Journal of Global Scholars of Marketing Science

2007 - 2026

Current editor(s): Seong-Yeon Park

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Volume 36, issue 3, 2026

Privacy and empathy in AI chatbots: A dual-route analysis of cognitive and emotional trust in financial services pp. 343-360

Marius Deilen, María Dolores De-Juan-Vigaray, Peter Runia and María Concepción Parra Meroño

Human versus virtual influencers: The interaction effects of influencer-brand congruence on consumers’ behavioral engagement pp. 361-387

Md Abdul Alim, Sara Quach, Park Thaichon, Scott Weaven and Mai Nguyen

Understanding customer acceptance of AI products: How do AI autonomy and specific self-efficacy affect the acceptance intention? pp. 388-405

Hui Li, Yixuan Ma and Che-Hui Lien

A moderated-moderation model for online purchase behavior: A theory of planned behavior and signaling theory perspective pp. 406-433

Ashok Kumar Patel, Ravindra Patel and Shefali Jaiswal

Influences of coopetition readiness, coopetition oriented mindset, and coopetition on the performance of SMEs pp. 434-452

Woo Young Choi, Miyea Kim and Kyung Hoon Kim

Unlocking the appeal: An empirical study of apparel blind box adoption among Gen Z consumers pp. 453-484

Ting Chi, Olga Tymoshchuk, Joshua Mollel, Yini Chen, Lynnanne Chao and Luorong Shen

The influence of corporate reputation on consumers’ purchase intention in a new energy vehicle product-harm crisis: Moderating effect of product knowledge pp. 485-508

Weiwei Zhu, Xiaoyun Lu, Panpan Huang and Tingting Wu

Nostalgic advertising and consumer–Brand relationships: Revisiting the role of effective communication and sensory experience in the F&B sector pp. 509-552

Khoi Minh Nguyen, Nhu Thi Quynh Ngo and Anh Thi Quynh Ho

Determinants of customer acceptance in AI-powered conversational agents: A systematic literature review and research agenda pp. 553-573

Marius Deilen, María Dolores De-Juan-Vigaray, Peter Runia and María Concepción Parra Meroño

Volume 36, issue 2, 2026

Trust and expertise: How digital immigrants influence sustainable consumer behavior in emerging markets pp. 177-207

Assal Bahrami and Tomas Kincl

Addicted to scrolling: Does short-form video drive your purchases? pp. 208-241

Shikha Gupta, Amit Singh and Anuj Pal Kapoor

Exploring drivers of brand loyalty in luxury e-commerce: The role of AI chatbots pp. 242-264

Sanghee Kim, Tunmin (Catherine) Jai and Hyo Jung (Julie) Chang

Driving towards sustainability: Analyzing the purchase intentions of new energy vehicles among young consumers pp. 265-292

Jing Chen and Anning Wang

Evaluating the efficacy of AI-Generated advertising: A cross-national analysis of customer responses on brand perceptions and customer engagement with evidence from Vietnam and Australia pp. 293-341

Khoi Minh Nguyen, Thong Minh Phan, Y Nhu Nguyen Tran, An Thuy Nguyen, Thi Ly Na Nguyen, Giang Huong Hoang, Thanh Thanh Tran and Ngan Thanh Nguyen

Volume 36, issue 1, 2026

Apologizing for online service failures: How does the use of emojis have an impact on customer forgiveness? pp. 1-33

Jie Cai and Yoonseo Park

Developing the indexical-iconic food authenticity scale pp. 34-52

Sean Lee, Vanessa Quintal and Ian Phau

Trust-building factors of service quality and the impact of trust on commitment and referral intentions for B2B IT service vendors pp. 53-70

Dae Hwan Kwon and Erin Cho

Investigating perceived integrated interaction on e-commerce: How omnichannel experiences drive flow, anticipatory value, trust, and positive WOM pp. 71-108

Akram Harmoni Wiardi, Basu Swastha Dharmmestha and Bernardinus Maria Purwanto

An S–O–R model perspective on e-commerce: Personalization, hedonic motivation, and customer experience driving e-satisfaction and repurchase intention in a developing country pp. 109-140

Thi Cam Le Nguyen, Thi Tra Phuong Nguyen and Adam Voak

Evolution of salesperson motivation research: A bibliometric analysis pp. 141-175

Claire Huiyoung Cha

Volume 35, issue 4, 2025

AI transformation and AI adoption intention in B2B environment pp. 439-457

Dong Hwan Park, Qi Jiang, Eunju Ko, Sang Chul Son and Kyung Hoon Kim

Corporate social responsibility and the socially conscious Vietnamese Gen Z consumer: Prioritizing philanthropy over profits pp. 458-480

The Anh Phan and Thi Thanh Thuy Nguyen

Perceived product attributes towards actual usage of smart jewellery: Extending the UTAUT theory with EFA consumer needs model pp. 481-515

H. A. Dimuthu Maduranga Arachchi and G. D. Samarasinghe

Fashion AI across the value chain: A comprehensive literature review and future agenda pp. 516-538

Neulonbit Oh, Eunju Ko and Minjung Cho

The effect of creative packaging on customers’ purchase intention mediated by customers’ personality traits pp. 539-561

Mohammadjavad Shabankareh, Mohammad Akbarnia, Jahangir Hamzavi, Ali Sarhadi and Ghorban Nahanipour

Brands and retailers as your friends: The impacts of social exclusion, crowding perception, and design density on conspicuous consumption pp. 562-579

Arian Matin, Sopiko Kululashvili, Nia Todua and Tornike Khoshtaria

Impact of personalized marketing communication on brand attitude is mediated by usefulness: Empirical investigation of surrogate shoppers pp. 580-601

Sonia Arora and Anupam Bawa

Sustainable luxury marketing: A systematic review and agenda for future research pp. 602-632

Christine Ye

What is digital advertising literacy? Its components and relationship with advertising effectiveness and personal factors pp. 633-654

Jeong Ah Yoo and Chang-Hoan Cho

Long live the king and luxury shopping! The change of monarch and luxury consumption pp. 655-666

Sona Klucarova

Volume 35, issue 3, 2025

Decisions…decisions: Should cities bring in major sporting events and build new infrastructure? pp. 225-239

Tanner Martin, James Robert Blair and Peter Titlebaum

Testing the assumptions of concert sponsorship: Does the performer impact purchase intentions? pp. 240-259

Sandipan Sen, Sudipto Sarkar, Amy Watson and Jie G. Fowler

No need for a mulligan, this is a gimme: How to increase perceptions of charitability and altruism for a golf technology brand pp. 260-281

Amelia Brooks, Cameron Warren, James Robert Blair and Peter Titlebaum

The effect of message framing and team identification on sport consumption: A regulatory focus perspective pp. 282-297

Skyler King and Ismail Karabas

Unveiling the power of brand equity in sports business: A comprehensive review and pathways for future research pp. 298-325

Jennifer Y. Mak, Dekota Metzler, Gavin Ruth and Nathan Crouch

An investigation of the visual advantage effect on objective decision quality in choice tasks pp. 326-346

Sereikhuoch Eng

Culture or individual difference? The interplay of form design, technological innovation, and culture in the adoption of radically new products pp. 347-366

Sangwon Lee

Left or right? The effect of spatial location of price discount framing on consumers’ responses pp. 367-398

Hui Zeng, Hao Xu, Zhenpeng Yu and Liaogang Hao

Exploring the moderating roles of environmental consciousness, desire to fly, and desire for luxury in “Fly to Nowhere” initiative pp. 399-416

Kong Cheen Lau, Sean Lee and Ian Phau

Effects of mindfulness on perceived climate-friendly food consumption value and AI recommendation pp. 417-437

Juran Kim, Huimin Xu, Seungmook Kang and Juhyun Kim

Volume 35, issue 2, 2025

AI chatbots with visual search: Impact on luxury fashion shopping behavior pp. 99-117

Le Qi, Eunju Ko and Minjung Cho

How gender suggestive tourism brands influence consumers’ purchase intention pp. 118-137

Honglei Liu, Lanqiao Liu, Xiaorong Zhang and Daoming Xu

Social media influencer attributes and purchase of counterfeit fashion goods: Self-determination as a mediator pp. 138-161

Tamil Selvi Renganathan, Mei Teh Goi and Chai Lee Goi

The influences of aura and anthropomorphism of virtual humans on perceived interactivity and purchase intention pp. 162-179

Juran Kim and Joonheui Bae

Impact of the expected B2B internal customer experience on intention to adopt artificial intelligence (AI) pp. 180-196

Dong-Hwan Park, Qi Jiang and Kyung Hoon Kim

How experiential creation drives use experience in the metaverse: Focused on the interaction effect between item popularity and need for uniqueness pp. 197-207

Sung Hun Bae and Joonheui Bae

Opportunity or threat? The effect of implicit belief and uncertainty avoidance on job replacement pp. 208-224

Tam Duc Dinh

Volume 35, issue 1, 2025

Exploring the influence of environmental, utilitarian, and hedonic factors on consumers’ intention to purchase and recommend handicraft products pp. 1-23

Arunava Dalal, Subhajit Bhattacharya and Subrata Chattopadhyay

Impacts of personality traits of sustainability-oriented CEO, perceived environmental friendliness and organizational agility on repurchase intention pp. 24-40

Sang-Chul Son, Soo-Cheol Jeong and Kyung Hoon Kim

Do not buy this! Strategic self-anticonformity as an advertising tool to increase attention and boost purchase intention pp. 41-60

Monika Rawal, Jose L. Saavedra Torres, Ramin Bagherzadeh, Ashok Bhattarai and Ash Zaad

The impact of public self-consciousness on purchase intentions: Roles of self-disclosure and avatar identification pp. 61-75

Thi My Bui, Miyea Kim, Qi Jiang and Kyung Hoon Kim

How perceived brand localness affects purchase intentions: Examining the role of brand authenticity pp. 76-97

Chenyu Zhang and Bangwool Han