Journal of the Academy of Marketing Science最新文献

Utilizing managerial beliefs for set identification of price elasticities of demand

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-06 DOI: 10.1007/s11747-025-01090-9

Rouven E. Haschka, Helmut Herwartz

{"title":"Utilizing managerial beliefs for set identification of price elasticities of demand","authors":"Rouven E. Haschka, Helmut Herwartz","doi":"10.1007/s11747-025-01090-9","DOIUrl":"https://doi.org/10.1007/s11747-025-01090-9","url":null,"abstract":"Data-driven decision-making is increasingly prevalent but can clash with managerial beliefs, risking biased decisions. A prime example is pricing strategy optimization, where traditional methods for estimating price elasticities of demand often lead to counter-intuitive results due to model misspecification and the reliance on single-point estimates. To address this, we propose utilizing structural vector-autoregressions (SVARs) to generate identified sets of elasticities, integrating managerial beliefs into the analysis to improve decision-making processes. Using weak restrictions about the directional effects of supply and demand shocks on sales and prices, and assumptions about the functioning of in-store promotions effectively sharpens the identified sets. Specifically, we analyze the demand for beer at a large scale for 1,953 stores in the US. For many stores (i.e., at least 40%), both recent endogeneity-robust single-equation methods and alternative identification strategies for SVARs used in marketing studies yield positive price elasticity estimates that oppose behavioral fundamentals. Hence, these are hardly informative for designing pricing strategies. Instead, the suggested approach to set identification yields elasticity estimates that are sufficiently precise to improve the design of retail pricing strategies and offer insights into customer’s distinct price sensitivities in grocery and drug stores. Overall, our approach emphasizes the importance of combining data-driven analysis with managerial insights for evidence-based decision-making.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"53 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143561286","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

Engagement in platform markets: A (video) game changer? 参与平台市场：视频）游戏改变者？

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-04 DOI: 10.1007/s11747-025-01089-2

Michiel Van Crombrugge, Stefan Stremersch

引用次数: 0

Trying not to spend

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-04 DOI: 10.1007/s11747-025-01091-8

Mary C. Gilly, Mary Finley Celsi, Stephanie Dellande, Hope Jensen Schau, Russel Nelson, Chin-May Aradhye

{"title":"Trying not to spend","authors":"Mary C. Gilly, Mary Finley Celsi, Stephanie Dellande, Hope Jensen Schau, Russel Nelson, Chin-May Aradhye","doi":"10.1007/s11747-025-01091-8","DOIUrl":"https://doi.org/10.1007/s11747-025-01091-8","url":null,"abstract":"Financial literacy programs aim to prevent consumer overspending by teaching and encouraging fiscally sound habits (purchase restraint, responsible credit use, savings). Unfortunately, trying not to spend is at odds with the emotions consumers experience in a tempting marketplace. The theory of trying considers attitudes and intentions, but not emotions, when trying to consume. To address this gap, we examine indebted consumers opting into formal financial literacy training explicitly designed for debt repayment and avoidance of future debt. Through indebted consumers’ diary reflections and interviews with clients and debt management counselors, we show that financial literacy’s emphasis on budgeting needs versus wants is not sufficient when consumers try not to spend. To reconcile budgets with actual purchasing behavior when faced with temptations in the marketplace, consumers often adopt a linguistic exercise of imaginatively bending and blending utilitarian and hedonic discourses to justify purchases by recategorizing wants as needs. Further, consumers trying not to spend experience negative emotions; how they regulate those emotions impacts their success in getting out of debt. While financial literacy courses only give consumers budget-setting tools, indebted consumers cannot be successful without tools for trying not to spend in the marketplace.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"9 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143538595","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

Old signals, new era: Reconsidering how customer satisfaction and employee satisfaction impact shareholder wealth

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-21 DOI: 10.1007/s11747-025-01087-4

César Zamudio, Suyun Mah, Vanitha Swaminathan

{"title":"Old signals, new era: Reconsidering how customer satisfaction and employee satisfaction impact shareholder wealth","authors":"César Zamudio, Suyun Mah, Vanitha Swaminathan","doi":"10.1007/s11747-025-01087-4","DOIUrl":"https://doi.org/10.1007/s11747-025-01087-4","url":null,"abstract":"Extant research suggests that higher levels of customer and employee satisfaction signal a firm’s competitive advantage, resulting in greater firm value. This article advances the understanding of how firms can manage customer satisfaction and employee satisfaction to increase shareholder wealth in a new environment due to the emergence of social media and a new class of retail investors. Drawing from stakeholder theory and signaling theory, we argue that inconsistency in customer satisfaction and employee satisfaction can be informative to investors and lead to greater shareholder wealth in such a new environment. Our findings demonstrate that there is a negative joint effect of the two on shareholder wealth, such that unanticipated increases in employee satisfaction reduces shareholder wealth when customer satisfaction has also increased. Social media visibility and industry concentration are two key moderators that strengthen the negative joint effect. Our study provides important theoretical implications and valuable suggestions to managers to determine what their satisfaction indicators communicate in a new era where social media and the retail investor class have gained outsized importance.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"127 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143462784","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

The effect of customer-centric strategy and structure alignment on new product portfolio innovativeness and firm performance

