Marketing ZFP最新文献_第5页

Effective Return Prevention Measures in the Post-purchase Stage: A Best-Worst Scaling Approach 购后阶段有效的退货预防措施:一种最佳-最差标度方法

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2023-1-30

Benedikt M. Brand, C. Kopplin

{"title":"Effective Return Prevention Measures in the Post-purchase Stage: A Best-Worst Scaling Approach","authors":"Benedikt M. Brand, C. Kopplin","doi":"10.15358/0344-1369-2023-1-30","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-1-30","url":null,"abstract":"Within the rather nascent literature stream examining product returns, the authors identify that the vast majority of studies enlightens return avoidance measures (before ordering), whereas return averting measures (after purchasing) showed to increase customer satisfaction the most. Moreover, extant literature is characterized by methodological paucity, which prevents a more diverse view on the problem of product returns. As a result, the authors enrich the literature by conducting a Best-Worst Scaling (BWS) experiment dealing with various product averting measures (including different types of measures with different levels of immediacy). Focusing on the most frequent online shopping segment (Generation Y) and the second most frequently occurring reason for product returns (i.e., consumers did not like the product), the authors exploratively evince that monetary/utilitarian measures are preferred most and are effective, as well as funding of social and sustainability projects. However, substantial differences were detected based on consumers’ green consumption values. Apart from that, the study contributes to the BWS literature by outlining the necessity to include anchor scaling and quality assessment criteria.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"689 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":"131954577","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

Creating Superior Value in the Eyes of the Customer: An Analysis of the Two Generic Value Drivers and Value Paths 创造顾客眼中的卓越价值:两种通用价值驱动因素与价值路径分析

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2022-3-3

Andreas Fürst, Matthias Staritz

{"title":"Creating Superior Value in the Eyes of the Customer: An Analysis of the Two Generic Value Drivers and Value Paths","authors":"Andreas Fürst, Matthias Staritz","doi":"10.15358/0344-1369-2022-3-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-3-3","url":null,"abstract":"Despite the considerable body of work on customer value, the literature remains highly fragmented and thus surprisingly silent on two elementary questions: (1) whether a firm should focus more strongly on the product core (a product’s basic elements) or the product surrounding (a product’s additional elements) and (2) whether a firm should focus on the cognitive path (a product’s actual value) or the intuitive path (the signaling of efforts to create a product of high value). Given the large investments required for customer value creation and firms’ increased need for cost control, the answers to these questions are especially important, as they would help managers avoid misallocation of human and financial resources and would offer valuable insights into how communication and sales activities can best support a customer value strategy. On the basis of an integrative framework and a dyadic dataset, this paper finds that the answers to these questions depend significantly on the specific product context (the type of product, extent of product commoditization, and product involvement). For example, services firms may concentrate more strongly on the product core and should particularly focus on the intuitive path. By contrast, manufacturing firms should rely more heavily on the product surrounding and may focus almost equally on the cognitive path and the intuitive path.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"3 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":"134218331","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: 2

Titelei/Inhaltsverzeichnis Titelei /目录。

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2019-3-1

引用次数: 0

Titelei/Inhaltsverzeichnis Titelei /目录。

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2020-3-1

引用次数: 0

Development and Analysis of a Sales-Based Leading Indicator for Economic Developments 基于销售的经济发展先行指标的发展与分析

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2021-1-2-54

Christian Schmitz, Janina-Vanessa Schneider, J. H. Guba, Michael Ahlers, J. Wieseke

引用次数: 0

Do Sustainability Labels Reinforce Health Claims - And Vice Versa? 可持续性标签会强化健康声明吗?反之亦然?

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2020-2-3

Andrea Gröppel-Klein, C. Franke, Anja Spilski

引用次数: 0

Symmetry and Likeability: Prior Research and Transfer to the Field of Advertising 对称性与亲和力:先前的研究及其在广告领域的转移

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2021-3-3

H. Gierl

{"title":"Symmetry and Likeability: Prior Research and Transfer to the Field of Advertising","authors":"H. Gierl","doi":"10.15358/0344-1369-2021-3-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-3-3","url":null,"abstract":"The question of whether people prefer symmetry to asymmetry has been explored for many decades. Many design guides recommend the use of symmetry, and many scientific publications report that people like symmetrical visual images more than asymmetrical ones. However, the proportion of symmetrical images that people observe in everyday life is very high (e.g., leaves of trees, house facades, hands, butterfly wings). Symmetry therefore does not exist as an exception. Only rare phenomena can cause special (very favorable) reactions in humans. After discussing the reasons why researchers nonetheless often discover and report a positive effect of symmetry on the likeability of visual stimuli, we focused on symmetry in print ads. To the best of our knowledge, symmetry in advertising has not yet been explored. From the perspective of advertising practice, we propose to distinguish at least two types of symmetry: 1. Symmetry/asymmetry of elements that attract attention and are meaningful (e.g., the pair of polar bears in Coca-Cola advertisements); 2. Symmetry/asymmetry of abstract decorative backgrounds (e.g., leaves, dots, circles as background motifs). We find higher ad likeability when attention-attracting, meaningful elements are symmetrical because these stimuli trigger perceptions of regularity as well as aesthetic appreciation, while symmetrical decorative backgrounds only evoke perceptions of regularity. Moreover, we recommend considering such symmetries more often when designing advertisements. We found not only an increase in ad likeability but also an improvement in brand attitudes when brand familiarity was low. For well-known brands, we have found that brand attitudes and purchase intention do not benefit from the usage of symmetry. We conclude that the effectiveness of symmetry is limited to influencing the evaluations of lesser-known brands.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"3 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":"129539685","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

Titelei/Inhaltsverzeichnis Titelei /目录。

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2020-2-1

引用次数: 0

Antecedents of WOM: Product Appraisal and Brand Relationship as Drivers of Customer Referral Dimensions 口碑效应的前因:产品评价和品牌关系是顾客推荐维度的驱动因素

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2019-1-50

Tobias Reckmann, T. Teichert

引用次数: 0

Titelei/Inhaltsverzeichnis Titelei /目录。

Marketing ZFP Pub Date : 1900-01-01 DOI: 10.15358/0344-1369-2020-1-1

引用次数: 0