Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 177)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 28)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 16)
International Journal of Advertising     Full-text available via subscription   (Followers: 32)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 28)
International Journal of Market Research     Full-text available via subscription   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 41)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 14)
Journal of International Marketing     Full-text available via subscription   (Followers: 32)
Journal of Marketing     Full-text available via subscription   (Followers: 54)
Journal of Marketing Research     Full-text available via subscription   (Followers: 71)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 17)
Journal of Public Relations Research     Hybrid Journal   (Followers: 22)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 8)
Public Relations Review     Hybrid Journal   (Followers: 20)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Similar Journals
Journal Cover
Journal of Marketing Research
Journal Prestige (SJR): 7.819
Citation Impact (citeScore): 6
Number of Followers: 71  
 
  Full-text available via subscription Subscription journal
ISSN (Print) 0022-2437 - ISSN (Online) 1547-7193
Published by American Marketing Association Homepage  [4 journals]
  • Speed Up, Size Down: How Animated Movement Speed in Product Videos
           Influences Size Assessment and Product Evaluation
    • Authors: He (Michael) Jia, B. Kyu Kim, Lin Ge
      Abstract: Journal of Marketing, Ahead of Print.
      Digital ads often display video content in which immobile products are presented as if they are moving spontaneously. Six studies demonstrate a speed-based scaling effect, such that consumers estimate the size of an immobile product to be smaller when it is animated to move faster in videos, due to the inverse size–speed association they have learned from the domain of animate agents (e.g., animals, humans). Supporting a cross-domain knowledge transfer model of learned size–speed association, this speed-based scaling effect is (1) reduced when consumers perceive a product’s movement pattern as less similar to animate agents’ movement patterns, (2) reversed when a positive size–speed association in the base domain of animate agents is made accessible, (3) attenuated for consumers who have more knowledge about the target product domain, and (4) mitigated when explicit product size information is highlighted. Furthermore, by decreasing assessed product size, fast animated movement speed can either positively or negatively influence willingness to pay, depending on consumers’ size preferences.
      Citation: Journal of Marketing
      PubDate: 2020-05-22T10:49:16Z
      DOI: 10.1177/0022242920925054
       
  • Negative Reviews, Positive Impact: Consumer Empathetic Responding to
           Unfair Word of Mouth
    • Authors: Thomas Allard, Lea H. Dunn, Katherine White
      Abstract: Journal of Marketing, Ahead of Print.
      This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer’s perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy—such as when reviews are highly unfair, when the identity of the employee is made salient, or when the firm responds in an empathetic manner—can result in positive consumer responses toward the firm. Overall, this work extends the understanding of consumers’ responses to word of mouth in the marketplace by highlighting the role of perceived (un)fairness. The authors discuss the theoretical and practical implications of the findings for better management of consumer reviews.
      Citation: Journal of Marketing
      PubDate: 2020-05-21T02:02:36Z
      DOI: 10.1177/0022242920924389
       
  • Customer Satisfaction and Its Impact on the Future Costs of Selling
    • Authors: Leon Gim Lim, Kapil R. Tuli, Rajdeep Grewal
      Abstract: Journal of Marketing, Ahead of Print.
      Although scholars have established that customer satisfaction affects different dimensions of firm financial performance, a managerially important but overlooked aspect is its effect on a firm’s future cost of selling (COS), that is, expenditures associated with persuading customers and providing convenience to them. Accordingly, this study presents the first empirical and theoretical examination of the impact of customer satisfaction on future COS. The authors propose that while higher customer satisfaction can lower future COS, the degree to which a firm realizes this benefit depends on its strategy and operating environment. Analyzing almost two decades of data from 128 firms, the authors find that customer satisfaction has a statistically and economically significant negative effect on future COS. While the negative effect of customer satisfaction on future COS is weaker for firms with higher capital intensity and financial leverage, this effect is stronger for more diversified firms and for firms operating in industries with higher growth and labor intensity. The authors also find that these effects may vary across two components of COS, cost of persuasion and convenience.
      Citation: Journal of Marketing
      PubDate: 2020-05-15T04:08:58Z
      DOI: 10.1177/0022242920923307
       
