European Journal of Marketing: Volume 52 Issue 7/8

Subject:

Table of contents

CSR types and the moderating role of corporate competence

Xiaoye Chen, Rong Huang, Zhiyong Yang, Laurette Dube

This paper aims to investigate the impact of different types of corporate social responsibility (CSR; i.e. value-creating CSR, promotional CSR and philanthropic CSR) on consumer…

4368

Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications

Abhishek Dwivedi, Robert McDonald

Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing…

12628

Comparison of perceived acquisition value sought by online second-hand and new goods shoppers

Angeline Gautami Fernando, Bharadhwaj Sivakumaran, L. Suganthi

Second-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies on…

4895

The effects of competitive reserve prices in online auctions

Jidong Han, Chun Qiu, Peter Popkowski Leszczyc

This paper aims to investigate how competition among online auction sellers influences the setting of both open and secret reserve prices, thereby affecting auction outcome.

The formation of a cross-selling initiative climate and its interplay with service climate

Ting Yu, Ko de Ruyter, Paul Patterson, Ching-Fu Chen

This study aims to explore the formation and consequences of a cross-selling initiative climate, as well as how a service climate, which provides an important boundary condition…

1323

Musical flavor: the effect of background music and presentation order on taste

Naomi Ziv

In many food marketing contexts products are sampled while music is played in the background. The purpose of this paper is to examine whether changing the pleasantness of…

1839

Non-musical sound branding – a conceptualization and research overview

Nicolai Jørgensgaard Graakjær, Anders Bonde

The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on…

8417

Impact of social media strategies on stock price: the case of Twitter

Salim Chahine, Naresh K. Malhotra

Social media have recently become an important strategic marketing tool to increase firm value. Based on an integrated theoretical framework, this study aims to examine the market…

4346

Market basket analysis insights to support category management

Andres Musalem, Luis Aburto, Maximo Bosch

This paper aims to present an approach to detect interrelations among product categories, which are then used to produce a partition of a retailer’s business into subsets of…

2472

Original brands in competition against high quality copycats

Hang Nguyen, Kunter Gunasti

Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat…

2544

Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands

Salim L. Azar, Isabelle Aimé, Isabelle Ulrich

Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product…

2973

Isolating the value-relevant part of advertising spending

Peter Guenther, Miriam Guenther

This paper aims to examine how much importance the financial market attaches to advertising spending’s short-term productivity vis-à-vis its investment component and the impact of…

A study of parent–adolescent interaction: The impact of family communication patterns on adolescents’ influence strategies and parents’ response strategies

Chankon Kim, Hanjoon Lee, Sang-Lin Han

The purpose of this study is to examine the impact of family communication patterns (FCP) on adolescents’ choice of influence strategies and parents’ choice of response strategies…

1528

User experience in personalized online shopping: a fuzzy-set analysis

Ilias O. Pappas

In the complex environments of online personalization, multiple factors have been considered to explain consumers’ online behaviour, but largely without considering the role of…

5831

All in the value: The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising

Zahy Bashir Ramadan, Ibrahim Abosag, Vesna Zabkar

The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly…

2137

Examining consumer responses to cross-border brand acquisitions

Xiang Fang, Xiaoyu Wang

The purpose of this study is to investigate the effect of cross-border acquisitions on brand image dimensions (functional, symbolic and global image) of the acquirer brand from a…

1096

How pride influences product evaluation through construal level

Pianpian Yang, Qingyu Zhang

This research aims to investigate how consumers’ authentic pride versus hubristic pride affects different construal levels of mind-sets and subsequent product evaluation by…

1453
Cover of European Journal of Marketing

ISSN:

0309-0566

Online date, start – end:

1967

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editor:

  • Prof. Greg Marshall