Decomposing the effect of advertising: What happens in the retail channel?

The diverging interests of manufacturers and retailers famously give rise to the double marginalization problem but have consequences far beyond pricing. Advertising is another marketing instrument that is under the control of the manufacturer but its ultimate effect on consumer demand also depends on retailers’ pricing decisions. We decompose the effect of advertising in the channel and highlight an additional route through which advertising affects sales, namely via the changes in the retail price that a strategic retailer makes in response to changes in demand following manufacturer advertising. The total demand effect of advertising thus comprises the direct effects of advertising on market shares, and the indirect effects coming through adjustments that the retailer makes to the in-store prices of all the brands in a given product category in response to the shifted demand due to advertising. We match advertising data for four different categories (both food and non-food) to store-level scanner panel data, which also include information on wholesale prices. Controlling for wholesale prices, we establish in a reduced-form model that the retailer reacts to manufacturer advertising by changing retail prices instead of simply imposing a constant markup on the wholesale price. To further explore the role of the strategic response of the retailer in a systematic fashion and quantify the effects derived in the decomposition, we estimate a discrete-choice model of demand and determine the magnitude of the direct and indirect effects. We find that the indirect effect of advertising through retailer prices is about half the size of the direct effect, and thus substantively affects advertising effectiveness.     

“Towards a co-creation framework in the retail banking services industry: Do demographics influence?”

Although many firms profess to adopt a customer-centric approach many are yet to embrace the notion that value is not solely created within the boundaries of the firm, that it is created co-jointly with outside parties. As such, value co-creation has increasing importance in modern marketing, impulsed by Service-Dominant Logic. While co-creation is a hot-topic in the marketing literature, services marketing literature recognizes the impact of demographic characteristics in consumer behavior. However, literature analysing the effects of demographics in co-creations models is very scarce.Therefore, the aim of this paper is to examine a set of outcomes of co-creation (satisfaction, loyalty and WOM) from a customer perspective. More, this research also analyses the potential moderating effect of demographic characteristics such as gender and age in this co-creative framework.The results show that co-creation directly affects customer satisfaction, customer loyalty and WOM. Co-creation also results in increased levels of customer satisfaction, which in turn mediates the effect of co-creation on customer loyalty and positive WOM. Data also reveal different patterns of behavior depending on gender and age.This paper contributes to the understanding of co-creation from a customer viewpoint. Firms should strive to foster co-creation initiatives as this can lead to increased levels of customer satisfaction, more loyal customers and the possibility of attracting new customers through positive WOM by current customers. Customers databases must be segmented for higher levels of marketing campaigns efficiency.     

Does advertising indicate product quality? Evidence from prelaunch and postlaunch advertising in the movie industry

Literature on the informative role of advertising indicates that advertising quantity can serve as an indicator of product quality. As product life cycles grow shorter, firms in many industries spend significant amounts on advertising during the prelaunch period to create large initial demand. Thus, the role of prelaunch advertising may differ from that of postlaunch advertising, and a proper understanding of these differences is important. This study provides an empirical investigation of whether advertising is a reliable indicator of quality before and after product launches, using the data from the movie industry. Analyses of 1078 movies released during 2003–2011 show that postlaunch advertising is a reliable quality indicator and increases revenues, whereas prelaunch advertising is not a reliable quality indicator, even if it leads to higher revenues.     

Do the magnitude and asymmetry of specific asset investments matter in the supplier–buyer relationship?

Abstract

Despite a body of literature on specific asset investments, the extant literature falls short of exploring the magnitude and symmetry of specific asset investments in supplier–buyer relationships. This paper builds on prior research to identify and examine the impact of total and asymmetric specific asset investments on commitment, trust, and conflict in supplier–buyer relationships. Covariance structure analysis is used to analyse survey data. The results show that total SAI are positively related to commitment and trust, while asymmetric SAI are negatively related to trust and positively related to conflict in supplier–buyer relationships. Decision-making uncertainty affects trust, commitment, and conflict more than any other variables. Therefore, firms should work to strengthen their relationships by increasing the magnitude of specific asset investments with the aim of increasing trust and commitment. We also discuss the limitations of this study and suggestions for future research.     

Going digital? The impact of social media marketing on retail website traffic,orders and sales

Given the rapid proliferation of digital technology, social media has become a key digital marketing strategy to promote business products, with the ultimate aim of maximising profits. Yet, empirical evidence on the impact of social media as a marketing tool remains underexplored. Using unique data over a 12-month period from a major online retailer, this paper examines the impact of daily social media activity on daily business outcomes: website traffic, orders and sales. Key findings reveal that social media leads to increased web traffic, but it does not produce a significant rise in product orders and sale income. Though, larger social media campaigns tend to result in significantly higher number of orders and sale income, and Facebook emerges as the most effective channel. Our results also reveal that the effectiveness of social media marketing varies across products depending on their complexity, cost and brand status. Taken together, these results offer a better understanding of the ways social media marketing impact businesses and provide intelligence on how to allocate resources to develop marketing campaigns.     

Diminishing varieties of active and creative retail experience: The end of the music shop?

In qualitatively defining the spatial attractions of music shops for a group of highly involved and long-term consumers, the elaborated consumption event implies a socially and culturally relevant creative retail process. This takes the form of an immersive interpretation and investigation of aspects of music store space design and merchandise relevant to the exploration and construction of meaningful, personal mythologies in a self-developmental, transactional event whilst being out ‘in-the-world’. Supporting this event were deep levels of product involvement, with inter- and intra-personal communication in a supporting space relating to a set of community values, particularly encoded in 12” vinyl artefacts.     

Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses

Short-form video influencer advertising offers new opportunities for user sensory experience to promote advertising effectiveness and induce positive user responses. This unique means of influencer-generated advertising via short-form videos has not yet been investigated. This study builds on the reciprocity norm of social exchange theory to investigate relationships among ad sensory stimuli (i.e., the sensory advertising experience), the efficacy of influencer advertising (i.e., empathy and altruistic motive), and user behavioral responses (i.e., ad avoidance intention, ad engagement, and purchase intention). It also seeks to shed light on the critical role of perceived influencer effort in these relationships. An empirical study using data from TikTok (Douyin) users and results indicate that sensory advertising experience positively affects user behavioral responses through the serial mediation of empathy and altruistic motive. Additionally, perceived influencer effort is found to be a crucial moderator of the effect of sensory advertising experience on user empathy, which further influences user behavioral responses. The findings provide insight into the persuasion effect and mechanism of short-form video influencer advertising and offer suggestions for advertising campaign designers.     

Mad women: gendered divisions in the Swedish advertising industry, 1930–2012

This article constitutes a first attempt to systematically map the presence of women in the greatly changing Swedish advertising industry since 1930. The overarching aim of the study is to analyse how the gendered divisions of labour and business changed in relation to both business structure and the overall labour market in Sweden. While we conclude that women constituted around 40–50% of the workforce over time, we see an increase in the shares of women in higher positions and in women who were self-employed and managers. This upturn, however, stabilised during the 1990s. We argue that the changes in gendered divisions of labour and business coincided with a fast-changing business structure. First, the old cartel broke down in the mid-1960s. Then, the number of firms increased quickly during the 1970s and 1980s, and the market share for the largest firms declined. This, in turn, meant new business opportunities for women at the same time as their overall labour market participation increased. The article stresses the importance of both acknowledging women’s presence in the industry development as well as the structures constituting gender divisions.     

COVID-19 and retail: The catalyst for e-commerce in Belgium?

Since the turn of the century especially small, local retailers struggle with the advent of e-commerce. It is hence no surprise that the retail sector is one of the hardest-hit sectors in the current pandemic. To understand the short- and longer-term impacts of COVID-19 on retail, we conducted two surveys to understand ongoing changes in the sector. By contrasting changing consumer behavior with the actions taken by local retailers, we assess whether the current pandemic is potentially a catalyst for e-commerce in Belgium. We do this based on a newly constructed framework of e-retail accessibility, as the differences between online and physical retail require a revision of the traditional economic geographical perspective on retail performance as introduced by Christaller (1933). We conclude that the COVID-19 pandemic holds ample opportunities for an increase in the three components of e-retail accessibility, but that a lack of professionalism might prevent traditional local retailers to retain a share of the expanded online market. This could well mean the final blow for local brick and mortar shops if, as is predicted, the share of online shopping in total retail expenditure remains high after the pandemic.     

Out of the frying pan and into the fire? Uncovering the impact of FSMA’s sanitary food transportation rule on the food logistics industry

Public policy affects businesses in several ways, yet its intersection with the food logistics industry is not well understood. This article explores the case of the Sanitary Transportation of Human and Animal Food Rule—enforced in 2018—and its impact on the food logistics industry. It is one of the most significant rules of the U.S. Food Safety Modernization Act and, in many ways, improves the rulebook for U.S. food haulage. The objective is to prevent food contamination during transportation by establishing vehicle design and maintenance requirements, safe transportation operations, transit temperature controls, carrier personnel training, and record-keeping. The Sanitary Transportation of Human and Animal Food Rule also transforms the roles and responsibilities of traditional industry stakeholders (i.e., brokers, shippers, carriers, loaders, and receivers) and creates unique challenges for them. This article works to develop an understanding of stakeholders’ evolved roles via the salience model, identify challenges, and suggest relevant solutions, including a compliance checklist for each stakeholder.     

A retrospective on the state of international advertising research in advertising,communication, and marketing journals: 1963–2014

Scanning from the earliest to the recent literature on international advertising research, this study aimed to provide a more comprehensive and detailed picture of the research trends and patterns across the advertising, marketing, and communication disciplines over the past half century. Findings exhibit continuous growth in terms of the quantity of international advertising studies. While theoretical foundations need to be further solidified and elaborated, methodological and statistical rigors have been increasingly underpinned in international advertising research. Further, this study recognized authorial and institutional productivity, and influential articles in the field of international advertising research. The finding indicates that scholarly endeavors are necessary for diversity of countries studied in future research.     

The ‘disguised’ foreign investor: Brands,trademarks and the British expatriate entrepreneur in Brazil

Abstract

This article examines the impact of the British expatriate entrepreneur, and his processes of knowledge transfer, on the industrialization and economic development of Brazil between 1875 and 1914. It focuses on the textiles industry, and combines original trademark data with conventional trade and investment statistics, and also case study analysis about firms and their entrepreneurs. It argues that British investment in Brazil was higher and had a deeper impact on economic development than considered by existing research, as expatriate entrepreneurs ‘disguised’ a substantial amount of foreign investments by acting as shareholders and top managers of newly established local businesses.     

North–South trade liberalization and returns to skill in the south: The case of Mexico

This study examines the effect of North American Free Trade Agreement (NAFTA), an instance of North–South trade liberalization, on returns to skill in Mexico. Mexico is abundant in low-skill workers relative to the US and Canada, and so, by the Heckscher–Ohlin–Samuelson trade model, NAFTA ought to have raised the relative earnings of low-skill workers, that is, lowered returns to skill in Mexico. Analysis of Mexican labour micro-data yields the finding that while returns to skill in industries producing tradeables have risen, ceteris paribus, since Mexico embarked upon trade liberalization by joining the GATT in 1986, this rise was less pronounced by 1999 in industries liberalized relatively rapidly by NAFTA, launched in 1994, than in industries liberalized relatively slowly by this phased trade treaty. This is considered evidence of NAFTA holding back rise in returns to skill, since it is plausible such a dampening would have been more marked in industries more rapidly exposed to trade with Mexico's skill abundant northern neighbours. Hence, this study suggests trade with developed nations may lower returns to skill in developing nations.     

The role of social networks and institutions in the internationalization of Russian entrepreneurial firms: Do they matter?

Drawing upon network theory and institutional theory, this paper examines the influence of networks on the internationalization of Russian entrepreneurial firms. Our case analysis suggests that within the context of the Russian environment, networks play a much less important role in the internationalization process than it is usually assumed in the literature. For the Russian entrepreneurial firms examined in our study, the most important factor in their internationalization was their engagement in honest business practices that established trust and commitment in their relationships with international business partners. This study underscores the importance of the institutional context of an entrepreneurial firm’s country.     

Restructuring of the Danish pork industry: The role of mergers and takeovers, 1960–2010

This article examines the origins and effects of the evolution of the Danish pork industry characterised by three main merger waves resulting in 43 realised mergers and takeovers. The findings illuminate – in contrast to the traditional strategically motivated rationale – that the majority of the mergers were realised by cooperatives due to the inability to give the pig farmers competitive yearly refunds vis-à-vis local competitors, to financial difficulties or to the lack of investment capability of one of the merging parties. Despite a high-risky strategy, mergers and takeovers became the preferred consolidation mean due to capital constrains and the ‘close’ ownership structure of the cooperatives. Moreover, the study demonstrates that the outcomes of the M&A activities were generally positive.     

Assessing the impact of public venture capital programmes in the United Kingdom: Do regional characteristics matter?

This article analyses whether and how the impact of publicly backed venture capital (VC) funds varies across regions, depending on their level of innovation intensity and in comparison with private VC funds. Building on agency and human capital theories, the authors distinguish public VC funds into regional and governmental types, to assess potential differences in the performance of their portfolio companies. The analyses rely on a sample of 628 VC-backed companies in the United Kingdom during 1998–2007, and they confirm that regional characteristics matter for rigorous assessments of the effectiveness of public VC programmes.     

Reward me,charity, or both? The impact of fees and benefits in loyalty programs

This research examines the effects of loyalty program annual fees (no fee vs. $10 fee in Study 1, and no fee vs. $10 vs. $25 fee in Study 2) and benefit structures (self benefit, altruistic benefit, and combination self/altruistic benefit in both Studies 1 and 2) on intentions to join a loyalty program (LP) and future spending if one is willing to join the LP. Using random assignment in a between-subjects research designs and general linear modeling analyses in two different studies, this research finds that an annual fee does decrease consumers’ intentions to join an LP but may also increase the future spending intentions of customers who join a fee-based LP. Furthermore, a benefit structure that shares the reward with both the customer and a charity of his or her choice is found to be an appealing option. Thus, offering a fee-based LP that provides benefits to both the user and a charity could increase a retailer’s profitability and competitiveness through additional revenues, differentiation, and image enhancement.     

Technology and counterfeiting in the fashion industry: Friends or foes?

This article addresses the relationship between technology and counterfeiting in the fashion industry. Starting with an economic analysis of counterfeiting, I examine how new technologies encourage counterfeiters while at the same time provide important tools to combat it. The development of sophisticated technologies to obtain, process, and reproduce images and the extensive use of new digital channels for online sales have simplified both production and distribution of counterfeit products. Based on tagging and DNA analysis, as well as web-based monitoring systems, trace and track technologies allow rights holders to combat counterfeiting through effective control of the entire production and distribution chain. This article considers an innovative method of product monitoring based on latest-generation IT platforms, integrated with portable devices, that can easily and immediately verify product authenticity. The spread of these new technological systems is closely related to the role of a party that is glaringly absent in the battle against counterfeiting: the consumer. Indeed, new technologies are the driving element in a virtuous circle where the consumer becomes an essential instrument in the battle against counterfeiting, along with the other players involved: companies, public institutions, and civil society.     

The cross-section of returns in frontier equity markets: Integrated or segmented pricing?

Is asset pricing segmented or integrated in frontier equity markets? To answer this question, we examine the returns on more than 4500 stocks from 22 frontier countries for the years 1997–2018. We evaluate the performance of a few major asset pricing models. We document strong value and momentum effects but find no consistent evidence regarding size, investment, and profitability premia. The recent six-factor model of Fama and French (2018) outperforms other models and best explains the cross-sectional and time-series variation in returns. Our results point to low integration of frontier equities, even after the global financial crisis. Local risk factors explain the behavior of prices much better than their global counterparts do. The low correlation of these risk factors allows augmenting the efficient frontier of an international investor.     

Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising

Despite the rise of digital, direct mailing as a marketing communication tool remains relevant and widely applied in practice. Nevertheless, research into the effectiveness of direct mailing in the online environment is scant. Key questions that remain entail how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. The current paper, therefore, investigates these two questions by conducting two studies. First, we focus on the effect of direct mailing on zip-code level upper, middle, and lower funnel performance metrics over time by analyzing quasi-experimental data from a large European insurance firm. The results reveal that direct mailing significantly influences consumer activity metrics in the online channel (i.e., online search and clicking behavior), in support of cross-channel effects of direct mailing. Moreover, direct mailing is shown to be effective throughout the purchase funnel, both directly and indirectly, with a positive net sales effect. Second, we study the joint effect of direct mailing and display advertising by analyzing field experiment data from the same insurance firm. The results show positive synergy between direct mailing and display advertising. Therefore, despite the rise of digital, direct mailing still serves as an effective marketing tool, both by itself and in combination with digital marketing.