European Journal of Marketing: Volume 55 Issue 12

Thank you but no thank you: the impact of negative moral emotions on customer responses to preferential treatment

Vivian Pontes, Nicolas Pontes, Dominique A. Greer, Amanda Beatson

Although preferential treatment has been considered a positive relationship marketing tactic, this research aims to examine how perceived harm to others as a result of…

Online private self-disclosure’s potential for experiential value co-creation

Iftakar Hassan Abdulla Haji, Alessandro M. Peluso, Ad de Jong

This study aims to integrate and extend existing approaches from self-identity literature by examining the underexplored aspects of online private self-disclosure. The study first…

When value- and experience-related trade promotions influence retailers’ sales: the moderating role of retail format strategy and channel structure

Danny Claro, Valter Afonso Vieira, Raj Agnihotri, Rafael Serer

As manufacturers and retailers aim to increase return on marketing investments, value- vs experience-related trade promotions gain attention. These two trade promotions become…

Brand communities, fans or publics? How social media interests and brand management practices define the rules of engagement

Georgia-Zozeta Miliopoulou

This paper aims to examine brand-generated communities from the community managers’ point of view and investigate how social media influences managerial perceptions, attitudes and…

Same scandal, different moral judgments: the effects of consumer-firm affiliation on weighting transgressor-related information and post-scandal patronage intentions

Carolyn Jia’En Lo, Yelena Tsarenko, Dewi Tojib

Corporate scandals involving senior executives plague many businesses. Although customers and noncustomers may be exposed to news of the same scandal, they may appraise dimensions…

The impact of corporate social responsibility (CSR) priming on consumers’ consumption and lifestyle choices with intertemporal tradeoffs

Hajar Fatemi, Laurette Dube

This paper aims to study the unexplored possibility that priming firms’ corporate social responsibility (CSR) activity in consumers’ minds may impact consumers’ preference for…

“If only…”: customer counterfactual thinking in failed recovery

Hai-Anh Tran, Yuliya Strizhakova, Hongfei Liu, Ismail Golgeci

This paper aims to examine counterfactual thinking as a key mediator of the effects of failed recovery (vs. failed delivery) on negative electronic word-of-mouth (eWOM). The…

The direct and interactive effects of retail community engagement

Donald J. Lund, John D. Hansen, Robert A. Robicheaux, Clara Cid Oreja

This paper aims to examine the direct and interactive effects of community engagement and economic value on customers’ trust in, and commitment to, the retailer. This paper also…