Table of contents
The negative effect of team’s prior experience and technological turbulence on new service development projects with customer involvement
Pilar Carbonell, Ana Isabel Rodriguez EscuderoThe current study examines the negative moderating effects of team’s prior experience and technological turbulence on the antecedents and consequences of using information…
Consumer reactions to professionals who use decision aids
Mauricio Palmeira, Gerri SpassovaThe purpose of this study is to investigate consumer reactions to professionals who use decision aids to make recommendations. The authors propose that people react negatively to…
Crafting the market for bottled water: a social praxeology approach
Vinicius Brei, Mark TadajewskiThis paper aims to account for the crafting of the constellation of brand and consumer values around an everyday product, that of bottled water. This paper situates the…
Control mechanisms and goal orientations: evidence from frontline service employees
Luiza Cristina Alencar Rodrigues, Filipe J. Coelho, Carlos M. P. SousaThe purpose of this paper is to investigate the influence of organizational controls, both formal and informal, over the goal orientations of frontline employees. The goal…
Neural network approach to understanding the children’s market
Jony Oktavian Haryanto, Manuela Silva, Luiz Moutinho– This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology.
The effects of introducing and terminating loyalty programs
Valentyna Melnyk, Tammo BijmoltThe goal of this paper is to empirically investigate the effects of an loyalty program (LP) introduction and termination, accounting for simultaneous effects of LP designs…
Internationalization pathways and the performance of SMEs
Marta Fernández Olmos, Isabel Díez-Vial– The purpose of this paper is to examine the effect of the chosen specific internationalization pathway on the relationship between internationalization and firm performance.
Antecedents and consequences of self-congruity
Rajat Roy, Fazlul K. RabbaneeThis study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model…
Loyalty card adoption in SME retailers: the impact upon marketing management
Karise Hutchinson, Lisa Victoria Donnell, Audrey Gilmore, Andrea ReidThe purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management…
Converting service encounters into cross-selling opportunities: Does faith in supervisor ability help or hinder service-sales ambidexterity?
Ting Yu, Paul Patterson, Ko de RuyterThis paper aims to examine how the motivation and ability of individual employees to sell influences their units’ capability to align their service delivery with sales in a way…
Hidden consumption behaviour: an alternative response to social group influence
Veronica L. Thomas, Robert D. Jewell, Jennifer Wiggins JohnsonThis paper aims to examine how conflicting brand preferences between a social group and an individual may lead the individual to hide their consumption. Specifically, the authors…
Consumer dominant value creation: A theoretical response to the recent call for a consumer dominant logic for marketing
Thomas Boysen Anker, Leigh Sparks, Luiz Moutinho, Christian GrönroosThe purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer-dominant value creation to clarify the extent to which the call for a…
Show me the money: Improving our understanding of how organizations generate return from technology-led marketing change
Stan Maklan, Joe Peppard, Philipp KlausThe purpose of this paper is to examine the conundrum between the increasingly importance of investments in new information technologies (IT) on marketing practice and marketing…
Firm-brand community value co-creation as alignment of practices
Per Skålén, Stefano Pace, Bernard CovaThe purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the…
On ‘being there’: A comparison of the effectiveness of sporting event sponsorship among direct and indirect audiences
François Anthony Carrillat, Alain d'Astous, François Bellavance, François EidThe purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall