Benjamin Dominique Klink
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Klink
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Benjamin Dominique
Email
benjamindominique.klink@unisg.ch
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+41 71 224 7195

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Uncovering the Competitive Advantage of Corporate Brand Equity in E-Commerce

2023-05 , Klink, Benjamin Dominique

Online retailers are among the world’s strongest brands. Yet, the strategic relevance of e-tailer brands remains elusive. This research therefore explores the strategic relevance of online retailer brands from a firm-perspective, utilizing theories-in-use techniques and grounded theory development. It draws on interviews with marketing executives from a diverse set of online retailers, collectively representing more than 2.4 bn USD in e-commerce revenue. The findings show a strong e-tailer brand to constitute a competitive advantage, proposing a substantial relationship between online retailer brand equity and e-commerce market share. This research is the first to unveil how this competitive advantage manifests in the marketplace, uncovering the driving mechanisms of the brand equity – market share link. Based on the present findings, corporate brand equity offers a plausible explanation for the astonishingly high market concentration in online retailing.

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Online Patronage: Primer, Systematic Literature Review, and Conceptualization

2021-09-23 , Rudolph, Thomas , Klink, Benjamin Dominique

The ongoing global pandemic has led to a seismic shift of shopping behavior towards online channels. In this light, understanding consumer choice between online shop alternatives – online patronage - grew even more important. Problematically, due to inconsistent naming and conceptualization of online patronage in the literature, the body of evidence is scattered, confusing, and incommensurable. To address this issue, we use methodological triangulation to identify and synthesize online patronage conceptualizations from the literature. Namely, we employ an analysis of emblematic patronage definitions, a narrative literature review, and an interdisciplinary systematic literature review. On that basis, we offer a primer on patronage in the e-commerce context, argue conceptual distinctiveness from loyalty, propose an online patronage conceptualization, and briefly discuss research opportunities.

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Contagious Frontline Employees: The Effect of Frontline Employee Empowerment on Online Customer Reviews

2021-09 , Linzmajer, Marc , Klink, Benjamin Dominique , Hauschke, Andreas , Rudolph, Thomas

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Immer mehr Schweizer kaufen mit dem Smartphone ein

2019-05 , Rudolph, Thomas , Kleinlercher, Kristina , Neumüller, Kathrin , Klink, Benjamin Dominique

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A Taxonomy of Marketing Instruments in E-Commerce

2022-05 , Rudolph, Thomas , Klink, Benjamin Dominique

The unprecedented diversity of marketing tools available in e-commerce increasingly poses fundamental challenges to marketing practitioners and researchers. New types of marketing tools have emerged at rapid pace. Yet, due to the lack of overview, harnessing the potential of these new marketing opportunities is challenging. Similarly, marketing research is handicapped by the lack of an integrative conceptual framework. In response to this void, we develop a up-to-date taxonomy of marketing instruments in e-commerce. Based on a comprehensive compendium of marketing tools currently available to e-commerce businesses, we empirically and intersubjectively develop an integrative framework using the open card sort method. We identify 10 marketing instrument categories covering 62 marketing tools. Our results provide a valuable resource for marketing strategy development and an evidence-based framework for future research.

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Der Schweizer Onlinehandel | Internetnutzung Schweiz 2021

2021-10-27 , Rudolph, Thomas , Klink, Benjamin Dominique , Hoang, Michael

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Whitepaper: Lehren aus der Corona-Krise für das Handelsmanagement

2021-07 , Rudolph, Thomas , Klink, Benjamin Dominique , Eggenschwiler, Matthias , Hoang, Michael

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Publication

E-Commerce Marketing Mix Effects on Online Patronage: A Meta-Analysis

2022-09-21 , Rudolph, Thomas , Klink, Benjamin Dominique

Since the advent of the internet, e-commerce has disrupted consumer shopping habits globally. Synchronously, leaps in marketing technology multiplied the range of marketing tools available to e-tailers. However, the comparative effectiveness of e-commerce marketing activities unfortunately remains elusive – despite a wealth of research on the matter. In response to this void, we meta-analytically investigate the effect of 62 marketing tools, clustered in 10 e-commerce mix dimensions, on online patronage. Our meta-analytical review synthesizes 644 distinct datasets from 591 data sources, yielding 1780 individual bivariate effect sizes based on 11493298 observations. Our results offer substantial insights for e-commerce marketing practice with regards to the effectiveness of marketing tools and marketing budget allocation decision-making. With regards to the research community, we provide a comprehensive review of the current status-quo of online patronage research, a quantitative synthesis of the cumulative evidence, and point toward potentially fruitful avenues for further research.

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Der Schweizer Online Handel. Internetnutzung Schweiz 2019

2019-03-26 , Rudolph, Thomas , Kleinlercher, Kristina , Neumüller, Kathrin , Klink, Benjamin Dominique

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Illuminating the e-commerce marketing mix : framework development, marketing tool effects on online patronage, and impact of brand equity

2023-02-20 , Klink, Benjamin Dominique

E-Commerce has disrupted retailing and continues to capture market shares worldwide. At the same time, marketing tools have multiplied due to rapid advances in marketing technology. These developments have profound implications for managing the marketing-mix in an e-commerce context, posing substantial challenges to marketing executives. The scientific literature on marketing tools and their effectiveness in e-commerce is unfortunately highly fragmented and therefore limited in its ability to provide sound guidance concerning an integrated e-commerce marketing mix. This dissertation therefore aims to illuminate the e-commerce marketing mix. Towards this end, it, first, systematically reviews the literature on online patronage, confirming distinct fragmentation and conceptual confusion. It collates the research on patronage in e-commerce and develops an integrative conceptualization to aid future research. Second, it comprehensively identifies and intersubjectively categorizes currently available marketing tools in e-commerce. On that basis, it conceptualizes an e-commerce mix taxonomy comprising 62 archetypical marketing tools in ten dimensions. The e-commerce mix framework may aid, debias, and guide managerial decision-making and spark and inform scholarly debate. It then, third, meta-analytically assesses e-commerce mix effects on online patronage, synthesizing the empirical evidence of over 17000000 observations extracted from 602 individual studies. Thereby enhancing our understanding of firm-controlled levers impact on online patronage. The results provide valuable evidence on the comparative effectiveness of marketing tools, making findings particularly relevant for implementation decisions and benchmarking purposes in practice. Last, it uncovers, describes, and explains the competitive advantage and strategic relevance of online retailer brand equity. The qualitative study reveals a strong link between online retailer brand equity and market share. Findings highlight the importance of a long-term perspective in online retailing and complement the results of the meta-analysis.

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