European Journal of Marketing: Volume 48 Issue 7/8

Word-of-mouth marketing: Towards an improved understanding of multi-generational campaign reach

Lars Groeger, Francis Buttle

– The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns.

International market segmentation: Economics, national culture and time

Desislava G. Budeva, Michael R. Mullen

This paper aims to investigate the influence of economic and cultural factors, separately and combined, on international country segments and to reveal the stability of factors…

Brand identity fit in co-branding: The moderating role of C-B identification and consumer coping

Na Xiao, Seung Hwan (Mark) Lee

This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose…

Snowball to avalanche: Understanding the different predictors of the intention to propagate online marketing messages

Hung-Chang Chiu, Anurag Pant, Yi-Ching Hsieh, Monle Lee, Yi-Ting Hsioa, Jinshyang Roan

This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional…

Multichannel management gets “social”

Ilaria Dalla Pozza

This paper aims to investigate customers’ motivations and the decision-making process when choosing a channel in a “social” multichannel environment that includes social media…

Price promotions effects of virtue and vice products

Josefa Parreño-Selva, Francisco José Mas-Ruiz, Enar Ruiz-Conde

This paper aims to propose models that capture the own effect of price promotions of virtue and vice products on sales and cross effects within the subcategory, between…

Perceptions of fair treatment in financial services: Development, validation and application of a fairness measurement scale

James F. Devlin, Sanjit Kumar Roy, Harjit Sekhon

The purpose of this article is to derive, test and validate a comprehensive, inclusive measure of perceptions of fairness in consumers of financial services, as current attempts…

Cause marketing communications: Consumer inference on attitudes towards brand and cause

Sridhar Samu, Walter Wymer

This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects…

Recognising emotional expressions of complaining customers: A cross-cultural study

Alastair G. Tombs, Rebekah Russell-Bennett, Neal M. Ashkanasy

– This study aims to test service providers’ ability to recognise non-verbal emotions in complaining customers of same and different cultures.

Sustainable, hedonic and efficient: Interaction effects between product properties and consumer reviews on post-experience responses

Marie-Cecile Cervellon, Lindsey I. Carey

This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian…

Perceived authenticity of the visitor experience in museums: Conceptualization and initial empirical findings

Anne-Marie Hede, Romana Garma, Alexander Josiassen, Maree Thyne

– This paper aims to investigate the authenticity concept and its antecedents and consequences within the context of museums.

Synthesis of attraction effect research: Practical market implications?

Sandra J. Milberg, Mónica Silva, Paulina Celedon, Francisca Sinn

The purpose of this paper is to extend the conclusions of a previous synthesis of attraction effect research (1995), focusing on the influence of background and design variables…

Shame or pride?: The moderating role of self-construal on moral judgments concerning fashion counterfeits

Jae-Eun Kim, Kim K.P. Johnson

The purpose of this paper is to examine the moderating role of individuals’ self-view (interdependent, independent) in the relationship between moral emotions and moral judgments…

Regulatory congruence effects in two-sided advertising: The mediating role of processing fluency and processing depth

Erlinde Cornelis, Veroline Cauberghe, Patrick De Pelesmacker

The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses…

The good, the bad and the variable: How evaluations of past editions influence the success of sequels

Frederik B.I. Situmeang, Mark A.A.M. Leenders, Nachoem M. Wijnberg

The purpose of this paper is to contribute to the marketing literature and practice by examining the relationship between evaluations of past editions in a series and the success…

Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans

David M. Woisetschläger, Vanessa J. Haselhoff, Christof Backhaus

The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly…

National versus local brands: Examining the influences of credence and experience services on customer perceptions of quality in a franchise context

Hyo-Jin Jean Jeon, Rajiv P. Dant, Aaron M. Gleiberman

The purpose of this research is to investigate differences in customer perceptions of quality between credence and experience industries. The paper expands on the implications of…

The role of meta-perceptions in customer complaining behavior

Dewi Tojib, Saman Khajehzadeh

– This study aims to demonstrate that meta-perceptions play a contributing role in customers’ direct complaint intention.