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Publisher: Emerald   (Total: 356 journals)

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Showing 1 - 200 of 356 Journals sorted alphabetically
A Life in the Day     Hybrid Journal   (Followers: 12)
Academia Revista Latinoamericana de Administración     Open Access   (Followers: 2, SJR: 0.178, CiteScore: 1)
Accounting Auditing & Accountability J.     Hybrid Journal   (Followers: 32, SJR: 1.71, CiteScore: 3)
Accounting Research J.     Hybrid Journal   (Followers: 25, SJR: 0.144, CiteScore: 0)
Accounting, Auditing and Accountability J.     Hybrid Journal   (Followers: 25, SJR: 2.187, CiteScore: 4)
Advances in Accounting Education     Hybrid Journal   (Followers: 17, SJR: 0.279, CiteScore: 0)
Advances in Appreciative Inquiry     Hybrid Journal   (Followers: 1, SJR: 0.451, CiteScore: 1)
Advances in Autism     Hybrid Journal   (Followers: 32, SJR: 0.222, CiteScore: 1)
Advances in Dual Diagnosis     Hybrid Journal   (Followers: 47, SJR: 0.21, CiteScore: 1)
Advances in Gender Research     Full-text available via subscription   (Followers: 5, SJR: 0.16, CiteScore: 0)
Advances in Intl. Marketing     Full-text available via subscription   (Followers: 6)
Advances in Mental Health and Intellectual Disabilities     Hybrid Journal   (Followers: 83, SJR: 0.296, CiteScore: 0)
Advances in Mental Health and Learning Disabilities     Hybrid Journal   (Followers: 30)
African J. of Economic and Management Studies     Hybrid Journal   (Followers: 10, SJR: 0.216, CiteScore: 1)
Agricultural Finance Review     Hybrid Journal   (SJR: 0.406, CiteScore: 1)
Aircraft Engineering and Aerospace Technology     Hybrid Journal   (Followers: 211, SJR: 0.354, CiteScore: 1)
American J. of Business     Hybrid Journal   (Followers: 18)
Annals in Social Responsibility     Full-text available via subscription  
Anti-Corrosion Methods and Materials     Hybrid Journal   (Followers: 11, SJR: 0.235, CiteScore: 1)
Arts and the Market     Hybrid Journal   (Followers: 9)
Asia Pacific J. of Innovation and Entrepreneurship     Open Access   (Followers: 1)
Asia Pacific J. of Marketing and Logistics     Hybrid Journal   (Followers: 8, SJR: 0.425, CiteScore: 1)
Asia-Pacific J. of Business Administration     Hybrid Journal   (Followers: 6, SJR: 0.234, CiteScore: 1)
Asian Association of Open Universities J.     Open Access   (Followers: 1)
Asian Education and Development Studies     Hybrid Journal   (Followers: 5, SJR: 0.233, CiteScore: 1)
Asian J. on Quality     Hybrid Journal   (Followers: 3)
Asian Review of Accounting     Hybrid Journal   (Followers: 2, SJR: 0.222, CiteScore: 1)
Aslib J. of Information Management     Hybrid Journal   (Followers: 30, SJR: 0.725, CiteScore: 2)
Aslib Proceedings     Hybrid Journal   (Followers: 308)
Assembly Automation     Hybrid Journal   (Followers: 2, SJR: 0.603, CiteScore: 2)
Baltic J. of Management     Hybrid Journal   (Followers: 3, SJR: 0.309, CiteScore: 1)
Benchmarking : An Intl. J.     Hybrid Journal   (Followers: 10, SJR: 0.559, CiteScore: 2)
British Food J.     Hybrid Journal   (Followers: 17, SJR: 0.5, CiteScore: 2)
Built Environment Project and Asset Management     Hybrid Journal   (Followers: 15, SJR: 0.46, CiteScore: 1)
Business Process Re-engineering & Management J.     Hybrid Journal   (Followers: 8)
Business Strategy Series     Hybrid Journal   (Followers: 6)
Career Development Intl.     Hybrid Journal   (Followers: 17, SJR: 0.527, CiteScore: 2)
China Agricultural Economic Review     Hybrid Journal   (Followers: 2, SJR: 0.31, CiteScore: 1)
China Finance Review Intl.     Hybrid Journal   (Followers: 5, SJR: 0.245, CiteScore: 0)
Chinese Management Studies     Hybrid Journal   (Followers: 4, SJR: 0.278, CiteScore: 1)
Circuit World     Hybrid Journal   (Followers: 16, SJR: 0.246, CiteScore: 1)
Collection and Curation     Hybrid Journal   (Followers: 11, SJR: 0.296, CiteScore: 1)
COMPEL: The Intl. J. for Computation and Mathematics in Electrical and Electronic Engineering     Hybrid Journal   (Followers: 3, SJR: 0.22, CiteScore: 1)
Competitiveness Review : An Intl. Business J. incorporating J. of Global Competitiveness     Hybrid Journal   (Followers: 5, SJR: 0.274, CiteScore: 1)
Construction Innovation: Information, Process, Management     Hybrid Journal   (Followers: 14, SJR: 0.731, CiteScore: 2)
Corporate Communications An Intl. J.     Hybrid Journal   (Followers: 7, SJR: 0.453, CiteScore: 1)
Corporate Governance Intl. J. of Business in Society     Hybrid Journal   (Followers: 6, SJR: 0.336, CiteScore: 1)
Critical Perspectives on Intl. Business     Hybrid Journal   (SJR: 0.378, CiteScore: 1)
Cross Cultural & Strategic Management     Hybrid Journal   (Followers: 8, SJR: 0.504, CiteScore: 2)
Data Technologies and Applications     Hybrid Journal   (Followers: 322, SJR: 0.355, CiteScore: 1)
Development and Learning in Organizations     Hybrid Journal   (Followers: 8, SJR: 0.138, CiteScore: 0)
Digital Library Perspectives     Hybrid Journal   (Followers: 28, SJR: 0.341, CiteScore: 1)
Direct Marketing An Intl. J.     Hybrid Journal   (Followers: 6)
Disaster Prevention and Management     Hybrid Journal   (Followers: 21, SJR: 0.47, CiteScore: 1)
Drugs and Alcohol Today     Hybrid Journal   (Followers: 143, SJR: 0.245, CiteScore: 1)
Education + Training     Hybrid Journal   (Followers: 24)
Education, Business and Society : Contemporary Middle Eastern Issues     Hybrid Journal   (Followers: 1, SJR: 1.707, CiteScore: 3)
Emerald Emerging Markets Case Studies     Hybrid Journal   (Followers: 1)
Employee Relations     Hybrid Journal   (Followers: 8, SJR: 0.551, CiteScore: 2)
Engineering Computations     Hybrid Journal   (Followers: 3, SJR: 0.444, CiteScore: 1)
Engineering, Construction and Architectural Management     Hybrid Journal   (Followers: 10, SJR: 0.653, CiteScore: 2)
English Teaching: Practice & Critique     Hybrid Journal   (SJR: 0.417, CiteScore: 1)
Equal Opportunities Intl.     Hybrid Journal   (Followers: 3)
Equality, Diversity and Inclusion : An Intl. J.     Hybrid Journal   (Followers: 17, SJR: 0.5, CiteScore: 1)
EuroMed J. of Business     Hybrid Journal   (Followers: 1, SJR: 0.26, CiteScore: 1)
European Business Review     Hybrid Journal   (Followers: 9, SJR: 0.585, CiteScore: 3)
European J. of Innovation Management     Hybrid Journal   (Followers: 25, SJR: 0.454, CiteScore: 2)
European J. of Management and Business Economics     Open Access   (Followers: 1, SJR: 0.239, CiteScore: 1)
