Journal Of Research In Marketing Research Articles

Sketching a comprehensive picture of the marketing discipline: a bibliometric analysis covering eight top-tier journals

Purpose This study aims to examine marketing trends spanning a period of 26 years to scrutinize North American influence in marketing research, as well as enhance comprehension of interdisciplinary marketing knowledge and identify prominent scholars, universities, countries, and articles that warrant further scholarly exploration. Design/methodology/approach This paper uses bibliometric methods to analyze the publications of eight top-tier journals (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology and International Journal of Research in Marketing) between 1996 and 2021, as found in the Scopus database. Findings The findings indicate that North American hegemony in the marketing discipline continues and that the impact of marketing on other disciplines remains controversial. Some universities have a deeply rooted tradition of marketing departments. Some articles from 26 years ago are still frequently cited. Research limitations/implications The study covers the period from 1996 to 2021. It includes only articles, uses a single database and is cross-sectional. Future research should explore longer time periods by using various databases for comprehensive analysis. Originality/value To the best of the authors’ knowledge, this study constitutes one of the first attempts to understand the scholarly contributions of the marketing discipline by considering eight top-tier journals.

Bibliometric insights into the evolution of digital marketing trends

This bibliometric analysis aims to delineate the progression of research in the domain of digital marketing by examining 513 English-language articles published in Scopus during the period of 2003–2024. An examination of scholarly productivity indicates an upward trend, as evidenced by the increase in publications from one in 2003 to 115 in 2022 and citations from 79 in 2003 to 1131 in 2021, as determined by keyword, citation, and authorship analyses. A review of citation patterns reveals that publications with significant impact are primarily found in prestigious academic journals, such as Industrial Marketing Management and International Journal of Research in Marketing. Prominent contributors hail from Jordan, Finland, Spain, the United Arab Emirates, and Saudi Arabia; among other regions – the United States, the Middle East, Europe, and Asia. Keyword analysis revealed an emphasis on emerging technologies such as artificial intelligence and traditional digital marketing techniques (e.g., social media, content marketing, internet marketing). Co-occurrence theme analysis highlighted digital marketing strategy, digital marketing audiences, the digital transformation of business and marketing, and the acceleration of digital adoption as a result of COVID-19. Further areas of investigation encompass optimizing the utilization of emergent social media platforms, implementing virtual and augmented reality technologies to enhance the customer experience, and capitalizing on the potential of artificial intelligence and machine learning to augment the efficacy of digital marketing. By utilizing data-driven insights, this study offers guidance for curricular enhancements, scholarly agendas, and digital marketing practice. AcknowledgmentThe author thanks everyone who helped make this study possible, but especially those at the Ho Chi Minh University of Banking, Vietnam.

From the Editors: Engaging with generative artificial intelligence technologies in innovation management research—Some answers and more questions

Journal of Product Innovation ManagementEarly View EDITORIAL From the Editors: Engaging with generative artificial intelligence technologies in innovation management research—Some answers and more questions Jelena Spanjol, Corresponding Author Jelena Spanjol [email protected] Institute for Innovation Management, Ludwig-Maximilians-Universität (LMU) Munich, Munich, Germany Correspondence Jelena Spanjol, Institute for Innovation Management, Ludwig-Maximilians-Universität (LMU) Munich, Munich, Germany. Email: [email protected]Search for more papers by this authorCharles H. Noble, Charles H. Noble Department of Marketing, University of Tennessee Knoxville, Knoxville, Tennessee, USASearch for more papers by this author Jelena Spanjol, Corresponding Author Jelena Spanjol [email protected] Institute for Innovation Management, Ludwig-Maximilians-Universität (LMU) Munich, Munich, Germany Correspondence Jelena Spanjol, Institute for Innovation Management, Ludwig-Maximilians-Universität (LMU) Munich, Munich, Germany. Email: [email protected]Search for more papers by this authorCharles H. Noble, Charles H. Noble Department of Marketing, University of Tennessee Knoxville, Knoxville, Tennessee, USASearch for more papers by this author First published: 20 June 2023 https://doi.org/10.1111/jpim.12689Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL REFERENCES Bouschery, S. G., V. Blazevic, and F. T. Piller. 2023. “Augmenting Human Innovation Teams with Artificial Intelligence: Exploring Transformer-Based Language Models.” Journal of Product Innovation Management 40(2): 139– 53. COPE (Committee on Publication Ethics). 2023. “Guest Editorial: The Challenge of AI Chatbots for Journal Editors.” February 23, 2023 https://publicationethics.org/news/challenge-ai-chatbots-journal-editors Kasneci, E., K. Seßler, S. Küchemann, M. Bannert, D. Dementieva, F. Fischer, Urs Gasser, et al. 2023. “ChatGPT for Good? On Opportunities and Challenges of Large Language Models for Education.” Learning and Individual Differences 103: 102274. Korneeva, E., T. O. Salge, T. Teubner, and D. Antons. 2023. “Tracing the Legitimacy of Artificial Intelligence: A Longitudinal Analysis of Media Discourse.” Technological Forecasting and Social Change 192: 122467. Noble, Charles H., and Jelena Spanjol. 2019. “Opening Thoughts from the New Editors.” Journal of Product Innovation Management 36(1): 2– 4. Peres, R., M. Schreier, D. Schweidel, and A. Sorescu. 2023. “On ChatGPT and beyond: How Generative Artificial Intelligence May Affect Research, Teaching, and Practice.” International Journal of Research in Marketing 40(2): 269–75. Roose, Kevin. 2023. “A.I. Poses ‘Risk of Extinction,’ Industry Leaders Warn.” The New York Times, May 30 2023 https://www.nytimes.com/2023/05/30/technology/ai-threat-warning.html Staiman, Avi. 2023. Academic Publishers Are Missing the Point on ChatGPT https://scholarlykitchen.sspnet.org/2023/03/31/guest-post-academic-publishers-are-missing-the-point-on-chatgpt/ Štiglic, Gregor, and Roger Watson. 2023. Guest editorial: the challenge of AI chatbots for journal editors https://publicationethics.org/news/challenge-ai-chatbots-journal-editors The Editors. 2023. “Editorial: Tools Such as ChatGPT Threaten Transparent Science; Here Are our Ground Rules for their Use.” Nature 613: 612. Early ViewOnline Version of Record before inclusion in an issue ReferencesRelatedInformation

Advancing the marketing‐operations interface in omnichannel retail

Advancing the marketing‐operations interface in omnichannel retail

Entrepreneurial marketing: a bibliometric analysis of the second decade of the 21st century and future agenda

Purpose The purpose of this paper is to identify the state of the art on publications related to “Business Marketing” over the past 10 years (2010–2020) and available in the SCOPUS database. Design/methodology/approach In this research, a bibliometric study on entrepreneurial marketing (EM) was performed. The articles were selected from the SCOPUS database and dated from January 1, 2010 to July 11, 2020. Findings In total, 124 articles on the area of business management were identified, they are written in English. Through the systematization of these articles, it was found that the majority of the publications and citations about EM are from the year 2020 (378 articles), respectively, with 17 citations. The Journal of Research in Marketing and Entrepreneurship was the most published on the subject and obtained the highest number of citations over the past 10 years. The authors that obtained the highest number of citations were: Jones and Rowley (2011b) with 101 citations and Mort et al. (2012) with 71 citations. It was also possible to identify four clusters: “entrepreneurial orientation”; “customer strategy”; “market orientation” and “innovative entrepreneurship and marketing.” Practical implications This paper reinforces the coherence and scientific structure of the current literature. The systematization of the concepts we present can be used by managers to define strategies and policies in EM planning. Originality/value This research gives special emphasis to the publications over the past 10 years, related to the management area and focused on the term “Entrepreneurship Marketing,” aiming to identify publication trends. Another innovation from this research is the usage of a single database, for the case SCOPUS. Moreover, the authors also reveal a current agenda with future lines of research in EM, which will serve as a starting point to prepare other studies in this area.

Use of item response theory in marketing research

There are three purposes of this paper. The first is to present a brief introduction to item response theory in conjunction with marketing research. The second is to present a review of the current uses of item response theory in representative marketing research journals. The third is to present an example that illustrate and contrasts classical test theory and item response theory approaches to item and scale analysis. Several item response theory relevant papers were recently published in various marketing research journals. Because models under item response theory, from simple to complex, were used without any systematic introduction in marketing research, this paper briefly presents the main concepts in item response theory. A content analysis was done for the second purpose with 30 item response theory relevant articles in marketing research journals. Articles were sorted based on the taxonomy of item response theory models. Many articles reviewed relied on some type of unidimensional dichotomous item response theory models. Articles published recently within the past 10 years used more complicated item response theory models, both mathematically and statistically, than other previously published articles in marketing research journals. Lastly, data from a scale with three Likert-type items of four response categories were analysed using a traditional approach based on item statistics and coefficient alpha as well as using an item response theory approach by employing the graded response model. Main concepts of item response theory were explicated with figures.

A retrospective review of the first 35 years of the International Journal of Research in Marketing

The International Journal of Research in Marketing (IJRM) publishes groundbreaking research on a range of topics related to marketing. Academics, scholars, and practitioners value the journal for its original and well-executed content. Using bibliometrics, this study summarizes the journal’s first 35 years in terms of its publication trends, authorship patterns, citation structure, and themes, as well as the clustering of IJRM’s articles published between 1984 and 2018. This study identifies the IJRM’s most influential articles, most prolific contributors and their affiliations, and frequently used keywords and reveals their semantic associations along with factors influencing citations of the IJRM corpus. As the first objective assessment of the journal’s first 35 years, the review also suggests some potential avenues to target future submissions.

English in Ecuador: a look into the linguistic landscape of Azogues

ABSTRACTThis study analyses the use of English in the linguistic landscape (LL) of Azogues, Ecuador. A representative sample of fixed signs in the economic centre of the city was photographed by the author in the summer of 2017, consisting of 171 photographed signs. This study analyses what linguistic features are used and how other semiotic resources accompany them. The use of English, in either bilingual signs or in monolingual English signs, is fairly widespread in the LL. The use of English is examined from a branding linguistics perspective (Carnavale et al. [2017]. ‘Brand Linguistics: A Theory-Driven Framework for the Study of Language in Branding’. International Journal of Research in Marketing 34 (2): 572–591) to understand how its use is an effective tool to boost brands’ impact for consumers. The focus of English in branding is considered with other factors in the way that English is emphasised on signs (Androutsopoulos [2012]. ‘English “on Top”: Discourse Functions of English Resources in the German Mediascape’. Sociolinguistic Studies 6 (2): 209–238) along with the functionality of other multimodal features to highlight English as a branding technique to distinguish one business from another.

Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

The qualitative research aims to develop an understanding of how consumers view the celebrity as a brand and also to measure and compare the celebrity equities. This research applies associative network theory to identify the celebrity association networks residing in the minds of the consumers using Brand Concept Maps (BCMs) methodology. It also measures the celebrity equity by measuring the relative strength, favourability and uniqueness of the associations. Three celebrities from different professions are selected for this study. Data for the construction of BCMs have been obtained from 50 respondents. The associations are shown on BCMs, and their structure has been analysed using general and central characteristics. Celebrity equity is measured using Krishnan (1996, International Journal of Research in Marketing, 13(4), 389–405) methodology. The results reveal that consumers link five categories of associations with a celebrity, namely professional associations, public-image-related associations, social responsibility- and ethics-related associations, lifestyle associations and negative associations. Further, the celebrities are found to have strong brand equities, but their relative equities differ from each other. This study reveals that the managers need to consider a wide range of associations for measuring celebrity equity. It also provides academicians and celebrity managers with a new methodology for measuring celebrity equity.

LÝ DO CẢN TRỞ KHÁCH HÀNG SỬ DỤNG DỊCH VỤ NGÂN HÀNG TRỰC TUYẾN (INTERNET BANKING) - MỘT NGHIÊN CỨU TẠI TP. HCM

LÝ DO CẢN TRỞ KHÁCH HÀNG SỬ DỤNG DỊCH VỤ NGÂN HÀNG TRỰC TUYẾN (INTERNET BANKING) - MỘT NGHIÊN CỨU TẠI TP. HCM

Marketing Models: A Review of the Literature

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010–2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme.

Brand-anchored discrete choice experiment (BDCE) vs. direct attribute rating (DAR): An empirical comparison of predictive validity

The image of a brand provides a key driver of brand equity. To build and control a strong brand image though, brand managers require a valid procedure to measure it. This article empirically compares the predictive validity of two measurement techniques to assess brand image: First, a brand-anchored discrete choice experiment (BDCE) which is based on a brand-anchored conjoint approach where brands serve as the levels for any attribute and which was originally introduced as ranting-based approach by Louviere and Johnson Journal of Retailing, 66, 359–382 (1990) and further extended to a BDCE by Eckert et al. International Journal of Research in Marketing, 29, 256–264 (2012). Second, a direct attribute rating (DAR) approach which is commonly used for commercial applications of brand image measurement. An empirical study using a representative sample of the German beer market shows that BDCE shows significantly higher levels of predictive validity (i.e., higher correlations with the actual market shares of the brands under investigation) than the widely used DAR method.

What’s Different About Emerging Markets, and What Does it Mean for Theory and Practice?

Much has been written about emerging markets, especially since the term BBRIC^ was coined in by Jim O’Neill [13], then-chairman of Goldman Sachs Asset Management, in his publication Building Better Global Economic BRICs.However, very often, these perspectives have been based on anecdotal observations followed by implications for economic policy and management actions that have not been appropriately investigated. Limited attention is devoted to theoretical underpinnings, corresponding frameworks, and empirical analyses. Additionally, the fact that there is often very little in common between Brazil, Russia, India, and China (and now South Africa) is lost. At the same time, many countries with strong similarities to each of them are correspondingly ignored. Over the past decade, many marketing academics have examined the marketing implications of the differences between emerging markets (EMs) and developed markets (DMs), as well as the market phenomena across and within EMs. Some work is conceptual and provides excellent frameworks (e.g., [2, 5, 10, 18]), other studies are empirical (examples include papers in the International Journal of Research in Marketing’s 2013 Special Issue on Emerging Markets; [6, 12, 17]) . This Special Issue of Customer Needs and Solutions builds upon the increasing academic and managerial interest in identifying the marketing theory and practice implications of the seismic shifts in the current world economy. In this editorial, we focus on summarizing some of the findings of the papers in this Issue. Additionally, we lay out a framework for future analyses. So, what, if anything, is different about emerging markets that really matters? We have summarized nine broad areas in which the differences between emerging and developed markets have significant theoretical and managerial implications (outlined in Table 1). Before addressing EMs, it is useful to understand the historical context from which they evolved. Emerging markets and their role in the global economy form a natural development in the dynamics of international trade. Ricardo, with his theory of comparative advantage in 1817 [3] noted that because different markets had different resources, wealth could be created by countries specializing in those industries in which they had a relative advantage (for example, with the British making cloth and the Portuguese making wine). The success of early European traders applying these principles led to colonization where terms of trade could be underpinned by military power; with the Indian Mutiny, Boxer Rebellion in China and opening of Japanese markets by Admiral Perry providing excellent examples [8]. Economic history up to the beginning of the twentieth century focused on trade as a source of raw materials (reflecting a supply side view of the world and the primacy of western markets). There was little focus on foreign markets and that which there was, was seen as a way of absorbing excess capacity and leveraging the colonists’ ability as an intermediary (e.g., Boston Tea Party, Salt March on India). This situation continued until the Second World War (1939–1945), after which many of what were then called developing countries gained their independence. However, with the fall of colonialism, under-developed markets were still seen as terms of trade takers, albeit with limited * John Roberts johnr@agsm.edu.au

Introduction: towards an Italian marketing history

Jonathan Morris, 'Introduction: towards an Italian marketing history', Editorial to Special Issue, Journal of Historical Research in Marketing, Vol. 7 (1), 2015, doi: https://doi.org/10.1108/JHRM-12-2014-0036, Emerald Group Publishing Ltd.

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