Marketing ZFP最新文献

{"title":"How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions","authors":"Bernhard Swoboda, A. Winters, Nils Fränzel","doi":"10.15358/0344-1369-2021-1-2-37","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-37","url":null,"abstract":"This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123030016","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}

{"title":"How Perceived Security Risk Influences Acceptance of Virtual Shopping Walls","authors":"Steffen Jahn, A. Langer, Ossama Elshiewy, Yasemin Boztug","doi":"10.15358/0344-1369-2020-4-35","DOIUrl":"https://doi.org/10.15358/0344-1369-2020-4-35","url":null,"abstract":"Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the smartphone combined with home delivery. The goal of the present research is to shed light on what drives widespread use of this store concept. Complementing traditional models of technology acceptance, this work examines the impact of perceived security risk with special emphasis on its moderating effect on the perceived usefulness-behavioral intention relationship. We find that the intention to use virtual shopping walls is driven by perceived ease of use and perceived usefulness, while perceived security risk acts like a barrier to acceptance. The negative effect of high perceived security risk, however, is mitigated by high perceived usefulness. This means that high perceived usefulness of virtual shopping walls can compensate for increased risk perceptions in a significant way, providing important insights for providers of virtual shopping walls.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125166094","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}

{"title":"(Hedonic) Shopping Will Find a Way: The COVID-19 Pandemic and its Impact on Consumer Behavior","authors":"Andrea Gröppel-Klein, Kenya-Maria Kirsch, Anja Spilski","doi":"10.15358/0344-1369-2021-1-2-95","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-95","url":null,"abstract":"The issue currently permeating is how COVID-19 affects our lives, including in terms of consumer behavior. For example, sales of men’s suits have fallen sharply since March 2020, while there has been high demand for jogging pants. While German online retailing was able to increase sales by double digits in 2020, downtown retailers of non-food articles (e.g., textiles, shoes, etc.) had to accept a decrease of more than 20% (HDE 2021, p. 11). Our article focuses on the questions of whether consumer behavior has been fundamentally affected by the crisis, whether previously formed shopping patterns have dissipated and led to new shopping behavior, and whether old habits will return. Using two surveys at different timestamps of the pandemic, we analyze the impact on consumers’ shopping styles and particularly discuss whether the pandemic has permanently changed online shopping tendencies and ethical behavior, and whether the desire for experience-oriented shopping has changed.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"90 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127893220","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}

{"title":"Effects of the Variation of Rhetorical Ambiguity on Advertising Persuasion: Mediating Role of the Mental Imagery and Moderating Role of the Tolerance to Ambiguity","authors":"M. Mzoughi, Safa Chaieb, K. Garrouch","doi":"10.15358/0344-1369-2023-3-75","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-3-75","url":null,"abstract":"Rhetoric transforms a simple proposal into a more elaborate structure. There is a controversy about the impact of rhetorical figures’ complexity and about the effect of mental imagery on persuasion. There is no previous research on the impact of different levels of ambiguity on the mental-imagery process. The main objective of this study is to examine the effect of different levels of rhetorical ambiguity on persuasion. Mental imagery is integrated as a mediating variable, and tolerance to ambiguity as a moderating one. Structural equation modeling and analysis of variance were applied. The results show that the variation of the effect of ambiguity on emotions is a function of the level of tolerance to ambiguity. Besides, the more the level of ambiguity increases, the more the impact on the mental imagery decreases. The mediating role of mental imagery between ambiguity and persuasion is established. The contributions apply mainly to the advertising field.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134540738","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}

