Journal of the Academy of Marketing Science最新文献_第10页

Brand warmth elicits feedback, not complaints 品牌温情引发反馈，而非抱怨

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-01 DOI: 10.1007/s11747-024-01009-w

{"title":"Brand warmth elicits feedback, not complaints","authors":"","doi":"10.1007/s11747-024-01009-w","DOIUrl":"https://doi.org/10.1007/s11747-024-01009-w","url":null,"abstract":"<h3>Abstract</h3> Consumers perceive brands on their intended goals that can benefit or harm consumers. These warmth perceptions become consequential when a consumer experiences a product-harm incident. Conventional wisdom suggests that brand warmth may inhibit consumers from reporting such incidents to the brand and/or regulators. However, the authors’ analyses of field data show that brand warmth increases the number of reports of harm incidents. Yet consumers’ underlying motive is to provide feedback rather than complain. Indeed, using machine learning and regressions, and laboratory experiments, the authors demonstrate that brand warmth boosts the proportion of feedback (vs. complaint) reports. Next, they theorize and show that brand warmth induces consumer benevolence, which drives the consumer toward feedback (vs. complaint). Lastly, the authors demonstrate that if managers of a warm brand acknowledge the consumer’s feedback motive in their recovery messages, such acknowledgement enhances consumer satisfaction. The research extends the discipline’s knowledge on how a brand’s warmth perceptions impact consumers’ responses in the aftermath of a product-harm incident and what intervention managers can use in such a context.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"36 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140015644","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

Revitalizing educational institutions through customer focus 以客户为中心振兴教育机构

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-02-23 DOI: 10.1007/s11747-024-01007-y

Vikas Mittal, Jihye Jung

引用次数: 0

Delivering affordable clean energy to consumers 为消费者提供负担得起的清洁能源

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-02-05 DOI: 10.1007/s11747-024-01003-2

Praveen K. Kopalle, Jesse Burkhardt, Kenneth Gillingham, Lauren S. Grewal, Nailya Ordabayeva

引用次数: 0

(Mis)alignment between facial and textual emotions and its effects on donors engagement behavior in online crowdsourcing platforms (面部情绪与文本情绪之间的（错误）吻合及其对在线众包平台中捐赠者参与行为的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-25 DOI: 10.1007/s11747-024-01002-3

Elham Yazdani, Anindita Chakravarty, Jeff Inman

{"title":"(Mis)alignment between facial and textual emotions and its effects on donors engagement behavior in online crowdsourcing platforms","authors":"Elham Yazdani, Anindita Chakravarty, Jeff Inman","doi":"10.1007/s11747-024-01002-3","DOIUrl":"https://doi.org/10.1007/s11747-024-01002-3","url":null,"abstract":"Although textual and facial emotion expressions in prosocial appeals have been studied separately in past research, there has been little work on the misalignment (compared to alignment) between them. Using a multi-method approach comprising experiments and panel data of 6,098 crowdfunding projects from Gofundme, we investigate how emotions expressed in the cover image and the project description interact to increase potential donors’ engagement as measured by metrics relevant to the platform, i.e., donation amount per donor. More specifically, we focus on the misalignment (vs. alignment) between happy and sad facial expressions in images and the positive and negative emotions in the project description. Our empirical analysis shows that misalignment scenarios have a bigger positive impact on the donor’s contributed amount, compared to alignment scenarios. We also show that such a relative impact is heterogeneous and differs based on expressed urgency, beneficiary age, and progress towards donation goal. We make a theoretical contribution via assessing the extent of cognitive processing in misalignment vs alignment cases. We propose situations with a tradeoff such that the extent of cognitive processing of multimodal information content can be reduced due to simultaneous activation of affective processing. Our research provides strategic recommendations for platforms to increase donors’ engagement and platform revenue management.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"3 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139573841","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

Beyond text: Marketing strategy in a world turned upside down 超越文字：颠倒世界中的营销战略

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-18 DOI: 10.1007/s11747-023-01000-x

Xin (Shane) Wang, Neil Bendle, Yinjie Pan

引用次数: 0

Purpose orientation: An emerging theory transforming business for a better world 目的导向：新兴理论：为更美好的世界改造企业

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-11 DOI: 10.1007/s11747-023-00989-5

