Factors Affecting Purchase Intention of University Licensed Apparel

University-manufacturer partnerships, through trademark licensing, bring significant benefits to a university. The retail market for university/college-licensed merchandise was 4.3 billion US dollars in 2008, and among all university-licensed merchandise, apparel is the biggest seller accounting for 60% of the market (Reuters, 2009). Current university trademark licensing literature is limited, and very few studies have been done exploring consumer motivation to purchase university-licensed merchandise, resulting in a lack of knowledge in developing key marketing strategies to increase purchases. Therefore, this study attempted to fill the void in the literature by exploring the factors that may influence the purchase intention of university-licensed apparel among college students

An Exploratory Study of the Otaku Adolescent Consumer

牛涵錚100學年度升等代表著作[[abstract]]High accessibility to Internet technology and popularization of focus media has given rise to various emerging subcultures among the younger generation who constantly seek novelty. The otaku is such an adolescent subculture of avid collectors who have a special lifestyle and who are obsessed with anime products. This study explores this specific adolescent segment's traits and purchasing behavior patterns. A focus-group interview was conducted with some adolescent otaku to allow them to express their opinions and purchasing behaviors. Then, a questionnaire was developed based on the interview's findings, and data from a survey of 105 respondents were collected. Exploratory factor analysis was applied to extract the otaku's trait factors, while confirmatory factor analysis and structural equation modeling were used for the verification of the scale and structural model, respectively. The results show that the adolescent otaku present an obsessive preference for visual perception. The main factor influencing the otaku's purchasing intentions in terms of animation, comics, and games (ACG) is their strong interest in and participation willingness toward ACG. Strategic marketing directions applied to this adolescent group should emphasize information visualization to entice their buying behavior.[[journaltype]]國外[[incitationindex]]SSCI[[ispeerreviewed]]Y[[booktype]]紙本[[booktype]]電子版[[countrycodes]]US

Meta-Analysis of the Alzheimer\u27s Disease Human Brain Transcriptome and Functional Dissection in Mouse Models.

We present a consensus atlas of the human brain transcriptome in Alzheimer\u27s disease (AD), based on meta-analysis of differential gene expression in 2,114 postmortem samples. We discover 30 brain coexpression modules from seven regions as the major source of AD transcriptional perturbations. We next examine overlap with 251 brain differentially expressed gene sets from mouse models of AD and other neurodegenerative disorders. Human-mouse overlaps highlight responses to amyloid versus tau pathology and reveal age- and sex-dependent expression signatures for disease progression. Human coexpression modules enriched for neuronal and/or microglial genes broadly overlap with mouse models of AD, Huntington\u27s disease, amyotrophic lateral sclerosis, and aging. Other human coexpression modules, including those implicated in proteostasis, are not activated in AD models but rather following other, unexpected genetic manipulations. Our results comprise a cross-species resource, highlighting transcriptional networks altered by human brain pathophysiology and identifying correspondences with mouse models for AD preclinical studies

Gender effects on consumers’ symbolic and hedonic preferences and actual clothing consumption in the Czech Republic

During the last decade or so consumer products have become more divided by gender than ever before. These changes in marketing practices are likely to introduce, alter or increase any existing gender differences regarding consumers’ product preferences and actual consumption. This is a very timely study examining how gender relates to consumers’ interest in clothing artefacts and their preferences for the self- and social-symbolic and hedonic meanings of clothing. The influence of gender on actual purchase behaviour towards clothing is also explored. The proposed hypotheses are tested on a large-scale sample of some 1,000+ respondents drawn in the Czech Republic. Using analysis of variance tests, gender differences were found with regard to all but one consumer behaviour phenomenon. No gender effect was found only regarding consumer preference for clothing affiliation symbolism. The study contributes to the theoretical development and empirical evidence in the field of gendered symbolic and hedonic consumption of clothing artefacts. Its findings also suggest possible actions by fashion marketers, as well as some interesting venues for future research

Adolescent perceptions of parent and peer influences on teen purchase: An application of social power theory

This study evaluates parental and peer influences on teen purchase decisions by applying social power theory, which has not been examined in the teen context. The conceptual model examines how family socialization practices might impact teens' perceptions of social power influences from parents and peers. For example, family communication environment may promote teens' reliance on particular bases of social power influence. This study also examines the relationship between the bases of perceived social power and the purchase of different types of products (e.g., luxury/necessity, public/private). Results are generally consistent with predictions, demonstrating that teens from high socio-oriented communication environments are subject to greater perceived peer reward/coercive and referent power, whereas teens from high concept-oriented communication environments perceive greater parental expert and legitimate power. Finally, perceived bases of social power influence differ depending on the type of product purchased. Interpretation of findings and implications are discussed.Teen Purchase Social Influence Parent Peer

Do Consumer\u27s Forgive? A Study of Animosity in the MENA Region

The purpose of this study is to extend the animosity model by examining the internal motivations of consumer animosity and their effects on willingness to buy. In particular, this research focuses on studying the model of consumer animosity in a new context. The Iraqi war that started in 2003 and the Israeli-Lebanese war in 2006 created tension in the Middle East and North Africa (MENA region) toward the United States. It is within this context that we examined whether individuals’ animosity affects willingness to buy American products in two countries of that region (Lebanon and Tunisia). Specifically, are consumers’ internal motivations behind refusing to buy American products just to express anger, or to “punish” the United States and its companies, or to enhance self-image by rejecting American goods? To examine these issues, a structural equation model was developed and tested cross-nationally in both Tunisia (N = 164) and Lebanon (N = 300). Results suggest that consumers’ internal motivations to avoid purchasing American products are very different from each other. In particular, even though both countries seem similar culturally, results show that consumers in Tunisia and Lebanon have very different perceived motivations behind their animosity toward the United States, which in turn, differentially affect their willingness to buy American products

Reciprocal Influences and Effects of Viral NWOM Campaigns in Social Media

Negative perceptions of United Airlines’ corporate reputation increased 500% after an event regarding the forcible removal of a ticketed passenger in April 2017, a video that became viral and traveled the world first-class through social media. This study explores the way consumers interact online during a significant negative word-of-mouth social media event for a service company. It analyzes how different negative word-of-mouth events interact and affect each other regarding social media and the public’s attention. The paper then focuses on the long-term relationship between negative word-of-mouth and fluctuations in the stock market price. Results show the reciprocal influence effect between social media NWOM events promoted by consumers, and the effect that informational social influence has on the development of negative social media firestorms for a service. Findings also emphasize consumer focus on comparing negative experiences and events between brands, including those competing in the marketplace. This study can contribute to the word-of-mouth literature by providing a more precise picture regarding consumers’ reaction to adverse brand events for a service as opposed to a product, and their responses in social media