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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 2/2019


Too Sexy for this Price? The Effectiveness of Erotic Advertising Depending on the Brand’s Price Level
Stefan Thomas and Heribert Gierl
The authors observe many companies applying erotic advertising to promote their brands. A look into practice shows that this strategy is not only employed for high-price brands of categories with a natural fit to eroticism (e. g., premium brands of perfume or sexy underwear) but also for low-price brands with a low fit to eroticism. The authors investigated the effectiveness of erotic advertising depending on the brand’s price level. (to the Executive Summary)

Transparent Price Labelling for Sustainable Products: A Boost for Consumers’ Willingness to Buy?
Hanna Reimers and Stefan Hoffmann
Consumers often distrust products promoted as being sustainable, because they often lack information about whether the price mark-ups are warrantable. To overcome this obstacle of information asymmetry, the present paper combines the literature on sustainability labelling and price partitioning, and analyzes the effectiveness of a novel product labelling approach.  (to the Executive Summary)

Creating a Sincere Look: Face Ratios of Brand Mascots Affect Social Categorisation and Trust
Uwe Messer, Steffen Wölfl, and Jasmin Feste
Although humanized entities with recognizable faces, such as brand mascots (e. g., Mr. Peanut, the Nesquik Bunny), are omnipresent in the marketplace, their facial characteristics have not received much attention in the marketing literature. The authors investigate the role of facial width-to-height ratio (fWHR: bizygomatic width divided by upper-face height) for the perception of humanized entities, such as mascots. (to the Executive Summary)

Using Consumer Empowerment to Increase the Effectiveness of Price Discounts
Andreas Aigner, Robert Wilken, and Sylvie Geisendorf
Extant research provides contradictory results on the effectiveness of varied degrees of discounts. Better-performing, non-monetary promotion became the focal point. The authors suggest a new format for reinforcing discount promotions. This format builds on the idea of empowering consumers, who get involved in creating a price discount. (to the Summary)

Current Issue

Cover Marketing 2-2019


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