Isaac Cheah

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David Berliner

Université libre de Bruxelles

David Seamon

Kansas State University

Göran Bolin

Södertörn University

Rohit V Kumar

International Management Institute, Bhubaneswar

DR. RAKESH KUMAR

University of Delhi

Ekaterina Kalinina

Södertörn University

Takeshi Morisato

University of Edinburgh

David Gray

Macquarie University

David Chai

The Chinese University of Hong Kong

Hương Đỗ Thị Lan

Hanoi University of Business and Technology

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Papers by Isaac Cheah

Drivers, Barriers, and Attitudes in Reducing Meat Consumption--Model

PsycTESTS Dataset, 2020

A cross cultural comparison between Chinese international and Australian domestic visitors on evaluation of luxury seaplane services

Tourism Recreation Research, 2022

This research examines the effect of perceived luxury and novelty on tourists&#39; evaluation... more This research examines the effect of perceived luxury and novelty on tourists&#39; evaluation of and behavioural intention toward luxury seaplane services, in particular, the moderating role of selfand other-directedness. Data were collected via a self-administered online survey questionnaire and involved Australian and Chinese respondents who intend to visit Western Australia. Findings indicate that consumers&#39; perceived luxury and novelty of the service influence service evaluation, where Australian respondents showed stronger intention to experience the luxury seaplane services than Chinese respondents. Furthermore, Australian (Chinese) consumers&#39; perceived self-directedness (other-directedness) enhanced their positive relationship between perceived luxury (novelty of the service) and service evaluation. This study contributes to the body of knowledge by demonstrating that self-and other-directedness may serve as a mechanism that underlies the cultural differences in the motivation, perception, and intention toward luxury services in the tourism recreation context.

Exploring the influence of novelty and authenticity in wine consumption: the moderating effect of regionality and price

International Journal of Wine Business Research, 2020

Purpose The consumption of wine is influenced by seemingly contradictory antecedents such as perc... more Purpose The consumption of wine is influenced by seemingly contradictory antecedents such as perceived authenticity and novelty. This paper aims to explore the influence novelty and authenticity have on wine consumption, in the context of the moderating variables of regionality (i.e. single and multi-region wines) and price (low and high). The research attempts to further understand wine consumption by establishing a conceptual model built on existing wine literature. Design/methodology/approach To address the hypotheses and research questions, a panel of 658 consumers who regularly purchased wines produced by the Australian wine industry were recruited. These participants completed a self-administered questionnaire containing stimuli to measure perceived authenticity, perceived novelty, perceived quality, attitudes and purchase intent towards a wine manipulated to have a low vs high price level, as well as single vs multi-regional label. To examine these variables, the study conduc...

Shelf-based scarcity as a cue of luxuriousness: an application of psychophysiology

European Journal of Marketing, 2020

Purpose The purpose of this paper is to examine the perception of luxuriousness as a novel underl... more Purpose The purpose of this paper is to examine the perception of luxuriousness as a novel underlying mechanism of the shelf-based scarcity effect by using both psychophysiological measures (Study 1) and self-reported measures (Study 2). Design/methodology/approach Two within-subject experimental designs were conducted to examine the effects of low, medium and high stock depletion levels (i.e. shelf-based scarcity) on consumer responses. In Study 1, facial expression analysis was used to examine consumers’ liking, and left frontal asymmetry brainwaves were used to examine consumers’ approach motivation as a proxy for purchase intention. Study 2 extended the findings with self-reported measures. Findings In Study 1, perceived product luxuriousness was found to underlie the shelf-based scarcity effect on facial expressions and left frontal asymmetry brainwaves after controlling for other previously proposed mediators (i.e. product popularity and quality). The shelf-based scarcity effe...

Australian ’ S Motivations for Limiting Meat Consmption

The aim of this paper is to identify predictors of meat consumption and the intention to reduce i... more The aim of this paper is to identify predictors of meat consumption and the intention to reduce it. Meat consumption is one of the major contributors to human made environmental destruction including climate change, biodiversity loss or water and air pollution and at the same time under volitional control meat consumption is an interesting target for interventions. A research model is developed together with an agenda of three hypotheses. The hypotheses will be tested using SPSS statistical software and structural equation modelling techniques. The main contributions of the proposed research are also delineated.