  • When Less Is More: How Mindset Influences Consumers’ Responses to
           Products with Reduced Negative Attributes
    • Authors: Vincent Chi Wong, Lei Su, Howard Pong-Yuen Lam
      Abstract: Journal of Marketing, Ahead of Print.
      Marketing communications often describe a reduction in a product’s negative attributes (e.g., “our mineral water now uses 34% less plastic”). This claim may be interpreted as a trend of improving relative to previous state. However, such a claim may also call attention to a negative product feature that might have otherwise been overlooked. The authors suggest that whether consumers are positively or negatively influenced by such claims depends on whether the claims are interpreted through an incremental or entity mindset. When a reduction in negative attributes is viewed through an incremental mindset—the tendency to think of attributes as malleable—a trend-based interpretation results in improved product evaluations. In contrast, an entity mindset that emphasizes attributes are unlikely to change produces a negative effect for the claim. Four experiments and a field survey (N = 2,543) across food, pharmaceuticals, and plastic bottle products confirm the effects and indicate that the effects diminish when consumers believe the attribute is easy to eliminate or when the attribute has extremely threatening consequences. The opposite is observed for claims of reduced positive attributes, such that an entity mindset produces more positive evaluations. The findings offer marketers consumer insights to guide the communication of negatively framed attributes.
      Citation: Journal of Marketing
      PubDate: 2020-05-14T09:31:34Z
      DOI: 10.1177/0022242920920859
       
  • Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals
    • Authors: Anton Siebert, Ahir Gopaldas, Andrew Lindridge, Cláudia Simões
      Abstract: Journal of Marketing, Ahead of Print.
      Customer experience management research is increasingly concerned with the long-term evolution of customer experience journeys across multiple service cycles. A dominant smooth journey model makes customers’ lives easier, with a cyclical pattern of predictable experiences that builds customer loyalty over time, also known as a loyalty loop. An alternate sticky journey model makes customers’ lives exciting, with a cyclical pattern of unpredictable experiences that increases customer involvement over time, conceptualized here as an involvement spiral. Whereas the smooth journey model is ideal for instrumental services that facilitate jobs to be done, the sticky journey model is ideal for recreational services that facilitate never-ending adventures. To match the flow of each journey type, firms are advised to encourage purchases during the initial service cycles of smooth journeys, or subsequent service cycles of sticky journeys. In multiservice systems, firms can sustain customer journeys by interlinking loyalty loops and involvement spirals. The article concludes with new journey-centered questions for customer experience management research, as well as branding research, consumer culture theory, consumer psychology, and transformative service research.
      Citation: Journal of Marketing
      PubDate: 2020-05-13T10:18:21Z
      DOI: 10.1177/0022242920920262
       
  • Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands
    • Authors: Chris Hydock, Zoey Chen, Kurt Carlson
      Abstract: Journal of Marketing, Ahead of Print.
      For brands to thrive, they must understand consumer sentiment; if consumers’ likelihood of sharing their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word of mouth) suggests that those with extreme attitude are more likely to share than those with neutral attitude (a U-shaped relationship), the relationship between consumers’ attitude toward a brand and their propensity to share with a brand is unknown. In contrast to the U-shaped pattern observed in word of mouth, the authors find a hockey stick–shaped relationship between attitude and sharing with brands (“__/”). Those with positive attitude (vs. neutral attitude) are more likely to share their opinion, but those with negative attitude do not show a similar increase in sharing. The authors show that this pattern emerges because, among consumers with positive (vs. neutral) attitude toward a brand, reciprocity norms drive increased sharing, but among consumers with negative (vs. neutral) attitude, competing mechanisms drive behavior: the desire to vent increases sharing, but at the same time an aversion to criticize others directly deters sharing. The authors test these ideas using a series of studies, including a field study.
      Citation: Journal of Marketing
      PubDate: 2020-04-30T10:23:18Z
      DOI: 10.1177/0022242920920295
       
