Journal of Marketing最新文献_第7页

EXPRESS: Continued Use Trajectories: How Entropy Work Sustains Technology Assemblages 快递：持续使用轨迹：熵工作如何维持技术组合

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-03 DOI: 10.1177/00222429241255306

Paolo Franco, Robin Canniford, Marcus Phipps, Amber M. Epp

{"title":"EXPRESS: Continued Use Trajectories: How Entropy Work Sustains Technology Assemblages","authors":"Paolo Franco, Robin Canniford, Marcus Phipps, Amber M. Epp","doi":"10.1177/00222429241255306","DOIUrl":"https://doi.org/10.1177/00222429241255306","url":null,"abstract":"Why do some technology products enjoy enduring continued use while others are quickly discarded? Existing marketing research explains that continued use is motivated by cost-benefit decisions over how useful a tech-product is and how easy it is to use. Yet the interconnected nature of contemporary technologies means that continued use can depend on tech-products’ capacities to interact with other devices, objects, infrastructures, and people as parts of assemblages that generate useful properties. By theorizing interview and observational data of technology consumption through the lens of Assemblage Theory, the authors identify four continued use trajectories. These explain different paths from adoption to discontinued use by distinguishing component parts’ capacities to interact and hold assemblages together to sustain emergent properties. In each trajectory, continued use is sustained by entropy work to support a tech-product’s usefulness and ease-of-use. The implications of entropy work for theories of continued use and broader marketing scholarship are considered, and recommendations to help firms manage the opportunities and risks that accompany different continued use trajectories are offered.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"18 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140826393","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: Managing Brand Relationship Plurality: Insights from the Non-profit Sector 快讯：管理品牌关系多元化：非营利部门的启示

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-24 DOI: 10.1177/00222429241253193

Verena Gruber, Jonathan Deschênes

{"title":"EXPRESS: Managing Brand Relationship Plurality: Insights from the Non-profit Sector","authors":"Verena Gruber, Jonathan Deschênes","doi":"10.1177/00222429241253193","DOIUrl":"https://doi.org/10.1177/00222429241253193","url":null,"abstract":"The non-profit sector is home to some of the most recognized and trustworthy brands, all competing for financial resources and volunteers. Akin to consumers, volunteers entertain relationships with non-profit brands. These relationships have recently become more diverse as individuals increasingly look for more ephemeral and distant forms of involvement. Drawing on an extensive qualitative dataset of the Vienna Red Cross comprising participant observation, archival data, and in-depth interviews, the authors conceptualize this non-escalating, episodic engagement as a neither-growing-nor-fading (NGNF) relationship. This theorization adds to the literature on consumer–brand relationships, which has predominantly focused on the cultivation of strong relationships. Informed by practice theory, the authors elaborate distinct brand relationship practices key to successfully maintaining NGNF relationships (acquiring and activating) while catering to volunteers following the traditional path of relationship intensification (building and cultivating). The analysis identifies constellations of practice elements conducive to managing both types of brand relationships in a symbiotic manner. The authors argue for the importance of moving beyond an exclusive focus on relationship growth and embracing non-escalating relationships. This study thus contributes to nascent theorizing on brand relationships that do not follow an axiology valuing growth and intensification.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"148 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140643183","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: No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments 快讯：禁止评论（来自您）：了解禁用社交媒体评论的人际和职业后果

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-22 DOI: 10.1177/00222429241252842

Michelle E. Daniels, Freeman Wu

引用次数: 0

EXPRESS: Group or Individual Sales Incentives? What Is Best for Brand-Managed Retail Sales Operations? 快递：团体还是个人销售激励？什么最适合品牌管理的零售销售业务？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-12 DOI: 10.1177/00222429241249424

Wenshu Zhang, Jia Li, Subramanian Balachander

引用次数: 0

EXPRESS: Can Words Speak Louder than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending 快讯言胜于行吗？利用高层管理团队的语言预测近视营销支出

