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The article authored by Young Jee Han, Joseph C. Nunes, and Xavier Drèze (“Signaling Status with Luxury Goods: The Role of Brand Prominence”) in the July 2010 issue of JM provides rich insights into consumers’ perceptions of and responses to luxury goods. The authors propose a simple, intuitive, and interesting taxonomy that assigns consumers to one of four groups in a 2 x 2 grid—namely, wealth (haves and have-nots) and need for status or NFS (high and low). Each of these groups differs in terms of their predispositions to associate or dissociate with members of their own and other groups. In turn, these differences produce testable hypotheses about the behavior of each group toward conspicuous (loud) or inconspicuous (quiet) luxury goods, a construct that the authors call “brand prominence.”

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Posted by Francesca V. Cooley at 8:00 PM | Permalink | Comments (0)

The May 2010 issue of JM includes an interesting study by David Schweidel and Robert Kent (“Predictors of the Gap Between Program and Commercial Audiences: An Investigation Using Live Tuning Data”). This article showcases the advertiser’s challenges and information needs and underscores the limitations in the data currently available to the advertiser to make informed decisions about television advertising.

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Posted by Francesca V. Cooley at 3:41 PM | Permalink | Comments (0)

The article by Can Uslay, Z. Ayca Altintig, and Robert Winsor (“An Empirical Examination of the ‘Rule of Three’: Strategy Implications for Top Management, Marketers, and Investors”) in the March 2010 issue of JM is thought provoking. This study breaks new ground by empirically testing the “Rule of Three” proposed by Sheth and Sisodia that suggests that both strategic focus (generalist vs. specialist) and market share are related to firm performance.

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Posted by Francesca V. Cooley at 3:36 PM | Permalink | Comments (0)

Manjit Yadav’s article (“The Decline of Conceptual Articles and Implications for Knowledge Development”) in the January 2010 issue of JM alerts readers about the value of conceptual articles to the marketing discipline. It also notes the alarming decline in the share of conceptual articles over the total number of articles published. The author reports that this decline is especially sharp for JM (relative to other top marketing journals) and that much of this decline has occurred in the last decade.

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Posted by Francesca V. Cooley at 7:20 PM | Permalink | Comments (3)

Diego Rinallo and Suman Basuroy (“Does Advertising Spending Influence Media Coverage of the Advertiser?”) analyze this very important issue in the November 2009 issue of Journal of Marketing. Their analysis offers the rare research opportunity to either validate or reject the widespread presumption that editorial content and advertising content are domains that are independent of each other. Their results indicate that there is indeed a strong positive influence of advertising spending on media coverage in consumer magazines. Interestingly, the authors also find that the extent of this media coverage influence on a publisher is greater when there is higher dependence for advertising revenues on a specific industry. In addition, the media coverage awarded by peer magazines appears to influence coverage decisions for any given publisher.

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Posted by Francesca V. Cooley at 3:46 PM | Permalink | Comments (1)