Zeitschrift Marketing Logo


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 1-2/2021

The Internationalization of German Marketing Science
Hermann Simon

In the 1970s, marketing science in Germany was limited to the German-speaking world. The author`s early appeal to publish in English and to change the language of German journals to English met with strong opposition from established professors. Today, 40 years later, a considerable number of German-speaking marketing scientists belong to the international top group in the Hirsch-index ranking. German journals are now publishing in English, but the transition came late, and it will be difficult to acquire A-journal status. In terms of inbound internationalization a lot remains to be done.

The Interface Between Marketing and Sales: The State of the Art and a Research Agenda
Sören A. Radtke and Marian E. Paul

Marketing and sales often have to work hand in hand. Therefore, several studies have investigated the drivers and consequences of the quality of cooperation between the two departments. We review empirical research on the effect of the quality of cooperation on business performance and on the drivers of the quality of cooperation, to achieve two objectives. First, we summarise the most important findings on the marketing–sales interface in a compact and structured way to give guidance to managers on how to facilitate high-quality cooperation. Second, we identify the major gaps in the literature and outline a research agenda with suggestions for future research on how to address them. (-> to the Executive Summary)

Reducing COVID-19 Infection Risks in Retail Stores through Mobile Payments:
Investigating the Determinants of In-Store Proximity M-Payment Usage
Gerhard Wagner, Sascha Steinmann, Frank Hälsig, and Hanna Schramm-Klein 

During the global coronavirus disease 2019 (COVID-19) pandemic, the relevance of proximity mobile payment (m-payment) applications (e. g., Apple Pay and Google Pay) has increased due to their ability to let consumers shop inside physical stores and pay for products without having to make physical contact with a store employee or touch a card-reader terminal. Despite the growing usage of mobile applications for a number of everyday tasks, in recent years, the diffusion of in-store proximity m-payment in many countries is still low, and the actual usage is sparse. To under-stand which factors can motivate consumers to use proximity m-payment services in retail stores, this study combines the individual disposition to adopt and use in-store m-payment technologies with system-based evaluations. By applying a conceptual model to a representative sample (N = 3,250) of grocery store shoppers, the results provide evidence of a general effect of technology readiness on consumers’ behavioural intention to use in-store m-payment. (-> to the Executive Summary)

How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions
Bernhard Swoboda, Amelie Winters, and Nils Fränzel

This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new em-pirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes. (-> to the Executive Summary)

Development and Analysis of a Sales-Based Leading Indicator for Economic Developments 
Christian Schmitz, Janina-Vanessa Schneider, Jan Helge Guba, Michael Ahlers and Jan Wieseke

As official statistics concerning macroeconomic changes are often presented with delay, economic barometers with the ability to forecast developments have a high relevance for managerial and political decision makers. Despite the sales function being frequently named as one central source of information for business forecasts, it is often neglected in this context. The aim of this paper is the development of a sales-based leading indicator using a first empirical validation with a sample of 3,584 respondents over a period of 15 quarters (2017-2020). Through an explorative study, the authors demonstrate that this indicator has the capacity make predictions about GDP developments. The paper provides first results showing specific circumstances under which the forecast is stronger. This paper offers an alternative perspective for the development of a leading indicator, therefore provides an important addition to this research field. It shows that sales executives are important to be considered in this context. (-> to the Executive Summary)

Emoji Your Story: The Advertising Effectiveness of Emoji-Based Narratives 
Vanessa Haltmayer and Heribert Gierl

Emojis are often used as single symbols to express emotions. Moreover, they serve as paralanguage in mass media and digital communication. Emojis are also used to tell narratives in advertising. Thus far, the latter usage of emojis has not been investigated. In two studies, we investigated the effectiveness of emoji-based narratives compared with textual narratives. Based on the data obtained from a thought-listing task, we found that consumers focus on solving the emoji puzzle when emojis are presented, whereas textual narratives are seldom replicated in such detail and induce additional thoughts about product features. We found the following five mediating effects: emoji-based narratives influence brand attitudes and the propensity to follow recommendations (provided in social-marketing campaigns) through 1. higher levels of narrative transportation, 2. higher perceptions of ad originality, 3. lower message comprehensibility, 4. stronger curiosity, and 5. lower perceptions of brand/organization trustworthiness. In total, emoji puzzles proved to be advantageous compared with textual narratives, with one exception: if the ad promoted advice that had no immediate and direct relevance for to the consumers’ lives (e.g., avoiding the use of animal-tested cosmetics and contributing to the preservation of the Amazon rainforest), the participants showed a low propensity to solve the emoji puzzle. (-> to the Executive Summary)

(Hedonic) Shopping Will Find a Way: The Covid-19 Pandemic and its Impact on Consumer Behavior
Andrea Gröppel-Klein, Kenya-Maria Kirsch and Anja Spilski

The issue currently permeating is how COVID-19 affects our lives, including in terms of consumer behavior. For example, sales of men’s suits have fallen sharply since March 2020, while there has been high demand for jogging pants. While German online retailing was able to increase sales by double digits in 2020, downtown retailers of non-food articles (e.g., textiles, shoes, etc.) had to accept a decrease of more than 20% (HDE 2021, p. 11). Our article focuses on the questions of whether consumer behavior has been fundamentally affected by the crisis, whether previously formed shopping patterns have dissipated and led to new shopping behavior, and whether old habits will return. Using two surveys at different timestamps of the pandemic, we analyze the impact on consumers’ shopping styles and particularly discuss whether the pandemic has permanently changed online shopping tendencies and ethical behavior, and whether the desire for experience-oriented shopping has changed. (-> to the Executive Summary )


Current Issue



Marketing - 3 Monate kostenlos testen