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Social media has become a useful tool for learning and teaching due to its functions for knowledge sharing, such as documents exchange, virtual communication, and knowledge formation. Higher education institutions (HEIs) that recognise the value of social media and the importance of individual motivation have sought to encourage its use to bolster learning performance. Using social cognitive theory and connectivism theory, we developed a model that theorises the influence of social media and individual motivation (reputation and altruism) on knowledge sharing and learning performance among students in higher education. To test the model, we employed covariance-based structural equation modelling (CB SEM) on survey data that was collected using questionnaires from 407 students enrolled in the top 10 private universities in West Malaysia. Congruently, we established the utility of the Heterotrait-Monotrait (HTMT) ratio (which was traditionally confined to variance-based or partial least squares SEM) as a discriminant validity measure for CB SEM. As a result, our study empirically evidences that social media functions (documents exchange, virtual communication, and knowledge formation) and individual motivation (reputation) are core factors that HEIs can leverage to encourage knowledge sharing and improve learning performance among tertiary students. The paper concludes with a discussion of its implications, limitations, and future research directions.
Mosharrof Hosen; Samuel Ogbeibu; Beena Giridharan; Tat-Huei Cham; Weng Marc Lim; Justin Paul. Individual motivation and social media influence on student knowledge sharing and learning performance: Evidence from an emerging economy. Computers & Education 2021, 172, 104262 .
AMA StyleMosharrof Hosen, Samuel Ogbeibu, Beena Giridharan, Tat-Huei Cham, Weng Marc Lim, Justin Paul. Individual motivation and social media influence on student knowledge sharing and learning performance: Evidence from an emerging economy. Computers & Education. 2021; 172 ():104262.
Chicago/Turabian StyleMosharrof Hosen; Samuel Ogbeibu; Beena Giridharan; Tat-Huei Cham; Weng Marc Lim; Justin Paul. 2021. "Individual motivation and social media influence on student knowledge sharing and learning performance: Evidence from an emerging economy." Computers & Education 172, no. : 104262.
Transfer pricing is important to many business conglomerates and multinational enterprises. In this review, we pursue a stock-take of transfer pricing research through a bibliometric analysis. Using bibliometric data of 735 research articles from the Scopus database, this review sheds light on the leading authors, countries, institutions, outlets, articles, and themes of transfer pricing research over 50 years (1968–2019). Findings of this review suggest that there is a need for transfer pricing research to go beyond compliance and tax management and toward a more meaningful exercise of using transfer pricing as a strategic tool in business. Future research directions for transfer pricing conclude this review.
Satish Kumar; Neeraj Pandey; Weng Marc Lim; Akash Nil Chatterjee; Nitesh Pandey. What do we know about transfer pricing? Insights from bibliometric analysis. Journal of Business Research 2021, 134, 275 -287.
AMA StyleSatish Kumar, Neeraj Pandey, Weng Marc Lim, Akash Nil Chatterjee, Nitesh Pandey. What do we know about transfer pricing? Insights from bibliometric analysis. Journal of Business Research. 2021; 134 ():275-287.
Chicago/Turabian StyleSatish Kumar; Neeraj Pandey; Weng Marc Lim; Akash Nil Chatterjee; Nitesh Pandey. 2021. "What do we know about transfer pricing? Insights from bibliometric analysis." Journal of Business Research 134, no. : 275-287.
Bibliometric analysis is a popular and rigorous method for exploring and analyzing large volumes of scientific data. It enables us to unpack the evolutionary nuances of a specific field, while shedding light on the emerging areas in that field. Yet, its application in business research is relatively new, and in many instances, underdeveloped. Accordingly, we endeavor to present an overview of the bibliometric methodology, with a particular focus on its different techniques, while offering step-by-step guidelines that can be relied upon to rigorously perform bibliometric analysis with confidence. To this end, we also shed light on when and how bibliometric analysis should be used vis-à-vis other similar techniques such as meta-analysis and systematic literature reviews. As a whole, this paper should be a useful resource for gaining insights on the available techniques and procedures for carrying out studies using bibliometric analysis.
Naveen Donthu; Satish Kumar; Debmalya Mukherjee; Nitesh Pandey; Weng Marc Lim. How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research 2021, 133, 285 -296.
AMA StyleNaveen Donthu, Satish Kumar, Debmalya Mukherjee, Nitesh Pandey, Weng Marc Lim. How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research. 2021; 133 ():285-296.
Chicago/Turabian StyleNaveen Donthu; Satish Kumar; Debmalya Mukherjee; Nitesh Pandey; Weng Marc Lim. 2021. "How to conduct a bibliometric analysis: An overview and guidelines." Journal of Business Research 133, no. : 285-296.
Business Strategy and the Environment (BSE) is a premier journal dedicated to interdisciplinary research that advances business practice leading to improvements in environmental performance. Using big data analytics, this review examines the intellectual structure and the drivers of research impact of BSE in the scholarly domain. The bibliometric results suggest three major findings. First, the top three countries contributing to BSE are the United Kingdom, the United States, and China. Second, BSE's research manifests through five thematic clusters, namely, business strategy and sustainability; corporate governance and sustainability reporting; green marketing and pro‐environmental behavior; innovation and environmental policy; and environmental management systems. Finally, BSE's research impact in terms of citations is significantly influenced by author affiliation (United States); article age (older), appearance (lead article and special issue), length (longer), and method (mix methods); title length (shorter title); and number of keywords (more keywords) and references (more references). Implications for BSE's readers and future contributors are discussed.
Satish Kumar; Riya Sureka; Weng Marc Lim; Sachin Kumar Mangla; Nisha Goyal. What do we know about business strategy and environmental research? Insights from Business Strategy and the Environment. Business Strategy and the Environment 2021, 1 .
AMA StyleSatish Kumar, Riya Sureka, Weng Marc Lim, Sachin Kumar Mangla, Nisha Goyal. What do we know about business strategy and environmental research? Insights from Business Strategy and the Environment. Business Strategy and the Environment. 2021; ():1.
Chicago/Turabian StyleSatish Kumar; Riya Sureka; Weng Marc Lim; Sachin Kumar Mangla; Nisha Goyal. 2021. "What do we know about business strategy and environmental research? Insights from Business Strategy and the Environment." Business Strategy and the Environment , no. : 1.
In the midst of the coronavirus pandemic, this article endeavors to offer expeditious insights into the impact of the global humanitarian crisis on the tourism industry from a consumer behavior perspective. To do so, this article employs the theory of crowding as an overarching theoretical lens, the coronavirus disease 2019 (COVID‐19) as a context to represent a global humanitarian crisis, and the rapid review approach as a method to source maiden evidence. In doing so, this article sheds light on instances of undercrowding (undertourism) and overcrowding (overtourism) in tourism as a result of COVID‐19, with interpretations enriched by agency theory and reactance theory—thereby resulting in the emergence of a new theory called the agency and reactance theory of crowding. The article concludes with pragmatic implications in light of the global humanitarian crisis.
Weng Marc Lim. Toward an agency and reactance theory of crowding: Insights from COVID ‐19 and the tourism industry. Journal of Consumer Behaviour 2021, 1 .
AMA StyleWeng Marc Lim. Toward an agency and reactance theory of crowding: Insights from COVID ‐19 and the tourism industry. Journal of Consumer Behaviour. 2021; ():1.
Chicago/Turabian StyleWeng Marc Lim. 2021. "Toward an agency and reactance theory of crowding: Insights from COVID ‐19 and the tourism industry." Journal of Consumer Behaviour , no. : 1.
Many guiding articles on literature reviews exist, but few have delivered an authoritative protocol that researchers can rely upon with clarity and confidence. To commemorate the inaugural annual special issue on systematic literature reviews in the International Journal of Consumer Studies, the editors have pooled their expertize and experience of authoring, editing, and reviewing literature reviews to develop a rigorous review protocol—that is, the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol—that researchers can rely upon to guide and justify decisions in systematic literature reviews. Using an interrogative approach, the editors begin with a discussion of the “what,” “why,” “when,” “where,” “who,” and “how” of systematic literature reviews. The editors conclude with systematic literature review exemplars in the inaugural special issue.
Justin Paul; Weng Marc Lim; Aron O’Cass; Andy Wei Hao; Stefano Bresciani. Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR). International Journal of Consumer Studies 2021, 45, 1 .
AMA StyleJustin Paul, Weng Marc Lim, Aron O’Cass, Andy Wei Hao, Stefano Bresciani. Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR). International Journal of Consumer Studies. 2021; 45 (4):1.
