Pub Date : 2024-11-16DOI: 10.1177/00222429241302814
Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier
Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.
{"title":"EXPRESS: Conceptual Research: Multidisciplinary Insights for Marketing","authors":"Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier","doi":"10.1177/00222429241302814","DOIUrl":"https://doi.org/10.1177/00222429241302814","url":null,"abstract":"Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"77 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645940","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-16DOI: 10.1177/00222429241302808
J. Jason Bell, Felipe Thomaz, Andrew T. Stephen
Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is starkly detached from advertising practice where (i) there is an increasingly large number of media channels available to marketers, (ii) media plans employ complex combinations of channels, and (iii) marketers manage complementarities among many (i.e., more than pairs) channels. This research empirically learns complex channel complementaries using Latent Class analysis. Latent classes have three useful properties: (i) they account for non-random selection of channels into campaigns, (ii) they capture pairwise and higher-order interactions between channels, and (iii) they allow for meaningful interpretation. We empirically describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on a set of common brand-related performance metrics. We use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. We find that there is not a systematically “best” media mix that correlates to dominant performance across all metrics, but clear patterns emerge given specific metrics. We find that traditional channels (TV, outdoor) are commonly paired with digital channels (Facebook, YouTube) in high-performing campaigns. We also find that current marketing practice appears far from optimal, and simple strategies have the potential to increase brand mindset metric lifts by 50% or more.
{"title":"EXPRESS: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising","authors":"J. Jason Bell, Felipe Thomaz, Andrew T. Stephen","doi":"10.1177/00222429241302808","DOIUrl":"https://doi.org/10.1177/00222429241302808","url":null,"abstract":"Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is starkly detached from advertising practice where (i) there is an increasingly large number of media channels available to marketers, (ii) media plans employ complex combinations of channels, and (iii) marketers manage complementarities among many (i.e., more than pairs) channels. This research empirically learns complex channel complementaries using Latent Class analysis. Latent classes have three useful properties: (i) they account for non-random selection of channels into campaigns, (ii) they capture pairwise and higher-order interactions between channels, and (iii) they allow for meaningful interpretation. We empirically describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on a set of common brand-related performance metrics. We use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. We find that there is not a systematically “best” media mix that correlates to dominant performance across all metrics, but clear patterns emerge given specific metrics. We find that traditional channels (TV, outdoor) are commonly paired with digital channels (Facebook, YouTube) in high-performing campaigns. We also find that current marketing practice appears far from optimal, and simple strategies have the potential to increase brand mindset metric lifts by 50% or more.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"168 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645938","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-09DOI: 10.1177/00222429231177627
Demetrios Vakratsas, Wei-Lin Wang
Specialty drugs treat complex, severe diseases and offer significant therapeutic advances. Despite their potential to transform patient care, little is known about the drivers of their diffusion. I...
{"title":"EXPRESS: Scientific Evidence Production and Specialty Drug Diffusion","authors":"Demetrios Vakratsas, Wei-Lin Wang","doi":"10.1177/00222429231177627","DOIUrl":"https://doi.org/10.1177/00222429231177627","url":null,"abstract":"Specialty drugs treat complex, severe diseases and offer significant therapeutic advances. Despite their potential to transform patient care, little is known about the drivers of their diffusion. I...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 6","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-12DOI: 10.1177/00222429231172111
Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, Chris Janiszewski
This research investigates how a price promotion on a fast-moving consumer good influences the sales of substitute products in a retail shelf/online display. An analysis of supermarket yogurt data ...
本研究调查了快速消费品的价格促销如何影响零售货架/在线展示中替代产品的销售。对超市酸奶数据的分析…
{"title":"EXPRESS: The Negative and Positive Consequences of Placing Products Next to Promoted Products","authors":"Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, Chris Janiszewski","doi":"10.1177/00222429231172111","DOIUrl":"https://doi.org/10.1177/00222429231172111","url":null,"abstract":"This research investigates how a price promotion on a fast-moving consumer good influences the sales of substitute products in a retail shelf/online display. An analysis of supermarket yogurt data ...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"54 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-11DOI: 10.1177/00222429231171841
Emanuel de Bellis, Gita Venkataramani Johar, Nicola Poletti
Technologies are becoming increasingly autonomous, able to complete tasks on behalf of consumers without human intervention. For example, robot vacuums clean the floor while cooking machines implem...
{"title":"EXPRESS: Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products","authors":"Emanuel de Bellis, Gita Venkataramani Johar, Nicola Poletti","doi":"10.1177/00222429231171841","DOIUrl":"https://doi.org/10.1177/00222429231171841","url":null,"abstract":"Technologies are becoming increasingly autonomous, able to complete tasks on behalf of consumers without human intervention. For example, robot vacuums clean the floor while cooking machines implem...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"54 8","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167906","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-06DOI: 10.1177/00222429231164640
Richard Staelin, Joel E. Urbany, Donald Ngwe
Fifty years ago, the Federal Trade Commission (FTC) stopped enforcing its fictitious reference pricing guidelines, emphasizing the search qualities of price and the belief that competition would dr...
{"title":"EXPRESS: Competition and the Regulation of Fictitious Pricing","authors":"Richard Staelin, Joel E. Urbany, Donald Ngwe","doi":"10.1177/00222429231164640","DOIUrl":"https://doi.org/10.1177/00222429231164640","url":null,"abstract":"Fifty years ago, the Federal Trade Commission (FTC) stopped enforcing its fictitious reference pricing guidelines, emphasizing the search qualities of price and the belief that competition would dr...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"7 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50168073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-06DOI: 10.1177/00222429231164654
Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao
Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...
{"title":"EXPRESS: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit","authors":"Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao","doi":"10.1177/00222429231164654","DOIUrl":"https://doi.org/10.1177/00222429231164654","url":null,"abstract":"Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"7 2","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50168072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-22DOI: 10.1177/00222429231162367
John P. Costello, Jesse Walker, Rebecca Walker Reczek
An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this ...
{"title":"EXPRESS: “Choozing” the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names","authors":"John P. Costello, Jesse Walker, Rebecca Walker Reczek","doi":"10.1177/00222429231162367","DOIUrl":"https://doi.org/10.1177/00222429231162367","url":null,"abstract":"An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this ...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 6","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50168082","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Problems and challenges in social marketing.","authors":"P N Bloom, W D Novelli","doi":"","DOIUrl":"","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"45 2","pages":"79-88"},"PeriodicalIF":12.9,"publicationDate":"1981-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"22011871","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The marketing of social causes: the first 10 years.","authors":"K F Fox, P Kotler","doi":"","DOIUrl":"","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"44 ","pages":"24-33"},"PeriodicalIF":12.9,"publicationDate":"1980-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"22013456","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：