Journal of Marketing Analytics
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The importance of high-quality data and analytics during the pandemic
Journal of Marketing Analytics - Tập 8 - Trang 43-44 - 2020
Is suggestive selling effective in increasing sales? Investigating its role in store promotion strategy using retail chain data from the U.S.
Journal of Marketing Analytics - Tập 11 - Trang 32-40 - 2022
Suggestive selling is used as an in-store promotional tool by many retailers and some research has examined the effectiveness of this promotional tool. However, extant literature on this topic suffers from limitations of design and data. We discuss and overcome some of these limitations by examining the effectiveness of suggestive selling using store data collected from a large retail chain. We al......
What is the optimal number of response alternatives for rating scales? From an information processing perspective
Journal of Marketing Analytics - Tập 3 Số 2 - Trang 69-78 - 2015
When and how digital novel technologies matter to firm marketing performance
Journal of Marketing Analytics - - Trang 1-18 - 2024
Adoption of digital novel technologies (DNT) is an important phenomenon faced by managers that is attracting emergent research attention. Although previous research establishes that DNT in general enhance business performance, more recent theorizing suggests that this may not always be the case. Notwithstanding, researchers have paid little attention to contingency conditions that may affect the s......
Key drivers of brand trust in a Latin American airline: the impact of Colombia’s Avianca customer experience
Journal of Marketing Analytics - Tập 11 - Trang 186-201 - 2023
Trust in a company's brand is essential for businesses that rely on repeat business from customers. In light of this, this study aims to investigate the key factors that drive customer trust in airline brands within the Latin American context. In order to accomplish this goal, an augmented version of AIRQUAL was utilized to evaluate Colombian native customers' perceptions of the customer experienc......
Selection is superior to scale: determining brand loyalty highly correlated to market share
Journal of Marketing Analytics - - Trang 1-12 - 2023
Despite the extensive research on loyalty, academic discussions on simple and effective loyalty indices are surprisingly scarce. One of the few suggestions for loyalty indices is the net promoter score (NPS). Approximately two-thirds of Fortune 1000 companies currently use this index due to its overwhelming simplicity. However, scholars have criticized NPS for being inferior to other loyalty indic......
Moderating effect of price perception on factors affecting attitude towards online shopping
Journal of Marketing Analytics - Tập 5 - Trang 68-80 - 2017
The purpose of the present study is to examine the impact of consumers’ personality traits such as value consciousness and coupon proneness on attitude towards online shopping. A self-administered questionnaire was used to collect data from 300 online shoppers. Structural equation modeling was used to analyze the data. χ
2 difference test was used to test the moderating eff......
How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context
Journal of Marketing Analytics - Tập 10 - Trang 114-130 - 2021
Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this issue by exploring multiple mediators between social media marketing (SMM) and brand loyalty in the c......
Interaction of normative and predictive expectations in customer satisfaction and emotions
Journal of Marketing Analytics - - 2020
Comprehensive Meta-Analysis (CMA) 3.0: a software review
Journal of Marketing Analytics - Tập 10 - Trang 425-429 - 2022
Comparative analyses of different publications on the same topic are becoming increasingly popular in several areas of marketing research. Especially in research strands with many different empirical studies, there is a strong need for a systematic method to verify the multitude of results. Meta-analysis is such a method to empirically synthesize multiple research results. This software review exa......
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