European Journal of Marketing: Volume 51 Issue 1

The impact of market size on new market entry: a contingency approach

Sungwook Min, Namwoon Kim, Ge Zhan

The purpose of this study is to offer explanations of the wide variation in the impact of market size on new market entry decisions – i.e. its positive impact lessens because of…

Broadening the brandfest: play and ludic agency

Dannie Kjeldgaard, Matthias Bode

Brandfests are conceptualized as marketer-initiated events that facilitate consumers’ individual and social engagements with brands. After its inception in the late 1990s, the…

Gratitude mediates consumer responses to marketing communications

Emma K. Bridger, Alex Wood

From Adam Smith onwards, gratitude has been held as invaluable to societal functioning in view of its role in helping individuals maintain their reciprocal obligations to one…

The relative influence of advertising and word-of-mouth on viewing new season television programmes

Jenni Romaniuk, Nicole Hartnett

This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning.

Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?

Nina Åkestam, Sara Rosengren, Micael Dahlen

This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy.

The ad format-strategy effect on comparative advertising effectiveness

Arti D. Kalro, Bharadhwaj Sivakumaran, Rahul R. Marathe

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand”…

Managing initial expectations when word-of-mouth matters: Effects of product value and consumer heterogeneity

Sangyoon Yi, Jae-Hyeon Ahn

Consumer expectation not only influences purchase decision but also post-purchase satisfaction and word-of-mouth (WOM). This study aims to develop theories of initial expectation…

Social learning and network externalities in decision making

Dongling Huang, Dmitri G. Markovitch, Yuanping Ying

This paper aims to identify the effects of social learning and network externalities by conditioning on product quality and early sales momentum. This approach is demonstrated…

Unpacking brand management superiority: Examining the interplay of brand management capability, brand orientation and formalisation

Wai Jin (Thomas) Lee, Aron O’Cass, Phyra Sok

A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to…

Extending service brands into products versus services: Multilevel analyses of key success drivers

Christina Sichtmann, Klaus Schoefer, Markus Blut, Charles Jurgen Kemp

This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to…

Assessing information on food packages

Jesper Clement, Viktor Smith, Jordan Zlatev, Kerstin Gidlöf, Joost van de Weijer

The purpose of this paper is to present an experimental study which aims at assessing the potentially misleading effect of graphic elements on food packaging. The authors call…

Customer power and frontline employee voice behavior: Mediating roles of psychological empowerment

Jaewon Yoo

This paper aims to develop a research model that proposes a relationship among customer power, psychological empowerment and voice behavior of frontline employees (FLEs). The…

Inter-study and intra-study replications in leading marketing journals: a longitudinal analysis

Eun Sook Kwon, Yan Shan, Joong Suk Lee, Leonard N. Reid

The authors aimed to examine the presence and character of inter- and intra-approaches to replication studies published in five leading marketing journals (Journal of Marketing…