Journal of Marketing最新文献_第6页

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

EXPRESS: Giving Thanks: How Managers Should Respond to Compliments in Positive Word-of-Mouth 表达谢意：管理者应该如何回应正面口碑的赞美

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-13 DOI: 10.1177/00222429251408347

Katherine C. Lafreniere, Sarah G. Moore, Mohamad Soltani

{"title":"EXPRESS: Giving Thanks: How Managers Should Respond to Compliments in Positive Word-of-Mouth","authors":"Katherine C. Lafreniere, Sarah G. Moore, Mohamad Soltani","doi":"10.1177/00222429251408347","DOIUrl":"https://doi.org/10.1177/00222429251408347","url":null,"abstract":"Consumers expect managers to respond to positive reviews, but it is unclear whether these responses are beneficial. This research finds that managerial responses to positive reviews can positively impact consumers when managers follow conversational norms for responding to compliments. It proposes that managers downplay the compliments that their firms receive via positive reviews (e.g., “Dinner was fantastic!”) and examines two norms-based strategies for doing so: 1) shift the content of the compliment (e.g., “We’re glad dinner was good.”) and 2) shift the recipient of the compliment (e.g., “…our suppliers helped.”). First, an experiment and Google Local data show a disconnect between how consumers think managers should respond and how managers currently respond. Second, six experiments test the proposed response strategies. Compared to managers that do not respond to positive reviews and to managers that write responses currently recommended by industry or academics, managers that downplay compliments improve readers’ evaluations of the firm and engagement on the platform. Downplaying the compliment improves consumer outcomes by conveying the manager’s humility, which is normative. Downplaying is most effective when the manager reduces credit to the firm, appreciates someone else involved (e.g., supplier or reviewer), and uses moderately positive descriptors (e.g., fantastic to good).","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"93 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145955007","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: An Investigation into the Evolution of Marketing Mix Effectiveness: An Empirics-First Approach 市场营销组合有效性演化研究：经验优先方法

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-12-18 DOI: 10.1177/00222429251412261

Katrijn Gielens, Jan-Benedict E.M. Steenkamp

{"title":"EXPRESS: An Investigation into the Evolution of Marketing Mix Effectiveness: An Empirics-First Approach","authors":"Katrijn Gielens, Jan-Benedict E.M. Steenkamp","doi":"10.1177/00222429251412261","DOIUrl":"https://doi.org/10.1177/00222429251412261","url":null,"abstract":"This study investigates how the effectiveness of three core marketing-mix instruments—price, assortment, and distribution—evolves over time across brands, categories, and countries, using the Empirics-First approach to generate relevant knowledge. The authors analyze household panel data covering over 16,000 brands in 85 consumer packaged goods categories for on average 10 years across 34 countries in Asia, Europe, North America and South America. They adopt a rolling-window estimation approach to derive time-varying elasticities, followed by a moderator analysis to identify systematic drivers of change. Averaged across time, brand price elasticity is -.640, assortment elasticity is .311, and distribution elasticity is .213. However, time-invariant averages have limited meaning given that 98.5% of brands exhibit significant evolution in at least one instrument’s elasticity. Substantial heterogeneity in trends emerges, moderated by brand, category, and country factors. The single most important predictor is the brand’s baseline (mean) elasticity. The stronger the elasticity, the larger its downward trend. Brand power and whether the brand is a local brand emerge as other key factors. Consumer purchase frequency and share-of-wallet are stronger category predictors of elasticity trajectories than retailer factors. Findings underscore the need for dynamic, elasticity-based resource allocation in brand management.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"6 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145770622","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: A Practical Guide to Endogeneity Correction Using Copulas EXPRESS：使用copula进行内生性校正的实用指南

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-12-15 DOI: 10.1177/00222429251410844

Yi Qian, Anthony Koschmann, Hui Xie

{"title":"EXPRESS: A Practical Guide to Endogeneity Correction Using Copulas","authors":"Yi Qian, Anthony Koschmann, Hui Xie","doi":"10.1177/00222429251410844","DOIUrl":"https://doi.org/10.1177/00222429251410844","url":null,"abstract":"Causal inference is of central interest in many empirical applications, yet often challenging because of the presence of endogenous regressors. The classical approach to the problem requires using instrumental variables that must satisfy the stringent condition of exclusion restriction. In recent research, instrument-free copula methods have been increasingly used to handle endogenous regressors. This article aims to provide a practical guide for how to handle endogeneity using copulas. The authors give an overview of copula endogeneity correction, outlining its theoretical rationales, advantages, and limitations for empirical research. They also discuss recent advances that enhance the understanding, applicability, and robustness of copula correction, and address implementation aspects of copula correction such as constructing copula control functions and handling higher-order terms of endogenous regressors. To facilitate the appropriate usage of copula correction in order to realize its full potential, the authors detail a process of checking data requirements and identification assumptions to determine when and how to use copula correction methods, and illustrate its usage using empirical examples.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"4217 1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145752982","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: Free-Riding Product Returns to Drive Profits EXPRESS：搭便车产品回报带动利润

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-12-11 DOI: 10.1177/00222429251409673

Elisa Montaguti, Scott Neslin, Sara Valentini

{"title":"EXPRESS: Free-Riding Product Returns to Drive Profits","authors":"Elisa Montaguti, Scott Neslin, Sara Valentini","doi":"10.1177/00222429251409673","DOIUrl":"https://doi.org/10.1177/00222429251409673","url":null,"abstract":"Returning products has become standard practice for consumers, and a significant \"pain point\" for retailers. The authors contend that returns can be harnessed to increase profits. This requires retailers to manage the interweaving dynamics of product returns and purchase. The strategy is to co-manage a virtuous cycle whereby current returns increase future purchases, and a vicious cycle whereby current returns increase future returns. Marketing executes the strategy. It generates purchases. The returns that follow impose a direct cost due to the vicious cycle. However, the virtuous cycle of returns can offset this, enabling the retailer to “free-ride” returns by optimizing its marketing. The approach follows the Decision Support System (DSS) paradigm by combining a conceptual model, a statistical model, data, and optimization. A core construct is a stock variable tracking consumers’ memory of return experiences. This drives both the virtuous and vicious cycles. The authors optimize marketing spend accounting for Return Stock. The best results are when dynamics are included in both the statistical and optimization models. Results suggests managers should avoid strict return policies aimed at eliminating returns. Instead, they should design policies that optimally balance the long-term benefits and costs of returns.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"113 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145717536","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