KOREASCHOLAR

FASHION BRAND COLLABORATIONS: EXPLORING THE DRIVERS OF CONSUMER EVALUATION

Valencia Lo, Min Teah, Isaac Cheah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.600

IMPACT OF LUXURY BRAND VALUES ON PURCHASE INTENTION: SEGMENTING CUSTOMERS BASED ON INVOLVEMENT, NEED FOR STATUS AND COLLECTIVISM

Nuttapol Assarat, Theeranuch Pusaksrikit, Natee Srisomthavil

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.595-599

DISCRETE GAMES IN MARKETING RESEARCH

Dubravko Radic

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.590-594

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

TRUST THROUGH TRANSPARENCY: HOW AI DISCLOSURE LEVELS SHAPE CONSUMER ADOPTION IN HEALTHCARE

Xiaoan Li, Jing Zhang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.588

GUARDIOLA, KLOPP, OR MOURINHO? A TWO-SIDED MATCHING MODEL OF THE MARKET FOR MANAGERIAL TALENT WITH AN APPLICATION TO THE EPL

Liang Zhao, Ahmed Khwaja

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.587

DROPOUTS IN GAMIFIED PROMOTIONS: HOW RETAILERS CAN MANAGE THEM

Kathrin Sinemus, Stephan Zielke, Thomas Dobbelstein, Baden-Württemberg

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.586

ENHANCING THE GROCERY CUSTOMER EXPERIENCE: THE ROLE OF TECHNOLOGY AND HUMAN INTERACTION

Monica Grosso, Giulia Miniero, Sandro Castaldo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.585

WINNING CUSTOMER TRUST: A MODEL TO UNLOCK DATA SHARING FOR ENHANCED EXPERIENCES

Martha Rivera-Pesquera, José Antonio Lanzguerrero

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.580-584

THE EFFECT OF COMPLIANCE WITH AI TRUSTWORTHINESS STANDARDS ON PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER BRAND TRUST

Hyoungkoo Ha, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.579

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

SERVITIZATION OF AI IN CONSUMER MARKETS: ADDRESSING EMOTIONAL NEEDS IN DIGITAL FITNESS

Ying Feng, Jun Hwa Cheah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.572

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

EXPLORING TRAVEL SERVICE SHOPPING: SINGLE SOURCE PANEL LOG AND SURVEY DATA

So-La Yoon, Kijung Choi, Sejung Marina Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.567-570

VASTNESS IN VIRTUAL TOURS: A MULTISENSORY APPROACH TO HEAL

Yining Zhang, Zeya He, Laurie Wu, Danfeng Hu, Dong Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.565-566

THE RELATIONSHIP BETWEEN RESPONSIBLE LEADERSHIP AND KNOWLEDGE - SHARING BEHAVIOR: THE CHAIN MEDIATING ROLE OF CORPORATE SOCIAL RESPONSIBILITY AND SOCIAL OCCUPATIONAL STIGMA CONSCIOUSNESS

Zhou Lin-yuan, Zhao Xin-yuan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.564

BUY NOW OR HOLD IT FIRST? THE IMPACT OF SCARCITY ON CONSUMER PURCHASES

Nuo Jiang, Kyungtag Lee

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.563

SCARCITY IN SERVICES

Shaheen Hosany

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.562

CONTRIVED VERSUS GENUINE SCARCITY IN QUICK COMMERCE PLATFORMS

Sakshi Agrawal, Sajith Narayanan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.561