Marketing ZFP最新文献

{"title":"A Value-in-Use-Oriented Sales Approach for Digital Services of Technology Companies","authors":"Kea Hartwig, Frank Jacob","doi":"10.15358/0344-1369-2022-2-24","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-2-24","url":null,"abstract":"Today, technology companies are paying increased attention to the provision of digital services, and business customers’ actual usage process has become a pivotal concern. Thus, technology companies are turning their focus to customer value created during usage processes, referred to as “value-in-use”. This implies that the entire organization and ist ecosystem must adapt accordingly. This qualitative study identifies and classifies concrete fields of action for the sales team structure, the sales role itself, the selling process, and the customer-supplier relationship. The results shed light on a value-in-use-oriented sales approach for digital services that is currently implemented in the technology industry. The theoretical contributions include a holistic perspective on a changing business environment and its impact on the sales organization as well as an explicit focus on value-in-use. Managerial implications include recommendations to adjust recruitment and training activities based on developments in the team structure and a salesperson’s individual skills as well as to strengthen and extend the customer-supplier relationship.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"162 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":"127295649","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":"Trust in Digital Voice Assistants: A Fundamental Determinant for Companies’ and Customers’ Engagement in Voice Commerce","authors":"Carsten D. Schultz, Friederike Paetz","doi":"10.15358/0344-1369-2023-2-4","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-2-4","url":null,"abstract":"Voice shopping, i.e., shopping via conversational interactions with digital voice assistants, is currently on the rise but still in its infancy in Germany. In the context of voice commerce, companies may utilize digital voice assistants as an additional communication and distribution channel. However, users’ entry into voice shopping is crucially determined by their adoption of digital voice assistants. In this context, privacy concerns are the primary challenge for the dissemination and acceptance of digital voice assistants impeding the advancement of voice shopping. Similar to the past emergence of electronic commerce, trust seems to be the ultimate and decisive factor for the willingness to use digital voice assistants and engage in voice-based interactions and transactions. We set up a model by combining the typology of trust with the established technology acceptance model applied to the context of digital voice assistants. In an empirical study, we test our model and found that, e.g., trust reduces perceived privacy risks and positively influences users’ attitudes and intentions towards and subsequently use of digital voice assistants. We found various routes of trust in the use of digital voice assistants as a necessary condition for users’ adoption. Our results provide insights into important antecedents for the dissemination of digital voice assistants and subsequently for the adoption of voice commerce into companies’ business models.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"23 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":"131404498","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 Relationship between Health- and Fitness-Related Social Media Use and Consumers' Disordered Eating","authors":"Vivienne Schünemeyer, G. Walsh","doi":"10.15358/0344-1369-2020-3-37","DOIUrl":"https://doi.org/10.15358/0344-1369-2020-3-37","url":null,"abstract":"Health-related services shared through social media are enjoying considerable growth, particularly among young people, yet they have potentially detrimental outcomes for consumer well-being. This research undertakes an examination of literature pertaining to health-related social media use in an effort to explore its relationship with disordered eating in particular. In line with objectification theory, Study 1 affirms that viewing images and videos posted on health-related social media is positively associated with the level of people’s disordered eating. Furthermore, Study 2 clarifies that this relationship is mediated, as expected, by social physique anxiety, and it also is unexpectedly moderated by general social media use. That is, the relationship between viewing health-related images and videos and disordered eating is stronger among consumers who exhibit low and medium social media use rather than those with high social media use. The implications of these findings are relevant for both health-related service research and public policy.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"23 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":"126275607","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":"Using Consumer Empowerment to Increase the Effectiveness of Price Discounts","authors":"A. Aigner, R. Wilken, Sylvie Geisendorf","doi":"10.15358/0344-1369-2019-2-48","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-2-48","url":null,"abstract":"","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"35 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":"124174376","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":"Why Consumers Buy Sustainably: The Role of Personal Values","authors":"I. Balderjahn, Alexandra Hüttel","doi":"10.15358/0344-1369-2019-1-24","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-1-24","url":null,"abstract":"Ein allgemeines Verständnis darüber, was nachhaltiger Konsum tatsächlich ist, liegt derzeit in der Marketing- und Konsumforschung nicht vor. Im Allgemeinen wird in der Bevölkerung und auch im Management vieler Unternehmen unter nachhaltigem Konsum der Kauf