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Marketing ZFP – Journal of Research and Management publishes four issues and 16-20 peer-reviewed articles per year. As subscriber you find fulltext access (PDF) and search function to the complete archive of all issues on elibrary.vahlen.de.

Please find detailed information on the current issues below:

ISSUE 1/2020

 

Effectiveness of Animal Images in Advertising 
Barbara Keller and Heribert Gierl
The authors examine the research question of whether the use of animals in advertising leads to greater effectiveness than the use of human actors. To answer this question, the authors present five experimental studies in which different animals (e.g., cats, bears, penguins), products (e.g., soft drinks, cookies, air travel), brands (e.g., Coca Cola, Oreo, KLM airlines), advertising media (e.g., print ads, commercials) and measurement approaches (self-report questionnaires, EmFACS) are employed. Based on the authors’ findings, there is convincing empirical evidence that animals are mostly more effective than human models, both in terms of attitudes toward the ads and brands. However, there are a few exceptions: First, for consumers with low biophilia (the desire of people to turn to nature and appreciate it) or with a rather negative attitude towards pets, representations of pets do not lead to a more favorable attitude toward the advertisement or the advertised brand. Secondly, the use of animal species that are not considered cute (e.g., ostriches) does not lead to advantages over human actors in advertising; likewise, undomesticated animals do not lead to more positive attitudes towards the brand. Third, if pets are shown in the role of the targeted consumers (e.g., as gym members), the use of pets may have a detrimental effect, as consumers do not like to be equated with animals. (to the Executive Summary)

The Role of Economic, Social and Environmental Benefits for Customer Loyalty in Different Sharing Services
Doreén Pick and Nadine Schreiner
The sharing economy is still in its infancy in most countries, and therefore customer loyalty must be strengthened. The authors focus on sharing services which entail the use of certain resource like a car, a bike or a grocery, etc. to help consumers. Sharing services may also differ in terms of the degree of publicity or privacy when they are consumed. In their paper, the authors examine the impact of three types of benefits on loyalty intentions for the German market using five samples in the following categories: Housing, car, garment, bike and food sharing. They show that economic, social and environmental benefits play a different role in explaining the loyalty of sharing customers. In particular, the findings of the survey reinforce the key role of economic benefits and show that environmental benefits seem to be overstated in the public discourse on the sharing economy. values are a widespread problem in empirical marketing research. In empirical marketing surveys, for example, respondents may overlook some items, may not want to disclose certain information, or may simply lack the motivation to put a lot of cognitive effort into answering a question. The application of advanced missing data methods requires a sound understanding of the prerequisites and limitations of these methods as well as a deeper understanding of the processes that have led to missing values in an empirical study.  (to the Executive Summary)

The Moderating Effect of Fuel Prices on the Market Value of Fuel Economy, Driving Intensity, and CO2 Emissions
Vlada Pleshcheva and Daniel Klapper
The authors aim to quantify how the market value of fuel economy varies with fluctuations in fuel prices. To this end, they estimate separate hedonic price models for diesel and gasoline cars using data on the German automobile market for the model years 2011 – 2013. The sample used for the analysis focuses on high-sales compact and mid-size vehicles. Based on a regression of car prices on fuel prices, make-specific fuel efficiencies and their interactions with fuel prices as well as various technical car features (e.g., displacement, transmission type, car class), the authors are able to estimate the willingness-to-pay for better fuel economy as a function of fuel prices. The study reveals a high responsiveness of the market value of fuel economy to fuel prices, which is relatively larger for diesel cars. (to the Executive Summary)

Current Issue

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