Pub Date : 2023-12-14DOI: 10.1177/14707853231219419
Rachel Fuller, Samantha Hogan, Simon Pervan
New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand’s visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour.
{"title":"How important is the in-store environment for new brands?","authors":"Rachel Fuller, Samantha Hogan, Simon Pervan","doi":"10.1177/14707853231219419","DOIUrl":"https://doi.org/10.1177/14707853231219419","url":null,"abstract":"New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand’s visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"10 11","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138971147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-14DOI: 10.1177/14707853231220301
Dawood Khan, C. Pich, L. Spry
This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.
{"title":"The effective nature of projective techniques in political brand image research","authors":"Dawood Khan, C. Pich, L. Spry","doi":"10.1177/14707853231220301","DOIUrl":"https://doi.org/10.1177/14707853231220301","url":null,"abstract":"This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"2015 9","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139001785","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-09DOI: 10.1177/14707853231218605
Hazel Lacohee, A. Souchon, Peter Dickenson, Louise Krug, Fabrice Saffre
The Net Promoter Score (NPS) is used by many service organizations as a key customer loyalty metric and driver of growth. Yet, despite its widespread adoption and consequent benchmarking benefits, the methodological soundness and usefulness of NPS has been questioned. Compounding these problems, few guidelines on NPS enhancement strategies exist, since research on antecedents to NPS remains elusive. The combination of (a) questionable research underpinning the original proposal for NPS, and (b) an under-researched nomological net, creates an unfortunate paradox, whereby service organizations strive to raise a score that may or may not lead to organizational success, with little evidence-based knowledge on how to raise this score strategically. To address this, we utilize a guiding framework to interrogate NPS though a services marketing lens. We use this framework to underpin a critical review of NPS as it applies to service organizations, and through the review, identify and discuss ten NPS interrogations. We then propose recommendations that address each of these to enhance further knowledge development and improve ongoing practice of NPS by service organizations.
{"title":"The Net Promoter Score interrogated through a services marketing lens: Review and recommendations for service organizations","authors":"Hazel Lacohee, A. Souchon, Peter Dickenson, Louise Krug, Fabrice Saffre","doi":"10.1177/14707853231218605","DOIUrl":"https://doi.org/10.1177/14707853231218605","url":null,"abstract":"The Net Promoter Score (NPS) is used by many service organizations as a key customer loyalty metric and driver of growth. Yet, despite its widespread adoption and consequent benchmarking benefits, the methodological soundness and usefulness of NPS has been questioned. Compounding these problems, few guidelines on NPS enhancement strategies exist, since research on antecedents to NPS remains elusive. The combination of (a) questionable research underpinning the original proposal for NPS, and (b) an under-researched nomological net, creates an unfortunate paradox, whereby service organizations strive to raise a score that may or may not lead to organizational success, with little evidence-based knowledge on how to raise this score strategically. To address this, we utilize a guiding framework to interrogate NPS though a services marketing lens. We use this framework to underpin a critical review of NPS as it applies to service organizations, and through the review, identify and discuss ten NPS interrogations. We then propose recommendations that address each of these to enhance further knowledge development and improve ongoing practice of NPS by service organizations.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"2 4","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138585918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-06DOI: 10.1177/14707853231219422
L. Maubisson, Rémi Mencarelli, A. Rivière
Despite the Net Promoter Score’s (NPS) popularity among managers, the marketing literature has given limited attention to this indicator and has, instead, focused primarily on its impact on business performance. However, to highlight the mechanisms that contribute to the formation of the NPS and identify operational means to improve the score, it is important to get a deeper understanding of the factors that distinguish the NPS’s customer categories (“detractors,” “passives,” and “promoters”). Accordingly, this research explores the relationship between perceived value and the NPS. An empirical study of 893 customers from two specialized retail chains was conducted to examine the relations between value sources and customer categorization as “detractors,” “passives,” or “promoters”. The results also lead to the identification of differentiated value profiles according to these customer categories.
