Pub Date : 2025-06-01DOI: 10.1016/j.ijresmar.2024.08.009
Martina Pocchiari , Davide Proserpio , Yaniv Dover
This paper reviews and synthesizes existing research on online reviews, addresses the knowledge gaps, and proposes directions for future research. Taking an interdisciplinary approach, we delve into the stages of the online review process (creation, engagement, impact, and insight) and discuss how they are affected by behavioral biases, review formats, reviewer identity, managerial interventions, and platform design. We discuss the benefits of online reviews—from boosting sales to impacting firms’ reputations and reducing information asymmetries—and the flaws that can compromise their reliability and helpfulness, including promotional reviews, behavioral biases, and context effects. Finally, we identify research gaps in the literature and propose a roadmap for future research. As technology advances and consumer needs evolve, the complexity of online reviews must be further explored to unleash novel insights, guide decisions, and better shape the future landscape of digital platforms.
{"title":"Online reviews: A literature review and roadmap for future research","authors":"Martina Pocchiari , Davide Proserpio , Yaniv Dover","doi":"10.1016/j.ijresmar.2024.08.009","DOIUrl":"10.1016/j.ijresmar.2024.08.009","url":null,"abstract":"<div><div>This paper reviews and synthesizes existing research on online reviews, addresses the knowledge gaps, and proposes directions for future research. Taking an interdisciplinary approach, we delve into the stages of the online review process (creation, engagement, impact, and insight) and discuss how they are affected by behavioral biases, review formats, reviewer identity, managerial interventions, and platform design. We discuss the benefits of online reviews—from boosting sales to impacting firms’ reputations and reducing information asymmetries—and the flaws that can compromise their reliability and helpfulness, including promotional reviews, behavioral biases, and context effects. Finally, we identify research gaps in the literature and propose a roadmap for future research. As technology advances and consumer needs evolve, the complexity of online reviews must be further explored to unleash novel insights, guide decisions, and better shape the future landscape of digital platforms.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 275-297"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142223477","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.06.002
Jacob Almaguer , Reto Felix , Colleen M. Harmeling
Emojis, or pictographs that supplement or replace written language, have become ubiquitous in contemporary communication, including emoji marketing. Drawing on insights from linguistics and sign theory, the current research proposes an emoji marketing framework in which emoji symbolism (symbolic vs. iconic emoji use) affects consumers’ message appraisals (perceived message intimacy and clarity), which in turn influence brand cultural relevance (propositions P1 and P2). Emoji syntax (i.e., whether emojis are supplemented with text or not) and marketer-consumer group relatedness (shared vs. unshared group membership) moderate the relationship between emoji symbolism and consumers’ message appraisals. The framework suggests that messages that use emojis as symbols, relative to no-emoji (text-only) marketing messages, evoke greater perceived message clarity (P3a) and greater perceived message intimacy (P4a) if those emojis are supplemented with text, as well as greater intimacy if group relatedness is shared (P5a). In contrast, if messages use emojis as icons, again relative to no-emoji (text-only) marketing messages, they produce greater perceived message clarity if emojis are not supplemented with text (P3b) and higher perceived message clarity and intimacy regardless of marketer-consumer group relatedness (P4b and P5b). The authors present several implications and pertinent avenues for research that can leverage this novel emoji marketing framework.
