European Journal of Marketing: Volume 54 Issue 9

Doing good when times are bad: the impact of CSR on brands during recessions

Abhi Bhattacharya, Valerie Good, Hanieh Sardashti

This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.

If-then plans help regulate automatic peer influence on impulse buying

J. Lukas Thürmer, Maik Bieleke, Frank Wieber, Peter M. Gollwitzer

This study aims to take a dual-process perspective and argues that peer influence on increasing impulse buying may also operate automatically. If-then plans, which can automate…

When do frontline service employees feel more grateful?

Ji “Miracle” Qi, Sijun Wang, Michael A. Koerber, Jr

Drawing from the social exchange theory, the job demands-resources theory and the employee–organization relationship framework, this article aims to investigate underlying…

A signaling theory approach to relationship recovery

Husni Kharouf, Donald J. Lund, Alexandra Krallman, Chris Pullig

Drawing on signaling theory, the purpose of this study is to investigate the effects of the strength and framing of firm signals sent to repair relationships following…

“012012 or 111000”: preference for consumption pattern-seeking

Jungkeun Kim, Yuanyuan (Gina) Cui, Euejung Hwang, Drew Franklin, Yuri Seo

This paper aims to examine how consumers make choices when they are faced with a fixed set of available options, consisting of both preferred and less-preferred choices, in the…

Extreme brand love: measuring and modelling the intensity of sports team love

Kerry Daniels, Ian Frederick Wilkinson, Louise Young, Steven (Qiang) Lu

The purpose of this paper is to advance the understanding of brand love by studying its intensity and the nature of extreme forms of it, rather than its presence or absence. The…

Help me, I can’t afford it! Antecedents and consequence of risky indebtedness behaviour

Farah Diba M.A. Abrantes-Braga, Tânia Veludo-de-Oliveira

This study aims to develop and test a parsimonious theoretical model of risky indebtedness behaviour, a facet of over-indebtedness that refers to the behavioural tendency of often…

Extending validity testing of the Persuasion Principles Index

Nicole Hartnett, Luke Greenacre, Rachel Kennedy, Byron Sharp

This study aims to independently test the predictive validity of the Persuasion Principles Index (PPI) for video advertisements for low-involvement products with a measure of…

Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty

Pham Hung Cuong, Oanh Dinh Yen Nguyen, Liem Viet Ngo, Nguyen Phong Nguyen

This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual…