Journal of Marketing最新文献_第2页

EXPRESS: Channel Adoption Pathways and Post-Adoption Behavior EXPRESS：渠道采用途径和采用后行为

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-08-10 DOI: 10.1177/00222429261478875

Shirsho Biswas, Hema Yoganarasimhan, Haonan Zhang

{"title":"EXPRESS: Channel Adoption Pathways and Post-Adoption Behavior","authors":"Shirsho Biswas, Hema Yoganarasimhan, Haonan Zhang","doi":"10.1177/00222429261478875","DOIUrl":"https://doi.org/10.1177/00222429261478875","url":null,"abstract":"The rapid growth of digital shopping channels has led many traditional retailers to invest in e-commerce websites and mobile apps. While prior research shows that multichannel customers are more valuable, it overlooks how the motive for adopting a new channel shapes post-adoption behavior. Using transaction-level data from a major Brazilian pet supplies retailer, we study offline-only consumers who adopt online shopping through four pathways: organic adoption, the COVID-19 pandemic, Black Friday promotions, and a loyalty program. Using consumer-level panel data and difference-in-differences estimates, we examine how these pathways are associated with post-adoption spending, profitability, and channel usage. We find that all adopters spend more than comparable offline-only consumers, but their post-adoption behavior differs systematically by adoption pathway. Promotion-driven adopters exhibit patterns consistent with forward buying and lower subsequent profitability, whereas COVID adopters display stronger offline persistence consistent with consumer inertia and habit persistence. These findings suggest that managers may benefit from accounting for adoption-pathway heterogeneity when forecasting customer lifetime value and assessing the breakeven and ROI of promotions designed to induce online adoption.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"22 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148709612","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Confronting Cultural Appropriation: Toward the Ethical Marketing of Cultural Difference 直面文化挪用：走向文化差异的伦理营销

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-08-10 DOI: 10.1177/00222429261478848

Angela Gracia B. Cruz, Yuri Seo, Daiane Scaraboto

{"title":"EXPRESS: Confronting Cultural Appropriation: Toward the Ethical Marketing of Cultural Difference","authors":"Angela Gracia B. Cruz, Yuri Seo, Daiane Scaraboto","doi":"10.1177/00222429261478848","DOIUrl":"https://doi.org/10.1177/00222429261478848","url":null,"abstract":"Brands that engage in cultural difference marketing—the use of elements from another culture to create novelty, distinction, and value—face increasing public scrutiny over the issue of potential cultural appropriation. Yet the question of how brands can ethically address this issue while continuing to pursue the benefits of cultural difference marketing remains undertheorized, leaving many brands to respond reactively. Drawing on foundational social theory and an extended qualitative study of the Korean pop (K-pop) industry, this work synthesizes key ethical concerns about cultural appropriation. It identifies three distinct facets of cultural appropriation harm that brands may inflict when using diverse cultural elements: disconnection (unfair attribution), distortion (unfair representation), and dispossession (unfair distribution of benefits). It further identifies three brand strategies that can mitigate such harm in different ways—correcting (recognizing harm through expressions of accountability), connecting (preventing harm by learning and collaborating with source cultures), and championing (resisting the structural foundations of harm through initiatives that combat marketplace inequality). Together, these findings comprise a novel framework for the ethical marketing of cultural difference. This framework disambiguates when and how cultural difference marketing may lead to cultural appropriation and theorizes the emerging role of brands as proactive mitigators of cultural appropriation harm.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"44 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148709583","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Firms’ Focus on Brand and Customer Management: Measurement, Development, and Financial Consequences 《企业对品牌和客户管理的关注：衡量、发展和财务后果》

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-08-10 DOI: 10.1177/00222429261478881

Thomas P. Scholdra, Simeng Han, Werner J. Reinartz, Bernd Skiera

{"title":"EXPRESS: Firms’ Focus on Brand and Customer Management: Measurement, Development, and Financial Consequences","authors":"Thomas P. Scholdra, Simeng Han, Werner J. Reinartz, Bernd Skiera","doi":"10.1177/00222429261478881","DOIUrl":"https://doi.org/10.1177/00222429261478881","url":null,"abstract":"An ongoing, inconclusive debate in strategic marketing research centers on the relative importance of brand management versus customer management—two key dimensions of marketing strategy. However, empirical evidence on how firms prioritize these two dimensions, how their strategic emphasis shifts over time, and how these dimensions shape financial performance remains limited. Using longitudinal data collected from automated text analysis of +95,000 earnings conference call transcripts involving +1,800 firms over 22 years, complemented by manual coding and secondary data, the authors show that brand and customer management foci are uncorrelated, indicating neither a systematic trade-off nor a systematic complementarity between the two strategic foci. Consistent patterns emerge across industries and business types. Importantly, the two strategic foci have distinct effects on revenue- and cost-related performance outcomes. Strikingly, a dual emphasis on both brands and customers is less attractive than focusing on either one. Moderating environmental factors influence the effectiveness of each strategic focus.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"35 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148709581","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Rethinking Imitation in Marketing Strategy EXPRESS：对模仿营销策略的再思考