  • Tolerating and Managing Failure: An Organizational Perspective on Customer
           Reacquisition Management
    • Authors: Arnd Vomberg, Christian Homburg, Olivia Gwinner
      Abstract: Journal of Marketing, Ahead of Print.
      Although reacquiring customers can lead to beneficial outcomes, reacquisition processes are often unpleasant for employees, who may be required to admit and address failures. Because many organizational environments reward success and punish failure, companies need to understand how to create an organizational environment that stimulates customer reacquisitions. This study investigates the impact of failure-tolerant cultures and formal reacquisition policies on successful customer reacquisition management. Drawing on organizational design theory and psychological ownership theory, the authors find that failure-tolerant cultures have an inverted U-shaped effect on reacquisition performance because moderate failure tolerance increases reacquisition attempts while not inducing more failures or increasing their severity. Formal reacquisition policies, in contrast, have a positive linear relationship. Notably, formal reacquisition policies do not conflict with failure-tolerant cultures but enhance the beneficial effects of failure tolerance on reacquisition performance; formal reacquisition policies provide guidance for reacquisition attempts that failure-tolerant cultures inspire. Finally, results show that customer reacquisition performance is positively related to overall firm financial performance, a finding that emphasizes the managerial and organizational-level importance of reacquisition management.
      Citation: Journal of Marketing
      PubDate: 2020-04-30T09:32:14Z
      DOI: 10.1177/0022242920916733
       
  • The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms
    • Authors: Ling Peng, Geng Cui, Yuho Chung, Wanyi Zheng, Andre F. Maciel, Eileen Fischer
      Abstract: Journal of Marketing, Ahead of Print.
      Given the positive bias toward attractive people in society, online sellers are justifiably apprehensive about perceptions of their profile pictures. Although the existing literature emphasizes the “beauty premium” and the “ugliness penalty,” the current studies of seller profile pictures on customer-to-customer e-commerce platforms find a U-shaped relationship between facial attractiveness and product sales (i.e., both beauty and ugliness premiums and, thus, a “plainness penalty”). By analyzing two large data sets, the authors find that both attractive and unattractive people sell significantly more than plain-looking people. Two online experiments reveal that attractive sellers enjoy greater source credibility due to perceived sociability and competence, whereas unattractive sellers are considered more believable on the basis of their perceived competence. While a beauty premium is apparent for appearance-relevant products, an ugliness premium is more pronounced for expertise-relevant products and for female consumers evaluating male sellers. These findings highlight the influence of facial appearance as a key vehicle for impression formation in online platforms and its complex effects in e-commerce and marketing.
      Citation: Journal of Marketing
      PubDate: 2020-04-27T03:39:25Z
      DOI: 10.1177/0022242920914861
       
  • Collaborative Market Driving: How Peer Firms Can Develop Markets Through
           Collective Action
    • Authors: Andre F. Maciel, Eileen Fischer
      Abstract: Journal of Marketing, Ahead of Print.
      Firms often aim to develop markets as part of their long-term strategies. Conventionally, research in marketing has explained this complex process by stressing firms’ efforts to outdo their peers. While this emphasis is valuable, it overlooks the role of another major force in market evolution: collective action among peer firms. To address this oversight, this article conceptualizes “collaborative market driving,” defining it as the collective strategy in which peer firms consistently cooperate among themselves and with other actors to develop markets in ways that increase their overall competitiveness. This conceptualization includes the triggers that lead peer firms to mobilize for collective action and coalesce with other market actors; it also identifies how this coalition converts collective resources into market-driving power. These theoretical contributions, based on a multimethod analysis of the rise of U.S. craft breweries, offer an alternative course of action for firms interested in driving new markets when they lack adequate resources to do so individually.
      Citation: Journal of Marketing
      PubDate: 2020-04-23T10:38:49Z
      DOI: 10.1177/0022242920917982
       
  • Inefficiencies in Digital Advertising Markets
    • Authors: Brett R. Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, Kenneth C. Wilbur
      Abstract: Journal of Marketing, Ahead of Print.
      Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
      Citation: Journal of Marketing
      PubDate: 2020-04-22T11:17:37Z
      DOI: 10.1177/0022242920913236
       
  • Traveling with Companions: The Social Customer Journey
    • Authors: Ryan Hamilton, Rosellina Ferraro, Kelly L. Haws, Anirban Mukhopadhyay
      Abstract: Journal of Marketing, Ahead of Print.
      When customers journey from a need to a purchase decision and beyond, they rarely do so alone. This article introduces the social customer journey, which extends prior perspectives on the path to purchase by explicitly integrating the important role that social others play throughout the journey. The authors highlight the importance of “traveling companions,” who interact with the decision maker through one or more phases of the journey, and they argue that the social distance between the companion(s) and the decision maker is an important factor in how social influence affects that journey. They also consider customer journeys made by decision-making units consisting of multiple individuals and increasingly including artificial intelligence agents that can serve as surrogates for social others. The social customer journey concept integrates prior findings on social influences and customer journeys and highlights opportunities for new research within and across the various stages. Finally, the authors discuss several actionable marketing implications relevant to organizations’ engagement in the social customer journey, including managing influencers, shaping social interactions, and deploying technologies.
      Citation: Journal of Marketing
      PubDate: 2020-03-31T11:25:00Z
      DOI: 10.1177/0022242920908227
       
  • Path to Purpose' How Online Customer Journeys Differ for Hedonic
           Versus Utilitarian Purchases
    • Authors: Jingjing Li, Ahmed Abbasi, Amar Cheema, Linda B. Abraham
      Abstract: Journal of Marketing, Ahead of Print.
      The authors examine consumers’ information channel usage during the customer journey by employing a hedonic and utilitarian (H/U) perspective, an important categorization of consumption purpose. Taking a retailer-category viewpoint to measure the H/U characteristics of 20 product categories at 40 different retailers, this study combines large-scale secondary clickstream and primary survey data to offer actionable insights for retailers in a competitive landscape. The data reveal that, when making hedonic purchases (e.g., toys), consumers employ social media and on-site product pages as early as two weeks before the final purchase. By contrast, for utilitarian purchases (e.g., office supplies), consumers utilize third-party reviews up to two weeks before the final purchase and make relatively greater usage of search engines, deals, and competitors’ product pages closer to the time of purchase. Importantly, channel usage is different for sessions in which no purchase is made, indicating that consumers’ information channel choices vary significantly with the H/U characteristics of purchases. The article closes with an extensive discussion of the significant implications for managing customer touchpoints.
      Citation: Journal of Marketing
      PubDate: 2020-03-12T11:24:49Z
      DOI: 10.1177/0022242920911628
       
  • Effects of Contract Ambiguity in Interorganizational Governance
    • Authors: Xu (Vivian) Zheng, David A. Griffith, Ling Ge, Uri Benoliel
      Abstract: Journal of Marketing, Ahead of Print.
      This work introduces the concept of contract ambiguity from the law literature into the interorganizational governance literature. Within the context of franchising, the authors present a three-study multimethod design empirically establishing the construct of contract ambiguity of franchisor obligations, providing new insights into the strategic design of contracts and their outcomes. In Study 1, the authors establish construct validity by demonstrating that contract ambiguity of franchisor obligations is distinct from contract specificity and contract completeness of franchisor obligations, with differential outcomes. In Studies 2 and 3, the authors demonstrate that contract ambiguity of franchisor obligations increases an interest-based (vs. a rights-based) conflict solving approach, implying greater cooperation and joint problem solving, and reduces franchisee-initiated litigation. The findings also indicate that while contract ambiguity of franchisor obligations decreases franchisee-initiated litigation, this effect is amplified by higher levels of franchisor training programs but mitigated by the presence of a franchisee association. The article closes with a discussion of implications for academics and practitioners.
      Citation: Journal of Marketing
      PubDate: 2020-03-11T09:51:31Z
      DOI: 10.1177/0022242920910096
       
