554 hasil
Menampilkan 1–20 · 0,12 detik · RSS
Marketing Management Journal
ISSN 2329-9762 · Marketing Management Association · 554 artikel di indeks
-
Artikel Jurnal
Gain vs. Loss Framing in Rational and Emotional Appeals: Effects on Consumer Attitudes, Reactance, and Brand Choice.
Consumers are exposed to a vast number of advertisements daily, yet how message frames (gain vs. loss) interact with different advertising appeals (rational, positive emotional, negative emotional) to influence attitudes remains unclear. Although prior research has examined message frames and…
-
Artikel Jurnal
Capturing Digital Brand Equity With the L247 Luxury Brand Index
This paper develops and applies a luxury brand index (l247 LBI) to measure digital brand equity through large-scale analysis of unsolicited online consumer data. Drawing on posts, comments, and engagement across multiple digital platforms, the index integrates sentiment, reach, engagement, and…
-
Artikel Jurnal
A Latent-Class Segmentation of Wine Drinkers' Consumption
Latent class clusters are created based on demographic (income), extrinsic (i.e., brand, label/package, locally grown, place of origin, and price), and psychographic (involvement) variables. Our model identified two clusters of wine drinkers based on how often and how much they drank per occasion…
-
Artikel Jurnal
Time Use and Adaptive Aging: Behavioral Entropy, Life Satisfaction, and U.S. Older Shoppers' Behavior
This study addresses two gaps in aging consumer research: inconsistent definitions of older consumers and limited understanding of age-related behavioral change. Using multiple years of the American Time Use Survey, the study examines time spent in grocery and non-grocery shopping for adults of…
-
Artikel Jurnal
Managing a Multigenerational Sales Team: Perspectives From Millenial and Gen Z Sales Leaders
This study examines how Millennial/Generation Z sales leaders navigate the complexities of managing multigenerational sales teams, offering insight into the leadership behaviors of the youngest cohort of sales managers. Using in-depth interviews with 32 sales leaders and a content analysis…
-
Artikel Jurnal
Should Brands Utilize Trending Content Elements for Their Short-Form Advertisements?
Marketers have been allocating a greater portion of their advertising budget toward short-form social media channels. One notable characteristic distinguishing these platforms from conventional ones is the incorporation of trends in branded ads (e.g., a trending sound or platform filter/effect)…
-
Artikel Jurnal
Social Media Brand Attachment: Linking Social Media Usage Motivations and Brand Advocacy
The authors develop a new construct and measurement scale in social media marketing, social media brand attachment, which reflects the strength of an individual’s relational bonds and emotional connections associated with a target brand’s social media platforms and messaging content. The study…
-
Artikel Jurnal
Sales Management Improves SME Performance, but Not Without Marketing Planning
The impact of marketing planning on SME (small and medium-sized enterprises) performance is established. However, little research has examined how marketing planning and sales management, together, influence SME performance. Our study addresses this literature gap: how do marketing planning and…
-
Artikel Jurnal
Unveiling the Power of Social CRM: Catalysts and Impact on Elevating Tourism Firm Performance
Refining Social Customer Relationship Management (SCRM) capabilities has shown to significantly enhance performance within the tourism industry. Despite its proven impact, there is a paucity of research on SCRM within the guest house context. Grounded in the resource-based approach (RBV), this…
-
Artikel Jurnal
Industrial Buyer-Seller Exchanges: The Impact of a Disruptive Event
When a disruptive event occurs, organizations face a number of challenges which involve a series of drastic changes in interactions within and between organizations. In the middle of these challenges are organizational buyers and sellers, both playing a critical role in negotiating the purchase and…
-
Artikel Jurnal
Post Characteristics and Engagement in Sports Influencer Partnerships on Instagram
Companies strategically leverage social media platforms, such as Instagram, to enhance user engagement through paid partnership posts, enabling users to engage between influencers and their audience, while a research gap persists regarding the effects of post characteristics. This study…
-
Artikel Jurnal
Addressing the Coronavirus in the Long-Term: The Perception of Factors That Prevent the Spread and Physical Activity in Older and Younger Consumers
This study examines the differences between older and younger consumers regarding the perception of prevention measures for the Coronavirus (COVID-19) and the increase in physical activity as a result of the Coronavirus Pandemic. A questionnaire was administered to over 600 respondents, which…
-
Artikel Jurnal
Brand Activism Induced Consumer Alienation
Brand activism, or purpose-driven branding, is a special application of cause-related marketing (C-RM) which has become an increasingly important response to consumers who demand brands speak out on important social issues. Although brand managers aim to support consumer segment interests with…
-
Artikel Jurnal
The New Math in B2B Online Reviews: When Are Negatively-Rated Suppliers of Interest?
Risk is an important factor when B2B customers consider an alternative supplier. Negative online ratings are thought to provide a heuristic tool to avoid a supplier and thus to reduce risk. However, we find a more complex pattern of response. Our research identifies counterintuitive conditions…
-
Artikel Jurnal
The Effect of Forgiveness on Salesperson Attitudes and Outcomes: A Conceptual Framework
Salespersons must effectively cope with stress to avoid its adverse consequences on the salesperson, the employer, and customers. This paper presents a conceptual framework investigating the effect of forgiveness on outcomes important to salespersons and sales management. This framework suggests…
-
Artikel Jurnal
Christmas in September: Christian Consumer Perceptions of Retailer Early Presentations of Holiday Seasonality
This research examines Christian consumers' responses to retailers' early presentations of Christmas merchandise displays. Using balance theory and the extant retailing literature as the theoretical foundation, this scenario-based experimental research shows that early presentation of Christmas…
-
Artikel Jurnal
What Puts the Binge in Binge-Watching? Planned Versus Unplanned Multi-Episode Viewing
The marketing and consumption of video content has evolved dramatically over the past several years. The advent of video-on-demand (VOD) made it much easier for viewers to consume multiple episodes of the same content in a single setting. This multi-episode viewing is commonly referred to as…
-
Artikel Jurnal
Resale Stores in the United States: Do They Communicate an Earth-Friendly Message?
This qualitative research study explored the eco-friendly communication of thrift stores in a region ravaged by environmental degradation. This study was inspired by the discovery that active curbside recyclers in one city reported lower rates of donations of items as a landfill diversion. The…
-
Artikel Jurnal
Redefining the Sales Call: The Buyer’s Perspective
Recent technological advances, such as the Internet, social media, and related technologies, are revolutionizing the field of sales. Sales calls are the fundamental means of sales communication between salespeople and buyers. Traditionally, sellers used face-to-face sales calls as the primary form…
-
Artikel Jurnal
Examining the Effectiveness of Messaging During a Pandemic: Implications for Social Marketing
COVID-19 riddled many Americans with fear and anxiety. This research examined the role that feelings of gratitude elicited by an advertisement played in individuals\' emotional well-being and investigated how efforts to manage anxiety influenced social marketing initiatives at the outset of the…