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Vahlen, München 2026
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Volume 48 (2026), Issue 1
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2026
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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Some researchers assume that Generative Artificial Intelligence (GenAI) has the potential to augment or even replace traditional market research. In this paper, we explore whether this assumption holds for Choice-Based Conjoint Analysis (CBC)...
Vahlen, München 2026
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Crowdsourcing contests are often viewed as open innovation tools. This article shows that they can also strengthen emotional consumer- brand relationships. Drawing on psychological empowerment theory, the study examines how perceived empowerment...
Vahlen, München 2026
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