und die Verwendung umweltfreundlicher Produkte verstanden. Diese sehr einfache Vorstellung vom nachhaltigen Konsum greift jedoch viel zu kurz. Nachhaltiger Konsum ist kein Alles-oder-Nichts-Phänomen. Er umfasst verschiedene Konsumformen, nicht nur den Kauf umweltfreundlicher Produkte, sondern auch den Kauf von Fairtrade-Produkten sowie unterschiedliche Formen des Teilens von Produkten (Produkt-Sharing) und einfache, weniger materiell orientierte Konsumstile. Für Konsumenten bedeutet dies, dass es mehrere Möglichkeiten gibt, nachhaltig zu konsumieren. Die andere Seite der Medaille ist, dass Unternehmen unterschiedliche Segmente von nachhaltig konsumierenden Personen sowie unterschiedliche Märkte für nachhaltige Produkte identifizieren und mit den Möglichkeiten des Marketing differenziert bearbeiten müssen. Diese Studie liefert neue theoretische und empirische Erkenntnisse zu den gerade angesprochenen Themen und schließt damit einige Forschungslücken. Erstens, diese Studie legt seinen Analysen ein sehr umfassendes Modell nachhaltigen Bewusstseins von Konsumenten zugrunde (das sogenannte CSC Modell), das neben dem ökologischen Konsumaspekt auch sozial und ökonomisch-suffizient nachhaltige Konsumformen umfasst. Zweitens, und dies ist der Hauptbeitrag dieser Arbeit, liefert die Studie für das Marketing und die Verbraucherpolitik nützliches Wissen darüber, welche menschlichen Werte das Bewusstsein für nachhaltigen Konsum bestimmen und wie stark der jeweilige Einfluss eines Wertes auf das Bewusstsein des Konsumenten ist. Drittens zeigt diese Studie, wie stark ökologische, soziale und ökonomische Aspekte nachhaltigen Konsums vom Bewusstsein des Verbrauchers beeinflusst wird. Auf der Grundlage eines für die deutsche Bevölkerung repräsentativen Datensatzes von 1.833 Verbrauchern zeigen die empirischen Ergebnisse unserer Analysen, dass das Nachhaltigkeitsbewusstsein am besten als ein mehrdimensionales, facettenreiches Konzept beschrieben werden kann und für das Nachhaltigkeitsmarketing als Grundlage für die Planung von Segmentierungsstrategien genauso wie für den erfolgreichen Einsatz der marketingpolitischen Instrumente sehr nützlich sein kann. Darüber hinaus zeigt die Analyse der zehn Werte der Theorie von Schwartz sehr deutlich die übergeordnete Rolle des Universalismus als Prädiktor für ökologisch, sozial und ökonomisch nachhaltige Konsumoptionen. Weiterhin zeigen die Ergebnisse, dass ökologische, soziale und ökonomisch-suffiziente Optionen für einen nachhaltigen Konsum wesentlich von den verschiedenen Facetten des Nachhaltigkeitsbewusstseins der Verbraucher beeinflusst werden. Das Wissen um die Ursachen und Verhaltenswirkungen des nachhaltigen Bewusstseins der Verbraucher ist eine Voraussetzung für d","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"28 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":"127700591","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 Role of Organizational Values for Sustainable Development: The Case of Forest Green Rovers and the Promotion of Plant-based Diets","authors":"Lennart Pape, Ingo Höhn, Kyle S. Bunds, Joerg Koenigstorfer","doi":"10.15358/0344-1369-2023-2-49","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-2-49","url":null,"abstract":"The study aims to explore the role of a professional sport team’s organizational values to promote the consumption of plant-based diets among fans. The case study focuses on Forest Green Rovers, a football club with a strong mission to sustainable development. First, a document analysis (44 documents, 56,057 words in total) was conducted to explore the development of sustainable organizational values and how the sport organization markets their values towards fans. The findings reveal that Forest Green Rovers was able to overcome concerns regarding their sustainability approach and was successful in implementing sustainability in the value system of both the organization and the stakeholders, thereby stimulating behavioural change. Second, a survey of Forest Green Rovers fans (n = 107) reveals that the adoption of a plant-based diet by fans is positively associated with team value internalization, which relates positively with fans’ intention to eat plant-based foods in the future. Thus, internalization of organizational values may play a crucial role for promoting future sustainable actions among individual customers.","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":"128173983","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 COVID-19 onWell-Being and Customer Loyalty: A Life Event Perspective","authors":"Nicola E. Stokburger-Sauer, V. Hofmann, Heike Hebborn, A. Wanisch","doi":"10.15358/0344-1369-2023-2-35","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-2-35","url":null,"abstract":"COVID-19 has altered mental and behavioural patterns with profound and long-lasting effects on individuals and economies. Following life event literature, this paper investigates the impact of COVID-19 on individuals’ wellbeing and customer loyalty considering underlying mechanisms. Theoretical and empirical insights from a qualitative study indicate that COVID-19 is perceived as an intrusive nonnormative life event. A quantitative study reveals that stress induced by COVID-19 is negatively related to seeking for new possibilities (i.e., developing and following new interests, hobbies, or activities) and positively with resistance to change (i.e., preferring routines over doing new things) and coping behaviour. Coping, driven by stress, associates positively with seeking for new possibilities but is not related to resistance to change. While the latter drives customer loyalty, new possibilities enhance well-being. This research offers insights into COVID-19’s conceptualization as a life event and its effects on consumers. It derives implications for marketing research, management and public policy.","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":"130406104","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 Effect of Option Framing in Self-Other Decision Making","authors":"Michaela Grösch, M. Steul-Fischer","doi":"10.15358/0344-1369-2019-3-33","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-3-33","url":null,"abstract":"Option framing can be divided into additive and subtractive framing. In additive framing, individuals are asked to add desired options to a base model, i. e., to a core product which does not include any extras, whereas in subtractive framing, individuals are asked to deselect undesired options from a fully loaded model, i. e., a product that does already include all possible extras (Biswas and Grau 2008; Park et al. 2000). In additive framing, individuals must take action if they want to choose the option, e. g., by checking a box in an online configuration. In subtractive framing, individuals find preselected options, and they receive a preselected option unless they actively decide against it, e. g., by unchecking a box in an online configuration (Brown and Krishna 2004; Park et al. 2000). While option framing has received considerable attention with regard to decision making for the self (e. g., Biswas and Grau 2008; Herrmann et al. 2013; Levin et al. 2002; Park et al. 2000; Park and Kim 2012), no researchers have focused on option framing in self-other decision-making contexts. The aim of this paper is to examine the influence of option framing on decision making either for oneself or on behalf of another person. In two studies, we investigate choice behaviour for oneself or on behalf of someone else, namely ones mother, when either one option (Study 1) or more options (Study 2) are presented in additive and subtractive framing. The effect of option framing on decision making for a family member is a relevant question for firms and policy makers since it helps to clarify how an individual’s benefits and expenditures can be influenced by the way a choice is presented when deciding for someone else. In accordance with previous studies (e. g., Biswas and Grau 2008; Levin et al. 2002; Park and Kim 2012), we found the option framing effect when individuals decided on insurances for themselves; i. e., individuals were more likely to choose an option in subtractive framing than in additive framing. When individuals were asked to decide on behalf of their mother, we could not prove an option framing effect when a single option was considered (Study 1). When several options were available (Study 2), the option framing effect emerged; decision makers chose more options for their mother in subtractive framing than in additive framing. We believe that having the opportunity to vary the number of options is the underlying reason. In both studies, individuals deciding on behalf of their mother had a greater tendency to add an option in additive framing than did those deciding for themselves. The greater likelihood of choosing an option in additive framing when deciding for the mother corresponds to our assumption, derived from social values analysis, that decision makers engage in risk-minimizing behaviour as the socially preferred behaviour for proxy decision making. In both studies, no choice differences could be found for subtractive framing. Accepting","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":"131523267","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 Internationalization of German Marketing Science","authors":"Hermann. Simon","doi":"10.15358/0344-1369-2021-1-2-5","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-5","url":null,"abstract":"In the 1970s, marketing science in Germany was limited to the German-speaking world. My early appeal to publish in English and to change the language of German journals to English met with strong opposition from established professors. Today, 40 years later, a considerable number of German-speaking marketing scientists belong to the international top group in the Hirsch-index ranking. German journals are now publishing in English, but the transition came late, and it will be difficult to acquire A-journal status. In terms of inbound internationalization a lot remains to be done.","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":"134371856","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":"Balancing Consumer Self-Benefits and Altruism in Online Shopping: Examining Consumer Preferences for Customized and Personalized Cause-Related Marketing Campaigns Versus Price Discounts","authors":"Timo Schreiner","doi":"10.15358/0344-1369-2023-3-53","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-3-53","url":null,"abstract":"Recently, the well-established marketing concepts of personalization and customization have also been applied to cause-related marketing (CRM) to empower consumers and overcome issues of such campaigns with a specific, pre-determined cause. This study examines the effectiveness of customized and personalized CRM for apparel products compared to price discounts. The results of a representative choice based conjoint experiment among German consumers (n = 388) show that consumers prefer customized CRM to other types of CRM campaigns and price discounts. While personalized CRM is also perceived as more effective than price discounts, CRM campaigns with a baseline cause are outperformed by price discounts. The study also found that psychographic consumer characteristics, i.e., consumers’ personality structures and cultural orientations can be used to explain consumers’ heterogeneous preferences for different marketing appeals. Finally, three consumer segments were identified – pro-social consumers, pricesensitive consumers, and Amazon Captives – that retailers can target with tailored marketing strategies.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"31 12 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":"122701273","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}