European Journal of Marketing: Volume 46 Issue 1/2

Environmental uncertainty and forward integration in marketing: theory and meta‐analysis

Jack Cadeaux, Adrian Ng

This paper aims to present a meta‐analysis to test the competing hypotheses that arise from structural contingency theory (SCT) and transaction cost analysis (TCA) about how…

Revitalising brands through communication messages: the role of brand familiarity

Elena Delgado‐Ballester, Angeles Navarro, María Sicilia

From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based…

A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent?

Mark Toncar, Marc Fetscherin

This paper aims to investigate visual exaggerations of fragrance advertisements by comparing subjects' expectations resulting from print ads to their subsequent product…

Conflict and advertising planning: consequences of networking for advertising planning

Ian Grant, Charlotte McLeod, Eleanor Shaw

The aim of this paper is to explore the tensions and basis for conflict within relationships that embed and connect networked companies involved in the planning of advertising…

Marketing as an applied science: lessons from other business disciplines

Tim Hughes, David Bence, Louise Grisoni, Nicholas O'Regan, David Wornham

This paper seeks to investigate what the marketing field can learn, with regard to the academic/practitioner divide, from other management disciplines that have a range of…

How does visual merchandising affect consumer affective response?: An intimate apparel experience

Derry Law, Christina Wong, Joanne Yip

The aim of this article is to investigate the relationship between visual merchandising elements and consumer affective response by focusing on a function‐oriented product �…

A threshold citation analysis in marketing research

Kam C. Chan, Pikki Lai, Kartono Liano

The objective of this paper is to simultaneously identify influential articles, journals, institutions, and researchers in marketing research in recent years using a threshold…

Foreign women in Japanese television advertising: Content analyses of a cultural convergence paradigm

Drew Martin

Acculturation theory shows how foreign actors have evolved in Japanese television commercials. If advertising mirrors culture, foreign businesses trying to advertise products in…

The attitudinal response to alternative brand growth strategies

Bendik Meling Samuelsen, Lars Erling Olsen

Brand managers must decide between extension and alliance strategies to grow their brands. This paper aims to describe testing of consumers' responses to two alternative brand…

Unmasking the ambushers: conceptual framework and empirical evidence

Marc Mazodier, Pascale Quester, Jean‐Louis Chandon

Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have…

Preliminary investigation of the communication effects of “taboo” themes in advertising

Ouidade Sabri

The purpose of this paper is to fill a gap in the literature of taboo imagery in advertising by drawing on cognate disciplines to build a conceptual framework and identify the…

Word of mouth: measuring the power of individual messages

Jillian C. Sweeney, Geoffrey N. Soutar, Tim Mazzarol

Word‐of‐mouth (WOM) marketing has become a key focus for many organisations. However, little research has sought to identify the dimensionality of WOM. The present research…

Antecedents and performance of electronic business adoption in the hotel industry

Marios Theodosiou, Evangelia Katsikea

The purpose of this study is to investigate the environmental and organizational factors that influence the intensity of electronic business adoption by contemporary…

A dynamic model of customer complaining behaviour from the perspective of service‐dominant logic

Bård Tronvoll

The purpose of this paper is to propose a conceptual model of customer complaining behaviour as a dynamic process in accordance with the service‐dominant logic perspective of…

Marketing Management – A Contemporary Perspective

Ricky Wilke