European Journal of Marketing: Volume 38 Issue 5/6

The changing face of marketing academia: What can we learn from commercial market research and practitioners?

This commentary was stimulated by two things. First, the apparently growing concerns within marketing academia with the gap between academia and practice. Throughout Europe…

Strategy paradigms for the management of quality:dealing with complexity

Quality management is dominated by rational paradigms for the measurement and management of quality, but these paradigms start to “break down”, when faced with the inherent…

Some tests for suitability of brand switching model

In the context of strategic marketing and market commitment models, modeling of brand switching behaviour of consumers is of extreme use in determining the performance potential…

The influence of religion on attitudes towards the advertising of controversial products

In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what…

Marketing management in a complex adaptive system: An initial framework

This article explores how complexity theory can help marketers to understand a market and to operate within it. Essentially, it argues that complexity theory has the potential to…

Applicability of a brand trust scale across product categories: A multigroup invariance analysis

Despite increased attention and relevance drawn by trust as a key characteristic required for relationship marketing success, it has seldom been explicitly examined in…

Exploring the accuracy of SME managers' network perceptions

This paper studies the accuracy of small‐ to medium‐sized (SME) managers' perceptions of their information exchanges with important market actors such as customers, competitors…

Antecedents to new food product purchasing behavior among innovator groups in India

Through structural equation modeling, Fishbein and Ajzen's modified theory of reasoned action model (TORA) is used to study the impact of innovation on Indian consumers’ purchase…

Internet community bonding:the case of macnews.de

This paper presents a structure for understanding Internet communities. A conceptual framework is developed with a view to enabling an understanding of the delivery of service and…

Age is just a number: Rave culture and the cognitively young “thirty something”

This paper looks at “dance” or “rave”, a phenomenon usually associated with youth culture. It suggests that there is a hidden consumer who falls into the 30‐40 age group. The…

How do small business managers make strategic marketing decisions?: A model of process

Argues that a deeper understanding of the current strategic marketing decision‐making processes in small businesses is necessary to raise the acceptance rates of interventions to…

The relationship between power and dependence in marketing channels: A Chinese perspective

This paper studies the causal relationship between dependence and power in the context of marketing channels in China in the setting of department stores and their suppliers. The…

Relationships between engineers and marketers within new product development: An Anglo‐German comparison

This paper presents a comparative study of the views of British and German engineers on the relationship between engineers and marketers and the conflict between them. Data have…

The Rhetoric and Reality of Marketing: An International Managerial Approach

Revealing the Corporation. Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate‐level Marketing