Thanks to their competitive price, store brands have important opportunities in emerging countries where customers have greater experience with modern retail products. However, less research has been devoted to the effect of store brand price while it is well known that price image is a critical factor that drives purchase behavior. The aim of this research is to understand how store brand price image factors (relative price, perceived benefit and perceived value) and perceived risk dimensions (functional and financial) affect attitude toward store brands in Colombia. Store brand relative price, store brand perceived benefit and store brand perceived value affect significantly attitude toward store brands in the Colombian context. However, neither store brand perceived functional risk, not store brand perceived financial risk affect attitude toward store brands. These results highlight the specificity of Colombia among emerging countries and have both theoretical and managerial implications.

In this paper, the authors theorize and investigate empirically how the emerging technological developments of virtual reality convey the potential to augment future experiences of fashion consumption. This study is informed by previous studies that have discussed the role of fashion discourses and technology consumption within consumer experiences. Using the ZMET technique, the authors conducted a field study that empirically explored how virtual reality augments consumer experiences of fashion shows, hereinafter referred to as virtual fashion shows (VFS). Three themes have merged from our analysis: VFS as an agent of democratization, VFS as embodied escapism, and VFS as posthuman liminality. The implications of these findings for fashion consumer research and practice are discussed at the end.

Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.

Purpose: The objective of this study is to verify whether cultural aspects influence consumers’ product appraisal by analyzing how consumers from two different countries choose products by designers with a diverse cultural background. Design/Methodology: A questionnaire was applied, with 321 female respondents (217 from Brazil, 104 from Israel) who chose swimsuits from two different styles (“Classic” and “Trendy”) in four different options: bikini, one-piece, solid colors, and print options. Findings: Both countries presented a preference for design from the same cultural background, but while Brazilian respondents opted mostly for designs by Brazilian designers, Israeli respondents chose more openly. Israeli respondents presented a much higher restriction on bikini models compared to one-pieces, while Brazilians presented the opposite type of rejection. Research implications: The results suggest that cultural aspects influence consumers’ choices in product appraisal, as respondents tend to choose designs made under the same cultural influence. Originality/value: behavior, product appraisal, swimwear, cross-cultural 1 Yael_

This paper examines how to create customers’ advocacy and demonstrates that “Ambassador program” brings out Brand Advocates. Introduction This paper aims to identify how to effectively develop brand advocates from customers. Brand advocates are enthusiastic customers who promote a specific brand (Fuggetta, 2012) and expected to be a powerful marketing force by firms. In marketing literatures, “advocate” has been augured as an ultimate objective (Kotler et al., 2016) or a goal of customer decision journey（Batra and Keller, 2016）. It suggests that the importance of consumer-to-consumer (C-to-C) communication has been increasing. In marketing communication, it is necessary to manage paid/owned/earned media (POEM). Paid media means advertising; owned media are their own media such as shops, DM, and website; and earned media consists of publicity and word-of-mouth (WOM). Though the influence of WOM grabs attention, it is uncontrollable and unmanageable. However, in Japan, some major firms such as Nestle, Kentucky Fried Chicken, and Seven-Eleven have adopted a brand new approach called “Ambassador program,” which is a long-term collaboration with customers. Though the activities are different from each company, they commonly involve their customers to create a brand experience (Brakus et al., 2009) and promote advocacy from the participants. In other words, first, they provide brand experience through owned media and then expand it to earned media. This study examines the following key research question: Does the “Ambassador program” bring out a Brand Advocate? NESCAFE Ambassador Program To examine this research question, I selected the case of NESCAFE Ambassador Program, which is the largest in Japan and in the world. The program details are as below: 1. A person who wants to introduce NESCAFE coffee system to his/her office applies as a NESCAFE Ambassador through online application. 2. After an investigation, the person is authorized as a NESCAFE Ambassador. 3. After purchasing a coffee cartridge subscription, the Ambassador and his/her colleague can enjoy this coffee machine free. The program started in 2012 and the number of Ambassador has reached 280,000 until June 2017. The Ambassadors are required to invest time and efforts in collecting money from colleagues to pay for the coffee cartridge, water, cups and so on; however, they voluntarily introduce the system to their office. They seem to be similar to brand advocates and this paper examines the relationship between brand advocates and ambassador program. Method and Data To examine the research question in this study, an online survey was conducted on NESCAFE machine (NESCAFE Barista and NESCAFE Dolce Gust) users (n = 2,000). The respondents consist of 492 NESCAFE ambassadors, 508 ambassador program participants (not the ambassador itself but ambassador’s colleagues), and 1,000 non-program participants (average 42.9 years old, male 61.5％, female 38.6％). The following data were collected through an online questionnaire: (a) The frequency of advocacy in eight different ways; 1: Never 2: Seldom 3: Sometimes 4: Often (b) The level of fandom on a 7-point Likert scale (c) Touch point with the brand; touch points exhibited by Duncan (2005) (22 items, including 13 of pre-purchase information resource), the frequency and period of using NESCAFE machine, and expenditure toward NESCAFE Data analysis was carried out as follows: (1) Extract brand advocates from the respondents by the responses to questions (a) and (b); a person who “often” advocates NESCAFE in any ways in question (a) and also chooses 6 or 7 about the level of fandom in question (b) was regarded as a brand advocate. (2) Multiple regression analysis was used to verify the difference between brand advocates (BAs) and non-BAs. (3) Chi-square test was used to examine the relationship between brand advocates and ambassador program. Result As a result of the questionnaire, 201 BAs were found out from 2,000 respondents (see tables 1 and 2). There are significant differences between BA and non-BA in average age (BA 41.4 y.o., non-BA 43.1 y.o.) （t (1998) = 2.49, p < .05）and gender balance (male: BA 52.7%, non-BA 62.4%) (χ² = 7.16, df = 1, p < .01). The features of brand advocates First, multiple regression was calculated in order to predict being BA on the basis of “the way of advocacy” variables. The results showed that each of the following variable, such as “Have a coffee together at home” (β = 0.31, p < 0.001), posting to the community (β = 0.17, p < 0.001), and face-to-face communication (β = 0.14, p < 0.001) were significant predictors of being a BA (F (3, 1,996) = 237.91, p < 0.001) (Table 3). Consequently, multiple regression analysis was made to predict being a BA on the basis of “touch point” variables. The results showed that multiple prepurchase variables such as face-to-face WOM (β = 0.25, p < 0.001), both in-store (β = 0.10, p < 0.001) and out-of-store trial (β = 0.07, p < 0.001), which means that the respondents had used NESCAFE machine at a friend’s home, the contact rate for the brand such as customer service (β = 0.07, p < 0.001) and financial contribution to the brand such as monthly expenditure (β = 0.08, p < 0.001) were significant predictors of being a BA (F (12, 1,987) = 60.51, p < 0.001) (Table 4). In addition, a BA’s frequency of usage was significantly higher than a non-BA’s (χ² = 148.67, df = 6, p < .001) (Table 6). The relationship between brand advocates and ambassador program Finally, a chi-square test on participation to the ambassador program revealed that it significantly brought out brand advocates (χ² = 67.17, df = 2, p < .001) (Table 5). Interestingly, not only ambassadors themselves but also participants, ambassadors’ colleagues, showed higher rate of being a BA than the nonprogram participants. Conclusion Several important findings are derived from this study. First of all, “Ambassador program” brings out BAs. It makes the participants to take NESCAFE as a dairy habit and then percolate advocacy voluntarily. It is also revealed that BA’s communication is often among peers and face to face. Both academic researchers and managers tend to focus on digital communication; however, this paper showed the importance of offline communication. Furthermore, this study showed that BAs follow the brand’s own media. It means that firms can access BAs through their own media. Based on these findings, this paper recommends to managers that WOM is still not within their control; however, they can increase customers’ advocacy by enhancing their brand experience through their own media; and Ambassador Program is one of the solutions for them.

In recent years, maintaining transparency has become a trend among brands, and a better level of supply chain transparency has been demonstrated to positively affect consumer environmental concern and conscious behavior. Consumers may accept transparency efforts as a signal of the brand goodwill and perceive it as a visibly sustainable effort that can convert brand trust. In the information transparency trend, eco-certification plays an important role as a tool to inform consumers about sustainability. However, facing large amounts of information, consumers spend much time filtering information, so the accuracy of the obtained information can be compromised. The Higg index is a sustainable verification platform that reveals the entire activities of supply chains. However, most consumers are facing an overload of information that could confuse their processing of any information. In this context, the present study seeks to examine the effect of business transparency to conscious consumer behavior and purchase intention. Second, this study deals with the moderating effects of sustainable knowledge on the relationship between business transparency, environmental concern, and brand trust. Third, we explore the effects of high and low level of consume knowledge of sustainability on the relationship between business transparency and brand trust. In terms of the methodology used in the present study, an off-line survey of Korean consumers was conducted. SPSS 21.0 was used for data analysis aiming to test the proposed model and research hypothesis. The mains results of this study are as follows. First, business transparency has a positive effect on environmental concern, brand trust, and consumer willingness to conscious behavior. Second, consumer sustainable knowledge has a moderating effect on business transparency for environmental concern and brand trust. Taken together, the findings of the present study provide meaningful implications for marketers by highlighting the importance of transparency and introduction of a transparent eco-certification for communication with consumers. To successfully influence consumer willingness to assume conscious behavior, brands are advised to provide standardized transparency labels, rather than complicated information.

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

The term of culture industry was first presented by Adorno and Horkheimer. In the Culture Industry Theory, culture was explained as products of media (TV, Newspaper, Radio) and markets which were constantly adjusting consumption. And now the culture developed more industrialized in television dramas, movies, pop songs and their associated celebrities and their SNS, TV programs and fashion styles. The customer, especially Young Generation is involved in culture industry more widely, conveniently and closely, such as Web Series. The consumption of Web Series increased with multipliers especially the popular culture in Asia and Young Generation. Accompanied by developing rapidly, fierce competition happened in Web Series Industry. The purpose of this study is exploring what motivations drive Young Generation to Wen Series. This study will try to explore a measurement system of the equity of Web Series based on customer equity theory for estimating the future competitiveness and figure out what motivations drive customer’s perception of Web Series.

Offensive ads that reinforce stereotypes and disparage a group of people have been mainly posited as having a negative effect on purchase intentions of consumers. However, this purported negative effect on sales of offensive brands is incongruent with the growing trend of offensive advertising. In this paper, we demonstrated that offensive ads have a positive sales effect over the long term in a series of experiments. Specifically, we showed that there is a larger increase of sales of the discriminated group than the nondiscriminated group, over time. This overall positive sales effect can be explained by the sleeper effect, where the offensive context is forgotten over time. and, by selfmotivations in accordance to the Compensatory Consumption Theory. In the long term, self-esteem was found to moderate the relationship between “identity with my group” and purchase intentions. For low self-esteem individuals, less identification with the group, is related to wanting to purchase the product. While for high self-esteem individual’s higher identification means higher purchase intentions. Practically, these findings showed how offensive ads reinforce stereotypes and can be effective when targeting low self-esteem individuals. Hopefully, this will raise new ethical problems, limiting the use of such ads.

Nowadays, many innovative marketers can leverage the augmented reality (AR) technology to create special experiences, offer more interactive advertising, as well as provide new ways to online shopping, especially for mobile marketing. The beauty industry occupies a large proportion in the fashion market and has become its essential part. For the fashion and beauty industry, consumers are willing to have the same level of experience online as when they are shopping offline. Accordingly, many brands develop mobile applications with AR capabilities that provide mobile AR services offering special experience. This new approach to mobile shopping eliminates the risk of shopping when consumers choose products, while indirectly changing consumer purchase behavior and lifestyles. However, relevant evidence about the AR service provided by mobile applications in the fashion and beauty industry remains to be scarce. To fill this gap in the literature, the present study seeks to explore the impact of the mobile AR technology on the consumer perception of the beauty brands and the changes in consumer’s behavior. In terms of the methodology, a semi-structured interview approach is employed. The results of the present study demonstrate that the effect of using the mobile AR technology varies according to the differences in consumers’ cognition and attention to beauty products. The playfulness provided by the mobile AR technology is a key factor for consumers to better understand and experience the brand, and consumer ROI is an important factor for consumers to purchase using the mobile AR service. At the same time, the degree to which the AR technology is mature affects consumer experience of the product. Surprisingly, our results suggest that the use of the AR technology has a certain educational effect on consumers, especially on those who are not good at make-up or have a low level of understanding of beauty products.

Pilgrimages are a feature of all major world religions, spiritual movements and more secular realms (Digance, 2003; Margry, 2008). Pilgrimages have attracted a substantial scholarly interest from various traditions and disciplines including anthropology (e.g. Turner and Turner, 1978), sociology (e.g. MacCannell, 1976), religious studies (e.g. Gesler, 1996), and tourism and hospitality (e.g. Collins-Kreiner and Gatrell, 2006; Digance, 2003; Murray and Graham, 1997). Research has focused on aspects as diverse as their institutional and geopolitical implications (see Holloway and Valins, 2002) to the phenomenon of migration (see Hannam et al., 2006). Pilgrims’ sociological characteristics, their reasons for undergoing a pilgrimage and their experiences have also been the focus of a number of studies (see Collins-Kreiner and Gatrell, 2006; Fleischer, 2000; Murray and Graham, 1997; Turner and Turner, 1978). More recently, marketing and consumer studies have produced insightful pieces of research on pilgrimage (e.g. Croft, 2012; Scott and Maclaran, 2012; Turley, 2012;). The sacred sites of pilgrimages are often important commercial centres featuring vibrant marketplaces, where spiritual goods and services are sold (Scott and Maclaran, 2012). The particular nature of pilgrimage makes them interesting to study in our discipline because “the experiential character of pilgrimage entices the demand for objects and images that can embody the memory of the emotions and sensations produced by the physical and symbolic activities connected to the pilgrimage, such as traveling, performing rituals and being in contact with sacred objects and beings” (Pinto, 2007: 110). As such, pilgrimages and pilgrims’ consumption behaviours provide rich sites of inquiry into symbolic, spiritual and material consumption. The purpose of my research is to understand the ritualistic consumption of water in a type of Muslim pilgrimage called ziyara (i.e. visit). There is a need to study pilgrimage in new contexts, in particular in non-Western contexts where the political and religious domains are intricately connected (Cohen, 1992: 47). The context of this study is a pilgrimage to a holy shrine in Mashhad (Iran) in September 2017, during an important Shi’a festival called Ashura.

Cultural tourism has always been recognized as the heart of the new tourism trend, and Chinese culture has received increasing attention worldwide. Cultural tourism to China delivers the values of traditional Chinese culture and provides a satisfying authentic experience for tourists. Experience is an emotional reflection of tourists’ true feelings and evaluations during the tourism process and encompasses more than the delivery of a physical product or service. Experience involves creating unique memories of destinations and is inimitable of the individual sensitivity for special events. While these creative experiences have received increasing attention from marketing scholars and various industry practitioners in general product domains, the creative experience factors of tourism systems remain unexplored. Furthermore, although the matter of experience affects tourists’ behaviors and attitudes, little is known regarding how Chinese culture affects tourists’ creative experiences, destination attachments and memories. The effects of cultural contacts and creative experiences on destination attachment and roles of satisfaction and attitudes should be considered with respect to the development of cultural and creative tourism. This study proposes cultural contact as an important enabler of destination attachment. Moreover, we examine both how and when culture contacts enhance tourists’ destination attachments by considering two critical attributes as mediators, including creative experience (i.e., Escape and Recognition, Unique Involvement, Interactivity, Peace of Mind and Learning) and cultural memories. We also considered two elements of tourists’ behaviors (satisfaction and attitude) as important contingencies. We test and integrate our concepts of a moderated mediation framework using the cultural and creative tourism from a sample of 651 tourists. We discuss how our empirical results extend Chinese culture, creative experience, and destination attachment research and provide the study’s theoretical and managerial implications.

