共查询到20条相似文献,搜索用时 31 毫秒
1.
Fernando Angulo-Ruiz Naveen Donthu Diego Prior Josep Rialp 《Journal of the Academy of Marketing Science》2014,42(4):380-399
This article assesses the financial contribution of marketing capability. In contrast with previous research, which conceptualizes marketing capability as the deployment of marketing resources to achieve sales, this study conceives marketing capability as the deployment of marketing resources to achieve the ultimate objectives of customer satisfaction and brand equity (i.e., customer-oriented marketing capability [COMC]). Thus, this research disentangles the dynamic relationships among marketing resources, sales, customer satisfaction, and brand equity through the use of network Data Envelopment Analysis to capture COMC. According to what the value relevance perspective proposes, COMC positively influences the growth of Tobin’s q and improves the growth of analysts’ recommendations. These findings remain robust and consistent with the use of additional measures and methods common to the marketing and financial literatures. Our study provides tools and a framework for analysis for managers to maximize their ability to use marketing strategy to drive performance. 相似文献
2.
3.
Brands matter: An empirical demonstration of the creation of shareholder value through branding 总被引:1,自引:0,他引:1
Thomas J. Madden Frank Fehle Susan Fournier 《Journal of the Academy of Marketing Science》2006,34(2):224-235
This research responds to the attendant need for empirical evidence pertaining to how marketing affects firm performance.
Using the Fama-French method, common in finance, and a leading marketplace measure of a brand’s financial equity value, the
authors provide empirical evidence for the branding-shareholder value creation link. The results extend previous research
by showing that strong brands not only deliver greater returns to stockholders than does a relevant benchmark but do so with
less risk This finding holds even when market share and firm size are considered.
Barclays Global Investors
Thomas J. Madden is a professor of marketing and director of the Professional MBA/Executive International MBA programs at the Moore School
of Business, University of South Carolina. His research focuses on the measurement of brand meaning, marketing metrics, and
value-based marketing strategies. His research has appeared in theJournal of Marketing Research, theJournal of Marketing, and theJournal of Consumer Behavior.
Frank Fehle (frank.fehle@barclaysglobal.com) is the head of Europe Equity Research at Barclays Global Investors in London, United Kingdom.
Previously, he was an assistant professor of finance at the University of South Carolina. His research focuses on empirical
asset pricing, market microstructure, risk management, and derivatives. His work has appeared in theJournal of Financial Economics, theJournal of Futures Markets, theJournal of Economics and Business, theReview of Quantitative Finance and Accounting, among other journals and conference proceedings.
Susan Fournier is an associate professor of marketing at Boston University. Her research focuses on branding and brand relationship marketing.
Current projects explore person-brands, resonance as a moderator of the brand meaning → brand strength connection, the types
of relationships consumers form with brands, and dynamic processes of relationship development and evolution. She served for
9 years on the Harvard Business School faculty and 2 years as a visitor at Dartmouth College. She consults with a range of
companies to inform her teaching, case development, and research. 相似文献
4.
Does advertising create sustained firm value? The capitalization of brand intangible 总被引:1,自引:0,他引:1
Fang?Wang Xiao-Ping??Zhang Ming?Ouyang 《Journal of the Academy of Marketing Science》2009,37(2):130-143
This research inquires into the nature and degree of advertising effects on firm intangible values. Based on marketing research
on consumer based brand equity, this paper challenges the prevailing decaying assumption employed in the accounting/finance
disciplines to model the advertising-firm value relationship. Meanwhile, using financial data and methods, we provide new
measures for the marketing discipline to evaluate the effectiveness of advertising to create brand intangible. Results indicate
that advertising effects on firm intangible assets are sustainable and accumulative and support the asset/investment-like
characteristics of advertising expenditures. The research provides an empirical method to assess long-term advertising performance
and suggests firms’ varying effectiveness in creating brand equity through advertising. This study is the first to report
negative persistence effects of advertising to firm intangible values.
相似文献
Xiao-Ping (Steven) ZhangEmail: |
5.
Customer metrics help firms manage their performance and predict financial outcomes. While many firms focus on customer satisfaction
metrics for this purpose, dual-process theories in psychology and neuroscience show that customer decisions are based on two
processes. This suggests that metrics which measure the impulsiveness of purchase decisions might effectively complement customer
satisfaction metrics. In a series of experiments we demonstrate that satisfaction and impulsiveness metrics make distinct
but strong predictions of consumer choices. Satisfaction and impulsiveness influence choice in different ways. While impulsiveness
relates to choice directly, the satisfaction-choice path is mediated by loyalty intention. Moreover this relationship is moderated
by product involvement such that impulsiveness metrics provide a better prediction for low-involvement than for high-involvement
situations. Finally, a field study of 750 customers of 101 firms demonstrates these relationships at a firm level, indicating
that satisfaction and impulsiveness metrics have equally strong but distinct relationships with shareholder value. Therefore
firms may be able to benefit from complementing customer satisfaction metrics with customer impulsiveness metrics. 相似文献
6.
Xueming Luo 《Journal of the Academy of Marketing Science》2010,38(3):253-264
While Wall Street closely watches financial analysts’ earnings forecasts, Main Street often scrutinizes product quality relative to competition. Do firms with superior product competitiveness enjoy greater likelihood of beating analyst earnings target? And if so, is there contingency in this impact? We show that positive changes in product competitiveness contribute to the firm’s likelihood of beating analyst earnings target, while negative changes in product competitiveness account for missed earnings target. In addition, this impact of product competitiveness on the likelihood of beating analyst earnings target is more positive in the situations of high firm future growth opportunity and low financial environment uncertainty. These findings innovatively use analyst forecast metrics to reinforce the relationship between product quality, competitive advantage, and financial performance. Our study also cultivates a contingency theory of the marketing-finance interface and allows marketing and finance executives to find common ground in strategic discourse. Overall, this research offers brand new financial analysts-based implications of product competitiveness. 相似文献
7.
We present a two-sided matching framework to investigate the entry-level marketing assistant professor job market. Under this framework, candidates’ and departments’ decisions to mutually choose one another are driven by the matching value produced by the pair, which is in turn determined by observable department brand cues and candidates’ human brand cues such as field of research, research productivity, and ranking status. Our results suggest that matches between candidates and faculty trained in the same field do not always generate the highest matching value. Candidates’ publications in top marketing journals enhance their likelihood of matching with research-oriented hiring departments, and this effect is moderated by their field of research. In general, the ranking status of candidates boosts their chance of being matched with research-oriented hiring departments. However, this effect differs across fields, and it also interacts with candidates’ own research productivity. In particular, publications by candidates from top-ranked degree-granting departments are taken as three to four times more valuable by research-oriented hiring departments. Our work extends the current research on the marketing job market and, most importantly, quantifies and compares the significance of various human brand cues in influencing mutual choices in the job market. 相似文献
8.
构建强烈的旅游者——旅游地品牌关系对于旅游目的地赢得持续竞争优势具有重要战略意义。本文系统梳理了旅游学和营销学领域相关文献,将社会认同理论和自我归类论引入旅游目的地研究中,提出了旅游地品牌认同这一概念,明晰了其概念内涵与结构维度,并对旅游地品牌认同与旅游目的地品牌满意、信任和忠诚的关系进行了阐述,最终构建出一个实证研究框架,这为旅游者—旅游地关系、旅游地品牌忠诚以及旅游目的地形象的研究提供新的视角和研究启示。 相似文献
9.
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming consumer brand perceptions. 相似文献
10.
Victoria L. Crittenden William F. Crittenden Linda K. Ferrell O. C. Ferrell Christopher C. Pinney 《Journal of the Academy of Marketing Science》2011,39(1):71-85
Utilizing Resource-Advantage Theory as the underlying theoretical foundation and drawing on literature from a variety of disciplines,
we develop a market-oriented sustainability framework. By incorporating sustainability into market orientation, the goal of
strategic alignment of sustainability with marketing strategies is achieved to create a competitive advantage. Three constructs
identified in the model are DNA, stakeholder involvement, and performance management. These three constructs are the drivers
of sustainability. DNA is used as an extended metaphor to clarify and illustrate the workings of an organization and how sustainability
may be implemented. This construct includes core ideology, dynamic capabilities, and societal engagement. The firm’s DNA is
communicated to both internal and external stakeholders, and stakeholders’ concerns should be an influence on strategic marketing
planning. Performance management is the third major construct in the model and includes corporate social performance and corporate
financial performance metrics. Within the model explication, we offer propositions to support market-oriented sustainability
research and provide directions for sustainability theory, research, and practice. 相似文献
11.
It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they
generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a
marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level
marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal
levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation
of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize
an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation
process. Several suggestions for future research are offered to explore and harness this newly available evidence.
V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial
Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to
his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing
strategy.
J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests
include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published
inMarketing Research Magazine and theJournal of the Academy of Marketing Science. 相似文献
12.
