European Journal of Marketing: Volume 53 Issue 11

“Welcome to Holland!” People with Down syndrome as vulnerable consumers

Marina Dias de Faria, Leticia Moreira Casotti

Consumers with Down syndrome are present in all countries, but there has been little marketing research examining their consumption experiences. The purpose of this exploratory…

How brand visual aesthetics foster a transnational imagined community

Mark Buschgens, Bernardo Figueiredo, Kaleel Rahman

The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands…

Do extra ingredients on the package lead to extra calorie estimates?

Guowei Zhu, George Chryssochoidis, Li Zhou

This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product.

Predictive model assessment in PLS-SEM: guidelines for using PLSpredict

Galit Shmueli, Marko Sarstedt, Joseph F. Hair, Jun-Hwa Cheah, Hiram Ting, Santha Vaithilingam, Christian M. Ringle

Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between…

Climbing the down escalator: When customer-to-customer interaction may not be helping service firms

Devon Johnson, Yam B. Limbu, C. Jayachandran, P. Raghunadha Reddy

This paper aims to examine the effect of customer-to-customer (C2C) interaction while using a service on the willingness of consumers to engage in altruistic customer…

Value-in-acquisition: an institutional view

Kerry Chipp, E. Patricia Williams, Adam Lindgreen

By combining consumer culture theory and service dominant logic, this study proposes that value might be understood as value-in-acquisition, such that value outcomes result from…

Frontline employee authenticity and its influence upon adaptive selling outcomes: Perspectives from customers

Jaewon Yoo, Todd Arnold

Frontline employee authenticity has been investigated in relation to both potentially positive and negative outcomes, but largely from the employee perspective. The current paper…

Multi-brand loyalty in consumer markets: a qualitatively-driven mixed methods approach

Ghizlane Arifine, Reto Felix, Olivier Furrer

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different…

Examining digital video advertising (DVA) effectiveness: The role of product category, product involvement, and device

Kristin Stewart, Matt Kammer-Kerwick, Allison Auchter, Hyeseung Elizabeth Koh, Mary Elizabeth Dunn, Isabella Cunningham

Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined…