European Journal of Marketing: Volume 56 Issue 2

Succeeding in competitive arenas with arena-relevant marketing capabilities

Elena Ehrensperger, Daria Greenberg, Harley Krohmer, Felix Nagel, Wayne Hoyer, Z. John Zhang

The purpose of the study is to introduce the idea of arena-relevant marketing capabilities and examine their impact on firm performance. Arena-relevant marketing capabilities are…

A solution to the problem of brand definition

Mark Avis, Isaac Levi Henderson

This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have…

Enhancing perceived product value through peripheral product anecdotes

Hillary J.D. Wiener, Joshua Wiener, Todd Arnold

The purpose of this paper is to introduce a new strategic marketing tool: a peripheral product anecdote (PPA), or a brief, interesting story that is loosely connected to a product…

Can the marketing department benefit from socially responsible marketing activities? The role of legitimacy and customers’ interest in social responsibility

Peren Özturan, Amir Grinstein

In a world where corporate social responsibility (CSR) is a meaningful trend valued by firm stakeholders, it is still not clear how the marketing department integrates…

Mind the attention gap: how does digital advertising impact choice under low attention?

Irene Santoso, Malcolm J. Wright, Giang Trinh, Mark Avis

This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or…

The product life cycle revisited: an integrative review and research agenda

Abbie Iveson, Magnus Hultman, Vasileios Davvetas

This paper aims to respond to calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, the authors provide an updated agenda, which…

Salesperson moral identity and value co-creation

Omar S. Itani, Larry Chonko, Raj Agnihotri

The purpose of this study is to examine the role of salesperson moral identity centrality in value co-creation. This study identified and tested an extended identity-based…

Boundary resource interactions in solution networks

Ruiqi Wei, Roisin Vize, Susi Geiger

This study aims to explore the interactions between two different and potentially complementary boundary resources in coordinating solution networks in a digital platform context…

Shake it off and eat less: anxiety-inducing product packaging design influences food product interaction and eating

Jasmina Ilicic, Stacey M. Brennan

This research aims to introduce an anxious product-shaking effect, whereby consumers regulate the emotion of anxiety (i.e. anxious, nervous and jittery) elicited through product…

Co-branding research: where we are and where we could go from here

Cinzia Pinello, Pasquale Massimo Picone, Arabella Mocciaro Li Destri

The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing…

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

Amélia Brandão, Paolo Popoli

This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT…