Marketing ZFP

Consumers are being exposed to an evergrowing number of promotional offers. Therefore, innovative communication measures are required to deliver advertising messages to potential customers effectively. The present work investigates the interaction...

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This study emphasizes the interplay between thought experimentation (Felin and Zenger 2009) and actor engagement (Brodie et al. 2019) in the pre-seed phase of the business model design process for new ventures (Snihur and Zott 2020). The review on...

Mobile technology and digitalisation put pressure on retailers to engage in omni-channel retailing. However, to avoid cannibalisation and create synergies, channels must differ and provide a unique service offer to the consumer. Indeed, little is...

Managing corporate reputation as a pivotal intangible asset has become a key objective for companies, since corporate reputation leads to a variety of favourable outcomes, amongst oth-ers customer loyalty. However, research on the corporate...

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Choice-based conjoint (CBC) is nowadays the most widely used variant of conjoint analysis, a class of methods for measuring consumer preferences. The primary reason for the increasing dominance of the CBC approach over the last 35 years is that it...

The question of whether people prefer symmetry to asymmetry has been explored for many decades. Many design guides recommend the use of symmetry, and many scientific publications report that people like symmetrical visual images more than...

Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors...

Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the...

The goal of the study is to assess the influence of consumer versus industry effectiveness states, generated by message frames when providing information to consumers, on their behavioural intentions to reduce waste and reuse products. A pre-study...

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Marketing has started exploring ambient scents’ diverse effects and the psychological mechanisms through which they affect consumer behaviour. Recent research focuses on ambient scents’ perceived temperature’s impact on consumer behaviour. In...

In this article, I discuss my experiences from my extensive research collaborations with German scholars which has resulted in over 40 publications with over 30 colleagues. The key topics are: what American co-authors have to offer German...

The use of avatars is gaining popularity in today’s digitalized world. These computer-animated agents not only act as virtual shopping assistants to compensate for the impersonal feel of an online store, but are also frequently employed in gaming...