European Journal of Marketing: Volume 58 Issue 6

Conceptualizing ephemerality in online marketing communication for consumers and firms

Lane Wakefield

Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to…

The impact of entrepreneurial marketing on new venture brand image and performance: a capability perspective

Sayuri Wijekoon, Aron O'Cass, Mahdi Vesal

This study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and…

Awareness marketing: cause-related marketing without direct contribution

Elizabeth A. Minton, Frank Gregory Cabano

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related…

Customer involvement in co-development: problem-solving and decision-making in new product development

Tereza Dean, Haisu Zhang, Yazhen Xiao

Customers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main…

Seeking relief or reward? A utilitarian-hedonic journey perspective on escapism

Frederic Ponsignon, Matthew Bauman, Renaud Lunardo

This paper aims to explores the escapist journey that consumers embark on to reduce self-discrepancy, from the motivation to satisfy personal goals to the fulfilment of these…

Having less or saving more: the role of social responsibility perception in reducing guilt over luxury purchases

Sameeullah Khan, Asif Iqbal Fazili, Park Thaichon, Sara Quach, Mohd Ashraf Parry, Irfan Bashir

This paper aims to challenge the notion that “having-less” – limiting consumption of scarce resources to a select few – represents a social responsibility route toward guilt…

The role of health-related claims and situational skepticism on consumers’ food choices

Vartika Chaudhary, Dinesh Sharma, Anish Nagpal, Arti D. Kalro

This paper aims to examine the effect of three types of health-related claims (health, nutrition and ingredient) and product healthiness on situational skepticism toward the…

How a publicized leader transgression can affect member outcomes and gift purchasing of associated symbolic products

Elten Briggs, Abigail Torres Rico, Tracy R. Kizer, Zhiyong Yang

This study aims to examine the ramifications of an unfavorable public incident resulting from an organizational leader’s transgression on member outcomes and their intentions to…

Category–level drivers of the market share–rank power law relationship

Young Han Bae, Thomas S. Gruca, Hyunwoo Lim, Gary J. Russell

This paper aims to analyze variations in the parameters of the market share–rank power law across consumer packaged goods (CPG) categories.