European Journal of Marketing: Volume 51 Issue 2

Effects of frontline employee role overload on customer responses and sales performance: Moderator and mediators

Subhash Jha, M.S. Balaji, Ugur Yavas, Emin Babakus

Using the basic framework of the service profit chain, this study aims to develop an integrated model that explains the relationships among role overload (RO), customer…

Consumers’ brand identity complexity: conceptualization and predictive ability

Ulrich R. Orth, Gregory M. Rose

This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity…

Authenticity in branding – exploring antecedents and consequences of brand authenticity

Kristine Fritz, Verena Schoenmueller, Manfred Bruhn

Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a…

The impact of country-of-origin cues on consumer investment behavior: The moderating influence of financial brand strength and investment management style

Jeanette Carlsson Hauff, Jonas Nilsson

Choosing how to invest one’s assets is one of the more important decisions consumers are faced with. However, determining the objective financial quality of complex investment…

Consumers’ self-congruence with a “Liked” brand: Cognitive network influence and brand outcomes

Elaine Wallace, Isabel Buil, Leslie de Chernatony

Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material…