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The experience of regret in small business failure: who’s to blame? European Journal of Marketing Pub Date : 2021-04-09 Sara Quach, Scott K. Weaven, Park Thaichon, Debra Grace, Lorelle Frazer, James R. Brown
Purpose Framed within the theoretical domain of attribution theory, this study aims to investigate the antecedents of experienced regret following an entrepreneur’s business failure (defined as firm discontinuance, closure or bankruptcy) and the impact of regret on personal well-being. Design/methodology/approach The population of interest was business owners whose businesses had failed within the
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Local food sales and point of sale priming: evidence from a supermarket field experiment European Journal of Marketing Pub Date : 2021-04-07 Ružica Brečić, Dubravka Sinčić Ćorić, Andrea Lučić, Matthew Gorton, Jelena Filipović
Purpose An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents. Design/methodology/approach Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working
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In-app advertising: a two-step qualitative comparative analysis to explain clicking behavior European Journal of Marketing Pub Date : 2021-04-08 Jens Mattke, Christian Maier, Lea Reis, Tim Weitzel
Purpose Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads without theoretical knowledge of how the structure and the semantics of in-app ads influence individuals’ clicking behavior. This study aims to identify how the processing of structural and semantic factors leads to clicking
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Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition European Journal of Marketing Pub Date : 2021-04-05 Kuan-Ju Chen, Jhih-Syuan Lin
Purpose Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing. Design/methodology/approach A theoretical model was proposed based on a review of the extant literature. Study 1 conducted an online survey and used
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Using AI predicted personality to enhance advertising effectiveness European Journal of Marketing Pub Date : 2021-04-05 Michael Shumanov, Holly Cooper, Mike Ewing
Purpose The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness. Design/methodology/approach A mixed-method approach that comprises two distinct yet complementary studies. The first
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Promoting authenticity through celebrity brands European Journal of Marketing Pub Date : 2021-03-24 Amanda Kennedy, Stacey M. Baxter, Alicia Kulczynski
Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of
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Gender stereotypes in advertising have negative cross-gender effects European Journal of Marketing Pub Date : 2021-03-29 Nina Åkestam, Sara Rosengren, Micael Dahlén, Karina T. Liljedal, Hanna Berg
Purpose This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender. Design/methodology/approach In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped
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Does well-being differ across customer value cocreation practice styles? An empirical study in a chronic health context European Journal of Marketing Pub Date : 2021-03-29 Tram-Anh Ngoc Pham, Jillian Carol Sweeney, Geoffrey Norman Soutar
Purpose Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary extra-role activities, this study aims to identify different health-care customer value cocreation practice styles based on the combinations of value cocreation activities they undertake and empirically examine how customers
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Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge European Journal of Marketing Pub Date : 2021-03-11 Prashant Kumar, Michael Polonsky, Yogesh K. Dwivedi, Arpan Kar
Purpose This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships. Desi
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Social media influencers and transgressive celebrity endorsement in consumption community contexts European Journal of Marketing Pub Date : 2021-03-08 Hayley Cocker, Rebecca Mardon, Kate L. Daunt
Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach
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A network perspective on foreign entry modes of small knowledge-intensive services firms European Journal of Marketing Pub Date : 2021-03-01 Martina Battisti, Joanna Scott-Kennel, David Deakins
Purpose Integrating network attributes from studies of social networks, business relationships and small- to medium-sized enterprise (SME) internationalization, this study adopts a perceptual view of a firm’s focal “net” of relationships to examine foreign market entry mode choice. This study aims to examine how the interaction between knowledge-intensive service (KIS) firm’s network ties, embeddedness
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The narrative strategies of retail spaces: a semio-ethnographic approach European Journal of Marketing Pub Date : 2021-03-10 Jean-Baptiste Welte, Olivier Badot, Patrick Hetzel
Purpose The purpose of this study is to understand how narratives are generated in stores. Design/methodology/approach The study design is based on ethnographies documented in 10 sports stores in the Paris region. The ethnographic method enables a precise and in situ observation of how narratives are structured. Narrative structures develop from the accommodation of the narratives specific to retailers
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Executives with customer experience and firm performance in the B2B context European Journal of Marketing Pub Date : 2021-03-08 Cong Feng, Jiong Sun, Yiwei Fang, Iftekhar Hasan
Purpose This paper aims to examine the presence of an executive with customer experience (ECE) in a supplier firm’s top management team (TMT). The role of ECE presence remains understudied in the marketing literature. This study attempts to examine the relationship between ECE presence and firm performance. Design/methodology/approach This paper draws on the resource-based view of the firm and adopts
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The effect of winning-losing perception on consumers’ variety-seeking behavior European Journal of Marketing Pub Date : 2021-01-27 En-Chung Chang, Beixi Wen, Xiaofei Tang
Purpose This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior. Design/methodology/approach Four experimental designs, one with a modified version of the Tetris game, were used to show how and when winning or losing perceptions will influence individuals’ variety-seeking
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Visualizing food: photography as a design thinking tool to generate innovative food experiences that improve food well-being European Journal of Marketing Pub Date : 2021-01-27 Jane Emma Machin, Emily Moscato, Charlene Dadzie
Purpose This paper examines the potential of photography as a design thinking method to develop innovative food experiences that improve food well-being. Design/methodology/approach This paper is a critical review of research using photography to examine the complex physical, emotional, psychological and social relationships individuals have with food at personal and societal levels. Findings The conceptual
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Digital technology-enabled transformative consumer responsibilisation: a case study European Journal of Marketing Pub Date : 2021-01-26 Shalini , Bhupesh Manoharan, Rishikesan Parthiban, Israr Qureshi, Babita Bhatt, Krishanu Rakshit
Purpose This paper aims to explore how a socio-digital platform can facilitate consumer responsibilisation in food consumption to encourage sustained responsible consumption and uncovers its possible impacts on different stakeholders in the agricultural ecosystem. Design/methodology/approach Two-year-long case study of a socio-digital platform that aims to integrate consumers with the farming process;
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Encouraging healthier choices in supermarkets: a co-design approach European Journal of Marketing Pub Date : 2021-01-25 Svetlana Bogomolova, Julia Carins, Timo Dietrich, Timofei Bogomolov, James Dollman
Purpose This research describes and evaluates the co-creation of a programme called “A Healthy Choice”. Underpinned by design thinking (DT), this study aims to improve the healthfulness of food choices in supermarkets among consumers to promote their well-being. Design/methodology/approach The research features two studies. Study 1 included five co-design workshops with consumers and staff (n = 32)
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Digital communication, value co-creation and customer engagement in business networks: a conceptual matrix and propositions European Journal of Marketing Pub Date : 2021-01-29 C.M. Sashi
Purpose Technological innovations that resulted in the emergence and widespread adoption of digital communication in recent years have led to a surge of academic and practitioner interest in its implications for the co-creation of value and customer engagement. However, in comparison to the attention given to the study of customer engagement in consumer markets, few studies have examined its key role
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Netnography and design thinking: development and illustration in the vegan food industry European Journal of Marketing Pub Date : 2021-02-11 Rachel Ashman, Anthony Patterson, Robert V. Kozinets
Purpose This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly suited to the task of studying and enriching the actions of “designerly types” who seek to fashion monetisable businesses. Design/methodology/approach This paper conducts an auto-netnography with a structure divined from established
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Recovering the corporate brand: lessons from an industry crisis European Journal of Marketing Pub Date : 2021-02-10 Julie Robson, Jillian Dawes Farquhar
Purpose Building on crisis management studies, this study aims to advance research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding. Design/methodology/approach This study uses a single case of industry-dominant corporate brand in an enriched context through in-depth analysis of industry informant and secondary data. Findings
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Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks European Journal of Marketing Pub Date : 2021-02-17 Reo Song, Risto Moisio, Moon Young Kang
