Asean Marketing Journal最新文献

Evading the “Entrepreneurial Blocks” through Entrepreneurial Marketing Education in Vocational High Schools in an Emerging Country 新兴国家职业高中创业营销教育规避“创业障碍”

Asean Marketing Journal Pub Date : 2022-12-31 DOI: 10.21002/amj.v14i2.1202

Jony Oktavian Haryanto, H. Widyanto, H. Suryanto, A. S. Santoso

{"title":"Evading the “Entrepreneurial Blocks” through Entrepreneurial Marketing Education in Vocational High Schools in an Emerging Country","authors":"Jony Oktavian Haryanto, H. Widyanto, H. Suryanto, A. S. Santoso","doi":"10.21002/amj.v14i2.1202","DOIUrl":"https://doi.org/10.21002/amj.v14i2.1202","url":null,"abstract":"Entrepreneurial marketing education is considered an essential platform to stimulate successful entrepreneurs, especially for vocational high school (SMK) graduates in Indonesia, which has the highest open unemployment rate and mostly comes from low-income backgrounds. Hence, the researchers investigated why most SMK graduates, supposedly skilful, do not opt for entrepreneurship. This is an under-researched study that could carry enormous implications. The researchers interviewed participants from SMKs in Mataram, Indonesia, three entrepreneurship teachers and six students of entrepreneurship classes from grades 10 to 12. They referred to the extant literature as a basis for a proposed “Entrepreneurial Blocks” framework to explain the barriers and supporting factors for becoming an entrepreneur. Our findings show that entrepreneurial mindset, starting capital, challenges, risk aversion, and limited skills and resources were part of the entrepreneurial blocks. Conversely, working experience, desire for freedom, and the need for achievements were considered the factors to evade the entrepreneurial blocks for SMK graduates.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47392049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study 直播销售会影响客户参与度和购买意愿吗？Shopee直播平台案例研究

Asean Marketing Journal Pub Date : 2022-12-31 DOI: 10.21002/amj.v14i2.1201

Ari Arisman, Salehudin Imam

{"title":"Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study","authors":"Ari Arisman, Salehudin Imam","doi":"10.21002/amj.v14i2.1201","DOIUrl":"https://doi.org/10.21002/amj.v14i2.1201","url":null,"abstract":"Manuscript type: Empirical paper Research Aims: The purpose of this paper is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream selling on e-commerce marketplace platforms. Design/methodology/approach: The information was gathered online from 225 valid respondents. Respondents are Shopee users from Indonesia who have watched Shopee Live stream selling within the last two weeks. The data was analysed using Structural Equation Modelling (SEM) with LISREL 8.51. Research Findings: The findings revealed that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase intention directly. Utilitarian value influences purchase intent indirectly through product trust and customer engagement. Theoretical Contribution/Originality: This study adds to the body of knowledge about online commerce by expanding on previous research on live stream selling, particularly by small sellers on Indonesian e-commerce platforms. Practitioner/Policy Implication: According to the findings of this study, small sellers doing Live Stream selling should focus on symbolic and hedonic value to increase customer purchase intention. Research limitation/Implications: The study's respondents may only represent some of the population of Indonesian online shoppers. Future research could consider balancing the types of respondents. In addition to enhancing the insight, the research model could be expanded by including additional antecedents or moderators.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44798543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Effects of Country of Origin and Social Media Opinion Leaders on Purchase Intention for Wuling Vehicles 原产国和社交媒体意见领袖对五菱汽车购买意愿的影响

Asean Marketing Journal Pub Date : 2022-12-31 DOI: 10.21002/amj.v14i2.1203

Fandis Ekyawan, Marufa Rahman

{"title":"The Effects of Country of Origin and Social Media Opinion Leaders on Purchase Intention for Wuling Vehicles","authors":"Fandis Ekyawan, Marufa Rahman","doi":"10.21002/amj.v14i2.1203","DOIUrl":"https://doi.org/10.21002/amj.v14i2.1203","url":null,"abstract":"Manuscript type: Research Article Research Aims: This research objective was to analyse the influence of country of origin, trust, price perception, perceived quality and social media opinion leader on Wuling purchase intention. Design/methodology/approach: This study was conducted quantitatively by distributing questionnaires to 234 respondents who are over 20 years old and know about Wuling and selected YouTube channels. Data was analysed using Structural Equation Modelling (SEM) method with the LISREL software application. Research Findings: The results of this study indicate that there is a positive significant impact relationship between country of origin (country-related products) and trust in the purchase intention of Wuling vehicles as well as the relationship of the negative significant impact of country of origin (country-related effect) on trust and social media opinion leaders on purchase intention of Wuling vehicles. Theoretical Contribution/Originality: The findings of this study can explain the importance of country of origin cues and social media opinion leader effect on customer behaviour in their decision-making. Practitioner/Policy Implication: The managerial implication of the research is that Wuling has to reduce brand associations with China to compete in Indonesia, and Wuling has to improve the product quality, after-sales service, ease of getting spare parts and continuous innovation to get an impact and positive response. Research limitation/Implications: This study has limitations; first, the research data only relies on one platform (YouTube) in Indonesia to test hypotheses. Second, the survey was about vehicles.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43718641","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Neuromarketing Study: The Effect of Jingle on Consumer Behavior 神经营销学研究:广告歌对消费者行为的影响

Asean Marketing Journal Pub Date : 2022-12-31 DOI: 10.21002/amj.v14i2.1204

Hilman Fauzi, Rafif Rizqullah, Maya Ariyanti, Ivy Anindhita Hadyningtyas

{"title":"Neuromarketing Study: The Effect of Jingle on Consumer Behavior","authors":"Hilman Fauzi, Rafif Rizqullah, Maya Ariyanti, Ivy Anindhita Hadyningtyas","doi":"10.21002/amj.v14i2.1204","DOIUrl":"https://doi.org/10.21002/amj.v14i2.1204","url":null,"abstract":"Manuscript type: Research Article Research Aims: This research investigates the impact of a jingle associated with a top-brand product on consumer behavior, as assessed through short-term memory activity in the brain. Design/methodology/approach: Data were collected from six participants, three men and three women aged 19-24. The Contec KT88-1016 Digital 16-Channel EEG machine and the Mapping System device were used to retrieve the data. The channel selection was employed to identify the optimal channel based on L2-norm energy calculations performed on the EEG channels within the short-term memory area. Research Findings: The frontal area exhibited higher energy levels than other areas, with the highest point observed in channel F4. A jingle in a product was found to stimulate short-term memory, influencing consumer behaviour. This influence was evidenced by the representation of channel energy in the EEG, showing a higher value compared to the average energy value in general. Theoretical Contribution/Originality: This study successfully demonstrated that EEG signals stimulated by jingles could assess consumer behaviour responses when provided with auditory incentives. The findings are explicitly linked to activating the brain's short-term memory area. Practitioner/Policy Implication: Brands with top brand categories have higher signal energy than non-top brands. Research limitation/Implications: Only limited to the data collection process carried out by environmental engineering, which is made closer to the actual situation.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47078287","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Revisiting Integrated Mobile Advertising Model in Indonesia: A Replication Study 印尼综合移动广告模式再探：一项复制研究

Asean Marketing Journal Pub Date : 2022-06-30 DOI: 10.21002/amj.v14i1.1148

Naufal Pradipta, A. S. Santoso, L. Nelloh

引用次数: 0

For Mod’s Sake! The Role of Perceived Brand Image, Brand Identification, and Online Community Environments in Building Brand Love 看在国防部的份上！感知品牌形象、品牌识别和网络社区环境在建立品牌爱中的作用

Asean Marketing Journal Pub Date : 2022-06-30 DOI: 10.21002/amj.v14i1.1147

Ferdian Hendrasto

{"title":"For Mod’s Sake! The Role of Perceived Brand Image, Brand Identification, and Online Community Environments in Building Brand Love","authors":"Ferdian Hendrasto","doi":"10.21002/amj.v14i1.1147","DOIUrl":"https://doi.org/10.21002/amj.v14i1.1147","url":null,"abstract":"Manuscript type: Research Article Research Aims: This research aims to analyze online community environments, perceived brand image, brand identification, and their effect to brand love in the context of video game modification online communities. Design/methodology/approach: This is quantitative research with three independent variables (Perceived Brand Image, Brand Identification, Online Community Environments) and one dependent variable (Brand Love). One hundred respondents are selected from Steam Workshop. Multiple regression is used to analyze the conceptual framework. Research Findings: The result shows that all three independent variables (Perceived Brand Image, Brand Identification, and Online Community Environments) are statistically significant in influencing brand love. Theoretical Contribution/Originality: Factors influencing brand love are still rigorously studied, and this research contributes to identifying new antecedents of brand love. Practitioner/Policy Implication: By analyzing brand love and its antecedents, the video game industry can understand how to develop brand love, especially in a video game modification online community where mods can add value to a video game. Research limitation/Implications: Relatively low number of respondents, preventing broader generalization. No differentiation among the different genres of a video game, where some video games provide different experiences, flexibility, and role-play and, thus, more opportunity to modify. Keywords: Brand Community, Brand Identification, Brand Image, Brand Love, Online Community Environment.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42269110","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Antecedents of Customer Brand Engagement Affecting Customer Satisfaction, Trust, and Commitments in Forming Loyalty and Word of Mouth in Indonesia 客户品牌参与的先决条件影响印尼客户满意度、信任度和忠诚度及口碑形成承诺

