European Journal of Marketing: Volume 43 Issue 11/12

Is a “star” worth a thousand words?: The interplay between product‐review texts and rating valences

The purpose of this study is to investigate how the interplay of valences (positive or negative) between review texts and ratings affects consumers' reactions to the reviews and…

Can marketing practice keep up with Europe's ageing population?

The purpose of this paper is to draw the attention of managers and academics to the extent of demographic changes now occurring in the European Union, specifically the ongoing…

Examining the academic/commercial divide in marketing research

The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing…

Brand extension strategies: perceived fit, brand type, and culture influences

The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand…

Examining the role of international entrepreneurship, innovation and international market performance in SME internationalisation

The current study aims to examine the role of international entrepreneurship and innovation in small to medium‐sized enterprise (SME) internationalisation, also touching on the…

Market orientation and enterprise policy

The purpose of this paper is to examine the merit of enterprise policies that seek to enhance market orientation as a driver of firm performance.

Differentiation and silver medal winner effects

The aim of this paper is to consider business schools and to elicit whether, in seeking differentiation, rankings are more desirable than brand personality and whether silver…

Niche firms and marketing strategy: An exploratory study of internationally oriented niche firms

This paper aims to explore how internationally oriented niche firms define and choose their markets and customers and how they position their products, and thereby add to the…

Dynamic capabilities: the missing link in CRM investments

The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM).

Female role stereotypes in print advertising: Identifying associations with magazine and product categories

The purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female…

Internal market orientation and its influence on organisational performance

The purpose of this paper is to analyse the influence that internal marketing, represented by internal market orientation (IMO), might have on the internal aspects (satisfaction…

Advertising and promotions budgeting and the role of risk

This study aims to look at the conventional wisdom with regards to budgeting methods, processes, and sophistication in light of recent macro work relating budgetary approaches to…

High quality and low cost: the lean service centre

There are two objectives of this paper: first, to examine the application of lean production improvement techniques to the pure‐service context; and, second, to evaluate the…

Cross‐national segmentation: An application to the NAFTA airline passenger market

The aim of this paper is to propose an approach to international market segmentation that identifies meaningful cross‐national consumer segments, which focuses on airline…

Strategic Brand Management