European Journal of Marketing: Volume 57 Issue 2

How mindfulness reduces BNPL usage and how that relates to overall well-being

Lachlan Schomburgk, Arvid Hoffmann

The purpose of this study is to examine how mindfulness reduces consumers’ buy-now-pay-later (BNPL) payment scheme usage and how that relates to their overall well-being.

Advancing the understanding of the pre-purchase stage of the customer journey for service brands

Rachel Fuller, Lara Stocchi, Thorsten Gruber, Jenni Romaniuk

Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase…

Brand systems: integrating branding research perspectives

Shoaib M. Farooq Padela, Ben Wooliscroft, Alexandra Ganglmair-Wooliscroft

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.

Red matte and glossy blue: how color and reflectance drive consumer indulgence

Shadab Khalil, Pubali Chatterjee, Julian Ming-Sung Cheng

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors…

The interplay of contracts and trust: untangling between- and within-dyad effects

Liwen Wang, Jason Lu Jin, Defeng Yang

Contracts and trust are two prominent governance mechanisms in buyer–supplier exchanges, yet controversy persists regarding the interplay between contracts and trust. This study…

Spending the most on those who need it the least: gift givers buy more expensive gifts for affluent recipients

Farnoush Reshadi, Julian Givi

This study aims to add to the gift giving literature by examining how the wealth of a recipient impacts giver spending. The authors tested the hypotheses that givers spend more on…

Motivational differences in need for smell

Usha L. Pappu, Peter T.L. Popkowski Leszczyc, Ravi Pappu, Neal M. Ashkanasy

This research aims to examine the conditions under which individuals’ olfaction is actively engaged in purchase decisions. Consequently, it introduces the concept of need for…

Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

Payal S. Kapoor, M.S. Balaji, Yangyang Jiang

This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable…

Understanding how satisfactory service relationships can be mutually beneficial in the higher education context

Neeru Malhotra, Bernadette Frech, Peter Leeflang, Young-Ah Kim, Helen Higson

While extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to…

When and how sales manager feedback contributes to sales performance: the role of emotional labor and cross-selling

Yuhyung Shin, Won-Moo Hur, Tae Won Moon

This study aims to test the mediating effect of cross-selling behavior (CSB) on the relationship between sales manager feedback (i.e. output and behavioral) and sales performance…

When feeling good counts! Impact of consumer gratitude and life satisfaction in access-based services

Cindy Yunhsin Chou, Wei Wei Cheryl Leo, Yelena Tsarenko, Tom Chen

Informed by the broaden-and-build theory of emotions, this study aims to investigate the relationships between consumers’ motives and personal and social outcomes in access-based…