European Journal of Marketing: Volume 42 Issue 9/10

The primacy of theory

The purpose of this editorial is to provide indicative guidance to prospective EJM contributors of the importance of theoretical development to the success of submissions.

Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image

The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to…

Identity based marketing: a new balanced marketing paradigm

The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there…

Organizational capacity for change and strategic ambidexterity: Flying the plane while rewiring it

Successful firms must exploit existing markets while simultaneously exploring new market opportunities. However, skills required to do both simultaneously are often at odds with…

Corporate social responsibility: investigating theory and research in the marketing context

This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks…

Building online brands through brand alliances in internet

The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand…

Identification and analysis of moderator variables: Investigating the customer satisfaction‐loyalty link

Research on the relationship between customer satisfaction and customer loyalty has advanced to a stage that requires a more thorough examination of moderator variables. Limited…

An exploratory study into the drivers of channel change

The purpose of this paper is to aim to understand the factors influencing the magnitude of change in distribution channels. Distribution channels are slow to change due to a…

An intra‐ and inter‐organisational perspective on industrial segmentation: A segmentation classification framework

The purpose of this paper is to introduce and discuss a contextual framework, which is based on different purposes of segmentation. A matrix is proposed for segmentation that…

Online brand attributes and online corporate brand images

The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand…

Communicating in the new interactive marketspace

The proliferation of the internet and world wide web (WWW) in recent years has resulted in the creation of new social and marketing spaces, and a new form of interaction and…

Customer loyalty: an empirical study

The purpose of this paper is to focus on establishing individuals' levels of loyalty and what sustains and develops their customer loyalty. This paper recognises the importance…

Satisfaction, image and loyalty: new versus experienced customers

Customer satisfaction and image are important factors for service companies because of their impact on loyalty. Although much research has looked at the relationship of both of…

Testing a theoretically constructed relationship management capability

The purpose of this paper is to test a theoretically derived representation of a relationship management capability. The relationship management capability architecture developed…

Social Marketing

Marketing strategy sponsored by European Journal of Marketing