European Journal of Marketing: Volume 35 Issue 11/12

Commentary: Towards a post‐structuralist marketing pedagogy – or from irony to despair (a two‐by‐two matrix approach)

I’m sorry, I’d really like to oblige but I cannot subject my precious paper to the brutal textual reductionism that is abstractisation. Aren’t abstracts most interesting for all…

Friends and relations: long‐term approaches to political campaigning

Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing. The rationale for this is to be found in an analysis of the…

Methodological issues in conjoint analysis: a case study

To help further our understanding of how keymethodological issues in conjoint analysis influence outcomes, a choice‐based conjoint study measuring consumer preferences for…

Brand trust in the context of consumer loyalty

The existing literature of brand loyalty has been essentially focused on the roles of perceived quality, brand reputation and especially satisfaction, due to the fact that they…

Antecedents and consequences of market orientation in public organisations

The aim of this article is to link research on market orientation in the field of marketing with the proposals of reform and modernisation made in the administrative and political…

Public policy marketing: marketing exchange in the public sector

Customer‐oriented governments may use marketing tools to match their policy “products” with citizens’ requirements. However, these tools are not based on exchanges since…

Product syntax and cross‐cultural marketing strategies

The marketing implications are examined of a recent research project which shows how respondents from England “read” furnishing interiors from Denmark, and vice versa, in ways…

Targeting women in German and Japanese magazine advertising: A difference‐in‐differences approach

The goal of this paper is to present the difference‐in‐differences approach as statistical methodology specifically to address the importance of identifying culture‐specific…

A motivational process model of product involvement and consumer risk perception

Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information…

Linking sponsorship and cause related marketing: Complementarities and conflicts

Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using…

Understanding marketing development in the Czech Republic

The development of market oriented strategies and marketing programs in the Czech Republic has been hampered by a lackof understanding by managers of what these concepts mean. A…

Understanding Marketing: A European Casebook

How to Develop a Strategic Marketing Plan. A Step‐by‐Step Guide