Table of contents
Theorizing with managers: how to achieve both academic rigor and practical relevance?
Suvi Nenonen, Roderick J. Brodie, Kaj Storbacka, Linda D. PetersThe aim of the paper is to address the widening theory-praxis gap in marketing. The authors propose that one viable solution to this challenge is involving practitioners in…
Bridging the gap: reflections on theorizing with managers
Peter S.H. LeeflangThe purpose of this paper is to reflect on Nenonen et al.’s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice…
Theorizing with managers: Nenonen et al. are right on!
Ajay K. KohliThe purpose of this paper is to reflect and comment upon Nenonen et al.’s paper on theorizing with managers.
Questioning the theory-praxis gap in marketing – types and drivers of research implementation
Kristian MöllerThis paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers.
Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition
Roderick J. Brodie, Suvi Nenonen, Linda D. Peters, Kaj StorbackaThe purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition.
Being the first entrant and getting stuck in the middle: The risks of becoming the intermediate pioneer
Elisa Montaguti, Alessandra ZammitThis paper aims to examine how pioneering advantage interacts with the compromise effect generated by new product entries. Building on prior work on pioneering advantage and…
Marketing agency – client relationships: towards a research agenda
Brendan James Keegan, Jennifer Rowley, Jane TongeThis paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client…
Examining the existence of double jeopardy and negative double jeopardy within Twitter
Andrew Rogers, Kate L. Daunt, Peter Morgan, Malcolm BeynonThe theory of double jeopardy (DJ) is shown to hold across broad ranging geographies and physical product categories. However, there is very little research appertaining to the…
Purchase decision: does too much choice leave us unhappy?
Yun-Chia Tang, Yi-Ching Hsieh, Hung-Chang ChiuThe purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice…
A memory theory perspective of consumer ethnocentrism and animosity
Richard Lee, Kyung Tae Lee, Jianyao LiThis study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively. It further examines how the influence of consumer ethnocentrism…
Over, out, but present: recalling former sponsorships
Alexander Edeling, Stefan Hattula, Torsten BornemannThis study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship.
Product market diversification and market emphasis: Impacts on firm idiosyncratic risk in market turbulence
Wenbin Sun, Rahul GovindExtant literature indicates that increased product market diversification generates both positive and negative impact on firm performance. This inconclusive pattern hinders the…
Style before substance? Building loyalty through marketing communication congruity
Orie Berezan, Anjala Selena Krishen, Sarah Tanford, Carola RaabBecause communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that…
The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation
Rajat Roy, Vik NaidooThis paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth…
Mobile masculinities: performances of remasculation
Angela Gracia B. Cruz, Margo Buchanan-OliverThis paper aims to explore how marketplace-enabled performances help reconstitute masculinity in the context of transnational mobility.
Does unit pricing influence store price image dimensions and shopping intentions for retail stores?
Stefan Roth, Lena Himbert, Stephan ZielkeWhile previous literature focusses on the impact of unit pricing on the customer level by analysing customer awareness and product choice, the present research aims to highlight…
Closed-ended and open-ended fit articulation: Communication strategies for incongruent sponsorships
Siv Skard, Helge ThorbjornsenPrevious research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit…
Systematic response errors in self-reported category buying frequencies
Gosia Ludwichowska, Jenni Romaniuk, Magda Nenycz-ThielDespite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to…
ISSN:
0309-0566Online date, start – end:
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Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall