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Readings Practice (2026) · Ofir Richman · worked-solution

Readings Practice — 25 MCQs (all readings, worked)

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A practice paper of 25 reading-based MCQs covering all 17 papers and chapters on the 2026 reading list — one or two questions per reading, written in the same style as the reading-cited questions on the real past papers. Every correct answer was verified against the assigned pages of the original reading. Click an option to reveal every option's verdict and the explanation.

  1. Q1 — Doers vs intenders (Kariv et al.)

    According to Kariv, Krueger, Cisneros and Kashy-Rosenbaum in "Embedding the marketing angle into the pursuit of entrepreneurial propensity" (2025), what did their discriminant analysis reveal about the three entrepreneurial-propensity groups?
  2. Q2 — Standardised vs custom attribution (Buhalis & Volchek)

    In "Bridging marketing theory and big data analytics: The taxonomy of marketing attribution" (2021), why do Buhalis and Volchek propose the new terms "standardised" and "custom" attribution?
  3. Q3 — What attribution still can't do (Buhalis & Volchek)

    According to Buhalis and Volchek in "Bridging marketing theory and big data analytics: The taxonomy of marketing attribution" (2021), which capability is still missing even from the most sophisticated attribution methods they reviewed?
  4. Q4 — Why podcasts count as 'traditional' (Moorman et al.)

    According to Moorman, Ryan, and Tavassoli in "Why Marketers Are Returning to Traditional Advertising" (2022), podcast advertising is itself a digital medium — so why do the authors nonetheless count it as a driver of the shift back toward traditional advertising?
  5. Q5 — Scepticism about digital returns (Moorman et al.)

    According to Moorman, Ryan, and Tavassoli in "Why Marketers Are Returning to Traditional Advertising" (2022), what structural problem is fuelling marketers' growing scepticism about the reported returns of digital media?
  6. Q6 — Why consumer stories beat brand stories (Hong et al.)

    In their study "Sharing consumers' brand storytelling" (2022), what mechanism do Hong, Yang, Wooldridge and Bhappu find explains why consumers' brand storytelling improves brand attitudes relative to a firm-created brand story?
  7. Q7 — Storytelling vs word of mouth (Hong et al.)

    In "Sharing consumers' brand storytelling" (2022), how do Hong et al. conceptually distinguish consumers' brand storytelling from word of mouth (WoM)?
  8. Q8 — Positioning statement vs value proposition (Brand Fusion)

    In Brand Fusion (2022), how do Smith and Williams characterise the relationship between a positioning statement and a value proposition?
  9. Q9 — Brands as figural signs (Salzer-Mörling & Strannegård)

    In "Silence of the brands" (2004), Salzer-Mörling and Strannegård borrow Lash's distinction between discursive and figural modes of communication. How do they position brands within this distinction?
  10. Q10 — The polysemous brand inside the firm (Aimé)

    In Isabelle Aimé's research "The dynamic construction of brand storytelling" (2021), the Petit Bateau case study is presented as making a twofold theoretical contribution. What is its central claim about brand meaning co-creation?
  11. Q11 — Respond, don't control (Aimé)

    In Isabelle Aimé's research "The dynamic construction of brand storytelling" (2021), Petit Bateau managers acknowledge that consumers now co-construct the brand's storytelling. What stance does the paper conclude the brand should take toward this?
  12. Q12 — Which SMM dimensions survived (Ebrahim)

    In "The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty" (2020), Ebrahim measures SMM activities using Kim and Ko's five-dimension scale. What does the factor analysis reveal about these dimensions in the Egyptian telecom context?
  13. Q13 — How SMM reaches brand equity (Ebrahim)

    In "The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty" (2020), what does Ebrahim's structural model show about how SMM activities affect brand equity?
  14. Q14 — GenAI and co-ideation creativity (Cillo & Rubera)

    In "Generative AI in innovation and marketing processes" (2024), what do Cillo and Rubera expect to happen to creativity when consumers use GenAI in the developing (co-ideation) stage?
  15. Q15 — The B2B brand-equity imbalance (Dell, Brand Fusion)

    In the Dell Technologies case in Brand Fusion (2022), what imbalance do Smith and Williams identify in how B2B companies typically try to build brand equity?
  16. Q16 — GenAI personalization at scale (Kshetri et al.)

    According to Kshetri, Dwivedi, Davenport and Panteli in "Generative artificial intelligence in marketing" (2024), what do firms need in order to deliver GAI-driven personalization at scale?
  17. Q17 — How corporate brand identity evolves (Iglesias et al.)

    In "Corporate brand identity co-creation in business-to-business contexts" (2020), what do Iglesias et al. find about how corporate brand identity evolves over time in the five B2B SMEs they study?
  18. Q18 — Verisimilitude vs creativity (Campbell et al.)

    In "Preparing for an Era of Deepfakes and AI-Generated Ads" (2022), Campbell et al. deliberately place awareness of ad falsity at the centre of their framework. According to their propositions, how do perceived verisimilitude and perceived creativity each relate to a consumer's awareness that an ad is false?
  19. Q19 — Condoning a fake ad (Campbell et al.)

    In "Preparing for an Era of Deepfakes and AI-Generated Ads" (2022), Campbell et al. note that consumers do not always react negatively to ads they recognise as manipulated. Which mechanism in their framework explains why a consumer might condone an ad despite knowing it is fake?
  20. Q20 — Classifying AI advertising research (Rodgers)

    In "Promises and Perils of Artificial Intelligence and Advertising" (2021), Rodgers argues that the research in the themed issue, despite ongoing debate about AI advertising's current level of intelligence, is best classified as which type of AI?
  21. Q21 — The reversed ELM (Lee & Theokary)

    In "The superstar social media influencer" (2021), Lee and Theokary's key empirical finding about how the Elaboration Likelihood Model operates for YouTube video influencers is that:
  22. Q22 — Where displayed emotion pays off (Lee & Theokary)

    In "The superstar social media influencer" (2021), Lee and Theokary find that an influencer's displayed excitement and passion about the product:
  23. Q23 — Personalization vs customization (Kumar et al.)

    In "Understanding the role of artificial intelligence in personalized engagement marketing" (2019), Kumar et al. distinguish personalization from customization. According to the authors, what is the key difference between the two?
  24. Q24 — From CLV focus to serving everyone (Kumar et al.)

    In "Understanding the role of artificial intelligence in personalized engagement marketing" (2019), Kumar et al. offer a long-run prediction about customer growth for firms in developed economies. What strategic shift do they predict?
  25. Q25 — Upstream interventions (Brand Fusion, social conscience)

    In the "Social conscience: Social marketing" section of Brand Fusion (2022), Smith and Williams distinguish levels at which behaviour-change interventions can operate. Which of the following is an example of an "upstream" intervention?

Coverage

One question per reading, two for the most exam-prominent ones: Kariv et al. (Q1), Buhalis & Volchek (Q2–Q3), Moorman et al. (Q4–Q5), Hong et al. (Q6–Q7), Brand Fusion ch. 4 (Q8), Salzer-Mörling & Strannegård (Q9), Aimé (Q10–Q11), Ebrahim (Q12–Q13), Cillo & Rubera (Q14), Dell case (Q15), Kshetri et al. (Q16), Iglesias et al. (Q17), Campbell et al. (Q18–Q19), Rodgers (Q20), Lee & Theokary (Q21–Q22), Kumar et al. (Q23–Q24), social conscience chapter (Q25).

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