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EXPRESS: Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India Journal of Marketing (IF 12.9) Pub Date : 2024-03-14 Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay
The Drug Price Control Order 2013 (DPCO) in India, regulated the prices of certain essential and life-saving drugs to ensure their affordability and availability; with the expectation that this would translate into boosting the sales of those drugs. To assess whether such a sales increase was achieved, we study the effects of the regulation on sales volumes of each regulated drug using a synthetic
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p-Values as QWERTY: Curating Evidence in the Computational Era Journal of Marketing (IF 12.9) Pub Date : 2024-02-19 Fred Feinberg
McShane et al.'s (2024) wide-ranging critique of null hypothesis significance testing provides a number of specific suggestions for improved practice in empirical research. This commentary amplifies several of these from the perspective of computational statistics—particularly nonparametrics, resampling/bootstrapping, and Bayesian methods—applied to common research problems. Throughout, the author
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EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment Journal of Marketing (IF 12.9) Pub Date : 2024-02-16 Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg
Marketing scholars have extensively studied marketing’s effect on firm value and developed metrics and dashboards to help establish marketing accountability. However, empirical evidence of marketing accountability’s specific outcomes is scarce and mainly derived from surveys. It also lacks consideration of outcomes beyond the marketing function’s standing in the firm, thus overlooking possible downsides
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EXPRESS: So, Sue Me … If You Can! How Legal Changes Diminishing Managers’ Risk of Being Held Liable by Shareholders Affect Firms’ Likelihood to Recall Products Journal of Marketing (IF 12.9) Pub Date : 2024-02-02 Arvid O. I. Hoffmann, Chee S. Cheong, Hoàng-Long Phan, Ralf Zurbruegg
Research examining the antecedents instead of consequences of recalls is relatively sparse and has not considered whether firms’ likelihood to recall products is influenced by legal changes that could induce managerial opportunism, such as those reducing shareholder litigation risk. To examine this question, the authors exploit the staggered adoption of universal demand (UD) laws across different states
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EXPRESS: More Likely to Pay but Less Engaged: the Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior Journal of Marketing (IF 12.9) Pub Date : 2024-01-08 Joy Lu, Eric T. Bradlow, J. Wesley Hutchinson
Following trends in entertainment streaming services, online educational platforms are increasingly offering users flexible “on-demand” content options. It is important to understand how the timing of content release affects learning behaviors and firm revenue drivers. The current research studies over 67,000 users taking a marketing course before vs. after a natural experiment where the platform switched
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EXPRESS: Scientific Evidence Production and Specialty Drug Diffusion Journal of Marketing (IF 12.9) Pub Date : 2023-05-09 Demetrios Vakratsas, Wei-Lin Wang
Specialty drugs treat complex, severe diseases and offer significant therapeutic advances. Despite their potential to transform patient care, little is known about the drivers of their diffusion. I...
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EXPRESS: The Negative and Positive Consequences of Placing Products Next to Promoted Products Journal of Marketing (IF 12.9) Pub Date : 2023-04-12 Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, Chris Janiszewski
This research investigates how a price promotion on a fast-moving consumer good influences the sales of substitute products in a retail shelf/online display. An analysis of supermarket yogurt data ...
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EXPRESS: Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products Journal of Marketing (IF 12.9) Pub Date : 2023-04-11 Emanuel de Bellis, Gita Venkataramani Johar, Nicola Poletti
Technologies are becoming increasingly autonomous, able to complete tasks on behalf of consumers without human intervention. For example, robot vacuums clean the floor while cooking machines implem...
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EXPRESS: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit Journal of Marketing (IF 12.9) Pub Date : 2023-03-06 Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao
Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...
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EXPRESS: Competition and the Regulation of Fictitious Pricing Journal of Marketing (IF 12.9) Pub Date : 2023-03-06 Richard Staelin, Joel E. Urbany, Donald Ngwe
Fifty years ago, the Federal Trade Commission (FTC) stopped enforcing its fictitious reference pricing guidelines, emphasizing the search qualities of price and the belief that competition would dr...
