Marketing ZFP

In recent years, retailers have developed numerous innovative promotion instruments to attract their customers. One of these instruments is the use of price lotteries. When applying a price lot-tery, a predetermined portion of the retailer’s...

Prior research has considered online retailing mainly as equivalent to customers shopping through “the Internet channel”. With regard to the advancing evolution of mobile shopping, this perspective is no longer applicable for research and...

Leading international retailers have shifted their attention to developing countries, pursuing different format transfer strategies to succeed within local competition. However, little is known regarding whether such retailers can use their core...

Online shopping is a trend in almost all retail and wholesale sectors and enjoys remarkable growth rates. Many retailers and wholesalers have introduced online sales channels in recent years or are planning to do so in the near future. SMEs (small...

This paper deals with smartphone experiences related to consumption activities and, more specifically, to shopping. If several studies, based on adoption models, show that consumers are ready to use their smartphones widely while shopping, including...

The objective of this article is to assess how and under what conditions the arrangement of organic food products in conventional retail stores influences consumers’ attitudes towards the retailer’s range of organic foods and the overall image...

Although line and brand extensions have become widely used strategies¬¬ not only by manufacturers, but also by retailers, success factors of private label extensions have rarely been addressed in past research. Additionally, only a small number of...

This paper investigates the role and contribution of marketing-mix elements in the competitive landscape of the food retailing industry. A literature review focusing on the effects of assortment, price, and location is presented in order to explore...

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...