European Journal of Marketing
Issue(s) available: 432 – From Volume: 1 Issue: 1, to Volume: 57 Issue: 13
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A consumer perspective of AI certification – the current certification landscape, consumer approval and directions for future research
Myrthe Blösser, Andrea WeihrauchIn spite of the merits of artificial intelligence (AI) in marketing and social media, harm to consumers has prompted calls for AI auditing/certification. Understanding consumers’…
Forms of falsified online reviews: the good, the bad, and the downright ugly
Doga Istanbulluoglu, Lloyd C. HarrisFalsified online reviews (FORs) are the published/viewable consumer-generated online content regarding a firm (or its representatives) or its services and goods that is, to some…
Stigma in payday borrowing: a service ecosystems approach
Chrysostomos Apostolidis, Jane Brown, Jillian FarquharThis study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and…
More than just a chat: a taxonomy of consumers’ relationships with conversational AI agents and their well-being implications
Amani Alabed, Ana Javornik, Diana Gregory-Smith, Rebecca CaseyThis paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors…
Push it real good: the effects of push notifications promoting motivational affordances on consumer behavior in a gamified mobile app
Thilo Kunkel, Ted Hayduk, Daniel LockThere is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how…
The effect of cultural differences on the relationship between contract governance and opportunism
Tao Wang, Linhao Han, Zhilin Yang, Yu JiaThe purpose of this study is to determine the dimensions of cultural differences, which are theoretically most relevant to contract functions in international marketing. Moreover…
Developing brand meaning theory: the interplay of tangible attributes and intangible associations in relation to local food brands
Jill QuestThis study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning…
What’s on the menu?: How celebrity chef brands create happiness
Paula Rodrigues, Ana Brochado, Ana Sousa, Ana Pinto Borges, Isabel BarbosaThis study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of…
Consumer anticipation as a performative experience
Tunyaporn Vichiengior, Claire-Lise Ackermann, Adrian PalmerThe purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to…
Color effects on AI influencers’ product recommendations
Ka Wing Chan, Felix Septianto, Junbum Kwon, Revathi Sridhar KamalThis paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media…
Consumers’ digital self-extension and pro-brand social media engagement – the role of culture
Fazlul K. Rabbanee, Rajat Roy, Sanjit K. Roy, Rana SobhDigital self-expression, recently one of the most important research themes, is currently under-researched. In this context, this study aims to propose a parsimonious research…
Agency appraisal of emotions and brand trust
Billy Sung, Stephen La Macchia, Michelle StankovicThis study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand…
Burning the candle at both ends: how to balance potential profitability and brand protection when licensing brands
Annika Meschnig, Carolin Decker-Lange, Anna DubielDrawing on transaction cost economics, the authors conceptualise brand licensing as a form of alliance. Its performance may be affected by a licensee’s potential opportunism…
Engagement and estrangement: a “tale of two cities” for Bristol’s green branding
Laura Reynolds, Heike Doering, Nicole Koenig-Lewis, Ken PeattieDrawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around…
The self-perceived age of GenX women: prioritising female subjective age identity in marketing
Sharon-Marie Gillooley, Sheilagh Mary Resnick, Tony Woodall, Seamus AllisonThis study aims to examine the phenomenon of self-perceived age (SPA) identity for Generation X (GenX) women in the UK. Squeezed between the more ubiquitous “boomer” and…
Past, present and future of augmented reality marketing research: a bibliometric and thematic analysis approach
Pragya Jayaswal, Biswajita ParidaAugmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic…
Colorful candy, teen vibes and cool memes: prevalence and content of Instagram posts featuring ultra-processed products targeted at adolescents
Gaston Ares, Florencia Alcaire, Vanessa Gugliucci, Leandro Machín, Carolina de León, Virginia Natero, Tobias OtterbringThe current research aimed to examine the prevalence of Instagram posts featuring ultra-processed products targeted at adolescents in Uruguay and hence investigate the frequency…
The spillover effects of positive and negative buzz on brand attitudes
Anatoli Colicev, Arnaud de BruynThis paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes.
“We want your soul”: re-imagining marketing education through the arts
Teresa Heath, Caroline TynanThe purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena…
Reframing the practice of volunteering as a collective endeavour through a focal brand community
Sarah-Louise MitchellNonprofit organisations (NPOs) are an increasingly fundamental part of our society. Meeting rising demand requires NPOs to attract enough resources, especially volunteers, to…
Religiosity scales in marketing research
Elizabeth A. MintonThis paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and…
Effects of contractual completeness on opportunistic behaviors, multilevel transaction costs and relationship termination intention: the moderating effect of alternative attractiveness
Ho-Taek Yi, Minkyung Lee, Fortune Edem AmenuvorThis study which is positioned in the ambit of control research investigates the impact of ex ante contractual completeness on opportunistic behaviors and ex post transaction…
Virtual influencer marketing: the good, the bad and the unreal
Simone Lykke Tranholm Mouritzen, Valeria Penttinen, Susanne PedersenThe purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media…
Real men don’t share (online): perceived neediness and the frequent-posting femininity stereotype
Andrew B. Edelblum, Nathan B. WarrenResearch emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social…
Let there be a “We”: introducing an ethics of collective academic care
This study aims to think critically about collaborative working through the practical application of an ethics of care approach. The authors address the following research…
Gifts to whom? Towards a network view of gift receivers
Ines Branco-Illodo, Teresa Heath, Caroline TynanThis research paper aims to understand how givers characterise and manage their gift giving networks by drawing on attachment theory (AT). This responds to the need to illuminate…
Consumer psychology for food choices: a systematic review and research directions
Abdul Wahid Khan, Jatin PandeyConsumer food behavior has received considerable attention from marketers, researchers and regulators. With the rising obesity epidemic worldwide, the existing literature and…
The dark side of advertising: promoting unhealthy food consumption
Bilwa Deshpande, Puneet Kaur, Alberto Ferraris, Dorra Yahiaoui, Amandeep DhirScholars have noted the impact of advertising on unhealthy food consumption. However, a systematic literature review (SLR) on this topic is currently lacking. This study aims to…
I can’t always get what I want: low power, service customer (dis)engagement and wellbeing
Liliane Abboud, Helen L. Bruce, Jamie BurtonThis paper aims to examine experiences of low customer power in service interactions and the impact of those experiences on customers’ engagement and disengagement towards a firm…
Reframing online brand community management: consumer conflicts, their consequences and moderation
Denitsa Dineva, Kate L. DauntResearch into the dark side of online brand-managed communities (OBCs) and, specifically, consumer-to-consumer (C2C) conflicts within this context are scarce. This paper aims to…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall
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