...Yutao Yang; Siyu Zeng; Kun Feng; Xiaofei Liu Purpose This study examines whether skin tone preferences in homogeneous racial sports trading card markets lead to unfair product valuation, moving beyond traditional racial discrimination frameworks. Design/methodology/approach Using secondary...

... Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Smart mirror Luxury fashion retail Consumer experience Digital innovation Marketing Fundação para a Ciência e a Tecnologia UID/00315/2025 http://dx.doi.org/10.13039/501100001871 Fundação...

... revolutionized business operations radically, including marketing and logistics. In order to explore the transformative impact of generative AI on these two domains, this article discusses the opportunities, challenges and research agendas in the specific areas of consumer buying behavior, business-to-business...

..., transforming digital game content into peripheral products is a marketing strategy. This study holds practical and academic implications, contributing to the advancement of research in this field. Tsung-Sheng Chang is the corresponding author and can be contacted at: china@mail.dyu.edu.tw 16 03...

..., the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship...

...Kumar Mukul; Neeraj Pandey; Gordhan K. Saini Purpose This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how...

...). Fazlul K. Rabbanee can be contacted at: f.rabbanee@curtin.edu.au 27 07 2016 09 10 2016 02 01 2017 09 02 2017 15 04 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Australia Marketing Sales management Asia...

... toward RI, followed by COO and PP. Originality/value Very few studies have examined a general construct of RI related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps...

...Ranga Chimhundu; Eric Kong; Raj Gururajan Purpose – The purpose of this paper is to examine shelf management practices of grocery retail chains and their category captains (CCs) in the marketing of consumer packaged goods. Design/methodology/approach – This is a qualitative, exploratory...

... different market structures (Stackelberg and Bertrand). To examine the effect of acceptance of the online channel and travel cost on profits of two channels. Design/methodology/approach – The Hotelling model is employed to depict consumers' channel choice behavior, where the consumer surplus captures...

... the cultural and service‐specific explanations for Non‐Action as a response to student‐consumer dissatisfaction. © Emerald Group Publishing Limited 2012 Consumer complaining behavior Marketing Higher education Chinese culture Chinese students Consumer behaviour China New Zealand...

...Liem Viet Ngo; Aron O'Cass Purpose The purpose of this paper is to adopt a customer‐centric value creation perspective to provide insights into the contribution of business orientations, especially marketing orientation and innovation orientation to the creation of customer‐centric value (customer...

... influential in communicating the firm's image and purpose to its customers. SS can play a service facilitating and service differentiating role and thereby help to achieve the marketing objectives (Bitner, 1992). Research suggests that the physical setting may also influence the customer's ultimate...

...Guda Sridhar; Debiprasad Mishra Purpose The purpose of this paper is to demonstrate the rationale and method for studying product adaptation in rural markets. Design/methodology/approach The paper takes the form of an exploratory design that includes; review of literature, pilot study...

...Wilfried R. Vanhonacker; David Zweig; Siu Fung Chung Purpose This study is designed to describe the marketing practices of private entrepreneurs in mainland China. Design/methodology/approach Personal interviews were conducted with 200 private entrepreneurs in China. A structured survey...

... these developments. In order to promote distribution reform, the government's “open policy”, which allows for market access by foreign firms as well as local ones, should be continued. Research limitations/implications More cross‐sectional data for China are needed in order to better analyze the impact...

... this industry. (Some people still call it the video game industry.) The most basic marketing issues still need to be researched, i.e. customer benefits sought and segmentation. A typology of game genres is proposed. Originality/value This paper is the first overview of the entertainment software industry...

...Susan H.C. Tai Purpose This study aims to investigate the relationship between successful brand advertising campaigns in China and various factors such as message/creativity, media selection, market research, competition, market share, product uniqueness, and agency/client relationships. Design...

... aspect of marketing in the region. Findings The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context...

...Michael Jay Polonsky; John D. Mittelstaedt Purpose This paper seeks to examine institutional publishing in six socially oriented marketing journals generally and then to explore the performance within Asian institutions and those within Australia and New Zealand, in detail. Design/methodology...