Chicago/Turabian StyleJustin Paul; Weng Marc Lim; Aron O’Cass; Andy Wei Hao; Stefano Bresciani. 2021. "Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)." International Journal of Consumer Studies 45, no. 4: 1.
Availability of full-year economic data is indicative of an opportune time to compare and contrast predicted and actual economic impact. In this regard, this study delineates the impact of the COVID-19 pandemic on the gambling industry using Macao, the world’s largest destination-dependent gambling hub, as a case. Using a series of quantitative analysis (ARIMA, correlation, and regression) on longitudinal data, the findings reveal that the revenue of the Macao gambling industry is significantly dependent on tourist arrivals, and that the industry is evidenced – using predicted and actual values – to experience an unprecedented decline in revenue as a result of plummeting tourist arrivals. The findings also indicate that Macao is a gambling-dependent economy as the decline in gambling revenue coincides with the decline in economic indicators such as GDP, median salary, and employment rate. This article concludes with pragmatic suggestions (e.g. reimagine strategies, seek virtual alternatives) to help gambling hubs that are destination-dependent to navigate in and recover from crisis such as the COVID-19 pandemic.
Weng Marc Lim; Wai-Ming To. The economic impact of a global pandemic on the tourism economy: the case of COVID-19 and Macao’s destination- and gambling-dependent economy. Current Issues in Tourism 2021, 1 -12.
AMA StyleWeng Marc Lim, Wai-Ming To. The economic impact of a global pandemic on the tourism economy: the case of COVID-19 and Macao’s destination- and gambling-dependent economy. Current Issues in Tourism. 2021; ():1-12.
Chicago/Turabian StyleWeng Marc Lim; Wai-Ming To. 2021. "The economic impact of a global pandemic on the tourism economy: the case of COVID-19 and Macao’s destination- and gambling-dependent economy." Current Issues in Tourism , no. : 1-12.
Peer review is a mechanism that premier journals should pro-actively leverage to promote high-quality scholarly work regardless of whether that work is accepted or rejected. To do so, this article highlights the expectation–confirmation gap in peer reviewing and offers a set of guiding principles and a template for pro-active reviewing to help reviewers deliver high-quality feedback. In doing so, this article hopes to inspire greater constructive and developmental reviews as opposed to destructive and judgmental reviews in premier journals.
Weng Marc Lim. Pro-active peer review for premier journals. Industrial Marketing Management 2021, 95, 65 -69.
AMA StyleWeng Marc Lim. Pro-active peer review for premier journals. Industrial Marketing Management. 2021; 95 ():65-69.
Chicago/Turabian StyleWeng Marc Lim. 2021. "Pro-active peer review for premier journals." Industrial Marketing Management 95, no. : 65-69.
2021 marks the 20th anniversary of the founding of Electronic Commerce Research (ECR). The journal has changed substantially over its life, reflecting the wider changes in the tools and commercial focus of electronic commerce. ECR’s early focus was telecommunications and electronic commerce. After reorganization and new editorship in 2014, that focus expanded to embrace emerging tools, business models, and applications in electronic commerce, with an emphasis on the innovations and the vibrant growth of electronic commerce in Asia. Over this time, ECR’s impact and volume of publications have grown rapidly, and ECR is considered one of the premier journals in its discipline. This invited research summarizes the evolution of ECR’s research focus over its history.
Satish Kumar; Weng Marc Lim; Nitesh Pandey; J. Christopher Westland. 20 years of Electronic Commerce Research. Electronic Commerce Research 2021, 21, 1 -40.
AMA StyleSatish Kumar, Weng Marc Lim, Nitesh Pandey, J. Christopher Westland. 20 years of Electronic Commerce Research. Electronic Commerce Research. 2021; 21 (1):1-40.
Chicago/Turabian StyleSatish Kumar; Weng Marc Lim; Nitesh Pandey; J. Christopher Westland. 2021. "20 years of Electronic Commerce Research." Electronic Commerce Research 21, no. 1: 1-40.
The omnipotent and omnipresent effect of externalities fundamentally affect the way research is conducted. This research note seeks to clarify the ways in which research can be designed to predict the impacts of externalities and to prescribe solutions to mitigate the negative impacts or to leverage off the positive impacts from externalities. Using the COVID-19 pandemic and the tourism industry as a case, this research note demonstrates that taking a conditional approach is necessary to delineate the differences in impact in prediction and prescription endeavours, as the absence of boundary conditions would limit interpretations to only descriptions and associations, regardless of whether primary or secondary research is pursued. In doing so, this research note hopes to inspire greater predictive- and prescriptive-oriented research and to support future research endeavours in this direction.
Weng Marc Lim. Conditional recipes for predicting impacts and prescribing solutions for externalities: the case of COVID-19 and tourism. Tourism Recreation Research 2021, 46, 314 -318.
AMA StyleWeng Marc Lim. Conditional recipes for predicting impacts and prescribing solutions for externalities: the case of COVID-19 and tourism. Tourism Recreation Research. 2021; 46 (2):314-318.
Chicago/Turabian StyleWeng Marc Lim. 2021. "Conditional recipes for predicting impacts and prescribing solutions for externalities: the case of COVID-19 and tourism." Tourism Recreation Research 46, no. 2: 314-318.
This study presents a retrospective on Journal of International Marketing using bibliometrics. The study finds that the journal’s run has been characterized by continuous growth in publications and citations, with a dominant contribution base of authors from the United States. Authors have consistently shown a strong preference for quantitative research, with a decline in preference for qualitative research and a negligible increase in preference for mixed-methods research in recent years. The major themes in the journal include global branding, internationalization, cross-cultural marketing, and international relationship marketing. An exploration of the factors affecting article citations reveals that article attributes such as the conceptual method, empirical method, article length, title length, article age, and number of keywords play significant roles in increasing the number of citations. Authors affiliated with nonacademic institutions also have a significant and positive influence on total citations. The article concludes with directions for further research.
Naveen Donthu; Satish Kumar; Nitesh Pandey; Weng Marc Lim. Research Constituents, Intellectual Structure, and Collaboration Patterns in Journal of International Marketing: An Analytical Retrospective. Journal of International Marketing 2021, 29, 1 -25.
AMA StyleNaveen Donthu, Satish Kumar, Nitesh Pandey, Weng Marc Lim. Research Constituents, Intellectual Structure, and Collaboration Patterns in Journal of International Marketing: An Analytical Retrospective. Journal of International Marketing. 2021; 29 (2):1-25.
Chicago/Turabian StyleNaveen Donthu; Satish Kumar; Nitesh Pandey; Weng Marc Lim. 2021. "Research Constituents, Intellectual Structure, and Collaboration Patterns in Journal of International Marketing: An Analytical Retrospective." Journal of International Marketing 29, no. 2: 1-25.
A careful consideration of studies on behavioral prediction in the existing literature suggests that behavioral control is often included as one of the many key factors involved in the theorization of consumer behavior. However, little effort has been dedicated to enrich and progress our understanding of behavioral control beyond empirical testing and replication. To address this gap, this article reviews the theorization, conceptualization, and operationalization of behavioral control, and proposes the theory of behavioral control to close the extant gaps in understanding and to chart the way forward for approaching behavioral control. More specifically, the theory of behavioral control developed herein explains the distinctions and characteristics of behavioral control, which could manifest in two ways in the form of covert and overt controls. The implications of the theory are also discussed, with a focus on dealing with the methods to develop and strengthen desired behavioral control as well as to overcome and weaken undesired behavioral control. As a whole, the propositions on behavioral control presented herein should solidify the foundational understanding of behavioral control for future consumer research involving behavioral controls, such as ethical behavior, technology adoption, and sustainable consumption.
Weng Marc Lim; Marc Arul Weissmann. Toward a theory of behavioral control. Journal of Strategic Marketing 2021, 1 -27.
AMA StyleWeng Marc Lim, Marc Arul Weissmann. Toward a theory of behavioral control. Journal of Strategic Marketing. 2021; ():1-27.
Chicago/Turabian StyleWeng Marc Lim; Marc Arul Weissmann. 2021. "Toward a theory of behavioral control." Journal of Strategic Marketing , no. : 1-27.
This post-publication review offers a meta-discussion of critical reviews based on the seminal work of Clarke (2020).
Weng Marc Lim; Tareq Rasul; Roger Clarke. A Post Publication review of "The challenges involved in establishing a research technique". Australasian Journal of Information Systems 2020, 24, 1 .
AMA StyleWeng Marc Lim, Tareq Rasul, Roger Clarke. A Post Publication review of "The challenges involved in establishing a research technique". Australasian Journal of Information Systems. 2020; 24 ():1.
Chicago/Turabian StyleWeng Marc Lim; Tareq Rasul; Roger Clarke. 2020. "A Post Publication review of "The challenges involved in establishing a research technique"." Australasian Journal of Information Systems 24, no. : 1.
This practitioner note offers a defense of the challenger approach to business-to-business marketing in light of the critiques by Rapp et al. (2014) and Inks et al. (2019). This practitioner note also extends the recent conceptual and historical discussion by Lim (2020) through an in-depth rejoinder that champions the merits and remedies the critiques of challenger marketing. From a theoretical standpoint, this practitioner note should assist in alleviating the concerns of critics and skeptics on challenger marketing as well as motivating greater interest in and promoting greater understanding and application of the concept in business-to-business marketing research. From a practical standpoint, this practitioner note should generate greater interest in challenger marketing and increase understanding among marketers on the appropriate application of challenger marketing for business-to-business marketing practice.
Weng Marc Lim. In defense of challenger marketing. Journal of Business-to-Business Marketing 2020, 27, 397 -406.
AMA StyleWeng Marc Lim. In defense of challenger marketing. Journal of Business-to-Business Marketing. 2020; 27 (4):397-406.
Chicago/Turabian StyleWeng Marc Lim. 2020. "In defense of challenger marketing." Journal of Business-to-Business Marketing 27, no. 4: 397-406.
The proliferation of home sharing in the extant marketing and tourism literature has only been accelerated in recent times due to the emergence of the sharing economy. This paper contends that it is now an opportune time to pursue a stock take of existing knowledge in order to guide future marketing and tourism research on home sharing. Therefore, the goal of this paper is to review and propose an agenda for home sharing from a marketing and tourism perspective. Through a framework-based systematic review, this paper offers an organized, retrospective view of the antecedents, decisions, and outcomes (ADO) of home sharing in marketing and tourism. The paper also provides a snapshot on the theories, contexts, and methods (TCM) employed to gain this understanding before concluding with a discussion on the extant knowledge gaps and the ways in which these gaps could be addressed through pertinent ideas for future marketing and tourism research on home sharing.
Weng Marc Lim; Sheau-Fen Yap; Marian Makkar. Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research 2020, 122, 534 -566.
AMA StyleWeng Marc Lim, Sheau-Fen Yap, Marian Makkar. Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research. 2020; 122 ():534-566.
Chicago/Turabian StyleWeng Marc Lim; Sheau-Fen Yap; Marian Makkar. 2020. "Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?" Journal of Business Research 122, no. : 534-566.
Many marketers have struggled to harmonise the disparate and fragmented underpinnings characterising the sharing economy under a single umbrella that is not only comprehensive and inclusive but also distinctive enough to account for its unique peculiarities in myriad contexts. This paper adopts an interrogative approach to answer some of the more pertinent questions about the sharing economy, specifically those related to its concepts, enablers, opportunities, challenges, current insights, and ways forward. In doing so, it clarifies the unique peculiarities characterising the sharing economy and enriches understanding of the multitude of alternatives on which consumers and organisations can embark to participate in and leverage off the sharing economy. Implications to theory, practice, and future research conclude the paper.
Weng Marc Lim. The Sharing Economy: A Marketing Perspective. Australasian Marketing Journal 2020, 28, 4 -13.
AMA StyleWeng Marc Lim. The Sharing Economy: A Marketing Perspective. Australasian Marketing Journal. 2020; 28 (3):4-13.
Chicago/Turabian StyleWeng Marc Lim. 2020. "The Sharing Economy: A Marketing Perspective." Australasian Marketing Journal 28, no. 3: 4-13.
This paper aims to accentuate the role of marketing as an integrator in integrated care through a marketing mix typology. To do so, this paper adopts a conceptual and contextual route to investigation by using the marketing mix as a conceptual lens to explain the role of marketing as an integrator in the context of integrated care. In doing so, this paper offers fresh insights into how the marketing mix can be reconfigured from a product, price, place, promotion, people, process, physical evidence, packaging, partnership, and policy perspective. Thus, this paper makes a seminal contribution to the interdisciplinary field of health-care marketing by being the first to introduce a new marketing mix typology in the form of a 10 Ps framework for integrated care and to conceptually illustrate how contextualizing the marketing mix can help encourage and facilitate the adoption of and participation in integrated care.
Weng Marc Lim. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing 2020, 29, 453 -469.
AMA StyleWeng Marc Lim. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing. 2020; 29 (5):453-469.
Chicago/Turabian StyleWeng Marc Lim. 2020. "A marketing mix typology for integrated care: the 10 Ps." Journal of Strategic Marketing 29, no. 5: 453-469.
This article sheds light on contemporary realities in the design and delivery of final year projects in business degrees. To do so, this article employs an autoethnographic approach to explain the trajectory of conventional to contemporary evolution in the delivery of the teaching and learning in a final year project unit in an undergraduate business degree. In doing so, it presents a new integration of pedagogy—i.e., the LABS pedagogy—that allows replication of a future-ready curriculum for capstone final year project units in business degrees. It is hoped that this article will inspire greater reexamination of university teaching and learning to maintain its currency in preparing learners for their future careers.
Weng Marc Lim. Reconsidering Capstones in Business Education. Journal of Education 2020, 1 .
AMA StyleWeng Marc Lim. Reconsidering Capstones in Business Education. Journal of Education. 2020; ():1.
Chicago/Turabian StyleWeng Marc Lim. 2020. "Reconsidering Capstones in Business Education." Journal of Education , no. : 1.
This article sheds light on an incidental discovery of hypothesis testing error and its solution in a study that compared the multimodel effects of information and knowledge on career decisions. Using a sample of 500 second and third year undergraduates who were simple randomly recruited from 10 simple randomly selected universities, the study demonstrates how hypothesis testing error could occur when multimodel comparison of the effects of the same set of independent constructs (information and knowledge) on a different but related set of dependent constructs (career pursuit and rewarding career pursuit) is performed and how that error can be avoided through detailed scrutiny of the psychic distance between the dependent constructs. It is hoped that the insights herein will be useful for scholars to avoid and overcome the pitfall of hypothesis testing error arising from multimodel comparison involving a different but related set of dependent constructs.
Weng Marc Lim; Symeon Mandrinos. Incidental findings on multimodel comparison, hypothesis testing error, and its solution. Australasian Journal of Information Systems 2020, 24, 1 .
AMA StyleWeng Marc Lim, Symeon Mandrinos. Incidental findings on multimodel comparison, hypothesis testing error, and its solution. Australasian Journal of Information Systems. 2020; 24 ():1.
Chicago/Turabian StyleWeng Marc Lim; Symeon Mandrinos. 2020. "Incidental findings on multimodel comparison, hypothesis testing error, and its solution." Australasian Journal of Information Systems 24, no. : 1.
Purpose Target markets of new product brands (niche customers) differ from those of existing product brands (mainstream customers) using conventional new product brand development strategy. The purpose of this paper is to contend that acculturation in the form of cultural pluralism exists in the marketplace and substantiates that contention through an investigation of consumer behavior outcomes resulting from the development of new product brands that target both mainstream and niche consumers through product brand crossover, an alternative product brand development strategy that leverages on cultural pluralism. Design/methodology/approach A between-subjects experiment was conducted to test whether consumers differ in their behavioral intentions toward existing and new product brands developed through product brand crossover. The experiments include marketing situations of matching and mismatching product brands and marketing communications in the form of marketing messages and advertising images. Findings The results show that consumers – in general and in segmented groups – do not differ in behavioral intentions toward existing and new product brands as a result of product brand crossover. Matching and mismatching product brands and marketing communications in the form of marketing messages and advertising images do not produce significant effects on behavioral intentions. Originality/value This paper offers fresh evidence showing that acculturation in the form of cultural pluralism exists in the marketplace and introduces a new concept in the form of product brand crossover that acknowledges and leverages on cultural pluralism as an alternative approach for new product brand development.
Weng Marc Lim; Pei-Lee Teh; Pervaiz K. Ahmed. How do consumers react to new product brands? Marketing Intelligence & Planning 2019, 38, 369 -385.
AMA StyleWeng Marc Lim, Pei-Lee Teh, Pervaiz K. Ahmed. How do consumers react to new product brands? Marketing Intelligence & Planning. 2019; 38 (3):369-385.
Chicago/Turabian StyleWeng Marc Lim; Pei-Lee Teh; Pervaiz K. Ahmed. 2019. "How do consumers react to new product brands?" Marketing Intelligence & Planning 38, no. 3: 369-385.