European J. of Marketing     Hybrid Journal   (Followers: 21, SJR: 0.971, CiteScore: 2)
European J. of Training and Development     Hybrid Journal   (Followers: 13, SJR: 0.477, CiteScore: 1)
Evidence-based HRM     Hybrid Journal   (Followers: 5, SJR: 0.537, CiteScore: 1)
Facilities     Hybrid Journal   (Followers: 3, SJR: 0.503, CiteScore: 2)
Foresight     Hybrid Journal   (Followers: 7, SJR: 0.34, CiteScore: 1)
Gender in Management : An Intl. J.     Hybrid Journal   (Followers: 20, SJR: 0.412, CiteScore: 1)
Global Knowledge, Memory and Communication     Hybrid Journal   (Followers: 977, SJR: 0.261, CiteScore: 1)
Grey Systems : Theory and Application     Hybrid Journal   (Followers: 1)
Health Education     Hybrid Journal   (Followers: 2, SJR: 0.421, CiteScore: 1)
Higher Education Evaluation and Development     Open Access  
Higher Education, Skills and Work-based Learning     Hybrid Journal   (Followers: 46, SJR: 0.426, CiteScore: 1)
History of Education Review     Hybrid Journal   (Followers: 12, SJR: 0.26, CiteScore: 0)
Housing, Care and Support     Hybrid Journal   (Followers: 8, SJR: 0.171, CiteScore: 0)
Human Resource Management Intl. Digest     Hybrid Journal   (Followers: 18, SJR: 0.129, CiteScore: 0)
IMP J.     Hybrid Journal  
Indian Growth and Development Review     Hybrid Journal   (SJR: 0.174, CiteScore: 0)
Industrial and Commercial Training     Hybrid Journal   (Followers: 5, SJR: 0.301, CiteScore: 1)
Industrial Lubrication and Tribology     Hybrid Journal   (Followers: 7, SJR: 0.334, CiteScore: 1)
Industrial Management & Data Systems     Hybrid Journal   (Followers: 7, SJR: 0.904, CiteScore: 3)
Industrial Robot An Intl. J.     Hybrid Journal   (Followers: 2, SJR: 0.318, CiteScore: 1)
Info     Hybrid Journal   (Followers: 1)
Information and Computer Security     Hybrid Journal   (Followers: 22, SJR: 0.307, CiteScore: 1)
Information Technology & People     Hybrid Journal   (Followers: 45, SJR: 0.671, CiteScore: 2)
Innovation & Management Review     Open Access  
Interactive Technology and Smart Education     Hybrid Journal   (Followers: 12, SJR: 0.191, CiteScore: 1)
Interlending & Document Supply     Hybrid Journal   (Followers: 61)
Internet Research     Hybrid Journal   (Followers: 37, SJR: 1.645, CiteScore: 5)
Intl. J. for Lesson and Learning Studies     Hybrid Journal   (Followers: 4, SJR: 0.324, CiteScore: 1)
Intl. J. for Researcher Development     Hybrid Journal   (Followers: 10)
Intl. J. of Accounting and Information Management     Hybrid Journal   (Followers: 9, SJR: 0.275, CiteScore: 1)
Intl. J. of Bank Marketing     Hybrid Journal   (Followers: 9, SJR: 0.654, CiteScore: 3)
Intl. J. of Climate Change Strategies and Management     Hybrid Journal   (Followers: 17, SJR: 0.353, CiteScore: 1)
Intl. J. of Clothing Science and Technology     Hybrid Journal   (Followers: 8, SJR: 0.318, CiteScore: 1)
Intl. J. of Commerce and Management     Hybrid Journal   (Followers: 1)
Intl. J. of Conflict Management     Hybrid Journal   (Followers: 15, SJR: 0.362, CiteScore: 1)
Intl. J. of Contemporary Hospitality Management     Hybrid Journal   (Followers: 14, SJR: 1.452, CiteScore: 4)
Intl. J. of Culture Tourism and Hospitality Research     Hybrid Journal   (Followers: 20, SJR: 0.339, CiteScore: 1)
Intl. J. of Development Issues     Hybrid Journal   (Followers: 9, SJR: 0.139, CiteScore: 0)
Intl. J. of Disaster Resilience in the Built Environment     Hybrid Journal   (Followers: 6, SJR: 0.387, CiteScore: 1)
Intl. J. of Educational Management     Hybrid Journal   (Followers: 5, SJR: 0.559, CiteScore: 1)
Intl. J. of Emergency Services     Hybrid Journal   (Followers: 9, SJR: 0.201, CiteScore: 1)
Intl. J. of Emerging Markets     Hybrid Journal   (Followers: 3, SJR: 0.474, CiteScore: 2)
Intl. J. of Energy Sector Management     Hybrid Journal   (Followers: 2, SJR: 0.349, CiteScore: 1)
Intl. J. of Entrepreneurial Behaviour & Research     Hybrid Journal   (Followers: 5, SJR: 0.629, CiteScore: 2)
Intl. J. of Ethics and Systems     Hybrid Journal   (Followers: 3, SJR: 0.333, CiteScore: 1)
Intl. J. of Event and Festival Management     Hybrid Journal   (Followers: 7, SJR: 0.388, CiteScore: 1)
Intl. J. of Gender and Entrepreneurship     Hybrid Journal   (Followers: 6, SJR: 0.445, CiteScore: 1)
Intl. J. of Health Care Quality Assurance     Hybrid Journal   (Followers: 12, SJR: 0.358, CiteScore: 1)
Intl. J. of Health Governance     Hybrid Journal   (Followers: 26, SJR: 0.247, CiteScore: 1)
Intl. J. of Housing Markets and Analysis     Hybrid Journal   (Followers: 9, SJR: 0.211, CiteScore: 1)
Intl. J. of Human Rights in Healthcare     Hybrid Journal   (Followers: 6, SJR: 0.205, CiteScore: 0)
Intl. J. of Information and Learning Technology     Hybrid Journal   (Followers: 8, SJR: 0.226, CiteScore: 1)
Intl. J. of Innovation Science     Hybrid Journal   (Followers: 11, SJR: 0.197, CiteScore: 1)
Intl. J. of Intelligent Computing and Cybernetics     Hybrid Journal   (Followers: 3, SJR: 0.214, CiteScore: 1)
Intl. J. of Intelligent Unmanned Systems     Hybrid Journal   (Followers: 4)
Intl. J. of Islamic and Middle Eastern Finance and Management     Hybrid Journal   (Followers: 9, SJR: 0.375, CiteScore: 1)
Intl. J. of Law and Management     Hybrid Journal   (Followers: 2, SJR: 0.217, CiteScore: 1)
Intl. J. of Leadership in Public Services     Hybrid Journal   (Followers: 27)
Intl. J. of Lean Six Sigma     Hybrid Journal   (Followers: 8, SJR: 0.802, CiteScore: 3)
Intl. J. of Logistics Management     Hybrid Journal   (Followers: 10, SJR: 0.71, CiteScore: 2)
Intl. J. of Managerial Finance     Hybrid Journal   (Followers: 5, SJR: 0.203, CiteScore: 1)
Intl. J. of Managing Projects in Business     Hybrid Journal   (Followers: 2, SJR: 0.36, CiteScore: 2)
Intl. J. of Manpower     Hybrid Journal   (Followers: 2, SJR: 0.365, CiteScore: 1)
Intl. J. of Mentoring and Coaching in Education     Hybrid Journal   (Followers: 27, SJR: 0.426, CiteScore: 1)
Intl. J. of Migration, Health and Social Care     Hybrid Journal   (Followers: 12, SJR: 0.307, CiteScore: 1)
Intl. J. of Numerical Methods for Heat & Fluid Flow     Hybrid Journal   (Followers: 11, SJR: 0.697, CiteScore: 3)
Intl. J. of Operations & Production Management     Hybrid Journal   (Followers: 19, SJR: 2.052, CiteScore: 4)
Intl. J. of Organization Theory and Behavior     Hybrid Journal  
Intl. J. of Organizational Analysis     Hybrid Journal   (Followers: 3, SJR: 0.268, CiteScore: 1)
Intl. J. of Pervasive Computing and Communications     Hybrid Journal   (Followers: 3, SJR: 0.138, CiteScore: 1)
Intl. J. of Pharmaceutical and Healthcare Marketing     Hybrid Journal   (Followers: 4, SJR: 0.25, CiteScore: 1)
Intl. J. of Physical Distribution & Logistics Management     Hybrid Journal   (Followers: 11, SJR: 1.821, CiteScore: 4)
Intl. J. of Prisoner Health     Hybrid Journal   (Followers: 8, SJR: 0.303, CiteScore: 1)
Intl. J. of Productivity and Performance Management     Hybrid Journal   (Followers: 8, SJR: 0.578, CiteScore: 2)
Intl. J. of Public Sector Management     Hybrid Journal   (Followers: 32, SJR: 0.438, CiteScore: 1)
Intl. J. of Quality & Reliability Management     Hybrid Journal   (Followers: 8, SJR: 0.492, CiteScore: 2)
Intl. J. of Quality and Service Sciences     Hybrid Journal   (Followers: 2, SJR: 0.309, CiteScore: 1)
Intl. J. of Retail & Distribution Management     Hybrid Journal   (Followers: 6, SJR: 0.742, CiteScore: 3)
Intl. J. of Service Industry Management     Hybrid Journal   (Followers: 3)
Intl. J. of Social Economics     Hybrid Journal   (Followers: 5, SJR: 0.225, CiteScore: 1)
Intl. J. of Sociology and Social Policy     Hybrid Journal   (Followers: 54, SJR: 0.3, CiteScore: 1)
Intl. J. of Sports Marketing and Sponsorship     Hybrid Journal   (Followers: 1, SJR: 0.269, CiteScore: 1)
Intl. J. of Structural Integrity     Hybrid Journal   (Followers: 2, SJR: 0.228, CiteScore: 0)
Intl. J. of Sustainability in Higher Education     Hybrid Journal   (Followers: 14, SJR: 0.502, CiteScore: 2)
Intl. J. of Tourism Cities     Hybrid Journal   (Followers: 2, SJR: 0.502, CiteScore: 0)
Intl. J. of Web Information Systems     Hybrid Journal   (Followers: 4, SJR: 0.186, CiteScore: 1)
Intl. J. of Wine Business Research     Hybrid Journal   (Followers: 8, SJR: 0.562, CiteScore: 2)
Intl. J. of Workplace Health Management     Hybrid Journal   (Followers: 10, SJR: 0.303, CiteScore: 1)
Intl. Marketing Review     Hybrid Journal   (Followers: 15, SJR: 0.895, CiteScore: 3)
Irish J. of Occupational Therapy     Open Access   (Followers: 7)
ISRA Intl. J. of Islamic Finance     Open Access  
J. for Multicultural Education     Hybrid Journal   (Followers: 1, SJR: 0.237, CiteScore: 1)
J. of Accounting & Organizational Change     Hybrid Journal   (Followers: 6, SJR: 0.301, CiteScore: 1)
J. of Accounting in Emerging Economies     Hybrid Journal   (Followers: 9)
J. of Adult Protection, The     Hybrid Journal   (Followers: 16, SJR: 0.314, CiteScore: 1)
J. of Advances in Management Research     Hybrid Journal   (Followers: 2)
J. of Aggression, Conflict and Peace Research     Hybrid Journal   (Followers: 45, SJR: 0.222, CiteScore: 1)
J. of Agribusiness in Developing and Emerging Economies     Hybrid Journal   (SJR: 0.108, CiteScore: 0)
J. of Applied Accounting Research     Hybrid Journal   (Followers: 17, SJR: 0.227, CiteScore: 1)
J. of Applied Research in Higher Education     Hybrid Journal   (Followers: 49, SJR: 0.2, CiteScore: 0)
J. of Asia Business Studies     Hybrid Journal   (Followers: 2, SJR: 0.245, CiteScore: 1)
J. of Assistive Technologies     Hybrid Journal   (Followers: 20)
J. of Business & Industrial Marketing     Hybrid Journal   (Followers: 10, SJR: 0.652, CiteScore: 2)
J. of Business Strategy     Hybrid Journal   (Followers: 12, SJR: 0.333, CiteScore: 1)
J. of Capital Markets Studies     Open Access  
J. of Centrum Cathedra     Open Access  
J. of Children's Services     Hybrid Journal   (Followers: 5, SJR: 0.243, CiteScore: 1)
J. of Chinese Economic and Foreign Trade Studies     Hybrid Journal   (Followers: 1, SJR: 0.2, CiteScore: 0)
J. of Chinese Entrepreneurship     Hybrid Journal   (Followers: 4)
J. of Chinese Human Resource Management     Hybrid Journal   (Followers: 6, SJR: 0.173, CiteScore: 1)
J. of Communication Management     Hybrid Journal   (Followers: 6, SJR: 0.625, CiteScore: 1)
J. of Consumer Marketing     Hybrid Journal   (Followers: 19, SJR: 0.664, CiteScore: 2)
J. of Corporate Real Estate     Hybrid Journal   (Followers: 3, SJR: 0.368, CiteScore: 1)
J. of Criminal Psychology     Hybrid Journal   (Followers: 134, SJR: 0.268, CiteScore: 1)
J. of Criminological Research, Policy and Practice     Hybrid Journal   (Followers: 48, SJR: 0.254, CiteScore: 1)
J. of Cultural Heritage Management and Sustainable Development     Hybrid Journal   (Followers: 10, SJR: 0.257, CiteScore: 1)
J. of Defense Analytics and Logistics     Open Access  
J. of Documentation     Hybrid Journal   (Followers: 189, SJR: 0.613, CiteScore: 1)
J. of Economic and Administrative Sciences     Hybrid Journal   (Followers: 2)
J. of Economic Studies     Hybrid Journal   (Followers: 5, SJR: 0.733, CiteScore: 1)
J. of Economics, Finance and Administrative Science     Open Access   (Followers: 1, SJR: 0.217, CiteScore: 1)
J. of Educational Administration     Hybrid Journal   (Followers: 6, SJR: 1.252, CiteScore: 2)
J. of Enabling Technologies     Hybrid Journal   (Followers: 11, SJR: 0.369, CiteScore: 1)
J. of Engineering, Design and Technology     Hybrid Journal   (Followers: 16, SJR: 0.212, CiteScore: 1)
J. of Enterprise Information Management     Hybrid Journal   (Followers: 4, SJR: 0.827, CiteScore: 4)
J. of Enterprising Communities People and Places in the Global Economy     Hybrid Journal   (Followers: 1, SJR: 0.281, CiteScore: 1)
J. of Entrepreneurship and Public Policy     Hybrid Journal   (Followers: 8, SJR: 0.262, CiteScore: 1)
J. of European Industrial Training     Hybrid Journal   (Followers: 2)
J. of European Real Estate Research     Hybrid Journal   (Followers: 3, SJR: 0.268, CiteScore: 1)
J. of Facilities Management     Hybrid Journal   (Followers: 5, SJR: 0.33, CiteScore: 1)
J. of Family Business Management     Hybrid Journal   (Followers: 7)
J. of Fashion Marketing and Management     Hybrid Journal   (Followers: 12, SJR: 0.608, CiteScore: 2)

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Journal Cover
European Journal of Marketing
Journal Prestige (SJR): 0.971
Citation Impact (citeScore): 2
Number of Followers: 21  
  Hybrid Journal Hybrid journal (It can contain Open Access articles)
ISSN (Print) 0309-0566
Published by Emerald Homepage  [356 journals]
  • Understanding and responding to new forms of competition
    • Pages: 20 - 24
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 20-24, January 2019.
      Purpose The purpose of this note is to provide some brand strategy perspectives to Sheth and Koschmann’s Do brands compete or coexist' How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist' How persistence of brand loyalty segments the market”. Findings In their article, Jagdish Sheth and Anthony Koschmann provide a very useful empirically grounded example of how categories can evolve to be dominated by two or three key players and some of the implications which result from that. In doing so, they offer a number of useful insights. At the same time, however, it should be recognized that a number of competitive forces have emerged in recent years that have disrupted long-established equilibria and threatened long-term leadership in numerous categories. This note describes the nature of those forces and outlines three strategic approaches to improve the odds of long-term brand leadership and success. Originality/value This response to Sheth and Koschmann’s paper provides a scholarly dialogue centered upon the premise of brand loyalty within the context of market competition.
      Citation: European Journal of Marketing
      PubDate: 2019-01-15T02:16:31Z
      DOI: 10.1108/EJM-07-2018-0491
  • How far is too far'
    • Pages: 108 - 120
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 108-120, January 2019.
      Purpose Retailers are increasingly adding banks, gas stations, mobile services and even real estate agencies to their portfolio and branding these new ventures with the retailer name, such as Tesco Bank or Asda Money. The purpose of this paper is to test the ability of a retailer brand to stretch from traditional packaged goods categories to very different categories such as banking. Design/methodology/approach Using data from an online survey collected from 953 UK grocery buyers, this paper examines consumers’ behaviour towards UK retailer brands across four categories: soft drinks, chocolate, fuel and banking. Findings The results show that cross-category retailer brand purchasing is stronger between categories with similar buying behaviour (e.g. soft drinks and chocolate) than in categories with very different buying behaviour (e.g. soft drinks and banking). The behavioural spill over effects are stronger for retailer brands from the same chain and persist even for unrelated categories. However, apart from fuel, the strongest cross-purchasing occurs across competing retailer-branded offers within the same category. Research limitations/implications The main implication of this study is that behavioural spill overs for retailer brands are possible even between unrelated categories. The finding about the effects being strongest within a given chain implies that umbrella branded strategy is a key to take advantage of the effects. Practical implications These findings extend past literature about the cross-category buying of umbrella branded store brands to very different categories. This paper highlights the challenges retailers face regarding their ability to extend the retailer brand across categories. The findings also provide insights for cross-selling retailer brands in unrelated categories to current store brand buyers. Originality/value This is the first study to examine the use of retailer brands across a wide spectrum of categories from Soft Drinks to Fuel.
      Citation: European Journal of Marketing
      PubDate: 2019-01-17T09:56:22Z
      DOI: 10.1108/EJM-04-2017-0273
  • How TV sponsorship can help television spot advertising
    • Pages: 121 - 136
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 121-136, January 2019.
      Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.
      Citation: European Journal of Marketing
      PubDate: 2019-01-15T02:16:56Z
      DOI: 10.1108/EJM-10-2017-0651
  • Engaging customers through online and offline referral reward programs
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to examine the psychological consequences of a customer engagement initiative through referral reward programs (RRPs) in online versus offline environments. Design/methodology/approach The authors conducted a qualitative study followed by a scenario-based experimental study. Findings The authors show that recommenders’ concern about how they are viewed by recommendation recipients (i.e. their metaperception) mediates the effects of incentives on referral likelihood in both offline and online environments. However, metaperception has a stronger effect offline where recommenders show higher impression management concerns compared to online. Furthermore, tie-strength and communication environment moderate the effect of incentives on metaperception. When referrals are made to weak-ties, incentives decrease metaperception favorability offline more than online. For strong-ties, this effect is lower, and it is similar in offline and online environments. Research limitations/implications The study focused on an online versus offline dyadic communication and did not consider the differences among social media. Furthermore, the authors did not consider how other forms of positive metaperception, like being seen as helpful or knowledgeable, could be increased in an online incentivized referral context. It is possible that a recommender thinks others see him as more helpful or knowledgeable online because a lot more useful information and other resources could be offered here compared to offline communications. Practical implications The authors recommend managers to design both online and offline RRPs that minimize metaperception concerns; target strong ties in any communication environment as metaperception concerns are low; and target weak ties online where metaperception concerns are muted. Originality/value This work is the first to examine how recommenders’ psychological responses differ offline and online.
      Citation: European Journal of Marketing
      PubDate: 2019-02-06T11:38:41Z
      DOI: 10.1108/EJM-10-2017-0756
  • “In-depth” incidental exposure
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose The purpose of this paper is to investigate consumers’ evaluation of non-focal overlay images appearing closer than the focal point (e.g. a transparent brand logo appearing in front of an online news article). Design/methodology/approach Three experiments identify factors on both task-side and image-side that influence consumers’ liking of non-focal overlay images. Findings The findings show that study participants evaluate the non-focal overlay image more favorably when they are engaged in a primary task that is challenging rather than unchallenging, and when the primary task and the non-focal overlay images require different processing modes (e.g. a conceptual primary task paired with a perceptual image) rather than similar processing modes (e.g. a conceptual primary task paired with a conceptual image). Research limitations/implications A caveat is that Experiment 1 lacked a baseline condition. Another limitation is that we conducted all three experiments in a controlled laboratory environment, without real-world marketing stimuli. Therefore, further research should be conducted in a field setting to validate how extensively our theoretical insights apply to real-world marketing contexts. Future research may replicate the findings on various platforms such as YouTube and The Wall Street Journal to provide immediate, readily applicable suggestions to online marketers. Practical implications The current research provides marketers with a framework for identifying optimal vehicles for the marketing message. Transparent overlay ads can bolster or damage later evaluations of the advertised objects. Online marketers, in their desire to persuade consumers to perceive products positively, must consider what types of activities consumers are pursuing at a target website, what kinds of activities the website promotes and how meaningful are the images. Originality/value The current work extends to the work on fluency effects and persuasion knowledge model, both of which have typically shown that subtle exposure to marketing communications positively affects subsequent judgments about products and brands. The findings extend this line of evidence by demonstrating that marketing communications may exert even greater influence when the primary task requires greater cognitive processing.
