Asia Pacific Journal of Marketing and Logistics最新文献

{"title":"Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences","authors":"Adrian A. Mabalay","doi":"10.1108/apjml-01-2024-0098","DOIUrl":"https://doi.org/10.1108/apjml-01-2024-0098","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigates how consumers perceive the packaging of Philippine coffee social enterprise products and how this impression affects their willingness to purchase based on sensory expectations, brand attitude, product quality perception, and price perception.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Following a positivist research philosophy, this study used empirical methods, surveying 263 coffee consumers. The coffee packaging prototypes varied across material and graphic designs. The data was analyzed statistically using the Friedman test and Spearman correlation.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>It was found that packaging elements elicit an equal share of emotional responses. Graphics have a greater impact than materials. Females are more affected by visuals, while materials influence males more. Further, packaging design correlates positively and significantly with consumer impressions and willingness to buy.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The sampling methodology limits generalizability. Future studies can use integrated models to analyze the effects of additional packaging variables like color and shape.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Coffee enterprises should focus on graphic rather than material elements. Paper packs with patterned graphics are most attractive to consumers. Targeted gender-sensitive packaging designs are needed. Standardized packaging can help build the Philippine coffee social enterprise industry and support small-scale farmer livelihoods. Environmentally sustainable materials should be prioritized.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>The findings contribute to the success and growth of small-scale farmers and social enterprises in the Philippines. These businesses can attract more consumers, increase their market share, and ultimately generate more significant social impact by implementing packaging design strategies that effectively communicate product quality, sustainability, and social value.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study uniquely integrates diverse methods to provide holistic insights into jointly analyzing the effects of packaging materials and graphics. It proposes an expanded conceptual role of packaging in shaping product perceptions using the affective response framework and Kansei approach.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"20 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141511604","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The drivers of sharing willingness regarding sustainable fashion brand image based on commitment theory","authors":"Yingjie Yang, Meihua Chen, Hu Meng","doi":"10.1108/apjml-10-2023-1035","DOIUrl":"https://doi.org/10.1108/apjml-10-2023-1035","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Sustainability is considered a core trend in the development of the fashion industry. Clarifying the driving factors of consumers’ sharing willingness regarding sustainable image from the perspective of psychology can help fashion brands implement sustainable management and deepen industrial sustainable development.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Based on commitment theory, this paper proposes a conceptual model that includes three antecedents: perception of greenwashing, environmental, social and governance (ESG) and social media content quality. These affect consumers’ sharing willingness regarding sustainable image through affective commitment, continuance commitment and normative commitment. Furthermore, 310 participants reported their tendencies in a formal empirical study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that unlike green perception, which has a significant negative effect, consumers have a significant positive commitment to high perceived levels of ESG and social media content quality. Besides, all three dimensions under the commitment theory play a partial mediating role between consumer perception and sharing willingness.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study not only extends the research on the commitment theory to the field of fashion marketing and management but also enriches the research context of brand image sharing willingness, which explains the differential effects of different consumer commitments on their information sharing willingness. Moreover, several management implications applicable to the fashion industry have also been proposed based on the conclusion.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"38 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141257888","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective","authors":"Anis Ur Rehman, Yasir Arafat Elahi","doi":"10.1108/apjml-12-2023-1237","DOIUrl":"https://doi.org/10.1108/apjml-12-2023-1237","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A self-administered questionnaire was disseminated to participants residing in the Lucknow region of India. We conducted an experiment in which 374 participants evaluated the factors on a stimulus (chips packaging) using an online survey. Collected data were analysed through structural equation modelling (SEM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The result suggests that packaging semiotics exhibits a positive influence on brand image and perceived brand quality of consumers. The brand image significantly impacts brand loyalty and consumers’ purchase intention. In addition, the perceived brand quality has a positive significant impact on brand loyalty, but a negative and insignificant influence on purchase intention. The results show that both brand image and perceived brand quality significantly mediate the relation between packaging semiotics and brand loyalty. Brand image significantly mediates but perceived brand quality does not mediate the relation between packaging semiotics and purchase intention.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results of the study will assist food brands in determining how to utilise semiotics in packaging to positively influence brand image, perceived brand quality, brand loyalty and consumers’ intent to purchase.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study is unique in the sense that it assesses the role of packaging semiotics as antecedent in mapping of brand loyalty and purchase intention through brand image and perceived product quality. This study takes a lead as these constructs have been less explored relatively from the lens of packaging semiotics in an emerging Asian market.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"26 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141258153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Health service operational challenges and resilience strategies in “extreme” disruptive events","authors":"Md Maruf Hossan Chowdhury, Eijaz Khan, A.K.M. Shakil Mahmud, Md Nuruzzaman, Fazlul K. Rabbanee, Mohammed A. Quaddus","doi":"10.1108/apjml-09-2023-0843","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0843","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Configuring strategies to ensure a health service provider’s resilience when extreme disruptions occur is not simple. Optimal configuration in such circumstances is rare. Therefore, this research has relied on the dynamic capability view (DCV) to develop a decision-support framework for configuring resilience strategies that will mitigate the worst challenges and improve the performance of health service providers during “extreme” disruptive events.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research adopted a multi-study, multi-method approach comprising interviews, quality function deployment (QFD), and fuzzy set qualitative comparative analysis (fsQCA).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings reveal that, during a crisis, standalone resilience strategies are not enough. To guarantee performance, healthcare services require a combination of resilience strategies and a negation of challenges.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research extends our current knowledge of healthcare operational management by offering optimal configurations of resilience strategies to manage performance during extreme disruptions. Thus, it offers strategic insights into how health-service managers can be more resilient during a crisis.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"81 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141189442","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploring community satisfaction, identification and reciprocity norm for customer value co-creation: insights from virtual brand communities","authors":"Yurong Liu, Xinxin Lu, Zhengde Xiong, Bo Wang, Zhu Yao, Lingna Luo","doi":"10.1108/apjml-01-2024-0054","DOIUrl":"https://doi.org/10.1108/apjml-01-2024-0054","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>User value co-creation behaviors are crucial for the sustainable development of Virtual Brand Communities. This research, grounded in social exchange theory, investigates the impact of community satisfaction and identification on customer value co-creation behaviors and further explores how the reciprocity norm moderates these relationships.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Our research data were collected from users across multiple brand communities, totaling 481 survey responses. Structural equation modeling was performed to test the research hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>These results provide in-depth insights into the nexus between user-community relationships and customer value co-creation behaviors. While community satisfaction and identification positively influence co-creation, their effects vary across different value co-creation behaviors. Notably, the reciprocity norm within the community dampens the relationship between community satisfaction and value co-creation behaviors.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Unlike previous studies focusing on customer value co-creation behaviors, our research emphasizes social exchange, unveiling the mechanisms behind customer value co-creation. Our findings not only enrich the body of knowledge on customer value co-creation but also deepen our understanding of online collective behavior and knowledge sharing, offering valuable insights for the development of virtual communities.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"77 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141189574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Charging forward: unveiling the dynamics of consumer EV adoption in Asia's transition to green mobility","authors":"Chien-Shan Han, Yu-Ming Hsu, Han-Jen Hsu","doi":"10.1108/apjml-03-2024-0346","DOIUrl":"https://doi.org/10.1108/apjml-03-2024-0346","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore the determinants influencing consumer purchase intentions towards electric vehicles (EVs) within the Asian market. It specifically examines how perceived value and perceived risk interact with the moderating effects of environmental, policy, and social factors to shape consumer behaviors towards EV adoption. The purpose is to delineate the intricate mechanisms driving consumer intentions in the context of sustainable mobility solutions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Adopting a quantitative research design, this investigation collected data via a survey targeting consumers across various Asian countries. The study utilized Structural Equation Modeling (SEM) to analyze the responses, enabling a robust examination of the relationships between perceived value, perceived risk, and the potential moderating roles of external factors on consumer purchase intentions towards EVs.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The analysis revealed that both perceived value and perceived risk significantly influence consumers' intentions to purchase EVs. It was also found that environmental factors effectively moderate the relationship between perceived risk and purchase intentions, while social factors moderate the relationship between perceived risk and purchase intentions, highlighting the complex influence of external elements on consumer decisions. Contrarily, policy factors did not exhibit a significant moderating impact on the relationships examined.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research enriches the domain of sustainable technology adoption by providing nuanced insights into the factors driving consumer intentions towards EVs in the Asian context. It underscores the critical roles of perceived value and risk, along with the distinct moderating effects of environmental and social factors, offering strategic implications for stakeholders within the EV ecosystem. The study's findings contribute to the broader discourse on consumer behavior in green technology adoption, laying groundwork for future investigations across diverse settings.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"81 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141189575","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being","authors":"Ken Kumagai","doi":"10.1108/apjml-11-2023-1131","DOIUrl":"https://doi.org/10.1108/apjml-11-2023-1131","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"109 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140935593","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of social media-related motivation on fantasy sport users’ playing skills, sense of competition and performance expectancy","authors":"Jaskirat Singh Rai, Heetae Cho, Maher Itani, Amanpreet Singh","doi":"10.1108/apjml-11-2023-1166","DOIUrl":"https://doi.org/10.1108/apjml-11-2023-1166","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically, we examined the effects of social media-related motivation on fantasy users’ playing skills, sense of competition and performance expectancy based on the uses and gratifications theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected from 453 fantasy sport users on social media platforms. We conducted confirmatory factor analysis to assess a measurement model and used serial mediation techniques to examine the relationship between social media-related motivation and fantasy sport users’ performance expectancy.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results showed that social media-related motivation had significant and positive impacts on fantasy users’ playing skills, sense of competition and performance expectancy. Additionally, we found that fantasy users’ playing skills increased their sense of competition and performance expectancy. A sense of competition was found to positively affect fantasy users’ performance expectancy.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study provided a valuable contribution to the existing body of knowledge on social media by investigating the influence of social media-related motivation on fantasy sport users. The findings reveal that sharing content-based information on social media platforms plays a vital role in attracting and motivating individuals to engage in fantasy sports. The updated information enhances the playing skills of fantasy users, fosters a sense of competition and improves performance in virtual sport.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"35 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140935818","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Do AI-powered digital assistants influence customer emotions, engagement and loyalty? An empirical investigation","authors":"Daniel K. Maduku, Nripendra P. Rana, Mercy Mpinganjira, Philile Thusi, Njabulo Happy-Boy Mkhize, Aobakwe Ledikwe","doi":"10.1108/apjml-09-2023-0935","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0935","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Digital voice assistants (DVAs) are revolutionising consumers’ interactions with technology and businesses. Whilst research on the adoption of these devices is rapidly expanding, few have explored post-adoption behaviour. To fill this gap, we investigate how functionality and human-like features shape customers’ emotions, engagement and loyalty towards DVAs.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The data were collected through a self-administered online survey from 509 DVA users. Structural equation modelling was employed for data analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results reveal that distinct human-like and functional factors of DVA independently explain customers’ positive emotions and engagement with DVAs. Positive emotions and engagement significantly impact customer loyalty to DVAs. The study shows that localisation of DVAs has a significant positive moderating influence on the service experience-customer engagement relationship but a negative moderating influence on the anthropomorphism-customer engagement relationship.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Unlike previous research, this study contributes to the literature by delving into post-adoption phenomena. It explains how DVAs’ human-like and functional attributes drive customers’ positive emotional responses, engagement and loyalty towards DVAs. The findings not only unveil new insights into the moderating role of localisation but also provide a crucial understanding regarding the boundary conditions of the influence of anthropomorphism and service experience on customer engagement.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"134 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140935596","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Why I revisit a historic town in Chengdu? Roles of cognitive image, affective image and memorable tourism experiences","authors":"Xue Zhou, Siew Imm Ng, Weiwei Deng","doi":"10.1108/apjml-09-2023-0822","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0822","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Building upon the cognition-affect-behavior (CAB) model and script theory, this research aims to enrich the existing literature on historic town tourism consumption by offering empirical evidence of how the cognitive and affective images of historic towns contributes to tourists' memorable tourism experiences (MTE) and revisit intention, while identifying the cognitive image dimensions that are relevant for evaluating historic towns.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An on-site survey was conducted with 486 local tourists who visited the historic towns in Chengdu. partial least squares-structural equation modeling (PLS-SEM) was utilized to assess both the measurement and structural models.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>(1) Cognitive image emerged as a significant predictor of affective image; (2) Both cognitive image and affective image had a positive influence on MTE, in which cognitive image played a more dominant role in shaping MTE; (3) MTE was found to strongly predict revisit intention among tourists; (4) MTE and affective image mediated the relationship between cognitive image and revisit intention.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research highlights the value of incorporating cognitive and affective constructs in predicting MTE, and the proposed integrated framework of the CAB model and script theory exhibits superior predictive power in understanding tourists' revisit intention.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This research provides empirical insights about how historic towns improve their marketing strategies as short day-trip destinations.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research provides a novel insight on the applicability of an integrated model combining the CAB model and script theory in explaining the revisit behavior of local tourists within the context of historic towns.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"37 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140935463","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}