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The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.

This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.

This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.

The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.

The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.

This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.

Anthropomorphism in Artificial Intelligence (AI)-powered devices is being used increasingly frequently in consumer-facing situations (e.g., AI Assistants such as Alexa, virtual agents in websites, call/chat bots, etc.), and therefore, it is essential to understand anthropomorphism in AI both to understand consequences for consumers and to optimize firms' product development and marketing. Extant literature is fragmented across several domains and is limited in the marketing domain. In this review, we aim to bring together the insights from different fields and develop a parsimonious conceptual framework to guide future research in fields of marketing and consumer behavior.

We conduct a review of empirical articles published until November 2021 in Financial Times Top 50 (FT50) journals as well as in 41 additional journals selected across several disciplinary domains: computer science, robotics, psychology, marketing, and consumer behavior.

Based on literature review and synthesis, we propose a three-step guiding framework for future research and practice on AI anthropomorphism.

Our proposed conceptual framework informs marketing and consumer behavior domains with findings accumulated in other research domains, offers important directions for future research, and provides a parsimonious guide for marketing managers to optimally utilize anthropomorphism in AI to the benefit of both firms and consumers.

We contribute to the emerging literature on anthropomorphism in AI in three ways. First, we expedite the information flow between disciplines by integrating insights from different fields of inquiry. Second, based on our synthesis of literature, we offer a conceptual framework to organize the outcomes of AI anthropomorphism in a tidy and concise manner. Third, based on our review and conceptual framework, we offer key directions to guide future research endeavors.

The concept of Integrated Marketing Communications (IMC) is receiving increasing attention in many academic and practioner media, primarily from an organisational perspective. Yet, influence of integrated communications programmes on consumers is difficult to establish in the literature. Consideration of IMC seems unpromising unless the concept itself can be grounded within a psychological perspective of consumer cognition. This paper is an attempt to conceptually explore these concerns. The paper commences with a discussion of broad issues facing contemporary research in marketing communications and strongly suggests that multidisciplinary approaches may offer greater insight than unidisciplinary ones. The authors then briefly, and selectively, introduce questions concerning the psychological assumptions underpinning theoretical work in marketing communications and speculate on implications these assumptions may have for a consumer psychology of IMC. The final strand of the argument considers the cognitivist notion of social cognition and contrasts this with the social constructionist view with regard to theoretical implications both views may have for a psychology of integrated marketing communications. We conclude by suggesting possible interpretations with practical implications for marketing communications practitioners.

This study aims to examine marketing trends spanning a period of 26 years to scrutinize North American influence in marketing research, as well as enhance comprehension of interdisciplinary marketing knowledge and identify prominent scholars, universities, countries, and articles that warrant further scholarly exploration.

This paper uses bibliometric methods to analyze the publications of eight top-tier journals (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology and International Journal of Research in Marketing) between 1996 and 2021, as found in the Scopus database.

The findings indicate that North American hegemony in the marketing discipline continues and that the impact of marketing on other disciplines remains controversial. Some universities have a deeply rooted tradition of marketing departments. Some articles from 26 years ago are still frequently cited.

The study covers the period from 1996 to 2021. It includes only articles, uses a single database and is cross-sectional. Future research should explore longer time periods by using various databases for comprehensive analysis.

To the best of the authors’ knowledge, this study constitutes one of the first attempts to understand the scholarly contributions of the marketing discipline by considering eight top-tier journals.

Esta investigación examina las tendencias de marketing durante un período de 26 años para analizar la influencia norteamericana en la investigación de marketing, así como para mejorar la comprensión del conocimiento interdisciplinario en marketing e identificar destacados académicos, universidades, países y artículos que merecen una mayor exploración académica.

Este documento emplea métodos bibliométricos para analizar las publicaciones de ocho revistas de primer nivel (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology e International Journal of Research in Marketing) entre 1996 y 2021, según se encuentran en la base de datos de Scopus.

Los resultados indican que la hegemonía norteamericana en la disciplina del marketing continúa y que el impacto del marketing en otras disciplinas sigue siendo controvertido. Algunas universidades tienen una tradición arraigada en los departamentos de marketing. Algunos artículos de hace 26 años todavía son citados con frecuencia.

Este estudio constituye uno de los primeros intentos de comprender las contribuciones académicas de la disciplina del marketing considerando ocho revistas de primer nivel.

El estudio cubre el período de 1996 a 2021. Incluye solo artículos, utiliza una sola base de datos y es transversal. Futuras investigaciones deberían explorar períodos más largos de tiempo empleando diversas bases de datos para un análisis completo.

本研究调查了跨越26年的市场营销趋势, 以探讨北美在市场营销研究中的影响, 并增进对跨学科市场营销知识的理解, 识别值得进一步探索的杰出学者、大学、国家和文章。

本文采用文献计量学方法分析了1996年至2021年间八种顶级期刊 (Journal of Marketing、Journal of Consumer Research、Journal of Marketing Research、Journal of the Academy of Marketing Science、Marketing Science、Journal of Retailing、Journal of Consumer Psychology 和 International Journal of Research in Marketing）的出版物, 这些文章可在Scopus数据库中找到。

研究结果表明, 北美在市场营销学科中的霸权地位仍然存在, 并且市场营销对其他学科的影响仍然存在争议。同时, 研究发现一些大学具有根深蒂固的市场营销系传统, 且一些26年前的文章仍然经常被引用。

本研究首次尝试通过考虑八种顶级期刊来理解营销学科的学术贡献。

本研究涵盖了1996年至2021年的时间段。它仅包括文章, 使用了单一数据库, 并且是横断面研究。未来的研究应该通过使用各种数据库进行全面分析, 探索更长时间段。

In business and management, cross-national and cross-cultural comparisons between countries have been a topic of interest for many decades. Not only do firms engage in business in different countries around the world but also within countries. The population has become more diversified over time, making cross-cultural comparisons within country boundaries increasingly relevant. In comparisons across cultural groups, measurement invariance (MI) is a prerequisite; however, in practice, MI is not always attained or even tested. Our study consists of three parts. First, we provide a bibliometric analysis of articles on cross-cultural and cross-national topics in marketing to provide insight into the connections between the articles and the main themes. Second, we code articles to assess whether researchers follow the recommended steps as outlined in the multigroup confirmatory factor analysis (MGCFA) approach. The results indicate that MI testing is incorporated in the toolbox of many empirical researchers in marketing and that articles often report the level of invariance. Yet, most studies find partial invariance, meaning that some items are not comparable across the cultural groups studied. Researchers understand that MI is required, but they often ignore noninvariant items, which may decrease the validity of cross-cultural comparisons made. Third, we analyze the dissemination of MI in the broader literature based on co-citations with Steenkamp and Baumgartner (1998), a widely cited article on MI in the field of marketing. We conclude by noting methodological developments in cross-cultural research to enable addressing noninvariance and providing suggestions to further advance our insight into cross-cultural differences and similarities.

This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency.

The extant psychology, marketing and consumer psychology literature is reviewed, and eight hypotheses devised. Data from 509 online survey respondents are analysed to identify individual characteristics associated with anthropomorphic tendency.

The results reveal that anthropomorphic tendency varies by individual and is significantly related to personality, age, relationship status, personal connection to animals and experiential thinking.

This paper extends on recent research into the individual nature of anthropomorphic tendency, once thought to be a universal trait. Given that this paper is the first of its kind, testing of further traits is merited. It is suggested that future research further examine personality, as well as other elements of individual difference, and test the role of anthropomorphic tendency in the development of processing abilities with age.

Findings show that anthropomorphic tendency may prove to be a key variable in the segmentation of markets and the design of marketing communications, and that younger, single, more creative, conscientious consumers are an appropriate target for anthropomorphic messages. The importance of personal connection to animals, as well as experiential thinking, is also highlighted.

Given the importance of anthropomorphic tendency for the processing of messages involving non-human endorsers, as well as the formation of relevant attitudes and behaviours, this paper fulfils an identified need to further understand the characteristics of those high on this tendency.