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p-Index From 2020 - 2025
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All Journal Advances in Global Economics and Business Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific
Xia, Kun Peng
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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From Bean to Brand: Decoding the Mechanisms of Trust and Engagement in Generation Z's Purchase Decisions Xia, Kun Peng; Lee, Yong Yu; Kimberley, Kong Miu Ling; Kong, Mei Yee; Khor, Su Hua; Kong, Jia Xian; A/P Ramachandran, Kirrthana; Kumar, Shravan; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3836

Abstract

Focusing on Generation Z consumers in Malaysia, this study investigates the role of brand awareness in shaping customer loyalty and purchase intention for Starbucks. The research method involved a multi-stage sampling procedure targeting Generation Z consumers in Malaysia (born 1997–2012) with recent Starbucks purchase experiences, using a pretested online survey to collect 101 valid responses from urban centers like Kuala Lumpur, Penang, and Johor Bahru. The results reveal that brand awareness enhances customer loyalty and fosters brand trust development. The brand trust serves as a powerful catalyst for brand engagement and customer loyalty, while brand engagement emerges as a crucial driver of both loyalty formation and purchase intentions. Customer loyalty exhibits a positive influence on purchase intention. These findings advance brand relationship theory by demonstrating the sophisticated pathways through which brand awareness influences behavioral outcomes among Generation Z consumers, highlighting the crucial mediating roles of trust and engagement. This research contributes to brand management literature by offering a nuanced understanding of how brand relationships develop among digital-native consumers while providing practical guidance for companies seeking to strengthen customer relationships in increasingly competitive markets.
Sustainability Meets Strategy: Reaching the Environmentally Aware Consumer in the Fashion Industry Lee, Yong Yu; Xia, Kun Peng; Lean, Peck Kwan; Kong, Yenny; Kwa, Jing Wen; Lai, Pei Shuang; Lai, Yik Theng; A., Stumaker; Ali, Anees Janee; Kee, Daisy Mui Hung
Advances in Global Economics and Business Journal Vol. 6 No. 1 (2025): June 2025
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v6i1.105

Abstract

This study investigates how perceived green product attributes and corporate environmental responsibility influence eco-conscious consumer attitudes, purchase intentions, and customer loyalty, using Uniqlo Malaysia as the research context. Drawing upon social identity theory and the Theory of Planned Behavior, we develop and empirically test a model linking environmental cues to loyalty outcomes. Data from an online survey (N=121) reveal that while both green product attributes and corporate environmental responsibility positively affect eco-conscious consumer attitudes, the latter exerts a stronger influence. Moreover, eco-conscious consumer attitude predicts purchase intention, which in turn drives customer loyalty. These findings highlight the mediating roles of attitude and intention in translating environmental perceptions into enduring loyalty. This study contributes to the green marketing literature by elucidating the mechanisms through which sustainability commitments foster trust and engagement. It also provides managerial insights, suggesting that genuine corporate-level environmental actions and transparent communication enhance brand credibility and long-term loyalty.
Beauty Beyond Products: Exploring the Drivers of Customer Satisfaction in Malaysia’s Leading Health and Beauty Retailer Lee, Yong Yu; Xia, Kun Peng; Lee, Shi Ying; Lee, Che Ying; Lee, Huey Shan; Lee, Wei Yin; Lee, Yan Lin; Kumaran B, Varun; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4213

Abstract

Drawing on service-dominant logic and the framework of stimulus-organism-response, our study investigates the mechanisms through which service attributes influence customer satisfaction in health and beauty retail. Analysis of survey data from 99 Watsons Malaysia customers reveals that staff behavior directly influences both perceived service quality and customer satisfaction, while service accessibility shapes satisfaction primarily through customer emotional responses and perceived service quality. The findings demonstrate the distinct pathways through which different service attributes contribute to satisfaction outcomes, with both cognitive and emotional responses playing crucial mediating roles. This study advances service management theory by illuminating the complex mechanisms underlying customer satisfaction formation and provides practical guidance for retail managers in designing effective service improvement initiatives. The results highlight the importance of considering both direct and indirect pathways when developing service enhancement strategies in health and beauty retail contexts.
Co-Authors A., Stumaker A/P Ramachandran, Kirrthana Ali, Anees Janee Kee, Daisy Mui Hung Khor, Su Hua Kimberley, Kong Miu Ling Kong, Jia Xian Kong, Mei Yee Kong, Yenny Kumar, Shravan Kumaran B, Varun Kwa, Jing Wen Lai, Pei Shuang Lai, Yik Theng Lean, Peck Kwan Lee, Che Ying Lee, Huey Shan Lee, Shi Ying Lee, Wei Yin Lee, Yan Lin Lee, Yong Yu