With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers’ understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members’ purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

Indonesia is currently intensifying its level of awareness of the importance of starting a business as an entrepreneur. How to respond to technological developments to help support the growth of a start-up entrepreneur. Usually before buying a product, customers always think of many factors that can influence their buying decisions in online shopping. The two factors that most influencing are, Discounts and Promotions, which can greatly determine people's purchase intention, before finally buying the product. The researcher begin research with the aim to understand whether these 2 factors are factors that really affect someone's buying interest before doing online shopping. For this study, information and data collected by the survey by using means of questionnaires. And it standard measurements using a 5-point Likert scale, and processed by IBM SPSS Statistics 25 program. In this study, it has been found that indeed these two factors, Discounts and Promotions, are both influential in encouraging someone's purchase intention in conducting online shopping transactions. We found that both factors are significant and influence each other. The results of this study expected to help broaden the horizons of buyers and sellers about the benefits of discounts and promotions in online shopping.

This study explore the market segmentation based on beer consumers’ purchase motivation 1) to analyze beer consumers and markets more closely and 2) to demonstrate the characteristics of each market segment and contribute to marketing strategies with beer consumer segment. Using -administrated questionnaires asked questions recognizable beer purchase within 6 months by over 20-years-olds, this study 201 surveys online 22 days. The results as follows: beer consumers’ purchase motivation consisted of three factors enhancement, social orientation, and value enhancement. Cluster analysis based on beer purchase showed that there were three groups motivation multi-motivation and motivation group based on average value of beer purchase motive factors and relative load per factor. demographic,beer drinking characteristics and group difference according to cluster gender and monthly average income, and beer drinking characteristics also significantly different by preferred beer, preferred beer type, occasion and drinking place.

The purpose of this study was to investigate the effect of perceived risk, community usage motive, and price sensitivity of customers who purchase children’s wear directly from overseas on customer satisfaction. Specifically, this study is aimed at verifying the moderating effect of price sensitivity when perceived risk and community usage motive significantly influence customer satisfaction. A survey was conducted among consumers who experienced directly purchasing children’s wear from overseas and engaging in communities. A total of 415 questionnaires were distributed, which 41 responses were insincere and excluded; thus, 374 responses were analyzed. Results of this study are as follows. First, the analysis on how perceived risk and community usage motive influence customer satisfaction reveals the significant influence of economic and social psychological risk on customer satisfaction. Moreover, informational, recreational, and social emotional usage motive have a significant influence on customer satisfaction. Second, the effect of perceived risk and community usage motive on customer satisfaction based on different levels of price sensitivity was verified. As a result, delivery and economic risks affect customer satisfaction for consumers with high price sensitivity. Moreover, recreational usage motive has a significant influence on customer satisfaction for high price sensitive consumers. In conclusion, perceived risk negatively impacts customer satisfaction. Therefore, it is essential to provide a system that can reduce the perceived risk of consumers who purchase children’s wear directly from overseas.

This study analyzed what premium features significantly affect customer satisfaction and their recommendation, and what factors significantly affect product attributes. In the process, first, the loyalty program and the customer compensation program were studied to determine the impact of the customer satisfaction and recommendation. The study analyzed that quality and design of product properties had significant effects on all factors, but the brand was not significantly affected. Second, while superiority, differentiation and scarcity of luxury items are significant to customer satisfaction but superiority is only significant in relation to recommendation intention. Third, the preceding study shows that the customer compensation program has a significant impact on sales growth, but the study found that it was not for imported luxury car customers. Fourth, if the royalties program is low in awareness, it has been analyzed that the scarcity and customer satisfaction relationships among luxury goods have been adjusted. On the contrary, if there is a high level of awareness, it is analyzed that there is a control effect customer satisfaction and differentiation among luxury brands. In the conclusion, in order to satisfy customers at the import luxury car market, the differentiation of luxury goods by standard index must be strengthened and the brand must be strengthened among the attributes of the product. In addition, by raising awareness of the royalties program, the relationship between differentiation and customer satisfaction can be enhanced.

As its use widens across many different industries such as airlines, retailing, banking, and hotels, the effective management of customer loyalty programs is becoming an important issue. Previous studies have shown that loyalty programs have a positive impact on customer retention, customer share, market share, and sales (Bolton et al., 2000; Mägi, 2003; Verhoef, 2003; Lacey et al., 2007). A loyalty program is defined as any institutionalized incentive system that attempts to enhance consumers’ consumption behavior over time beyond the direct effects of changes to the price or the core offering (De Wulf et al., 2001; Palmatier et al., 2006; Henderson et al., 2011). The fundamental goal of loyalty programs of firms is to have a long-term relationship with their customers and to increase their customer lifetime value (Reichheld, 1993; Sharp and Sharp, 1997). Most earlier studies that showed positive effects of loyalty programs have been mainly concerned about the changes in customer response resulting from being inducted into the VIP program (Bolton et al., 2000; Mägi, 2003; Verhoef, 2003; Lacey et al., 2007). On the other hand, most loyalty programs are hierarchical, which sets several customer classes and provides preferential benefits to customers based on their status. And customers who are placed at higher VIP level are required to spend larger amounts to maintain that status level. Under these types of loyalty programs, many recent studies have focused on how customers perceive and respond to their status and the accompanying preferential treatments (Mathies and Gudergan, 2012; Mayser and Wangenheim, 2013; Xia and Kukar-Kinney, 2014; Pez et al., 2015). Companies adjust each customer’s VIP status level on a regular(yearly) basis based on his or her actual spending level during the previous period. A customer can be demoted to a lower level if he or she fails to spend the required amount while a customer can be elevated to a higher level if the spending exceeded the required level. Although this is a common practice in the industry, only a few studies to date have looked at customer responses to changes in their status level (Wagner et al., 2009; Berlo et al., 2014; Eggert et al., 2015; Hwang and Kwon, 2015). While most of these studies have relied on measuring attitudes under experimental conditions, the motivation of this research is to examine customers’ actual behavioral response to a status adjustment using real-life data. We particularly focus on the effects of status demotion and how the response is moderated by situational or psychological factors. Specifically, the research questions are presented as follows: 1)If customers are demoted as a result of not fulfilling the firm’s required spending level, how does their purchase behavior change? 2) How does the shortfall amount (the difference between the spending required to maintain the status and the actual spending) impact the demotion effect? 3) What moderators strengthen or weaken the relationship? Using actual VIP customer data from one of the major department stores in Korea, this paper applies the event study methodology to investigate changes in customer purchase behavior resulting from a demotion. Shortfall amount, which can be defined as the degree to which a demoted customer does not meet the firm’s required spending level, is the key variable in analyzing the different purchase response of demoted customers. Propensity for conspicuous consumption and store familiarity of the customers are also proposed as moderators that interact with the shortfall amount. People who experience status demotion in organizations have been found to respond negatively toward the organization by reducing their loyalty, trust, or commitment and increasing switching intentions to other organizations (Pfeffer, 1981; Trice and Beyer, 1984; Wagner et al., 2009; Berlo et al., 2014; Hwang and Kwon, 2015). Status demotion of VIP customers is also expected to negatively influence their purchase behavior. Equity theory (Adams, 1963) provides the conceptual foundation for hypothesizing about the role of shortfall amount in moderating the negative effect of status demotion on customers’ purchase amount. According to equity theory, people in social exchange relationships perceive the fairness of transactions by comparing their inputs (costs) into the exchange to outputs (benefits) from the exchange. People also perceive the fairness by evaluating whether their input/output ratio is consistent with that of their referent groups. Adams (1963) argues that people are motivated to restore equity when they perceive unfairness in a social exchange relationship by increasing or decreasing inputs based on their input/output ratio relative to that of their referents. In our context, the equity theory implies that demoted customers whose shortfall amount is smaller are more likely to perceive the status change to be more unfair than those whose shortfall amount is larger. These customers may feel that the