The evolving brand logic: a service-dominant logic perspective 总被引:1,自引:0,他引:1
Michael A. Merz Yi He Stephen L. Vargo 《Journal of the Academy of Marketing Science》2009,37(3):328-344
The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new
conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects
the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature,
organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further
support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and
branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships
with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation. 相似文献
13.
Alexander Rusetski Jonlee Andrews Daniel C. Smith 《Journal of the Academy of Marketing Science》2014,42(4):452-469
Ideally, a product’s price should strike a balance between extracting value for a firm and sharing some of that value with customers. Charging less than what is warranted by a product’s value “leaves money on the table”, but far greater long-run harm to the brand is caused when managers charge more than what is justified by the product’s benefits. This study examines the effect of environmental- and firm-level factors on managers’ judgment when setting prices. Using data collected from brand managers of major consumer goods companies, we found that managers are more inclined to charge unjustified prices in environments with less intense competition and in business units with a strong technological orientation. Brand strength is also positively related to the propensity to overprice, but this relationship diminishes as the brand becomes stronger. 相似文献
14.
Evaluation of subsidiary marketing performance: combining process and outcome performance metrics 总被引:1,自引:0,他引:1
Dhruv Grewal Gopalkrishnan R. Iyer Wagner A. Kamakura Anuj Mehrotra Arun Sharma 《Journal of the Academy of Marketing Science》2009,37(2):117-129
Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing
thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess
the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries
contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation
abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each
MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield)
marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing
outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance
of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries
of a large global corporation. 相似文献
15.
An examination of selected marketing mix elements and brand equity 总被引:46,自引:0,他引:46
Boonghee Yoo Naveen Donthu Sungho Lee 《Journal of the Academy of Marketing Science》2000,28(2):195-211
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors
propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived
quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity.
The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price
promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store
image, and high distribution intensity are related to high brand equity.
Boonghee Yoo (Ph.D., Georgia State University) is an assistant professor of marketing at St. Cloud State University. His research interests
include brand equity, cross-cultural scale development, service quality, retail productivity, Internet marketing, and marketing
methodology. He has published previously in theJournal of Retailing, theJournal of Business Research, theJournal of Business & Industrial Marketing, theJournal of Service Research, and theJournal of Marketing Channels.
Naveen Donthu (Ph. D., University of Texas, Austin) is a professor of marketing at Georgia State University. His research interests center
on research methodology, site selection models, comparative and outdoor advertising, brand equity, Hispanic consumer research,
cross-cultural issues, and customer satisfaction. His work has appeared in journals such asMarketing Science, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, theJournal of Advertising, theJournal of Advertising Research, theJournal of Retailing, and theJournal of Business Research.
Sungho Lee (Ph.D., University of Illinois at Urbana-Champaign) is an assistant professor of marketing at the University of Seoul, South
Korea. His research focuses on understanding consumers’ cognitive processing of brand and price information, brand extension
and brand equity, and advertising-driven persuasion processes. He has published previously inAdvances in Consumer Research, Asia-Pacific Advances in Consumer Research, Academy of Marketing Science-World Marketing Congress,
Korean Marketing Review, andKorean Management Review. 相似文献
16.
Douglas W. Vorhies Linda M. Orr Victoria D. Bush 《Journal of the Academy of Marketing Science》2011,39(5):736-756
Evidence within the marketing literature has shown that marketing capabilities are important drivers of firm performance.
However, very little is known about how firms improve their marketing capabilities via the embedding of new market knowledge. Organizational learning theory provides us with a
theoretical lens through which we can examine how existing customer-focused marketing capabilities may be improved and new
customer-focused marketing capabilities may be created via marketing exploitation and exploration capabilities. In addition,
this study investigates whether ambidexterity in marketing exploration and exploitation exists and finds that firms cannot
do both at high levels without risking a negative impact on customer-focused marketing capabilities. This study also presents
findings demonstrating how improving the two customer-focused marketing capabilities in our study, brand management and customer
relationship management, impacts objective financial performance. 相似文献
17.
