European Journal of Marketing: Volume 56 Issue 12

Subject:

Table of contents

Handle with care! Service contract termination as a service delivery task

Hauke Wetzel, Christina Haenel, Alexandra Claudia Hess

Profitability considerations lead service providers to terminate service contracts with low-value customers. However, customers targeted by service contract terminations often…

Using mindsets to boost health: how construal level and goal pursuit shape health message effectiveness on cessation behaviors

Márcia Maurer Herter, Adilson Borges, Diego Costa Pinto, Mario Boto Ferreira, Anna S. Mattila

This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement…

Brand love and brand addiction and their effects on consumers' negative behaviors

Muhammad Junaid, Marc Fetscherin, Khalid Hussain, Fujun Hou

This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending…

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The effects of authentic and hubristic pride on indulgence

Jinfeng (Jenny) Jiao, Catherine Cole, Gary Gaeth

Pride is an emotional response to success or achievement with two facets, AP and HP. This study aims to address an unanswered question: how does each type of pride affect…

From holistically to accidentally sustainable: a study of motivations and identity expression in sustainable living

Irene Garnelo-Gomez, Kevin Money, David Littlewood

This paper aims to examine the role of individual action in addressing challenges of sustainability, and to help marketing scholars and practitioners better understand what…

Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage

Ahmed Zaky, Hassan Mohamed, Gunjan Saxena

This study aims to conceptualise the panic buying behaviour of consumers in the UK during the novel COVID-19 crisis, using the assemblage approach as it is non-deterministic and…

Does alliance orientation matter for new product success? An empirical study of Taiwanese electronics firms

Yen-Chun Chen, Todd Arnold

Firms report varied levels of success in relation to using alliances to aid in new product development (NPD). This study aims to investigate internal processes that might…

Putting your mouth where your money goes! “Where” and “how” to communicate to maximize the impact of corporate social programs

Christopher Agyapong Siaw, David Sugianto Lie, Rahul Govind

The purpose of this study is to examine how corporate communication of their social programs on their websites affects the ratings of those programs by independent rating…

Toward a theory of corporate apology: mechanisms, contingencies, and strategies

Wei Shao, Jordan W. Moffett, Sara Quach, Jiraporn Surachartkumtonkun, Park Thaichon, Scott K. Weaven, Robert W. Palmatier

Corporate apologies, relative to other responses to well-publicized past transgressions, have distinct implications, sparking a rich tradition of apology research. But in…

The effects of fear of missing out on social media posting preferences

Yue Xi, Jiale Huo, Xinran Zhao, Yushi Jiang, Qiang Yang

Fear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant…

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Influencer marketing effectiveness: the mechanisms that matter

Dean Charles Hugh Wilkie, Rebecca Dolan, Paul Harrigan, Harriet Gray

The continued evolution of influencer marketing has created a need to better understand influencer marketing effectiveness. With brands increasingly partnering with influencers…

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Making a positive (or negative) first impression with small talk

Hillary J.D. Wiener, Karen E. Flaherty, Joshua Wiener

This paper aims to show that whether new customers respond well or poorly to small talk at the beginning of a service encounter depends on their relationship orientation, i.e. how…

Consumption of marketer-generated content: consumers as curators of marketing messages that they consume on social media

Valeria Noguti

This paper aims to understand how structural characteristics of social media enable consumers to satisfy needs related to marketer-generated content (MGC) and identify the…

Choice consistency and inconsistency between self- and gift-purchases: the role of attitude functions

Dong Lyu, Dirk Moosmayer, Hao Ding, Jia Jin

This paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases.

Love or like: gender effects in emotional expression in online reviews

Eathar Abdul-Ghani, Jungkeun Kim, Junbum Kwon, Kenneth F. Hyde, Yuanyuan (Gina) Cui

Given the socialisation of men and women to their gender roles and expression of emotion, this study aims to investigate whether there are gender differences in the use of emotive…

Ch‐Ch‐changes: the geology of artist brand evolutions

Toni Eagar, Andrew Lindridge, Diane M. Martin

Existing brand literature on assemblage practices has focused on providing a map or geography of brand assemblages, suggesting that an artist brand’s ability to evolve and achieve…

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