Influencer marketing: sponsorship disclosure and value co-creation behaviour

Article

Bu, Yi, Parkinson, J. and Thaichon, Park. 2022. "Influencer marketing: sponsorship disclosure and value co-creation behaviour ." Marketing Intelligence and Planning. 40 (7), pp. 854-870. https://doi.org/10.1108/MIP-09-2021-0310
Article Title

Influencer marketing: sponsorship disclosure and value co-creation behaviour

ERA Journal ID19845
Article CategoryArticle
AuthorsBu, Yi, Parkinson, J. and Thaichon, Park
Journal TitleMarketing Intelligence and Planning
Journal Citation40 (7), pp. 854-870
Number of Pages17
Year06 Sep 2022
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN0263-4503
1355-2538
1758-8049
Digital Object Identifier (DOI)https://doi.org/10.1108/MIP-09-2021-0310
Web Address (URL)https://www.emerald.com/insight/content/doi/10.1108/MIP-09-2021-0310/full/html
Abstract

Purpose
This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

Design/methodology/approach
This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.

Findings
This study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.

Originality/value
This study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.

KeywordsInfluencer type; Sponsorship disclosure; Participation behaviour; Citizenship behaviour; Value co-creation behaviour; Influencer marketing
ANZSRC Field of Research 2020350601. Consumer behaviour
Public Notes

Files associated with this item cannot be displayed due to copyright restrictions.

Byline AffiliationsGriffith University
Permalink -

https://research.usq.edu.au/item/xx0w6/influencer-marketing-sponsorship-disclosure-and-value-co-creation-behaviour

Log in to edit
  • 55
    total views
  • 0
    total downloads
  • 5
    views this month
  • 0
    downloads this month

