... the bundling–performance association has changed over time. Design/methodology/approach The authors conducted a comprehensive meta-analysis using meta-regression of 285 effect size estimates of the association between bundling and performance, collected from 120 studies reported in 84 eligible articles...

..., this study identifies consistent relationships between OSCA and its antecedents from global perspective. Design/methodology/approach This study synthesized the findings of 72 studies by performing a meta-analysis using bivariate analysis and meta-analysis structural equation modeling. Additionally...

...Kumar Rakesh Ranjan; Sudeep Rohit; Rahul Ramachandran; Anicar D. Manavi Purpose This study aims to explore elusive ways in which marketing communications create value for customers and firms. A two-step comparative meta-analysis of prior studies on inorganic (advertising) and organic (word...

.... Augmented reality virtual reality meta-analysis Over the past few decades, technological advancements in both augmented reality (AR) and virtual reality (VR) have emerged as powerful tools for retailers to enhance customer responses and firm performance (Grewal et al., 2017 ; Hilken...

...Achchuthan Sivapalan; Charles Jebarajakirthy; Haroon Iqbal Maseeh; Deepak Sangroya; Sushant Kumar Purpose The purpose of this study is to combine two types of meta-analytical approaches, i.e. SEM-based meta-analysis and fuzzy set qualitative comparative analysis (fsQCA)-based meta-analysis...

... social responsibilities. Originality/value The meta-analysis resolves the issue of inconsistent impacts of CEDs across studies. Moreover, including CEDs in a model provides insight into these strategies’ relative importance when considering different marketing objectives. Finally, this study enriches...

... consumption literature. Design/methodology/approach By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis. Findings VBN- and TPB-based psychological factors (adverse consequences...

...-encompassing model synthesising results. Therefore, the purpose of this study is to synthesise findings from existing studies on eWOM by using meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications. Design/methodology...

..., and to identify additional factors that question the effect’s practical market relevance. Design/methodology/approach – Meta-analysis and moderator analysis (meta-regression) are used to summarize the findings and assess the explanatory power of background variables on the magnitude of the attraction effect...

...Jack Cadeaux; Adrian Ng Purpose This paper aims to present a meta‐analysis to test the competing hypotheses that arise from structural contingency theory (SCT) and transaction cost analysis (TCA) about how environmental uncertainty affects the strategic marketing policy of forward vertical...