European Journal of Marketing
Issue(s) available: 446 – From Volume: 1 Issue: 1, to Volume: 58 Issue: 13
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Volume 11
Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual determinants
Kate Sansome, Jodie Conduit, Dean Charles Hugh WilkieEscalating uncertainty surrounding brand communications has intensified consumer demands for transparency. Many definitions link transparency to the quantity of shared…
Does language concreteness influence consumers’ perceived deception in online reviews?
Xiaoxiao Shi, Wei Shan, Zhaohua Du, Richard David Evans, Qingpu ZhangAlthough online reviews have become a key source of information for consumer purchasing decisions, little is known about how the concreteness of language used in these reviews…
Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness
Dean Charles Hugh Wilkie, Sally Rao Hill, Ruhani Angana Silva, Abas MirzaeiThe growing concern around sustainability highlights the need to change individual consumption behaviour. Using evolutionary theory, the purpose of this paper is to present a…
Whistleblowing intensity and distributor compliance in marketing channel networks
Sihan Jiang, Lu Shen, Chuang Zhang, Xubing ZhangThis paper aims to examine how channel whistleblowing intensity affects a distributor’s compliance to the manufacturer’s request and how that impact is influenced by institutional…
Incumbents’ marketing deterrence strategies and potential entrants’ time-to-entry: evidence from the US airline industry
Sina Aghaie, Omid Kamran-Disfani, Milad Darani, Mohammad Mike SaljoughianThe purpose of this study is to investigate how incumbent firms’ marketing deterrence strategies, price-cuts and quality improvement, influence potential entrants’ (PEs) entry…
How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry
Malika Chaudhuri, Tanawat Hirunyawipada, Yue PanPharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and…
Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions
Kate Jeonghee ByunThe purpose of this paper is to examine how temporal payment framing (i.e. segregate vs aggregate framing) and goal proximity (i.e. proximal vs distal goals) influence consumer…
How influencers can enhance consumer responses by value co-creation
Jin Zhang, Lingkui Cai, Xiaoying ZhengThis paper aims to explore whether, how and when influencers’ value co-creation behavior in a post – influencers investing operant resources to enhance the value gained from using…
Beyond influence: unraveling the complex tapestry of digital influencer dynamics in hyperconnected cultures
Igor de Jesus Lobato Pompeu Gammarano, Nikhilesh Dholakia, Emílio José Montero Arruda Filho, Ruby Roy DholakiaThis paper aims to the intricate relationship between digital influencers (DIs) and their followers, aiming to develop a comprehensive framework that explains how influence works…
Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment
Manish Das, Charles Jebarajakirthy, Balaji M.S., Victor Saha, Mrinal Kanti Paul, Achchuthan SivapalanThis study aims to examine the role of price discounts and how to communite such discounts for masstige brands. While a price discount might encourage potential (first time…
The “locus continuum” of price increase perception – Is communicating a good cause for price increases always beneficial?
Doreén Pick, Stephan ZielkeGovernmental regulations aiming to protect environmental goals often require firms to increase sales prices with negative consequences on price fairness perception. Companies…
The dark side of stock repurchases: do they affect marketing capabilities?
Yuan Wen, Babu John-Mariadoss, U.N. Umesh, Alberto Sa Sa Vinhas, Daniel KuzmichThis study aims to investigate the effect of stock repurchase – firms buying back their own stocks – on firm performance, focusing specifically on the role of marketing…
The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?
Fanny Fong Yee Chan, Steven Marc EdwardsBrands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to…
Relative importance of competing marketing strategies on different customer metrics: a meta-analytic review of customer equity drivers
Valter Afonso Vieira, Diego Nogueira Rafael, Yi-Chun OuThis meta-analytic study aims to generalize the impacts of three customer equity drivers (CEDs), including value equity (VE), brand equity (BE) and relationship equity (RE), on…
Understanding the evolution of engagement with brand posts on social media using agent-based models
Pavankumar Gurazada, Moutusy MaityThis paper aims to delineate the nature of the costs associated with the diffusion of brand posts. Since cost is an essential component of customer lifetime value, this research…
Investigating the effects of political correctness in social marketing messaging
Francisco Guzmán, Diego Alvarado-Karste, Fayez Ahmad, David Strutton, Eric L. KennedyObesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness…
Is there a danger of making customers feel too empowered? Exploring the double-edged sword of customer orientation and creative benefits
Yeyi Liu, Tobias Johannes Hubert Mayerhofer, André Marchand, Thomas Foscht, Martin Paul Fritze, Andreas Benedikt EisingerichThis study aims to explore the extent to which customer orientation and creative benefits offered by a firm may weaken rather than strengthen customer engagement. In doing so, it…
Strategizing green marketing in times of uncertainty: does it pay off?
Karolos A. Papadas, Lamprini Piha, Vasileios Davvetas, Constantinos N. LeonidouThis study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business…
Competing construals in advertising: the central role of feeling closer to the brand versus closer to other brand users
Brittney C. BauerWhile consumer–brand relationships bring to mind commonalities such as shared interests and values, the way consumers construe information can differ depending on the situation…
Naming product colors by consumption situations as advertising appeals: effects and the underlying mechanism
Hsuan-Hsuan Ku, Fong-Yi SuProduct color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism…
Female CEOs and corporate social responsibility: effect of CEO gender on relational and rational CSR
Prachi Gala, Saim Kashmiri, Cameron Duncan NicolThe purpose of this research is to explore the impact of women in the C-suite on strategic marketing choices in general and CSR in particular is scant. To that end, this study…
ISSN:
0309-0566e-ISSN:
1758-7123ISSN-L:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall