European Journal of Marketing: Volume 41 Issue 11/12

Towards effective poster presentations: an annotated bibliography

Douglas Brownlie

The aim of this paper is to introduce the topic of poster presentation as legitimate area of academic study and practice within the marketing discipline.

New marketing, improved marketing, apocryphal marketing: Is one marketing concept enough?

Tony Woodall

This paper seeks to explore marketing's ambiguous relationship with truth and, in so doing, to question the efficacy and value of the marketing concept and the very nature of…

Sensing the scent of service success

Lena Goldkuhl, Maria Styvén

The intangible character of services makes it difficult for customers to evaluate a service offering before consumption. Scent offers a powerful means of making services tangible…

Developing a scale for stakeholder orientation

Oliver H.M. Yau, Raymond P.M. Chow, Leo Y.M. Sin, Alan C.B. Tse, C.L. Luk, Jenny S.Y. Lee

Business practitioners are increasingly concerned about stakeholder issues. Although stakeholder orientation (StkO) has important bearings on a company's performance, to date no…

Re‐evaluating green marketing strategy: a stakeholder perspective

Jaime Rivera‐Camino

The present study aims to examine the influence of stakeholders on green marketing strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in…

Limit conjoint analysis and Vickrey auction as methods to elicit consumers' willingness‐to‐pay: An empirical comparison

Christina Sichtmann, Susanne Stingel

Limit conjoint analysis (LCA) and Vickrey auctions (VA) are methods for measuring willingness‐to‐pay (WTP) currently under discussion. However, there are hardly any studies…

Consumer complaint behaviour of Asians and non‐Asians about hotel services: An empirical analysis

Eric W.T. Ngai, Vincent C.S. Heung, Y.H. Wong, Fanny K.Y. Chan

This paper aims to test the differences in the consumer complaint behaviour of Asian and non‐Asian hotel guests in terms of culture dimensions. It also aims to examine the…

Perceived relationship quality and post‐purchase perceived value: An integrative framework

Miguel A. Moliner, Javier Sánchez, Rosa M. Rodríguez, Luís Callarisa

The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality…

A review of the foundation, international marketing strategies, and performance of international new ventures

Arild Aspelund, Tage Koed Madsen, Øystein Moen

This review aims to focus on the phenomenon of infant firms that operate internationally right from or close to inception, so‐called international new ventures (INVs) or born…

The impact of relationships on changes in internationalisation strategies of SMEs

Henrik Agndal, Sylvie Chetty

The purpose of this paper is to study how existing relationships influence changes in SMEs' internationalisation strategies in terms of markets and modes.

Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study

Tim Mazzarol, Jillian C. Sweeney, Geoffrey N. Soutar

Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers'…

The importance of packaging attributes: a conjoint analysis approach

Pinya Silayoi, Mark Speece

The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals…

Ethnocentric beliefs and country‐of‐origin (COO) effect: Impact of country, product and product attributes on Greek consumers' evaluation of food products

George Chryssochoidis, Athanassios Krystallis, Panagiotis Perreas

The present study using the Consumer Ethnocentric Tendencies Scale (CET‐SCALE) aims to evaluate the level of consumer ethnocentrism (CE) and its implications on their evaluation…

Retail Product Management, 2nd edition

R. Hamlin

A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing

Stephen Brown