European Journal of Marketing最新文献

{"title":"Using text and image mining to study how actor engagement creates value in the sharing economy","authors":"M. Barari, Mitchell Ross, Sara Quach, Jiraporn Surachartkumtonkun","doi":"10.1108/ejm-06-2022-0431","DOIUrl":"https://doi.org/10.1108/ejm-06-2022-0431","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore the concept of “actor engagement” within the context of the sharing economy, a novel and dynamic business model. Specifically, it investigates the formation of actor engagement and its relationship with value creation within this business model.\u0000\u0000\u0000Design/methodology/approach\u0000Drawing on Storbacka et al. (2016)actor engagement framework and service-dominant logic service ecosystem model, unstructured data (text and images) from the Airbnb platform in seven countries and text- and image-mining techniques such as machine learning are used to measure the research variables and test the model by PLS-SEM.\u0000\u0000\u0000Findings\u0000The results indicate that affective engagement has a more significant impact on behavioural engagement than cognitive engagement for multidimensional actor engagement. Service providers’ engagement – directly, and through customer engagement – influences value creation for service providers (i.e. performance). Moreover, national-level moderator (i.e. economic, competitiveness, technology, social and political factors) plays a significant moderating role in our model.\u0000\u0000\u0000Research limitations/implications\u0000This study encourages future research to explore how actor engagement leads to value creation for all actors on the different sharing economy platforms.\u0000\u0000\u0000Practical implications\u0000The findings provide practical insights for service providers to engage their customers and platform managers, especially in an international context, on managing their relationships with both customers and service providers in different countries.\u0000\u0000\u0000Originality/value\u0000This study advances the current literature on actor engagement and its role in value creation by providing a better understanding of the role of the national context in this process through unstructured data analysis.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141926009","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Can frontline employees help consumers improve their financial planning behavior? Implications from triadic analysis","authors":"Vida Siahtiri, Welf Hermann Weiger, Christian Tetteh-Afi, Tobias Kraemer","doi":"10.1108/ejm-02-2023-0127","DOIUrl":"https://doi.org/10.1108/ejm-02-2023-0127","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>As consumer debt can substantially impair subjective well-being, it is crucial for research to gain insights into how consumers can be motivated to improve financial planning. This paper aims to investigate how frontline employees in financial services can help consumers regulate their financial planning behaviors and how financial service providers can effectively support their frontline employees in this effort through leadership and organizational climate.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We incorporate regulatory focus theory and conservation of resource theory to develop a conceptual model that we test in a triadic study with a unique dataset collected from consumers, frontline employees, and managers in the banking sector.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>We find that frontline employees must pay attention to the details of consumers’ needs and customize the service to those needs to trigger consumer promotion focus and stimulate consumers’ financial planning behaviors. Moreover, our results emphasize that the organization must act as an integrated entity. Thus, a manager’s servant leadership and an organizational climate of customer stewardship are crucial for frontline employees to transform consumers’ financial planning behaviors.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study highlights frontline employees’ key role in motivating consumer financial planning behavior, offering a new perspective in transformative service research on enhancing financial well-being.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings provide financial service providers with actionable implications for enhancing consumers’ financial planning. This benefits both consumers and financial institutions, as customers with greater spending power can buy more financial products.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study advances transformative service research on consumer financial planning behavior, which has largely focused on consumer-related or society-level variables, by exploring the role of frontline employees and organizational support in terms of leadership and climate.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141943430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Female CEOs and corporate social responsibility: effect of CEO gender on relational and rational CSR","authors":"Prachi Gala, Saim Kashmiri, Cameron Duncan Nicol","doi":"10.1108/ejm-06-2023-0448","DOIUrl":"https://doi.org/10.1108/ejm-06-2023-0448","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this research is to explore the impact of women in the C-suite on strategic marketing choices in general and CSR in particular is scant. To that end, this study explores whether and how firms led by female CEOs differ from those led by male CEOs with regard to the types of CSR they pursue. The study classifies CSR into two types: relational (i.e. related to employees, human rights, community and diversity) and rational (i.e. related to product, environment and corporate governance).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>To create the sample, the authors combined four databases: Compustat, Execucomp, Center for Research in Security Prices (CRSP) and Kinder, Lydenberg, Domini and Co., Inc. (KLD). Data for the time period between 1992 and 2013 (both inclusive) were used for the investigation. The final sample comprised of 2,739 firms, for a total of 19,969 firm-year observations (an unbalanced panel).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Building on self-construal theory and theory of female ethics, the authors theorize and find evidence that while firms led by male and female CEOs are not significantly different with regard to rational CSR performance, firms led by female CEOs outperform those led by male CEOs with regard to their relational CSR performance. Furthermore, the authors also find that different types of CEO power (i.e. managerial power, legitimate power and formal power) moderate the link between CEO gender and types of CSR differently.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research contributes to research on CSR by introducing two new types of CSR: relational CSR and rational CSR. Further, the research contributes to the broader discussion of how senior managers inject their gender roles into their CSR choices. The authors provide important insights in this area by highlighting that at least some types of myopic management are also driven by CEO gender: female CEOs – to the extent that they are more likely to invest in CSR strengths which pay off in the long run – engage in less myopic management than male CEOs with regard to CSR choices.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>To prospective managers, this research suggests that the gender of the CEO is an effective signal that can help them predict firms’ likely CSR behavior. More specifically, firms led by female CEOs are likely to outperform those led by male CEOs with regard to certain dimensions of CSR (higher relational and rational strengths and fewer relational concerns) and this effect of CEO gender on firms’ CSR behavior is likely to be more pronounced when the CEO exhibits certain kinds of power. Female CEOs may benefit by understanding their innate tendencies to focus on relational versus rational CSR, thereby taking advantage of the positive aspects of their tendencies.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141871023","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Awareness marketing: cause-related marketing without direct contribution","authors":"Elizabeth A. Minton, Frank Gregory Cabano","doi":"10.1108/ejm-09-2022-0649","DOIUrl":"https://doi.org/10.1108/ejm-09-2022-0649","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Through four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Awareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Marketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141512139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Seeking relief or reward? A utilitarian-hedonic journey perspective on escapism","authors":"Frederic Ponsignon, Matthew Bauman, Renaud Lunardo","doi":"10.1108/ejm-03-2022-0216","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0216","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to explores the escapist journey that consumers embark on to reduce self-discrepancy, from the motivation to satisfy personal goals to the fulfilment of these goals. Escapism is a powerful concept for understanding why and how people resolve a perceived self-discrepancy. Previous research has provided rich and diverse insights into the motivations and goals, experience contexts and outcomes that are associated with escapism. However, these notions have been explored in an independent, piecemeal fashion that has hampered the development of cohesive theoretical foundations.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conduct a qualitative study, relying on 33 journeys derived from 20 in-depth interviews, to understand and explain how escapism is initiated, formed and relived.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings document the existence of a predominantly utilitarian and a predominantly hedonic model, articulating why and how consumers pursue distinctly different types of escapist journeys. Utilitarian escapism is primarily concerned with the need to avoid negative emotional states, prompting consumers to decide impulsively to engage into routinised experience contexts to find relief. Hedonic escapism is primarily concerned with the desire to achieve positive emotional states. It involves lengthy and thoughtful anticipation, promotes consumers to pursue experiences in out of the ordinary contexts, and is realised when consumers obtain reward.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study’s contributions present significant opportunities for further knowledge development.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The research findings have substantial practical ramifications for industry.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Understanding people’s needs to avoid the stress of everyday life (i.e. utilitarian escapism) and their desires to seek out excitement and pleasure (i.e. hedonic escapism) has important societal implications.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research provides a robust theoretical foundation for escapism, one that is applicable across multiple settings. Findings are anchored within existing theory to articulate the notions of utilitarian and hedonic escapism, explaining why and how consumers engage in markedly different escapist journeys.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141512142","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Inclusive innovations in services: leveraging digital technologies for inclusive innovations in healthcare services","authors":"Rajan Varadarajan","doi":"10.1108/ejm-02-2023-0080","DOIUrl":"https://doi.org/10.1108/ejm-02-2023-0080","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to provide insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and availability barriers to utilization of healthcare services. Also, it aims to provide insights into the potential of digital technologies-based innovations for more inclusive services, broadly.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A conceptual framework is inductively developed by analyzing real-world examples of digital technologies-based innovations for more inclusive healthcare through the lenses of economics of information in digital form and certain characteristics of services.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Concurrent implementation of digital technologies-based healthcare innovations with innovations and/or modifications in service processes can enable greater inclusivity by alleviating the affordability, accessibility and availability barriers to utilization of healthcare services.