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EXPRESS: “Choozing” the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names Journal of Marketing (IF 12.9) Pub Date : 2023-02-22 John P. Costello, Jesse Walker, Rebecca Walker Reczek
An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this ...
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EXPRESS: Does Bad Medical News Reduce Preferences for Generic Drugs? Journal of Marketing (IF 12.9) Pub Date : 2023-02-03 Manuel Hermosilla, Andrew T. Ching
Policy makers and insurers promote the use of generic drugs because they can deliver large savings without sacrificing quality. But these efforts meet resistance from the public, who perceive gener...
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EXPRESS: The Effectiveness of Membership-based Free Shipping: An Empirical Investigation on Consumers’ Purchase Behaviors and Revenue Contribution Journal of Marketing (IF 12.9) Pub Date : 2023-02-03 Fangfei Guo, Yan Liu
Membership-based free shipping (MFS) has become increasingly adopted by online retailers. However, its effectiveness is understudied. This study leverages a consumer transaction dataset provided by...
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EXPRESS: The Past and Future of Gender Research in Marketing: Paradigms, Stances, and Value-Based Commitments Journal of Marketing (IF 12.9) Pub Date : 2023-01-18 Lisa Peñaloza, Andrea Prothero, Pierre McDonagh, Kathrynn Pounders
This systematic literature review enhances paradigmatic/metaphysic analyses by examining how value-based commitments, intellectual personae, and stances impact the diversity, relevance, and conside...
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EXPRESS: Creating Effective Marketing Messages Through Moderately Surprising Syntax Journal of Marketing (IF 12.9) Pub Date : 2023-01-13 A. Selin Atalay, Siham El Kihal, Florian Ellsaesser
Language is critical to the effectiveness of marketing messages. Achieving a desired outcome requires arranging words to formulate a message (i.e., syntax), but this task is not trivial. Here, we s...
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EXPRESS: What Holds Attention? Linguistic Drivers of Engagement Journal of Marketing (IF 12.9) Pub Date : 2023-01-10 Jonah Berger, Wendy W. Moe, David A. Schweidel
From advertisers and marketers to salespeople and leaders, everyone wants to hold attention. They want to make ads, pitches, presentations, and content that captivates audiences and keeps them enga...
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EXPRESS: Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal Journal of Marketing (IF 12.9) Pub Date : 2023-01-09 Liyin Jin, Yajin Wang, Ying Zhang
This research explores how marketers can best persuade consumers to act in a collective goal context such as donation campaigns and signing a petition. We examine whether consumers respond differen...
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EXPRESS: A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category Journal of Marketing (IF 12.9) Pub Date : 2023-01-07 Kristopher O. Keller, Jonne Y. Guyt
Increased consumer demand for healthier product options and looming regulation have prompted many consumer goods brands to adjust the amount of sugar content in their product lines, including addin...
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EXPRESS: The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries Journal of Marketing (IF 12.9) Pub Date : 2022-12-30 Tae Jung Yoon, TI Tongil Kim
Hospital advertising has grown more than five-fold in the last two decades. However, hospital advertising has been understudied, unlike detailing and advertising for prescription drugs. This study ...
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EXPRESS: Beyond Income: Dynamic Consumer Financial Vulnerability Journal of Marketing (IF 12.9) Pub Date : 2022-12-29 Linda Court Salisbury, Simon J. Blanchard, Alexander L. Brown, Gergana Y. Nenkov, Ronald Paul Hill, Kelly D. Martin
This research challenges the entrenched belief that financial vulnerability only affects low-income consumers. Instead, most consumers, across the socioeconomic spectrum, experience varying degrees...
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EXPRESS: Understanding Customer Participation Dynamics: The Case of the Subscription Box Journal of Marketing (IF 12.9) Pub Date : 2022-12-23 Nita Umashankar, Kihyun Hannah Kim, Thomas Reutterer
Although subscription boxes are incredibly popular, box companies often miss out on the benefits of a subscription model. Customers routinely skip boxes, and even when they do not, they end up retu...