Asean Marketing Journal Pub Date : 2022-06-30 DOI: 10.21002/amj.v14i1.1152

U. D. Lestari, T. Syah

{"title":"Antecedents of Customer Brand Engagement Affecting Customer Satisfaction, Trust, and Commitments in Forming Loyalty and Word of Mouth in Indonesia","authors":"U. D. Lestari, T. Syah","doi":"10.21002/amj.v14i1.1152","DOIUrl":"https://doi.org/10.21002/amj.v14i1.1152","url":null,"abstract":"Manuscript type: Research Article Research Aims: The research objective was to determine customer brand engagement (CBE) drivers, which directly or indirectly generate word of mouth (WOM) on Instagram through trust, commitment, customer satisfaction, and loyalty. Design/methodology/approach: This research was conducted in Indonesia with 213 respondents who are active on Instagram accounts, have an age range between 20 and 60 years, and have an attachment to products from middle to upper-class brands in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method. Research Findings: The results show that customer involvement and flow experience are the main drivers of CBE, which then directly generate WOM, customer trust, and customer commitment. CBE also indirectly forms WOM through trust and commitment. Theoretical Contribution/Originality: This study can explain the importance of customer involvement and experience in forming CBE to gain loyalty and word of mouth through Instagram in Indonesia. Practitioner/Policy Implication: The managerial implication of the research is about brand-building strategies, forming satisfaction, trust, and commitment to brand loyalty in the short and long term through disseminating information on social media such as Instagram. Research limitation/Implications: This study has limitations; first, the research data only relies on one social networking site (Instagram) in Indonesia to test hypotheses. Second, the survey was about middle-class and above-class product brands. Third, in this case, it has not discussed demographics about age.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41966840","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers 品牌拟人化的要素：对年轻成人消费者中本土品牌的定性调查

Asean Marketing Journal Pub Date : 2022-06-30 DOI: 10.21002/amj.v14i1.1150

I. Mayasari, H. C. Haryanto

引用次数: 1

The Drivers of Repurchase Intention During The Corona Pandemic: An Examination of Gender Difference 冠状病毒大流行期间回购意愿的驱动因素:性别差异的检验

Asean Marketing Journal Pub Date : 2022-06-30 DOI: 10.21002/amj.v14i1.1149

W. Wahyuningsih, H. Nasution, Y. Yeni, R. Roostika

{"title":"The Drivers of Repurchase Intention During The Corona Pandemic: An Examination of Gender Difference","authors":"W. Wahyuningsih, H. Nasution, Y. Yeni, R. Roostika","doi":"10.21002/amj.v14i1.1149","DOIUrl":"https://doi.org/10.21002/amj.v14i1.1149","url":null,"abstract":"Manuscript type: Research Article Research Aims: To examine the drivers of repurchase intention and test the difference between male and female consumers on the relationships between consumption value, satisfaction, and repurchase intention. Design/methodology/approach: This study employs a descriptive research design. Data were collected from 214 consumers who purchased food from the restaurant using the online application. Structural Equation Modeling has been employed to test the proposed hypotheses. Research Findings: This study finds that repurchase intention is driven by perceived consumption value and satisfaction for all consumers. The result suggests that male and female consumers perceived different perceptions of the relationships between consumption value, satisfaction, and repurchase intention. Theoretical Contribution/Originality: The findings of this study contribute to the body of knowledge in marketing literature by enlarging the linkage between consumer behavior and market segmentation theory. Understanding market segmentation, specifically based on gender differences, will help marketers formulate a better marketing strategy relevant to the market's characteristics. Practitioner/Policy Implication: Restaurant managers are suggested to increase their delivered consumption value, including functional value, social value, emotional value, safety value, and information value. Website providers are encouraged to increase delivered emotional value for consumers as they seek convenience in delivery service, transaction, and payment. Research limitation/Implications: This study was conducted in Indonesia using cross-sectional data; therefore, future research might replicate and enlarge the model of study to be implemented in a cross-cultural context using a longitudinal approach.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43219033","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Role of Browsing in The Relationship Between Online Reviews to Impulse Buying 浏览在网上评论与冲动购买关系中的作用

Asean Marketing Journal Pub Date : 2022-06-30 DOI: 10.21002/amj.v14i1.1170

R. Astuti, Sara Almira Nindyaswari

{"title":"The Role of Browsing in The Relationship Between Online Reviews to Impulse Buying","authors":"R. Astuti, Sara Almira Nindyaswari","doi":"10.21002/amj.v14i1.1170","DOIUrl":"https://doi.org/10.21002/amj.v14i1.1170","url":null,"abstract":"Manuscript type: Research Research Aims: to analyse the impact of online reviews on Instagram on online impulse buying behaviour for the beauty product category, with the role of browsing as a mediator. Design/methodology/approach: A conclusive study with 441 respondents, analysed by SEM Research Findings: Browsing mediates the online review perceived value (both utilitarian and hedonic value) significantly toward the urge to buy impulsively, which will further enhance the impulse buying Theoretical Contribution/Originality: (1) this study enriches the relationship between online reviews and impulse buying, using browsing as the critical factor to link the relationship, and (2) consumers perceived both utilitarian and hedonic value in online reviews. Practitioner/Policy Implication: this study highlights the importance of online reviews in affecting the customer's online impulse buying behaviour, so brand marketers should monitor online product reviews, both positive and negative. Research limitation/Implications: First, this study only examined consumers' browsing and impulse buying behaviour toward online reviews on Instagram; thus, studies on social media platforms might have different results. Second, the antecedents of browsing are limited to the utilitarian and hedonic value of online review; other external variables could be further investigated to enrich our understanding. Lastly, this study is limited to the beauty product industry; another specific context might have a different result.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48798314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0