European Journal of Marketing: Volume 52 Issue 5/6

To buy for whom? The effects of money’s pride and surprise tag on spending behaviors

Cong Liu, Nak Hwan Choi, Baoku Li

This paper aims to examine the interesting but largely unexamined effects of pride-tagged money and surprise-tagged money on consumers’ spending and product-choosing behaviors.

The influence of experiential augmentation on product evaluation

Mariëlle E.H. Creusen, Gerda Gemser, Marina Candi

The purpose of this paper is to examine the influence of experiential augmentation on product evaluation by consumers. An important distinction is made between product-related…

A case-based generalizable theory of consumer collecting

Charalampos Saridakis, Sofia Angelidou

Collecting behaviour is a special type of consumption, which consists of several traits, such as “completion”, “perfection”, “caring” and “cooperation”. The purpose of this study…

Toward a conceptualization of perceived complaint handling quality in social media and traditional service channels

Praveen Sugathan, Alexander Rossmann, Kumar Rakesh Ranjan

This study aims to conceptualize and test the effect of consumers’ perceptions of complaint handling quality (PCHQ) in both traditional and social media channels.

Dynamic marketing capabilities view on creating market change

Reza Kachouie, Felix Mavondo, Sean Sands

The purpose of this paper is to examine the indirect relationship between dynamic capabilities (DCs) and organizational outcomes through matching and creating market change. In…

Automated adaptive selling

Maurits Kaptein, Richard McFarland, Petri Parvinen

This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face…

A habitus divided? The effects of social mobility on the habitus and consumption

Erika L. Paulson

The purpose of this study is to examine social mobility. Social mobility has traditionally been thought to result in a divided habitus. However, recent work has suggested that for…

Examining positive and negative value-in-use in a complex service setting

Jillian C. Sweeney, Carolin Plewa, Ralf Zurbruegg

This paper aims to advance research and practice on value, and more specifically value-in-use, by enhancing knowledge of not only positive but also negative value-in-use facets in…

The spillover effect of incidental social comparison on materialistic pursuits: The mediating role of envy

Xiaoying Zheng, Ernest Baskin, Siqing Peng

This paper aims to examine whether social comparison in a prior, nonconsumption circumstance (e.g. in an academic setting) affects consumers’ materialism and subsequent spending…

Faculty responses to business school branding: a discursive approach

Sanne Frandsen, Manto Gotsi, Allanah Johnston, Andrea Whittle, Stephen Frenkel, André Spicer

The branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate…

User experience sharing: Understanding customer initiation of value co-creation in online communities

Tom Chen, Judy Drennan, Lynda Andrews, Linda D. Hollebeek

This paper aims to propose user experience sharing (UES) as a customer-based initiation of value co-creation pertaining to service provision, which represents customers’ level of…

Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the…

The effects of employee behaviours on customer participation in the service encounter: The mediating role of customer emotions

Yufei Zhao, Li Yan, Hean Tat Keh

There is considerable research examining the consequences and contingency factors of customer participation in the service encounter. In comparison, there is disproportionately…

Store layout effects on consumer behavior in 3D online stores

Ioannis Krasonikolakis, Adam Vrechopoulos, Athanasia Pouloudi, Sergios Dimitriadis

Positioned in the e-retailing field, this study aims to investigate the effect of the retail store’s atmosphere on consumer behavior in 3D online shopping environments, focusing…

The effects of association strength on attention and product evaluation: Reconsidering endorsement effectiveness

Yonghwan Chang, Yong Jae Ko

The purpose of this study was to test whether endorsements that show a low strength of association (bottom-up bias) benefit from increased attention and processing efforts. The…

The context of choice as boundary condition for gender differences in brand choice considerations

Enav Friedmann, Oded Lowengart

Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required…

Managing dramaturgical dilemmas: youth drinking and multiple identities

Hayley Cocker, Maria Piacentini, Emma Banister

This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.

Resource integration for co-creation between marketing agencies and clients

Tim Hughes, Mario Vafeas, Toni Hilton

Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore…