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Journal of the Academy of Marketing Science OnlineFirst articles

Open Access 28.01.2023 | Original Empirical Research

The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy

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 …

verfasst von:
Andreas Fürst, Mika Gabrielsson, Peter Gabrielsson, Jana-Kristin Prigge

20.01.2023 | Original Empirical Research

Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations

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 …

verfasst von:
Davide Christian Orazi, Bhoomija Ranjan, Yimin Cheng

Open Access 14.01.2023 | Original Empirical Research

How attributions of coproduction motives shape customer relationships over time

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.

verfasst von:
Pascal Güntürkün, Till Haumann, Laura Marie Edinger-Schons, Jan Wieseke

Open Access 14.01.2023 | Original Empirical Research

Franchising structure changes and shareholder value: Evidence from store buybacks and refranchising

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 …

verfasst von:
Anna Sadovnikova, Manish Kacker, Saurabh Mishra

Open Access 09.01.2023 | Original Empirical Research

Marvelous advertising returns? A meta-analysis of advertising elasticities in the entertainment industry

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 …

verfasst von:
Andrea Schöndeling, Alexa B. Burmester, Alexander Edeling, André Marchand, Michel Clement

Open Access 27.12.2022 | Original Empirical Research

From tablet to table: How augmented reality influences food desirability

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 …

verfasst von:
William Fritz, Rhonda Hadi, Andrew Stephen

24.12.2022 | Original Empirical Research

Friend or foe? Can anthropomorphizing self-tracking devices backfire on marketers and consumers?

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’ …

verfasst von:
Lane Peterson Fronczek, Martin Mende, Maura L. Scott, Gergana Y. Nenkov, Anders Gustafsson

16.12.2022 | Original Empirical Research

A taxonomy of marketing organizations

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 …

verfasst von:
Leigh McAlister, Frank Germann, Natalie Chisam, Pete Hayes, Adriana Lynch, Bill Stewart

16.12.2022 | Original Empirical Research

Drivers and outcomes of smallholder market participation in Sub-Saharan Africa

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 …

verfasst von:
Marcia F. Kwaramba, Srinivas Sridharan, Felix T. Mavondo

Open Access 07.12.2022 | Original Empirical Research

Social interactions in the metaverse: Framework, initial evidence, and research roadmap

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.

verfasst von:
Thorsten Hennig-Thurau, Dorothea N. Aliman, Alina M. Herting, Gerrit P. Cziehso, Marc Linder, Raoul V. Kübler

02.12.2022 | Original Empirical Research

Hideous but worth it: Distinctive ugliness as a signal of luxury

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 …

verfasst von:
Ludovica Cesareo, Claudia Townsend, Eugene Pavlov

30.11.2022 | Original Empirical Research

Executive confidence and myopic marketing management

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 …

verfasst von:
Tuck Siong Chung, Angie Low, Roland T. Rust

23.11.2022 | Original Empirical Research

Narrative curation and stewardship in contested marketspaces

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.

verfasst von:
Matthew M. Mars, Hope Jensen Schau, Tyler E. Thorp

22.11.2022 | Original Empirical Research

Unintended effects of price promotions: Forgoing competitors’ price promotions strengthens incumbent brand loyalty

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 …

verfasst von:
Alexander B. Pratt, Stacey G. Robinson, Clay M. Voorhees, Joyce (Feng) Wang, Michael D. Giebelhausen

25.10.2022 | Original Empirical Research

An empirical study of scarcity marketing strategies: Limited-time products with umbrella branding in the beer market

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 …

verfasst von:
Masakazu Ishihara, Minjung Kwon, Makoto Mizuno

18.10.2022 | Original Empirical Research

Projecting lower competence to boost apology effectiveness: Underlying mechanism and boundary conditions

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 …

verfasst von:
Paolo Antonetti, Ilaria Baghi

15.10.2022 | Original Empirical Research

The design of B2B customer references: A signaling theory perspective

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) …

verfasst von:
D. Eric Boyd, F. Javier Sese, Sebastian Tillmanns

07.10.2022 | Original Empirical Research

The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude

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 …

verfasst von:
Kirk Kristofferson, Lea Dunn

Open Access 06.10.2022 | Original Empirical Research

Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention

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 …

verfasst von:
Lily (Xuehui) Gao, Evert de Haan, Iguácel Melero-Polo, F. Javier Sese

24.09.2022 | Original Empirical Research

Examining post-purchase consumer responses to product automation

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 …

verfasst von:
Leah Warfield Smith, Randall Lee Rose, Alex R. Zablah, Heath McCullough, Mohammad “Mike” Saljoughian