Marketing Letters
Papers 1066
1 page of 107 pages (1,066 results)
Consumers are increasingly turning towards regional products (RP). The Consumer Ethnocentric Scale (CETSCALE) has been widely used to examine consumer motives for buying national and RPs. However, recent studies highlight that the CETSCALE alone does not adequately explain consumers’ intention to purchase RPs. This study adopted a mixed-method approach to provide an in-depth understanding of consumers’ motivations to buy RPs. A preliminary qualitative study based on twenty semi-structured interv...
#1Felix Eggers (UG: University of Groningen)H-Index: 14
#2Fabian Eggers (Menlo College)H-Index: 17
Autonomous cars are considered to be the next disruptive innovation that will affect consumers. It can be expected that not only traditional automakers will enter this market (e.g., Ford) but also technology companies (e.g., Google) and newer companies dedicated to self-driving cars (e.g., Tesla). We take a brand extension perspective and analyze to what extent consumers prefer autonomous cars from these brand categories. Our empirical study is based on discrete choice experiments about adopting...
#2Matteo De AngelisH-Index: 11
Last. Dario RossiH-Index: 1
view all 3 authors...
#2Lalin AnikH-Index: 5
Last. Luca Cian
view all 3 authors...
#1Jeff GalakH-Index: 19
Last. Barbara E. KahnH-Index: 42
view all 2 authors...
#1Yuanfang Lin (U of G: University of Guelph)H-Index: 3
#2Amit Pazgal (Rice University)H-Index: 15
This paper investigates the competitive rationale for firms to invest in marketing activities aiming to enhance valuation and achieve differentiation and competitive advantage, while carrying the strategic risks of causing unintended negative consequences. We build a stylized theoretical model where firms offering similar (homogenous) products are competing by determining their marketing strategy and pricing. Each firm must choose between several marketing activities that have different potentia...
#1Stephan OlkH-Index: 1
Last. Jörg LindenmeierH-Index: 6
view all 3 authors...
#1Preetinder Kaur (Iowa State University)
#2Sridhar N. Ramaswami (Iowa State University)H-Index: 20
Last. Raghuram Bommaraju (Indian School of Business)
view all 3 authors...
To meet short-term earnings targets, firms often engage in real earnings management practices (REM) such as reducing advertising expenses and running sales promotions. Since these practices can hinder Chief Marketing Officers (CMOs) in building and maintaining market-based assets of firms, the authors hypothesize that firms with CMOs will be less likely to engage in REM. Using publicly available secondary data, the authors show that CMO presence decreases a firm’s propensity for REM and that the...
#1Saeid VafainiaH-Index: 1
#2Els BreugelmansH-Index: 11
Last. Tammo H.A. BijmoltH-Index: 35
view all 3 authors...
Top fields of study
Social psychology