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EXPRESS: A Theory of Product-Form Strategy: When to Market Know-how, Components, or Systems? Journal of Marketing (IF 12.9) Pub Date : 2022-12-23 Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan, Robert F. Lusch
Commercializing technological innovations is a strategic goal in entrepreneurial ventures and established firms. One fundamental decision that remains understudied in this context is the form in wh...
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EXPRESS: Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity Journal of Marketing (IF 12.9) Pub Date : 2022-12-23 Emilie Esterzon, Aurélie Lemmens, Bram Van den Bergh
This research investigates whether charities can enhance fundraising effectiveness by increasing donors’ sense of agency. This article introduces two strategies that allow donors to target individu...
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The One-Party Versus Third-Party Platform Conundrum: How Can Brands Thrive? Journal of Marketing (IF 12.9) Pub Date : 2022-12-18 Zhiling Bei, Katrijn Gielens
Online platforms aggregating brands, such as Amazon and Alibaba's Tmall, have emerged as powerful intermediaries for brands. Although these platforms offer unprecedented access to consumers, the pl...
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Customer Orientation and Financial Performance: Women in Top Management Teams Matter! Journal of Marketing (IF 12.9) Pub Date : 2022-12-06 Chandra Srivastava, Saim Kashmiri, Vijay Mahajan
Using a longitudinal analysis of publicly traded Fortune 500 firms, the authors find support for their hypotheses that a relative increase in female influence in the top management team (FITMT) is ...
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EXPRESS: User-Generated Physician Ratings and Their Effects on Patients' Physician Choices: Evidence from Yelp Journal of Marketing (IF 12.9) Pub Date : 2022-12-06 Yiwei Chen, Stephanie Lee
Patients increasingly rely on online physician ratings to select their physicians and make healthcare decisions. However, it is unclear whether online physician ratings signal physician quality inf...
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EXPRESS: Ask for Reviews at The Right Time: Evidence from Two Field Experiments Journal of Marketing (IF 12.9) Pub Date : 2022-11-20 Miyeon Jung, Sunghan Ryu, Sang Pil Han, Daegon Cho
This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, dependin...
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EXPRESS: Marketing by Design: The Influence of Perceptual Structure on Brand Performance Journal of Marketing (IF 12.9) Pub Date : 2022-11-17 Felipe M. Affonso, Chris Janiszewski
Visual marketing communications consist of two components: (1) semantic content (e.g., headings, images, copy) that communicates a brand’s positioning, benefits, and personality and (2) visual desi...
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Understanding the Performance Effects of “Dark” Salesperson Traits: Machiavellianism, Narcissism, and Psychopathy Journal of Marketing (IF 12.9) Pub Date : 2022-11-16 Cinthia B. Satornino, Alexis Allen, Huanhuan Shi, Willy Bolander
People with the personality traits of Machiavellianism, narcissism, and psychopathy (i.e., the “dark triad”) are prevalent in the sales profession. Yet research into sales performance drivers tends...
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Complaint De-Escalation Strategies on Social Media Journal of Marketing (IF 12.9) Pub Date : 2022-11-16 Dennis Herhausen, Lauren Grewal, Krista Hill Cummings, Anne L. Roggeveen, Francisco Villarroel Ordenes, Dhruv Grewal
To date, the literature offers multiple suggestions for how to recover from service failures, albeit without explicitly addressing customers’ negative, high-arousal states evoked by the failure. Th...
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EXPRESS: Before or After? The Effects of Payment Decision Timing in Pay-What-You-Want Contexts Journal of Marketing (IF 12.9) Pub Date : 2022-11-15 Raghabendra P. KC, Vincent Mak, Elie Ofek
This research studies how payment decision timing – before versus after product delivery – influences consumer payment under pay-what-you-want pricing. The authors focus on situations where there i...
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Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer Choice Journal of Marketing (IF 12.9) Pub Date : 2022-11-13 Benedict G.C. Dellaert, Eric J. Johnson, Shannon Duncan, Tom Baker
Making good health insurance decisions is important for health outcomes and longevity, but consumers’ errors are well documented. The authors examine whether targeted choice architecture interventi...
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EXPRESS: Nudging App Adoption: Choice Architecture Facilitates Consumer Uptake of Mobile Apps Journal of Marketing (IF 12.9) Pub Date : 2022-11-10 Crystal Reeck, Nathaniel A. Posner, Kellen Mrkva, Eric J. Johnson
How can firms encourage consumers to adopt smartphone apps? The authors show that several inexpensive choice architecture techniques can make users more likely to enable important app features and ...
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EXPRESS: Information Disclosure in the Era of Voice Technology Journal of Marketing (IF 12.9) Pub Date : 2022-10-28 Johann Melzner, Andrea Bonezzi, Tom Meyvis
Whenever consumers interact with technological devices connected to the internet, they disclose information about themselves. The rapid diffusion of voice technology is shifting the way consumers i...
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EXPRESS: Secondary Selling: Beyond the Salesperson-Customer Dyad Journal of Marketing (IF 12.9) Pub Date : 2022-10-28 Molly R. Burchett, Brian Murtha, Ajay K. Kohli
A study involving unobtrusive observations of salespeople’s behaviors in sales settings surfaces a novel insight—that a salesperson’s selling effectiveness with a customer may be enhanced by the wa...
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EXPRESS: When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account Journal of Marketing (IF 12.9) Pub Date : 2022-10-25 Alessandro Biraglia, Christoph Fuchs, Elisa Maira, Stefano Puntoni
Brand acquisitions are a popular growth strategy. However, both anecdotal evidence and initial empirical evidence suggest that acquisitions can harm the acquired brand. This paper proposes and test...
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EXPRESS: Innovation Potential, Insider Sales, and IPO Performance: How Firms Can Mitigate the Negative Effect of Insider Selling Journal of Marketing (IF 12.9) Pub Date : 2022-10-08 Zixia Cao, Reo Song, Alina Sorescu, Ansley Chua
At the time of an initial public offering (IPO), firms seek to maximize their stock market value. The authors theorize and show that a firm’s innovation potential— firm outputs and activities that ...
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Caffeine’s Effects on Consumer Spending Journal of Marketing (IF 12.9) Pub Date : 2022-09-26 Dipayan Biswas, Patrick Hartmann, Martin Eisend, Courtney Szocs, Bruna Jochims, Vanessa Apaolaza, Erik Hermann, Cristina M. López, Adilson Borges
Caffeine is the world's most popular stimulant and is consumed daily by a significant portion of the world's population through coffee, tea, soda, and energy drinks. Consumers often shop online and...
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EXPRESS: Societal Spillovers of TV Advertising – Social Distancing During a Public Health Crisis Journal of Marketing (IF 12.9) Pub Date : 2022-09-16 Ayan Ghosh Dastidar, Sarang Sunder, Denish Shah
Can TV Advertising affect societal outcomes beyond traditional marketing outcomes such as sales and brand awareness? The authors address this question in the context of the COVID-19 pandemic by ana...
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The Effect of Content on Zapping in TV Advertising Journal of Marketing (IF 12.9) Pub Date : 2022-09-15 Maren Becker, Thomas P. Scholdra, Manuel Berkmann, Werner J. Reinartz
Consumers who are uninterested in or annoyed by a TV ad may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance of ads by changing ...
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EXPRESS: Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation Journal of Marketing (IF 12.9) Pub Date : 2022-09-13 Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S. U. Kim, Joseph W. Alba
A “theory-first” paradigm tends to be the dominant approach in much academic marketing research. In this approach, a theory is borrowed, refined, or developed and then tested empirically. In this c...
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EXPRESS: Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry Journal of Marketing (IF 12.9) Pub Date : 2022-09-07 Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang, Shijie Lu
Online review platforms often present reviews from both critics and general users. In this research, the authors propose a measure named “topic consistency” to capture the degree of overlap between...