      Citation: European Journal of Marketing
      PubDate: 2019-02-06T11:37:42Z
      DOI: 10.1108/EJM-06-2017-0364
  • Quid pro quo
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience. Design/methodology/approach The authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery. Findings Spillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience. Originality/value This research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.
      Citation: European Journal of Marketing
      PubDate: 2019-02-06T02:04:01Z
      DOI: 10.1108/EJM-09-2016-0502
  • Impact of vertical line extensions on brand attitudes and new extensions
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to the overall perception of the brand: a symmetric effect), others found a “best-of-brand” pattern (the positive impact of an upstream extension is much greater than the negative impact of a downstream extension: an asymmetric effect). This paper aims to reconcile these seemingly conflicting findings by assessing the conditions under which each pattern is likely to emerge. Design/methodology/approach Three experimental studies are presented to test the conditions under which a symmetric or asymmetric pattern of brand evaluation would merge. Study 1 examined the impact of judgment focus (quality vs expertise) on the pattern of brand evaluations. Study 2 tested the impact of having a comparative set on the assessment of specific brand dimensions. Study 3 examined the impact of the informativeness of price positioning on product quality expectations. Findings Brand evaluations and attitudes are determined by the presence of a comparative brand and judgment focus. When brands are evaluated without a comparison, a symmetric pattern emerges, as a low-tier extension hurts a brand as much as a high-tier extension helps it. In contrast, when brands are evaluated with a comparison, focusing the assessment on quality leads to a symmetric pattern, while focusing it on expertise leads to an asymmetric one. Research limitations/implications The present research specifies conditions under which a low-tier model may hurt brand perceptions. We used hypothetical brands to avoid the impact of preexisting attitudes. While we expect our results to generalize to real brands, this may be considered a limitation of the present research. Practical implications The current research delineates the circumstances under which vertical line extensions have positive, neutral or negative impact on brand perceptions and future product expectations. We introduce the presence of a comparison set as a key variable and show how it interacts with assessment focus to affect brand evaluations. When thinking about the impact of extensions on brand perceptions, marketers need to consider which assessment focus is likely to be triggered by environmental cues and whether comparisons are salient. Originality/value Brand extension is an important area of investigation as evidenced by the vast literature dedicated to the subject. The present paper advances knowledge in this area by identifying key factors affecting the impact of vertical extensions on brand perceptions.
      Citation: European Journal of Marketing
      PubDate: 2019-02-06T02:03:01Z
      DOI: 10.1108/EJM-07-2017-0431
  • The interplay of emotions and consumption in the relational identity
           trajectories of grandmothers with their grandchildren
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to examine the interplay of emotions and consumption within intergenerational exchanges. It shows how emotions pervade the trajectories of grandmothers’ relational identities with their grandchildren through consumption practices. Design/methodology/approach This study analyses qualitative data gathered via 28 long interviews with French grandmothers and 27 semi-structured interviews with their grandchildren. This study draws on attachment theory to interpret the voices of both grandmothers and their grandchildren within these dyads. Findings This study uncovers distinct relational identities of grandmothers linked to emotions and the age of the grandchild, as embedded in consumption. It identifies the defining characteristics of the trajectory of social/relational identities and finds these to be linked to grandchildren’s ages. Research limitations/implications This study elicits the emotion profiles, which influence grandmothers’ patterns of consumption in their relationships with their grandchildren. It further uncovers distinct attachment styles (embedded in emotions) between grandmothers and grandchildren in the context of their consumption experiences. Finally, it provides evidence that emotions occur at the interpersonal level. This observation is an addition to existing literature in consumer research, which has often conceived of consumer emotions as being only a private matter and as an intrapersonal phenomenon. Practical implications The findings offer avenues for the development of strategies for intergenerational marketing, particularly promotion campaigns which link either the reinforcement or the suppression of emotion profiles in advertising messages with the consumption of products or services by different generations. Social implications This study suggests that public institutions might multiply opportunities for family and consumer experiences to combat specific societal issues related to elderly people’s isolation. Originality/value In contrast to earlier work, which has examined emotions within the ebb and flow of individual and multiple social identities, this study examines how emotions and consumption play out in social/relational identity trajectories.
      Citation: European Journal of Marketing
      PubDate: 2019-01-15T02:17:27Z
      DOI: 10.1108/EJM-11-2017-0811
  • Exploring the complementarity between product exports and foreign
           technology imports for innovation in emerging economic firms
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose The purpose of this study is to advance and test the idea that product exports and technology imports are complementary cross-border learning approaches for emerging market firms’ innovation performance. In addition, this paper also seeks to search for contextual variables that affect this complementarity. Design/methodology/approach This study takes systems approach to examine complementarity, combining a “productivity” and an “adoption” approach. In addition, interaction approach is also used as robustness check. Findings The authors show that the positive effect of export activity on firms’ growth rate is higher for firms that also engage in technology import, and vice versa. Furthermore, they show that, Ceteris paribus, firms’ adoption of one cross-border learning mechanism (e.g. entering export markets) positively influences the adoption of the other (e.g. technology import). Moreover, this complementarity is only significant for firms from province with low level of marketization. Research limitations/implications This inconsistency about learning-by-exporting and technology import on innovation can be resolved, at least partially, by the complementarities perspective. This paper also reveals two mechanisms of learning-by-exporting: the indirect effect of export on innovation through increasing the likelihood of adoption decision of importing technology and enhancing the positive effect of technology imports. Practical implications The potential of combining the two strategies should not be ignored by managers. To improve regional competitiveness, local governments should try best to improve the efficiency of customs to help firms realize the synergistic effect of learning-by- exporting and learning-by-technology-importing. Originality/value This study first explores the positive complementarity between the two cross-border learning mechanism in sharping EEEs 2019 innovation performance and identifies the condition to realize the synergistic effect of learning-by-exporting and learning-by-technology-importing.
      Citation: European Journal of Marketing
      PubDate: 2019-01-15T02:17:10Z
      DOI: 10.1108/EJM-10-2017-0683
  • A panel for lemons' Positivity bias, reputation systems and data
           quality on MTurk
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose The purpose of this paper is to investigate how the effectiveness of systems for ensuring cooperation in online transactions is impacted by a positivity bias in the evaluation of the work that is produced. The presence of this bias can reduce the informativeness of the reputation system and negatively impact its ability to ensure quality. Design/methodology/approach This research combines survey and experimental methods, collecting data from 1,875 Mechanical Turk (MTurk) workers in five studies designed to investigate the informativeness of the MTurk reputation system. Findings The findings demonstrate the presence of a positivity bias in evaluations of workers on MTurk, which leaves them undifferentiated, except at the extremity of the reputation system and by status markers. Research limitations/implications Because MTurk workers self-select tasks, the findings are limited in that they may only be generalizable to those who are interested in research-related work. Further, the tasks used in this research are largely subjective in nature, which may decrease their sensitivity to differences in quality. Practical implications For researchers, the results suggest that requiring 99 per cent approval rates (rather than the previously advised 95 per cent) should be used to identify high-quality workers on MTurk. Originality/value The research provides insights into the design and use of reputation systems and demonstrates how design decisions can exacerbate the effect of naturally occurring biases in evaluations to reduce the utility of these systems.
