Pub Date : 2023-07-10DOI: 10.1108/ejm-01-2021-0016
Annika Meschnig, Carolin Decker-Lange, Anna Dubiel
Purpose Drawing on transaction cost economics, the authors conceptualise brand licensing as a form of alliance. Its performance may be affected by a licensee’s potential opportunism resulting from an imbalance of specific investments in brand-building prior to signing the licensing agreement. From the licensor’s perspective, brand licensing represents a trade-off between brand protection and additional revenues. This study aims to examine how this trade-off shapes licensors’ evaluations of the attractiveness of brand licensing opportunities. Design/methodology/approach In a vignette study, 121 brand licensing professionals evaluated the attractiveness of up to eight hypothetical brand licensing opportunities with different levels of risk and profitability. Findings From a licensor’s perspective, high brand quality and distribution risks decrease the attractiveness of a licensing opportunity, although the latter risks are more pronounced. High potential profitability has a positive and significant effect on attractiveness. Research limitations/implications The risks outlined in this study refer to licensee behaviour. The licensor may also behave opportunistically. The authors encourage research designs that enable a dyadic evaluation of licensing opportunities because a comparison of a licensor’s and a licensee’s assessments of the same scenario would be illuminating. Practical implications The findings enable the development of an evaluation template that directs brand owners’ attention to the risks and gains of brand licensing opportunities. It supports licensors in choosing the “best” opportunity. Originality/value This study identifies risks emanating from a licensee’s potential opportunism from a licensor’s perspective. It juxtaposes these risks with the potential profitability of brand licensing opportunities. It is thus one of the first studies to address a licensor’s decision-making trade-offs in a large-scale empirical setting.
{"title":"Burning the candle at both ends: how to balance potential profitability and brand protection when licensing brands","authors":"Annika Meschnig, Carolin Decker-Lange, Anna Dubiel","doi":"10.1108/ejm-01-2021-0016","DOIUrl":"https://doi.org/10.1108/ejm-01-2021-0016","url":null,"abstract":"\u0000Purpose\u0000Drawing on transaction cost economics, the authors conceptualise brand licensing as a form of alliance. Its performance may be affected by a licensee’s potential opportunism resulting from an imbalance of specific investments in brand-building prior to signing the licensing agreement. From the licensor’s perspective, brand licensing represents a trade-off between brand protection and additional revenues. This study aims to examine how this trade-off shapes licensors’ evaluations of the attractiveness of brand licensing opportunities.\u0000\u0000\u0000Design/methodology/approach\u0000In a vignette study, 121 brand licensing professionals evaluated the attractiveness of up to eight hypothetical brand licensing opportunities with different levels of risk and profitability.\u0000\u0000\u0000Findings\u0000From a licensor’s perspective, high brand quality and distribution risks decrease the attractiveness of a licensing opportunity, although the latter risks are more pronounced. High potential profitability has a positive and significant effect on attractiveness.\u0000\u0000\u0000Research limitations/implications\u0000The risks outlined in this study refer to licensee behaviour. The licensor may also behave opportunistically. The authors encourage research designs that enable a dyadic evaluation of licensing opportunities because a comparison of a licensor’s and a licensee’s assessments of the same scenario would be illuminating.\u0000\u0000\u0000Practical implications\u0000The findings enable the development of an evaluation template that directs brand owners’ attention to the risks and gains of brand licensing opportunities. It supports licensors in choosing the “best” opportunity.\u0000\u0000\u0000Originality/value\u0000This study identifies risks emanating from a licensee’s potential opportunism from a licensor’s perspective. It juxtaposes these risks with the potential profitability of brand licensing opportunities. It is thus one of the first studies to address a licensor’s decision-making trade-offs in a large-scale empirical setting.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45381099","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-07DOI: 10.1108/ejm-06-2021-0388
Thilo Kunkel, Ted Hayduk, Daniel Lock
Purpose There is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how different motivational affordances in notifications affects subsequent app use. Design/methodology/approach The authors designed three studies to address the purpose: (1) an online experiment to test how individuals perceived notifications, which contained social affordances, progression-based affordances, and a combination of social and progression affordances; (2) a survey to gain a deeper understanding of why certain notification characteristics were effective and to unearth factors that jointly affected notification effectiveness; and (3) an in-app field experiment to test if the findings from studies 1 and 2 held up in a “real world” setting. Findings The analysis revealed that progression incentives yielded the greatest increases in user behavior. Neither a social incentive, nor a combination of social and progression affordances was more effective than one progression affordance. This effect was heightened by consumers’ involvement with the focal brand. Research limitations/implications The contribution extends knowledge about the use of motivational affordances to gamify push notifications in high-involvement contexts. This implies that greater attention should be paid to how the: length of push notifications, affordances communicated and degree of consumers’ relationship with a focal brand (i.e. involvement) impact notification effectiveness. These findings set out new avenues to investigate the uses of gamification and services marketing in future research. Practical implications The authors provide marketers with insights into the most effective ways to gamify, structure and time the delivery of notifications. In high-involvement contexts where consumers decide whether to act on a gamified marketing affordance quickly, it pays to use push notifications that feature visible, immediate and tangible rewards. Understanding consumers’ involvement with the brand allows marketers to turn notifications from a potential annoyance into a viable conduit for engagement. Originality/value This research extends knowledge on gamification to the domain of push notifications. In doing so, the authors have demonstrated the communicated affordances and wording of the push notifications organizations send affect user behavior. The authors further expand knowledge of the role of consumer involvement on push notification effectiveness while controlling for app usage patterns.
{"title":"Push it real good: the effects of push notifications promoting motivational affordances on consumer behavior in a gamified mobile app","authors":"Thilo Kunkel, Ted Hayduk, Daniel Lock","doi":"10.1108/ejm-06-2021-0388","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0388","url":null,"abstract":"\u0000Purpose\u0000There is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how different motivational affordances in notifications affects subsequent app use.\u0000\u0000\u0000Design/methodology/approach\u0000The authors designed three studies to address the purpose: (1) an online experiment to test how individuals perceived notifications, which contained social affordances, progression-based affordances, and a combination of social and progression affordances; (2) a survey to gain a deeper understanding of why certain notification characteristics were effective and to unearth factors that jointly affected notification effectiveness; and (3) an in-app field experiment to test if the findings from studies 1 and 2 held up in a “real world” setting.\u0000\u0000\u0000Findings\u0000The analysis revealed that progression incentives yielded the greatest increases in user behavior. Neither a social incentive, nor a combination of social and progression affordances was more effective than one progression affordance. This effect was heightened by consumers’ involvement with the focal brand.\u0000\u0000\u0000Research limitations/implications\u0000The contribution extends knowledge about the use of motivational affordances to gamify push notifications in high-involvement contexts. This implies that greater attention should be paid to how the: length of push notifications, affordances communicated and degree of consumers’ relationship with a focal brand (i.e. involvement) impact notification effectiveness. These findings set out new avenues to investigate the uses of gamification and services marketing in future research.\u0000\u0000\u0000Practical implications\u0000The authors provide marketers with insights into the most effective ways to gamify, structure and time the delivery of notifications. In high-involvement contexts where consumers decide whether to act on a gamified marketing affordance quickly, it pays to use push notifications that feature visible, immediate and tangible rewards. Understanding consumers’ involvement with the brand allows marketers to turn notifications from a potential annoyance into a viable conduit for engagement.\u0000\u0000\u0000Originality/value\u0000This research extends knowledge on gamification to the domain of push notifications. In doing so, the authors have demonstrated the communicated affordances and wording of the push notifications organizations send affect user behavior. The authors further expand knowledge of the role of consumer involvement on push notification effectiveness while controlling for app usage patterns.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48010224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-04DOI: 10.1108/ejm-01-2022-0044
Anatoli Colicev, Arnaud De Bruyn
Purpose This paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes. Design/methodology/approach Brand-related buzz can be defined as “a general sense of [positive or negative] excitement about or interest in [a brand], as reflected in or generated by word of mouth” (Oxford dictionary). The authors investigate the spillover effects of such positive and negative buzz on brand attitudes of 648 brands in 43 categories over five years. Findings The authors find that spillover effects are widespread across product categories and affect competing brands through (negative) halo effect and (unfavorable) preference substitution. The authors do not find evidence of positive spillover effects for non-focal brands. Research limitations/implications The authors provide generalizable evidence that positive and negative buzz spills over competing brands’ attitudes for hundreds of brands across the largest sectors of the US economy. Interestingly, positive and negative buzz have asymmetric effects on consumer attitudes. These effects vary by consumer attitude metric and are moderated by brand news intensity, strength and similarity. Practical implications First, marketing managers should monitor the buzz of competing brands. Second, if managers are concerned with impressions, they should intervene when there is a negative buzz about competitors (halo effect). Third, managers should stimulate positive buzz to negatively affect their competitors’ purchases. Fourth, managing a smaller brand has advantages regarding impressions and recommendations, while news intensity can shield from negative spillover effects for impressions. Finally, brand similarity amplifies the spillover effects across the board. Originality/value This paper provides evidence that spillover effects are pervasive and urges marketing managers and academics to incorporate competing buzz in their frameworks and strategies.
