Top Research Papers on Marketing

Marketing agility has recently gained the attention of international marketing managers and scholars. However, scholars have not examined how this capability directly and indirectly influences firm performance and how the effects change under the complex market conditions facing emerging market (EM) firms in advanced economy (AE) markets. Hence, underpinned by the dynamic capability and complexity theories, this study investigates the direct effect of marketing agility—a dynamic meta-capability involving market sensing, speed, flexibility and responsiveness—on firm performance and its indirect...

Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) int...

We examine the predictive power of a daily newspaper-based index of uncertainty associated with infectious diseases (EMVID) for oil-market volatility. Using the heterogeneous autoregressive realized volatility (HAR-RV) model, we document a positive effect of the EMVID index on the realized volatility of crude oil prices at the highest level of statistical significance, within-sample. Importantly, we show that incorporating EMVID into a forecasting setting significantly improves the forecast accuracy of oil realized volatility at short-, medium-, and long-run horizons. Our findings comprise imp...

This article focuses on the economics of digital markets with particular emphasis on those features that are commonly deemed critical for Antitrust. Digital markets are often concentrated due to network effects and due to the need of large amounts of Data for production. We review papers characterizing the nature of social harms caused by market power and the role of competition FOR the market and IN the market to relief some of that harm. Special emphasis is given to the role of (i) human attention (which is monetized and is a key input in advertising markets), (ii) Data (which is the oil tha...

Marketing: An Introduction , 9th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework. Students will see how customer value - creating it and capturing it - drives every good marketing strategy.The ninth Australian edition reflects the major global and local trends and shifting forces that have an impact on marketing in this digital age of customer value, engageme...

This study explores the evolution of Marketing 4.0 and empirically examines its impact on customer satisfaction and purchase intention. Marketing 4.0, an upgrade to the previous Marketing 3.0 model, aims to include the influence of brand interaction in the digital age. This study provides an empirical test of this newer model by analyzing all four of its components with customer satisfaction and purchase intention. Using structural equation modeling to analyze 508 prospective real estate first-time homebuyers, this study evaluates the role of the components of Marketing 4.0 in maximizing custo...

We build a model of the mortgage market in which banks attain their optimal mortgage portfolio by setting rates and steering customers. Sophisticated households know which mortgage type is best for them; naive households are susceptible to banks' steering. Using data on the universe of Italian mortgages, we estimate the model and quantify the welfare implications of steering. The average cost of the distortion is equivalent to 16% of the annual mortgage payment. A financial literacy campaign is beneficial for naive households, but hurts sophisticated ones. Since steering also conveys informati...

Sustainability is a critical issue in today’s society. Organizations can no longer consistently grow their businesses without society’s cooperation. Marketing managers thus focus on satisfying consumers’ socio and ethical needs, such as through providing cultural promotion, environmental protection, and disaster relief activities. Sustainability encompasses an organization’s economic, social, and environmental responsibilities, provoking the question of how to implement them effectively. This study focuses on the traditional fashion market’s sustainable marketing activities and their performan...

We provide evidence of the stock market consumption wealth effect by using a local labor market analysis. An increase in local stock wealth driven by aggregate stock prices increases local employment and payroll in nontradable industries and in total, with no effect on employment in tradable industries. In a model of geographic heterogeneity in stock wealth, these responses imply an MPC of 3.2 cents per year and that a 20 percent increase in stock valuations, unless countered by monetary policy, increases the aggregate labor bill by at least 1.7 percent and aggregate hours by at least 0.7 perc...

The collection of nine studies in this special issue richly describes the challenges that marketing practitioners face and highlights research issues that need to be addressed.

https://openpolicyfinder.jisc.ac.uk/id/publication/5670

Nonfungible tokens (NFTs) are a record of ownership of primarily digital media, where the NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key Technologies, NFTs may significantly transform marketing functions. Marketing managers wishing to adopt NFTs therefore need to know something about the marketing implications. This article explains NFTs in broad terms and discusses the marketing implications using a modified AIDA hierarchy. These implications can give marketing managers and executives guidelines on how to persuade consumers to purchase NFTs owing to their uniq...

