European Journal of Marketing: Volume 46 Issue 3/4

Types of linkages between service characteristics and customer consequences

The purpose of the paper is to investigate the nature of linkages between characteristics of a service and customer consequences and elicit the types of such linkages.

Creating customer loyalty through service customization

Although practitioners and scholars alike embrace service customization as a possibly powerful management instrument, its impact on customer relationships as well as contingencies…

Linking perceived value of mobile marketing with the experiential consumption of mobile phones

This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing…

Buy, boycott or blog: Exploring online consumer power to share, discuss and distribute controversial advertising messages

The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the…

Do initial stock price reactions provide a good measurement stick for marketing strategies?: The case of new product introductions in the US

The purpose of this paper is to examine the correspondence between the stock market's immediate reactions to new product introduction announcements and those products' subsequent…

Information processing in choice‐based conjoint experiments: A process‐tracing study

This paper investigates how respondents to conjoint experiments process information and choose among product profiles, and how this varies with their knowledge about the product…

Uncovering the real effect of switching costs on the satisfaction‐loyalty association: The critical role of involvement and relationship benefits

This paper seeks to demonstrate that assuming an increase in satisfaction will always lead to greater loyalty oversimplifies the complex association between these constructs. A…

Examining the antecedents of positive employee brand‐related attitudes and behaviours

This study aims to examine the antecedents of employee brand commitment (BC) and brand citizenship behaviours (BCB). In doing so, it also aims to propose a model which includes…

The role of the sales employee in securing customer satisfaction

Previous research has emphasized the pivotal role that salespeople play in customer satisfaction. In this regard, the relationship between salespeople's attitudes, skills, and…

Sponsorship congruence and brand image: A pre‐post event analysis

Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between…

A tenant‐mix model for shopping malls

The purpose of this paper is to develop a novel tenant mix model for shopping malls based on an analogy from ecological theories.

Advancing entrepreneurial marketing: Evidence from born global firms

The purpose of this paper is to advance the domain of entrepreneurial marketing (EM) responding to the challenge to EM scholars to more fully develop EM as a school of marketing…

The sponsorship‐advertising interface: is less better for sponsors?

The objective of this article is to explore the general idea that there is a limit to the extent to which consumers make goodwill assumptions when sponsorship is used in…

Dual nature of cause‐brand fit: Influence on corporate social responsibility consumer perception

The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the…

2011 Awards for Excellence