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EXPRESS: “We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons Journal of Marketing (IF 12.9) Pub Date : 2022-09-02 Eric (Er) Fang, Beibei Dong, Mengzhou Zhuang, Fengyan Cai
Shared coupons, a new form of coupons, differ from coupons distributed directly from the business (i.e., direct coupons) in that shared coupons combine two influential components: economic savings ...
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Gift or Donation? Increase the Effectiveness of Charitable Solicitation Through Framing Charitable Giving as a Gift Journal of Marketing (IF 12.9) Pub Date : 2022-09-01 Phyllis Xue Wang, Yijie Wang, Yuwei Jiang
The question of how to improve the effectiveness of charitable solicitation has long been a subject of investigation for charity organizations. Through six studies, including four incentive-compati...
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EXPRESS: Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement Journal of Marketing (IF 12.9) Pub Date : 2022-08-25 Simone Wies, Alexander Bleier, Alexander Edeling
Influencers’ follower count, or indegree, is a key criterion that advertisers use when devising influencer marketing campaigns. However, whether influencers with lower or higher follower count are ...
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EXPRESS: A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales Journal of Marketing (IF 12.9) Pub Date : 2022-08-17 Georgia Liadeli, Francesca Sotgiu, Peeter W.J. Verlegh
What are the effects of a brand’s owned social media? This meta-analysis examines the impact of owned social media on social media engagement and sales. Whereas the findings support some current be...
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EXPRESS: Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries? Journal of Marketing (IF 12.9) Pub Date : 2022-08-16 Koushyar Rajavi, Tarun Kushwaha, Jan-Benedict E.M. Steenkamp
We examine why some brands are able to ride the wave of macroeconomic expansions, while other brands are better able to successfully weather contractions. Using a utility-based framework, we develo...
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EXPRESS: Does Disclosure of Advertising Spending Help Investors and Analysts? Journal of Marketing (IF 12.9) Pub Date : 2022-08-16 Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee
Publicly listed firms have the discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because a...
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EXPRESS: Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump Journal of Marketing (IF 12.9) Pub Date : 2022-07-05 Simone Wies, Christine Moorman, Rajesh K. Chandy
Growth and innovation are primary arguments for firms seeking to go public and access resources from the stock market. So it is poignant that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This paper proposes an actionable, marketing-related explanation for why some firms that go public manage to beat the post-IPO innovation slump: innovation
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EXPRESS: Influencer Marketing Effectiveness Journal of Marketing (IF 12.9) Pub Date : 2022-05-10 Fine F. Leung, Flora F. Gu, Yiwei Li, Jonathan Z. Zhang, Robert W. Palmatier
Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers
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EXPRESS: Fields of Gold: Scraping Web Data for Marketing Insights Journal of Marketing (IF 12.9) Pub Date : 2022-05-02 Johannes Boegershausen, Hannes Datta, Abhishek Borah, Andrew T. Stephen
Marketing scholars increasingly use web scraping and Application Programming Interfaces (APIs) to collect data from the internet. Yet, despite the widespread use of such web data, the idiosyncratic and sometimes insidious challenges in its collection have received limited attention. How can researchers ensure that the datasets generated via web scraping and APIs are valid? While existing resources
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EXPRESS: Machiavellianism in Alliance Partnerships Journal of Marketing (IF 12.9) Pub Date : 2022-04-28 Giuseppe Musarra, Matthew J. Robson, Constantine S. Katsikeas
Against a backdrop of limited research focusing on dark-side characteristics in alliances, the authors argue that Machiavellianism in the alliance influences strategies pertaining to learning new knowledge and using power to achieve better performance effectiveness. They develop a model using theories-in-use procedures and drawing from both Machiavellian intelligence and achievement goal perspectives
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EXPRESS: Order Matters: Rating Service Professionals Reduces Tipping Amount Journal of Marketing (IF 12.9) Pub Date : 2022-04-21 Jinjie Chen, Alison Jing Xu, Maria A. Rodas, Xuefeng Liu
