European Journal of Marketing: Volume 57 Issue 4

Cool brands and hot attachments: their effect on consumers’ willingness to pay more

Melanie Moore Koskie, William B. Locander

This paper aims to explore how motivations to stand out and fit in through consumption affect consumers’ perceptions of subcultural and popular brand coolness. Importantly, how do…

The consumer–activity relationship and separation distress

Matthew A. Hawkins, Anastasia Thyroff

Despite the rich history of examining the connections between symbolic consumption and identity formation, nearly all the research has focused on brands and possessions; the role…

Dashed expectations in service experiences. Effects of robots human-likeness on customers’ responses

Laura Grazzini, Giampaolo Viglia, Daniel Nunan

There is growing interest in the use of human-like social robots, able to undertake complex tasks whilst building consumer engagement. However, further exploration is needed on…

Do digital platforms promote or hinder corporate brand prestige?

Sin Yan Tse, Danny T. Wang, Man Lai Cheung, Wilson K.S. Leung

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However…

Regulating sharing platforms in lateral exchange markets: the role of power and trust

Xiaofei Tang, Yong (Eddie) Luo, Pan Zhou, Ben Lowe

This paper aims to examine different types of sharing platforms based on risk perceptions of product/service providers and users, and to illustrate appropriate platform regulation…

Diffusion between groups: the influence of social brokers on content adoption in social networks

Zhi Yang, Cai Yang, Chongyu Lu, Feng Wang, Wei Zhou

The purpose of this paper is to introduce and investigate social brokers who belong to and connect multiple groups in a social network. This paper also reveals the differential…

Role of B2B reliance and brand image in reducing risk perceptions: a serial mediation model

Prathamesh Kittur, Swagato Chatterjee

The study aims to explore the role of reliance and brand image (goods-based and service-based) in risk perceptions related to business-to-business (B2B) purchases. In particular…

Angelic brand name priming: saintly branded food influences brand healthfulness perceptions

Jasmina Ilicic, Stacey M. Brennan

Consumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding…

Social media managers’ customer orientation, service climate and social media followers’ willingness to pay: moderated mediation model with triadic data

Concepción Varela-Neira, Filipe Coelho, Zaira Camoiras-Rodríguez

This paper aims to examine the relationship between the interaction of the social media manager’s customer orientation and the service climate perceived by supervisors, on the…

Forms of supplier relationship exploration and distributor performance

Meng Wang, Danyang Zhao, Flora F. Gu

This study aims to differentiate two types of relationship exploration – substitute relationship exploration (SRE) and complementary relationship exploration (CRE) – and examine…

How empowerment and materialism contribute to anti-consumers’ well-being

Ingo Balderjahn, Stefan Hoffmann, Alexandra Hüttel

Because steadily growing consumption is not beneficial for nature and climate and is not the same as increasing well-being, an anti-consumerism movement has formed worldwide. The…

Going all the way? LGBTQ people’s receptiveness to gay-themed advertising in a Belgian context

Rein Demunter, Joke Bauwens

Through investigating how Belgian LGBTQ people evaluate gay-themed print and television advertising in mainstream media, the purpose of this study is to explore how gay-themed…