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R2M Index 1.0
Using text-mining, the authors develop version 1.0 of the Relevance to Marketing (R2M) Index, a dynamic index that measures the topical and timely relevance of academic marketing articles to marketing practice. The index assesses topical relevance drawing on a dictionary of marketing terms derived from 50,000 marketing articles published in practitioner outlets from 1982 to 2019. Timely relevance is based on the prevalence of academic marketing topics in practitioner publications at a given time. The authors classify topics into four quadrants based on their low/high popularity in academia and practice —\"Desert,\" \"Academic Island,\" \"Executive Fields,\" and \"Highlands\"—and score academic articles and journals: Journal of Marketing has the highest R2M score, followed by Marketing Science, Journal of Marketing Research, and Journal of Consumer Research. The index correlates with practitioner judgments of practical relevance and other relevance measures. Because the index is a work in progress, the authors discuss how to overcome current limitations and suggest correlating the index with citation counts, altmetrics, and readability measures. Marketing practitioners, authors, and journal editors can use the index to assess article relevance, and academic administrators can use it for promotion and tenure decisions (see www.R2Mindex.com). The R2M Index is thus not only a measurement instrument but also a tool for change.
Journal Article
Marketing Relevance Through Market Theory
There have been numerous calls for more relevance in academic marketing, both for and by practitioners and for customers (e.g., Sheth and Sisodia 2006, Hunt 2018, Jaworski, Kohli, and Sahay 2000). It might seem that these calls signal the need for more applied research, based on real data and real-world problems. However, it seems to me that there has never before been such a plethora of empirical articles in marketing journals as there are presently and thus the problem must be much more basic.
Journal Article
Marketing and outreach for the academic library
Volume 7 of the series Creating the 21st-Century Academic Library is focused on new approaches and initiatives in marketing the academic library, as well as the importance of outreach through partnerships and collaborations both internal and external to the library.
eBook
Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective
Establishing predictive validity of measures is a major concern in marketing research. This paper investigates the conditions favoring the use of single items versus multi-item scales in terms of predictive validity. A series of complementary studies reveals that the predictive validity of single items varies considerably across different (concrete) constructs and stimuli objects. In an attempt to explain the observed instability, a comprehensive simulation study is conducted aimed at identifying the influence of different factors on the predictive validity of single versus multi-item measures. These include the average inter-item correlations in the predictor and criterion constructs, the number of items measuring these constructs, as well as the correlation patterns of multiple and single items between the predictor and criterion constructs. The simulation results show that, under most conditions typically encountered in practical applications, multi-item scales clearly outperform single items in terms of predictive validity. Only under very specific conditions do single items perform equally well as multi-item scales. Therefore, the use of single-item measures in empirical research should be approached with caution, and the use of such measures should be limited to special circumstances.
Journal Article
Customer-dominant logic: foundations and implications
Purpose
– The purpose of this paper is to analyze the theoretical and practical implications of adopting customer-dominant logic (CDL) of service, focusing on how firms can become involved in the customers’ context.
Design/methodology/approach
– Inspired by the conceptual discussion of service logic and service-dominant logic, this paper focuses on the conceptual underpinnings of CDL. CDL is contrasted with other service perspectives in marketing; CDL is a marketing and business perspective dominated by customer-related aspects instead of products, service, systems, costs or growth. It is grounded in understanding customer logic and how firms’ offerings can become embedded in customers’ lives/businesses.
Findings
– The conceptual analysis challenges the prevailing assumptions of key phenomena in service research, including interaction, co-creation, service value and service. The paper presents five essential foundations of CDL: marketing as a business perspective, customer logic as the central concept, offering seen through the customer lens, value as formed and not created and the prevalence of customer ecosystems.
Research limitations/implications
– The paper differentiates CDL from other marketing perspectives. Further empirical research is needed in different empirical settings to provide guidelines for adopting the perspective on a strategic and operational business level.
Practical implications
– As a firm’s holistic and strategic foundation, marketing is based on understanding how providers participate, at a profit, in customers’ value formation. The paper suggests how firms can successfully conduct business in dynamic markets with empowered customers.
Originality/value
– This paper expands marketing and business logic based on customer dominance. It accentuates the importance of understanding customer logic and stresses the presence of providers in the customer ecosystem.
Journal Article
Marketing today's academic library
In Marketing Today’s Academic Library, Brian Mathews uses his vast experience to speak directly to the academic library practitioner about matching services with user needs. This book proposes new visions and ideas, challenging the traditional way of thinking and providing a framework to target users more precisely.
eBook
Customer Experience Creation: Determinants, Dynamics and Management Strategies
Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience from a holistic perspective. We propose a conceptual model, in which we discuss the determinants of customer experience. We explicitly take a dynamic view, in which we argue that prior customer experiences will influence future customer experiences. We discuss the importance of the social environment, self-service technologies and the store brand. Customer experience management is also approached from a strategic perspective by focusing on issues such as how and to what extent an experience-based business can create growth. In each of these areas, we identify and discuss important issues worthy of further research.
Journal Article
Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships
Purpose
The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships.
Design/methodology/approach
A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed.
Findings
Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships.
Originality/value
Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.
Journal Article