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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 4/2023

Measuring Product Commoditization: Scale Development
Udo Wagner, Fernanda Sepúlveda Simon, and Margit Enke

Commoditization refers to the process by which a product or service becomes standardized and interchangeable with similar products or services on the market, resulting in a reduction of its perceived value and a focus on price competition. The extant literature lacks a validated scale to assess product commoditization from a consumer perspective. The current research conceptualizes the construct of product commoditization and develops a self-assessment scale that evaluates commoditization as expressed by the four dimensions of brand importance, ease of switching, price sensitivity, and product homogeneity. Four studies using multiple methods confirm the reliability and validity of the product-commoditization construct. (-> to the Executive Summary)

Effects of Live Streaming Commerce on Returns and Measures for Return Avoidance from a Customer’s Perspective
Alexandra Rese and Yongting Pan

While live streaming commerce enriches product presentation and expands the scope for interaction compared to traditional online shopping, this retailing approach often leads to spontaneous purchases. Hence, the hurdle for returns is comparatively low, and this is particularly the case with fashion items. We have identified eleven measures to avoid returns from the literature and an evaluation of fifty-seven experienced users. A sample of 509 Chinese participants was analysed, and their influence on customer satisfaction was evaluated using the Kano model. Truthful product description, detailed product information, live interaction, and personal customer service during the post-live streaming stage are viewed as valid performance measures, and the absence of a detailed description of the shipping and delivery times and return policy is a basic source of dissatisfaction. Our recommendations to platforms and streamers include presenting detailed product information during live streaming, refraining from deceptive advertising, and providing sufficient staff for after-sales service. (-> to the Executive Summary)

Let’s Dance a Little Bit: Preliminary Considerations about Effects of Dance in Advertising Videos
Nadine Brauckmann and Heribert Gierl

While dance scenes are ubiquitous in advertising videos, advertising research has largely ignored this topic. To date, there are no experimental studies on effects of dance in advertising contexts. In the first part of this paper, we use a phenomenon-based approach and begin research by providing a systematic overview of the use of dance in ad videos. The resulting dance-response model structures videos with dance according to marketing objectives. It is based on the dance-aslanguage approach and explains why and how dance can convey information about product benefits, targeted audiences, brand image components, and partnerships. In addition, the dance-as-pleasure approach is used to explain why dance can also influence the likeability of the ad video through feelings of being entertained and aesthetic responses in the viewer. Due to the large number of model components, it is not our goal to empirically test the entire model. However, the model can provide insights for practitioners about the wealth of possibilities to use dance in advertising. We also  propose the model as a research program for other researchers and use it to derive a sub-model for our own empirical experimental research, i.e., what factors we need to control when varying others. In the second part of this paper, we use our model as a theory, i.e., we use a theory-driven approach, and present results of a preliminary experiment in which we focused on testing the effects of dance on feelings of being entertained, aesthetic responses, and perceptions of brand innovativeness. We  show that dance in ad videos influences brand attitude through all these factors. (->to the Executive Summary)

Current Issue

Marketing 4-2023

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