decrease in preferential treatment they receive due to demotion is unfairly large given the small difference in spending between themselves and those who were able to maintain their status level. They may also feel that their spending (i.e., contribution to the company) is much greater than other customers in the lower demoted status level. To the extent that these customers are likely to feel that the exchange relationship with the firm is unjust, they will respond negatively toward the firm (Campbell, 1999; Xia and Kukar-Kinney, 2014) and it is predicted that they will show a larger decrease in their post demotion spending compared to their counterparts whose shortfall amount is larger. That is, the smaller (greater) the demoted customers’ shortfall, the stronger (weaker) the negative relationship between customer demotion and purchase amount. In this research, consumers’ propensity for conspicuous consumption and store familiarity are presented as variables that moderate the effect of shortfall amount on post demotion spending. Desire for status motivates conspicuous consumption and often leads to purchases of luxurious or altruistic goods (Han et al., 2010). Rucker and Galinsky (2008) argued that consumers are more willing to spend for status-related goods when they feel that they have low power. Based on the literature, it is anticipated that the effect of shortfall will be diluted if a demoted customer has strong propensity for conspicuous consumption as he or she may increase purchases to overcome threats caused by status reduction. In other words, when customers are demoted, the effect of shortfall on purchase amount is weakened as propensity for conspicuous consumption becomes higher. Familiarity is defined as the number of product-related experiences that have been accumulated by a consumer (Alba and Hutchinson, 1987). As the familiarity with a product increases, consumers generally reduce cognitive effort in choosing the product and are more likely to select it habitually or in inertia (Rhee, 2003). Assael (1998) proposed that a process of consumers’ product choice is similar with that of consumers’ store selection. Thus, based on previous studies, it is predicted that the effect of shortfall on post demotion purchase amount is diluted if a demoted customer’s store familiarity is higher because he or she may be less likely to decrease purchases since they face a higher cost of switching to other stores. In other words, when customers are demoted, the effect of shortfall on purchase amount is weakened as store familiarity becomes higher. This research applies the event study method to study the impact of shortfall amount on post demotion change in purchase amount. Specifically, we capture the increase or decrease in post demotion purchase through notion of cumulative abnormal purchase amount. Cumulative abnormal purchase amount is obtained for each demoted customer by calculating the difference between the actual purchase amount after the status change with the expected purchase amount (i.e., baseline) if the customer had not experienced the status demotion. If the actual purchase amount is smaller than the baseline, then the cumulative abnormal purchase amount is negative, which indicates that the customer responded negatively to the demotion. The results revealed that the average cumulative abnormal purchase amount of demoted customers was negative. Also, the shortfall amount had a positive impact on the cumulative abnormal purchase amount, supporting the hypothesis that demoted customers whose shortfall was small were more likely to show a larger decrease in post demotion purchase(i.e., larger negative cumulative abnormal purchase amount). Both of the moderating variables--propensity for conspicuous consumption and store familiarity of demoted customers--weakened the effect of shortfall on the cumulative abnormal purchase amount. This paper contributes to the literature by extending the understanding of consumer behavior in the context of hierarchical loyalty programs and status reduction in a real-world setting. Specifically, this study uses the notion of perceived fairness adopted from equity theory to hypothesize about the moderating role of shortfall amount on the effect of status demotion. This paper also provides several managerial implications to help marketing managers manage their loyalty program more effectively. First, it is important for the managers to recognize possible negative aspects of hierarchical loyalty programs where certain customers are inevitably demoted to lower status levels. Second, since demoted customers who ‘just miss’ the cutoff by only a small amount may perceive injustice, managers may need to look for a method to reduce such customers’ negative response. Third, companies could also seek for ways to weaken the negative effect of customer demotion through the development of marketing plans based on customer characteristics such as propensity for conspicuous consumption and store familiarity.