Christopher P. Blocker, Joseph P. Cannon, Jonathan Z. Zhang

{"title":"Purpose orientation: An emerging theory transforming business for a better world","authors":"Christopher P. Blocker, Joseph P. Cannon, Jonathan Z. Zhang","doi":"10.1007/s11747-023-00989-5","DOIUrl":"https://doi.org/10.1007/s11747-023-00989-5","url":null,"abstract":"Why are leaders rethinking their fundamental profit orientation and charting paths to broader strategies with societal goals based on “purpose”? More fundamentally, what exactly is purpose, and how does purpose evolve in organizations? The concept of organizational purpose is fragmented in research and fuzzy in practice. Many organizations also assign a narrow and questionable role for marketing to advance purpose, which masks the evolving nature of marketing. In this research, we leverage a theories-in-use approach to develop an emerging theory of purpose orientation. Interviews with business leaders and archival data reveal the “what,” “why,” and “how” of four mental models leaders adopt at the intersection of business and society, along with corresponding roles for marketing. The elements of purpose map onto leaders’ existential questions to define purpose orientation as a unified organizational logic (why we exist), identity (who we are), and strategy (what we do) for creating transcendent value for stakeholders. We find that purpose orientation is best achieved with a combined inside-out + outside-in approach that extends the prevailing paradigm of market orientation. We also provide insight into drivers of purpose orientation, the pathways through which orientations evolve, and a framework for developing purpose-oriented strategy.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"5 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139431776","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

Shifting focus in the fight against core environmental challenges 应对核心环境挑战的重点转移

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-09 DOI: 10.1007/s11747-023-01001-w

Gergana Y. Nenkov

引用次数: 0

Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor 在基于选择的联合方案中交叉激励调整和自适应设计：富有成效的努力

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-05 DOI: 10.1007/s11747-023-00997-5

Verena Sablotny-Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, Bodo Vogt

引用次数: 0

Silently killing your panelists one email at a time: The true cost of email solicitations 一次一封邮件，悄无声息地杀死你的小组成员：电子邮件营销的真实成本

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-05 DOI: 10.1007/s11747-023-00992-w

Alina Ferecatu, Arnaud De Bruyn, Prithwiraj Mukherjee

{"title":"Silently killing your panelists one email at a time: The true cost of email solicitations","authors":"Alina Ferecatu, Arnaud De Bruyn, Prithwiraj Mukherjee","doi":"10.1007/s11747-023-00992-w","DOIUrl":"https://doi.org/10.1007/s11747-023-00992-w","url":null,"abstract":"Marketing firms routinely interact with their panelists via email. While sending an invitation to respond to a survey may seem virtually costless, over-solicitation could lead to panelists unsubscribing or ignoring future emails. Since online panels are a crucial resource for a marketing research firm, such attrition is a major issue. We account for the unobserved cost of solicitations in a joint model of response and attrition propensities. Using a data set of more than 150,000 email solicitations sent over three years, we demonstrate that additional solicitations not only temporarily decrease the likelihood of future participation but also increase the attrition rate, likely due to wearout. The model where solicitations “kill” panelists outperforms out of sample a benchmark model that assumes dropout is caused by the passage of time instead. Since the impact of solicitations is both transient (on the response model) and permanent (on the dropout process), managers should wait for the temporary impact to dissipate before risking to “kill” their panelists with another solicitation. We illustrate the economic importance of this finding using a differential evolution method that optimizes the firm’s solicitation strategy under different scenarios and show a 30.7% improvement. In the long term, a greedy strategy (targeting the best-responding panelists) performs worse than a random policy.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"51 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139110421","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

Engaging customers and suppliers for environmental sustainability: Investigating the drivers and the effects on firm performance 让客户和供应商参与环境可持续发展：调查驱动因素及其对公司业绩的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-01-03 DOI: 10.1007/s11747-023-00995-7

Amalesh Sharma, Sourav Bikash Borah, Tanjum Haque, Anirban Adhikary

{"title":"Engaging customers and suppliers for environmental sustainability: Investigating the drivers and the effects on firm performance","authors":"Amalesh Sharma, Sourav Bikash Borah, Tanjum Haque, Anirban Adhikary","doi":"10.1007/s11747-023-00995-7","DOIUrl":"https://doi.org/10.1007/s11747-023-00995-7","url":null,"abstract":"While firms engage stakeholders in their sustainability practices to contribute to a better world resiliently and responsibly, little is known about what drives their ability to generate customer engagement (CE) and supplier engagement (SE) for sustainability purposes. This paper identifies, theorizes, and empirically validates the differential roles of board oversight and incentivization, along with contingencies (a chief marketing officer’s (CMO) presence and governance disclosure), in driving CE and SE. Using data from 308 firms, the paper finds that while board oversight and incentivization positively affect CE, only incentivization positively affects SE. The paper also finds significant moderation effects of CMO presence and governance disclosure. Through multiple post hoc analyses, the paper explores how CE and SE influence firm performance. The paper provides a nuanced understanding of incentive types’ effects and contributes to the literature on grand challenges connecting firms’ strategies and sustainability objectives to customer and supplier engagement.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"10 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139110295","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