Marketing ZFP

Health-related services shared through social media are enjoying considerable growth, particularly among young people, yet they have potentially detrimental outcomes for consumer well-being. This research undertakes an examination of literature...

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In print advertisements, product images and words are usually complete. However, some marketers rely on the effectiveness of incompleteness. In such advertisements, a part of the product image and/or some letters of words are missing. We...

This research explores the crossmodal correspondences within the field of sensory marketing. In particular, we investigate crossmodal effects between the visual, olfactory, and haptic senses. An extensive literature review reveals a lack of studies...

Health has become a crucial advertising factor for food producers and retailers. Firms can now use health claims as effective tools to differentiate their products. However, several critical issues impact the efficiency of such health claims. In...

Brand managers increasingly appeal to altruistic consumer motives by emphasizing corporate social responsibility (CSR) in marketing communication. However, little empirical evidence describes how CSR converts into market demand. This study...

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The effectiveness of showing animal images compared to displaying human models in advertisements and the effectiveness of using animals for further marketing instruments such as brand names, mascots, logos, product packaging designs, slogans, and...

In this paper, we explore co-movements of the vehicle price sensitivity to fuel economy with changes in fuel prices. Previous literature has investigated the responsiveness of vehicle prices to fuel prices or fuel economy. We are interested in the...

Across five samples (i.e., apartment, car, garment, bike and food sharing), this paper shows that there are several reasons why customers want to maintain a relationship with a sharing service provider. Our paper contributes to research on the...

Empirical research in marketing often is, at least in parts, exploratory. The goal of exploratory research, by definition, extends beyond the empirical calibration of parameters in well established models and includes the empirical assessment of...

The consideration of preference heterogeneity in consumer choice behavior has become state of the art. In addition, the identification of consumer segments remains essential for marketing managers. For disaggregate consumer choice data representing...

Missing values are ubiquitous in empirical marketing research. If missing data are not dealt with properly, this can lead to a loss of statistical power and distorted parameter estimates. While traditional approaches for handling missing data (e.g.,...

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Advertisements frequently contain images of persons (models) in a decorative role. Advertisers have to decide what characteristics these models should have (gender, age, pose, clothing, facial expression, etc.). Among these characteristics, the...

Academics and managers need to know that key mental processes occur below the conscious awareness threshold. While unconscious processes largely influence consumer decision-making processes, self-report measures do not reveal these processes...

Option framing can be divided into additive and subtractive framing. In additive framing, individuals are asked to add desired options to a base model, i. e., to a core product which does not include any extras, whereas in subtractive framing,...

Unternehmen nutzen heute vielfach (Marken-) maskottchen und Avatare, um die eigene Organisation nach innen und außen zu repräsentieren, Markenbotschaften zu übermitteln und Online-Kunden zu betreuen (z. B. der Michelin-Mann von Michelin oder...

The use of erotic advertising is one of the most frequently used strategies to promote brands. In practice, this strategy is used for brands from product categories with a high or low natural fit to eroticism and for low-price and high-price brands....

Although past research confirmed that consumers are aware of the ecological and social implications associated with their own consumption choices, studies have frequently observed a discrepancy between attitude and actual behaviour. This...

Granting discounts is a prominent monetary pricing tactic employed to boost sales. Extant research, however, provides contradictory results on the effectiveness of varied degrees of discounts. Better-performing, non-monetary promotion became the...

Word of Mouth (WOM) is typically investigated as an exogeneous variable influencing consumers´ future product purchases. Whereas drivers of positive and negative WOM are well investigated, antecedents of different types of positive WOM are hardly...