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Impact at JMR highlights important and actionable content published in Journal of Marketing Research. Executives can leverage this content in their organization. Professors can use it in their classrooms. Researchers can learn about distinct scholarly insights for their next big idea. We invite everyone to read, enjoy, learn, think and act.

Latest Impact at JMR Articles

  • Marketing News

    Private labels, also known as store brands, were considered low-cost substitutes for decades—but their popularity is now booming. How and why is this transformation happening? What can retailers learn?


  • Marketing News

    This in-depth guide provides an overview of the methodological toolkit available to empirical researchers who are interested in making causal inference using quasi-experimental data.


  • Marketing News

    In this guide, marketing professors Marco Gregori, Martijn G. de Jong, and Rik Pieters draw on a number of academic research studies to help analysts get more truthful and accurate survey responses on sensitive topics.

    • Keep Reading

    • Marketing News

      This piece helps marketing scholars (1) identify confoundedness concerns in their empirical context, (2) transparently discuss the assumptions that need to hold for the instrumental variable approach to be valid in uncovering a causal effect, and (3) evaluate the plausibility of these assumptions.

    • Marketing News

      Attempting to distill the performance of marketing investments into one simple figure can lead to future spending mistakes. A number of JMR studies reveal the right methods for measuring return on marketing investment (ROMI) in different contexts.


    • Marketing News

      Professors Sungho Park and Sachin Gupta draw on decades of research to outline a three-step procedure for researchers interested in applying the copula correction method.

    • Marketing News

      Recent studies reveal three research-based strategies to help companies improve customer experience when using AI-based services and products.

    • Close up picture of people supplying others with packaged food

      Article

      By Karen Page Winterich and Americus Reed II Individual charitable giving in the United States reached a record high of $324.1 billion in 2020, growing 2.2% from 2019 during a year beset by a global pandemic and racial turmoil. The donations, however, were split among more than 1.5 million nonprofit organizations, all competing for dollars, […]

    • Picture of an art instillation that looks like light is pouring down like rain on people enjoying the experience

      Article

      By P.K. Kannan, Xian Gu, and Hongshuang (Alice) Li Firms selling online content, mobile games, digital streaming, or software-as-a-service subscriptions can find it challenging to convert prospects who have not experienced their products prior to purchase. The freemium and free trial models allow customers to experience the content or services before they decide to buy. […]

    • Gavel on marble

      Article

      By David Reibstein, Christopher Borek, Robert Vigil, and Suneal BediThe authors thank Greg Weiss for his research assistance. Modern marketing theory and research applications are helping decide critical legal issues. The U.S. judicial system values theoretically and empirically sound research methods, and rigorous academic marketing work is playing an increasingly significant role in influencing court […]

    • Three people working around computers in an engineering lab

      Article

      By Martin Mende, Maura Scott, and Dhruv Grewal Firms are shifting from a transaction- to relationship-focused approach to build long-term bonds with customers, making them assets the firms can nurture, expand, and allow to evolve (Mende, Bolton, and Bitner 2013; Kumar, Leszkiewicz, and Herbst 2018). Technology is transforming these relationships in many industries including retail, […]

    • many security cameras

      Article

      By Sachin Gupta, Panos Moutafis and Matthew J. Schneider Many executives and corporate administrators believe their marketing department should have a limited role when it comes to customer privacy. They believe the department should only manage customers’ privacy perceptions. Actual data security decisions should be left to the information technology department, and privacy decisions should […]

    • influencer holding a phone in their hand

      Article

      by Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl The influencer endorsement market more than doubled from 2019 to 2021, growing from $6.5 billion to $13.8 billion (Statista 2021). User-generated content networks like Instagram, LinkedIn, SoundCloud, Twitter, and YouTube fueled the growth as they transformed the customer targeting, acquisition, and retention process. Influencers and […]

    • Busy business area in a major city with many lit up billboards

      Article

      By Darren W. Dahl and Reto Hofstetter The term “crowdsourcing” was first defined in 2005 by the editors of Wired magazine to describe how organizations began leveraging internet users to outsource tasks. Over the years, the notion has been defined in a variety of ways (e.g., crowdfunding, crowdvoting, and crowdsolving), with specific application to business, […]

    • Article

      By Karen Page Winterich Companies have remained committed to sustainability even as the economy has been upended by the COVID-19 pandemic. Some have further emphasized sustainability initiatives, recognizing they are key to a resilient business. Consumers agree. A global survey found that 40% of more than 13,000 consumers believe sustainability has become more important in […]

    • Page

      By P.K. Kannan and Hongshuang (Alice) Li Online marketing channels have proliferated widely during the past two decades. They now complement traditional offline outlets but also draw significant marketing dollars away from offline channels. Given the myriad purchasing options customers encounter today, their omnichannel journey can be long and winding. Customers often encounter multiple marketing […]

    • Article

      By Maureen Morrin Retailers face unprecedented challenges in today’s marketplace. Traditional brick-and-mortar retailers, who rely on in-store shoppers to generate sales, now find it especially difficult to compete with online retailers like Amazon, which offer a variety of merchandise and the ease of shopping from home. If online sellers offer many of the same goods […]

    • Page

      By Rebecca W. Hamilton Nearly 70% of U.S. adults go to movies, sporting events, and museums every year, and consumers are more likely to engage in public leisure activities in the company of friends or family than alone (Ratner and Hamilton 2015). Some estimates suggest more than 90% of movie visits occur with others, and […]

    • Page

      By Nailya Ordabayeva, Daniel Fernandes, Kyuhong Han, and Jihye Jung Political issues have become a significant part of consumers’ lives. From gun control to the climate crisis and #BlackLivesMatter, political issues dominate the headlines and divide opinions more than ever. Indeed, political polarization in opinions towards various issues (such as government regulation, immigration, and environmental […]

    • iphone with social media app icons

      Article

      By Anatoli Colicev Brands invested more than $89 billion in social media marketing in 2019 alone. And social media investments are only expected to grow. Many firms justify investments in social media by showing its effect on brand attitudes, sales, and stock market value. To measure the effects, marketing professionals rely on various metrics. Facebook […]

    • Page

      By Shrihari Sridhar and Roger Best Today’s CEOs are under intense internal and competitive pressure to drive strategy in a way that grows sales, margins, and shareholder value. But frameworks like mission/vision/values statements, strength and weakness analyses, cataloging opportunities and threats, and budget-based approaches can lead executives to greenlight unrelated strategy initiatives that fail to […]

    • piggy bank on white background

      Article

      By Yixing Chen The nonprofit sector contributed more than $1 trillion to the U.S. economy in 2016, 5.6% of the country’s gross domestic product, according to a recent National Center for Charitable Statistics brief. In 2019, U.S. charities raised an estimated $449.6 billion. The funds support nonprofit hospitals, nonprofit professional theaters, public schools, and food […]

    • two people looking at a computer screen

      Article

      By Mahima Hada The business-to-business economy is almost twice as large as the business-to-consumer economy. Marketing scholars have studied the B2B sector for decades, investigating the impact of firms’ strategic decisions on critical outcomes. For example, Lawrence et al (2019) show investments in online sales channels increase salesperson productivity, and in turn, company profits. While […]

    • Article

      By Peter J. Danaher The internet has enabled many business developments, but it has turned media allocation and planning on its head. In traditional mass media like television, advertisers can purchase a commercial slot and expect large audiences. However, many of those reached are not interested in the advertised product or service, so a large […]

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