European Journal of Marketing: Volume 55 Issue 4

Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory

Jitender Kumar

The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous…

The role of perceived firm social media interactivity in facilitating customer engagement behaviors

Siddik Bozkurt, David Marius Gligor, Barry J. Babin

The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases…

“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism

Omar S. Itani

The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including…

A meta-analysis of the factors affecting eWOM providing behaviour

Elvira Ismagilova, Nripendra P. Rana, Emma L. Slade, Yogesh K. Dwivedi

Numerous studies have examined factors influencing electronic word of mouth (eWOM) providing behaviour. The volume of extant research and inconsistency in some of the findings…

How accessories add value to a platform: the role of innovativeness and nonalignability

Tripat Gill, Zhenfeng Ma, Ping Zhao, Yongjian (Ken) Chen

This study aims to distinguish between the indispensable (software) versus discretionary (accessories) complementary products to a platform. It investigates the impact of…

How cyber political brands emerge: a socio-material analysis of the Italian Five Star movement and the Czech pirate party

Andrea Lucarelli, Gregorio Fuschillo, Zuzana Chytkova

Although information technology has been at the centre of attention of political branding for some time, research has traditionally focused mainly on its role in the facilitation…

Benefits and challenges of developing an eco-social orientation: implications for marketing practice

Colin Bauer Gabler, V. Myles Landers, R. Glenn Richey

Social and environmental actors have been added to the stakeholder balancing act required of organizations in today’s competitive marketplace. To address this, the firms may…

Negotiating liminality following life transitions: reflexive bricolage and liminal hotspots

Katy Kerrane, Andrew Lindridge, Sally Dibb

This paper aims to investigate how consumption linked with life transitions can differ in its potential to bring about ongoing liminality. By examining how consumers can draw on…

“Set yourself free!” Exploring help-seeking motives in at-risk gamblers

Svetlana De Vos, Jasmina Ilicic, Pascale G. Quester, Roberta Carolyn Crouch

With limited research on help-seeking in the social marketing domain, this research takes a unique perspective through the lens of McGuire’s psychological framework examining the…

Assessing the drivers and outcomes of behavioral self-leadership

Ashish Kalra, Raj Agnihotri, Rakesh Singh, Sandeep Puri, Narendra Kumar

Although the role of self-leadership is important, it remains understudied in business-to-business (B2B) selling context. This study aims to provide insights into the drivers and…

Effect of core and peripheral product line extensions on overall product line revenue

Jihoon Cho, Swinder Janda

Firms often use upward product line extensions to achieve gains in brand evaluations and in overall demand. Despite the prevalence of such extensions, previous research has…

Brand repulsion: consumers’ boundary work with rejected brands

Laurence Dessart, Bernard Cova

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and…