European Journal of Marketing: Volume 41 Issue 5/6

What is personalization? A conceptual framework

Jari Vesanen

The object of this paper is to help to understand what it is all about in question when talking about personalization.

Research designs and scientific identity in marketing journals: review and evaluation

Göran Svensson, Greg Wood

This research is based upon the assumption that the empirical research designs and the scientific identity of a journal are related. The objective is to review and evaluate the…

Making sense of market segmentation: a fashion retailing case

Lee Quinn, Tony Hines, David Bennison

The purpose is: first to review the marketing segmentation literature and its antecedents; second, to evaluate the organizational practice of marketing segmentation in a specific…

The paradox of customer education: Customer expertise and loyalty in the financial services industry

Simon J. Bell, Andreas B. Eisingerich

The purpose of this paper is to consider the dynamics of customer education by exploring the relationship between education and customer expertise and their combined effects on…

Causes and consequences of emotions on consumer behaviour: A review and integrative cognitive appraisal theory

Lisa Watson, Mark T. Spence

Consumption situations can be emotionally charged. Identifying the cause(s) of emotions has clear practical import to the understanding of consumer behaviour. Cognitive appraisal…

Online behavioural intentions: an empirical investigation of antecedents and moderators

Mark M.H. Goode, Lloyd C. Harris

The current study aims to develop and extend existing research into online behavioural intentions of consumers' by proposing, operationalising, and testing a model of the…

Where does the logistic regression analysis stand in marketing literature?: A comparison of the market positioning of prominent marketing journals

Serkan Akinci, Erdener Kaynak, Eda Atilgan, Şafak Aksoy

The objective of this article is to determine the usage and application of logistic regression analysis in the marketing literature by comparing the market positioning of…

Market orientation processes in retailing: a cross‐national study

Ulf Elg

The main purpose is to provide an in‐depth understanding of market orientation in retailing and to identify the specific activities that have to be understood and managed in order…

Order and scale of market entry, firm resources, and performance

Javier Rodríguez‐Pinto, Jesús Gutiérrez‐Cillán, Ana I. Rodríguez‐Escudero

This paper aims to examine whether order and scale of market entry influence a new product's market and financial performance, and how marketing and R&D resources strengthen or…

“Miles ahead” – using jazz to investigate improvisation and market orientation

Noel Dennis, Michael Macaulay

The purpose of this article is to investigate ways in which improvisation can be used to enhance and advance market orientation.

Impression management tactics and affective context: influence on sales performance appraisal

Belén Bande Vilela, José Antonio Varela González, Pilar Fernández Ferrín, M Luisa del Río Araújo

Despite the recognition that the subordinate's influence is a particularly noteworthy feature of the social context with considerable potential to affect the performance…

Gendered perceptions of experiential value in using web‐based retail channels

Lynda Andrews, Geoffrey Kiel, Judy Drennan, Maree V. Boyle, Jay Weerawardena

Purpose – This paper compares the experiential consumption values that motivate consumer choice to purchase online for both male and female purchasers and non‐purchasers…

In pursuit of the “ideal approach” to successful marketing strategy implementation

Eleri R. Thorpe, Robert E. Morgan

The main objective of this paper is to consider how firms set about strategising in marketing and the nature of their implementation effort. Prior research has not considered the…

Interfunctional trust as a determining factor of a new product performance

Nuria García Rodríguez, M José Sanzo Pérez, Juan A. Trespalacios Gutiérrez

The purpose of the present study is to analyze the role the existing trust between marketing and R&D plays on a new product development performance. As trust determining factors…

Win‐Win? The Paradox of Value and Interests in Business Relationships

Morgan P. Miles, Mary F. Hazeldine

Marketing Graffiti: The View from the Street

Daragh O'Reilly