Marketing Letters

http://link.springer.com/journal/11002

List of Papers (Total 35)

The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators

Although many studies report positive effects of corporate social responsibility (CSR) on customer attitudes, recent literature shows that the effectiveness of CSR initiatives critically varies among consumers, brands, and companies. Using 1375 customer responses about 93 brands in 18 industries, we examine how perceived CSR relates to customer attitudes and actual retention 2 ...

The value of winning: endorsement returns in individual sports

Using the results of 1068 different golf, tennis, and track and field (in particular: running) events, this paper examines the relation between athlete performance and stock returns of firms endorsed by athletes. We find that a tournament victory is associated with significant and positive market-adjusted stock returns for the endorsed clothing brand. Regression analysis reveals ...

The vices and virtues of consumption choices: price promotion and consumer decision making

As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price ...

The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity

Prior research has investigated a number of drivers of consumers’ perceived product attractiveness, such as a product’s shape and color. The context, in which a product is presented, has so far been largely neglected in examining consumers’ aesthetic appraisal of products. Drawing on social cognition theory, this research investigates how the attractiveness of the visual context ...

Response style corrected market segmentation for ordinal data

Survey data collected for market segmentation studies is typically ordinal in nature. As such, it is susceptible to response styles. Ignoring response styles can lead to market segments which do not differ in beliefs, but merely in how segment members use survey answer options and which possibly occur in addition to the belief segments. We propose a finite mixture model which ...

Indicators of opinion leadership in customer networks: self-reports and degree centrality

In this paper, we assess two alternative indicators of opinion leadership, self-reported opinion leadership and degree centrality, on the same dataset. We also investigate the interaction effect of these two indicators and the social network environment on opinion leadership. We use social network and survey data from the mobile telecom industry to analyze opinion leadership in ...

Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases

The Deese–Roediger–McDermott (DRM) paradigm was used to investigate consumer confusion between original and look-alike brands. The results showed that look-alike brands were falsely recognized at a higher rate than original brands and that modality (audio, visual, and audiovisual) had no effect on false recognition rates. The results suggest that the DRM paradigm provides a useful ...

Is it fun or exercise? The framing of physical activity biases subsequent snacking

Do consumers eat more when they exercise more? If so, the implications could ripple through the multi-billion dollar fitness and food industries and have implications for both consumers and health-care providers. Three studies—two field experiments and one observational field study—triangulate on this potential compensatory mechanism between physical activity and food intake. The ...

Make me special: Gender differences in consumers’ responses to loyalty programs

Current literature on loyalty programs emphasizes the importance of psychological rewards and special treatment. However, it is not clear if male and female customers respond to these incentives in a similar way. We explore the differential effect for female versus male consumers of two psychological rewards that are provided through a loyalty program (a) high status (e.g., Gold ...

Multiattribute perceptual mapping with idiosyncratic brand and attribute sets

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a ...

Consumers’ evaluation of allocation policies for scarce health care services: Vested interest activation trumps spatial and temporal distance

The allocation of scarce health care service resources often requires trade-offs between individual and collective outcomes (e.g., when some individuals benefit more strongly from a given policy than others). Based on construal level theory, one would expect that consumers cognitively represent the individual and collective outcomes of an allocation policy at different levels of ...

The relationship between in-store marketing and observed sales for organic versus fair trade products

To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products according to shelf layout factors, price level, price promotions, and consumer ...

Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior

Previous country-of-origin research has treated opinions of countries as either positive or negative, even though people may in fact hold conflicting opinions about countries. The extant literature on ambivalence suggests that the coexistence of positive and negative opinions of a country should increase avoidance of objects associated with that country, above and beyond the ...

Do vendors benefit from promotions in a multi-vendor loyalty program?

The growing trend of networking in recent years has led to an increase in number of loyalty program partnerships, most notably multi-vendor loyalty programs (MVLP). In an MVLP (as in other types of LPs), cardholders frequently receive promotional mailings intended to increase sales at the participating vendors. This study examines individual vendor and joint (multiple vendors) ...

How does awareness evolve when advertising stops? The role of memory

Extant models posit that awareness declines immediately and gradually after the cessation of advertising, whereas anecdotal evidence from managers suggests awareness stays constant for a while and then decays rapidly. This pattern arises because consumers remember advertisements for a finite time before they forget. Hence, we extend advertising models by incorporating the memory ...

Advertising competition and industry channel structure

The introduction of independent retailers has long been recognized as a buffer that alleviates the price competition between channels. In this paper, we argue that this effect may be counter-balanced if the manufacturers compete along dimensions that differ from prices (such as advertising). We find that delegating to retailers may intensify other non-price competition between the ...

Guilty by stereotypic association: Country animosity and brand prejudice and discrimination

This research tests the proposition that brands suffer prejudice and discrimination due to animosity toward a country with which they have a strong stereotypic association. In the first study, attitudinal data collected across a range of brands that vary in terms of the strength of the brand–country association indicate that brands with strong stereotypic association with a country ...