Browsing Articles by Journals "International Journal of Research in Marketing"
Now showing items 1-10 of 10
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Advertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categories
(Peer reviewed; Journal article, 2022)Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of ... -
Disentangling the Effect of Services on B2B Firm Value: Trade-Offs of Sales, Profits, and Earnings Volatility
(Journal article; Peer reviewed, 2018)In the face of declining business and growing pressures from low-cost competitors, many business-to-business (B2B) manufacturers have moved from their previously successful product-centric strategies to more service-oriented ... -
Endogeneity in survey research
(Journal article; Peer reviewed, 2018)Endogeneity is a crucial problem in survey-based empirical research on marketing strategy (MS) and inter-organizational relationships (IORs); if not addressed, it can cause researchers to arrive at flawed conclusions and ... -
Identity-based consumer behavior
(Journal article; Peer reviewed, 2012)Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of ... -
Reward redemption effects in a loyalty program when customers choose how much and when to redeem
(Journal article; Peer reviewed, 2014)The redemption of loyalty program (LP) rewards has an important impact on LP members’ behavior, particularly on purchase behavior before and after redeeming a reward. However, little is known about the interplay between ... -
Strategic performance effects of misaligned formal contracting: the mediating role of relational contracting
(Journal article; Peer reviewed, 2015)Studies show that failing to align formal contracts with transaction attributes reduces relationship performance. However, few studies consider either how the effects of misalignment differ across outcome types or the ... -
The effects of mailing design characteristics on direct mail campaign performance
(Journal article; Peer reviewed, 2013)Designing effective direct mail pieces is considered a key success factor in direct marketing. However, related published empirical research is scarce while design recommendations are manifold and often conflicting. Compared ... -
Too much of a good thing? Consumer response to strategic changes in brand image
(Journal article; Peer reviewed, 2019)The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response ... -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
(Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ... -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
(Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ...