Table of contents
Drivers, impediments and manifestations of brand orientation: An international museum study
Jody Evans, Kerrie Bridson, Ruth RentschlerWhile the body of work exploring brand orientation has grown, there has been a general failure to build on extant research and generate a holistic conceptualization of brand…
Does rhetoric impact advertising effectiveness with liking controlled?
Bruce A. Huhmann, Pia A. AlbinssonRhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing…
Effects of discount framing in comparative price advertising
Sally McKechnie, James Devlin, Christine Ennew, Andrew SmithThe objective of this paper is to examine the framing effects of discount presentation format in comparative price advertising in a low‐price and a high‐price product context. In…
The heterogeneous effect of WOM on product sales: why the effect of WOM valence is mixed?
Joonhyuk Yang, Wonjoon Kim, Naveen Amblee, Jaeseung JeongPrevious literature on WOM has consistent findings on the positive and significant effect of WOM volume on product sales, but the literature on WOM valence has been mixed. In this…
Advertising regulation and market drivers
Andrew G. Parsons, Christoph SchumacherThe purpose of this paper is to examine the regulation of advertising by considering market‐driven firms (those seeking to keep within the boundaries set by social and industry…
Corporate social performance and consumer‐retailer emotional attachment: The moderating role of individual traits
Pavlos A. VlachosThis paper aims to examine the influence of corporate social performance (CSP) on the emotional attachment of consumers to firms. In contrast to past CSR studies, this research…
Impact of brand‐building activities and retailer‐based brand equity on retailer brand communities
Sridhar Samu, Preeti Krishnan Lyndem, Reginald A. LitzRetailer brand communities exist between a franchisor brand and individual retailers, with retailer‐based brand equity and brand‐building activities being key drivers of their…
Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector
Philippe Aurier, Gilles Séré de LanauzeThis paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased…
Sensory description labels for food affect consumer product choice
Johan Swahn, Lena Mossberg, Åsa Öström, Inga‐Britt GustafssonThis observational study set out to investigate the effect of sensory description labels on consumer choice of apples in a grocery retail store.
Marketing‐orientated pricing: Understanding and applying factors that discriminate between successful high and low price strategies
David Jobber, David ShipleyThe paper aims to test seven marketing‐orientated factors that have the potential to discriminate between the setting of successful high and low prices. The significant factors…
The effectiveness of casual advergames on adolescents' brand attitudes
Ignacio RedondoDespite the proliferation of casual advergames on web sites, there is relatively little scientific evidence on which product‐placement qualities and individual consumer…
Cross‐national differences in e‐WOM influence
George Christodoulides, Nina Michaelidou, Evmorfia ArgyriouThis paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments…
When implicit promises override explicit promises: The effectiveness of guarantees and diagnostic kits in improving product evaluations
Yael SteinhartThe current research aims to explore the differential effects of bundling products with guarantees (explicit promises of product performance) or with diagnostic kits (kits that…
The relative performance of TV sponsorship versus television spot advertising
Erik L. Olson, Hans Mathias ThjømøeThe purpose of this paper is to compare the relative performance of TV sponsorships with the industry standard 30‐second TV spot advertising on achieving common communication…
Shared learning in supply networks: evidence from an emerging market supply network
Katy Mason, Ilan Oshri, Sheena LeekFirms face the challenge of developing learning capabilities that enable them to work as part of an effective business network. While an extensive literature examines learning…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall