International Journal of Research in Marketing最新文献_第3页

Algorithmic pricing: Effects on consumer trust and price search 算法定价：对消费者信任和价格搜索的影响

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-12-01 DOI: 10.1016/j.ijresmar.2024.10.006

Arnd Vomberg , Christian Homburg , Panagiotis Sarantopoulos

With the widespread use of pricing algorithms in online markets, prices are increasingly fluctuating, contradicting consumers’ desire for price stability. This research examines the central form of algorithmic pricing in online markets—namely, algorithmic dynamic pricing (ADP). In five studies, including one real-world ADP encounter and four incentive-based experimental studies (in addition to two Web Appendix studies), we use price fairness and range–frequency theory to examine how ADP affects consumers’ trust in ADP retailers and the extent of their price search. The findings reveal that ADP reduces trust in the ADP retailer, though this effect diminishes after consumers become accustomed to ADP. Furthermore, ADP prolongs price search duration, which lengthens with consumer ADP experience and shortens as ADP becomes the market norm. These findings suggest that retailers can implement ADP, as consumer backlash can be short-term. ADP retailers can also actively build consumers’ trust and affect their search for prices through price-matching strategies. In particular, retailers can communicate their use of reactive ADP (i.e., ADP aligned with competitive prices) and offer price-matching guarantees.

随着定价算法在网上市场的广泛使用，价格的波动越来越大，这与消费者对价格稳定的渴望相矛盾。本研究考察了在线市场中算法定价的核心形式——即算法动态定价（ADP）。在五项研究中，包括一项现实世界的ADP遭遇和四项基于激励的实验研究（除了两项网络附录研究），我们使用价格公平和范围频率理论来研究ADP如何影响消费者对ADP零售商的信任以及他们的价格搜索程度。调查结果显示，ADP降低了消费者对ADP零售商的信任，尽管这种影响在消费者习惯ADP后会减弱。此外，ADP延长了价格搜索时间，价格搜索时间随着消费者ADP经验的增加而延长，随着ADP成为市场规范而缩短。这些发现表明零售商可以实施ADP，因为消费者的反弹可能是短期的。ADP零售商还可以通过价格匹配策略积极建立消费者信任，影响消费者对价格的搜索。特别是，零售商可以传达他们对反应性ADP的使用（即，ADP与竞争性价格一致）并提供价格匹配保证。

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引用次数: 0

Sounds cute: Exploring the role of sound reduplication in brand names 听起来很可爱：探索声音重复在品牌名称中的作用

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-12-01 DOI: 10.1016/j.ijresmar.2025.02.002

Kosuke Motoki , Sayo Iseki , Abhishek Pathak

Reduplication, a linguistic feature in which part or all of a word is repeated (e.g., “kuku,” in which the syllable “ku” is doubled), is widely observed across languages and plays a significant role in child-directed speech, language acquisition, and even adult communication (e.g., “knock knock”). Despite its prevalence, reduplication remains one of the least studied aspects of brand names, and little is known about its impact on consumer perception. This study investigates how reduplicated sounds in brand names affect consumer preferences, revealing that such names enhance brand appeal by triggering associations with baby-schema cuteness. Additionally, this research identifies two key moderators: brand–product fit and the perceived cuteness of specific phonemes, such as bilabial sounds (e.g., “m” and “p”). These findings advance our understanding of brand naming and cute branding, offering practical insights for companies looking to increase brand attractiveness through sound-based cuteness.

重复是一种语言特征，一个单词的部分或全部重复（例如，“kuku”，其中音节“ku”是两倍），在各种语言中都被广泛观察到，在儿童导向的言语、语言习得甚至成人交流中都起着重要作用（例如，“knock knock”）。尽管它很流行，但重复仍然是品牌名称中研究最少的方面之一，人们对其对消费者认知的影响知之甚少。这项研究调查了品牌名称中的重复发音如何影响消费者的偏好，揭示了这些名称通过引发与婴儿图式可爱的联系来增强品牌吸引力。此外，这项研究确定了两个关键的调节因素：品牌产品契合度和特定音素的感知可爱度，如双音节音（如“m”和“p”）。这些发现促进了我们对品牌命名和可爱品牌的理解，为那些希望通过基于声音的可爱来提高品牌吸引力的公司提供了实用的见解。

引用次数: 0

From fame and followers to fortune: How person-brands capture value in the creator economy 从名声和追随者到财富：个人品牌如何在创造者经济中获取价值

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-12-01 DOI: 10.1016/j.ijresmar.2025.03.004

