European Journal of Marketing: Volume 44 Issue 9/10

Effects of perceived service fairness on emotions, and behavioral intentions in restaurants

Young Namkung, Soo Cheong (Shawn) Jang

This study aims to investigate interrelationships among perceived service fairness, emotions and behavioral intentions in a restaurant context.

Managing i‐branding to create brand equity

Geoff Simmons, Brychan Thomas, Yann Truong

Given the emergent nature of i‐branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i‐branding…

Branding places: applying brand personality concept to cities

Melike Demirbag Kaplan, Oznur Yurt, Burcu Guneri, Kemal Kurtulus

In recent years, brand personality as a branding construct has received considerable interest, which has led to a significant effort to develop tools to measure the personality of…

Ethical products and consumer involvement: what's new?

Valéry Bezençon, Sam Blili

This paper aims to provide an adequate instrument to measure involvement, its antecedents and its impact on behaviours relating to ethical product consumption, using the case of…

Communicating charity successes across cultures: Highlighting individual or collective achievement?

Daniel Laufer, David H. Silvera, J. Brad McBride, Susan M.B. Schertzer

This paper aims to examine how different ways in which a charitable organization communicates successes (highlighting individual or collective achievement) can influence potential…

Relationship quality evaluation in retailers' relationships with consumers

Patrick Vesel, Vesna Zabkar

The purpose of the article is to investigate relationship quality in retail relationships as influenced by its antecedents (loyalty programme quality and personal interaction…

Consumer evaluation of technology‐based vertical brand extension

Hongwei He, Yan Li

Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present…

Stages in the development of market orientation publication activity: A longitudinal assessment

Arieh Goldman, Amir Grinstein

Market orientation (MO) is at the center of the marketing discipline and has been the focus of one of the longest and richest research efforts in the field. This paper aims to…

International strategies of emerging market firms: Standardization in brand management revisited

İrem Eren Erdoğmuş, Muzaffer Bodur, Cengiz Yilmaz

This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product…

Product value importance and consumer preference for visual complexity and symmetry

Mariëlle E.H. Creusen, Robert W. Veryzer, Jan P.L. Schoormans

Product design is an important marketing variable. Most literature about consumer preference for product design focuses on aesthetic product value. However, the appearance of a…

The effect of personality on response to sexual appeals

Iain R. Black, George C. Organ, Peta Morton

This paper aims to examine the role of personality in how people respond to sexual appeals in advertising. The impact of three traits (extraversion, neuroticism and openness) was…

Consumer‐retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety

Pavlos A. Vlachos, Aristeidis Theotokis, Katerina Pramatari, Adam Vrechopoulos

The purpose of the study is to investigate loyalty building and the creation of affectionate bonds in the consumer‐firm dyad.

Formulating service business strategies with integrative services model from customer and provider perspectives

Chun‐Hsien Liu, Chu‐Ching Wang

The purpose of this paper is to construct an integrative service model from customer and provider perspectives so that it can be utilized to formulate service business strategies.

Does experience matter?: Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users

Tracey S. Dagger, Timothy K. O'Brien

Although customer relationships transpire through a process of time, encounters and experience, few studies have examined the dynamics of service relationships. This paper aims to…