Journal of Contemporary Marketing Science最新文献

{"title":"A study on the relationship among customer behavior stickiness, motivation of shopping and customer value in the online shopping","authors":"Dong Xiaozhou","doi":"10.1108/JCMARS-01-2019-0004","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0004","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to initially use a stochastic model to fit data of customer behavior stickiness and customer value, then estimate the corresponding parameters and use Bayesian rule to calculate its mathematical expectation.\u0000\u0000\u0000Design/methodology/approach\u0000The authors use expectations of customer behavior stickiness as an independent variable, expectations of customer value as a dependent variable, motivations of consumption as moderator and conduct regression analysis to research the relationship among the three. First, we will use the data of behavior for customer network shopping in the questionnaire to establish the random probability model and forecast. Second, we calculate the expected customer behavior stickiness and customer value. Finally, we use resurvey data of 100 subjects after three months (selected randomly from 373 objects) to test the model prediction.\u0000\u0000\u0000Findings\u0000The findings show that customer behavior stickiness has a significant effect on customer value, and the moderating effect of the hedonic motivation of consumption on the relationship above is proved. The value of customers who hold high hedonic motivation of consumption is mainly driven from website’s single visit time, whereas the value of customers who hold low or middle hedonic motivation of consumption is mainly driven from a website’s visit frequency.\u0000\u0000\u0000Originality/value\u0000The paper proves and quantifies the effects of the customer behavior stickiness for customer value in times of behavior. The results prove the moderation role of consumer motivation of the customer for the path of customer behavior stickiness→customer value, and make clear that the hedonic motivation is a necessary condition of average site visit time that has a significant impact on customer value.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131550678","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}

{"title":"How does Weibo keep users hooked? A Weibo addictive behavior study based on netnography","authors":"Heping He, Yanni Liu, Zhimin Zhou","doi":"10.1108/jcmars-01-2019-0013","DOIUrl":"https://doi.org/10.1108/jcmars-01-2019-0013","url":null,"abstract":"\u0000Purpose\u0000With the rapid development of social media in the past few years, some dark aspects of usage have appeared, e.g., Weibo addiction. Therefore, the purpose of this paper is to address the question of how Weibo keeps users hooked.\u0000\u0000\u0000Design/methodology/approach\u0000The study utilizes the netnography method to explore the symptoms of Weibo addiction and how it is formed.\u0000\u0000\u0000Findings\u0000First, some Weibo users have typical symptoms of addictive behavior, such as withdrawal, loss of control and general living problems; second, narcissism plays an important role in the process of Weibo addiction and has a stronger effect on content generation than content consumption; third, some users use Weibo as a means to alleviate anxiety, but they can then become more anxious owing to addiction; and fourth, the effect of comments has two sides – on the one hand, comments are one kind of feedback to posts, satisfying posters’ social needs, while on the other hand, a storytelling system consists of one post and its comments, upon which some Weibo users become more dependent.\u0000\u0000\u0000Research limitations/implications\u0000This research is only a preliminary, exploratory study. Therefore, care should be taken when interpreting these findings.\u0000\u0000\u0000Practical implications\u0000This study should help social media service providers and users to pay attention to the risk of social media addiction. Social media service providers should take social responsibility, design more user-oriented guidelines for marketing ethics and launch more responsible marketing activities. Users should enhance self-control and better balance social media use and offline real life.\u0000\u0000\u0000Originality/value\u0000Netnography has not been widely used as an addictive behavior research technique. This study is further bolstered because it has also noticed the difference of addiction mechanisms between addictive micro-bloggers and their followers.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133351927","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}

{"title":"Seeking similarity or reserving differences","authors":"Changzheng Wang, Xuechun Zhou, Minxue Huang","doi":"10.1108/jcmars-01-2019-0011","DOIUrl":"https://doi.org/10.1108/jcmars-01-2019-0011","url":null,"abstract":"\u0000Purpose\u0000Chinese face refers to reputation, others’ respect or compliance which is gained through self-representation and role-playing. The purpose of this paper is to identify and distinguish the four dimensions of face construct: personal identity-face, family identity-face, friend identity-face and occupational identity-face. Based on this, the authors discuss and investigate the influence of four different face dimensions on a consumer’s need for uniqueness (CNFU).\u0000\u0000\u0000Design/methodology/approach\u0000This research uses a questionnaire survey method and convenience samples. Subjects are students from a university in Wuhan operated directly under the Ministry of Education. A total of 730 questionnaires were distributed mainly in libraries and study rooms. After eliminating invalid questionnaires, 690 questionnaires were obtained. In sum, 44.1 percent research subjects are males, and 59 percent of them are undergraduate samples; 92.5 percent subjects’ monthly disposable consumption was less than 2,000 yuan.\u0000\u0000\u0000Findings\u0000The result shows that the influence paths and directions are different. Specifically, personal identity-face and family identity-face restrain CNFU through promoting interdependent self-construal, and friend identity-face and occupational identity-face facilitate CNFU through enhancing the consumer’s susceptibility to normative influence.\u0000\u0000\u0000Originality/value\u0000These findings are useful for clarify contemporary Chinese individuality-seeking consumption and conformity consumption behavior, and will shed light on form strategic practices, such as brand positioning and product communication.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123155451","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}

{"title":"Hedonic or utilitarian","authors":"Yimin Zhu, Peipei Lin","doi":"10.1108/JCMARS-01-2019-0008","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0008","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to explore how the product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood in referral reward program.\u0000\u0000\u0000Design/methodology/approach\u0000The authors test the effect of the product type and reward type on referral likelihood through two studies. Study 1 produces a 2 (product type: hedonic product and utilitarian product) × 2 (reward type: hedonic gift and utilitarian gift) factorial design to test H1, H2 and H3, that is, the effect of the product type and reward type on referral likelihood and their interaction effect. On the basis of study 1, study 2 will select different subjects, different products and different incentive allocation schemes to test H1, H2 and H3 again.\u0000\u0000\u0000Findings\u0000The results are as follow: first, the product type has significant influences on referral likelihood. Compared with a utilitarian product, customers are more likely to make referrals when consuming a hedonic product. Second, the product type and reward type have significant interactions to referral likelihood. When rewarded a hedonic gift, customers who consumed the hedonic product have great willing to make referrals; however, when rewarded the utilitarian gift, customer who consumed the utilitarian product have great willing to make referrals.\u0000\u0000\u0000Originality/value\u0000The authors’ findings contribute to the literature of consumers’ recommendation in the following aspects. First, from the perspective of enterprises which launch referral reward program, the present research demonstrates the product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood. Previous studies discuss attributes of product that influence consumers’ referral likelihood, such as product sensitivity (Kornish and Li, 2010), product involvement (Zhu et al., 2011), brand strength (Ryu and Feick, 2007) and price (Xiao et al., 2011). However, few studies focus on the hedonic and utilitarian attributes of products and explore their impact on the willingness to recommend. This paper makes a useful supplement to the research gap. Most previous studies simply divide the type of reward into tangible and intangible (Shi and Wojnicki, 2007), cash and coupon (Wang, 2010) or cash and gift (Huang et al., 2013). This paper enriches the research on reward types and refines the types of gifts in a referral reward program. The present research divides the type of reward into hedonic gifts and utilitarian gifts, and applies benefit congruency frameworks (Chandon et al., 2000), attitude theory (Eagly and Chaiken, 1993) and over-justification effect (Deci and Ryan, 1985).\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125453752","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}

{"title":"The influence of company microblog interaction tactics on consumer-brand relationship","authors":"Xing Yan, Ya-Huei Chang","doi":"10.1108/JCMARS-01-2019-0007","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0007","url":null,"abstract":"\u0000Purpose\u0000Microblog has become an important tool of social marketing since 2010. Compared with traditional blog, microblog has several distinctive features, such as ease of use, viral transmission, high interactivity and real-time communication. Microblog provides a communication platform for companies and consumers; however, it challenges companies’ consumer-brand relationship management. The purpose of this paper is to investigate the influencing mechanism of microblog interaction tactics on consumer-brand relationship.\u0000\u0000\u0000Design/methodology/approach\u0000Based on grounded theory, 66 representative companies’ posts on Weibo are collected, with 1,395 company posts and 5,959 following posts. An influence mechanism model of company microblog interaction tactics on consumer-brand relationship is proposed, then the saturation level of this mechanism is tested.\u0000\u0000\u0000Findings\u0000Results show that: first, companies adopt two types of tactics in microblog interaction: social interaction and task-oriented interaction; second, microblog interaction arises consumers’ emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumers’ emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and brand resonance; third, the influence mechanism differs among different consumer knowledge level, industry and brand awareness.\u0000\u0000\u0000Practical implications\u0000This study provides insight into the use of microblog interaction tactics. Companies may cross-use social interaction and task-oriented interaction tactics to enhance consumer-brand relationship. Companies need to produce microblog content based on the interests of consumers and further establish and improve fan feedback mechanism.\u0000\u0000\u0000Originality/value\u0000This paper constructs a model of the influence of company microblog interaction tactics on consumers. This study finds that co-creation activities initiated by companies are the new tactics to attract consumers on microblog. The finding adds new knowledge to the literature of company consumer interaction and provides a theoretical basis for the practice of microblog marketing.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123074245","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}

{"title":"Face consciousness and conspicuous luxury consumption in China","authors":"Xin‐an Zhang, Wangshuai Wang","doi":"10.1108/JCMARS-01-2019-0002","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0002","url":null,"abstract":"\u0000Purpose\u0000Luxury consumption in China is featured by clear conspicuous purposes. The purpose of this paper is to investigate this phenomenon from the indigenous perspective of face consciousness.\u0000\u0000\u0000Design/methodology/approach\u0000Drawing on Ho’s (1976) framework of gaining vs losing face process, the authors decomposed the construct of face consciousness into two dimensions, namely, desire to gain face and fear of losing face, and developed a multi-dimensional scale for face consciousness. Then, a survey that consisted of 338 participants was conducted to test the relationship between face consciousness and luxury consumption.\u0000\u0000\u0000Findings\u0000The face consciousness scale was shown to be reliable and valid. Furthermore, the authors found both desire to gain face and fear of losing face had a unique contribution in explaining why Chinese consumers purchase luxury products.\u0000\u0000\u0000Originality/value\u0000This paper fills the gap in the extant literature by developing a multi-dimensional face consciousness scale, providing convenience for empirical research in future. Moreover, this research shows that Chinese consumers’ luxury consumption behavior contains both promotion and prevention motivation.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129093032","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}

{"title":"Impacts of mate attraction goal on young women’s interests in conspicuous consumption","authors":"S. Yuan, Yuhuang Zheng","doi":"10.1108/JCMARS-01-2019-0001","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0001","url":null,"abstract":"\u0000Purpose\u0000Drawing on an evolutionary perspective, prior studies have revealed that conspicuous consumption by men has signaling functions (i.e. signaling the consumer’s positive mate qualities such as status and ability to acquire resources) for mate attraction. However, it is unclear whether conspicuous consumption of luxury products by women has a function in mate attraction. The purpose of this paper is to investigate the effect of mate attraction goal on women’s interest in conspicuous consumption and the possible mediating effect of the attractiveness enhancement need in this effect.\u0000\u0000\u0000Design/methodology/approach\u0000A survey and two experimental studies were conducted in which 354 Chinese female undergraduates participated. In the survey, the respondents’ desire to have a romantic partner was measured; in the two experiments, the participants’ mate attraction goals were primed. The authors followed the literature to measure dependent variables (i.e. consumption measures), but the specific consumption items were adapted to meet the purpose of the current research. The authors analyzed the data from the three studies through analysis of variance, regression analysis and bootstrapping.\u0000\u0000\u0000Findings\u0000Young women with a strong (vs weak) desire for a romantic partner reported a high level of attractiveness enhancement needs, thereby indicating a higher willingness to pay (WTP ) for conspicuous items that can enhance their attractiveness (Studies 1 and 3). Furthermore, activating young women’s mate attraction goal can also increase their WTP for conspicuous items (Studies 2 and 3) and attractiveness enhancement items (Study 3) but not inconspicuous luxury product (e.g. underclothes) (Study 3). These findings suggested that young women consider conspicuous consumption of certain products as a means of enhancing attractiveness to acquire a desired mate.\u0000\u0000\u0000Originality/value\u0000This research identifies a novel function of conspicuous consumption: young women, especially those who do not have a romantic partner, may use conspicuous consumption of certain products to satisfy their attractiveness enhancement needs and, ultimately, to attract an ideal mate.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"98 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121303643","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}

