Marketing ZFP

Within the rather nascent literature stream examining product returns, the authors identify that the vast majority of studies enlightens return avoidance measures (before ordering), whereas return averting measures (after purchasing) showed to...

In recent decades, a way to influence consumer decisions without providing arguments has gained attention: the use of emotional narratives in advertisements. Such narratives can be described by numerous abstract (e.g., realness of the plot) and...

In 1992, Simonson and Tversky introduced the “prize decoy asymmetric dominance effect” by showing that preferences between two non-dominated options winnable in a competition, namely prize A (a $6 cash payoff) and prize B (an attractive pen),...

The emergence of pay-as-you-live (PAYL) pricing mechanisms in health insurance represents a promising development with the potential to reduce long-term costs for insurers via encouraging healthier lifestyles among consumers. PAYL plans reward...

Smart transformative services such as digital contact tracing apps are a means to offer transformative and economic value by selfmonitoring contacts and improving the well-being of users, while also reducing concerns when using services during...

Abstract_engl.

Despite the considerable body of work on customer value, the literature remains highly fragmented and thus surprisingly silent on two elementary questions: (1) whether a firm should focus more strongly on the product core (a product’s basic...

Owing to their premium prices, luxury brands carry considerable financial risk for consumers. Drawing from evolutionary research, we theorize that exposure to eroticism in luxury advertising enhances consumers’ willingness to take financial risks...

Despite the widespread use of multiple sales channels and the significant potential benefits and drawbacks associated with this strategy, relatively few studies have researched this topic. Therefore, this paper identifies and explores the impact of...

Significant resources are spent each year on sales forces and the means by which to enhance their effectiveness during a sales interaction or presentation. Specifically, studies point to the importance of charismatic nonverbal cues (for example,...

Today, technology companies are paying increased attention to the provision of digital services, and business customers’ actual usage process has become a pivotal concern. Thus, technology companies are turning their focus to customer value...

Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company...

According to agenda-setting theory, the media determine what we have to think about and how we have to think about it. While there is ample evidence that this holds true in social and political contexts, our analysis advises caution when drawing...

This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on...

In an increasingly digitalized economy, e-commerce firms are known to internationalize with a greater scope than offline firms. However, it is important to analyze how their geographic scope depends on intangible resources acquired over time and...

Consumers are being exposed to an evergrowing number of promotional offers. Therefore, innovative communication measures are required to deliver advertising messages to potential customers effectively. The present work investigates the interaction...

This study emphasizes the interplay between thought experimentation (Felin and Zenger 2009) and actor engagement (Brodie et al. 2019) in the pre-seed phase of the business model design process for new ventures (Snihur and Zott 2020). The review on...

Mobile technology and digitalisation put pressure on retailers to engage in omni-channel retailing. However, to avoid cannibalisation and create synergies, channels must differ and provide a unique service offer to the consumer. Indeed, little is...

Managing corporate reputation as a pivotal intangible asset has become a key objective for companies, since corporate reputation leads to a variety of favourable outcomes, amongst oth-ers customer loyalty. However, research on the corporate...