Pierre-Yann Dolbec , Andrew N. Smith

Person-brands are key market actors in the creator economy, yet we lack a comprehensive understanding about how they capture the value they create. This research answers how by analyzing over 100 person-brands across diverse markets. We develop a novel framework for theorizing value capture by introducing the concept of value capture mode. We then detail three modes—Advertiser, Entrepreneur, and Professional—each involving unique strategies, resource bundling practices, activities, and risks. Our research reveals how person-brands bundle resources from value networks in the creator economy comprising audiences, brands, and platforms. It further explains how person-brands grow value capture through concentration, mode-spanning, and field-bridging approaches, providing insights into value network expansion and extraction by person-brands. We offer recommendations and research avenues for three key actors in the creator economy: person-brands, organizations, and platforms. For person-brands, we recommend targeting high-return opportunities through scalable, recurring, aligned, and recursive activities, and optimizing network positions by building communities, balancing centralization and diversification, establishing direct communication channels, and developing independent platforms. For organizations, we suggest investing in person-brands as partners rather than marketing tools, with specific strategies for each mode. For platforms, we recommend providing tailored tools and features to support person-brands’ value capture efforts in each mode.

个人品牌是创造者经济中的关键市场参与者，但我们对他们如何获取自己创造的价值缺乏全面的了解。这项研究通过分析不同市场的100多个个人品牌来回答这个问题。通过引入价值获取模式的概念，我们建立了一个新的价值获取理论框架。然后，我们详细介绍了三种模式——广告商、企业家和专业人士——每种模式都涉及独特的策略、资源捆绑实践、活动和风险。我们的研究揭示了个人品牌如何在创造者经济中捆绑来自价值网络的资源，包括受众、品牌和平台。它进一步解释了个人品牌如何通过集中、模式跨越和领域桥接方法来增长价值捕获，为个人品牌的价值网络扩展和提取提供了见解。我们为创造者经济中的三个关键角色提供建议和研究途径：个人品牌、组织和平台。对于人品牌，我们建议通过可扩展、可重复、可对齐、可递归的活动，瞄准高回报机会，并通过建立社区、平衡集中化与多元化、建立直接传播渠道、发展独立平台等方式优化网络位置。对于组织来说，我们建议将个人品牌作为合作伙伴而不是营销工具进行投资，并为每种模式制定具体的策略。对于平台，我们建议提供量身定制的工具和功能，以支持个人品牌在每种模式下的价值获取工作。

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引用次数: 0

Awe helps NFTs. The added value of object-inspired awe for blockchain-based digital art 敬畏可以帮助nft。基于区块链的数字艺术的物体启发的敬畏的附加价值

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.05.002

Jana-Verena Gerhart , Aysu Senyuz , Bernadette Kamleitner

Blockchain technology plays a crucial role in digital art markets, where products are often purchased for their strong emotional benefits. This research explores whether object-inspired awe impacts artwork valuation in digital markets. Through eight studies, including real auction data from Christie’s and seven pre-registered experiments, the authors find that object-inspired awe increases consumer valuation of digital art. Notably, the positive relationship between object-inspired awe and valuation is strengthened when a blockchain ownership certificate is present (versus absent), and attenuated when the ownership status is semi-fungible (versus non-fungible). These findings are in line with a process wherein awe influences valuation by enhancing consumers’ sense of meaning with regard to an artwork. In sum, this research underscores the benefits of focusing on emotion in the context of blockchain-enabled digital goods, and reveals novel insights on the effect of object-inspired awe.

区块链技术在数字艺术市场中扮演着至关重要的角色，在这个市场中，人们购买产品往往是为了获得强烈的情感收益。本研究探讨了物体激发的敬畏是否会影响数字市场中的艺术品估值。通过八项研究，包括佳士得的真实拍卖数据和七项预先注册的实验，作者发现，物品激发的敬畏提高了消费者对数字艺术的估值。值得注意的是，当区块链所有权证书存在时（相对于不存在），物体激发的敬畏和估值之间的正相关关系得到加强，当所有权状态是半可替代的（相对于不可替代的）时，这种正相关关系减弱。这些发现与敬畏通过增强消费者对艺术品的意义感来影响价值的过程是一致的。总而言之，这项研究强调了在区块链支持的数字商品背景下关注情感的好处，并揭示了对物体激发敬畏的影响的新见解。

引用次数: 0

A meta-analysis of corporate social responsibility effects: The role of stakeholder type and country factors 企业社会责任效应的元分析：利益相关者类型和国家因素的作用

