European Journal of Marketing: Volume 58 Issue 5

Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

Caroline Meyer, Bente Henrike Albert, Gregory Rose, Ulrich R. Orth

Research has started exploring how brand heritage perceptions affect people. However, little attention has been paid to the underlying mechanisms and the link between brand…

Social purpose branding approaches: a typology of how brands engage with a social purpose

Harriet Gray, Rebecca Dolan, Dean Charles Hugh Wilkie, Jodie Conduit, Amelie Burgess

As brands progressively become instruments for consumers to advocate for social change, many feel pressure to engage in social purpose branding (SPB) through addressing social…

Building employee commitment through internal branding – a meta-analytic study

Atul Prashar, Moutusy Maity

This study aims to quantitatively consolidate the research conducted over the past four decades on how internal branding activities drive employee commitment. It summarizes…

Consumer responses to CEO activism: an impression management approach

Frank Gregory Cabano, Mengge Li, Fernando R. Jiménez

This paper aims to examine how and why consumers respond to chief executive officer (CEO) activism on social media. The authors developed a conceptual model that proposes…

The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-making

Rajat Roy, Fazlul K. Rabbanee, Diana Awad, Vishal Mehrotra

This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on…

More than meets the eye: hidden messages in the attribution of human-like values to product categories

Sheng Ye, Joanne Sneddon, Anat Bardi, Liat Levontin, Geoffrey Soutar, Julie Lee

This paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute human-like values to product categories and…

How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase

Jungsil Choi, Hyun Young Park

This study aims to investigate the moderating role of hedonic and utilitarian purchase motives for the presentation order effect. Although past research finds that presenting item…

The effects of identity salience on product judgment in a domain of trade-offs

Claire Heeryung Kim, Da Hee Han

This paper aims to investigate a condition under which identity salience effects are weakened. By examining how identity salience influences individuals’ product judgment in a…

Who can afford to blame? Sender effects in blame-shifting crisis communications

Paolo Antonetti, Ilaria Baghi

When companies face a crisis, they sometimes deliver blame-shifting communications, trying to shift blame onto another actor to protect their reputation. While previous research…