{"title":"The spillover effects of positive and negative buzz on brand attitudes","authors":"Anatoli Colicev, Arnaud De Bruyn","doi":"10.1108/ejm-01-2022-0044","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0044","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes.\u0000\u0000\u0000Design/methodology/approach\u0000Brand-related buzz can be defined as “a general sense of [positive or negative] excitement about or interest in [a brand], as reflected in or generated by word of mouth” (Oxford dictionary). The authors investigate the spillover effects of such positive and negative buzz on brand attitudes of 648 brands in 43 categories over five years.\u0000\u0000\u0000Findings\u0000The authors find that spillover effects are widespread across product categories and affect competing brands through (negative) halo effect and (unfavorable) preference substitution. The authors do not find evidence of positive spillover effects for non-focal brands.\u0000\u0000\u0000Research limitations/implications\u0000The authors provide generalizable evidence that positive and negative buzz spills over competing brands’ attitudes for hundreds of brands across the largest sectors of the US economy. Interestingly, positive and negative buzz have asymmetric effects on consumer attitudes. These effects vary by consumer attitude metric and are moderated by brand news intensity, strength and similarity.\u0000\u0000\u0000Practical implications\u0000First, marketing managers should monitor the buzz of competing brands. Second, if managers are concerned with impressions, they should intervene when there is a negative buzz about competitors (halo effect). Third, managers should stimulate positive buzz to negatively affect their competitors’ purchases. Fourth, managing a smaller brand has advantages regarding impressions and recommendations, while news intensity can shield from negative spillover effects for impressions. Finally, brand similarity amplifies the spillover effects across the board.\u0000\u0000\u0000Originality/value\u0000This paper provides evidence that spillover effects are pervasive and urges marketing managers and academics to incorporate competing buzz in their frameworks and strategies.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42665332","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-04DOI: 10.1108/ejm-01-2022-0022
H. Yi, Minkyung Lee, Fortue Edem Amenuvor
Purpose This study which is positioned in the ambit of control research investigates the impact of ex ante contractual completeness on opportunistic behaviors and ex post transaction costs, while assessing how these affect relationship termination intention. This study aims to examine alternative attractiveness as a necessary moderator of the nexus between transaction cost and relationship termination intention. Design/methodology/approach Data gathered from 211 companies in South Korea that have installed and run outsourced vending machines are analyzed and used to validate the study’s theoretical and empirical contributions. Findings The findings, which rely only on data from companies that outsource and those that run outsourced vending machines, show that contractual completeness negatively affects both active and passive opportunism. The study also discovers that active opportunism positively affects both bargaining costs and monitoring costs, whereas passive opportunism has a positive and direct effect on maladaptation costs but a negative effect on monitoring costs. It further finds that both bargaining and maladaptation costs have positive and direct effects on relationship termination intention, while monitoring costs have a negative effect on the same. Furthermore, it is observed that alternative attractiveness moderates the relationships between bargaining costs and relationship termination intention, as well as maladaptation costs and relationship termination intention. Practical implications This study demonstrates that contractual completeness can serve as an important ex ante control mechanism, whereas the two types of opportunism can raise transaction costs. Furthermore, alternative attractiveness is identified as a driver of the impact of transaction costs on relationship termination intention. Originality/value A key point of the departure of this study is that it examines the moderating role of alternative attractiveness in the relationship between transaction cost and relationship termination intention. The paper also advances the control literature by emphasizing the critical role that contractual completeness plays in reducing the occurrence of (both active and passive) opportunism in business relationships (especially companies that outsource).
