European Journal of Marketing: Volume 37 Issue 1/2

Internet marketing research (1987‐2000): a literature review and classification

E.W.T. Ngai

This paper presents a literature review of, and classification scheme for, Internet marketing (IM) research. The review covers 270 journal articles published between 1987 and 2000…

Leadership style, motivation and performance in international marketing channels: An empirical investigation of the USA, Finland and Poland

Rajiv Mehta, Alan J. Dubinsky, Rolph E. Anderson

As firms seek to prosper in a fiercely competitive global economy, cooperative inter‐firm alliances among members of the value chain are increasingly being forged. In the area of…

Market orientation in the service sector of the transition economies of central Europe

Graham Hooley, John Fahy, Gordon Greenley, József Beracs, Krzysztof Fonfara, Boris Snoj

The Narver and Slater market orientation scale is tested in the context of service firms in the transition economies of central Europe and found to be both valid and reliable. The…

Child care services: An exploratory study of choice, switching and search behaviour

Debra Grace, Aron O’Cass

In Australia, the child care industry has experienced substantial growth since 1991 resulting in a proliferation of child care centres throughout the country, to the point where…

Country‐of‐manufacture effects for known brands

Michael K. Hui, Lianxi Zhou

This paper examines the differential effects of country‐of‐manufacture information on product beliefs and attitudes for brands with different levels of brand equity. Results show…

The international advertising practices of multinational companies: A content analysis study

Greg Harris, Suleiman Attour

After over three decades of debate, the issue of international advertising standardisation versus adaptation has not resulted in clear conclusions. Previous research indicated…

Measuring the quality of relationships in consumer services: an empirical study

Keith Roberts, Sajeev Varki, Rod Brodie

Increasingly, firms are recognizing the value of establishing close relationships with their customers as a means of retaining existing customers. Also, firms are realizing that…

Mind the gap: An analysis of service provider versus customer perceptions of market orientation and the impact on satisfaction

Areti Krepapa, Pierre Berthon, Dave Webb, Leyland Pitt

An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers’ view on the organization’s level of…

Consumers’ trade‐off between relationship, service package and price: An empirical study in the car industry

Gaby Odekerken‐Schröder, Hans Ouwersloot, Jos Lemmink, Janjaap Semeijn

Assesses whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision‐making variables…

The effects of peripheral exposure to information on brand preference

Erik L. Olson, Hans Mathias Thjømøe

In this article, brand evaluations based on mere exposure to a brand name are compared to evaluations built on varying levels of cognitively processed brand information in a…

Modelling consumer response to differing levels of comparative advertising

Salvador del Barrio‐García, Teodoro Luque‐Martínez

In order to analyse consumer response to differing levels of comparative advertising, we have designed a causal model that includes various measurements of advertising…

Successful strategies of newly industrialised east Asian firms in Europe

Ivy S.N. Chen, Veronica Wong

This article presents the findings of a study of the successful international marketing strategies and organisational approaches of a group of South Korean, Taiwanese, Hong Kong…

The dynamics of public relations: Key constructs and the drive for professionalism at the practitioner, consultancy and industry levels

Carmen Lages, Lyndon Simkin

Public relations is variously defined: those within the PR sector tend to view their activities as having strategic and corporate impact, while many marketers classify PR as…

Kellogg on Marketing

Mary F. Smith

Smart Things to Know about Marketing

Laszlo Karpati