Table of contents
CSR types and the moderating role of corporate competence
Xiaoye Chen, Rong Huang, Zhiyong Yang, Laurette DubeThis paper aims to investigate the impact of different types of corporate social responsibility (CSR; i.e. value-creating CSR, promotional CSR and philanthropic CSR) on consumer…
Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications
Abhishek Dwivedi, Robert McDonaldBrand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing…
Comparison of perceived acquisition value sought by online second-hand and new goods shoppers
Angeline Gautami Fernando, Bharadhwaj Sivakumaran, L. SuganthiSecond-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies on…
The effects of competitive reserve prices in online auctions
Jidong Han, Chun Qiu, Peter Popkowski LeszczycThis paper aims to investigate how competition among online auction sellers influences the setting of both open and secret reserve prices, thereby affecting auction outcome.
The formation of a cross-selling initiative climate and its interplay with service climate
Ting Yu, Ko de Ruyter, Paul Patterson, Ching-Fu ChenThis study aims to explore the formation and consequences of a cross-selling initiative climate, as well as how a service climate, which provides an important boundary condition…
Musical flavor: the effect of background music and presentation order on taste
Naomi ZivIn many food marketing contexts products are sampled while music is played in the background. The purpose of this paper is to examine whether changing the pleasantness of…
Non-musical sound branding – a conceptualization and research overview
Nicolai Jørgensgaard Graakjær, Anders BondeThe purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on…
Impact of social media strategies on stock price: the case of Twitter
Salim Chahine, Naresh K. MalhotraSocial media have recently become an important strategic marketing tool to increase firm value. Based on an integrated theoretical framework, this study aims to examine the market…
Market basket analysis insights to support category management
Andres Musalem, Luis Aburto, Maximo BoschThis paper aims to present an approach to detect interrelations among product categories, which are then used to produce a partition of a retailer’s business into subsets of…
Original brands in competition against high quality copycats
Hang Nguyen, Kunter GunastiCopycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat…
Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands
Salim L. Azar, Isabelle Aimé, Isabelle UlrichMixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product…
Isolating the value-relevant part of advertising spending
Peter Guenther, Miriam GuentherThis paper aims to examine how much importance the financial market attaches to advertising spending’s short-term productivity vis-à-vis its investment component and the impact of…
A study of parent–adolescent interaction: The impact of family communication patterns on adolescents’ influence strategies and parents’ response strategies
Chankon Kim, Hanjoon Lee, Sang-Lin HanThe purpose of this study is to examine the impact of family communication patterns (FCP) on adolescents’ choice of influence strategies and parents’ choice of response strategies…
User experience in personalized online shopping: a fuzzy-set analysis
Ilias O. PappasIn the complex environments of online personalization, multiple factors have been considered to explain consumers’ online behaviour, but largely without considering the role of…
All in the value: The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising
Zahy Bashir Ramadan, Ibrahim Abosag, Vesna ZabkarThe purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly…
Examining consumer responses to cross-border brand acquisitions
Xiang Fang, Xiaoyu WangThe purpose of this study is to investigate the effect of cross-border acquisitions on brand image dimensions (functional, symbolic and global image) of the acquirer brand from a…
How pride influences product evaluation through construal level
Pianpian Yang, Qingyu ZhangThis research aims to investigate how consumers’ authentic pride versus hubristic pride affects different construal levels of mind-sets and subsequent product evaluation by…
ISSN:
0309-0566e-ISSN:
1758-7123ISSN-L:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall