臺灣博碩士論文加值系統

本研究旨在探討稀少性會透過哪些認知因素影響消費者的購買意圖。其中，認知因素包括假設昂貴、知覺品質、知覺價值以及知覺獨特。
本研究以聯名產品代表稀少性進行研究，並構建一個新的研究模型，該模型結合稀少性模型以及以消費者為基礎品牌權益模型。
本研究採用網路問卷收集資料，並透過結構方程模型（SEM）進行資料分析。
本研究收集430份正式資料。學術貢獻的部份，先前的文獻尚未以稀少性對品牌權益之影響進行研究，本研究找出一項新發現: 稀少性會正向影響品牌權益。業界貢獻的部份，我們建議管理者可以採用稀少性策略，以增強消費者對聯名產品品質、價值與獨特性的認知。此外，品質、價值與獨特性，這三項認知因素是消費者購買聯名產品的重要指標，我們建議管理者可以持續地投資以及改善聯名產品的品質、價值與獨特性。

關鍵詞：稀少性、品牌權益、購買意圖、聯名

The purpose of this study is to explore the effects of scarcity on purchase intention through multiple cognitive constructs. The cognitive constructs include assumed expensiveness, perceived quality, perceived value, and perceived uniqueness.
This study selects co-branding products to represent scarcity and constructs the new research model that combines the scarcity research model and the consumer-based brand equity research model.
Web-based questionnaire is conducted in this study. The data are analyzed by structure equation modeling (SEM).
This study collects 430 formal questionnaire. In theoretical findings, the influence of scarcity on brand equity has never been studies before. We find the new relationship that scarcity is positively associated with brand equity. The empirical findings demonstrate managers could adopt scarcity strategies to enhance consumers’ perception of quality, value, and uniqueness on co-branding products. In addition, the quality, value, and uniqueness are the important cognitive indicators of consumers’ purchase intention on co-branding products. This study suggests managers could continue optimizing the quality, value, and uniqueness of co-branding products.

Keywords: scarcity, consumer-based brand equity, purchase intention, co-branding

Content
Chapter 1 Introduction 10
1.1 Research Background and Motivation 10
1.2 Research Aim and Objectives 12
1.3 Research Procedure 13
Chapter 2 Literature Review 14
2.1 Perceived Scarcity 14
2.1.1 Previous studies of Scarcity 16
2.2 Assumed Expensiveness 18
2.3 Consumer-based Brand Equity 19
2.3.1 Perceived Quality 23
2.3.2 Perceived Value 24
2.3.3 Perceived Uniqueness 25
2.3.4 Willingness to Pay a Price Premium 27
2.4 Purchase Intention 27
2.5 Co-branding 28
2.6 Research Model 30
2.7 Research Hypothesis 31
2.7.1 Relationship between Perceived Scarcity and Assumed Expensiveness 31
2.7.2 Relationship between Perceived Scarcity and Perceived Quality 32
2.7.3 Relationship between Perceived Scarcity and Perceived Value 32
2.7.4 Relationship between Perceived Scarcity and Perceived Uniqueness 33
2.7.5 Relationship between Assumed Expensiveness and Perceived Quality 33
2.7.6 Relationship between Assumed Expensiveness and Perceived Value 33
2.7.7 Relationship between Assumed Expensiveness and Perceived Uniqueness 34
2.7.8 Relationship between Perceived Quality and Perceived Value 35
2.7.9 Relationship between Perceived Uniqueness and Perceived Value 35
2.7.10 Relationship between Perceived Quality and Willingness to Pay a Price Premium 36
2.7.11 Relationship between Perceived Value and Willingness to Pay a Price Premium 36
2.7.12 Relationship between Perceived Uniqueness and Willingness to Pay a Price Premium 37
2.7.13 Relationship between Perceived Quality and Purchase Intention 37
2.7.14 Relationship between Perceived Value and Purchase Intention 38
2.7.15 Relationship between Perceived Uniqueness and Purchase Intention 38
2.7.16 Relationship between Willingness to Pay a Price Premium and Purchase Intention 39
Chapter 3 Research Methodology 40
3.1 Data Collection 40
3.1.1 Questionnaire Design 41
3.2 Sampling Strategy 47
3.2.1 Quota Sampling 47
3.2.2 Convenience Sampling 49
3.2.3 Snowball Sampling 49
3.3 Data Analysis 50
3.3.1 Model Testing: Structural Equation Modeling (SEM) 50
3.3.1.1 Measurement Model 51
3.3.1.2 Structural Model 58
3.4 Pilot Test 58
3.4.1 Results of Pilot Test 59
3.4.1.1 Descriptive Statistics Analysis 59
3.4.1.2 Reliability Analysis 60
Chapter 4 Findings 62
4.1 Comparison between the Quota Sampling and the Formal Data 62
4.2 Descriptive Statistic Analysis 64
4.3 Data Screening 66
4.4 Model Testing: Structural Equation Modeling (SEM) 67
4.4.1 Measurement Model 67
4.4.1.1 Reliability Analysis 68
4.4.1.2 Validity Analysis 69
4.4.1.3 Collinearity Analysis 71
4.4.1.4 Goodness of Fit 72
4.4.1.5 Common Method Variance (CMV) Analysis 73
4.4.2 Structural Model 74
4.4.2.1 Model Fit 74
4.4.2.2 Hypothesis Testing of the Research Model 76
4.5 Ad Hoc Analysis 81
4.5.1 Rival Models 81
4.5.2 Comparison of Study Findings between Male and Female 82
Chapter 5 Discussion and Conclusion 84
5.1 Discussion 84
5.2 Conclusion 86
5.2.1 Theoretical Implications 86
5.2.2 Managerial Implications 86
5.3 Evaluation of the Research Objectives 88
5.4 Limitations and Future Research 89
References 91
APPENDIX I Perceived Value 109
APPENDIX II Results of Pilot Test 110
APPENDIX III Pilot Test Questionnaires 111
APPENDIX IV Formal Questionnaires 116

References
Aaker, D. A. (1990). Brand extensions: The good, the bad, the ugly. Sloan Management Review, 31(4), 47-56.
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Ab Hamid, M. R., Sami, W., & Sidek, M. M. (2017). Discriminant validity assessment: Use of Fornell & Larcker criterion versus HTMT criterion. Journal of Physics: Conference Series, 890(1), 012163. IOP Publishing.
Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: Why and how of it. Indian Journal of Medical Specialties, 4(2), 330-333.
Aguirre-Rodriguez, A. (2013). The effect of consumer persuasion knowledge on scarcity appeal persuasiveness. Journal of Advertising, 42(4), 371-379.
Agarwal, M. K., & Rao, V. R. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing Letters, 7(3), 237-247.
Aguirre-Urreta, M. I., & Hu, J. (2019). Detecting common method bias: Performance of the Harman’s single-factor test. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 50(2), 45-70.
Aggrawal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages–A Consumer Competition Perspective. Journal of Advertising, 40(3), 19-30.
Ahmad, T., & Vays, N. (2011). The impulse buying behavior of consumes for the FMCG products in Jodhpur. Australian Journal of Basic and Applied Sciences, 5(11), 1704-1710.
Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-17.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. New Jersey: Prentice Hall.
Allison, P. (1999). Multiple regression: A primer. Thousand Oaks: Pine Forge Press.
Amaldoss, W. & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449-1466.
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9(1), 7–23.
Anselmsson, J., Johansson, U., & Persson, N. (2007). Understanding price premium for grocery products: A conceptual model of customer-based brand equity. Journal of Product & Brand Management, 16(6), 401-414.
Askegaard, S., & Bengtsson, A. (2005). When Hershey met Betty: Love, lust and co-branding. Journal of Product & Brand Management, 14(5), 322–329.
Atlas, M. S., & Snyder, C. R. (1978). The effects of need for uniqueness upon valuation of scarce and non-scarce objects. Unpublished honors thesis at the University of Kansas.
Baker, J. A., Parasuraman, G. D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-46.
Besharat, A. (2010). How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach. Industrial Marketing Management, 39(8), 1240-1249.
Bei, L. T., & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125.
Bengtsson, A., & Servais, P. (2005). Co-branding on industrial markets. Industrial Marketing Management, 34(7), 706-713.
Belsley, D. A., Kuh, E., & Welsch, R. E. (1980). Regression riagnostics: Identifying influential data and sources of collinearity. New York: Wiley.
Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 1-6.
Blain, C., Levy, S. E., & Ritchie, J. R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-338.
Boone, J. M. (1997). Hotel-restaurant co-branding: A preliminary study. Cornell Hotel and Restaurant Administration Quarterly, 38(5), 34-43.
Boksberger, P. E., & Melsen, L. (2011). Perceived value: A critical examination of definitions, concepts and measures for the service industry. Journal of Services Marketing, 25(3), 229-240.
Boulding, W., Karla, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 36(1), 171-186.
Brock, T. C. (1968). Implications of commodity theory for value change. New York: Academic Press.
Brislin, R. W. (1986). The wording and translation of research instruments. Newbury Park, CA: Sage.
Brace, I. (2008). Questionnaire design: How to plan, structure and write survey material for effective market research. London: Kogan Page.
Brannon, L. A., & Brock, T. C. (2001). Limiting time for responding enhances behavior corresponding to the merits of compliance appeals: Refutations of heuristic-cue theory in service and consumer settings. Journal of Consumer Psychology, 10(3), 135-146.
Campbell, D. T., & Fiske, D. (1959). Convergent and discriminant validation by the multitrait–multimethod matrix. Psychological Bulletin, 56(2), 81–105.
Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 116–131.
Carpenter, G. S., Glazer, S. & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: The dependence of irrelevant attributes. Journal of Marketing Research, 31(3), 339-350.
Christou, E. (2003). Guest loyalty likelihood in relation to hotels’ corporate image and reputation: A study of three countries in Europe. Journal of Hospitality & Leisure Marketing, 10(3/4), 85–99.
Chilvers, S. (2012). Shoppers queue through night for H & M Maison Martin Margiela collection. The Guardian.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: an empirical study. Journal of the Academy of Marketing Sciences, 22(1), 16-27.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in E-commerce. A Preliminary Investigation. Psychology & Marketing, 20(4), 323-347.
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan: An empirical study based on the value–intention framework. Internet Research, 17(2), 139–155.
Christodoulides, G., & de Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International Journal of Research in Marketing, 52(1), 43-66.
Chang, J. Y., & Kwon, W. S. (2013). Content analysis of scarcity promotional messages. International Textile and Apparel Association (ITAA) Annual Conference Proceedings. 146.
Chen, H. J., & Sun, T. H. (2014). Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version. Asia Pacific Journal of Marketing and Logistics, 26(2), 232-249.
Choi, J., & Kim, S. (2016). Is the smartwatch an IT product or a fashion product? A study on factors affecting the intention to use smartwatches. Computers in Human Behavior, 63, 777-786.
Chyung, S. Y., Roberts, K., Swanson, I., & Hankinson, A. (2017). Evidence‐based survey design: The use of a midpoint on the Likert scale. Performance Improvement, 56(10), 15-23.
Cialdini, R. B. (1984). Influence: The psychology of persuasion. New York: William Morrow.
Cialdini, R. B. (1985). Influence: Science & practice. Glenview IL: Scott Foresman.
Cialdini, R. B. (1987). Compliance principles of compliance professionals: Psychologists of necessity. Hillsdale, NJ: Erlbaum.
Cooper, D. R., & Emory, C. W. (1995). Business Research Methods (5th ed.). IL: Homewood.
Coley, A. L. (2002). Affective and cognitive processes involved in impulse buying. Unpublished doctoral dissertation, University of Georgia, Georgia.
Combs, J. G., & Ketchen Jr, D. J. (1999). Can capital scarcity help agency theory explain franchising? Revisiting the capital scarcity hypothesis. Academy of Management Journal, 42(2), 196-207.
Cooper, D., & Schindler, P. (2011). Business research methods (11th ed.). McGraw Hill, Boston.
Cobb-Walgren, C. J., Ruble, C. A. & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Davey, A. & Savla, J. (2010). Statistical power analysis with missing data: A structural equation modelling approach. New York: Rouledge Taylor & Francis Group.
Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73−93.
de Chernatony, L. & Segal-Horn, S. (2003). The Criteria for Successful Services Brands. European Journal of Marketing, 37(7/8), 1095-1118.
Desarbo, W. S., Jedidi, K., & Sinha, I. (2001). Customer value analysis in a heterogeneous market. Strategic Management Journal, 22(9), 845-857.
de Ruyter, J. K., Wetzels, M., Lemmink, J., & Mattson, J. (1997). The dynamics of the service delivery process: A value-based approach. International Journal of Research in Marketing, 14(3), 231–243.
Dhar, R. & Sherman, S. J. (1996). The effect of common and unique features in consumer choice. Journal of Consumer Research, 23(3), 193-203.
Dillman, D. (2000). Mail and internet surveys. New York: John Wiley & Sons, Inc.
Dickson, P., and A. G. Sawyer. (1986). Point of purchase behavior and price perceptions of supermarket shoppers. Cambridge, Mass: Marketing Science Institute
Dörnyei, Z. (2003). Questionnaires in second language research. Mahwah, NJ: Lawrence Erlbaum.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12(1), 85-90.
Doty, D. H., & Glick, W. H. (1998). Common methods bias: Does common methods variance really bias results? Organizational Research Methods, 1(4), 374-406.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 18(4), 453-461.
Dyson, P., Farr, A., & Hollis, N. S. (1996). Understanding, measuring, and using brand equity. Journal of Advertising Research, 36(6), 9-22.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33-40.
Eichhorn, B. R. (2014). Common method variance techniques. Cleveland State University, Department of Operations & Supply Chain Management. SAS Institute Inc., Cleveland, OH.
Erevells, S., Roy. A., & Vargo, S. L. (1999). The use of price and warranty cues in product evaluation: A comparison of U.S. and Hong Kong consumers. Journal International Consumer Marketing, 11(3), 67-91.
Erevelles, S., Stevenson, T. H., Srinivasan, S., & Fukawa, N. (2008). An analysis of B2B ingredient co-branding relationships. Industrial Marketing Management, 37(8), 940-952.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Farquhar, P. (1989). Managing Brand Equity. Journal of Advertising Research, 30(4), 7-12.
Falkenberg, A. W. (1996). Marketing and the wealth of firms. Journal of Macromarketing, 16(1), 4-24.
Fan, L., Li, X., & Jiang, Y. (2018). Room for opportunity: Resource scarcity increases attractiveness of range marketing offers. Journal of Consumer Research, 46(1), 82-98.
Finn, R. H. (1972). Effects of some variations in rating scale characteristics on the means and reliabilities of ratings. Educational and Psychological Measurement, 32(2), 255-265.
Fink, A. (2003). How to ask survey questions. Thousand Oaks, CA: Sage.
Finstad, K. (2010). Response interpolation and scale sensitivity: Evidence against 5-point scales. Journal of Usability Studies, 5(3), 104-110.
