Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in firms’ infancy. The entrepreneurship literature focuses on which marketing activities to perform …

Non-face (NF) emojis are increasingly used to complement or substitute words in digital marketing messages, yet the effects, mechanisms, and contingencies of this communication strategy remain underexplored. In a large-scale longitudinal study of …

Despite the proliferation of coproduction concepts in various B2C contexts, knowledge on how coproduction shapes customer relationships is still surprisingly limited, as prior studies find mixed results and are bound to a short-term perspective.

Drawing on agency theory and transaction cost analysis, this study investigates the impact of refranchising and buybacks of downstream retail units by franchising firms on shareholder value (i.e., stock returns). It further evaluates the …

How does advertising affect supply and demand in the entertainment industry? Different advertising and distribution mechanisms and unique product characteristics limit the transferability of findings from other industries to the entertainment …

Augmented reality (AR) technology has generated enormous industry investment and buzz, with the food and beverage sector quickly embracing this technology in an effort to enhance the customer experience. However, academic research has only just …

Self-quantification, with the promise of motivating consumers to engage in health behaviors through measuring their performance, is a popular trend amongst consumers. Despite the economic impact of self-tracking technologies, consumers’ …

A basic step in scientific inquiry entails ordering, classifying, or grouping the phenomena under investigation—that is, developing a taxonomy. Yet no method-transparent taxonomy of marketing organization types has been established, creating …

Despite agriculture being a significant contributor to sub-Saharan Africa’s economy, its exploding population puts the region at the highest global risk for food insecurity. Agricultural productivity in the region must meet the growing domestic …

Real-time multisensory social interactions (RMSIs) between people are at the center of the metaverse, a new computer-mediated environment consisting of virtual “worlds” in which people act and communicate with each other in real-time via avatars.

Long-standing wisdom and academic research consistently agree that consumers choose attractive products and avoid ugly ones. And yet, multiple luxury brands successfully sell distinctively ugly products. This research provides an explanation …

Prior literature does not provide a clear prediction of how executive confidence affects the degree to which a firm engages in “myopic marketing management,” the tendency to decrease current marketing spending to mitigate any potential earnings …

We identify value narratives as stories that promote certain product or service attributes as benefits within the marketplace. We show how value narratives reflect benefit attributes that align with alternative versus mainstream market settings.

A majority of consumers resist switching brands when exposed to competitor sales promotions. Yet, in an effort to entice consumers to switch brands, firms spend more on sales promotions, in the form of price promotions such as discounts and …

We analyze empirical aspects of the limited-time product strategy—introduction of a new product that is available only for a limited time—that involves the use of umbrella branding. Despite the popularity of such a marketing strategy in many …

Apologies represent a common strategy to respond to crises or product/service failures. In five experiments, involving different failures, we show that projecting lower competence in a specific, non-core domain of activity provides a significant …

Customer references represent a popular marketing strategy, in which customers of a particular supplier share their prior experiences with other potential buyers. The number of customers featured in a customer reference (i.e., reference breadth) …

Brand placement is a well-established marketing tactic that benefits both brands and media. However, due to financial, legal, or image reasons, brands may choose not to be associated with certain content. In such cases, the brand logo is removed …

Building barriers to lock in customers and improving the affective customer experience are two key strategies employed by firms to enhance customer retention. Although pursuing the same goal, these strategies work differently: the former relies …

Automation is increasingly being introduced into a variety of consumer products, ranging from vacuum cleaners to autonomous vehicles. While automation provides convenience and efficiency benefits consumers value, related evidence suggests it can …