  • Leaving Something for the Imagination: The Effect of Visual Concealment on
           Preferences
    • Authors: Julio Sevilla, Robert J. Meyer
      Abstract: Journal of Marketing, Ahead of Print.
      When advertising products to consumers, firms sometimes conceal key aspects in an effort to arouse consumer curiosity. This research investigates when and how visual concealment tactics may benefit or hurt aesthetic product evaluations. The authors propose that when consumers are only able to view a portion of an aesthetic product, assessments of its appeal will be influenced by two interrelated mechanisms: curiosity to see the item completed and inferences about the item’s fully disclosed appearance. The authors show that heightened curiosity triggers feelings of positive affect that are transferred to the product itself, a process that may inflate preferences and choice likelihoods for products beyond what would occur if the full image were known. This transference effect, however, has an important boundary: it works only when initial consumer inferences about the appeal of the product are positive or emotionally congruent with the positive affect triggered by curiosity. The key implication is that, ironically, the products likely to benefit most from concealment tactics are those that have the least to hide. The authors provide evidence for these effects and the underlying mechanism using six experiments that manipulate concealment in a variety of task settings.
      Citation: Journal of Marketing
      PubDate: 2020-02-20T03:54:00Z
      DOI: 10.1177/0022242919899393
       
  • Improving Cancer Outreach Effectiveness Through Targeting and Economic
           Assessments: Insights from a Randomized Field Experiment
    • Authors: Yixing Chen, Ju-Yeon Lee, Shrihari (Hari) Sridhar, Vikas Mittal, Katharine McCallister, Amit G. Singal
      First page: 1
      Abstract: Journal of Marketing, Ahead of Print.
      Patients at risk for hepatocellular carcinoma or liver cancer should undergo semiannual screening tests to facilitate early detection, effective treatment options at lower cost, better recovery prognosis, and higher life expectancy. Health care institutions invest in direct-to-patient outreach marketing to encourage regular screening. They ask the following questions: (1) Does the effectiveness of outreach vary among patients and over time'; (2) What is the return on outreach'; and (3) Can patient-level targeted outreach increase the return' The authors use a multiperiod, randomized field experiment involving 1,800 patients. Overall, relative to the usual-care condition, outreach alone (outreach with patient navigation) increases screening completion rates by 10–20 (13–24) percentage points. Causal forests demonstrate that patient-level treatment effects vary substantially across periods and by patients’ demographics, health status, visit history, health system accessibility, and neighborhood socioeconomic status, thereby facilitating the implementation of the targeted outreach program. A simulation shows that the targeted outreach program improves the return on the randomized outreach program by 74%–96% or $1.6 million to $2 million. Thus, outreach marketing provides a substantial positive payoff to the health care system.
      Citation: Journal of Marketing
      PubDate: 2020-03-17T03:41:09Z
      DOI: 10.1177/0022242920913025
       
  • Full Disclosure: How Smartphones Enhance Consumer Self-Disclosure
    • Authors: Shiri Melumad, Robert Meyer
      First page: 28
      Abstract: Journal of Marketing, Ahead of Print.
      Results from three large-scale field studies and two controlled experiments show that consumers tend to be more self-disclosing when generating content on their smartphone versus personal computer. This tendency is found in a wide range of domains including social media posts, online restaurant reviews, open-ended survey responses, and compliance with requests for personal information in web advertisements. The authors show that this increased willingness to self-disclose on one’s smartphone arises from the psychological effects of two distinguishing properties of the device: (1) feelings of comfort that many associate with their smartphone and (2) a tendency to narrowly focus attention on the disclosure task at hand due to the relative difficulty of generating content on the smaller device. The enhancing effect of smartphones on self-disclosure yields several important marketing implications, including the creation of content that is perceived as more persuasive by outside readers. The authors explore implications for how these findings can be strategically leveraged by managers, including how they may generalize to other emerging technologies.
      Citation: Journal of Marketing
      PubDate: 2020-03-18T06:21:15Z
      DOI: 10.1177/0022242920912732
       
