European Journal of Marketing: Volume 55 Issue 5

Does “hot” lead to “not so hot?”

Chun-Tuan Chang, Dickson Tok, Xing-Yu (Marcos) Chu, Yu-Kang Lee, Shr-Chi Wang

This paper aims to examine how exposure to sexual images activates the urge to yield to temptation in a subsequent unrelated context.

It’s a question of talent! The interplay of design complexity and talent information on consumers’ product design responses

Marcel Grein, Annika Wiecek, Daniel Wentzel

Existing research on product design has found that a design’s complexity is an important antecedent of consumers’ aesthetic and behavioural responses. This paper aims to shed new…

Assessing stakeholder network engagement

Shintaro Okazaki, Kirk Plangger, Thomas Roulet, Héctor D. Menéndez

With the popularity of social media platforms, firms have now tangible means not only to reach out to their stakeholders, but also to closely monitor those interactions. Yet…

Stabilising collaborative consumer networks: how technological mediation shapes relational work

Marian Makkar, Sheau-Fen Yap, Russell Belk

This paper aims to examine the role of technology in shaping the interplay between intimate and economic relations in collaborative consumer networks (CCNs).

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

Jana Bowden, Abas Mirzaei

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer…

Influence of CEOs’ religious affiliations on firms’ advertising spending and shareholder value

Hannah Oh, John Bae, Imran S. Currim, Jooseop Lim, Yu Zhang

This study aims to answer two unique related questions on the overarching relationship between a CEO’s personal religious affiliation, the firm’s advertising spending decision and…

Consumer susceptibility to social influence in new product diffusion networks: how does network location matter?

Honghong Zhang, Xiushuang Gong

This study aims to empirically investigate how susceptibility to social influence in new product adoption varies with one’s structural location in a social network.

How implicit self-theories and dual-brand personalities enhance word-of-mouth

Sudipta Mandal, Arvind Sahay, Adrian Terron, Kavita Mahto

Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why…

Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation

Ning Zhang, Liqin Yu, Alex S.L. Tsang, Nan Zhou

The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation…

Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations

Miyuri Shirai, Takuya Satomura

This paper aims to investigate the underlying process by which a brand’s unit pricing for multiple package sizes influences consumer evaluations by incorporating several mediators…