Journal of Marketing最新文献_第3页

EXPRESS: SECURING A CALIBRATED MARKETING BUDGET 快速：确保校准营销预算

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-02-27 DOI: 10.1177/00222429261431239

Junqiu Jiang, Kapil R. Tuli, Nirmalya Kumar

{"title":"EXPRESS: SECURING A CALIBRATED MARKETING BUDGET","authors":"Junqiu Jiang, Kapil R. Tuli, Nirmalya Kumar","doi":"10.1177/00222429261431239","DOIUrl":"https://doi.org/10.1177/00222429261431239","url":null,"abstract":"This study investigates the sociopolitical processes underlying the development and approval of marketing budgets in large multinational corporations. While prior research has focused extensively on optimizing the level and allocation of marketing budgets, little attention has been paid to the internal organizational dynamics that shape the marketing budgeting process. Drawing on the theories-in-use of both CMOs and CEOs, this study examines how these executives co-develop a calibrated marketing budget (CMKB) - a budget that aligns expected performance with allocated resources through an iterative, participative process. Field data show that CMOs deploy a set of signals to assuage CEO concerns related to goal conflict and information asymmetry. These signals reflect both the quality (e.g., granularity, opportunity elaboration, threat mitigation) and intentions (e.g., cultivated endorsements, relinquishment) of the CMO’s budget. In addition, the study delineates between two types of CMKBs, a Growth Focused CMKB and a Constrained CMKB, and demonstrates that the effectiveness of the quality and intent signals used by CMOs varies across them. Taken together, this study seeks to provide a theoretical foundation for advancing research on the marketing budgeting processes in organizations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"249 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147292605","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: Endorsement Rate in Influencer Marketing EXPRESS：网红营销的背书率

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-28 DOI: 10.1177/00222429261422744

Yijing Li, Angela Yi Gao, Flora F. Gu, Fine F. Leung

{"title":"EXPRESS: Endorsement Rate in Influencer Marketing","authors":"Yijing Li, Angela Yi Gao, Flora F. Gu, Fine F. Leung","doi":"10.1177/00222429261422744","DOIUrl":"https://doi.org/10.1177/00222429261422744","url":null,"abstract":"Influencer marketing has emerged as a prevalent marketing strategy for firms seeking to engage target customers, with significant research identifying various criteria for influencer selection. However, the role of endorsement rate—the proportion of an influencer’s brand-sponsored posts relative to their total social media posts—remains underexplored. This study addresses this gap by investigating how influencers’ endorsement rates affect the effectiveness of their subsequent sponsored posts. Using a multimethod approach, including two field studies and two controlled experiments across diverse platform contexts (e.g., Instagram, Twitter, Douyin), the findings reveal a consistent U-shaped relationship between endorsement rate and consumer engagement with sponsored posts. This pattern arises from the interplay of two countervailing forces: a higher endorsement rate enhances the influencer’s perceived brand recognition, yet it simultaneously raises audience suspicion of manipulative intent. Notably, organic product mentions and consistent brand endorsements can attenuate the impact of endorsement rates on consumer engagement. Beyond advancing research in influencer marketing and brand endorsements, these findings offer marketers a valuable framework for evaluating influencers and making more informed selections.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"88 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146070179","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: THE BRAND BACKSTORY AND THE STRATEGIC PERFORMANCE OF TRANSPARENCY 表达：将品牌背景故事和战略表现透明化

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-28 DOI: 10.1177/00222429261422755

Cristel Antonia Russell, Anne Hamby, Stephanie Feiereisen, Hope Jensen Schau

{"title":"EXPRESS: THE BRAND BACKSTORY AND THE STRATEGIC PERFORMANCE OF TRANSPARENCY","authors":"Cristel Antonia Russell, Anne Hamby, Stephanie Feiereisen, Hope Jensen Schau","doi":"10.1177/00222429261422755","DOIUrl":"https://doi.org/10.1177/00222429261422755","url":null,"abstract":"Brands use factory tours, visitor centers, and other behind-the-scenes encounters to share their histories and operations. These backstory performances are fragile events that must balance revealing and concealing. This article defines brand backstories as selectively disclosive narratives offering a curated set of brand content, and conceptualizes brand backstory performances as spatially embedded enactments that invite consumers into a staged version of what feels like a backstage. Drawing on dramaturgical theory, we examine how brands negotiate the tension between showcasing transparency and retaining control during backstory performances. A multimethod investigation centered on four primary backstory sites identifies three interdependent dimensions of the backstory performance (staging performance elements, orchestrating the characters, and tailoring the script) that together modulate consumers’ experience of transparency. Backstory experiences must be skillfully delivered, stimulating, and safe to optimize perceived transparency. This research reframes brand transparency from a property that brands possess to a narrative experience they perform. It shows how contemporary brand storytelling depends on carefully curated and staged encounters that are calibrated to the optimal dosage of revelation to make insider status feel real without surrendering control.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"73 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146070186","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: The Liveness Lift: Viewing Live Streams Creates Connection and Enhances Engagement in Amateur Music Performances EXPRESS：活力提升：观看现场直播创造联系，提高业余音乐表演的参与度

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-26 DOI: 10.1177/00222429261421488

Nofar Duani, Alixandra Barasch, Adrian F. Ward

{"title":"EXPRESS: The Liveness Lift: Viewing Live Streams Creates Connection and Enhances Engagement in Amateur Music Performances","authors":"Nofar Duani, Alixandra Barasch, Adrian F. Ward","doi":"10.1177/00222429261421488","DOIUrl":"https://doi.org/10.1177/00222429261421488","url":null,"abstract":"Recent advances in live-streaming technology have empowered millions of amateur content creators to broadcast live video over the internet, sharing events and experiences with consumers as they happen. Despite the growing popularity of live streams, little research has examined how liveness may affect viewers’ experiences and behaviors. The current research addresses this gap, and uses the context of amateur music performances to investigate how, when, and why viewing live streams (versus equivalent or identical pre-recorded video) can enhance presence, connection, enjoyment, and engagement. We find evidence of a mere liveness effect on consumer experiences: simply knowing that an online video stream is live causes viewers to feel more connected to streamers. This effect is facilitated by an elevated sense of presence, or “being there,” in events that are viewed in real time. Critically, this effect also drives a liveness lift for online streamers; viewers of live (versus pre-recorded) streams enjoy the content more, choose to continue watching longer, and are more willing to follow and subscribe to the streamers’ channels. These findings have clear substantive implications: marketers, platform developers, and content creators can enhance consumer connection, enjoyment, and engagement by going live.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146048466","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: Economic Inequality Hinders Consumers’ Access to Peer-To-Peer Services 快报：经济不平等阻碍了消费者获得点对点服务

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-20 DOI: 10.1177/00222429261417972

Jinyan Xiang, Mario Pandelaere, Daniel Todorovic

{"title":"EXPRESS: Economic Inequality Hinders Consumers’ Access to Peer-To-Peer Services","authors":"Jinyan Xiang, Mario Pandelaere, Daniel Todorovic","doi":"10.1177/00222429261417972","DOIUrl":"https://doi.org/10.1177/00222429261417972","url":null,"abstract":"Peer-to-peer (P2P) platforms promise openness and access, yet various biases and barriers shape who gets served. This research investigates how regional economic inequality drives access to peer-to-peer services. Using archival, survey, and experimental data across multiple contexts—including lending, lodging, car rental, and tool sharing—the authors provide convergent evidence that heightened economic inequality within a consumer’s geographic region (community, state, or nation) reduces providers’ willingness to serve that consumer when inequality is a salient socioeconomic cue. This decreased willingness constitutes a form of exclusion rooted in providers’ inferences about potential consumers. Thought protocol analyses reveal that providers infer lower socioeconomic status (SES) and diminished trustworthiness among consumers from more unequal regions, thereby increasing perceived financial risk of serving them. Crucially, the authors demonstrate a boundary condition with practical relevance: a strong platform reputation, such as high ratings, can counteract the negative effects of regional economic inequality, restoring access and interpersonal trust in P2P exchanges.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"276 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146006043","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: Reward-program promotions: How brands can capitalize on retailers’ temporary reward programs EXPRESS：奖励计划促销：品牌如何利用零售商的临时奖励计划

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-20 DOI: 10.1177/00222429261417962

Nick J. F. Bombaij, Sarah Gelper, Marnik G. Dekimpe

{"title":"EXPRESS: Reward-program promotions: How brands can capitalize on retailers’ temporary reward programs","authors":"Nick J. F. Bombaij, Sarah Gelper, Marnik G. Dekimpe","doi":"10.1177/00222429261417962","DOIUrl":"https://doi.org/10.1177/00222429261417962","url":null,"abstract":"In a reward-program promotion (RPP), brand manufacturers offer additional stamps or collectibles when their product is bought, which enables consumers to accelerate toward their collection goal in a retailer-led reward program. Such retailer-manufacturer collaboration has become especially popular in the context of temporary reward programs where consumers have limited time to complete their collection. By examining over 800 RPPs across a broad set of categories in 26 reward programs at six Dutch grocery retailers, we provide a first comprehensive analysis of RPPs, which we contrast to regular price promotions. Our results show a clear positive effect of RPPs on brand sales, comparable in size to that of a 21% price discount, and point to program lock-in as likely mechanism of why RPPs work. RPPs work better in programs with a high requirement to complete a collection, in a later stage of the program, and when other brands in the same category participate with RPPs as well. They are less effective, however, when combined with regular price promotions, indicating negative synergies between the two. Importantly, the drivers of RPP effectiveness are largely similar for category and brand sales, highlighting RPPs’ potential for retailer-manufacturer collaboration.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"95 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146006044","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: E Pluribus Unum: Exploring the Effects of Billboarding on Consumer Brand Responses E Pluribus Unum：探讨广告对消费者品牌反应的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-20 DOI: 10.1177/00222429261417970

Zhe Zhang, Xiaoyan Deng, Matthew Thomson, Ning Ye

{"title":"EXPRESS: E Pluribus Unum: Exploring the Effects of Billboarding on Consumer Brand Responses","authors":"Zhe Zhang, Xiaoyan Deng, Matthew Thomson, Ning Ye","doi":"10.1177/00222429261417970","DOIUrl":"https://doi.org/10.1177/00222429261417970","url":null,"abstract":"Many marketers design their product packaging so that when individual units are positioned together, they form a coordinated and often larger image that spans multiple package faces. We coin the term ‘billboarding’ to refer to this practice that blends product packaging and retail display and whose effectiveness remains unexplored in the marketing literature. We document that billboarding improves consumer responses and operates through a combination of heightened artistic perceptions of the brand display and consumer feelings of serendipity. Using an empirical approach that incorporates field data and experiments, we present eight studies that support this perspective. Because marketers are concerned that the improper implementation of billboarding can backfire, we further explore several moderators related to in-store (disorganized and incomplete billboarding) and design (image type) factors to understand how to maximize its utility. We further examine conceptual fluency as a moderator and show that the positive effects of billboarding are significantly weaker when the inclusion of artistic qualities is conceptually less fluent with a product category. This research offers the first examination of an important marketing tool that may help brand managers circumvent uncooperative retailers and advance actionable insights that are likely to boost consumer responses.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"17 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146006045","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: The Impact of Inter-Departmental Distance on Joint Sales in Retail Stores EXPRESS：零售店部门间距离对联合销售的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-20 DOI: 10.1177/00222429261419762

Laxminarayana Yashaswy Akella, Praveen K. Kopalle, Stephanie M. Noble, Jens Nordfält, Dhruv Grewal