Export as

Related outputs

Access mode of consumption and psychological ownership: exploring the role of self-product connection
Tan, Ser Zian, Tjiptono, Fandy, Yang, Lin, Bandyopadhyay, Argho and Thaichon, Park. 2024. "Access mode of consumption and psychological ownership: exploring the role of self-product connection." Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0515
Using Social Media Analytics to Understand the Impact of Government Intervention on Consumer Behaviour During a Pandemic
Quach, Sara, Zuo, Alec, Thaichon, Park, Roberts, Robin and Tang, Wenzhu. 2024. "Using Social Media Analytics to Understand the Impact of Government Intervention on Consumer Behaviour During a Pandemic." Australasian Marketing Journal. https://doi.org/10.1177/14413582241267329
Exploring the differential effects of consumer brand attitude persuasion for printed advertisements in luxury and nonluxury brands
Jayawardena, Nirma Sadamali, Quach, Sara, Bandyopadhyay, Chinmoy and Thaichon, Park. 2024. "Exploring the differential effects of consumer brand attitude persuasion for printed advertisements in luxury and nonluxury brands." Asia Pacific Journal of Marketing and Logistics. 36 (9), pp. 2155-2176. https://doi.org/10.1108/APJML-12-2022-1022
Unpacking service failures in artificial intelligence: future research directions
Chopra, Ritika, Bhardwaj, Seema, Thaichon, Park and Nair, Kiran. 2024. "Unpacking service failures in artificial intelligence: future research directions." Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2024-0393
Transforming Workplace Wellness in the Next-Generation Hospitality Industry by Leveraging Transformational Digital Technologies and Tools
Priya, Namita, Satpathy, Ipseeta, Patnaik, B.C.M. and Thaichon, Park. 2024. "Transforming Workplace Wellness in the Next-Generation Hospitality Industry by Leveraging Transformational Digital Technologies and Tools." Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Taylor & Francis. pp. 295-313
Fostering Women’s Empowerment in Europe: Case Studies of Innovation in AI, Blockchain, and the Metaverse
Pritiprada, Prashasti, Satpathy, Ipseeta, Patnaik, B.C.M. and Thaichon, Park. 2024. "Fostering Women’s Empowerment in Europe: Case Studies of Innovation in AI, Blockchain, and the Metaverse." Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Routledge. pp. 80-92
Exploring the Role of Artificial Intelligence for Luxury Hotel Brands: A Case Study in Europe
Mishra, Udgam, Jayawardena, Nirma Sadamali and Thaichon, Park. 2024. "Exploring the Role of Artificial Intelligence for Luxury Hotel Brands: A Case Study in Europe." Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Routledge. pp. 278-294
Technology and Luxury Hospitality: AI, Blockchain and the Metaverse
Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin. Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) 2024. Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Taylor & Francis.
Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology
Rana, Avinash, Soodan, Vishal, Kumar, Ashwani, Jayawardena, Nirma Sadamali, Thaichon, Park, Gupta, Kamal and Rana, Nripendra P.. 2024. "Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 34 (3), pp. 366-392. https://doi.org/10.1080/21639159.2024.2326496
The power of flattery: Enhancing prosocial behavior through virtual influencers
Quach, Sara, Cheah, Isaac and Thaichon, Park. 2024. "The power of flattery: Enhancing prosocial behavior through virtual influencers." Psychology and Marketing. 41 (7), pp. 1629-1648. https://doi.org/10.1002/mar.22001
Continuous Purchase Intention of Organic Personal Care Products: Evidence from India
Halan, Deepak, Aashish, Kumar and Thaichon, Park. 2024. "Continuous Purchase Intention of Organic Personal Care Products: Evidence from India." Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2024.2348641
The dark side of artificial intelligence in marketing: meta-analytics review
Barari, Mojtaba, Ferm, Lars-Erik Casper, Quach, Sara, Thaichon, Park and Ngo, Liem. 2024. "The dark side of artificial intelligence in marketing: meta-analytics review." Marketing Intelligence and Planning. 42 (7), pp. 1234-1256. https://doi.org/10.1108/MIP-09-2023-0494
Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment
Zhang, Yunen, Shao, Wei, Quach, Sara, Thaichon, Park and Li, Qianmin. 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment." Journal of Retailing and Consumer Services. 78. https://doi.org/10.1016/j.jretconser.2024.103713
Price optimization for manufacturers in a competitive retail market: imported products and online crowdfunding option
Parvasi, Seyed Parsa, Taleizadeh, Ata Allah and Thaichon, Park. 2024. "Price optimization for manufacturers in a competitive retail market: imported products and online crowdfunding option." Journal of Revenue and Pricing Management. https://doi.org/10.1057/s41272-023-00471-5
Fact or fake: information, misinformation and disinformation via social media
Lim, Xin-Jean, Quach, Sara, Thaichon, Park, Cheah, Jun-Hwa and Ting, Hiram. 2024. "Fact or fake: information, misinformation and disinformation via social media." Journal of Strategic Marketing. 32 (5), pp. 659-664. https://doi.org/10.1080/0965254X.2024.2306558
Identifying factors influencing purchase intention of sustainable luxury retailing products
Lavuri, Rambabu, Kaul, Dimple, Mohan, Geetha, Jayawardena, Nirma Sadamali and Thaichon, Park. 2024. "Identifying factors influencing purchase intention of sustainable luxury retailing products." International Journal of Retail and Distribution Management. 52 (2). https://doi.org/10.1108/IJRDM-05-2023-0310
Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions
Thaichon, Park, Quach, Sara, Barari, Mojtaba and Nguyen, Mai. 2024. "Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions." Australasian Marketing Journal. 32 (2), pp. 162-177. https://doi.org/10.1177/14413582231167664
The effects of team diversity on promoting sustainable luxury products
Quach, Sara, Septianto, Felix, Thaichon, Park and Sung, Billy. 2024. "The effects of team diversity on promoting sustainable luxury products." Asia Pacific Journal of Marketing and Logistics. 36 (9), pp. 2082-2103. https://doi.org/10.1108/APJML-12-2022-1064
Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption
Kautish, Pradeep, Thaichon, Park and Soni, Pavleen. 2024. "Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption." Journal of Consumer Behaviour: an international research review. 23 (3), pp. 1130-1145. https://doi.org/10.1002/cb.2267
“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect
Bandyopadhyay, Argho, Hall, John, Wong, Ho Yin, Lockshin, Larry, Zhang, Yunen and Thaichon, Park. 2024. "“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect." Asia Pacific Journal of Marketing and Logistics. 36 (2), pp. 457-479. https://doi.org/10.1108/APJML-03-2023-0196
Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic
Lavuri, Rambabu, Kaur, Jaspreet and Thaichon, Park. 2023. "Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic." Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2022-0517
What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives
Srivastava, Abhinav and Thaichon, Park. 2023. "What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives." Asia Pacific Journal of Marketing and Logistics. 35 (3), pp. 687-725. https://doi.org/10.1108/APJML-10-2021-0777
Relationship outcomes following a service failure: the role of agent likability
Radu, Alexandru, Quach, Sara, Thaichon, Park, Surachartkumtonkun, Jiraporn and Weaven, Scott. 2023. "Relationship outcomes following a service failure: the role of agent likability ." Asia Pacific Journal of Marketing and Logistics. 35 (2), pp. 364-379. https://doi.org/10.1108/APJML-07-2021-0510
Price promotion in omnichannel retailing: how much is too much?
Quach, Sara, Barari, Mojtaba, Thaichon, Park and Moudry, Dann Vit. 2023. "Price promotion in omnichannel retailing: how much is too much? " Asia Pacific Journal of Marketing and Logistics. 35 (1), pp. 198-213. https://doi.org/10.1108/APJML-07-2021-0475
Sustainable plant-based dietary supply chain design to reduce malnutrition in deprived areas
Heidari, Shima Yekkehbash, Taleizadeh, Ata Allah and Thaichon, Park. 2023. "Sustainable plant-based dietary supply chain design to reduce malnutrition in deprived areas." Computers and Industrial Engineering. 181. https://doi.org/10.1016/j.cie.2023.109234
‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’
Jayawardena, Nirma Sadamali, Thaichon, Park, Quach, Sara, Razzaq, Ali and Behl, Abhishek. 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’." Journal of Business Research. 160. https://doi.org/10.1016/j.jbusres.2023.113739
Chatbots in frontline services and customer experience: An anthropomorphism perspective
Nguyen, Mai, Ferm, Lars-Erik Casper, Quach, Sara, Pontes, Nicolas and Thaichon, Park. 2023. "Chatbots in frontline services and customer experience: An anthropomorphism perspective." Psychology and Marketing. 40 (11), pp. 2201-2225. https://doi.org/10.1002/mar.21882
Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics
Lavuri, Rambabu and Thaichon, Park. 2023. "Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics." Marketing Intelligence and Planning. 41 (6), pp. 722-740. https://doi.org/10.1108/MIP-03-2023-0097
Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure
Koshksaray, Amir Abedini, Quach, Sara, Trinh, Giang, Keivani, Somayeh Bahoush and Thaichon, Park. 2023. "Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure." Journal of Retailing and Consumer Services. 75. https://doi.org/10.1016/j.jretconser.2023.103532
Organisational and regulatory strategies to combat false news circulation on social media
Jayawardena, Nirma Sadamali, Quach, Sara, Thaichon, Park, Ross, Mitchell, Weaven, Scott and Behl, Abhishek. 2023. "Organisational and regulatory strategies to combat false news circulation on social media." Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2253815
I think, therefore I ignore: a study on disinformation’s credibility perceptions and sharing intentions over social media
Ferm, Lars-Erik Casper and Thaichon, Park. 2023. "I think, therefore I ignore: a study on disinformation’s credibility perceptions and sharing intentions over social media." Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2253819
Doing more with less: An integrative literature review on responsible consumption behaviour
Nangia, Priya, Bansal, Sanchita and Thaichon, Park. 2023. "Doing more with less: An integrative literature review on responsible consumption behaviour ." Journal of Consumer Behaviour: an international research review. 23 (1), pp. 141-155. https://doi.org/10.1002/cb.2163
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness
Shao, Wei, Zhang, Yunen, Cheng, Anni, Quach, Sara and Thaichon, Park. 2023. "Ethnicity in advertising and millennials: the role of social identity and social distinctiveness ." International Journal of Advertising. 42 (8), pp. 1377-1418. https://doi.org/10.1080/02650487.2023.2172663
Towards a Review-Analytics-as-a-Service (RAaaS) Framework for SMEs: A Case Study on Review Fraud Detection and Understanding
Chau, Xuan Truong Du, Nguyen, Thanh Toan, Tran, Vinh Khiem, Quach, Sara, Thaichon, Park, Jo, Jun, Vo, Bay, Tran, Quang Dieu and Nguyen, Quoc Viet Hung. 2024. "Towards a Review-Analytics-as-a-Service (RAaaS) Framework for SMEs: A Case Study on Review Fraud Detection and Understanding ." Australasian Marketing Journal. 32 (1), pp. 76-90. https://doi.org/10.1177/14413582221146004
Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis
Hamelin, Nicolas, Al-Shihabi, Sameh, Quach, Sara and Thaichon, Park. 2022. "Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis ." Australasian Marketing Journal. 30 (4), pp. 313-330. https://doi.org/10.1177/18393349211005061
Digital technologies: tensions in privacy and data
Quach, Sara, Thaichon, Park, Martin, Kelly D., Weaven, Scott and Palmatier, Robert W.. 2022. "Digital technologies: tensions in privacy and data ." Journal of the Academy of Marketing Science. 50 (6), pp. 1299-1323. https://doi.org/10.1007/s11747-022-00845-y
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products
Septianto, Felix, Quach, Sara, Thaichon, Park and Japutra, Arnold. 2022. "Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products ." International Journal of Advertising. 42 (5), pp. 916-944. https://doi.org/10.1080/02650487.2022.2125183
A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering
Taleizadeh, Ata Allah, Aliabadi, Leila and Thaichon, Park. 2022. "A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering." Operational Research: An International Journal. 22 (4), pp. 4471-4516. https://doi.org/10.1007/s12351-021-00683-w
Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?
Kaur, Jagdeep, Lavuri, Rambabu, Thaichon, Park and Martin, Brett. 2022. "Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision? " Asia Pacific Journal of Marketing and Logistics. 35 (6), pp. 1532-1551. https://doi.org/10.1108/APJML-02-2022-0123
The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning
Quach, Sara, Septianto, Felix and Thaichon, Park. 2022. "The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning ." Asia Pacific Journal of Marketing and Logistics. 35 (6), pp. 1425-1442. https://doi.org/10.1108/APJML-03-2022-0224
A Western franchise in Shanghai, China: a late entrant's success
Roberts, Robin E., Frazer, Lorelle and Thaichon, Park. 2022. "A Western franchise in Shanghai, China: a late entrant's success." Journal of Strategic Marketing. 30 (6), pp. 606-626. https://doi.org/10.1080/0965254X.2020.1823457
The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns
Thaichon, Paramaporn, Lobo, Antonio, Prentice, Catherine and Quach, Thu Nguyen. 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns." Journal of Retailing and Consumer Services. 21 (6), pp. 1047-1058. https://doi.org/10.1016/j.jretconser.2014.06.006
Revisiting the job performance – burnout relationship
Prentice, Catherine and Thaichon, Park. 2019. "Revisiting the job performance – burnout relationship." Journal of Hospitality Marketing and Management. 28 (7), pp. 807-832. https://doi.org/10.1080/19368623.2019.1568340
Antecedents and consequences of panic buying: The case of COVID-19
Prentice, Catherine, Quach, Sara and Thaichon, Park. 2022. "Antecedents and consequences of panic buying: The case of COVID-19." International Journal of Consumer Studies. 46 (1), pp. 132-146. https://doi.org/10.1111/ijcs.12649
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage
Jaiswal, Deepak, Kaushal, Vikrant, Mohan, Ashutosh and Thaichon, Park. 2022. "Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage." Marketing Intelligence and Planning. 40 (5), pp. 573-588. https://doi.org/10.1108/MIP-12-2021-0466
Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research
Jaiswal, Deepak, Deshmukh, Arun Kumar and Thaichon, Park. 2022. "Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research ." Journal of Retailing and Consumer Services. 67. https://doi.org/10.1016/j.jretconser.2022.102969
Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior
Kautish, Pradeep, Paco, Arminda and Thaichon, Park. 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior." Journal of Retailing and Consumer Services. 67. https://doi.org/10.1016/j.jretconser.2022.103032
Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention
Bu, Yi, Parkinson, Joy and Thaichon, Park. 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention ." Journal of Retailing and Consumer Services. 66. https://doi.org/10.1016/j.jretconser.2021.102904
The dark and bright side of online consumer behavior
Thaichon, Park, Cheah, Jun-Hwa and Ting, Hiram. 2022. "The dark and bright side of online consumer behavior." Journal of Consumer Behaviour: an international research review. 21 (3), pp. 445-449. https://doi.org/10.1002/cb.2041
Predicting intention to recycle on the basis of the theory of planned behaviour
Arli, Denni, Badejo, Abi, Carlini, Joan, France, Cassandra, Jebarajakirthy, Charles, Knox, Kathy, Pentecost, Robin, Perkins, Helen, Thaichon, Park, Sarker, Tapan and Wright, Owen. 2019. "Predicting intention to recycle on the basis of the theory of planned behaviour." International Journal of Nonprofit and Voluntary Sector Marketing. 25 (2), pp. 1-14. https://doi.org/10.1002/nvsm.1653
Neuroscientific Research Methods and Techniques in Consumer Research
Zhang, Yunen, Thaichon, Park and Shao, Wei. 2022. "Neuroscientific Research Methods and Techniques in Consumer Research ." Australasian Marketing Journal. 31 (3), pp. 211-227. https://doi.org/10.1177/14413582221085321
Moving from multi-channel to Omni-channel retailing: Special issue introduction
Thaichon, Park, Phau, Ian and Weaven, Scott. 2022. "Moving from multi-channel to Omni-channel retailing: Special issue introduction ." Journal of Retailing and Consumer Services. 65. https://doi.org/10.1016/j.jretconser.2020.102311
Relationship marketing in franchising and retailing
Thaichon, Park, Frazer, Lorelle and Weaven, Scott. 2022. "Relationship marketing in franchising and retailing." Journal of Strategic Marketing. 30 (2), pp. 113-114. https://doi.org/10.1080/0965254X.2020.1745871
Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector
Kremez, Zhanna, Frazer, Lorelle, Quach, Sara and Thaichon, Park. 2022. "Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector ." Journal of Strategic Marketing. 30 (2), pp. 137-159. https://doi.org/10.1080/0965254X.2020.1733051
The role of art infusion in enhancing pro-environmental luxury brand advertising
Quach, Sara, Septianto, Felix, Thaichon, Park and Nasution, Reza Ashari. 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising ." Journal of Retailing and Consumer Services. 64. https://doi.org/10.1016/j.jretconser.2021.102780
Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective
Zhang, Yunen, Shao, Wei and Thaichon, Park. 2021. "Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective ." Asia Pacific Journal of Marketing and Logistics. 33 (10), pp. 2037-2053. https://doi.org/10.1108/APJML-08-2020-0584
Does religion make consumers more environmentally friendly?
Arli, Denni, Pentecost, Robin and Thaichon, Park. 2021. "Does religion make consumers more environmentally friendly? " Marketing Intelligence and Planning. 39 (8), pp. 1024-1041. https://doi.org/10.1108/MIP-09-2020-0404
Package appearance matter: Facial expression and Galvanic Skin Response analysis approach
Hamelin, Nicolas, Agrawal, Suchi, Patwa, Nitin, Ferm, Ferm and Thaichon, Park. 2021. "Package appearance matter: Facial expression and Galvanic Skin Response analysis approach ." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 31 (4), pp. 624-644. https://doi.org/10.1080/21639159.2021.1939094
Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person
Quach, Sara, Septianto, Felix, Thaichon, Park and Chiew, Tung Moi. 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person ." Journal of Retailing and Consumer Services. 62. https://doi.org/10.1016/j.jretconser.2021.102618
Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect
Qu, Mengnan, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Lawley, Meredith, Arli, Denni, Weaven, Scott and Roberts, Robin E.. 2021. "Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect ." Asia Pacific Journal of Marketing and Logistics. 33 (8), pp. 1861-1877. https://doi.org/10.1108/APJML-06-2020-0388
Understanding online shopping behaviours and purchase intentions amongst millennials
Dharmesti, Maria, Dharmesti, Theresia Rasika Seta, Kuhne, Sarah and Thaichon, Park. 2021. "Understanding online shopping behaviours and purchase intentions amongst millennials." Young Consumers. 22 (1), pp. 152-167. https://doi.org/10.1108/YC-12-2018-0922
Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory
Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102584
Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry
Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102548
Special issue introduction: e-tailing: the current landscape and future developments
Thaichon, Park, Brown, James R. and Weaven, Scott. 2021. "Special issue introduction: e-tailing: the current landscape and future developments." Asia Pacific Journal of Marketing and Logistics. 33 (6), pp. 1289-1291. https://doi.org/10.1108/APJML-07-2021-881
Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space
Cheah, Jun-Hwa, Ting, Hiram, Thaichon, Park, Fam, Kim-Shyan and Bazylewich, Martin. 2021. "Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space." Journal of Strategic Marketing. 29 (4), pp. 337-358. https://doi.org/10.1080/0965254X.2020.1733049
Surviving an economic downturn: Dynamic capabilities of SMEs
Weaven, Scott, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Billot, Ken and Grace, Debra. 2021. "Surviving an economic downturn: Dynamic capabilities of SMEs ." Journal of Business Research. 128, pp. 109-123. https://doi.org/10.1016/j.jbusres.2021.02.009
Guest Editorial: Technologies and Relationship Marketing
Thaichon, Park, Soutar, Geoff and Weaven, Scott. 2021. "Guest Editorial: Technologies and Relationship Marketing ." Australasian Marketing Journal. 29 (2), pp. 109-110. https://doi.org/10.1177/1839334921994387
Digital content marketing as a catalyst for e-WOM in food tourism
Bu, Yi, Parkinson, Joy and Thaichon, Park. 2021. "Digital content marketing as a catalyst for e-WOM in food tourism." Australasian Marketing Journal. 29 (2), pp. 142-154. https://doi.org/10.1016/j.ausmj.2020.01.001
Customer participation in firm-initiated activities via social media: Understanding the role of experiential value
Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2021. "Customer participation in firm-initiated activities via social media: Understanding the role of experiential value ." Australasian Marketing Journal. 29 (2), pp. 132-141. https://doi.org/10.1016/j.ausmj.2020.05.006
Loyalty layers, expectations and the role of knowledge
Quach, Sara, Thaichon, Park, Roberts, Robin E. and Weaven, Scott. 2021. "Loyalty layers, expectations and the role of knowledge ." Marketing Intelligence and Planning. 39 (3), pp. 377-393. https://doi.org/10.1108/MIP-09-2019-0489
The experience of regret in small business failure: who's to blame?
Quach, Sara, Weaven, Scott K., Thaichon, Park, Grace, Debra, Frazer, Lorelle. and Brown, James R.. 2021. "The experience of regret in small business failure: who's to blame? " European Journal of Marketing. 55 (8), pp. 2201-2238. https://doi.org/10.1108/EJM-12-2019-0917
Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy
Taleizadeh, Ata Allah, Tafakkori, Keivan and Thaichon, Park. 2021. "Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy ." Journal of Retailing and Consumer Services. 58. https://doi.org/10.1016/j.jretconser.2020.102291
What to expect after the honeymoon: evolutionary psychology of part-time franchising
Thaichon, Park, Weaven, Scott, Quach, Sara, Baker, Brent and Frazer, Lorelle. 2020. "What to expect after the honeymoon: evolutionary psychology of part-time franchising." Journal of Strategic Marketing. 28 (8), pp. 702-726. https://doi.org/10.1080/0965254X.2019.1570315
Price image and the sugrophobia effect on luxury retail purchase intention
Cheah, Jun-Hwa, Waller, David, Thaichon, Park, Ting, Hiram and Lim, Xin-Jean. 2020. "Price image and the sugrophobia effect on luxury retail purchase intention." Journal of Retailing and Consumer Services. 57. https://doi.org/10.1016/j.jretconser.2020.102188
Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb
Thaichon, Park, Surachartkumtonkun, Jiraporn, Singhal, Anubhuti and Alabastro, Artem. 2020. "Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 30 (4), pp. 407-422. https://doi.org/10.1080/21639159.2020.1752278
Special issue introduction: online relationship marketing
Thaichon, Park, Brown, James R. and Weaven, Scott. 2020. "Special issue introduction: online relationship marketing." Marketing Intelligence and Planning. 38 (6), pp. 673-675. https://doi.org/10.1108/MIP-09-2020-623
Customer engagement and co-created value in social media
Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2020. "Customer engagement and co-created value in social media." Marketing Intelligence and Planning. 38 (6), pp. 730-744. https://doi.org/10.1108/MIP-04-2019-0218
Online relationship marketing: evolution and theoretical insights into online relationship marketing
Thaichon, Park, Liyanaarachchi, Gajendra, Quach, Sara, Weaven, Scott and Bu, Yi. 2020. "Online relationship marketing: evolution and theoretical insights into online relationship marketing ." Marketing Intelligence and Planning. 38 (6), pp. 676-698. https://doi.org/10.1108/MIP-04-2019-0232
Toward a theory of outside-in marketing: Past, present, and future
Quach, Sara, Thaichon, Park, Lee, Ju-Yeon, Weaven, Scott and Palmatier, Robert W.. 2020. "Toward a theory of outside-in marketing: Past, present, and future ." Industrial Marketing Management. 89, pp. 107-128. https://doi.org/10.1016/j.indmarman.2019.10.016
To donate or to waste it: Understanding posthumous organ donation attitude
Alassaf, Amani, Fry, Marie-Louise and Thaichon, Park. 2020. "To donate or to waste it: Understanding posthumous organ donation attitude." Australasian Marketing Journal. 28 (3), pp. 87-97. https://doi.org/10.1016/j.ausmj.2020.04.001
Examining antecedents of reconciliation following service failure and recovery
Radu, Alexandru, Surachartkumtonkun, Jiraporn, Weaven, Scott and Thaichon, Park. 2020. "Examining antecedents of reconciliation following service failure and recovery ." Journal of Strategic Marketing. 28 (5), pp. 417-433. https://doi.org/10.1080/0965254X.2018.1518920
Storytelling, the scale of persuasion and retention: A neuromarketing approach
Hamelin, Nicolas, Thaichon, Park, Abrahams, Christopher, Driver, Nicholas, Lipscombe, Joe and Pillai, Jayarethanam. 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102099
Triadic relationship between customers, service providers and government in a highly regulated industry
Quach, Sara, Thaichon, Park and Hewege, Chandana. 2020. "Triadic relationship between customers, service providers and government in a highly regulated industry ." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102148
Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success
Moudry, Dann Vit and Thaichon, Park. 2020. "Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success ." Journal of Retailing and Consumer Services. 54. https://doi.org/10.1016/j.jretconser.2020.102068
Female franchisees; a lost opportunity for franchising sector growth?
Thaichon, Park, Weaven, Scott, Quach, Sara, Bodey, Kelli, Merrilees, Bill and Frazer, Lorelle. 2020. "Female franchisees; a lost opportunity for franchising sector growth?" Journal of Strategic Marketing. 28 (2), pp. 107-122. https://doi.org/10.1080/0965254X.2018.1482946
B2B purchase engagement: Examining the key drivers and outcomes in professional services
Nyadzayo, Munyaradzi W., Casidy, Riza and Thaichon, Park. 2020. "B2B purchase engagement: Examining the key drivers and outcomes in professional services ." Industrial Marketing Management. 85, pp. 197-208. https://doi.org/10.1016/j.indmarman.2019.11.007
Gratitude in franchisor-franchisee relationships: does personality matter?
Quach, Sara, Weaven, Scott K., Thaichon, Park, Baker, Brent and Edwards, Chase Jeremiah. 2020. "Gratitude in franchisor-franchisee relationships: does personality matter?" European Journal of Marketing. 54 (1), pp. 109-144. https://doi.org/10.1108/EJM-07-2018-0458
A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus
Quach, Sara, Weaven, Scott, Thaichon, Park, Grace, Debra and Frazer, Lorelle. 2020. "A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus." Journal of Business and Industrial Marketing. 35 (1), pp. 116-133. https://doi.org/10.1108/JBIM-07-2018-0210
Consumer behaviour and disposition decisions: The why and how of smartphone disposition
Ting, Hiram, Thaichon, Park, Chuah, Francis and Tan, Sharon Rebecca. 2019. "Consumer behaviour and disposition decisions: The why and how of smartphone disposition." Journal of Retailing and Consumer Services. 51, pp. 212-220. https://doi.org/10.1016/j.jretconser.2019.06.002
The effects of e-commerce on franchising: Practical implications and models
Kremez, Z., Frazer, Lorelle and Thaichon, Park. 2019. "The effects of e-commerce on franchising: Practical implications and models." Australasian Marketing Journal. 27 (3), pp. 158-168. https://doi.org/10.1016/j.ausmj.2019.04.002
Emerging from my youth - intra-cohort segmentation
Pentecost, Robin, Donoghue, Sune and Thaichon, Park. 2019. "Emerging from my youth - intra-cohort segmentation." International Journal of Retail and Distribution Management. 47 (5), pp. 571-588. https://doi.org/10.1108/IJRDM-06-2018-0113
How much effort is enough? Unlocking customer fanaticism in services industries
Quach, Sara, Hewege, Chandana Rathnasiri and Thaichon, Park. 2019. "How much effort is enough? Unlocking customer fanaticism in services industries." Marketing Intelligence and Planning. 37 (3), pp. 325-338. https://doi.org/10.1108/MIP-06-2018-0226
Enhancing client-agency relationship quality in the advertising industry - an application of project management
Levin, Elizabeth, Quach, Thu Nguyen and Thaichon, Park. 2019. "Enhancing client-agency relationship quality in the advertising industry - an application of project management." Journal of Business and Industrial Marketing. 34 (2), pp. 463-473. https://doi.org/10.1108/JBIM-08-2017-0186
The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach
Levin, Elizabeth, Thaichon, Park, Quach, Sara and Lobo, Antonio. 2018. "The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach ." Australasian Marketing Journal. 26 (1), pp. 31-40. https://doi.org/10.1016/j.ausmj.2017.10.002
Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers
Thaichon, Park, Jebarajakirthy, Charles, Tatuu, Puja and Gajbhiyeb, Rahul Gautam. 2018. "Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers ." Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion. 24 (2), pp. 163-176. https://doi.org/10.1080/10454446.2017.1266551
Hybrid sales structures in the age of e-commerce
Thaichon, Park, Surachartkumtonkun, Jiraporn, Quach, Sara, Weaven, Scott and Palmatier, Robert W.. 2018. "Hybrid sales structures in the age of e-commerce." Journal of Personal Selling and Sales Management. 38 (3), pp. 277-302. https://doi.org/10.1080/08853134.2018.1441718
Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market
Quach, Sara and Thaichon, Park. 2018. "Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market ." Marketing Intelligence and Planning. 36 (2), pp. 245-259. https://doi.org/10.1108/MIP-04-2017-0069
From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
Quach, Sara and Thaichon, Park. 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment." Journal of Business Research. 81, pp. 163-172. https://doi.org/10.1016/j.jbusres.2017.06.015
Aesthetic labor and visible diversity: The role in retailing service encounters
Quach, Sara, Jebarajakirthy, Charles and Thaichon, Park. 2017. "Aesthetic labor and visible diversity: The role in retailing service encounters." Journal of Retailing and Consumer Services. 38, pp. 34-43. https://doi.org/10.1016/j.jretconser.2017.05.004
Emotion and advertising effectiveness: A novel facial expression analysis approach
Hamelin, Nicolas, El Moujahid, Othmane and Thaichon, Park. 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach." Journal of Retailing and Consumer Services. 36, pp. 103-111. https://doi.org/10.1016/j.jretconser.2017.01.001
Consumer socialization process: The role of age in children's online shopping behavior
Thaichon, Park. 2017. "Consumer socialization process: The role of age in children's online shopping behavior." Journal of Retailing and Consumer Services. 34, pp. 38-47. https://doi.org/10.1016/j.jretconser.2016.09.007
An analysis of product-place co-branding: the case of Ceylon Tea
Ranasinghe, Wasanee Tharanga, Thaichon, Park and Ranasinghe, Malanee. 2017. "An analysis of product-place co-branding: the case of Ceylon Tea." Asia Pacific Journal of Marketing and Logistics. 29 (1), pp. 200-214. https://doi.org/10.1108/APJML-10-2015-0156
Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms
Thaichon, Park and Quach, Sara. 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms." Journal of Retailing and Consumer Services. 33, pp. 82-91. https://doi.org/10.1016/j.jretconser.2016.08.003
Consumer motives and impact of western media on the Moroccan luxury buyer
Hamelin, Nicolas and Thaichon, Park. 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer ." Journal of Retailing and Consumer Services. 32, pp. 164-170. https://doi.org/10.1016/j.jretconser.2016.06.010
Internet service providers' service quality and its effect on customer loyalty of different usage patterns
Quach, Thu Nguyen, Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns." Journal of Retailing and Consumer Services. 29, pp. 104-113. https://doi.org/10.1016/j.jretconser.2015.11.012
Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context
Jebarajakirthy, Charles and Thaichon, Paramaporn. 2016. "Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context." International Journal of Bank Marketing. 34 (2), pp. 191-215. https://doi.org/10.1108/IJBM-12-2014-0176
The impact of creative competence and project management on longevity of the client-advertising agency relationship
Levin, Elizabeth, Thaichon, Paramaporn and Quach, Thu Nguyen. 2016. "The impact of creative competence and project management on longevity of the client-advertising agency relationship." Journal of Business and Industrial Marketing. 31 (2), pp. 274-286. https://doi.org/10.1108/JBIM-11-2014-0220
Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services
Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services." Asia Pacific Journal of Marketing and Logistics. 28 (1), pp. 141-159. https://doi.org/10.1108/APJML-02-2015-0027
The effects of service quality on internet service provider customers' behaviour A mixed methods study
Quach, Thu Nguyen, Jebarajakirthy, Charles and Thaichon, Park. 2016. "The effects of service quality on internet service provider customers' behaviour A mixed methods study." Asia Pacific Journal of Marketing and Logistics. 28 (3), pp. 435-463. https://doi.org/10.1108/APJML-03-2015-0039
The influence of relationship marketing orientation on brand equity in banks
Yoganathan, Dhanushanthini, Jebarajakirthy, Charles and Thaichon, Paramaporn. 2015. "The influence of relationship marketing orientation on brand equity in banks." Journal of Retailing and Consumer Services. 26, pp. 14-22. https://doi.org/10.1016/j.jretconser.2015.05.006