European Journal of Marketing: Volume 48 Issue 1/2

Gratitude in relationship marketing: Theoretical development and directions for future research

For centuries, gratitude has represented an integral component of social relationships, yet it remains relatively overlooked by marketing scholars in the study of commercial…

Re-conceptualising call-centres as sites of control: the insider perspective

The role of call-centres during service recovery has attracted much attention in research. However, marketers know less about controlling customers during recovery interactions…

Eye for an eye: Examining retaliation in business-to-business relationships

The purpose of this research is to examine why a buying firm in a marketing channel may retaliate against its supplier. The objective of this paper is thus to understand the…

Marketing artistic careers: Pablo Picasso as brand manager

In recent years, scholars have begun suggesting that marketing can learn a lot from art and art history. This paper aims to build on that work by developing the proposition that…

Consumer perceptions of trade show effectiveness: Scale development and validation within a B2C context

– This paper aims to develop and estimate a model to measure consumer perceptions of trade show effectiveness.

The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth

– This research aims to examine the consequences of customer justice perception and the role of customer affection in the context of service failure and recovery.

Predicting handbill avoidance in Hong Kong and the UK

Handbills are an interesting advertising medium since they are distributed by people in a social context. Little, however, is known about why handbills are often avoided. This…

Exploring consumers' motivations to engage in innovation through co-creation activities

This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities…

Internal market orientation, market capabilities and learning orientation

The purposes of this paper are to examine whether internal market orientation facilitates the development of external market capabilities, before influencing organizational…

The effect of pre-entry information on relational outcomes in franchising: Model conceptualisation and gender comparison

The purpose of this paper is to examine how pre-entry franchising information (i.e. franchisor-provided) influences the confirmation (or not) of franchisees' pre-entry…

Employer brand trust and affect: linking brand personality to employer brand attractiveness

The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable…

Deconstructing the value proposition of an innovation exemplar

Research into the identification and development of value propositions has recently been identified as a key research priority by the Marketing Science Institute. The purpose of…

To what extent do articles published in other than “top journals” have impact on marketing?

– The purpose of this study is to examine the relevance and limitations of using a top journal approach as a proxy for an article's value or contribution.

Homogeneity, “glocalism” or somewhere in between?: A literary interpretation of identity in the era of globalization

This paper aims to expand current theories of globalisation to a consideration of its impact on the individual. Much work has been done on the impact of globalisation on social…

Weapons of mass intrusion: the leveraging of ambush marketing strategies

The study presented in this article aims to examine the impact of the leveraging of three distinct ambush marketing strategies that are under-researched in the literature…

Factors enhancing word-of-mouth influence: positive and negative service-related messages

This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouth's (WOM) influence. The study also sought to…

Price customization and within-chain data do not mix!

Grocery retailers have access to detailed data on consumer purchases within their own chains. Previous research has used across-chain scanner panel data to develop optimal price…

Establishing the scope of marketing practice: insights from practitioners

Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify…

2013 Awards for Excellence