Marketing ZFP

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...