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.11.003

Chenming Peng , Martin Eisend , Diandian Xiang , Zengxiang Chen , Hong Zhao

Although research indicates that corporate social responsibility (CSR) can yield positive consumer responses, the challenge remains for companies, especially multinational ones, to effectively tailor CSR activities across different countries to achieve favorable outcomes. To address this, we classify CSR activities based on stakeholder theory into core and extended CSR types. We then introduce a meta-analytic framework that incorporates five country factors to examine how they affect the differential effects of these CSR types. Using a dataset comprising 940 effect sizes from 202 papers across 43 countries on six continents, we find that core CSR generally elicits more positive consumer responses than extended CSR, and that this effect is moderated by country factors. The positive differential effect of core over extended CSR is greater in societies that prioritize secular-rational values over traditional values, and survival values over self-expression values. Additionally, this positive differential effect increases with greater internet penetration but decreases with higher national economic growth rates and tertiary school enrollment. These findings advance the understanding of cross-country differences in CSR effects and types, offering valuable insights for international marketing managers.

尽管研究表明，企业社会责任（CSR）可以产生积极的消费者反应，但企业，尤其是跨国公司，仍然面临着挑战，即如何有效地在不同国家定制企业社会责任活动，以取得有利的结果。为了解决这个问题，我们将基于利益相关者理论的企业社会责任活动分为核心型和扩展型。然后，我们引入了一个包含五个国家因素的元分析框架，以检查它们如何影响这些CSR类型的差异效应。我们使用了来自六大洲43个国家的202篇论文的940个效应大小的数据集，发现核心企业社会责任通常比扩展企业社会责任引起更积极的消费者反应，并且这种影响受到国家因素的调节。在将世俗理性价值观置于传统价值观之上、将生存价值观置于自我表达价值观之上的社会中，核心企业社会责任与延伸企业社会责任的积极差异效应更大。此外，这种积极的差异效应随着互联网普及率的提高而增加，但随着国民经济增长率和高等教育入学率的提高而降低。这些发现促进了对企业社会责任效应和类型的跨国差异的理解，为国际营销经理提供了有价值的见解。

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引用次数: 0

Non-Fungible Tokens (NFTs) as digital brand extensions: Evidence on financial performance and parent-brand spillovers 不可替代代币（nft）作为数字品牌延伸：财务绩效和母品牌溢出效应的证据

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.01.001

Leif Brandes, Katharina Dölp

Fueled by new technologies, such as blockchain and Web3, brands are increasingly extending into the digital space. One such novel extension is the non-fungible token (NFT). Numerous examples indicate that brands’ market performance with NFTs varies widely in terms of short-term revenues and spillovers to the parent brand. However, little is known about the factors that are associated with a successful performance. The goal of our research was to identify those factors. Regarding short-term revenues, we empirically tested the value of several possible success drivers; these drivers reflected a combination of the most important success factors for physical brand extensions (e.g., extension fit, brand equity) and value drivers for NFTs (e.g., added NFT utility, number of NFTs in the campaign). Using a novel dataset of 450 NFT campaigns, we document that both types of variables help to predict financial revenues from brand-related NFTs. Going beyond the short-term financial results of NFT campaigns, we also report experimental evidence that shows such campaigns may create negative spillovers for the parent brand. Overall, this research demonstrates (i) which value drivers correlate with a brand’s NFTs success, (ii) which brands are the best fit for NFTs, (iii) in what ways brand managers need to adapt their brand-extension strategies from the physical to the digital environment if they want to succeed with NFTs, and (iv) the risk that brand extensions with NFTs may hurt customers’ attitude towards the parent brand.

在b区块链和Web3等新技术的推动下，品牌越来越多地向数字空间延伸。其中一种新颖的扩展是不可替代令牌（NFT）。许多例子表明，品牌在nft的市场表现在短期收入和对母品牌的溢出效应方面差异很大。然而，人们对与成功表演相关的因素知之甚少。我们研究的目的就是要找出这些因素。关于短期收益，我们对几个可能的成功驱动因素的价值进行了实证测试；这些驱动因素反映了物理品牌延伸最重要的成功因素（例如，延伸契合度，品牌资产）和NFT的价值驱动因素（例如，增加的NFT效用，活动中的NFT数量）的组合。使用450个NFT活动的新数据集，我们证明这两种类型的变量都有助于预测与品牌相关的NFT的财务收入。除了NFT活动的短期财务结果之外，我们还报告了实验证据，表明此类活动可能会对母品牌产生负面溢出效应。总体而言，本研究展示了(i)哪些价值驱动因素与品牌的nft成功相关，（ii）哪些品牌最适合nft，（iii）如果品牌经理想要在nft上取得成功，他们需要以何种方式将品牌延伸策略从实体环境调整到数字环境，以及（iv）品牌延伸与nft可能会损害客户对母品牌的态度的风险。