Purpose Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding impact virtual gift sales. The network variables include gift-giver centrality and gift-giving dispersion, capturing, respectively, the relative importance of gift-givers in a network and their tendency to give gifts
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Retail disturbances: how should employees respond? European Journal of Marketing Pub Date : 2021-02-15 Aaron D. Arndt, Juliet F. Poujol, Béatrice Siadou-Martin
Purpose The customer retail experience is frequently interrupted by disturbances such as ringing phones and other people. Employees must be able to respond to retail disturbances effectively to ensure that customers have a satisfactory experience in the retailer. Using Affective Events Theory as a framework, the purpose of this paper is to develop and test a model for understanding how retail disturbances
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Perfect social media image posts: symmetry and contrast influence consumer response European Journal of Marketing Pub Date : 2021-02-04 Alena Kostyk, Bruce A. Huhmann
Purpose Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement. Design/methodology/approach In Study 1’s experiment, 361 participants responded to social media marketing images that varied in vertical or horizontal symmetry and level of image contrast. Study
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The face is the index of the mind: understanding the association between self-construal and facial expressions European Journal of Marketing Pub Date : 2021-01-26 Defeng Yang, Hao Shen, Robert S. Wyer
Purpose This study aims to examine the relationship between consumers’ emotional expressions and their self-construals. The authors suggest that because an independent self-construal can reinforce the free expression of emotion, the expression of extreme emotions is likely to become associated with feelings of independence through social learning. Design/methodology/approach The paper includes five
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Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans European Journal of Marketing Pub Date : 2021-02-11 Hyejin Bang, Dongwon Choi, Sukki Yoon, Tae Hyun Baek, Yeonshin Kim
Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption
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Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives European Journal of Marketing Pub Date : 2021-01-22 Jana Bowden, Abas Mirzaei
Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications
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Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation European Journal of Marketing Pub Date : 2021-01-18 Ning Zhang, Liqin Yu, Alex S.L. Tsang, Nan Zhou
Purpose The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency. Design/methodology/approach Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and
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How implicit self-theories and dual-brand personalities enhance word-of-mouth European Journal of Marketing Pub Date : 2021-01-11 Sudipta Mandal, Arvind Sahay, Adrian Terron, Kavita Mahto
Purpose Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their word-of-mouth (WOM) intentions toward a brand and the consequent implications for a brand’s personality. Design/methodology/approach Three mall-intercept studies and one online study
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The financial vulnerability trap: using latent transition analysis to explore the dynamics of consumers’ financial vulnerability over time European Journal of Marketing Pub Date : 2021-01-04 Arvid Hoffmann, Simon McNair, Jason Pallant
Purpose The purpose of the paper is to examine how psychological characteristics predict membership of and transitions between states of higher vs lower financial vulnerability – and vice versa – over time. Design/methodology/approach This research uses a dynamic latent class model (latent transition analysis) to explore the dynamics of consumers’ financial vulnerability over time using longitudinal
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The impact of gratitude (vs pride) on the effectiveness of cause-related marketing European Journal of Marketing Pub Date : 2021-01-07 Felix Septianto, Nitika Garg
Purpose This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Design/methodology/approach
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Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations European Journal of Marketing Pub Date : 2021-01-08 Miyuri Shirai, Takuya Satomura
Purpose This paper aims to investigate the underlying process by which a brand’s unit pricing for multiple package sizes influences consumer evaluations by incorporating several mediators and moderators. Two-unit pricing tactics were examined: quantity discounts and surcharges. Design/methodology/approach Two online experiments were conducted to test the hypotheses. Study 1 examined the mediating role
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Brand repulsion: consumers’ boundary work with rejected brands European Journal of Marketing Pub Date : 2021-01-25 Laurence Dessart, Bernard Cova
Purpose This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and extract implications for the brands that are at the centre of such situations and to delineate future directions for scholars. Design/methodology/approach The authors’ study of the “I Hate Apple” group on Facebook is grounded