Special Issue "Marketing Metrics and Marketing Performance"

A special issue of Administrative Sciences (ISSN 2076-3387).

Deadline for manuscript submissions: closed (31 August 2018)

Special Issue Editor

Guest Editor
Prof. Dr. David J. Reibstein

The Wharton School, The University of Pennsylvania, PA 19104, USA
Website | E-Mail
Interests: brand equity; marketing metrics: competitive marketing strategies; product line strategy: resource allocation

Special Issue Information

Dear Colleagues,

“Marketing Metrics” is generally shorthand for measuring the impact marketing has on financial consequences—both short-term and long-term. This Special Issue is to explore new areas or gain new insights into the productivity of marketing activities as measured by the impact on the financials of the firm. This could include how we spend to affect mind-metrics such as awareness, consideration, preference, and satisfaction and their relationship to financial outcomes. Marketing ROI is difficult to measure, yet it provides a metric that could be used to compare with other expenditures within the organization. How do we capture it for marketing spending? Is it even the right metric to be using?

The Special Issue should also cover branding issues as they relate to spending and firm value. The Special Issue will be research approach agnostic—empirical, theoretical, analytic modeling, and methodological advances are all appropriate. Cross-functional approaches are encouraged, particularly blending marketing and finance or accounting and finance. The issue encourages research supportive of possibly altering current FASB regulations. Ideally, work will reflect how marketing metrics can be applied in real settings. Social media and big data metrics and connection to financial performance is also encouraged.

Prof. Dr. David J. Reibstein
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a double-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Published Papers (1 paper)

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Research

Open AccessArticle
Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
Adm. Sci. 2018, 8(3), 55; https://doi.org/10.3390/admsci8030055
Received: 31 August 2018 / Revised: 15 September 2018 / Accepted: 17 September 2018 / Published: 19 September 2018
PDF Full-text (283 KB) | HTML Full-text | XML Full-text
Abstract
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital [...] Read more.
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers. Full article
(This article belongs to the Special Issue Marketing Metrics and Marketing Performance)
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