European Journal of Marketing: Volume 57 Issue 9

Mirroring digital content marketing framework: capturing providers’ perspectives through stimuli assessment and behavioural engagement response

Jelena Filipovic, Maja Arslanagic-Kalajdzic

This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to…

Consumers’ digital self-extension and pro-brand social media engagement – the role of culture

Fazlul K. Rabbanee, Rajat Roy, Sanjit K. Roy, Rana Sobh

Digital self-expression, recently one of the most important research themes, is currently under-researched. In this context, this study aims to propose a parsimonious research…

Past, present and future of augmented reality marketing research: a bibliometric and thematic analysis approach

Pragya Jayaswal, Biswajita Parida

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic…

Color effects on AI influencers’ product recommendations

Ka Wing Chan, Felix Septianto, Junbum Kwon, Revathi Sridhar Kamal

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media…

The dark side of advertising: promoting unhealthy food consumption

Bilwa Deshpande, Puneet Kaur, Alberto Ferraris, Dorra Yahiaoui, Amandeep Dhir

Scholars have noted the impact of advertising on unhealthy food consumption. However, a systematic literature review (SLR) on this topic is currently lacking. This study aims to…

Consumer psychology for food choices: a systematic review and research directions

Abdul Wahid Khan, Jatin Pandey

Consumer food behavior has received considerable attention from marketers, researchers and regulators. With the rising obesity epidemic worldwide, the existing literature and…

The spillover effects of positive and negative buzz on brand attitudes

Anatoli Colicev, Arnaud de Bruyn

This paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes.

Burning the candle at both ends: how to balance potential profitability and brand protection when licensing brands

Annika Meschnig, Carolin Decker-Lange, Anna Dubiel

Drawing on transaction cost economics, the authors conceptualise brand licensing as a form of alliance. Its performance may be affected by a licensee’s potential opportunism…

Engagement and estrangement: a “tale of two cities” for Bristol’s green branding

Laura Reynolds, Heike Doering, Nicole Koenig-Lewis, Ken Peattie

Drawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around…

Developing brand meaning theory: the interplay of tangible attributes and intangible associations in relation to local food brands

Jill Quest

This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning…

Agency appraisal of emotions and brand trust

Billy Sung, Stephen La Macchia, Michelle Stankovic

This study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand…

What’s on the menu? How celebrity chef brands create happiness

Paula Rodrigues, Ana Brochado, Ana Sousa, Ana Pinto Borges, Isabel Barbosa

This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of…

Marketplace accessibility: a service-provider perspective

Katharina C. Husemann, Anica Zeyen, Leighanne Higgins

This study aims to explore the strategies that service providers use to facilitate marketplace accessibility, and identify the key challenges in that process. The authors do so to…

Fostering healthy ageing through understanding food coping strategies

Margot Dyen, Andréa Gourmelen, Samuel Guillemot, Ziad Malas, Annick Tamaro

Preventative public health policies often rely on objective criteria to identify people in vulnerable situations. Age is one of the criteria when investigating the risk of…

Push it real good: the effects of push notifications promoting motivational affordances on consumer behavior in a gamified mobile app

Thilo Kunkel, Ted Hayduk, Daniel Lock

There is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how…

Religiosity scales in marketing research

Elizabeth A. Minton

This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and…