European Journal of Marketing: Volume 54 Issue 12

Products labeled as “made in domestic country”: the brand matters

Yohan Bernard, Véronique Collange, Aurore Ingarao, Sarra Zarrouk-Karoui

The purpose of this paper is to better understand an increasingly widespread practice consisting, of a brand, in signaling the domestic origin of its products aimed at domestic…

An assessment of attachment style measures in marketing

Meredith E. David, Kealy Carter, Claudio Alvarez

Attachment theory is emerging as an important theoretical foundation in marketing because of the relational nature of consumption, but little guidance exists as to which of many…

Looking at you: celebrity direct eye gaze influences social media post effectiveness

Jasmina Ilicic, Stacey M. Brennan

The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as…

Effects of search, experience and credence attributes versus suggestive brand names on product evaluations

Kunter Gunasti, Selcan Kara, William T. Ross, Jr

This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive…

Different status reevaluation period and communication styles for top-tier and bottom-tier customers in multi-tier loyalty programs

Woojung Chang

This paper aims to investigate how to design a firm’s customer demotion policy and communication styles differently for customers demoted from top-tier and bottom-tier to promote…