This study focuses on perceived value, which is not mentioned in previous internet-only bank studies, to analyze the popularity of internet-only banks. It does this by exploring the relationships between the perceived value and usage intention of customers. The purpose of this study is to help us understand customers’ decision making to accept innovative services by finding factors that affect consumer acceptance of internet-only banks. Using multiple regression, this study analyzes data gathered from college students in their 20s who are familiar with IT services and are interested in internet-only banks. The results show that all three components of perceived value (economical value, convenience value, and emotional value) increase usage intention. Convenience value is the most important factor in the acceptance of internet-only banking services. The findings indicate that perceived value is an attractive factor in using internet-only banks and suggest that managing and developing perceived value is an important marketing strategy.

The purpose of this study is to investigate the effect of partner firms’ corporate social responsibility (CSR) activities on long-term relationships in business-to-business (B2B) industries. We developed a research model to capture the correlations between a partner firm’s CSR reputation (i.e., business practice, CSR reputation, and philanthropic CSR reputation), trust, information sharing, risk–reward sharing, and long-term relationships. Drawing on the stakeholder and social exchange theories, we hypothesized that a partner firm’s CSR reputation would affect long-term relationships through trust, information sharing, and risk–reward sharing. Through empirical analysis, we found that business practice CSR is positively related to long-term relationships through trust and B2B partnership. We also present some theoretical and managerial implications of this study.

Using concepts of self-image congruence and involvement, we investigated whether existing customers can be considered brand fans and, if so, how to determine the behavior of brand fans in various situations. Participants were 180 students in a business administration marketing program in South Korea with strong brand loyalty. Cluster analysis was conducted using a 2 (high vs. low self-image congruence) × 2 (high vs. low involvement) analysis of variance and paired t tests were used to identify brand fans through fanship and switching intentions (Study 1). Then we investigated how participants' minds changed after being exposed to a negative article (Study 2) and a competitor's aggressive marketing (Study 3). We found that fans do exist for commercial brands and that, as assumed, image congruence and involvement are critical constructs. These results suggest that consideration of image congruence and involvement is necessary for businesses to secure and foster brand fans.

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with sensory and social encounters having the greatest impact. Customer engagement, in turn, affects customers' patronage intention and recommendation intentions. Importantly, this study examines how specific sub-dimensions of customer experience impact recommendation intentions in a phygital retail environment. These insights provide valuable strategic guidance for service-oriented retailers.

This study focused on corporate social responsibility (CSR) to examine how retailers can distinguish themselves in the market and attain sustainability. It thus investigated the correlation between CSR, retailer equity, and consumer usage intention to explain the role of CSR activities. For this study, data were gathered from 357 customers who were doing business (i.e., shopping) with retailers, and they were analyzed using structural equation modeling. Results indicated that retailers’ CSR activities had a positive effect on retailer equity, which then had a significant positive effect on customer usage intention. The results further showed that consumers observe retailer equity when they experience its CSR activities, which increased their intention to shop with the retailer. The findings indicated that retailers’ CSR was an attractive factor making retailers stand out in the market, and attain sustainability, and that CSR improved both retailer equity and customer usage intention. This study has academic implications in that it finds a brand-new outcome variable of retailers’ CSR, such as retailer equity. In addition, it also has practical implications in managing and developing retailers’ CSR as an important marketing strategy.

Retailer equity is becoming a very important factor in determining discriminatory competitive advantage under rapidly changing conditions of distribution. This study conceptualizes various retailer equity aspects considered in the retail industry and proposes a measurement scale for retailer equity based on empirical research. Our study aims to reveal how retailer equity sub-dimensions influence customer perception and evaluation of retailers. The primary objective of this research was to develop a measurement scale to facilitate assessments of consumer-based retailer equity. Resulting theoretical and managerial implications of this study are also discussed in detail.