Marketing ZFP

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)...

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...

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Delivering a superior customer experience (CX) is a key source of competitive advantage. However, existing measurement approaches often overlook the multidimensional and dynamic nature of CX. Because CX responses vary across contexts and cultural...

Prior research has produced conflicting evidence on the question whether a state of mindfulness impacts decision making in negotiations positively or negatively. This research contributes to this stream of marketing and negotiations literature by...

While managers are a cornerstone of the modern market economy, people might negatively stereotype managers’ morality. This study reveals that negative moral stereotypes of managers are associated with destabilized public trust in the economic...

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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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Sentiment Analysis (SA) has found widespread success in marketing. Marketing scholars and practitioners have used SA to identify pain points, user requirements and issues using freely available online customer reviews from shopping websites, or user...

Multinational corporations (MNCs) implement corporate social responsibility (CSR) initiatives in different regulative environments to attract consumers internationally. However, while CSR in general impacts consumer behavior across nations, it is...

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By examining repeat purchases, we study the effect of customer loyalty on the ability to up-sell. Using an extensive dataset from optical retail including the sales activities of more than 410 opticians over 20 years, we track and analyze customer...

Startups sind von zentraler Bedeutung zur Lösung der wirtschaftlichen Herausforderungen unserer Zeit. Allerdings scheitern die meisten Startups in ihrem Entwicklungsprozess. Studien zeigen die Bedeutung der Einbindung von Startups in ein...