Table of contents
How does brand innovativeness affect brand loyalty?
Ravi Pappu, Pascale G. QuesterThis paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of…
Boosting the effectiveness of channel governance options: The moderationing role of relational norms
James R. Brown, Scott K. Weaven, Rajiv P Dant, Jody L CrosnoThe aim of this study is to explore possible contingent variables that might explain these twin contradictory effects of marketing channel governance. Franchisors govern their…
Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors
Sabrina Verena Helm, Uwe Renk, Anubha MishraThe purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand…
The impact of emotional arousal levels and valence on product evaluations: From regulatory goal perspective
Nak Hwan Choi, Jae Min Jung, Tamir Oyunbileg, Pianpian YangThis paper aims to investigate the moderating roles of emotional arousal levels (elevated vs mild) and emotional valence (positive vs negative) stemming from outcomes of…
Effects of economic and social satisfaction on partner trust: An investigation of temporal carryover effects
Hong-Youl Ha, Myung-Soo Lee, Swinder JandaIt has previously been noted that channel relationships are more richly understood when viewed over time. Moreover, there is a lack of research on how two types of satisfaction…
Are consumers’ reasons for and against behaviour distinct?
Andreas Chatzidakis, Sally Hibbert, Heidi WinklhoferThe purpose of this paper is to add clarity to current conceptualisations of attitudes towards giving versus not giving and to identify an approach that better informs…
Send-for-review decisions, brand equity, and pricing
Chun Qiu, Peter Popkowski LeszczycThe purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature…
Conceptualisations of the consumer in marketing thought
Ann-Marie Kennedy, Gene R LaczniakThis paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The…
Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
Cathy McGouran, Andrea ProtheroThis paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of…
Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling
Stephen Wilkins, Carina Beckenuyte, Muhammad Mohsin ButtThe purpose of this study is to discover the extent to which consumers are aware of air filling in food packaging, the extent to which deceptive packaging and slack filling …
Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment
Hongwei He, Weichun Zhu, Dennis Gouran, Olivia KoloThis paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates…
Anthropomorphic packaging: is there life on “Mars”?
Alexandros Triantos, Emmanuella Plakoyiannaki, Evaggelia Outra, Nikolaos PetridisAnthropomorphism is the innate human tendency to attribute human or human-like characteristics to non-human entities or objects. Even though it is widely used by marketing…
Predictive validity of evidence-based persuasion principles: An application of the index method
J. Scott Armstrong, Rui Du, Kesten C. Green, Andreas GraefeThis paper aims to test whether a structured application of persuasion principles might help improve advertising decisions. Evidence-based principles are currently used to improve…
Evidence-based advertising using persuasion principles: Predictive validity and proof of concept
Daniel O'Keefe– The purpose of this paper is to provide commentary on Armstrong, Du, Green and Graefe’s (this issue) article.
Generalisability of advertising persuasion principles
Byron Sharp, Nicole Hartnett– This paper aims to reflect on the generalisability of the predictive validity test of the Persuasion Principles Index (PPI) conducted by Armstrong et al. (2016).
Predicting advertising execution effectiveness: scale development and validation
Arch G. WoodsideThis paper aims to present a commentary on the Armstrong et al. (2015) proposals to use checklists of Armstrong’s “advertising principles” to predict the effectiveness of…
Predicting what? The strengths and limitations of a test of persuasive advertising principles
Malcolm J. WrightThe purpose of this paper is to discuss Armstrong et al.’s (2016) finding that ads that more closely follow evidence-based persuasion principles also achieve higher…
Persuasion Principles Index: ready for pretesting advertisements
Kesten C. Green, J. Scott Armstrong, Rui Du, Andreas GraefeThis paper aims to respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (2016, this issue) regarding the immediate usefulness of that paper’s test…
ISSN:
0309-0566e-ISSN:
1758-7123ISSN-L:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall