Marketing ZFP

Brand alliances provide the opportunity to increase value expectations on the customer side because customers consider co-branding a creditable signal of a reasoned decision by the participating brands to offer a product superior to a potential...

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be...

This manuscript analyses an unexplored factor influencing the potential success of a brand alliance: the brand gender of the two constituent brands within the alliance. We argue that two brands in an alliance that are more similar in terms of gender...

Some brands belong to product categories that are naturally linked to sexiness (e.g., perfume and sexy underwear). Including erotic cues in advertising can transfer meanings to the products and stress the products’ erotic benefits. For instance,...

Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether...

We investigate the application of two topic models, latent Dirichlet allocation (LDA) and the correlated topic model (CTM), to market basket analysis. Topic models measure the association between observed purchases and underlying latent activities...

Sports properties such as mega events or clubs are generally highly attractive partners for corporate sponsors. However, due to their propensity for scandals (e.g. corruption, drug abuse or match fixing), sports properties may at times become...

The Implicit Association Test (IAT) is an instrument to assess implicit associations that are automatically activated in a respondent’s mind. Such implicit associations cannot be measured using traditional self-report questionnaires that are...

This study reports on a new procedure for tracking the in-store behavior of customers, observed in two grocery stores located in a metropolitan area of a capital city in Europe. Shopping paths were gathered utilizing disguised human observations...

We introduce the concept of body spheres into research on advertising. We consider four human body spheres (inside one’s body, outside one’s body, on one’s skin, and hybrid) and products that affect human well-being within these distinct...

In recent years, retailers have developed numerous innovative promotion instruments to attract their customers. One of these instruments is the use of price lotteries. When applying a price lot-tery, a predetermined portion of the retailer’s...

Prior research has considered online retailing mainly as equivalent to customers shopping through “the Internet channel”. With regard to the advancing evolution of mobile shopping, this perspective is no longer applicable for research and...

Leading international retailers have shifted their attention to developing countries, pursuing different format transfer strategies to succeed within local competition. However, little is known regarding whether such retailers can use their core...

Online shopping is a trend in almost all retail and wholesale sectors and enjoys remarkable growth rates. Many retailers and wholesalers have introduced online sales channels in recent years or are planning to do so in the near future. SMEs (small...

This paper deals with smartphone experiences related to consumption activities and, more specifically, to shopping. If several studies, based on adoption models, show that consumers are ready to use their smartphones widely while shopping, including...

The objective of this article is to assess how and under what conditions the arrangement of organic food products in conventional retail stores influences consumers’ attitudes towards the retailer’s range of organic foods and the overall image...

Although line and brand extensions have become widely used strategies¬¬ not only by manufacturers, but also by retailers, success factors of private label extensions have rarely been addressed in past research. Additionally, only a small number of...

This paper investigates the role and contribution of marketing-mix elements in the competitive landscape of the food retailing industry. A literature review focusing on the effects of assortment, price, and location is presented in order to explore...