Fitzsimons, A. (2011). Designer fast-fashion Collabs: Has the Frenzy gone too far. Teen Vogue.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison-Wesley.
Foddy, W. (1993). Constructing questions for interviews and questionnaires. Cambridge, UK: Cambridge University Press.
Fowler Jr, F. J. (2013). Survey research methods (15th ed.). USA: Sage publications.
Fromkin, H. L. (1967). Untitled, unpublished study mentioned in Brock's, implications of commodity theory for value change. New York: Academic Press.
Fromkin, H. L. (1970). Effects of experimentally aroused feelings of undistinctiveness upon valuation of scarce and novel experiences. Journal of Personality and Social Psychology, 16(3), 521-529.
Fromkin, H. L., & Brock, T. C. (1971). A commodity theory analysis of persuasion. Representative Research in Social Psychology, 2(1), 47-57.
Franke, N. and Schreier, M. (2008). Product uniqueness as a driver of customer utility in mass customization. Marketing Letters, 19(2), 93-107.
Galtun, J (1967). Theory and methods of social research. London: George Allen & Unwin Ltd.
Garland, R. (1991). The mid-point on a rating scale: Is it desirable. Marketing Bulletin, 2(1), 66-70.
Gale, B. T. (1994). Managing customer value. New York: The Free Press.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectation, risk perceptions and purchase intentions in the dental industry. The Journal of Service Marketing, 13(1), 59-70.
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45-61.
González, M. E. A., Comesaña, L. R., & Brea, J. A. F. (2007). Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Research, 60(2), 153-160.
Grossman, R. P. (1997). Co-branding in advertising: Developing effective associations. Journal of Product & Brand Management, 6(3), 191-201.
Groth, J. C., & McDaniel, S. W. (1993). The exclusive value principle: The basis for prestige racing. Journal of Consumer Marketing, 10(1), 10-16.
Green, P. E., Tull, D. S., & Albaum, G. (1988). Research for marketing decisions (5th ed.). New Jersey: Prentice Hall.
Grewal, D., Monroe, K., & Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46–59.
Guiltinan, J. P. (1987). The price bundling of services: A normative framework. Journal of Marketing, 51(2), 74-85.
Gupta, S. (2013). The Psychological Effects of Perceived Scarcity in a Retail Setting and its Impact on Consumer Buyer Behavior (Unpublished doctoral dissertation). University of Nebraska-Lincoln.
Gupta, S., & Gentry, J. W. (2016). The behavioral responses to perceived scarcity–the case of fast fashion. The International Review of Retail, Distribution and Consumer Research, 26(3), 260-271.
Haguw, P. N. (1987). The industrial market research handbook (2nd ed.). London: Kogan Page.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). England, Edinburg: Pearson.
Hao, L., Gao, C., & Liu, Z. (2007) Customer-based brand equity and improvement strategy for mobile phone brands: Foreign versus local in the Chinese market. International Management Review, 3(3), 76.
Hansen, S. W., Powers, T. L., & Swan, J. E. (1997). Modeling industrial buyer complaints: Implications for satisfying and saving customers. Journal of Marketing Theory and Practice, 5(4), 12-22.
Heckathorn, D. D. (2011). Comment: Snowball versus respondent-driven sampling. Sociological Methodology, 41(1), 355-366.
Helmig, B., Huber, J. A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359-377.
Hellier, P. K., Guersen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention a genral structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Hjorth-Andersen, C. The concept of quality and the efficiency of markets for consumer products. Journal of Consumer Research, 11(2), 708–718.
Holden, R. B. (2010). Face validity (4th ed.). Hoboken, NJ: Wiley.
Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Lexington, MA: Lexington Books.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Hox, J. J., & Bechger, T. M. (1998). An introduction to structural equation modeling. Family Science Review, 11, 354-373.
Holbrook, A., Cho, Y. I., & Johnson, T. (2006). The impact of question and respondent characteristics on comprehension and mapping difficulties. Public Opinion Quarterly, 70(4), 565–595.
Hu, F., & Chuang, C. H. (2012). A study of the relationship between the value perception and loyalty intention toward an E-retailer website. Journal of Internet Banking & Commerce, 17(1), 1–18.
Hyun, S. S., & Park, S. H. (2016). The antecedents and consequences of travelers' need for uniqueness: An empirical study of restaurant experiences. Asia Pacific Journal of Tourism Research, 21(6), 596-623.
Hyland, M. E., Finnis, S., & Irvine, S. (1991). A scale for assessing quality of life in adult asthma sufferers. Journal of Psychosomatic Research, 35(1), 99-110.
Jacoby, J. & Olson, J. C. (1977). Consumer response to price: An attitudinal, information processing perspective. Chicago: American Marketing Association.
Jaeger, S. R., Cardello, A. V., Jin, D., Hunter, D. C., Roigard, C. M., & Hedderley, D. I. (2017). Product uniqueness: Further exploration and application of a consumer-based methodology. Food Quality and Preference, 60, 59-71.
Jobe, J., & Mingay, D. (1989). Cognitive research improves questionnaires. American Journal of Public Health, 79(8), 1053–1055.
Jonah, B. & Chip, H. (2008). Who drives divergence? Identity signaling, outgroup dissimilarity and the abandonment of cultural tastes. Journal of Personality and Social Psychology, 95(3), 593-607.
Jung, J. M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology and Marketing, 21(9), 739-753.
Kamakura, W. A. & Russell, G. J. (1993). Measuring Brand Value with Scanner Data. International Journal of Research in Marketing, 10(1), 9-22.
Kalra, A. & Goodstein, R. C. (1998). The impact of advertising positioning strategies on consumer price sensitivity. Journal of Marketing Research, 35(2), 210-225.
Kashyap, R. & Bojanic, D. C. (2000). A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of Travel Research, 39(1), 45-51.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity. Englewood Cliffs, New Jersey: Prentice Hall.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson/Prentice Hall, Upper Saddle River, NJ.
Keller, K. L., & Lehmann, D. R. (2003). How do brands create value? Marketing Management, 12(3), 26-26.
Kemp, E., Childers, C. Y., & Williams, K. H. (2012). Place branding: Creating self-brand connections and brand advocacy. Journal of Product & Brand Management, 21(7), 508-515.
Khalifa, A. S. (2004). Customer value: A review of recent literature and an integrative configuration. Management Decision, 42(5), 645-666.
Kirmani, A., & Zeithaml, V. (1993). Advertising, perceived quality, and brand image. Hillsdale, N. J.: L. Erlbaum Associates.
Kim, W. G., Jin-Sun, B., & Kim, H. J. (2008a). Multidimensional customer based brand equity and its consequences in mid-priced hotels. Journal of Hospitality & Tourism Research 32(2), 235–254.
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H. & Kang, S. H. (2008b). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75–82.
Klein, B., & Leffler, K. B. (1981). The role of market forces in assuring contractual performance. Journal of Political Economy, 89(4), 615–641.
Kluge, P., & Fassnacht, M. (2015). Selling luxury goods online: Effects of online accessibility and price display. International Journal of Retail & Distribution Management, 43(10/11), 1065-1082.
Ko, E., Kim, K.H., & Zhang, H. (2008). A cross cultural study of antecedents of purchase intention for sports shoes in Korea and China. Journal of Global Academy of Marketing Science, 18(1), 157-177.
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521-527.
Kulas, J. T., & Stachowski, A. A. (2013). Respondent rationale for neither agreeing nor disagreeing: Person and item contributors to middle category endorsement intent on Likert personality indicators. Journal of Research in Personality, 47(4), 254-262.
Leitch, L. (2017, June 30). Drops, flips, deals, and hype: The scene when Louis Vuitton x Supreme landed in London. VOGUE. Retrieved from https://www.vogue.com/article/louis-vuitton-supreme-pop-up-london
Lehmann, D. R. (1989). Marketing Research and Analysis (3rd ed.). Boston: Irwin.
Levin, A. M., Davis, J. C., & Levin, I. P. (1996). Theoretical and empirical linkages between consumers’ responses to different branding strategies. Advances in Consumer Research, 23(1), 296-300.
Licensing International (2019, June 11). 5 consecutive years of growth! Global retail sales of licensed merchandise and services grew to US$280.3 billion in 2018. Retrieved from https://licensinginternational.org.cn/4108.html.
Likert, R. (1932). A technique for the measurement of attitudes. New York: Archives of Psychology.
Lietz, P. (2010). Research into questionnaire design. International Journal of Market Research, 52(2), 249-272.
Lichtenstein, D. R., & Burton, S. (1989). The relationship between perceived and objective price-quality. Journal of Marketing Research, 26(4), 429-443.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perception and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
Lin, C. H., Wu, P. H., Chuang, S. C., & Kao, D. T. (2007). Price as a quality or sacrifice cue: Role of goal orientation. Asian Journal of Social Psychology, 10(3), 179-187.
Lovelock, C. (1991). Services marketing: Text, cases and readings. Englewood Cliffs. NJ: Prentice-Hall.
Lutz, R. (1986). Quality is as quality does: An attitudinal perspective on consumer quality judgments. Cambridge, MA: the Marketing Science Institute.
Luck, D. J., & Rubin, R. S. (1987). Marketing research (7th ed.). New Jersey: Prentice Hall.
Lu, H. P., & Hsiao, K. L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150–157.
Luo, X., Lu, X., & Li, J. (2019). When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization. Information Systems Research, 30(4), 1203-1227.
Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness? Journal of Economic Psychology, 10(2), 257-274.
Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43-57.
Lynn, M. (1992). The psychology of unavailability: Explaining scarcity and cost effects on value. Basic and Applied Social Psychology, 13(1), 3-7.
Lynn, M. (1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic and Applied Social Psychology, 13(1), 67-78.
Lynn, M., & Bogert, P. (1996). The effect of scarcity on anticipated price appreciation. Journal of Applied Social Psychology, 26(22), 1978-1984.
