Asia Mar J
Introduction
Asia Marketing Journal, 27(1)
POSTING TYPE: TOCs
Editorial
A New Chapter for Asia Marketing Journal
—Woojung Chang, Minki Kim, Jaehoon Lee, and Choongbeom Choi []
Beyond Revenge Spending: Exploring the Role of Loneliness and Online Brand Equity in Sustained Luxury Consumption Among Asian MZ Adults
—Sukyoung Kang and Sanghee Kim []
Illuminating the Pathway from Social Media Marketing Stimuli to Skincare Brand Choice Through Product Effectiveness
—Elfi Elfi, Sabrina O. Sihombing, and Ferdi Antonio []
Detrimental Impact of Waiting on Dining Experiences: Evidence from Online Restaurant Reviews
—Jooa Baek and Yeongbae Choe []
Rethinking Money: How the Backfire Effect Shapes Consumer Reactions to Recommendations
—Hee-Kyung Ahn and Eunkyoung Lee []
Measuring the Effect of a Brand Communication Strategy through Consumer-Generated Content: A Case Study of Telecommunication Services
—Jiwon Baek, HaeJin Seo, and Tae Ho Song []
Exploring the impact of negative brand experiences on consumer emotions and behavior
—Li Mei Liu and Seong Ho Lee []