Marketing ZFP最新文献

{"title":"A Note on Confidence Intervals and Model Specification","authors":"Thomas Otter","doi":"10.15358/0344-1369-2019-4-33","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-4-33","url":null,"abstract":"Empirical research in marketing often is, at least in parts, exploratory. The goal of exploratory research, by definition, extends beyond the empirical calibration of parameters in well established models and includes the empirical assessment of different model specifications. In this context researchers often rely on the statistical information about parameters in a given model to learn about likely model structures. An example is the search for the 'true' set of covariates in a regression model based on confidence intervals of regression coefficients. The purpose of this paper is to illustrate and compare different measures of statistical information about model parameters in the context of a generalized linear model: classical confidence intervals, bootstrapped confidence intervals, and Bayesian posterior credible intervals from a model that adapts its dimensionality as a function of the information in the data. I find that inference from the adaptive Bayesian model dominates that based on classical and bootstrapped intervals in a given model.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"81 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":"126569366","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":"International Grocery Retailers' Country Environment, Resources and Local Performance. A Cross-classified Multi-level Approach","authors":"Bernhard Swoboda, Lukas Morbe","doi":"10.15358/0344-1369-2019-1-4","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-1-4","url":null,"abstract":"This study aims to shed light on the often-neglected effects of host country environments on firms’ local performance. We chose this topic, because host country environment is known to affect firms’ internationalization decisions (e. g., market selection or entry mode choice) while it is rarely regarded as an antecedent of local performance after a market entry. Still, country environments are expected to have substantial performance implications by international business scholars, while we know from national research that local performance is attributed to the local environment, especially in the retail industry. We hence aim to contribute to international retailing research by conceptualizing and testing such effects across nations. Because retail firms’ resources may help to overcome environmental dependencies, such resources are conceptualized as moderators of the effects of the host country environment on local performance. We thus make a second contribution by providing novel insights on the context specificity of resources. We chose the grocery retailing industry to analyze these topics for several reasons. First, grocery retailing is an important industry (e. g., market volumes of 770 billion USD in the US, 680 in China, or 280 in Germany) which is highly sensitive to host country environments. Furthermore, in this industry different levels of the environment need to be differentiated: country-level environment specific to all firms and store format-level environment specific to store formats like hypermarkets vs. discounters. We thus consider three levels of analysis: store-formats, countries and firms. We apply cross-classified multi-level modeling, which allows us to treat the complex data structure appropriately and has rarely been used in business literature so far. A Bayesian estimation is used. We thus make a methodological contribution to literature, by showing a way to treat such data structures appropriately. The results show that purchasing power and rule of law (country level) enhance local performance, whereas local intra-format competition (format level) diminishes it. Important resources in retailing (firm level) do not affect local performance directly but the results support a context-specificity of resources, i. e., a moderation role of the environment-local performance links. In particular, country level effects are moderated by retailers’ degree of internationalization, while surprising interactions occur of the format level environment. We provide important insights for managers and applicate the novel cross-classified multi-level approach that accounts for increasing complexities in data structures in international business research.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"83 6 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":"116684439","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":"Determinants of Consumers' Purchase Channel Preference in Omni-Channel Retailing","authors":"Mona Eckl, Michael Lingenfelder","doi":"10.15358/0344-1369-2021-4-28","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-4-28","url":null,"abstract":"Mobile technology and digitalisation put pressure on retailers to engage in omni-channel retailing. However, to avoid cannibalisation and create synergies, channels must differ and provide a unique service offer to the consumer. Indeed, little is known about what constitutes consumers’ channel preference in omni-channel environments. Thus, the present study evaluates consumers’ purchase channel preference considering benefits and costs. Besides, the role of channel experience and product category is estimated. Results demonstrate that consumers perceive differences between offline and digital channels in terms of utilitarian value, hedonic value and risk, but not in effort. While online and mobile channels are perceived as equally risky, the utilitarian value, hedonic value and effort they involve varies. But, despite the growing relevance of digitalisation, consumers still prefer purchasing offline for two different selected product categories. Thus, the authors offer implications for managerial practice to foster digital purchase channel preference.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"11 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":"116233146","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":"Not One and The Same: Published Opinion as a Poor Predictor of Public Opinion","authors":"T. Morath, Manfred Schwaiger, Kristina Mahler","doi":"10.15358/0344-1369-2022-2-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-2-3","url":null,"abstract":"According to agenda-setting theory, the media determine what we have to think about and how we have to think about it. While there is ample evidence that this holds true in social and political contexts, our analysis advises caution when drawing conclusions about the reputation of companies from media reports. We analyze news media coverage on corporate social responsibility (CSR) regarding ist impact on the reputation of companies listed on the former German DAX30 from 2005 to 2011. As in many other cases, not (CSR) facts are decisive, but how those facts are perceived by stakeholders. Although it is tempting to believe that the news media has an impact on how the public assesses corporations, in particular their reputation, our exploratory study reveals that news media coverage of CSR-related activities does not drive reputation perceptions in a notable manner. Clear patterns of reputation increase or decrease following positive or negative media reports cannot be identified. Hence, we advocate against using news media data as a substitute for reputation surveys due to poor predictive capabilities.","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":"127504322","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":"Titelei/Inhaltsverzeichnis","authors":"","doi":"10.15358/0344-1369-2019-2-1","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-2-1","url":null,"abstract":"","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"13 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":"122455864","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":"Enhancing Internal Branding Outcomes through Customer Experience Management: New Empirical Insights from the Automotive Industry","authors":"Mohamed Souka, Markus Rump, M. Löffler, Reinhold Decker","doi":"10.15358/0344-1369-2023-2-22","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-2-22","url":null,"abstract":"Companies increasingly strive to optimise the external customer experience by systematically building on customer experience management (CEM). Based on the internal carleasing service of Porsche AG, this article shows how leaders can correspondingly benefit from applying this expertise to their employees’ interactions when offering services or benefits that are similar to the company’s external offerings. By doing so, companies can authentically demonstrate brand values and actively engage employees in a positive brand experience, thus enhancing internal branding outcomes. The results of a qualitative study provide a set of directions and actions to guide managers towards the internal implementation of CEM in various sectors. Furthermore, the findings of a subsequent quantitative study reveal that this implementation can lead to positive impacts on employee satisfaction with the offered service, enhance loyalty towards employers as well as improve employee brand knowledge, belief in brand and brand endorsement.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"6 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":"123812822","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":"Too Sexy for this Price? The Effectiveness of Erotic Advertising Depending on the Brand's Price Level","authors":"Stefan Thomas, H. Gierl","doi":"10.15358/0344-1369-2019-2-4","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-2-4","url":null,"abstract":"","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"11 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":"116472860","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":"The Impact of Bodily Behaviors of Sales Representatives on Charisma Evaluations by Consumers: A Time-Series Perspective","authors":"Udo Wagner, Sandra Pauser","doi":"10.15358/0344-1369-2022-3-44","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-3-44","url":null,"abstract":"Significant resources are spent each year on sales forces and the means by which to enhance their effectiveness during a sales interaction or presentation. Specifically, studies point to the importance of charismatic nonverbal cues (for example, facial expressions, gestures) in impression formation. However, these behaviors are mainly perceived in an unconscious manner, making behavior measurement a difficult task. Moreover, existing research is dominated by post-exposure measures and neglects customers’ processing of impressions over time. This research addresses the outlined gaps and introduces continuous measurement of sales presentations based on different data sources. First, we provide novel insights by applying high-precision coding of 141 nonverbal behaviors of 22 videotaped sales presentations using body actions and posture coding procedures. Second, this study uses an innovative approach to capture customer impressions of sales representatives’ charisma in real-time by means of a program analyzer, which allows evaluative measurements while concurrently being exposed to sales presentations. This time-series evaluation approach contributes to the understanding of impression formation and allows for linking nonverbal sales behaviors to customers’ evaluations over the course of time. Findings from a large sample experimental study (n = 663) show that negative opinions are formed somewhat faster than positive ones. In addition, body movements (e.g., head/trunk/leg/knee movements, arm actions) driving these impressions are the same for the first few seconds and for longer periods.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"49 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":"114845831","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":"Multi-Channel Management and Design: An Analysis of their Impact on Multi-Channel Conflict and Success","authors":"Andreas Fürst, M. Scholl","doi":"10.15358/0344-1369-2022-3-24","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-3-24","url":null,"abstract":"Despite the widespread use of multiple sales channels and the significant potential benefits and drawbacks associated with this strategy, relatively few studies have researched this topic. Therefore, this paper identifies and explores the impact of key mechanisms for multi-channel management (multi-channel instructions, incentives, and communication) and unique characteristics of multi-channel design (the number of sales channels, degree of sales channel overlap, and degree of vertical integration). Based on a large-scale empirical study, it shows that while these management mechanisms all ultimately serve to increase the success of a multi-channel strategy, they do so in different ways and with different strengths. Moreover, results indicate that the effectiveness of these mechanisms varies significantly depending on a company’s multi-channel design. For example, with a larger number of sales channels, the effectiveness of multi-channel instructions and multi-channel communication increases, whereas the effectiveness of multi-channel incentives decreases. Besides providing conceptual and empirical insights into the particularities of the use of multiple sales channels, this paper also gives practical guidance to managers on how to best handle a multi-channel system.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"34 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":"114483499","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":"Prize Decoys at Work 2.0: Does Frame Equivalence Replicate Asymmetric Dominance Effects in Risky Choices on Lotteries?","authors":"Holger M. Müller, Toni Richter, Horst Gischer","doi":"10.15358/0344-1369-2022-4-13","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-4-13","url":null,"abstract":"In 1992, Simonson and Tversky introduced the “prize decoy asymmetric dominance effect” by showing that preferences between two non-dominated options winnable in a competition, namely prize A (a $6 cash payoff) and prize B (an attractive pen), can be shifted toward the target prize B by introducing a prize decoy C (a less attractive pen) which is dominated by B, but not by A. In a controlled conceptual replication that keeps the initial experimental frame equivalent to the original study, it is examined whether the decoy effect remains a robust behavioral pattern when it is transferred to the domain of risky choices in terms of binary lotteries. The replication confirms a substantial decoy effect which amounts to 13 % in the aggregate of choices. Moreover, the detected effect works in a bidirectional way. By further discussing the general need for frame equivalence and the importance of parameters of experimental designs of replication studies (e.g., real choices, tradeoff conformance) the present work provides new insights further stimulating the debate on (a) failed attempts to replicate decoy effects in recent studies and (b) the robustness and the drivers (moderators, mediators) of context effects.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"19 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":"132393597","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}