Articles

Identity-Based Motivations and Anticipated Reckoning: Contributions to Gift-Giving Theory from an Identity-Stripping Context

J. G. KLEIN, T. LOWREY, C. C. OTNES

Journal of Consumer Psychology

juillet 2015, vol. 25, n°3, pp.431-448

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Identity-Based Motivation, Gift giving, Personal identity, Social identity


We utilize the Identity-Based Motivation (IBM) model to examine gift giving within the identity-stripping context of Nazi concentration camps, as reported in the memoirs of Holocaust survivors. By exploring gift giving in this crisis-laden context, we demonstrate the fundamental role gifts can play in reestablishing personal and social identities. In doing so, we provide insights into the motivations for giving that go beyond the existing paradigms that emphasize social exchange, economic exchange, or agapic giving. Further, we introduce the construct of anticipated reckoning, in which people self-regulate their behavior through an imagined future self whom they perceive to judge their current actions

Reaching the Rich World's Poorest Consumers

M. YUNUS, F. DALSACE, D. MENASCE, B. FAIVRE TAVIGNOT

Harvard Business Review

mars 2015, vol. 93, n°3, pp.46-53

Départements : Marketing, Stratégie et Politique d’Entreprise

https://hbr.org/2015/03/reaching-the-rich-worlds-poorest-consumers


Remanufactured Products in Closed-Loop Supply Chains for Consumer Goods

S. ATALAY, J. D. ABBEY, M. G. MELOY, V. D. R. GUIDE

Production and Operations Management

mars 2015, vol. 24, n°3, pp.488-503

Départements : Marketing

Mots clés : Closed-Loop Supply Chains;Sustainability;Remanufacturing;Consumer Products


This work empirically investigates consumer perceptions of remanufactured consumer products in closed-loop supply chains. A multi-study approach led to increasing levels of measure refinement and facilitated examination of various assumptions researchers have made about the consumer market for remanufactured products. Based in part on the measure building studies, an experimental study examined remanufactured product perceptions from a national panel of consumers. The consumers responded to remanufactured product descriptions that manipulated price discount and brand equity. The results indicate that discounting had a consistently positive, linear effect on remanufactured product attractiveness. Curiously, the brand equity manipulation proved less important to consumers than specific remanufactured product quality perceptions. The results also show that green consumers and consumers who consider remanufactured products green typically found remanufactured products significantly more attractive. Finally, the findings introduce the concept of negative attribute perceptions, such as disgust, that had a significantly detrimental effect on remanufactured product attractiveness

Social Control in Online Communities of Consumption: A Framework for Community Management

O. SIBAI, K. DE VALCK, A. FARRELL, J. M. RUDD

Psychology and Marketing

mars 2015, vol. 32, n°3, pp.250-264

Départements : Marketing, GREGHEC (CNRS)


Online communities of consumption (OCCs) represent highly diverse groups of consumers whose interests are not always aligned. Social control in OCCs aims to effectively manage problems arising from this heterogeneity. Extant literature on social control in OCCs is fragmented as some studies focus on the principles of social control, while others focus on the implementation. Moreover, the domain is undertheorized. This article integrates the disparate literature on social control in OCCs providing a first unified conceptualization of the topic. The authors conceptualize social control as a system, or configuration, of moderation practices. Moderation practices are executed during interactions operating under different governance structures (market, hierarchy, and clan) and serving different purposes (interaction initiation, maintenance, and termination). From this conceptualization, important areas of future research emerge and research questions are developed. The framework also serves as a community management tool for OCC managers, enabling the diagnosis of social control problems and the elaboration of strategies and tactics to address them

Suppliers caught in supermarket price wars: Victims or victors? Insights from a Dutch Price War

F. SOTGIU, K. GIELENS

Journal of Marketing Research

décembre 2015, vol. 52, n°6, pp. 784-800

Départements : Marketing

Mots clés : Retailing, Price wars, Retailer–supplier relationships, Consumer packaged goods


During retailer-initiated price wars (PWs), hundreds of brands are involved simultaneously, affecting brands’ and retailers’ positioning and ultimately making the performance outcome for individual brands difficult to predict. Likewise, the impact on brand performance after the PW, when prices are restored, is unclear. The authors use a natural-experiment approach to track brand sales and shares before, during, and after a long-lasting supermarket PW in the Dutch grocery market. They find that PWs are not truly revenue, sales, or share generators for most brands unless prices remain reduced permanently by the retailer. Only after the PW, when rivals’ prices are restored and the focal brand’s reduced retail price is maintained, can substantial sales, revenues, and share gains be realized. Moreover, restoring prices without additional price promotion support can severely damage brands’ performance. Overall, national brands can gain share, sales, and revenue, but at the cost of not restoring regular prices, while private labels can benefit even when prices are restored after the PW ends

The Chief Marketing Officer Matters!

F. GERMANN, P. EBBES, R. GREWAL

Journal of Marketing

mai 2015, vol. 79, n°3, pp.1-22

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Chief marketing officer performance implications, Marketing–finance interface, Panel data, Endogeneity, Instrumental variable


Marketing academics and practitioners alike remain unconvinced about the Chief Marketing Officer's (CMO's) performance implications. While some propose that firms benefit financially from having a CMO in the C-Suite, others conclude that the CMO has little or no effect on firm performance. Accordingly, strong calls for additional academic research regarding the CMO's performance implications exist. In response to these calls, we employ model specifications with varying identifying assumptions (i.e., rich data models, unobserved effects models, instrumental variable models, and panel internal instruments models) and use data from up to 155 publically traded firms over a 12 year period (i.e., 2000 – 2011) to find that firms can indeed expect to benefit financially from having a CMO at the strategy table. Specifically, our findings suggest that the performance (measured in terms of Tobin's q) of the sample firms that employ a CMO is, on average, about 15% greater than that of the sample firms that do not employ a CMO. This result appears to be quite robust to the type of model specification used. Marketing academics and practitioners should find our results intriguing given the existing uncertainty surrounding the CMO's performance implications. We also contribute to the methodology literature by collating diverse empirical model specifications, which can be used to model causal effects with observational data, into a coherent and comprehensive framework

The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions

M. KRAFFT, O. GÖTZ, M. MANTRALA, F. SOTGIU, S. TILLMANNS

Journal of Retailing

décembre 2015, vol. 91, n°4, pp.569–585

Départements : Marketing

Mots clés : Marketing channels, Literature review, Research trends, Methodologies (conceptual, empirical, microeconomic model-based research), Future research


Marketing channels are among the most important elements of any value chain. This is because the bulk of a nation's manufacturing output flows through them. The intermediaries (e.g., distributors, wholesalers, retailers) constituting marketing channels perform specific distribution functions, such as transportation, storage, sales, financing, and relationship building, better than most manufacturers. Over his distinguished career, Louis P. Bucklin investigated many questions about the structuring and functioning of marketing channels using conceptual, empirical, and microeconomics model-based methodologies. Today, the academic marketing literature contains hundreds of articles that have employed these three broad classes of methodologies to investigate issues of channel intermediaries’ interorganizational relationships, for example, power-dependence, relational outcomes, conflict and negotiations, and manufacturing firms’ channel strategy, for example, channel structure, selection, coordination and control. So far, however, there has been no review of how the three different methodologies have contributed to advancing knowledge across this set of channels research domains. This paper is the first that aims to (1) chart how channels research employing each of the three classes of methodologies – conceptual, empirical, microeconomics model-based – has evolved over seven decades along with current trends; (2) review the contributions and shortcomings of research to date using these methodologies; and (3) suggest future research opportunities using these methodologies, separately or in an integrated fashion

The future of luxury: Challenges and opportunities

J.-N. KAPFERER

Journal of Brand Management

avril 2015, vol. 21, n°9, pp.716-726

Départements : Marketing

Mots clés : luxury branding; fashion; premium; growth; China; digital


Luxury branding has changed significantly over recent years and many say that it will never be what it once was: a discreet and tiny economic sector aimed at the rich. The rapid growth of emerging countries, led by China, has created new context for luxury growth that changes its essence and behaviour. The industry also faces challenges from technological advances and the increasing shift towards digitalization. The purpose of this article is to highlight the main areas of concern for the future of the luxury industry and how changes within it are affecting the notion of luxury itself. We hope to offer insight into the directions brand management can take to address this while proposing new areas for academic research to focus on

The Role of Comprehension Processes in Communication and Persuasion

R. S. WYER, L. SHRUM

Media Psychology

avril 2015, vol. 18, n°2, pp.163-195

Départements : Marketing, GREGHEC (CNRS)


The impact of media communications on attitude formation and change clearly depends on how the messages are comprehended. Although the role of comprehension processes in communication and persuasion has a long history in social psychology (cf. Hovland, Janis, & Kelley, 1953; McGuire, 1964, 1968, 1972; Wyer, 1974), it has received little attention in media research. In this article, we discuss both theory and research that have implications for how the comprehension of communication at early stages of processing can impact attitudinal responses to media communications, including print and broadcast advertising, narrative television programming, newspaper articles, political messages, and donation appeals

Choosing a Digital Content Strategy: How Much Should be Free?

D. HALBHEER, F. STAHL, O. KOENIGSBERG, D. LEHMANN

International Journal of Research in Marketing

juin 2014, vol. 31, n°2, pp.192-206

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Information Goods, Sampling, Content Pricing, Advertising, Dorfman- Steiner Condition


This paper studies content strategies for online publishers of digital informationgoods. It examines sampling strategies and compares their performance to paidcontent and free content strategies. A sampling strategy, where some of the contentis offered for free and consumers are charged for access to the rest, is knownas a “metered model” in the newspaper industry. We analyze optimal decisionsconcerning the size of the sample and the price of the paid content when samplingserves the dual purpose of disclosing content quality and generating advertisingrevenue. We show in a reduced-form model how the publisher’s optimal ratio ofadvertising revenue to sales revenue is linked to characteristics of both the contentmarket and the advertising market. We assume that consumers learn about contentquality from the free samples in a Bayesian fashion. Surprisingly, we find that itcan be optimal for the publisher to generate advertising revenue by offering freesamples even when sampling reduces both prior quality expectations and contentdemand. In addition, we show that it can be optimal for the publisher to refrainfrom revealing quality through free samples when advertising effectiveness is lowand content quality is high


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