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-03-21 DOI: 10.1177/00222429241244804

Andre Martin, Tarun Kushwaha

{"title":"EXPRESS: Can Words Speak Louder than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending","authors":"Andre Martin, Tarun Kushwaha","doi":"10.1177/00222429241244804","DOIUrl":"https://doi.org/10.1177/00222429241244804","url":null,"abstract":"Myopic marketing spending—curtailing marketing and research and development expenses to boost earnings—damages firms’ long-term value. Despite this, Top Management Teams (TMTs) are often myopic and by the time investors or boards detect such short-termism, it is too late to react or intervene. This research introduces a novel prediction method by analyzing the language TMTs use in earnings’ calls, specifically focusing on marketing and earnings emphasis, to predict future instances of myopic marketing spending. Through linguistic dependency parsing of almost 11 million sentences extracted from nearly 25,000 quarterly earnings call transcripts of 1,197 firms between 2008–2019, we demonstrate the proposed approach can predict myopic marketing spending at a quarterly frequency for up to one year in advance. We find that one standard deviation increase in earnings emphasis is associated with 23.68% increase in the likelihood of future myopic marketing spending. Investments based on the proposed approach produce 1.61% additional annual abnormal returns compared to models that exclusively use known predictors of myopic marketing spending, while offering earlier foresight and more frequent opportunities for interventions. This reduces information asymmetry for investors and boards of directors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140196161","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: Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India 快讯不造成伤害？印度药品价格监管的意外后果

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-03-14 DOI: 10.1177/00222429241242685

Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay

{"title":"EXPRESS: Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India","authors":"Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay","doi":"10.1177/00222429241242685","DOIUrl":"https://doi.org/10.1177/00222429241242685","url":null,"abstract":"The Drug Price Control Order 2013 (DPCO) in India, regulated the prices of certain essential and life-saving drugs to ensure their affordability and availability; with the expectation that this would translate into boosting the sales of those drugs. To assess whether such a sales increase was achieved, we study the effects of the regulation on sales volumes of each regulated drug using a synthetic control approach with sales data from a comparable country which did not experience a regulatory change. We assess the robustness of our results via multiple empirical approaches to triangulate our findings. Contrary to the order’s objectives, we find that sales volumes decline for regulated drugs. Since the order placed restrictions on production levels and on drugs exiting the market, the lowered margins of regulated drugs could have pushed pharmaceutical firms to reduce their marketing expenditures on them. We provide evidence of such a reduction using detailing data from a large pharmaceutical firm. We illustrate that this shift in detailing adversely affected prescriptions from physicians without formal medical degrees who treat the poor and disadvantaged in India; patients that the DPCO was intended to help the most. A survey we conducted shows that these physicians rely on detailing more than medically trained doctors. Taken together, our results provide insights into the strategic actions of firms when faced with regulations, and highlights their unintended consequences. The generalizable nature of our study’s findings across a broad set of medications, has implications for governmental agencies in terms of the need to account for the entire ecosystem of patients, physicians, pharmaceutical firms and pharmacies when implementing such regulations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"32 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140142183","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

p-Values as QWERTY: Curating Evidence in the Computational Era 作为 QWERTY 的 p 值：在计算时代收集证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-02-19 DOI: 10.1177/00222429231221698

Fred Feinberg

引用次数: 0

EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment 快讯：营销资产责任制的后果--一个自然实验

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-02-16 DOI: 10.1177/00222429241236142

Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg

{"title":"EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment","authors":"Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg","doi":"10.1177/00222429241236142","DOIUrl":"https://doi.org/10.1177/00222429241236142","url":null,"abstract":"Marketing scholars have extensively studied marketing’s effect on firm value and developed metrics and dashboards to help establish marketing accountability. However, empirical evidence of marketing accountability’s specific outcomes is scarce and mainly derived from surveys. It also lacks consideration of outcomes beyond the marketing function’s standing in the firm, thus overlooking possible downsides and outcomes with regard to external stakeholders such as investors. Using a natural experiment — Australia’s change from a non-restrictive to a restrictive accounting regime — this study investigates how accountability for the financial value of marketing assets (marketing asset accountability) affects a firm’s marketing management focus on short-term vis-à-vis long-term marketing efficiency, its cost of capital, and the degree to which its stock price reflects actual future performance (i.e., stock price informativeness). The results show that marketing asset accountability improves long-term marketing efficiency, reduces cost of equity, and improves stock price informativeness, but does not consistently affect short-term marketing efficiency and cost of debt. Moreover, although marketing-intensive firms are commonly assumed to benefit most from marketing asset accountability, this is not the case. These results have implications for researchers, managers, and public policy decision-makers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"39 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139939000","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: More Likely to Pay but Less Engaged: the Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior 快讯更有可能付费但参与度较低：将在线课程从计划发布改为按需发布对用户行为的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-01-08 DOI: 10.1177/00222429241227145

Joy Lu, Eric T. Bradlow, J. W. Hutchinson

{"title":"EXPRESS: More Likely to Pay but Less Engaged: the Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior","authors":"Joy Lu, Eric T. Bradlow, J. W. Hutchinson","doi":"10.1177/00222429241227145","DOIUrl":"https://doi.org/10.1177/00222429241227145","url":null,"abstract":"Following trends in entertainment streaming services, online educational platforms are increasingly offering users flexible “on-demand” content options. It is important to understand how the timing of content release affects learning behaviors and firm revenue drivers. The current research studies over 67,000 users taking a marketing course before vs. after a natural experiment where the platform switched the course from a scheduled weekly-release format to an on-demand format with all content immediately available. The switch to on-demand positively impacted short-term firm revenue by increasing the number and proportion of certificate-paying users, suggesting that on-demand content can attract a broader set of consumers who value flexibility. On the downside, the switch resulted in users exhibiting lower lecture completion rates and quiz performance, and taking fewer additional business courses on the platform, representing a long-term cost. The results were robust to propensity score matching and stratification. The analyses also revealed that on-demand content enabled learning patterns that deviated from a standard evenly-paced schedule, including “strategic” binge learning and stretching out engagement past the recommended course period. Thus, while on-demand formats can boost revenues by bringing in more paying users, managers must consider new strategies for maintaining performance and engagement levels within these environments.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"37 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139446344","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 Caring Machine: Feeling AI for Customer Care 快讯关爱机器：感受人工智能的客户服务

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-21 DOI: 10.1177/00222429231224748

Ming-Hui Huang, R. Rust

{"title":"EXPRESS: The Caring Machine: Feeling AI for Customer Care","authors":"Ming-Hui Huang, R. Rust","doi":"10.1177/00222429231224748","DOIUrl":"https://doi.org/10.1177/00222429231224748","url":null,"abstract":"Customer care is important for its role in relationship-building. This role has traditionally been performed by human customer agents, given the less mature feeling intelligence of AI. The emergence of interactive generative AI (GenAI) shows the potential for using AI for customer care in such emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this paper develops an AI-enabled customer care journey, beginning from accurate emotion recognition to empathetic response, emotional management support, and finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth top manager interviews and a CMO survey. By juxtaposing these requirements against the current feeling capabilities of GenAI, the technological challenges that need to be tackled by engineers are highlighted. This paper wraps up with a set of marketing tenets for implementing and researching the caring machine. These marketing tenets encompass verifying emotion recognition accuracy using marketing emotion theories through multiple emotion signals and methods, utilizing prompt engineering to let customers reveal their thinking and feeling to enhance emotion understanding, employing “response engineering” for knowledge of customer preferences to personalize emotion management recommendation, and strategically deploying GenAI for emotional connection to simultaneously enhance customer emotional well-being and customer lifetime value.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 13","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138950855","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