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Innovative research methodologies in marketing research

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Consumer attitude and intention toward ridesharing

Journal of Strategic Marketing, 2020

ABSTRACT This paper aims to examine the factors affecting consumer’s intention to participate in ... more ABSTRACT This paper aims to examine the factors affecting consumer’s intention to participate in the sharing economy in particular toward ridesharing services. Data were collected from UberX users in Australia (n = 278) and New Zealand (n = 295) using online survey and analysed through Structural Equation Modelling in AMOS 25. The research model is tested and compared across three studies. The results show that perceived usefulness and word-of-mouth significantly influence the consumers’ attitude toward ridesharing. The results across two samples show that the positive relationship between perceived usefulness as well as word of mouth and attitude toward service innovation is moderated by the consumers’ attitude toward the advertising. In addition, currently the ridesharing application ridesharing requires more effort from the users, especially those who have a lower self-efficacy or are risk adverse towards using this type of service innovation. This paper suggests ridesharing services utilise the power of the word of mouth and peer recommendations in the brand’s promotional strategies. Furthermore, personalised e-guides and instructions can form part of the service user interface which would help curb the negative perception around app usage and complexity, and thus increase consumer confidence.

Exploring the Dispositions of Nostalgia

Global Fashion Management Conference, 2018

Drivers and barriers toward reducing meat consumption

Appetite, 2020

This is a PDF file of an article that has undergone enhancements after acceptance, such as the ad... more This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will undergo additional copyediting, typesetting and review before it is published in its final form, but we are providing this version to give early visibility of the article. Please note that, during the production process, errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.

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Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands

Psychology & Marketing, 2018

This study examines the influence of idol attachment and consumer fanaticism on consumers' attitu... more This study examines the influence of idol attachment and consumer fanaticism on consumers' attitude toward celebrity product placement of luxury fashion brands in Korean television dramas. A 2 × 2 research design was used to examine two different product categories (fashion apparel vs. fashion accessories) and two celebrities (Kim Soo Hyun vs. Jun Ji-Hyun). Respondents were screened and limited to those who were aware of the Korean television drama My Love from the Star. The findings show that the gender of celebrity and the category of product placement have differential impacts on viewers or fans' attitudes and intention toward the product placement. K E Y W O R D S fanaticism, idol attachment, Korean wave (Hallyu), luxury brand, product placement 1 | INTRODUCTION The term "Korean Wave," also 'known as Hanryu or Hallyu, refers to the popularity of South Korean popular culture, largely visible via numerous cultural items that are produced, communicated, and simultaneously consumed (Chung & Cho, 2017; Hong & Kim, 2013; Ko, Kim, & Lee, 2009). Korean television dramas have become the most profitable Korean pop culture export, enthralling all types of fanaticalness of audiences and fans, young and old, men and women, and rich and poor (Park, 2014). The popularity of Korean television serials among consumers are often attributed to the uniquely Korean penchant for presenting stories that blend "traditional values of Confucianism with Western materialism and individualism" (Chung & Cho, 2017). The popularity of Korean TV dramas is elevating a higher level of interest in a wide range of fields, such as music, film, food, fashion, and other culturally inspired products shown in the TV programs

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Preference for Australian premium wines in China

Food, Wine and China

The Advertising Appeal of Genuinuity

Global Fashion Management Conference, 2017

Modelling effects of consumer animosity: Consumers' willingness to buy foreign and hybrid products

Journal of Retailing and Consumer Services, 2016

Abstract This study aims to examine the effects of animosity on consumers’ willingness to buy hyb... more Abstract This study aims to examine the effects of animosity on consumers’ willingness to buy hybrid products i.e. products that involve affiliations of two or more countries (such as branded in Japan but made in China). While consumers’ reluctance to purchase foreign products from countries that they have animosity towards is clearly evident in the current literature, little is known about consumers’ attitudes towards hybrid products. As such, the study introduces this new construct (i.e. willingness to buy hybrid products) to the animosity model to determine if animositic consumers would be more receptive or willing to accept hybrid products where the animistic tendencies towards foreign countries in question can be negated by the products’ domestic affiliations. To conduct this investigation, the study is undertaken in China where the Chinese consumers’ animosity towards the Japanese was examined. The data with a usable sample size of 435 were collected in the Chinese city of Nanjing. The findings of the study revealed that the high level of animosity present against the Japanese resulted in the Chinese consumers’ unwillingness to buy Japanese products. More importantly, results showed that the Chinese consumers are not any more receptive to hybrid products as such domestic affiliations have not diluted the animosity. Consistent with the literature, the study has also validated that Consumer Animosity to be a higher-order construct indicated by war and economic animosity. Under the conditions of extreme animosity, Consumer Ethnocentrism does not take a significant role in influencing other constructs in the animosity model.

Conceptualising consumer regiocentrism: Examining consumers' willingness to buy products from their own region

Journal of Retailing and Consumer Services, 2016

The key objective of the study is to address the gaps by building a theoretically based conceptua... more The key objective of the study is to address the gaps by building a theoretically based conceptual model to examine the influence of consumer regiocentrism and its moderators, and community involvement on consumers' willingness to buy products from their own region. A mail survey of 2000 consumers from the Western Australian metropolitan area, supported four of the five proposed hypotheses. The results revealed that consumer regiocentric tendencies and community involvement positively influenced consumers' willingness to buy products from their own region. Community involvement was also found to positively influence consumer regiocentric tendencies. Although perceived product necessity moderated the relationship between consumer regiocentrism and consumers' willingness to buy products from their own region, perceived economic/personal threat did not moderate the relationship between consumer regiocentrism and consumers' willingness to buy products from their own region. The study offers several implications to public policy makers as well as strategic and communication managers of regional products and brands.

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Consumer Economic Nationalistic Tendencies Scale

PsycTESTS Dataset, 2015

Attitudes toward E-deals Questionnaire

PsycTESTS Dataset, 2015

Incorporating the effects of country of ownership: a study of Australian brands

The paper proposes a research framework to study the influence of country of origin cues, consume... more The paper proposes a research framework to study the influence of country of origin cues, consumer economic nationalistic and consumer ethnocentric tendencies toward product judgement of and the willingness to buy Australian brands. Categorization theory, confirmation bias and schema congruity principles form the theoretical bases. Both consumer economic nationalistic and consumer ethnocentric tendencies are separate constructs however are correlated. Symbolic and functional brand concepts are anticipated to reflect consumer schematic tendencies. Consumer knowledge is proposed to moderate the relationship between these cues and consumer's willingness to buy Australian brands. The hypotheses will be tested with structural equation modelling. The main contributions of the proposed research are also delineated.

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Consumers’ Need for Subtle Branding

Global Fashion Management Conference, 2015

This research aims to consider the respective roles of status seeking consumption, interpersonal ... more This research aims to consider the respective roles of status seeking consumption, interpersonal influence and need for uniqueness, and to set these relationships within a broader theoretical context of the literature on the “extended self” and “self-congruity”. Furthermore, “consumer’s need for subtle branding” (e.g. inconspicuousness of a brand’s mark or logo) is proposed to moderate the relationship between these consumer attitudes toward luxury brands and the purchase intention of luxury brands.

Antecedents and outcomes of brand prominence on willingness to buy luxury brands

Journal of Fashion Marketing and Management, 2015

Purpose – The purpose of this paper is to investigate the influence of brand prominence on willin... more Purpose – The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity on willingness to buy luxury brands. Design/methodology/approach – A convenience sampling method was employed. Survey questionnaires were distributed by mall intercept to quasi-random samples in downtown Perth, Western Australia for completion and return. The return yielded 779 usable questionnaires, the data from which were analysed using SPSS 22. Findings – The findings support the influence of brand prominence on purchase intention for luxury brands. It has also been found that social influence has a significant influence on physical vanity and willingness to buy luxury brands. However, some relationships with and isolations from the earlier studies have been identified. Practical implications – This study provides some meaningful insights for mar...

Factors influencing consumers’ attitudes and purchase intentions of e-deals

Marketing Intelligence & Planning, 2015

Purpose – The purpose of this paper is to identify the key antecedents of attitude towards electr... more Purpose – The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically, perceived value and price consciousness will be tested as antecedents of attitudes towards e-deals. Attitudes towards e-deals, subjective norms, and perceived behavioural control are proposed to have strong influences upon purchase intention. The theory of planned behaviour (TPB) provides the theoretical underpinning of the conceptual framework. Design/methodology/approach – Data were collected through convenience sampling. Overall, 611 valid responses of 780 distributed surveys were collected. Only 426 e-deals users were analysed by using structural equation modelling to test the hypotheses. Findings – It is found that perceived value is a strong predictor of attitudes towards e-deals. Another finding also indicates that attitudes towards e-deals and normative influence positively affect consumers’...

Drivers, Barriers, and Attitudes in Reducing Meat Consumption--Model

PsycTESTS Dataset, 2020

A cross cultural comparison between Chinese international and Australian domestic visitors on evaluation of luxury seaplane services

Tourism Recreation Research, 2022