KOREASCHOLAR

CONSUMER RESPONSES TO SUSTAINABILITY COMMUNICATION: AN EMPIRICAL STUDY BASED ON REGULATORY FOCUS THEORY

Minami Nishikawa, Daisuke Nishi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.785

THE EFFECT OF UPCYCLING PRODUCT’S PAST IDENTITY ON PURCHASE INTENTION: THE MEDIATING ROLE OF NOSTALGIA, UNIQUENESS AND CREATIVITY

Thanh Hien Dao, Muhammad Waqas Khan, Jong-kuk Shin, Min-kyung Moon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.779-784

FROM BELIEFS TO BASKETS: UNDERSTANDING MALAYSIAN CONSUMER DRIVERS IN THE ORGANIC MARKET

Ai Chin Thoo, Ji Qing Tye, Inda Sukati, Hon Tat Huam

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.774-778

BRIDGING CULTURES: EMPOWERING TOURISTS’ INTERCULTURAL COMPETENCE BY LEVERAGING PERSONALISED DESTINATION EXPERIENCES FOR SUSTAINABLE GROWTH

Evangelia Rapti, Georgia Zouni, Dimitra-Margieta Lykoudi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.770-773

OPPORTUNITIES AND CHALLENGES OF PROGRAMMATIC ADVERTISING: INSIGHTS FROM GERMAN SMEs

Marius Ian Yul Horstick, Anna Zarkada

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.769

BRIDGING COGNITIVE AND TECHNOLOGICAL PERSPECTIVES FOR AI-ASSISTED DECISION-MAKING IN POLICY AND BUSINESS: A CONCEPTUAL MODEL

Yang Liu, Charles Chi Cui

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.768

ARTIFICIAL INTELLIGENCE AND FASHION: A BIBLIOMETRIC ANALYSIS AND FUTURE AVENUES FOR RESEARCH

Surat Teerakapibal, Yioula Melanthiou, Nuttakon Ounvorawong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.762-767

FROM PREDICTIVE ANALYTICS TO GENERATIVE AI: A BIBILOMETRIC ANALYSIS OF AI ADOPTION IN FASHION

Phallapa Petison, Mark Speece

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.756-761

WEARABLE TECH IN FASHION MARKETING MANAGEMENT: CONSUMER INSIGHTS AND BARRIERS TO ADOPTION IN THE UK

Kent Le

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.743-755

THE INTERSECTION OF AI AND ONLINE FASHION SHOPPING: IMPLICATIONS FOR CONSUMER PURCHASING INTENTIONS

Joanna Krywalski-Santiago

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.740-742

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

ZARA: THE EVOLUTION OF THE IN-STORE EXPERIENCE, FROM MAINSTREAM TO PHYGITAL LUXURY

Valentina Bauzá Guillén, Silvia Pérez-Bou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.738

THE IMPACT OF VR SPATIAL DESIGN ON CONSUMER ENGAGEMENT AND INTENTION OF USE IN RETAIL ENVIRONMENTS

Chieh-Ju Lee, Shan-Ying Shih, Chuo-Pong Lo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.737

LEVERAGING PAIN IN ABSTRACT VS. CONCRETE PERSPECTIVES: SHAPING PERCEIVED AUTHENTICITY AND CONSUMER EVALUATION ACROSS DIFFERENT PRODUCT CATEGORIES

In Seon Kim, Nara Youn

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.736

HOW AND WHEN DIGITAL SERVITIZATION PAYS OFF?

Sohee Jeong, Jae Wook Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.735

PRODUCT DISCONTINUATION THROUGH AN RFM-BASED FRAMEWORK

Rodrigo Heldt, Cleo Silveira, João Brito, Juliana Costa, Jaiany Rocha Trindade, Vinicius Brei, Fernando Luce

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.733-734

HOW DOES NEW PRODUCT PREANNOUNCEMENT SPECIFICITY SHAPE INVESTORS’ EXPECTATIONS?: THE ROLE OF CORPORATE GOVERNANCE

Danbi Kim, Shijin Yoo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.732

REDEFINING MARKET POTENTIAL: DEFINITIONS, DIMENSIONS, AND INDEX PROPOSITION

Alina Flores, Jaiany Trindade, Carla F. Silveira Netto, Vinicius Brei

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.731

REDUCING CORPORATE SOCIAL IRRESPONSIBILITY? INVESTIGATING THE INTERACTION BETWEEN TMT PAY INEQUALITY AND STRATEGIC EMPHASIS

Jieke Chen, Qun Tan, Carlos Sousa

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.725-730

EXPORTER ADAPTATION IN INTERNATIONAL BUYER–SELLER RELATIONSHIPS IN THE DIGITAL ERA

Luyang Gao, Matthew Robson

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.724