Academic Marketing Research Research Articles

Fashion consumers' response to the COVID-19 pandemic and today’s future

This study examines the effects of the pandemic on the consumption of clothing. After referring to some general elements and characteristics of the situation during the period of Covid-19, the issue addressed and the research carried out are then thoroughly analyzed. Consumption and behavior of the consumers during the pandemic in the broadest sense are the first point of analysis. This study makes three major contributions. First, it highlights the history of the future of covid-19 in fashion. Second, it contributes to research within the fashion marketing domain by examining the interface of the distinct sections of socioeconomic changes. Finally, it presents a snapshot of guidelines to direct companies in understanding the future requirements for sustainable fashion, by offering rich implication for marketing managers and academic research in marketing.

Marketing Decision Model and Consumer Behavior Prediction With Deep Learning

This article presents a study using ResNet-50, GRU, and transfer learning to construct a marketing decision-making model and predict consumer behavior. Deep learning algorithms address the scale and complexity of consumer data in the information age. Traditional methods may not capture patterns effectively, while deep learning excels at extracting features from large datasets. The research aims to leverage deep learning to build a marketing decision-making model and predict consumer behavior. ResNet-50 analyzes consumer data, extracting visual features for marketing decisions. GRU model temporal dynamics, capturing elements like purchase sequences. Transfer learning improves performance with limited data by using pre-trained models. By comparing the model predictions with ground truth data, the performance of the models can be assessed and their effectiveness in capturing consumer behavior and making accurate predictions can be measured. This research contributes to marketing decision-making. Deep learning helps understand consumer behavior, formulate personalized strategies, and improve promotion and sales. It introduces new approaches to academic marketing research, fostering collaboration between academia and industry.

Critical examination of academic marketing and service research’s philosophical foundation

PurposeThe philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both marketing and service research. This paper aims to propose a social and systemic perspective that addresses current challenges in service and marketing research by revisiting the philosophy of science debate.Design/methodology/approachThe paper revisits the philosophy of science debate to address the implications of an emergent, complex and adaptive view of marketing and service research. It draws on critical realism by combining structuration and systemic perspectives.FindingsA recursive perspective, drawing on structures and action, is suggested as it includes multiple actors’ intentions and captures underlying drivers of market exchange as a basis for developing marketing and service strategies in practice. This is aligned with other scholars arguing for a more systemic, adaptive and complex view of markets in light of emerging streams in academic marketing and service research, ranging from value cocreation, effectuation, emergence and open source to empirical phenomena such as digitalization, robotization and the growth of international networks.Research limitations/implicationsThe reciprocal dynamic between individuals and the overarching system provides a reflexivity approach intrinsic to the service ecosystem. This creates new avenues for research on marketing and service phenomena.Originality/valueThis paper discusses critics, conflicts and conceptualization in service research. It suggests a possible approach for service research and marketing scholars capable of responding to current complexities and turbulence in economic and societal contexts.

Deciphering Emotional Sensitivity in Social Media: A Paradigm for Brand Equity Enhancement

This study rigorously explores the transformative impact of the digital landscape on businesses and consumers, with a specific focus on the pivotal role of social media engagement in shaping brand equity. Aligned with the contemporary imperative for businesses to establish a robust online presence, our primary objectives involve gaining a comprehensive understanding of the transformative impact of social media engagement on brand equity and exploring the nuanced dynamics of consumer relationships cultivated through these platforms. To precisely assess this impact, our research employs a rigorous methodology, introducing validated Structural Equation Modeling (SEM) to quantitatively measure the influence of social media engagement behaviors on various dimensions of brand equity. The findings reveal crucial insights: liking enhances brand-consumer relationships, sharing significantly impacts self-presentation motives, and commenting complements brand association and loyalty. These insights contribute to a nuanced understanding of how specific engagement behaviors distinctly influence elements of brand equity. The novelty of our research lies in developing and validating a precise measurement model for the impact of social media engagement on brand equity, representing a significant improvement and addressing a notable gap in the existing literature. This scholarly contribution extends its relevance to both academic research and practical applications in digital marketing. The study not only highlights the transformative influence of social media engagement on brand equity but also signifies a methodological advancement through SEM. The derived insights offer actionable implications for enhancing digital marketing strategies, optimizing social media performance, and fostering long-term sustainability in the ever-evolving digital landscape. Doi: 10.28991/HEF-2023-04-04-02 Full Text: PDF

