Journal of Marketing Analytics最新文献_第7页

Reviewing the SmartPLS 4 software: the latest features and enhancements 回顾 SmartPLS 4 软件：最新功能和增强功能

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Journal of Marketing Analytics Pub Date : 2023-12-08 DOI: 10.1057/s41270-023-00266-y

Jun-Hwa Cheah (Jacky), Francesca Magno, Fabio Cassia

引用次数: 0

Selection is superior to scale: determining brand loyalty highly correlated to market share 选择优于规模:决定品牌忠诚度与市场占有率高度相关

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Journal of Marketing Analytics Pub Date : 2023-12-02 DOI: 10.1057/s41270-023-00270-2

Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi

{"title":"Selection is superior to scale: determining brand loyalty highly correlated to market share","authors":"Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi","doi":"10.1057/s41270-023-00270-2","DOIUrl":"https://doi.org/10.1057/s41270-023-00270-2","url":null,"abstract":"<p>Despite the extensive research on loyalty, academic discussions on simple and effective loyalty indices are surprisingly scarce. One of the few suggestions for loyalty indices is the net promoter score (NPS). Approximately two-thirds of Fortune 1000 companies currently use this index due to its overwhelming simplicity. However, scholars have criticized NPS for being inferior to other loyalty indices. Accordingly, scholars have mainly used Likert scales that cannot compare products/services using a single question and are subject to a response bias due to cultural differences. To fill this gap, we address the following four main criticisms of NPS: First, its advantages over the Likert scale of preferences and recommendation and purchase intentions are unproven; second, it cannot compare a competing product or service using a single question; third, its threshold setting is subjective; and fourth, it suffers from a cultural response bias tendency. This study asks the following research question: “Is brand selection superior to Likert scales in explaining sales performance?” To form a generalized conclusion, we examine 100 brands selected from 20 industries in the US market. The results of randomized controlled trials prove the superiority of selection over scale. Thus, brand selection should be emphasized to measure brand loyalty.</p>","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"18 10","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138496794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Predicting customer churn using machine learning: A case study in the software industry 使用机器学习预测客户流失:软件行业的案例研究

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Journal of Marketing Analytics Pub Date : 2023-12-02 DOI: 10.1057/s41270-023-00269-9

João Rolim Dias, Nuno Antonio

引用次数: 0

The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value 感知到的社交媒体互动性对品牌信任的影响。感知社交媒体敏捷性的中介作用和品牌价值的调节作用

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Journal of Marketing Analytics Pub Date : 2023-11-30 DOI: 10.1057/s41270-023-00268-w

Sıddık Bozkurt, David Gligor, Serhat Ozer, Serap Sarp, Rajesh Srivastava

引用次数: 0

How do line extensions impact brand sales? The role of feature similarity and brand architecture 产品线延伸如何影响品牌销售？特征相似性和品牌架构的作用

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Journal of Marketing Analytics Pub Date : 2023-11-27 DOI: 10.1057/s41270-023-00265-z

B. Sezen, Koen Pauwels, Berk Ataman

引用次数: 0

The role of cognitive processes in healthy consumption food products: An eye-tracking technology study 认知过程在健康消费食品中的作用:一项眼动追踪技术研究

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Journal of Marketing Analytics Pub Date : 2023-11-24 DOI: 10.1057/s41270-023-00261-3

Diana Escandon-Barbosa, Jairo Salas-Paramo, María Patricia López-Ramírez, Alexandra Pava-Cárdenas

{"title":"The role of cognitive processes in healthy consumption food products: An eye-tracking technology study","authors":"Diana Escandon-Barbosa, Jairo Salas-Paramo, María Patricia López-Ramírez, Alexandra Pava-Cárdenas","doi":"10.1057/s41270-023-00261-3","DOIUrl":"https://doi.org/10.1057/s41270-023-00261-3","url":null,"abstract":"<p>This research investigates consumer behavior when selecting snacks and beverages from vending machines in educational settings. The study aims to discern the impact of age on decision-making processes, perceptions, and memory factors related to product choices. Three experiments involved eye-tracking technology to monitor visual attention and a questionnaire to gather additional insights. The experiments analyzed the number of fixations, perceptions, overall product impressions, and memory influence. The sample comprised 90 adults aged 18 to 65 from the Pontificia Universidad Javeriana Cali. This sample includes a population distribution of 60% women and 40% men. Additionally, the socioeconomic distribution across economic levels was reported as follows: 40% falling within levels 1, 2, and 3, and 10% within levels 4, 5, and 6. The experiments revealed age-related differences in consumer behavior. Older individuals placed greater emphasis on healthier beverages, whereas young-adult individuals favored healthier snacks. Perception differences existed between age groups for beverages and snacks. Young-adult participants exhibited stronger positive perceptions of somewhat healthy options. Memory influenced choices, with young-adult participants relying more on memory cues. The findings provide valuable insights for tailoring marketing strategies and enhancing public policy initiatives to promote healthier vending machine choices.</p>","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"18 12","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-11-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138496792","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

A bibliometric analysis of virtual influencers in the Web of Science 科学网络中虚拟影响者的文献计量学分析

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Journal of Marketing Analytics Pub Date : 2023-11-18 DOI: 10.1057/s41270-023-00262-2

Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez, Isabel Pascual-Riquelme

引用次数: 0

When does word of mouth versus marketing drive brand performance most? 口碑营销与市场营销在什么时候最能推动品牌表现?

Journal of Marketing Analytics Pub Date : 2023-11-10 DOI: 10.1057/s41270-023-00267-x

S. Cem Bahadir, Koen Pauwels

{"title":"When does word of mouth versus marketing drive brand performance most?","authors":"S. Cem Bahadir, Koen Pauwels","doi":"10.1057/s41270-023-00267-x","DOIUrl":"https://doi.org/10.1057/s41270-023-00267-x","url":null,"abstract":"Abstract Emerging markets present opportunities to brand managers who understand the drivers of word of mouth (WOM). What motivates consumers to share positive WOM (PWOM) about brands? Is it their perception of its product attributes, perception of its advertising, or the receipt of WOM from others? In this study, we explore the effects of received WOM (RWOM) and marketing mix and brand perception variables on the transmission of WOM for shampoo products in India and Thailand and contrast them with the mature market of Japan. Vector autoregressive models show that the impact of the studied variables on WOM transmission depends on brand performance stability and consumer involvement with the product category. The marketing mix has a greater impact on WOM transmission than RWOM across the countries for growing (vs. declining) brands. The impact of RWOM on the transmission of PWOM is greater for high- than low-involvement consumers. The difference in the impact of RWOM on the transmission of PWOM depends on the stability of brand performance. Managers should thus consider brand performance stability and consumer involvement versus the marketing mix when trying to stimulate WOM.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"124 39","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135137316","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Does culture matter? Corporate reputation and sustainable satisfaction in the Chinese and German banking sector 文化重要吗?中国和德国银行业的企业声誉和持续满意度

Journal of Marketing Analytics Pub Date : 2023-11-04 DOI: 10.1057/s41270-023-00259-x

Svenja Damberg, Yide Liu, Christian M. Ringle

{"title":"Does culture matter? Corporate reputation and sustainable satisfaction in the Chinese and German banking sector","authors":"Svenja Damberg, Yide Liu, Christian M. Ringle","doi":"10.1057/s41270-023-00259-x","DOIUrl":"https://doi.org/10.1057/s41270-023-00259-x","url":null,"abstract":"Abstract Corporate reputation is important for all types of banks across the world, despite these countries differing culturally. Building on an extended corporate reputation model, we identify the key drivers of customer-based reputation and sustainable customer satisfaction in two culturally different countries, namely China and Germany. We also consider two reputation dimensions—perceived competence and likeability—and their effects on the target construct. Empirical data from 625 German and 734 Chinese commercial bank customers allow us to estimate the corporate reputation model with the partial least squares structural equation modeling (PLS-SEM) method, and by substantiating the relationships by means of a necessary condition analysis (NCA) and a predictive power analysis. By comparing the two countries’ results, we identify their cultural differences. Overall, we confirm the model’s relevance for the two cultures, finding that banks’ perceived attractiveness is the most important driver of both cultures’ customer-perceived bank reputation. By means of an importance-performance map analysis, we identify a large overlap between the two cultures’ set of important constructs, likeability’s much greater importance in Germany, and the perceived quality construct’s relevance in both countries. We contribute to research and scientific knowledge about corporate reputation models by identifying the similarities in and differences between two countries’ markets with respect to the banking sector, all of which have implications for international banks’ management.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"23 14","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135774026","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Marketing analytics with RStudio: a software review 使用RStudio进行市场分析:软件回顾

Journal of Marketing Analytics Pub Date : 2023-11-03 DOI: 10.1057/s41270-023-00264-0

David Dege, Philipp Brüggemann

引用次数: 0