European Journal of Marketing: Volume 57 Issue 10

Guest editorial: Reframing marketing priorities

Anne Marie Doherty, Finola Kerrigan, Lisa O'Malley

Reframing online brand community management: consumer conflicts, their consequences and moderation

Denitsa Dineva, Kate L. Daunt

Research into the dark side of online brand-managed communities (OBCs) and, specifically, consumer-to-consumer (C2C) conflicts within this context are scarce. This paper aims to…

Reframing the practice of volunteering as a collective endeavour through a focal brand community

Sarah-Louise Mitchell

Nonprofit organisations (NPOs) are an increasingly fundamental part of our society. Meeting rising demand requires NPOs to attract enough resources, especially volunteers, to…

I can’t always get what I want: low power, service customer (dis)engagement and wellbeing

Liliane Abboud, Helen L. Bruce, Jamie Burton

This paper aims to examine experiences of low customer power in service interactions and the impact of those experiences on customers’ engagement and disengagement towards a firm…

Stigma in payday borrowing: a service ecosystems approach

Chrysostomos Apostolidis, Jane Brown, Jillian Farquhar

This study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and…

The self-perceived age of GenX women: prioritising female subjective age identity in marketing

Sharon-Marie Gillooley, Sheilagh Mary Resnick, Tony Woodall, Seamus Allison

This study aims to examine the phenomenon of self-perceived age (SPA) identity for Generation X (GenX) women in the UK. Squeezed between the more ubiquitous “boomer” and…

“We want your soul”: re-imagining marketing education through the arts

Teresa Heath, Caroline Tynan

The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena…

Let there be a “We”: introducing an ethics of collective academic care

This study aims to think critically about collaborative working through the practical application of an ethics of care approach. The authors address the following research…

Gifts to whom? Towards a network view of gift receivers

Ines Branco-Illodo, Teresa Heath, Caroline Tynan

This research paper aims to understand how givers characterise and manage their gift giving networks by drawing on attachment theory (AT). This responds to the need to illuminate…