  • When Does Corporate Social Irresponsibility Become News' Evidence from
           More Than 1,000 Brand Transgressions Across Five Countries
    • Authors: Samuel Stäbler, Marc Fischer
      First page: 46
      Abstract: Journal of Marketing, Ahead of Print.
      Companies are increasingly held accountable for their corporate social irresponsibility (CSI). However, the extent to which a CSI event damages the firm largely depends on the coverage of this event in high-reach news media. Using the theory of news value developed in communications research, the authors explain the amount of media coverage by introducing a set of variables related to the event, the involved brand, and media outlet. The authors analyze a sample of 1,054 CSI events that were reported in 77 leading media outlets in five countries in the period 2008–2014. Estimation results reveal many drivers. For example, the number of media covering the story may be 39% higher for salient and strong brands. 80% more media report the event if a foreign brand is involved in a domestic CSI event. When a brand advertises heavily or exclusively in a news medium, this reduces the likelihood of the news medium to cover negative stories about the brand. The average financial loss at the U.S. stock market due to a CSI event amounts to US$321 million. However, the market reacts to the event only if 4 or more U.S. high-reach media outlets report on the event.
      Citation: Journal of Marketing
      PubDate: 2020-03-19T02:02:03Z
      DOI: 10.1177/0022242920911907
       
  • Help Me Help You! Employing the Marketing Mix to Alleviate Experiences of
           Donor Sacrifice
    • Authors: Tonya Williams Bradford, Naja Williams Boyd
      First page: 68
      Abstract: Journal of Marketing, Ahead of Print.
      Nonprofit organizations often rely on individuals to execute their mission of addressing unmet societal needs. Indeed, one of the most significant challenges facing such organizations is that of enlisting individuals to provide support through the volunteering of time or donation of money. To address this challenge, prior studies have examined how promotional messages can be leveraged to motivate individuals to support the missions of nonprofit organizations. Yet promotional messages are only one aspect of the marketing mix that may be employed. The present study examines how donor-based nonprofit organizations can employ the marketing mix—product, price, promotion, place, process, and people—to influence the experiences of sacrifice associated with donation. The authors do so through an ethnographic study of individuals participating in living organ donation. First, they identify the manifestation of sacrifice in donation. Next, they define three complementary and interactive types of sacrifice: psychic, pecuniary, and physical. Then, they articulate how the marketing mix can be employed to mitigate experiences of sacrifice that emerge through the donation process. The authors conclude by discussing implications for marketing practice and identifying additional research opportunities for sacrifice in the realm of donation.
      Citation: Journal of Marketing
      PubDate: 2020-03-20T12:02:32Z
      DOI: 10.1177/0022242920912272
       
  • Branding Cultural Products in International Markets: A Study of Hollywood
           Movies in China
    • Authors: Weihe Gao, Li Ji, Yong Liu, Qi Sun
      First page: 86
      Abstract: Journal of Marketing, Ahead of Print.
      Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteristics of these products, the authors develop a theoretical framework that integrates similarity, which focuses on how the translated brand name relates to the original brand name, and informativeness, which focuses on how the translated brand name reveals product content, to study the impact of brand name translations. The authors analyze Hollywood movies shown in China from 2011 to 2018. The results show that higher similarity leads to higher Chinese box office revenue, and this effect is stronger for movies that perform better in the home market (i.e., the United States). When the translated title is more informative about the movie, the Chinese box office revenue increases. The informativeness effect is stronger for Hollywood movies with greater cultural gap in the Chinese market. Moreover, both similarity and informativeness effects are strongest when the movie is released and reduce over time. This research provides valuable guidance to companies, managers, and policy makers in cultural product industries as well as those in international marketing.
      Citation: Journal of Marketing
      PubDate: 2020-03-27T04:41:15Z
      DOI: 10.1177/0022242920912704
       
  • Highlighting Effort Versus Talent in Service Employee Performance:
           Customer Attributions and Responses
    • Authors: Fine F. Leung, Sara Kim, Caleb H. Tse
      First page: 106
      Abstract: Journal of Marketing, Ahead of Print.
      Firms often attribute their service employees’ competent performance to either dedicated effort or natural talent. However, it is unclear how such practices affect customer evaluations of service employees and customer outcomes. Moreover, prior work has primarily examined attributions of one’s own performance, providing little insight on the impact of attributions of others’ performance. Drawing on research regarding the warmth–competence framework and performance attributions, the current research proposes and finds that consumers expect a more communal-oriented and less exchange-oriented relationship when a service employee’s competent performance is attributed to dedicated effort rather than natural talent, as effort (vs. talent) attribution leads consumers to perceive the employee as warmer. The authors further propose customer helping behaviors as downstream consequences of relationship expectations, finding that effort (vs. talent) attribution is more likely to induce customers’ word-of-mouth and idea provision behaviors. The findings enrich existing literature by identifying performance attributions as a managerially meaningful antecedent of relationship expectations and offer practical guidance on how marketers can influence consumers’ relationship expectations and helping behaviors.
      Citation: Journal of Marketing
      PubDate: 2020-02-27T06:47:23Z
      DOI: 10.1177/0022242920902722
       
  • The Commercial Consequences of Collective Layoffs: Close the Plant, Lose
           the Brand'
    • Authors: Vardit Landsman, Stefan Stremersch
      First page: 122
      Abstract: Journal of Marketing, Ahead of Print.
      This article examines the effects of collective layoff announcements on sales and marketing-mix elasticities, accounting for supply-side constraints. The authors study 205 announcements in the automotive industry using a difference-in-differences model. They find that, following collective layoff announcements, layoff firms experience adverse changes in sales, advertising elasticity, and price elasticity. They explore the moderating role of announcement characteristics on these changes and find that collective layoff announcements by domestic firms and announcements that do not mention a decline in demand as a motive are more likely to be followed by adverse marketing-mix elasticity changes. On average, sales for the layoff firm in the layoff country are 8.7% lower following a collective layoff announcement than their predicted levels absent the announcement. Similarly, advertising elasticity is 9.8% lower and price elasticity is 19.2% higher than absent the announcement. Conversely, layoff firms typically decrease advertising spending in the country where collective layoffs have occurred, yet they do not change prices. These findings are relevant to marketing managers of firms undergoing collective layoffs and to analysts of collective layoff decisions.
      Citation: Journal of Marketing
      PubDate: 2020-02-27T06:46:03Z
      DOI: 10.1177/0022242919901277
       
  • Cueing Morality: The Effect of High-Pitched Music on Healthy Choice
    • Authors: Ping Dong, Xun (Irene) Huang, Aparna A. Labroo
      Abstract: Journal of Marketing, Ahead of Print.
      Managers often use music as a marketing tool. For example, in advertising, they use music to intensify emotions; in service settings, slow music to boost relaxation, and classical music for sophistication. Here, the authors posit a novel effect—higher-pitched music can boost healthier choices. Recognizing that many perceptual characteristics of higher pitch are conceptually associated with and therefore may also cue morality, they theorize that listening to higher- (vs. lower-) pitched music can cue morality. Furthermore, thoughts about morality can prompt moral self-perceptions and, in turn, “good” behaviors, and consumers consider healthy choices “good” behaviors. Thus, listening to higher-pitched music may increase healthier choices. Employing field, laboratory, and online studies, the authors find that listening to higher-pitched music increases consumers’ likelihood to choose healthy options (Studies 1, 3, and 5), order lower-calorie foods (Studies 2 and 6), and engage in health-boosting activities (Study 4). This effect arises because high pitch raises salience of morality thoughts (Studies 4 and 5) and attenuates when consumers do not perceive healthy choice as virtuous (Study 6). The article concludes with a discussion of theoretical and managerial implications. (183 words)
      Citation: Journal of Marketing
      PubDate: 2019-01-09T04:42:35Z
      DOI: 10.1177/0022242918813577
       
 
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