Marketing ZFP

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be...

Eine hohe E-Health Servicequalität ist eine zentrale Voraussetzung für die Nutzung elektronischer Gesundheitsdienstleistungen. Bis dato ist jedoch unklar, welche Eigenschaften sich hinter dem Konstrukt Qualität von E-Health Services verbergen....

Gegenstand des vorliegenden Beitrags ist die Untersuchung konsumentenseitiger Wahrnehmung onlinebasierter Handelsumgebungen. Der Beitrag geht der Frage nach, ob das aus der Literatur zur Wahrnehmung physischer Handelsumgebungen bekannte Phänomen...

Dieser Beitrag untersucht einen unerforschten Aspekt betreffend des möglichen Erfolges von Markenallianzen: den Effekt des Geschlechts der an der Allianz beteiligten Marken. Es wird geprüft, ob eine größere Ähnlichkeit zweier Marken in einer...

Manche Unternehmen bieten Produkte an, die eine natürliche Beziehung zu Erotik aufweisen (z.B. Parfum und Unterwäsche). Aufgrund von Abbildungen erotischer Motive in der Werbung können Konsumenten entsprechende Konnotationen bilden und sich den...

Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether...

We investigate the application of two topic models, latent Dirichlet allocation (LDA) and the correlated topic model (CTM), to market basket analysis. Topic models measure the association between observed purchases and underlying latent activities...

Sports properties such as mega events or clubs are generally highly attractive partners for corporate sponsors. However, due to their propensity for scandals (e.g. corruption, drug abuse or match fixing), sports properties may at times become...

Die vorliegende Studie ist eingebettet in die Medienkontextforschung, die sich mit der Frage auseinandersetzt, inwieweit das Programm bzw. das redaktionelle Umfeld die Rezeption der in diesen Kontext integrierten Werbung beeinflusst. Dabei spielt in...

Der Implizite Assoziationstest (IAT) ist ein reaktionszeitbasiertes Verfahren zur Erfassung impliziter (automatisierter) Assoziationen. Deren Messung kann helfen, Zusammenhänge aufzudecken, die traditionellen expliziten Methoden verborgen bleiben...

This study reports on a new procedure for tracking the in-store behavior of customers, observed in two grocery stores located in a metropolitan area of a capital city in Europe. Shopping paths were gathered utilizing disguised human observations...

We introduce the concept of body spheres into research on advertising. We consider four human body spheres (inside one’s body, outside one’s body, on one’s skin, and hybrid) and products that affect human well-being within these distinct...

In recent years, retailers have developed numerous innovative promotion instruments to attract their customers. One of these instruments is the use of price lotteries. When applying a price lot-tery, a predetermined portion of the retailer’s...

Prior research has considered online retailing mainly as equivalent to customers shopping through “the Internet channel”. With regard to the advancing evolution of mobile shopping, this perspective is no longer applicable for research and...

Leading international retailers have shifted their attention to developing countries, pursuing different format transfer strategies to succeed within local competition. However, little is known regarding whether such retailers can use their core...

Sonderausgabe zu Ehren von Joachim Zentes - Zum Inhalt von Heft 2-2014

Online shopping is a trend in almost all retail and wholesale sectors and enjoys remarkable growth rates. Many retailers and wholesalers have introduced online sales channels in recent years or are planning to do so in the near future. SMEs (small...

This paper deals with smartphone experiences related to consumption activities and, more specifically, to shopping. If several studies, based on adoption models, show that consumers are ready to use their smartphones widely while shopping, including...

The objective of this article is to assess how and under what conditions the arrangement of organic food products in conventional retail stores influences consumers’ attitudes towards the retailer’s range of organic foods and the overall image...

Although line and brand extensions have become widely used strategies¬¬ not only by manufacturers, but also by retailers, success factors of private label extensions have rarely been addressed in past research. Additionally, only a small number of...

This paper investigates the role and contribution of marketing-mix elements in the competitive landscape of the food retailing industry. A literature review focusing on the effects of assortment, price, and location is presented in order to explore...