{"title":"Effects of contractual completeness on opportunistic behaviors, multilevel transaction costs and relationship termination intention: the moderating effect of alternative attractiveness","authors":"H. Yi, Minkyung Lee, Fortue Edem Amenuvor","doi":"10.1108/ejm-01-2022-0022","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0022","url":null,"abstract":"\u0000Purpose\u0000This study which is positioned in the ambit of control research investigates the impact of ex ante contractual completeness on opportunistic behaviors and ex post transaction costs, while assessing how these affect relationship termination intention. This study aims to examine alternative attractiveness as a necessary moderator of the nexus between transaction cost and relationship termination intention.\u0000\u0000\u0000Design/methodology/approach\u0000Data gathered from 211 companies in South Korea that have installed and run outsourced vending machines are analyzed and used to validate the study’s theoretical and empirical contributions.\u0000\u0000\u0000Findings\u0000The findings, which rely only on data from companies that outsource and those that run outsourced vending machines, show that contractual completeness negatively affects both active and passive opportunism. The study also discovers that active opportunism positively affects both bargaining costs and monitoring costs, whereas passive opportunism has a positive and direct effect on maladaptation costs but a negative effect on monitoring costs. It further finds that both bargaining and maladaptation costs have positive and direct effects on relationship termination intention, while monitoring costs have a negative effect on the same. Furthermore, it is observed that alternative attractiveness moderates the relationships between bargaining costs and relationship termination intention, as well as maladaptation costs and relationship termination intention.\u0000\u0000\u0000Practical implications\u0000This study demonstrates that contractual completeness can serve as an important ex ante control mechanism, whereas the two types of opportunism can raise transaction costs. Furthermore, alternative attractiveness is identified as a driver of the impact of transaction costs on relationship termination intention.\u0000\u0000\u0000Originality/value\u0000A key point of the departure of this study is that it examines the moderating role of alternative attractiveness in the relationship between transaction cost and relationship termination intention. The paper also advances the control literature by emphasizing the critical role that contractual completeness plays in reducing the occurrence of (both active and passive) opportunism in business relationships (especially companies that outsource).\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43163474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-03DOI: 10.1108/ejm-12-2020-0897
Kaisa Aro, Kati Suomi, Richard I. Gyrd-Jones
Purpose This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts. Design/methodology/approach The qualitative empirical study uses abductive reasoning. Its theories and conclusions are grounded in naturally occurring data from an online brand community. The approach revealed new interactive processes of brand love. Findings This study extends our understanding of the interactive nature of brand love by adopting a layered perspective incorporating micro- (individual), meso- (in-group), macro- (in-group vs out-group) and mega-layer (societal) social dynamics that complements the predominant focus on individual psychological processes. It challenges the linear, monodirectional trajectory approach to brand love, suggesting that brand love is in constant flux as individuals move across the layers in their identification with the brand. Research limitations/implications This study provides data from one destination brand in Finland. Future studies could consider other types of brands and contexts in other countries and cultures. Practical implications This study shows brand managers that brand lovers can be divided into subgroups with distinct drivers of their love to which brand managers should attend. Originality/value To the best of the authors’ knowledge, this is the first attempt to describe the interactive nature of brand love through interactions between and within four layers of brand love. Furthermore, this study enhances our understanding of the contradictory aspects of brand love.
{"title":"Layers of love – exploring the interactive layers of brand love in the social media setting","authors":"Kaisa Aro, Kati Suomi, Richard I. Gyrd-Jones","doi":"10.1108/ejm-12-2020-0897","DOIUrl":"https://doi.org/10.1108/ejm-12-2020-0897","url":null,"abstract":"\u0000Purpose\u0000This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts.\u0000\u0000\u0000Design/methodology/approach\u0000The qualitative empirical study uses abductive reasoning. Its theories and conclusions are grounded in naturally occurring data from an online brand community. The approach revealed new interactive processes of brand love.\u0000\u0000\u0000Findings\u0000This study extends our understanding of the interactive nature of brand love by adopting a layered perspective incorporating micro- (individual), meso- (in-group), macro- (in-group vs out-group) and mega-layer (societal) social dynamics that complements the predominant focus on individual psychological processes. It challenges the linear, monodirectional trajectory approach to brand love, suggesting that brand love is in constant flux as individuals move across the layers in their identification with the brand.\u0000\u0000\u0000Research limitations/implications\u0000This study provides data from one destination brand in Finland. Future studies could consider other types of brands and contexts in other countries and cultures.\u0000\u0000\u0000Practical implications\u0000This study shows brand managers that brand lovers can be divided into subgroups with distinct drivers of their love to which brand managers should attend.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first attempt to describe the interactive nature of brand love through interactions between and within four layers of brand love. Furthermore, this study enhances our understanding of the contradictory aspects of brand love.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48222027","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.1108/ejm-05-2022-0403
Elizabeth A. Minton
Purpose This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes. Design/methodology/approach Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables. Findings Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant. Research limitations/implications This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations. Practical implications Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition. Originality/value This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.