{"title":"An empirical study of the relationship between perceived value and the net promoter score: Application to specialized retail chains","authors":"L. Maubisson, Rémi Mencarelli, A. Rivière","doi":"10.1177/14707853231219422","DOIUrl":"https://doi.org/10.1177/14707853231219422","url":null,"abstract":"Despite the Net Promoter Score’s (NPS) popularity among managers, the marketing literature has given limited attention to this indicator and has, instead, focused primarily on its impact on business performance. However, to highlight the mechanisms that contribute to the formation of the NPS and identify operational means to improve the score, it is important to get a deeper understanding of the factors that distinguish the NPS’s customer categories (“detractors,” “passives,” and “promoters”). Accordingly, this research explores the relationship between perceived value and the NPS. An empirical study of 893 customers from two specialized retail chains was conducted to examine the relations between value sources and customer categorization as “detractors,” “passives,” or “promoters”. The results also lead to the identification of differentiated value profiles according to these customer categories.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"63 2","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138594598","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-05DOI: 10.1177/14707853231219648
Steffen Müller, Roger Seiler, Melanie Völkle
Net Promoter Score (NPS) is one of the most popular customer feedback metrics (CFMs) with benefits and limitations. One limitation is that prior research has shown that NPS is not better in explaining outcome variables such as sales growth or churn than other CFMs. Most prior research, however, has not considered combinations of CFMs, CFMs related to the antecedents of customer satisfaction, and CFMs with affective components. Therefore, we argue that NPS should be supplemented with other CFMs, e.g., emotions. In an empirical investigation in the mobile phone industry, we choose Net Emotional Value (NEV) to measure of emotions. We show that a combination of NPS and NEV leads to a better explanation of two out of three outcome variables compared to using NPS only or NEV only. We also illustrate how emotional profiles and driver analyses can be used to identify the most relevant emotions of Detractors, Passives, and Promoters and conclude with limitations and potential for further research.
{"title":"Should Net Promoter Score be supplemented with other customer feedback metrics? An empirical investigation of Net Promoter Score and emotions in the mobile phone industry","authors":"Steffen Müller, Roger Seiler, Melanie Völkle","doi":"10.1177/14707853231219648","DOIUrl":"https://doi.org/10.1177/14707853231219648","url":null,"abstract":"Net Promoter Score (NPS) is one of the most popular customer feedback metrics (CFMs) with benefits and limitations. One limitation is that prior research has shown that NPS is not better in explaining outcome variables such as sales growth or churn than other CFMs. Most prior research, however, has not considered combinations of CFMs, CFMs related to the antecedents of customer satisfaction, and CFMs with affective components. Therefore, we argue that NPS should be supplemented with other CFMs, e.g., emotions. In an empirical investigation in the mobile phone industry, we choose Net Emotional Value (NEV) to measure of emotions. We show that a combination of NPS and NEV leads to a better explanation of two out of three outcome variables compared to using NPS only or NEV only. We also illustrate how emotional profiles and driver analyses can be used to identify the most relevant emotions of Detractors, Passives, and Promoters and conclude with limitations and potential for further research.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"130 52","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138599051","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-05DOI: 10.1177/14707853231219956
Sebastian Kočar
This study investigates the accuracy of a survey that combines smartphone completion, random digit dialing (RDD), and text message invitation to a web survey. A benchmarking study was conducted using 26 questionnaire items from a survey on wellbeing, health, and life in general. Additionally, methodological, technical, ethical, and cost considerations of this relatively new approach to web survey data collection were investigated, compared to previous research findings, and discussed with an aim to propose practical solutions. Ultimately, average errors in this survey were compared to average errors in three other probability samples and one nonprobability online panel sample (i.e., reference samples) using nationally representative benchmarks from high-quality government data sources. The results showed that the sample used in this study was similarly accurate to the reference samples from a different benchmarking study. Based on these findings, a very low response rate in the RDD text-to-web survey did not appear to introduce significant nonresponse bias for a majority of survey items, and all large errors can be explained. Hence, in countries where prior consent to text messages is not required, RDD text-to-web should be considered as a cost- and time-effective alternative to probability- and nonprobability-based online panel surveys, telephone, or interactive voice response surveys, and used in market, public opinion, and social research.
