European Journal of Marketing: Volume 53 Issue 10

The allure of celebrities: unpacking their polysemic consumer appeal

Markus Wohlfeil, Anthony Patterson, Stephen J. Gould

This paper aims to explain a celebrity’s deep resonance with consumers by unpacking the individual constituents of a celebrity’s polysemic appeal. While celebrities are…

Developing a holistic understanding of consumers’ experiences: An integrative analysis of objective and subjective elements in physical retail purchases

Marlon Dalmoro, Giuliana Isabella, Stefânia Ordovás de Almeida, João Pedro dos Santos Fleck

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an…

The interplay between market intelligence activities and sales strategy as drivers of performance in foreign markets

Evangelia Katsikea, Marios Theodosiou, Katerina Makri

Exporting is a popular foreign market entry mode, especially among small- and medium-sized enterprises (SMEs). The success of SME exporters depends on their ability to establish…

Identifying counterfeit brand logos: on the importance of the first and last letters of a logotype

Abhishek Pathak, Carlos Velasco, Gemma Anne Calvert

Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for…

The role in encroachment of the sustainability aspects of value propositions

Andre Nijhof, Marjolein Bakker, Henk Kievit

This paper aims to elucidate what concepts of encroachment in business-to-consumer markets explain the market share increase of companies with sustainability value propositions…

Signaling effects and the role of culture: movies in international auxiliary channels

Ashish Sinha, Haodong Gu, Namwoon Kim, Renu Emile

Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows…

In “likes” we trust: likes, disclosures and firm-serving motives on social media

Yuri Seo, Jungkeun Kim, Yung Kyun Choi, Xiaozhu Li

This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on…

The consequences of the heritage experience in brand museums on the consumer–brand relationship

Mathilde Pulh, Rémi Mencarelli, Damien Chaney

This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the…

Social media engagement behavior: A framework for engaging customers through social media content

Rebecca Dolan, Jodie Conduit, Catherine Frethey-Bentham, John Fahy, Steve Goodman

Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the…