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Marketing Letters

A Journal of Research in Marketing

Marketing Letters OnlineFirst articles


Retailer voluntary investment against a threat of manufacturer encroachment

To elucidate supply chain cooperation between a manufacturer and a retailer, this study examines a model in which the retailer makes voluntary investments to reduce the marginal production cost of the manufacturer. The manufacturer is allowed to …


Anthropomorphizing makes material goods as happiness-inducing as experiences

Prior research suggests that material goods (e.g., electronic gadgets) often provide less happiness than do experiences (e.g., movies). As a boundary condition, the present research proposes a theory-based yet actionable solution to overcome the …

13.05.2021 Open Access

Drivers of autonomous vehicles—analyzing consumer preferences for self-driving car brand extensions

Autonomous cars are considered to be the next disruptive innovation that will affect consumers. It can be expected that not only traditional automakers will enter this market (e.g., Ford) but also technology companies (e.g., Google) and newer …


Consumer motives for buying regional products: the REGIOSCALE

Consumers are increasingly turning towards regional products (RP). The Consumer Ethnocentric Scale (CETSCALE) has been widely used to examine consumer motives for buying national and RPs. However, recent studies highlight that the CETSCALE alone …

10.05.2021 Open Access

The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising.

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Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter papers (under 5,000 words, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.

The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.

Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.

The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.

Officially cited as: Mark Lett

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