Journal of the Academy of Marketing Science最新文献_第2页

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

Quest for insights: Leveraging data from the video game ecosystem in marketing

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-04 DOI: 10.1007/s11747-024-01074-1

Roman Welden, Michael Haenlein, Kelly Hewett, Keith Marion Smith, John Hulland

{"title":"Quest for insights: Leveraging data from the video game ecosystem in marketing","authors":"Roman Welden, Michael Haenlein, Kelly Hewett, Keith Marion Smith, John Hulland","doi":"10.1007/s11747-024-01074-1","DOIUrl":"https://doi.org/10.1007/s11747-024-01074-1","url":null,"abstract":"Over the past decade, video games have dramatically risen in popularity, and marketers have started recognizing the research opportunities video games provide. However, much of the current research in the gaming space focuses on the video game experiences of individual consumers, whereas other participants in the video game ecosystem are often ignored. In addition, research frequently uses traditional data collection and analysis techniques that do not adequately account for the unique features of the data generated within this ecosystem. In this article, using a framework based on service-dominant logic and the customer journey, we identify six distinct pillars embedded in the video game ecosystem and describe the types of data generated through interactions among them. We then present three challenges with data gathering and analysis that arise from the co-creation of value within the video game ecosystem. Finally, we outline adaptations marketers can make to address these challenges and present future research directions to help access and analyze data generated throughout the video game ecosystem.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"7 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143083663","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

When previous relationships limit the new: The interplay between product anthropomorphism and used products

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-01 DOI: 10.1007/s11747-025-01086-5

Hyokjin Kwak, Marina Puzakova, Ann L. McGill, Junhee Kim

{"title":"When previous relationships limit the new: The interplay between product anthropomorphism and used products","authors":"Hyokjin Kwak, Marina Puzakova, Ann L. McGill, Junhee Kim","doi":"10.1007/s11747-025-01086-5","DOIUrl":"https://doi.org/10.1007/s11747-025-01086-5","url":null,"abstract":"This research contributes novel insights into consumer-brand relationships and pricing literature by establishing the negative impact of product anthropomorphism on buyers’ purchase intentions and purchase prices for used products. Drawing on prior research on relationship-dissolution stigma (a pervasive stereotype toward people with dissolved relationships), we show that buyers apply stigma attributions to anthropomorphized used products. This stigma attribution, in turn, decreases consumers’ purchase intentions compared to their nonanthropomorphized counterparts. We establish this negative effect through the use of AI deep learning neural networks that classify products as anthropomorphized or not and five experiments. We further uncover several important boundary conditions. First, we show that the negative effect is mitigated when a seller describes a high level of attachment toward a used product. Second, our research establishes that the negative effect of product anthropomorphism reverses when consumers learn of external reasons for selling a used product. Finally, we provide significant managerial implications by demonstrating that a used product labeling strategy as certified pre-owned (vs. merely used) attenuates the negative effect of product anthropomorphism on the valuation of used products.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"24 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143072359","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

Expectancy-disconfirmation and consumer satisfaction: A meta-analysis

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-01-30 DOI: 10.1007/s11747-024-01078-x

Tom Schiebler, Nick Lee, Felix C. Brodbeck

{"title":"Expectancy-disconfirmation and consumer satisfaction: A meta-analysis","authors":"Tom Schiebler, Nick Lee, Felix C. Brodbeck","doi":"10.1007/s11747-024-01078-x","DOIUrl":"https://doi.org/10.1007/s11747-024-01078-x","url":null,"abstract":"Expectancy-disconfirmation has been the dominant paradigm to explain the formation of consumer satisfaction for over 40 years. Within this paradigm, it is possible for expectations to have opposing effects on consumer satisfaction depending on the underlying psychological processes presupposed. In general, assimilation processes predict positive effects, while contrast processes predict negative effects. A comprehensive assessment of the empirical evidence for these positions is missing. Hence, we provide a meta-analysis of expectancy-disconfirmation research, using 150 records (N = 58,597), to test the direct effects of perceived performance and performance expectations on consumer satisfaction, while also including disconfirmation as a mediator in each path (using meta-analytical path analysis). We found evidence for an overall positive relationship between expectations and consumer satisfaction (r = .29 [0.24, 0.34]) and no evidence supporting contrast effects. Moderator analyses revealed that the positive correlation between performance expectations and consumer satisfaction was significantly stronger for predictive (vs. normative) expectations, for services (vs. goods), and for cross-sectional (vs. longitudinal and experimental) studies. Furthermore, we found an unexpected downward publication bias, which suggests that the true correlation between disconfirmation and consumer satisfaction is higher than the (already high) estimate we found. We discuss how future research can empirically scrutinize popular practitioner views and promote the development of causal explanations, account for non-linear effects, and elucidate the anomalous publication bias found here. ","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"16 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143056521","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

Influencer marketing unlocked: Understanding the value chains driving the creator economy

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-01-24 DOI: 10.1007/s11747-024-01073-2

Barak Libai, Ana Babić Rosario, Maximilian Beichert, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, Lingling Zhang

{"title":"Influencer marketing unlocked: Understanding the value chains driving the creator economy","authors":"Barak Libai, Ana Babić Rosario, Maximilian Beichert, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, Lingling Zhang","doi":"10.1007/s11747-024-01073-2","DOIUrl":"https://doi.org/10.1007/s11747-024-01073-2","url":null,"abstract":"As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing the interactions among firms, influencers, followers, and digital platforms. We introduce a novel, equity-driven framework that analyzes how influencers contribute to customer equity, how influencers manage and leverage the value from their followers, and how platforms maximize the value from their users. We detail the complex relationships and value exchanges within the influencer marketing ecosystem, highlighting the challenges of measuring the return on investment and influencers’ strategic use of content to maintain authenticity and influence. By synthesizing diverse academic literature and current industry practices, this manuscript provides a comprehensive overview of the mechanisms of value creation and exchange in influencer marketing, offers strategic implications for marketers aiming to optimize their influencer engagements, and outlines future work in the form of the eleven “INFLUENCERS” research directions.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"38 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143026629","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