Pub Date : 2023-10-03DOI: 10.1177/00222429231207636
Giovanni Luca Cascio Rizzo, Francisco Javier Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, Michele Costabile
Influencer marketing is a popular strategy to connect with consumers. However, influencers’ use of overly high arousal language in promoting products (e.g., “it’s totally AMAZING!”) has raised questions about their true motivations. This article investigates how high arousal language in micro versus macro influencers’ sponsored posts might shape engagement. Six studies, combining automated text, image, video, and audio analyses of thousands of Instagram and TikTok posts with preregistered controlled experiments, demonstrate that high arousal language increases engagement with micro influencers, but it decreases engagement with macro influencers, seemingly because it makes micro (macro) influencers appear more (less) trustworthy. Yet the negative effect of arousal for macro influencers can be mitigated if their posts provide counterbalanced valence (e.g., both positive and negative assessments) or if they indicate an informative, rather than commercial, goal. These findings deepen understanding of how language arousal shapes consumer responses, reveal a psychological mechanism through which language arousal affects perceptions, and provide actionable insights for crafting more effective social media content.
{"title":"EXPRESS: How High Arousal Language Shapes Micro versus Macro Influencers’ Impact","authors":"Giovanni Luca Cascio Rizzo, Francisco Javier Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, Michele Costabile","doi":"10.1177/00222429231207636","DOIUrl":"https://doi.org/10.1177/00222429231207636","url":null,"abstract":"Influencer marketing is a popular strategy to connect with consumers. However, influencers’ use of overly high arousal language in promoting products (e.g., “it’s totally AMAZING!”) has raised questions about their true motivations. This article investigates how high arousal language in micro versus macro influencers’ sponsored posts might shape engagement. Six studies, combining automated text, image, video, and audio analyses of thousands of Instagram and TikTok posts with preregistered controlled experiments, demonstrate that high arousal language increases engagement with micro influencers, but it decreases engagement with macro influencers, seemingly because it makes micro (macro) influencers appear more (less) trustworthy. Yet the negative effect of arousal for macro influencers can be mitigated if their posts provide counterbalanced valence (e.g., both positive and negative assessments) or if they indicate an informative, rather than commercial, goal. These findings deepen understanding of how language arousal shapes consumer responses, reveal a psychological mechanism through which language arousal affects perceptions, and provide actionable insights for crafting more effective social media content.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135738988","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 : 2023-10-03DOI: 10.1177/00222429231207830
J. Jason Bell, Sanghak Lee, Thomas S. Gruca
Clinical outreach is a crucial but understudied healthcare service delivery model. Physicians staffing rural outreach clinics must allocate a limited resource (i.e., their time) between caring for patients at their main sites and outreach locations. Using a unique 30-year dataset of decisions made by cardiologists, we estimate a constrained utility maximization model of time allocations across home and outreach locations. The results show that travel distance, potential competition, and patient demand for cardiology services significantly influence allocation decisions. This structural model is used to simulate the impact of a predicted reduction in cardiologist supply. The expected impacts are unevenly distributed, with some rural locations experiencing large decreases in access. We evaluate two policies to restore rural access: targeted immigration and a subsidy program. A subsidy program with an estimated cost of $406,000 can restore outreach after a 10% reduction in cardiologist supply. This option should be preferred to recruiting and supporting five additional cardiologists under a targeted immigration strategy. This research demonstrates the value of marketing modeling in addressing limited access to healthcare services and evaluating alternative policies for maintaining access in the face of coming physician shortages.
{"title":"EXPRESS: Bringing the Doctor to the Patients: Cardiology Outreach to Rural Areas","authors":"J. Jason Bell, Sanghak Lee, Thomas S. Gruca","doi":"10.1177/00222429231207830","DOIUrl":"https://doi.org/10.1177/00222429231207830","url":null,"abstract":"Clinical outreach is a crucial but understudied healthcare service delivery model. Physicians staffing rural outreach clinics must allocate a limited resource (i.e., their time) between caring for patients at their main sites and outreach locations. Using a unique 30-year dataset of decisions made by cardiologists, we estimate a constrained utility maximization model of time allocations across home and outreach locations. The results show that travel distance, potential competition, and patient demand for cardiology services significantly influence allocation decisions. This structural model is used to simulate the impact of a predicted reduction in cardiologist supply. The expected impacts are unevenly distributed, with some rural locations experiencing large decreases in access. We evaluate two policies to restore rural access: targeted immigration and a subsidy program. A subsidy program with an estimated cost of $406,000 can restore outreach after a 10% reduction in cardiologist supply. This option should be preferred to recruiting and supporting five additional cardiologists under a targeted immigration strategy. This research demonstrates the value of marketing modeling in addressing limited access to healthcare services and evaluating alternative policies for maintaining access in the face of coming physician shortages.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135739523","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 : 2023-09-13DOI: 10.1177/00222429231203699
Xinyue Zhou, Xiao Yan, Yuwei Jiang
The current research examines consumers’ responses to sensory endorsements from virtual influencers. The authors reveal that consumers perceive virtual and human influencers to have similar distal sensory (i.e., visual and auditory) capacities. Consumers, however, perceive virtual influencers as having lower proximal sensory (i.e., haptic, olfactory, and gustatory) capacities. Consequently, when endorsements focus on proximal sensory experiences, consumers have lower purchase intention toward products and services endorsed by a virtual (vs. human) influencer. The findings further reveal that imagery difficulty and perceived sensory capacity serially mediate this effect. Importantly, this effect is mitigated when endorsements focus on distal sensory experiences, when sensory information is not explicitly mentioned, and when consumers are informed of new technology that enables virtual influencers to have proximal sensory experiences. These findings offer actionable insights for marketers to effectively utilize virtual influencers in sensory-driven campaigns, providing practical strategies to improve consumer responses to sensory endorsements and enhance marketing effectiveness.
{"title":"EXPRESS: Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness","authors":"Xinyue Zhou, Xiao Yan, Yuwei Jiang","doi":"10.1177/00222429231203699","DOIUrl":"https://doi.org/10.1177/00222429231203699","url":null,"abstract":"The current research examines consumers’ responses to sensory endorsements from virtual influencers. The authors reveal that consumers perceive virtual and human influencers to have similar distal sensory (i.e., visual and auditory) capacities. Consumers, however, perceive virtual influencers as having lower proximal sensory (i.e., haptic, olfactory, and gustatory) capacities. Consequently, when endorsements focus on proximal sensory experiences, consumers have lower purchase intention toward products and services endorsed by a virtual (vs. human) influencer. The findings further reveal that imagery difficulty and perceived sensory capacity serially mediate this effect. Importantly, this effect is mitigated when endorsements focus on distal sensory experiences, when sensory information is not explicitly mentioned, and when consumers are informed of new technology that enables virtual influencers to have proximal sensory experiences. These findings offer actionable insights for marketers to effectively utilize virtual influencers in sensory-driven campaigns, providing practical strategies to improve consumer responses to sensory endorsements and enhance marketing effectiveness.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135733572","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":"Paradigms for Progress: An Anomaly-First Framework for Paradigm Development","authors":"Vanitha Swaminathan, Cait Lamberton, Shrihari Sridhar, Detelina Marinova","doi":"10.1177/00222429231201959","DOIUrl":"https://doi.org/10.1177/00222429231201959","url":null,"abstract":"fi","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87590533","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 : 2023-08-08DOI: 10.1177/00222429231196576
Anna Tari, Remi Trudel
A circular economy is a “closed-loop” system designed so that products flow back into the production cycle after use. With many companies implementing take-back programs as part of their sustainability strategy, a fundamental shift in consumption has occurred, with consumers considering disposal during and even before making a purchase decision. Eight experiments reveal that consumers indicate a greater willingness to pay for circular program products. An increase in psychological ownership underlies the difference in product valuation. Specifically, the additional disposal control uniquely afforded by circular products increases the capacity of circular take-back program products to evoke psychological ownership. The process explanation is directly tested through mediation. Experimentally manipulating antecedents of psychological ownership (i.e., disposal control and psychological ownership) provides further support for the conceptual framework.