Information system innovations and supply chain management: Channel relationships and firm performance 总被引:1,自引:0,他引:1
Daekwan Kim S. Tamer Cavusgil Roger J. Calantone 《Journal of the Academy of Marketing Science》2006,34(1):40-54
This study explores how innovations surrounding supply chain communication systems (SCCS) affect channel relationships and
market performance. Drawing on the resource-based view of the firm, the study hypothesizes that certain SCCS innovations can
be viewed as firm resources that enhance channel capabilities, which in turn affect a firm’s market performance. The empirical
research is based on 184 responses from a survey with U.S. supply chain and logistics managers using structural equation modeling
as the analytic method. The results suggest that the effect of applied technological SCCS innovations on channel capabilities
is mediated by interfirm systems integration. In contrast, administrative SCCS innovations enhance information exchange and
coordination activities directly. Furthermore, the influence of applied technological innovations for SCCS is not strong enough
to affect either responsiveness of the partnership or firm performance, whereas administrative innovations for SCCS affect
both.
Daekwan Kim (dkim@cob.fsu.edu) is an assistant professor of marketing and international business in the College of Business at Florida
State University. He received his Ph.D. from Michigan State University. His research interests include the impact of information
technology on channel relationships and marketing strategies, role of information technology in global supply chain management,
channel relationships, global brand management, and family conglomerates in emerging markets.
S. Tamer Cavusgil (cavusgil@msu.edu) is University Distinguished Faculty and the John W. Byington Endowed Chair in Global Marketing, the Eli
Broad Graduate School of Management, Michigan State University. His research interests include international marketing strategy,
coordination in the global company, and emerging markets. He is the founding editor ofAdvances in International Marketing and a governor of the Academy of Marketing Science.
Roger J. Calantone (rogercal@msu.edu) is the Eli Broad Chaired University Professor of Business and is University Distinguished Faculty at Michigan
State University. He is program director of the university specialization program in Information Technology Management and
is also adjunct professor of economics. His publications and research are mostly in the areas of product design and development
processes, decision support systems, and organization process metrics and control. 相似文献
18.
Vithala R. Rao Jerry Wind Wayne S. DeSarbo 《Journal of the Academy of Marketing Science》1988,16(1):128-140
A customized, stepwise, log-linear, distributed lag, restricted market response model is proposed to estimate the effects
of various elements of promotion expenditures on sales in the presence of potentially significant effects due to trend and/or
seasonality when using time-series data. As distinct from standardized software packages, the customization offers management
several benefits: (a) an (optional) imposition of prior restrictions on the directions of the coefficient variables; (b) an
empirical determination of the lag structure for selected variables; (c) the detrending of the data to allow for the assessment
of incremental marketing mix effects above trend; and (d) a simplified sensitivity analysis. The model is empirically tested
and validated using sales data for a brand where the impact of several marketing mix variables is estimated and investigated
via policy simulations. A comparison of these results with those obtained from a corresponding unrestricted model illustrates
the advantages of this approach. Finally, the limitations of this procedure and directions for future research are discussed. 相似文献
19.
Robert W. Palmatier Lisa K. Scheer Kenneth R. Evans Todd J. Arnold 《Journal of the Academy of Marketing Science》2008,36(2):174-190
Relationship marketing research and practice operate according to the paradigm that firms should invest in relationship marketing
to build better relationships, which will generate improved financial performance. However, findings that relationship marketing
efforts vary in their effectiveness across customers and may even be detrimental to performance challenge this belief. This
article, therefore, offers a theoretical model that addresses three key issues: 1) what factors determine a customer’s need
for relational governance (relationship orientation); 2) what mediating mechanism captures the negative effects of relationship
marketing on performance (exchange inefficiency); and 3) how does a customer’s relationship orientation determine the effectiveness
of relationship marketing, thus allowing for effective segmentation. The authors demonstrate in an empirical study that the
trust in the salesperson and exchange inefficiency both mediate the effect of relationship marketing on seller financial outcomes.
In addition, customers’ relationship orientation moderates the impact of relationship marketing on both trust and exchange
inefficiency. 相似文献
20.
Using customer level data, prior marketing research has developed a micro or bottom up approach to link marketing activities
with shareholder value. This study develops a macro or top down approach using longitudinal firm level data from publicly
available financial statements. Test results show that the earnings component supported by sales has higher pricing multiples
than other components of earnings in firm specific time-series data. We also test hypotheses of five marketing-related drivers
of sales capitalization rate (the rate at which sales increases are converted into increased shareholder value). From the
research effort, we develop three managerially useful tools. First, we suggest enterprises develop alpha or sales margin strategies
and beta or margin capitalization strategies, and we show that one can map these strategies into a planning matrix. Second,
using financial statements of publicly traded firms, we develop an alternative method of estimating customer equity. Third,
we show how a company may use our macro approach and compare its performance with its industry competitors to develop insights
into competitive dynamics. 相似文献