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Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researchers have segmented consumers by shopping orientation. However, few have applied such methods to the Internet shopper. Despite the widespread belief that Internet shoppers are primarily motivated by convenience, the authors show empirically that consumers' fundamental shopping orientations have no significant impact on their proclivity to purchase products online. Factors that are more likely to influence purchase intention include product type, prior purchase, and, to a lesser extent, gender.

Requests for tests and measuring instruments for use in class assignments and faculty and student research are both familiar and frustrating to most academic librarians. In typical scenarios, an education student wants to measure aggression in children or a nursing student needs a test for patient mobility. Even the faculty member who may know the name of a scale may not know its author or how to obtain a copy. All are looking for a measure applicable to a specific situation and each has come to the library in hopes of walking away with a copy of the measure that day. Those familiar with measurement literature know that accessing measures can be time consuming, circuitous, and sometimes impossible. The standard test reference books, such as the Mental Measurements Yearbook and Tests in Print (both of which are published by the Buros Institute, University of Nebraska, Lincoln, Nebraska), are of limited use. These books typically do not include actual instruments or noncommercial tests from the journal and report literature. While these standard reference books are essential to a test literature collection, sole use of them would mean bypassing large numbers of instruments developed and published only in articles, reports, papers, and dissertations. Sources are available to locate additional measurements, tests, and instruments, but they are widely dispersed in the print and electronic literature.

The purpose of this paper is to examine the effect of in‐game placements on the explicit memory of Indian gamers and understand their attitude towards this form of communication. It attempts to find out whether the memory effects differ due to the nature of the games. The avenues for in‐game placements for the rapidly growing Indian video gaming industry are discussed.

The effect of the nature of the game on the recall and recognition is measured using a sample of 240 gamers; two games of different nature (fast versus slow) are used as stimuli and the recall and recognition of the in‐game placements are compared. Subsequently the perceptions towards this type of placement are tapped. The moderating effect of gaming experience on the explicit memory is also tested.

The paper finds that in‐game placements do affect the explicit memory of gamers. Games with lower perceptual load (slow game) result in a significantly higher recall and recognition as compared to the games with higher perceptual load (fast game). Indian players have a positive attitude towards placements in this medium and do not find this practice either intrusive or unethical.

Further research using different combinations of games is required to confirm, expand and generalize the findings.

This medium provides an opportunity to brand managers and game developers as an alternative communication vehicle. In‐game placements provide an avenue to companies as they are cost effective, they facilitate building brand awareness and are not viewed negatively.

The arena of in‐game placements is an unexplored one in India. This study is the first step towards understanding views and effects of in‐game placements on Indian gamers and may encourage more research in this field.

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

The European Journal of Marketing was created in 1967. In 2017, the journal celebrates its 50th anniversary. Therefore, the purpose of this study is to present a bibliometric overview of the leading trends of the journal during this period.

This work uses the Scopus database to analyse the most productive authors, institutions and countries, as well as the most cited papers and the citing articles. The investigation uses bibliometric indicators to represent the bibliographic data, including the total number of publications and citations between 1967 and 2017. Additionally, the article also develops a graphical visualization of the bibliographic material by using the visualization of similarities viewer software to map journals, keywords and institutions with bibliographic coupling and co-citation analysis.

British authors and institutions are the most productive in the journal, although Australians’ are growing significantly the number of papers published. Continental European institutions are also increasing the number of publications, but they are still far from reaching the British contribution so far. In the mid-term, however, these zone’s authors and institutions, especially those from big European countries like France, Germany, Italy and Spain, should reach a closer performance to British ones; more as less long, historic, but more recent periods of analysis are considered.

This article is useful for any reader of this journal to understand questions such as papers’ European Journal of Marketing-related scientific productivity in terms of, for instance, contributors/authors, institutions and countries, or the main sources used to back them.

This is the first comprehensive article offering a general overview of the leading trends and researchers of the journal over its history.