Definitions of customer experience typically relate to memories of an event which stand out amidst noise present in a consumer’s environment. In this study we investigate the effects on memorability when consumers seek to commit their experience to electronic media, either for their own subsequent consumption, or shared consumption with others. We specifically investigate whether the intervention of electronically recorded experience influences subsequent recall of a service experience, and subsequentrecommendation of it to others, compared with a baseline situation of no external recording of an experience. The research is underpinned by models of memory structure and recall (Ericsson & Kintsch, 1995). A longitudinal study is undertaken in the context of an art gallery. Participants recorded behavioural and affective components of their visit over a period of six months. Intensity of use of social media during the experience mediated outcomes of satisfaction and likelihood of recommendation to others. Initial findings indicate differences in participants’ recalled satisfaction, partially mediated by level of social media engagement during their visit.

Corporate social responsibility (CSR) is viewed as an internal marketing strategy (Bhattacharya, Sen, & Korschun, 2007; Shabnam, & Sarker, 2012). Research indicate that CSR implementation has a positive impact on employees, and enhance working satisfaction, corporate identity and organizational commitment （Koh and El’fred, 2001;Valentine et al., 2006; Martinez & Rodríguez del Bosque, 2013; Lee, Song, Lee, Lee, & Bernhard, 2013）. However, some studies suggest that CSR will not directly influence employee, related mediating factors and moderating factors need to be more discussed. The study apply regulatory focus theory as a framework for explaining moderator effect of promotion and prevention focus on employee perceived CSR and working satisfaction, organizational identity and trust. Promotion focus means that employees consider CSR promoting a better society and environment, and prevention focus represent CSR is for preventing falling behind industry, and public criticism. A questionnaire survey was employed in hospitality industry, questionnaire is design based on related literature (VandeWalle, 1997; Higgins et. al., 2001; Craig et.al., 2009; Huimin, & Ryan, 2011; Martínez, Pérez, & Rodríguez del Bosque, 2013; Paek, Xiao, Lee & Song, 2013; Fu, Ye & Law, 2014). And five subscales are contained in the questionnaire, including perceived CSR、regulatory focus、 working satisfaction 、organizational commitment and organizational trust. To analyse the reliability and validity of the questionnaire, a pilot study was conducted in September 2017. 120 questionnaires were collected, 105 valid questionnaires were subjected to a preliminary analysis, the official investigation was conducted during January and February in 2017. 450 questionnaires were distributed, and 389 valid questionnaires were collected, a recovery rate of 86.4%. A significant partial correlation was found between perceived CSR and working satisfaction(ΔR2=.31, p<.000)、organizational commitment (ΔR2=.22,p<.000) and organizational trust (ΔR2=.27, p<.000). Hierarchical regression analysis was further used to estimate moderation effect of regulatory focus, the study find that moderation effect on the relationship between CSR and and working satisfaction(ΔR2=.02, p<.01)、organizational commitment (ΔR2=.06, p<.01) and organizational trust (ΔR2=.06, p<.01). The research finding shows that working satisfaction, organizational commitment and organizational trust are more influenced by the organization's CSR implementation while employees have positive interpretation and recognition of CSR. Therefore, the organization should fully communicate about the purpose and value of CSR, so that employees can identify with and support the organization's CSR, and then CSR can achieve the function of internal marketing. If employees think that the organization's implementation of CSR is only an obligation or only satisfies the social perception, there may be less positive impact of CSR on employees. Regulatory focus theory is suggested to apply on future consumer study.

