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The purpose of this study is to present a systematic methodological review of the application of field experiments in the domain of marketing research. By performing this study, the authors seek to offer necessary advice and suggestions to marketing scholars interested in the application of field experiments and to promote the adoption of field experiments as a preferred methodological choice among scholars in this domain.

A total of 315 field experiments published in the ten leading marketing journals in the past five decades were analyzed in this systematic methodological review. This study examines various aspects of field experiments, including the research profile of existing research, different trends and topics related to field experiments, choice of research questions, methods of observations, unobtrusive data collection, types of interventions and outcome variables.

This study identified various trends and topics, categories of manipulations, types of limitations and important considerations in designing field experiments and offered necessary advice on the future of field experiments in marketing research.

This study provides a complete roadmap for future marketing scholars to adopt field studies in their research plans. The systematic summary of limitations and the checklist will be helpful for the researchers to design and execute field studies more effectively and efficiently.

This review study offers a complete roadmap for marketing scholars who are interested in adopting field experiments in their research projects. The discussion of trends and topics, manipulations, limitations, design considerations and checklist items for field experiments offers relevant insights to marketing scholars and may help them design and execute field experiments more effectively and efficiently.

To the best of the authors’ knowledge, this study is the first of its kind to provide a comprehensive methodological review of field experiments published in leading marketing journals throughout the past five decades. This study makes novel and unique contributions to both theory and literature on field experiments in the marketing discipline.

Managerial “awareness” of supply chain management (SCM) principles is a key antecedent of SCM adoption. However, supply chain awareness (SCA) provides fertile ground for further development. The authors combine extant research with the attention-based view of the firm to further develop SCA and theorize about its effect in an understudied context.

The authors combine SCA with supply chain orientation, of which awareness is central. The authors combine qualitative and archival data for a 10-year period to test SCA in nonprofits. SCA was measured unobtrusively to avoid respondent bias; then, the authors explore how SCA relates to revenue generation from services provided.

SCA correlates positively with revenue generation. Drawing on a contingency perspective, the authors test two moderators relevant to nonprofits. The positive effect of SCA on revenue is stronger for nonprofits collocated in cities with corporate headquarters but weaker for those with larger boards.

The study further advances the notion of awareness for studying SCM phenomena and provides evidence of its relevance in the unexamined context of human services nonprofit organizations (NPOs). This work has implications for how attention to SCM principles shapes organizational outcomes, the factors that moderate these relationships and the importance of unobtrusively measuring awareness in SCM research. The authors used WayBack Machine to harvest websites. However, the quality and depth of text obtained prior to 2008 were lower than those of later years. Additionally, archival data for NPOs are limited.

Findings inform about the fit between nonprofit resources, type of board and fit with how to fund operations. This research provides an alternative way for policy makers to assess NPO capacity by focusing on the fundamental SCM concepts.

The authors contribute to the dialogue about NPOs developing financial independence through revenue generation from services sold to end customers.

NPOs are seldom studied in SCM. This is an attempt to study NPOs by combining qualitative and quantitative data.

This study aims to explore the evidence-based usage patterns of higher education commission (HEC) subscribed e-journal databases in the university digital library used by the scholarly community and the academics’ online searching behaviour at a higher education institution in Pakistan.

The study used an explanatory sequential mixed methods approach. Raw transaction log data were collected for quantitative analysis, and the interview technique was used for qualitative data collection and thematic analysis.

Log analysis revealed that HEC subscribed databases were used significantly, and among those, scholarly databases covering various subjects were more frequently used than subject-specific society-based databases. Furthermore, the users frequently accessed the needed e-journal articles through search engines like Google and Google Scholar, considering them sources of free material instead of the HEC subscribed databases.

It provides practical implications for examining the evidence-based use patterns of e-journal databases. It suggests the need for improving the access management of HEC databases, keeping in view the usage statistics and the demands of the scholars. The study may also help create market venues for the publishers of scholarly databases by offering attractive and economical packages for researchers of various disciplines in developing and underdeveloped countries. The study results also guide the information professionals to arrange orientation and information literacy programs to improve the searching behaviour of their less frequent users and enhance the utilization of these subscribed databases.

The study is part of a PhD project and, to the best of the authors’ knowledge, is the first such work in the context of a developing country like Pakistan.

Global brands have become increasingly vulnerable to external disruptions that have negative spillover effects on consumers, business and brands. This research area has recently garnered interest post-pandemic yet remains fragmented. The purpose of this paper is to recognize the most impactful exogenous brand crisis (EBC) and its affective and behavioural impact on consumers.

In Study 1, we applied repertory grid technique (RGT), photo elicitation method and ANOVA comparisons, to identify the most significant EBC, in terms of repercussions on consumer purchases. In Study 2, we performed collage construction and content analysis to ascertain the impact of the identified significant crisis (from Study 1) on consumer behaviour in terms of affective and behavioural changes.

Study 1 results reveal Spread-of-diseases and Natural disaster to be the most impactful EBC based on consumer’s purchase decisions. Study 2 findings uncover three distinct themes, namely, deviant demand, emotional upheaval and community bonding that throws light on the affective and behavioural changes in consumer behaviour during the two significant EBC events.

The collated results of the two studies draw insights towards understanding the largely unexplored conceptualisation of EBC from a multi-level (micro-meso-macro) perspective. The integrated framework drawn, highlight the roles and influences of different players in exogenous brand crisis management and suggests future research agendas based on theoretical underpinnings.

To the best of our knowledge, this is the first study which identifies the most important EBC and explicates its profound impact on consumer purchase behaviour, providing critical insights to brand managers and practitioners to take an inclusive approach towards exogenous crises.

The aim of this study is to understand the effect of class configurations in an active learning classroom (ALC) on students' self-perception of experiences and learning outcomes, namely participation, performance, motivation and creativity.

A self-administered survey (N = 131) was conducted in seven classes from the varied disciplines of communication, interior design and architecture. During the first half of the semester, all selected courses were conducted in traditional classrooms, whereas those in the second half were conducted in an ALC. ALC was designed to be used with several furniture configurations which could be easily set up by members of the learning community themselves. The survey was conducted at the end of semester before final exams, when students have a clear idea of the experiences in both the traditional and the new (ALC) classrooms, having spent equal time in each of these learning environments.

The main finding of the study is that students were eager to have future classes in the ALC rather than in traditional settings since the students experienced better learning outcomes in the ALC. During the second half of the semester, students who were in classes conducted following active learning (AL) pedagogies, with its supportive spatial configurations, were more aware of the learning outcomes facilitated by the physical environment. Further, the authors found that the increase in the number of furniture configurations has a statistically significant positive impact on learning outcomes.

AL pedagogy is often studied as a way of teaching and rarely with its associated classroom environments. In most of the existing studies, the configuration of furniture has often been overlooked within an AL environment by a learning community. This study fills the gap in emphasising the spatial aspects of the ALC by focusing on the specific pedagogy being followed.

In 2020, the world encountered travel restrictions because of pandemic, and the hospitality sector across the globe was one of the most affected industries. The purpose of this study is to further explore real-time experiences of guests who stayed in budget hotels and how pandemic has changed the expectations of its customer segment.

The current study uses netnography to examine customer experience of guests who stayed at budget hotels during the COVID-19 pandemic. A thematic analysis was conducted using NVivo 12 plus on 1,391 customer reviews collected from various travel portals.

The results suggested personalization and hygiene were the most significant themes that influence customer experience during the COVID-19 pandemic. The authors’ analysis revealed that the use of self-service technologies like contactless services during check-in, checkouts and use of Quick Response codes in restaurants and other services would help reduce the perceived risk of guests and enhance the overall customer experience.

The branded budget hotel sector has pumped in lot of money envisaging growth just before the COVID crises emerged. Therefore, the fast recovery is of paramount importance for the sector. Additionally, majority of the pandemic-related studies in hospitality sector have focused on luxury hotels and failed to address the real-time experiences of customers with respect to budget hotels of a developing country. The outcome of this study will be relevant for the budget hotels and policymakers because they face the crucial task of reviving and sustaining enterprises and the industry at large.

Prior work has suggested that individual decision-making is influenced by the emotions and cognition of the decision-maker. Within the firm context, the chief executive officer (CEO) is required to make many decisions that will meaningfully impact the firm. However, little is known about how CEO emotions and cognition influence not only firm decision-making but also the performance consequences of those decisions. Within this chapter, the authors conceptually explore (1) how CEO affect intensity moderates the relationship between performance below aspirations and risk-taking; and (2) how CEO cognitive complexity determines the directional effect of the risk-performance relationship.

The aim of this paper is to gain insights from a case study into how gamified loyalty programs enable and facilitate value co-creation and what underlying purpose organizations pursue when engaging with members in such a program.

A multimethod approach is deployed consisting of an observational and an explorative study. The authors collaborate with adidas, one of the leading (sports) retailers in the world. A five-month netnographic study is conducted on the adiClub, the online loyalty program of adidas. Based on the findings of this first study, semi-structured in-depth interviews were conducted in a second study with adidas managers from diverse backgrounds currently involved in projects and day-to-day work related to the adiClub. The exclusive interview data provide further insights and help interpret and validate the netnographic observations.

Most value co-creation studies on engagement platforms in marketing relate to social media, physical events or online forums. Based on the multimethod approach of this study, existing research is extended on how online loyalty programs enable and facilitate value co-creation. Furthermore, the authors identify the organizational purpose behind engaging in value co-creation practices along the social, economic and ecological dimensions.

This case study offers implications for organizations on how online loyalty programs enable and facilitate value co-creation through gamification. In addition, it connects the value co-creation practices with the respective purpose that organizations pursue with related activities. Hence, it further enhances the knowledge and repertoire of managers for setting up and running gamified online loyalty programs.

Increased gamification driven by the advances of digital transformation enables and facilitates value co-creation, which initiates unprecedented digital sales potential for service organizations. Research about the digital transformation of value co-creation remains scarce. The authors seek to address this research gap by focusing on value co-creating activities within online loyalty programs.

The 2020 Coronavirus pandemic forced universities to hastily transition to eLearning on a mass scale, necessitating the identification of populations who are more challenged by the transition. This study aims to identify how students’ level of introversion/extraversion and digital literacy come to play in their satisfaction with the eLearning environment.

The analysis examined 272 Israeli students who moved from a face-to-face learning environment to a Zoom learning environment between March–July 2020, following the outbreak of the pandemic. All the participants completed two rounds of surveys, and 62 of the 272 participants were then interviewed, and their social network was mapped using a sociogram.

Findings indicated that, in accordance with the “poor get richer” hypothesis, introverts expressed more satisfaction from the transition to the video-conferencing Zoom platform than extraverts. In addition, for highly introverted people, high digital literacy was significantly associated with increased course satisfaction, whereas for highly extraverted people, a high number of social ties with peers from the course was associated with course satisfaction.

As expected, the study’s findings shows that there is no “one size fits all” approach for online learning. Learners with different personalities can benefit from learning environments that foster greater satisfaction with the learning experience. Online platforms can, and should, be designed in a way that offers this needed personalization, and this study provides initial principles that can inform such personalization.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2023-0028