Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted by number of followers
Book History     Full-text available via subscription   (Followers: 179)
Journal of Marketing Research     Full-text available via subscription   (Followers: 76)
Journal of Marketing     Full-text available via subscription   (Followers: 56)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 50)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 28)
Journal of International Marketing     Full-text available via subscription   (Followers: 27)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Journal of Advertising     Hybrid Journal   (Followers: 23)
International Journal of Advertising     Full-text available via subscription   (Followers: 23)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 16)
International Journal of Market Research     Hybrid Journal   (Followers: 16)
Journal of Advertising Research     Full-text available via subscription   (Followers: 16)
Public Relations Review     Hybrid Journal   (Followers: 15)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 11)
Advertising & Society Review     Full-text available via subscription   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 8)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 7)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Place Branding and Public Diplomacy     Hybrid Journal   (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: 76  
 
  Full-text available via subscription Subscription journal
ISSN (Print) 0022-2437 - ISSN (Online) 1547-7193
Published by Sage Publications Homepage  [1176 journals]
  • So, Sue Me…If You Can! How Legal Changes Diminishing Managers’ Risk of
           Being Held Liable by Shareholders Affect Firms’ Likelihood to Recall
           Products

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      Authors: Arvid O.I. Hoffmann, Chee S. Cheong, Hoàng-Long Phan, Ralf Zurbruegg
      Abstract: Journal of Marketing, Ahead of Print.
      Research examining the antecedents of recalls, instead of their consequences, is relatively sparse and has not considered whether firms’ likelihood to recall products is influenced by legal changes that could induce managerial opportunism, such as those reducing shareholder litigation risk. To examine this question, the authors exploit the staggered adoption of universal demand (UD) laws across several U.S. states as a quasi-natural experiment. UD laws aim to prevent frivolous litigation from disrupting a firm's normal business operations by making it more difficult for shareholders to sue managers for neglecting their fiduciary duties and hold them personally liable. Although UD laws are well-intended, the reduced threat of shareholder litigation disciplining a firm's managers could have unintended negative consequences. Indeed, using a difference-in-differences analysis, the authors find that following the adoption of UD laws, affected firms become less likely to recall products. This effect is weaker in the presence of organizational mechanisms constraining managers’ self-interest-seeking behavior, such as a corporate culture focused on customer needs and interests or the exercise of normative control through monitoring by institutional investors. The authors do not find support for a potential alternative explanation of operational improvement and therefore higher product quality driving their findings.
      Citation: Journal of Marketing
      PubDate: 2024-04-08T06:12:55Z
      DOI: 10.1177/00222429241231236
       
  • The Caring Machine: Feeling AI for Customer Care

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      Authors: Ming-Hui Huang, Roland T. Rust
      Abstract: Journal of Marketing, Ahead of Print.
      Customer care is important for its role in relationship building. This role has traditionally been performed by human customer agents; however, the emergence of interactive generative AI (GenAI) shows potential for using AI for customer care in emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this article develops an AI-enabled customer care journey, from accurate emotion recognition to empathetic response, emotional management support, and, finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth interviews with top managers and a survey of chief marketing officers. By juxtaposing these requirements against the current feeling capabilities of GenAI, the authors highlight the technological challenges engineers must tackle. The article concludes with a set of marketing tenets for implementing and researching the caring machine. These include verifying emotion recognition accuracy using marketing emotion theories through multiple emotion signals and methods, utilizing prompt engineering to enhance GenAI’s emotion understanding, employing “response engineering” to personalize emotion management recommendations, and strategically deploying GenAI for emotional connection to simultaneously enhance customer emotional well-being and customer lifetime value.
      Citation: Journal of Marketing
      PubDate: 2024-03-22T08:18:38Z
      DOI: 10.1177/00222429231224748
       
  • More Likely to Pay but Less Engaged: The Effects of Switching Online
           Courses from Scheduled to On-Demand Release on User Behavior

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      Authors: Joy Lu, Eric T. Bradlow, J. Wesley Hutchinson
      Abstract: Journal of Marketing, Ahead of Print.
      Following trends in entertainment streaming services, online educational platforms are increasingly offering users flexible “on-demand” content options. It is important to understand how the timing of content release affects learning behaviors and firm revenue drivers. The current research studies over 67,000 users taking a marketing course before versus after a natural experiment in which the platform switched the course from a scheduled weekly-release format to an on-demand format with all content immediately available. The switch to on-demand positively impacted short-term firm revenue by increasing the number and proportion of certificate-paying users, suggesting that on-demand content can attract a broader set of consumers who value flexibility. On the downside, the switch resulted in users exhibiting lower lecture completion rates and quiz performance and taking fewer additional business courses on the platform, representing a long-term cost. The results were robust to propensity score matching and stratification. The analyses also revealed that on-demand content enabled learning patterns that deviated from a standard evenly paced schedule, including “strategic” binge learning and stretching out engagement past the recommended course period. Thus, while on-demand formats can boost revenues by bringing in more paying users, managers must consider new strategies for maintaining performance and engagement levels within these environments.
      Citation: Journal of Marketing
      PubDate: 2024-03-20T08:15:30Z
      DOI: 10.1177/00222429241227145
       
  • Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure
           by Leveraging Interconnectors

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      Authors: Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl
      Abstract: Journal of Marketing, Ahead of Print.
      On user-generated content platforms, individuals and firms alike seek to build and expand their follower base to eventually increase the reach of the content they upload. The bulk of the seeding literature in marketing suggests targeting users with a large follower base, that is, high-status influencers. In contrast, some recent studies find targeting lower-status influencers to be a more effective seeding policy. This multimethod article shifts the focus from the follower base of the seeding target to the focal content creator. The authors propose accelerating natural triadic closure by leveraging first-degree followers as interconnectors to target second-degree followers, that is, the nearby (low-status) influencers (who are interconnected with the focal content creator). Empirical studies document that this seeding target is much more effective for building and expanding the follower base, compared with targeting influencers who are not interconnected with the focal content creator—that is, the remote (both high- and low-status) influencers—by 2,300% and 46%, respectively. These studies on the acceleration of natural triadic closure are augmented by a preregistered field experiment to obtain convergent validity of the findings.
      Citation: Journal of Marketing
      PubDate: 2024-02-27T07:47:23Z
      DOI: 10.1177/00222429231223420
       
  • Collaborating to Innovate: Balancing Strategy Dividend and Transactional
           Efficiencies

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      Authors: Nehal Elhelaly, Sourav Ray
      Abstract: Journal of Marketing, Ahead of Print.
      When a firm collaborates with its suppliers, it expands its access to external know-how and thus can enhance its innovation performance. Such collaborations are common and argued to have significant impact on the firm's market outcomes. However, such collaborations also expose the firm to various transactional hazards, including knowledge spillovers and opportunism. This trade-off looms over the firm's commitment to a market positioning strategy and the functional capabilities it draws on to generate its strategy dividend. Recent accounts suggest that the verdict on supplier collaborations is noisy and that partner perceptions of these collaborations do not align on key issues of governance, strategy, and value generation. To investigate this, the authors study 202 formal codevelopment contracts of high-tech original equipment manufacturers that collaborated with suppliers from 1985 to 2016. Drawing on the governance value analysis framework, the authors show how misalignment between the firm's codevelopment contracts, capabilities, and market positioning strategy significantly erodes its innovation performance. Thus, blanket prescriptions for one type of contract or the other are misdirected, their effectiveness being a contingent outcome dependent on the firm's market positioning strategy and functional capabilities. This research presents one of the most complete tests of the governance value analysis framework to date.
      Citation: Journal of Marketing
      PubDate: 2024-02-20T07:17:43Z
      DOI: 10.1177/00222429231222269
       
  • p-Values as QWERTY: Curating Evidence in the Computational Era

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      Authors: Fred Feinberg
      Abstract: Journal of Marketing, Ahead of Print.
      McShane et al.'s (2024) wide-ranging critique of null hypothesis significance testing provides a number of specific suggestions for improved practice in empirical research. This commentary amplifies several of these from the perspective of computational statistics—particularly nonparametrics, resampling/bootstrapping, and Bayesian methods—applied to common research problems. Throughout, the author emphasizes estimation (as opposed to testing) and uncertainty quantification through a comprehensive process of “curating” a variety of graphical and tabular evidence. Specifically, researchers should be encouraged to estimate the quantities that matter, with as few assumptions as possible, in multiple ways, then try to visualize it all, documenting their pathway from data to results for others to follow.
      Citation: Journal of Marketing
      PubDate: 2024-02-19T10:53:28Z
      DOI: 10.1177/00222429231221698
       
  • Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags

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      Authors: Martin P. Fritze, Franziska Völckner, Valentyna Melnyk
      Abstract: Journal of Marketing, Ahead of Print.
      This research introduces behavioral labeling as the use of names or tags that reflect an associated activity, and it proposes that this can induce corresponding behavior. Contrary to the common intuition that descriptions of behaviors emerge as markings for popular actions (i.e., the label is a consequence of the behavior), the authors propose that a description itself might also induce the corresponding action (i.e., the label is an antecedent of the behavior). Building on linguistic relativity theory and based on five studies conducted in the lab and field, the authors show that merely attaching a fictitious name to a behavior can induce that very behavior. The authors also explore a potential explanation for this finding by showing that a behavioral label can evoke mental imagery regarding the associated behavior, which enhances the implementation of the behavior. The results contribute to marketing theory by introducing behavioral labeling and highlighting how language can shape behaviors. Marketers can use behavioral labels to promote their offerings based on the associated behaviors, while public policy makers can use behavioral labels to encourage prosocial and proenvironmental behaviors.
      Citation: Journal of Marketing
      PubDate: 2024-02-15T08:09:38Z
      DOI: 10.1177/00222429231213011
       
  • Revenue Generation Through Influencer Marketing

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      Authors: Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, Andreas Lanz
      Abstract: Journal of Marketing, Ahead of Print.
      Direct-to-consumer firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for direct-to-consumer firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors’ goal is to answer this question by considering for the first time the whole influencer-marketing funnel, that is, from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (return on investment) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and return on investment. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and their followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings.
      Citation: Journal of Marketing
      PubDate: 2024-02-09T10:47:10Z
      DOI: 10.1177/00222429231217471
       
  • Adoption of New Technology Vaccines

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      Authors: Laura Zimmermann, Jeeva Somasundaram, Barsha Saha
      Abstract: Journal of Marketing, Ahead of Print.
      Extensive research has examined the diffusion of innovations for products that can be trialed, and where the most adverse outcome, if a product fails, is a financial loss. However, less research has explored consumer responses to innovations in highly uncertain contexts characterized by health losses, lack of trialability, and the opportunity to free ride on other's adoption. This research focuses on vaccine decision making as a unique case within such contexts and extends the findings to other domains. Four studies (Ntotal = 1,796; five supplementary studies, Ntotal = 643) test the propositions of a formal model that incorporates uncertainty and others' choices into the adoption decision. The results show that consumers are surprisingly averse to products that are described as employing a new technology (e.g., mRNA technology) and require an “efficacy premium” to compensate for higher perceived uncertainty. However, considerable heterogeneity exists due to individual differences in technology readiness, trust in government, and risk attitudes. Notably, despite the prominent threat of free riding, a social proof nudge (communicating increasing population adoption) effectively reduces aversion to new technology. In this context, social proof information does not merely drive conformity or social learning, but instead increases adoption of new technology by alleviating perceived uncertainty.
      Citation: Journal of Marketing
      PubDate: 2024-02-09T08:17:41Z
      DOI: 10.1177/00222429231220295
       
  • “Statistical Significance” and Statistical Reporting: Moving
           Beyond Binary

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      Authors: Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Robert J. Meyer
      Abstract: Journal of Marketing, Ahead of Print.
      Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and the biomedical and social sciences more broadly. Despite its default role, NHST has long been criticized by both statisticians and applied researchers, including those within marketing. Therefore, the authors propose a major transition in statistical analysis and reporting. Specifically, they propose moving beyond binary: abandoning NHST as the default approach to statistical analysis and reporting. To facilitate this, they briefly review some of the principal problems associated with NHST. They next discuss some principles that they believe should underlie statistical analysis and reporting. They then use these principles to motivate some guidelines for statistical analysis and reporting. They next provide some examples that illustrate statistical analysis and reporting that adheres to their principles and guidelines. They conclude with a brief discussion.
      Citation: Journal of Marketing
      PubDate: 2024-02-08T07:47:56Z
      DOI: 10.1177/00222429231216910
       
  • How High-Arousal Language Shapes Micro- Versus Macro-Influencers’
           Impact