      Citation: European Journal of Marketing
      PubDate: 2019-01-15T02:17:00Z
      DOI: 10.1108/EJM-07-2017-0491
  • From rumor to release
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate competing predictions made by social identity theory and the group problem solving perspective of rumors. Design/methodology/approach In Study 1, 72,749 messages posted by 5,777 users over a 13-month period on two rival online brand forums were content analyzed using linguistic inquiry and word count, a linguistic content analysis program. In Study 2, two experiments were conducted to verify the theoretical explanation offered. Findings Marked differences were found as WOM transitioned from pre-release rumor to post-release facts. Prior to release, brand loyalists show an increased willingness to spread positive WOM about rival brands’ products. However, this willingness dissipated upon product release. This is in noted contrast to predictions made for experience goods. Research limitations/implications This study examines the uncertainty generated by a rival brand’s upcoming new product within a brand community. While centered on a technologically oriented consumer group, this study addresses a longstanding theoretical conundrum and provides interesting areas for future research. Practical implications Surprisingly, it is the most active and ostensibly loyal brand supporters who spread pre-release rumors about rival brands. Managers should not assume that “loyalists” will not seriously discuss the potential offerings of rival brands. Product rumors thus present rival marketers with a unique “move it or lose it” opportunity to spread positive buzz among rival brand loyalists. However, this window of opportunity closes rapidly upon product release. Originality/value This is the first paper to examine the nature of new product rumors at this scale, including both pre- and post-release WOM.
      Citation: European Journal of Marketing
      PubDate: 2019-01-09T03:14:33Z
      DOI: 10.1108/EJM-11-2015-0776
  • Do brands compete or coexist' How persistence of brand loyalty
           segments the market
    • Pages: 2 - 19
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 2-19, January 2019.
      Purpose This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers. Design/methodology/approach Consumer panel data of carbonated beverages are examined using Markov chains to measure switching between two brands: Coke and Pepsi. Switching rates are conducted for all Coke households (n = 10,474) and Pepsi households (n = 7,227). This is further examined with respect to heavy half (upper median) consumers of each brand who make up approximately 86 per cent of volume purchases. Findings Households that made a majority of their purchase volume in either Coke or Pepsi products stayed with their preferred brands in subsequent quarters: 85 to 97 per cent of households. These findings are validated at all levels of the brand architecture (family brands, product brands and modified brands), even though both brands engage in similar marketing mix tactics (advertising, price cuts, distribution, product offerings). Loyalty was even higher among the heavy user households. Research limitations/implications The research was conducted using two well-known brands in a mature industry. Services or non-mature markets may exhibit different loyalty patterns. Originality/value The study extends prior research on competition, loyalty and branded offerings to show that brand loyalty remains high despite marketing efforts to switch the brand buying behavior.
      Citation: European Journal of Marketing
      PubDate: 2018-10-25T10:08:44Z
      DOI: 10.1108/EJM-07-2018-0489
  • Commentary: do brands compete or coexist'
    • Pages: 25 - 27
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 25-27, January 2019.
      Purpose A response to Sheth and Koschmann’s Do brands compete or coexist' How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist' How persistence of brand loyalty segments the market”. Findings In their article, Sheth and Koschmann’s position on brand competition reinforces the view that vigorous and costly competitive initiative designed to lure customers from one brand to another are futile in nature. Brand loyalty is too high. This note outlines that the only way to grow a business is to create “must haves” that define subcategories, manage these subcategories to success and build structural barriers to inhibit competition from gaining relevance. A firm’s focus on maintaining existing customers is a sound investment, but attempting to seek growth through attracting customers of competitors will not create growth. Originality/value This response to Sheth and Koschmann’s paper provides a scholarly dialogue centered upon the premise of brand loyalty within the context of market competition.
      Citation: European Journal of Marketing
      PubDate: 2018-12-14T11:03:12Z
      DOI: 10.1108/EJM-07-2018-0490
  • Comments on “Do brands compete or co-exist'”
    • Pages: 28 - 30
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 28-30, January 2019.
      Purpose This commentary aims to enrich and contextualize the paper by Sheth and Koschmann, “Do Brands Compete or Coexist'” How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist' How persistence of brand loyalty segments the market”. Findings In their article, Sheth and Koschmann present some fascinating insights on competition in mature markets and the concept of brand loyalty, offering three novel hypotheses. However, while the manner in which their findings are stated is novel, the fact that brand loyalty is strong is not new. This note outlines several comments upon the research, three caveats and five opportunities for future research in the area. While Sheth and Koschmann’s approach is novel, their results are not altogether new and their research needs to be related to prior findings on brand loyalty across the canon. Originality/value This response to Sheth and Koschmann’s paper provides a scholarly dialogue centered upon the premise of brand loyalty within the context of market competition.
      Citation: European Journal of Marketing
      PubDate: 2018-12-14T11:04:11Z
      DOI: 10.1108/EJM-07-2018-0492
  • Do brands compete or coexist' A response to the responses
    • Pages: 31 - 36
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 31-36, January 2019.
      Purpose This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist' How persistence of brand loyalty segments the market”. Design/methodology/approach This paper is a response to the comments of Aaker, Keller and Tellis. Findings The paper finds the comments by Aaker, Keller and Tellis recognize the role of innovation for mature brands to maintain relevance and, by extension, loyalty. Research limitations/implications Scholars are encouraged to question conventional wisdom (such as brands compete head-to-head) and build their case for important ideas with strong arguments. Originality/value This paper suggests that only through innovation can mature brands hold on to loyal customers. Becoming the relevant brand in a given product space is challenging, but possible through evolutionary and revolutionary innovation of the brand architecture.
      Citation: European Journal of Marketing
      PubDate: 2018-10-25T10:07:44Z
      DOI: 10.1108/EJM-07-2018-0493
  • The role of temporal focus and self-congruence on consumer preference and
           willingness to pay
    • Pages: 37 - 62
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 37-62, January 2019.
      Purpose The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments. Design/methodology/approach First, in a survey setting, the study identifies the relationship between temporal focus and self-congruence. Subsequently, we conduct three experiments to capture the effects of temporal focus on brand preference and willingness to pay (WTP). In these experiments, we manipulate consumers’ self-congruence and temporal focus. Findings The findings show that consumers with a present focus (distant future and distant past foci) tend to evaluate a brand more preferably when the brand serves to reflect their actual (ideal) selves. However, in the absence of present focus consumers’ WTP is more for a brand that reflects their ideal selves. Research limitations/implications The study does not have an actual measure on consumers’ WTP; instead we use single-item measure. Practical implications This study sheds new light on branding strategy. The results suggest that authentic and aspirational branding strategies are relevant to publicly consumed products. Brand managers could incorporate consumers’ temporal focus into branding strategy that could significantly influence consumer preference and WTP for their brands. Originality/value This study expands our understanding of brand usage imagery congruity by showing that temporal focus is an important determinant of self-congruence. In this regard, this study empirically investigates the relationship of temporal focus, self-congruence, brand preference, and WTP. It further reveals that mere brand preference does not necessarily lead consumers to pay more for symbolic brands.
      Citation: European Journal of Marketing
      PubDate: 2018-11-02T10:59:43Z
      DOI: 10.1108/EJM-04-2017-0303
  • Consumption field driven entrepreneurship (CFDE)
    • Pages: 63 - 82
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 63-82, January 2019.