The paper attempts to investigate the volatility spillover between oil and stock markets returns (namely Karachi, Shanghai and Bombay) by using bivariate BEKK-GARCH model covering the period from 1997 to 2014. Further, the data is divided before crisis and after crisis period to capture the role of volatility spillover across different economic scenarios. The findings have confirmed the significant role of historical shocks and volatility of one market on current volatility of the market itself in all three oil and stock markets. Overall, the volatility spillover between oil and stock market h...

ABSTRACT I develop a structural model of mortgage demand and lender competition to study how leverage regulation affects the U.K. mortgage market. Using variation in risk‐weighted capital requirements across lenders and mortgages with different loan‐to‐values (LTVs), I show that a 1‐percentage‐point increase in risk‐weighted capital requirements increases lenders' marginal cost of originating mortgages by about 26 basis points (11%) on average. I use the estimated model to study proposed leverage regulations. Counterfactual analyses show that large lenders exploit a regulatory cost advantage, ...

A novel taxonomy is proposed, which serves as a tool for systematic naming and describing marketing attribution methods and allows to reflect on the contemporary attribution methods’ capabilities to account for the specifics of the customer journey, thereby creating currently lacking theoretical backbone for advancing the accuracy of value attribution.

Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Bu...

This study is a systematic reviews research planned to achieve an in-depth understanding for the basic concept of service marketing. The world economy nowadays is increasingly characterized as a service economy. Developing nations have invariably experienced a shift from agriculture to industry and then to the service sector as the main stay of the economy.

Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation. Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. The author's global experience in the industry is emphasized through content on hospitality and travel marketing and othe...

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 could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how f...

Treating data as a first-class asset is sorely needed to extend the value of data to more organizations, and data market platforms are proposed as one mechanism to achieve this goal.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation...

The book ‘Marketing for hospitality and tourism’ sixth edition consists of 18 chapters focusing on market research, strategic planning and other marketing mixes (e.g., price, product, place, promotion, packaging, positioning and people after relating it to hospitality and tourism. 18 chapters are dedicated for different and specific marketing sectors like consumer and market research, proper segmentation, targeting, positioning, designing the segments, channel distribution, pricing and other factors, such as buying behavior, organizational buying, and market gap each. By thinking of both theor...

Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance.Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of ...

Abstract Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks,...

The idea that firms have some market power in wage-setting has been slow to gain acceptance in economics.Indeed, until relatively recently, the textbooks viewed monopsony power as either a theoretical curiosum, or a concept limited to a handful of company towns in the past. 1 This view has been changing rapidly, driven by a combination of theoretical innovations, empirical findings, dramatic legal cases, and new data sets that make it possible to measure the degree of market power in different ways.A search of the EconLit database shows that the number of published journal articles mentioning ...

In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, incl...

José Azar, Ioana Marinescu and Marshall Steinbaum José Azar is Assistant Professor at the University of Navarra’s Business and Economics Department and a Visiting Assistant Professor and Research Associate at University of Navarra’s IESE Business School IESE Business School, Av. Pearson, 21, 08034 Barcelona, Spain and CEPR Associate (jazar{at}iese.edu). Ioana Marinescu is Assistant Professor at University of Pennsylvania School of Social Policy & Practice, 3701 Locust Walk, Philadelphia PA, 19104-6214 and NBER Faculty Research Fellow (ioma{at}upenn.edu). Marshall Steinbaum is Assistant Profess...

We develop, estimate, and test a tractable general equilibrium model of oligopsony with differentiated jobs and concentrated labor markets. We estimate key model parameters by matching new evidence on the relationship between firms’ local labor market share and their employment and wage responses to state corporate tax changes. The model quantitatively replicates quasi-experimental evidence on imperfect productivity-wage pass-through and strategic wage setting of dominant employers. Relative to the efficient allocation, welfare losses from labor market power are 7.6 percent, while output is 20...

Abstract In this article, we argue that non-fungible tokens (NFTs) challenge established marketing understanding of digital ownership, uniqueness, and value; authenticity, status, and sharing; and branding and distribution. We propose a set of preliminary research questions rooted in these areas, in hopes of offering entry points to future programmatic investigation of the broader field of “crypto-marketing.” This emerging subdiscipline offers opportunities to expand our understanding of consumer behavior, pricing, and product design and may be crucial in predicting the future of our disciplin...

In this study, we examine the connection between geopolitical risk (GPR) and stock market volatility in emerging economies. Our motivation for this study is premised on the need to assess both the predictability and the associated economic gains in relation to the subject in order to offer more useful insights to investors and practitioners. To the best of our knowledge, this is the first study that jointly considers these objectives. Consequently, we employ the GARCH-MIDAS framework which accommodates mixed data frequencies thereby circumventing information loss or any associated bias. We fin...

The representative heuristic and overconfidence are cognitive biases that influence the decisions of the investors in the stock market. Overconfident investors tend to rely on representative heuristic for decision making under uncertainty. Investors overestimate their knowledge and think that past performance is the best indicator to measure the future performance of a company. Investors who are overconfident and use representative heuristics overreact to any new information that arrives in the market, and it affects their decisions. To measure the presence of overconfidence and representative...

This paper investigates the impact of the Russia-Ukraine conflict on the stock market efficiency of six developed countries. The sample is composed of daily stock index data from the United States (US), United Kingdom, Germany, France, Italy and Spain. Market efficiency was analyzed by the multifractal structure of the series of returns in four periods (full series, COVID-19 outbreak, before the conflict and after the conflict). The results show the presence of multifractality of the index's return series in periods of crisis. The evidence rejects the market efficiency hypothesis and indicates...

Purpose In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism. Design/methodology/approach The deductive approach of questionnaire s...

The study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video title is positively associated withVideo views.

This study investigated the impact of financial technology (FinTech) development on financial stability in an emerging market. By using data from 37 commercial banks in Vietnam for the period 2010-2020, the study found that FinTech development negatively affected financial stability, and market discipline can mitigate this effect. However, heterogeneity analysis further showed that the negative effect of FinTech development on financial stability is stronger when the degree of financial stability is low, and the role of market discipline also becomes more important in such a situation. As anot...

Building on the increased interest in the volatility spillover effects between Chinese stock market and commodity markets, this paper investigates the dynamic volatility spillovers of Chinese stock market and Chinese commodity markets based on the volatility spillover index under the framework of TVP-VAR. The result shows that there is a highly dependent relationship between the stock market and commodity markets. On average, the Chinese stock market is the net recipient of spillover, non-ferrous metals and chemical industry have a very obvious spillover impact on the stock market. The degree ...

The results revealed that international markets and digital technologies are positively associated with innovation and that when a company’s entrepreneurial orientation increases, the digital technologies and international markets will be more involved in mutual relationships.

Abstract The contribution of psychology to marketing has been significant and invaluable. No discipline has benefitted from another as much as marketing from psychology. To gain an understanding of the scientific contributions emerging from the intersection of psychology and marketing, this study conducts a bibliometric retrospection of a premier journal dedicated to the application of psychological theories and techniques to marketing: Psychology & Marketing ( P&M ). To do so, this study employs bibliometrics to unpack the publication trends and the intellectual structure of P&M ....

The rapidly increasing penetration of distributed energy resources (DERs) calls for a hierarchical framework where aggregating entities handle the energy management decisions of small DERs and represent these DERs upstream. These energy management decisions are typically envisaged to be made via market-based frameworks, aspiring the so-called Local Electricity Markets (LEMs). A rich literature of studies models such LEMs adopting various modeling assumptions and proposes various Market Mechanisms towards making dispatch and pricing decisions. In this paper, we make a systematic presentation of...

Carbon allowances are a new class of financial instrument which aim to assist in limiting the extent and impact of global warming and climate change. The feedback mechanism in the "Carbon-Energy-Finance" system makes the information connectedness dynamics more complex since we add equity, bond and non-energy commodity assets into the system. Using modified error variance decomposition and network diagrams, we quantify and systematically analyze how the European carbon market connects with information from a wide range of other markets. Our results indicate: (i) the nature of information spillo...