{"title":"Measures of Implicit Cognition for Marketing Research","authors":"T. Teichert, Alexander Graf, Sajad Rezaei, Philipp Wörfel, H. Duh","doi":"10.15358/0344-1369-2019-3-48","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-3-48","url":null,"abstract":"Academics and managers need to know that key mental processes occur below the conscious awareness threshold. While unconscious processes largely influence consumer decision-making processes, self-report measures do not reveal these processes adequately. Consequently, marketers need to utilise psychologists’ indirect measures that infer unconscious mental content from reaction-time tasks. Three well-known tools are explicated in the present article: the Emotional Stroop Task, the Implicit Association Test (IAT), and the Approach-Avoidance Task (AAT). Each test taps into a different facet of implicit cognition. This research describes these test instruments’ experimental setups and alternative procedures to guide academics and practitioners when they apply implicit measures. The Ask Your Brain (AYB) survey software is presented as an online research platform for executing all three test types and provides a cost-efficient alternative to lab experiments. In this paper’s conceptual part, we outline the three test instruments’ research paradigms and describe their past applications in the marketing domain. We describe each implicit measurement instrument’s conceptual background, summarize its standard test procedures, and briefly discuss relevant methodological criticisms. We describe how the obtained measurement data should be prepared, condensed, and analysed. Subsequently, we present an empirical case to illustrate the concrete application of the different measurement instruments, utilising empirical data gained from a consumer protection study of 104 South African students. These young adults were confronted with alcohol stimuli in the Emotional Stroop Task, IAT, and AAT. They subsequently performed a discrete choice task related to alcoholic drinks and soft drinks. Based on their drink choices, we explore the extent to which the implicit measures relate to their choice behaviour. The Emotional Stroop Task is based on the premise that emotional stimuli attract more visual attention than neutral stimuli. This distraction causes a delay in response when participants are asked to name a displayed word's colour as fast as possible. Although our study could not directly support this premise, alcohol-inclined participants generally reacted more slowly to alcohol and neutral stimuli. The IAT confronts participants with combinations of a bipolar target category and a bipolar attribute category. Category combinations corresponding to the respondent's intuition (compatible) facilitate task performance and result in shorter reaction times. In our study, those individuals who chose significantly more drinks containing alcohol reacted faster to combinations of “alcohol” and “active” (rather than “alcohol” and “miserable”). This finding shows that the IAT can indeed predict choice behaviour. Finally, the AAT postulates that individuals move faster to a desired object and away from an undesired object. Both the reaction times and the error rates indicated this p","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131013958","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}

{"title":"Branded for Survival: Naming Effects on the Life Expectancy of New Companies","authors":"Stefan Gürtler, Barbara Miller","doi":"10.15358/0344-1369-2022-2-44","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-2-44","url":null,"abstract":"Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company name. It is one of the very first marketing activities, indispensable for registration, for finding investors, and for addressing customers, and it is also the most persistent element of corporate branding. Our study of some 1,300 new companies shows higher survival probabilities for firms with explanatory and/or easy to process names. This opens new perspectives for branding research, in which survival analyses have not yet found their way in.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125987414","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}

{"title":"Emotions Make Your Narratives Fly: The Effect of Strength of Emotions on the Effectiveness of Narrative Advertising","authors":"M. Spies, H. Gierl","doi":"10.15358/0344-1369-2022-4-22","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-4-22","url":null,"abstract":"In recent decades, a way to influence consumer decisions without providing arguments has gained attention: the use of emotional narratives in advertisements. Such narratives can be described by numerous abstract (e.g., realness of the plot) and concrete characteristics (e.g., length, happy or sad ending, degree of product integration in the story). We focus on an abstract characteristic that has gained no attention thus far: the emotionality of the narrative, i.e., the degree to which the narrative advertisement elicits emotions. We start by providing examples from such advertisements in practice. Then, we provide an overview of theories considering the condition in which a priming stimulus (in our case, anarrative advertisement) triggers more or less intense emotions, which might influence the evaluation of a target stimulus (in our case, the promoted brand or the recommended behavior). Subsequently, we present findings from new studies on the relationship of the strength of emotions triggered by narratives to the evaluations of brands or recommended behavior. We manipulate the emotionality of videos by using different background music while holding the visual elements constant. Our findings show that the strength of emotions has a positive impact on evaluations.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125806133","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}

{"title":"What Consumer Responses Make a Brand Experience Create Brand Attachment?","authors":"Dirk-Hinnerk Fischer, Sandra Praxmarer-Carus","doi":"10.15358/0344-1369-2021-3-35","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-3-35","url":null,"abstract":"Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors determining consumers’ brand attachment has generated great interest within the marketing discipline. In the process of attachment formation, marketers consider consumers’ experiences with a brand relevant. However, the literature has not provided marketers with an integrated representation of what to consider when creating brand experiences that are supposed to create brand attachment. A consumer’s brand experience is a subjective internal response to contact with a brand-related stimulus, such as a brand’s product, service, advertisement, social media activity, store, or event. For example, test driving a brand’s car, contacting a brand’s service desk, and dancing at a brand event are brand moments that elicit subjective brand experiences. Although the literature presents several characteristics of brand experiences that may positively affect brand attachment, it does not specify the fundamental underlying factors by which a brand experience produces the feeling of brand attachment. This article extends the literature by identifying the internal responses to a brand moment that are relevant for its attachment creation. First, this paper describes how humans create attachment. We explain that consumers do not permanently feel attached to their attachment objects, such as brands, but construct and feel the feeling of attachment at times of a related need. To construct the feeling of brand attachment at a time of need, consumers use activated thoughts and feelings, that is, retrieved episodic memories related to the brand, memories of feelings related to the brand, and/or semantic memories about the brand’s characteristics. Then, this research focuses on consumers’ individual episodes with a brand and the question of what inner responses to such brand moments cause or support the creation of brand attachment. We infer that the extents to which a brand experience includes pleasure, perceived distinctiveness, and arousal determine its attachment creation. Hence, pleasure, perceived distinctiveness, and arousal are the internal responses to a brand moment that create attachment. We present two empirical studies. Our research seeks to provide value to marketing practice because the creation of brand attachment is highly relevant to marketers. We recommend that marketers use the three experience responses identified in this research (pleasure, perceived distinctiveness, and arousal) as a guide when creating marketing activities intended to strengthen brand attachment. The more pleasure, perceived distinctiveness, and arousal the target group experiences, the more the brand moment creates brand attachment. Marketers may use the items that we propose to assess (or pre-test) the extent to which an activity evokes the re","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"47 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122650251","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}

{"title":"Consumers' Situational Curiosity: A Review of Research on Antecedents and Consequences of Curiosity in Marketing-Relevant Situations","authors":"Jana M. Daume, Verena Hüttl-Maack","doi":"10.15358/0344-1369-2022-1-37","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-1-37","url":null,"abstract":"This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on marketing-relevant situations, it first provides an overview of triggers that have been used to stimulate curiosity and illustrates the implementation of these triggers in empirical studies. Subsequently, it synthesizes the key processes that are initiated when consumers sustain in the state of being curious and when they (presumably) have resolved their curiosity. These processes are assigned to affective consequences, cognitive consequences, or a third category, which includes the outcome variables of evaluation, decision making, and behavior. This article helps researchers and practitioners alike to gain a better overview of this fragmented research area and identifies research gaps and open questions for future research. Finally, recommendations for practitioners are given of how to effectively use curiosity-triggering stimuli in their marketing communication.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122784433","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}

{"title":"Reducing COVID-19 Infection Risks in Retail Stores through Mobile Payments: Investigating the Determinants of In-Store Proximity M-Payment Usage","authors":"G. Wagner, Sascha Steinmann, Frank Hälsig, Hanna Schramm-Klein","doi":"10.15358/0344-1369-2021-1-2-23","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-23","url":null,"abstract":"During the global coronavirus disease 2019 (COVID-19) pandemic, the relevance of proximity mobile payment (m-payment) applications (e. g., Apple Pay and Google Pay) has increased due to their ability to let consumers shop inside physical stores and pay for products without having to make physical contact with a store employee or touch a card-reader terminal. Despite the growing usage of mobile applications for a number of everyday tasks, in recent years, the diffusion of in-store proximity m-payment in many countries is still low, and the actual usage is sparse. To understand which factors can motivate consumers to use proximity m-payment services in retail stores, this study combines the individual disposition to adopt and use in-store m-payment technologies with system-based evaluations. By applying a conceptual model to a representative sample (N = 3,250) of grocery store shoppers, the results provide evidence of a general effect of technology readiness on consumers’ behavioural intention to use in-store m-payment.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125342640","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}