Cover of Volume: Marketing ZFP Volume 48 (2026), Issue 2
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Marketing ZFP

Marketing ZFP - Journal of Research and Management
Editors:
Daniel Baier, University of Bayreuth, Germany Yasemin Boztug, University of Goettingen, Germany Heribert Gierl, University of Augsburg, Germany Andrea Gröppel-Klein, Saarland University, Germany Lutz Hildebrand, Humboldt-University of Berlin, Germany Joerg Koenigstorfer, Technical University of Munich, Germany Martin Klarmann, Karlsruhe Institute of Technology (KIT), Germany Hans Mühlbacher, University of Monaco, Principality of Monaco Henrik Sattler, University of Hamburg, Germany Bernhard Swoboda, University of Trier, Germany Dirk Temme, University of Wuppertal, Germany Udo Wagner, Modul University Vienna, Austria
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Bibliographic data

ISSN-Print
0344-1369
ISSN-Online
0344-1369
Publisher
Vahlen, München
Language
Deutsch
Product Type
Journal

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Cover of Volume: Marketing ZFP Volume 48 (2026), Issue 2
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Volume 48 (2026), Issue 2
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...
Vahlen, München 2026
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Cover of Volume: Marketing ZFP Volume 48 (2026), Issue 2
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Volume 48 (2026), Issue 2
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Vahlen, München 2026
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Cover of Volume: Marketing ZFP Volume 48 (2026), Issue 2
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Volume 48 (2026), Issue 2
Vahlen, München 2026
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Volume 48 (2026), Issue 2
This paper addresses the distinction between reality-grounded constructs (i.e., discovered within reality by researchers) and invented constructs (i.e., created by researchers for scientific purposes). Our objective is to identify and categorize...
Vahlen, München 2026
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Cover of Volume: Marketing ZFP Volume 48 (2026), Issue 2
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Volume 48 (2026), Issue 2
We sincerely appreciate that our paper addressing a methodological issue was selected as a target article in Marketing ZFP to stimulate discussion among distinguished colleagues. We focus on non-sensory states and processes residing in the human...
Vahlen, München 2026
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Volume 48 (2026), Issue 2
Interactions between companies and consumers can leverage the corporate social network presence by encouraging favourable social media engagement. However, do companies need to reply to every user comment? This research investigates the effects of...
Vahlen, München 2026
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