European Journal of Marketing: Volume 43 Issue 5/6

What makes a good article? Generating an insightful manuscript

The purpose of this editorial is to provide guidance to EJM authors about the structure and presentation of manuscripts that are likely to be insightful and that will probably…

Relationship quality: a critical literature review and research agenda

In today's highly competitive environment losing customers is very costly. Customer retention and loyalty have become possible through the development of long‐term, mutually…

Strategic branding of destinations: a framework

Travel and tourism is the second largest global industry with daily international revenues of approximately US$2 billion, and investments of 12 percent of world GDP. Though this…

Value creation in supply chain relationships: a critique of governance value analysis

The purpose of this paper is to present a critique of the use of governance value analysis (GVA) for assessment of value creation in supply chains.

Scales in services marketing research: a critique and way forward

The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition…

Technical efficiency in the retail food industry: The influence of inventory investment, wage levels, and age of the firm

The purpose of this paper is to estimate the influence of inventory investment, wage levels, and age of the firm on retailer technical efficiency.

Analysing the effect of satisfaction and previous visits on tourist intentions to return

The purpose of this paper is to analyse the determinants of tourist intentions to revisit a destination, paying special attention to the effects of satisfaction and the number of…

Does culture affect evaluation expressions?: A cross‐cultural analysis of Chinese and American computer game reviews

The purpose of this paper is to look at product reviews from a cross‐cultural perspective. Product reviews are potentially an influential form of marketing communication, as well…

Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece

This research seeks to accomplish two objectives: to extend the test of the functional relationship between store image attributes and customer satisfaction in the market…

Why competitors matter for market orientation

This paper aims to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation, and what possible implications this…

Including ambivalence as a basis for benefit segmentation: A study of convenience food in Norway

The purpose of this paper is to explore the use of ambivalence in benefit‐based segmentation of convenience food in Norway.

The service‐dominant perspective: a backward step?

The purpose of this paper is to demonstrate that the “service dominant” perspective advocated by Vargo and Lusch and applauded by so many marketing academics in the USA is neither…

Structure of marketing decision making and international marketing standardisation strategies

Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing decision…

The challenges of sharing: brands as club goods

The purpose of this paper is to explore the managerial challenges of shared brands, defined as arrangements whereby a single brand name acts as the sole or principal identity for…

Marketing performance measurement and firm performance: Evidence from the European high‐technology sector

The research aims to test whether the ability to measure marketing performance affects the actual performance of firms, in the context of the European high‐tech sector. It also…

Marketing: The Basics. Written by David and Goliath?