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Article
Publication date: 11 July 2017

Peter S.H. Leeflang

The purpose of this paper is to reflect on Nenonen et al.s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice…

1164

Abstract

Purpose

The purpose of this paper is to reflect on Nenonen et al.s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice and gives suggestions to reduce the theory–praxis gap. It gives examples of quantitative studies that have been performed with practioners and use the choices proposed by Nenonen et al. to draw conclusions.

Design/methodology/approach

This paper is based on personal experience of the author, which is supported by a substantial number of empirical studies.

Findings

Cooperation with marketing managers/decision-makers is most successful when the initiator is the practitioner. Public policy and litigation are the most promising areas for cooperation. It is difficult to publish the outcomes of these “joint” studies in top journals.

Originality/value

This study extends and continues the results of the study by Nenonen et al.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 8 May 2017

Salome Drechsler, Peter S.H. Leeflang, Tammo H.A. Bijmolt and Martin Natter

The purpose of this paper is to compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase…

5798

Abstract

Purpose

The purpose of this paper is to compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase probability and quantity decision.

Design/methodology/approach

The paper combines two empirical studies. Study 1 applies a hierarchical multiplicative model to store-level sales data for four product categories provided by a large Dutch retail chain. Study 2 presents a laboratory experiment in which the quantity requirements of the two focal MUP frames are manipulated to assess their impact on consumer purchase decisions.

Findings

The paper provides empirical evidence for the superiority of the “X for $Y” above “X + N free”, which confirms the hypotheses based on prospect theory, mental accounting and theory about gift-giving. Quantity requirements of four to five units show the largest effects. In addition, the superiority of the “X for $Y” frame holds for functional product categories, but not for the hedonic categories.

Practical implications

The paper provides managerial insights into the relative effectiveness of alternative MUPs and an SUP and how this promotional effectiveness depends on the type of product category and quantity requirements.

Originality/value

This paper combines actual sales data and experimental data. This “mixed approach” extends existing knowledge by comprehensively evaluating two MUP frames, namely, “X + N free” and “X for $Y” promotions, and an SUP.

Details

European Journal of Marketing, vol. 51 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 1 January 2010

Koen Pauwels and Dave Reibstein

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Book part
Publication date: 10 November 2010

Shantanu Dutta, Mark E. Bergen and Sourav Ray

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 14 September 2012

Ian A. Combe, John M. Rudd, Peter S.H. Leeflang and Gordon E. Greenley

Current conceptualisations of strategic flexibility and its antecedents are theory‐driven, which has resulted in a lack of consensus. To summarise this domain the paper aims to…

8649

Abstract

Purpose

Current conceptualisations of strategic flexibility and its antecedents are theory‐driven, which has resulted in a lack of consensus. To summarise this domain the paper aims to develop and present an a priori conceptual model of the antecedents and outcomes of strategic flexibility. Discussion and insights into the conceptual model, and the relationships specified, are made through a novel qualitative empirical approach. The implications for further research and a framework for further theoretical development are presented.

Design/methodology/approach

An exploratory qualitative research design is used applying multiple data collection techniques in a branch network of a large regional retailer in the UK. The development of strategic options and the complex relationship to strategic flexibility is investigated.

Findings

The number and type of strategic options developed by managers impact on the degree of strategic flexibility and also on the ability of the firm to achieve competitive differentiation. Additionally, the type of strategic option implemented by managers is dependent on the competitive situation faced at a local level. Evidence of managers' limited perception of competition was identified based on their spatial embeddedness.

Research limitations/implications

A single, in‐depth case study was used. The data gathered is rich and appropriate for the exploratory approach adopted here. However, generalisability of the findings is limited.

Practical implications

Strategic flexibility is rooted in the ability of front‐line mangers to develop and implement strategic options; this in turn facilitates competitive differentiation.

Originality/value

The research presented is unique in this domain on two accounts. First, theory is developed by presenting an a priori conceptual model, and testing through in‐depth qualitative data gathering. Second, insights into strategic flexibility are presented through an examination of managerial cognition, resources and strategic option generation using cognitive mapping and laddering technique.

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Article
Publication date: 1 March 1987

Joseph V. Anderson

Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is…

203

Abstract

Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is conspicuously absent from most works on the nature of the marketing effort. That's a hit like trying to teach skydiving by ignoring gravity. Sometimes the results are also similar, in dealing with policy and strategy. The author provides a brief history of the demise of the power concept in marketing and offers a contextual argument for its inclusion as a central tenet of the discipline's conceptual core.

