Journal of the Academy of Marketing Science最新文献_第5页

The show must go on: The role of contract frames in safeguarding relationship continuity 演出必须继续：合同框架在保障关系连续性中的作用

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-05-07 DOI: 10.1007/s11747-024-01023-y

Erik Mooi, Qiong Wang, Steven Seggie, Sandy D. Jap

引用次数: 0

The impact of corporate social irresponsibility on prosocial consumer behavior 企业不承担社会责任对消费者亲社会行为的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-04-25 DOI: 10.1007/s11747-024-01021-0

Sumin Kim, Hongwei He, Anders Gustafsson

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Native advertising effectiveness: The role of congruence and consumer annoyance on clicks, bounces, and visits 原生广告的有效性：一致性和消费者烦恼对点击、跳出和访问的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-04-20 DOI: 10.1007/s11747-024-01014-z

Alexander C. LaBrecque, Clay M. Voorhees, Farnoosh Khodakarami, Paul W. Fombelle

{"title":"Native advertising effectiveness: The role of congruence and consumer annoyance on clicks, bounces, and visits","authors":"Alexander C. LaBrecque, Clay M. Voorhees, Farnoosh Khodakarami, Paul W. Fombelle","doi":"10.1007/s11747-024-01014-z","DOIUrl":"https://doi.org/10.1007/s11747-024-01014-z","url":null,"abstract":"In response to increased avoidance of traditional banner advertising, publishers have turned to a subtler form of display advertising called native advertising. Unlike traditional banner ads, native ads are intentionally designed to be cohesive with editorial content and assimilated into the design of the publisher’s website. We examine the performance of native advertising placements across three studies. In Study 1, we use a large dataset from a native advertising platform to examine the interplay of ad placement and ad content. We find that clicks are higher when ads are (1) delivered in-feed and (2) contain lower levels of selling intent, highlighting the interplay between the ad content and delivery. Study 2 confirms that in-feed placements experience higher clicks, but they also result in more bounces relative to in-ad placements. As a result, their effect on net visits is similar to in-ad placements at a higher cost. To further understand this phenomenon, we conducted a lab study (Study 3), which shows that when consumers are redirected to an advertiser’s site from an in-feed (versus in-ad) placement they experience higher annoyance and, ultimately, higher bounce intentions and reduced advertiser purchase intentions.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"1 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140622845","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

Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy 通过自下而上的营销方法应对重大挑战：自给自足的市场和市场扫盲的经验教训

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-04-17 DOI: 10.1007/s11747-024-01022-z

Madhu Viswanathan, Arun Sreekumar, Srinivas Sridharan, Gaurav R. Sinha

{"title":"Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy","authors":"Madhu Viswanathan, Arun Sreekumar, Srinivas Sridharan, Gaurav R. Sinha","doi":"10.1007/s11747-024-01022-z","DOIUrl":"https://doi.org/10.1007/s11747-024-01022-z","url":null,"abstract":"We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically different contexts of subsistence marketplaces. Research on subsistence marketplaces has typically explored micro-level phenomena but also traversed upward and explained aggregate phenomena at higher levels. We present a conceptual framework to encapsulate general and granular elements of the bottom-up marketing approach. Study 1 demonstrates general elements of the framework through a retrospective examination of the global diffusion of a marketplace literacy program. Study 2 demonstrates the more granular elements of the framework through a qualitative analysis of five case studies of social enterprise start-ups. Though presenting a complementary counter-perspective to conventional thinking, we embed the process of interweaving the bottom-up with the macro level to present an actionable approach. We conclude with insights for marketing research and practice.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"71 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140608148","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

Pairing up with anthropomorphized artificial agents: Leveraging employee creativity in service encounters 与拟人化的人工代理配对：在服务接触中发挥员工的创造力

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-04-04 DOI: 10.1007/s11747-024-01017-w

Lexie Lan Huang, Rocky Peng Chen, Kimmy Wa Chan

引用次数: 0

Brand transgressions: How, when, and why home country bias backfires 品牌违规：母国偏见如何、何时以及为何适得其反

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-28 DOI: 10.1007/s11747-024-01018-9

{"title":"Brand transgressions: How, when, and why home country bias backfires","authors":"","doi":"10.1007/s11747-024-01018-9","DOIUrl":"https://doi.org/10.1007/s11747-024-01018-9","url":null,"abstract":"<h3>Abstract</h3> Despite heightened interest in brand transgressions among academics and practitioners, the literature remains silent about the influence of a brand’s origin on consumer responses to brand misconduct. This leaves managers unaware of how to adapt post-transgression recovery strategies at home and abroad. Contrary to the in-group country bias literature, we theorize an “origin-backfire” effect: consumers forgive domestic brand transgressions less. Analyzing experimental, social media, and secondary-longitudinal data, we find that consumers treat domestic brand transgressors as home-country traitors deserving punishment. Social identity threats mediate this effect and consumer ethnocentrism attenuates it. Transgressions’ damage on brand reputation and value is larger and takes longer to recover from in domestic markets. Managers can alleviate post-transgression backlash through communication framing that construes the transgression as a response to intergroup threats (in foreign markets) and through collective compensation strategies (in domestic markets). The findings reveal cross-national variability in transgressions’ experience, impact, and recovery and inform post-transgression repair strategies.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"75 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140331227","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 the road is rocky: Investigating the role of vulnerability in consumer journeys 道路坎坷：探究脆弱因素在消费者旅程中的作用

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-28 DOI: 10.1007/s11747-024-01011-2

Lynn Sudbury-Riley, Philippa Hunter-Jones, Ahmed Al-Abdin, Michael Haenlein

引用次数: 0

Why advertisers should embrace event typicality and maximize leveraging of major events 广告商为何应接受事件典型性并最大限度地利用重大事件

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-27 DOI: 10.1007/s11747-024-01012-1

François A. Carrillat, Marc Mazodier, Christine Eckert

{"title":"Why advertisers should embrace event typicality and maximize leveraging of major events","authors":"François A. Carrillat, Marc Mazodier, Christine Eckert","doi":"10.1007/s11747-024-01012-1","DOIUrl":"https://doi.org/10.1007/s11747-024-01012-1","url":null,"abstract":"The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it).","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"53 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140317147","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

Are you looking for something specific or just looking around? Adaptive selling on the basis of customer shopping goals in retail sales 您是在寻找特定的东西还是只是四处看看？零售业根据顾客购物目标进行适应性销售

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-22 DOI: 10.1007/s11747-024-01015-y

Yenee Kim, Richard G. McFarland

{"title":"Are you looking for something specific or just looking around? Adaptive selling on the basis of customer shopping goals in retail sales","authors":"Yenee Kim, Richard G. McFarland","doi":"10.1007/s11747-024-01015-y","DOIUrl":"https://doi.org/10.1007/s11747-024-01015-y","url":null,"abstract":"A key advantage that brick-and-mortar retailers have over online retailers is their salespeople, who can adaptively interact with customers on a one-on-one basis. When starting an interaction with a customer, a retail salesperson generally first aims to determine their shopping goal (Hall et al., Journal of Marketing, 79(3), 91–109, 2015), often with questions such as, “How can I help you today?” Yet, little is known in the literature or in practice about how salespeople should adapt their sales approach based on customers’ shopping goals. This is unfortunate, because customers clearly want better help from salespeople, and the potential gains of doing so are substantial (Accenture, 2021; Hochstein et al., Journal of the Academy of Marketing Science, 47(1), 118–137, 2019). To address this limitation, this research focuses on the practice of adaptive selling in retail settings, in which salespeople adapt their tactics on the basis of customers’ shopping goals. Using information processing theory, we propose that matching sales influence tactics (SITs) to two aspects of customers’ shopping goals, namely goal specificity and product type (utilitarian vs. hedonic), improves purchase outcomes. Across a series of field and lab experiments, we demonstrate that purchase behavior and purchase intention are higher when salespeople use informational (emotional) SITs with customers who have a high (low) shopping goal specificity level, which we term the match strategy. The match strategy has a direct positive effect on purchase outcomes and an effect mediated by processing fluency on purchase outcomes, with product type serving as a moderator. This research concludes with specific, actionable recommendations for retail salespeople and managers.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"21 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140192752","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

Showcase the smiles or the tears? How elicited perspectives determine optimal charity appeal content 展示微笑还是眼泪？激发的视角如何决定最佳慈善呼吁内容

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-20 DOI: 10.1007/s11747-024-01013-0

Diogo Hildebrand, Rhonda Hadi, Sankar Sen

引用次数: 0