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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 1/2022

E-Commerce Firms’ Geographic Scope: Roles of Intangible Resources and Country-Specific Moderators
Bernhard Swoboda and Marius Müller

In an increasingly digitalized economy, e-commerce firms are known to internationalize with a greater scope than offline firms. However, it is important to analyze how their geographic scope depends on intangible resources acquired over time and whether their exploitation is affected by country-specific boundaries. The authors propose a theory-based framework to analyze the relationship between e-commerce firms’ intangible resources and geographic scope. Importantly, they apply multilevel modeling with cross-level interactions to provide insights into the role of country-specific moderators, i.e., rule of law, degree of country development, and logistics performance. The authors use data on 263 leading e-commerce firms in Europe and 2,632 market entries over 24 years. The results show that some e-commerce firms have a wider geographic scope than others due to specific intangible resources. However, these relationships change depending on the moderators, which explain country-specific variances differently. The findings have direct implications for managers interested in understanding how resources affect online geographic scope. (-> to the Executive Summary)


Effects of Acoustic Stimuli Complementing Out-Of-Home Advertising
Udo Wagner and Roland Ruhm

Consumers are being exposed to an evergrowing number of promotional offers. Therefore, innovative communication measures are required to deliver advertising messages to potential customers effectively. The present work investigates the interaction of acoustic and visual stimuli of an advertising campaign in the out-of-home arena. Research into the integration of these two modalities has so far received little attention in the literature. The investigations focus on the effects of the multisensory integration of a poster with two types of acoustic stimuli: verbal slogans and the sounds of products which can be heard when they are being consumed. Neural research into human information processing provides the basis for the development of a number of hypotheses. A field experiment comprising two quantitative studies involves a poster presented in a citylight accompanied by acoustic cues. Passers-by are exposed the poster and one of two sounds or only the poster. Means of observation and communication measure the resulting effects in terms of attention, brand recognition, ad intrusiveness, and attitude toward the brand, and the findings result from the comparison between the three groups. Three main results which contribute to our understanding of the field stand out: Acoustic signals increase attention and to a certain degree brand recognition but at the same time they are perceived as being intrusive. Cooperation with two companies (one which hires out space for out-of-home advertising and a producer of dairy products) ensures the practical relevance of this research. We recommend considering the combining of out-ofhome advertising with acoustic stimuli for selected projects thereby carefully balancing the advantages of attention generation with the disadvantages of perceived ad intrusiveness. (-> to the Executive Summary)


Consumers’ Situational Curiosity: A Review of Research on Antecedents and Consequences of Curiosity in Marketing-Relevant Situations
Jana Daume and Verena Hüttl-Maack

This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on marketing-relevant situations, it first provides an overview of triggers that have been used to stimulate curiosity and illustrates the implementation of these triggers in empirical studies. Subsequently, it synthesizes the key processes that are initiated when consumers sustain in the state of being curious and when they (presumably) have resolved their curiosity. These processes are assigned to affective consequences, cognitive consequences, or a third category, which includes the outcome variables of evaluation, decision making, and behavior. This article helps researchers and practitioners alike to gain a better overview of this fragmented research area and identifies research gaps and open questions for future research. Finally, recommendations for practitioners are given of how to effectively use curiosity-triggering stimuli in their marketing communication. (-> to the Executive Summary)

 

Current Issue

Cover_Marketing 1-2022

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