International Journal of Research in Marketing最新文献_第3页

The brand-equity implications of selling through hard discounters 通过硬折扣店销售的品牌价值含义

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2026-01-23 DOI: 10.1016/j.ijresmar.2026.01.005

Joep van der Plas, Inge Geyskens, Marnik G. Dekimpe

{"title":"The brand-equity implications of selling through hard discounters","authors":"Joep van der Plas, Inge Geyskens, Marnik G. Dekimpe","doi":"10.1016/j.ijresmar.2026.01.005","DOIUrl":"10.1016/j.ijresmar.2026.01.005","url":null,"abstract":"<div><div>The rising popularity of hard discounters, along with their increased willingness to add national brands to their assortments, presents new opportunities for brand manufacturers. While expanding into the hard-discount format may increase national brands’ distribution coverage and thereby enhance their equity, several brand managers remain reluctant to sell through this more down-market format, fearing a loss of image. Using an empirics-first approach, the authors study the effect of hard discounters’ national-brand listings on brand equity. They empirically test a rich contingency framework and find that the brand-equity impact is highly dependent on various category characteristics. Specifically, the effects are more auspicious in less utilitarian categories, and in categories characterized by higher purchase frequency and lower household penetration. The authors further find that approximately one-tenth of the nearly 150 brand listings studied had adverse brand-equity implications. At the same time, among the brands that refrained from being distributed through hard discounters, 80% appear to have foregone an opportunity to increase their equity. The authors conclude with actionable guidelines to mitigate both types of error.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 982-1003"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916602","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Forward-looking disclosure of customer metrics in IPO prospectuses: stock market reactions and long-term profitability IPO招股说明书中客户指标的前瞻性披露：股市反应与长期盈利能力

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2025-11-01 DOI: 10.1016/j.ijresmar.2025.10.007

Simeng Han, Emanuel Bayer, Bernd Skiera, Agnish Ghatak

{"title":"Forward-looking disclosure of customer metrics in IPO prospectuses: stock market reactions and long-term profitability","authors":"Simeng Han, Emanuel Bayer, Bernd Skiera, Agnish Ghatak","doi":"10.1016/j.ijresmar.2025.10.007","DOIUrl":"10.1016/j.ijresmar.2025.10.007","url":null,"abstract":"<div><div>The disclosure of forward-looking customer metrics provides investors with valuable information about a company’s future financial performance. However, the lack of a comprehensive, broadly applicable measurement framework for such forward-looking disclosures of customer metrics has limited their use. This article addresses this gap by presenting a measurement framework that combines two textual analysis methods: BERT and a dictionary-based approach. It applies the proposed measurement framework to 2547 initial public offering (IPO) prospectuses from IPOs between 1997 and 2019. The results reveal an upward trend in the disclosure of forward-looking customer metrics over the years, with significant variation between industries and across customer metrics. Importantly, the results indicate that increased forward-looking disclosure of customer metrics is associated with higher first-day returns, greater trading volume, and gross profitability three years after the IPO. The results suggest a potential role for CMOs in communicating customer metrics to analysts and investors and indicate that regulators could reconsider current disclosure requirements for IPOs.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 787-808"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916757","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Personalization and targeting: how to experiment, learn & optimize 个性化和目标化：如何实验、学习和优化

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2025-07-25 DOI: 10.1016/j.ijresmar.2025.07.004

Aurélie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernán A. Bruno, Brett R. Gordon, Ayelet Israeli, Elea McDonnell Feit, Carl F. Mela, Oded Netzer

{"title":"Personalization and targeting: how to experiment, learn & optimize","authors":"Aurélie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernán A. Bruno, Brett R. Gordon, Ayelet Israeli, Elea McDonnell Feit, Carl F. Mela, Oded Netzer","doi":"10.1016/j.ijresmar.2025.07.004","DOIUrl":"10.1016/j.ijresmar.2025.07.004","url":null,"abstract":"<div><div>Personalization has become the heartbeat of modern marketing. The rapid expansion of individual-level data, the proliferation of personalized communication channels, and advancements in experimentation have fundamentally reshaped how firms tailor their marketing strategies. Furthermore, causal inference and machine learning enable companies to understand how the same marketing action can impact the choices of individual customers differently. This article provides an academic overview of these developments. We formalize personalization as a causal inference problem embedded in the test and learn framework. We review key challenges and solutions that arise when personalization is approached through causal inference, including data limitations, treatment effect heterogeneity, policy evaluation, and ethical considerations. Finally, we identify emerging research trends stemming from new methodologies such as generic and double machine learning, direct policy learning, foundation models, and generative AI.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 2","pages":"Pages 537-559"},"PeriodicalIF":8.7,"publicationDate":"2026-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148571945","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Integrating neuro-psychological habit research into consumer choice models 将神经心理习惯研究融入消费者选择模型

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2025-10-19 DOI: 10.1016/j.ijresmar.2025.10.002

