Purpose - This study aims to proposes a conceptual framework to segment multi-national products based on a Chinese consumer's perception of multi-national products, to find the role of consumer ethnocentrism (CET) in country of origin (COO) effects for Chinese, and to figure out how different dimension of CET Effects on purchase intention developed market and home country. Research design, data and methodology - This study selected a 2×2×2 factorial design for the hypothesis test based on the product category × combination of manufactured type × Ethnocentrism level. This study distinguishes products between luxury (Burberry) and non-luxury (Nike) products and choose combination of manufactured type (Spain vs India/ Spain vs China) in order to perform comparative studies. A total of 223 Chinese participated in the experiment. After being exposed to each scenario, participants were asked to respond to questions about brand preference and purchase intention Results - Regarding to luxury made in developed country, it is worth that exposing COO information to low level of ethnocentrism consumers. Regarding to non-luxury product made in emerging country, it makes it worse when COO information to high level of ethnocentrism consumers. Lastly, regarding to non-luxury product, patriotic consumers prefer to purchase product made in home country.

Purpose - The relationship between personal consumption value and brand trust and brand attitude, brand trust and brand attitude, and brand loyalty was analyzed at a time when customers visiting domestic and foreign brands with mutual competition recognized the coffee shop as a new cultural space. Research design, data, and methodology - To examine these research models, samples were collected from 348 peoples who visited Coffee Franchise Companies during March to April, 2019. Results - The results of the study showed that Most of the assumptions about consumers' personal consumption values and brand trust, brand attitude and brand loyalty were adopted. This shows that there is a positive and organic relationship between these variables. Conclusions - Consumers' personal consumption values are found to have a positive impact on brand trust and brand attitudes. This means that the more positive an individual's consumption value is, the more confidence and likability a brand has. Brand trust has been shown to have a positive impact on brand attitudes. Brand attitudes and brand trust also have a positive impact on brand loyalty. This means efficient management of brand trust and brand attitudes in chain service companies is necessary.

Purpose - Investigate the association of internal and external factors of consumers and analysing the role of moderating comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer culture Research design, data, and methodology - This study uses a quantitative research approach with descriptive, predictive, and prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection using online surveys with final statistical analysis using the Partial Least Square (PLS) approach Results - All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and significant effect on consumers' purchase decisions. Through testing Moderating, aspect marketing comparative is also authoritative able to moderate internal consumer factors towards purchase decision making. Conclusions - Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the generations to come in the future.

Purpose - This study examines the changes in the mobile MMORPG market in recent years and the factors affecting the performance of mobile games through flow experience according to the characteristics of game content. Research design, data, and methodology - This study focuses on the fact that the cause of game use behavior changes is the flow experience which influences the duration of mobile game continuation. The flow experience and the influencing factors are divided into the relationship between first, second-leading factors, and lagged factors. Results - The user's sense of challenge, skillfulness, concentration, and reality influenced the flow experience as a leading factor influencing the performance of MMORPG games. On the other hand, fun and preference were found to be the outcomes of the flow experience. This is because the game content is experienced not through passive enjoyment but by intentionally enjoying the game content. The flow experience has a positive effect on the intention of continuous use as in the previous study. Conclusions - This study found that the flow experience of game users is necessary for continuous use by organizing relationships of flow experience in mobile MMORPG users' gaming behavior.

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

Purpose - The purpose of this study is to elucidate the perception differences between CEOs and employees, and to derive a plan for improving performance by using theory of planned behavior (TPB) to enhance the competitiveness of SMEs exposed to various difficulties until recently. Research design, data and methodology - A total of 238 valid questionnaires were collected for CEOs and members of SMEs. In order to clarify the difference of perception, independent sample t-test and multi-group analysis using AMOS were conducted. Simple regression analysis and structural equation were used to confirm whether the theory of planned behavior was applied at the level of SME. Results - The CEO group is more aware of company's ethical responsibility activities and organizational support than the group of employees, and collectivism contributes more to organizational development than individualism tendency. Also, the theory of planned behavior is applied to the SME level as well. Conclusion - This study suggest that CEOs need to accept the pluralism of their members for the development of SMEs. In addition, it is necessary to form a consensus on ethical responsibility activities that corporations are performing by supporting diverse strategies and members' participation in management decision-making.

