Table of contents
Differentiating high involved product by trivial attributes for product line extension strategy
Pi‐Chuan SunThis purpose of this study is to examine the impacts of trivial attribute and product involvement on product evaluation in different product‐line extensions.
A suggested typology of Greek upscale hotels based on their MrkIS: Implications for hotels' overall effectiveness
Kalliopi C. Chatzipanagiotou, Christos D. CoritosThis paper aims to suggest an empirically based typology of hotels according to their marketing information systems (MrkIS) configurations. The study seeks to examine major…
Organisational learning and value creation in business markets
José Ángel López Sánchez, María Leticia Santos Vijande, Juan Antonio Trespalacios GutiérrezThis paper has three objectives: first, to analyse the effects of organisational learning on customer value creation capability; second, to develop a better understanding of how…
International marketing decision governance, standardisation, and performance: A framework in the cross‐market scenario
Henry F.L. ChungThe purpose of this paper is to establish a decision‐making governance framework for transferring a product/service from one EU host market to another.
Internal‐market orientation: a misconceived aspect of marketing theory
Spiros Gounaris, Aikaterini Vassilikopoulou, Kalliopi C. ChatzipanagiotouAlthough many authors argue that practising marketing internally facilitates the implementation of the market orientation concept, systematic empirical research to explore the…
Consumer adoption of technological innovations: Effects of psychological and functional barriers in a lack of content versus a presence of content situation
Michael Antioco, Mirella KleijnenThis study seeks to investigate barriers in the consumer adoption process of technological innovations under different contingencies. The paper aims to focus on barriers impeding…
Internationalization and innovation in a network relationship context
Sylvie K. Chetty, Loren M. StanglThe aim of this paper is to study how network relationships are used in the internationalization and innovation of small and medium‐sized enterprises (SMEs) in the software…
Visual product aesthetics: A hierarchical analysis of its trait and value antecedents and its behavioral consequences
John C. Mowen, Xiang Fang, Kristin ScottThe purpose of this paper is to investigate the nomological net of the construct of the centrality of visual product aesthetics (CVPA).
Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective
Christoph Fuchs, Adamantios DiamantopoulosThe purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective.
Consumer responses to ecolabels
John Thøgersen, Pernille Haugaard, Anja OlesenThe purpose of this paper is to develop and apply a framework for understanding consumer responses to ecolabelling.
The “killer” ad: an assessment of advertising violence
Magnus Söderlund, Micael DahlénThis paper seeks to examine whether violence embedded in stories in ads can contribute to advertising effectiveness along the same lines as well‐researched ad elements such as the…
The risk reduction role of advertising in relation to price rigidity
Guan‐Ru ChenThe purpose of this study is to investigate the relationship between advertising and price rigidity. The result can help marketing managers to launch price promotions on…
Building corporate reputation with stakeholders: Exploring the role of message ambiguity for social marketers
Sonia Dickinson‐Delaporte, Michael Beverland, Adam LindgreenManaging the corporate reputation of hybrid firms (organizations that act commercially to pursue social agendas) involves particular challenges because of competing stakeholder…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall