Table of contents
Handle with care! Service contract termination as a service delivery task
Hauke Wetzel, Christina Haenel, Alexandra Claudia HessProfitability considerations lead service providers to terminate service contracts with low-value customers. However, customers targeted by service contract terminations often…
Using mindsets to boost health: how construal level and goal pursuit shape health message effectiveness on cessation behaviors
Márcia Maurer Herter, Adilson Borges, Diego Costa Pinto, Mario Boto Ferreira, Anna S. MattilaThis research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement…
Brand love and brand addiction and their effects on consumers' negative behaviors
Muhammad Junaid, Marc Fetscherin, Khalid Hussain, Fujun HouThis study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending…
The effects of authentic and hubristic pride on indulgence
Jinfeng (Jenny) Jiao, Catherine Cole, Gary GaethPride is an emotional response to success or achievement with two facets, AP and HP. This study aims to address an unanswered question: how does each type of pride affect…
From holistically to accidentally sustainable: a study of motivations and identity expression in sustainable living
Irene Garnelo-Gomez, Kevin Money, David LittlewoodThis paper aims to examine the role of individual action in addressing challenges of sustainability, and to help marketing scholars and practitioners better understand what…
Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage
Ahmed Zaky, Hassan Mohamed, Gunjan SaxenaThis study aims to conceptualise the panic buying behaviour of consumers in the UK during the novel COVID-19 crisis, using the assemblage approach as it is non-deterministic and…
Does alliance orientation matter for new product success? An empirical study of Taiwanese electronics firms
Yen-Chun Chen, Todd ArnoldFirms report varied levels of success in relation to using alliances to aid in new product development (NPD). This study aims to investigate internal processes that might…
Putting your mouth where your money goes! “Where” and “how” to communicate to maximize the impact of corporate social programs
Christopher Agyapong Siaw, David Sugianto Lie, Rahul GovindThe purpose of this study is to examine how corporate communication of their social programs on their websites affects the ratings of those programs by independent rating…
Toward a theory of corporate apology: mechanisms, contingencies, and strategies
Wei Shao, Jordan W. Moffett, Sara Quach, Jiraporn Surachartkumtonkun, Park Thaichon, Scott K. Weaven, Robert W. PalmatierCorporate apologies, relative to other responses to well-publicized past transgressions, have distinct implications, sparking a rich tradition of apology research. But in…
The effects of fear of missing out on social media posting preferences
Yue Xi, Jiale Huo, Xinran Zhao, Yushi Jiang, Qiang YangFear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant…
Influencer marketing effectiveness: the mechanisms that matter
Dean Charles Hugh Wilkie, Rebecca Dolan, Paul Harrigan, Harriet GrayThe continued evolution of influencer marketing has created a need to better understand influencer marketing effectiveness. With brands increasingly partnering with influencers…
Making a positive (or negative) first impression with small talk
Hillary J.D. Wiener, Karen E. Flaherty, Joshua WienerThis paper aims to show that whether new customers respond well or poorly to small talk at the beginning of a service encounter depends on their relationship orientation, i.e. how…
Consumption of marketer-generated content: consumers as curators of marketing messages that they consume on social media
Valeria NogutiThis paper aims to understand how structural characteristics of social media enable consumers to satisfy needs related to marketer-generated content (MGC) and identify the…
Choice consistency and inconsistency between self- and gift-purchases: the role of attitude functions
Dong Lyu, Dirk Moosmayer, Hao Ding, Jia JinThis paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases.
Love or like: gender effects in emotional expression in online reviews
Eathar Abdul-Ghani, Jungkeun Kim, Junbum Kwon, Kenneth F. Hyde, Yuanyuan (Gina) CuiGiven the socialisation of men and women to their gender roles and expression of emotion, this study aims to investigate whether there are gender differences in the use of emotive…
Ch‐Ch‐changes: the geology of artist brand evolutions
Toni Eagar, Andrew Lindridge, Diane M. MartinExisting brand literature on assemblage practices has focused on providing a map or geography of brand assemblages, suggesting that an artist brand’s ability to evolve and achieve…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall