Sources

All 766 sources the assistant draws on, across 20 taxonomy topics; last updated 28 September 2026.

We have our own concise research note for each work, which Ebbie uses to answer. We do not retain the full texts; links go to the official versions via their DOIs. Are you an author who wants a work removed from Ebbie? Contact us .

Strength of evidence

766 sources by where they were published

A552(72 %)

B118(15 %)

C37(5 %)

D59(8 %)

A: Peer-reviewed article in a top journal (e.g. Journal of Marketing, Science).

B: Other peer-reviewed journal.

C: Book or conference paper (a different kind of peer review).

D: Preprint, working paper or report. Not peer-reviewed.

Verification status

how well the finding has been verified by independent research

law-like pattern22(3 %)

independently confirmed85(11 %)

depends on conditions95(12 %)

limited verification552(72 %)

law-like pattern: The same pattern repeats across dozens of independent datasets, categories and countries.

independently confirmed: Other teams have found the same result using different data, so far only in a few markets or categories.

depends on conditions: The effect is real, but its direction or size depends on a specific condition.

limited verification: One study or one dataset so far. No one else has independently repeated it.

1How marketing knowledge develops

113 sources

[1]David R. Cox (1972). Regression Models and Life-TablesA · limited verificationAPeer-reviewed article in Journal of the Royal Statistical Society: Series B, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitstatistical method for censored survival data; without a marketing testCitations39,62339,623 citations
[2]Edward L. Kaplan, Paul Meier (1958). Nonparametric Estimation from Incomplete ObservationsA · limited verificationAPeer-reviewed article in Journal of the American Statistical Association, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitstatistical method for censored time-to-event data; without marketing testCitations39,33739,337 citations
[3]Gilbert A. Churchill Jr. (1979). A Paradigm for Developing Better Measures of Marketing ConstructsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological framework for multi-item scale development; only figures are an illustrative matrix from an older dealer satisfaction studyCitations12,71812,718 citations
[4]Open Science Collaboration (2015). Estimating the reproducibility of psychological scienceA · independently confirmedAPeer-reviewed article in Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inexperiment with participants (lab/online panel)Scope limitreplications of 100 psychological studies from three journalsCitations8,8298,829 citations
[5]Joseph P. Simmons, Leif D. Nelson, Uri Simonsohn (2011). False-Positive PsychologyA · limited verificationAPeer-reviewed article in Psychological Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inexperiment with participants (lab/online panel)Scope limitsimulations and lab demonstration of researcher degrees of freedomCitations6,8166,816 citations
[6]Robert K. Merton (1968). The Matthew Effect in ScienceA · limited verificationAPeer-reviewed article in Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual sociological analysis of reward and communication systems in scienceCitations6,4176,417 citations
[7]Frank M. Bass (1969). A New Product Growth for Model Consumer DurablesA · law-like patternAPeer-reviewed article in Management Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemodel/methodMeasured inconsumer durablesScope limit11 US consumer durable appliance categories in the original test of the Bass modelCitations5,9855,985 citations
[8]Eugene Garfield (1972). Citation Analysis as a Tool in Journal EvaluationA · limited verificationAPeer-reviewed article in Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitmethodological demonstration on approximately one million citations from 2,200 journalsCitations2,8262,826 citations
[9]Eugene Garfield (1955). Citation Indexes for Science: A New Dimension in Documentation Through Association of IdeasA · limited verificationAPeer-reviewed article in Science, 122(3159), a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual proposalCitations2,3132,313 citations
[10]Thomas A. DiPrete, Gregory M. Eirich (2006). Cumulative Advantage as a Mechanism for Inequality: A Review of Theoretical and Empirical DevelopmentsA · limited verificationAPeer-reviewed article in Annual Review of Sociology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsociological review of education, careers, and life-course processesCitations2,0442,044 citations
[11]Deborah J. MacInnis (2011). A Framework for Conceptual Contributions in MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, 75(4), 136–154, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual essay (typology of conceptual contributions in marketing), without original dataCitations1,4831,483 citations
[12]Brian Uzzi, Satyam Mukherjee, Michael J. Stringer, Benjamin F. Jones (2013). Atypical Combinations and Scientific ImpactA · limited verificationAPeer-reviewed article in Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitbibliometric data across the sciencesCitations1,4611,461 citations
[13]Robert W. Palmatier, Mark B. Houston, John Hulland (2018). Review articles: purpose, process, and structureA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, 46(1), 1–5, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual editorial on systematic review articles, without dataCitations997997 citations
[14]Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar (2006). Make, Buy, or Ally: A Transaction Cost Theory Meta-AnalysisA · independently confirmedAPeer-reviewed article in Academy of Management Journal, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2BScope limitmake-buy-ally decisions in firmsCitations933933 citations
[15]Gurumurthy Kalyanaram, Russell S. Winer (1995). Empirical Generalizations from Reference Price ResearchA · law-like patternAPeer-reviewed article in Marketing Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitliterature synthesis; evidence mostly from grocery scanner researchCitations801801 citations
[16]Mark J. Brandt, Hans IJzerman, Ap Dijksterhuis, Frank J. Farach, Jason Geller, Roger Giner‐Sorolla, James A. Grange, Marco Perugini, Jeffrey R. Spies, Anna van 't Veer (2013). The Replication Recipe: What makes for a convincing replication?A · limited verificationAPeer-reviewed article in Journal of Experimental Social Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitmethodological conception of replicationsCitations727727 citations
[17]Richard A. Kronmal (1993). Spurious Correlation and the Fallacy of the Ratio Standard RevisitedA · limited verificationAPeer-reviewed article in Journal of the Royal Statistical Society. Series A (Statistics in Society), a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitmethodological analysis of ratio regressions with biomedical and social examplesCitations586586 citations
[18]Gerard J. Tellis (1988). The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of SalesA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitmeta-analysis of 367 price elasticities from ~220 brands/marketsCitations568568 citations
[19]Constantine S. Katsikeas, Neil A. Morgan, Leonidas C. Leonidou, G. Tomas M. Hult (2016). Assessing Performance Outcomes in MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review of the marketing literatureCitations545545 citations
[20]Hans Baumgartner, Rik Pieters (2003). The Structural Influence of Marketing Journals: A Citation Analysis of the Discipline and its Subareas over TimeA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitcitations of marketing journalsCitations505505 citations
[21]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · law-like patternAPeer-reviewed article in Journal of Business Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitreview of repeat-purchase markets across countries and categories; without new primary dataCitations429The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.429 citations
[22]Raymond Hubbard, J. Scott Armstrong (1994). Replications and Extensions in Marketing: Rarely Published But Quite ContraryA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitcontent analysis of JM, JMR, JCR 1974–1989; 1,120 articles (835 empirical), 20 replications with extensionCitations418418 citations
[23]Gary L. Lilien (2016). The B2B Knowledge GapA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of B2B literatureCitations375375 citations
[24]Christian S. Crandall, Jeffrey W. Sherman (2016). On the scientific superiority of conceptual replications for scientific progressA · limited verificationAPeer-reviewed article in Journal of Experimental Social Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limittheoretical argumentation on replicationsCitations357357 citations
[25]Peter E. Rossi (2014). Even the Rich Can Make Themselves Poor: A Critical Examination of IV Methods in Marketing ApplicationsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured incitation and publication data (scientometrics)Scope limitmethodological essay with Monte Carlo simulations; review of 463 empirical articles in Marketing Science and QME 2003–2013 (46 with IV)Citations354354 citations
[26]A. S. C. Ehrenberg (1959). The Pattern of Consumer PurchasesA · law-like patternAPeer-reviewed article in Applied Statistics (Journal of the Royal Statistical Society, Series C), a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitearly consumer panel data on purchasing frequencies of fast-moving consumer goodsCitations352The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.352 citations
[27]Susanne Schmidt, Martin Eisend (2015). Advertising Repetition: A Meta-Analysis on Effective Frequency in AdvertisingA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitexperimental advertising exposuresCitations302302 citations
[28]Katherine L. Milkman, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Pepi Pandiloski, Yeji Park, Aneesh Rai, Max Bazerman, John Beshears, Lauri Bonacorsi, Colin Camerer, Edward Chang, Gretchen Chapman, Robert Cialdini, Hengchen Dai, Lauren Eskreis-Winkler, Ayelet Fishbach, James J. Gross, Samantha Horn, Alexa Hubbard, Steven J. Jones, Dean Karlan, Tim Kautz, Erika Kirgios, Joowon Klusowski, Ariella Kristal, Rahul Ladhania, George Loewenstein, Jens Ludwig, Barbara Mellers, Sendhil Mullainathan, Silvia Saccardo, Jann Spiess, Gaurav Suri, Joachim H. Talloen, Jamie Taxer, Yaacov Trope, Lyle Ungar, Kevin G. Volpp, Ashley Whillans, Jonathan Zinman, Angela L. Duckworth (2021). Megastudies improve the impact of applied behavioural scienceA · limited verificationAPeer-reviewed article in Nature, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inconsumer services, non-profit sectorScope limitfield megastudies, predominantly USCitations266266 citations
[29]Frank M. Bass (1995). Empirical Generalizations and Marketing Science: A Personal ViewA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitpersonal conceptual commentary on empirical generalisations without new dataCitations233233 citations
[30]Peter N. Golder, Marnik G. Dekimpe, Jake An, Harald J. van Heerde, Darren S.U. Kim, Joseph W. Alba (2022). Learning from Data: An Empirics-First Approach to Relevant Knowledge GenerationA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual methodological article using published examples; without original testCitations216216 citations
[31]David J. Reibstein, George Day, Jerry Wind (2009). Guest Editorial: Is Marketing Academia Losing Its Way?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiteditorial without empirical dataCitations210210 citations
[32]Marnik G. Dekimpe, Dominique M. Hanssens (1995). Empirical Generalizations About Market Evolution and StationarityA · independently confirmedAPeer-reviewed article in Marketing Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitdatabase of previous marketing time seriesCitations188188 citations
[33]David J. Reibstein, Paul Farris (1995). Market Share and Distribution: A Generalization, a Speculation, and Some ImplicationsA · law-like patternAPeer-reviewed article in Marketing Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitretail distribution of fast-moving consumer goodsCitations165165 citations
[34]Joseph A. Cote, Siew Meng Leong, Jane Cote (1991). Assessing the Influence of Journal of Consumer Research: A Citation AnalysisA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitJournal of Consumer Research citationsCitations155155 citations
[35]John U. Farley, Donald R. Lehmann (1994). Cross-National “Laws” and Differences in Market ResponseA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of international market response modelsCitations140140 citations
[36]Claes Fornell (1995). The Quality of Economic Output: Empirical Generalizations About Its Distribution and Relationship to Market ShareA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitSwedish Customer Satisfaction BarometerCitations139139 citations
[37]Marko Sarstedt, Susanne Adler, Lea Rau, Bernd H. Schmitt (2024). Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelinesA · limited verificationAPeer-reviewed article in Psychology and Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of silicon samples usage in LLMs without an independent validation sampleCitations123123 citations
[38]John Lynch, Eric T. Bradlow, Joel Huber, Donald R. Lehmann (2015). Reflections on the replication corner: In praise of conceptual replicationsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper on replicationsCitations120120 citations
[39]A. S. C. Ehrenberg (1995). Empirical Generalisations, Theory, and MethodA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual methodological paper on empirical generalisations; without original dataCitations119The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.119 citations
[40]Alexander Edeling, Alexander Himme (2018). When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance RelationshipA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limit89 studies and 863 market share elasticitiesApplies whenindustry typeCitations118118 citations
[41]Angeline G. Close, Julie Guidry Moulard, Kent B. Monroe (2010). Establishing human brands: determinants of placement success for first faculty positions in marketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitprimary US data on marketing PhD placements collected over 5 yearsCitations113113 citations
[42]Siew Meng Leong (1989). A Citation Analysis of the JournalA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitjournal and citation sample not reportedCitations111111 citations
[43]Malcolm Wright, Anne Sharp, Byron Sharp (2002). Market Statistics for the Dirichlet Model: Using the Juster Scale to Replace Panel DataA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG), consumer durablesScope limit271 matched panellists from South Australia; 16 brands across three categoriesCitations88The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.88 citations
[44]Peter C. Verhoef, Peter S.H. Leeflang, Jochen Reiner, Martin Natter, William Baker, Amir Grinstein, Anders Gustafsson, Pamela Morrison, John Saunders (2011). A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical GeneralizationsA · independently confirmedAPeer-reviewed article in Journal of International Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limit2,207 managers across seven industrialised countriesCitations7171 citations
[45]John Dawes (2014). Cigarette brand loyalty and purchase patterns: An examination using US consumer panel dataA · independently confirmedAPeer-reviewed article in Journal of Business Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limittwo US cities, 2001–2005 panel of cigarette-purchasing householdsCitations60The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.60 citations
[46]Robert W. Palmatier (2016). Editorial: the past, present, and future of JAMSA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitJAMS editor-in-chief editorial (2015); description of peer-review process, journal metrics 2007–2014 from an external report onlyCitations6060 citations
[47]Dominique M. Hanssens (2018). The value of empirical generalizations in marketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiteditorial on empirical generalisations; no primary dataCitations5252 citations
[48]Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe, Jan‐Benedict E.M. Steenkamp (2022). Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim EconomiesA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit1,600+ brands, 14 categories, 14 Indo-Pacific economies, 10+ yearsApplies whensocietal stratification (Hofstede power distance, income inequality)Citations4545 citations
[49]Yoram (Jerry) Wind, Byron Sharp (2009). Advertising Empirical Generalizations: Implications for Research and ActionA · law-like patternAPeer-reviewed article in Journal of Advertising Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of 23 empirical generalisations of advertisingCitations43The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.43 citations
[50]Ivar Vermeulen, Camiel J. Beukeboom (2015). Effects of Music in Advertising: Three Experiments Replicating Single-Exposure Musical Conditioning of Consumer Choice (Gorn 1982) in an Individual SettingA · contestedAPeer-reviewed article in Journal of Advertising, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitthree conceptual replications with weak, null and partial effectsCitations4040 citations
[51]Michel Clement, Steven Wu, Marc Fischer (2014). Empirical generalizations of demand and supply dynamics for moviesA · independently confirmedAPeer-reviewed article in International Journal of Research in Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typereviewMeasured inconsumer servicesScope limitall US and German cinema releases, 2000–2010Citations3939 citations
[52]Andrew S.C. Ehrenberg, Neil R. Barnard, Byron Sharp (2000). Decision models or descriptive models?A · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual comparison of logit decision models and the Dirichlet descriptionCitations38The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.38 citations
[53]Eugene Garfield (2006). Commentary: Fifty years of citation indexingA · limited verificationAPeer-reviewed article in International Journal of Epidemiology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limithistorical commentary on citation indexing; no empirical studyCitations3636 citations
[54]Reza Marvi, Dongmei Zha, Pantea Foroudi (2024). Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual frameworkA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometric analysis of 281 publications on B2B brandingCitations3535 citations
[55]Cullen Habel, Larry Lockshin (2013). Realizing the value of extensive replication: A theoretically robust portrayal of double jeopardyA · depends on conditionsAPeer-reviewed article in Journal of Business Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limit37 categories and 40 quarterly periodsApplies whenscope and breadth of analysisCitations32The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.32 citations
[56]Rajshree Agarwal, Raj Echambadi, April M. Franco, MB Sarkar (2006). Reap Rewards: Maximizing Benefits from Reviewer CommentsA · limited verificationAPeer-reviewed article in Academy of Management Journal, 49(2), 191–196, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitauthors' personal reflection on the revision of one of their own articles in AMJ (2004), without dataCitations2929 citations
[57]Felipe Pantoja, Patrícia Rossi, Adilson Borges (2015). How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A ReplicationA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitFrench and US student samplesCitations2626 citations
[58]V. Kumar (2016). My Reflections on Publishing in Journal of MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitJM editor-in-chief editorial; descriptive statistics for JM 2013–2015 (≈1,650 submissions, 132 papers)Citations2424 citations
[59]Joseph A. Cote, Siew Meng Leong, Jane Cote (1992). Assessing the influence of marketing research on the social science literatureA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitcitations of marketing and social science journalsCitations1616 citations
[60]Oleg Urminsky, Berkeley J Dietvorst (2024). Taking the Full Measure: Integrating Replication into Research Practice to Assess GeneralizabilityA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of replications in JCRCitations1616 citations
[61]Byron Sharp, Yoram (Jerry) Wind (2009). Today's Advertising Laws: Will They Survive the Digital Revolution?A · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual editorial on advertising lawsCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[62]Susanne Jana Adler, Lukas Röseler, Martina Katharina Schöniger (2023). A toolbox to evaluate the trustworthiness of published findingsA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological tool without a consumer populationCitations1515 citations
[63]Stefan Stremersch, Isabel Verniers, Peter C. Verhoef (2007). The Quest for Citations: Drivers of Article ImpactA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitcitation data of marketing papersCitations1515 citations
[64]Yoram (Jerry) Wind, Byron Sharp, Karen Nelson-Field (2013). Empirical Generalizations: New Laws for Digital Marketing — How Advertising Research Must ChangeA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual conference summary and standards agendaCitations6The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.6 citations
[65]Joseph Korkames, T. D. Stanley, Stefan Stremersch (2025). Meta-analysis of advertising effectiveness: New insights from improved bias correctionsA · contestedAPeer-reviewed article in International Journal of Research in Marketing, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 538 own-brand B2C advertising elasticities with publication bias correction; the estimate of 0.0008 / 0.03 is several times lower than earlier meta-analyses and not yet replicatedCitations33 citations
[66]Désirée A.C. Wieland, Björn Sven Ivens (2025). Not quite alike: Supplier relationship management in B2B marketing and supply chain literatureA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometrics and scoping review of B2B and SCM literatureCitations33 citations
[67]Calvin Isch, Timothy G. Dorr, Neil Fasching, Grace Jennings, Duncan J. Watts (2026). Quantifying the prevalence and impact of overreaching causal claims in social scienceA · limited verificationAPeer-reviewed article in Nature Human Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limit194,631 cross-sectional social science articles 1980–2024 + online experiment (N = 1,105)Citations0
[68]Christian Kowalkowski, Joona Keränen, Edwin J. Nijssen (2026). How B2B branding research measures up: A systematic review of key themes, theories, and methodsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitsystematic analysis of 235 B2B branding articlesCitations0
[69]Philip M. Podsakoff, SCOTT B. MACKENZIE, Jeong Yeon Lee, Nathan Philip Podsakoff (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies.B · limited verificationBPeer-reviewed article in Journal of Applied Psychologylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative methodological literature review (predominantly organisational research), no primary dataCitations80,85980,859 citations
[70]David A. Whetten (1989). What Constitutes a Theoretical Contribution?B · limited verificationBPeer-reviewed article in Academy of Management Review, 14(4), 490–495limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiteditorial essay by AMR editor on theoretical contributions, no dataCitations2,2772,277 citations
[71]Robert I. Sutton, Barry M. Staw (1995). What Theory is NotB · limited verificationBPeer-reviewed article in Administrative Science Quarterly, 40(3), 371–384limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiteditorial essay on organisational research (ASQ Forum), no dataCitations1,8761,876 citations
[72]Kevin G. Corley, Dennis A. Gioia (2011). Building Theory about Theory Building: What Constitutes a Theoretical Contribution?B · limited verificationBPeer-reviewed article in Academy of Management Review, 36(1), 12–32limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual essay on management research; illustrative comparison of award-winning and most cited AMR articles 1990–2008Citations1,6691,669 citations
[73]Ludo Waltman (2016). A review of the literature on citation impact indicatorsB · limited verificationBPeer-reviewed article in Journal of Informetricslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitbibliometric review of the literatureCitations1,2911,291 citations
[74]Mark D. Uncles, Grahame R. Dowling, Kathy Hammond (2003). Customer Loyalty and Customer Loyalty ProgramsB · limited verificationBPeer-reviewed article in Journal of Consumer Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual reviewCitations848The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.848 citations
[75]Brian D. Earp, David Trafimow (2015). Replication, falsification, and the crisis of confidence in social psychologyB · limited verificationBPeer-reviewed article in Frontiers in Psychologylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual methodological analysisCitations498498 citations
[76]R. Murray Lindsay, Andrew S. C. Ehrenberg (1993). The Design of Replicated StudiesB · limited verificationBPeer-reviewed article in The American Statisticianlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual commentary on differential replication designCitations458The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.458 citations
[77]Howard D. White (2001). Authors as citers over timeB · limited verificationBPeer-reviewed article in Journal of the American Society for Information Science and Technologylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitcitation identities of eight information scientistsCitations192192 citations
[78]Runyue Han, Hugo K.S. Lam, Yuanzhu Zhan, Yichuan Wang, Yogesh K. Dwivedi, Kim Hua Tan (2021). Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directionsB · limited verificationBPeer-reviewed article in Industrial Management & Data Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometric analysis of 221 articles from 1990 to 2021; measures publication activity rather than AI effectivenessCitations162162 citations
[79]James Bisbee, Joshua D. Clinton, Cassy Dorff, Brenton Kenkel, Jennifer Larson (2024). Synthetic Replacements for Human Survey Data? The Perils of Large Language ModelsB · limited verificationBPeer-reviewed article in Political Analysislimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitsingle model (ChatGPT) vs ANES 2016–2020, US public opinion, 3-month windowCitations143143 citations
[80]Michael R. Dougherty, Zachary Horne (2022). Citation counts and journal impact factors do not capture some indicators of research quality in the behavioural and brain sciencesB · limited verificationBPeer-reviewed article in Royal Society Open Sciencelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limit45,144 articles in behavioural and brain sciencesCitations124124 citations
[81]Dawn Iacobucci, Maria Petrescu, Anjala S. Krishen, Michael Bendixen (2019). The state of marketing analytics in research and practiceB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of marketing analyticsCitations114114 citations
[82]Cheng Lu Wang (2025). Editorial: Demonstrating contributions through storytellingB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual editorial by the JRIM editor-in-chief, without dataCitations8686 citations
[83]Cheng Lu Wang (2022). Editorial – The misassumptions about contributionsB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual editorial by the JRIM editor-in-chief, without dataCitations6767 citations
[84]Kayvan Kousha, Mike Thelwall (2023). Factors associating with or predicting more cited or higher quality journal articles: An Annual Review of Information Science and Technology (ARIST) paperB · depends on conditionsBPeer-reviewed article in Journal of the Association for Information Science and Technologydepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of article-level predictors of citations and qualityApplies whenfield, year, journal and sample of articles analysedCitations5252 citations
[85]William Stafford Noble (2017). Ten Simple Rules for Writing a Response to ReviewersB · limited verificationBPeer-reviewed article in PLOS Computational Biology, 13(10), e1005730limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiteditorial recommendations (10 rules) on responding to reviewers, without original dataCitations3939 citations
[86]Dominique M. Hanssens, Peter S. H. Leeflang, Dick R. Wittink (2005). Market response models and marketing practiceB · limited verificationBPeer-reviewed article in Applied Stochastic Models in Business and Industrylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of market response modelsCitations3838 citations
[87]Marko Sarstedt, Doreen Neubert, Kati Barth (2016). The IKEA Effect: A Conceptual ReplicationB · independently confirmedBPeer-reviewed article in Journal of Marketing Behaviorindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experimentCitations2929 citations
[88]Dag W. Aksnes, Fredrik Niclas Piro, Lone Wanderås Fossum (2023). Citation metrics covary with researchers’ assessments of the quality of their worksB · limited verificationBPeer-reviewed article in Quantitative Science Studieslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitself-reported data from Norwegian researchersCitations2323 citations
[89]Maria Petrescu, Anjala S. Krishen (2023). A decade of marketing analytics and more to come: JMA insightsB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of marketing analyticsCitations2222 citations
[90]Amy L. Wilson, Byron Sharp, Cathy Nguyen, Svetlana Bogomolova (2017). Expanding Marketing Empirical Generalisations to Health Behaviours: Physical Activity Is Not So Different From Buying Behaviour, After-AllB · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured innon-profit sectorScope limitphysical activity data from Australia, the US and SingaporeCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[91]Beniamino Cappelletti–Montano, Silvia Columbu, Stefano Montaldo, Monica Musio (2021). New perspectives in bibliometric indicators: Moving from citations to citing authorsB · limited verificationBPeer-reviewed article in Journal of Informetricslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitproposal and demonstration of a citing-authors bibliometric indicatorCitations99 citations
[92]Carlo D’Ippoliti, Lucio Gobbi, Christian Alexander Mongeau Ospina, Giulia Zacchia (2023). Social determinants of citations: An empirical analysis of UK economistsB · limited verificationBPeer-reviewed article in Kykloslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limit3,445 UK academic economists; RePEc and CV pairs, 1980 to 2019Citations88 citations
[93]Lutz Bornmann, Andreas Thor, Werner Marx, Loet Leydesdorff (2016). Identifying seminal works most important for research fields: Software for the Reference Publication Year Spectroscopy (RPYS)B · limited verificationBPeer-reviewed article in Collnet Journal of Scientometrics and Information Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitRPYS software with examples from the humanities and natural sciencesCitations55 citations
[94]Diego Kozlowski, Carolina Pradier, Pierre Benz, Natsumi S. Shokida, Jens Peter Andersen, Vincent Larivière (2025). Citation proximus: The role of social and semantic ties on citationsB · limited verificationBPeer-reviewed article in PLOS Onelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitUS economics, 2008 to 2023; 71,357 articles and 264,436 citation pairsCitations33 citations
[95]Ayhan Akpınar (2024). Sketching a comprehensive picture of the marketing discipline: a bibliometric analysis covering eight top-tier journalsB · limited verificationBPeer-reviewed article in Spanish Journal of Marketing - ESIClimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limiteight leading marketing journalsCitations22 citations
[96]Mike Thelwall, Kayvan Kousha, Emma Stuart, Meiko Makita, Mahshid Abdoli, Paul Wilson, Jonathan Levitt (2023). In which fields are citations indicators of research quality?B · limited verificationBPeer-reviewed article in Journal of the Association for Information Science and Technologylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limit87,739 UK research articles from 34 fieldsCitations11 citation
[97]Eugene Garfield (1964). 'Science Citation Index' — A New Dimension in IndexingC · limited verificationCBook or conference paper: Science 144(3619); reprinted in Essays of an Information Scientist, Vol. 7limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbibliometric theoryCitations418418 citations
[98]Jonathan Z. Bakdash, Laura R. Marusich (2022). Left-truncated effects and overestimated meta-analytic meansC · limited verificationCBook or conference paper: Proceedings of the National Academy of Scienceslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmeta-analytic estimates with left-side truncationCitations2626 citations
[99]Brian A. Nosek, Charles R. Ebersole, Alexander C. DeHaven, David T. Mellor (2018). The Preregistration RevolutionC · limited verificationCBook or conference paper: Proceedings of the National Academy of Scienceslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper without empirical dataCitations1717 citations
[100]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · law-like patternCBook or conference paper: Oxford University Presslaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis across repeat-purchase categoriesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[101]Loet Leydesdorff, Jordan A. Comins (2021). Reference Publication Year Spectroscopy (RPYS): Origins and Applications of a Research Program [2014-2018]D · limited verificationDPreprint or report (SSRN Electronic Journal). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitRPYS method illustrated on corpora concerning graphene and solar cellsCitations235235 citations
[102]Dag W. Aksnes (2005). Citations and Their Use as Indicators in Science Policy: Studies of Validity and Applicability Issues with a Particular Focus on Highly Cited PapersD · limited verificationDPreprint or report (PhD dissertation, University of Twente). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured incitation and publication data (scientometrics)Scope limitPhD thesis in scientometricsCitations2626 citations
[103]Seungjong Sun, Eungu Lee, Dongyan Nan, Xiangying Zhao, Wonbyung Lee, Bernard J. Jansen, Jang Hyun Kim (2024). Random Silicon Sampling: Simulating Human Sub-Population Opinion Using a Large Language Model Based on Group-Level Demographic InformationD · limited verificationDPreprint or report (arXiv preprint). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inexperiment with participants (lab/online panel)Scope limitsingle LLM compared with US public opinion pollsCitations11 citation
[104]Desmond C. Ong (2024). GPT-ology, Computational Models, Silicon Sampling: How should we think about LLMs in Cognitive Science?D · limited verificationDPreprint or report (arXiv). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review of LLM research paradigmsCitations11 citation
[105]Lachlan Deer, Susanne Jana Adler, Hannes Datta, Natalie Mizik, Marko Sarstedt (2024). Toward Open Science in Marketing ResearchD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of open science in marketingCitations11 citation
[106]Dominique Hanssens (2011). What Is Known About the Long-Term Impact of AdvertisingD · limited verificationDPreprint or report (Marketing Accountability Standards Board (MASB)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review
[107]Zhicheng Lin (2025). Synthetic respondents and the illusion of human dataD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual preprint on AI contamination of online researchCitations0
[108]Rachel Kennedy, Christopher Riquier, Byron Sharp (n.d.). Practical Applications of Correspondence Analysis to Categorical Data in Market ResearchD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inexperiment with participants (lab/online panel)Scope limitmethodological guide with two worked market research examplesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[109]Alonso Rodríguez-Navarro (2024). Distinct citation distributions complicate research evaluations. A single indicator that universally reveals research efficiency cannot be formulatedD · limited verificationDPreprint or report (arXiv preprint 2407.09138). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitselected countries, journals, and research topics
[110]M. Senthilkumar, R. Sebastiyan, S. M. Mangalam (n.d.). An Overview of Citations, Citation Indicators and Research QualityD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of citation metrics
[111]Olivier Toubia, George Z. Gui, Tianyi Peng, Dennis J. Zhang (2025). Twin-2K-500: A dataset for building digital twins of over 2,000 people based on their answers to over 500 questionsD · limited verificationDPreprint or report (arXiv). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typedatasetMeasured inexperiment with participants (lab/online panel)Scope limit2,058 US participants, four waves and 500 questionsCitations0
[112]Kianté Fernandez, Laura Berner, Blair R K Shevlin (2026). The threat of synthetic respondents extends to clinical mental health screeningD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limit2,106 synthetic LLM personas on 7 psychiatric screening instrumentsCitations0
[113]Alan Hedges (n.d.). Testing to Destruction: A Critical Look at the Uses of Research in AdvertisingD · limited verificationDPreprint or report (Institute of Practitioners in Advertising (IPA)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitcritical conceptual IPA publication without its own empirical datasetA source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.

2Law-like patterns in buying behaviour

91 sources

[1]Byron Sharp, Anne Sharp (1997). Loyalty Programs and Their Impact on Repeat-Purchase Loyalty PatternsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitAustralian grocery loyalty programme panelCitations787The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.787 citations
[2]Andrew S. C. Ehrenberg, Gerald J. Goodhardt, T. Patrick Barwise (1990). Double Jeopardy RevisitedA · law-like patternAPeer-reviewed article in Journal of Marketing, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of widespread evidence, theory, and exceptions to Double JeopardyCitations544The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.544 citations
[3]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · law-like patternAPeer-reviewed article in Journal of Business Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitreview of repeat-purchase markets across countries and categories; without new primary dataCitations429The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.429 citations
[4]Subir Bandyopadhyay, Michael E. Martell (2006). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical studyA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit1,800 respondents in a single toothpaste surveyCitations388388 citations
[5]A. S. C. Ehrenberg (1959). The Pattern of Consumer PurchasesA · law-like patternAPeer-reviewed article in Applied Statistics (Journal of the Royal Statistical Society, Series C), a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitearly consumer panel data on purchasing frequencies of fast-moving consumer goodsCitations352The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.352 citations
[6]Mark D. Uncles, Andrew S. C. Ehrenberg, Kathy Hammond (1995). Patterns of Buyer Behavior: Regularities, Models, and ExtensionsA · law-like patternAPeer-reviewed article in Marketing Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitpredominantly frequently purchased consumer brandsCitations273The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.273 citations
[7]Jenni Romaniuk, Magda Nenycz-Thiel (2013). Behavioral brand loyalty and consumer brand associationsA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUK consumer panel and survey dataCitations225The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.225 citations
[8]Gerard J. Tellis (1988). Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of ChoiceA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitconsumer purchase data, precise scope not ascertainedCitations209209 citations
[9]Glen L. Urban, Philip L. Johnson, John R. Hauser (1984). Testing Competitive Market StructuresA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitempirical applications in US consumer categories (coffee)Citations185185 citations
[10]Rajendra K. Srivastava, Mark I. Alpert, Allan D. Shocker (1984). A Customer-oriented Approach for Determining Market StructuresA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological paper; population not reportedCitations182182 citations
[11]Zachary Anesbury, Magda Nenycz-Thiel, John Dawes and Rachel Kennedy (2016). How Do Shoppers Behave Online? An Observational Study of Online Grocery ShoppingA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, 15: 261-270, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), online platformsScope limit40 inexperienced UK online grocery shoppers, 12 categories and 2 retailersCitations155The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.155 citations
[12]John Dawes, Lars Meyer-Waarden, Carl Driesener (2015). Has Brand Loyalty Declined? A Longitudinal Analysis of Repeat Purchase Behavior in the UK and USAA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit26 UK and US FMCG categories tracked over 6 to 13 yearsCitations102The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.102 citations
[13]Malcolm Wright, Anne Sharp, Byron Sharp (2002). Market Statistics for the Dirichlet Model: Using the Juster Scale to Replace Panel DataA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG), consumer durablesScope limit271 matched panellists from South Australia; 16 brands across three categoriesCitations88The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.88 citations
[14]Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern (2012). It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and DeclineA · law-like patternAPeer-reviewed article in Journal of Advertising Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitsynthesis and tests across repeat-purchase marketsCitations75The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.75 citations
[15]John Dawes (2014). Cigarette brand loyalty and purchase patterns: An examination using US consumer panel dataA · independently confirmedAPeer-reviewed article in Journal of Business Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limittwo US cities, 2001–2005 panel of cigarette-purchasing householdsCitations60The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.60 citations
[16]C. B. Bhattacharya, Peter S. Fader, Leonard M. Lodish, Wayne S. DeSarbo (1996). The Relationship between the Marketing Mix and Share of Category RequirementsA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limita single brand-level marketing mix database with latent-structure regressionCitations5959 citations
[17]Mark D. Uncles, Chao Wang, Simon Kwok (2010). A Temporal Analysis of Behavioural Brand Loyalty among Urban Chinese ConsumersA · independently confirmedAPeer-reviewed article in Journal of Marketing Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limittwo CPG categories, two Chinese cities, five yearsCitations50The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.50 citations
[18]Jaywant Singh, Andrew Ehrenberg, Gerald Goodhardt (2008). Measuring Customer Loyalty to Product VariantsA · independently confirmedAPeer-reviewed article in International Journal of Market Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUK TNS panel of 15,000 households across 7 categories and US IRI fabric-conditioner panelCitations49The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.49 citations
[19]Gauthier Castéran, Polymeros Chrysochou, Lars Meyer‐Waarden (2019). Brand loyalty evolution and the impact of category characteristicsA · depends on conditionsAPeer-reviewed article in Marketing Letters, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit54 Danish CPG categories over six yearsApplies whencategory penetration and private label shareCitations4646 citations
[20]Baek Jung Kim, Vishal Singh, Russell S. Winer (2017). The Pareto rule for frequently purchased packaged goods: an empirical generalizationA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUS consumer packaged goods dataCitations4646 citations
[21]Zhilin Yang, Zili Bi, Nan Zhou (2005). The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand LoyaltyA · independently confirmedAPeer-reviewed article in Journal of Advertising Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit19,335 consumers, 187 brands, two FMCG categories, and four Chinese citiesCitations4545 citations
[22]Jenni Romaniuk, Byron Sharp (2000). Using Known Patterns in Image Data to Determine Brand PositioningA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitpositioning model from image dataCitations40The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.40 citations
[23]Andrew S.C. Ehrenberg, Neil R. Barnard, Byron Sharp (2000). Decision models or descriptive models?A · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual comparison of logit decision models and the Dirichlet descriptionCitations38The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.38 citations
[24]Cullen Habel, Larry Lockshin (2013). Realizing the value of extensive replication: A theoretically robust portrayal of double jeopardyA · depends on conditionsAPeer-reviewed article in Journal of Business Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limit37 categories and 40 quarterly periodsApplies whenscope and breadth of analysisCitations32The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.32 citations
[25]Jenni Romaniuk, John Dawes and Magda Nenycz-Thiel (2018). Modeling Brand Market Share Change in Emerging MarketsA · independently confirmedAPeer-reviewed article in International Marketing Review, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit24 packaged-goods datasets in China, Malaysia and IndonesiaCitations32The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.32 citations
[26]Carl Driesener, Cam Rungie (2021). The Dirichlet model in marketingA · law-like patternAPeer-reviewed article in Journal of Consumer Behaviour, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of the development and applications of NBD-Dirichlet; no new dataCitations26The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.26 citations
[27]G. J. Goodhardt and A. S. C. Ehrenberg (1967). Conditional Trend Analysis: A Breakdown by Initial Purchasing LevelA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limittwo case histories of fast-moving consumer goods panelsCitations25The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.25 citations
[28]John G. Dawes (2016). Testing the robustness of brand partitions identified from purchase duplication analysisA · independently confirmedAPeer-reviewed article in Journal of Marketing Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitpopulation and specific categories not reportedCitations24The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.24 citations
[29]Subir Bandyopadhyay, Kunal Gupta (2004). Comparing double jeopardy effects at the behavioral and attitudinal levelsA · limited verificationAPeer-reviewed article in Journal of Product & Brand Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitone consumer dataset from a multinational companyCitations2323 citations
[30]Gerald J. Goodhardt, Andrew S. C. Ehrenberg, Christopher Chatfield (1984). The Dirichlet: A Comprehensive Model of Buying BehaviourA · law-like patternAPeer-reviewed article in Journal of the Royal Statistical Society. Series A (General), a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitrepeat-buying patterns across more than 40 product categoriesCitations22The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.22 citations
[31]Zachary William Anesbury, Maxwell Winchester, Rachel Kennedy (2017). Brand user profiles seldom change and seldom differA · independently confirmedAPeer-reviewed article in Marketing Letters, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit700 CPG brands, 3–6 year periodCitations22The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.22 citations
[32]Giang Trinh, Zachary William Anesbury (2015). An Investigation of Variation in Brand Growth and Decline across CategoriesA · independently confirmedAPeer-reviewed article in International Journal of Market Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUK consumer panel, 639 brands across 28 FMCG categoriesCitations22The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.22 citations
[33]Cam Rungie, Mark Uncles, Gilles Laurent (2013). Integrating Consumer Characteristics into the Stochastic Modelling of Purchase LoyaltyA · limited verificationAPeer-reviewed article in European Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological extension of the Dirichlet modelCitations19The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.19 citations
[34]Giang Trinh, John Dawes, Byron Sharp (2023). Where Is the Brand Growth Potential? An Examination of Buyer GroupsA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitsimulation plus 12,407 UK households over two yearsCitations17The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.17 citations
[35]James McCabe, Philip Stern, Scott G Dacko (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing researchA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological article; no primary dataCitations1616 citations
[36]Sang-Uk Jung, Jianjun Zhu, Thomas S. Gruca (2016). A meta-analysis of correlations between market share and other brand performance metrics in FMCG marketsA · independently confirmedAPeer-reviewed article in Journal of Business Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG)Scope limitmeta-analysis of FMCG marketsCitations1313 citations
[37]John Wilkinson, Giang Trinh, Richard Lee, Neil Brown (2016). Can the negative binomial distribution predict industrial purchases?A · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limit12 months, one industrial purchasing datasetCitations12The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.12 citations
[38]Zachary William Anesbury, Callum Davies, Carl Driesener, Bill Page, Luke Greenacre, Song Yang, Johan Bruwer (2022). Death by 1000 ‘true fans’: Do marketing laws apply to music listening?A · independently confirmedAPeer-reviewed article in Journal of Consumer Behaviour, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inonline platformsScope limitfour Last.fm datasets with 84 million plays/27,000 users and a US survey of 1,000+Citations11The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.11 citations
[39]John Dawes (2014). Patterns in competitive structure among retail financial services brandsA · independently confirmedAPeer-reviewed article in European Journal of Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer servicesScope limitconsumer survey of retail financial servicesCitations10The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.10 citations
[40]Jaywant Singh, Francesca Dall’Olmo Riley (2021). Consumer perceptions and behaviour towards branded commoditiesA · independently confirmedAPeer-reviewed article in Journal of Consumer Behaviour, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit4 commodity categories across 3 countriesCitations99 citations
[41]Afsana Hossain, Zachary William Anesbury, Carl Driesener, Giang Trinh (2023). Valuing the Contribution of Ultra-Light BuyersA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitKantar panel; over 850 brands in nearly 60 categories over five yearsCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[42]Arry Tanusondjaja, Jenni Romaniuk, Magda Nenycz‐Thiel, Mototaka Sakashita, Vijay Viswanathan (2022). Examining Pareto Law across department store shoppersA · independently confirmedAPeer-reviewed article in International Journal of Market Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitsingle East Asian department store chain, 550m transactionsCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[43]Arry Tanusondjaja, Magda Nenycz-Thiel, John Dawes, Rachel Kennedy and Steven Dunn (2025). Does Size Matter? How Product Assortment Size Is Related to Brand PerformanceA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit34 categories in two independent UK and US household panelsCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[44]Steven Dunn, Magda Nenycz-Thiel, Charles Graham, John Dawes, Nick Danenberg (2025). How Categories Grow: The Behavioural Drivers of Revenue GrowthA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit13-year US household panel across 474 CPG categoriesCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[45]Barak Libai, Michael Haenlein, Sarah Gelper (2026). Is the Pareto a principle? A longitudinal exploration of inequality in category-level consumer spendingA · independently confirmedAPeer-reviewed article in International Journal of Research in Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limitUS Consumer Expenditure Survey 2009–2024, expenditure inequality at the category level, not the brand levelCitations0
[46]Mark D. Uncles, Grahame R. Dowling, Kathy Hammond (2003). Customer Loyalty and Customer Loyalty ProgramsB · limited verificationBPeer-reviewed article in Journal of Consumer Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual reviewCitations848The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.848 citations
[47]Cälin Gurǎu (2012). A life‐stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumersB · depends on conditionsBPeer-reviewed article in Journal of Consumer Marketingdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer services, consumer durablesScope limitGeneration X and Millennials in France and RomaniaApplies whenlife stage, market context and economic developmentCitations292292 citations
[48]Byron Sharp, Malcolm Wright, Gerald Goodhardt (2002). Purchase Loyalty is Polarised into Either Repertoire or Subscription PatternsB · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured insubscription models, consumer services, fast-moving consumer goods (FMCG)Scope limitAustralian fuel plus Australian and New Zealand credit card and telecommunications panelsCitations150The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.150 citations
[49]Jenni Romaniuk, Byron Sharp, Andrew Ehrenberg (2007). Evidence concerning the Importance of Perceived Brand DifferentiationB · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitFMCG categories in Australia and the UKCitations107The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.107 citations
[50]S. Umit Kucuk (2010). Negative Double Jeopardy revisited: A longitudinal analysisB · limited verificationBPeer-reviewed article in Journal of Brand Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limita single 4-year longitudinal analysis of online anti-brand activities, 2005 to 2009Citations8181 citations
[51]Andrew Ehrenberg, Gerald Goodhardt (2001). New Brands: Near-Instant LoyaltyB · limited verificationBPeer-reviewed article in Journal of Targeting, Measurement and Analysis for Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit23 successful new brands and product line extensionsCitations73The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.73 citations
[52]Jason P. Doyle, Kevin Filo, Heath McDonald, Daniel C. Funk (2012). Exploring sport brand double jeopardy: The link between team market share and attitudinal loyaltyB · independently confirmedBPeer-reviewed article in Sport Management Reviewindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer servicesScope limit794 Australian sports fans; attitudinal loyaltyCitations5454 citations
[53]Charles Graham, Dag Bennett, Katrin Franke, Jia Lu-Henfrey, May Nagy-Hamada (2017). Double Jeopardy – 50 Years On. Reviving a Forgotten Tool that Still Predicts Brand LoyaltyB · law-like patternBPeer-reviewed article in Australasian Marketing Journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, industrial B2BScope limit32 differentiated replications including emerging and capital marketsCitations45The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.45 citations
[54]Kerry Mundt, John Dawes, Byron Sharp (2006). Can a Brand Outperform Competitors on Cross-Category Loyalty? An Examination of Cross-Selling Metrics in Two Financial Services MarketsB · limited verificationBPeer-reviewed article in Journal of Consumer Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitAustralian banking and insurance dataCitations29The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.29 citations
[55]Cam Rungie, Gerald Goodhardt (2004). Calculation of Theoretical Brand Performance Measures from the Parameters of the Dirichlet ModelB · limited verificationBPeer-reviewed article in Marketing Bulletinlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limittechnical algebraic note without a new empirical datasetCitations28The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.28 citations
[56]Carl Driesener, Melissa Banelis, Cam Rungie (2017). If the Model Fits, Use It: Methods and Benchmarks for Evaluating NBD-Dirichlet Goodness-of-FitB · limited verificationBPeer-reviewed article in Australasian Marketing Journal (AMJ)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limit54 UK FMCG categories; NBD-Dirichlet fit benchmarksCitations25The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.25 citations
[57]Michelle Yoo, Billy Bai, Ashok K. Singh (2020). The evolution of behavioral loyalty and customer lifetime value over time: investigation from a Casino Loyalty ProgramB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitsingle casino loyalty programmeCitations2424 citations
[58]John Scriven, John Bound, Charles Graham (2017). Making Sense of Common Dirichlet DeviationsB · depends on conditionsBPeer-reviewed article in Australasian Marketing Journal (AMJ)depends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limit62 FMCG categoriesApplies whennon-stationarity, segmentations and brand dynamicsCitations23The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.23 citations
[59]Justin Cohen, Larry Lockshin, Byron Sharp (2012). A better understanding of the structure of a wine market using the attribute of varietyB · limited verificationBPeer-reviewed article in International Journal of Business and Globalisationlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit4,768 shoppers from a single Australian premium wine chainCitations22The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.22 citations
[60]John Dawes (2020). The Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal to Lighter Category Buyers?B · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit28 Dutch CPG categories; cross-sectional panel analysisCitations17The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.17 citations
[61]John Dawes, Allison E. Bond, Nicole Hartnett, Byron Sharp (2017). Does Double Jeopardy Apply Using Average Spend per Buyer as the Loyalty Metric?B · law-like patternBPeer-reviewed article in Australasian Marketing Journal (AMJ)law-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit13 consumer goods categories; spend per buyer as loyalty metricCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[62]Damien Wilson, Maxwell Winchester (2019). Extending the double jeopardy and duplication of purchase laws to the wine marketB · independently confirmedBPeer-reviewed article in International Journal of Wine Business Researchindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitEuropean retail wine panelCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[63]Amy L. Wilson, Byron Sharp, Cathy Nguyen, Svetlana Bogomolova (2017). Expanding Marketing Empirical Generalisations to Health Behaviours: Physical Activity Is Not So Different From Buying Behaviour, After-AllB · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured innon-profit sectorScope limitphysical activity data from Australia, the US and SingaporeCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[64]Alexander Buoye, Yuliya Komarova Loureiro, Sertan Kabadayi, Mohammad G. Nejad, Timothy L. Keiningham, Lerzan Aksoy, Jason Allsopp (2016). Is share of wallet exclusively about making customers happy or having more customers? Exploring the relationship between satisfaction and double jeopardyB · depends on conditionsBPeer-reviewed article in Journal of service managementdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inconsumer servicesScope limit11 sectors, 188 brands, and 4,263 customersApplies whenmethod of measuring satisfaction and level of analysisCitations1111 citations
[65]Amy L. Wilson, Cathy Nguyen, Svetlana Bogomolova, Byron Sharp, Timothy Olds (2019). Analysing How Physical Activity Competes: A Cross-Disciplinary Application of the Duplication of Behaviour LawB · independently confirmedBPeer-reviewed article in International Journal of Behavioral Nutrition and Physical Activityindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured innon-profit sectorScope limit2,307 Australian adults, retrospective time-use recallCitations11The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.11 citations
[66]Lara Stocchi, Vipul Pare, Rachel Fuller, Malcolm Wright (2017). The Natural Monopoly Effect in Brand Image AssociationsB · limited verificationBPeer-reviewed article in Australasian Marketing Journal (AMJ)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitbrand surveys in specific categoriesCitations8The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.8 citations
[67]Zachary William Anesbury, Steven Bellman, Carl Driesener, Bill Page, Byron Sharp (2022). Ageism Kills BrandsB · limited verificationBPeer-reviewed article in Australasian Marketing Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit17 years of UK panel data, 5,913 subbrands and 101 categoriesCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[68]John Dawes (2025). Examining the Brand-Level Associations between Customer Satisfaction, Demographic Profile and LoyaltyB · limited verificationBPeer-reviewed article in International Journal of Bank Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitthree UK financial services categories; brand-level regressionsCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[69]Philip Stern (1994). Patterns of pharmaceutical prescribingB · limited verificationBPeer-reviewed article in University of London: London Business Schoollimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitUK general practitioners, two pharmaceutical areasCitations4The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.4 citations
[70]Francesca Bassi (2025). The NBD-Dirichlet model for Italian sparkling wines: understanding competitive relationships among brandsB · independently confirmedBPeer-reviewed article in Statistical Methods & Applicationsindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitItalian sparkling-wine purchasing households onlyCitations0
[71]Byron Sharp, Erica Riebe, John Dawes, Nick Danenberg (2002). A Marketing Economy of Scale: Big Brands Lose Less of Their Customer Base Than Small BrandsB · independently confirmedBPeer-reviewed article in Marketing Bulletinindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2B, consumer durablesScope limit200 industrial buyers plus 1989 French car-switching dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[72]Andrew Ehrenberg, Gerald Goodhardt (2016). Buyer Behaviour and Brand Performance Metrics 1968/69 — Breakfast Cereal and Dentifrice (Four Reports)B · independently confirmedBPeer-reviewed article in Journal of Empirical Generalisations in Marketing Science, Vol. 16(1)independently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitreports on breakfast cereals and dentifrice from 1968 to 1969The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[73]Rachel Kennedy, Erica Riebe, Paul Ward (2026). How Channels Compete in the Modern Media EnvironmentB · independently confirmedBPeer-reviewed article in Revista de Comunicaciónindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer services, online platformsScope limitmedia audience (TV, social media, radio, OOH), IPA Touchpoints panel (UK) + sample from FinlandCitations0The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[74]Gordon R. Foxall, Jorge M. Oliveira-Castro, Victoria K. James, Teresa C. Schrezenmaier (2007). The Behavioral Economics of Brand ChoiceC · independently confirmedCBook or conference paper: Palgrave Macmillanindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typebookMeasured infast-moving consumer goods (FMCG)Scope limitanalyses of UK grocery panels across brandsCitations5050 citations
[75]Dag Bennett, Andrew Ehrenberg, and Gerald Goodhardt (2000). Two-Purchase Analysis of Brand Loyalty Among Petrol BuyersC · limited verificationCBook or conference paper: ANZMAC 2000 (Australia New Zealand Marketing Academy Conference)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitapproximately 5,000 UK motorists in one petrol purchase-diary panelCitations11The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.11 citations
[76]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · law-like patternCBook or conference paper: Oxford University Presslaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis across repeat-purchase categoriesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[77]Byron Sharp, Carl Driesener (2000). The Dirichlet's Buyer Behaviour Assumptions Really Do MatterC · limited verificationCBook or conference paper: ANZMAC 2000 (Visionary Marketing for the 21st Century)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitone fruit juice category with variety-seeking behaviourThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[78]Byron Sharp, Malcolm Wright (2000). Do Subscription Markets Show Dirichlet Patterns?C · limited verificationCBook or conference paper: ANZMAC 2000 (Visionary Marketing for the 21st Century)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, consumer servicesScope limitAustralian and New Zealand credit card panelsThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[79]Virginia Beal (2002). How Has UK Television Viewing Behaviour Changed Since the 1980s? Insights for the Australian MarketC · independently confirmedCBook or conference paper: ANZMAC 2002 Conference Proceedingsindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer servicesScope limitUK television viewing across an approximately 20-year comparisonThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[80]Jaywant Singh, Andrew Ehrenberg, Gerald Goodhardt (2000). Stock-Keeping Units: Examining Patterns of Buyer BehaviourC · limited verificationCBook or conference paper: ANZMAC 2000 Conference Proceedingslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit872 households in one Philadelphia fabric-conditioner panel, 1990 to 1992The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[81]Andrew Ehrenberg, Gerald Goodhardt (2002). Double Jeopardy RevisitedD · law-like patternDPreprint or report (Ehrenberg Centre for Research in Marketing, London South Bank University (Report 26 for Corporate Sponsors)). Not peer-reviewedlaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitreview of extensive evidence, theory, and exceptions to Double JeopardyCitations542The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.542 citations
[82]Byron Sharp, Jenni Romaniuk, Charles Graham (2019). Marketing’s 60/20 Pareto LawD · law-like patternDPreprint or report (SSRN Electronic Journal). Not peer-reviewedlaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured inacross categories and marketsScope limitsynthesis of original and independent datasets supporting Pareto 60/20Citations4The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.4 citations
[83]Alicia Grasby, Armando Corsi, John Dawes, Carl Driesener, Byron Sharp (2019). Brand Extensions: Does Buying a Brand in One Category Increase the Propensity to Buy It in Another?D · limited verificationDPreprint or report (SSRN). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUS Nielsen panel, 2014, 60,000 households and 98 extensionsCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[84]Nick Danenberg, Phouthun Nay (2024). New Approaches to Estimating NBD-Dirichlet Model Parameters, from Measuring Goodness-of-Fit using Euclidean DistanceD · limited verificationDPreprint or report (SSRN). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitestimation of the NBD-Dirichlet modelCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[85]John G. Dawes (2017). Investigating the Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal More to Lighter Category Buyers?D · limited verificationDPreprint or report (SSRN). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit24 Dutch FMCG categories in a consumer panelCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[86]José M. Labeaga, Nora Lado, Mercedes Martos-Partal (2007). Testing the Double Jeopardy Loyalty Effect Using Discrete Choice ModelsD · independently confirmedDPreprint or report (FEDEA, Documento de Trabajo 2007-21). Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limittwo product categories in Spanish ACNielsen household panelsCitations11 citation
[87]Jenni Romaniuk, John Dawes, Byron Sharp, Arry Tanusondjaja, Magda Nenycz-Thiel (2021). How B2B Brands GrowD · limited verificationDPreprint or report (Ehrenberg-Bass Institute / LinkedIn B2B Institute). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inindustrial B2B, enterprise sales, B2B software (SaaS)Scope limitEBI-LinkedIn B2B compendium; mixed evidence across chaptersThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[88]Jason Allsopp, Byron Sharp, John Dawes (2004). The Double Jeopardy Line — Empirical ResultsD · law-like patternDPreprint or report (University of South Australia (Ehrenberg-Bass)). Not peer-reviewedlaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured inacross categories and marketsScope limit21 observed DJ lines and a theoretical benchmark derived from 45 datasetsThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[89]Unknown author (2013). Buffeting Loyalties with AdvertisingD · limited verificationDPreprint or report (Admap). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitshort point-of-view argument without an original empirical datasetThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[90]A. S. C. Ehrenberg, Bruno Pouilleau (n.d.). The Analysis of a Contingency Table: The Pattern of Car SwitchingD · independently confirmedDPreprint, working paper or report. Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemodel/methodMeasured inconsumer durablesScope limitpanels of car brand switching in France and Britain across four years in the 1980sThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[91]Katrin Franke (2020). How Small Brands Grow: Dirichlet Analysis of the Small Brand SyndromeD · independently confirmedDPreprint or report (PhD thesis, London South Bank University). Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitover 500 brands, 30+ categories, 15,000 UK households, and 5 yearsThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

3Growth of brands, categories and new products

38 sources

[1]Frank M. Bass (1969). A New Product Growth for Model Consumer DurablesA · law-like patternAPeer-reviewed article in Management Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemodel/methodMeasured inconsumer durablesScope limit11 US consumer durable appliance categories in the original test of the Bass modelCitations5,9855,985 citations
[2]Abbie Griffin, John R. Hauser (1993). The Voice of the CustomerA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitno accessible content or empirical dataCitations1,9231,923 citations
[3]David H. Henard, David M. Szymanski (2001). Why Some New Products are More Successful than OthersA · independently confirmedAPeer-reviewed article in Journal of Marketing Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2B, fast-moving consumer goods (FMCG), consumer durablesScope limitmeta-analysis of new product success studiesCitations1,4711,471 citations
[4]Abbie Griffin, John R. Hauser (1996). Integrating R&D and Marketing: A Review and Analysis of the LiteratureA · limited verificationAPeer-reviewed article in Journal of Product Innovation Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative literature reviewCitations1,3161,316 citations
[5]Werner Reinartz, Jacquelyn S. Thomas, V. Kumar (2005). Balancing Acquisition and Retention Resources to Maximize Customer ProfitabilityA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inconsumer servicesScope limitsingle financial services firmCitations765765 citations
[6]Julian Villanueva, Shijin Yoo, Dominique M. Hanssens (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity GrowthA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, consumer servicesScope limitsingle internet service providerCitations562562 citations
[7]Woojung Chang, Steven A. Taylor (2016). The Effectiveness of Customer Participation in New Product Development: A Meta-AnalysisA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual text without identified authorsCitations500500 citations
[8]Heiner Evanschitzky, Martin Eisend, Roger J. Calantone, Yuanyuan Jiang (2012). Success Factors of Product Innovation: An Updated Meta‐AnalysisA · independently confirmedAPeer-reviewed article in Journal of Product Innovation Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2B, consumer durables, fast-moving consumer goods (FMCG)Scope limitnew products and innovation projectsCitations470470 citations
[9]Koen Pauwels, Shuba Srinivasan (2004). Who Benefits from Store Brand Entry?A · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limittime series of private-label entry in FMCGCitations378378 citations
[10]Fareena Sultan, John U. Farley, Donald R. Lehmann (1990). A Meta-Analysis of Applications of Diffusion ModelsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer durables, industrial B2BScope limitmeta-analysis of diffusion across products and countriesApplies whenproduct type and countryCitations325325 citations
[11]Rebecca J. Slotegraaf, Koen Pauwels (2008). The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of PromotionsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUS FMCG brands and promotional dataApplies whenlevel of brand equity and product innovativenessCitations205205 citations
[12]David J. Reibstein, Paul Farris (1995). Market Share and Distribution: A Generalization, a Speculation, and Some ImplicationsA · law-like patternAPeer-reviewed article in Marketing Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitretail distribution of fast-moving consumer goodsCitations165165 citations
[13]Barbara Deleersnyder, Marnik G. Dekimpe, Miklos Sarvary, Philip M. Parker (2004). Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business CycleA · independently confirmedAPeer-reviewed article in Quantitative Marketing and Economics, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer durablesScope limitconsumer durables and business cyclesCitations131131 citations
[14]Erica Riebe, Malcolm Wright, Philip Stern, Byron Sharp (2014). How to Grow a Brand: Retain or Acquire Customers?A · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer services, B2B professional servicesScope limit100 UK physicians over 10 years plus approximately 10,000 respondents from the financial sector surveyed annuallyCitations46The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.46 citations
[15]Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Eli Cohen (2017). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryA · depends on conditionsAPeer-reviewed article in Marketing Letters, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), fast-moving consumer goods (FMCG), non-profit sectorScope limit54 online display advertising brand pairs across the US, UK and AustraliaApplies whenadvertising category contextCitations45The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.45 citations
[16]Kirsten Victory, Magda Nenycz‐Thiel, John Dawes, Arry Tanusondjaja, Armando Maria Corsi (2021). How common is new product failure and when does it vary?A · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUS CPG panel, 31 categories, 2002–2009Citations38The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.38 citations
[17]Jenni Romaniuk, John Dawes and Magda Nenycz-Thiel (2018). Modeling Brand Market Share Change in Emerging MarketsA · independently confirmedAPeer-reviewed article in International Marketing Review, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit24 packaged-goods datasets in China, Malaysia and IndonesiaCitations32The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.32 citations
[18]Arry Tanusondjaja, Magda Nenycz-Thiel, John Dawes, Rachel Kennedy (2018). Portfolios: Patterns in brand penetration, market share, and hero product variantsA · independently confirmedAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUK and US, 15 packaged goods categoriesCitations28The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.28 citations
[19]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit55 brands across 12 CPG categories over up to five yearsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[20]Giang Trinh, Zachary William Anesbury (2015). An Investigation of Variation in Brand Growth and Decline across CategoriesA · independently confirmedAPeer-reviewed article in International Journal of Market Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUK consumer panel, 639 brands across 28 FMCG categoriesCitations22The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.22 citations
[21]Giang Trinh, John Dawes, Byron Sharp (2023). Where Is the Brand Growth Potential? An Examination of Buyer GroupsA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitsimulation plus 12,407 UK households over two yearsCitations17The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.17 citations
[22]James R. Taylor, Eric G. Moore, Edwin J. Amonsen (1994). Profiling technology diffusion categoriesA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitpopulation not reportedCitations1111 citations
[23]Steven Dunn, Charles Graham, Magda Nenycz-Thiel, Arry Tanusondjaja (2021). Investigating Undercurrents of Stationarity and Growth With Long-Term Panel DataA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitsingle long-term FMCG household panelCitations10The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.10 citations
[24]Steven Dunn, Magda Nenycz-Thiel, Charles Graham, John Dawes, Nick Danenberg (2025). How Categories Grow: The Behavioural Drivers of Revenue GrowthA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit13-year US household panel across 474 CPG categoriesCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[25]Arry Tanusondjaja, Magda Nenycz-Thiel, John Dawes, Rachel Kennedy and Steven Dunn (2025). Does Size Matter? How Product Assortment Size Is Related to Brand PerformanceA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit34 categories in two independent UK and US household panelsCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[26]Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Eli Cohen (2019). Correction to: Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiterratum notice onlyCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[27]Andrew Ehrenberg, Gerald Goodhardt (2001). New Brands: Near-Instant LoyaltyB · limited verificationBPeer-reviewed article in Journal of Targeting, Measurement and Analysis for Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit23 successful new brands and product line extensionsCitations73The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.73 citations
[28]John Dawes (2020). The Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal to Lighter Category Buyers?B · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit28 Dutch CPG categories; cross-sectional panel analysisCitations17The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.17 citations
[29]Heath McDonald, Steven Dunn, Dominik Schreyer, Byron Sharp (2023). Understanding consumer behaviour in evolving subscription markets – lessons from sports season tickets researchB · limited verificationBPeer-reviewed article in Journal of service managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured insubscription models, consumer servicesScope limitsystematic review of 28 studies on sports season ticketsCitations17The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.17 citations
[30]Zachary William Anesbury, Steven Bellman, Carl Driesener, Bill Page, Byron Sharp (2022). Ageism Kills BrandsB · limited verificationBPeer-reviewed article in Australasian Marketing Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit17 years of UK panel data, 5,913 subbrands and 101 categoriesCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[31]Liem Viet Ngo, Gary Gregory, Ryan Miller, Lu Lu (2022). Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity SectorB · limited verificationBPeer-reviewed article in Australasian Marketing Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured innon-profit sectorScope limitdonations to international humanitarian charitiesCitations77 citations
[32]Arry Tanusondjaja, Charles Graham, Steven Dunn, Magda Nenycz‐Thiel, Bruce McColl (2021). A rising tide lifts all boats: the role of share and category changes in managing organic sales growthB · limited verificationBPeer-reviewed article in Journal of Strategic Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitFMCG categories in panel dataCitations6The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.6 citations
[33]Ella Ward, Virginia Beal, John Dawes, Giang Trinh, Jenni Romaniuk (2025). Keeping it in the family: measures and drivers of portfolio brand cohesionB · limited verificationBPeer-reviewed article in Journal of Brand Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit125 brands and 1,023 products across 9 UK packaged goods categoriesCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[34]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · law-like patternCBook or conference paper: Oxford University Presslaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis across repeat-purchase categoriesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[35]Geoffrey A. Moore (2014). Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream CustomersC · limited verificationCBook or conference paper: HarperBusinesslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual contribution; no primary data
[36]Alicia Grasby, Armando Corsi, John Dawes, Carl Driesener, Byron Sharp (2019). Brand Extensions: Does Buying a Brand in One Category Increase the Propensity to Buy It in Another?D · limited verificationDPreprint or report (SSRN). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUS Nielsen panel, 2014, 60,000 households and 98 extensionsCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[37]Jenni Romaniuk, John Dawes, Byron Sharp, Arry Tanusondjaja, Magda Nenycz-Thiel (2021). How B2B Brands GrowD · limited verificationDPreprint or report (Ehrenberg-Bass Institute / LinkedIn B2B Institute). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inindustrial B2B, enterprise sales, B2B software (SaaS)Scope limitEBI-LinkedIn B2B compendium; mixed evidence across chaptersThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[38]Katrin Franke (2020). How Small Brands Grow: Dirichlet Analysis of the Small Brand SyndromeD · independently confirmedDPreprint or report (PhD thesis, London South Bank University). Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitover 500 brands, 30+ categories, 15,000 UK households, and 5 yearsThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

4Segmentation, targeting and positioning: when they help and when they limit growth

19 sources

[1]Anja Lambrecht, Catherine E. Tucker (2013). When Does Retargeting Work? Information Specificity in Online AdvertisingA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inconsumer services, online platformsScope limitone field experiment in online travelApplies whendecision stage and specificity of product preferencesCitations503503 citations
[2]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · law-like patternAPeer-reviewed article in Journal of Business Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitreview of repeat-purchase markets across countries and categories; without new primary dataCitations429The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.429 citations
[3]Eva Ascarza (2017). Retention Futility: Targeting High-Risk Customers Might Be IneffectiveA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations275275 citations
[4]Christoph Fuchs, Adamantios Diamantopoulos (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspectiveA · limited verificationAPeer-reviewed article in European Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limittwo lab studies of real brandsCitations197197 citations
[5]Pramod Iyer, Arezoo Davari, Mohammadali Zolfagharian, Audhesh K. Paswan (2018). Market orientation, positioning strategy and brand performanceA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone sample of B2B companiesCitations189189 citations
[6]Glen L. Urban, Philip L. Johnson, John R. Hauser (1984). Testing Competitive Market StructuresA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitempirical applications in US consumer categories (coffee)Citations185185 citations
[7]Sally Dibb, Lyndon Simkin (2001). Market Segmentation: Diagnosing and Treating the BarriersA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Citations128128 citations
[8]Roberto Mora Cortez, Ann Højbjerg Clarke, Per Vagn Freytag (2021). B2B market segmentation: A systematic review and research agendaA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of B2B segmentation; no primary dataCitations9696 citations
[9]Riza Casidy, David Sugianto Lie (2023). The effects of B2B sustainable brand positioning on relationship outcomesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle sample of senior B2B managersCitations4343 citations
[10]Hans Mühlbacher, Angelika Dreher, Angelika Gabriel-Ritter (1994). MIPS—managing industrial positioning strategiesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model of industrial positioningCitations4141 citations
[11]Jenni Romaniuk, Byron Sharp (2000). Using Known Patterns in Image Data to Determine Brand PositioningA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitpositioning model from image dataCitations40The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.40 citations
[12]Byron Sharp, John Dawes, Kirsten Victory (2024). The Market-Based Assets Theory of Brand CompetitionA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory of market-based assets; no primary dataCitations34The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.34 citations
[13]Christian Koch, Richard Gyrd‐Jones (2019). Corporate brand positioning in complex industrial firms: Introducing a dynamic, process approach to positioningA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limittwo global industrial multi-business firmsCitations3030 citations
[14]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit55 brands across 12 CPG categories over up to five yearsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[15]Pramod Iyer, Md Rokonuzzaman, Audhesh K. Paswan, Abdullah Alhidari (2022). B2B brand positioning – A capability (exploration x exploitation) based typology: Cases from the Middle EastA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B case studies from the Middle EastCitations1111 citations
[16]Avi Goldfarb, Catherine E. Tucker (2010). Privacy Regulation and Online AdvertisingA · depends on conditionsAPeer-reviewed article in Management Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inonline platformsScope limit3.3 million respondents and 9,596 display campaigns; EU regulation comparisonApplies whenwebsite content specificity, ad size and rich media featuresCitations33 citations
[17]Stavros P. Kalafatis, Markos H. Tsogas, Charles Blankson (2000). Positioning strategies in business marketsB · limited verificationBPeer-reviewed article in Journal of Business & Industrial Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone commodity B2B sectorCitations201201 citations
[18]Jenni Romaniuk (2001). Brand positioning in financial services: A longitudinal test to find the best brand positionB · limited verificationBPeer-reviewed article in Journal of Financial Services Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitsingle business financial services marketCitations42The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.42 citations
[19]Byron Sharp, Nick Danenberg, Steven Bellman (2018). Psychological Targeting (A Critical Comment)C · contestedCBook or conference paper: PNAS (Proceedings of the National Academy of Sciences)contestedConflicting results have been published; the dispute is unresolved.Study typeobservational studyMeasured inonline platformsScope limitcritical reanalysis of three Facebook advertising studiesCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations

5Brands: equity, salience and culture

53 sources

[1]Kevin Lane Keller (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand EquityA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework of customer-based brand equity; without original dataCitations7,9587,958 citations
[2]Eric J. Arnould, Craig J. Thompson (2005). Consumer Culture Theory (CCT): Twenty Years of ResearchA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual synthesis of 20 years of consumer culture researchCitations3,5403,540 citations
[3]Tülin Erdem, Joffre Swait (1998). Brand Equity as a Signaling PhenomenonA · limited verificationAPeer-reviewed article in Journal of Consumer Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitconsumer surveys on jeans and juice; structural model testCitations1,9351,935 citations
[4]Douglas B. Holt (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and BrandingA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer durablesScope limitinterpretive historical study of Western branding and anti-brand cultureCitations1,9241,924 citations
[5]Russell W. Belk (2013). Extended Self in a Digital WorldA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual update of extended-self theory for the digital environmentCitations1,6211,621 citations
[6]Matthew Thomson (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to CelebritiesA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inexperiment with participants (lab/online panel)Scope limitthree exploratory, qualitative and naturalistic studiesCitations1,1291,129 citations
[7]Emma K. Macdonald, Byron Sharp (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A ReplicationA · independently confirmedAPeer-reviewed article in Journal of Business Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limittwo student samples n=462 and n=173 for low-involvement orange cordialCitations637The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.637 citations
[8]Donna L. Hoffman, Thomas P. Novak (2018). Consumer and Object Experience in the Internet of Things: An Assemblage Theory ApproachA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework for consumer IoT assemblages; no original dataCitations606606 citations
[9]Markus Giesler, Ela Veresiu (2014). Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer SubjectivityA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitlongitudinal analysis of World Economic Forum problem-solving initiativesCitations594594 citations
[10]Vithala R. Rao, Manoj K. Agarwal, Denise Dahlhoff (2004). How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, industrial B2BScope limitpublic corporations, presumably USCitations578578 citations
[11]Civilai Leckie, Munyaradzi W. Nyadzayo, Lester W. Johnson (2016). Antecedents of consumer brand engagement and brand loyaltyA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, consumer servicesScope limitsingle Australian survey of mobile telephone servicesCitations434434 citations
[12]Florian Stahl, Mark Heitmann, Donald R. Lehmann, Scott A. Neslin (2012). The Impact of Brand Equity on Customer Acquisition, Retention, and Profit MarginA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer durablesScope limitGerman automotive panelCitations367367 citations
[13]Ashlee Humphreys (2010). Megamarketing: The Creation of Markets as a Social ProcessA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limit7,211 US newspaper articles on casino gambling, 1980–2007Citations361361 citations
[14]Robert Kozinets, Anthony Patterson, Rachel Ashman (2017). Networks of Desire: How Technology Increases Our Passion to ConsumeA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platformsScope limitethnography and netnography of sharing food images onlineApplies whenparticipation in a private, public or professional networkCitations332332 citations
[15]Nailya Ordabayeva, Pierre Chandon (2011). Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier ConsumersA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitfive lab/online studiesApplies whenconspicuousness and focus on social competitionCitations318318 citations
[16]Hannes Datta, Kusum L. Ailawadi, Harald J. van Heerde (2017). How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?A · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitIRI data, 290 brands across 25 packaged goods categories (US), 10 yearsApplies whencategory characteristics and CBBE dimensionCitations297297 citations
[17]Markus Giesler (2012). How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox CosmeticA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limiteight-year longitudinal case study of Botox CosmeticCitations284284 citations
[18]Carsten Baumgarth, Marco Schmidt (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business settingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit93 B2B companies and 481 employeesCitations284284 citations
[19]Shuba Srinivasan, Marc Vanhuele, Koen Pauwels (2010). Mind-Set Metrics in Market Response Models: An Integrative ApproachA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitmore than 60 brands across four consumer goods categoriesCitations270270 citations
[20]Raza Ali, Richard Lynch, T.C. Melewar, Zhongqi Jin (2014). The moderating influences on the relationship of corporate reputation with its antecedents and consequences: A meta-analytic reviewA · depends on conditionsAPeer-reviewed article in Journal of Business Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 101 corporate reputation studiesApplies whencountry, stakeholder group and reputation measurementCitations221221 citations
[21]Jenni Romaniuk, Byron Sharp (2004). Conceptualizing and Measuring Brand SalienceA · limited verificationAPeer-reviewed article in Marketing Theory, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theoryCitations205The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.205 citations
[22]Christoph Fuchs, Adamantios Diamantopoulos (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspectiveA · limited verificationAPeer-reviewed article in European Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limittwo lab studies of real brandsCitations197197 citations
[23]Nailya Ordabayeva, Daniel Fernandes (2018). Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social HierarchyA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitUS and Portuguese students, in a labCitations195195 citations
[24]Byron Sharp, John Dawes (2001). What is Differentiation and How Does it Work ?A · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual review of brand differentiationCitations147The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.147 citations
[25]Dominique M. Hanssens, Koen Pauwels, Shuba Srinivasan, Marc Vanhuele, Gökhan Yıldırım (2014). Consumer Attitude Metrics for Guiding Marketing Mix DecisionsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitaggregated brand and marketing dataCitations123123 citations
[26]Darren Coleman, Leslie de Chernatony, George Christodoulides (2011). B2B service brand identity: Scale development and validationA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B professional servicesScope limitscale validation in B2B servicesCitations121121 citations
[27]Liwu Hsu, Susan Fournier, Shuba Srinivasan (2015). Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returnsA · independently confirmedAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, industrial B2BScope limitUS publicly traded firmsCitations104104 citations
[28]Christina Schamp, Mark Heitmann, Tammo H.A. Bijmolt, Robin Katzenstein (2022). The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer ResponsesA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 237 studiesApplies whencause-brand fit, donation amountCitations9999 citations
[29]Jenni Romaniuk, Elise Gaillard (2007). The relationship between unique brand associations, brand usage and brand performance: analysis across eight categoriesA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limit94 brands across eight categoriesCitations73The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.73 citations
[30]Jenni Romaniuk (2012). Modeling mental market shareA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitmental market share modelCitations62The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.62 citations
[31]Jenni Romaniuk, Byron Sharp (2003). Brand Salience and Customer Defection in Subscription MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription modelsScope limitinsurance and banking in subscription marketsCitations44The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.44 citations
[32]Jenni Romaniuk, Byron Sharp (2000). Using Known Patterns in Image Data to Determine Brand PositioningA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitpositioning model from image dataCitations40The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.40 citations
[33]Byron Sharp, John Dawes, Kirsten Victory (2024). The Market-Based Assets Theory of Brand CompetitionA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory of market-based assets; no primary dataCitations34The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.34 citations
[34]Małgorzata Karpińska-Krakowiak, Martin Eisend (2021). The Effects of Animistic Thinking, Animistic Cues, and Superstitions on Brand Responses on Social MediaA · depends on conditionsAPeer-reviewed article in Journal of Interactive Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limittwo social media experimentsApplies whenconsumer superstitious beliefsCitations2929 citations
[35]Nailya Ordabayeva, Monika Lisjak (2022). Perceiving, Coping with, and Changing Economic Inequality in the MarketplaceA · limited verificationAPeer-reviewed article in Journal of Consumer Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework; no primary dataCitations2525 citations
[36]Jenni Romaniuk, Magda Nenycz‐Thiel (2014). Measuring the Strength Of Color Brand-Name LinksA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limit880 consumers across three categoriesCitations24The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.24 citations
[37]Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp (2021). Measuring Advertising's Effect on Mental AvailabilityA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[38]Jaywant Singh, Francesca Dall’Olmo Riley (2021). Consumer perceptions and behaviour towards branded commoditiesA · independently confirmedAPeer-reviewed article in Journal of Consumer Behaviour, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit4 commodity categories across 3 countriesCitations99 citations
[39]Fleura Bardhi, Matteo Corciolani, Daniele Dalli, Varala Maraj (2025). Beyond buying: Extending the concept of acquisition in consumptionA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual extension; no primary dataCitations88 citations
[40]Ghalia Shamayleh, Zeynep Arsel (2025). Digital Affective Encounters: The Relational Role of Content Circulation on Social MediaA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitqualitative interviews on social media sharingCitations88 citations
[41]Ilias Danatzis, Tim Hill, Ingo Oswald Karpen, Michael Kleinaltenkamp (2025). Curating the Crowd: How Firms Manage Social Fit to Stage Social AtmospheresA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitethnography of Berlin electronic music clubsCitations77 citations
[42]Pierre-Yann Dolbec, Andrew N. Smith (2025). From fame and followers to fortune: How person-brands capture value in the creator economyA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limitanalysis of over 100 personal brands across marketsCitations55 citations
[43]Qianying Huang, Zhuomin Shi, Claire Deng (2025). Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalizationA · limited verificationAPeer-reviewed article in International Marketing Review, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual work without original data; illustrative cases of global brands (TECNO, Gucci, Renault, Huawei and others)Citations44 citations
[44]Pelin Geyik, Henri Weijo (2025). How consumer market orientations shape algorithmic appreciation and avoidance in fashionA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platforms, consumer durablesScope limitqualitative interviews with Instagram users in fashionCitations33 citations
[45]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · independently confirmedAPeer-reviewed article in International Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limit1,162 assets, 128 brands, 21 categories, 4 countries and 12,249 respondentsCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[46]Debashree Roy Bhattacharjee, Debasis Pradhan, Kunal Swani (2026). Business-to-Business (B2B) branding: What we know and where do we goA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitPRISMA review of 150+ works on B2B branding over 25 yearsCitations0
[47]Ann Terlaak, Andrew A. King (2006). The effect of certification with the ISO 9000 Quality Management Standard: A signaling approachB · limited verificationBPeer-reviewed article in Journal of Economic Behavior & Organizationlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS manufacturing plants, 11-year panelCitations511511 citations
[48]Christian P. Theurer, Andranik Tumasjan, Isabell M. Welpe, Filip Lievens (2016). Employer Branding: A Brand Equity‐based Literature Review and Research AgendaB · limited verificationBPeer-reviewed article in International Journal of Management Reviewslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitliterature review of employer brandingCitations375375 citations
[49]Jenni Romaniuk, Byron Sharp, Andrew Ehrenberg (2007). Evidence concerning the Importance of Perceived Brand DifferentiationB · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitFMCG categories in Australia and the UKCitations107The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.107 citations
[50]Jenni Romaniuk (2001). Brand positioning in financial services: A longitudinal test to find the best brand positionB · limited verificationBPeer-reviewed article in Journal of Financial Services Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitsingle business financial services marketCitations42The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.42 citations
[51]Mona Afshardoost, Mohammad Sadegh Eshaghi, Jana Bowden (2021). Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: a meta-analysisB · depends on conditionsBPeer-reviewed article in Journal of Strategic Marketingdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 38 internal branding studiesApplies whencountry and industryCitations3636 citations
[52]Lara Stocchi, Vipul Pare, Rachel Fuller, Malcolm Wright (2017). The Natural Monopoly Effect in Brand Image AssociationsB · limited verificationBPeer-reviewed article in Australasian Marketing Journal (AMJ)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitbrand surveys in specific categoriesCitations8The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.8 citations
[53]Liem Viet Ngo, Gary Gregory, Ryan Miller, Lu Lu (2022). Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity SectorB · limited verificationBPeer-reviewed article in Australasian Marketing Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured innon-profit sectorScope limitdonations to international humanitarian charitiesCitations77 citations

6Mental and physical availability: buying situations and ease of purchase

17 sources

[1]Emma K. Macdonald, Byron Sharp (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A ReplicationA · independently confirmedAPeer-reviewed article in Journal of Business Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limittwo student samples n=462 and n=173 for low-involvement orange cordialCitations637The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.637 citations
[2]M. Berk Ataman, Harald J. van Heerde, Carl F. Mela (2010). The Long-Term Effect of Marketing Strategy on Brand SalesA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit70 French brands across 25 packaged goods categories, 5 yearsCitations314314 citations
[3]Jenni Romaniuk, Byron Sharp (2004). Conceptualizing and Measuring Brand SalienceA · limited verificationAPeer-reviewed article in Marketing Theory, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theoryCitations205The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.205 citations
[4]David J. Reibstein, Paul Farris (1995). Market Share and Distribution: A Generalization, a Speculation, and Some ImplicationsA · law-like patternAPeer-reviewed article in Marketing Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitretail distribution of fast-moving consumer goodsCitations165165 citations
[5]Jenni Romaniuk, Elise Gaillard (2007). The relationship between unique brand associations, brand usage and brand performance: analysis across eight categoriesA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limit94 brands across eight categoriesCitations73The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.73 citations
[6]Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe, Jan‐Benedict E.M. Steenkamp (2022). Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim EconomiesA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit1,600+ brands, 14 categories, 14 Indo-Pacific economies, 10+ yearsApplies whensocietal stratification (Hofstede power distance, income inequality)Citations4545 citations
[7]Jenni Romaniuk, Byron Sharp (2003). Brand Salience and Customer Defection in Subscription MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription modelsScope limitinsurance and banking in subscription marketsCitations44The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.44 citations
[8]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit55 brands across 12 CPG categories over up to five yearsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[9]Eunkyu Lee, Richard Staelin, Weon Sang Yoo, Rex Yuxing Du (2013). A “Meta-Analysis” of Multibrand, Multioutlet Channel SystemsA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limittheoretical spatial channel model; no primary dataCitations2626 citations
[10]Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp (2021). Measuring Advertising's Effect on Mental AvailabilityA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[11]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · independently confirmedAPeer-reviewed article in International Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limit1,162 assets, 128 brands, 21 categories, 4 countries and 12,249 respondentsCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[12]Lara Stocchi, Vipul Pare, Rachel Fuller, Malcolm Wright (2017). The Natural Monopoly Effect in Brand Image AssociationsB · limited verificationBPeer-reviewed article in Australasian Marketing Journal (AMJ)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitbrand surveys in specific categoriesCitations8The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.8 citations
[13]Liem Viet Ngo, Gary Gregory, Ryan Miller, Lu Lu (2022). Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity SectorB · limited verificationBPeer-reviewed article in Australasian Marketing Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured innon-profit sectorScope limitdonations to international humanitarian charitiesCitations77 citations
[14]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · law-like patternCBook or conference paper: Oxford University Presslaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis across repeat-purchase categoriesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[15]Jenni Romaniuk (2022). Category Entry Points in a B2B World: Linking Buying Situations to Brand SalesD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitscope not reportedThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[16]Derek Yueh (2023). Building a Customer-Led Growth Strategy: Category Entry Points in Business BankingD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inB2B professional servicesScope limitresearch into the needs of small and medium-sized enterprises in business bankingThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[17]Jenni Romaniuk How do B2B brands compete (2021). How do B2B brands compete?D · independently confirmedDPreprint, working paper or report. Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2B, B2B software (SaaS), B2B professional servicesScope limitselected B2B categories in report dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

7Advertising: how it works and how to measure it

77 sources

[1]Richard E. Petty, John T. Cacioppo, David Schumann (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitUS students, lab settingApplies wheninvolvementCitations4,6124,612 citations
[2]Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P. K. Kannan (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer BehaviorA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), online platformsScope limitsingle large customer panel of a wine retailerApplies whencustomers' technological sophistication, social media engagement and channel combinationsCitations949949 citations
[3]Dokyun Lee, Kartik Hosanagar, Harikesh S. Nair (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from FacebookA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limit106,316 Facebook posts across 782 companies; observational associationsCitations879879 citations
[4]Demetrios Vakratsas, Tim Ambler (1999). How Advertising Works: What Do We Really Know?A · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of more than 250 studiesApplies whengoal, category, competition, mix, life-cycle stage, and target marketCitations642642 citations
[5]Anja Lambrecht, Catherine E. Tucker (2013). When Does Retargeting Work? Information Specificity in Online AdvertisingA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inconsumer services, online platformsScope limitone field experiment in online travelApplies whendecision stage and specificity of product preferencesCitations503503 citations
[6]Martin Eisend (2008). A meta-analysis of humor in advertisingA · depends on conditionsAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of advertising experimentsApplies whentype of advertising outcome measuredCitations486486 citations
[7]Jan Kietzmann, Jeannette Paschen, Emily Treen (2018). Artificial Intelligence in AdvertisingA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual article on AI in advertisingCitations486486 citations
[8]Raj Sethuraman, Gerard J. Tellis, Richard A. Briesch (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising ElasticitiesA · contestedAPeer-reviewed article in Journal of Marketing Research, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 751 short-term and 402 long-term elasticities; the direction (small positive elasticity) holds, the level of 0.12 / 0.24 is contested by a more recent meta-analysis with publication bias correctionCitations469469 citations
[9]Marnik G. Dekimpe, Dominique M. Hanssens (1995). The Persistence of Marketing Effects on SalesA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitconsumer sales and marketing time seriesCitations465465 citations
[10]Tammo H. A. Bijmolt, Harald J. van Heerde, Rik G. M. Pieters (2005). New Empirical Generalizations on the Determinants of Price ElasticityA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured inacross categories and marketsScope limit1,851 price elasticities from 81 studies across approximately four decadesCitations446446 citations
[11]M. Berk Ataman, Harald J. van Heerde, Carl F. Mela (2010). The Long-Term Effect of Marketing Strategy on Brand SalesA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit70 French brands across 25 packaged goods categories, 5 yearsCitations314314 citations
[12]Randall A. Lewis, Justin M. Rao (2015). The Unfavorable Economics of Measuring the Returns to Advertising*A · independently confirmedAPeer-reviewed article in The Quarterly Journal of Economics, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typefield experimentMeasured infast-moving consumer goods (FMCG), consumer services, online platformsScope limit25 large-scale field experiments on digital advertising in the US across retailers and brokerage firmsCitations303303 citations
[13]Susanne Schmidt, Martin Eisend (2015). Advertising Repetition: A Meta-Analysis on Effective Frequency in AdvertisingA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitexperimental advertising exposuresCitations302302 citations
[14]Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, Dan Chapsky (2019). A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at FacebookA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inonline platformsScope limit15 US Facebook RCTs; 500 million user-experiment observationsCitations283283 citations
[15]R. Reed Hunt (1995). The subtlety of distinctiveness: What von Restorff really didA · independently confirmedAPeer-reviewed article in Psychonomic Bulletin & Review, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typereviewMeasured inexperiment with participants (lab/online panel)Scope limitreview and reanalysis of psychological experiments on the isolation effectCitations278278 citations
[16]Shuba Srinivasan, Marc Vanhuele, Koen Pauwels (2010). Mind-Set Metrics in Market Response Models: An Integrative ApproachA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitmore than 60 brands across four consumer goods categoriesCitations270270 citations
[17]Gerald Assmus, John U. Farley, Donald R. Lehmann (1984). How Advertising Affects Sales: Meta-Analysis of Econometric ResultsA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured inacross categories and marketsScope limit128 econometric models from 22 pre-1981 advertising studiesCitations222222 citations
[18]Thorsten Wiesel, Koen Pauwels, Joep Arts (2010). Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel ProgressionA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitsingle Belgian B2B firm InofecCitations216216 citations
[19]Gerard J. Tellis (1988). Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of ChoiceA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitconsumer purchase data, precise scope not ascertainedCitations209209 citations
[20]Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, Peter S.H. Leeflang (2009). The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation across ContinentsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitadvertising data across countries and categoriesApplies whennational cultureCitations196196 citations
[21]Xiaojing Yang, Robert E. Smith (2009). Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising CreativityA · depends on conditionsAPeer-reviewed article in Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiments with advertisementsApplies whenlevel of involvement with the advertisementCitations178178 citations
[22]Garrett A. Johnson, Randall A. Lewis, Elmar I. Nubbemeyer (2017). Ghost Ads: Improving the Economics of Measuring Online Ad EffectivenessA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitmethod with a single illustrative demonstration of online retailer display retargetingCitations169169 citations
[23]Gary L. Lilien (1979). Exceptional Paper—ADVISOR 2: Modeling the Marketing Mix Decision for Industrial ProductsA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limit22 firms and 131 industrial productsCitations169169 citations
[24]Andrew Ehrenberg, Neil Barnard, Rachel Kennedy, Helen Bloom (2002). Brand Advertising As Creative PublicityA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual synthesis of evidence on repeat buying and advertisingCitations157The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.157 citations
[25]Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens (1995). How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising ExperimentsA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 389 BehaviorScan split-cable TV advertising experimentsCitations156156 citations
[26]Jan‐Benedict E.M. Steenkamp, Eric Fang (2011). The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three DecadesA · depends on conditionsAPeer-reviewed article in Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limitUS firms over three decadesApplies whenbusiness cycle phase and industry cyclicalityCitations145145 citations
[27]Karen Nelson-Field, Erica Riebe, Byron Sharp (2012). What’s Not to “Like?”A · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), online platformsScope limitFacebook fans of two FMCG brandsCitations118The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.118 citations
[28]Zahra Seyedghorban, Hossein Tahernejad, Margaret Jekanyika Matanda (2015). Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and ExtensionA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inonline platformsScope limitsurvey of 339 internet users in IranCitations113113 citations
[29]Sara Kremer, Tammo H.A. Bijmolt, Peter S. H. Leeflang, Jaap E. Wieringa (2008). Generalizations on the effectiveness of pharmaceutical promotional expendituresA · independently confirmedAPeer-reviewed article in International Journal of Research in Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inB2B professional servicesScope limitmeta-analysis of pharmaceutical promotional expenditureCitations113113 citations
[30]Brett R. Gordon, Robert Moakler, Florian Zettelmeyer (2023). Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising MeasurementA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inonline platformsScope limit663 Facebook experiments covering more than 5,000 user characteristicsCitations8484 citations
[31]Kimberley Hardcastle, Lizette Vorster Larsen, David Brown (2025). Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer ExperienceA · limited verificationAPeer-reviewed article in Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitqualitative interviews and 20 customer-journey maps on AI personalisationCitations8080 citations
[32]Andrey Simonov, Chris Nosko, Justin M. Rao (2018). Competition and Crowd-Out for Brand Keywords in Sponsored SearchA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitBing experiments across thousands of brandsCitations7474 citations
[33]Les Binet, Peter Field (2009). Empirical Generalizations about Advertising Campaign SuccessA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limit880 selected IPA Effectiveness Awards casesCitations66A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.66 citations
[34]Christine Köhler, Murali K. Mantrala, Sönke Albers, Vamsi K. Kanuri (2017). A Meta-Analysis of Marketing Communication Carryover EffectsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inenterprise sales, fast-moving consumer goods (FMCG), online platformsScope limit918 estimates of long-term share and 863 estimates of effect durationApplies whentype of marketing communication and model usedCitations6464 citations
[35]Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, Nassim Haddad (2013). Is the Multi-Platform Whole More Powerful Than Its Separate Parts?A · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitobserved TV and online campaigns, population not ascertainedCitations55The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.55 citations
[36]Dominique M. Hanssens, Barton A. Weitz (1980). The Effectiveness of Industrial Print Advertisements across Product CategoriesA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial print advertising across categoriesCitations5353 citations
[37]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2015). Creative That Sells: How Advertising Execution Affects SalesA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitAustralian television advertising campaignsCitations48The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.48 citations
[38]Zhilin Yang, Zili Bi, Nan Zhou (2005). The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand LoyaltyA · independently confirmedAPeer-reviewed article in Journal of Advertising Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit19,335 consumers, 187 brands, two FMCG categories, and four Chinese citiesCitations4545 citations
[39]Yoram (Jerry) Wind, Byron Sharp (2009). Advertising Empirical Generalizations: Implications for Research and ActionA · law-like patternAPeer-reviewed article in Journal of Advertising Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of 23 empirical generalisations of advertisingCitations43The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.43 citations
[40]Vithala R. Rao (1972). Alternative Econometric Models of Sales-Advertising RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitUS cigarette industry data onlyCitations3838 citations
[41]Antonio G. Chessa, Jaap M. J. Murre (2007). A Neurocognitive Model of Advertisement Content and Brand Name RecallA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitclassic data and a single Dutch study of TV campaignsCitations3636 citations
[42]Gary L. Lilien, Alvin J. Silk, Jean-Marie Choffray, Murlidhar Rao (1976). Industrial Advertising Effects and Budgeting PracticesA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle study of industrial advertisersCitations3232 citations
[43]Nick Danenberg, Rachel Kennedy, Virginia Beal, Byron Sharp (2016). Advertising Budgeting: A Reinvestigation of the Evidence on Brand Size and SpendA · contestedAPeer-reviewed article in Journal of Advertising, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitUK soft drinks plus telecommunications and ISP brands across 11 countriesCitations25The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.25 citations
[44]Thomas Blake, Chris Nosko, Steven Tadelis (2015). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field ExperimentA · depends on conditionsAPeer-reviewed article in Econometrica, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inonline platformsScope limitseries of large randomised field experiments on eBayApplies whenuser frequency, novelty and recencyCitations2020 citations
[45]Flemming Hansen, Lars Bech Christensen (2005). Share of voice/share of market and long-term advertising effectsA · limited verificationAPeer-reviewed article in International Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitsingle-source evidence across multiple FMCG categoriesCitations1919 citations
[46]John Dawes, Rachel Kennedy, Kesten C. Green, Byron Sharp (2018). Forecasting Advertising and Media Effects on Sales: Econometrics and AlternativesA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations16The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.16 citations
[47]Byron Sharp, Yoram (Jerry) Wind (2009). Today's Advertising Laws: Will They Survive the Digital Revolution?A · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual editorial on advertising lawsCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[48]Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp (2021). Measuring Advertising's Effect on Mental AvailabilityA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[49]Yoram (Jerry) Wind, Byron Sharp, Karen Nelson-Field (2013). Empirical Generalizations: New Laws for Digital Marketing — How Advertising Research Must ChangeA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual conference summary and standards agendaCitations6The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.6 citations
[50]Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, Rachel Kennedy (2023). When Brands Go Dark: A Replication and ExtensionA · independently confirmedAPeer-reviewed article in Journal of Advertising Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit365 US brands across 22 consumer categoriesCitations4The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.4 citations
[51]Joseph Korkames, T. D. Stanley, Stefan Stremersch (2025). Meta-analysis of advertising effectiveness: New insights from improved bias correctionsA · contestedAPeer-reviewed article in International Journal of Research in Marketing, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 538 own-brand B2C advertising elasticities with publication bias correction; the estimate of 0.0008 / 0.03 is several times lower than earlier meta-analyses and not yet replicatedCitations33 citations
[52]Avi Goldfarb, Catherine E. Tucker (2010). Privacy Regulation and Online AdvertisingA · depends on conditionsAPeer-reviewed article in Management Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inonline platformsScope limit3.3 million respondents and 9,596 display campaigns; EU regulation comparisonApplies whenwebsite content specificity, ad size and rich media featuresCitations33 citations
[53]Wan-Yun Yu, Zheng Wang, Chen-Chao Tao (2025). The Dynamics of Visual Attention to Advertising Messages in Video StoriesA · limited verificationAPeer-reviewed article in Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitsingle eye-tracking study of product placements in video storiesCitations33 citations
[54]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, John Williams (2024). The role of market research in pack redesign performanceA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limit227 marketers recalling a single packaging redesignCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[55]Virginia Beal, Jenni Romaniuk, Byron Sharp (2017). Television Advertising Television: Measuring the Ability of Promos to Deliver Ratings for New ProgramsA · limited verificationAPeer-reviewed article in International Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitsingle-source data on television promotion and viewingCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[56]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · independently confirmedAPeer-reviewed article in International Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limit1,162 assets, 128 brands, 21 categories, 4 countries and 12,249 respondentsCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[57]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, Rashid Saeed, John Williams (2026). The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intentA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), experiment with participants (lab/online panel)Scope limitonline surveys of 48 packs across six US and UK categoriesCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[58]Jenni Romaniuk, William Caruso, Ella Ward (2025). Can a face on pack help a brand stand out in grocery e-commerce environments?A · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel), fast-moving consumer goods (FMCG)Scope limitexperiment with online supermarket simulationCitations0The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[59]Byron Sharp (2010). Ehrenberg's View of AdvertisingA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitretrospective review of 20 JAR articles from 1961 to 2002The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[60]Ella Ward, Song Yang, Jenni Romaniuk, Virginia Beal (2020). Building a unique brand identity: measuring the relative ownership potential of brand identity element typesB · limited verificationBPeer-reviewed article in Journal of Brand Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limit1,281 identity cues, 13 categories and 19 countriesCitations68The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.68 citations
[61]Peter Mouncey F (2007). Marketing in the Era of AccountabilityB · limited verificationBPeer-reviewed article in Journal of Direct Data and Digital Marketing Practicelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitbook review; no primary dataCitations3333 citations
[62]Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, David J. Reibstein (2015). Marketing return on investment: Seeking clarity for concept and measurementB · limited verificationBPeer-reviewed article in Applied Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual article with illustrative casesCitations2727 citations
[63]Nicole Hartnett, Jenni Romaniuk, Rachel Kennedy (2016). Comparing Direct and Indirect Branding in AdvertisingB · limited verificationBPeer-reviewed article in Australasian Marketing Journal (AMJ)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitconsumer advertising experimentsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[64]Sara Herrada-Lores, Ma Mercedes Cuyás Palazón Cuyás Palazón, María Ángeles Iniesta Bonillo, Antonia Estrella-Ramón (2024). The communication of sustainability on social media: the role of dialogical communicationB · depends on conditionsBPeer-reviewed article in Journal of Research in Interactive Marketingdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limittwo 2x2 experiments with social media messagesApplies whendialogic versus monologic message formatCitations1818 citations
[65]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2016). Marketers' Intuitions About the Sales Effectiveness of AdvertisementsB · limited verificationBPeer-reviewed article in Journal of Marketing Behaviorlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitglobal sample of marketers; TV advertising prediction taskCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[66]Eytan Bakshy, Dean Eckles, Rong Yan, Itamar Rosenn (2012). Social Influence in Social Advertising: Evidence from Field ExperimentsC · depends on conditionsCBook or conference paper: Proceedings of the 13th ACM Conference on Electronic Commercedepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inonline platformsScope limittwo large randomised Facebook field experiments with approximately 5.3 million usersApplies whennumber of social cues and tie strengthCitations202202 citations
[67]Vincent F. Hendricks, Mads Vestergaard (2018). The Attention EconomyC · limited verificationCBook or conference paper: Reality Lostlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitphilosophical/conceptual bookCitations1616 citations
[68]Byron Sharp, Nick Danenberg, Steven Bellman (2018). Psychological Targeting (A Critical Comment)C · contestedCBook or conference paper: PNAS (Proceedings of the National Academy of Sciences)contestedConflicting results have been published; the dispute is unresolved.Study typeobservational studyMeasured inonline platformsScope limitcritical reanalysis of three Facebook advertising studiesCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[69]Karen Nelson-Field (2020). The Attention Economy and How Media Works: Simple Truths for MarketersC · limited verificationCBook or conference paper: Palgrave Macmillanlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis of advertising attention across mediaCitations44 citations
[70]Les Binet, Peter Field (2013). The Long and theC · independently confirmedCBook or conference paper (a different kind of peer review)independently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typebookMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitcampaigns from the UK IPA Effectiveness Awards databaseA source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.
[71]C. H. Bryan Liu, Elaine M. Bettaney, Benjamin Paul Chamberlain (2018). Designing Experiments to Measure Incrementality on FacebookD · limited verificationDPreprint or report (arXiv). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitstatistical power and sample size determination methods for single-cell and multi-cell lift studies on FacebookCitations44 citations
[72]Christina Uhl, Nadia Abou Nabout, Klaus M. Miller (2020). How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising EffectivenessD · limited verificationDPreprint or report (SSRN). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inonline platformsScope limit350,000+ ad impressions plus a randomised experiment on a European news websiteCitations0
[73]Unknown author (2013). Buffeting Loyalties with AdvertisingD · limited verificationDPreprint or report (Admap). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitshort point-of-view argument without an original empirical datasetThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[74]Byron Sharp (2014). When Seeing Isn't SeeingD · limited verificationDPreprint or report (Admap). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitopinion articleThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[75]Alan Hedges (n.d.). Testing to Destruction: A Critical Look at the Uses of Research in AdvertisingD · limited verificationDPreprint or report (Institute of Practitioners in Advertising (IPA)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitcritical conceptual IPA publication without its own empirical datasetA source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.
[76]System1 (2026). The Cure for Dull: The Practical PrescriptionD · limited verificationDPreprint or report (System1 Group). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.
[77]System1 (2024). The Extraordinary Cost of DullD · limited verificationDPreprint or report (System1 Group). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.

8Creative and attention: what makes advertising effective

26 sources

[1]Robert B. Zajonc (1968). Attitudinal Effects of Mere ExposureA · independently confirmedAPeer-reviewed article in Journal of Personality and Social Psychology (Monograph Supplement), a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab settings, various stimuliCitations6,7086,708 citations
[2]Richard E. Petty, John T. Cacioppo, David Schumann (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitUS students, lab settingApplies wheninvolvementCitations4,6124,612 citations
[3]Martin Eisend (2008). A meta-analysis of humor in advertisingA · depends on conditionsAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of advertising experimentsApplies whentype of advertising outcome measuredCitations486486 citations
[4]Xiaojing Yang, Robert E. Smith (2009). Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising CreativityA · depends on conditionsAPeer-reviewed article in Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiments with advertisementsApplies whenlevel of involvement with the advertisementCitations178178 citations
[5]Andrew Ehrenberg, Neil Barnard, Rachel Kennedy, Helen Bloom (2002). Brand Advertising As Creative PublicityA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual synthesis of evidence on repeat buying and advertisingCitations157The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.157 citations
[6]Zahra Seyedghorban, Hossein Tahernejad, Margaret Jekanyika Matanda (2015). Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and ExtensionA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inonline platformsScope limitsurvey of 339 internet users in IranCitations113113 citations
[7]Les Binet, Peter Field (2009). Empirical Generalizations about Advertising Campaign SuccessA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limit880 selected IPA Effectiveness Awards casesCitations66A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.66 citations
[8]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2015). Creative That Sells: How Advertising Execution Affects SalesA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitAustralian television advertising campaignsCitations48The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.48 citations
[9]Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Eli Cohen (2017). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryA · depends on conditionsAPeer-reviewed article in Marketing Letters, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), fast-moving consumer goods (FMCG), non-profit sectorScope limit54 online display advertising brand pairs across the US, UK and AustraliaApplies whenadvertising category contextCitations45The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.45 citations
[10]Ivar Vermeulen, Camiel J. Beukeboom (2015). Effects of Music in Advertising: Three Experiments Replicating Single-Exposure Musical Conditioning of Consumer Choice (Gorn 1982) in an Individual SettingA · contestedAPeer-reviewed article in Journal of Advertising, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitthree conceptual replications with weak, null and partial effectsCitations4040 citations
[11]Antonio G. Chessa, Jaap M. J. Murre (2007). A Neurocognitive Model of Advertisement Content and Brand Name RecallA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitclassic data and a single Dutch study of TV campaignsCitations3636 citations
[12]Felipe Pantoja, Patrícia Rossi, Adilson Borges (2015). How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A ReplicationA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitFrench and US student samplesCitations2626 citations
[13]Wan-Yun Yu, Zheng Wang, Chen-Chao Tao (2025). The Dynamics of Visual Attention to Advertising Messages in Video StoriesA · limited verificationAPeer-reviewed article in Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitsingle eye-tracking study of product placements in video storiesCitations33 citations
[14]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, John Williams (2024). The role of market research in pack redesign performanceA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limit227 marketers recalling a single packaging redesignCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[15]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · independently confirmedAPeer-reviewed article in International Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limit1,162 assets, 128 brands, 21 categories, 4 countries and 12,249 respondentsCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[16]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, Rashid Saeed, John Williams (2026). The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intentA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), experiment with participants (lab/online panel)Scope limitonline surveys of 48 packs across six US and UK categoriesCitations1The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.1 citation
[17]Jenni Romaniuk, William Caruso, Ella Ward (2025). Can a face on pack help a brand stand out in grocery e-commerce environments?A · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel), fast-moving consumer goods (FMCG)Scope limitexperiment with online supermarket simulationCitations0The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[18]Nicole Hartnett, Jenni Romaniuk, Rachel Kennedy (2016). Comparing Direct and Indirect Branding in AdvertisingB · limited verificationBPeer-reviewed article in Australasian Marketing Journal (AMJ)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitconsumer advertising experimentsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[19]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2016). Marketers' Intuitions About the Sales Effectiveness of AdvertisementsB · limited verificationBPeer-reviewed article in Journal of Marketing Behaviorlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitglobal sample of marketers; TV advertising prediction taskCitations14The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.14 citations
[20]Vincent F. Hendricks, Mads Vestergaard (2018). The Attention EconomyC · limited verificationCBook or conference paper: Reality Lostlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitphilosophical/conceptual bookCitations1616 citations
[21]Karen Nelson-Field (2020). The Attention Economy and How Media Works: Simple Truths for MarketersC · limited verificationCBook or conference paper: Palgrave Macmillanlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis of advertising attention across mediaCitations44 citations
[22]Les Binet, Peter Field (2013). The Long and theC · independently confirmedCBook or conference paper (a different kind of peer review)independently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typebookMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitcampaigns from the UK IPA Effectiveness Awards databaseA source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.
[23]Byron Sharp (2014). When Seeing Isn't SeeingD · limited verificationDPreprint or report (Admap). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitopinion articleThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[24]LinkedIn B2B Institute (2021). The B2B Effectiveness Code: Creativity and Effectiveness in B2B Marketing from 2010-2021D · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitten years of B2B campaigns in WARC and Lions databasesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[25]System1 (2026). The Cure for Dull: The Practical PrescriptionD · limited verificationDPreprint or report (System1 Group). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.
[26]System1 (2024). The Extraordinary Cost of DullD · limited verificationDPreprint or report (System1 Group). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.

9Media and investment: reach, frequency, continuity and share of voice

26 sources

[1]Raj Sethuraman, Gerard J. Tellis, Richard A. Briesch (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising ElasticitiesA · contestedAPeer-reviewed article in Journal of Marketing Research, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 751 short-term and 402 long-term elasticities; the direction (small positive elasticity) holds, the level of 0.12 / 0.24 is contested by a more recent meta-analysis with publication bias correctionCitations469469 citations
[2]Amit Joshi, Dominique M. Hanssens (2010). The Direct and Indirect Effects of Advertising Spending on Firm ValueA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitUS publicly traded consumer firmsCitations469469 citations
[3]Marnik G. Dekimpe, Dominique M. Hanssens (1995). The Persistence of Marketing Effects on SalesA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitconsumer sales and marketing time seriesCitations465465 citations
[4]Susanne Schmidt, Martin Eisend (2015). Advertising Repetition: A Meta-Analysis on Effective Frequency in AdvertisingA · independently confirmedAPeer-reviewed article in Journal of Advertising, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitexperimental advertising exposuresCitations302302 citations
[5]Gerald Assmus, John U. Farley, Donald R. Lehmann (1984). How Advertising Affects Sales: Meta-Analysis of Econometric ResultsA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured inacross categories and marketsScope limit128 econometric models from 22 pre-1981 advertising studiesCitations222222 citations
[6]Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, Peter S.H. Leeflang (2009). The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation across ContinentsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitadvertising data across countries and categoriesApplies whennational cultureCitations196196 citations
[7]Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens (1995). How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising ExperimentsA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 389 BehaviorScan split-cable TV advertising experimentsCitations156156 citations
[8]Jan‐Benedict E.M. Steenkamp, Eric Fang (2011). The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three DecadesA · depends on conditionsAPeer-reviewed article in Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limitUS firms over three decadesApplies whenbusiness cycle phase and industry cyclicalityCitations145145 citations
[9]Sara Kremer, Tammo H.A. Bijmolt, Peter S. H. Leeflang, Jaap E. Wieringa (2008). Generalizations on the effectiveness of pharmaceutical promotional expendituresA · independently confirmedAPeer-reviewed article in International Journal of Research in Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inB2B professional servicesScope limitmeta-analysis of pharmaceutical promotional expenditureCitations113113 citations
[10]Les Binet, Peter Field (2009). Empirical Generalizations about Advertising Campaign SuccessA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limit880 selected IPA Effectiveness Awards casesCitations66A source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.66 citations
[11]Christine Köhler, Murali K. Mantrala, Sönke Albers, Vamsi K. Kanuri (2017). A Meta-Analysis of Marketing Communication Carryover EffectsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inenterprise sales, fast-moving consumer goods (FMCG), online platformsScope limit918 estimates of long-term share and 863 estimates of effect durationApplies whentype of marketing communication and model usedCitations6464 citations
[12]Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, Nassim Haddad (2013). Is the Multi-Platform Whole More Powerful Than Its Separate Parts?A · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitobserved TV and online campaigns, population not ascertainedCitations55The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.55 citations
[13]Vithala R. Rao (1972). Alternative Econometric Models of Sales-Advertising RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitUS cigarette industry data onlyCitations3838 citations
[14]Gary L. Lilien, Alvin J. Silk, Jean-Marie Choffray, Murlidhar Rao (1976). Industrial Advertising Effects and Budgeting PracticesA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle study of industrial advertisersCitations3232 citations
[15]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit55 brands across 12 CPG categories over up to five yearsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[16]Nick Danenberg, Rachel Kennedy, Virginia Beal, Byron Sharp (2016). Advertising Budgeting: A Reinvestigation of the Evidence on Brand Size and SpendA · contestedAPeer-reviewed article in Journal of Advertising, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitUK soft drinks plus telecommunications and ISP brands across 11 countriesCitations25The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.25 citations
[17]Flemming Hansen, Lars Bech Christensen (2005). Share of voice/share of market and long-term advertising effectsA · limited verificationAPeer-reviewed article in International Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitsingle-source evidence across multiple FMCG categoriesCitations1919 citations
[18]John Dawes, Rachel Kennedy, Kesten C. Green, Byron Sharp (2018). Forecasting Advertising and Media Effects on Sales: Econometrics and AlternativesA · limited verificationAPeer-reviewed article in International Journal of Market Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations16The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.16 citations
[19]Harald J. van Heerde, Maarten J. Gijsenberg, Marnik G. Dekimpe, Jan-Benedict E. M. Steenkamp (2013). Price and Advertising Effectiveness over the Business CycleA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitadstock model; population not reportedCitations99 citations
[20]Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, Rachel Kennedy (2023). When Brands Go Dark: A Replication and ExtensionA · independently confirmedAPeer-reviewed article in Journal of Advertising Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit365 US brands across 22 consumer categoriesCitations4The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.4 citations
[21]Joseph Korkames, T. D. Stanley, Stefan Stremersch (2025). Meta-analysis of advertising effectiveness: New insights from improved bias correctionsA · contestedAPeer-reviewed article in International Journal of Research in Marketing, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 538 own-brand B2C advertising elasticities with publication bias correction; the estimate of 0.0008 / 0.03 is several times lower than earlier meta-analyses and not yet replicatedCitations33 citations
[22]Virginia Beal, Jenni Romaniuk, Byron Sharp (2017). Television Advertising Television: Measuring the Ability of Promos to Deliver Ratings for New ProgramsA · limited verificationAPeer-reviewed article in International Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitsingle-source data on television promotion and viewingCitations2The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.2 citations
[23]Rachel Kennedy, Erica Riebe, Paul Ward (2026). How Channels Compete in the Modern Media EnvironmentB · independently confirmedBPeer-reviewed article in Revista de Comunicaciónindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer services, online platformsScope limitmedia audience (TV, social media, radio, OOH), IPA Touchpoints panel (UK) + sample from FinlandCitations0The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[24]Vincent F. Hendricks, Mads Vestergaard (2018). The Attention EconomyC · limited verificationCBook or conference paper: Reality Lostlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitphilosophical/conceptual bookCitations1616 citations
[25]Karen Nelson-Field (2020). The Attention Economy and How Media Works: Simple Truths for MarketersC · limited verificationCBook or conference paper: Palgrave Macmillanlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook-length synthesis of advertising attention across mediaCitations44 citations
[26]Les Binet, Peter Field (2013). The Long and theC · independently confirmedCBook or conference paper (a different kind of peer review)independently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typebookMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitcampaigns from the UK IPA Effectiveness Awards databaseA source from the IPA/WARC/System1 cluster. These organisations are connected, so their works do not count as independent confirmations.

10Customer value, pricing and discounts

55 sources

[1]Richard Thaler (1985). Mental Accounting and Consumer ChoiceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory; without a primary datasetCitations4,8384,838 citations
[2]Dražen Prelec, George Loewenstein (1998). The Red and the Black: Mental Accounting of Savings and DebtA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model; no primary dataCitations1,3971,397 citations
[3]Jonathan Lee, Janghyuk Lee, Lawrence Feick (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in FranceA · depends on conditionsAPeer-reviewed article in Journal of Services Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured insubscription models, consumer servicesScope limitone French sample of mobile phone servicesApplies whenswitching costsCitations880880 citations
[4]Gurumurthy Kalyanaram, Russell S. Winer (1995). Empirical Generalizations from Reference Price ResearchA · law-like patternAPeer-reviewed article in Marketing Science, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitliterature synthesis; evidence mostly from grocery scanner researchCitations801801 citations
[5]Stefan Stremersch, Gerard J. Tellis (2002). Strategic Bundling of Products and Prices: A New Synthesis for MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations790790 citations
[6]Wolfgang Ulaga (2003). Capturing value creation in business relationships: A customer perspectiveA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limita single sample of B2B buyersCitations661661 citations
[7]Kristina Shampanier, Nina Mažar, Dan Ariely (2007). Zero as a Special Price: The True Value of Free ProductsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitmultiple choice experiments; free vs low positive priceCitations617617 citations
[8]Gerard J. Tellis (1988). The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of SalesA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitmeta-analysis of 367 price elasticities from ~220 brands/marketsCitations568568 citations
[9]Wolfgang Ulaga, Samir Chacour (2001). Measuring Customer-Perceived Value in Business MarketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitsingle validation sample of B2B buyersCitations558558 citations
[10]Vincent R. Nijs, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamps, Dominique M. Hanssens (2001). The Category-Demand Effects of Price PromotionsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitFMCG panel and promotion dataCitations550550 citations
[11]Koen Pauwels, Dominique M. Hanssens, S. Siddarth (2002). The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase QuantityA · independently confirmedAPeer-reviewed article in Journal of Marketing Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitweekly scanner panels for canned soup and yoghurtCitations453453 citations
[12]Tammo H. A. Bijmolt, Harald J. van Heerde, Rik G. M. Pieters (2005). New Empirical Generalizations on the Determinants of Price ElasticityA · law-like patternAPeer-reviewed article in Journal of Marketing Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typemeta-analysisMeasured inacross categories and marketsScope limit1,851 price elasticities from 81 studies across approximately four decadesCitations446446 citations
[13]Adrian Payne, Pennie Frow, Andreas Eggert (2017). The customer value proposition: evolution, development, and application in marketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitno primary empirical dataCitations433433 citations
[14]David Bell, Jeongwen Chiang, Vineet Padmanabhan (1999). The Decomposition of Promotional Response: An Empirical GeneralizationA · independently confirmedAPeer-reviewed article in Marketing Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitFMCG purchase and scanner dataCitations432432 citations
[15]Koen Pauwels, Shuba Srinivasan (2004). Who Benefits from Store Brand Entry?A · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limittime series of private-label entry in FMCGCitations378378 citations
[16]Peter E. Rossi (2014). Even the Rich Can Make Themselves Poor: A Critical Examination of IV Methods in Marketing ApplicationsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured incitation and publication data (scientometrics)Scope limitmethodological essay with Monte Carlo simulations; review of 463 empirical articles in Marketing Science and QME 2003–2013 (46 with IV)Citations354354 citations
[17]Andreas Hinterhuber (2003). Towards value-based pricing—An integrative framework for decision makingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative conceptual framework of pricingCitations320320 citations
[18]Eric Greenleaf (1995). The Impact of Reference Price Effects on the Profitability of Price PromotionsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitanalytical promotion model with peanut butter illustrationCitations312312 citations
[19]Devon DelVecchio, David H. Henard, Traci H. Freling (2006). The effect of sales promotion on post-promotion brand preference: A meta-analysisA · depends on conditionsAPeer-reviewed article in Journal of Retailing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG), experiment with participants (lab/online panel)Scope limitmeta-analysis of consumer sales promotionsApplies whensales promotion typeCitations257257 citations
[20]Wolfgang Ulaga, Andreas Eggert (2006). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier StatusA · independently confirmedAPeer-reviewed article in Journal of Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitB2B supplier-customer relationships in the US and GermanyCitations235235 citations
[21]Wolfgang Ulaga (2001). Customer Value in Business MarketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of the B2B literatureCitations234234 citations
[22]A. S. C. Ehrenberg, Kathy Hammond, G. J. Goodhardt (1994). The After-Effects of Price-Related Consumer PromotionsA · law-like patternAPeer-reviewed article in Journal of Advertising Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitUK and US food panelsCitations195The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.195 citations
[23]Mario Kienzler, Christian Kowalkowski (2017). Pricing strategy: A review of 22 years of marketing researchA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of pricing strategyCitations158158 citations
[24]Sandrine Macé, Scott A. Neslin (2004). The Determinants of Pre- and Postpromotion Dips in Sales of Frequently Purchased GoodsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitfrequently purchased goods in retail sales dataCitations155155 citations
[25]Pekka Töytäri, Risto Rajala (2015). Value-based selling: An organizational capability perspectiveA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual work on B2B salesCitations152152 citations
[26]James C Anderson, James B.L Thomson, Finn Wynstra (2000). Combining value and price to make purchase decisions in business marketsA · independently confirmedAPeer-reviewed article in International Journal of Research in Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limittwo field studies of purchasing managersCitations128128 citations
[27]Christian Homburg, Ove Jensen, Alexander Hahn (2012). How to Organize Pricing? Vertical Delegation and Horizontal Dispersion of Pricing AuthorityA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B firms, primarily GermanyCitations107107 citations
[28]P.T.M. Ingenbleek (2007). Value‐informed pricing in its organizational context: literature review, conceptual framework, and directions for future researchA · limited verificationAPeer-reviewed article in Journal of Product & Brand Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of pricingCitations102102 citations
[29]Bruce G. S. Hardie, Eric J. Johnson, Peter S. Fader (1993). Modeling Loss Aversion and Reference Dependence Effects on Brand ChoiceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitsingle refrigerated orange juice purchase panelCitations9999 citations
[30]Joona Keränen, Anne Jalkala (2013). Towards a framework of customer value assessment in B2B markets: An exploratory studyA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitexploratory B2B firmsCitations9191 citations
[31]Paul T. M. Ingenbleek, Ruud T. Frambach, Theo M. M. Verhallen (2010). The Role of Value‐Informed Pricing in Market‐Oriented Product Innovation Management<sup>*</sup>A · limited verificationAPeer-reviewed article in Journal of Product Innovation Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitDutch manufacturing firmsCitations7979 citations
[32]Stephan M. Liozu, Andreas Hinterhuber (2012). CEO championing of pricing, pricing capabilities and firm performance in industrial firmsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial companiesCitations6161 citations
[33]Andreas Hinterhuber (2015). Violations of rational choice principles in pricing decisionsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiments with pricing decisionsCitations5555 citations
[34]Mario Kienzler (2017). Value-based pricing and cognitive biases: An overview for business marketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of B2B value pricingCitations5454 citations
[35]Doreén Pick, Martin Eisend (2016). Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of CultureA · depends on conditionsAPeer-reviewed article in Journal of International Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer servicesScope limitmeta-analysis across 25 countries, study domains unspecifiedApplies whennational cultureCitations5454 citations
[36]Gopalkrishnan R. Iyer, Sarah Xiao, Arun Sharma, Michael Nicholson (2015). Behavioral issues in price setting in business-to-business marketing: A framework for analysisA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual B2B contextCitations5050 citations
[37]Fue Zeng, Zhilin Yang, Yongqiang Li, Kim‐Shyan Fam (2010). Small business industrial buyers' price sensitivity: Do service quality dimensions matter in business markets?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsmall industrial buyersCitations4545 citations
[38]Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe, Jan‐Benedict E.M. Steenkamp (2022). Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim EconomiesA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit1,600+ brands, 14 categories, 14 Indo-Pacific economies, 10+ yearsApplies whensocietal stratification (Hofstede power distance, income inequality)Citations4545 citations
[39]Kent B. Monroe, Veli-Matti Rikala, Outi Somervuori (2015). Examining the application of behavioral price research in business-to-business marketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of B2B pricing research; no primary dataCitations3939 citations
[40]Dirk C. Moosmayer, Bjoern Schuppar, Florian U. Siems (2012). Reference Prices as Determinants of Business‐to‐Business Price Negotiation Outcomes: An Empirical Perspective from the Chemical IndustryA · limited verificationAPeer-reviewed article in Journal of Supply Chain Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitchemical industryCitations2727 citations
[41]Arnd Vomberg, Christian Homburg, Panagiotis Sarantopoulos (2024). Algorithmic pricing: Effects on consumer trust and price searchA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitfour experiments with stimuli and one real-world encounter with ADPApplies whenexperience with ADP and market normCitations1919 citations
[42]Zhen Li, Katsutoshi Yada, Yusuke Zennyo (2020). Duration of price promotion and product profit: An in-depth study based on point-of-sale dataA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitPOS data on promotions from a Japanese retailerCitations1818 citations
[43]Markus Blut, Carly Frennea, Vikas Mittal, David L. Mothersbaugh (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysisA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer servicesScope limitmeta-analysis of customer studies, predominantly servicesApplies whentype of switching costsCitations1515 citations
[44]Harald J. van Heerde, Maarten J. Gijsenberg, Marnik G. Dekimpe, Jan-Benedict E. M. Steenkamp (2013). Price and Advertising Effectiveness over the Business CycleA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitadstock model; population not reportedCitations99 citations
[45]Celia Gaertig, Joseph P. Simmons (2025). Why (and When) Are Uncertain Price Promotions More Effective Than Equivalent Sure Discounts?A · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitfive preregistered experiments; N=8,969Applies whenperceived triviality of a guaranteed discountCitations55 citations
[46]Aljoscha Janssen, Johannes Kasinger (2025). Shrinkflation and Consumer DemandA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitcomplete NielsenIQ US food scanner sample, 2010 to 2020Citations44 citations
[47]Joona Keränen, Anna Salonen, Harri Terho, Juha Munnukka (2026). How to nudge industrial customers to accept free-to-fee service price switches?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitexperiments with industrial customersCitations22 citations
[48]James C. Anderson, Dipak C. Jain, Pradeep K. Chintagunta (1992). Customer Value Assessment in Business Markets:B · limited verificationBPeer-reviewed article in Journal of Business-to-Business Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit80 informants from large US industrial firmsCitations438438 citations
[49]Stephan M. Liozu, Andreas Hinterhuber (2013). Pricing orientation, pricing capabilities, and firm performanceB · limited verificationBPeer-reviewed article in Management Decisionlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of pricing professionals; industry not reportedCitations139139 citations
[50]Fernando de Oliveira Santini, Valter Afonso Vieira, Cláudio Hoffmann Sampaio, Marcelo Gattermann Perin (2016). Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer BehaviorB · depends on conditionsBPeer-reviewed article in Journal of Promotion Managementdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG), experiment with participants (lab/online panel)Scope limitmeta-analysis of consumer promotion studiesApplies whenlength of effect time horizonCitations5656 citations
[51]Stephan M. Liozu, Andreas Hinterhuber, Toni M. Somers (2014). Organizational design and pricing capabilities for superior firm performanceB · limited verificationBPeer-reviewed article in Management Decisionlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitglobal survey of managers, predominantly from large firmsCitations3636 citations
[52]Tessa Christina Flatten, Andreas Engélen, Timo Möller, Malte Brettel (2014). How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based VenturesB · limited verificationBPeer-reviewed article in Entrepreneurship Theory and Practicelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit420 technology-oriented start-upsCitations3232 citations
[53]John G. Dawes (2017). Price Promotions: Examining the Buyer Mix and Subsequent Changes in Purchase LoyaltyB · independently confirmedBPeer-reviewed article in Journal of Consumer Marketingindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit18 UK and US consumer-goods categories in purchasing panelsCitations18The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.18 citations
[54]John Scriven, Maria Clemente, John Dawes, Giang Trinh, Byron Sharp (2017). Buying Brands at Both Regular Price and on Promotion Over TimeB · limited verificationBPeer-reviewed article in Australasian Marketing Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit15,000 UK households, 16 FMCG categories, years 2007 and 2014Citations18The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.18 citations
[55]Oliver Roll, Jan Luca Geerties (2025). Unlocking value-based pricing: the moderating roles of pricing capabilities and contingency factors in B2B markets: an empirical approachB · limited verificationBPeer-reviewed article in Journal of Revenue and Pricing Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitcross-sectional survey, n=170 B2B firms, predominantly industry and engineeringCitations11 citation

11Loyalty, satisfaction and CRM

56 sources

[1]Richard L. Oliver (1999). Whence Consumer Loyalty?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual frameworkCitations6,9676,967 citations
[2]Katherine N. Lemon, Peter C. Verhoef (2016). Understanding Customer Experience Throughout the Customer JourneyA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative review of customer experience and customer journeys; without original testCitations5,4005,400 citations
[3]J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inexperiment with participants (lab/online panel)Scope limitsix scale development and validation studies on US students/consumersCitations2,5712,571 citations
[4]Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara Everitt Bryant (1996). The American Customer Satisfaction Index: Nature, Purpose, and FindingsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inconsumer servicesScope limitUS national satisfaction index across seven economic sectorsCitations1,9421,942 citations
[5]Werner J. Reinartz, V. Kumar (2000). On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer durablesScope limitdataset from a US catalogue retailerCitations1,3661,366 citations
[6]Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar (1999). A Meta-Analysis of Satisfaction in Marketing Channel RelationshipsA · independently confirmedAPeer-reviewed article in Journal of Marketing Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inB2B distribution channelsScope limitmarketing channelsCitations1,1071,107 citations
[7]Sunil Gupta, Valarie A. Zeithaml (2006). Customer Metrics and Their Impact on Financial PerformanceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative review of customer metrics and financial performanceCitations921921 citations
[8]Jonathan Lee, Janghyuk Lee, Lawrence Feick (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in FranceA · depends on conditionsAPeer-reviewed article in Journal of Services Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured insubscription models, consumer servicesScope limitone French sample of mobile phone servicesApplies whenswitching costsCitations880880 citations
[9]Byron Sharp, Anne Sharp (1997). Loyalty Programs and Their Impact on Repeat-Purchase Loyalty PatternsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitAustralian grocery loyalty programme panelCitations787The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.787 citations
[10]David M. Szymanski, David H. Henard (2001). Customer Satisfaction: A Meta-Analysis of the Empirical EvidenceA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations582582 citations
[11]Michael D. Johnson, Fred Selnes (2004). Customer Portfolio Management: Toward a Dynamic Theory of Exchange RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitdynamic theory; no primary dataCitations554554 citations
[12]Civilai Leckie, Munyaradzi W. Nyadzayo, Lester W. Johnson (2016). Antecedents of consumer brand engagement and brand loyaltyA · limited verificationAPeer-reviewed article in Journal of Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, consumer servicesScope limitsingle Australian survey of mobile telephone servicesCitations434434 citations
[13]Subir Bandyopadhyay, Michael E. Martell (2006). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical studyA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit1,800 respondents in a single toothpaste surveyCitations388388 citations
[14]Rakesh Niraj, Mahendra Gupta, Chakravarthi Narasimhan (2001). Customer Profitability in a Supply ChainA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B distribution channelsScope limitsingle supply chain intermediaryCitations331331 citations
[15]Christian Homburg, Mathias Droll, Dirk Totzek (2008). Customer Prioritization: Does it Pay off, and how Should it be Implemented?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitGerman B2B firmsCitations311311 citations
[16]Eva Ascarza (2017). Retention Futility: Targeting High-Risk Customers Might Be IneffectiveA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations275275 citations
[17]Philipp Schmitt, Bernd Skiera, Christophe Van den Bulte (2011). Referral Programs and Customer ValueA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitcustomers of a single German bankCitations243243 citations
[18]Douglas Bowman, Das Narayandas (2004). Linking Customer Management Effort to Customer Profitability in Business MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitcustomer data from a single B2B supplierCitations240240 citations
[19]Timothy L. Keiningham, Bruce Cooil, Tor Wallin Andreassen, Lerzan Aksoy (2007). A Longitudinal Examination of Net Promoter and Firm Revenue GrowthA · refutedAPeer-reviewed article in Journal of Marketing, a top journalrefutedLater research has credibly refuted the claim.Study typeobservational studyMeasured inconsumer servicesScope limit21 firms and over 15,500 Norwegian interviews; comparison with ACSICitations218218 citations
[20]Jens Hogreve, Anja Iseke, Klaus Derfuss, Tönnjes Eller (2017). The Service–Profit Chain: A Meta-Analytic Test of a Comprehensive Theoretical FrameworkA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer services, B2B professional servicesScope limitmeta-analysis of service industriesApplies whentype of serviceCitations214214 citations
[21]Spiros Gounaris (2005). Measuring service quality in b2b services: an evaluation of the SERVQUAL scalevis‐à‐visthe INDSERV scaleA · limited verificationAPeer-reviewed article in Journal of Services Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B professional servicesScope limitGreek companies in four B2B service sectorsCitations182182 citations
[22]Markus Blut, Sharon E. Beatty, Heiner Evanschitzky, Christian Brock (2014). The Impact of Service Characteristics on the Switching Costs–Customer Loyalty LinkA · limited verificationAPeer-reviewed article in Journal of Retailing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitservices customers in a single studyCitations144144 citations
[23]Claes Fornell (1995). The Quality of Economic Output: Empirical Generalizations About Its Distribution and Relationship to Market ShareA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitSwedish Customer Satisfaction BarometerCitations139139 citations
[24]Christian Homburg, Viviana V. Steiner, Dirk Totzek (2009). Managing Dynamics in a Customer PortfolioA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitmodel-based approach; empirical context not reportedCitations130130 citations
[25]Eva Ascarza, Raghuram Iyengar, Martin Schleicher (2016). The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field ExperimentA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inconsumer services, subscription modelsScope limitsingle field experiment at a telecommunications operatorCitations111111 citations
[26]Crina O. Tarasi, Ruth N. Bolton, Michael D. Hutt, Beth A. Walker (2011). Balancing Risk and Return in a Customer PortfolioA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitsingle B2B industrial customer datasetCitations110110 citations
[27]Christophe Van Den Bulte, Emanuel Bayer, Bernd Skiera, Philipp Schmitt (2018). How Customer Referral Programs Turn Social Capital into Economic CapitalA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitone German bank referral programmeCitations110110 citations
[28]John Dawes, Lars Meyer-Waarden, Carl Driesener (2015). Has Brand Loyalty Declined? A Longitudinal Analysis of Repeat Purchase Behavior in the UK and USAA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit26 UK and US FMCG categories tracked over 6 to 13 yearsCitations102The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.102 citations
[29]Denish Shah, V. Kumar, Yingge Qu, Sylia Chen (2012). Unprofitable Cross-Buying: Evidence from Consumer and Business MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer services, industrial B2BScope limitcustomer data from selected consumer and business marketsCitations9090 citations
[30]Vikas Mittal, Kyuhong Han, Carly Frennea, Markus Blut, Muzeeb Shaik, Narendra Bosukonda, Shrihari Sridhar (2023). Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells usA · depends on conditionsAPeer-reviewed article in Marketing Letters, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG), consumer services, consumer durablesScope limit245 articles, 535 correlations and over 1.16 million observationsApplies whentype of tracked outcome (customer versus financial)Citations7878 citations
[31]Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern (2012). It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and DeclineA · law-like patternAPeer-reviewed article in Journal of Advertising Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limitsynthesis and tests across repeat-purchase marketsCitations75The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.75 citations
[32]Bryson Hilton, Bita Hajihashemi, Conor M. Henderson, Robert W. Palmatier (2020). Customer Success Management: The next evolution in customer management practice?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual articleCitations7272 citations
[33]C. B. Bhattacharya, Peter S. Fader, Leonard M. Lodish, Wayne S. DeSarbo (1996). The Relationship between the Marketing Mix and Share of Category RequirementsA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limita single brand-level marketing mix database with latent-structure regressionCitations5959 citations
[34]Doreén Pick, Martin Eisend (2016). Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of CultureA · depends on conditionsAPeer-reviewed article in Journal of International Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer servicesScope limitmeta-analysis across 25 countries, study domains unspecifiedApplies whennational cultureCitations5454 citations
[35]Bryan Hochstein, Clay M. Voorhees, Alexander B. Pratt, Deva Rangarajan, Duane M. Nagel, Vijay Mehrotra (2023). Customer success management, customer health, and retention in B2B industriesA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B software (SaaS), B2B professional servicesScope limitpopulation not reportedCitations4949 citations
[36]Gauthier Castéran, Polymeros Chrysochou, Lars Meyer‐Waarden (2019). Brand loyalty evolution and the impact of category characteristicsA · depends on conditionsAPeer-reviewed article in Marketing Letters, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit54 Danish CPG categories over six yearsApplies whencategory penetration and private label shareCitations4646 citations
[37]Erica Riebe, Malcolm Wright, Philip Stern, Byron Sharp (2014). How to Grow a Brand: Retain or Acquire Customers?A · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer services, B2B professional servicesScope limit100 UK physicians over 10 years plus approximately 10,000 respondents from the financial sector surveyed annuallyCitations46The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.46 citations
[38]Daniel McCarthy, Peter S. Fader (2018). Customer-Based Corporate Valuation for Publicly Traded Noncontractual FirmsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitpublicly traded non-subscription firms in the USCitations4343 citations
[39]A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service QualityA · contestedAPeer-reviewed article in Journal of Retailing, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemodel/methodMeasured inconsumer servicesScope limitservice customers, primarily USCitations3535 citations
[40]Jens W. Paschmann, Hernán A. Bruno, Harald J. van Heerde, Franziska Völckner, Kristina Klein (2024). Driving Mobile App User Engagement Through GamificationA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inonline platforms, consumer servicesScope limitone field experiment with a mobile applicationCitations2626 citations
[41]Markus Blut, Carly Frennea, Vikas Mittal, David L. Mothersbaugh (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysisA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer servicesScope limitmeta-analysis of customer studies, predominantly servicesApplies whentype of switching costsCitations1515 citations
[42]Wagner A. Kamakura, Vikas Mittal, Fernando de Rosa, José Afonso Mazzon (2002). Assessing the Service-Profit ChainA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inconsumer servicesScope limitsingle Brazilian service firmCitations1111 citations
[43]Sunil Gupta, Donald R. Lehmann, Jennifer Ames Stuart (2004). Valuing CustomersA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitvaluation model for internet firmsCitations99 citations
[44]Anna Gehring, Wolfgang Ulaga, Andreas Eggert, Bryan Hochstein (2025). Customer success: An interorganizational performance concept in business marketsA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2B, B2B software (SaaS)Scope limitintegrative review of B2B customer successCitations44 citations
[45]Werner Reinartz, Manfred Krafft, Wayne D. Hoyer (2004). The Customer Relationship Management Process: Its Measurement and Impact on PerformanceA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitGerman firms implementing CRMCitations22 citations
[46]Cenhua Lyu, Yangyang Jiang, M.S. Balaji, Yi Wang (2026). Synchronous technology-mediated service experience: conceptualization, scale development, and validationA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inconsumer services, online platformsScope limitAirbnb Online Experiences usersCitations0
[47]François A. Carrillat, Fernando Jaramillo, Jay Prakash Mulki (2007). The validity of the SERVQUAL and SERVPERF scalesB · depends on conditionsBPeer-reviewed article in International Journal of Service Industry Managementdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer servicesScope limit17 studies measuring service qualityApplies whenthe scale used and how overall service quality is measuredCitations386386 citations
[48]Jiaming Fang, Benjamin George, Yunfei Shao, Chao Wen (2016). Affective and cognitive factors influencing repeat buying in e-commerceB · depends on conditionsBPeer-reviewed article in Electronic Commerce Research and Applicationsdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platformsScope limit651 Chinese online shoppersApplies whentask-focused shopping motivationCitations6666 citations
[49]Asier Baquero (2022). Net Promoter Score (NPS) and Customer Satisfaction: Relationship and Efficient ManagementB · limited verificationBPeer-reviewed article in Sustainabilitylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limithotel industry onlyCitations6464 citations
[50]Philip Mecredy, Malcolm Wright, Pamela M. Feetham (2018). Are Promoters Valuable Customers? An Application of the Net Promoter Scale to Predict Future Customer SpendB · contestedBPeer-reviewed article in Australasian Marketing Journal (AMJ)contestedConflicting results have been published; the dispute is unresolved.Study typeobservational studyMeasured inB2B professional servicesScope limit2,785 customers of a single New Zealand B2B service firm over five yearsCitations36The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.36 citations
[51]Kerry Mundt, John Dawes, Byron Sharp (2006). Can a Brand Outperform Competitors on Cross-Category Loyalty? An Examination of Cross-Selling Metrics in Two Financial Services MarketsB · limited verificationBPeer-reviewed article in Journal of Consumer Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitAustralian banking and insurance dataCitations29The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.29 citations
[52]Michelle Yoo, Billy Bai, Ashok K. Singh (2020). The evolution of behavioral loyalty and customer lifetime value over time: investigation from a Casino Loyalty ProgramB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitsingle casino loyalty programmeCitations2424 citations
[53]John Dawes (2025). Examining the Brand-Level Associations between Customer Satisfaction, Demographic Profile and LoyaltyB · limited verificationBPeer-reviewed article in International Journal of Bank Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitthree UK financial services categories; brand-level regressionsCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[54]Larry Pleshko, John Dawes (2024). Why Are Satisfied Buyers Not Necessarily Loyal?B · limited verificationBPeer-reviewed article in International Journal of Quality and Service Scienceslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inconsumer servicesScope limitone study of fast-food restaurant customers in KuwaitCitations6The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.6 citations
[55]Byron Sharp, Carl Driesener (2000). The Dirichlet's Buyer Behaviour Assumptions Really Do MatterC · limited verificationCBook or conference paper: ANZMAC 2000 (Visionary Marketing for the 21st Century)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitone fruit juice category with variety-seeking behaviourThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[56]Byron Sharp, Sharyn Rundle-Thiele, John Dawes (1997). Three Conceptualisations of LoyaltyC · limited verificationCBook or conference paper: Australia New Zealand Marketing Educators Conference (ANZMAC), Monash Universitylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual ANZMAC conference paperThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

12The psychology of decisions and influence

67 sources

[1]Daniel Kahneman, Amos Tversky (1979). Prospect Theory: An Analysis of Decision under RiskA · independently confirmedAPeer-reviewed article in Econometrica, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemodel/methodMeasured inexperiment with participants (lab/online panel)Scope limitlab choices under risk; predominantly student samplesCitations47,71447,714 citations
[2]Amos Tversky, Daniel Kahneman (1974). Judgment under Uncertainty: Heuristics and BiasesA · limited verificationAPeer-reviewed article in Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual synthesis of research on lab heuristicsCitations28,40328,403 citations
[3]Amos Tversky, Daniel Kahneman (1981). The Framing of Decisions and the Psychology of ChoiceA · independently confirmedAPeer-reviewed article in Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab decision tasksCitations17,47917,479 citations
[4]Amos Tversky, Daniel Kahneman (1973). Availability: A Heuristic for Judging Frequency and ProbabilityA · independently confirmedAPeer-reviewed article in Cognitive Psychology, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitcognitive psychology lab experimentsCitations10,04410,044 citations
[5]Robert B. Zajonc (1968). Attitudinal Effects of Mere ExposureA · independently confirmedAPeer-reviewed article in Journal of Personality and Social Psychology (Monograph Supplement), a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab settings, various stimuliCitations6,7086,708 citations
[6]Robert B. Cialdini, Noah J. Goldstein (2004). Social Influence: Compliance and ConformityA · limited verificationAPeer-reviewed article in Annual Review of Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitliterature review of compliance and conformity research from 1997 to 2002Citations6,0416,041 citations
[7]Judith A. Chevalier, Dina Mayzlin (2006). The Effect of Word of Mouth on Sales: Online Book ReviewsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitone comparative study of book reviews and sales on Amazon and Barnes & NobleCitations6,0046,004 citations
[8]Daniel Kahneman (2003). A Perspective on Judgment and Choice: Mapping Bounded RationalityA · independently confirmedAPeer-reviewed article in American Psychologist, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of experiments on judgement and choice; no new dataCitations5,5505,550 citations
[9]Stanley Milgram (1963). Behavioral Study of ObedienceA · independently confirmedAPeer-reviewed article in Journal of Abnormal and Social Psychology, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limit40 male volunteers aged 20–50 from New Haven and surrounding communitiesCitations4,8774,877 citations
[10]Richard Thaler (1985). Mental Accounting and Consumer ChoiceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory; without a primary datasetCitations4,8384,838 citations
[11]Richard E. Petty, John T. Cacioppo, David Schumann (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitUS students, lab settingApplies wheninvolvementCitations4,6124,612 citations
[12]P. Wesley Schultz, Jessica M. Nolan, Robert B. Cialdini, Noah J. Goldstein, Vladas Griskevicius (2007). The Constructive, Destructive, and Reconstructive Power of Social NormsA · limited verificationAPeer-reviewed article in Psychological Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inconsumer servicesScope limithouseholds in a single Californian townCitations3,6873,687 citations
[13]Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in HotelsA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inconsumer servicesScope limittwo field experiments on reusing hotel towelsApplies whenmatch between the norm's reference group and the immediate contextCitations3,1903,190 citations
[14]Jonah Berger, Katherine L. Milkman (2012). What Makes Online Content Viral?A · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platforms, experiment with participants (lab/online panel)Scope limitall NYT articles over 3 months plus controlled experimentsApplies whenemotional arousal and specific emotionCitations3,1493,149 citations
[15]Sheena S. Iyengar, Mark R. Lepper (2000). When choice is demotivating: Can one desire too much of a good thing?A · depends on conditionsAPeer-reviewed article in Journal of Personality and Social Psychology, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), fast-moving consumer goods (FMCG)Scope limitthree field and lab choice studies with jams, chocolates, and essaysApplies whenpreference certainty, task difficulty, and option complexityCitations2,6122,612 citations
[16]Michael Trusov, Randolph E. Bucklin, Koen Pauwels (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking SiteA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitsingle social network (Friendster)Citations2,4082,408 citations
[17]Matthew J. Salganik, Peter Sheridan Dodds, Duncan J. Watts (2006). Experimental Study of Inequality and Unpredictability in an Artificial Cultural MarketA · depends on conditionsAPeer-reviewed article in Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitartificial music market; 14,341 participantsApplies whenstrength of social influenceCitations2,2172,217 citations
[18]Joel Huber, John W. Payne, Christopher Puto (1982). Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity HypothesisA · independently confirmedAPeer-reviewed article in Journal of Consumer Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiment tests of consumer choice of asymmetrically dominated decoysCitations2,0082,008 citations
[19]Itamar Simonson (1989). Choice Based on Reasons: The Case of Attraction and Compromise EffectsA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitstudents in the US, lab experimentApplies whenneed for justificationCitations1,8481,848 citations
[20]Rod Bond, Peter B. Smith (1996). Culture and Conformity: A Meta-Analysis of Studies Using Asch's (1952b, 1956) Line Judgment TaskA · depends on conditionsAPeer-reviewed article in Psychological Bulletin, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of lab conformity studies across culturesApplies whennational culture, historical period, and experimental designCitations1,4481,448 citations
[21]Noah Castelo, Maarten W. Bos, Donald R. Lehmann (2019). Task-Dependent Algorithm AversionA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limit4 online lab studies with 1,400+ and 2 online field studies with 56,000+ participantsApplies whenperceived objectivity of the task and affective human-likeness of the algorithmCitations1,4031,403 citations
[22]Dražen Prelec, George Loewenstein (1998). The Red and the Black: Mental Accounting of Savings and DebtA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model; no primary dataCitations1,3971,397 citations
[23]Barbara L. Fredrickson, Daniel Kahneman (1993). Duration Neglect in Retrospective Evaluations of Affective EpisodesA · independently confirmedAPeer-reviewed article in Journal of Personality and Social Psychology, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limittwo lab experiments on remembered affective episodesCitations1,1931,193 citations
[24]Melanie B. Tannenbaum, Justin Hepler, Rick S. Zimmerman, Lindsey Saul, Samantha Jacobs, Kristina Wilson, Dolores Albarracín (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories.A · depends on conditionsAPeer-reviewed article in Psychological Bulletin, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of fear appeals, predominantly experimentsApplies whenperceived self-efficacy of the recommended behaviourCitations1,1871,187 citations
[25]Anton Kühberger (1998). The Influence of Framing on Risky Decisions: A Meta-analysisA · depends on conditionsAPeer-reviewed article in Organizational Behavior and Human Decision Processes, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of lab studies on risky decision-makingApplies whentype of decision task and experimental designCitations1,1371,137 citations
[26]Benjamin Scheibehenne, Rainer Greifeneder, Peter M. Todd (2010). Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice OverloadA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of mainly lab choices and some field choicesApplies whentask difficulty, preference uncertainty and choice complexityCitations1,0621,062 citations
[27]Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, Tammo H.A. Bijmolt (2015). The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric FactorsA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and markets, online platformsScope limit1,532 effects from 96 studies, 40 platforms, and 26 categoriesApplies whenplatform, product, and eWOM metric factorsCitations1,0531,053 citations
[28]Alexander Chernev, Ulf Böckenholt, Joseph K. Goodman (2014). Choice overload: A conceptual review and meta‐analysisA · depends on conditionsAPeer-reviewed article in Journal of Consumer Psychology, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of primarily lab decision-making studiesApplies whenclarity of prior formed preferencesCitations841841 citations
[29]Adam D. Galinsky, Thomas Mussweiler (2001). First Offers as Anchors: The Role of Perspective-Taking and Negotiator FocusA · limited verificationAPeer-reviewed article in Journal of Personality and Social Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper; no primary dataCitations813813 citations
[30]Michael G. Luchs, Rebecca Walker Naylor, Julie R. Irwin, Rajagopal Raghunathan (2010). The Sustainability Liability: Potential Negative Effects of Ethicality on Product PreferenceA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitconsumer experiments with ethical positioning and product attributesApplies whenimportance of strength versus gentleness attributesCitations797797 citations
[31]Stephanie Mertens, Mario Herberz, Ulf J. J. Hahnel, Tobias Brosch (2022). The effectiveness of nudging: A meta-analysis of choice architecture interventions across behavioral domainsA · contestedAPeer-reviewed article in Proceedings of the National Academy of Sciences, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inacross categories and markets, experiment with participants (lab/online panel)Scope limitmeta-analysis of 447 effects from 212 publications (n = 2,148,439), 6 behavioural domains; after correcting for publication bias d 0.31 to 0.08Citations723723 citations
[32]Elizabeth J. Wilson, Daniel L. Sherrell (1993). Source effects in communication and persuasion research: A meta-analysis of effect sizeA · independently confirmedAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of primarily lab persuasion studiesCitations679679 citations
[33]Kristina Shampanier, Nina Mažar, Dan Ariely (2007). Zero as a Special Price: The True Value of Free ProductsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitmultiple choice experiments; free vs low positive priceCitations617617 citations
[34]Fine F. Leung, Flora F. Gu, Robert W. Palmatier (2022). Online influencer marketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limitconceptual framework derived from interviews with practitioners and consumersCitations532532 citations
[35]Romain Cadario, Pierre Chandon (2019). Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field ExperimentsA · depends on conditionsAPeer-reviewed article in Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured infast-moving consumer goods (FMCG), consumer servicesScope limitmeta-analysis of field nudging experiments in healthy eatingApplies whennudge type: shift from cognition through affect to behaviourCitations508508 citations
[36]Dustin J. Sleesman, Donald E. Conlon, Gerry McNamara, Jonathan E. Miles (2012). Cleaning Up the Big Muddy: A Meta-Analytic Review of the Determinants of Escalation of CommitmentA · depends on conditionsAPeer-reviewed article in Academy of Management Journal, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis of escalation of commitment studies, predominantly lab-basedApplies whentype of antecedent, decision context and study designCitations398398 citations
[37]Simona Botti, Sheena S. Iyengar (2006). The Dark Side of Choice: When Choice Impairs Social WelfareA · limited verificationAPeer-reviewed article in Journal of Public Policy & Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual policy analysis of the costs and benefits of consumer choiceCitations354354 citations
[38]David Gal, Derek D. Rucker (2018). The Loss of Loss Aversion: Will It Loom Larger Than Its Gain?A · limited verificationAPeer-reviewed article in Journal of Consumer Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual introduction to a scholarly dialogueCitations314314 citations
[39]Eric Greenleaf (1995). The Impact of Reference Price Effects on the Profitability of Price PromotionsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitanalytical promotion model with peanut butter illustrationCitations312312 citations
[40]Katherine L. Milkman, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Pepi Pandiloski, Yeji Park, Aneesh Rai, Max Bazerman, John Beshears, Lauri Bonacorsi, Colin Camerer, Edward Chang, Gretchen Chapman, Robert Cialdini, Hengchen Dai, Lauren Eskreis-Winkler, Ayelet Fishbach, James J. Gross, Samantha Horn, Alexa Hubbard, Steven J. Jones, Dean Karlan, Tim Kautz, Erika Kirgios, Joowon Klusowski, Ariella Kristal, Rahul Ladhania, George Loewenstein, Jens Ludwig, Barbara Mellers, Sendhil Mullainathan, Silvia Saccardo, Jann Spiess, Gaurav Suri, Joachim H. Talloen, Jamie Taxer, Yaacov Trope, Lyle Ungar, Kevin G. Volpp, Ashley Whillans, Jonathan Zinman, Angela L. Duckworth (2021). Megastudies improve the impact of applied behavioural scienceA · limited verificationAPeer-reviewed article in Nature, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inconsumer services, non-profit sectorScope limitfield megastudies, predominantly USCitations266266 citations
[41]Stephen Worchel, Jerry Lee, Akanbi Adewole (1975). Effects of Supply and Demand on Ratings of Object ValueA · depends on conditionsAPeer-reviewed article in Journal of Personality and Social Psychology, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitfemale undergraduate students; cookie experimentsApplies whencause of scarcityCitations258258 citations
[42]Timothy B. Heath, Subimal Chatterjee (1995). Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands: Meta-Analytic and Experimental EvidenceA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel)Scope limitmeta-analysis and lab consumer choicesApplies whenrelative quality of target brandCitations237237 citations
[43]Shane Frederick, Leonard Lee, Ernest Baskin (2014). The Limits of AttractionA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab choices of unnamed brandsCitations210210 citations
[44]John Beshears, Harry Kosowsky (2020). Nudging: Progress to date and future directionsA · limited verificationAPeer-reviewed article in Organizational Behavior and Human Decision Processes, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inexperiment with participants (lab/online panel), consumer servicesScope limitreview of 174 papers with 965 effect estimates; 56% lab and online studies, 44% field studies, countries not reportedCitations197197 citations
[45]Bruce G. S. Hardie, Eric J. Johnson, Peter S. Fader (1993). Modeling Loss Aversion and Reference Dependence Effects on Brand ChoiceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitsingle refrigerated orange juice purchase panelCitations9999 citations
[46]William J. Qualls, Christopher P. Puto (1989). Organizational Climate and Decision Framing: An Integrated Approach to Analyzing Industrial Buying DecisionsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitnational sample of industrial buyers, experimentCitations8888 citations
[47]Yuanyuan (Gina) Cui, Patrick van Esch (2022). Autonomy and Control: How Political Ideology Shapes the Use of Artificial IntelligenceA · depends on conditionsAPeer-reviewed article in Psychology & Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitfour US consumer studies of AI-assisted versus self-service checkoutsApplies whenpolitical ideology and its salienceCitations5353 citations
[48]Eric J. Johnson, Daniel Goldstein (2003). Do Defaults Save Lives?A · independently confirmedAPeer-reviewed article in Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typefield experimentMeasured innon-profit sector, experiment with participants (lab/online panel)Scope limitconsent for organ donation; cross-country comparison and experimentsCitations5151 citations
[49]Simona Botti, Sheena S. Iyengar, Ann L. McGill (2023). Choice FreedomA · limited verificationAPeer-reviewed article in Journal of Consumer Psychology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematising consumer-psychology review of freedom of choiceCitations4444 citations
[50]Yedi Wang, Jiaji Zhu, Renhuai Liu, Yushi Jiang (2024). Enhancing recommendation acceptance: Resolving the personalization–privacy paradox in recommender systems: A privacy calculus perspectiveA · limited verificationAPeer-reviewed article in International Journal of Information Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitthree experiments and one qualitative study of a recommender systemCitations4040 citations
[51]Eric J. Johnson, Suzanne B. Shu, Benedict G. C. Dellaert, Craig R. Fox, Daniel G. Goldstein, Gerald Haeubl, Richard P. Larrick, John W. Payne, Ellen Peters, David Schkade, Brian Wansink, Elke U. Weber (2012). Beyond nudges: Tools of a choice architectureA · limited verificationAPeer-reviewed article in Marketing Letters, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review of choice architecture tools and their applicationsCitations3939 citations
[52]André Bueno Saab, Delane Botelho (2020). Are organizational buyers rational? Using price heuristics in functional risk judgmentA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiment with organisational buyersCitations3838 citations
[53]Małgorzata Karpińska-Krakowiak, Martin Eisend (2021). The Effects of Animistic Thinking, Animistic Cues, and Superstitions on Brand Responses on Social MediaA · depends on conditionsAPeer-reviewed article in Journal of Interactive Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limittwo social media experimentsApplies whenconsumer superstitious beliefsCitations2929 citations
[54]Anita Rao, Raluca Ursu (2025). The Impact of Voluntary LabelingA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitNielsen food product data plus preregistered Prolific experimentsCitations77 citations
[55]William Heyward Hampton, Christian Hildebrand (2025). Haptic Rewards: How Mobile Vibrations Shape Reward Response and Consumer ChoiceA · limited verificationAPeer-reviewed article in Journal of Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitcontrolled experiments plus a nationwide field experimentCitations77 citations
[56]Celia Gaertig, Joseph P. Simmons (2025). Why (and When) Are Uncertain Price Promotions More Effective Than Equivalent Sure Discounts?A · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitfive preregistered experiments; N=8,969Applies whenperceived triviality of a guaranteed discountCitations55 citations
[57]Sinh Thoi Mai (2026). The value of a SMILE in public fundraising: Evidence from ICOsA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitICO fundraising marketsCitations0
[58]Clara Galle, Vanessa Lau, Florian Dost (2026). Beyond youth: The optimal age for influencer credibility and marketing successA · depends on conditionsAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limit204 accounts plus TikTok field test and Prolific experimentsApplies whenhuman vs virtual influencer and audience ageCitations0
[59]Stefano DellaVigna, Elizabeth Linos (2022). RCTs to Scale: Comprehensive Evidence From Two Nudge UnitsA · limited verificationAPeer-reviewed article in Econometrica, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured innon-profit sectorScope limittwo US government nudge unitsCitations0
[60]William Samuelson, Richard Zeckhauser (1988). Status quo bias in decision makingB · independently confirmedBPeer-reviewed article in Journal of Risk and Uncertaintyindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typelab experimentMeasured inexperiment with participants (lab/online panel), consumer servicesScope limitlab decisions and faculty health and pension plansCitations5,9365,936 citations
[61]Elliot Aronson, Ben Willerman, Joanne Floyd (1966). The effect of a pratfall on increasing interpersonal attractivenessB · depends on conditionsBPeer-reviewed article in Psychonomic Sciencedepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitsingle US student lab experiment from 1966Applies whenperceived competence of the individualCitations217217 citations
[62]Norbert Schwarz, Madeline Jalbert, Tom Noah, Lynn Zhang (2020). Metacognitive experiences as information: Processing fluency in consumer judgment and decision makingB · depends on conditionsBPeer-reviewed article in Consumer Psychology Reviewdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of processing fluency experimentsApplies whenattributed source of fluency and naive beliefsCitations174174 citations
[63]Jon Jachimowicz, Shannon Duncan, Elke U. Weber, Eric J. Johnson (2019). When and why defaults influence decisions: a meta-analysis of default effectsB · depends on conditionsBPeer-reviewed article in Behavioural Public Policydepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel), non-profit sector, consumer servicesScope limit58 default option studies, 73,675 participantsApplies whenclarity of decision-makers' pre-formed preferencesCitations5555 citations
[64]Wenting Feng, Shu‐Yun Xue, Tao Wang (2025). The influence of repeated two-syllable communication strategy on AI customer service interactionB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limit4 experiments with young participants from Chinese universities (N = 135, 131, 127, 192), fictitious brands, written chatbot text in ChineseCitations88 citations
[65]Maximilian Maier, Frantis̆ek Bartos̆, T. D. Stanley, David R. Shanks, Adam J. L. Harris, Eric‐Jan Wagenmakers (2022). No evidence for nudging after adjusting for publication biasC · contestedCBook or conference paper: Proceedings of the National Academy of SciencescontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel), non-profit sector, consumer servicesScope limitreanalysis of a nudging meta-analysis after correcting for publication biasCitations295295 citations
[66]Eytan Bakshy, Dean Eckles, Rong Yan, Itamar Rosenn (2012). Social Influence in Social Advertising: Evidence from Field ExperimentsC · depends on conditionsCBook or conference paper: Proceedings of the 13th ACM Conference on Electronic Commercedepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inonline platformsScope limittwo large randomised Facebook field experiments with approximately 5.3 million usersApplies whennumber of social cues and tie strengthCitations202202 citations
[67]Barnabás Szászi, Anthony Higney, Aaron Charlton, Andrew Gelman, Ignazio Ziano, Balázs Aczél, Daniel G. Goldstein, David S. Yeager, Elizabeth Tipton (2022). No reason to expect large and consistent effects of nudge interventionsC · contestedCBook or conference paper: Proceedings of the National Academy of SciencescontestedConflicting results have been published; the dispute is unresolved.Study typemeta-analysisMeasured inexperiment with participants (lab/online panel), non-profit sector, consumer servicesScope limitcritique of a nudging meta-analysis across domains and countriesCitations151151 citations

13Digital marketing, platforms and AI

107 sources

[1]Albert-László Barabási, Réka Albert (1999). Emergence of Scaling in Random NetworksA · limited verificationAPeer-reviewed article in Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limittheoretical preferential-attachment network model with illustrative large-scale networksCitations36,66736,667 citations
[2]Gediminas Adomavicius, Alexander Tuzhilin (2005). Toward the Next Generation of Recommender Systems: A Survey of the State-of-the-Art and Possible ExtensionsA · limited verificationAPeer-reviewed article in IEEE Transactions on Knowledge and Data Engineering, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of recommender-system methods and research agenda without a new datasetCitations10,34510,345 citations
[3]Judith A. Chevalier, Dina Mayzlin (2006). The Effect of Word of Mouth on Sales: Online Book ReviewsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitone comparative study of book reviews and sales on Amazon and Barnes & NobleCitations6,0046,004 citations
[4]Jonah Berger, Katherine L. Milkman (2012). What Makes Online Content Viral?A · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platforms, experiment with participants (lab/online panel)Scope limitall NYT articles over 3 months plus controlled experimentsApplies whenemotional arousal and specific emotionCitations3,1493,149 citations
[5]Thomas Davenport, Abhijit Guha, Dhruv Grewal, Timna Bressgott (2020). How Artificial Intelligence Will Change the Future of MarketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual framework of AI marketing and research agenda; no original dataCitations2,5222,522 citations
[6]Peter C. Verhoef, P.K. Kannan, J. Jeffrey Inman (2015). From Multi-Channel Retailing to Omni-Channel RetailingA · limited verificationAPeer-reviewed article in Journal of Retailing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework of omni-channel retailingCitations2,4812,481 citations
[7]Matthew J. Salganik, Peter Sheridan Dodds, Duncan J. Watts (2006). Experimental Study of Inequality and Unpredictability in an Artificial Cultural MarketA · depends on conditionsAPeer-reviewed article in Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitartificial music market; 14,341 participantsApplies whenstrength of social influenceCitations2,2172,217 citations
[8]Thomas A. DiPrete, Gregory M. Eirich (2006). Cumulative Advantage as a Mechanism for Inequality: A Review of Theoretical and Empirical DevelopmentsA · limited verificationAPeer-reviewed article in Annual Review of Sociology, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsociological review of education, careers, and life-course processesCitations2,0442,044 citations
[9]Chiara Longoni, Andrea Bonezzi, Carey K. Morewedge (2019). Resistance to Medical Artificial IntelligenceA · depends on conditionsAPeer-reviewed article in Journal of Consumer Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitnine real and hypothetical consumer studies of medical AIApplies whenpersonalisation, self-focused versus other-focused goals, and AI support versus replacementCitations1,8691,869 citations
[10]Ming‐Hui Huang, Roland T. Rust (2020). A strategic framework for artificial intelligence in marketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review and strategic frameworkCitations1,7191,719 citations
[11]P.K. Kannan, H. Alice Li (2016). Digital marketing: A framework, review and research agendaA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review and digital marketing agendaCitations1,6391,639 citations
[12]Noah Castelo, Maarten W. Bos, Donald R. Lehmann (2019). Task-Dependent Algorithm AversionA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limit4 online lab studies with 1,400+ and 2 online field studies with 56,000+ participantsApplies whenperceived objectivity of the task and affective human-likeness of the algorithmCitations1,4031,403 citations
[13]Erik Brynjolfsson, Yu (Jeffrey) Hu, Michael D. Smith (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online BooksellersA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitsingle US online-bookseller application of demand for increased product varietyCitations1,2251,225 citations
[14]Michel Wedel, P. K. Kannan (2016). Marketing Analytics for Data-Rich EnvironmentsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual frameworkCitations1,1471,147 citations
[15]Stefano Puntoni, Rebecca Walker Reczek, Markus Giesler, Simona Botti (2021). Consumers and Artificial Intelligence: An Experiential PerspectiveA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual synthesis; no primary dataCitations1,0911,091 citations
[16]Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P. K. Kannan (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer BehaviorA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), online platformsScope limitsingle large customer panel of a wine retailerApplies whencustomers' technological sophistication, social media engagement and channel combinationsCitations949949 citations
[17]Andrei Hagiu, Julian Wright (2015). Multi-Sided PlatformsA · limited verificationAPeer-reviewed article in International Journal of Industrial Organization, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limiteconomic theory of platform-seller boundaries; no original dataCitations883883 citations
[18]Dokyun Lee, Kartik Hosanagar, Harikesh S. Nair (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from FacebookA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limit106,316 Facebook posts across 782 companies; observational associationsCitations879879 citations
[19]Kristopher Floyd, Ryan Freling, Saad A. Alhoqail, Hyun Young Cho, Traci H. Freling (2014). How Online Product Reviews Affect Retail Sales: A Meta-analysisA · depends on conditionsAPeer-reviewed article in Journal of Retailing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inonline platformsScope limitonline retail reviewsApplies whenproduct type (experience vs search)Citations611611 citations
[20]Artem Timoshenko, John R. Hauser (2019). Identifying Customer Needs from User-Generated ContentA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitoral care and engine data, ML method validationCitations512512 citations
[21]Joost Rietveld, Melissa A. Schilling (2021). Platform Competition: A Systematic and Interdisciplinary Review of the LiteratureA · limited verificationAPeer-reviewed article in Journal of Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limitsystematic review of 333 platform studies, 1985–2019Citations487487 citations
[22]Jan Kietzmann, Jeannette Paschen, Emily Treen (2018). Artificial Intelligence in AdvertisingA · limited verificationAPeer-reviewed article in Journal of Advertising Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual article on AI in advertisingCitations486486 citations
[23]Ya You, Gautham Vadakkepatt, Amit Joshi (2015). A Meta-Analysis of Electronic Word-of-Mouth ElasticityA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inonline platforms, consumer durables, fast-moving consumer goods (FMCG)Scope limit51 studies of electronic WOM and 610 elasticitiesApplies whenproduct, industry and platform characteristicsCitations462462 citations
[24]Jeannette Paschen, Jan Kietzmann, Tim C. Kietzmann (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketingA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper on B2B AICitations397397 citations
[25]Hannes Datta, George Knox, Bart J. Bronnenberg (2018). Changing Their Tune: How Consumers' Adoption of Online Streaming Affects Music Consumption and DiscoveryA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, online platformsScope limitsingle cross-platform music listening panel; effects tracked over six monthsCitations281281 citations
[26]Kartik Hosanagar, Daniel Fleder, Dokyun Lee, Andreas Buja (2014). Will the Global Village Fracture into Tribes? Recommender Systems and Their Effects on Consumer FragmentationA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitsingle online personalisation study with model-based decompositionCitations274274 citations
[27]Neeraj Pandey, Preeti Nayal, Abhijeet Singh Rathore (2020). Digital marketing for B2B organizations: structured literature review and future research directionsA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2BScope limitliterature review and B2B interviewsCitations238238 citations
[28]Erik Brynjolfsson, Yu (Jeffrey) Hu, Michael D. Smith (2010). Long Tails vs. Superstars: The Effect of Information Technology on Product Variety and Sales Concentration PatternsA · limited verificationAPeer-reviewed article in Information Systems Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitresearch commentary and taxonomy of long-tail/superstar mechanisms without new dataCitations217217 citations
[29]Frank Germann, Gary L. Lilien, Arvind Rangaswamy (2012). Performance implications of deploying marketing analyticsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitcross-industry survey of firmsCitations203203 citations
[30]Erik Brynjolfsson, Yu (Jeffrey) Hu, Duncan Simester (2011). Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product SalesA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platforms, consumer durablesScope limitsingle multi-channel clothing retailer comparing catalogue and InternetCitations202202 citations
[31]Patrick Mikalef, Kieran Conboy, John Krogstie (2021). Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approachA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations200200 citations
[32]Gal Oestreicher-Singer, Arun Sundararajan (2012). The Visible Hand? Demand Effects of Recommendation Networks in Electronic MarketsA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platforms, consumer durablesScope limitbook co-purchasing networks on AmazonCitations182182 citations
[33]Md Afnan Hossain, Raj Agnihotri, Md Rifayat Islam Rushan, Muhammad Sabbir Rahman, Sumaiya Farhana Sumi (2022). Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: Evidence from the manufacturing industryA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitBangladeshi apparel manufacturers for exportCitations172172 citations
[34]Deep Shree, Rajesh Kumar Singh, Justin Paul, Andy Wei Hao, Shichun Xu (2021). Digital platforms for business-to-business markets: A systematic review and future research agendaA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of 10 years of literature on B2B digital platformsCitations170170 citations
[35]Zachary Anesbury, Magda Nenycz-Thiel, John Dawes and Rachel Kennedy (2016). How Do Shoppers Behave Online? An Observational Study of Online Grocery ShoppingA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, 15: 261-270, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), online platformsScope limit40 inexperienced UK online grocery shoppers, 12 categories and 2 retailersCitations155The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.155 citations
[36]Lujie Chen, Mengqi Jiang, Fu Jia, Guoquan Liu (2021). Artificial intelligence adoption in business-to-business marketing: toward a conceptual frameworkA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework from a content analysis of 59 papers; no primary dataCitations144144 citations
[37]Masoud Moradi, Mayukh Dass (2022). Applications of artificial intelligence in B2B marketing: Challenges and future directionsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of AI in B2B marketing; no primary dataCitations114114 citations
[38]Luis Aguiar, Joel Waldfogel (2018). Quality Predictability and the Welfare Benefits from New Products: Evidence from the Digitization of Recorded MusicA · limited verificationAPeer-reviewed article in Journal of Political Economy, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitUS recorded-music data from 2006 to 2011 in one structural demand/entry modelCitations111111 citations
[39]Davide Di Fatta, Dean Patton, Giampaolo Viglia (2017). The determinants of conversion rates in SME e-commerce websitesA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitSME e-commerce websitesCitations8888 citations
[40]Laura Lucia‐Palacios, Raúl Pérez‐López (2021). Effects of Home Voice Assistants’ Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of InteractivityA · depends on conditionsAPeer-reviewed article in Journal of Interactive Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inconsumer durablesScope limit607 questionnaires on voice assistantsApplies wheninteractivityCitations8787 citations
[41]Luis Aguiar, Joel Waldfogel (2021). Platforms, Power, and Promotion: Evidence from Spotify Playlists*A · limited verificationAPeer-reviewed article in Journal of Industrial Economics, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, online platforms, consumer servicesScope limita single Spotify playlist dataset with discontinuity and instrumental-variable designsCitations8080 citations
[42]Kimberley Hardcastle, Lizette Vorster Larsen, David Brown (2025). Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer ExperienceA · limited verificationAPeer-reviewed article in Journal of Advertising, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitqualitative interviews and 20 customer-journey maps on AI personalisationCitations8080 citations
[43]Andrey Simonov, Chris Nosko, Justin M. Rao (2018). Competition and Crowd-Out for Brand Keywords in Sponsored SearchA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitBing experiments across thousands of brandsCitations7474 citations
[44]Ana Valenzuela, Stefano Puntoni, Donna Hoffman, Noah Castelo, Julian De Freitas, Berkeley Dietvorst, Christian Hildebrand, Young Eun Huh, Robert Meyer, Miranda R. Sweeney, Sanaz Talaifar, Geoff Tomaino, Klaus Wertenbroch (2024). How Artificial Intelligence Constrains the Human ExperienceA · limited verificationAPeer-reviewed article in Journal of the Association for Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paperCitations6767 citations
[45]Wondwesen Tafesse, Mumin Dayan (2023). Content Creators' Participation in the Creator Economy: Examining the Effect of Creators' Content Sharing Frequency on User Engagement Behavior on Digital PlatformsA · depends on conditionsAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platformsScope limitdata on TikTok creatorsApplies whenfollower count and competitionCitations5555 citations
[46]Yuanyuan (Gina) Cui, Patrick van Esch (2022). Autonomy and Control: How Political Ideology Shapes the Use of Artificial IntelligenceA · depends on conditionsAPeer-reviewed article in Psychology & Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitfour US consumer studies of AI-assisted versus self-service checkoutsApplies whenpolitical ideology and its salienceCitations5353 citations
[47]Luis Aguiar, Joel Waldfogel, Sarah Waldfogel (2021). Playlisting Favorites: Measuring Platform Bias in the Music IndustryA · limited verificationAPeer-reviewed article in International Journal of Industrial Organization, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limit14,747 top-20 entries, 5,736 tracks and 26 countries on Spotify in 2017Citations4444 citations
[48]Marc Bourreau, Germain Gaudin (2021). Streaming platform and strategic recommendation biasA · limited verificationAPeer-reviewed article in Journal of Economics & Management Strategy, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured insubscription models, online platformsScope limittheoretical model of a streaming platform with two providersCitations4343 citations
[49]Leonardo Augusto de Vasconcelos Gomes, Ana Lúcia Figueiredo Facin, Lorenna Fernandes Leal, Eduardo Zancul, Mário Sérgio Salerno, Felipe Mendes Borini (2022). The emergence of the ecosystem management function in B2B firmsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitinductive case study of 5 B2B companies, without quantified effectsCitations4343 citations
[50]Yedi Wang, Jiaji Zhu, Renhuai Liu, Yushi Jiang (2024). Enhancing recommendation acceptance: Resolving the personalization–privacy paradox in recommender systems: A privacy calculus perspectiveA · limited verificationAPeer-reviewed article in International Journal of Information Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitthree experiments and one qualitative study of a recommender systemCitations4040 citations
[51]Katja Gelbrich, Holger Roschk, Sandra Miederer, Alina Kerath (2025). Automated Versus Human Agents: A Meta-Analysis of Customer Responses to Robots, Chatbots, and Algorithms and Their ContingenciesA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of 943 effects from 327 studiesApplies whenagent type, AI task requirements, and salience of human versus machine natureCitations2727 citations
[52]Jens W. Paschmann, Hernán A. Bruno, Harald J. van Heerde, Franziska Völckner, Kristina Klein (2024). Driving Mobile App User Engagement Through GamificationA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inonline platforms, consumer servicesScope limitone field experiment with a mobile applicationCitations2626 citations
[53]Arnd Vomberg, Christian Homburg, Panagiotis Sarantopoulos (2024). Algorithmic pricing: Effects on consumer trust and price searchA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limitfour experiments with stimuli and one real-world encounter with ADPApplies whenexperience with ADP and market normCitations1919 citations
[54]Gizem Yalcin, Sarah Lim, Stefano Puntoni, Stijn M. J. van Osselaer (2021). Thumbs Up or Down: Consumer Reactions to Decisions by Algorithms Versus HumansA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitten lab and online studiesApplies whendecision valence (favourable vs unfavourable)Citations1212 citations
[55]Max J. Pachali, Hannes Datta (2024). What Drives Demand for Playlists on Spotify?A · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platforms, subscription modelsScope limit30,000+ Spotify playlists; additions of featured artists and performersCitations1111 citations
[56]Zachary William Anesbury, Callum Davies, Carl Driesener, Bill Page, Luke Greenacre, Song Yang, Johan Bruwer (2022). Death by 1000 ‘true fans’: Do marketing laws apply to music listening?A · independently confirmedAPeer-reviewed article in Journal of Consumer Behaviour, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inonline platformsScope limitfour Last.fm datasets with 84 million plays/27,000 users and a US survey of 1,000+Citations11The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.11 citations
[57]Stefano Puntoni, Klaus Wertenbroch (2024). Being Human in the Age of AIA · limited verificationAPeer-reviewed article in Journal of the Association for Consumer Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual frameworkCitations99 citations
[58]Zemin Zhong, Wenyu Zhou, Jiewei Li, Peng Li (2026). Regional Poverty Alleviation Partnership and E-Commerce TradeA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitdata on China's East-West anti-poverty partnershipCitations77 citations
[59]Pierre-Yann Dolbec, Andrew N. Smith (2025). From fame and followers to fortune: How person-brands capture value in the creator economyA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limitanalysis of over 100 personal brands across marketsCitations55 citations
[60]Yuliia Kyrdoda, Giacomo Marzi, Donata Vianelli (2025). Digital transformation in the B2B context: A review, theorisation and future perspectivesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometric systematic review of B2B digital transformationCitations55 citations
[61]Pelin Geyik, Henri Weijo (2025). How consumer market orientations shape algorithmic appreciation and avoidance in fashionA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platforms, consumer durablesScope limitqualitative interviews with Instagram users in fashionCitations33 citations
[62]Daniel Fleder, Kartik Hosanagar (2009). Blockbuster Culture's Next Rise or Fall: The Impact of Recommender Systems on Sales DiversityA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitanalytical model and recommender system simulations; without field resultsCitations11 citation
[63]Sinh Thoi Mai (2026). The value of a SMILE in public fundraising: Evidence from ICOsA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitICO fundraising marketsCitations0
[64]Cenhua Lyu, Yangyang Jiang, M.S. Balaji, Yi Wang (2026). Synchronous technology-mediated service experience: conceptualization, scale development, and validationA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inconsumer services, online platformsScope limitAirbnb Online Experiences usersCitations0
[65]Clara Galle, Vanessa Lau, Florian Dost (2026). Beyond youth: The optimal age for influencer credibility and marketing successA · depends on conditionsAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limit204 accounts plus TikTok field test and Prolific experimentsApplies whenhuman vs virtual influencer and audience ageCitations0
[66]F. Maxwell Harper, Joseph A. Konstan (2015). The MovieLens DatasetsB · limited verificationBPeer-reviewed article in ACM Transactions on Interactive Intelligent Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typedatasetMeasured inonline platformsScope limitMovieLens usersCitations3,9153,915 citations
[67]Peter S. H. Leeflang, Peter C. Verhoef, Peter Dahlström, Tjark Freundt (2014). Challenges and solutions for marketing in a digital eraB · limited verificationBPeer-reviewed article in European Management Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper on digital marketingCitations757757 citations
[68]Marius Kaminskas, Derek Bridge (2016). Diversity, Serendipity, Novelty, and Coverage: A Survey and Empirical Analysis of Beyond-Accuracy Objectives in Recommender SystemsB · limited verificationBPeer-reviewed article in ACM Transactions on Interactive Intelligent Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limitsurvey plus offline evaluations of recommender systems across datasetsCitations448448 citations
[69]Judith Möller, Damian Trilling, Natali Helberger, Bram van Es (2018). Do Not Blame It on the Algorithm: An Empirical Assessment of Multiple Recommender Systems and Their Impact on Content DiversityB · limited verificationBPeer-reviewed article in Information, Communication & Societylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured inonline platformsScope limitDutch simulation of news recommendations; 500 users and 21,973 articlesCitations380380 citations
[70]Natali Helberger, Kari Karppinen, Lucia D'Acunto (2018). Exposure Diversity as a Design Principle for Recommender SystemsB · limited verificationBPeer-reviewed article in Information, Communication & Societylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual design principles for recommendation systems for news and media; no dataCitations353353 citations
[71]Runyue Han, Hugo K.S. Lam, Yuanzhu Zhan, Yichuan Wang, Yogesh K. Dwivedi, Kim Hua Tan (2021). Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directionsB · limited verificationBPeer-reviewed article in Industrial Management & Data Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometric analysis of 221 articles from 1990 to 2021; measures publication activity rather than AI effectivenessCitations162162 citations
[72]James Bisbee, Joshua D. Clinton, Cassy Dorff, Brenton Kenkel, Jennifer Larson (2024). Synthetic Replacements for Human Survey Data? The Perils of Large Language ModelsB · limited verificationBPeer-reviewed article in Political Analysislimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitsingle model (ChatGPT) vs ANES 2016–2020, US public opinion, 3-month windowCitations143143 citations
[73]Dawn Iacobucci, Maria Petrescu, Anjala S. Krishen, Michael Bendixen (2019). The state of marketing analytics in research and practiceB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of marketing analyticsCitations114114 citations
[74]Massimo Airoldi, Joonas Rokka (2022). Algorithmic Consumer CultureB · limited verificationBPeer-reviewed article in Consumption Markets & Culturelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework of algorithmic consumer culture without a new empirical testCitations9797 citations
[75]Jiaming Fang, Benjamin George, Yunfei Shao, Chao Wen (2016). Affective and cognitive factors influencing repeat buying in e-commerceB · depends on conditionsBPeer-reviewed article in Electronic Commerce Research and Applicationsdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platformsScope limit651 Chinese online shoppersApplies whentask-focused shopping motivationCitations6666 citations
[76]Arnt Maasø, Anja Nylund Hagen (2020). Metrics and Decision-Making in Music StreamingB · limited verificationBPeer-reviewed article in Popular Communicationlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, online platforms, consumer servicesScope limit15 semi-structured interviews with Norwegian music industry professionalsCitations5454 citations
[77]Arnt Maasø, Hendrik Storstein Spilker (2022). The Streaming Paradox: Untangling the Hybrid Gatekeeping Mechanisms of Music StreamingB · limited verificationBPeer-reviewed article in Popular Music & Societylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platforms, consumer servicesScope limitstreaming interfaces, stakeholder interviews and user dataCitations5050 citations
[78]Maryna Chepurna, Josep Rialp Criado (2018). Identification of barriers to co-create on-line: the perspectives of customers and companiesB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limit40 qualitative interviews: 20 customers and 20 marketing specialistsCitations4747 citations
[79]Jean-Samuel Beuscart, Samuel Coavoux, Sisley Maillard, Liz Carey-Libbrecht (2019). Music recommendation algorithms and listener autonomyB · limited verificationBPeer-reviewed article in Réseauxlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitsingle French panel of music streaming usersCitations3737 citations
[80]Maria Petrescu, Anjala S. Krishen (2023). A decade of marketing analytics and more to come: JMA insightsB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of marketing analyticsCitations2222 citations
[81]Sara Herrada-Lores, Ma Mercedes Cuyás Palazón Cuyás Palazón, María Ángeles Iniesta Bonillo, Antonia Estrella-Ramón (2024). The communication of sustainability on social media: the role of dialogical communicationB · depends on conditionsBPeer-reviewed article in Journal of Research in Interactive Marketingdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typelab experimentMeasured inexperiment with participants (lab/online panel), online platformsScope limittwo 2x2 experiments with social media messagesApplies whendialogic versus monologic message formatCitations1818 citations
[82]Wenting Feng, Shu‐Yun Xue, Tao Wang (2025). The influence of repeated two-syllable communication strategy on AI customer service interactionB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limit4 experiments with young participants from Chinese universities (N = 135, 131, 127, 192), fictitious brands, written chatbot text in ChineseCitations88 citations
[83]Augustin Godinot, Fabien Tarissan (2023). Measuring the Effect of Collaborative Filtering on the Diversity of Users' AttentionB · limited verificationBPeer-reviewed article in Applied Network Sciencelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitsingle music recommendation network; gains are concentrated among low-activity usersCitations77 citations
[84]Dougal Shakespeare, Victor Chareyron, Camille Roth (2025). Reframing the Filter Bubble through Diverse Scale Effects in Online Music ConsumptionB · depends on conditionsBPeer-reviewed article in Scientific Reportsdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured insubscription models, online platforms, consumer servicesScope limitapproximately 50,000 Deezer users across affordancesApplies whenanalytical scale, affordance metric, and diversity metricCitations11 citation
[85]Tien T. Nguyen, Pik-Mai Hui, F. Maxwell Harper, Loren Terveen, Joseph A. Konstan (2014). Exploring the Filter Bubble: The Effect of Using Recommender Systems on Content DiversityC · limited verificationCBook or conference paper: Proceedings of the 23rd International Conference on World Wide Weblimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitlongitudinal MovieLens user dataCitations439439 citations
[86]Allison J. B. Chaney, Brandon Stewart, Barbara E. Engelhardt (2018). How algorithmic confounding in recommendation systems increases homogeneity and decreases utilityC · limited verificationCBook or conference paper: Proceedings of the 12th ACM Conference on Recommender Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platforms, experiment with participants (lab/online panel)Scope limitsimulated recommendation communities and feedback loopsCitations325325 citations
[87]Rishabh Mehrotra, James McInerney, Hugues Bouchard, Mounia Lalmas, Fernando Diaz (2018). Towards a Fair Marketplace: Counterfactual Evaluation of the Trade-off between Relevance, Fairness and Satisfaction in Recommendation SystemsC · limited verificationCBook or conference paper: Proceedings of the 27th ACM International Conference on Information and Knowledge Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured insubscription models, online platformsScope limitsingle counterfactual policy evaluation in a music marketplaceCitations285285 citations
[88]Òscar Celma (2010). Music Recommendation and Discovery: The Long Tail, Long Fail, and Long Play in the Digital Music SpaceC · limited verificationCBook or conference paper: Springerlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inonline platformsScope limit194-page scholarly book with a review of methods and two recommender applicationsCitations212212 citations
[89]Ashton Anderson, Lucas Maystre, Ian Anderson, Rishabh Mehrotra, Mounia Lalmas (2020). Algorithmic Effects on the Diversity of Consumption on SpotifyC · depends on conditionsCBook or conference paper: Proceedings of The Web Conference 2020depends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platformsScope limit850 million Spotify playlists, 100+ million Premium users, and one randomised experimentApplies wheninitial listener diversityCitations195195 citations
[90]Dietmar Jannach, Gediminas Adomavicius (2016). Recommendations with a PurposeC · limited verificationCBook or conference paper: Proceedings of the 10th ACM Conference on Recommender Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework of recommender system objectives; without original dataCitations185185 citations
[91]Himan Abdollahpouri (2019). Popularity Bias in Ranking and RecommendationC · limited verificationCBook or conference paper: Proceedings of the 2019 AAAI/ACM Conference on AI, Ethics, and Societylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inonline platformsScope limitconceptual review of popularity bias and proposal of fairness-aware algorithmsCitations113113 citations
[92]Himan Abdollahpouri, Robin Burke, Bamshad Mobasher (2019). Managing Popularity Bias in Recommender Systems with Personalized Re-rankingC · limited verificationCBook or conference paper: Proceedings of the 32nd International Florida Artificial Intelligence Research Society Conference (FLAIRS)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitone personalised re-ranking method evaluated offlineCitations8686 citations
[93]Oleg Lesota, Alessandro B. Melchiorre, Navid Rekabsaz, Stefan Brandl, Dominik Kowald, Elisabeth Lex, Markus Schedl (2021). Analyzing Item Popularity Bias of Music Recommender Systems: Are Different Genders Equally Affected?C · limited verificationCBook or conference paper: Proceedings of the 15th ACM Conference on Recommender Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitLast.fm LFM-2b data; seven recommender algorithmsCitations6868 citations
[94]Robin Burke (2017). Multisided Fairness for RecommendationC · limited verificationCBook or conference paper: arXiv (FATML Workshop)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitfive-page paper on taxonomy/architecture without an empirical experimentCitations3232 citations
[95]Olivier Jeunen, Bart Goethals (2021). Top-K Contextual Bandits with Equity of ExposureC · limited verificationCBook or conference paper: Fifteenth ACM Conference on Recommender Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platforms, experiment with participants (lab/online panel)Scope limitsimulated experiments with a top-k contextual banditCitations2323 citations
[96]Quentin Villermet, Jérémie Poiroux, Manuel Moussallam, Thomas Louail, Camille Roth (2021). Follow the guides: disentangling human and algorithmic curation in online music consumptionC · depends on conditionsCBook or conference paper: Fifteenth ACM Conference on Recommender Systemsdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured insubscription models, online platforms, consumer servicesScope limit8,639 paying Deezer users in France over one yearApplies whenorientation of user steering and type of curatorshipCitations1919 citations
[97]Byron Sharp, Nick Danenberg, Steven Bellman (2018). Psychological Targeting (A Critical Comment)C · contestedCBook or conference paper: PNAS (Proceedings of the National Academy of Sciences)contestedConflicting results have been published; the dispute is unresolved.Study typeobservational studyMeasured inonline platformsScope limitcritical reanalysis of three Facebook advertising studiesCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[98]David Holtz, Benjamin Carterette, Praveen Chandar, Zahra Nazari, Henriette Cramer, Sinan Aral (2020). The Engagement-Diversity Connection: Evidence from a Field Experiment on SpotifyC · limited verificationCBook or conference paper: Proceedings of the 21st ACM Conference on Economics and Computationlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typefield experimentMeasured insubscription models, online platformsScope limitone randomised field experiment with a Spotify podcastCitations1414 citations
[99]Himan Abdollahpouri, Masoud Mansoury, Robin Burke, Bamshad Mobasher (2020). The Connection between Popularity Bias, Calibration, and Fairness in RecommendationC · limited verificationCBook or conference paper: Proceedings of the 14th ACM Conference on Recommender Systemslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitMovieLens and Last.fm offline datasetsCitations1010 citations
[100]Alexander Ploshkin, Vladislav Tytskiy, Alexey Pismenny, Vladimir Baikalov, Evgeny Taychinov, Artem Permiakov, Daniil Burlakov, Eugene Krofto, Nikita Savushkin (2025). Yambda-5B -- A Large-Scale Multi-modal Dataset for Ranking and RetrievalC · limited verificationCBook or conference paper: Proceedings of the 19th ACM Conference on Recommender Systems (RecSys '25)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typedatasetMeasured insubscription models, online platformsScope limitonly Yandex Music streaming dataCitations99 citations
[101]Brian Manolovitz, Mitsunori Ogihara (2021). Repeated Listens in the Music Discovery ProcessC · limited verificationCBook or conference paper: Recommender Systems for Medicine and Music (Studies in Computational Intelligence, vol. 946)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured insubscription models, online platformsScope limita single music discovery study with human participants within a book chapterCitations33 citations
[102]Felix Dietrich, Alicia Ernst, Rebekka Kreling, Alicia Gilbert, Benedikt Rohr, Michael Scharkow, Leonard Reinecke (2025). The differential effects of algorithmic recommendations on user experience: Enjoyment and serendipity in everyday music streamingC · depends on conditionsCBook or conference paper: Proceedings of the 3rd International Conference of the ACM Greek SIGCHI Chapterdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platforms, consumer services, subscription modelsScope limit144 German Spotify users, 2,786 linked sessionsApplies whenawareness of algorithms, interface cues, and user goalCitations11 citation
[103]Gal Oestreicher-Singer, Arun Sundararajan (2009). Recommendation Networks and the Long Tail of Electronic CommerceD · depends on conditionsDPreprint or report (NET Institute Working Paper #09-03). Not peer-revieweddepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inonline platformsScope limitmore than 200 Amazon book categories in daily co-purchase networksApplies whennetwork structure: assortativity, clustering, and influence distributionCitations9696 citations
[104]Luis Aguiar, Joel Waldfogel (2018). Platforms, Promotion, and Product Discovery: Evidence from Spotify PlaylistsD · limited verificationDPreprint or report (National Bureau of Economic Research). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured insubscription models, online platforms, consumer servicesScope limitsingle Spotify playlist dataset with discontinuity and instrumental-variable designsCitations4949 citations
[105]Guangying Chen, Tat Y. Chan, Dennis J. Zhang, Senmao Liu, Yuxiang Wu (2024). The Impact of a More Diversified Recommender System on Digital Platforms: Evidence from a Large-Scale Field ExperimentD · depends on conditionsDPreprint or report (SSRN). Not peer-revieweddepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typefield experimentMeasured inonline platformsScope limitlarge field experiment on a single music streaming platformApplies whenuser activity and predictability of preferencesCitations99 citations
[106]George Knox, Hannes Datta (2020). Streaming Services and the Homogenization of Music ConsumptionD · limited verificationDPreprint or report (Tilburg University (working paper)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitSpotify adoption and consumption dataCitations44 citations
[107]George Knox, Hannes Datta (2022). Platform-Guided Consumption SimilarityD · limited verificationDPreprint or report (SSRN). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inonline platformsScope limitSpotify users; matched pre-post consumption comparisonCitations11 citation

15Marketing and company value

77 sources

[1]Jay B. Barney (1991). Firm Resources and Sustained Competitive AdvantageA · limited verificationAPeer-reviewed article in Journal of Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual resource-based-view model without original empirical datasetCitations46,70446,704 citations
[2]Kevin Lane Keller (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand EquityA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework of customer-based brand equity; without original dataCitations7,9587,958 citations
[3]John C. Narver, Stanley F. Slater (1990). The Effect of a Market Orientation on Business ProfitabilityA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit140 SBUs in a single US forest products corporationCitations7,9557,955 citations
[4]Stephen L. Vargo, Robert F. Lusch (2007). Service-dominant logic: continuing the evolutionA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual reformulation; no primary dataCitations7,4557,455 citations
[5]George S. Day (1994). The Capabilities of Market-Driven OrganizationsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations6,0546,054 citations
[6]Ajay K. Kohli, Bernard J. Jaworski (1990). Market Orientation: The Construct, Research Propositions, and Managerial ImplicationsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual work; no primary dataCitations4,0714,071 citations
[7]Christoph Zott, Raphael Amit (2010). Business Model Design: An Activity System PerspectiveA · limited verificationAPeer-reviewed article in Long Range Planning, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual frameworkCitations3,1043,104 citations
[8]Richard P. Rumelt (1991). How much does industry matter?A · independently confirmedAPeer-reviewed article in Strategic Management Journal, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limitUS business units from 1974–1977Citations2,8392,839 citations
[9]Ahmet H. Kirca, Satish Jayachandran, William O. Bearden (2005). Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on PerformanceA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limitmeta-analysis of firm samples across countriesApplies whenmanufacturing industry and low cultural power distanceCitations2,1732,173 citations
[10]Douglas W. Vorhies, Neil A. Morgan (2005). Benchmarking Marketing Capabilities for Sustainable Competitive AdvantageA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitUS businesses, survey sample of managersCitations1,6161,616 citations
[11]Rajendra K. Srivastava, Tasadduq A. Shervani, Liam Fahey (1998). Market-Based Assets and Shareholder Value: A Framework for AnalysisA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual frameworkCitations1,1161,116 citations
[12]Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar, Rajendra K. Srivastava (2004). Measuring Marketing Productivity: Current Knowledge and Future DirectionsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review; no primary dataCitations1,1161,116 citations
[13]Sunil Gupta, Valarie A. Zeithaml (2006). Customer Metrics and Their Impact on Financial PerformanceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative review of customer metrics and financial performanceCitations921921 citations
[14]B. Jaworski, A. K. Kohli, A. Sahay (2000). Market-Driven Versus Driving MarketsA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper; no primary dataCitations892892 citations
[15]Klaus E. Meyer, Mike W. Peng (2005). Probing theoretically into Central and Eastern Europe: transactions, resources, and institutionsA · limited verificationAPeer-reviewed article in Journal of International Business Studies, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations853853 citations
[16]C. Chet Miller, Laura B. Cardinal (1994). Strategic Planning and Firm Performance: A Synthesis of More Than Two Decades of ResearchA · independently confirmedAPeer-reviewed article in Academy of Management Journal, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of enterprise studies, predominantly USCitations808808 citations
[17]Klaus E. Meyer, Mike W. Peng (2015). Theoretical foundations of emerging economy business researchA · limited verificationAPeer-reviewed article in Journal of International Business Studies, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations794794 citations
[18]Leonidas C Leonidou, Constantine S Katsikeas, Saeed Samiee (2002). Marketing strategy determinants of export performance: a meta-analysisA · depends on conditionsAPeer-reviewed article in Journal of Business Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of exporting firmsApplies whenindustry and export performance measurement methodCitations787787 citations
[19]Stanley F. Slater, John C. Narver (2000). The Positive Effect of a Market Orientation on Business Profitability: A Balanced ReplicationA · independently confirmedAPeer-reviewed article in Journal of Business Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitbusiness units in an industrial contextCitations764764 citations
[20]Ivanka Visnjic Kastalli, Bart Van Looy (2013). Servitization: Disentangling the impact of service business model innovation on manufacturing firm performanceA · limited verificationAPeer-reviewed article in Journal of Operations Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitmanufacturing firms in BelgiumCitations738738 citations
[21]Cynthia Rodriguez Cano, François A. Carrillat, Fernando Jaramillo (2004). A meta-analysis of the relationship between market orientation and business performance: evidence from five continentsA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limitmeta-analysis of studies from 23 countries and various industriesApplies whenenterprise type, particularly services versus manufacturingCitations693693 citations
[22]Charles J. Corbett, María J. Montes‐Sancho, David A. Kirsch (2005). The Financial Impact of ISO 9000 Certification in the United States: An Empirical AnalysisA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS firms with ISO 9000 certificationCitations660660 citations
[23]Constantine S. Katsikeas, Neil A. Morgan, Leonidas C. Leonidou, G. Tomas M. Hult (2016). Assessing Performance Outcomes in MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review of the marketing literatureCitations545545 citations
[24]Eric (Er) Fang, Robert W. Palmatier, Jan-Benedict E.M. Steenkamp (2008). Effect of Service Transition Strategies on Firm ValueA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitpublic US manufacturing firmsCitations486486 citations
[25]Amit Joshi, Dominique M. Hanssens (2010). The Direct and Indirect Effects of Advertising Spending on Firm ValueA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, consumer servicesScope limitUS publicly traded consumer firmsCitations469469 citations
[26]Paul D. Ellis (2006). Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons*A · depends on conditionsAPeer-reviewed article in Journal of Management Studies, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limitmeta-analysis of 56 studies across 28 countriesApplies whenmarket maturity, MARKOR scale used, and cultural distanceCitations439439 citations
[27]Frank Germann, Peter Ebbes, Rajdeep Grewal (2015). The Chief Marketing Officer Matters!A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitUS publicly traded firmsCitations429429 citations
[28]Alexander Krasnikov, Satish Jayachandran (2008). The Relative Impact of Marketing, Research-and-Development, and Operations Capabilities on Firm PerformanceA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitfirm-level data on marketing, R&D and operational capabilitiesCitations419419 citations
[29]C. Homburg, J. P. Workman, O. Jensen (2000). Fundamental Changes in Marketing Organization: The Movement toward a Customer-Focused Organizational StructureA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper without dataCitations414414 citations
[30]Anita M. McGahan, Michael E. Porter (1997). How Much Does Industry Matter, Really?A · independently confirmedAPeer-reviewed article in Strategic Management Journal, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limitUS publicly traded firms, 1981–1994Citations408408 citations
[31]George S. Day, Allan D. Shocker, Rajendra K. Srivastava (1979). Customer-Oriented Approaches to Identifying Product-MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Citations385385 citations
[32]Christine Moorman, George S. Day (2016). Organizing for Marketing ExcellenceA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of the literature on marketing organisationCitations362362 citations
[33]Charles Corbett, Luk Van Wassenhove (1993). Trade-Offs? What Trade-Offs? Competence and Competitiveness in Manufacturing StrategyA · limited verificationAPeer-reviewed article in California Management Review, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual argument on manufacturing strategy; without original dataCitations347347 citations
[34]Elliot Maltz, Ajay K. Kohli (1996). Market Intelligence Dissemination across Functional BoundariesA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitmanagers in firms, specific industry limitedCitations284284 citations
[35]Hui Feng, Neil A. Morgan, Lopo L. Rego (2015). Marketing Department Power and Firm PerformanceA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limit612 publicly traded US firms, 1993 to 2008Citations271271 citations
[36]Suvi Nenonen, Kaj Storbacka, Charlotta Windahl (2019). Capabilities for market-shaping: triggering and facilitating increased value creationA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitqualitative evidence; population not reportedCitations267267 citations
[37]Roger J. Calantone, Daekwan Kim, Jeffrey Schmidt, S. Tamer Çavuşgil (2005). The influence of internal and external firm factors on international product adaptation strategy and export performance: A three-country comparisonA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of export managers in the US, Korea and JapanCitations263263 citations
[38]E. Maltz, A. K. Kohli (2000). Reducing Marketing's Conflict with Other Functions: The Differential Effects of Integrating MechanismsA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of internal functional interfaces of firmsCitations253253 citations
[39]Ofer Mintz, Imran S. Currim (2013). What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of marketing managersCitations220220 citations
[40]Christian Homburg, Martin Artz, Jan Wieseke (2012). Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitGerman firmsCitations219219 citations
[41]Thorsten Wiesel, Koen Pauwels, Joep Arts (2010). Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel ProgressionA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitsingle Belgian B2B firm InofecCitations216216 citations
[42]Jens Hogreve, Anja Iseke, Klaus Derfuss, Tönnjes Eller (2017). The Service–Profit Chain: A Meta-Analytic Test of a Comprehensive Theoretical FrameworkA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inconsumer services, B2B professional servicesScope limitmeta-analysis of service industriesApplies whentype of serviceCitations214214 citations
[43]Dominique M. Hanssens, Koen H. Pauwels (2016). Demonstrating the Value of MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paperCitations212212 citations
[44]Frank Germann, Gary L. Lilien, Arvind Rangaswamy (2012). Performance implications of deploying marketing analyticsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitcross-industry survey of firmsCitations203203 citations
[45]Pramod Iyer, Arezoo Davari, Mohammadali Zolfagharian, Audhesh K. Paswan (2018). Market orientation, positioning strategy and brand performanceA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone sample of B2B companiesCitations189189 citations
[46]Don O'Sullivan, Andrew V. Abela (2007). Marketing Performance Measurement Ability and Firm PerformanceA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitcross-sectional survey of firmsCitations180180 citations
[47]Md Afnan Hossain, Raj Agnihotri, Md Rifayat Islam Rushan, Muhammad Sabbir Rahman, Sumaiya Farhana Sumi (2022). Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: Evidence from the manufacturing industryA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitBangladeshi apparel manufacturers for exportCitations172172 citations
[48]Alexander Edeling, Marc Fischer (2016). Marketing's Impact on Firm Value: Generalizations from a Meta-AnalysisA · depends on conditionsAPeer-reviewed article in Journal of Marketing Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and marketsScope limit83 studies and 488 elasticities of publicly traded firmsApplies whenindustry concentration, recession, and method of measuring firm valueCitations164164 citations
[49]Ling Yan, Steven W. Floyd, David Baldridge (2005). Toward a model of issue-selling by subsidiary managers in multinational organizationsA · limited verificationAPeer-reviewed article in Journal of International Business Studies, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model of multinational organisationsCitations141141 citations
[50]Friso Zimmermann, Kai Foerstl (2014). A Meta‐Analysis of the “Purchasing and Supply Management Practice–Performance Link”A · independently confirmedAPeer-reviewed article in Journal of Supply Chain Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of purchasing organisationsCitations139139 citations
[51]Sally Dibb, Lyndon Simkin (2001). Market Segmentation: Diagnosing and Treating the BarriersA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Citations128128 citations
[52]Yu Chang, Xinchun Wang, Dennis B. Arnett (2018). Enhancing firm performance: The role of brand orientation in business-to-business marketingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone B2B sample, not further describedCitations124124 citations
[53]Dominique M. Hanssens, Koen Pauwels, Shuba Srinivasan, Marc Vanhuele, Gökhan Yıldırım (2014). Consumer Attitude Metrics for Guiding Marketing Mix DecisionsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitaggregated brand and marketing dataCitations123123 citations
[54]Alexander Edeling, Alexander Himme (2018). When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance RelationshipA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limit89 studies and 863 market share elasticitiesApplies whenindustry typeCitations118118 citations
[55]Shuba Srinivasan, Dominique M. Hanssens (2009). Marketing and Firm Value: Metrics, Methods, Findings, and Future DirectionsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of the literatureCitations113113 citations
[56]Crina O. Tarasi, Ruth N. Bolton, Michael D. Hutt, Beth A. Walker (2011). Balancing Risk and Return in a Customer PortfolioA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitsingle B2B industrial customer datasetCitations110110 citations
[57]Liwu Hsu, Susan Fournier, Shuba Srinivasan (2015). Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returnsA · independently confirmedAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, industrial B2BScope limitUS publicly traded firmsCitations104104 citations
[58]Timo Mandler, Burcu Sezen, Jieke Chen, Ayşegül Özsomer (2021). Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agendaA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review without own dataCitations9696 citations
[59]Muhammad Anees-ur-Rehman, Ho Yin Wong, Parves Sultan, Bill Merrilees (2018). How brand-oriented strategy affects the financial performance of B2B SMEsA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit250 Finnish B2B SMEsCitations8888 citations
[60]Malte Brettel, Andreas Engelen, Florian Heinemann, Pakpachong Vadhanasindhu (2008). Antecedents of Market Orientation: A Cross-Cultural ComparisonA · limited verificationAPeer-reviewed article in Journal of International Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of managers in the US, Korea and ThailandCitations7070 citations
[61]Stephan M. Liozu, Andreas Hinterhuber (2012). CEO championing of pricing, pricing capabilities and firm performance in industrial firmsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial companiesCitations6161 citations
[62]Miriam Guenther, Peter Guenther (2019). The value of branding for B2B service firms—The shareholders' perspectiveA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitpublicly traded B2B service firmsCitations5050 citations
[63]Byron Sharp, John Dawes, Kirsten Victory (2024). The Market-Based Assets Theory of Brand CompetitionA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory of market-based assets; no primary dataCitations34The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.34 citations
[64]Marc Fischer, Hyun S. Shin, Dominique M. Hanssens (2015). Brand Performance Volatility from Marketing SpendingA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limitconsumer packaged goods brand panelCitations2424 citations
[65]Franz W. Kellermanns, Jorge Walter, Steven W. Floyd, Christoph Lechner, John C. Shaw (2010). To agree or not to agree? A meta-analytical review of strategic consensus and organizational performanceA · depends on conditionsAPeer-reviewed article in Journal of Business Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inacross categories and marketsScope limitmeta-analysis of organisational studiesApplies whenmanagement level, consensus subject and method of performance measurementCitations2020 citations
[66]Wagner A. Kamakura, Vikas Mittal, Fernando de Rosa, José Afonso Mazzon (2002). Assessing the Service-Profit ChainA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inconsumer servicesScope limitsingle Brazilian service firmCitations1111 citations
[67]Sunil Gupta, Donald R. Lehmann, Jennifer Ames Stuart (2004). Valuing CustomersA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inonline platformsScope limitvaluation model for internet firmsCitations99 citations
[68]Georgios S. Bekos, Simos Chari, Matti Jaakkola, Heiner Evanschitzky (2025). Strategic Change Capability in Marketing Organizations: Conceptualization, Scale Development, and ValidationA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B professional servicesScope limitinterviews with marketing consultants/managers and multi-stage SCC scale validationCitations22 citations
[69]Marios Theodosiou, Leonidas C. Leonidou (2003). Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical researchB · depends on conditionsBPeer-reviewed article in International Business Reviewdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative review of 36 studiesApplies whenforeign market conditions and time periodCitations415415 citations
[70]Kannan Govindan, A. Rajeev, Sidhartha S. Padhi, Rupesh Kumar Pati (2020). Supply chain sustainability and performance of firms: A meta-analysis of the literatureB · independently confirmedBPeer-reviewed article in Transportation Research Part E Logistics and Transportation Reviewindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2BScope limitstudies of supply chain sustainabilityCitations252252 citations
[71]Weijiao Wang, Kee‐hung Lai, Yongyi Shou (2018). The impact of servitization on firm performance: a meta-analysisB · depends on conditionsBPeer-reviewed article in International Journal of Operations & Production Managementdepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of studies of manufacturing companiesApplies whentype of servitisationCitations169169 citations
[72]Stephan M. Liozu, Andreas Hinterhuber (2013). Pricing orientation, pricing capabilities, and firm performanceB · limited verificationBPeer-reviewed article in Management Decisionlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of pricing professionals; industry not reportedCitations139139 citations
[73]Bruce D. Henderson (1984). The Application and Misapplication of the Experience CurveB · limited verificationBPeer-reviewed article in Journal of Business Strategylimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual management guide to using the experience curveCitations8181 citations
[74]Stephan M. Liozu, Andreas Hinterhuber, Toni M. Somers (2014). Organizational design and pricing capabilities for superior firm performanceB · limited verificationBPeer-reviewed article in Management Decisionlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitglobal survey of managers, predominantly from large firmsCitations3636 citations
[75]Tessa Christina Flatten, Andreas Engélen, Timo Möller, Malte Brettel (2014). How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based VenturesB · limited verificationBPeer-reviewed article in Entrepreneurship Theory and Practicelimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit420 technology-oriented start-upsCitations3232 citations
[76]Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, David J. Reibstein (2015). Marketing return on investment: Seeking clarity for concept and measurementB · limited verificationBPeer-reviewed article in Applied Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual article with illustrative casesCitations2727 citations
[77]Nigel Hollis, Jon Lombardo, Rachel Abbe (2023). The CMO Scorecard: The Advertising Metrics That Drive Business OutcomesD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook without verifiable primary dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

16B2B: market structure, competition and the economics of growth

24 sources

[1]Richard P. Rumelt (1991). How much does industry matter?A · independently confirmedAPeer-reviewed article in Strategic Management Journal, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limitUS business units from 1974–1977Citations2,8392,839 citations
[2]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · law-like patternAPeer-reviewed article in Journal of Business Research, a top journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitreview of repeat-purchase markets across countries and categories; without new primary dataCitations429The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.429 citations
[3]Anita M. McGahan, Michael E. Porter (1997). How Much Does Industry Matter, Really?A · independently confirmedAPeer-reviewed article in Strategic Management Journal, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inacross categories and marketsScope limitUS publicly traded firms, 1981–1994Citations408408 citations
[4]Glen L. Urban, Philip L. Johnson, John R. Hauser (1984). Testing Competitive Market StructuresA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitempirical applications in US consumer categories (coffee)Citations185185 citations
[5]Rajendra K. Srivastava, Mark I. Alpert, Allan D. Shocker (1984). A Customer-oriented Approach for Determining Market StructuresA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological paper; population not reportedCitations182182 citations
[6]Yoon Hee Kim (2017). The Effects of Major Customer Networks on Supplier ProfitabilityA · depends on conditionsAPeer-reviewed article in Journal of Supply Chain Management, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limit717 US publicly listed suppliers (Compustat)Applies whensupplier and customer interdependenceCitations122122 citations
[7]Alexander Edeling, Alexander Himme (2018). When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance RelationshipA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limit89 studies and 863 market share elasticitiesApplies whenindustry typeCitations118118 citations
[8]Mark D. Uncles, Andrew S.C. Ehrenberg (1990). Industrial buying behavior: Aviation fuel contractsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitaviation fuel contracts at European airportsCitations35The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.35 citations
[9]Byron Sharp, John Dawes, Kirsten Victory (2024). The Market-Based Assets Theory of Brand CompetitionA · limited verificationAPeer-reviewed article in Journal of Retailing and Consumer Services, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory of market-based assets; no primary dataCitations34The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.34 citations
[10]Zhaojun Han, Conghui Yu, Yanxi Li, Jinyan Shi, Yuanyuan Liu (2023). Customer concentration and supplier financial performance: An inverted U-shaped relationshipA · depends on conditionsAPeer-reviewed article in Industrial Marketing Management, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limit1,040 Chinese listed manufacturersApplies whensupplier intangible assets, geographical dispersion of key customers, competition intensityCitations3131 citations
[11]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · limited verificationAPeer-reviewed article in Journal of Consumer Behaviour, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit55 brands across 12 CPG categories over up to five yearsCitations27The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.27 citations
[12]Douglas Bowman, Shilpa Lele-Pingle (1997). Buyer behavior in business-to-business services: The case of foreign exchangeA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitlarge multinational firms purchasing foreign exchange contracts across four countriesCitations1616 citations
[13]James McCabe, Philip Stern, Scott G Dacko (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing researchA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitmethodological article; no primary dataCitations1616 citations
[14]A.S.C. Ehrenberg (1975). The structure of an industrial market: Aviation fuel contractsA · independently confirmedAPeer-reviewed article in Industrial Marketing Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitaviation fuel contractsCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[15]John Wilkinson, Giang Trinh, Richard Lee, Neil Brown (2016). Can the negative binomial distribution predict industrial purchases?A · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limit12 months, one industrial purchasing datasetCitations12The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.12 citations
[16]John Dawes (2014). Patterns in competitive structure among retail financial services brandsA · independently confirmedAPeer-reviewed article in European Journal of Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inconsumer servicesScope limitconsumer survey of retail financial servicesCitations10The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.10 citations
[17]Arry Tanusondjaja, Jenni Romaniuk, Magda Nenycz‐Thiel, Mototaka Sakashita, Vijay Viswanathan (2022). Examining Pareto Law across department store shoppersA · independently confirmedAPeer-reviewed article in International Journal of Market Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitsingle East Asian department store chain, 550m transactionsCitations7The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.7 citations
[18]John Dawes (2020). The Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal to Lighter Category Buyers?B · independently confirmedBPeer-reviewed article in Australasian Marketing Journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured infast-moving consumer goods (FMCG)Scope limit28 Dutch CPG categories; cross-sectional panel analysisCitations17The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.17 citations
[19]Douglas W. LaBahn (1999). Avoiding Over-Reliance on a Single Large Customer: The Impact of Technical Capability, Product Development and Alternative Key CustomersB · limited verificationBPeer-reviewed article in Journal of Business-to-Business Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of component suppliers following an increase in OEM buyer powerCitations66 citations
[20]Byron Sharp, Jenni Romaniuk, Charles Graham (2019). Marketing’s 60/20 Pareto LawD · law-like patternDPreprint or report (SSRN Electronic Journal). Not peer-reviewedlaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured inacross categories and marketsScope limitsynthesis of original and independent datasets supporting Pareto 60/20Citations4The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.4 citations
[21]Jenni Romaniuk How do B2B brands compete (2021). How do B2B brands compete?D · independently confirmedDPreprint, working paper or report. Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2B, B2B software (SaaS), B2B professional servicesScope limitselected B2B categories in report dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[22]Jenni Romaniuk, John Dawes, Byron Sharp, Arry Tanusondjaja, Magda Nenycz-Thiel (2021). How B2B Brands GrowD · limited verificationDPreprint or report (Ehrenberg-Bass Institute / LinkedIn B2B Institute). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inindustrial B2B, enterprise sales, B2B software (SaaS)Scope limitEBI-LinkedIn B2B compendium; mixed evidence across chaptersThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[23]Derek Yueh (n.d.). How B2B Tech Brands GrowD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inB2B software (SaaS)Scope limitB2B technology brands in the EBI compendiumThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[24]Jenni Romaniuk (2021). Brand Rejection in B2B: Incidence, Reasons and ImplicationsD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limittwo B2B service categoriesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

17B2B: buying situations, risk and the buying group

32 sources

[1]Patricia M. Doney, Joseph P. Cannon (1997). An Examination of the Nature of Trust in Buyer-Seller RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS buyers and sellers of industrial firmsCitations6,1786,178 citations
[2]James C. Anderson, James A. Narus (1990). A Model of Distributor Firm and Manufacturer Firm Working PartnershipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B distribution channelsScope limitsingle study of manufacturer-distributor partner dyadsCitations5,3935,393 citations
[3]Jagdish N. Sheth (1973). A Model of Industrial Buyer BehaviorA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model of industrial buyingCitations785785 citations
[4]Michael A. Hitt, David Ahlström, M. Tina Dacin, Edward Levitas, Lilia Svobodina (2004). The Institutional Effects on Strategic Alliance Partner Selection in Transition Economies: China vs. RussiaA · limited verificationAPeer-reviewed article in Organization Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitfirms in the transition economies of China and RussiaCitations649649 citations
[5]Wesley J. Johnston, Thomas V. Bonoma (1981). The Buying Center: Structure and Interaction PatternsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle sample of industrial buying centresCitations443443 citations
[6]Gary L. Lilien (2016). The B2B Knowledge GapA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of B2B literatureCitations375375 citations
[7]Wesley J. Johnston, Jeffrey E. Lewin (1996). Organizational buying behavior: Toward an integrative frameworkA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative review; no primary dataCitations372372 citations
[8]Frederick E. Webster, Yoram Wind (1972). A General Model for Understanding Organizational Buying BehaviorA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model without dataCitations371371 citations
[9]Ajay Kohli (1989). Determinants of Influence in Organizational Buying: A Contingency ApproachA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitorganisational buying and influence in firmsCitations339339 citations
[10]Michele D. Bunn (1993). Taxonomy of Buying Decision ApproachesA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitorganisational buying decision-making in a single empirical taxonomyCitations301301 citations
[11]R. Venkatesh, Ajay K. Kohli, Gerald Zaltman (1995). Influence Strategies in Buying CentersA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS buying centres of industrial firmsCitations196196 citations
[12]Christopher P. Puto, Wesley E. Patton, Ronald H. King (1985). Risk Handling Strategies in Industrial Vendor Selection DecisionsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial supplier selection decision-makingCitations185185 citations
[13]Deep Shree, Rajesh Kumar Singh, Justin Paul, Andy Wei Hao, Shichun Xu (2021). Digital platforms for business-to-business markets: A systematic review and future research agendaA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of 10 years of literature on B2B digital platformsCitations170170 citations
[14]Friso Zimmermann, Kai Foerstl (2014). A Meta‐Analysis of the “Purchasing and Supply Management Practice–Performance Link”A · independently confirmedAPeer-reviewed article in Journal of Supply Chain Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of purchasing organisationsCitations139139 citations
[15]Daniel H. McQuiston (1989). Novelty, Complexity, and Importance as Causal Determinants of Industrial Buyer BehaviorA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial buyers, single studyCitations113113 citations
[16]V. Kasturi Rangan, Rowland T. Moriarty, Gordon S. Swartz (1992). Segmenting Customers in Mature Industrial MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitmature industrial marketsCitations109109 citations
[17]Jeffrey E. Lewin, Naveen Donthu (2004). The influence of purchase situation on buying center structure and involvement: a select meta-analysis of organizational buying behavior researchA · depends on conditionsAPeer-reviewed article in Journal of Business Research, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of organisational buyingApplies whenbuyclass typeCitations104104 citations
[18]William J. Qualls, Christopher P. Puto (1989). Organizational Climate and Decision Framing: An Integrated Approach to Analyzing Industrial Buying DecisionsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitnational sample of industrial buyers, experimentCitations8888 citations
[19]Arttu Purmonen, Elina Jaakkola, Harri Terho (2023). B2B customer journeys: Conceptualization and an integrative frameworkA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual integrative literatureCitations6464 citations
[20]Fue Zeng, Zhilin Yang, Yongqiang Li, Kim‐Shyan Fam (2010). Small business industrial buyers' price sensitivity: Do service quality dimensions matter in business markets?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsmall industrial buyersCitations4545 citations
[21]Thomas Brashear Alejandro, Christian Kowalkowski, João Gustavo da Silva Freire Ritter, Renato Zancan Marchetti, Paulo Henrique Prado (2011). Information search in complex industrial buying: Empirical evidence from BrazilA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitBrazilian buyers of complex industrial productsCitations4242 citations
[22]André Bueno Saab, Delane Botelho (2020). Are organizational buyers rational? Using price heuristics in functional risk judgmentA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiment with organisational buyersCitations3838 citations
[23]Mark D. Uncles, Andrew S.C. Ehrenberg (1990). Industrial buying behavior: Aviation fuel contractsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitaviation fuel contracts at European airportsCitations35The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.35 citations
[24]Yoram Wind, Frederick E. Webster, Jr. (1972). On the study of industrial buying behavior: Current practices and future trendsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2BScope limitreview of 1970s B2B practicesCitations3030 citations
[25]Alex R. Zablah, Brian P. Brown, Naveen Donthu (2010). The relative importance of brands in modified rebuy purchase situationsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS buyers in modified rebuy situationsCitations99 citations
[26]Brian P. Brown, Alex R. Zablah, Danny N. Bellenger, Wesley J. Johnston (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivityA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2B, B2B professional servicesScope limitmanagerial interviews and one empirical study of a B2B buying centreApplies whenpurchasing riskCitations44 citations
[27]Ann Terlaak, Andrew A. King (2006). The effect of certification with the ISO 9000 Quality Management Standard: A signaling approachB · limited verificationBPeer-reviewed article in Journal of Economic Behavior & Organizationlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS manufacturing plants, 11-year panelCitations511511 citations
[28]Brent Adamson (2019). The New B2B Buying Journey and Its Implication for SalesD · limited verificationDPreprint or report (Gartner). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitGartner book, title not given
[29]Edelman, LinkedIn (2024). 2024 B2B Thought Leadership Impact Report: Reaching Beyond the Ready: Thought Leadership's Impact on Engaging Out-of-Market B2B BuyersD · limited verificationDPreprint or report (Edelman). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitglobal B2B decision-makers in a surveyThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[30]Edelman, LinkedIn (2025). 2025 B2B Thought Leadership Impact ReportD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitglobal B2B decision-makers in a surveyThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[31]Gartner (2023). Gartner B2B Buying Report: How to Adapt Your Sales and Marketing Strategies to the Current State of B2B BuyingD · limited verificationDPreprint or report (Gartner). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitbuying report; source not reported
[32]Romaniuk, Stocchi (2025). Buyer says no? The rejection of Generative AI brands in B2BD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B software (SaaS)Scope limitB2B generative AI brandsThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

18B2B: brand growth and the 95:5 rule

48 sources

[1]Christian Homburg, Martin Klarmann, Jens Schmitt (2010). Brand awareness in business markets: When is it related to firm performance?A · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitGerman business marketsCitations366366 citations
[2]Carsten Baumgarth, Marco Schmidt (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business settingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit93 B2B companies and 481 employeesCitations284284 citations
[3]Carsten Baumgarth (2010). “Living the brand”: brand orientation in the business‐to‐business sectorA · limited verificationAPeer-reviewed article in European Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitGerman B2B questionnaire respondentsCitations261261 citations
[4]Donna F. Davis, Susan L. Golicic, Adam J. Marquardt (2007). Branding a B2B service: Does a brand differentiate a logistics service provider?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B distribution channelsScope limitB2B logistics service providersCitations253253 citations
[5]Sheena Leek, George Christodoulides (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B contextA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of B2B brandingCitations242242 citations
[6]Severina Cartwright, Hongfei Liu, Chris Raddats (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature reviewA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of B2B social mediaCitations213213 citations
[7]Pramod Iyer, Arezoo Davari, Mohammadali Zolfagharian, Audhesh K. Paswan (2018). Market orientation, positioning strategy and brand performanceA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone sample of B2B companiesCitations189189 citations
[8]Oriol Iglesias, Polina Landgraf, Nicholas Ind, Stefan Marković, Nikolina Koporčić (2019). Corporate brand identity co-creation in business-to-business contextsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual B2B contextCitations151151 citations
[9]Michaël Beverland, Julie Napoli, Adam Lindgreen (2006). Industrial global brand leadership: A capabilities viewA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitfive New Zealand industrial companiesCitations144144 citations
[10]Yu Chang, Xinchun Wang, Dennis B. Arnett (2018). Enhancing firm performance: The role of brand orientation in business-to-business marketingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone B2B sample, not further describedCitations124124 citations
[11]Darren Coleman, Leslie de Chernatony, George Christodoulides (2011). B2B service brand identity: Scale development and validationA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B professional servicesScope limitscale validation in B2B servicesCitations121121 citations
[12]Muhammad Anees-ur-Rehman, Ho Yin Wong, Parves Sultan, Bill Merrilees (2018). How brand-oriented strategy affects the financial performance of B2B SMEsA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit250 Finnish B2B SMEsCitations8888 citations
[13]Joel Mero, Heini Vanninen, Joona Keränen (2022). B2B influencer marketing: Conceptualization and four managerial strategiesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2B, B2B software (SaaS), B2B professional servicesScope limit22 interviews with B2B marketing managersCitations5757 citations
[14]Dominique M. Hanssens, Barton A. Weitz (1980). The Effectiveness of Industrial Print Advertisements across Product CategoriesA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial print advertising across categoriesCitations5353 citations
[15]Miriam Guenther, Peter Guenther (2019). The value of branding for B2B service firms—The shareholders' perspectiveA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitpublicly traded B2B service firmsCitations5050 citations
[16]Saku Hirvonen, Tommi Laukkanen, Jari Salo (2016). Does brand orientation help B2B SMEs in gaining business growth?A · depends on conditionsAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limitFinnish B2B SMEsApplies whenfirm age and size, market life cycle, and industry typeCitations4747 citations
[17]Riza Casidy, David Sugianto Lie (2023). The effects of B2B sustainable brand positioning on relationship outcomesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle sample of senior B2B managersCitations4343 citations
[18]Hans Mühlbacher, Angelika Dreher, Angelika Gabriel-Ritter (1994). MIPS—managing industrial positioning strategiesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model of industrial positioningCitations4141 citations
[19]Reza Marvi, Dongmei Zha, Pantea Foroudi (2024). Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual frameworkA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometric analysis of 281 publications on B2B brandingCitations3535 citations
[20]Mark D. Uncles, Andrew S.C. Ehrenberg (1990). Industrial buying behavior: Aviation fuel contractsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitaviation fuel contracts at European airportsCitations35The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.35 citations
[21]Christian Koch, Richard Gyrd‐Jones (2019). Corporate brand positioning in complex industrial firms: Introducing a dynamic, process approach to positioningA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limittwo global industrial multi-business firmsCitations3030 citations
[22]Shahrzad Yaghtin, Hossein Safarzadeh, Mehdi Karimi Zand (2021). B2B digital content marketing in uncertain situations: a systematic reviewA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of B2B digital content marketingCitations2323 citations
[23]Douglas Bowman, Shilpa Lele-Pingle (1997). Buyer behavior in business-to-business services: The case of foreign exchangeA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitlarge multinational firms purchasing foreign exchange contracts across four countriesCitations1616 citations
[24]A.S.C. Ehrenberg (1975). The structure of an industrial market: Aviation fuel contractsA · independently confirmedAPeer-reviewed article in Industrial Marketing Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitaviation fuel contractsCitations15The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.15 citations
[25]Pramod Iyer, Md Rokonuzzaman, Audhesh K. Paswan, Abdullah Alhidari (2022). B2B brand positioning – A capability (exploration x exploitation) based typology: Cases from the Middle EastA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B case studies from the Middle EastCitations1111 citations
[26]Alex R. Zablah, Brian P. Brown, Naveen Donthu (2010). The relative importance of brands in modified rebuy purchase situationsA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS buyers in modified rebuy situationsCitations99 citations
[27]Christian Kowalkowski, Joona Keränen, Edwin J. Nijssen (2026). How B2B branding research measures up: A systematic review of key themes, theories, and methodsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitsystematic analysis of 235 B2B branding articlesCitations0
[28]Debashree Roy Bhattacharjee, Debasis Pradhan, Kunal Swani (2026). Business-to-Business (B2B) branding: What we know and where do we goA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitPRISMA review of 150+ works on B2B branding over 25 yearsCitations0
[29]Geraint Holliman, Jennifer Rowley (2014). Business to business digital content marketing: marketers’ perceptions of best practiceB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitqualitative interviews with B2B marketersCitations515515 citations
[30]Stavros P. Kalafatis, Markos H. Tsogas, Charles Blankson (2000). Positioning strategies in business marketsB · limited verificationBPeer-reviewed article in Journal of Business & Industrial Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitone commodity B2B sectorCitations201201 citations
[31]Charles Graham, Dag Bennett, Katrin Franke, Jia Lu-Henfrey, May Nagy-Hamada (2017). Double Jeopardy – 50 Years On. Reviving a Forgotten Tool that Still Predicts Brand LoyaltyB · law-like patternBPeer-reviewed article in Australasian Marketing Journallaw-like patternThe same pattern repeats across dozens of independent datasets, categories and countries.Study typeobservational studyMeasured infast-moving consumer goods (FMCG), consumer durables, industrial B2BScope limit32 differentiated replications including emerging and capital marketsCitations45The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.45 citations
[32]Jenni Romaniuk (2001). Brand positioning in financial services: A longitudinal test to find the best brand positionB · limited verificationBPeer-reviewed article in Journal of Financial Services Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitsingle business financial services marketCitations42The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.42 citations
[33]John Scriven, John Bound, Charles Graham (2017). Making Sense of Common Dirichlet DeviationsB · depends on conditionsBPeer-reviewed article in Australasian Marketing Journal (AMJ)depends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typereviewMeasured infast-moving consumer goods (FMCG)Scope limit62 FMCG categoriesApplies whennon-stationarity, segmentations and brand dynamicsCitations23The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.23 citations
[34]Jenni Romaniuk How do B2B brands compete (2021). How do B2B brands compete?D · independently confirmedDPreprint, working paper or report. Not peer-reviewedindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2B, B2B software (SaaS), B2B professional servicesScope limitselected B2B categories in report dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[35]John Dawes (2021). Advertising Effectiveness and the 95-5 Rule: Most B2B Buyers Are Not in the Market Right NowD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)The authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[36]Jenni Romaniuk (2022). Category Entry Points in a B2B World: Linking Buying Situations to Brand SalesD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitscope not reportedThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[37]Derek Yueh (n.d.). How B2B Tech Brands GrowD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inB2B software (SaaS)Scope limitB2B technology brands in the EBI compendiumThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[38]Jenni Romaniuk (2021). Brand Rejection in B2B: Incidence, Reasons and ImplicationsD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limittwo B2B service categoriesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[39]Edelman, LinkedIn (2024). 2024 B2B Thought Leadership Impact Report: Reaching Beyond the Ready: Thought Leadership's Impact on Engaging Out-of-Market B2B BuyersD · limited verificationDPreprint or report (Edelman). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitglobal B2B decision-makers in a surveyThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[40]Edelman, LinkedIn (2025). 2025 B2B Thought Leadership Impact ReportD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitglobal B2B decision-makers in a surveyThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[41]Derek Yueh (2023). Building a Customer-Led Growth Strategy: Category Entry Points in Business BankingD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inB2B professional servicesScope limitresearch into the needs of small and medium-sized enterprises in business bankingThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[42]Magda Nenycz-Thiel, Jenni Romaniuk (2025). Easy to Find: Being Where B2B Buying HappensD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitB2B events and portfolio management; empirical evidence unverifiedThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[43]LinkedIn B2B Institute (2024). Making a Promise to the Business Customer: Why Customer Promise Campaigns Are Even More Effective in B2B than B2CD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitscope not reportedThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[44]Les Binet, Peter Field (2021). The 5 Principles of Growth in B2B Marketing: Empirical Observations on B2B EffectivenessD · limited verificationDPreprint or report (LinkedIn B2B Institute). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook without verifiable primary dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[45]LinkedIn B2B Institute (2021). The B2B Effectiveness Code: Creativity and Effectiveness in B2B Marketing from 2010-2021D · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitten years of B2B campaigns in WARC and Lions databasesThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[46]Nigel Hollis, Jon Lombardo, Rachel Abbe (2023). The CMO Scorecard: The Advertising Metrics That Drive Business OutcomesD · limited verificationDPreprint or report (LinkedIn B2B Institute (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inno original empirical data (conceptual work)Scope limitbook without verifiable primary dataThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.
[47]Candace Lun Plotkin, Enrique Gonzalez Campuzano, Greg Kelly, Jennifer Stanley, Steve Reis, Tjark Freundt, Victor Garcia de la Torre (2026). The Surprising Economics of B2B Growth: The New Survival Threshold—and What It Takes to ThriveD · limited verificationDPreprint or report (McKinsey & Company). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitnearly 4,000 B2B decision-makers across 13 countries
[48]Romaniuk, Stocchi (2025). Buyer says no? The rejection of Generative AI brands in B2BD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B software (SaaS)Scope limitB2B generative AI brandsThe authors belong to the Ehrenberg-Bass Institute research cluster. Several works from one research cluster do not count as several independent confirmations when assessing strength of evidence. This describes the source's origin, not the strength of the finding itself.

19B2B: relationships, trust and value-based selling

78 sources

[1]Robert M. Morgan, Shelby D. Hunt (1994). The Commitment-Trust Theory of Relationship MarketingA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual theory; no primary dataCitations10,75410,754 citations
[2]James C. Anderson, James A. Narus (1990). A Model of Distributor Firm and Manufacturer Firm Working PartnershipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B distribution channelsScope limitsingle study of manufacturer-distributor partner dyadsCitations5,3935,393 citations
[3]F. Robert Dwyer, Paul H. Schurr, Sejo Oh (1987). Developing Buyer-Seller RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual model of B2B relationshipsCitations3,4673,467 citations
[4]Shankar Ganesan (1994). Determinants of Long-Term Orientation in Buyer-Seller RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS buyers in industrial relationshipsCitations2,6602,660 citations
[5]Jan B. Heide, George John (1992). Do Norms Matter in Marketing Relationships?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B distribution channelsScope limitUS manufacturer and distributor relationshipsCitations2,2452,245 citations
[6]Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal, Kenneth R. Evans (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-AnalysisA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of relationship marketing, predominantly B2BApplies whentype of relationship investment and type of customerCitations2,0102,010 citations
[7]Joseph P. Cannon, William D. Perreault (1999). Buyer–Seller Relationships in Business MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2BScope limitUS buyers in B2B firmsCitations1,5441,544 citations
[8]Manohar U. Kalwani, Narakesari Narayandas (1995). Long-Term Manufacturer-Supplier Relationships: Do They Pay off for Supplier Firms?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsample of supplier manufacturing firmsCitations1,3891,389 citations
[9]Sandy D. Jap, Shankar Ganesan (2000). Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing CommitmentA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitobservational data from inter-firm relationshipsCitations1,3681,368 citations
[10]Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar (1999). A Meta-Analysis of Satisfaction in Marketing Channel RelationshipsA · independently confirmedAPeer-reviewed article in Journal of Marketing Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inB2B distribution channelsScope limitmarketing channelsCitations1,1071,107 citations
[11]Inge Geyskens, Jan-Benedict E.M Steenkamp, Nirmalya Kumar (1998). Generalizations about trust in marketing channel relationships using meta-analysisA · depends on conditionsAPeer-reviewed article in International Journal of Research in Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inB2B distribution channelsScope limitmarketing channels across various industries and countriesApplies whenstudy design type, industry diversity, and countryCitations894894 citations
[12]Joseph P. Cannon, Christian Homburg (2001). Buyer–Supplier Relationships and Customer Firm CostsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle industrial B2B sampleCitations838838 citations
[13]Leena Aarikka‐Stenroos, Elina Jaakkola (2011). Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving processA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitprovider–customer dyads in knowledge-intensive B2B servicesCitations767767 citations
[14]Ivanka Visnjic Kastalli, Bart Van Looy (2013). Servitization: Disentangling the impact of service business model innovation on manufacturing firm performanceA · limited verificationAPeer-reviewed article in Journal of Operations Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitmanufacturing firms in BelgiumCitations738738 citations
[15]Wolfgang Ulaga, Andreas Eggert (2006). Relationship value and relationship qualityA · limited verificationAPeer-reviewed article in European Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B buyers in one countryCitations716716 citations
[16]Wolfgang Ulaga (2003). Capturing value creation in business relationships: A customer perspectiveA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limita single sample of B2B buyersCitations661661 citations
[17]Kapil R. Tuli, Ajay K. Kohli, Sundar G. Bharadwaj (2007). Rethinking Customer Solutions: From Product Bundles to Relational ProcessesA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paperCitations635635 citations
[18]Wolfgang Ulaga, Samir Chacour (2001). Measuring Customer-Perceived Value in Business MarketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitsingle validation sample of B2B buyersCitations558558 citations
[19]Leena Aarikka‐Stenroos, Paavo Ritala (2017). Network management in the era of ecosystems: Systematic review and management frameworkA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review; no primary dataCitations455455 citations
[20]Adrian Payne, Pennie Frow, Andreas Eggert (2017). The customer value proposition: evolution, development, and application in marketingA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitno primary empirical dataCitations433433 citations
[21]Emma K. Macdonald, Michael Kleinaltenkamp, Hugh N. Wilson (2016). How Business Customers Judge Solutions: Solution Quality and Value in UseA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit36 qualitative interviews with B2B solution customersCitations382382 citations
[22]Andreas Eggert, Wolfgang Ulaga, Franziska Schultz (2005). Value creation in the relationship life cycle: A quasi-longitudinal analysisA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitpurchasing managers in B2B relationshipsCitations363363 citations
[23]Rakesh Niraj, Mahendra Gupta, Chakravarthi Narasimhan (2001). Customer Profitability in a Supply ChainA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B distribution channelsScope limitsingle supply chain intermediaryCitations331331 citations
[24]Ramon O'Callaghan, Patrick J. Kaufmann, Benn R. Konsynski (1992). Adoption Correlates and Share Effects of Electronic Data Interchange Systems in Marketing ChannelsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B distribution channelsScope limitfirms in marketing channels with EDICitations325325 citations
[25]Andreas Hinterhuber (2003). Towards value-based pricing—An integrative framework for decision makingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative conceptual framework of pricingCitations320320 citations
[26]Stephen A. Samaha, Joshua T. Beck, Robert W. Palmatier (2014). The Role of Culture in International Relationship MarketingA · depends on conditionsAPeer-reviewed article in Journal of Marketing, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inindustrial B2B, consumer servicesScope limit170 studies across 36 countries, populations unspecifiedApplies whenHofstede's cultural dimensionsCitations306306 citations
[27]Esko Penttinen, Jonathan W. Palmer (2006). Improving firm positioning through enhanced offerings and buyer–seller relationshipsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitfour company case studiesCitations273273 citations
[28]Douglas Bowman, Das Narayandas (2004). Linking Customer Management Effort to Customer Profitability in Business MarketsA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitcustomer data from a single B2B supplierCitations240240 citations
[29]Wolfgang Ulaga, Andreas Eggert (2006). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier StatusA · independently confirmedAPeer-reviewed article in Journal of Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitB2B supplier-customer relationships in the US and GermanyCitations235235 citations
[30]Wolfgang Ulaga (2001). Customer Value in Business MarketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of the B2B literatureCitations234234 citations
[31]Sandy D. Jap (2007). The Impact of Online Reverse Auction Design on Buyer–Supplier RelationshipsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiment of B2B reverse auctionsCitations219219 citations
[32]Marko Kohtamäki, Risto Rajala (2016). Theory and practice of value co-creation in B2B systemsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual work; no primary dataCitations214214 citations
[33]Robert W. Palmatier, Srinath Gopalakrishna, Mark B. Houston (2006). Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging ProfitsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit313 B2B customers, 143 salespeople and 34 firmsCitations203203 citations
[34]Spiros Gounaris (2005). Measuring service quality in b2b services: an evaluation of the SERVQUAL scalevis‐à‐visthe INDSERV scaleA · limited verificationAPeer-reviewed article in Journal of Services Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inB2B professional servicesScope limitGreek companies in four B2B service sectorsCitations182182 citations
[35]Pekka Töytäri, Risto Rajala (2015). Value-based selling: An organizational capability perspectiveA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual work on B2B salesCitations152152 citations
[36]Lars Witell, Christian Kowalkowski, Helen Perks, Chris Raddats, Maria Schwabe, Ornella Benedettini, Jamie Burton (2019). Characterizing customer experience management in business marketsA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper on B2B marketsCitations145145 citations
[37]James C Anderson, James B.L Thomson, Finn Wynstra (2000). Combining value and price to make purchase decisions in business marketsA · independently confirmedAPeer-reviewed article in International Journal of Research in Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limittwo field studies of purchasing managersCitations128128 citations
[38]Judy Zolkiewski, Victoria Story, Jamie Burton, Paul Chan, André Luís Gomes, Philippa Hunter‐Jones, Lisa O’Malley, Linda D. Peters, Chris Raddats, William A. Robinson (2017). Strategic B2B customer experience management: the importance of outcomes-based measuresA · limited verificationAPeer-reviewed article in Journal of Services Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limittheoretical framework of B2B servicesCitations122122 citations
[39]Yoon Hee Kim (2017). The Effects of Major Customer Networks on Supplier ProfitabilityA · depends on conditionsAPeer-reviewed article in Journal of Supply Chain Management, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limit717 US publicly listed suppliers (Compustat)Applies whensupplier and customer interdependenceCitations122122 citations
[40]P.T.M. Ingenbleek (2007). Value‐informed pricing in its organizational context: literature review, conceptual framework, and directions for future researchA · limited verificationAPeer-reviewed article in Journal of Product & Brand Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of pricingCitations102102 citations
[41]Kelly Hewett (2006). National Culture and Industrial Buyer-Seller Relationships in the United States and Latin AmericaA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitindustrial buyer-seller relationships in the US and Latin AmericaCitations101101 citations
[42]Johanna Liinamaa, Mika Viljanen, Anna Hurmerinta, Maria Ivanova-Gongne, Hanna Luotola, M. Gustafsson (2016). Performance-based and functional contracting in value-based solution sellingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitexploratory action research of solution sellersCitations9292 citations
[43]Joona Keränen, Anne Jalkala (2013). Towards a framework of customer value assessment in B2B markets: An exploratory studyA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitexploratory B2B firmsCitations9191 citations
[44]Anne Jalkala, Risto T. Salminen (2010). Practices and functions of customer reference marketing — Leveraging customer references as marketing assetsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review; no primary dataCitations8383 citations
[45]Paul T. M. Ingenbleek, Ruud T. Frambach, Theo M. M. Verhallen (2010). The Role of Value‐Informed Pricing in Market‐Oriented Product Innovation Management<sup>*</sup>A · limited verificationAPeer-reviewed article in Journal of Product Innovation Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitDutch manufacturing firmsCitations7979 citations
[46]Rajasree K. Rajamma, Mohammad Ali Zolfagharian, Lou E. Pelton (2011). Dimensions and outcomes of B2B relational exchange: a meta‐analysisA · independently confirmedAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2BScope limitB2B meta-analysis of various primary studiesCitations7878 citations
[47]Bryson Hilton, Bita Hajihashemi, Conor M. Henderson, Robert W. Palmatier (2020). Customer Success Management: The next evolution in customer management practice?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual articleCitations7272 citations
[48]Rapeeporn Rungsithong, Klaus E. Meyer (2020). Trust and knowledge sharing in context: A study of international buyer-supplier relationships in ThailandA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitinternational buyer-supplier relationships in ThailandCitations7171 citations
[49]Donald J. Lund, Lisa K. Scheer, Irina V. Kozlenkova (2013). Culture's Impact on the Importance of Fairness in Interorganizational RelationshipsA · limited verificationAPeer-reviewed article in Journal of International Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B distribution channelsScope limitretail inter-firm relationships in selected countriesCitations6161 citations
[50]Katharina Prohl, Michael Kleinaltenkamp (2020). Managing value in use in business marketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitno primary dataCitations5757 citations
[51]Andreas Hinterhuber (2015). Violations of rational choice principles in pricing decisionsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitlab experiments with pricing decisionsCitations5555 citations
[52]Mario Kienzler (2017). Value-based pricing and cognitive biases: An overview for business marketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of B2B value pricingCitations5454 citations
[53]Gopalkrishnan R. Iyer, Sarah Xiao, Arun Sharma, Michael Nicholson (2015). Behavioral issues in price setting in business-to-business marketing: A framework for analysisA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual B2B contextCitations5050 citations
[54]Bryan Hochstein, Clay M. Voorhees, Alexander B. Pratt, Deva Rangarajan, Duane M. Nagel, Vijay Mehrotra (2023). Customer success management, customer health, and retention in B2B industriesA · limited verificationAPeer-reviewed article in International Journal of Research in Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B software (SaaS), B2B professional servicesScope limitpopulation not reportedCitations4949 citations
[55]Katharina Prohl-Schwenke, Michael Kleinaltenkamp (2021). How business customers judge customer success managementA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B customers; sample size not reportedCitations4747 citations
[56]Harri Terho, Anne Jalkala (2017). Customer reference marketing: Conceptualization, measurement and link to selling performanceA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2B, enterprise salesScope limitB2B firms and sales performance, exact scope not identifiedCitations4545 citations
[57]Riza Casidy, David Sugianto Lie (2023). The effects of B2B sustainable brand positioning on relationship outcomesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsingle sample of senior B2B managersCitations4343 citations
[58]Leonardo Augusto de Vasconcelos Gomes, Ana Lúcia Figueiredo Facin, Lorenna Fernandes Leal, Eduardo Zancul, Mário Sérgio Salerno, Felipe Mendes Borini (2022). The emergence of the ecosystem management function in B2B firmsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitinductive case study of 5 B2B companies, without quantified effectsCitations4343 citations
[59]Sandra S. Graça, James Barry, Patricia M. Doney (2016). B2B commitment building in emerging markets: the case of BrazilA · limited verificationAPeer-reviewed article in Journal of Personal Selling and Sales Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B buyers and suppliers in the US and BrazilCitations3939 citations
[60]Kent B. Monroe, Veli-Matti Rikala, Outi Somervuori (2015). Examining the application of behavioral price research in business-to-business marketsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of B2B pricing research; no primary dataCitations3939 citations
[61]Zhaojun Han, Conghui Yu, Yanxi Li, Jinyan Shi, Yuanyuan Liu (2023). Customer concentration and supplier financial performance: An inverted U-shaped relationshipA · depends on conditionsAPeer-reviewed article in Industrial Marketing Management, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typeobservational studyMeasured inindustrial B2BScope limit1,040 Chinese listed manufacturersApplies whensupplier intangible assets, geographical dispersion of key customers, competition intensityCitations3131 citations
[62]Dirk C. Moosmayer, Bjoern Schuppar, Florian U. Siems (2012). Reference Prices as Determinants of Business‐to‐Business Price Negotiation Outcomes: An Empirical Perspective from the Chemical IndustryA · limited verificationAPeer-reviewed article in Journal of Supply Chain Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitchemical industryCitations2727 citations
[63]James Barry, Sandra S. Graça, Virginie Pioche Kharé, Yuliya V. Yurova (2021). Examining institutional effects on B2B relationships through the lens of transitioning economiesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitB2B relationships in transition economiesCitations1919 citations
[64]Nektarios Tzempelikos (2020). Relationship value in business-to-business markets: a replication and extension of Ulaga and Eggert’s (2006) studyA · independently confirmedAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitB2B supplier-customer relationships in one studyCitations1212 citations
[65]Anna Gehring, Wolfgang Ulaga, Andreas Eggert, Bryan Hochstein (2025). Customer success: An interorganizational performance concept in business marketsA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2B, B2B software (SaaS)Scope limitintegrative review of B2B customer successCitations44 citations
[66]Maciej Mitręga, Douglas Wegner, Kadigia Faccin, Hannu Makkonen, Dariusz Siemieniako (2025). What drives firm power across multiple levels of B2B analysis? Structured systematic literature reviewA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Citations33 citations
[67]Stefan Wengler, Michael Kleinaltenkamp, Nima Heirati, Katharina Prohl-Schwenke (2026). Untangling value-based customer management approaches in business markets: Value-based selling, customer success management, key account managementA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitliterature review of B2B marketsCitations33 citations
[68]Désirée A.C. Wieland, Björn Sven Ivens (2025). Not quite alike: Supplier relationship management in B2B marketing and supply chain literatureA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometrics and scoping review of B2B and SCM literatureCitations33 citations
[69]Joona Keränen, Anna Salonen, Harri Terho, Juha Munnukka (2026). How to nudge industrial customers to accept free-to-fee service price switches?A · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typelab experimentMeasured inexperiment with participants (lab/online panel)Scope limitexperiments with industrial customersCitations22 citations
[70]Simone Severini, Harri Terho, Joel Mero, Silvio Cardinali (2026). Unpacking account-based marketing: Conceptualization, key activities, and performance outcomesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitqualitative conceptualisation of ABM (Theories-in-Use), without outcome measurementCitations11 citation
[71]Heiko Gebauer, Elgar Fleisch, Thomas Friedli (2005). Overcoming the Service Paradox in Manufacturing CompaniesB · limited verificationBPeer-reviewed article in European Management Journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper on manufacturing firmsCitations998998 citations
[72]James C. Anderson, Dipak C. Jain, Pradeep K. Chintagunta (1992). Customer Value Assessment in Business Markets:B · limited verificationBPeer-reviewed article in Journal of Business-to-Business Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit80 informants from large US industrial firmsCitations438438 citations
[73]Wolfgang Ulaga, Andreas Eggert (2005). Relationship Value in Business Markets: The Construct and Its DimensionsB · limited verificationBPeer-reviewed article in Journal of Business-to-Business Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper on B2B relationship valueCitations296296 citations
[74]Simone Guercini, Antonella La Rocca, Andrea Perna (2024). The IMP research on business networks: a systematic literature review and research agendaB · limited verificationBPeer-reviewed article in Italian Journal of Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of IMP literatureCitations1919 citations
[75]Douglas W. LaBahn (1999). Avoiding Over-Reliance on a Single Large Customer: The Impact of Technical Capability, Product Development and Alternative Key CustomersB · limited verificationBPeer-reviewed article in Journal of Business-to-Business Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitsurvey of component suppliers following an increase in OEM buyer powerCitations66 citations
[76]Oliver Roll, Jan Luca Geerties (2025). Unlocking value-based pricing: the moderating roles of pricing capabilities and contingency factors in B2B markets: an empirical approachB · limited verificationBPeer-reviewed article in Journal of Revenue and Pricing Managementlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitcross-sectional survey, n=170 B2B firms, predominantly industry and engineeringCitations11 citation
[77]James C. Anderson, James A. Narus, Wouter van Rossum (2006). Customer Value Propositions in Business MarketsD · limited verificationDPreprint or report (Harvard Business Review). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual HBR text on value propositions
[78]Håkansson & Snehota book (1995). Developing Relationships inD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inindustrial B2B

20B2B sales: sales teams, ABM and omnichannel

54 sources

[1]Gilbert A. Churchill, Neil M. Ford, Steven W. Hartley, Orville C. Walker (1985). The Determinants of Salesperson Performance: A Meta-AnalysisA · independently confirmedAPeer-reviewed article in Journal of Marketing Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inenterprise salesScope limitmeta-analysis of historical salesforce studiesCitations1,1961,196 citations
[2]Willem Verbeke, Bart Dietz, Ernst Verwaal (2010). Drivers of sales performance: a contemporary meta-analysis. Have salespeople become knowledge brokers?A · depends on conditionsAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inenterprise salesScope limitmeta-analysis of B2B salesperson studies from 1982–2008Applies whenmethod of evaluating sales performanceCitations621621 citations
[3]Christian Homburg, John P. Workman, Ove Jensen (2002). A Configurational Perspective on Key Account ManagementA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitB2B firms with key account programmesCitations460460 citations
[4]Joel Järvinen, Heini Taiminen (2015). Harnessing marketing automation for B2B content marketingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of B2B content marketing; no primary dataCitations420420 citations
[5]William C. Moncrief, Greg W. Marshall (2004). The evolution of the seven steps of sellingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual review; no primary dataCitations319319 citations
[6]Christian Homburg, Mathias Droll, Dirk Totzek (2008). Customer Prioritization: Does it Pay off, and how Should it be Implemented?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitGerman B2B firmsCitations311311 citations
[7]John P. Workman, Christian Homburg, Ove Jensen (2003). Intraorganizational Determinants of Key Account Management EffectivenessA · limited verificationAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitquestionnaire of B2B firms in the US and GermanyCitations311311 citations
[8]Chiara Ancillai, Harri Terho, Silvio Cardinali, Federica Pascucci (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social sellingA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual systematic review of B2B social sellingCitations239239 citations
[9]Neeraj Pandey, Preeti Nayal, Abhijeet Singh Rathore (2020). Digital marketing for B2B organizations: structured literature review and future research directionsA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2BScope limitliterature review and B2B interviewsCitations238238 citations
[10]Severina Cartwright, Hongfei Liu, Chris Raddats (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature reviewA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of B2B social mediaCitations213213 citations
[11]Doug J. Chung, Thomas J. Steenburgh, K. Sudhir (2013). Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation PlansA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inenterprise salesScope limitsingle corporate sales forceCitations200200 citations
[12]Bert Rosenbloom (2006). Multi-channel strategy in business-to-business markets: Prospects and problemsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual B2B distribution without empirical dataCitations194194 citations
[13]Srinath Gopalakrishna, Gary L. Lilien (1995). A Three-Stage Model of Industrial Trade Show PerformanceA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitUS trade showsCitations183183 citations
[14]Gary L. Lilien (1979). Exceptional Paper—ADVISOR 2: Modeling the Marketing Mix Decision for Industrial ProductsA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limit22 firms and 131 industrial productsCitations169169 citations
[15]Gary K. Hunter, William D. Perreault (2007). Making Sales Technology EffectiveA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitcorporate salespeople and sales technologiesCitations166166 citations
[16]Sönke Albers, Murali K. Mantrala, Shrihari Sridhar (2010). Personal Selling Elasticities: A Meta-AnalysisA · independently confirmedAPeer-reviewed article in Journal of Marketing Research, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inenterprise salesScope limitmeta-analysis of personal selling studiesCitations149149 citations
[17]Harri Terho, Joel Mero, Lotta Siutla, Elina Jaakkola (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journeyA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inindustrial B2BScope limit56 interviews with managers of B2B companiesCitations148148 citations
[18]Ram C. Rao (1990). Compensating Heterogeneous Salesforces: Some Explicit SolutionsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limittheoretical model of a heterogeneous sales forceCitations147147 citations
[19]Srinath Gopalakrishna, Gary L. Lilien, Jerome D. Williams, Ian K. Sequeira (1995). Do Trade Shows Pay Off?A · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitUS industrial trade showsCitations145145 citations
[20]Lujie Chen, Mengqi Jiang, Fu Jia, Guoquan Liu (2021). Artificial intelligence adoption in business-to-business marketing: toward a conceptual frameworkA · limited verificationAPeer-reviewed article in Journal of Business and Industrial Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual framework from a content analysis of 59 papers; no primary dataCitations144144 citations
[21]Wei-Lin Wang, Edward Carl Malthouse, Bobby Calder, Ebru Uzunoglu (2017). B2B content marketing for professional services: In-person versus digital contactsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inB2B professional servicesScope limitB2B professional servicesCitations139139 citations
[22]Masoud Moradi, Mayukh Dass (2022). Applications of artificial intelligence in B2B marketing: Challenges and future directionsA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitreview of AI in B2B marketing; no primary dataCitations114114 citations
[23]Andris A. Zoltners, Prabhakant Sinha (2005). The 2004 ISMS Practice Prize Winner—Sales Territory Design: Thirty Years of Modeling and ImplementationA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inenterprise salesScope limit500 firms, 1,500 implementation projectsCitations107107 citations
[24]Roberto Mora Cortez, Ann Højbjerg Clarke, Per Vagn Freytag (2021). B2B market segmentation: A systematic review and research agendaA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of B2B segmentation; no primary dataCitations9696 citations
[25]Arvind Rangaswamy, Prabhakant Sinha, Andris A. Zoltners (1990). An Integrated Model-Based Approach for Sales Force StructuringA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inenterprise salesScope limitmodel application of industrial sales forcesCitations7272 citations
[26]Arttu Purmonen, Elina Jaakkola, Harri Terho (2023). B2B customer journeys: Conceptualization and an integrative frameworkA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitconceptual integrative literatureCitations6464 citations
[27]Linda Hui Shi, J. Chris White, Shaoming Zou, S. Tamer Çavuşgil (2009). Global account management strategies: Drivers and outcomesA · limited verificationAPeer-reviewed article in Journal of International Business Studies, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitsurvey of multinational firms' global account management programmesCitations6464 citations
[28]Harri Terho, Marta Giovannetti, Silvio Cardinali (2022). Measuring B2B social selling: Key activities, antecedents and performance outcomesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inenterprise salesScope limittwo samples of B2B salespeopleCitations5353 citations
[29]Hubert Gatignon, Dominique M. Hanssens (1987). Modeling Marketing Interactions with Application to Salesforce EffectivenessA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2BScope limitmodelling of salesforce effectiveness in industryCitations4747 citations
[30]Wim G. Biemans, Avinash Malshe, Jeff S. Johnson (2022). The sales-marketing interface: A systematic literature review and directions for future researchA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic review of the literature on the sales-marketing interfaceCitations4646 citations
[31]Sadasivan Pillai Sandesh, S. Sreejesh, Justin Paul (2022). Key account management in B2B marketing: A systematic literature review and research agendaA · limited verificationAPeer-reviewed article in Journal of Business Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitsystematic literature review without own poolingCitations4040 citations
[32]Sanjog Misra, Harikesh S. Nair (2011). A structural model of sales-force compensation dynamics: Estimation and field implementationA · limited verificationAPeer-reviewed article in Quantitative Marketing and Economics, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inindustrial B2B, B2B distribution channelsScope limita single US contact lens manufacturerCitations3838 citations
[33]Fábio Caldieraro, Anne T. Coughlan (2009). Optimal Sales Force Diversification and Group Incentive PaymentsA · limited verificationAPeer-reviewed article in Marketing Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limittheoretical agent-based model of sales forcesCitations3131 citations
[34]Kamran Eshghi, Sourav Ray (2020). Conflict and performance in channels: a meta-analysisA · depends on conditionsAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journaldepends on conditionsThe effect is real, but its direction or size depends on a specific condition.Study typemeta-analysisMeasured inB2B distribution channelsScope limitdistribution channels across time periodsApplies whenperiod of development and maturity of e-commerce technologiesCitations2828 citations
[35]Dennis Herhausen, Björn Sven Ivens, Robert Spencer, Michael Weibel (2021). Key account management configurations and their effectiveness: A quasi-replication and extensionA · independently confirmedAPeer-reviewed article in Industrial Marketing Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typeobservational studyMeasured inindustrial B2BScope limitEuropean firms with key account managementCitations2828 citations
[36]Eunkyu Lee, Richard Staelin, Weon Sang Yoo, Rex Yuxing Du (2013). A “Meta-Analysis” of Multibrand, Multioutlet Channel SystemsA · limited verificationAPeer-reviewed article in Management Science, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limittheoretical spatial channel model; no primary dataCitations2626 citations
[37]Nawar N. Chaker, Rhett Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. McDougal, Jay O’Toole (2025). The past, present, and future of adaptive selling: Toward an integrative frameworkA · contestedAPeer-reviewed article in Journal of the Academy of Marketing Science, a top journalcontestedConflicting results have been published; the dispute is unresolved.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitintegrative review of adaptive selling, no primary dataCitations1212 citations
[38]Yuliia Kyrdoda, Giacomo Marzi, Donata Vianelli (2025). Digital transformation in the B2B context: A review, theorisation and future perspectivesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured incitation and publication data (scientometrics)Scope limitbibliometric systematic review of B2B digital transformationCitations55 citations
[39]Stefan Wengler, Michael Kleinaltenkamp, Nima Heirati, Katharina Prohl-Schwenke (2026). Untangling value-based customer management approaches in business markets: Value-based selling, customer success management, key account managementA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitliterature review of B2B marketsCitations33 citations
[40]Nivin Vinoi, Amit Shankar, Priyavrat Sanyal (2025). Charting the course for adaptive selling: A systematic review and meta-analysisA · independently confirmedAPeer-reviewed article in Industrial Marketing Management, a top journalindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inenterprise salesScope limitmeta-analysis of adaptive selling studies, predominantly salesperson surveysCitations22 citations
[41]John Rust, Richard Staelin (2011). Rust’s and Staelin’s Comments on: “A structural model of sales force compensation dynamics: estimation and field implementation” by Sanjog Misra and Harikesh NairA · limited verificationAPeer-reviewed article in Quantitative Marketing and Economics, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitcommentary without empirical dataCitations11 citation
[42]Gaurav Sabnis, Sharmila C. Chatterjee, Rajdeep Grewal, Gary L. Lilien (2013). The Sales Lead Black Hole: On Sales Reps' Follow-Up of Marketing LeadsA · limited verificationAPeer-reviewed article in Journal of Marketing, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typedatasetMeasured inenterprise salesScope limitB2B salespeople and marketing leadsCitations11 citation
[43]Simone Severini, Harri Terho, Joel Mero, Silvio Cardinali (2026). Unpacking account-based marketing: Conceptualization, key activities, and performance outcomesA · limited verificationAPeer-reviewed article in Industrial Marketing Management, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitqualitative conceptualisation of ABM (Theories-in-Use), without outcome measurementCitations11 citation
[44]George R. Franke, Jeong-Eun Park (2006). Salesperson Adaptive Selling Behavior and Customer Orientation: A Meta-AnalysisA · limited verificationAPeer-reviewed article in Journal of Marketing Research, a top journallimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeconceptual paperMeasured inno original empirical data (conceptual work)Scope limitconceptual paper; no primary data
[45]Geraint Holliman, Jennifer Rowley (2014). Business to business digital content marketing: marketers’ perceptions of best practiceB · limited verificationBPeer-reviewed article in Journal of Research in Interactive Marketinglimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitqualitative interviews with B2B marketersCitations515515 citations
[46]Anne T. Coughlan, Chakravarthi Narasimhan (1992). An Empirical Analysis of Sales-Force Compensation PlansB · limited verificationBPeer-reviewed article in The Journal of Businesslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inenterprise salesScope limitthe salesperson population is not reportedCitations141141 citations
[47]Prabhakant Sinha, Andris A. Zoltners (2001). Sales-Force Decision Models: Insights from 25 Years of ImplementationB · limited verificationBPeer-reviewed article in Interfaceslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typereviewMeasured inno original empirical data (conceptual work)Scope limitnarrative review of sales model implementationsCitations4141 citations
[48]Shrihari Sridhar, Murali K. Mantrala, Sönke Albers (2013). Pharmaceutical Detailing Elasticities: A Meta-AnalysisB · independently confirmedBPeer-reviewed article in Innovation and Marketing in the Pharmaceutical Industryindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inB2B professional servicesScope limitmeta-analysis of pharmaceutical detailing to physiciansCitations88 citations
[49]Matthew Dixon, Brent Adamson (2011). The Challenger Sale: Taking Control of the Customer ConversationC · limited verificationCBook or conference paper: Portfolio/Penguinlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitB2B sales representatives in large companies
[50]Liz Harrison, Dennis Spillecke, Jennifer Stanley, Jenny Tsai (2021). Omnichannel in B2B Sales: The New Normal in a Year That Has Been Anything ButD · limited verificationDPreprint or report (McKinsey & Company (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitbook without specified authors or data
[51]Gartner (2023). Gartner B2B Buying Report: How to Adapt Your Sales and Marketing Strategies to the Current State of B2B BuyingD · limited verificationDPreprint or report (Gartner). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitbuying report; source not reported
[52]Liz Harrison, Candace Lun Plotkin, Steve Reis, Jennifer Stanley (2021). B2B Sales: Omnichannel Everywhere, Every TimeD · limited verificationDPreprint or report (McKinsey & Company (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitglobal survey of B2B decision-makers since 2016
[53]Candace Lun Plotkin, Jennifer Stanley, Liz Harrison (2024). Five Fundamental Truths: How B2B Winners Keep GrowingD · limited verificationDPreprint or report (McKinsey & Company (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inenterprise salesScope limitglobal B2B Pulse Survey 2024
[54]Paolo Cencioni, Jacopo Gibertini, David Sprengel, Martina Yanni (2024). Next-Gen B2B Sales: How Three Game Changers Grabbed the OpportunityD · limited verificationDPreprint or report (McKinsey & Company (report)). Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typebookMeasured inindustrial B2B, enterprise salesScope limitbook on B2B social selling; no primary data

21Other works in the corpus

9 sources

[1]Dmitry Ivanov (2025). Comparative analysis of product and network supply chain resilienceB · limited verificationBPeer-reviewed article in International Transactions in Operational Researchlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured inno original empirical data (conceptual work)Scope limitsimulated two-product supply chainsCitations3030 citations
[2]Ruhaimatu Abudu, Emmanuel Anu Thompson, Frank Selase Dzawu, Alfredo Roa-Henriquez (2025). A meta-analysis assessment of adaptive and transformative approaches to supply chain resilienceB · independently confirmedBPeer-reviewed article in Supply Chain Analyticsindependently confirmedOther teams have found the same result using different data, so far only in a few markets or categories.Study typemeta-analysisMeasured inindustrial B2BScope limitmeta-analysis of diverse supply chainsCitations66 citations
[3]Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi (2022). Selection versus scale: Loyalty indices for brand managementB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG)Scope limitsurvey for 54 brands across 6 consumer goods categories in JapanCitations66 citations
[4]Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi (2023). Selection is superior to scale: determining brand loyalty highly correlated to market shareB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typemodel/methodMeasured infast-moving consumer goods (FMCG), consumer durablesScope limitJapanese consumer categories and car market, Japanese sample onlyCitations33 citations
[5]Michael Wang, Yang Liu, Duanyang Geng, Manoj Dora, Alex Hill (2026). Decarbonisation and firm financial performance: The roles of supply chain transparency and resilienceB · limited verificationBPeer-reviewed article in International Journal of Production Economicslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limitundisclosed sample of firmsCitations22 citations
[6]U.S. Bureau of Labor Statistics (2024). Business Employment Dynamics - Fourth Quarter 2024B · limited verificationBPeer-reviewed article in U.S. Bureau of Labor Statistics (news release USDL-25-1200)limited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitUS business survival statistics (BLS)
[7]Joe Hazzam, Dilrukshi Dimungu-Hewage (2026). Measuring what matters: a longitudinal evaluation of website metrics and their association with UK manufacturing firm financial performanceB · limited verificationBPeer-reviewed article in Journal of Marketing Analyticslimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inindustrial B2BScope limit358 publicly traded UK manufacturers, longitudinal web metricsCitations0
[8]CB Insights (2026). The largest startup deathsD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typedatasetMeasured inacross categories and marketsScope limitdataset of startups without a specified methodology
[9]US Bureau of Labor Statistics (2024). 34.7 percent of business establishments born in 2013 were still operating in 2023 : The Economics Daily : U.S. Bureau of Labor StatisticsD · limited verificationDPreprint, working paper or report. Not peer-reviewedlimited verificationOne study or one dataset so far. No one else has independently repeated it.Study typeobservational studyMeasured inacross categories and marketsScope limitUS, establishments founded in 2013