{"title":"Service fairness and customer satisfaction","authors":"Xiaoyun Han, Shujie Fang, Lishan Xie, Junfeng Yang","doi":"10.1108/JCMARS-01-2019-0003","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0003","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the relationship between service fairness and customer satisfaction, and test the mediation role of customer psychological empowerment in this relationship.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional empirical study is designed to test the research model. Customers of retail bank in South China are surveyed. Regression analysis and structural equation model analysis are done with SPSS 21.0 and LISREL 8.72 separately.\u0000\u0000\u0000Findings\u0000The results indicate that: first, service fairness increases customer satisfaction. Specifically, distributive fairness, procedural fairness and interactional fairness affect customer satisfaction positively and directly, while informational fairness affects customer satisfaction indirectly. Second, customer psychological empowerment fully mediates the relationship between informational fairness and customer satisfaction, while plays a partial mediating role between distributive fairness, procedural fairness, interactional fairness and customer satisfaction. Third, four kinds of service fairness have different influences on three dimensions of customer psychological empowerment.\u0000\u0000\u0000Practical implications\u0000The findings provide suggestions for managers to improve customer psychological empowerment by treating customer fairly, and to increase customer satisfaction through empowering customer in services, especially for state-owned banks.\u0000\u0000\u0000Originality/value\u0000It is recognized that service fairness leads to customer satisfaction in marketing literature; however, the empirical research studies about this are rare. This research not only contributes to service fairness theory, but also enriches our understanding of customer empowerment in service process.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126605698","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}

{"title":"Research on the best visual search effect of logo elements in internet advertising layout","authors":"Yushi Jiang","doi":"10.1108/JCMARS-01-2019-0009","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0009","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity picture elements as independent variables, under the premise of background color and content complexity and to investigate the best visual search law of logo elements in online advertising format. The result shows that when the picture element is fixed in the center of the advertisement, it is suggested that the logo element should be placed in the middle position parallel to the picture element (left middle and upper left), placing the logo element at the bottom of the picture element, especially at the bottom left should be avoided. The designer can determine the best online advertising format based on the visual search effect of the logo element and the actual marketing purpose.\u0000\u0000\u0000Design/methodology/approach\u0000In this experiment, the repeated measurement experiment design was used in a single factor test. According to the criteria of different types of commodities and eight matching methods, 20 advertisements were randomly selected from 50 original advertisements as experimental stimulation materials, as shown in Section 2.3. The eight matching methods were processed to obtain a total of 20×8=160 experimental stimuli. At the same time, in order to minimize the memory effect of the repeated appearance of the same product, all pictures, etc., the probability was randomly presented. In addition, in order to avoid the pre-judgment of the test for the purpose of the experiment, 80 additional filler online advertisements were added. Therefore, each testee was required to watch 160+80=240 pieces of stimulation materials.\u0000\u0000\u0000Findings\u0000On one hand, when the image elements are fixed for an advertisement, the advertiser should first try to place the logo element in the right middle position parallel to the picture element, because the commodity logo in this matching mode can get the longest average time of consumers’ attention, and the duration of attention is the most. Danaher and Mullarkey (2003) clearly pointed out that as consumers look at online advertising, the length of fixation time increases, the degree of memory of online advertisement is also improved accordingly. Second, you can consider placing the logo element in the left or upper left of the picture element. In contrast, advertisers should try to avoid placing the logo element at the bottom of the picture element (lower left and lower right), especially at the lower left, because, at this area, the logo attracts less attention, resulting in shortest duration of consumer attention, less than a quarter of consumers’ total attention. This conclusion is consistent with the related research results.\u0000\u0000\u0000Originality/value\u0000Advertising owners in the logo and picture elements for typesetting, if advertisers want to highlight the elements of the commodity logo, the logo should be arranged in the first point of view more loc","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130989271","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}

{"title":"Relationship among China’s country image, corporate image and brand image","authors":"Qingji Fan","doi":"10.1108/jcmars-01-2019-0006","DOIUrl":"https://doi.org/10.1108/jcmars-01-2019-0006","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image.\u0000\u0000\u0000Design/methodology/approach\u0000To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands.\u0000\u0000\u0000Findings\u0000China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image.\u0000\u0000\u0000Originality/value\u0000These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":"64 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114868413","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}