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-07-07 DOI: 10.1177/00222429261469202

Suyun Mah, Neil A. Morgan

{"title":"EXPRESS: Rethinking Imitation in Marketing Strategy","authors":"Suyun Mah, Neil A. Morgan","doi":"10.1177/00222429261469202","DOIUrl":"https://doi.org/10.1177/00222429261469202","url":null,"abstract":"Despite relatively little attention and a generally negative view among both academic researchers and managers, we propose that imitation should be an explicit and important consideration in marketing strategy-making and may often be a more attractive option than widely believed. Synthesizing fragmented extant knowledge and expanding upon recent work regarding the nature of imitation we propose a new conceptualization offering a balanced and comprehensive view of imitation and its role in firm strategy-making. Building upon this we offer a new typology of different imitation options that managers may usefully consider as part of their strategy-making and identify their associated costs, benefits, and risks that can be evaluated in doing so. We also provide initial insights into marketplace contingencies impacting which of these imitation options are likely to be relatively more or less attractive as part of a business strategy. To further this new thinking about imitation, we develop an allied research agenda that offers a platform for a new stream of marketing strategy research. By changing the framing of imitation, we seek to provoke managers to alter their strategy-making in ways that will not only benefit customers, imitators, and even imitatees, but may also improve economic growth and social welfare.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"37 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148400976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Are You Okay? Effects of a National Peer-Support Campaign on Mental Health 快递：你还好吗？全国同伴支持运动对心理健康的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-06-29 DOI: 10.1177/00222429261467752

Nicole Black, Lachlan Deer, David W. Johnston, Johannes S. Kunz

引用次数: 0

EXPRESS: How Closely Should You Follow a Trend? Atypicality and Engagement on Social Media 快讯：你应该多紧密地追随潮流？社交媒体的非典型性和参与性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-06-29 DOI: 10.1177/00222429261466668

Marc Bravin, Melanie Clegg, Reto Hofstetter, Marc Pouly, Jonah Berger

引用次数: 0

EXPRESS: Seeding Social Affirmation: Influencer + Follower Seeding Strategies and the Diffusion of Online Word-of-Mouth 《播撒社会肯定：网红+粉丝播撒策略与网络口碑传播

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-06-25 DOI: 10.1177/00222429261466252

Hee Mok Park, Minki Kim, Nicholas H. Lurie

{"title":"EXPRESS: Seeding Social Affirmation: Influencer + Follower Seeding Strategies and the Diffusion of Online Word-of-Mouth","authors":"Hee Mok Park, Minki Kim, Nicholas H. Lurie","doi":"10.1177/00222429261466252","DOIUrl":"https://doi.org/10.1177/00222429261466252","url":null,"abstract":"Given influencers’ greater social influence, managers are often advised to target influencers alone in social media marketing. However, the spread of word-of-mouth (WOM) may be enhanced by social affirmation (i.e., cues a message is valuable to others). The authors show that an influencer + follower seeding strategy, in which the best influencer-follower pair in a social network is chosen to tweet and retweet a message, respectively, outperforms an influencer-only strategy in spreading word-of-mouth. Lab experiments show that the likelihood that a user chooses to share or engage with a promoted tweet is higher under an influencer + follower strategy than under an influencer-only or influencer-twice strategy. Greater perceived message value to others explains these results. A field study involving promoted tweets shows that an influencer + follower strategy leads to greater event attendance than a two-influencer strategy. Simulation results show that the advantages of influencer + follower seeding strategies over influencer-only strategies are greater for social networks characterized by a stronger response to social affirmation. When social affirmation is not important to WOM diffusion, an influencer-only seeding strategy is superior. These findings contribute to research on seeding strategies and provide firms a way to improve return on investments in influencer marketing.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"27 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148321835","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Preference Filtering: When Customers Share Narrow Preferences with Algorithms EXPRESS：偏好过滤：当客户与算法共享狭窄偏好时

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-06-25 DOI: 10.1177/00222429261466254

