European Journal of Marketing: Volume 58 Issue 13

Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling

Khaled Hamad Almaiman, Lawrence Ang, Hume Winzar

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

The shortcomings of equal weights estimation and the composite equivalence index in PLS-SEM

Joseph F. Hair, Pratyush N. Sharma, Marko Sarstedt, Christian M. Ringle, Benjamin D. Liengaard

The purpose of this paper is to assess the appropriateness of equal weights estimation (sumscores) and the application of the composite equivalence index (CEI) vis-à-vis…

How consumers evaluate costs in complex services: the case of mutual fund fees

Jonas Nilsson, Jeanette Carlsson Hauff, Anders Carlander

In modern societies, consumer well-being is dependent on choices regarding complex services, such as investments, health care, insurance and lending. However, evaluating costs of…

Going beyond the untold facts in PLS–SEM and moving forward

Joe F. Hair, Marko Sarstedt, Christian M. Ringle, Pratyush N. Sharma, Benjamin Dybro Liengaard

This paper aims to discuss recent criticism related to partial least squares structural equation modeling (PLS-SEM).

Inclusive innovations in services: leveraging digital technologies for inclusive innovations in healthcare services

Rajan Varadarajan

This paper aims to provide insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and…

Can frontline employees help consumers improve their financial planning behavior? Implications from triadic analysis

Vida Siahtiri, Welf Hermann Weiger, Christian Tetteh-Afi, Tobias Kraemer

As consumer debt can substantially impair subjective well-being, it is crucial for research to gain insights into how consumers can be motivated to improve financial planning…

Slow and steady or fast and furious: how movement speed in the digital medium impacts consumers’ risk judgments

Nükhet Taylor, Sean T. Hingston

Fueled by the soaring popularity of the digital medium, consumers are increasingly relying on dynamic images to inform their decisions. However, little is known about how changes…

A second life for second-hand products: the role of anthropomorphism and taboo trade-offs

Jing Wan, Pankaj Aggarwal

Trade-offs that involve secular values of money and sacred human values are often seen as taboo. This paper aims to examine how consumers avoid making taboo trade-offs with…

From killer bunnies to talking cupcakes: theorizing the diverse universe of virtual influencers

Rossella C. Gambetti, Robert V. Kozinets

This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations.