European Journal of Marketing: Volume 51 Issue 5/6

Creating Value: The Theory and Practice of Marketing Semiotics Research

Brand extension similarity can backfire when you look for something specific

The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to…

Product order affects consumer preferences for variety bundles

The purpose of this paper is to examine the effect of a variety bundle's product display order on consumer preferences. When forming a variety bundle, manufacturers, retailers and…

You see Froot, you think fruit: examining the effectiveness of pseudohomophone priming

This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white…

The effect of the moral failure of a foreign brand on competing brands

The purpose of this paper is to examine the impact of the moral failure of a scandalized foreign brand afflicted with a product-harm crisis on competing brands (i.e. within the…

The V-model of service quality: an African case study

This paper aims to introduce and demonstrate a new model for service quality that separates out the measurement of service quality in ways grounded in psychological theory and…

Climbing down the ladder makes you play it safe: The effect of the status of a rejecter on product evaluation

This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products.

Customers’ emotion regulation strategies in service failure encounters

The purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation…

Concerned protesters: from compassion to retaliation

The purpose of the study is to outline the unique role of compassion in reactions to cases of irresponsible corporate behavior that present information about victims of these…

Social bonding as a determinant of share of wallet and cross-buying behaviour in B2B relationships

Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. This longitudinal…

An exemption for strong brands: the influence of brand community rejection on brand evaluation

Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and…

Multi-unit price promotions and their impact on purchase decisions and sales

The purpose of this paper is to compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase…

Self-persuasion as marketing technique: the role of consumers’ involvement

This paper aims to demonstrate that self-persuasion can be used as a marketing technique to increase consumers’ generosity and that the efficacy of this approach is dependent on…

Message-related effects on consumer switching when the preferred product is out of stock

This paper aims to investigate the effect of retailers’ consumer communications in prompting the choice of an in-stock alternative to an out-of-stock first-choice product.

Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour

The purpose of this paper is to help researchers and practitioners to understand and respond to consumer complaining behaviour (CCB) by developing a taxonomy that addresses the…