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The following article has been awarded as the BEST PAPER of 2020:

From Corporate Social Responsibility to Market Demand: The Role of Brand Management
Brand managers increasingly appeal to altruistic consumer motives by emphasizing corporate social responsibility (CSR) in marketing communication. However, little empirical evidence describes how CSR converts into market demand. This study investigates the dimensions of CSR that conspire with dimensions of brand equity to drive brand performance, by combining firm-level data on CSR, customer-based brand equity, market demand, and covariates covering 256 companies over a 15-year period. The findings show that internal CSR concerns relate negatively to brand associations as well as brand performance. Moreover, the demand effect of CSR can be fully explained by brand equity, underscoring the relevance of branding for CSR management. In particular, brand esteem and familiarity mediate the link between ethicality and market outcomes. Specifically, coping with CSR concerns appears to be important. In our data, perceived brand differentiation is unaffected by low responsibility, but ethical concerns undermine customers’ quality expectations and brand identification, suggesting managing CSR crisis has better prospects when the associated brand equity dimensions are addressed. (to the whole article...)

The Relationship between Health- and Fitness-Related Social Media Use and Consumers’ Disordered Eating
Vivienne Schünemeyer and Gianfranco Walsh explore why health-related services shared through social media are enjoying considerable growth. Additionally, the authors evaluate the potential detrimental outcomes for consumer well-being. This research undertakes an examination of literature pertaining to health-related social media use in an effort to explore the relationship with disordered eating in particular. 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 whole article...)

Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion
This research explores the crossmodal correspondences within the field of sensory marketing. In particular, we investigate crossmodal effects between the visual, olfactory, and haptic senses. An extensive literature review reveals a lack of studies in this area but has allowed for a theory-driven approach. An empirical study was performed to explore how different combinations of sensory attributes of a body lotion affect (i) the perception of its color, scent, and texture; and (ii) the evaluation of success measures such as product quality and product liking. A preliminary study was done to determine the sensory attributes of the body lotion to be used in the main study. These attributes are designed to be perceived differently with respect to the manipulated modality but are otherwise similar. The main study employs a 2 × 2 × 2 full-factorial between-subjects design. The empirical findings demonstrate the existence of crossmodal effects. With regard to the assessment of the product, texture of the body lotion emerges as the most important sensory attribute. (to the whole article...)

Effectiveness of Animal Images in Advertising
The authors examine the research question of whether the use of animals in advertising leads to greater effectiveness than the use of human actors. To answer this question, the authors present five experimental studies in which different animals (e.g., cats, bears, penguins), products (e.g., soft drinks, cookies, air travel), brands (e.g., Coca Cola, Oreo, KLM airlines), advertising media (e.g., print ads, commercials) and measurement approaches (self-report questionnaires, EmFACS) are employed. Based on the authors’ findings, there is convincing empirical evidence that animals are mostly more effective than human models, both in terms of attitudes toward the ads and brands. However, there are a few exceptions... (to the whole article...)

The following article has been awarded as the BEST PAPER of 2019:

Customer Participation in the Specification of Services: The Role of Psychological Ownership and Participation Enjoyment
The article investigates the role of psychological ownership and participation enjoyment for customer participation in the specification of services. The specification of services takes place at the pre-purchase stage, and thus this co-creation experience has important implications for service providers because it can influence customers’ purchase intentions. One way to enhance the co-creation experience is through customer participation. Ample evidence indicates that participation positively influences post-service evaluation. While most research suggests economic reasons for this influence, the current work proposes that psychological reasons, such as participation enjoyment and psychological ownership, are more relevant. The findings reveal that customer participation leads to the development of psychological ownership even in early stages of the co-creation process. (to the whole article...)

Measures of Implicit Cognition for Marketing Research
The article focusses on implicit cognition measures, since consumer decision making and behaviour are largely driven by automatic, unconscious mental processes. While quantitative market research focuses on eliciting conscious responses (e.g., self-report measures), psychologists’ indirect measures infer unconscious mental content from reaction-time tasks. Three implicit cognitions are of special relevance along consumers’ journey: Implicit attention introduces the first perception of a stimulus, implicit associations can cause attitude and preference formation and approach tendencies can induce impulse buying. (to the whole article...)

The following article has been awarded as the BEST PAPER of 2018:

Construal-Level Perspective on Consumers’ Donation Preferences in Relation to the Environment and Health
The goal of the study is to assess the interrelationship between psychological distance (and closeness) and environmental (and health) concepts as well as to assess the influence of primed distance (vs. closeness) on consumers’ intentions to donate for environmental and health charities. The authors conducted two studies, considering four dimensions of psychological distance. (to the whole article...)

Avoiding Pitfalls in Experimental Research in Marketing
The article aims to make novice experimenters aware of important issues that arise when preparing experiments theoretically, conducting them, analyzing the experimental data and interpreting the results. The authors examine recent literature and provide guidance on how to avoid pitfalls during the experimental process. (to the whole article...)

Causal Inference Using Mediation Analysis or Instrumental Variables – Full Mediation in the Absence of Conditional Independence
Both instrumental variable (IV) estimation and mediation analysis are tools for causal inference. However, IV estimation has mostly developed in economics for causal inference from observational data. In contrast, mediation analysis has mostly developed in psychology, as a tool to empirically establish the process by which an experimental manipulation brings about its effect on the dependent variable of interest. As a consequence, many researchers well versed in IV estimation are not familiar with mediation analysis, and vice versa. (to the whole article...)

Forty Years of the Journal "Marketing Zeitschrift für Forschung und Praxis - Journal of Research and Management": Retrospection and Prospects
The publication of issue 4/40 (2018) marks 40 years of the journal Marketing ZFP-JRM. This paper deals with the development of this Journal during these 40 years. The authors distinguish between four phases – 1979-1988, 1989-2004, 2005-2010, and since 2011 – because of different prevailing academic contexts. These contexts not only influenced the progression of the journal, but had an impact on the whole field of academic marketing in German-speaking countries. (to the whole article...) 
(to the German version of the article...)

Control Variables in Marketing Research
In empirical marketing research that does not rely on fully randomized experiments, control variables are an important tool to rule out rival alternative explanations for the observed relationships. Despite their importance for causal inference, control variables often receive little attention, both from applied researchers and methodologists. At the same time, overviews of control variable practices in neighboring disciplines demonstrate that researchers struggle with selecting, analyzing, and interpreting control variable results. (to the whole article...)

A User`s Guide to the Galaxy of Conjoint Analysis and Compositional Preference Measurement

The aim of this paper is to provide guidance to the ‘galaxy’ of conjoint analytic and alternative compositional preference measurement approaches. Thus, the first objective is to guide potential users in the selection of appropriate preference measurement approaches. Second, the authors discuss important craft factors, i. e. design elements that substantially impact the validity of preference measurement results, such as the definition of attributes and levels and their introduction to respondents. Third, the authors provide users with practical guidance how to interpret conjoint results, evaluate the quality of empirical conjoint data, set up market simulations and discuss factors that influence the studies’ external validity (to the whole article...).

The following article has been awarded as the BEST PAPER of 2017:

Using Multidimensional Item Response Theory Models to Explain Multi-Category Purchases
Multidimensional item response theory models (MIRT) are applied to analyse multi-category purchase decisions. The author further compares their performance to benchmark models by means of topic models. Estimation is based on two types of data sets. One contains only binary the other polytomous purchase decisions. The author shows that MIRT are superior w. r. t. our chosen benchmark models (to the whole article...).

Multinomial Logit Models in Marketing - From Fundamentals to State-of-the-Art

Analysing choice behaviour has a long tradition in marketing research. Such an analysis provides valuable insights for researchers interested in understanding consumer behaviour and practitioners who aim to optimise their marketing-mix efforts. From this background, this paper gives an overview of the most important aspects when it comes to analysing brand choice using multinomial logit models (to the whole article...).
Conducting Mediation Analysis in Marketing Research
Mediation analysis is frequently conducted in order to enrich our understanding of a focal causal relationship by examining its underlying mechanism. The main purpose of the authors is to provide an overview of what mediation analysis means, which approaches exist to establish mediation, and how to conduct mediation analysis with the state-of-the-art methodology (to the whole article...).

Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models
Harald Hruschka addresses “Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models which previous reviews have considered either incompletely or not at all. Ignoring these issues could lead to biased estimates of the effects of marketing variables and finally erroneous implications for marketing decision making. The author recalls the main characteristics of several more frequently applied parametric market response functions (to the whole article...).

Multilevel Structural Equation Modelling in Marketing and Management Research
Multilevel (or mixed linear) modelling either simultaneously test hypotheses at several levels of analysis. Advances in MSEM enable the specification of latent variables, which are more common in marketing than the manifest variables used in hierarchical linear modelling (HLM), and open new conceptual possibilities. However, MSEM involves several challenges and is not frequently used. The authors therefore outline key methodological requirements, options, and challenges regarding MSEM and provide a systematic approach for its use (to the whole article...).

On Comparing Results from CB-SEM and PLS-SEM: Five Perspectives and Five Recommendations
The authors address main approaches: Covariance-based structural equation modeling (CB-SEM) and partial least squares structural equation modeling (PLS-SEM). Concerns about the limitations of the different approaches might lead researchers to seek reassurance by comparing results across approaches. But should researchers expect the results from CB-SEM and PLS-SEM to agree, if the structure of the two models is otherwise the same? Differences in philosophy of science and different expectations about the research situation underlie five perspectives on this question. The authors argue that the comparison of results from CB-SEM and PLS-SEM is misleading and misguided, capable of generating both false confidence and false concern. Instead of seeking confidence in the comparison of results across methods researchers should focus on more fundamental aspects of research design. Based on the discussion, the authors derive recommendations for applied research using SEM (to the whole article...).

The following article has been awarded as the BEST PAPER of 2016:

Do Multi-Currency Price Tags Bias Price Perceptions?
Retailers frequently use price labels that contain a product's price in different currencies and affix these labels to the product. By doing so, retailers can standardize their price labels across countries. The article investigates consumer responses to multi-currency price tags and shows that consumers integrate irrelevant information about the price in foreign currencies into their price perceptions (to the whole article...).

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