{"title":"Emoji marketing: Toward a theory of brand paralinguistics","authors":"Jacob Almaguer , Reto Felix , Colleen M. Harmeling","doi":"10.1016/j.ijresmar.2024.06.002","DOIUrl":"10.1016/j.ijresmar.2024.06.002","url":null,"abstract":"<div><div>Emojis, or pictographs that supplement or replace written language, have become ubiquitous in contemporary communication, including emoji marketing. Drawing on insights from linguistics and sign theory, the current research proposes an emoji marketing framework in which emoji symbolism (symbolic vs. iconic emoji use) affects consumers’ message appraisals (perceived message intimacy and clarity), which in turn influence brand cultural relevance (propositions P1 and P2). Emoji syntax (i.e., whether emojis are supplemented with text or not) and marketer-consumer group relatedness (shared vs. unshared group membership) moderate the relationship between emoji symbolism and consumers’ message appraisals. The framework suggests that messages that use emojis as symbols, relative to no-emoji (text-only) marketing messages, evoke greater perceived message clarity (P3a) and greater perceived message intimacy (P4a) if those emojis are supplemented with text, as well as greater intimacy if group relatedness is shared (P5a). In contrast, if messages use emojis as icons, again relative to no-emoji (text-only) marketing messages, they produce greater perceived message clarity if emojis are not supplemented with text (P3b) and higher perceived message clarity and intimacy regardless of marketer-consumer group relatedness (P4b and P5b). The authors present several implications and pertinent avenues for research that can leverage this novel emoji marketing framework.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 95-112"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141852263","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.09.002
Jochen Hartmann , Yannick Exner , Samuel Domdey
Generative AI’s capacity to create photorealistic images has the potential to augment human creativity and disrupt the economics of visual marketing content production. This research systematically compares the performance of AI-generated to human-made marketing images across important marketing dimensions. First, we prompt seven state-of-the-art generative text-to-image models (DALL-E 3, Midjourney v6, Firefly 2, Imagen 2, Imagine, Stable Diffusion XL Turbo, and Realistic Vision) to create synthetic marketing images, using real-world, human-made images as input. human evaluations of these images show that AI-generated marketing imagery can surpass human-made images in quality, realism, and aesthetics. Second, we give identical creative briefings to commissioned human freelancers and the AI models, showing that the best synthetic images also excel in ad creativity, ad attitudes, and prompt following. Third, a field study with more than impressions demonstrates that AI-generated banner ads can compete with professional human-made stock photography, achieving an up to higher click-through rate than a human-made image. Collectively, our findings suggest that the paradigm shift brought about by generative AI can help advertisers produce marketing content not only faster and orders of magnitude cheaper but also at superhuman effectiveness levels with important implications for firms, consumers, and policymakers. To facilitate future research on AI-generated marketing imagery, we release GenImageNet that contains all of our synthetic images and their human ratings.
{"title":"The power of generative marketing: Can generative AI create superhuman visual marketing content?","authors":"Jochen Hartmann , Yannick Exner , Samuel Domdey","doi":"10.1016/j.ijresmar.2024.09.002","DOIUrl":"10.1016/j.ijresmar.2024.09.002","url":null,"abstract":"<div><div>Generative AI’s capacity to create photorealistic images has the potential to augment human creativity and disrupt the economics of visual marketing content production. This research systematically compares the performance of AI-generated to human-made marketing images across important marketing dimensions. First, we prompt seven state-of-the-art generative text-to-image models (DALL-E 3, Midjourney v6, Firefly 2, Imagen 2, Imagine, Stable Diffusion XL Turbo, and Realistic Vision) to create <span><math><mrow><mn>10</mn><mo>,</mo><mn>320</mn></mrow></math></span> synthetic marketing images, using <span><math><mrow><mn>2</mn><mo>,</mo><mn>400</mn></mrow></math></span> real-world, human-made images as input. <span><math><mrow><mn>254</mn><mo>,</mo><mn>400</mn></mrow></math></span> human evaluations of these images show that AI-generated marketing imagery can surpass human-made images in quality, realism, and aesthetics. Second, we give identical creative briefings to commissioned human freelancers and the AI models, showing that the best synthetic images also excel in ad creativity, ad attitudes, and prompt following. Third, a field study with more than <span><math><mrow><mn>173</mn><mo>,</mo><mn>000</mn></mrow></math></span> impressions demonstrates that AI-generated banner ads can compete with professional human-made stock photography, achieving an up to <span><math><mrow><mn>50</mn><mo>%</mo></mrow></math></span> higher click-through rate than a human-made image. Collectively, our findings suggest that the paradigm shift brought about by generative AI can help advertisers produce marketing content not only faster and orders of magnitude cheaper but also at superhuman effectiveness levels with important implications for firms, consumers, and policymakers. To facilitate future research on AI-generated marketing imagery, we release <span><span>GenImageNet</span><svg><path></path></svg></span> that contains all of our synthetic images and their human ratings.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 13-31"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143508665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.07.006
Lili Wenli Zou , Chi Kin (Bennett) Yim
Improving customers’ experiences by reducing their negative reactions to a crowded environment continues to be a challenge for brick-and-mortar stores. Drawing from the social identity theory, this research proposes that stores could mitigate customers’ crowding perceptions in a high customer density environment by creating a contrived similarity shared among customers that is assigned, observable, and trivial. A total of seven studies (N = 3,343), including two field experiments, one simulated study, and four online experiments, affirm the contrived similarity effect on alleviating customers’ perceptions of crowding when customer density is high, and this effect is mediated by eliciting a situational in-group identification among customers and moderated by customers’ perceived self-uncertainty. This research enriches the literatures on crowding and similarity, as well as social identity theory. Its results also provide implications for service managers facing the crowding dilemma, who must find ways to manage customer traffic and customer experience effectively.