{"title":"EXPRESS: Affording Disposal Control: The Effect of Circular Take-Back Programs on Psychological Ownership and Valuation","authors":"Anna Tari, Remi Trudel","doi":"10.1177/00222429231196576","DOIUrl":"https://doi.org/10.1177/00222429231196576","url":null,"abstract":"A circular economy is a “closed-loop” system designed so that products flow back into the production cycle after use. With many companies implementing take-back programs as part of their sustainability strategy, a fundamental shift in consumption has occurred, with consumers considering disposal during and even before making a purchase decision. Eight experiments reveal that consumers indicate a greater willingness to pay for circular program products. An increase in psychological ownership underlies the difference in product valuation. Specifically, the additional disposal control uniquely afforded by circular products increases the capacity of circular take-back program products to evoke psychological ownership. The process explanation is directly tested through mediation. Experimentally manipulating antecedents of psychological ownership (i.e., disposal control and psychological ownership) provides further support for the conceptual framework.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87563197","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 : 2023-08-08DOI: 10.1177/00222429231196575
Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, Ó. González-Benito
This paper is the first generalizable empirical analysis of dual branding, i.e., supply of private label (PL) by national brand (NB) manufacturers. The authors compile a unique dataset combining the identity of PL suppliers in over 260 packaged good categories with multiple years of scanner data in the Spanish grocery market to offer several contributions. First, they provide new descriptive insights, e.g., on the prevalence of dual branding in categories where the manufacturer does and does not have NBs, the longevity of PL supply arrangements, and the differences in PL sourcing across retailers. Second, they integrate the literature on motivators and dissuaders of dual branding and test the impact of relevant manufacturer, retailer, and dyad characteristics on PL supply in NB and non-NB categories. The results reveal a more nuanced empirical reality than is evident from prior research regarding the role of multi-category scope, fighter brands, NB differentiation, and size and positioning of the retailer’s PL. Third, they examine the outcomes of PL supply for the NBs of dual branders and find that starting (terminating) PL supply to a retailer significantly benefits (hurts) the relative distribution depth but not the relative share of the dual brander’s NBs at that retailer.
{"title":"EXPRESS: Dual Branding by National Brand Manufacturers: Drivers and Outcomes","authors":"Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, Ó. González-Benito","doi":"10.1177/00222429231196575","DOIUrl":"https://doi.org/10.1177/00222429231196575","url":null,"abstract":"This paper is the first generalizable empirical analysis of dual branding, i.e., supply of private label (PL) by national brand (NB) manufacturers. The authors compile a unique dataset combining the identity of PL suppliers in over 260 packaged good categories with multiple years of scanner data in the Spanish grocery market to offer several contributions. First, they provide new descriptive insights, e.g., on the prevalence of dual branding in categories where the manufacturer does and does not have NBs, the longevity of PL supply arrangements, and the differences in PL sourcing across retailers. Second, they integrate the literature on motivators and dissuaders of dual branding and test the impact of relevant manufacturer, retailer, and dyad characteristics on PL supply in NB and non-NB categories. The results reveal a more nuanced empirical reality than is evident from prior research regarding the role of multi-category scope, fighter brands, NB differentiation, and size and positioning of the retailer’s PL. Third, they examine the outcomes of PL supply for the NBs of dual branders and find that starting (terminating) PL supply to a retailer significantly benefits (hurts) the relative distribution depth but not the relative share of the dual brander’s NBs at that retailer.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73690619","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 : 2023-08-07DOI: 10.1177/00222429231196122
Bastian Kindermann, D. Wentzel, David Antons, T. Salge
This article analyzes the nature and temporal change of conceptual contributions in marketing scholarship with two complementary studies. First, based on a computer-aided text analysis of 5,922 articles published in the four major marketing journals between 1990 and 2021, we analyze how conceptual contributions have changed over time using the MacInnis (2011) framework. Results indicate that over the past three decades, theorizing efforts have strongly favored “envisioning” and “explicating” at the expense of “relating” and “debating,” with this imbalance increasing over time. Second, drawing on 48 in-depth interviews with editors, department heads, and authors, we seek to validate these patterns and uncover their underlying mechanisms. Our findings indicate that a prevalent thought style has developed in the field—defined by the research ideals of novelty, clarity, and quantification—that shapes the collective view of how marketing scholars, in their roles as authors, reviewers, and mentors, can make a valuable contribution to marketing scholarship. This thought style favors envisioning and explicating contributions and disfavors relating and debating contributions. Jointly, the two studies point to several rebalancing options that can reinvigorate relating and debating contributions while preserving the current strengths of the marketing field.