Ryan Webb, Jessica Fong, Peter Landry, Julia Levine, Alexendra Steiny Wellsjo, Olivia Natan, Asaf Mazar, Clarice Y. Zhao, Phillippa Lally, Sanne de Wit, John P. O’Doherty, Andrew T. Ching, Raphael Thomadsen, Matthew Osborne, Mark E. Bouton, Wendy Wood, Colin F. Camerer

引用次数: 0

Choice in the age of post-generalization: fragmentation, hyper-personalization, and private universes of choice 后泛化时代的选择：碎片化、超个性化和私人选择空间

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2026-04-11 DOI: 10.1016/j.ijresmar.2026.04.002

Renana Peres , Martin Schreier , David A. Schweidel , Alina Sorescu

引用次数: 0

Simple or complex logos? The impact of logo complexity on brand luxuriousness perception 简单还是复杂的标识？标志复杂性对品牌奢华感的影响

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2025-04-26 DOI: 10.1016/j.ijresmar.2025.04.007

Qing Tang, Xun (Irene) Huang, Kuangjie Zhang

{"title":"Simple or complex logos? The impact of logo complexity on brand luxuriousness perception","authors":"Qing Tang, Xun (Irene) Huang, Kuangjie Zhang","doi":"10.1016/j.ijresmar.2025.04.007","DOIUrl":"10.1016/j.ijresmar.2025.04.007","url":null,"abstract":"<div><div>Marketers frequently leverage brand logos to shape brand images. While many companies opt for simplified logos, others incorporate additional elements into their logos. However, the impact of logo complexity on brand perception remains unclear. This article documents how logo complexity can create a luxurious brand image and influence consumer behavior. We first present field evidence establishing the association between logo complexity and luxury in real-world brands (Studies 1a and 1b). Next, we demonstrate the causal effect of logo complexity on perceived luxuriousness in a logo revamp scenario (Study 2). Furthermore, we show that this effect is driven by perceived craftsmanship (Study 3) and is attenuated when craftsmanship information about the brand is already emphasized (Study 4). We also find that the effect is moderated by consumers’ familiarity with the brand (Study 5). Finally, as a downstream consequence, we find that consumers are more likely to follow a luxury brand’s social media account when it features a complex (vs. simple) logo (Study 6). These findings offer valuable insights for logo design and brand communication strategies.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 2","pages":"Pages 264-277"},"PeriodicalIF":8.7,"publicationDate":"2026-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148502359","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Financial infidelity asymmetry predicts couples’ financial and relationship well-being 经济不忠的不对称预示着夫妻的经济和关系健康

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2025-07-12 DOI: 10.1016/j.ijresmar.2025.07.003

Hristina Nikolova, Jenny G. Olson, Joe J. Gladstone

{"title":"Financial infidelity asymmetry predicts couples’ financial and relationship well-being","authors":"Hristina Nikolova, Jenny G. Olson, Joe J. Gladstone","doi":"10.1016/j.ijresmar.2025.07.003","DOIUrl":"10.1016/j.ijresmar.2025.07.003","url":null,"abstract":"<div><div>Financial infidelity (FI)—engaging in and concealing financial behavior expected to elicit spousal disapproval—is relatively prevalent in marriage, but its impact on couples has been largely unexplored. Taking a novel couple-level perspective, we examine how discrepancies in partners’ propensity to commit financial infidelity (i.e., situations where one partner is low in FI-proneness and the other partner is higher in FI-proneness, referred to as the degree of financial infidelity asymmetry) affect couples’ financial and relationship well-being, relative to situations where both partners are equally transparent with each other regarding financial matters. Using a multi-method approach, including a pilot study with real bank account data, dyad studies, and experiments, we find that as compared to couples where both partners are low in FI-proneness, couples with greater financial infidelity asymmetry are more likely to have individualized (vs. shared) financial goals, which predicts lower financial well-being and relationship satisfaction. We also demonstrate that financial infidelity asymmetry has unique predictive value beyond other potential asymmetries within couples (e.g., partner differences in tightwad-spendthrift tendencies). Our findings extend prior work at the individual level and highlight that financial infidelity is a dyadic experience that poses harm to the couple.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 2","pages":"Pages 362-382"},"PeriodicalIF":8.7,"publicationDate":"2026-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148502404","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Cycles of inequality in the marketplace: Insights from macro, marketer, and consumer perspectives 市场中不平等的周期：从宏观、营销人员和消费者角度的见解

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2025-09-09 DOI: 10.1016/j.ijresmar.2025.09.004

Debora V. Thompson, Amna Kirmani, Rebecca Hamilton, Andy Li, Christilene du Plessis, Daniel Fernandes, Guillaume Johnson, Brent McFerran, Jian Ni, Vladimir Pavlov, Francine Petersen, Lisa Scheer, Yan Vieites, Keith Wilcox

{"title":"Cycles of inequality in the marketplace: Insights from macro, marketer, and consumer perspectives","authors":"Debora V. Thompson, Amna Kirmani, Rebecca Hamilton, Andy Li, Christilene du Plessis, Daniel Fernandes, Guillaume Johnson, Brent McFerran, Jian Ni, Vladimir Pavlov, Francine Petersen, Lisa Scheer, Yan Vieites, Keith Wilcox","doi":"10.1016/j.ijresmar.2025.09.004","DOIUrl":"10.1016/j.ijresmar.2025.09.004","url":null,"abstract":"<div><div>Seeking inequality via differentiation is a fundamental theme in the marketing literature: consumers derive utility from products that convey socially valued attributes, and marketers target consumers by giving them opportunities to differentiate on socially valued attributes. However, as a large body of evidence shows, inequality can reduce consumer well-being and limit economic growth. In this paper, we take a systemic view of marketplace inequality, examining the interdependence among consumers, marketers, and macro forces in shaping inequality in markets for goods and services. Our broad review of the marketing literature across ten marketing journals and a variety of subdomains within the field (e.g., macromarketing, consumer behavior, marketing strategy, quantitative marketing) suggests that macro forces, marketers, and consumers are all part of a dynamic system in which each contributes to creating, perpetuating, and disrupting cycles of marketplace inequality. By highlighting the process by which inequality can be created, perpetuated, and reduced, we hope to give marketing researchers and practitioners insight into interventions that have the potential to increase consumer well-being and marketer profitability.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 2","pages":"Pages 580-599"},"PeriodicalIF":8.7,"publicationDate":"2026-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148571947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Digital platforms 2.0: Emerging topics, opportunities, and challenges 数字平台2.0：新兴话题、机遇和挑战

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2026-03-17 DOI: 10.1016/j.ijresmar.2026.03.003

Shrabastee Banerjee, Ishita Chakraborty, Hana Choi, Hannes Datta, Remi Daviet, Chiara Farronato, Minkyung Kim, Anja Lambrecht, Puneet Manchanda, Aniko Öry, Ananya Sen, Marshall Van Alstyne, Prasad Vana, Kenneth C. Wilbur, Xu Zhang, Bobby Zhou

{"title":"Digital platforms 2.0: Emerging topics, opportunities, and challenges","authors":"Shrabastee Banerjee, Ishita Chakraborty, Hana Choi, Hannes Datta, Remi Daviet, Chiara Farronato, Minkyung Kim, Anja Lambrecht, Puneet Manchanda, Aniko Öry, Ananya Sen, Marshall Van Alstyne, Prasad Vana, Kenneth C. Wilbur, Xu Zhang, Bobby Zhou","doi":"10.1016/j.ijresmar.2026.03.003","DOIUrl":"10.1016/j.ijresmar.2026.03.003","url":null,"abstract":"<div><div>Digital platforms increasingly influence most online markets and ecosystems, creating substantial value for their customers, owners, and other partners. Yet, the challenges associated with platform operations, governance, and regulation continue to evolve. This paper aims to help researchers understand the extensive platform literature to facilitate effective academic contributions. First, we lay out emerging research topics and open questions related to platforms, both from an internal (platform design) and external (platform regulation) perspective. Then, we compare techniques for acquiring and using platform data, both with and without the collaboration of the platforms themselves, to facilitate empirical platform research. Our insights highlight the importance of multidisciplinary and multi-method approaches in studying digital platform policies, value chains and regulation.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 2","pages":"Pages 600-618"},"PeriodicalIF":8.7,"publicationDate":"2026-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148572274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Intentional hedonic consumption motivates prosocial behavior 有意识的享乐消费会激发亲社会行为

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-06-01 Epub Date: 2025-07-07 DOI: 10.1016/j.ijresmar.2025.07.002

Daniela Carmen Cristian, Bob Fennis, Anirban Mukhopadhyay, Luk Warlop

{"title":"Intentional hedonic consumption motivates prosocial behavior","authors":"Daniela Carmen Cristian, Bob Fennis, Anirban Mukhopadhyay, Luk Warlop","doi":"10.1016/j.ijresmar.2025.07.002","DOIUrl":"10.1016/j.ijresmar.2025.07.002","url":null,"abstract":"<div><div>Consumers frequently engage in hedonic experiences either intentionally, driven by their own volition, or unintentionally, motivated by situational factors. This research investigates the effect of the intentionality of hedonic consumption on subsequent prosocial behavior. We propose and find that consumers are more likely to exhibit prosocial behavior after engaging in intentional, versus unintentional, hedonic consumption. This effect arises because intentional hedonic consumption leads consumers to infer that they cultivated self-compassion, which in turn motivates them to behave prosocially. Seven experiments demonstrate convergent evidence for this effect, using monetary as well as non-monetary prosocial behavior, generalizing across several hedonic consumption domains, and ruling out alternative mechanisms. Importantly, the effect occurs specifically following intentional hedonic (vs. non-hedonic) consumption, and only when the prosocial behavior is not unduly effortful. These findings provide meaningful implications for consumer welfare, marketers of hedonic offerings, and nonprofit organizations.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 2","pages":"Pages 404-419"},"PeriodicalIF":8.7,"publicationDate":"2026-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148502357","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0