Despite their widespread use in the hotel industry, limited research has been conducted on post-stay emails. Therefore, this study was designed to examine the effects of post-stay email features on customers’ attitudes towards a brand and their revisit intention. The email features analysed in the study consisted of personalization, message copy, interactivity, financial and illustration. Further, the effectiveness of each email feature was measured based on respondents’ leisure involvement levels. Results indicated that personalization, interactivity and financial features were significant predictors of revisit intention depending on customers’ involvement levels, while attitude was a significant mediator. Overall, the findings from the study add to the knowledge of how post-stay emails can be used when formulating customer retention strategies.

This study aims to examine the effect of brand consciousness on interpersonal influences, value facets of brand equity, and purchase intention in selecting a global apparel brand in American and Korean markets. This study found that the effect of brand consciousness based on the response of purchase intention was similar with both American and Korean college students. While brand consciousness was positively related to both normative and informational influences, only the causal relationship among normative influence, emotional value, and purchase intention was significant and positive in this study. Informational influence did not influence functional value and purchase intention in brand response. The results of this study suggest that apparel marketers should appeal to their targeted consumers’ reference groups and promote the brand through credible informational sources in the global market when they target brand-conscious consumers. In addition, global apparel marketers need to develop a branding strategy for promoting the emotional value aspect of a brand that satisfies the consumers’ psychological and social needs in wearing the brand. This study contributes to providing implications for developing global apparel branding strategies in a targeted global market.

Purpose of the Study: This study aims to provide a user-centered website design pedagogy for the website development curriculum. Method/Design and Sample: A user-centered website design pedagogy was developed through project-based experiential learning in redesigning a university bookstore website. Kolb’s experiential learning theory was employed to assess the pedagogy. Results: Aligning with Kolb’s experiential learning theory, this study found that the project was designed to benefit students in developing UI and UX design competencies through a four-stage of learning continuum from concrete experience, reflective observation, abstract conceptualization, and active experimentation. Value to Marketing Educators: The user-centered website design pedagogy has potential to reinforce student competencies in designing website UIs with relevant content and personalized experiences. As more companies are embracing a customer-centric experience model, the user-centered design employing customer journey mapping can be adapted to other omni-channel courses in which students learn to map the customer shopping journey across channels.

With the growing importance of CSR practices and the use of social media influencers in promoting companies' CSR initiatives, it is timely to identify the role of social media influencer characteristics in increasing consumer CSR engagement to provide implications in selecting the right social media influencers for their CSR initiatives. This study examined the role of social media influencer (SMI) characteristics that affect perceived credibility of SMIs' CSR messages, foster consumer desire to mimic SMIs' CSR activities, and increase consumer CSR engagement. Further, the moderating role of SMIs' deinfluencing activities was examined. The findings of this study suggest that authenticity, trustworthiness, and expertise of SMIs can increase perceived credibility of SMIs' CSR endorsement, consumer desire to mimic the SMIs' CSR activities and CSR engagement. SMIs' deinfluencing activities increase consumer desire to mimic the SMIs' CSR activities as consumers perceive the CSR message as credible. The study findings advance our understanding of how consumers respond to SMIs' CSR endorsement and increase our insights to promote CSR initiatives by partnering with the right SMIs who can effectively promote their followers' CSR participation.