European Journal of Marketing: Volume 49 Issue 1/2

The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers

Csilla Horváth, Marcel van Birgelen

This article investigates the role that brands play in influencing the behavior and purchase decisions of compulsive buyers and whether this role differs for noncompulsive buyers…

Corporate heritage identity stewardship: a corporate marketing perspective

Mario Burghausen, John M.T. Balmer

The purpose of this empirical study was to introduce the theory of corporate heritage stewardship by focussing on the nascent corporate heritage identity domain. In particular…

Names versus faces: examining spokesperson-based congruency effects in advertising

Jasmina Ilicic, Stacey M Baxter, Alicia Kulczynski

The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on…

Consumer knowledge discrimination

Kishore Gopalakrishna Pillai, Michael Brusco, Ronald Goldsmith, Charles Hofacker

This paper aims to introduce knowledge discrimination to consumer research. It also examines the antecedent effects of objective knowledge and confidence in knowledge on consumer…

Consonants in brand names influence brand gender perceptions

Amelie Guevremont, Bianca Grohmann

– This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality.

Publishing success of marketing academics: antecedents and outcomes

James Richard, Geoff Plimmer, Kim-Shyan Fam, Charles Campbell

The purpose of this paper is to explore the relationship between positive incentives (perceived organisational support) and negative incentives (publish or perish), on both…

The effect of brand design on brand gender perceptions and brand preference

Theo Lieven, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, Miriam van Tilburg

This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer…

How shopping orientation influences the effectiveness of monetary and nonmonetary promotions

Oliver B. Büttner, Arnd Florack, Anja S. Göritz

This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was…

Mandatory use of technology-based self-service: does expertise help or hurt?

Machiel J. Reinders, Ruud Frambach, Mirella Kleijnen

This study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the…

Utilitarian and hedonic promotional appeals of 99-ending prices: The influence of decision-making style

Charlotte Gaston-Breton, Lola C. Duque

This paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’…

Defective co-creation: Developing a typology of consumer dysfunction in professional services

Dominique A. Greer

This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic…

Exploring the effectiveness of consumer creativity in online marketing communications

Jintao Wu, Na Wen, Wenyu Dou, Junsong Chen

This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a…