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Don't get embarrassed, get creative! How creative thinking helps mitigate consumer embarrassment 不要尴尬，要有创意!创造性思维如何帮助减轻消费者的尴尬
3区 管理学
Marketing Letters Pub Date : 2023-09-28 DOI: 10.1007/s11002-023-09698-z
Kristen A. Ferguson, Kelly B. Herd
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引用次数: 0
Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases? 建立链接:来自各种营销渠道的网络流量是否会影响直接流量来源的购买?
3区 管理学
Marketing Letters Pub Date : 2023-09-14 DOI: 10.1007/s11002-023-09700-8
Georgios Filippou, Athanasios G. Georgiadis, Ashish Kumar Jha
{"title":"Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?","authors":"Georgios Filippou, Athanasios G. Georgiadis, Ashish Kumar Jha","doi":"10.1007/s11002-023-09700-8","DOIUrl":"https://doi.org/10.1007/s11002-023-09700-8","url":null,"abstract":"Abstract Marketing professionals and business owners strive to evaluate the effectiveness of their marketing investments. With multiple marketing channels at their disposal, understanding how these channels interact and influence each other is crucial. Digital analytics tools, such as Google Analytics, tend to measure the isolated success of each marketing channel. However, the intertwined effects and interdependencies between channels are often undervalued. This study, therefore, ventures into this territory. It focuses on the association between website traffic from various digital marketing channels and the purchases made by users visiting websites through direct traffic sources. We analyzed 89,394 purchases from an e-commerce business in Europe. We conclude that three marketing channels can explain 61% of the variance. By shedding light on this overlooked aspect, we aim to guide advertisers toward a more holistic understanding of digital marketing channels.","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"144 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134912768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Sports fandom in the metaverse: marketing implications and research agenda 虚拟世界中的体育迷:营销影响和研究议程
3区 管理学
Marketing Letters Pub Date : 2023-09-13 DOI: 10.1007/s11002-023-09702-6
Raeesah Chohan, Ellen Schmidt-Devlin
{"title":"Sports fandom in the metaverse: marketing implications and research agenda","authors":"Raeesah Chohan, Ellen Schmidt-Devlin","doi":"10.1007/s11002-023-09702-6","DOIUrl":"https://doi.org/10.1007/s11002-023-09702-6","url":null,"abstract":"Abstract The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135740777","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Cued-recall asymmetries: the case of brand names and logos 提示-回忆不对称:品牌名称和标识的案例
3区 管理学
Marketing Letters Pub Date : 2023-09-13 DOI: 10.1007/s11002-023-09697-0
Sara Loughran Dommer, Jeffrey R. Parker
{"title":"Cued-recall asymmetries: the case of brand names and logos","authors":"Sara Loughran Dommer, Jeffrey R. Parker","doi":"10.1007/s11002-023-09697-0","DOIUrl":"https://doi.org/10.1007/s11002-023-09697-0","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"155 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135742192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Personalized subject lines in email marketing 电子邮件营销中的个性化主题行
IF 3.6 3区 管理学
Marketing Letters Pub Date : 2023-09-08 DOI: 10.1007/s11002-023-09701-7
Laurens Defau, Alexander Zauner
{"title":"Personalized subject lines in email marketing","authors":"Laurens Defau, Alexander Zauner","doi":"10.1007/s11002-023-09701-7","DOIUrl":"https://doi.org/10.1007/s11002-023-09701-7","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48055825","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Take me back to the past: the impact of social identity conflict on nostalgic consumption 带我回到过去:社会身份冲突对怀旧消费的影响
IF 3.6 3区 管理学
Marketing Letters Pub Date : 2023-08-25 DOI: 10.1007/s11002-023-09696-1
Menglin Li, Sining Kou, Jun Pang, Wangshuai Wang
{"title":"Take me back to the past: the impact of social identity conflict on nostalgic consumption","authors":"Menglin Li, Sining Kou, Jun Pang, Wangshuai Wang","doi":"10.1007/s11002-023-09696-1","DOIUrl":"https://doi.org/10.1007/s11002-023-09696-1","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47958294","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How is retargeting related to purchase incidence, channel choice, and purchase quantity? 重定向与购买频次、渠道选择和购买数量之间的关系如何?
IF 3.6 3区 管理学
Marketing Letters Pub Date : 2023-08-24 DOI: 10.1007/s11002-023-09693-4
Tanya Mark, Tirtha Dhar, P. Verhoef, Katherine N. Lemon
{"title":"How is retargeting related to purchase incidence, channel choice, and purchase quantity?","authors":"Tanya Mark, Tirtha Dhar, P. Verhoef, Katherine N. Lemon","doi":"10.1007/s11002-023-09693-4","DOIUrl":"https://doi.org/10.1007/s11002-023-09693-4","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"1 1","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42203325","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A rose by any other name would smell as sweet? The impact of hierarchical labeling on consumers’ choices in tiered pricing plans 其他名字的玫瑰闻起来也一样甜吗？分级标签对消费者在分级定价计划中选择的影响
IF 3.6 3区 管理学
Marketing Letters Pub Date : 2023-08-09 DOI: 10.1007/s11002-023-09694-3
Liangyan Wang, Xun Deng, H. Chen
{"title":"A rose by any other name would smell as sweet? The impact of hierarchical labeling on consumers’ choices in tiered pricing plans","authors":"Liangyan Wang, Xun Deng, H. Chen","doi":"10.1007/s11002-023-09694-3","DOIUrl":"https://doi.org/10.1007/s11002-023-09694-3","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44105942","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Measuring latent individual difference variables with a conjoint design and structural equation modeling 结合设计和结构方程建模测量潜在个体差异变量
IF 3.6 3区 管理学
Marketing Letters Pub Date : 2023-08-07 DOI: 10.1007/s11002-023-09695-2
Bert Weijters, Berre Deltomme, Karen Gorissen, H. Baumgartner
{"title":"Measuring latent individual difference variables with a conjoint design and structural equation modeling","authors":"Bert Weijters, Berre Deltomme, Karen Gorissen, H. Baumgartner","doi":"10.1007/s11002-023-09695-2","DOIUrl":"https://doi.org/10.1007/s11002-023-09695-2","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43949511","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products 从物理空间到精神空间:身体受到限制的感觉增加了消费者对拓展思维产品的偏好
IF 3.6 3区 管理学
Marketing Letters Pub Date : 2023-07-20 DOI: 10.1007/s11002-023-09691-6
Sumitra Auschaitrakul, Dan King, Yanfen You
{"title":"From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products","authors":"Sumitra Auschaitrakul, Dan King, Yanfen You","doi":"10.1007/s11002-023-09691-6","DOIUrl":"https://doi.org/10.1007/s11002-023-09691-6","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"1 1","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52426027","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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