Outputs (2)

Influencer marketing effectiveness: A meta-analytic review (2024)
Journal Article
Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. (online). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, https://doi.org/10.1007/s11747-024-01052-7

Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesiz... Read More about Influencer marketing effectiveness: A meta-analytic review.

The effects of benefit-based (vs. attribute-based) product categorizations on mental imagery and purchase behavior (2024)
Journal Article
Ghiassaleh, A., Kocher, B., & Czellar, S. (2024). The effects of benefit-based (vs. attribute-based) product categorizations on mental imagery and purchase behavior. Journal of Retailing, 100(2), 239-255. https://doi.org/10.1016/j.jretai.2024.01.001

Retailers encounter consequential choices when categorizing products on a (virtual) shelf display. This research disentangles the impact of two of these categorization schemes, namely attribute-based and benefit-based product catego... Read More about The effects of benefit-based (vs. attribute-based) product categorizations on mental imagery and purchase behavior.