European Journal of Marketing: Volume 57 Issue 1

Platform marketplaces: unifying our understanding of lateral exchange markets

Mark R. Gleim, Jennifer L. Stevens, Catherine M. Johnson

This research paper aims to provide conceptual clarity for marketplaces within the lateral exchange market framework. The advances in digital technologies have been critical to…

Decoding the employee influencer on social media: applying Taylor’s six segment message strategy wheel

Jenna Jacobson, Adriana Gomes Rinaldi, Janice Rudkowski

The paper aims to examine how employees influence their employer’s brand by applying Taylor’s (1999) six segment message strategy wheel in an employee influencer context.

Brand approaches to diversity: a typology and research agenda

Amelie Burgess, Dean Charles Hugh Wilkie, Rebecca Dolan

Despite increased emphasis on diversity marketing, much remains unknown about how brands should approach diversity. This paper aims to understand what constitutes a brand’s…

Understanding the role of entrepreneurial orientation in creating ambidextrous competitive advantage: a comparative-design, longitudinal study

Yen-Chun Chen, Todd Arnold, Ping-Yu Liu, Chun-Yao Huang

This research aims to investigate how entrepreneurial orientation influences a firm’s differentiation–cost advantage ambidexterity (DCAA) and performance indirectly through…

Impact of relative compensation to executive directors with marketing experience on marketing performance: toward an integrative framework

Piyush Sharma, Tak Yan Leung, Pattarin Adithipyangkul

This paper aims to combine the agency theory and efficiency wage theory to explore the effects of relative compensation for executive directors with marketing experience on two…

Mapping the effect of healthy and unhealthy food and beverages marketing: two decades of bibliometric analysis

Yukti Sharma, Prakrit Silal

With multiple theoretical traditions, diverse topical landscape and rapid regulatory advancements galvanising the ongoing discourse, the emergent marketing scholarship on healthy…

The influence of consumer religiosity on responses to rational and emotional ad appeals

Frank Gregory Cabano, Elizabeth A. Minton

This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Effect of emotion induction on potential consumers’ visual attention in beer advertisements: a neuroscience study

André Luiz Damião de Paula, Marina Lourenção, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira de Oliveira

The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on the level of visual attention in beer advertisements.

Recruiting volunteers: the roles of fear, hope and courage

Rafi M.M.I. Chowdhury, Felix Septianto

Nonprofit organizations face challenges recruiting volunteers for morally important activities that may generate fear, such as firefighting, aid work and delinquent counseling…

Feasible versus desirable market offerings: the role of choice set size

Nguyen T. Thai, Ulku Yuksel

This paper aims to find out what product features become salient when consumers are exposed to many market offerings, demonstrating how choice set size influences construal…

Interplay of consumer expectation and processing fluency in perception of product innovativeness and product evaluation

Bora Min

This study aims to draw on the malleable nature of processing fluency to identify the role of consumer expectation in generating diverging effects of metacognitive experiences on…