European Journal of Marketing: Volume 42 Issue 1/2

Corporate identity/strategy interface: implications for corporate level marketing

The purpose of this paper is to examine the latest development of a crucial sub‐area within the field of corporate identity (CI): the interface between CI and strategy. Moreover…

Contribution of immigrant employees to international marketing standardisation strategies selection: An exploratory study

Previous studies on the contribution of immigrant employees (IE) have mainly focused on immigrants from non‐Western industrialised countries. Few studies have explored the…

Cronyism: One possible consequence of guanxi for an insider: how to obtain and maintain it?

The purpose of this paper is to determine a model of how a foreign businessman obtains and maintains cronyism from his Chinese counterpart that emphasizes on an insider…

An extended model of the antecedents and consequences of consumer satisfaction for hospitality services

The purpose of this paper is to examine the impact of self‐congruence on consumer satisfaction with services and to develop and test a conceptual model of the antecedents and…

Towards an integrated model of low attention advertising effects: A perceptual‐conceptual framework

The purpose of this paper is draw together the different explanations of low attention advertising effects in the related, yet traditionally separate, paradigms of low involvement…

The influence of loyalty programme membership on customer purchase behaviour

In the retailing sector, consumers typically patronize multiple outlets, which leaves outlets striving to earn a greater portion of consumer expenditures. The purpose of this…

The relationships between market orientation and alternative strategic orientations: A meta‐analysis

One of the strongest convictions in marketing is that market orientation contributes to firms' performance substantially more than alternative strategic orientations such as…

Linking products to a cause or affinity group: Does this really make them more attractive to consumers?

Cause‐related and affinity marketing are based on the assumption that linking a commercial organisation's product with a non‐profit organisation enhances the product's appeal and…

Manufacturer's characteristics that determine the choice of producing store brands

The purpose of this paper is to study the rationale for the production of store brands and the possible existence of different store brand manufacturer segments according to their…

Economic satisfaction and relationship commitment in channels: The moderating role of environmental uncertainty, collaborative communication and coordination strategy

The purpose of this paper is to focus on the linkage between economic satisfaction and relationship commitment in distribution channels. The moderating effects of three variables…

Understanding the consumer propensity to observe

The purpose of this paper is to explore the tendency of some consumers to use the purchase behavior of unknown other consumers as a purchase decision heuristic, by first…

Is the marketing concept always necessary?: The effectiveness of customer, competitor and societal strategies in business environment types

The purpose of this paper is to examine which particular marketing strategies will work best in which particular business environments. It also aims to test a series of…

Consumption attitudes and adoption of new consumer products: a contingency approach

The purpose of this paper is to further current understanding of the relationship between consumption attitudes and new product adoption and how the relationship may be contingent…

Marketing: Broadening the Horizons

A Twenty‐first Century Guide to Aldersonian Marketing Thought

From the incoming Editors

From the outgoing Editors