Marketing ZFP

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...

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...