Marketing ZFP

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....

This paper analyses how store lighting influences store atmosphere, price and quality perception, and the intention to shop in a retail store. Predicting the impact of store lighting on customer perception and behaviour is a challenging task....

Although sensory information is already widely used in commercial advertising, only little is known about the effects of sensory information displayed on product packages in general and on packaged food in particular. Obviously, food advertising and...

This research builds on the currently emerging paradigm that value in the marketing context does not primarily emerge from attributes of objects as exchanged in market transactions but from processes of use as carried out by the customer, hence a...

For retail managers the understanding of how RBE and offered value interact and how both affect consumers’ loyalty is crucial. Perceived value is defined as customers’ evaluations of the utility of and expectations for received retail offers,...

Today, it is common for retailers to employ online channels alongside its offline channels to design new competitive advantage and particularly to better serve customer needs, that is, primary at the store or at the website. Many customers have...

Food retailers offer numerous food items that do not contain brand names on the packaging or that do not highlight brands. For instance, in fridge shelves, retailers offer pieces of cheese and meat, slices of sausages, fruit salad, sandwiches, pizza...

The omnipresence of Word of mouth (WOM) within social media and among online retailer sites increasingly urges marketing practice to strive for “followers,” “likes,” and “posts.” Marketing objectives as well as its success measurements...

Many studies in marketing science and practice have shown that the measurement and monitoring of marketing activities is an essential step in quantifying marketing success. Furthermore, nowadays in addition to offline channels (e. g., television,...

Current economic developments, like shorter product life cycles, strongly determine firms’ market operations. In this context, in recent years, the strategy of transforming from a pure product supplier to a service provider, also known as service...

Recently, social networking platforms have become increasingly important for complaint management. Many companies publish their desired standards in complaint management on their profiles on a social networking platform and thus shape the...

Based on two online studies (n = 5,522 Study 1; n = 287 Study 2), we demonstrate that advergames have a significant effect on brand cognitions, brand attitude, loyalty and actual buying behaviour. Additionally, we demonstrate that the consumer’s...