European Journal of Marketing: Volume 41 Issue 1/2

Reply to criticisms of marketing, the consumer society and hedonism

John O'Shaughnessy, Nicholas Jackson O'Shaughnessy

The purpose of this paper is to reply to Andrew V. Abela's “Marketing and consumption: a response to O'Shaughnessy and O'Shaughnessy”: European Journal of Marketing. The article…

The importance of innovation in international textile firms

Natalia Vila, Ines Kuster

The purpose of the paper is to analyse the importance of innovation for firms involved in international marketing.

An ethical basis for relationship marketing: a virtue ethics perspective

Patrick E. Murphy, Gene R. Laczniak, Graham Wood

The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.

The mix of qualitative and quantitative research in major marketing journals, 1993‐2002

Dallas Hanson, Martin Grimmer

The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals.

Segmenting cyberspace: a customer typology for the internet

Stuart J. Barnes, Hans H. Bauer, Marcus M. Neumann, Frank Huber

This research sets about discovering if it is possible to identify distinct, practice‐relevant and addressable clusters by means of selected criteria for constructing typologies �…

Towards a contingent, empirically validated, and power cognisant relationship marketing

Edward Kasabov

The purpose of this paper is to deconstruct a growing area in marketing theory. It aims to critically examine the principles of relationship marketing as found in the literature…

The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective

Diana Seno, Bryan A. Lukas

The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for…

Analysing firms' failures as determinants of consumer switching intentions: The effect of moderating factors

Carmen Antón, Carmen Camarero, Mirtha Carrero

The objective of this work is to provide evidence of customer switching intentions as a complex phenomenon involving a series of firm actions – service quality failures, unfair…

Relationships and performance of trade intermediaries: an exploratory study

Patrick K.O. Fung, Ivy S.N. Chen, Leslie S.C. Yip

The purpose of this study is to examine the impact of relationship coordination on the performance of trade intermediaries.

International marketing behaviour amongst exporting firms

Bo Rundh

The increasing internationalisation and globalisation of business has forced many firms to reconsider what contributes to international success. The purpose of this paper is to…

Relationship marketing in the subsidised arts: the key to a strategic marketing focus?

Tony Conway, Jeryl Whitelock

The purpose of this paper is to consider whether successful subsidised arts organisations are more likely to apply a relationship rather than transactional marketing approach to…

Drivers of Global Business Success: Lessons From Emerging Markets

Shichun Xu

Marketing meets Da Vinci and Stephen Meets Dan in The Marketing Code

Russell Belk

Emerald at 40

Rebecca Marsh