Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Coproduction, and the Relationship Between Market Actors [0.03%]
平台化品牌合作模式下的知识市场对象：赞助内容如何扰乱估值、共同创作及市场参与者之间的关系
Zeynep Arsel,Maria Carolina Zanette,Carolina da Rocha Melo
Zeynep Arsel
Sponsored content allows brands to partner with creators to reach creators' audiences on digital platforms. However, both creators' and brands' incomplete understanding of this object generates two critical ambiguities: how to determine the...
Attribute Embedding: Learning Hierarchical Representations of Product Attributes from Consumer Reviews [0.03%]
属性嵌入：从消费者评论中学习产品属性的层次化表示
Xin Shane Wang,Jiaxiu He,David J Curry et al.
Xin Shane Wang et al.
Sales, product design, and engineering teams benefit immensely from better understanding customer perspectives. How do customers combine a product's technical specifications (i.e., engineered attributes) to form abstract product benefits (i...
Yu Ma,Kusum L Ailawadi,Mercedes Martos-Partal et al.
Yu Ma et al.
This article is the first generalizable empirical analysis of dual branding, that is, the supply of private labels (PLs) by national brand (NB) manufacturers. The authors compile a unique data set combining the identity of PL suppliers in o...
Increasing Organ Donor Registrations with Behavioral Interventions: A Field Experiment [0.03%]
用行为干预的方法增加器官捐献登记：一项田野实验
Nicole Robitaille,Nina Mazar,Claire I Tsai et al.
Nicole Robitaille et al.
Although prior research has advanced our understanding of the drivers of organ donation attitudes and intentions, little is known about how to increase actual registrations within explicit consent systems. Some empirical evidence suggests t...
A Practice Perspective on Market Evolution: How Craft and Commercial Coffee Firms Expand Practices and Develop Markets [0.03%]
从实践视角看市场演变：咖啡手工店和商业企业如何扩展业务模式并开发市场
Pierre-Yann Dolbec,Zeynep Arsel,Aya Aboelenien
Pierre-Yann Dolbec
How markets evolve is a perennial and important question in business. Building on a large qualitative data set on the coffee market comprising primary and secondary interviews, archival data, and fieldwork, the authors introduce a novel the...
BMW Is Powerful, Beemer Is Not: Nickname Branding Impairs Brand Performance [0.03%]
宝马很强大，豆芽儿不顶用：绰号削弱品牌效应
Zhe Zhang,Ning Ye,Matthew Thomson
Zhe Zhang
This research investigates nickname branding, a novel phenomenon whereby firms incorporate the "street" names consumers give brands into their own marketing (e.g., Bloomingdale's opening a "Bloomie's" store). While practitioners anticipate ...
The changing demographics of women: trends that have great and growing significance for marketing management [0.03%]
女性人口特征的变化：对营销管理影响巨大且日益显著的趋势
W Lazer,J E Smallwood
W Lazer
P Kotler,S J Levy
P Kotler
K F Fox,P Kotler
K F Fox
P N Bloom,W D Novelli
P N Bloom