European Journal of Marketing: Volume 55 Issue 7

Executives with customer experience and firm performance in the B2B context

Cong Feng, Jiong Sun, Yiwei Fang, Iftekhar Hasan

This paper aims to examine the presence of an executive with customer experience (ECE) in a supplier firm’s top management team (TMT). The role of ECE presence remains…

Social media influencers and transgressive celebrity endorsement in consumption community contexts

Hayley Cocker, Rebecca Mardon, Kate L. Daunt

This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as…

Governance mechanism alignment at the top and operating levels of alliance hierarchy: reconciling two competing schools of thought

Xuan Bai, Shibin Sheng, Julie Juan Li

This paper aims to examine alliance governance at different hierarchical levels.

Does well-being differ across customer value cocreation practice styles? An empirical study in a chronic health context

Tram-Anh Ngoc Pham, Jillian Carol Sweeney, Geoffrey Norman Soutar

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary…

Webcare as a signal: exhaustive-selective webcare strategy and brand evaluation

Krishnan Jeesha, Keyoor Purani

Keeping in mind the growing significance of online reviews, management of responses to the customer reviews – webcare – is becoming important in recent times. How a firm responds…

Recovering the corporate brand: lessons from an industry crisis

Julie Robson, Jillian Dawes Farquhar

Building on crisis management studies, this study aims to advance research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and…

A network perspective on foreign entry modes of small knowledge-intensive services firms

Martina Battisti, Joanna Scott-Kennel, David Deakins

Integrating network attributes from studies of social networks, business relationships and small- to medium-sized enterprise (SME) internationalization, this study adopts a…

The narrative strategies of retail spaces: a semio-ethnographic approach

Jean-Baptiste Welte, Olivier Badot, Patrick Hetzel

The purpose of this study is to understand how narratives are generated in stores.

Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

Prashant Kumar, Michael Polonsky, Yogesh K. Dwivedi, Arpan Kar

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is…

Promoting authenticity through celebrity brands

Amanda Kennedy, Stacey M. Baxter, Alicia Kulczynski

This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and…