Details

Journal of Consumer Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 30 November 2023

Dandan Zhu, Nina Michaelidou, Belinda Dewsnap, John W. Cadogan and Michael Christofi

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

1503

Abstract

Purpose

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

Design/methodology/approach

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

Findings

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

Research limitations/implications

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

Practical implications

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

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Article
Publication date: 4 April 2023

Hafizah Omar Zaki, Dahlia Fernandez, Omkar Dastane, Aini Aman and Soliha Sanusi

This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The…

1871

Abstract

Purpose

This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance analysis of publications in the field and identifies the most important stakeholders of the stated topic.

Design/methodology/approach

The Web of Science database was used to retrieve the publications that were relevant to the topic between 2012 and 2022. Biblioshiny, a shiny app for the Bibliometrix R package, is used to conduct a bibliometric analysis by decoding the results into several visual representations.

Findings

This report includes the most prolific contributors, keyword analysis results, productive nations, authors and connections, as well as the most often cited publications on VR in DM. In DM research, numerous perspectives on VR were looked at, explored and revealed.

Practical implications

The findings provide a new perspective and understanding of the issue for researchers in order to improve their research insights in the field. This study will also benefit marketing practitioners in ensuring the sustainability and innovativeness of technology used to run their DM campaigns.

Originality/value

This research provides the first bibliometric analysis of the citation works and productivity in the field of VR in DM using Biblioshiny, identifies core research gaps and provides future research agenda which can be useful to advance the research understanding in this context.

Details

Marketing Intelligence & Planning, vol. 41 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 30 April 2024

Debajani Sahoo, Aditya Shankar Mishra and Hima Bindhu Vannem Reddy

This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and…

377

Abstract

Purpose

This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated.

Design/methodology/approach

The conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling.

Findings

Sensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement.

Practical implications

Marketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product.

Originality/value

The present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.

Details

Journal of Indian Business Research, vol. 16 no. 2
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 29 December 2022

Neeru Malhotra, Bernadette Frech, Peter Leeflang, Young-Ah Kim and Helen Higson

While extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to…

782

Abstract

Purpose

While extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to understand human capital-related outcomes that directly benefit customers and thus benefit the firm indirectly. Drawing on the theory of reasoned action, broaden-and-build theory of positive emotions and human capital theory, this study aims to understand how and why a satisfied customer benefits the firm directly (CEBs) and indirectly (human capital-related outcomes).

Design/methodology/approach

Following a sequential mixed-methods approach, two studies are conducted in an extended service encounter context (higher education) where customers also constitute key human capital of the service firm. First, a qualitative study is conducted, which is then followed by a quantitative study. Survey data collected from students working as interns in organizations and their immediate managers resulted in 209 “intern–manager” dyads.

Findings

The findings demonstrate that customer satisfaction on its own does not substantially account for either human capital-related outcomes or CEBs (except word of mouth [WOM]). Both emotional and cognitive mechanisms play key and unique mediating roles in translating satisfaction into outcomes that benefit a service firm directly and indirectly by benefiting its customers.

Research limitations/implications

While much research demonstrates benefits of customer satisfaction for the focal firm, this research advances our understanding of the novel consequences of customer satisfaction by shedding light on human capital-related outcomes that directly benefit customers. It also aids in explicating prior inconsistent findings on the relationship between customer satisfaction and CEBs by uncovering the underlying mediating mechanisms.

Practical implications

This investigation provides a deeper understanding of the significance of customer satisfaction by demonstrating how and why satisfied customers increase firm value beyond purchase, for instance, by being direct (through positive WOM) and indirect (through enhanced human capital performance) promoters, consultants (through participation) or investors (through monetary giving). A key implication of this research is that simply enhancing customer satisfaction on its own may not suffice as the findings suggest that satisfaction translates into beneficial outcomes only when satisfaction is channeled toward enhancing customer perceptions of competence and their positive emotions.

Originality/value

This study contributes to the literature by providing a deeper understanding of how and why customer satisfaction influences outcomes that not only benefit the firm but also its customers in extended service encounter context.

Details

European Journal of Marketing, vol. 57 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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