European Journal of Marketing: Volume 55 Issue 1

The interactive effects of religiosity and recognition in increasing donation

Felix Septianto, Fandy Tjiptono, Widya Paramita, Tung Moi Chiew

The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this…

The influence of a country’s brands and industry on its image

Carmen Lopez, George Balabanis

Extant research has largely treated country image (CI) as an exogenous variable, focusing mostly on its consequences for consumers’ evaluations and purchases of products or brands…

Volunteer choice of nonprofit organisation: an integrated framework

Sarah-Louise Mitchell, Moira Clark

This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to…

Product line design with vertical and horizontal consumer heterogeneity: the effect of distribution channel structure on the optimal quality and customization levels

Parisa Bagheri Tookanlou, Hartanto Wijaya Wong

The purpose of this study is to analyze the problem of optimal product line design in marketing channels where consumers are heterogeneous in both horizontal and vertical…

Powered by healthism? Marketing discourses of food and health

Ksenia Silchenko, Søren Askegaard

Driven by the visible proliferation of marketing scholarship dedicated to the topics of food marketing and consumer well-being, this study aims to examine the prevailing meanings…

Value co-production made easy: the role of fantastical thinking

Michela Addis, Giulia Miniero, Francesco Ricotta

The purpose of the paper is to investigate the role individual fantastical thinking (FT) plays in increasing the returns of value co-production by using technology-based services…

Use and social value in peer-to-peer prosumption communities

Mohammed Alhashem, Caroline Moraes, Isabelle T. Szmigin

This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its…

Managing consumer privacy concerns and defensive behaviours in the digital marketplace

Ruwan Bandara, Mario Fernando, Shahriar Akter

The purpose of this study is to examine privacy issues in the e-commerce context from a power-responsibility equilibrium theory (PRE) perspective.

Marketing dashboards, resource allocation and performance

Bruce Clark

This study aims to examine the effects of marketing dashboards on resource allocation between exploratory and exploitative activities. It proposes that tactical dashboards will…

Can donations be too little or too much?

Marc Mazodier, Francois Anthony Carrillat, Claire Sherman, Carolin Plewa

Charities depend on giving behaviors of organizations to fulfil their purpose, whereas corporations seek to improve their image in return. Accordingly, the purpose of this…

Investigating the influence of regulatory focus on the efficacy of online review volume versus valence

Elika Kordrostami, Yuping Liu-Thompkins, Vahid Rahmani

Valence and volume of online reviews are generally considered to influence sales positively. However, existing findings regarding the relative influence of these two components…

When do consumers value ethical attributes? The role of perceived quality in gift-giving

Gopal Das, John Peloza, Geetika Varshneya, Todd Green

Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs…