Marketing ZFP

Our research goal is to investigate actor engagement practices in an interactive multi-actor environment. Furthermore, we analyze value co-creation in triadic actor constellations through an S-D logic ecosystems lens in order to better understand...

Gamification is currently one of the major trending topics in marketing and business practice. Although a large managerial interest in gamification exists, academic literature so far does not offer much explanations regarding what gamification...

Usage processes are multi-faceted, context related and dynamically changing over time. Thus, deeper insights into the dynamics of usage processes are central for gaining a better understanding of how value cocreation in business-to-business (B2B)...

The Service-Dominant Logic (SDL), the Customer-Dominant Logic (CDL) and recent elaborations on value-in-use dimensions build the theoretical foundation of this article. It illustrates the evolving conceptualization of value-in-use, which has become...

This paper analyses the specifications of the theoretical concepts value co-creation and value-in-use as well as their link, investigating them on an abstract macro level and a more concrete micro level. Value co-creation and value-in-use are...

Conjoint analysis is often seen as one of the most important methodological developments of marketing research. Various textbooks give an introduction to conjoint analysis and alternative preference measurement methods. Applying variants of conjoint...

Experimentation is an important methodology in marketing research and is the subject of a significant amount of literature. These studies consider different ways of looking at the issue of experimentation and may be categorized as follows: (1)...

This paper re-emphasizes the topic of model specification in the context of mediation analysis and highlights the ambiguous nature of results that are consistent with partial mediation, both with respect to the existence of a direct causal effect,...

In empirical marketing research that does not rely on fully randomized experiments, control variables are an important tool to rule out rival alternative explanations for the observed relationships. Despite their importance for causal inference,...

Numerous brands belong to product categories such as perfume, sexy underwear, other clothing, jewellery, and cosmetics that are naturally linked to sexiness. Including erotic cues in advertisements can transfer meanings to these products and brands...

To date, it is unknown whether different representations of psychological distance are linked to environmental and health issues (potentially even outside people’s conscious control), and whether they have an influence on donation preferences in...

The present article examines the effectiveness of charisma training for sales personnel. A literature review on the concept of charisma and related research on training provide the foundation for a conceptual model and empirical investigation....

Retailers have dynamically expanded abroad and grocery retailers aim to bind consumers in local competition by positioning as strong retail brands. Consumer-based retail brand equity (RBE), is known to affect consumer loyalty and retailer...