Content
October 2018, Volume 10, Issue 2
- 3-3 Editorial: Consumers and the Internet of Things
by Hoffman Donna L. & Novak Thomas P. - 10-17 The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
by Hoffman Donna L. & Novak Thomas P. - 18-23 Amazing Machines and the Quest for Meaning in Consumption
by Puntoni Stefano - 24-28 IoT Stories: The Good, the Bad and the Freaky
by Giesler Markus & Fischer Eileen - 30-35 Internet of Things: How to Avoid Short-Term Errors and Ensure Lasting Adoption
by Downes Larry - 36-41 The Complex Network of Things: When Technology is Making the Deal
by Rand William - 42-47 Internet of Things – Will Humans be Replaced or Augmented?
by Pavlou Paul A. - 48-53 Connecting Everything With Everything: The Sky is the Limit. Interview with Linden Tibbets, Co-founder and CEO of the services platform IFTTT, San Francisco, CA, USA
by Hoffman Donna & Novak Tom & Tibbets Linden - 54-59 Connecting the World and Reinventing Customer Centricity
by Aunkofer Rudolf
May 2018, Volume 10, Issue 1
- 3-3 Editorial: Brand Risk
by Fournier Susan & Srinivasan Shuba - 10-17 Branding and the Risk Management Imperative
by Fournier Susan & Srinivasan Shuba - 18-23 How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It
by Berthon Pierre & Treen Emily & Pitt Leyland - 24-28 When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge
by Walker Chip - 30-33 Managing the Human in Human Brands
by Fournier Susan & Eckhardt Giana - 34-39 Don’t Get Eaten! Understanding and Handling Cannibalization Risk
by Mason Charlotte & Jayaram Kaushik - 40-45 How Consumers’ Styles of Thinking Can Control Brand Dilution
by Monga Alokparna Basu & Hsu Liwu - 46-51 Marketing Spending and Brand Performance Volatility
by Fischer Marc & Shin Hyun & Hanssens Dominique M. - 52-57 The Frontlines of Brand Risk: GfK MIR Interview with Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, New York City, USA
by Fournier Susan & Srinivasan Shuba - 58-63 At-Risk Brand Relationships and Threats to the Bottom Line
by Hupp Oliver & Robbins David & Fournier Susan
November 2017, Volume 9, Issue 2
- 3-10 Editorial: Connected Consumer
by Stephen Andrew T. - 11-18 Here Comes the Hyper-Connected Augmented Consumer
by Stephen Andrew T. - 19-24 The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth
by Dubois David - 25-30 Product Seeding: Word-of-Mouth Effects For and Beyond the Focal Product
by Bart Yakov - 31-36 Social TV: How Social Media Activity Interacts With TV Advertising
by Fossen Beth L. & Schweidel David A. - 37-42 Increasing the Effectiveness of Mobile Advertising by Using Contextual Information
by Andrews Michelle - 43-48 Seeding on Moving Ground: How Understanding Network Instability Can Improve Message Dissemination
by Muchnik Lev & Goldenberg Jacob - 49-54 Recreating Intimacy With Connected Consumers
by Stephen Andrew & Ahmad Yasmeen - 55-58 Brand Communication in a Digitalized World
by Kecskes Robert
May 2017, Volume 9, Issue 1
- 3-3 Editorial
by Reddy Srinivas & Reinartz Werner - 10-17 Digital Transformation and Value Creation: Sea Change Ahead
by Reddy Srinivas K. & Reinartz Werner - 18-23 Business Model Innovation: How to Create Value in a Digital World
by Zott Christoph & Amit Raphael - 24-29 Platform Business: From Resources to Relationships
by Van Alstyne Marshall & Parker Geoffrey - 30-35 Are You Too Successful to Digitalize? How to Fight Innovation Blindness
by Neus Andreas & Buder Fabian & Galdino Fernando - 36-41 Crowdfunding: Financing Ventures in the Digital Era
by Reddy Srinivas K. & Tan Yee Heng - 42-47 From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing
by Reinartz Werner & Imschloß Monika - 48-52 Smart Cities, Livable Cities
by Menon Anil - 53-56 Effective Display Advertising: Improving Engagement with Suitable Creative Formats
by Bruce Norris I.