{"title":"Customer traffic and customer experience: Creating a contrived similarity to address the crowding dilemma","authors":"Lili Wenli Zou , Chi Kin (Bennett) Yim","doi":"10.1016/j.ijresmar.2024.07.006","DOIUrl":"10.1016/j.ijresmar.2024.07.006","url":null,"abstract":"<div><div>Improving customers’ experiences by reducing their negative reactions to a crowded environment continues to be a challenge for brick-and-mortar stores. Drawing from the social identity theory, this research proposes that stores could mitigate customers’ crowding perceptions in a high customer density environment by creating a contrived similarity shared among customers that is assigned, observable, and trivial. A total of seven studies (N = 3,343), including two field experiments, one simulated study, and four online experiments, affirm the contrived similarity effect on alleviating customers’ perceptions of crowding when customer density is high, and this effect is mediated by eliciting a situational in-group identification among customers and moderated by customers’ perceived self-uncertainty. This research enriches the literatures on crowding and similarity, as well as social identity theory. Its results also provide implications for service managers facing the crowding dilemma, who must find ways to manage customer traffic and customer experience effectively.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 133-152"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141945414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.05.001
Alain Debenedetti , Déborah Philippe , Delphine Dion
The mass-marketization of the luxury field results in a conundrum for brands: how to sell to the new mass of luxury consumers while continuing to conform to expectations of a singular, exclusive, and elitist experience. In contrast with prior research, which primarily focuses on understanding how luxury brands maintain their exclusivity despite market pressures toward “mass-marketization”, we draw on the institutional logics framework to explore how luxury mobilizes domestic elements in the service encounter to manage inclusivity and exclusivity imperatives in a context of massification. We show that the strategic mobilization of the domestic logic and its articulation with the market logic enable luxury brands to balance these contradictory imperatives. We identify three strategies that brands deploy in their retail stores: disguise (camouflaging the market logic under layers of domesticity), hybridization (blending domestic and market logics), and juxtaposition (partitioning domestic and market logics). Our findings suggest that domesticity can be mobilized both as an integration and a separation mechanism and that the “domestication” of the luxury retail experience enables brands to situate their customers at different levels of the consumption experience. Building on these findings, we give brands and operational managers working in luxury firms several avenues for improving the way they manage customer experience and service encounters.
{"title":"Balancing exclusivity and inclusivity through the strategic domestication of the luxury retail experience","authors":"Alain Debenedetti , Déborah Philippe , Delphine Dion","doi":"10.1016/j.ijresmar.2024.05.001","DOIUrl":"10.1016/j.ijresmar.2024.05.001","url":null,"abstract":"<div><div>The mass-marketization of the luxury field results in a conundrum for brands: how to sell to the new mass of luxury consumers while continuing to conform to expectations of a singular, exclusive, and elitist experience. In contrast with prior research, which primarily focuses on understanding how luxury brands maintain their exclusivity despite market pressures toward “mass-marketization”, we draw on the institutional logics framework to explore how luxury mobilizes domestic elements in the service encounter to manage inclusivity and exclusivity imperatives in a context of massification. We show that the strategic mobilization of the domestic logic and its articulation with the market logic enable luxury brands to balance these contradictory imperatives. We identify three strategies that brands deploy in their retail stores: disguise (camouflaging the market logic under layers of domesticity), hybridization (blending domestic and market logics), and juxtaposition (partitioning domestic and market logics). Our findings suggest that domesticity can be mobilized both as an integration and a separation mechanism and that the “domestication” of the luxury retail experience enables brands to situate their customers at different levels of the consumption experience. Building on these findings, we give brands and operational managers working in luxury firms several avenues for improving the way they manage customer experience and service encounters.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 32-54"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141043735","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.05.008
Marian Makkar , Samuelson Appau , Russell W. Belk
Many types of consumption—including events, traveling, and accommodation—primarily focus on selling time in space to consumers. That is, their business model is based on charging consumers for spending time in provided spaces (or places), with prices varying depending on the type of space and how much time consumers spend in that space. Using Bakhtin’s notion of chronotopes, we develop the concept of chronotopic services to describe these types of services that primarily sell time-in-space to consumers. Airbnb is an example of a chronotopic service. In a six-year multimethod qualitative study of consumers’ experiences with Airbnb we examine how such chronotopic services occur and how they shape consumption value outcomes in Airbnb. We conceptualize chronotopic services by noting three affordances that characterize Airbnb—temporal, spatial, and spatiotemporal affordances. We show how these three chronotopic affordances enable the orchestration of consumption value outcomes through heterotemporality, heterotopia, and hybridity. We contribute to services and consumer research on the role of space and time in the consumption of services by demonstrating how chronotopic affordances shape consumption outcomes and consumer experiences. This research also highlights the implications of the time-in-space aspects of chronotopic services and how value is created and destroyed because of its chronotopic nature. We discuss the implications of our findings for understanding the consumption of other chronotopic services and how chronotopic affordances shape other forms of consumption.
{"title":"Value outcomes in Airbnb as a chronotopic service","authors":"Marian Makkar , Samuelson Appau , Russell W. Belk","doi":"10.1016/j.ijresmar.2024.05.008","DOIUrl":"10.1016/j.ijresmar.2024.05.008","url":null,"abstract":"<div><div>Many types of consumption—including events, traveling, and accommodation—primarily focus on selling time in space to consumers. That is, their business model is based on charging consumers for spending time in provided spaces (or places), with prices varying depending on the type of space and how much time consumers spend in that space. Using Bakhtin’s notion of chronotopes, we develop the concept of chronotopic services to describe these types of services that primarily sell time-in-space to consumers. Airbnb is an example of a chronotopic service. In a six-year multimethod qualitative study of consumers’ experiences with Airbnb we examine how such chronotopic services occur and how they shape consumption value outcomes in Airbnb. We conceptualize chronotopic services by noting three affordances that characterize Airbnb—temporal, spatial, and spatiotemporal affordances. We show how these three chronotopic affordances enable the orchestration of consumption value outcomes through heterotemporality, heterotopia, and hybridity. We contribute to services and consumer research on the role of space and time in the consumption of services by demonstrating how chronotopic affordances shape consumption outcomes and consumer experiences. This research also highlights the implications of the time-in-space aspects of chronotopic services and how value is created and destroyed because of its chronotopic nature. We discuss the implications of our findings for understanding the consumption of other chronotopic services and how chronotopic affordances shape other forms of consumption.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 55-73"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141398870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.10.009
Michael Haenlein , Andrew Jack
Research shapes, in one way or another, the activities of nearly every business school. It is a cornerstone that defines institutional prestige, faculty recruitment, and student demand. However, despite the billions invested annually, much of this research receives limited attention beyond academia. This article introduces a comprehensive conceptual framework that distinguishes between four types of impact, depending on the primary stakeholder group the research addresses. We separate academic, teaching, societal, and managerial impact through its influence on the behavior of fellow academics, consumers/ public policymakers, students, and managers. By proposing a set of short-term impact signals and medium-term impact measures, we map the path from research publication to long-term impact. Our framework offers actionable insights for business school deans, journal editors, and faculty. We identify current challenges in measuring research impact, including output variety, attribution, and data availability. We hope our framework can guide decision-makers seeking to enhance the visibility and real-world influence of business school research. This article accompanies and explains the underlying thinking in an experimental new standalone Financial Times research ranking (www.ft.com/bsis)
{"title":"Measuring the long-term impact of business school research on academia, teaching, society and decision makers","authors":"Michael Haenlein , Andrew Jack","doi":"10.1016/j.ijresmar.2024.10.009","DOIUrl":"10.1016/j.ijresmar.2024.10.009","url":null,"abstract":"<div><div>Research shapes, in one way or another, the activities of nearly every business school. It is a cornerstone that defines institutional prestige, faculty recruitment, and student demand. However, despite the billions invested annually, much of this research receives limited attention beyond academia. This article introduces a comprehensive conceptual framework that distinguishes between four types of impact, depending on the primary stakeholder group the research addresses. We separate academic, teaching, societal, and managerial impact through its influence on the behavior of fellow academics, consumers/ public policymakers, students, and managers. By proposing a set of short-term impact signals and medium-term impact measures, we map the path from research publication to long-term impact. Our framework offers actionable insights for business school deans, journal editors, and faculty. We identify current challenges in measuring research impact, including output variety, attribution, and data availability. We hope our framework can guide decision-makers seeking to enhance the visibility and real-world influence of business school research. This article accompanies and explains the underlying thinking in an experimental new standalone Financial Times research ranking (<span><span>www.ft.com/bsis</span><svg><path></path></svg></span>)</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 1-12"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143507947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.07.007
Justin Pomerance , Leaf Van Boven
Consumers often confront offerings that are associated with political cues. For example, a coffee company may tout its liberal relations with employees or suppliers, or may hang bathroom signs that promise to please liberals. In this research, we demonstrate that consumers overestimate how much these partisan cues influence others’ preferences, a pattern we term exaggerated preference polarization. We demonstrate exaggerated preference polarization in five studies, and show that it is robust across a variety of common consumption scenarios. While prior research demonstrates that people often overestimate others’ partisanship, the present research demonstrates that people overestimate the influence of partisan cues on other consumers’ preferences. This research contributes to the literature by identifying a novel way in which political polarization influences consumption behavior, especially for interpersonal decision making. This work also has important implications for firms, who should recognize that people will be more responsive to political signals when choosing for others. We discuss further contributions and directions for future research in the general discussion.
{"title":"Party over product: People exaggerate the influence of political cues on others’ consumption preferences","authors":"Justin Pomerance , Leaf Van Boven","doi":"10.1016/j.ijresmar.2024.07.007","DOIUrl":"10.1016/j.ijresmar.2024.07.007","url":null,"abstract":"<div><div>Consumers often confront offerings that are associated with political cues. For example, a coffee company may tout its liberal relations with employees or suppliers, or may hang bathroom signs that promise to please liberals. In this research, we demonstrate that consumers overestimate how much these partisan cues influence others’ preferences, a pattern we term <em>exaggerated preference polarization</em>. We demonstrate exaggerated preference polarization in five studies, and show that it is robust across a variety of common consumption scenarios. While prior research demonstrates that people often overestimate others’ partisanship, the present research demonstrates that people overestimate the influence of partisan cues on other consumers’ preferences. This research contributes to the literature by identifying a novel way in which political polarization influences consumption behavior, especially for interpersonal decision making. This work also has important implications for firms, who should recognize that people will be more responsive to political signals when choosing for others. We discuss further contributions and directions for future research in the general discussion.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 153-170"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142176542","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.12.005
Lachlan Deer , Susanne J. Adler , Hannes Datta , Natalie Mizik , Marko Sarstedt
The open science paradigm has gained prominence in marketing as researchers seek to enhance the validity, reliability, and transparency of research methods and findings. Journals and institutions increasingly encourage or require open science practices, and many authors have started to adapt to and meet these new research and publishing expectations. We provide guidance for effectively implementing open science practices in empirical marketing research. Our recommendations, are tailored to the unique methodological approaches and challenges of each subdiscipline and their specific research contexts. Successful integration of these practices into academic marketing research will require concerted and collaborative efforts among authors, journals, institutions, and funding agencies. We argue that the gradual, thoughtful adoption of these principles and practices will improve the quality and efficiency of scientific discovery.
