Marketing ZFP

The purpose of this paper is twofold. The first purpose is to contribute to knowledge about the effect of color on brand attitude in a specific case of advertising: the coloration of ads that promote togetherness or avoidance of loneliness. We found...

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Increasingly, businesses rely on AI-driven tools like chatbots to facilitate customer communication. However, chatbot services might not always run flawlessly, yet there remains a gap in comprehensive research regarding consumer responses to such...

Luxury retailers are increasingly considering the introduction of service robots in their stores to enhance the value proposition and reshape the dynamics of both the service encounter and the customer experience. Although the literature recognizes...

Firms using a direct selling (DS) distribution channel delegate selling and sales management responsibilities to an independent-contractor distributor force. The DS firm’s inability to directly control distributors’ efforts, and the fact that...

Customer experience management has become a widely discussed topic within the insurance industry, with a growing number of insurers adopting the customer-oriented management approach to meet the challenges of today’s highly competitive market. As...

COVID-19 has led to a considerable increase in telemedicine use by physicians and patients. However, usage is expected to decline post-pandemic despite the benefits in terms of convenience, reachability, accessibility, and cost. We are investigating...

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While live streaming commerce enriches product presentation and expands the scope for interaction compared to traditional online shopping, this retailing approach often leads to spontaneous purchases. Hence, the hurdle for returns is comparatively...

While dance scenes are ubiquitous in advertising videos, advertising research has largely ignored this topic. To date, there are no experimental studies on effects of dance in advertising contexts. In the first part of this paper, we use a...

Commoditization refers to the process by which a product or service becomes standardized and interchangeable with similar products or services on the market, resulting in a reduction of its perceived value and a focus on price competition. The...

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Recently, the well-established marketing concepts of personalization and customization have also been applied to cause-related marketing (CRM) to empower consumers and overcome issues of such campaigns with a specific, pre-determined cause. This...

Meat is increasingly being marketed based on credence characteristics, such as healthiness and production methods, which cannot be experienced before purchase and therefore need to be communicated. Consumer confidence in the integrity of the supply...

There is a public debate about whether marketers should be required to provide information about photoshopping when they use idealized images of female ad models. Proponents of such information expect that this measure will counteract diminished...

Rhetoric transforms a simple proposal into a more elaborate structure. There is a controversy about the impact of rhetorical figures’ complexity and about the effect of mental imagery on persuasion. There is no previous research on the impact of...

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COVID-19 has altered mental and behavioural patterns with profound and long-lasting effects on individuals and economies. Following life event literature, this paper investigates the impact of COVID-19 on individuals’ wellbeing and customer...

Companies increasingly strive to optimise the external customer experience by systematically building on customer experience management (CEM). Based on the internal carleasing service of Porsche AG, this article shows how leaders can correspondingly...

The study aims to explore the role of a professional sport team’s organizational values to promote the consumption of plant-based diets among fans. The case study focuses on Forest Green Rovers, a football club with a strong mission to sustainable...

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Voice shopping, i.e., shopping via conversational interactions with digital voice assistants, is currently on the rise but still in its infancy in Germany. In the context of voice commerce, companies may utilize digital voice assistants as an...

This study examines the mechanisms of cognitive appraisal theory in the context of dynamic pricing. The aim is to investigate the differences in cognitive appraisals by comparing dynamic pricing and simpler forms of price differentiation, as well as...

Marketers often use appeals that emphasize the responsibility and the consequences of consumer decisions to help persons, animals, and nature in need, or they use appeals that evoke the predominantly negative emotion of compassion. We focus on...