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Verlag C.H.Beck, München 2023
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Volume 45 (2023), Edition 4
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 25.11.2023
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice. Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles. The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B. For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Commoditization refers to the process by which a product or service becomes standardized and interchangeable with similar products or services on the market, resulting in a reduction of its perceived value and a focus on price competition. The...
Verlag C.H.Beck, München 2023
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While live streaming commerce enriches product presentation and expands the scope for interaction compared to traditional online shopping, this retailing approach often leads to spontaneous purchases. Hence, the hurdle for returns is comparatively...
Verlag C.H.Beck, München 2023
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Page 32 - 70
While dance scenes are ubiquitous in advertising videos, advertising research has largely ignored this topic. To date, there are no experimental studies on effects of dance in advertising contexts. In the first part of this paper, we use a...
Verlag C.H.Beck, München 2023
Authors: ,
