Marketing ZFP

doi:10.15358/0344-1369-2026-1

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

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Volume 48 (2026), Issue 1

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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Volume 48 (2026), Issue 1

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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Volume 48 (2026), Issue 1

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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Marketing ZFP

Summary

Bibliographic data

Newest volume

Marketing ZFP

Newest articles

Titelei/Inhaltsverzeichnis

Editorial

Choice-Based Conjoint for Designing Home Appliances: Human Versus Silicon Samples of Respondents

Empowering Consumers, Building Brands: How Crowdsourcing Contests Strengthen Brand Passion