BHMS4543 Integrated Study (Marketing)

WORKSHOP #2

27 January 2023

Dr Calvin Cheng
Email: calvin.cheng@cpce-polyu.edu.hk

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 Workshop for
Searching of Study Topics

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Useful Journals (More can be found…)
• Journal of Marketing
• Journal of Marketing Management
• Journal of Marketing Communications
• Journal of Marketing Channels
• Journal of Marketing Research
• Journal of Business Research
• Asia Pacific International Journal of Marketing
• International Journal of Marketing Studies
• International Journal of Marketing and Distribution
• European Journal of Marketing
• Journal of Product and Brand Management
• Journal of Global Fashion Marketing
• Sustainability
• International Journal of Consumer Studies
• Journal of Computer Information Systems
• International Journal of Retail and Distribution Management
• Journal of Consumer Marketing

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Examples of Titles - Marketing
• The effect of social media advertising on purchase intention in cosmetics
products for Hong Kong females
• Factors Influencing Hong Kong Internet Users’ Intention to Use Facebook
through Technology Acceptance Model
• Predicting usage intention of Social Networking Web sites - The roles of
personality traits, motivation, and innovation characteristics
• To investigate how social media can be used as a tool for beauty brands to
influence the Generation Y (Gen-Y) customers’ purchase
• Driving customer engagement through social media: A study on cosmetic industry
• How can Green Marketing contribute to brand equity: A study on sport business
• The importance of customization elements in buying behavior: from studying
high-end product look into future marketing trend
• Moment of truth: Do organic food's claim have influential effect towards
behavior intention and actual purchase?

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Service Quality (SERVQUAL) – Experts
• Parasuraman, A., Berry, L.L., & Zeithaml, V.A. (1991). Refinement and
reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.

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Service quality – Modified version
• Ali, M. & Raza, S.A. (2017).Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management and Business
Excellence, 28(5-6), 559-577.

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Technology Acceptance Model (TAM) -
Expert

• Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology:
A comparison of two theoretical models. Management Science, 35(8), 982-1003.

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Social media adoption
• Qalati, S.A., Yuan, L.W., Khan, M.A.S., & Anwar, R. (2021). A mediated model on the
adoption of social media and SMEs’ performance in developing countries. Technology
in Society, 64, Article 101513.

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Environmental knowledge, attitude
• Taufique, K.M.R., Siwar, C., Chamhuri, N., & Sarah, F.H. (2016).
Integrating general environmental knowledge and eco-label
knowledge in understanding ecologically conscious consumer
behavior, Procedia Economics and Finance, 37, 39-45.

Fig a. Hypothesized model of knowledge, attitudes, and behavior

Brand experience
• Ly, P.T.M. & Loc, L.T. (2017). The relationship between brand experience,
brand personality and customer loyalty. International Journal of Business
and Economics, 16(2), 109-126.

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Luxury consumption
• Madhavaiah, C. & Shilpa, V. (2016). Luxury consumption in India:-Connecting Consumer
perception
of luxury Fashionbrands and Purchase Intention. Journal of Marketing and Communication., May-
Aug, 31-40.

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Customer engagement
• Chiang, C.T., Wei, C.F., Parker, K.R., & Davey, B. (2017). Exploring the drivers of
customer engagement behaviours in social network brand communities: towards a
customer learning model. Journal of Marketing Management, 33(17-18), 1443-1464.

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Examples of theoretical models
Cause-brand fit model

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 Examples of theoretical models
Mehrabian A, & Russell JA. (1974). An approach to environmental
psychology. Cambridge, MIT Press.
Applied on the original SOR
model on different contexts.
ulus Organism Response (SOR) model
“ Mehrabian and Russell (1974) posited that environmental stimuli
influence an individual's emotional state, which in turn affects approach or
avoidance responses.
In their stimulus–organism–response model, the stimuli are external to the
person and consist of various elements of physical atmosphere (Bagozzi,
1986).
The organism refers to internal processes and structures intervening
between stimuli external to the person and the final actions or responses
(Bagozzi, 1986). This implies that the effect of atmosphere (the stimulus)
on consumer behavior is mediated by the consumer's emotional state.
According to Mehrabian and Russell (1974), emotional states fall into three
basic domains: pleasure, arousal, and dominance. Dominance, however,
has been shown to have a non-significant effect on behavior (Donovan and
Rossiter, 1982; Donovan et al., 1994; Russell and Pratt, 1980).
In addition, responses to an environment can be classified as approach or
avoidance behavior: approach includes a desire to stay, to look around and
explore the environment, and to communicate with others in the
environment, whereas avoidance is comprised of the opposite behaviors
(Mehrabian and Russell, 1974).” Quoted from Jang and Namkung (2009)
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Applied on the original SOR model on different contexts.

Stimulus Organism Response (SOR) model

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Leung, W. K. S., Cheung, M. L.,
同步性
Chang, M. K., Shi, S., Tse, S. Y., &
Yusrini, L. (2022). The role of
virtual reality interactivity in
building tourists’ memorable
experiences and post-adoption
intentions in the COVID-19 era.
Journal of Hospitality and Tourism
Technology, 13(3), 481–499.
https://doi.org/10.1108/JHTT-03-
2021-0088

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CSR, branding
• Cambra-Fierro, J.J., Flores-Hernández, J.A., Pérez, L., & Valera-Blane, G. (2020).
CSR and branding in emerging economies: The effect of incomes and education.
Corporate Social Responsibility Environmental Management, 27(6), 2765-2776

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 European Customer Satisfaction Index (ECSI) model

Examples of theoretical models

– Quite challenging
 consider if you can handle
complex models
Using Electronic Resources
in CPCE Libraries
http://lib.cpce-polyu.edu.hk/

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Electronic Resources

Click the hyperlink to access the

e-resources in CPCE Libraries

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Electronic Resources – by Subject
 Databases can be classified by subject

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Electronic Resources
Databases A – Z

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• Search by Databases
– ABI/INFORM Collection (ProQuest),
– Academic Search Premier (EBSCOhost),
– Emerald Insight, or
– JSTOR

Scroll down to find

"Emerald Insight“ or click E

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Emerald insight  Advanced search

Search keywords, e.g.

brand, social media

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Click and view the selected
journal article in pdf format

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 Article
title
Author names

Qualitative Marketing
Research: An
International Journal
Vol.22 No. 1, 2019
pp. 5-13

Journal name

Volume, Issue
Year, pages 26
Searching Journal Articles in
CPCE Library Homepage

http://lib.cpce-polyu.edu.hk/
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Example of Reference List
 Abel, A. B., Bernanke, B.S., & Croushore, D.
(2011). Macroeconomics (7th ed.). Boston, MA :
Addison-Wesley.
 Burgess, A.J., Wilkie, D.C.H., & Dolan, R. (2021).
Towards successful diversity initiatives: The
importance of building audience connectedness.
Journal of Marketing Management, 37 (1/2), 144-
161.

If you see volume, issue number and page number, most likely
it’s a journal article, search by journal title in the library
catalogue.

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Click on “Title", then enter the Journal
Title (Journal of Marketing Management).

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Go down the list to look for
2021, Volume 37, Issue 1/2

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Citation

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 Searching Journal Articles in
PolyU Pao Yue-kong Library Homepage

[Access to e-resources can only be through our

desktop computers in the PolyU Library. ]

http://www.lib.polyu.edu.hk/
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Click on "Books & Media+", then enter the
Journal Title (Journal of Marketing
Management).

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Scroll down and click the hyperlink to access
the e-version if available (Online access).

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Go down the list to look for
2021, Volume 37, Issue 1/2

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Accessing Databases in PolyU Library
Homepage

[Access to e-resources at PolyU library can

only be through our desktop computers in the
PolyU Library. ]

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 1

3• Choose database:
• ABI/INFORM Collection
(via ProQuest),
• Business Source Complete
(via EbscoHost),
2 • Emerald Insight,
• ScienceDirect
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Using Google Scholar @ PolyU

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Choose Google Scholar @ PolyU

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 Copy and paste the
reference information
Please check from
the original article
for the details.

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 Any missing details?
Hou, Y., Xiong, D., Jiang, T., Song, L., & Wang, Q.
(2019). Social media addiction: Its impact, mediation,
and intervention. Cyberpsychology: Journal of
psychosocial research on cyberspace, 13(1).

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Complete this & let your workshop lecturer check & sign before you leave the workshop

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