Journal of the Academy of Marketing Science最新文献_第9页

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> <p>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 <em>less</em>. 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.</p>","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":"<p>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).</p>","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":"<p>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 <i>match strategy</i>. 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.</p>","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

Platform-level consequences of performance-based commission for service providers: Evidence from ridesharing 基于绩效的佣金对服务提供商的平台级影响：共享出行的证据

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-08 DOI: 10.1007/s11747-024-01005-0

Orhan Bahadır Doğan, V. Kumar, Avishek Lahiri

{"title":"Platform-level consequences of performance-based commission for service providers: Evidence from ridesharing","authors":"Orhan Bahadır Doğan, V. Kumar, Avishek Lahiri","doi":"10.1007/s11747-024-01005-0","DOIUrl":"https://doi.org/10.1007/s11747-024-01005-0","url":null,"abstract":"<p>Ridesharing platforms compensate drivers using a fixed commission system that does not systematically reward effective drivers, which reduces platform engagement. Unsurprisingly, driver transaction activity is intermittent and service unpredictable. Influenced by agency theory, we propose a variable commission that jointly accounts for drivers’ transactions and service performance. To alleviate disengagement, we propose a customer-oriented engagement framework that challenges the notion of the sole monetary focus of drivers. We compare the effects of variable and fixed commission schemes on consequences such as driver net revenue and referral value, mediated by attitudinal outcomes. In a 3-month cluster-randomized field experiment with 3,367 ridesharing drivers across 16 cities and two population tiers, we show improvements in driver satisfaction and emotional connectedness accentuated by goal-oriented feedback. Variable commission with goal-oriented feedback translates to a 24.5% rise in revenue, a 19.5% increase in referral value, and a 43.21% lower churn. A cost–benefit analysis reinforces these results.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"2014 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140064334","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 accessor effect: How (and for whom) renters’ lack of perceived brand commitment dilutes brand image 租用者效应：租用者缺乏品牌承诺如何（以及对谁而言）削弱品牌形象

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-08 DOI: 10.1007/s11747-024-01006-z

Aaron J. Barnes, Tiffany Barnett White

引用次数: 0

Cobotic service teams and power dynamics: Understanding and mitigating unintended consequences of human-robot collaboration in healthcare services 机器人服务团队和权力动态：了解和减轻人类与机器人在医疗保健服务领域合作的意外后果

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-02 DOI: 10.1007/s11747-024-01004-1

Ilana Shanks, Maura L. Scott, Martin Mende, Jenny van Doorn, Dhruv Grewal

{"title":"Cobotic service teams and power dynamics: Understanding and mitigating unintended consequences of human-robot collaboration in healthcare services","authors":"Ilana Shanks, Maura L. Scott, Martin Mende, Jenny van Doorn, Dhruv Grewal","doi":"10.1007/s11747-024-01004-1","DOIUrl":"https://doi.org/10.1007/s11747-024-01004-1","url":null,"abstract":"<p>In cobotic service teams, employees and robots collaborate to serve customers. As cobotic teams become more prevalent, a key question arises: How do consumers respond to cobotic teams, as a function of the roles shared by employees and robots (robots in superordinate roles as team leaders and humans in subordinate roles as assistants, or vice versa)? Six studies, conducted in different healthcare settings, show that consumers respond less favorably to robot-led (vs. human-led) teams. In delineating the process underlying these responses, the authors demonstrate that consumers ascribe less power to robot (vs. human) team leaders, which increases consumer anxiety and drives downstream responses through serial mediation. Further examining the power dynamics in cobotic service encounters, the authors identify boundary conditions that help mitigate negative consumer responses (increasing consumers’ power by letting them choose the robot in the service team, leveraging consumers’ power distance beliefs, and reinforcing the robot’s performance capabilities).</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"2 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140015595","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

Soothing the unsatisfied or pleasing the satisfied? The effects of managerial responses to positive versus negative reviews on customer ratings and financial performance 安抚不满意者还是取悦满意者？管理者对正面和负面评论的回应对顾客评分和财务业绩的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-01 DOI: 10.1007/s11747-024-01010-3

{"title":"Soothing the unsatisfied or pleasing the satisfied? The effects of managerial responses to positive versus negative reviews on customer ratings and financial performance","authors":"","doi":"10.1007/s11747-024-01010-3","DOIUrl":"https://doi.org/10.1007/s11747-024-01010-3","url":null,"abstract":"<h3>Abstract</h3> <p>Managerial responses (MRs) have gained increasing attention as an important intervention strategy for addressing online customer reviews. This study seeks to answer the question of how a firm should prioritize responding to customers’ positive reviews (MR-P) and negative reviews (MR-N). We examine the differential effect of the MR-P ratio and the MR-N ratio on subsequent customer review ratings and a firm’s financial performance. Our findings show that while the MR-P ratio leads to an increase in subsequent customer review ratings and revenue, the MR-N ratio results in a decrease in customer review ratings and revenue in the short run, but contributes to improvements in these metrics in the long run. Furthermore, we find that the influence of MR-P and MR-N on subsequent review ratings diminishes among firms whose MRs contain highly similar content and firms whose competitors actively create MRs. This research not only advances our understanding of the managerial response literature but also provides valuable guidance for firms seeking to maximize the effectiveness of their MR campaigns.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"1 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140015603","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

Marketing’s role in promoting dignity and human rights: A conceptualization for assessment and future research 市场营销在促进尊严和人权方面的作用：评估和未来研究的概念化

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-03-01 DOI: 10.1007/s11747-024-01008-x

Cait Lamberton, Tom Wein, Andrew Morningstar, Sakshi Ghai

引用次数: 0