European Journal of Marketing: Volume 45 Issue 6

Political market orientation and strategic party postures in Danish political parties

Robert P. Ormrod, Stephan C. Henneberg

The purpose of this paper is to investigate the relationship between the strategic postures and political market orientation profile of two Danish parties. Profile stability at…

Celebrity endorsement, brand credibility and brand equity

Amanda Spry, Ravi Pappu, T. Bettina Cornwell

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role…

An examination of branding advantage in export ventures

Stavroula Spyropoulou, Dionysis Skarmeas, Constantine S. Katsikeas

Globalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based view (RBV…

Effects of trust beliefs on consumers' online intentions

Enrique P. Becerra, Pradeep K. Korgaonkar

The purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase…

Feedback information and consumer motivation: The moderating role of positive and negative reference values in self‐regulation

Rana Sobh, Brett A.S. Martin

Marketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is…

Marketing communications for special events: Analysing managerial practice, consumer perceptions and preferences

Anne‐Marie Hede, Pamm Kellett

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing…

Country and firm level factors in international retail expansion

Polly Chan, Carol Finnegan, Brenda Sternquist

The purpose of this study is to investigate firm‐ and country‐level drivers of retail performance.