Marketing ZFP

Currently, the increasing competition in saturated markets of fast-moving consumer goods drives companies to highly sophisticated marketing strategies. Increasing brand equity and reducing prices are two tools that are frequently used to increase...

Purchase decisions and consumption often take place within family households and/or relationships. Thus, many purchase decisions (e. g. the purchase of cars, houses, furniture, or insurances) should be studied in the field of family decision...

The term mediation analysis encapsulates methodological approaches for determining whether a causal effect of a predictor on an outcome variable can be explained by another variable. This explanatory variable is called a mediator. Mediation analysis...

Aggregate market response models comprise variables which are defined as sums (e. g., of sales, of advertising budgets) or averages (e. g., of prices) across persons or households for a certain store, retail chain, region, etc. We consider sales...

Marketing research often involves two levels (e.g., international customers nested within countries or cultures). Multilevel modelling (MLM) allows one to accurately model lower-level (level 1) effects and the surrounding (level 2) context in...

One of the fundamental elements of marketing research is the analysis of consumer choice behaviour. Hereby, researchers aim to identify important determinants that affect the choice among different alternatives. These valuable insights can show how...

Descriptive statistics and the application of multivariate data analysis techniques such as regression analysis and factor analysis belong to the core set of statistical instruments, and their use has generated findings that have significantly...

Everyday consumers need to make decisions about their health, and this health behaviour is significantly influenced by health risk perception, health attitude and health condition. Health risk perception was found to have a particularly powerful...

This paper analyses the origins of brand love and provides a typology of brand love starting points. Due to its positive outcomes for loyalty, word of mouth, and willingness to pay, understanding how brand love starts in the first place is critical...

This paper adds to the literature of multi-category purchase decisions in which one assumes that the choice of one product might impact purchases of other products. Products that are being purchased together by a household are said to form a market...

When retailers create advertisements, web sites, and product packaging to promote fair-trade products, they first should consider the fact about whether the needy farmers and workers belong to the targeted consumers’ ingroups or outgroups. When...

Generally, company expenses for sponsoring (i. e., corporate financial or non-financial assistance in order to achieve commercial goals) have been increasing worldwide, with sport sponsoring being the most common type of sponsoring, followed by art...

Service employees represent an important part of the service itself. Their behaviour shapes customer outcomes and determines a service organization’s success. However, service employees do not always engage in organizationally desired behaviours...

To be successful, foreign retailers must meet the expectations of local consumers and they must also position themselves as strong retail brands. This may be difficult because foreign firms often face competitive disadvantages in comparison to local...

This paper analyses consumers’ reactions when retailers and brands jointly employ a potentially deceptive sales tactic we term native selling. Native selling describes the use of brand representatives acting as sales personnel in retail stores....

This study contributes to research on the growing phenomenon of cross-border online search and purchase behaviours. A literature review on the determinants of cross-border online shopping indicates that research on the specific risks and benefits of...

It is generally known that consumers use not only use price information such as “€100 per item” but also numerous additional pieces of price information to evaluate whether a given price for a product is low or high. These additional pieces of...

The question of how far international firms (should) standardize or adapt their product strategies across countries has been one of the central research questions in the international business and international marketing literature. During the last...

When expanding to a foreign market, retailers usually must compete with domestic retail chains. The literature has paid a great deal of attention to the antecedents of retail patronage, which has been found to be influenced by particular attributes...

Many empirical studies in cross-cultural marketing show that consumer choice and behaviour are driven by cultural values. As a result, the international marketing literature focuses on the appropriate degree of adaptation to foreign markets....