Abstract We discuss the effects of COVID-19 on consumer behaviour and elaborate consequences this disruption for marketing strategies policies. The crisis shows similarities with changes in way is carried out during economic downturns. However, it also displays characteristics which differ from downcycles, such as shifts consumption between categories accelerated shift offline to online behaviour. This forced by re-evaluation life priorities final consumers.

Digital native advertising is a subtle form of digital that integrated closely with its context. Practitioners are increasingly assigning budgets to this strategy. On the basis 22 in-depth expert interviews senior executives brands, publishing companies, and media agencies, study provides new insights into effectiveness advertising. We also shed light on factors in field content context influence performance. present 10 key propositions reflect practitioners' perspectives an agenda for...

This study investigates consumer perceptions of article-style native advertisements and banner advertisements, in terms understanding the message intent, ad attitudes, credibility. In addition, it examines interrelationships these constructs their effects on brand. Data retrieved from 303 respondents an online experiment, analysed with partial least squares path modelling, show that, contrary to prior research, consumers actually evaluate banners more positively than ads, attitude Banners...

This study's prime interest is to assist retail managers in deciding where they are likely get the greatest response their expenditures on quality improvement. An empirical test involving 287 consumers reporting a wide array of stores assesses whether relationship between three dimensions (technical quality, functional and relational quality) store loyalty moderated by age, gender size. The structural equation model indicates that driver loyalty, seemingly overruling impact technical...

Given the growing number of firms that use direct mail, it is important to develop methods improve response rates. Better selection are useful for this improvement; determining characteristics mailing and constructing an optimal design another way response. In paper we focus on latter. A framework presented obtain mail design. We propose compare two ways data collection, one in experimental setting a field‐experimental setting. Both approaches illustrated with empirical application charity...

Economic, environmental, social and digital (r)evolutions have fundamentally transformed marketing theory practice. We are confronted with new concepts, methodologies, approaches findings, it is often difficult to see the wood from trees. The aim of this paper (1) provide a coherent overview recent developments, including impact COVID-19 crisis, increasing attention paid climate change, inequality and, as consequence, need for sustainable consumption, (2) link these developments insights...

Radio is becoming increasingly popular as an advertising medium. At the same time, more and companies are integrating direct marketing in their communication strategies. Considers influence of day week, time day, position ad commercial break, length break type preceding program on two effectiveness measures: responses per rating point cost using a field experiment. A total 111 spots, covering campaigns, were broadcast radio stations The Netherlands. Tobit analysis used to test different...

Improving direct mail response rates generally may be accomplished by two alternative approaches: 1) target selection and 2) optimization of characteristics. We propose a conjoint analysis-experimental approach to simultaneously implement design optimization. Target is, in our approach, induced the “opt out” function reply card. In an empirical study for charity institution, we show how optimal card can derived used purposes. The results from both approaches are derive profit implications.

The way decision makers in bank institutions perceive the media that can be used for communicating with their customers cannot assessed properly if respondents are not guided by giving them overt criteria judging media. When guiding such criteria, it appears three dimensions discovered perception: effectiveness of medium, low costs, and image/brand awareness/no irritation. As first two dimensions, direct mail shows a second-best score; scores rather on third dimension. Furthermore, there is...