European Journal of Marketing: Volume 56 Issue 3

You deserve the bad (or good) service: the role of moral deservingness in observers’ reactions to service failure (or excellence)

Mauricio Palmeira, Minjung Koo, Hyun-Ah Sung

This paper aims to examine how observers evaluate a company that provides service failure (or excellence) to an immoral versus a moral customer. This study introduces the concept…

Why do customers want to learn? Antecedents and outcomes of customer learning

Xiaochi Sun, Andreas Benedikt Eisingerich, Thomas Foscht, Xuebin Cui, Judith Schloffer

Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial outcomes of…

Marketing comes to its senses: a bibliometric review and integrated framework of sensory experience in marketing

Philipp Wörfel, Florentine Frentz, Caroline Tautu

Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research…

The impact of the threat of COVID-19 on visiting intentions as influenced by different destination logos

Jungkeun Kim, Jooyoung Park, Seongseop (Sam) Kim, Hector Gonzalez-Jimenez, Jae-Eun Kim, Rouxelle De Villiers, Jacob C. Lee, Marilyn Giroux

This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence of…

Brand magnification: when brands help people reconstruct their lives

Gregorio Fuschillo, Julien Cayla, Bernard Cova

This paper aims to detail how consumers can harness the power of brands to reconstruct their lives.

Broad vs narrow brand positioning: effects on competitive brand performance

Lars Erling Olsen, Bendik Meling Samuelsen, Ioannis Pappas, Luk Warlop

Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other…

Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals

Miriam McGowan, Louise May Hassan, Edward Shiu

Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show…

Value creation process and outcomes in social inclusion focused services

Emma Winston, Ahmed Shahriar Ferdous, Ruth Rentschler, Fara Azmat, Nichola Robertson

This study aims to elucidate the value creation process within a culturally diversified museum (CDM), which aims to achieve social inclusion, i.e. bridging the social divide…

The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements

Brittney C. Bauer, Brad D. Carlson, Clark D. Johnson

Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions…

Collaboration scope and product innovation in B2B markets: are there too many cooks or is it the customer who spoils the broth?

Erik Mooi, Ernst Christiaan Osinga, Carlos Daniel Santos

Product innovations are often the result of combinations of internal and external knowledge. A significant amount of open innovation literature has argued that working with…

Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality

Rumen Pozharliev, Dario Rossi, Matteo De Angelis

This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported…