ABSTRACT. This study concentrates on the consumer-centric effects of sustainability-based motives of nearshoring as a manufacturing location decision and its intersection with corporate hypocrisy through three experiments. First study examines the mediator role of gratitude between sustainability-driven nearshoring motives (economic vs. environmental) and willingness to reciprocate relying upon the social exchange theory. Second and third studies ground on the construal level theory. While Study 2 investigates how perceived corporate hypocrisy reverses the relational mechanism based upon the spatial distance (hypocrisy in the nearshored country – low distance vs. in the formerly offshored country – high distance), Study 3 examines the reversal mechanism based on both the spatial distance to the event and psychological distance to the actor (i.e., brand). The findings reveal that the environmental (vs. socio-economic) sustainability-based nearshoring motive elicits greater gratitude and willingness to reciprocate. Further, perceived corporate hypocrisy in the nearshored country (vs. formerly offshored country) decreases the gratitude more for environmental sustainability-based nearshoring motives, hence willingness to reciprocate diminishes. Lastly, being psychologically close to the brand involved in a hypocritical act is expected to generate less willingness to reciprocate, hence increase the brand avoidance.

ABSTRACT. Confronted with heightened levels of competitive intensity, exporting firms increasingly attempt to deploy disruptive organizational practices to ensure survival and growth. Traditional strategic actions common to benign environments are no longer sufficient and invite counteractions that easily damage performance. With the need for organizations to work differently, competitive unpredictability represents a new and as yet largely untested deliberate response to the competitive landscape. Drawing on decision theory, the study offers a conceptualization of competitive unpredictability, examines its antecedents, before assessing the performance impact of unpredictability under differing levels of New Product Development (NPD) capability. Focusing on the exporting function of UK firms where competition can be at its greatest, the study employs an online survey instrument developed in tandem with qualitative interviews of export managers and augmented with objective archival data. Analysis of data through structural equation modelling reveals how the interaction of planned and spontaneous decision-making affects deliberate competitive unpredictability, while the effect of unpredictability on performance is strengthened by increasing levels of NPD capability. These findings establish a new theory on how and when managers can rely on deliberate competitive unpredictability to raise performance, providing a welcome support structure for the use of competitive unpredictability in practice.

ABSTRACT. Geographical Indications have received a great deal of attention in the literature in recent years and are currently the object of domestic and international policy debates. However, there is still a lack of bibliometric studies demonstrating a scientific mapping and a pattern of in-depth research on them as a strategy for international market orientation. This article aims to carry out a comprehensive review of the literature to identify points of methodological and theoretical advances, as well as aspects of convergence and gaps for future studies. The methodological approach used was mixed, involving a quantitative approach with bibliometric and scientometric analysis of 141 articles; relevance analysis through the InOrdinatio method; and a qualitative approach through conceptual mapping of the 30 articles with the highest impact and convergence on the subject. The results reveal that the studies are new and show a growing trend, but a low level of collaboration between authors from different countries, with predominance in the European Union. A conceptual mapping identified six macro-variables of studies, demonstrating a variety in the sub-themes addressed. The main gaps concern the level of governance and interaction between the social actors involved.

ABSTRACT. This paper examines the consumer behaviour of this floating middle class in the diverse, multicultural, dynamic environment of sub-Saharan Africa. By Identifying barriers and challenges to their aspirations, the paper seeks to provide some understanding to new evolving consumer profiles that can influence their decision-making and interactions with international marketers. The study covers a quantitative, cross-country sample from nine countries and provides a broad perspective on this under researched (but large) segment.

ABSTRACT. How is humour defined and used in marketing? Humour in marketing studies has a predominant position in advertisement, however studies on other applications and understanding of the concept itself are still relatively limited (Weinberger, M. G., & Gulas, C. S., 2019; Malodia, S., Dhir, A., et al., 2022). Studies show for instance that sector matters (Pabel, A., 2019), but no typology or overall scoping is provided. The aim of this paper is to explore definitions, and typologies of humour in different fields to improve our understanding of the concept, facilitate future studies and managerial practices. Although it is mostly intended for research in marketing, it provides useful findings for other fields, especially computational humour. Based on over a hundred studies on humour in and outside marketing, we propose a new definition of humour, intended to be applicable to human and non-human entities, and we propose two new typologies: one general typology of humour (based on media used and humour style), and one specific to the use of humour in marketing. Lastly, insights on online humour and Internet culture are provided to understand how technologies are remodelling the use of humour.

ABSTRACT. This paper investigates Pareto share and the growth potential of Country of origin (COO) wine brands across non-buyers, light and heavy buyers. Using an empirical study of wine purchases of 9316 households in the UK over a period of two years, across different COO wine brands, we find that heavy buyers contribute to 61% of sales for a COO wine brand in year one on average. We also find that despite a significant contribution to current COO wine brand sales, the heavy buyers’ sales potential is only 16% in the total wine category and therefore is not the source for COO wine brand growth. The future growth potential in year two comes mostly from light or non-buyers of a COO wine brand.

ABSTRACT. This research delves into the intricacies of gender bias within marketing, particularly focusing on the effects of gender-based stereotypes in celebrity endorsements. Despite growing interest in this topic, the literature on gender bias in marketing remains limited. Utilizing the Stereotype Content Model, we explore the relationship between gender, stereotypes about competence and warmth, and consumer evaluations in various marketing contexts. Across three studies, our findings demonstrate that celebrity endorser gender significantly impacts social judgments and brand evaluations, which can be partially attributed to biased perceptions of competence. Additionally, consumer purchase motivation moderates the impact of gender on evaluations, with hedonic products mitigating the negative bias associated with perceived lower competence for female endorsers. Overall, this research sheds light on gender-based stereotypes that affect consumer responses, provides a foundation for marketers to mitigate gender bias, and encourages marketers to create inclusive advertising campaigns that challenge gender stereotypes in their messaging.

ABSTRACT. Consumers often come across artistic products (e.g., movies, books, or music) released after the death of their actors or authors. However, the literature in marketing and consumer research has not yet unraveled if consumers pay attention to such releases and why. Drawing from symbolic immortality theory, in three studies (using different data and paradigms) we show that consumers evaluate posthumous movie releases better than other releases (Study 1). Furthermore, we show that republished posthumous releases (over original ones) in music and literature are better evaluated because of their creative symbolic immortality (Studies 2a-2b). The results contribute in extending the literature on symbolic immortality and consumption in the creative industries, together with providing practical insights for managerial practice.

ABSTRACT. Online sharing of digital content has important implications for marketers. Despite progress in understanding processes underlying the spread of text-based content, relatively less is known with respect to peer-to-peer distribution of video and other forms of dynamic multimedia content. The present study extends the online information sharing literature by introducing content narrativity and prosody as key content features driving sharing behaviors for online video. Based on analysis of transcripts and audio files from over 1000 TED talk presentations, our findings suggest narrativity and speech tempo jointly influence online sharing amongst YouTube viewers. Subsequent mediational analysis show that arousal mediates the effects of narrativity and the narrativity X tempo interaction onto sharing, but only when the video evokes positive emotion in an audience. We briefly discuss implications of these findings as well as suggest avenues for future research.

ABSTRACT. The number of smartwatch users worldwide is growing rapidly. One of the most popular smart-watch features is self-tracking of personal Goal Progress. To support users in this endeavor, user interface designers purposefully integrate digital design elements to visualize their Goal Progress. Along with this comes the question of how the visualization of the Goal Progress on a smartwatch affects user behavior and – more specifically, how smartwatch users behave as soon as they have achieved their daily personal goals. Past literature proves that adverse effects, such as the licensing effect, may occur when personal goals are achieved. Such undesirable effects have frequently been studied in consumer behavior research in the analog but rarely in the digital world. Given this, we question if the visualization of Goal Progress might induce rewarding compensatory effects for smartwatch users. More specifically, we examine whether feedback on Goal Progress on a smart-watch leads to adverse effects regarding users' further physical activity or subsequent food choices. The results of a field study did not show adverse effects. Nonetheless, user interface designers should be aware of possible undesirable effects and test new design elements before implementation.

ABSTRACT. Regardless of the widespread occurrence of shopping cart abandonment, there remains a dearth of scholarly investigation into the potential influence of online consumer reviews on online shopping cart abandonment. The present study examines how online review confusion affects online shopping cart abandonment, utilizing the theory of consumer confusion and mindfulness theory. Moreover, the study investigates the mediating role of perceived risk between online review confusion and online shopping cart abandonment. Further, the study explores how mindfulness moderates the association between perceived risk and online shopping cart abandonment. This study utilized a mall intercept approach followed by a cross-sectional survey to gather data from 338 respondents who had recently abandoned their online shopping carts. Partial least squares-based structural equation modeling was used to examine the proposed hypotheses. The study explored that overload confusion directly impacts online shopping cart abandonment, while ambiguity and similarity confusion indirectly affect online shopping cart abandonment through perceived risk. Furthermore, mindfulness moderates the association between perceived risk and online shopping cart abandonment. The present study also offers valuable insights for researchers and retail managers seeking to reduce the online shopping cart abandonment rate.

ABSTRACT. Digital technologies are creating a hyperconnected world that shapes people's identities and relationships. This paper draws on self-extension theory to explore the relationship between consumers and objects in the context of smart technologies. Utilising a mixed methods approach encompassing six studies, the research develops and validities a higher order self-extension scale through various stages, including conceptualisation, item generation, EFA, CFA, discriminant and nomological validation, and incremental and predictive validation. A higher-order self-extension scale is presented with four dimensions, encompassing physical, social, affective, and cognitive elements. This paper conceptualises consumers’ self-extension with smart technologies and establishes the scale’s ability to predict both marketing (i.e., satisfaction and perceived value) and information system (i.e., perceived usefulness, technostress, and continuance intention) outcomes.

ABSTRACT. Retail atmospherics is fast becoming a strategic tool for retailers as they struggle to compete with e-Commerce and dwindling footfall. Retail atmospherics tailored using sensory cues could help retailers provide consumers with better in-store experiences. Visual perception is the most powerful element of sensory marketing. However, how certain visual cues, such as ambient illuminance, influence consumers is not well-understood, and little empirical knowledge exists on the effect of ambient illuminance in retail environment. In view of these shortcomings in the extant literature, this research investigates the effect of warm vs. cool ambient illuminance on consumers’ indulgent choices. The research takes into account the interactive effect of ambient illuminance temperature and intensity on indulgent consumption. The research also proposes a serial mediating effect of arousal and self-status perception in the ambient illuminance—indulgence relationship. Four experimental design studies were conducted to investigate the proposed effects. Scholarly and actionable managerial implications are drawn based on the findings of the four studies. The research contributes to the emerging area of the visual aspect of sensory marketing, i.e., ambient illuminance, and advances the theoretical understanding of how these could be used effectively to promote both hedonic choices and healthy living in consumers.

ABSTRACT. The past two decades, especially the last 2-3 years since 2020, have experienced a significant increase in research interest in the topic of Brand purpose. It shows its pertinence in academic research, whether it should be according to the industry or theoretical angle. Existing studies focus on how brand purpose has been created, different aspects of brand purpose, and different dimensions of Brand purpose, which means majorly on firm-specific elements but not much on the consumer perspective. Still, in its vicinity is an insufficiency of studies on how customers ethically evaluate the Brand purpose of any brand & behave the same. This study seeks to identify how consumers visualize & consider the brand ethically based on their brand purpose from the ethics perspective and further create a framework explaining how customers assess it.

