European Journal of Marketing: Volume 57 Issue 13

A time for heroes? Conceptualization, development and validation of the brand hero scale

Yu-Ting Lin, Thomas Foscht, Andreas Benedikt Eisingerich

Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The…

The effects of innovation types and customer participation on organizational performance in complex services

Peter Samuelsson

This study aims to explain the effects of different types of innovations on organizational performance in terms of firms’ external effectiveness and internal efficiency. The study…

The impact of discriminatory pricing based on customer risk: an empirical investigation using indirect lending through retail networks

Christopher Amaral, Ceren Kolsarici, Mikhail Nediak

The purpose of this study is to understand the profit implications of analytics-driven centralized discriminatory pricing at the headquarter level compared with sales force price…

Layers of love – exploring the interactive layers of brand love in the social media setting

Kaisa Aro, Kati Suomi, Richard Gyrd-Jones

This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts.

A typology of user misbehaviours in the sharing economy context

Maja Golf-Papez, Barbara Culiberg

This paper aims to examine the types of user misbehaviours in the sharing economy (SE) context. SE offers a fruitful study setting due to the scope of potential misbehaviour and…