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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 3/2020

International Research Collaboration: Why I Love Germany
Wayne D. Hoyer
Wayne D. Hoyer reflects on his very positive experiences working with German colleagues during his long career. He describes the special assets that American co-authors can bring to a collaboration with German scholars and makes recommendations on how to effectively initiate these partnerships. Hoyer then presents a string of highly influential articles published in A+ marketing journals whilst cooperating with German co-authors. The final appeal lies with young marketing scholars to take his message to heart: “I highly encourage both German and American scholars to actively pursue these collaborations. In my experience, it is definitely worth it!”

When Less Is More: There Must Be a Comprehensible Reason for Using Incompleteness in Advertisements to Improve Brand Attitude
Antonia Heberle and Heribert Gierl
Antonia Heberle and Heribert Gierl examine how using incomplete advertisements impacts consumer’s brand attitude. The study shows that incomplete product images or words in advertisements trigger different consumer processes. First, consumers who see an incomplete advertisement are usually able to imagine the whole product image or read the text correctly, which creates a pleasant surprise. Second, incompleteness induces perceptions of ad originality. Both responses have a positive influence on the consumers’ attitude towards the advertised brand. Third, if consumers have difficulty understanding the reason why the marketer has used incompleteness, there is a negative direct effect on brand attitude. This even outweighs the positive effect of incompleteness, which is mediated by the feeling of being pleasantly surprised and ad originality. When consumers recognize that an incomplete advertisement has been chosen to emphasize the advertising message or to create feelings of humor, a positive effect on brand attitude is observed. (->to the Executive Summary)

The Relationship Between Health- and Fitness-Related Social Media Use and Consumers’ Disordered Eating
Vivienne Schünemeyer and Gianfranco Walsh
Vivienne Schünemeyer and Gianfranco Walsh explore why health-related services shared through social media are enjoying considerable growth. This research undertakes an examination of literature pertaining to health-related social media use in an effort to explore the relationship with disordered eating. The authors conducted two studies. The first study aligns with objectification theory and finds that viewing images and videos posted on health-related social media are positively associated with the level of an individuals disordered eating. Furthermore, in study 2 the authors clarify that this relationship is expectedly mediated by social physique anxiety, but the extent of general social media use unexpectedly acts as a moderator. That is, the relationship between viewing health-related images and videos and disordered eating is stronger among consumers who exhibit low and medium rather than high social media use. The implications of these findings are relevant for both health-related service research and public policy. (-> to the Executive Summary)

Judging a Book by Its Cover: Assessing the Comprehensibility and Perceived Appearance of Sign Language Avatars
Sandra Pauser and Udo Wagner
The article is concerned with the use of sign language avatars to assist consumers with hearing impairments in their online interactions. Thus, the article deals with a consumer group whose special needs are rarely the focus of marketing research. With this article, we hope to encourage other marketing scholars to contribute with their research in supporting people with physical and/or mental disabilities in their everyday consumption. The study focused on experimentally manipulating the physical properties of real sign language avatars (i.e., gender, hairstyle, and clothing). The effect of this manipulation is assessed in terms of the perceived properties (e.g., attractiveness), perceived appearance (e.g., facial expressions) and perceived comprehensibility (e.g., synchronization of sign and mouthing) of the avatars. Additionally, direct indicators of success (e.g., attitude towards these avatars, actual comprehension) were examined. While an influence of the physical properties can be observed, the effects are only weak. The study shows that male avatars are preferred when aspects such as authenticity, expertise, and comprehensibility are deemed important, and female avatars excel in terms of attractiveness and emotional responses. (->to the Executive Summary)

Current Issue

Cover_Marketing 3-2020


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