European Journal of Marketing: Volume 45 Issue 1/2

Comparing perceptions of marketing communication channels

The purpose of this study is threefold: To compare many old and new media channels in terms of a range of attributes such as perceived intrusiveness, reliability, trustworthiness…

The impact of market orientation dimensions on client cooperation in the development of new service innovations

Culture makes firms unique and, depending on the implemented pattern of social and managerial culture, technology, and innovation, it can have an important influence on the…

Research into environmental marketing/management: a bibliographic analysis

This study seeks to identify, synthesize, and evaluate extant research on environmental marketing and management, with the ultimate aim of unveiling trends in this field…

The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach‐avoidance conflicts in online and offline settings

Mixed emotions (i.e. consumer ambivalence) play a central role in approach‐avoidance conflicts in retailing. In order to assess how consumer ambivalence impacts shopping…

The impact of deceitful tendencies, relativism and opportunism on negotiation tactics: a comparative study of US and Belgian managers

The purpose of this paper is to compare the antecedents of opportunism and its effect on unethical negotiation tactics among US and Belgian managers.

External validity of market segmentation methods: A study of buyers of prestige cosmetic brands

The purpose of this paper is to compare and validate the results of two clustering methods for the segmentation of the market for prestige cosmetics in Korea, and to draw…

Determinants of firm size in the franchise distribution system: Empirical evidence from the Spanish market

The purpose of this paper is to examine three strategic decisions that determine firm size in the franchise distribution system: price policy, the timing decision, and network…

The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects

Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs…

Market systems, stakeholders and value propositions: Toward a service‐dominant logic‐based theory of the market

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

A stakeholder perspective of the value proposition concept

The value proposition concept and the stakeholder perspective have received relatively little attention within Service‐Dominant (S‐D) logic. This paper sets out to explore value…

Markets as configurations

The purpose of this paper is to contribute to the development of a general theory of the market, by defining markets as configurations and exploring: how market configurations…

Towards a theory of marketing systems

As specialisation takes root in human communities, the economics of scale and of diversity come into play. Scale leads to product markets, specialised firms, channels, and to…

Dynamics of value propositions: insights from service‐dominant logic

This paper aims to examine the notion of value propositions (promises of reciprocal value between service providers and their customers), value‐in‐exchange and value‐in‐use, all…

A new company descriptor takes us into a new era

Special issue on Social marketing, social change