{"title":"EXPRESS: The Impact of Inter-Departmental Distance on Joint Sales in Retail Stores","authors":"Laxminarayana Yashaswy Akella, Praveen K. Kopalle, Stephanie M. Noble, Jens Nordfält, Dhruv Grewal","doi":"10.1177/00222429261419762","DOIUrl":"https://doi.org/10.1177/00222429261419762","url":null,"abstract":"We find that inter-departmental distance between two departments in a store can significantly impact joint (combined) sales of that pair. Using data from blueprints and sales across 64 stores for 52 weeks, along with an experimental study to test our theorizing, we find a curvilinear (inverted U-shaped) relationship between inter-departmental distance and joint sales. Specifically, close departments are perceived to be substitutes, decreasing the likelihood of buying products from both departments. As distance increases, departments are perceived as somewhat related but different, increasing their diversity and the likelihood of buying from both departments. As distance between departments becomes large and products are seen as unrelated, the likelihood of buying from both departments decreases. This relationship is moderated when departments have non-identical layouts and when there are larger variety differentials across departments. Accordingly, we determine an optimal store layout using BARON solver by maximizing total store revenue. Our results suggest an increase in weekly revenue of about 4.08% for supermarkets (range of -.67% to 9.50%) and 3.20% for hypermarkets (range of .82% to 8.5%). While strategic locations of departments can help retailers increase overall sales, prior empirical work has not studied the impact of distance between departments at the store level.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"57 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146006042","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: From Owning to Connecting: Understanding and Leveraging the Effect of Internet Meme Marketing EXPRESS：从拥有到连接：理解和利用网络模因营销的效果

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-13 DOI: 10.1177/00222429261417674

Lu Wang, Xueni (Shirley) Li, Qiyuan Wang, Lei Su

{"title":"EXPRESS: From Owning to Connecting: Understanding and Leveraging the Effect of Internet Meme Marketing","authors":"Lu Wang, Xueni (Shirley) Li, Qiyuan Wang, Lei Su","doi":"10.1177/00222429261417674","DOIUrl":"https://doi.org/10.1177/00222429261417674","url":null,"abstract":"Internet meme marketing is a digital marketing practice in which marketers leverage internet memes to promote their brand or product. Despite its growing adoption in brand communications, academic understanding of meme marketing remains in its infancy. In this research, we theoretically develop and empirically test how, why, and when meme marketing is effective. We find that meme marketing enhances digital advertising effectiveness by fostering shared psychological ownership of the marketing message and subsequently a strengthened self–brand connection. In addition, the effectiveness of meme marketing diminishes when the leveraged memes are not in their maturity (i.e., during the introduction, growth, or decline stages) or when applied to promote niche products. Six studies—including a large-scale secondary data analysis (N = 900,139 posts), a field experiment (N = 423,565 impressions), and four controlled experiments (N = 3,958 participants)—provide robust and converging evidence for these propositions. The effectiveness of meme marketing is demonstrated across both behavioral outcomes (e.g., likes, click-through rates, conversion rates) and attitudinal responses (e.g., purchase intention, likelihood to like). This research advances theoretical understanding of meme marketing and offers actionable insights for practitioners seeking to leverage internet memes in their brand digital marketing communications.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"9 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145955008","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: Does Amazon’s Dual Role Weaken Marketplace Competition? 快报：亚马逊的双重角色削弱了市场竞争吗？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-13 DOI: 10.1177/00222429261417677

Sharmistha Sikdar, Vrinda Kadiyali, Giles Hooker

{"title":"EXPRESS: Does Amazon’s Dual Role Weaken Marketplace Competition?","authors":"Sharmistha Sikdar, Vrinda Kadiyali, Giles Hooker","doi":"10.1177/00222429261417677","DOIUrl":"https://doi.org/10.1177/00222429261417677","url":null,"abstract":"Amazon’s dual role, as both marketplace owner and first-party (1p) seller, gives it power over third-party (3p) sellers who sell similar items. This dual role can weaken 3p sellers’ ability to compete, possibly harming 3p sellers and consumers. We examine three aspects of marketplace competition. First, we examine price change dependencies. We find that 1p price drops after either higher Buy Box (i.e., the Add to Cart or default sales box on Amazon’s product page) prices or large 3p price increases; 3p prices decrease subsequently. Second, we analyze Buy Box seller selection since this is a critical conduit for demand. We find both high 1p and 3p prices are penalized in Buy Box selection. Low-reputation and intermittent 3p sellers cannot win Buy Box even at significantly lower prices. At equal prices, for some prices, Buy Box favors 1p over equal-priced 3p, and vice versa for others. Third, to see whether entry barriers weaken competition, we estimate a 3p seller entry model. Higher 1p prices are associated with more 3p sellers, suggesting low entry barriers. Combined, our results suggest Amazon’s dual role does not weaken competition in the marketplace. We discuss implications for marketplace participants, antitrust policy and research.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"14 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145961798","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