November 2016, Volume 8, Issue 2
- 3-3 Editorial
by Skiera Bernd - 10-17 Data, Data and Even More Data: Harvesting Insights From the Data Jungle
by Skiera Bernd - 18-23 Marketing and Data Science: Together the Future is Ours
by Chintagunta Pradeep & Hanssens Dominique M. & Hauser John R. - 24-29 On Storks and Babies: Correlation, Causality and Field Experiments
by Lambrecht Anja & Tucker Catherine E. - 30-37 Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions
by Spann Martin & Molitor Dominik & Daurer Stephan - 38-43 Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?
by Grether Mark - 44-49 The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive
by Lemon Katherine N. - 50-55 Data Analysis Trumps Specialist Advice: How Direct Banks Function
by Skiera Bernd - 56-63 Big Data in Market Research: Why More Data Does Not Automatically Mean Better Information
by Bosch Volker
May 2016, Volume 8, Issue 1
- 3-3 Editorial: Responsible Marketing
by Bhattacharya CB - 36-41 Branding Raw Material to Improve Human Rights: Intel’s Ban on Conflict Minerals
by Osburg Thomas - 42-45 Communicating Eco-Friendly Benefits: Why Accidental Improvements May Be Better Received by Consumers
by Newman George E. & Dhar Ravi & Gorlin Margarita
November 2015, Volume 7, Issue 2
- 3-3 Editorial
by Landwehr Jan R. & Herrmann Andreas - 8-15 Marketing and Product Design: A Rocky Love Affair
by Landwehr Jan R. & Herrmann Andreas - 16-21 Design for Affect: A Core Competency for the 21st Century
by Chitturi Ravindra - 22-26 Choosing Beauty and Feeling Good: How Attractive Product Design Increases Self-Affirmation
by Townsend Claudia - 27-27 Here’s Lookin’ at You, Kid: On the Instinctive Attractive Effect of Product Faces
by Landwehr Jan R. - 28-33 Strategically Integrated Design – Helping Brands to Keep Their Promises
by Krohn Michael - 34-39 Predicting Preferences for Innovative Design: The “Repeated Evaluation Technique” (RET)
by Carbon Claus-Christian - 40-45 Beyond Aesthetics: Seeing Form and Believing in Function
by Hoegg JoAndrea - 52-57 How Good is Your User Experience? Measuring and Designing Interactions
by Wildner Raimund & Kittinger-Rosanelli Christine & Bosenik Tim
May 2015, Volume 7, Issue 1
- 8-15 Truly Accountable Marketing: The Right Metrics for the Right Results
by Pauwels Koen - 16-21 Marketing and Organic Revenue Growth
by Lehmann Donald R. - 22-27 Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment
by Reibstein David J. - 28-33 Mind-Set Metrics: Consumer Attitudes and the Bottom Line
by Srinivasan Shuba - 34-41 True Synergy for Real Effects: How to Control Integrated Marketing Successfully
by Naik Prasad A. & Peters Kay - 42-47 Keeps Working and Working and Working … The Long-Term Impact of Advertising
by Hanssens Dominique - 54-60 The Long-Term ROI of TV Advertising in a Digital World
by Wildner Raimund & Modenbach Guido
November 2014, Volume 6, Issue 2
- 3-3 Editorial
by Kozinets Robert V. - 8-15 Social Brand Engagement: A New Idea
by Kozinets Robert V. - 16-20 The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders
by McQuarrie Edward F. & Phillips Barbara J. - 21-21 Between the Suit and the Selfie: Executives’ Lessons on the Social “Micro-Celebrity”
by Kozinets Robert V. & Cerone Stefano - 22-27 Lost in Translation: The Social Shaping of Marketing Messaging
by Kozinets Robert V. & de Valck Kristine & Wojnicki Andrea & Wilner Sarah J. S. - 28-33 Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
by Deighton John & Kornfeld Leora - 34-39 Participatory Culture: From Co-Creating Brand Meaning to Changing the World
by Jenkins Henry - 40-45 For Us and by Us: The Charm and Power of Community Brands
by Füller Johann - 46-51 Creating Sustainable Digital Experiences
by Kozinets Robert V. - 52-58 Follow the Connections! Finding the Big Picture of Internet Communications
by Maireder Axel
May 2014, Volume 6, Issue 1
- 3-3 Editorial
by Gröppel-Klein Andrea - 16-21 Stressed Out: How Stress Develops and How to Cope with it
by Mortillaro Marcello & Scherer Klaus R. - 34-39 There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much
by Hemetsberger Andrea
November 2013, Volume 5, Issue 2
- 7-7 Editorial
by Diller Hermann - 8-12 Positive, Negative or Not at All? What Drives Consumers to Post (Accurate) Product Reviews?
by Moe Wendy W. & Schweidel David A. - 13-17 User-Generated Content and Stock Performance: Does Online Chatter Matter?
by Tellis Gerard J. & Tirunillai Seshadri - 18-23 Designing Viral Product Features for Broader Reach
by Aral Sinan & Walker Dylan - 24-27 Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits
by Bellman Steven & Treleaven-Hassard Shiree & Robinson Jennifer A. & Varan Duane & Potter Robert F. - 28-33 Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping
by Avery Jill & Steenburgh Thomas J. & Deighton John & Caravella Mary - 34-39 Buying in Multiple Stores: Shopping Strategies Beyond Price Promotions and Their Effects on Store Competition
by Gijsbrechts Els & Campo Katia & Nisol Patricia - 40-45 If You Go, I Will Follow … Social Effects on the Decision to Terminate a Service
by Nitzan Irit & Libai Barak - 46-52 Identifying Metrics That Matter: What Are the Real Key Performance Indicators (KPIs) That Drive Consumer Behavior?
by Lautman Martin R. & Pauwels Koen
May 2013, Volume 5, Issue 1
- 7-7 Editorial
by Diller Hermann - 8-11 Do Referral Programs Increase Profits
by Schmitt Philipp & Skiera Bernd & Bulte Christophe Van den
November 2012, Volume 4, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications
by Godfrey Andrea & Seiders Kathleen & Voss Glenn B. - 16-23 To Close or not to Close? Assessing the Impact of Outlet Closures on Retail Chains
by Haans Hans & Gijsbrechts Els - 24-28 I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies
by van Ittersum Koert & Feinberg Fred M. - 29-31 Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?
by Bharadwaj Neeraj & Walker Naylor Rebecca & Hofstede Frenkel Ter - 32-41 Sibling Rivalry: Estimating Cannibalization Rates for Innovations
by van Heerde Harald J. & Srinivasan Shuba & Dekimpe Marnik G. - 42-51 Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier
by Roberts John & Danaher Peter & Roberts Ken & Simpson Alan - 52-57 Creating Crystal Experiences MIR talks to Alexander Linder, Director Corporate Consumer and Market Insights (CCMI), Daniel Swarovski Corporation AG
by Kittinger-Rosanelli Christine
May 2012, Volume 4, Issue 1
- 4-5 Editorial
by Diller Hermann - 14-23 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance
by Teixeira Thales & Wedel Michel & Pieters Rik - 24-31 A Closer Look at Emotional Intelligence in Marketing Exchange
by Kidwell Blair & Hardesty David M. & Murtha Brian R. & Sheng Shibin - 32-41 Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth
by van der Lans Ralf & van Bruggen Gerrit & Wierenga Berend & Eliashberg Jehoshua - 42-49 Measuring Consumers’ Willingness to Pay. Which Method Fits Best?
by Miller Klaus M. & Krohmer Harley & Hofstetter Reto & Zhang Z. John - 50-59 Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities
by Fischer Marc & Albers Sönke & Wagner Nils & Frie Monika - 60-65 MIR talks to Jeffrey S. Cooper, Director of Consumer Insights CPW-Cereal Partners Worldwide
by Jolibert Alain
November 2011, Volume 3, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 The “Risky” Side of Brand Equity: How Brands Reduce Capital Costs
by Rego Lopo & Billett Matthew T. & Morgan Neil A. - 16-25 Preference Markets in New Product Development
by Dahan Ely & Soukhoroukova Arina & Spann Martin - 26-33 Reducing Assortments without Losing Business: Key Lessons for Retailers and Manufacturers
by Sloot Laurens & Verhoef Peter - 34-43 Turning Employees Into Brand Champions: LEADERSHIP STYLE MAKES A DIFFERENCE
by Morhart Felicitas M. & Herzog Walter & Tomczak Torsten - 44-49 Should Top Management Get Involved In Market Information Collection Efforts?
by Harmancioglu Nukhet & Grinstein Amir & Goldman Arieh - 50-53 Different Channel – Different Price? INVESTIGATING THE PRACTICE OF MULTI-CHANNEL PRICE DIFFERENTIATION
by Eckert Christine - 54-60 Mir Talks To Hubertine Underberg-Ruder, President Of The Board Of Directors, Underberg Ag
by Diller Hermann
May 2011, Volume 3, Issue 1
- 4-5 Editorial
by Diller H. - 8-15 When More is Less and Less is More: The Psychology of Managing Product Assortments
by Chernev Alexander - 16-25 How Social Network and Opinion Leaders Affect the Adoption of New Products
by Iyengar Raghuram & Van den Bulte Christophe & Eichert John & West Bruce - 26-35 When Your Best Customers Become Your Worst Enemies: Does Time Really Heal all Wounds?
by Grégoire Yany & Tripp Thomas M. & Legoux Renaud - 36-47 Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments
by Eggers Felix & Sattler Henrik - 48-53 Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes
by Berger Jonah & Sorensen Alan T. & Rasmussen Scott J. - 54-57 Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?
by Dahl Darren W. & Vohs Kathleen D. & Sengupta Jaideep - 58-64 MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company
by Gupta Sunil
November 2010, Volume 2, Issue 2
- 4-5 Editorial
by Hermann Diller - 8-15 Does Quality Win? Competing Against an Entrenched Market-Leader in High-Tech Markets
by Tellis Gerard J. & Yin Eden & Niraj Rakesh - 16-25 “Call. Mail. Shoot. Listen. Play” But What Functionalities Add Real Value in Convergent Products?
by Gill Tripat - 26-33 Customization: A Goldmine or a Wasteland?
by Franke Nikolaus & Keinz Peter & Steger Christoph J. - 34-41 Left Behind Expectations - How to Prevent CRM Implementations from Failing
by Becker Jan U. & Greve Goetz & Albers Sönke - 42-49 Proving Marketing Success Pays Off! Marketing Performance Measurement and its Effects on Marketing’s Stature and Firm Success
by O’Sullivan Don & Abela Andrew V. - 50-51 Trying Harder and Doing Worse: How Grocery Shoppers Track in-Store Spending
by van Ittersum Koert & Pennings Joost M.E & Wansink Brian - 52-60 MIR talks to Vinita Bali, Managing Director and CEO of Britannia Industries
by Reddy Srinivas K.
May 2010, Volume 2, Issue 1
- 4-5 Editorial
by Diller H. - 8-15 Doing Well While Doing Good. Linking A Social Cause To Product Promotions: Why It Works And How To Make It More Effective
by Henderson Ty & Arora Neeraj - 16-25 All Customers are Equal, but Some are More Equal Should Firms Prioritize their Customers ?
by Homburg Christian & Totzek Dirk & Droll Mathias - 26-33 Do you Want to Be my “friend”? MONETARY VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE COMMUNITIES
by Trusov Michael & Bucklin Randolph E. & Pauwels Koen - 34-41 Getting Marketing back into the boardroom: The influence of the marketing department in companies today
by Verhoef Peter C. & Leeflang Peter S.H. - 42-53 My customers are better than yours! On Reporting Customer Equity
by Wiesel Thorsten & Skiera Bernd & Villanueva Julián - 54-54 MIR talks to Pieter Nota, Beiersdorf AG
by Diller Hermann
November 2009, Volume 1, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 Does Customer Satisfaction lead to an increased firm value?
by Lerzan Aksoy & Cooil Bruce & Groening Christopher & Keiningham Timothy L. & Yalcin Atakan - 16-23 Preparing for the Adoption of the New Arrival
by Castaño Raquel & Sujan Mita & Sujan Harish & Kacker Manish - 24-31 When 2 + 2 Is Not the Same as 1 + 3: Understanding Customer Reactions to Partitioned Prices
by Hamilton Rebecca W. & Srivastava Joydeep - 32-43 Implementing profitability through a customer lifetime value management framework
by Kumar V. & Venkatesan R. & Rajan B. - 44-53 Response Styles and how to Correct them
by Weijters Bert & Geuens Maggie & Schillewaert Niels - 54-60 MIR talks to Professor Dr. Klaus Wübbenhorst, CEO, GfK SE
by Diller Hermann
May 2009, Volume 1, Issue 1
- 5-5 Editorial
by Diller H. - 8-15 Creating Shopping Momentum
by Dhar Ravi & Huber Joel & Khan Uzma - 16-23 Managing your Customer’s Tariff Choice: What to do when your Customers Pay too Much
by Lambrecht Anja & Skiera Bernd - 24-35 How Companies Can Measure the Success of their Relationship Marketing Investments
by Palmatier Robert W. & Gopalakrishna Srinath & Houston Mark - 36-45 How Data Envelopment Analysis Reveals Brand Advertising Efficiency
by Büschken Joachim - 46-53 Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria
by Natter Martin & Reutterer Thomas & Mild Andreas - 54-60 Mir Talks to Professor Hermann Simon
by Diller Hermann