European Journal of Marketing: Volume 52 Issue 3/4

Guest editorial

Blinds up or down?: The influence of transparency, future orientation, and CSR on sustainable and responsible behavior

This paper aims to explore how and when a business’ transparency leads to greater willingness to engage in sustainable and responsible consumption by consumers.

Consumer attitudes towards electric vehicles: Effects of product user stereotypes and self-image congruence

The purpose of this paper is to investigate the effects of gamification on connections between consumers’ self-image congruence in relation to the purchasers of an environmentally…

Balancing self/collective-interest: equity theory for prosocial consumption

This work aims to use equity theory to explore how consumers assess prosocial actions as part of a mental portfolio of purchases and behaviors in a broader marketplace, seeking…

Stressful sustainability: a hermeneutic analysis

Research on sustainable consumption (SC) has shown how, faced with barriers that prevent them from embracing a sustainable lifestyle, consumers experience classic symptoms of…

The effect of product line endpoint prices on vertical extensions

Literature in brand extensions has relied greatly on categorization theory and on prototypical models of categorization to explain the affect transfer from a parent brand to its…

The impact of marketing activities on service brand equity: The mediating role of evoked experience

This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through…

The impact of social influence on the perceived helpfulness of online consumer reviews

This study aims to study to what extent the helpfulness votes others attach to a review affect a consumer’s perceived helpfulness of that review. In addition, the purpose of this…

The impact of goal (non)attainment on consumer preference through changes in regulatory focus

Previous research has investigated how performance outcome impacts effort and subsequent goal pursuit. However, little is known about the incidental impact of goal (non)attainment…

Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities

Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research…

The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: Compulsive buying and external trash-talking

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external…

Conspicuous political brand interactions on social network sites

Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political…

Man vs machine: Relational and performance outcomes of technology utilization in small business CRM support capabilities

The purpose of this paper is to examine the use of technology in customer relationship management (CRM) support capabilities by using an environmental contingency perspective. By…

Expanding the boundaries of brand communities: the case of Fairtrade Towns

This paper aims to further the authors’ understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from…

Reminding customers to be loyal: does message framing matter?

Marketers may proactively give customers personalized notices regarding their progress toward certain rewards as a means to stimulate ongoing behaviors. This paper aims to…

Understanding olfaction and emotions and the moderating role of individual differences

The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience…

Challenging the planned behavior approach in social marketing: emotion and experience matter

There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social…

Evaluations of a sequence of affective events presented simultaneously: An investigation of the peak-end rule

A key finding in the affect integration literature is that for a sequence of events that unfolds sequentially, individuals attend to specific aspects of these events, such as the…

From Modernism to Populism – art as a discursive mirror of the nation brand

The purpose of this paper is to examine the role played by the visual arts in expressing and shaping the nation brand. In doing so, it establishes the centrality of visual…