      Purpose This study aims to explore how membership (initially as a consumer) in a given field shapes individuals’ entrepreneurial journey. Design/methodology/approach The research context is cultural and creative industries and, in particular, the independent (indie) music field in which unstructured interviews were conducted with nascent and established cultural entrepreneurs. Findings The authors introduce and justify their theoretical framework of consumption field driven entrepreneurship (CFDE) that captures the tripartite process via which the informants make the transition from indie music consumers to entrepreneurs by developing field-specific illusio, enacting entrepreneurial habitus and acquiring legitimacy via symbolic capital accumulation within the indie music field. The authors further illustrate how these entrepreneurs adopt paradoxical logics, aesthetics and ethos of the indie music field by moving in-between its authentic and commercial discourses to orchestrate their entrepreneurial journey. Research limitations/implications This study holds several theoretical implications for entrepreneurship-oriented research. First is highlighted the importance of non-financial resources (i.e. cultural and social capital) in individuals’ entrepreneurial journey. Second, this study illustrates the importance of consumption activities in the process of gaining entrepreneurial legitimation within a specific field. Finally, this study contributes to consumption-driven entrepreneurship research by offering a detailed description of individuals’ consumption-driven entrepreneurial journey. Practical implications This study provides some initial practical implications for entrepreneurs within the cultural and creative industries. The authors illustrate how membership in a field (initially as a consumer) might turn into a source of skills, competences and community for entrepreneurs by mobilising and converting different forms of non-material and material field-specific capital. To acquire entrepreneurial legitimation, nascent entrepreneurs should gain symbolic capital through approval, recognition and credit from members of the indie music field. Also, entrepreneurs can acquire symbolic capital and gain entrepreneurial legitimation by either “fitting in” or “standing out” from the existing logics of the field. Originality/value This study contributes to the growing body of literature that examines entrepreneurship fuelled by consumption practices and passions with our theoretical framework of CFDE which outlines the transition from indie music consumers to indie music entrepreneurs.
      Citation: European Journal of Marketing
      PubDate: 2018-09-25T02:34:47Z
      DOI: 10.1108/EJM-06-2017-0424
  • Moving beyond Goffman: the performativity of anonymity on SNS
    • Pages: 83 - 107
      Abstract: European Journal of Marketing, Volume 53, Issue 1, Page 83-107, January 2019.
      Purpose This paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers’ self-performances on SNS. Design/methodology/approach The study used a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included 12 in-depth interviews. Findings Young consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection. Practical implications This research highlights the potential value of anonymous SNS in fostering supportive dialogue, concerning mental health amongst post-millennials. Originality/value By invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. By highlighting anonymity as a dynamic process of socio-material enactments, the study reveals how consumers’ self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity.
      Citation: European Journal of Marketing
      PubDate: 2018-09-26T10:06:49Z
      DOI: 10.1108/EJM-01-2017-0016
  • Exploring the dynamics of food routines: a practice-based study to
           understand households’ daily life
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to explore consumers’ experienced life and studies how practices interconnect and are organized on a daily basis. The objective is to contribute to a better understanding of how (or whether) it is possible to interfere with daily practices, as public policies pretend to do, to address several societal challenges (food waste, healthy eating, greenhouse gas reduction, social equity, etc.). Design/methodology/approach Using the concepts of routine, ritual and practice to understand the dynamics of daily life from a practice theories perspective, this study is based on a qualitative methodology combining a projective method of collage coupled with semi-structured interviews with 23 participants and, participant observation of shopping, cooking and mealtimes at home with 11 of the 23 participants. Findings Results show that the degree of systematization of practices defines different types of routine according to various systematization factors (time, commitment, social relations, material), suggesting a distinction between systematized, hybrid and partially systematized routines. Beyond the question of the degree of systematization of practices composing routines, results show that some practices are embedded in daily routines due to their ritualization. Research limitations/implications This work takes part of the debates on how to study households’ daily life, and challenges the understanding of daily life activity more globally than just by the prism of isolated actions. For that, this study uses the concepts of routines and rituals. They are relevant to describe and to capture the tangle of practices composing food activities. The study shows that the material dimensions, the pressure of time, the commitments and the social relations condition the global arrangement of the food practices in a variable way. Practical implications Such results offer new perspectives for intervening on households’ daily consumption by understanding the global dynamics of food routines. Originality/value This work contributes to a better understanding of consumers’ food practices and routines and to a practice-change perspective considering constrained and routinely constructed lives.
      Citation: European Journal of Marketing
      PubDate: 2018-10-29T12:44:11Z
      DOI: 10.1108/EJM-10-2017-0775
  • As the record spins: materialising connections
    • Abstract: European Journal of Marketing, Ahead of Print.
      PurposeThe purpose of this paper is to examine how the material nature of legacy technology makes its users passionately prefer it over its digital alternatives. Design/methodology/approachThis ethnographic study uses data from 26 in-depth interviews with vinyl collectors, augmented with longitudinal participant–observation of vinyl collecting and music store events. FindingsThe findings reveal how the physicality of vinyl facilitates the passionate relationships (with music, the vinyl as performative object and other people) that make vinyl so significant in vinyl users’ lives. Research limitations/implicationsAs this study examines a single research context (vinyl) from the perspective of participants from three developed, Anglophone nations, its key theoretical contributions should be examined in other technological contexts and other cultures. Practical implicationsThe findings imply that miniturisation and automation have lower limits for some products, material attributes should be added to digitised products and that legacy technology products could be usually be reframed as tools of authentic self-expression. Originality/valueThis study explains what can happen beyond the top of the “S” curve in the Technology Acceptance Model, furthering our understanding of consumers’ reactions to the proliferation of digital technology in their lives.
      Citation: European Journal of Marketing
      PubDate: 2018-10-09T09:34:19Z
      DOI: 10.1108/EJM-12-2016-0828
  • Social networking from a social capital perspective: a cross-cultural
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA. Design/methodology/approach This paper uses a partial least squares approach with a cross-cultural sample. The complete sample consists of 556 participants for this study across the USA (n = 258) and Poland (n = 298). Findings Results indicate that social media success is lower in Poland and that this result is related to lower social networking capital in Polish society. However, the proposed model shows that social media functionality can overcome some of the barriers. Research limitations/implications Limitations include a very specific set of countries rather than a larger set of countries and sample, survey methodology which could be augmented with a mixed methods approach and convenience sampling which ensured homogeneity and matching. Practical implications Based on this research, media designers should attempt to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms. Social implications Because of Poland’s history of more than 40 years of communism, the newer generations may eventually become more adaptive to social networking tools and such acceptance could lead to greater social capital, which is important for Polish society from a business perspective as well. Originality/value The most important contribution of this research is that it theoretically and empirically establishes the importance of SCT in relation to social networking across two different countries.
      Citation: European Journal of Marketing
      PubDate: 2018-10-01T12:30:14Z
      DOI: 10.1108/EJM-12-2016-0892
  • Future thinking: the role of marketing in healthcare
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose The purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems. Design/Methodology/Approach The futures studies perspective involves predicting probable, preferable and possible futures. Using digital and face-to-face data collection methods, health-care professionals, academics and patients were asked about their perspectives and expectations of health care’s future. Using grounded theory, responses were analyzed to a point of thematic saturation to expose the immediate probable future and a preferred future of health care. Findings Patients expressed a desire to participate in health-care delivery, impacting caregivers’ roles. Thus, co-creation of value in this context is contingent on the relationship among stakeholders: patients, patients’ families, caregivers and health-care organizations. Concordance, a type of value co-creation, is an effective way for physicians and patients to ameliorate health outcomes. Research Limitations/Implications Although a more diverse sample would be ideal, insight from health-care professionals, academics and patients across global regions was obtained. Practical Implications To achieve a preferred future in health care, practitioners should implement a three-pronged approach, which includes health promotion and prevention, appropriate use of technology in health care and concordance. Originality/Value Using patients, health-care professionals and academics, this research broadens the concept of value co-creation in health care. Additionally, paths (i.e. promotion and prevention, technology use and concordance) to a preferred health-care future are uncovered.
      Citation: European Journal of Marketing
      PubDate: 2018-10-01T02:16:02Z
      DOI: 10.1108/EJM-10-2017-0779
  • The influence of acceptance and adoption drivers on smart home usage
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This study aims to develop a comprehensive adoption model that combines constructs from various theories and tests these theories against each other. The study combines a technology acceptance model, innovation diffusion theory and risk theory. It develops this model in a smart home applications context. Design/methodology/approach The study is based on an online survey consisting of 409 participants, and the data are analyzed using structural equation modeling. Findings Each theory provides unique insights into technology acceptance and numerous constructs are interrelated. Predictors from innovation diffusion and risk theory often display indirect effects through technology acceptance variables. The study identifies risk perception as a major inhibitor of use intention, mediated through perceived usefulness. Results reveal that the most important determinants of use intention are compatibility and usefulness of the application. Research limitations/implications Studies which do not examine different theories together may not be able to detect the indirect effects of some predictors and could falsely conclude that these predictors do no matter. The findings emphasize the crucial role of compatibility, perceived usefulness and various risk facets associated with smart homes. Originality/value This study broadens the understanding about the necessity of combining acceptance and adoption drivers from several theories to better understand the usage of complex technological systems such as smart home applications.
      Citation: European Journal of Marketing
      PubDate: 2018-09-21T01:26:40Z
      DOI: 10.1108/EJM-12-2016-0794
  • Co-creating value in online innovation communities
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose Online innovation communities are central for many organizations seeking to advance their innovation portfolio. While these communities rely on consumers to collaborate in the innovation process, it remains unclear what drives these consumers to perform value co-creation activities and what value dimensions they derive as a result. This paper aims to advance the understanding of value co-creation in the online collaborative innovation context. Specifically, it aims to examine social and individual factors driving such activities, and the value derived from the perspective of the member. Design/methodology/approach A self-administered online questionnaire was used to collect data from collaborative innovation community members yielding 309 complete responses. Structural equation modelling was used to analyse the data, using variance-based structural equation modelling with partial least squares path modelling in SmartPLS. Findings Results confirm that distinct social and individual factors facilitate individual value co-creation activities, including the provision of feedback, helping, rapport building and information sharing. Furthermore, the research confirms the mediating role of learning on these relationships. Research limitations/implications This study contributes to the micro-foundation movement in marketing by undertaking an independent examination of value co-creation activities and their nomological network. Practical implications A shift in the mindset of managing for collaborative innovation is required, from a focus on collaborative product development to the management of an online community where members derive value from their co-creation activities. Originality/value This research is the first to offer insight into important individual and social pre-conditions and subsequent value outcomes of four common value co-creation activities. It informs practice about how to facilitate value co-creation activities and contribute to the co-creation of value for online innovation community members.
      Citation: European Journal of Marketing
      PubDate: 2018-08-15T10:44:09Z
      DOI: 10.1108/EJM-12-2016-0780
  • LARPnography: an embodied embedded cognition method to probe the future
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to propose LARPnography as a more holistic method to probe the emergence of plausible futures, drawing on embodied embedded cognition literature and the emerging consumer practice of live-action role-playing (LARP). Current research methods for probing the future of markets and society rely mainly on expert judgment (i.e. Delphi), imagery or simulation of possible futures (i.e. scenario and simulation) and perspective taking (i.e. role-playing). The predominant focus on cognitive abstraction limits the insights researchers can extract from more embodied, sensorial and experiential approaches. Design/methodology/approach LARPnography is a qualitative method seeking to immerse participants within a plausible future to better understand the social and market dynamics that may unfold therein. Through careful planning, design, casting and fieldwork, researchers create the preconditions to let participants experience what the future may be and gather critical insights from naturalistic observations and post-event interviews. Practical implications Owing to its interactive nature and processual focus, LARPnography is best suited to investigate the adoption and diffusion of innovation, market emergence phenomena and radical societal changes, including the rise of alternative societies. Originality/value Different from previous foresight methods, LARPnography creates immersive and perceptually stimulating replicas of plausible futures that research participants can inhabit. The creation of a fictional yet socio-material world ensures that socially constructed meaning is enriched by phenomenological and visceral insights.
      Citation: European Journal of Marketing
      PubDate: 2018-08-08T02:57:17Z
      DOI: 10.1108/EJM-10-2017-0656
  • Immediacy pandemic: consumer problem-solving styles and adaptation
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose This paper aims to delve into the complexity and multiplicity of consumer experiences in relation to mobile and virtual technology, and provides a lived-experience account of the Consumer Immediacy Pandemic (CIP) and related consumer experiences and responses. Design/methodology/approach Using open-ended, in-depth interviews, as well as personal essays, the research questions are addressed through the interpretive hermeneutic approach. Findings The CIP is an important, multifaceted consumer shift, whose ramifications are traceable in consumer behavior. It encompasses three consumer problem-solving styles (i.e. real-time, mobile and virtual problem-solving). Consumers adapt to the CIP through such strategies as unbundling of presence, temporal gain and synchronization, task continuity, work-fun integration and multi-tasking. Research limitations/implications With conventional theories ineffectively explaining consumer experiences with such products as smart phone, social media and selfie stick, this paper provides fruitful directions for studying consumer-technology relationships. Practical implications The findings point to untapped and novel needs rooted in consumer experience with mobile and virtual technology such as the needs for personal information management and/or professional counseling. Social implications The paper provides evidence as to a deep-seated shift in the role of technology in consumer life. Underestimating the ongoing and future success and power of mobile and virtual technology can be too costly for society at large. Originality/value This study exposes the dialogical interplay between consumer agency and structural influences that compels consumers to internalize immediacy as a taken-for-granted expectation. Such pandemic alters the ways consumers go about satisfying their needs and wants. The findings can help understand the twenty-first century consumer, theorize product agency and chart marketing and policy directions.
      Citation: European Journal of Marketing
      PubDate: 2018-08-08T01:19:22Z
      DOI: 10.1108/EJM-12-2016-0847
  • Consumer emotional brand attachment with social media brands and social
           media brand equity
    • Abstract: European Journal of Marketing, Ahead of Print.
      Purpose The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE). Design/methodology/approach This paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results. Findings The findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes. Research limitations/implications This paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE. Practical implications Social media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction. Social implications Lately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society. Originality/value Social media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.
      Citation: European Journal of Marketing
      PubDate: 2018-07-11T12:10:23Z
      DOI: 10.1108/EJM-09-2016-0511
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