{"title":"Religiosity scales in marketing research","authors":"Elizabeth A. Minton","doi":"10.1108/ejm-05-2022-0403","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0403","url":null,"abstract":"\u0000Purpose\u0000This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes.\u0000\u0000\u0000Design/methodology/approach\u0000Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables.\u0000\u0000\u0000Findings\u0000Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant.\u0000\u0000\u0000Research limitations/implications\u0000This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations.\u0000\u0000\u0000Practical implications\u0000Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition.\u0000\u0000\u0000Originality/value\u0000This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49590322","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-29DOI: 10.1108/ejm-05-2022-0397
P. Jayaswal, B. Parida
Purpose Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research. Design/methodology/approach This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses. Findings The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions. Research limitations/implications The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations. Practical implications AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns. Originality/value This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.
{"title":"Past, present and future of augmented reality marketing research: a bibliometric and thematic analysis approach","authors":"P. Jayaswal, B. Parida","doi":"10.1108/ejm-05-2022-0397","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0397","url":null,"abstract":"\u0000Purpose\u0000Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.\u0000\u0000\u0000Design/methodology/approach\u0000This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.\u0000\u0000\u0000Findings\u0000The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.\u0000\u0000\u0000Research limitations/implications\u0000The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.\u0000\u0000\u0000Practical implications\u0000AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.\u0000\u0000\u0000Originality/value\u0000This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46491412","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-21DOI: 10.1108/ejm-12-2022-0899
G. Ares, Florencia Alcaire, Vanessa Gugliucci, L. Machín, Carolina de León, Virginia Natero, T. Otterbring
Purpose The current research aimed to examine the prevalence of Instagram posts featuring ultra-processed products targeted at adolescents in Uruguay and hence investigate the frequency of such posts among a vulnerable consumer segment in a country that cannot be classified as WEIRD (i.e. Western, educated, industrialized, rich and democratic). Design/methodology/approach The study relied on a cross-sectional content analysis. A total of 2,014 Instagram posts promoting ultraprocessed products or brands commercializing such products, generated by 118 Instagram accounts between August 15th, 2020, and February 15th, 2021, were analyzed. Nine indicators of food marketing targeted at adolescents were selected to identify posts targeted at this age segment. Inductive coding was used to describe the content of the posts. Descriptive statistics and generalized linear models were used to analyze the data. Findings In total, 17.6% of the posts were identified as targeted at adolescents. Graphic design and adolescent language were the most prevalent indicators of marketing targeted at adolescents, followed by explicit references to adolescents or young adults and memes. Posts identified as targeted at adolescents mainly promoted snacks and discretionary foods. Differences in the content of posts identified as targeted and not targeted at adolescents were observed. Research limitations/implications The analysis was restricted to one social media platform in one country during a limited period of time, which limits the generalizability of the findings to other media platforms, samples and settings. Social implications Results stress the need to implement digital food marketing regulations to reduce exposure of adolescents to the deleterious effects of stemming from marketing of unhealthy foods and provide empirical evidence to inform their development. Originality/value The study breaks new ground by analyzing the prevalence and exploring the characteristics and content of Instagram posts promoting ultra-processed products to adolescents in an under-researched geographic area of the world.
{"title":"Colorful candy, teen vibes and cool memes: prevalence and content of Instagram posts featuring ultra-processed products targeted at adolescents","authors":"G. Ares, Florencia Alcaire, Vanessa Gugliucci, L. Machín, Carolina de León, Virginia Natero, T. Otterbring","doi":"10.1108/ejm-12-2022-0899","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0899","url":null,"abstract":"\u0000Purpose\u0000The current research aimed to examine the prevalence of Instagram posts featuring ultra-processed products targeted at adolescents in Uruguay and hence investigate the frequency of such posts among a vulnerable consumer segment in a country that cannot be classified as WEIRD (i.e. Western, educated, industrialized, rich and democratic).\u0000\u0000\u0000Design/methodology/approach\u0000The study relied on a cross-sectional content analysis. A total of 2,014 Instagram posts promoting ultraprocessed products or brands commercializing such products, generated by 118 Instagram accounts between August 15th, 2020, and February 15th, 2021, were analyzed. Nine indicators of food marketing targeted at adolescents were selected to identify posts targeted at this age segment. Inductive coding was used to describe the content of the posts. Descriptive statistics and generalized linear models were used to analyze the data.\u0000\u0000\u0000Findings\u0000In total, 17.6% of the posts were identified as targeted at adolescents. Graphic design and adolescent language were the most prevalent indicators of marketing targeted at adolescents, followed by explicit references to adolescents or young adults and memes. Posts identified as targeted at adolescents mainly promoted snacks and discretionary foods. Differences in the content of posts identified as targeted and not targeted at adolescents were observed.\u0000\u0000\u0000Research limitations/implications\u0000The analysis was restricted to one social media platform in one country during a limited period of time, which limits the generalizability of the findings to other media platforms, samples and settings.\u0000\u0000\u0000Social implications\u0000Results stress the need to implement digital food marketing regulations to reduce exposure of adolescents to the deleterious effects of stemming from marketing of unhealthy foods and provide empirical evidence to inform their development.\u0000\u0000\u0000Originality/value\u0000The study breaks new ground by analyzing the prevalence and exploring the characteristics and content of Instagram posts promoting ultra-processed products to adolescents in an under-researched geographic area of the world.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48957382","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-20DOI: 10.1108/ejm-04-2022-0293
T. Heath, C. Tynan
Purpose The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena. The authors assess the use of arts-based activities, within a broader critical pedagogy, for encouraging imaginative and analytical thinking. Design/methodology/approach The authors devised two learning activities and an interpretive method for studying their value. The activities were an individual essay connecting themes in song lyrics to marketing, and a group photography project. These were applied, within a broader, critical approach, in postgraduate modules on sustainability, ethics and critical marketing. Data collection comprised diaries kept by the teachers, open-ended feedback from students and students’ assignments. Findings Students showed high levels of engagement, reflexivity and depth of thought, in felt experiences of learning. Their ability to make connections not explicitly in the materials, and requiring imaginative jumps, was notable. Several reported lasting changes to their behaviour. Some found the tasks initially intimidating or, once they were more engaged, stressful or saddening. Research limitations/implications This adds to scholarship on management education by showing the usefulness of an arts-based approach towards a transformative agenda. Practical implications It offers a template of how to draw from the arts to strengthen critical engagement upon which marketing teachers can build. It also contains practical advice on the challenges and benefits of doing so. Social implications The authors provide evidence that this approach can enhance sensitivity and reflexivity in students, potentially producing more ethical and sustainable decisions in future. Originality/value The pedagogical interventions are novel and of value to lecturers seeking to enhance critical engagement with theory. An empirical study of an attempt to integrate arts into teaching marketing represents a promising direction, given the discipline’s creative nature.
{"title":"“We want your soul”: re-imagining marketing education through the arts","authors":"T. Heath, C. Tynan","doi":"10.1108/ejm-04-2022-0293","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0293","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena. The authors assess the use of arts-based activities, within a broader critical pedagogy, for encouraging imaginative and analytical thinking.\u0000\u0000\u0000Design/methodology/approach\u0000The authors devised two learning activities and an interpretive method for studying their value. The activities were an individual essay connecting themes in song lyrics to marketing, and a group photography project. These were applied, within a broader, critical approach, in postgraduate modules on sustainability, ethics and critical marketing. Data collection comprised diaries kept by the teachers, open-ended feedback from students and students’ assignments.\u0000\u0000\u0000Findings\u0000Students showed high levels of engagement, reflexivity and depth of thought, in felt experiences of learning. Their ability to make connections not explicitly in the materials, and requiring imaginative jumps, was notable. Several reported lasting changes to their behaviour. Some found the tasks initially intimidating or, once they were more engaged, stressful or saddening.\u0000\u0000\u0000Research limitations/implications\u0000This adds to scholarship on management education by showing the usefulness of an arts-based approach towards a transformative agenda.\u0000\u0000\u0000Practical implications\u0000It offers a template of how to draw from the arts to strengthen critical engagement upon which marketing teachers can build. It also contains practical advice on the challenges and benefits of doing so.\u0000\u0000\u0000Social implications\u0000The authors provide evidence that this approach can enhance sensitivity and reflexivity in students, potentially producing more ethical and sustainable decisions in future.\u0000\u0000\u0000Originality/value\u0000The pedagogical interventions are novel and of value to lecturers seeking to enhance critical engagement with theory. An empirical study of an attempt to integrate arts into teaching marketing represents a promising direction, given the discipline’s creative nature.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48257860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
T. Otterbring, G. Viglia, Laura Grazzini, Gopal Das
{"title":"Guest editorial: Favoring fieldwork makes marketing more meaningful","authors":"T. Otterbring, G. Viglia, Laura Grazzini, Gopal Das","doi":"10.1108/ejm-07-2023-987","DOIUrl":"https://doi.org/10.1108/ejm-07-2023-987","url":null,"abstract":"","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45849928","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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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