Maynes, E. S. (1976). The concept and measurement of product quality. Household Production and Consumption, 40(5), 529-559.
Manson, R. S. (1981). Conspicuous consumption. New York: St. Martin’s Press.
Manson, R. S. (1992). Modelling the demand for status goods. Working paper, Department of Business and Management Studies, University of Salford, UK.
Martin, E. (2002). The effects of questionnaire design and reporting of detailed Hispanic origin in census 2000 mail questionnaires. Public Opinion Quarterly, 66(4), 582–593.
Malhotra, N. K. (2006). Questionnaire design and scale development. The handbook of marketing research: Uses, misuses, and future advances, 83-94.
Mattila, A. S., & O’Neill, J. W. (2003). Relationships between hotel room pricing, occupancy, and guest satisfaction: A longitudinal case of a midscale hotel in the United States. Journal of Hospitality & Tourism Research, 27(3), 328-341.
MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542-555.
McConnell, J. D. (1968b). The development of brand loyalty: An experimental study. Journal of Marketing Research, 5(1), 13-19.
Mizik, N. (2014). Assessing the total financial performance impact of brand equity with limited time-series data. Journal of Marketing Research, 51(6), 691–706.
Miyazaki, A. D., Rodriguez, A. A., & Langenderfer, J. (2009). Price, scarcity, and consumer willingness to purchase pirated media products. Journal of Public Policy & Marketing, 28(1), 71-84.
Monroe, K. B. (1977). Objective and subjective contextual influences on price perceptions. New York: North Holland Publishing Company.
Monroe, K. B. (1990). Pricing: making profitable decisions (2nd ed.). New York: McGraw-Hill Book Company.
Monroe, K. B., & Krishnan, R. (1985). The Effect of Price on Subjective Product Evaluations in Perceived Quality. MA: Lexington.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328
Moore, E. S., Wilkie, W. L., & Lutz, R. J. (2002). Passing the torch: Intergenerational influences as a source of brand equity. Journal of Marketing, 66(2), 17–37.
Mukherjee, A., & Lee, S. Y. (2016). Scarcity appeals in advertising: The moderating role of expectation of scarcity. Journal of Advertising, 45(2), 256-268.
Nazlan, N. H., Tanford, S., Raab, C., & Choi, C. (2018). The influence of scarcity cues and price bundling on menu item selection. Journal of Foodservice Business Research, 21(4), 420-439.
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Norris, D. G. (1992). Ingredient branding: A strategy option with multiple beneficiaries. The Journal of Consumer Marketing, 9(3), 19-31.
Nunnally, J. C. (1970). Psychometric theory. New York: Tata McGraw-Hill Education.
Nunally, J. C. (1978). Psychometric theory. New York: McGraw-hill.
Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82.
Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality and Tourism Research, 24(2), 136–162.
Oh, H., & Jeong, M. (2004). An extended process of value judgment. International Journal of Hospitality Management, 23(4), 343–362.
Olson, J. C. (1977). Price as an informational cue: Effects on product evaluations. New York: North Holland Publishing Company.
Olshavsky, R. W. (1985). Perceived quality in consumer decision making: An integrated theoretical perspective. MA: Lexington Books.
Olaru, D., Purchase, S., & Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing, 23(8), 554-565.
Oppenheim, A. N. (1966). Questionnaire design and attitude measurement. London: Heinemann.
Oruc, R. (2015). The effects of product scarcity on consumer behavior: A meta-analysis. (Unpublished doctoral dissertation). Europa-Universität Viadrina Frankfurt.
Öztürk, F., & Akdeniz, F. (2000). Ill-conditioning and multicollinearity. Linear Algebra and Its Applications, 321(1), 295–305.
Pallant, J. (2010). SPSS survival manual: A step by step guide to data analysis using SPSS (4th e.d.). Maidenhead: Open University Press/McGrawHill.
Parker, J. R., & Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87(2), 142-155.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain. Journal of the Academy of Marketing Science, 28(1), 168–174.
Park, C. W, Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
Parasuraman, A., Zeithaml, V., & Berry, L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143-154.
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794-803.
Petrick, J. F. (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43(1), 29-38.
Petty, R. E, Briñol, P., Loersch, C., & McCaslin, M. J. (2009). The need for cognition. New York, NY: Guilford Press.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
Purdey, B. (2013). Occupant stimulus response workplace productivity and the vexed question of a measurement. Workplace Productivity, 31(11), 505-520.
Ramsay, J.O. (1973). The effect of number of categories in rating scales on precision of estimation of scale values. Psychometrika, 38, 513–532.
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name buyers perceptions of product quality: An integrative review. Journal of Marketing Research, 26(3), 351-357.
Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(2), 87-97.
Rajendran, K. N., & Hariharan, H. S. (1996). Understanding value: The role of consumer preferences. Journal of Marketing Management, 6(1), 8-19.
Ranaweera, C., & Jayawardhena, C. (2014). Talk up or criticize? Customer responses to WOM about competitors during social interactions. Journal of Business Research, 67(12), 2645-2656.
Rangaswamy, A., Burke, R. R. and Oliva, T. A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10(1), 61-75.
Rao, A., Qu, L., & Ruekert, R. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258–268.
Reynolds, N., Diamantopoulos, A., & Schlegelmilch, B. (1993). Pre-testing in questionnaire design: A review of the literature and suggestions for further research. International Journal of Market Research, 35(2), 1-11.
Richardson, H. A., Simmering, M. J., & Sturman, M. C. (2009). A tale of three perspectives: Examining post hoc statistical techniques for detection and correction of common method variance. Organizational Research Methods, 12(4), 762-800.
Ross, K. N. (2005). Quantitative research methods in educational planning. International Institute for Educational Planning/Unesco.
Robinson, C., & Schumacker, R. E. (2009). Interaction effects: centering, variance inflation factor, and interpretation issues. Multiple Linear Regression Viewpoints, 35(1), 6-11.
Sánchez, R., Iniesta, M., & Holbrook, M. (2009). The conceptualisation and measurement of consumer value in services. International Journal of Market Research, 51(1), 93–113.
Sánchez-Fernández, R. & Iniesta-Bonillo, M.Á. (2006). Consumer perception of value: literature review and a new conceptual framework. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 40-58.
Sánchez, J., Callarisa, L. L. J., Rodrı´guez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(4), 394–409.
Salniza, B., Salleh, M., Mohammad, H., & Kasassbh, A. L. (2016). The role of brand credibility and brand uniqueness in influencing brand image. International Business Management, 10(21), 5193-5200.
Schiffman, G. & Kanuk, L. (2000). Consumer behavior. Englewood Cliff: Prentice Hall, Inc.
Sethuraman, R. (2000). What makes consumers pay more for national brands than for private labels – image or quality? Marketing Science Institute Paper Series, Cox School of Business, Southern Methodist University.
Sethuraman, R., & Cole, C. (1997). Why do consumers pay more for national brands than for store brands? Cambridge (MA): Marketing Science Institute.
Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review, 29(6), 574-596.
Shuey, K. N. (2014). The effects of discount level and scarcity on the perceived product value in e-mail advertising. (Doctoral dissertation).
Shocker, A. D., Srivastava, R. K., & Ruekert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of Marketing Research, 31(2), 149–158.
Shen, B., Jung, J., Chow, P. S., & Wong, S. (2014). Co-branding in fast fashion: The impact of consumers’ need for uniqueness on purchase perception. In Fashion branding and consumer behaviors (pp. 101-112). Springer, New York.
Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, K. (2012). The Impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110
Sigala, M. (2010). Measuring customer value in online collaborative trip planning processes. Marketing Intelligence and Planning, 28(4), 418–443.
Simon, H. (2015). Confessions of the pricing man: How price affects everything (1st ed.). Frankfurt, Germany: Copernicus.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.
Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons. Journal of Consumer Research, 27(1), 49-68.
Siems, F. U., Mitter, C., & Kraus, G. S. (2008). Customer satisfaction models and the integration of price perceptions-a new managerial approach and an empirical demonstration. International Journal of Business Research, 8(1), 146-157.
Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness: The human pursuit of difference. Plenum: New York.
Song, H. G., Chung, N., & Koo, C. (2015). Impulsive buying behavior of restaurant products in social commerce: A role of serendipity and scarcity message. PACIS, 113.
Song, M., Noone, B. M., & Han, R. J. (2019). An examination of the role of booking lead time in consumers’ reactions to online scarcity messages. International Journal of Hospitality Management, 77, 483-491.
Song, C., Wang, T., & Hu, M. Y. (2019). Referral reward programs with scarcity messages on bank credit card adoption. International Journal of Bank Marketing, 37(2), 531-544.
Spethmann,B.,&Benezra,K.(1994).Co-brandor bedamned.Brand Week, 35(45), 20–24.
Srivastava, R. K., & Shocker, A. D. (1991). Brand equity: A perspective on its meaning and measurement. Boston, MA: Marketing Science Institute.
Srinivasan, R., Srivastava, R. K., & Bhanot, S (2014). Influence of ethnicity on uniqueness & snob value in purchase behaviour of luxury brands. Journal of Research in Marketing, 2(3), 172-186.
Stewart, A. L. (1995). Co-branding just starting in Europe. Marketing News, 29(4), 5-6.
Strate, R. W. & Rappole, C. L. (1997). Strategic alliances between hotels and restaurants. Cornell Hotel and Restaurant Administration Quarterly, 38(3), 50-61.
Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The impact of brand equity on customer acquisition, retention, and profit margin. Journal of Marketing, 76(4), 44–63.
Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of Consumer Research, 30(1), 92-104.
Su, J. & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90-107
Suri, R., Kohli, C., & Monroe, K. B. (2007). The effects of perceived scarcity on consumers’ processing of price information. Journal of the Academy of Marketing Science, 35(1), 89-100.
Swami, S., & Khairnar, P. J. (2003). Diffusion of products with limited supply and known expiration date. Marketing Letters, 14(1), 33-46.
Sweeney, J. C., & Soutar, G. (2001). Consumer perceived value: The development of multiple item scale. Journal of Retailing, 77(2), 203–220.