ABSTRACT. Prior research identifies several factors that influence the effects of incongruity on consumer behavior. Extending this research, the authors suggest that external, contextual marketing stimuli, which trigger creative mind-sets, impact incongruity resolution. Five studies show that creative mind-sets activated by creative marketing stimuli or context (e.g., exposure to creative ads or shopping malls) can positively influence attitudes toward incongruent information through incongruity resolution. Creative mind-sets induce consumers to express creativity, increasing incongruity resolution, fit perceptions, and evaluations of incongruent sponsorship associations, new products, or brand extensions. The authors show that the effects of creative mind-sets on incongruity resolution are driven by consumers’ need to express creativity.

ABSTRACT. This study sheds light on the use of gift-giving in difficult life situations as a way of feeling (or making others feel) grounded. Gift occasions, including those of self-gift giving, often focus on Christmas, birthdays and other celebrations. However, little research considers gifting in difficult life situations such as deaths, divorce or the Covid pandemic. We address this gap by shedding light on challenging contexts that prompt gift giving, on the ways in which givers and receivers use gifts, and the rituals associated therewith, to feel or help others feel more grounded during the pandemic. Building on Eichinger et al.’s (2022) conceptualization of groundedness, we elucidate how gift experiences restore connection and wellbeing in crisis contexts.

ABSTRACT. A life event (e.g., marriage, birth of a child, death of a loved one) is a distinctive occurrence that exerts a major influence on an individual and their consumer behaviors. Life events have many different characteristics, yet the literature typically selects a life event, or life events to study, without much deliberation about the type of life event and its characteristics. In this study, life events are classified according to key characteristics identified in the literature to examine their differences and commonalities. This was done by creating a questionnaire to collect data from a national panel of consumers (n=437), covering 35 different life events and 999 separate life event experiences. The classification was performed using cluster analysis on variables measured from the Life Course Model (LCM), key life-event characteristics and consumer traits. The study identified four groups of life events. This type of classification study has value for researchers as it allows the identification of clusters of life events which are similar to each other, which enables a more informed choice about life events to study.

ABSTRACT. The eSports market is expected to generate $1.87 billion in global revenue for 2023 and was recognized as an official Olympic-level sport in the same year. A new eSports format, requiring physical bodily movement from the user to play a virtual game using specialized equipment, will expand this market. There is a dearth of research investigating this topic. As a departure point, this study is among the first to provide a behavioral prediction model to guide industry stakeholders through the lens of the TPB. Data were collected via a computer-administered survey from 474 general South African adult consumers aged 18 to 56. Statistical analyses were executed using SPSS and AMOS V28, the model comprised five factors, namely attitude, facilitating considerations, subjective norms, participation intentions, and awareness. The findings suggest that SA consumers are somewhat familiar with physical eSports but that it is not yet a socially normative activity to engage in. Nonetheless, this study confirmed that South African consumers' awareness, attitude and facilitating conditions will result in their likely future participation. However, to increase the uptake of this sports format, various stakeholders have the task of promoting and normalizing this exciting way of integrating technology with exercise, health and well-being.

ABSTRACT. The purpose of this study is to assess conceptual frameworks on indicators of seller’s performance applied in B2B settings. Particularly, the aim is to report an empirical assessment in B2B service settings based on the seminal meta-analyses reported by Churchill et al. (1985) and Verbeke et al. (2011). Based on a cross-industrial sample of Norwegian services firms. Participants were actively engaged in B2B sales practices of services firms. 732 out of the 389 usable survey instruments were filled in and returned from sales staff in services firms generating a response rate of 53.1 %. The findings support a framework of 25 elements (out of 28) across six themes on indicators of seller’s performance in B2B sales practices of services firms. The findings suggest a framework for supporting sellers' performance in B2B sales practices of services firms. Services firms in B2B settings may find the framework useful as it can be used to assist and manage sales staff. Researchers may find the empirical assessment relevant for future studies and scholars may use it in teaching situations.

ABSTRACT. The aim of our article is to highlight the effects of humor on buyer-seller performance by mediating the quality of the relationship in four samples of buyers from different national cultures. To understand how cultural differences influence commercial relationships, we use Hofstede's (1980) first four cultural dimensions (individualism-collectivism, power distance, uncertainty avoidance and masculinity-femininity). The empirical analysis includes four studies with B2B buyers in Vietnam (105), Mexico (98), the UK (125) and France (144) and aims to test the theoretical model of antecedents, the use of humor, empathy, and expertise of the salesperson with a relational mediator, the quality of the relationship to achieve performance as a function of the four cultural moderators. Humor styles complete our study as a relational moderator. We measure correlations using regression coefficients based on these four samples from different countries. The results of our analysis show the effects of relationships on humor, RQ and performance for these four countries. We show that it is relevant to adapt this model culturally before applying it to other markets. We confirm that cultural dimensions influence the performance of buyer-seller relationships. It is therefore necessary to adapt BtoB buyer-seller relationship strategies to suit each country.

ABSTRACT. Due to new technological advancements physical B2B trade fair organizers and exhibitors are challenged to rethink their setup. We provide the first paper that conducts a quantitative study to assess the superordinate factors of B2B trade fair perceptions and analyses the relevance of B2B trade fair perceptions including recent technological aspects. To address these aims, a three-step mixed methods approach was applied. (1) A qualitative pre-study for item generation, (2) a main study to reveal factors of B2B trade fair perceptions, and (3) a multiple linear regression analysis to assess the impact of the identified factors of B2B trade fair perceptions were conducted. Our study shows that B2B trade fair organizers and exhibitors should focus their efforts on new developments and networking combined with a high-quality culinary experience. In contrast, B2B trade fair visitors seem to be reactant to professional educational offerings while visiting B2B trade fairs.