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      Authors: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, Michele Costabile
      Abstract: Journal of Marketing, Ahead of Print.
      Influencer marketing is a popular strategy to connect with consumers. However, influencers’ use of overly high-arousal language in promoting products (e.g., “it's totally AMAZING!”) has raised questions about their true motivations. This article investigates how high-arousal language in micro- versus macro-influencers’ sponsored posts might shape engagement. A multimethod approach, combining automated text, image, video, and audio analyses of thousands of Instagram and TikTok posts with controlled experiments, demonstrates that high-arousal language increases engagement with micro-influencers, but it decreases engagement with macro-influencers, seemingly because it makes micro- (macro-) influencers appear more (less) trustworthy. Yet the negative effect of arousal for macro-influencers can be mitigated if their posts provide counterbalanced valence (both positive and negative assessments) or if they indicate an informative, rather than commercial, goal. These findings deepen understanding of how language arousal shapes consumer responses, reveal a psychological mechanism through which language arousal affects perceptions, and provide actionable insights for crafting more effective social media content.
      Citation: Journal of Marketing
      PubDate: 2024-01-09T06:52:39Z
      DOI: 10.1177/00222429231207636
       
  • Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

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      Authors: Xian Gu, Xiaoxi Zhang, P.K. Kannan
      Abstract: Journal of Marketing, Ahead of Print.
      A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.
      Citation: Journal of Marketing
      PubDate: 2024-01-04T08:11:54Z
      DOI: 10.1177/00222429231213581
       
  • Typography Talks: Influencing Vintage Anemoia and Product Safety
           Perceptions with Vintage Typography

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      Authors: Alicia Kulczynski, Margurite Hook
      Abstract: Journal of Marketing, Ahead of Print.
      Drawing from the concept of anemoia, the authors propose a new typology of nostalgia called vintage anemoia. Vintage anemoia encompasses consumers’ positive and nostalgic response to vintage cues, regardless of specific historical periods or individual lived experiences. Through a series of seven studies, the authors demonstrate that vintage typography, by evoking feelings of vintage anemoia, can enhance consumer perceptions of product safety. This effect has positive downstream consequences on key marketing outcomes, including brand attitude, purchase intention, and willingness to pay. Furthermore, the effect of vintage anemoia on product safety perceptions remains unaffected by whether product safety information indicates that a product is safe or unsafe. However, the effect diminishes when an explicit indexical cue (year of establishment) is utilized or when promoting futuristic products. The findings contribute to the existing body of knowledge in marketing and provide insights for marketers on leveraging vintage typography as a strategic tool for creating emotional connections with consumers and enhancing perceptions of product safety.
      Citation: Journal of Marketing
      PubDate: 2024-01-04T07:39:00Z
      DOI: 10.1177/00222429231215357
       
  • Making Sense' The Sensory-Specific Nature of Virtual Influencer
           Effectiveness

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      Authors: Xinyue Zhou, Xiao Yan, Yuwei Jiang
      Abstract: Journal of Marketing, Ahead of Print.
      The current research examines consumers’ responses to sensory endorsements from virtual influencers. The authors reveal that consumers perceive virtual and human influencers to have similar distal sensory (i.e., visual and auditory) capacities. Consumers, however, perceive virtual influencers as having lower proximal sensory (i.e., haptic, olfactory, and gustatory) capacities. Consequently, when endorsements focus on proximal sensory experiences, consumers have lower purchase intention toward products and services endorsed by a virtual (vs. human) influencer. The findings further reveal that imagery difficulty and perceived sensory capacity serially mediate this effect. Importantly, this effect is mitigated when endorsements focus on distal sensory experiences, when sensory information is not explicitly mentioned, and when consumers are informed of new technology that enables virtual influencers to have proximal sensory experiences. These findings offer actionable insights for marketers to effectively utilize virtual influencers in sensory-driven campaigns, providing practical strategies to improve consumer responses to sensory endorsements and enhance marketing effectiveness.
      Citation: Journal of Marketing
      PubDate: 2023-12-14T07:08:27Z
      DOI: 10.1177/00222429231203699
       
  • Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms,
           and Rebalancing Options