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-18 DOI: 10.1007/s11747-025-01082-9

Soo Hyung “Ralph” Park, David A. Griffith

引用次数: 0

Dynamics of pre-release consumer buzz: Driving communication, search, and participation for market performance

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-15 DOI: 10.1007/s11747-024-01077-y

Thomas F. Schreiner, Timo Mandler, Harald J. van Heerde, Carolin Haiduk

{"title":"Dynamics of pre-release consumer buzz: Driving communication, search, and participation for market performance","authors":"Thomas F. Schreiner, Timo Mandler, Harald J. van Heerde, Carolin Haiduk","doi":"10.1007/s11747-024-01077-y","DOIUrl":"https://doi.org/10.1007/s11747-024-01077-y","url":null,"abstract":"While pre-release consumer buzz may drive new product market performance, little is known about the importance of its distinct behavioral manifestations: communication, search, and participation. This paper not only studies how these three pre-release buzz behaviors affect market performance but also their dynamic interplay and how firms can drive pre-release buzz. Using movie data, we find self-enhancing and spillover effects of buzz throughout the pre-release period. For driving communication and search behaviors, firm social media posts are most effective, while movie trailers are most effective in evoking participatory behaviors. Furthermore, box office sales benefit the most from pre-release communication, followed by participation and search. These findings extend current knowledge by showing that while all buzz behaviors matter for driving market performance, communication plays a central role due to its powerful spillover effects on search and participation, and firms can effectively stimulate it through social media posts about the new product.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"17 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143417212","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

Stay or leave? How corporate responses to economic sanctions shape consumer reactions 留下还是离开？企业对经济制裁的反应如何影响消费者的反应

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-14 DOI: 10.1007/s11747-025-01083-8

Xiang Fang, Zhiyong Yang, Kevin Kam Fung So, Yingying Shao, Zhuofan Zhang, Grace Fang Yu-Buck

{"title":"Stay or leave? How corporate responses to economic sanctions shape consumer reactions","authors":"Xiang Fang, Zhiyong Yang, Kevin Kam Fung So, Yingying Shao, Zhuofan Zhang, Grace Fang Yu-Buck","doi":"10.1007/s11747-025-01083-8","DOIUrl":"https://doi.org/10.1007/s11747-025-01083-8","url":null,"abstract":"Today, firms face mounting challenges due to increasing international conflicts, wars, and economic sanctions. Our research, based on nine studies employing both experimental methods and secondary data, examines how firms’ response strategies in sanctioned countries affect consumer reactions (attitude toward the company and word of mouth). Drawing on signaling theory and the literature on economic sanctions, this research reveals that consumers respond more favorably to firms that adopt a full-suspension strategy as opposed to a scale-back strategy, which in turn elicits more positive reactions than a continuation strategy. Our findings also show that the perceived morality of the firm mediates this effect. Furthermore, the effect can be generalized from the Russo-Ukrainian War to other causes of economic sanctions, such as human rights issues and terrorism. Given the logic of perceived morality, factors such as response time (early vs. late), corporate donation (yes vs. no), product type (essential vs. nonessential), and announcement source (CEO vs. company) serve as boundary conditions for the effect. Overall, our research not only makes significant contributions to the literature on economic sanctions, crisis management, and signaling theory, but also provides clear guidance for global firms on employing appropriate response strategies during economic sanctions. ","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"3 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143418407","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

Retailer marketing mix response when launching a direct channel: Not all retailers are alike

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-14 DOI: 10.1007/s11747-025-01084-7

Michiel Van Crombrugge, Els Breugelmans, Kathleen Cleeren, Scott A. Neslin

引用次数: 0

Inside sales structures and firm performance

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-13 DOI: 10.1007/s11747-025-01085-6

Molly Ahearne, Mohsen Pourmasoudi, Johannes Habel

引用次数: 0

Entering a complex market: How hybrid branding helps new brands create distinctive and resonant identities

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-04 DOI: 10.1007/s11747-024-01072-3

Nicole Gorman, Pierre-Yann Dolbec

{"title":"Entering a complex market: How hybrid branding helps new brands create distinctive and resonant identities","authors":"Nicole Gorman, Pierre-Yann Dolbec","doi":"10.1007/s11747-024-01072-3","DOIUrl":"https://doi.org/10.1007/s11747-024-01072-3","url":null,"abstract":"In today’s competitive markets, creating a distinctive brand identity is crucial yet challenging, especially for new entrants. Complex markets with conflicting institutional logics offer unique opportunities to create a distinctive and resonant brand identity. We introduce hybrid branding as a novel strategy that resolves market-level cultural contradictions to create such identities. Our qualitative analysis of lingerie brand Savage X Fenty identifies four mechanisms of hybrid branding—selective adopting, selective distancing, juxtaposing, and integrating—through which the brand resolved contradictions between the conflicting ‘bombshell’ and ‘body-positive’ logics structuring the lingerie market to create an identity centered on inclusive sexual empowerment. We also identify threats that hybrid brands face: perceived deviations from logics, amplification of contradictions, and hybridization failures. We contribute to theory by introducing hybrid branding as a means of navigating institutional complexity and by identifying market complexity as a source of novel meaning creation. We also offer insights on managing brand authenticity, legitimacy, and hybrid brands.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"38 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143083686","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