{"title":"Accuracy and practical considerations in an RDD text-to-web survey","authors":"Sebastian Kočar","doi":"10.1177/14707853231219956","DOIUrl":"https://doi.org/10.1177/14707853231219956","url":null,"abstract":"This study investigates the accuracy of a survey that combines smartphone completion, random digit dialing (RDD), and text message invitation to a web survey. A benchmarking study was conducted using 26 questionnaire items from a survey on wellbeing, health, and life in general. Additionally, methodological, technical, ethical, and cost considerations of this relatively new approach to web survey data collection were investigated, compared to previous research findings, and discussed with an aim to propose practical solutions. Ultimately, average errors in this survey were compared to average errors in three other probability samples and one nonprobability online panel sample (i.e., reference samples) using nationally representative benchmarks from high-quality government data sources. The results showed that the sample used in this study was similarly accurate to the reference samples from a different benchmarking study. Based on these findings, a very low response rate in the RDD text-to-web survey did not appear to introduce significant nonresponse bias for a majority of survey items, and all large errors can be explained. Hence, in countries where prior consent to text messages is not required, RDD text-to-web should be considered as a cost- and time-effective alternative to probability- and nonprobability-based online panel surveys, telephone, or interactive voice response surveys, and used in market, public opinion, and social research.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"94 13","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138599844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1177/14707853231214188
Jonna Pechter, Andres Kuusik
The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty and is claimed by Reichheld to predict a company’s growth. However, various academic studies provide controversial results regarding its reliability and prediction powers. This study analyzes how respondents answer the likelihood-to-recommend (LTR) question in different predescribed and validated situations. One thousand participants are presented with situation descriptions that consist of previous and recent experiences with a bank and are asked how they would respond to the LTR question after such an experience. The results indicate that respondents do not always give a high score for good experiences, and a low score for bad experiences. However, with a high number of respondents, the different answering approaches even out, and the NPS results are higher for good than for bad experiences. Additionally, we notice that whereas negative experiences are evaluated as low by all respondents, Generation X and Boomers tend to give lower scores for neutral and positive experiences. Those with lower income and basic education give lower scores for neutral experiences. The recent experience influences the customer’s likelihood of recommending more than the previous experiences with the company.
{"title":"NPS from the customer’s perspective: The influence of the recent experience","authors":"Jonna Pechter, Andres Kuusik","doi":"10.1177/14707853231214188","DOIUrl":"https://doi.org/10.1177/14707853231214188","url":null,"abstract":"The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty and is claimed by Reichheld to predict a company’s growth. However, various academic studies provide controversial results regarding its reliability and prediction powers. This study analyzes how respondents answer the likelihood-to-recommend (LTR) question in different predescribed and validated situations. One thousand participants are presented with situation descriptions that consist of previous and recent experiences with a bank and are asked how they would respond to the LTR question after such an experience. The results indicate that respondents do not always give a high score for good experiences, and a low score for bad experiences. However, with a high number of respondents, the different answering approaches even out, and the NPS results are higher for good than for bad experiences. Additionally, we notice that whereas negative experiences are evaluated as low by all respondents, Generation X and Boomers tend to give lower scores for neutral and positive experiences. Those with lower income and basic education give lower scores for neutral experiences. The recent experience influences the customer’s likelihood of recommending more than the previous experiences with the company.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"59 33","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134901370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-28DOI: 10.1177/14707853231210223
Kristen Olson, Jolene D Smyth, Angelica Phillips
How to display questions that are part of a battery in self-administered surveys is an important decision. Battery items may be displayed in a grid in a mail survey or computer web survey, but are often displayed as individual items on mobile devices. Although past research has compared grids to item-by-item displays in computer and mobile web surveys, almost no work has compared these displays in mail surveys. Additionally, many web survey templates use wide rectangular buttons to select response options in individual items using a mobile-optimized design, different from the standard round answer space format typically used in mail surveys. In this study, we experimentally test grid versus item-by-item displays and round radio buttons versus wide rectangular buttons for battery items in a probability-based general population mixed-mode mail + web survey of adults in Nebraska. Consistent with past research, we find that item-by-item displays reduce straightlining rates compared to grid designs. We also find that respondents are less likely to select the last two response categories in the item-by-item displays than in the grid displays. Smartphone and computer web respondents have higher item nonresponse rates than mail respondents, and web respondents have lower straightlining rates than mail respondents, accounting for respondent characteristics. Reassuringly, there is no difference in data quality outcomes across radio button versus wide button formats. These findings replicate past research that item-by-item displays reduce straightlining but may shift answer categories. These findings suggest that questionnaire designers can combine round radio button answer spaces on mail surveys with wide buttons on web surveys on battery items with little difference in data quality.