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      Authors: Bastian Kindermann, Daniel Wentzel, David Antons, Torsten-Oliver Salge
      Abstract: Journal of Marketing, Ahead of Print.
      This article analyzes the nature and temporal change of conceptual contributions in marketing scholarship with two complementary studies. First, based on a computer-aided text analysis of 5,922 articles published in the four major marketing journals between 1990 and 2021, the authors analyze how conceptual contributions have changed over time using the MacInnis (2011) framework. Results indicate that over the past three decades, theorizing efforts have strongly favored “envisioning” and “explicating” at the expense of “relating” and “debating,” with this imbalance increasing over time. Second, the authors draw on 48 in-depth interviews with editors, department heads, and authors to validate these patterns and uncover the underlying mechanisms. The findings indicate that a prevalent thought style has developed in the field—defined by the research ideals of novelty, clarity, and quantification—that shapes the collective view of how marketing scholars, in their roles as authors, reviewers, and mentors, can make a valuable contribution to marketing scholarship. This thought style favors envisioning and explicating contributions and disfavors relating and debating contributions. Jointly, the two studies point to several rebalancing options that can reinvigorate relating and debating contributions while preserving the current strengths of the marketing field.
      Citation: Journal of Marketing
      PubDate: 2023-11-20T07:59:42Z
      DOI: 10.1177/00222429231196122
       
  • Dual Branding by National Brand Manufacturers: Drivers and Outcomes

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      Authors: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, Óscar González-Benito
      Abstract: Journal of Marketing, Ahead of Print.
      This article is the first generalizable empirical analysis of dual branding, that is, the supply of private labels (PLs) by national brand (NB) manufacturers. The authors compile a unique data set combining the identity of PL suppliers in over 260 packaged goods categories with multiple years of scanner data in the Spanish grocery market to offer several contributions. First, they provide new descriptive insights on the prevalence of dual branding in categories where the manufacturer does and does not have NBs, the longevity of PL supply arrangements, and the differences in PL sourcing across retailers. Second, they integrate the literature on motivators and dissuaders of dual branding and test the impact of relevant manufacturer, retailer, and dyad characteristics on PL supply in NB and non-NB categories. The results reveal a more nuanced empirical reality than is evident from prior research regarding the role of multicategory scope, fighter brands, NB differentiation, and size and positioning of the retailer's PL. Third, they examine the outcomes of PL supply for the NBs of dual branders and find that starting (terminating) PL supply to a retailer significantly benefits (hurts) the relative distribution depth but not the relative share of the dual brander's NBs at that retailer.
      Citation: Journal of Marketing
      PubDate: 2023-11-15T08:21:59Z
      DOI: 10.1177/00222429231196575
       
  • Affording Disposal Control: The Effect of Circular Take-Back Programs on
           Psychological Ownership and Valuation

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      Authors: Anna Tari, Remi Trudel
      Abstract: Journal of Marketing, Ahead of Print.
      A circular economy is a “closed-loop” system designed so that products flow back into the production cycle after use. With many companies implementing take-back programs as part of their sustainability strategy, a fundamental shift in consumption has occurred, with consumers considering disposal during and even before purchase decision making. Eight experiments reveal that consumers indicate a greater willingness to pay for circular program products. An increase in psychological ownership underlies the difference in product valuation. Specifically, the additional disposal control uniquely afforded by circular products increases the capacity of circular take-back program products to evoke psychological ownership. The process explanation is directly tested through mediation. Experimentally manipulating antecedents of psychological ownership (i.e., disposal control and psychological ownership) provides further support for the conceptual framework.
      Citation: Journal of Marketing
      PubDate: 2023-11-08T07:43:04Z
      DOI: 10.1177/00222429231196576
       
  • Measuring Willingness to Pay: A Comparative Method of Valuation

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      Authors: Sharlene He, Eric T. Anderson, Derek D. Rucker
      Abstract: Journal of Marketing, Ahead of Print.
      Willingness to pay (WTP) is a metric that is widely valued and utilized among both practitioners and academics. However, the conceptualization of WTP is ambiguous, and this ambiguity is reflected across existing methods of measuring WTP. The authors first present a formal mathematical framework that clarifies WTP as a distributional concept—rather than a single number—constructed as a function of customers, comparisons, and situations. The framework further reveals the operation of two comparative mechanisms, direct and indirect, by which situational factors affect WTP. They then introduce a new method to measure WTP—the comparative method of valuation (CMV)—that, unlike existing methods, is designed to account for the inherently comparative and situational nature of WTP. Across nine studies reported in the article and four additional studies in the Web Appendix, the authors (1) examine differences in results between CMV and choice-based conjoint as well as between CMV and the classic Becker–DeGroot–Marschak methodology, (2) demonstrate that CMV is a valid and reliable measure of WTP, and (3) illustrate applications of CMV to managerial problems. This article offers both conceptual clarity and methodological advances to understanding the construction and measurement of WTP for practitioners and academics alike.
      Citation: Journal of Marketing
      PubDate: 2023-11-03T08:37:44Z
      DOI: 10.1177/00222429231195564
       
  • Buyer–Supplier Relationship Dynamics in Buyers’ Bankruptcy
           Survival

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      Authors: Sudha Mani, Vivek Astvansh, Kersi D. Antia
      Abstract: Journal of Marketing, Ahead of Print.
      A bankrupt buyer firm's interactions with its suppliers during bankruptcy have critical implications for both parties and for the broader economy, yet these interactions remain poorly understood. The authors build on research on buyer–supplier relationship dynamics to demonstrate that accommodative and exploitative velocities—the rate and direction of change in the corresponding acts—serve as signals affecting bankruptcy survival. They show how signal characteristics (i.e., the variability in accommodative and exploitative acts) and signaler characteristics (i.e., whether the party undertaking the acts is the buyer or its suppliers) moderate the impact of accommodative and exploitative velocities on bankruptcy survival. Study 1 examines the bankruptcy survival outcome of 310 U.S. bankruptcies over 14 years and finds that a 1% increase in accommodative (exploitative) velocity increases (decreases) the buyer's survival by 39% (33%). Further, variability in accommodative acts weakens their effect, and suppliers' (vs. the buyer's) accommodative and exploitative velocities are less deterministic of the buyer's bankruptcy survival. Study 2 uses a scenario-based experiment to shed light on the mechanism underlying the impact of the two velocities on bankruptcy survival. The findings from both studies demonstrate the key role played by buyer–supplier interactions in a buyer's bankruptcy survival.
      Citation: Journal of Marketing
      PubDate: 2023-11-01T07:37:15Z
      DOI: 10.1177/00222429231193994
       
  • Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native
           Grocery Brand

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      Authors: Michiel Van Crombrugge, Els Breugelmans, Florian Breiner, Christian W. Scheiner
      Abstract: Journal of Marketing, Ahead of Print.
      For digital-native fast-moving consumer goods (FMCG) manufacturers that sell through their own online channel and have made headway into supermarkets, brand stores can represent the next step in a multichannel distribution strategy. In this research, the authors investigate the impact of introducing a brand store on a digital-native FMCG brand's sales in its existing company-owned online channel and in independent supermarkets, as well as on the brand's supermarket distribution. By incorporating brand store sales and operational costs, this research also specifies the entry effects on the brand's top-line total brand sales and bottom-line operating profit. Based on before-and-after-with-control-group analyses of the entry of ten brand stores by a digital-native FMCG brand, the authors show that brand store entry boosts supermarket sales, partially driven by a brand store's positive effect on the number of supermarkets listing the brand. Although they cannibalize company-owned online sales, brand store entries generate an influx of own brand store sales that offset online channel losses. Still, accounting for brand stores’ operational costs reveals that top-line growth is not always enough to preserve the bottom line.
      Citation: Journal of Marketing
      PubDate: 2023-10-26T06:43:42Z
      DOI: 10.1177/00222429231193371
       
 
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  Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted by number of followers
Book History     Full-text available via subscription   (Followers: 179)
Journal of Marketing Research     Full-text available via subscription   (Followers: 76)
Journal of Marketing     Full-text available via subscription   (Followers: 56)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 50)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 28)
Journal of International Marketing     Full-text available via subscription   (Followers: 27)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Journal of Advertising     Hybrid Journal   (Followers: 23)
International Journal of Advertising     Full-text available via subscription   (Followers: 23)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 16)
International Journal of Market Research     Hybrid Journal   (Followers: 16)
Journal of Advertising Research     Full-text available via subscription   (Followers: 16)
Public Relations Review     Hybrid Journal   (Followers: 15)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 11)
Advertising & Society Review     Full-text available via subscription   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 8)
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