Marketing ZFP

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...

Unit prices are common practice in the market place. This information indicates the price of a (pre-packaged) good per measuring unit, such as per pound, quart, kilogram or liter. In most countries stating the unit price is mandatory in order to aid...

The brand behavior of employees is an important driver of brand success. In this regard, external communications which are perceived by employees to be of high quality represent a crucial determinant of employees’ brand behavior. However, the...

We investigate family decision making with a new methodology designed to take into account information from multiple members of families, thereby permitting tests of hypotheses that correct for both measurement error and method bias. The context for...

This study presents a conceptual replication of the effect of partitioned prices on consumer responses in a subscription service setting. Contrasting Morwitz/Greenleaf/Johnson’s (1998) seminal article, the results of an online experiment reveal...

It is essential for marketers to understand which situational and individual factors influence how retirees evaluate age-related labels and which age-related labels (e.g., “Retiree,” “60+,” or “Senior”) they can effectively use to...