The restaurant industry is more engaged in innovation now. Many entrepreneurs realized that the restaurant sector faces major challenging market environments: changing needs of customers, high competition, low barriers to entry, high labor costs, and innovation technology. The market orientation drives business learning about customers. Engaged customers can assist firms to improve performance by getting involved with the firm’s product innovation. Innovation could help restaurants to improve the products and service quality, cut costs, increase sales and profits; it is the basic condition for the survival of restaurant entrepreneurs. However, studies about how the innovation affects restaurant performance were still limited to describe the overview of products innovation process (Ivkov et al., 2016). Resource-based theory takes the internal resources and capabilities of a firm as valuable sources of competitive advantage. How to combine internal resources and quickly respond to market needs to create performance of innovation entrepreneurship that still unclear and worth exploring in depth discussion. Based on the above, This study personal interview with twelve restaurant entrepreneur, government experts and scholars reveal how absorptive capacity could strengthen the link between positional advantage and innovation for entrepreneurship restaurants with the influence of customer engagement. The positional advantages can make enterprise differentiate with their competitors, that including entrepreneurial orientation, human capital and market orientation (Jogaratnam,2017). The experts believe that innovation entrepreneurs need to adopt an open mind, seek new opportunities in the catering market, acquire or develop new technologies and launching new products / services in the market, using high returns and high risk strategies in search of success in market. Training and educating team members are effective way to improve their innovation entrepreneurship.

Internet communication technology has encouraged social services and media industry to develop in various aspects. Web drama is one of them, which is characterized by mobility, immediacy, and personality, and provided with popular contents regardless of time or place. In addition, it includes various themes such as work, romance, thriller, zombie, and homosexuality. This study aims to examine what web drama characteristics affect consumer behavior. Data was collected from university students in south korea. who are main viewers of web drama. The respondents to this study consist of random sample respondents from college students in their 20s. A total of 200 samples were surveyed, and a voluntary participant. The data are analyzed by the SPSS 21.0. Short running time, convenience, contents diversity, accessibility, review, and grade are defineded as characteristics of web drama. Acording to the analysis of data. Web drama characteristics have a positive impact on reuse intention. Consumer engagement mediates the relationship between web drama characteristics and reuse intention. PPL moderates the relationship between web drama characteristics and reuse intention. The results of this study are expected to provide both the researchers and marketing practitioners with the framework to understand why and how web drama works on watching intention.

Pamperpop is a new online platform based in Indonesia that connects beauty and personal care service providers to the end customers. The business idea was triggered by Zomato, an online platform for restaurant search and discovery service. There are some competitors in the market who provides services alike Pamperpop, but they are all new players who still building their customer base. This condition puts Pamperpop in a fierce competition and forces the company to be innovative in penetrating the market. Considering the nature of this business, there are two markets to be penetrated by the company. First market is the service providers who will become the tenant, and second market is the end customers who will become the user. Pamperpop has done some marketing activities to enter both markets; however the results were far from expectation. The acquisition rate did not meet target from management. Pamperpop really need to revisit their marketing strategy in order to stay competitive in the market. This article describes the analysis on the business issues faced by Pamperpop especially problems in the market penetration. Author identified the root issues by using Porter’s 5 Forces, Business Model Canvas, S-T-P analysis, and Marketing Mix. Authors found that management focus on the product development rather than identifying customer needs when building this business. This created some gaps in the marketing strategy to penetrate the market. The New Wave Marketing framework is chosen to formulate the new marketing strategy since it is suitable for technology and internet based business model that has horizontal communication in nature. The New Wave Marketing approach refines the existing business model to introduce clear positioning and strong differentiation in the market. The solution’s set aims to achieve Low Budget and High Impact marketing techniques with the combination of Above-The-Line and Below-The-Line approach.

