European Journal of Marketing: Volume 53 Issue 2

Social responsibility and event-sponsor portfolio fit: Positive outcomes for events and brand sponsors

Angeline Close Scheinbaum, Russell Lacey, Minnette Drumwright

This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of…

The interplay of emotions and consumption in the relational identity trajectories of grandmothers with their grandchildren

Delphine Godefroit-Winkel, Marie Schill, Margaret K. Hogg

This paper aims to examine the interplay of emotions and consumption within intergenerational exchanges. It shows how emotions pervade the trajectories of grandmothers’ relational…

A panel for lemons? Positivity bias, reputation systems and data quality on MTurk

Ted Matherly

The purpose of this paper is to investigate how the effectiveness of systems for ensuring cooperation in online transactions is impacted by a positivity bias in the evaluation of…

Exploring the complementarity between product exports and foreign technology imports for innovation in emerging economic firms

Kui Wang, Wang Tao

The purpose of this study is to advance and test the idea that product exports and technology imports are complementary cross-border learning approaches for emerging market firms’…

Organisational learning and export performance of emerging market entrepreneurial firms: The roles of RBV mechanism and decision-making approach

Henry F.L. Chung, Zhujun Ding, Xufei Ma

The purpose of this paper is to integrate the resource-based view (RBV) with organisational learning theory by investigating the role of the RBV mechanism in the preceding…

“In-depth” incidental exposure: How processing difficulty and processing style affect evaluations of transparent overlay images

Sangdo Oh, Sukki Yoon, Patrick Vargas

The purpose of this paper is to investigate consumers’ evaluation of non-focal overlay images appearing closer than the focal point (e.g. a transparent brand logo appearing in…

Impact of vertical line extensions on brand attitudes and new extensions: The roles of judgment focus, comparative set and positioning

Mauricio Palmeira, Jing Lei, Ana Valenzuela

Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent…

Quid pro quo: The impact of explicit brand mentions and reciprocity in brand alliance communications

Bram Roosens, Nathalie Dens, Annouk Lievens

This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase…

From rumor to release: Does product release influence WOM in brand communities dedicated to technology products?

Scott A. Thompson, James M. Loveland, Iana A. Castro

This paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate…

Archetypes of marketing mix standardization-adaptation in MNC subsidiaries: Fit and equifinality as complementary explanations of performance

Sunil Venaik, David F. Midgley

This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy…