Summary Retail & Omnichannel Marketing

Retail & Omni-channel Marketing
EBM080B05

,Table of Contents
Lecture 1 4
Customer-Interfacing Retail Technologies in 2020 & Beyond: An Integrative Framework
and Research Directions 4
Competing during a pandemic? Retailers Ups and downs during the COVID-19 outbreak
6
Lecture Notes 7

Lecture 2 8
Stein, A. & B. Ramaseshan, 2016, "Towards the Identification of Customer Experience
Touch Point Elements". Journal of Retailing and Customer Services, vol. 30, pp. 8-19. 8
Inman, J.J. & H. Nokolova, 2017, "Shopper-Facing Technology: A Retailer Adoption
Decision Framework Incorporating Shopper Attitudes and Privacy Concerns". Journal of
Retailing, vol. 893, issue 1, 7-28 9
W. Reinartz, N.Wiegand and M. Imschloss, 2019, "The impact of digital transformation
on the retailing value chain", International Journal of Research in Marketing, Vol. 36,
Issue 3, pp. 350-366. 11
Lecture Notes 14
Guest Lecture 16

Lecture 3 17
Baxendale, E.K. McDonald & H.N. Wilson, 2015, "The Impact of Different Touchpoints
on Brand Consideration". Journal of Retailing, Vol. 91 Issue 2, pp. 235-253. 17
M.J. Arnold and K.E. Reynolds, 2003, "Hedonic Shopping Motivations", Journal of
Retailing, vol. 79, pp. 77-95. 19
D. Herrhausen, Kleinlercher, K., Verhoef P.C., Emrich, O. & T. Rudolph, 2019, "Loyalty
Formation for Different Customer Journey Segments", Journal of Retailing, vol. 95, issue
3, pp. 9-29 20
Guest Lecture Notes 22
Lecture Notes 24

Lecture 4 27
Baker, A. Parasuraman, D. Grewal & G.B. Voss, 2002, “The Influence of Multiple Store
Environment Cues on Perceived Merchandise Value and Patronage Intentions”, Journal
of Marketing, vol. 66, pp. 120-141. 27
Inman, J.J., Winer, R.S. & R. Ferraro, 2009, "The Interplay Among Category
Characteristics, Customers Characteristics, and Customer Activities on In-Store Decision
Making", Journal of Marketing, vol. 73, pp. 19-29. 30
D.R. Bell, D. Corsten & G. Knox, 2011, “From Point of Purchase to Path to Purchase:
How Preshopping Factors Drive Unplanned Buying”, Journal of Marketing, vol. 75, pp.
31-45. 32
Lecture Notes 33

Lecture 5 37



1

, Briesch, R. A., Chintagunta, P. K., & Fox, E. J. (2009). How does assortment affect
grocery store choice?. Journal of Marketing Research, Vol. 46, Issue 2, pp. 176-189. 37
Broniarczyk, S. M., Hoyer, W. D., & McAlister, L. (1998). Consumers’ perceptions of the
assortment offered in a grocery category: The impact of item reduction. Journal of
Marketing Research, 35(2), 166-176. 38
Valenzuela, A., Raghubir, P., Mitakakis, C. (2013). Shelf space schemas: Myth or reality?
Journal of Business Research, 66 (7), pp. 881-888 40
Lecture Notes 41

Lecture 6 44
Pauwels, K. Valenti, A., Srinivasan, S., Yildirim, G., Vanheule, M. (2020), “Is there a
Hierarchy of Effects in Advertising? Empirical generalizations for consumer packaged
goods,” Marketing Science Institute Working Paper Series 2020, Report no. 20-139.
ABSTRACT IS INCORRECT IN DOC 44
McGranaghan, M., Liaukonyte, J., Wilbur, K.C. How viewer tuning, presence and
attention respond to ad content and predict brand search lift, Marketing Science Institute
Working Paper Series 2021, Report no. 21-132. 46
Kolsarici, C., Vakratsas, D., & Naik, P. A. (2020). The anatomy of the advertising budget
decision: how analytics and heuristics drive sales performance. Journal of Marketing
Research, 57(3), 468–488 47
Lecture Notes 48

Lecture 7 51
Bijmolt, T. H. A., van Heerde, H. J., & Pieters, R. G. M. (2005). New empirical
generalizations on the determinants of price elasticity. Journal of Marketing Research,
42(2), 141–156. 51
Hinterhuber & S. Liozu (2012). Is it time to rethink your pricing strategy. MIT Sloan
management review, 53(4), 69-77. 52
Van Heerde, H. J., Gupta, S., & Wittink, D. R. (2003). Is 75% of the sales promotion
bump due to brand switching? no, only 33% is. Journal of Marketing Research, 40(4),
481–491. 53
Lecture notes 54

Lecture 8 59
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M.,
Schweiger, E., Soysal, G., Dillard, A., Cooper, N., & Olson, R. (2021). Forging
meaningful consumer-brand relationships through creative merchandise offerings and
innovative merchandising strategies. Journal of Retailing, 97(1), 81–98.
https://doi.org/10.1016/j.jretai.2020.11.006 59
Chen, H., Pang, J., Koo, M., & Patrick, V. M. (2020). Shape matters: package shape
informs brand status categorization and brand choice. Journal of Retailing, 96(2),
266–281. https://doi.org/10.1016/j.jretai.2019.08.00 62
Lecture Notes 65

Lecture 9 69
Van Doorn, J., Risselada, H. & Verhoef, P.C. (2021). Does sustainability sell? The impact
of sustainability claims on the success of national brands’ new product introduction.
Journal of Business Research, 137, 182-193. 69


2

, Bezawada, R., & Pauwels, K. (2013). What is special about marketing organic products?
how organic assortment, price, and promotions drive retailer performance. Journal of
Marketing, 77(1), 31–51 72




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