European Journal of Marketing: Volume 53 Issue 4

Rethinking some of the rethinking of partial least squares

Joseph F. Hair, Marko Sarstedt, Christian M. Ringle

Partial least squares structural equation modeling (PLS-SEM) is an important statistical technique in the toolbox of methods that researchers in marketing and other social…

Active bidders versus smart bidders: Do participation intensity and shopping goals affect the winner’s joy in online bidding?

Kacy K. Kim, Michael J. Gravier, Sukki Yoon, Sangdo Oh

The purpose of this paper is to contrast two lay theories of how consumers draw affective inferences about their online bidding experiences. The active-bidder theory (smart-bidder…

What we know and need to know about the gamification of advertising: A review and synthesis of the advergame studies

Devika Vashisht, Marla B. Royne, Sreejesh S.

Advergames, or integrated brand messages within digital games, have received considerable attention from researchers and practitioners. Despite increased use of advergames as a…

Contrasting perspectives – practitioner’s viewpoint on personalised marketing communication

Joanna Strycharz, Guda van Noort, Natali Helberger, Edith Smit

The purpose of this paper is to provide insights into personalisation from a practitioner’s perspective to bridge the practitioner-academia gap and steer the research agenda. A…

Prosocial process fit: normatively expected purchasing increases the prosocial premium

Frank Mathmann, Lisa Pohlmeyer, E. Tory Higgins, Clinton Weeks

This paper aims to investigates the effect of normative expectations in the purchase process on consumers’ value perceptions for prosocial products (e.g. environmentally friendly…

Flavor halos andconsumer perceptions offood healthfulness

Nguyen Pham, Maureen Morrin, Melissa G. Bublitz

This paper aims to examine how repeated exposure to health-related products that contain flavors (e.g. cherry-flavored cough syrup) create “flavor halos” that can bias perceptions…

Investigating the role of customers’ perceptions of employee effort and justice in service recovery: A cross-cultural perspective

Mirella Yani-de-Soriano, Paul H.P. Hanel, Rosario Vazquez-Carrasco, Jesús Cambra-Fierro, Alan Wilson, Edgar Centeno

The purpose of this paper is, first, to identify the relationship, if any, between customers’ perceptions of justice (functional element) and employee effort (symbolic element…

Hallowed be thy brand: measuring perceived brand sacredness

Cheng Lu Wang, Juhi Gahlot Sarkar, Abhigyan Sarkar

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related…

Financial services and ethical hazards: antecedents of repeated ethical violation

Chia-Yi Cheng, Tzu-Ping Ho

Prior studies have extensively explored individual examples of unethical behavior in sales organizations but focused little on repeated violation (RV) of ethical codes…

The effect of others’ outcome valence on spontaneous gift-giving behavior: The role of empathy and self-esteem

Jaewon Hwang, Wujin Chu

In social networking services gift giving, the decision to send a gift is often initiated by spontaneous news about others, who may have recently experienced fortune or…

An embodied approach to consumer experiences: the Hollister brandscape

Lorna Stevens, Pauline Maclaran, Stephen Brown

This paper aims to use embodied theory to analyze consumer experience in a retail brandscape, Hollister Co. By taking a holistic, embodied approach, this study reveals how…