Swaid, S. I., & Wigand, R. T. (2012). The effect of perceived site-to-store service quality on perceived value and loyalty intentions in multichannel retailing. International Journal of Management, 29(3), 301-314.
Taylor-Powell, E. (1998). Questionnaire design: Asking questions with a purpose. Cooperative Extension Service, University of Wisconsin-Extension. Texas Agricultural Extension Service The Texas A&M University System College Station, Texas.
Tarka, P. (2017). The comparison of estimation methods on the parameter estimates and fit indices in SEM model under 7-point Likert scale. Archives of Data Science, 2(1).
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Boston, MA: Pearson.
Teas, K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28(2), 278-290.
Thompson, C. G., Kim, R. S., Aloe, A. M., & Becker, B. J. (2017). Extracting the variance inflation factor and other multicollinearity diagnostics from typical regression results. Basic and Applied Social Psychology, 39(2), 81-90.
Taiwan Department of Household Registration, Ministry of the Interior (2019). Demographic data. Retrieved from https://www.ris.gov.tw/app/portal/346.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66.
Tong, X. & Hawley, J. M. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262-271.
Tsai, J. M. (2019, July 30). Starbucks playlists directly deliver to your Spotify! Make an inventory of global classic co-branding: Four undefeated equations. CommonWealth Magazine. Retrieved from https://www.cw.com.tw/article/article.action?id=5096223&template=transformers
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.
Tull, D. S., & Hawkins, D. I. (1990). Marketing research – Measurement and method (5th ed.). New York: Macmillan Publishing Co.
Tversky, A. (1972). Elimination by aspects: A theory of choice. Psychology Review, 79(4), 281-299.
Vázquez, R., del Río, A. B., & Iglesias, V. (2002). Consumer-based brand equity: development and validation of a measurement instrument. Journal of Marketing Management, 18(1-2), 27-48.
Verhallen, T. M. M. (1982). Scarcity and consumer choice behavior. Journal of Economic Psychology, 2(4), 299-322.
Verhallen, T M. M. (1984). Unavailability and the evaluation of goods: A behavioral economics approach. (Unpublished manuscript). Tilburg University, Netherlands.
Verhallen, T. M., & Robben, H. S. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15(2), 315-331.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62(4), 46-61.
Walchli, S. (2007). The effects of between-partner congruity on consumer Evaluation of co-branded products. Psychology & Marketing, 24(11), 947–973.
Wangenheim, F. V., & Bayón, T. (2007). The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233-249.
Washburn, J. H., Till, B. D., & Priluck, R. (2000). Cobranding: Brand equity and trial effects. The Journal of Consumer Marketing, 17(7), 591-601.
Wang, Y. G., Lo, H. P., & Yang, Y. H. (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China's telecommunication industry. Information Systems Frontiers, 6(4), 325-340.
Wen, C. H., Lawrence, W. L. & Cheng, H. L. (2005). Structural equation modeling to determine passenger loyalty toward intercity bus services. Journal of the Transportation Research Board, 1927(1), 249-255.
Weijters, B., Cabooter, E., & Schillewaert, N. (2010). The effect of rating scale format on response styles: The number of response categories and response category labels. International Journal of Research in Marketing, 27(3), 236-247.
Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly, 35(2), 373-396.
White, P. C., Jennings, N. V., Renwick, A. R., & Barker, N. H. L. (2005). Questionnaires in ecology: A review of past use and recommendations for best practice. Journal of Applied Ecology, 42(3), 421–430.
Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.
Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906-914.
Wu, C., & Hsing, S. (2006). Less is more: How scarcity influences consumers’ value perceptions and purchase intents through mediating variables. The Journal of American Academy of Business, 9, 125–132.
Wu, L., & Lee, C. (2016). Limited edition for me and best seller for you: The impact of scarcity versus popularity cues on self versus other-purchase behavior. Journal of Retailing, 92(4), 486-499.
Wu, P. C., & Lo, W. K. (2017). Effects of product scarcity: the mediating role of consumer need for uniqueness and conformity. International Journal of Business Environment, 9(1), 34-50.
Wu, W. Y., Lu, H. Y., Wu, Y. Y., & Fu, C. S. (2012). The effects of product scarcity and consumers' need for uniqueness on purchase intention. International Journal of Consumer Studies, 36(3), 263-274.
Yang, K., & Banamah, A. (2014). Quota sampling as an alternative to probability sampling? An experimental study. Sociological Research Online, 19(1), 1-11.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer based brand equity scale. Journal of Business Research, 52(1), 1–14.
Ziethaml, V. A. (1982). Consumer response to in-store price information environment. Journal of Consumer Research, 8(4), 357–369.
Ziethaml, V. A. (1988). Consumer perceptions of price, quality and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zins, A. H. (2001). Relative attitudes and commitment in customer loyalty models: Some experiences in the commercial airline industry. International Journal of Service Industry Management, 12(3), 269-294.
Zhou, Z., Ma, C., & Tan, Y. (2019). Effects of scarcity-induced demand on the crowdfunding market. Available at SSRN 3323913.