Phyliss Jia Gai, Eugina Leung, Anne-Kathrin Klesse

{"title":"EXPRESS: Preference Filtering: When Customers Share Narrow Preferences with Algorithms","authors":"Phyliss Jia Gai, Eugina Leung, Anne-Kathrin Klesse","doi":"10.1177/00222429261466254","DOIUrl":"https://doi.org/10.1177/00222429261466254","url":null,"abstract":"Digital platforms commonly ask customers to select interest categories (e.g., genres/topics) as input for personalized recommendations. Twelve main studies and two pilot studies (total N = 8,824) reveal that customers share less diverse preferences with algorithms (versus human curators or when merely listing preferences for themselves); they focus on core preferences while omitting tangential ones, a phenomenon termed preference filtering . It is driven by customers’ expectation that algorithms weigh their preferences more uniformly than human curators (i.e., expected uniformity). A mathematical model, as well as interviews and a survey with practitioners show that preference filtering appears rational ex ante yet leads to negative consequences for both customers and firms ex post. The authors examine key design dimensions of the preference elicitation task— when preferences are elicited, how customers articulate them, what purpose is made salient, and who customers believe they are interacting with—that determine the extent to which customers engage in preference filtering. Two studies on self-developed video-streaming websites show that alleviating preference filtering can boost engagement and enhance customer reviews of recommendation services. These findings offer valuable insights for firms that rely on algorithms to engage customers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148321842","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: How the #MeToo Movement Has Reshaped Gender Dynamics in the Marketplace: Evidence from the Entertainment Industry EXPRESS: #MeToo运动如何重塑了市场中的性别动态：来自娱乐业的证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-06-20 DOI: 10.1177/00222429261464934

Chi P. Tran, Nooshin L. Warren, (Late) Joshua T. Beck

{"title":"EXPRESS: How the #MeToo Movement Has Reshaped Gender Dynamics in the Marketplace: Evidence from the Entertainment Industry","authors":"Chi P. Tran, Nooshin L. Warren, (Late) Joshua T. Beck","doi":"10.1177/00222429261464934","DOIUrl":"https://doi.org/10.1177/00222429261464934","url":null,"abstract":"#MeToo is one of the most influential social movements of recent decades, yet its marketplace effects remain underexplored. The authors investigate how #MeToo reshaped both consumer responses to gender portrayals and short-run content change in the U.S. entertainment industry. Drawing on social role theory, social movement framing and consumer behavior research, they analyze a unique data set of 1,523 top-grossing films released between 2010 and 2023. Using artificial intelligence–assisted content analysis validated by human coders and supplemented with text analysis of 334,917 crowdsourced movie keywords, the authors measure portrayals of sexual misconduct, female objectification, and stereotypical and counter-stereotypical gender roles. The findings show little evidence of meaningful short-run content change following #MeToo. While audiences penalize films featuring problematic behaviors targeted by the movement, they have enduring preferences for traditional gender roles, showing resistance to counter-stereotypical male portrayals while only selectively embracing counter-stereotypical female representations. These findings reveal the complex and uneven ways the #MeToo movement reshaped marketplace behavior, and they provide implications for entertainment firms, marketers and social movement organizers navigating changing cultural norms.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"27 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148286265","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Going Smaller with Precise Numbers: How Numerical Precision Orients Attention and Shifts Attribute Weighting in Consumer Judgments 用精确的数字走得更小：数字精度如何在消费者判断中引导注意力和转移属性权重

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-06-20 DOI: 10.1177/00222429261465366

JORGE PENA-MARIN, MATHEW S. ISAAC, JENNIFER SEOKHWA HONG

{"title":"EXPRESS: Going Smaller with Precise Numbers: How Numerical Precision Orients Attention and Shifts Attribute Weighting in Consumer Judgments","authors":"JORGE PENA-MARIN, MATHEW S. ISAAC, JENNIFER SEOKHWA HONG","doi":"10.1177/00222429261465366","DOIUrl":"https://doi.org/10.1177/00222429261465366","url":null,"abstract":"When choosing from a product assortment, consumers often compare options on multiple product attributes (e.g., energy usage, processor speed). These attributes may be displayed with more precise numbers (e.g., 12.34) or less precise numbers (e.g., 12). The present research shows that when attribute values are communicated more (vs. less) precisely, consumers weight smaller-is-better attributes (e.g., energy usage)—for which smaller numbers are generally preferred—relatively more in their decision making. Furthermore, building on an association between precise numbers and smaller magnitudes, the authors provide evidence that this difference in attribute weighting occurs because numerical precision orients consumers’ attention toward the smaller (and therefore more favorable) values of smaller-is-better attributes. This shift in attention causes smaller-is-better attributes to be weighted more heavily during multi-attribute comparison, which affects consumer evaluations and choice. Findings from nine studies (four of which are reported in the Web Appendix), including a field study with a real estate website, offer triangulating evidence for the proposed theorizing and contribute to several streams of research within judgment and decision making, including attribute weighting and numerical cognition.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"132 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148286262","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0