{"title":"EXPRESS: Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options","authors":"Bastian Kindermann, D. Wentzel, David Antons, T. Salge","doi":"10.1177/00222429231196122","DOIUrl":"https://doi.org/10.1177/00222429231196122","url":null,"abstract":"This article analyzes the nature and temporal change of conceptual contributions in marketing scholarship with two complementary studies. First, based on a computer-aided text analysis of 5,922 articles published in the four major marketing journals between 1990 and 2021, we analyze how conceptual contributions have changed over time using the MacInnis (2011) framework. Results indicate that over the past three decades, theorizing efforts have strongly favored “envisioning” and “explicating” at the expense of “relating” and “debating,” with this imbalance increasing over time. Second, drawing on 48 in-depth interviews with editors, department heads, and authors, we seek to validate these patterns and uncover their underlying mechanisms. Our findings indicate that a prevalent thought style has developed in the field—defined by the research ideals of novelty, clarity, and quantification—that shapes the collective view of how marketing scholars, in their roles as authors, reviewers, and mentors, can make a valuable contribution to marketing scholarship. This thought style favors envisioning and explicating contributions and disfavors relating and debating contributions. Jointly, the two studies point to several rebalancing options that can reinvigorate relating and debating contributions while preserving the current strengths of the marketing field.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79833181","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 : 2023-08-03DOI: 10.1177/00222429231195564
Sharlene He, Eric T. Anderson, Derek D. Rucker
Willingness to pay (WTP) is a metric that is widely valued and utilized among both practitioners and academics. However, the conceptualization of WTP is ambiguous, and this ambiguity is reflected across existing methods of measuring WTP. This paper first presents a formal mathematical framework that clarifies WTP as a distributional concept—rather than a single number—constructed as a function of customers, comparisons, and situations. The framework further reveals the operation of two comparative mechanisms, direct and indirect, by which situational factors affect WTP. This paper then introduces a new method to measure WTP—Comparative Method of Valuation (CMV)—that, unlike existing methods, is designed to account for the inherently comparative and situational nature of WTP. Across nine studies reported in the paper and four additional studies in the Web Appendix, the authors a) examine differences in results between CMV and choice-based conjoint as well as between CMV and the classic Becker-DeGroot-Marschak (BDM) methodology, b) demonstrate that CMV is a valid and reliable measure of WTP, and c) illustrate applications of CMV to managerial problems. In total, this paper offers both conceptual clarity and methodological advances to understanding the construction and measurement of WTP for practitioners and academics alike.
{"title":"EXPRESS: Measuring Willingness to Pay: A Comparative Method of Valuation","authors":"Sharlene He, Eric T. Anderson, Derek D. Rucker","doi":"10.1177/00222429231195564","DOIUrl":"https://doi.org/10.1177/00222429231195564","url":null,"abstract":"Willingness to pay (WTP) is a metric that is widely valued and utilized among both practitioners and academics. However, the conceptualization of WTP is ambiguous, and this ambiguity is reflected across existing methods of measuring WTP. This paper first presents a formal mathematical framework that clarifies WTP as a distributional concept—rather than a single number—constructed as a function of customers, comparisons, and situations. The framework further reveals the operation of two comparative mechanisms, direct and indirect, by which situational factors affect WTP. This paper then introduces a new method to measure WTP—Comparative Method of Valuation (CMV)—that, unlike existing methods, is designed to account for the inherently comparative and situational nature of WTP. Across nine studies reported in the paper and four additional studies in the Web Appendix, the authors a) examine differences in results between CMV and choice-based conjoint as well as between CMV and the classic Becker-DeGroot-Marschak (BDM) methodology, b) demonstrate that CMV is a valid and reliable measure of WTP, and c) illustrate applications of CMV to managerial problems. In total, this paper offers both conceptual clarity and methodological advances to understanding the construction and measurement of WTP for practitioners and academics alike.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88703905","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 : 2023-07-27DOI: 10.1177/00222429231193994
Sudha Mani, Vivek Astvansh, K. Antia
A bankrupt buyer firm's interactions with its suppliers during bankruptcy have critical implications for both parties and for the broader economy, yet these interactions remain poorly understood. The authors build on research on buyer–supplier relationship dynamics to demonstrate that accommodative and exploitative velocities—the rate and direction of change in the corresponding acts—serve as signals affecting bankruptcy survival. They show how signal characteristics (i.e., the variability in accommodative and exploitative acts) and signaler characteristics (i.e., whether the party undertaking the acts is the buyer or its suppliers) moderate the impact of accommodative and exploitative velocities on bankruptcy survival. Study 1 examines the bankruptcy survival outcome of 310 U.S. bankruptcies over 14 years and finds that a 1% increase in accommodative (exploitative) velocity increases (decreases) the buyer's survival by 39% (33%). Further, variability in accommodative acts weakens their effect, and suppliers' (vs. the buyer's) accommodative and exploitative velocities are less deterministic of the buyer's bankruptcy survival. Study 2 uses a scenario-based experiment to shed light on the mechanism underlying the impact of the two velocities on bankruptcy survival. The findings from both studies demonstrate the key role played by buyer–supplier interactions in a buyer's bankruptcy survival.