The implication of the study is that it demonstrates the relationship of image attribute specifying each pattern from the previous studies and investigates the difference in the relationship of brand attitude, artist attitude and purchase intention among image attribute. In addition, by demonstrating the difference in the relationship among the cultural arts lifestyle groups, as well as the high and low fit between lifestyle brand and artist, the study provides an insight and a specified path for marketers as they plan out ways to utilize cultural marketing communications. Finally, by verifying the relationship among patterns, our study offers useful points of reference also for artists or art foundations who plan it with lifestyle brands using strategic approach to consumers by specified means.

This research was conducted in order to examine the influence of corporate reputation in terms of as an employer towards both brand reputation and customer purchase decisions represented by brand perception, purchase frequency and category of items purchased. In this study, customers’ perception of the brand was also explored to identify the core blocks that form customers’ perception of the brand. The results indicate that corporate reputation did not have a strong influence on brand reputation, as customers viewed them as separate entities. Customers tended to form their brand perception based on the product features as opposed to the corporate reputation. In terms of purchase decision, the results showed that they were made and driven based on the customers’ brand perception with category of items purchased reflecting aspects of the brand perception. The study demonstrates that customers’ awareness of the corporate reputation does not affect purchase behavior, while brand perception is hardly impacted by the awareness of corporate reputation based on a survey focusing on a renowned domestic fashion-clothing retailer conducted among Japanese shoppers. Reputation is formed from a synthesis of the perception, opinions and attitudes of an organization’s stakeholders including employees, customers and community (Post and Griffin, 1997). It basically is a perceptual representation of a company’s past actions and future prospects that describe the firm’s appeal to all of its key constituents (Fombrun, 1966). Corporate reputations and brands are important assets in enabling organizations to exploit opportunities and mitigate threats (Argenti and Druckenmiller, 2004). A favourable reputation correlates with superior overall returns (Robert and Dowling, 1997; Vergin and Qoronfleh, 1998) as it encourages investments from shareholders, attracts good staff and retains customers (Markham, 1972). While corporate reputation is a stakeholder’s perception and evaluation of the organization over an extended period of time, corporate brands involve the organization’s efforts and initiatives in the form of corporate expression. Literature states that corporate brand comprises of two aspects: first corporate expression, which covers all mechanisms employed by the organization to express its identity and second, stakeholder images that are formed from interaction and experience with the brand (Abratt and Kleyn, 2011). Consumers judge brands based on trust that is developed from the way consumers view brand reputation, brand competence and brand constituent (Lau and Lee, 1999). The intricate relationship between reputation and brands leads to the heart of the study whether both are positively correlated, where the more positive the reputation, the stronger the brand is. In the fashion industry, labels play an important role hence among other aspects this study covers an interesting point where it looks at a fashion brand that has a fairly bad reputation and examines the extent of which the reputation is able to influence the brand perception as well as the customers’ purchase decisions.

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers’ post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu “was not the same as the advertisement shown.” It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to ‘express dissatisfaction directly to the store’, ‘leave negative reviews’, and ‘participate in negative word-of-mouth’. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

General definition of data mining is the knowledge discovery or is to extract hidden necessary information from large databases. Its technique can be applied into decision making, prediction, and information analysis through analyzing of relationship and pattern among data. One of the most important work is to find association rules in data mining. The objective of this paper is to find customer's trend using association rule from analysis of database and the result can be used as fundamental data for CRM(Customer Relationship Management). This paper uses Apriori algorithm and FoodMart data in order to find association rules.

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

The study aims to identify Service Quality factors that affect purchase decision on Click and Collect service through the mediating variable of customer emotions at Mobile World stores in Ho Chi Minh City. This study employs a mixed methods research design. Data were collected through online self-completion questionnaire distributed to 316 customers who used to experience Click and Collect service at the Mobile World stores in Ho Chi Minh City, Vietnam. The theoretical model was tested through two-stage regression analysis (PATH model). The findings show that factors of service quality such as Reliability, Responsiveness, Assurance, Empathy, Tangibility, and Emotions affect the decision to purchase online and receive products directly at Mobile World stores in Ho Chi Minh City. Responsiveness and Assurance have a significant positive impact on the customer's emotions. Consequently, these factors should be considered and addressed when conducting multi-channel services. Obviously, employees must first be trained to be able to deliver the promise of the retailer to their customers. Based on the results of the study, the authors provide managerial implications for retailers in Vietnam in the multi-channel retail environment to develop Click and Collect at retail stores across the country and the world.

This paper examines key determinants and the effect of country-of-origin on customer’s purchase intention of functional food and dietary supplement product in Vietnam. Exploratory study was identified to evaluate personal and social factors on customer’s buying behavior. Twenty-eight reflective constructs were adapted from literature and designed by using a seven-point Likert scale to facilitate measurement. By using non-probability convenience sampling, data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square structural equation modeling (PLS-SEM) as a technique employed to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers’ purchase intention. Customer’s perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers’ mind, the higher consumers’ purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers’ purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer’s intention to purchase functional food and lead to managerial implications for business strategies.