Honglei Liu, Xinran Wang, Mengmeng Zhang, Huanzhang Wang, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1024

IT’S AUTHENTHIC ITALIAN AMERICAN CHEESE! EFFECTS OF COUNTRY STEREOTYPES ON PERCEIVED AUTHENTICITY AND PURCHASE INTENTIONS OF ITALIAN-SOUNDING FOOD PRODUCTS

Giada Mainolfi, Letizia Lo Presti

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.977

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

STAYING OR LEAVING? RESOURCE REDEPLOYMENT AND REAL OPTIONS EFFECTS IN ACCELERATING OR MITIGATING FIRMS’ INTERNATIONAL MARKET EXIT DECISIONS

Katerina Boncheva, Nilay Bıçakcıoğlu-Peynirci, Robert E. Morgan, Matthew J. Robson, Mark Toon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.718-719

SIGNALING EFFECTS OF FOOD PACKAGING DESIGN SIMPLICITY ON PERCEIVED LEVELS OF VARIOUS FOOD PROPERTIES

Akinori Ono, Chihiro Masuyama, Kano Toyoda, Rinko Igimi, Soma Taira, Hinata Tateno, Nanaka Watanabe

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.716

EFFECTS OF PERSONAL VALUES ON GREEN PURCHASE INTENTION: THE MODERATING ROLE OF GREEN ADVERTISING SKEPTICISM

Kyeongwon Kwon, Jaejin Lee, Cen Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.692

WHERE ARE YOU FROM AND HOW ARE YOU SATISFIED? ASYMMETRIC EFFECTS OF SERVICE ATTRIBUTES ON CUSTOMER SATISFACTION AND THE MODERATING EFFECT OF CULTURE

Pinelopi Athanasopoulou, Apostolos.N. Giovanis, Dimitrios Papakyriakopoulos, Emmanouil Choustoulakis

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.624-625

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

HOW MEMES CULTURE AND CELEBRITY EFFECTS EMPOWER THE VIRTUAL ART VALUE OF NFTs

Jiacheng Zhao, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.589

EFFECTS OF TEXTUAL, IMAGE, AND VIDEO CONTENT ON SATISFYING CONSUMER NEEDS IN DESTINATION MARKETING: A DEEP LEARNING APPROACH

Hyunsang Son, Young Eun Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.571

THE RESTAURANT – FOOD DELIVERY PLATFORM RELATIONSHIP: ASSESSING THE EFFECTS OF SOCIAL SUSTAINABILITY

Francesca Magno, Fabio Cassia, Christian M. Ringle

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.529

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

EXPERIENTIAL VALUE PERSPECTIVE IN AGRITOURISM: EFFECTS ON CONSUMER SATISFACTION AND BEHAVIORAL INTENTIONS

Michelle Cabiladas, Dave Centeno

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.509

UNVEILING CO-BRANDING SPILLOVER EFFECTS: A PRODUCT-LEVEL PERSPECTIVE

Charlie Li, Tsunwai Wesley Yuen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.492

THE IMPACT OF CONTENT SOURCE IN SHORT-VIDEO MARKETING: AI DISCLOSURE AND CONSUMER TOLERANCE EFFECTS

Jialin (Snow) Wu, Chen Zheng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.472-477

CROSS-BUYING EFFECTS OF OMNICHANNEL LUXURY BRANDS ADVERTISING MESSAGE : A SELF-DETERMINATION THEORY OF PERCEIVED AGILITY

Sang-Chul Son, Joonheu Bae, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.444

TO BE OR NOT TO BE HUMOROUS IN B2B SALES ACROSS CULTURES? CULTURAL EFFECTS ON HUMOR STYLE IN INTERNATIONAL B2B BUYER-SELLER RELATIONSHIPS

Laurent Bompar

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.350-355

THE EFFECTS OF LUXURY BRAND SALES PROMOTIONS ON CONSUMER INTRINSIC MOTIVATION AND BRAND PERCEPTION: THE MODERATING ROLES OF SELF-MONITORING AND BRAND GENDER

Jung-Gyo Lee, Luyao Shen, Jang Ho Moon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.321-325

AVATAR AS SITUATIONAL SELVES: EFFECTS ON CONSUMER BEHAVIOR IN VIRTUAL RETAIL CONTEXTS

Sakshi Korde, Satadruta Mookherjee, Fiona Schweitzer

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.313

DIGITAL ORDERING AND ITS EFFECTS ON CONSUMER PLATE WASTE REDUCTION: INSIGHTS FROM A STAKEHOLDER ORIENTATION INQUIRY

Daisy Lee, Tiffany Cheng Han Leung, Sharyn Rundle-Thiele, Calvin Wan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.290-294