Table of contents
The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers
Csilla Horváth, Marcel van BirgelenThis article investigates the role that brands play in influencing the behavior and purchase decisions of compulsive buyers and whether this role differs for noncompulsive buyers…
Corporate heritage identity stewardship: a corporate marketing perspective
Mario Burghausen, John M.T. BalmerThe purpose of this empirical study was to introduce the theory of corporate heritage stewardship by focussing on the nascent corporate heritage identity domain. In particular…
Names versus faces: examining spokesperson-based congruency effects in advertising
Jasmina Ilicic, Stacey M Baxter, Alicia KulczynskiThe purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on…
Consumer knowledge discrimination
Kishore Gopalakrishna Pillai, Michael Brusco, Ronald Goldsmith, Charles HofackerThis paper aims to introduce knowledge discrimination to consumer research. It also examines the antecedent effects of objective knowledge and confidence in knowledge on consumer…
Consonants in brand names influence brand gender perceptions
Amelie Guevremont, Bianca Grohmann– This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality.
Publishing success of marketing academics: antecedents and outcomes
James Richard, Geoff Plimmer, Kim-Shyan Fam, Charles CampbellThe purpose of this paper is to explore the relationship between positive incentives (perceived organisational support) and negative incentives (publish or perish), on both…
The effect of brand design on brand gender perceptions and brand preference
Theo Lieven, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, Miriam van TilburgThis research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer…
How shopping orientation influences the effectiveness of monetary and nonmonetary promotions
Oliver B. Büttner, Arnd Florack, Anja S. GöritzThis research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was…
Mandatory use of technology-based self-service: does expertise help or hurt?
Machiel J. Reinders, Ruud Frambach, Mirella KleijnenThis study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the…
Utilitarian and hedonic promotional appeals of 99-ending prices: The influence of decision-making style
Charlotte Gaston-Breton, Lola C. DuqueThis paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’…
Defective co-creation: Developing a typology of consumer dysfunction in professional services
Dominique A. GreerThis study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic…
Exploring the effectiveness of consumer creativity in online marketing communications
Jintao Wu, Na Wen, Wenyu Dou, Junsong ChenThis research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall