Marketing ZFP

This study contributes to service management research by developing and validating a framework for understanding service value and its outcomes, with a focus on Virtual Reality (VR) gaming. Using a mixed-methods approach, Study 1 qualitatively...

Body shape is perceived as stable by entity theorists but malleable by incremental theorists. It remains unclear whether these lay theories about body shape malleability affect product evaluation and preference. We hypothesize that entity theorists,...

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Value-based pricing is potentially beneficial for relationships in business markets, but customers may also perceive this pricing approach as unfair. Drawing on the dual entitlement principle, we find that pricing norms play a role in fairness...

Einfühlung describes processes of imitating the postures, movements, and emotions of other people, which lead to immediate sensations of oneness of the observer with these people. The fundamentals of this theory have been developed by historical...

In this paper, we’d like to draw the attention of marketing academics and marketing practitioners to the use of alternative-specific designs (ASD) for choice-based conjoint (CBC) studies in marketing research. As opposed to transportation...

During the last decade, the share of online purchases in the apparel market has increased substantially. However, the quantity and the costs of handling product returns negatively affected various fashion category profits. Some retailers responded...

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