European Journal of Marketing: Volume 39 Issue 1/2

The spherical marketing concept : A revitalization of the marketing concept

Göran Svensson

In the marketing literature it is often argued that corporations should pay attention to the needs and wants not only of their own customers, but also to those of their customers'…

Measure and control of non‐response in a mail survey

Vidal Díaz de Rada

This paper shows several results obtained from the first investigation made in Spain using Dillman's total design method for mail surveys. In the spring of 1998 a survey was…

The impact of a prestigious partner on affinity card marketing

Henry K.Y. Fock, Ka‐shing Woo, Michael K. Hui

This study investigates the synergetic impact of joint marketing collaboration between a bank and an affinity organisation on their affinity credit card holders' behaviours. Seeks…

Consumer evaluations of sales promotion: the effect on brand choice

Begoña Alvarez Alvarez, Rodolfo Vázquez Casielles

This study evidences the influence that sales promotion has on brand choice behaviour. Establishments wish to influence consumers' buying behaviour, and thus they launch strong…

Adaptation of cultural content: evidence from B2C e‐commerce firms

Nitish Singh, Vikas Kumar, Daniel Baack

To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences…

Searching the web for global brands: how American brands standardise their web sites in Europe

Shintaro Okazaki

This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was…

Antecedents of managerial public relations: a structural model examination

Carmen Lages, Luis Filipe Lages

This paper identifies key forces influencing the degree of managerial public relations (MPR), i.e. the practice of public relations (PR) as a strategic tool.

The impact of brand extensions on brand personality: experimental evidence

Adamantios Diamantopoulos, Gareth Smith, Ian Grime

To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter.

Customer intention to return online: price perception, attribute‐level performance, and satisfaction unfolding over time

Pingjun Jiang, Bert Rosenbloom

Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level…

Managing the new service development process: towards a systemic model

Eric Stevens, Sergios Dimitriadis

When compared with the field of new product development, research on new services has seen fewer developments and offers less comprehensive insights. This paper tries to fill this…

Contemporary marketing practices in Russia

Ralf Wagner

This study investigates the validity of the relationship paradigm in contrast with the marketing‐mix paradigm with respect to modern Russian markets. Moreover, the specifics of…

Decision waves: consumer decisions in today's complex world

Ashley Lye, Wei Shao, Sharyn Rundle‐Thiele, Carolyn Fausnaugh

The purpose of this paper is to examine the dominant consumer decision theory models and understand why that theory has received little empirical validation. A “decision waves”…

Knowledge‐Based Marketing: The 21st Century Competitive Edge

Laszlo Karpati