Hongdae, the region of Hongik University, has been the ‘must visit’ region in Seoul for decades, due to its aggregate of young Korean culture. Food, fashion, and music distinguishes the area from other regions of Seoul, creating the ‘The Feel of Hongdae’, the unique community brand. This research investigates urban condition of this region, trying to find how architecture affected its market. Architectural analysis of its urban interface resulted that former multi-family houses converted into shops benefited from its multi-level façade exposed to street, maximizing the accessibility to potential customers. The economic analysis of semi-basement floor and raised first(ground) floor shows buildings along Wausan-ro double up the ‘ground level’ shop values. Small no-brand shops in converted and split shops had been building the Hongdae community brand, transformed the building condition adapted to the market; adding external stairs, offering optimized store size to each level and optimized location of each shopping type. The analysis of economic value of split store properties reveals inter-relationships between shop sizes, stair locations, uses and the commercial value of the building, which presents how to maximize the commercial value of the street, while retaining the community brand, slowing down gentrification of the region.

Every day, billions of messages about news, rumours, and experiences are shared by consumers through different kinds of social network medias (Berger, 2014). These shared messages, so called word-of-mouth (WOM), have crucial influence on the success of products and services (Dubois, Bonezzi, & De Angelis, 2016). WOM is a kind of interpersonal communication about products and services between consumers. Thus, it can be significantly influenced by interpersonal relationships. We conducted three experiments to investigate the effects of interpersonal relationships on brand evaluation. In three experiments, we examined how interpersonal relationship affects consumers’ evaluation of brands when they receive a eWOM message in the setting of closed virtual group of friends. The results make several contributions. First, we provide a framework to understand how interpersonal relationships affect the effects of eWOM in a closed virtual group of friends. Second, the effects of interpersonal relationship can be moderated by different situation of agreements, which extends the researches on eWOM. Third, the results reveal the reasons why different dimension of interpersonal relationship can play different role in the relationship between eWOM and brand evaluation.

Immersive Virtual Environment Technology (IVET) has emerged as a relevant technology in the marketing environment, with increased use in the retail context (O’Brien, 2016). As its use increases, there is a need to better understand its impact on consumer behavior and the experience that it delivers. Therefore, this study proposes a research model that captures the key constructs in understanding consumer acceptance behavior of the innovative technology used in marketing and how it impacts the brand experience. The objective of this study is to examine 1) antecedents (i.e., message fit and personal innovativeness) that may impact user’s attitude toward the IVET advertisement and self-image congruence, and 2) the transfer of positive or negative IVET advertisement attitude to behavioral intention. Survey was distributed at a large Southern university in USA. Out of 213 survey completed, 143 was usable. Hypotheses were tested using the structural equation model (SEM) analysis with maximum likelihood method (AMOS 23). The results showed that message fit had no significant impact on ad attitude and self-image congruence. Personal innovativeness had positive impact on ad attitude, but not on self-image congruence. Ad attitude had no effect on self-image congruence while having significant positive impact on offline store and online store visit intentions. Lastly, self-image congruence influences both offline and online store visit intentions. The results demonstrate that evaluation of the virtual world brand experience (i.e., attitude toward the IVET advertisement) is a strong predictor of user behavior toward the brand. A consumer’s interactions with a brand in the virtual environment may provide important information about the consumer’s desire to develop a relationship with the brand in other marketing channels, and serves as an opportunity for the marketer to assist in the buying process. Further, personal characteristic such as personal innovativeness may have a significant impact on a their attitude toward the IVET marketing which further leads to consumer’s decision to visit the online and offline store. In addition, self-image congruence were found to positively affect user’s intention to visit the stores, such that consumers who perceive their brand experience as more consistent with their self-image are more likely to consider purchasing the brand in the real world. The results suggest that some consumers may tend to behave in ways that are congruent with their self-identity across marketing channels.