Marketing ZFP

Choosing the “right” time is a broadly accepted success factor in new product development. However, the inconsistency of empirical findings on the timing of projects suggests that the range of relevant influencing factors is wider than expected....

In contrast to classical choice theory, the widely discussed phenomenon of an attraction effect for market entry demonstrates that changes in the composition of a choice set influence preferences substantially. The inversed scenario of market exit...

The consumer need for mental convenience is as stronger as ever. Thus, the way of infor-mation presentation on product packaging of fast-moving consumer goods plays a perfor-mance-critical role. This article focuses on product lines and analyses the...

This research focuses on the practical challenge of marketing a product that can hardly be distinguished from others. We investigate how a digital social product feature, that enables consumers to share their product and service choices within a...

A placebo effect is a physiological effect that arises from receiving a substance that actually has no inherent power to produce this effect (Stewart-Williams/Podd 2004). Placebo effects in marketing refer to variations in efficacies of a product...

High levels of active consumer community participation in brand-related communities have been shown to positively influence brand value. To enable marketers to stimulate this important driver of brand success, a large number of studies have been...

Traditional pricing procedures do not equally apply to luxury brands. Rather than driving sales at any price, pricing luxury brands requires specific procedures to enhance and preserve the image of finest quality, prestige, rarity, and hedonic...

By drawing upon Symbolic Self-Completion theory and the Technology Acceptance model, a theoretical model is developed for omnichannel luxury retailing. The theoretical model unifies the inner-directed, hedonic aspects of luxury consumption and the...

The pricing of luxury goods differs considerably from the pricing of regular products. Whereas the purpose of the latter is focused on functionality, the consumption of luxury goods is rather symbolic. Consumers use their symbolic value as a vehicle...

Luxury brands such as Louis Vuitton, Gucci, or Chanel regularly expand beyond their core business and nowadays offer a wide range of products including accessories, perfumes, watches or jewelry, and even services. The use of brand extensions has...

The objective of this paper is to improve our understanding of the relationships between emotional states and luxury consumption. Current theorizing suggests that the valence of an emotional state alone cannot explain indulgent consumption but that...