European Journal of Marketing: Volume 45 Issue 4

Reflections on assessing academic quality in marketing, and the UK REF

Nick Lee

The purpose of this editorial is to comment on the paper by Saunders and Wong in this issue. In doing so, the paper reflects on the notion of academic quality within marketing…

Manoeuvring towards research decline: The RAE and the decline of Britain's international research standing

John Saunders, Veronica Wong

This research paper aims to examine the global trends in publishing in the leading marketing journals between 1964 and 2008, focusing on how public policy intervention in the…

Marketing strategy and customer involvement in product development

Mons Freng Svendsen, Sven A. Haugland, Kjell Grønhaug, Trond Hammervoll

This paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a…

The joint effect of project‐level exploratory and exploitative learning in new product development

Chih‐Peng Chu, Ci‐Rong Li, Chen‐Ju Lin

The purpose of this paper is to further understand the joint effect of project‐level exploratory and exploitative learning in new product development. It aims to examine the…

Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of team identification

Heidi M.K. Ngan, Gerard P. Prendergast, Alex S.L. Tsang

It is common for companies to sponsor sports teams. The aim of this paper is to examine experimentally the impact of two team attributes (team performance and the presence of a…

Beyond the final consumer: the effectiveness of a generalist stakeholder strategy

Amir Grinstein, Arieh Goldman

Managers often face a number of dilemmas with respect to their stakeholders: Who are the most salient ones? How many should they target? How to allocate attention/efforts among…

Exploration and exploitation across three resource classes: Market/customer intelligence, brands/bonds and technologies/processes

Jaakko Aspara, Henrikki Tikkanen, Erik Pöntiskoski, Paavo Järvensivu

Long‐run corporate success requires engagement in two types of innovative activities: exploitation and exploration. However, earlier research has focused on exploration and…

The role of corporate culture in relationship marketing

Oriol Iglesias, Alfons Sauquet, Jordi Montaña

The role of corporate culture in relationship marketing is significantly under‐researched, although there is evident consensus in the literature about the importance of this…

Relationships in fast moving consumer goods markets: The consumers' perspective

Rose Leahy

This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving…

The effects of advertising spending on brand loyalty in services

Hong‐Youl Ha, Joby John, Swinder Janda, Siva Muthaly

This paper aims to model the effect of advertising spending on brand loyalty by examining the simultaneous effects of advertising spending, store image, perceived quality and…

Brand Meaning

Susan Whelan