{"title":"Toward open science in marketing research","authors":"Lachlan Deer , Susanne J. Adler , Hannes Datta , Natalie Mizik , Marko Sarstedt","doi":"10.1016/j.ijresmar.2024.12.005","DOIUrl":"10.1016/j.ijresmar.2024.12.005","url":null,"abstract":"<div><div>The open science paradigm has gained prominence in marketing as researchers seek to enhance the validity, reliability, and transparency of research methods and findings. Journals and institutions increasingly encourage or require open science practices, and many authors have started to adapt to and meet these new research and publishing expectations. We provide guidance for effectively implementing open science practices in empirical marketing research. Our recommendations, are tailored to the unique methodological approaches and challenges of each subdiscipline and their specific research contexts. Successful integration of these practices into academic marketing research will require concerted and collaborative efforts among authors, journals, institutions, and funding agencies. We argue that the gradual, thoughtful adoption of these principles and practices will improve the quality and efficiency of scientific discovery.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 212-233"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143508672","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-03-01DOI: 10.1016/j.ijresmar.2024.08.002
Stijn Maesen
Grocery retailers are increasingly introducing specialist private label products, leading to competition with manufacturers’ national brand products. In turn, retailers might consider reducing specialist national brand assortment size, but how this affects retailer performance is unclear. To address this question, this research analyses store-level scanner data before and after the launch of a specialist organic private label (OPL) line in 13 product categories. The results indicate that OPL introduction leads to significant reductions in organic national brand (ONB) assortment size. This amplifies OPL success by strengthening the positive relationship between OPL assortment size and OPL market share. However, while reducing ONB assortment size can amplify OPL success, it decreases overall sales in the category. A key contextual factor is the degree of organic product penetration in the category assortment. When organic penetration is lower, the beneficial effects of reducing ONB assortment size for the OPL line are weaker and the harmful effects for the category stronger. These findings provide novel insight into how disinvesting in national brand assortments when launching specialist private label products helps and harms retailers. That is, retail stores may be better off not reducing national brand assortments because doing so can result in a ‘larger share of a smaller pie’, especially when penetration of products with the specialist attribute is low.
{"title":"Introducing specialist private labels: How reducing manufacturers’ competing assortment size affects retailer performance","authors":"Stijn Maesen","doi":"10.1016/j.ijresmar.2024.08.002","DOIUrl":"10.1016/j.ijresmar.2024.08.002","url":null,"abstract":"<div><div>Grocery retailers are increasingly introducing specialist private label products, leading to competition with manufacturers’ national brand products. In turn, retailers might consider reducing specialist national brand assortment size, but how this affects retailer performance is unclear. To address this question, this research analyses store-level scanner data before and after the launch of a specialist organic private label (OPL) line in 13 product categories. The results indicate that OPL introduction leads to significant reductions in organic national brand (ONB) assortment size. This amplifies OPL success by strengthening the positive relationship between OPL assortment size and OPL market share. However, while reducing ONB assortment size can amplify OPL success, it decreases overall sales in the category. A key contextual factor is the degree of organic product penetration in the category assortment. When organic penetration is lower, the beneficial effects of reducing ONB assortment size for the OPL line are weaker and the harmful effects for the category stronger. These findings provide novel insight into how disinvesting in national brand assortments when launching specialist private label products helps and harms retailers. That is, retail stores may be better off not reducing national brand assortments because doing so can result in a ‘larger share of a smaller pie’, especially when penetration of products with the specialist attribute is low.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 1","pages":"Pages 192-211"},"PeriodicalIF":5.9,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143508671","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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