European Journal of Marketing: Volume 56 Issue 13

When and how brands affect importance of product attributes in consumer decision process

Hyun Young Park, Sue Ryung Chang

This research investigates when and how brands influence attribute importance weights. Most past studies modelling consumer decision processes treated the brand of a product as an…

The rise of collaborative engagement platforms

Hanna Leipämaa-Leskinen, Elina Närvänen, Hannu Makkonen

The purpose of this study is to define and analyse the emergence of collaborative engagement platforms (CEPs) as part of a rising platformisation phenomenon. Contrary to previous…

Optimizing product trials by eliciting flow states: the enabling roles of curiosity, openness and information valence

Raymond Lavoie, Kelley Main

Product trials are an effective way to influence consumer attitudes. While research has established several factors that influence whether consumers will try a product or not, it…

Sticky market webs of connection – human and nonhuman market co-codification dynamics across social media

Jonathan David Schöps, Christian Reinhardt, Andrea Hemetsberger

Digital markets are increasingly constructed by an interplay between (non)human market actors, i.e. through algorithms, but, simultaneously, fragmented through platformization…

Characterizing the spaces of consumer value experience in value co-creation and value co-destruction

Yasin Sahhar, Raymond Loohuis

This paper aims to explore how unreflective and reflective value experience emerges in value co-creation and co-destruction practices in a consumer context.

Influence of dynamic content on visual attention during video advertisements

Brooke Wooley, Steven Bellman, Nicole Hartnett, Amy Rask, Duane Varan

Dynamic advertising, including television and online video ads, demands new theory and tools developed to understand attention to moving stimuli. The purpose of this study is to…

Building a warm and competent B2B brand personality

Ulf Aagerup, Svante Andersson, Gabriel Baffour Awuah

This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers.

Development of long-term B2B customer relationships: the role of self-disclosure and relational cost/benefit evaluation

Jonna Pauliina Koponen, Saara Maria Julkunen

This paper aims to explore how and why salespeople enhance or hinder long-term business-to-business (B2B) customer relationships at the interpersonal level by considering…

The application of mobile functional near-infrared spectroscopy for marketing research – a guideline

Caspar Krampe

To advance marketing research and practice, this study aims to examine the application of the innovative, mobile-applicable neuroimaging method – mobile functional near-infrared…

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Essi Pöyry, Salla-Maaria Laaksonen

In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might…