ABSTRACT. Despite the growing interest in gamifying crowdsourcing platforms for new product development (NPD), there is a noticeable gap in the existing literature concerning the factors driving businesses' choices between competition, cooperation, and coopetition dynamics in platform design. To address this gap, we conducted six in-depth individual interviews with innovation marketing experts and analyzed various secondary data sources. Our research findings indicate that businesses primarily utilize competition to enhance the internal performance of their R&D teams by aligning them with real-world consumption. On the other hand, cooperation dynamics are primarily motivated by fostering a spirit of mutual assistance among participants to improve outcomes and overall well-being. Coopetition is ultimately selected for certain competitions aimed at promoting connections among participants, stimulating creativity, and encouraging long-term engagement.

ABSTRACT. The level of immersion in the metaverse can create captivating interactions leading to deeper user involvement and greater value creation for customers. In their race to further bridge the physical and cyber world, companies and researchers are developing a totally immersive VR system adding wearable devices (VR suits, VR gloves, VR rings, etc.) that impact the other senses and even a biomimetic exoskeleton to add other sensation to human motion. These technologies aim to enhance the tactile-perception and to have a haptic feedback in order to optimize the immersive and interactive experience. In this paper, we delve into the relationship between object manipulation, immersive experience, object affordance and value creation, within the context of the metaverse – a virtual shared space that blends physical and digital realities. This research explores how users perceive and interact with objects as well as its contribution to creating value and enhancing immersive experiences. The paper propose a new measurement scale for the construct object manipulation and detail the steps of the construction. In addition, it studies the aspects of manipulating virtual objects and sheds the light on the potential disruptions that affect user immersive experience, object affordance and value creation.

ABSTRACT. Sales and marketing play complementary roles in creating superior value for customers. When the COVID-19 pandemic forced firms to move their interactions online, it significantly changed sales-marketing communications and their roles in generating new product ideas. Based on in-depth interviews with 17 sales and marketing professionals, we explore the impact of digital tools on sales and marketing in idea generation. Our findings show that digital tools offer various benefits, but also create challenges, especially in the post-pandemic reality of hybrid work, which further contributes to the challenges of using digital tools during ideation.

The main benefits of using digital tools are increased accessibility, the involvement of multiple employees, and improved efficiency. For example, online meetings can be quickly scheduled, which allows many employees to participate in brainstorming sessions, which enriches the ideation process. However, the absence of non-verbal cues hinders the presentation of complex ideas and the feedback provided, which makes them less effective for brainstorming. In addition, digital tools are less effective for informal communication. Together, this suggests that digital tools may be less effective for brainstorming new product ideas, but more suitable to refine ideas and select the most promising ones for further development.

ABSTRACT. Numerous studies have examined the impact of the service robot design and anthropomorphic appearance on consumer responses (Blut et al., 2021). This research stream provides mixed results on whether consumers prefer or resist human-like service robots. For example, Mende et al. (2019) found that when people are served by a humanoid robot (vs. a person), they activate compensatory behaviors due to feelings of eeriness. Similarly, Kim et al. (2019) found that humanoid robots elicit negative attitudes because of feelings of uncanniness. However, studies have also shown that human-like features in robots can drive positive consumer responses such as enjoyment (Stroessner and Benitez, 2019) and higher perceived service quality (Yoganathan et al., 2021).

ABSTRACT. Businesses are called to reimagine their strategies with an eye to global impact and they are expected to contribute to solving problems, rather than creating new ones. This demand is changing the way organizations can be profitable and we believe that there is space for purpose-driven profits. Indeed, to credibly redefine their strategy, managers must respond to a personal call that pushes them to broaden the purpose of the company. This is only possible on the basis of a "moral commitment" of management that is reflected in a system of values of the organization. We offer a cross-disciplinary review of the use of stewardship, including accounting, strategy, marketing, tourism and other specialty areas of business and management studies. To do so we analyze almost 1,500 academic articles and offer a critical account of what can be learned from this review, identifying promising avenues for further research. This review provides guidance for businesses to develop a stewardship mind, challenging managers to recognize the strategic resources they feel the need to take care of in order to achieve the company’s purpose and thus ensure its ability to address the contemporary grand challenges.

ABSTRACT. Music has been an integral part of human life for centuries, but it has now become even more crucial to the physical and psychological well-being of consumers (International Federation of the Phonographic Industry. Within the music industry, the topic of fan-related behavior is barely researched. In this sense, not only is there a noticeable research gap concerning the factors that make music consumers fans of their preferred artists and the general dynamics of this phenomenon in the industry, but it is also relevant to study the differences in predictors and dynamics between popular and not popular artists that now may attempt to retain music listeners through similar means. The main aim is to explore the factors that influence fan-related behavior toward music artists. A sample of 484 consumers allowed us to understand that the perception of quality and the psychological sense of the artist community are the most significant drivers for generating positive attitudes and, consequently, fan-related behavior. Future research could explore cultural differences in fan-related behavior, differences between popular and non-popular music dynamics, and the possible mediator role of being a mass versus niche cool artist. The specific effect of each coolness dimension in fan-related behavior was not tested.

ABSTRACT. The evolution of customer measurement within the quality, services and satisfaction domain has transitioned from foundational marketing concepts to contemporary paradigms in customer experience. Pioneers like Grönroos (1984) introduced the concept of service quality, which was further elucidated by the renowned SERVQUAL model by Parasuraman, Zeithaml, and Berry (1988). Significant contributions by Fornell (1992, 1996) led to the creation of the American Customer Satisfaction Index (ACSI), a benchmark that remains influential today. Building on these frameworks, this paper introduces a holistic index for assessing customer experience, incorporating facets such as the quality and value of the experience, challenges encountered during the experience, satisfaction with the experience, as well as emerging concepts related to intentional and behavioral loyalty. The research utilizes a comprehensive methodology combining multidisciplinary bibliographic analysis with empirical testing in a national proof-of-concept initiative This ambitious undertaking seeks to augment the ACSI approach, offering a deeper exploration of the hidden constructs within customer experience, and providing fresh perspectives on satisfaction and loyalty dynamics.

ABSTRACT. AI-driven brand-consumer conversations are increasingly influential, shaping consumer perceptions and engagements with brands. This study explores the intricate relationship between AI-driven brand-consumer conversations. To better understand how this AI-facilitated brand-consumer conversation occurs, our research employs face-work theory, the research unravels the rules governing these interactions, emphasizing AI's role in maintaining a positive (acceptance, appreciation, approval) and negative (autonomy, privacy, independence) face needs. The findings of this study shed light on the critical role of face-work theory in AI-facilitated brand-consumer conversations. AI not only supports positive face maintenance through mutual self-disclosure and compliments but also respects consumer agency by allowing control over interactions. Consumers have a wide range of feelings towards AI, and their experiences and concerns reflect the complex nature of AI's role in brand-consumer interactions. This research advances our understanding of AI's impact on brand-consumer conversations and the significance of face-work theory in rebuilding trust and credibility, particularly in addressing customer skepticism through persuasive communication tactics.

ABSTRACT. With the smart health wearable market firmly established globally, as supported by the 492.1 million units shipped worldwide in 2022 (Statista, 2023a), the diffusion and adoption of these devices are not optimal in the South African consumer market. That is, considering the estimated market value for the global fitness tracker market of $53.94 billion in 2023 (Fortune Business Insights, 2023), the South African market will only reach a projected $259.60 million (Statista, 2023b). The slower growth rate, illustrated by the 7.2% annual growth rate, clearly indicates a need for strategic marketing interventions. Despite the available investigations explaining South African consumers’ smart health wearable purchase intentions, including several influencing factors, there is no evidence of the role that brand hearsay, trust, and loyalty play in the diffusion or likely expansion of this emerging wearables market in the country. As a departure point, this study provides a branding perspective and aims to inform the smart health wearable industry stakeholders, including the various established brands that manufacture this tech, branding specialists, marketing practitioners, and resellers, about the critical role of advertising, promotion, WOM, and eWOM as brand hearsay elements play in South African consumers’ brand trust and loyalty and subsequent purchase intentions

ABSTRACT. Generative artificial intelligence (AI), often called GenAI, is fundamentally altering the landscape of marketing. While professionals are increasingly using GenAI tools for content creation and sharing, the current understanding of users’ reactions to those practices is still incomplete, especially when we consider consumers’ fears and/or misconceptions about artificial intelligence. Our manuscript explores the dynamics of users’ responses to human vs. AI-generated brand communications for both promotion and recovery purposes and show that AI-generated (vs. human-generated) content reduces consumers' overall brand attitudes. Specifically, in a brand promotion scenario, this effect is explained by lower levels of perceived competence of the AI agent, which subsequently harms brand credibility. In the brand recovery scenario, in turn, the adverse effects are driven only by lower levels of brand credibility, which suggests that perceived competence became secondary to the adverse brand-related outcomes stemming from the initial brand misstep. We argue that, with the growing use of AI technologies in consumers' lives, consumers may more easily adjust to AI-generated brand promotion, as perceptions of competence of AI agents might increase over time. However, in the brand recovery context, AI labeling adversely influenced brand attitude by undermining overall brand credibility directly.

ABSTRACT. Voice assistance technology represents artificial intelligence that carries out daily tasks through voice communication. Emerging literature focuses on its potential in assisting information usage and communication rather than assisting consumers in controlling products. This research relies on the assemblage theory to fill the research gap by analyzing multi-source data of voice skills (i.e., applications) built on voice assistance platforms (e.g., Amazon Alexa and Google Assistant). Study 1 explores the associations between product control aspects and consumer evaluations of voice skills, and a boundary condition set up by an invocation license, i.e., whether only the voice assistant’s name (e.g., Alexa) is used for controlling products. Study 2 explores how to design a voice skill’s name when an invocation license is absent. Overall, this research enhances knowledge of consumer evaluation of this artificial intelligence in product control and the importance of deciding on invocation license adoption and voice skill name design.

ABSTRACT. Academic marketing performance measurement is underpinned by realist ontology. Conversely, practice relies on mental models. Filling a need for ‘simple data’ that is both reportedly academically endorsed and profitable, is the Net Promoter Score (NPS), which has been widely adopted by practice. In parallel, a number of concerns are raised in marketing academia. While efforts to resolve them are proliferating, these are hampered by conceptual ambiguity at metric and philosophy levels. Furthermore, despite recent efforts, academic and practitioner convergence remains elusive. Yet, NPS knowledge requires marrying academic advances with practical applications, such that (a) theoretical and methodological developments are impactful for practice, and (b) applications are sound. The overarching aim of this paper is to address the challenges that threaten NPS theoretical and methodological development in marketing academia and legitimacy in marketing practice, such that the organizational benefits of NPS are expanded, while academia can resolve concerns to generate impactful knowledge. In achieving this aim, we conduct a critical review of NPS literature, marry conceptual ambiguity and pluralism, and determine a green ‘zone of conformity’, where research and practice can find spaces to move NPS forward together.

