Annotated Bibliography- Marketing

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 Annotated Bibliography- Marketing

Bohmert, C., Croft, R. & Freudenstein, F. (2020). Framing effects in risk communication
messages- Hazard identification vs. risk assessment. Environmental Research,
190(1). https://doi.org/10.1016/j.envres.2020.109934

Bohmert, Croft and Freudenstein’s article focuses on understanding the risk

associated with communication messages along with the important elements of
effective risk communication. An online survey conducted was designed to test
whether framing of a risk message as either a risk assessment or a hazard
identification would influence risk perception associated with communication
messages.

The framework from the article was moderately successful in that a higher
population of hazard group believed their text was a hazard identification for the
risk group associated. Most individuals under the questions understood the
message that was being provided and the association of risk towards the
communication message.

This article provides limited support towards the research but did provide details
on how people associate a risk judgement with the overall association of creating
an effective communication message. Risk messages are framed to help
understand the perception of important elements of effective risk communication
and communication messages.

Ebrahim, R. (2019). The role of trust in understanding the impact of social media
marketing on brand equity and brand loyalty. Journal of Relationship Marketing,
19(4). 287-308. 10.1080/15332667.2019.1705742

We currently live in an era where social media platforms are integrated into the
marketing strategy of many organizations. Ebrahim’s article focuses on exploring
impacts of social media marketing activities on brand loyalty through brand trust
and brand equity.

This article used structural equation modeling to follow 287 users who follow
telecommunications companies on social media. The results showed when it
comes to social media marketing activities it is comprised of three dimensions.
1. Trendiness which measures how new and up-to-date information is
through social media platforms.

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 Annotated Bibliography- Marketing

2. Customization which represents satisfying the different wants and needs

of various customers based on their demands.
3. Word-of-mouth which refers to informal communication throughout users
by providing reviews and possible recommendations.

This article supports how various social media marketing activities are effective
tools when building brand loyalty within the social media-based community.
Customers typically have a vision of what they are looking for before they decide
on a purchase but companies who can provide brand awareness and increased
brand image could have a potential impact on current and future customer
behavior.

Fauser, S., Harrington, R. & Ottenbacher, M. (2017). QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks.
International Journal of Contemporary Hospitality Management, 29(1).
https://www-emerald-com.ezproxy.liberty.edu/insight/content/doi/10.1108/IJCHM-
06-2015-0300/full/html

This article examines quick service restaurants (QSR) to differentiate the minds
of consumers and non-customers along with addressing the use of absolute
measures. The study looks at customer versus non-customer insights to better
understand marketing strategies and how they impact overall value.

This article provided the theoretical framework associated with marketing

strategy, 7Ps (product, promotion, price, place, people, process, and physical
evidence), value position and the outcomes associated with McDonald’s, KFC,
Burger King, Subway and Starbucks. When it comes to Starbucks, customers
seemed to perceive them as being higher value and quality than both
McDonald’s and Burger King. QSR customers seemed to value higher quality
and convenience over non-customers. Age groups were also a distinguishing
predictor on the type of customer relationship associated with each business.

This article provided supporting information toward exploratory factor analysis to

address research questions. Customers typically looks at quality, convenience,
and price rather than focusing on the 7p’s. The research included designing and
carrying out a multi-strategy framework to establish continued relationships with
customers and non-customers.

Ganesh D., Kip K. & Justin P. (2021). Marketing to millennials: Marketing 4.0, customer

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 Annotated Bibliography- Marketing

satisfaction and purchase intention. Journal of Business Research, 122(10). 608-

620. https://doi.org/10.1016/j.jbusres.2020.10.016.

Ganesh, Kip and Justin explore the evolution of Marketing 4.0 and analytically
examine the impacts it has on customer satisfaction and purchase intention. The
article aims at researching the upgrade from 3.0 model to focus on the influence
of brand interaction in the digital age.
Through the evaluation of their work, they can determine that brand identity and
brand image play a significant role when determining customer satisfaction and
overall purchase intentions. Contrary to belief research determined there was
not a significant relationship between brand integrity or brand interaction when it
comes to customer satisfaction and overall purchase intention.
The narrative contained within this journal article provides supporting information
pertaining to how brand identity and brand image could have an influence in
terms of customer satisfactions along with increasing customer buying decisions.
The study focuses specifically on the Gen-Z and Millennial generation to gain
insight toward their prime future target market. Being able to understand how
brand loyalty and brand value relate to customer satisfaction and purchase
intentions helps provide a unique prospective on current and future marketing
trends.

Guenther, M. & Guenther, P. (2019). The value of branding for B2B service firms – The
shareholders’ perspective. Industrial Marketing Management. 78(1). 88-101.
https://doi.org/10.1016/j.indmarman.2017.11.013

The article focuses on introducing shareholder views and the link characteristics
of business-to-business (B2B) service transactions to the financial value of
brands. The research focuses on competitive advantage through branding within
B2B compared to business to customer markets which many firms are currently
operating through.

Researchers focus on a theoretical viewpoint where branding B2B services can

be particularly relevant but is also difficult. The research seeks to provide further
knowledge of how B2B service brands add to the value of shareholders but
increased advertising spending in B2B service industries. B2B service industries
have been determined to be a major contributing factor to current and future
customers purchase decisions.

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 Annotated Bibliography- Marketing

The article will provide an abundance of feasible insight on how brand value and
contingency factors play an important role regarding B2B service. While this
article is not considered to be the foundation for the intended research, it
supports the main thesis of the information to be research. The information
contained within the research provides crucial information examining the financial
value B2B has on service brand along with the positive value to shareholders.

Morgan, Neil A. (2018). Marketing capabilities in international marketing.” Journal of

international marketing, 26(1). 61–95. Web.

Morgan focuses on reviewing the most influential journal publishing for

international market research since 1999. The criteria focused on previous rating
of journal in marketing and international business disciplines the following four
questions:
1. How they define marketing capabilities and the theories on which the
conceptualization draws.
2. The types of marketing capabilities identified and/or examined.
3. The marketing capability operationalization and analysis method used (for
empirical studies).
4. The findings reported in the empirical studies with respect to antecedents,
consequences, moderators, and mediators connected with marketing
capabilities in international marketing.
Through research of 57 articles, international marking researcher have
continuously found a growing interest in marketing capability. Morgan’s research
provided details of important gaps in conceptual and empirical knowledge when it
comes to marketing capabilities internationally.
Morgan’s article can be used to provide guiding research attention toward the
four questions above. This offers contributions to not only theory of international
marketing but also practice within international marketing.

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