Marketing ZFP

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...