Quantitative research on the relationship between academic marketing and academic research －Focusing on newspaper reports and press releases related to functional food notification information－

Quantitative research on the relationship between academic marketing and academic research －Focusing on newspaper reports and press releases related to functional food notification information－

Environmental Sustainability under E-Commerce: A Holistic Perspective

Following COVID-19 there was a transformation in how individuals purchase products and services, with a major shift and dependency. Websites such as Amazon, eBay, and Alibaba have changed the way products are sold and allowed for-profit companies to reach a much broader market. The most important effect of the rising use of e-commerce in green marketing is the increased need for research on the environmental consequences of e-commerce. This article addresses environmental sustainability in e-commerce with the aim of understanding changes in sustainable logistics, green packaging, and recycled products, as well as identifying issues such as reducing carbon emissions in a holistic manner by exploring the literature on secondary sources, which primarily served as a source of information for academics and practitioners (including conference papers, articles, and book reviews). According to Lin et al. (2020), most academic research in green marketing has focused on the environmental implications of e-commerce over the last several years. The Green Revolution has been a global movement for several years. E-commerce is part of the revolution. Some researchers suggest that e-commerce is more environment-friendly than traditional retail sales, whereas others support the opposite. Literature on e-commerce environmental sustainability proposes a holistic perspective aimed at contemplating environmental sustainability under the impact of e-commerce. In the future, companies should consider trade-offs in various dimensions to achieve e-commerce sustainability, thus facilitating the discovery of maximum benefits from integrating environmental aspects in e-commerce. In 2016, 194 parties (193 states and the European Union) around the world signed the Paris Agreement, which aims to reduce global warming and CO2 emissions.

Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation

A theory-first paradigm tends to be the dominant approach in much academic marketing research. In this approach, a theory is borrowed, refined, or developed and then tested empirically. In this challenging-the-boundaries article, the authors make a case for an empirics-first approach. “Empirics-first” refers to research that (1) is grounded in (originates from) a real-world marketing phenomenon, problem, or observation, (2) involves obtaining and analyzing data, and (3) produces valid marketing-relevant insights without necessarily developing or testing theory. The empirics-first approach is not antagonistic to theory but rather can serve as a stepping-stone to theory. The approach lends itself well to today’s data-rich environment, which can reveal novel research questions untethered to theory. The present article describes the underlying principles of an empirics-first approach, which consists of exploring a domain purposefully without preconceptions. Using a rich set of published examples, the authors offer guidance on how to implement empirics-first research and how it can lead to valuable knowledge development. Advice is also offered to scholars on how to report empirics-first research and to reviewers and to editorial teams on how to evaluate it. The ultimate objective is to pave a way for the empirics-first approach to enter the mainstream of academic marketing research.

Editorial: Marketing’s Role in the Evolving Discipline of Product Management

Product managers have tremendous power to change lives by setting the priorities for innovation. As the product management discipline continues to evolve and grow in popularity, there is an opportunity to strengthen mutually beneficial connections between the practice of product management and academic marketing research. For product managers, marketing academia can be an untapped knowledge resource. For marketing academics, there is an opportunity to directly influence product managers through creating rigorous and relevant research that will shape the courses taught on this increasingly popular topic. This editorial highlights the opportunity to shape the product management discipline, demonstrates that the marketing literature has a body of knowledge on which further contributions to product management can be based, and shares knowledge gaps that the Marketing Science community is capable of addressing.

Neuromarketing and Eye Tracking in Women's Fashion Buying Decision Making

In recent years, the combination of research methods in neuroscience and neuromarketing and their applications has resulted in a large body of academic and marketing work in an explosion of opportunity for in-depth studies of the brain. The purpose of this article is to provide academic marketing researchers and professionals in the private sector with a methodological reading grid so that they can assess the feasibility, implementation conditions, relevance or even the added value of using consumer neuroscience through the use of tracking. eye on choices and preferences in women's fashion purchase decision making. Marketing and consumer behavior constitute fields of investigation for which understanding the brain dynamics underlying attention, motivation and decision making represents an added value. For this reason, it is essential to understand what it means to use tools to investigate brain activity in an ethical, technical, methodological and financial way, as well as at the level of data analysis and interpretation.

Quantitative research on the relationship between academic marketing and academic research －Case study on the scientific basis of functional food notification information－

Quantitative research on the relationship between academic marketing and academic research －Case study on the scientific basis of functional food notification information－

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Three Sticks Wines: Digital Marketing, Branding, and Hospitality During a Crisis

This study examines a luxury winery located in Sonoma County, Three Sticks Wines, as it navigated a novel crisis-laden market created by the Covid-19 pandemic. The drastic effects on the industry as a whole and those specific to the premium segment are explored. Strategy to mitigate business displacement is analyzed and developed by the author to present a multi-faceted augmentation of marketing tactics. Areas of focus include digital marketing, co-branding, co-promoting, vineyards as marketing entities and wholesale allocation strategy. The case draws from leading academic research in strategy, consumer behavior, and digital marketing. A conclusion is reached that the winery should consider the range of tactics individually or jointly to maximize its marketing effort commensurate to business needs and shifting market conditions.

Online shopping in a restrictive society: lessons from Saudi Arabia

PurposeWestern consumers are able to take shopping for granted, their major restriction being financial. This study aims to understand motivations to buy fashion items online in the culturally restrictive environment of Saudi Arabia, which imposes considerable fashion and behavioural restrictions, particularly on women.Design/methodology/approachQualitative research was conducted with a sample of 34 Saudi women in their home country providing a deep insight into the restrictions that women face when shopping and how they react to these restrictions. Two theoretical lenses, psychological reactance and system justification theories are invoked to understand and explain consumer behaviour.FindingsMotives for online shopping are quite different in a restrictive society. The definition of utilitarian motivations in online shopping is developed to reflect the drivers to overcome cultural restrictions or to align one’s shopping behaviour with them. Similarly, hedonic reasons for online purchases are expanded to incorporate nuances found only in such societies, where hedonic motivations include enjoying the breaking of societal restrictions.Originality/valueThis study is conducted is focussed on a country in which little academic marketing research has taken place due to considerable restrictions on movement and access. Western texts on consumer behaviour are not fully appropriate for understanding such a society.

The history of academic research in marketing and its implications for the future

Purpose The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments. Design/methodology/approach This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time. Findings While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies. Research limitations/implications Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage. Originality/value This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.

The future of marketing

The main thesis of this article is that several long-term trends are reshaping marketing and forcing marketing managers to change radically to keep up. These long-term trends are technological, socioeconomic and geopolitical. Advances in technology, in particular, are having a profound impact on marketing, resulting in the deepening of customer relationships and the continuous expansion of the service economy. Artificial intelligence, big data, the Internet, and the expansion of networks are creating a revolution in marketing that makes the 1960s-style 4 Ps increasingly obsolete. Compounding the problem for marketers are the socioeconomic factors of diversity and inclusion, as well as major geopolitical threats. I explore the nature of change, extrapolate marketing practice into the future, and examine the implications for marketing managers, marketing education and academic research in marketing.

Academic Research in Marketing and Business School Health: Limiters and Improvement Opportunities

Academic research in marketing is of key importance to the health of business schools. However, there has been considerable debate in recent years whether academic research in marketing, and business in general, delivers enough on this promise. Our goal is to add a coherent and novel faculty management perspective to this debate. We identify three limiters in the faculty management system that restrict the impact academic research in marketing may have on business school health: (1) the imperfect metrics used to evaluate marketing academics that focus primarily on quantity, (2) the weak professional alignment between marketing academics and professionals relevant to marketing, and (3) the incentives for marketing academics that have started to emphasize extrinsic rewards such as bonuses for publications. In response to these limiters, we offer three improvements for increasing the impact marketing can have on business school health. These include: (1) supplementing the quantitative metrics with a qualitative assessment of the work, (2) socializing marketing academics into the practice of marketing, and (3) strengthening intrinsic rewards and reducing extrinsic rewards.

Re-imagining the marketplace: addressing race in academic marketing research

ABSTRACTRace is a marketplace icon. How so? By holding true to an icon’s defining characteristics: high visibility, divisiveness, and uncritical devotion. In this brief musing, we describe how despite its centrality to market activities, race is uncritically addressed in academic marketing research. We next introduce the Race in the Marketplace (RIM) Research Network, a newly-formed interdisciplinary collective of scholars and scholar-activists that seek to break race of its iconic standing and bring greater equity to markets by disseminating critical, collaborative, and transdisciplinary race-based market research that supports liberatory public policies and community actions. We close with a call to join our effort to reimagine the marketplace through the critical examination of what has been a perpetually overlooked icon in marketing academia.

A Parametric Constrained Segmentation Methodology for Application in Sport Marketing

While the sport industry is a multibillion dollar industry, there is a paucity of academic marketing research regarding the various aspects of the industry, especially concerning fan avidity—the level of interest, involvement, passion, enthusiasm, and loyalty a fan exhibits to a sport entity. This is somewhat surprising given that avid fans are the lifeblood of any sport organization, spending significantly more money, time, and effort on sport-related products than other consumers. Thus, given its importance to the sport industry, we examine the relationship between fan avidity and its various behavioral manifestations. Recognizing the existence of consumer heterogeneity among fans, we present a new parametric constrained segmentation methodology and corresponding estimation algorithm that incorporates managerial constraints pertinent to the sport industry (or any other industry) while simultaneously segmenting the market and profiling each segment. We conducted a Monte Carlo simulation, which demonstrates the successful performance of the estimation algorithm across various models, data, and error structures. Then, we applied our proposed methodology to college football data for a major US university and found evidence for two distinct market segments. Finally, we performed a series of model comparisons and showed that our parametric constrained segmentation methodology outperforms existing alternatives.

Questioning the theory-praxis gap in marketing – types and drivers of research implementation

PurposeThis paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers.Design/methodology/approachThe paper is a conceptual reflection.FindingsThe author finds much to agree with Nenonen et al.’s work, but finds some aspects where greater breadth could be added to further strengthen it. The author further suggest that the alleged gap should be critically examined.Originality/valueThis paper extends Nenonen et al. by proposing a broader framework for viewing the relevance and implementability of academic marketing research.

Exploring the Role of Peer-Review as a Mechanism of Quality Control of Academic Marketing Research Submitted for Publication in Arab Refereed Journals: A Proposed Standardized List of Evaluative Criteria

<em>This study aimed at exploring the progress of the academic marketing research submitted for publication in Arab refereed journals, diagnosing the current problematic situation and developing what can be considered as a unified and standardized list of evaluative criteria that may be used by these journals in assessing the validity and suitability of the academic marketing research for publication. Those journals are adopting varied evaluative forms (lists of evaluative criteria) to determine whether the research paper is publishable or not. The data required for this research were collected from a sample of 305 staff members of both, the departments of Business Administration and Marketing at the Arab universities which are active members of the Association of Arab Universities (AARU). The sample consisted of two groups: the first was the reviewers’ group which consisted of 180 members. While the other was the authors’ group which consisted of 125 members. The data was</em><br /><em>collected by using two different questionnaires (one for each group). Quantitate and qualitative statistics were used in the data analysis. The main outcome of this study was the standardized list of evaluative criteria which was reached through the 8 steps procedure developed by the researcher.</em>