ABSTRACT. This paper explores the transformative potential of integrating Machine Learning (ML) algorithms and Large Language Models (LLMs) into marketing research, aligning with the philosophy of science foundations. Advancements in scientific research methods underscore the power of ML algorithms and LLMs in deriving novel insights from complex datasets. These technologies enhance traditional research methods by providing comprehensive analyses and reducing cognitive biases. Two distinct studies exemplify this integration, focusing on brand management, chatbots, and subconscious associations with brand perceptions. By harnessing these technologies, researchers can extract nuanced insights with unprecedented accuracy, promising a more comprehensive understanding of consumer behavior and market dynamics.

ABSTRACT. In response to pressing global challenges like climate change, the imperative to address sustainable post-consumption behaviours (PCB) has grown significantly. These behaviours encompass actions that consumers can take after product use to minimize waste, reduce environmental impact, and promote sustainability. This study employs the social practice framework to (a) explore the potential of social practice theory in shaping consumer sustainable PCB, such as food waste reduction and composting, and (b) outline the motivations driving these behaviours. Qualitative research methods were employed, including 16 in-depth interviews. Data collection was conducted using a purposive sampling technique, and thematic content analysis was employed to identify categories and themes. Interviews revealed that consumers engage in diverse practices related to waste management and composting, attaching moral significance to these actions. Knowledge and skills play a crucial role in effectively engaging in sustainable practices. Consumers' motivations for sustainable PCB encompass self, social, and environmental considerations. This study, framed within social practice theory, provides insights into the determinants of sustainable PCB, and underscores the importance of tailored strategies for promoting sustainable practices that resonate with consumers' social contexts.

ABSTRACT. This paper presents a thorough examination of the literature surrounding the reception and interpretation of LGBTQ+ advertising by audiences, an essential area of study in advertising. The study brings together and analyzes a broad range of research on the topic using a rigorous methodology known as the SPAR-4-SLR protocol. The research was conducted on publications indexed in the Web of Science, SCOPUS, and Emerald Insight databases, published between January 1, 2000, and March 31, 2023. The analysis indicates an increase in the number of publications on LGBTQ+ advertising over the past ten years. However, it also reveals that there is still a need for a deeper understanding of the complex factors that shape how audiences perceive such advertising, including cultural differences and the medium used. This review has significant academic and practical implications, providing insights into the theory behind LGBTQ+ advertising and offering valuable guidance to advertisers seeking to create effective and socially responsible campaigns. Despite some limitations, this study represents a significant contribution to our understanding of LGBTQ+ advertising and will serve as a guide for future research in this critical area.

ABSTRACT. In modern life, people have begun to realize and feel more that their resources are limited. Having limited resources is an important fact that affects individuals’ mindsets, social relations, and consumption behaviors. This study examines how limited resources affect individuals’ mindsets and intentions for future donations. Three experiments were designed in line with the research objectives. As a result of the study, it was determined that individuals perceive time as abstract and money as concrete. While individuals who were exposed to resource scarcity construed time and money at a more abstract level, it was found that donating time, in other words, participating in volunteering activities, enables individuals to have more psychological well-being and tend to exhibit more donation behavior. The results provide remarkable insights into nonprofit organizations’ marketing communication activities.

ABSTRACT. The use of online tracking mechanisms – cookies – gives firms wide ability to track consumers’ web movements in online platforms. Most regulatory frameworks call for firms to ensure their data use policies are clearly exposed, such that they provide visible notices regarding private information they collect. The search for transparency, supposing more detailed presentations of cookies, however, can lead to message disfluency and negative consequences on customers’ behaviors. With a scenario-based experiment, we examine the role of the perceptual fluency in the effects of cookie notices on customers’ avoidance behavior. First, we introduce a new mediating variable – perceptual fluency – as an explicative phenomenon of the effects of cookies. Second, we find a counter-intuitive result showing that high (vs low) cookie visibility increases customers’ avoidance intentions through serial mediation of perceptual fluency and trust toward the firm. Finally, our findings confirm the “Trust Effect” in the context of consumer privacy research.

ABSTRACT. People need support to change behavior and achieve their long-term healthy goals. Health apps are more and more developed to offer the supportive tool many people seek in. Some apps integrate social influences, specifically through online communities of. However, the effectiveness in achieving support of the online community of users related to fitness apps is not well established. Particularly, the role of two elements implicit to communities are not well known: yet social comparison and tie-strength induced by an online community of users may negatively influence the effectiveness of apps to support sustained behavior change. To further investigate the potential dark side of online communities, this research, with two experiments, focuses on the potential negative impacts of social comparison, tie-strength in an online community of users in a fitness app context. With our results, we first theoretically contribute by extending results of current research on the role of the online community of users added to a fitness app. Extending the knowledge on social comparison activated in those communities, we show that upward social comparison leads to negative reactions. By increasing possibilities of upward comparison, an online community of users may decrease the effectiveness of a fitness app.

ABSTRACT. Mobile health applications have recently gained popularity. However, scant research exists on product deciphering apps (PDAs), which not only encourage users to improve their eating and consumption habits but also fight for radical change of some product manufacturers’ poor practices. This paper explores the mechanisms (i.e., app authenticity, self-app connection) and conditions (i.e., political ideology) under which PDA digital activism impacts m-loyalty. Three quantitative studies conducted in France with a total of 586 individuals (exploratory study: N1=61, confirmatory study: N2=122, main study: N3=403) were conducted. The data were analyzed through Partial-Least Square Structural Equation Modeling (PLS-SEM). PDA authenticity and self-app connection sequentially mediate the positive relationship between PDA digital activism and m-loyalty. This mediation is further moderated by political ideology—i.e., the effect of PDA digital activism on m-loyalty (through app authenticity and self-app connection) is stronger for liberal than for conservative users.

