European Journal of Marketing: Volume 54 Issue 1

“One country, two systems”: consumer acculturation of Hong Kong locals

Jeff Jianfeng Wang, Annamma Joy, Russell Belk, John F. Sherry, Jr

The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders.

Customers’ reactions to different organizational tactics in a service termination context

Amin Nazifi, Dahlia El-Manstrly, Katja Gelbrich

This study aims to examine the effects of organizational tactics (e.g. explanation and monetary compensation) on customers’ reactions to service termination. The mediating role of…

Consumers gain equivalent levels of happiness from sharing about an experience and an object

Wilson Bastos

This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency, this paper…

Ethical attribute and brand concept congruity enhances brand evaluations

Maryam Tofighi, Bianca Grohmann, H. Onur Bodur

This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues…

Gratitude in franchisor-franchisee relationships: does personality matter?

Sara Quach, Scott K. Weaven, Park Thaichon, Brent Baker, Chase Jeremiah Edwards

This paper aims to investigate the emerging relevance of gratitude within a contracted, long-term business-to-business context. Specifically, the authors examine the relationships…

Effectiveness of pull-based print advertising with QR codes: Role of consumer involvement and advertisement appeal

Rohit Trivedi, Thorsten Teichert, Dirk Hardeck

Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising…

The karma of consumption: role of materialism in the pursuit of life satisfaction

Rajat Roy, Fazlul K. Rabbanee, Himadri Roy Chaudhuri, Preetha Menon

This paper aims to examine how social comparison (SC) and belief in karma (KA) encourage materialism (MAT) and promote consumers’ life satisfaction (LS).

Problematizing the presentation and reception of political brands: The strategic and operational nature of the political Brand alignment model

Christopher Pich, Guja Armannsdottir, Dianne Dean, Louise Spry, Varsha Jain

There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this…

Solving dissociative group effects using construal level theory

Miriam McGowan, Louise May Hassan, Edward Shiu

Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite…

Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising

Linda Tuncay Zayer, Mary Ann McGrath, Pilar Castro-González

Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in…