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引用次数: 0

Setting sail in a tokenized world: An exploration of the Bored Ape Yacht Club and the co-created consumer experience 在代币化的世界里扬帆起航：探索无聊猿游艇俱乐部和共同创造的消费体验

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.03.002

Myriam Brouard

Imagine if owning a specific baseball card gave you the privilege of attending their home games. Or that having attended previous Taylor Swift tours entitled you to purchase tickets for her next tour. What would that be worth, and how would that change the way in which you relate to the brand or to the artist? This article examines the case of the Bored Ape Yacht Club (BAYC), a prominent Non-Fungible Token (NFT) community. The investigation reveals the multifaceted nature of NFTs, which can act as keys to access exclusive clubs and privileges, and as independent products whose value is inherently linked to market dynamics. By doing a deep dive into one of the most prominent NFT communities, BAYC, this work underscores the potentially transformative effects of NFTs on consumer experience, providing a deeper understanding of value co-creation in the rapidly evolving decentralized landscape.

想象一下，如果拥有一张特定的棒球卡，你就可以参加他们的主场比赛。或者，如果你参加过泰勒·斯威夫特之前的巡演，你就有资格购买她下次巡演的门票。它的价值是什么？它将如何改变你与品牌或艺术家的关系？本文研究了Bored Ape Yacht Club （BAYC）的案例，这是一个著名的不可替代代币（NFT）社区。调查揭示了nft的多面性，它可以作为进入高级俱乐部和特权的钥匙，也可以作为价值与市场动态内在联系的独立产品。通过深入研究最著名的NFT社区之一BAYC，这项工作强调了NFT对消费者体验的潜在变革性影响，为快速发展的分散环境中的价值共同创造提供了更深入的理解。

引用次数: 0

Herding behavior in NFT Auction: The role of visual complexity and familiarity NFT 拍卖中的群聚行为：视觉复杂性和熟悉度的作用

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.08.007

Peiwen Xie , Eunsoo Kim , Shun Yin Lam , Sadat Reza

Despite the growing popularity of non-fungible tokens (NFTs) in the market, they still lack established valuation guidelines. Invoking herding and auction theories, this study investigates how NFT collectors’ bidding tendencies are influenced by other collectors’ bidding decisions (herding behavior). This study also examines how NFT visual characteristics, such as complexity and familiarity, moderate herding behavior. We use a computer vision technique to quantify the visual complexity of an NFT and apply transfer learning to capture its visual familiarity. Examining data from a widely used NFT platform, we find evidence of herding behavior in such auctions. Furthermore, our results show that there are nonlinear moderating effects of visual characteristics on herding behavior. Specifically, we find that consumers exhibit a stronger herding tendency at the two extremes of complexity distribution and at the lower extreme of familiarity distribution. Further analysis of the NFT resale market suggests that auction winners consider herding in the primary sale of an NFT as a signal of high demand; thus, they are more willing to resell it and set a higher price premium in the resale. These findings can be taken as input by the NFT market platforms in their NFT display decisions to boost primary market sales and promote resale market participation. The findings can also help content creators formulate creative strategies that lead to higher bidding probability or sales performance.

尽管不可兑换代币（NFT）在市场上越来越受欢迎，但它们仍然缺乏既定的估值准则。本研究引用羊群效应和拍卖理论，探讨非风化代币收藏者的出价倾向如何受到其他收藏者出价决定的影响（羊群效应）。本研究还探讨了复杂性和熟悉度等 NFT 视觉特征如何缓和羊群行为。我们使用计算机视觉技术来量化 NFT 的视觉复杂性，并应用迁移学习来捕捉其视觉熟悉度。通过研究一个广泛使用的 NFT 平台的数据，我们发现了在此类拍卖中存在羊群行为的证据。此外，我们的结果表明，视觉特征对羊群行为有非线性调节作用。具体来说，我们发现在复杂度分布的两个极端和熟悉度分布的较低极端，消费者表现出更强的羊群行为倾向。对非快消品转售市场的进一步分析表明，拍卖获胜者将非快消品初次销售中的羊群行为视为高需求信号，因此他们更愿意转售非快消品，并在转售中设定更高的溢价。这些发现可作为网拍市场平台在决定网拍展示时的参考，以促进一级市场的销售和转售市场的参与。这些发现还有助于内容创作者制定创意策略，从而提高竞拍概率或销售业绩。

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引用次数: 0

Rarity, the WTA-WTP disparity, and price adjustments in the NFT market 稀有度、WTA-WTP差异和NFT市场的价格调整

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.10.003

Yuanyuan Liu, Bingrui Huangfu, Zheng Qiao, Xi Zhao

Non-fungible tokens (NFTs) have become popular and are frequently traded in marketplaces. The current study examines how an NFT’s within-collection rarity influences sellers’ and buyers’ pricing and pricing dynamics. Relying on the pricing history of CryptoPunks, one of the most famous and valuable NFT collections, we find that rarity’s positive impact on willingness to accept is greater than on willingness to pay, which generates a larger pricing disparity. We further examine rarity’s impact on subsequent price adjustments and find that as rarity increases, buyers are more inclined to make greater price concessions, and sellers are reluctant to reduce their prices. Results also show that rarity’s positive impact on pricing is moderated by the NFT’s past ownership, agents’ trading experiences, and agents’ average holding periods for previous NFTs. Finally, an experiment reveals the mediating role of the focus on rarity that sellers tend to consider more about the NFT’s rarity than buyers, and therefore rarity’s positive impact on pricing is more salient for sellers than buyers.

不可替代代币（nft）已经变得很流行，并且经常在市场上交易。当前的研究考察了NFT的收藏内稀有性如何影响卖家和买家的定价和定价动态。根据最著名、最有价值的NFT藏品之一CryptoPunks的定价历史，我们发现稀有性对接受意愿的正向影响大于对支付意愿的正向影响，从而产生了更大的定价差异。我们进一步研究了稀有性对随后的价格调整的影响，发现随着稀有性的增加，买家更倾向于做出更大的价格让步，而卖家不愿降价。结果还表明，稀有度对定价的积极影响被NFT过去的所有权、经纪人的交易经验和经纪人对以前NFT的平均持有时间所调节。最后，通过实验揭示了关注稀有性的中介作用，卖家比买家更倾向于考虑NFT的稀有性，因此稀有性对定价的积极影响对卖家比买家更显著。

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引用次数: 0

The effectiveness of advertising and price during conflict delistings 在冲突退市期间广告和价格的有效性

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.12.001

Marleen Hermans , Kathleen Cleeren , Néomie Raassens

Negotiations between manufacturers and retailers often go sour and result in conflict delistings in which the manufacturers’ products are removed from the retailers’ assortment. While conflict delistings can cause major revenue and market share losses for both manufacturers and retailers, prior literature provides little guidance on how to use marketing actions to alleviate these severe damages. To fill this gap, the authors use a contingency framework to assess the impact of advertising and price for both manufacturers and retailers in different conflict delisting situations. Using household scanner data for different conflict delistings, this study reveals that overall the impact of advertising decreases during the conflict delisting for both involved parties while price reductions become more effective for the brand manufacturer (but not the retailer). Importantly, the impact of advertising and price during the conflict delisting depends on conflict characteristics. The impact of advertising will be higher if the firm initiated the conflict and when the conflict is surrounded by a lot of publicity. Price reductions are particularly interesting for retailers, especially when the conflict involved a smaller elimination size, when the retailer was the initiator of the conflict, and when there was less publicity. Price reductions are also fruitful for brand manufacturers in case they did not initiate the conflict.

制造商和零售商之间的谈判经常出现问题，导致制造商的产品从零售商的分类中移除。虽然冲突下架会给制造商和零售商造成重大的收入和市场份额损失，但之前的文献对如何利用营销行动来减轻这些严重损害提供的指导很少。为了填补这一空白，作者使用了一个权变框架来评估广告和价格对制造商和零售商在不同冲突退市情况下的影响。本研究使用家庭扫描仪数据对不同的冲突退市进行分析，结果表明，在冲突退市期间，广告的总体影响对双方都有所减少，而降价对品牌制造商（而不是零售商）变得更有效。重要的是，广告和价格在冲突退市期间的影响取决于冲突特征。如果冲突是由公司发起的，并且冲突周围有大量的宣传，广告的影响将会更高。降价对零售商来说特别有趣，特别是当冲突涉及较小的消除规模，当零售商是冲突的发起者，当宣传较少时。对于品牌制造商来说，如果他们没有引发冲突，降价也是富有成效的。

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引用次数: 0