As customer ratings have become ubiquitous and digital platforms can directly request ratings and tips from customers, understanding how a customer rating influences tipping becomes important. We investigate whether, how, why, and when the order of rating and tipping affects both consumer behaviors in seven studies, including one quasi-field experiment, one archival data analysis, one randomized field
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EXPRESS: A Practice Perspective on Market Evolution: How Craft and Commercial Coffee Firms Expand Practices and Develop Markets Journal of Marketing (IF 12.9) Pub Date : 2022-03-29 Pierre-Yann Dolbec, Zeynep Arsel, Aya Aboelenien
How markets evolve is a perennial and important question in business. Building on a large qualitative dataset on the coffee market comprising primary and secondary interviews, archival data, and fieldwork, the authors introduce a novel theoretical mechanism—practice expansion—to explain how ongoing institutional complexity fosters market evolution. To theorize practice expansion, the authors combine
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EXPRESS: Who We Are and How We Govern: The Effect of Identity Orientation on Governance Choice Journal of Marketing (IF 12.9) Pub Date : 2022-03-29 Jan B. Heide, Simon J. Bell, Paul Tracey
We draw on emerging research in organization theory to suggest how different firm-level identity orientations (individualistic, relational, or collectivistic) impact governance choice. We develop a conceptual framework which focuses on the relationship between a focal firm’s own identity orientation and that of a value chain partner. The framework identifies a series of match and mismatch scenarios
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EXPRESS: The Impact of Organic Specialist Store Entry on Category Performance at Incumbent Stores Journal of Marketing (IF 12.9) Pub Date : 2022-03-17 Stijn Maesen, Lien Lamey
Premium organic retailers are specialist retailers that exclusively offer organic products. Past literature has not studied their entry, focusing instead on the impact of generalist store entry, such as Wal-Mart. This study examines the impact of premium organic specialist store entry on category performance at incumbent generalist stores for 47 packaged food and beverages categories. The results indicate
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Corrigendum to “Carbon Footprinting and Pricing Under Climate Concerns” Journal of Marketing (IF 12.9) Pub Date : 2022-03-08
Bertini, Marco, Stefan Buehler, Daniel Halbheer, and Donald R. Lehmann (2020), “Carbon Footprinting and Pricing Under Climate Concerns.” Journal of Marketing, (published online July 7, 2020), DOI: 10.1177/0022242920932930.
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EXPRESS: Analyzing the Cultural Contradictions of Authenticity: Theoretical and Managerial Insights from the Market Logic of Conscious Capitalism Journal of Marketing (IF 12.9) Pub Date : 2022-03-02 Craig J. Thompson, Ankita Kumar
This research analyzes the cultural contradictions of authenticity as they pertain to the actions of consumers and marketers. Our conceptualization diverges from the conventional assumption that the ambiguity manifest in the concept of authenticity can be resolved by identifying an essential set of defining attributes or by conceptualizing it as a continuum. Using a semiotic approach, we identify a
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EXPRESS: Leveraging Co-Followership Patterns on Social Media to Identify Brand Alliance Opportunities Journal of Marketing (IF 12.9) Pub Date : 2022-02-14 Pankhuri Malhotra, Siddhartha Bhattacharyya
The use of co-branding and brand extension strategies to access new markets has been a topic of significant interest. However, surprisingly few studies have examined cross-category connections of brands using publicly available digital footprints. In this study, the authors introduce a new, scalable automated approach for identifying potential co-branding and brand extension opportunities using brand
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EXPRESS: Conducting Research in Marketing with Quasi-Experiments Journal of Marketing (IF 12.9) Pub Date : 2022-02-10 Avi Goldfarb, Catherine Tucker, Yanwen Wang
This paper aims to broaden the understanding of quasi-experimental methods among marketing scholars and those who read their work by describing the underlying logic and set of actions that make their work convincing. The purpose of quasi-experimental methods is, in the absence of experimental variation, to determine the presence of a causal relationship. First, the paper explores how to identify settings