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Impact at JMR

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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.

  • Gavel on marble


    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


    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


    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 […]

  • Keep Reading

    • influencer holding a phone in their hand


      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


      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 […]

    • Marketing News

      By Pierre Chandon Food marketing works too well. It has created and pushed a vast variety of cheap, delicious, convenient food products, invariably claiming to be healthy but contributing to a worldwide obesity epidemic with consequences ranging from increased vulnerability to SARS-CoV-2 (Popkin et al. 2020) to stigmatizing overweight children (Tomiyama et al. 2018). While […]

    • 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 […]

    • iphone with social media app icons


      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 […]

    • piggy bank on white background


      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


      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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