ABSTRACT. Too many people are financially unprepared for retirement. There is an urgent need to engage individuals in thinking about and planning for the future to improve longer-term financial wellbeing. While the financial advice sector is increasingly embracing technology to offer more accessible and personalized advice services, there is a gap in understanding which tools perform better in aiding future-self connection. The aim of our study was to explore the ways in which we can support the financial advice sector to use digital tools to connect individuals more concretely with their future selves and aid future financial planning. We test and compare the effect of three potential digital tools for connecting individuals to their future selves: an aged faces approach (currently in use by some financial institutions); a role model approach (using video-based role models); a future visualization approach (using a guided future vision board). We also include standard financial information as a comparison. Our research highlights the hidden dangers of the aged faces approach, specifically demonstrating the variable effect it has on males and females, and highlights the benefits of taking a more holistic approach through future visualization.

ABSTRACT. This study aims to analyze and reassess the roles and tasks of marketing and sales departments in industrial B2B companies by considering the influence of digitalization and technological advancements. It encompasses three research components: (1) analyzing recruitment advertisements, (2) conducting focus groups with professionals from various B2B companies, and (3) a quantitative study examining marketing and sales requirements and interfaces. The findings underscore the significance of enhancing digital competencies and fostering customer-centric behavior within marketing. Moreover, the study reveals an ongoing process of task integration between marketing and sales departments, although it remains incomplete. Notably, there are disagreements among marketing employees, sales personnel, and C-Level managers regarding certain tasks, which may lead to potential conflicts. The study concludes by providing implications for the scientific community as well as for businesses and marketing educators.

ABSTRACT. Although the strategy literature emphasizes innovation as the preferred approach to create new value in firms, using innovation as the primary strategy is not feasible for many firms. Innovation is risky and expensive because the path towards technological and organizational alignment with new market opportunities typically requires the development of significant capabilities which poses a risk to existing operations. Notwithstanding the ‘inferior strategy’ tag associated with imitation, emerging literature suggests that mechanisms and elements of imitation in innovation-based competitive strategy are ubiquitous, a deeper understanding of which will enhance new value creation. In this context, our study examines the dynamics of imitation strategies in low and medium technology companies (LMT) in Vietnam. We combine insights from literature on imitation, market knowledge and absorptive capacity with case interview data obtained from senior managers of low-tech manufacturing firms in Vietnam to present a market knowledge-based framework and propositional model. We contribute to existing work by identifying new value creation categories, namely, passive creative imitation and active creative imitation and the underpinning knowledge mechanisms. We conclude with contributions and implications of our study and note its major limitations, providing directions for future research.

ABSTRACT. While prior research has associated disruption management strategies with a variety of performance outcomes, there is limited research on the mechanisms and conditions under which disruption management strategies contribute to performance. Drawing on information processing and the resource dependency theories, this study argues that buffering and bridging disruption management strategies may contribute to financial performance through firm responsiveness capability, and that this effect may be contingent on the type of supply chain disruption a company faces. Using data from 205 industrial manufacturing firms in the UK, we show that while buffering strategy is positively related to financial performance, bridging strategy is not. In addition, we uncover the mediation role played by firm responsiveness capability in the relationship between both buffering and bridging strategies and financial performance. Our results further indicate that the positive mediation role of responsiveness capability in the buffering strategy and bridging strategy–financial performance link is stronger in covariate supply chain disruption conditions than in idiosyncratic supply chain disruption conditions. The theoretical and managerial implications of these findings are discussed.

ABSTRACT. This study explores the synergy between marketing and corporate political capabilities in dynamic business environments. As firms face political turbulence and regulatory complexities, integrating marketing prowess with political acumen becomes crucial for survival and success. Employing a survey methodology among U.S. business managers, the study examines how these capabilities independently and jointly influence firm performance. The findings highlight the significance of adaptive capabilities, stakeholder support, and the critical role of environmental dynamism in the effectiveness of corporate political activities (CPA). The study reveals a symbiotic relationship between marketing and CPA, emphasizing the necessity for integrated strategies in resource-limited settings. These insights are invaluable for businesses navigating volatile markets, offering a strategic framework for combining marketing and political strategies. This investigation addresses gaps in academic literature while providing practical guidance for achieving competitive advantage in today's challenging business landscape.

ABSTRACT. Preserving producers' incomes has become a topic of interest for consumers and for legislators. Agricultural cooperatives, which are producer-owned enterprises, propose that a fair remuneration for the producer is to return the profits made by the enterprise to the producer, which makes this remuneration process complex to explain. So, even with a cooperative advantage, this complex pricing procedures can undermine the perception of price justice, and consequently the willingness to pay -WTP. We are investigating this potential backslash effect in two stages: an exploration of practices – which showed that cooperatives do not communicate the specifics of their remuneration to consumers –, followed by a test of different on-pack communication claims. This between-subject experiment (N=262) shows that communication about price structure influences the perceived fairness of the price paid to the producer and the consumer's WTP. The cooperative mention has a positive influence for high CSR attitude consumers, but adding member dividend worsens the perceived justice for producers. For low CSR attitude consumers, the mention of cooperative governance is disadvantageous and the mention of the member dividend has no effect. Our results question the value of providing consumers with fully transparent information on the price structure of cooperatives.

ABSTRACT. Many companies must deal with historical transgression (i.e., decisions belonging to the brand past, that are perceived as violations for today’s standards). While time is supposed to “heal all wounds”, research left unexamined how a historical transgression affects brand assessment. To address this gap, Studies 1 and 2 differentiate between transgression rooted in performance and that related to values, with the former specifically influencing perceptions of competence and the latter predominantly affecting perceptions of warmth. Further, Study 2 lends support to the assertion that historical transgression detrimentally affects present purchase intentions. Study 3 explores the contextual limitations of this effect, revealing that the adverse impact of historical transgression is heightened when such transgression is deemed severe. In addition, Study 4 rules out an alternative explanation for the observed primary effect, namely the time span between the transgression and brand evaluation.

ABSTRACT. In today’s digital era, the significance of brand equity has amplified. The advent of social media and the ease of sharing opinions and experiences online have redefined the role of brands. We are conducting a systematic review with a lexicometric analysis. We have obtained 1.996 articles containing brand equity in the title or the abstract. We analyze our data with Iramuteq, using Reinert's method and Factorial Correspondence Analysis. Using text-mining techniques and network analysis allowed us to explore the conceptual links and relationships between key brand equity terms.

ABSTRACT. Drawing upon the literature on human brands, co-branding and donation behaviour, and the Associative Network of Mind theory, this is the first empirical study with a diverse sample of 860 UK-based respondents, to prove the moderating role charity's perceived trustworthiness plays in enhancing the relationship between celebrity attributes of attractiveness, trust and expertise and donation attitude and desire.

ABSTRACT. This study analyses the influence of series on a nation's brand experience (NBE) and its consequences on viewer behavioural intentions. It focuses on how series affect intentions to visit, reside in, and buy products, as well as their impact on nation equity and word-of-mouth (WOM).

Using a quantitative approach, a conceptual framework is developed based on existing literature to explore the relationship between series and NBE. The study also examines how NBE influences consumer behavioural intentions, nation equity, and WOM. Data for hypothesis testing is collected through an online survey and analyzed with SmartPLS4.

The findings demonstrate that series, when accurately portraying environmental conditions and social norms, offer viewers a tangible experience of the nation's brand. This positive emotional and intellectual experience enhances nation equity and encourages viewers to recommend the nation. Furthermore, series significantly influence intentions related to visiting, residing, and making purchases in the country. This research provides valuable insights for destination management organizers and academics, offering a deeper understanding of the impact of a nation's portrayal in series on NBE and, subsequently, on behavioural intentions, nation equity, and recommendations. With this knowledge, professionals can make more informed decisions to refine their marketing and destination management strategies.

ABSTRACT. Over the past 25 years, academic research has increasingly recognized the importance of consumers building relationships with brands. These relationships are critical to consumers and brands as they can lead to various positive outcomes, including increased self-esteem, brand commitment, positive word-of-mouth, purchase intention, loyalty, brand equity and improved business performance. As a result, organisations and marketers are actively exploring strategies to build strong and positive relationships with consumers. Despite the growing importance of the consumer-brand relationship, there is a lack of a clear, high-quality definition of the concept in the academic literature. This gap has hindered the progress and rigor of research in this area. This study addresses these challenges by exploring the conceptualisation of the "consumer-brand relationship" through a systematic literature review and assessing the quality of reported conceptual definitions. The review identifies and organises existing definitions and applies quality criteria from the methodological literature to assess their validity. This study aims to contribute to the clarity and precision of the conceptualisation of the consumer-brand relationship and to establish a more solid foundation for future research in this area.

ABSTRACT. This study explores the dynamics of value co-creation behaviors within the Latin American e-commerce landscape, examining their impact on brand loyalty. Through a comprehensive examination across eight countries with a diverse sample of 10,509 participants, this research employs partial least squares structural equation modeling (PLS-SEM). The results affirm that brand trust and customer commitment are the main drivers of value co-creation behaviors, validating established theoretical frameworks. Furthermore, we confirm an effect of value co-creation on brand loyalty, highlighting implications for e-commerce professionals. Findings emphasize the imperative for brands to foster transparent, participatory and collaborative environments. This study advances our understanding of consumer behavior in the Latin American e-commerce environment.

ABSTRACT. Scholars have recently proposed that firms must cultivate and embrace marketing agility, defined as “the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions” to navigate today's fast-changing business environments. As this concept takes root within marketing academy and practice, there is a need to understand how firms may embrace, cultivate, and practice this concept. This is especially true of firms in emerging markets since these markets embody the extreme uncertainty and continuous change that make marketing agility a strategic imperative for firms. We conducted a qualitative study in an emerging market environment (Saudi Arabia) to examine how firms may cultivate marketing agility. Study findings extend marketing literature by explicating four organizational challenges that emerging market firms may face while developing marketing agility. We argue that these unique challenges are reflective of the deep influence of the socio-cultural, and religious milieu within the emerging market environments on organizational dynamics that constitute an important set of antecedents to developing marketing agility. Our findings offer an initial glimpse to practicing managers in emerging markets of the challenges they may encounter as they work to cultivate this capability within their firms.

ABSTRACT. While prosocial motives are found to be conducive to unique manager behaviors, the literature lacks empirical evidence on the relationships between prosocial motives and managers’ willingness to engage in environmental and social innovation (ESI) in business-to-business (B2B) firms and the boundary conditions that shape these relationships. This research endeavors to unlock the potential of prosocial motives in fostering ESI, while investigating the mediating roles of creativity-relevant skills and the moderating influence of business moral values. Employing a quantitative survey approach, we gathered insights from 242 managers within Australia's food and beverage industry. We tested our hypotheses by adopting a covariance-based Structural Equation Modeling (SEM) approach. First, prosocial motives drive the ESI behaviors of managers in B2B firms. Second, creativity-relevant skills act as the critical bridge connecting prosocial motives with ESI within the realm of B2B firms. Third, business moral values emerge as potent moderating, positively influencing the relationship between prosocial motives and "managers' willingness to engage in social innovation" within B2B firms. This is the first study examining the relationship between prosocial motives and social and environmental innovation and how this relationship is influenced by creative-relevant skills and business moral values.