{"title":"EXPRESS: Buyer–Supplier Relationship Dynamics in Buyers’ Bankruptcy Survival","authors":"Sudha Mani, Vivek Astvansh, K. Antia","doi":"10.1177/00222429231193994","DOIUrl":"https://doi.org/10.1177/00222429231193994","url":null,"abstract":"A bankrupt buyer firm's interactions with its suppliers during bankruptcy have critical implications for both parties and for the broader economy, yet these interactions remain poorly understood. The authors build on research on buyer–supplier relationship dynamics to demonstrate that accommodative and exploitative velocities—the rate and direction of change in the corresponding acts—serve as signals affecting bankruptcy survival. They show how signal characteristics (i.e., the variability in accommodative and exploitative acts) and signaler characteristics (i.e., whether the party undertaking the acts is the buyer or its suppliers) moderate the impact of accommodative and exploitative velocities on bankruptcy survival. Study 1 examines the bankruptcy survival outcome of 310 U.S. bankruptcies over 14 years and finds that a 1% increase in accommodative (exploitative) velocity increases (decreases) the buyer's survival by 39% (33%). Further, variability in accommodative acts weakens their effect, and suppliers' (vs. the buyer's) accommodative and exploitative velocities are less deterministic of the buyer's bankruptcy survival. Study 2 uses a scenario-based experiment to shed light on the mechanism underlying the impact of the two velocities on bankruptcy survival. The findings from both studies demonstrate the key role played by buyer–supplier interactions in a buyer's bankruptcy survival.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85424455","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 : 2023-07-26DOI: 10.1177/00222429231193371
Michiel Van Crombrugge, E. Breugelmans, Florian Breiner, Christian W. Scheiner
For digital-native, fast-moving consumer goods (FMCG) manufacturers that sell through their own online channel and have made headway into supermarkets, brand stores can represent the next step in a multichannel distribution strategy. In this research, the authors investigate the impact of introducing a brand store on a digital-native brand’s sales in its existing company-owned online channel and independent supermarkets, as well as on the brand’s supermarket distribution. By incorporating brand store sales and operational costs, this research also specifies the entry effects on the brand’s top-line total brand sales and bottom-line operating profit. Based on before-and-after-with-control-group analyses of the entry of 10 brand stores by a digital-native FMCG brand, the authors show that brand store entry boosts supermarket sales, partially driven by a brand store’s positive effect on the number of supermarkets listing the brand. Although they cannibalize company-owned online sales, brand store entries generate an influx of own brand store sales that offset online channel losses. Still, accounting for brand stores’ operational costs reveals top-line growth is not always enough to preserve the bottom line.
{"title":"EXPRESS: Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand","authors":"Michiel Van Crombrugge, E. Breugelmans, Florian Breiner, Christian W. Scheiner","doi":"10.1177/00222429231193371","DOIUrl":"https://doi.org/10.1177/00222429231193371","url":null,"abstract":"For digital-native, fast-moving consumer goods (FMCG) manufacturers that sell through their own online channel and have made headway into supermarkets, brand stores can represent the next step in a multichannel distribution strategy. In this research, the authors investigate the impact of introducing a brand store on a digital-native brand’s sales in its existing company-owned online channel and independent supermarkets, as well as on the brand’s supermarket distribution. By incorporating brand store sales and operational costs, this research also specifies the entry effects on the brand’s top-line total brand sales and bottom-line operating profit. Based on before-and-after-with-control-group analyses of the entry of 10 brand stores by a digital-native FMCG brand, the authors show that brand store entry boosts supermarket sales, partially driven by a brand store’s positive effect on the number of supermarkets listing the brand. Although they cannibalize company-owned online sales, brand store entries generate an influx of own brand store sales that offset online channel losses. Still, accounting for brand stores’ operational costs reveals top-line growth is not always enough to preserve the bottom line.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":12.9,"publicationDate":"2023-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82237448","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}
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