European Business Review: Volume 31 Issue 6

Measuring the effectiveness of technology-based marketing strategies from the consumer perspective

Sam Fullerton, Roger Brooksbank, Larry Neale

Marketers are increasingly spoilt for choice as to which emerging technology to use for the purpose of enhancing their company’s competitive advantage. Accordingly, there is an…

Congruity between the female gender role and the leader role: a literature review

Tamer Koburtay, Jawad Syed, Radi Haloub

Informed by the role congruity theory of prejudice towards female leaders, this paper aims to review the literature on gender and leadership to consolidate existing theory…

How Indian home-grown businesses outsmart the MNCs

Swati Singh, Ralf Wagner

This paper aims to focus on how home-grown Indian companies explored the potential of Indian middle class and realized an opportunity to seize the market gap not catered by MNCs…

The effectiveness of game dynamics in cooperation networks

Luciano Francisco Silveira da Silva, Jorge Renato Verschoore, Ingridi Vargas Bortolaso, Flávio Régio Brambilla

In line with the recent adoption of game dynamics to promote motivation and engagement in business contexts, the purpose of this paper is to analyze how gamification tools (i.e…

Uncertainty and adaptation in the context of Brexit: An entrepreneurial action and dynamic capabilities approach

Abel Duarte Alonso, Seng Kok, Seamus O'Brien

The purpose of this study is to propose a framework to understand firms’ adaptation to uncertainty and change, specifically, in regards to the perceived impacts of the Brexit…

Types of marketing: fad or a necessity?

José Miguel Pina

This study aims to analyse the spread of terms describing “marketing types” (e.g. services marketing) in the marketing and non-marketing literature and to determine whether the…

Are global brands trustworthy?: The role of brand affect, brand innovativeness, and consumer ethnocentrism

Richard Huaman-Ramirez, Noël Albert, Dwight Merunka

This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand…

Friends with benefits: Can firms benefit from consumers’ sense of community in brand Facebook pages?

Melanie Wiese, Husain Salilul Akareem

This two-country comparative study’s purpose is to investigate antecedents to, and the consequences of a sense of belonging to a firm’s Facebook community.

A systematic review of the antecedents of knowledge transfer: an actant-object view

Hamidreza Shahbaznezhad, Mona Rashidirad, Isaac Vaghefi

While numerous studies have studied knowledge transfer (KT) and endeavored to address factors influencing KT, little effort has been made to integrate the findings of prior…