{"title":"Display of battery items in web and mail surveys: Grids versus item-by-item and radio versus wide buttons","authors":"Kristen Olson, Jolene D Smyth, Angelica Phillips","doi":"10.1177/14707853231210223","DOIUrl":"https://doi.org/10.1177/14707853231210223","url":null,"abstract":"How to display questions that are part of a battery in self-administered surveys is an important decision. Battery items may be displayed in a grid in a mail survey or computer web survey, but are often displayed as individual items on mobile devices. Although past research has compared grids to item-by-item displays in computer and mobile web surveys, almost no work has compared these displays in mail surveys. Additionally, many web survey templates use wide rectangular buttons to select response options in individual items using a mobile-optimized design, different from the standard round answer space format typically used in mail surveys. In this study, we experimentally test grid versus item-by-item displays and round radio buttons versus wide rectangular buttons for battery items in a probability-based general population mixed-mode mail + web survey of adults in Nebraska. Consistent with past research, we find that item-by-item displays reduce straightlining rates compared to grid designs. We also find that respondents are less likely to select the last two response categories in the item-by-item displays than in the grid displays. Smartphone and computer web respondents have higher item nonresponse rates than mail respondents, and web respondents have lower straightlining rates than mail respondents, accounting for respondent characteristics. Reassuringly, there is no difference in data quality outcomes across radio button versus wide button formats. These findings replicate past research that item-by-item displays reduce straightlining but may shift answer categories. These findings suggest that questionnaire designers can combine round radio button answer spaces on mail surveys with wide buttons on web surveys on battery items with little difference in data quality.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"28 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136159417","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-27DOI: 10.1177/14707853231209898
Robert East
Part of the sales effect of advertising arises through its transmission into word of mouth (WOM). Evidence on the scale of this transmission is considered and an argument is made that barriers to the carryover of ad effect into WOM may operate when a category lacks a precise form and when an ad lacks content that can be used directly in WOM. The transmission of the ad message into WOM should be an objective of those creating ad copy and this transmission should be measured in ad pretests.
{"title":"The Transmission of Advertising by Word of Mouth","authors":"Robert East","doi":"10.1177/14707853231209898","DOIUrl":"https://doi.org/10.1177/14707853231209898","url":null,"abstract":"Part of the sales effect of advertising arises through its transmission into word of mouth (WOM). Evidence on the scale of this transmission is considered and an argument is made that barriers to the carryover of ad effect into WOM may operate when a category lacks a precise form and when an ad lacks content that can be used directly in WOM. The transmission of the ad message into WOM should be an objective of those creating ad copy and this transmission should be measured in ad pretests.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"149 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136261642","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-26DOI: 10.1177/14707853231209893
Sven Baehre
Despite its widespread adoption by industry, the academic literature is quite skeptical about the Net Promoter Score (NPS). Given the persistent use of NPS by managers, this research note provides a deeper understanding of its practical implementation while exploring the potential benefits NPS offers to managers, focusing on the distinction between transactional and brand health NPS. Furthermore, this research note also introduces five essential managerial considerations for using NPS, further extending the scope for managerial-relevant future research.
{"title":"From Research to Action: Enhancing Net Promoter Score Utilization in Managerial Practice","authors":"Sven Baehre","doi":"10.1177/14707853231209893","DOIUrl":"https://doi.org/10.1177/14707853231209893","url":null,"abstract":"Despite its widespread adoption by industry, the academic literature is quite skeptical about the Net Promoter Score (NPS). Given the persistent use of NPS by managers, this research note provides a deeper understanding of its practical implementation while exploring the potential benefits NPS offers to managers, focusing on the distinction between transactional and brand health NPS. Furthermore, this research note also introduces five essential managerial considerations for using NPS, further extending the scope for managerial-relevant future research.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"29 20","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135017835","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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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