Purpose - This research examined whether entrepreneurial proclivity of retail employees affects job engagement and satisfaction, which are job-related positive aspects; and whether job engagement affects job satisfaction. Research design, data, and methodology - To accomplish this purpose, data were collected for 224 retail employees working in the distribution industry in the Republic of Korea. Reliability, validity, and hypotheses were tested through structural equation modeling, and mediating effects of job engagement between entrepreneurial proclivity and job satisfaction were verified through the bootstrap method by using the process model. Results - The results show that innovativeness and progressiveness in entrepreneurial proclivity positively affected job engagement and job satisfaction, but risk-taking did not affect either job engagement or job satisfaction. Also, this research confirmed that job engagement positively affects job satisfaction. Conclusions - This study contributes to the retail literature by applying the concept of entrepreneurial proclivity in the retail employee context. This study puts forward empirical evidence that identifies the effect of entrepreneurial proclivity as a job resource that influences job engagement and job satisfaction in the JD-R model. Thus, this study surmounts the limitation of prior studies by examining entrepreneurial proclivity from the aspect of retail employees.

Purpose - The use of celebrity endorsers is a strategy long-since used by companies to improve the persuasive impact of their company's advertising. However, much like anyone else, celebrities are flawed human beings, and therefore often find themselves involved in scandals. Companies must consider the potential of scandals when using a celebrity endorser to represent their brand or product. This research focuses on the process consumers use to justify scandals involving celebrity endorsers. Specifically, this research divides the justification processes used by consumers to maintain support for celebrities involved in a scandal into moral decoupling and moral rationalization and proposes antecedents and consequences for these processes. Methodology - To verify the hypotheses suggested by this study, an online survey was conducted, and data was analyzed using a structural equation model. Result - Results showed that consumer empathy for the celebrity endorser and external attribution of the scandal presented were positively related to moral decoupling and moral rationalization. In addition, moral rationalization was positively related to consumers' attitude towards the celebrity endorser, which also enhanced brand attitude. However, the relationship between moral decoupling and the consumer's attitude toward the celebrity endorser was not statistically significant. Conclusion - This research serves to expand the scope of available research on the persuasiveness of celebrity endorsers and provides practical guidelines for marketers.

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

Purpose - Marketing has shifted towards communicating tailored messages and brand contents to consumers with the rise of the Internet and smartphones. These technologies and the brand contents provide the e-tailers with opportunities for brand loyalty and online shopping via SNS, especially Facebook. Thus, this study attempts to scrutinize the effects of the characteristics of brand contents on consumers' engagements. As well, Facebook allows global communication, and yet, Eastern and Western people still live under different cultures. Therefore, this study attempts to compare Germans and Koreans on Facebook. Research design, data, and methodology - 225 survey data were collected from Germany and Korea. The effects of Vividness, Entertainment, Credibility, and Relevance on Engagement in brand contents and the moderating effect of nationality were examined with the hierarchical multiple regression analysis. Results - Vividness and Entertainment are the most important characteristics to engage consumers in the brand contents regardless of nationality. However, Relevance is more important to Germans while Entertaining and Vividness are to Koreans. Conclusions - To engage young Facebook users and let them shop online, entertaining and vivid brand contents will be effective. Tailored brand contents are essential for users from different cultures on Facebook.

Purpose - The present study examines the effect of service employees' experienced customer incivility through their emotional exhaustion. We identified service employees' emotion regulation ability as a boundary condition (i.e., moderating variable) that decreased the positive relationship between service employees' experienced customer incivility and their emotional exhaustion. Furthermore, we also investigated the negative relationship between service employees' experienced customer incivility and their service performance via emotional exhaustion. Research design, data, and methodology - Drawing on AET (affective event theory) and COR (conservation of resources) theory, we developed three research hypotheses (i.e., mediation, moderation, and moderated mediation). Online panel survey data from 552 frontline employees at several service organizations (e.g., department stores, retail stores, hotels, restaurants, airlines, banking, insurance company, and etc) in South Korea were examined. To assess two types of validity (i.e., convergent and discriminant validity) and reliability of measurement model, we employed the CFA (confirmatory factor analysis) using M-plus 8.2 software. Internal consistency also was tested by Cronbach' α. In addition, we employed the SPSS PROCESS MACRO 2.16, which was recommended by Hayes (2013, 2015), to estimate mediation, moderation, and moderated mediation effects. Results - As predicted, the negative relationship between service employees' experienced customer incivility and their service performance was mediated by emotional exhaustion. Furthermore, service employees' emotion regulation ability also played a significant moderating role of the relationship between service employees' experienced customer incivility and emotional exhaustion, such that this relationship was less pronounced when service employees had a high level of their emotion regulation ability than when thir emotion regulation ability was low. Service employees' emotion regulation ability further moderated this mediation effect of service employees' experienced customer incivility on service performance through emotional exhaustion. These findings have theoretical implications for employees' experienced customer incivility and emotion regulation ability research and provide managerial implications for practitioners. Conclusions - This study empirically elaborated the previous model of service employees' experienced customer incivility and personal resource (e.g., emotion regulation ability) literature by presenting the findings that service employees' experienced customer incivility influences their service performance via emotional exhaustion and that emotion regulation ability effectively reduces this negative effect.