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Issues relating to inequities in healthcare, as a social problem, are the focus of research at multiple levels (e.g. global, national, regional and local) in several academic disciplines. In relation to the scope of the problems and challenges pertaining to providing quality healthcare to the unserved and underserved segments of society, worldwide, the contribution of the proposed framework to practice is modest. However, by highlighting the promise and potential of digital technologies-based innovations as solutions for alleviating barriers to affordability, accessibility and availability of healthcare services during various stages (prevention, detection, diagnosis, treatment and post-treatment follow-up) with illustrative vignettes and developing a framework, the article offers insights for future research. For instance, in reference to mission-driven social enterprises that operate in the product-market space for inclusive innovations under resource constraints, a resourcefulness-based view of the social enterprise constitutes a potential avenue for theory development and research.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Given the conceptual nature of the article, the implications for practice are limited to cognitive implications. Action implications (instrumental implications or implications for practice) are outside of the scope of the article.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Innovations that are economically viable, environmentally sustainable and socially impactful is one of the important issues of our times.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The proposed framework provides insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and availability barriers in the conte","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141512140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Category–level drivers of the market share–rank power law relationship","authors":"Young Han Bae, Thomas S. Gruca, Hyunwoo Lim, Gary J. Russell","doi":"10.1108/ejm-05-2022-0360","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0360","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to analyze variations in the parameters of the market share–rank power law across consumer packaged goods (CPG) categories.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors use a two-level hierarchical linear model to examine the relationships between category-level variables and the parameters of the market share–rank power law in 790 CPG categories.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The slope of the market share–rank power law is shallower – indicating more equal market shares – in categories of high importance to retailers and those with high levels of promotional activity or high-volume purchases. Higher levels of market share inequality are associated with categories with high overall prices.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>To the best of the authors’ knowledge, this is the first research to show the systematic influence of category characteristics on the relationship between brands’ market shares and their ranks, thus, identifying a key moderator for this important empirical generalization in marketing.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>While market leadership may be a desirable goal for many brands, the corresponding market share at the top brand does vary. Moreover, the share premium for being number one in the category (gap between the top and other highly ranked brands) can be greatly affected by retailers’ strategies. In addition, the slope of the power law has desirable qualities as a measure of market concentration. However, the empirical study shows that category characteristics must be considered when analyzing differences in concentration across categories or time.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>While other studies document variations in the market share–rank power law relationship, to the best of the authors’ knowledge, this is the first that models these variations as a function of observable category characteristics. The comprehensive nature of the data demonstrates the universality of the market share–rank power law relationship across CPG categories in the USA.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141512141","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How a publicized leader transgression can affect member outcomes and gift purchasing of associated symbolic products","authors":"Elten Briggs, Abigail Torres Rico, Tracy R. Kizer, Zhiyong Yang","doi":"10.1108/ejm-06-2022-0417","DOIUrl":"https://doi.org/10.1108/ejm-06-2022-0417","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the ramifications of an unfavorable public incident resulting from an organizational leader’s transgression on member outcomes and their intentions to purchase associated symbolic products as gifts. This study also considers how members’ attributions of organizational control affect the relationship between members’ organizational identification and their purchase behavior.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study applies a longitudinal design involving two rounds of data collection over two years to examine a case of leadership transgression. Using the customer panel of a privately owned retailer, sorority members were surveyed before and after an unfavorable public incident involving their president. This study applied <em>t</em>-tests of mean differences and regression analyses to test the hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>After the leader’s transgressions were publicized, sorority members exhibited lower levels of cognitive organizational identification, satisfaction with the organization and purchase intention of organizational gifts. The association between cognitive organizational identification and gift purchase intentions was stronger after the incident. Further, controllability attributions positively moderated the association between cognitive organizational identification and the intended purchase quantity of organizational products after the incident.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The sample limits the generalizability of the findings, as the study is conducted on one case of a leader’s transgression in an identity-based organization (IBO).</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings imply that efforts to repair customer identification should be taken rather than satisfaction enhancement when a leader of an IBO commits a public transgression.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this is the first study to apply identity threat theory to understand how an organizational leader’s public transgression affects member outcomes and purchasing. The findings imply that it is critical to repair members’ identification when these situations arise. The use of a real case and a longitudinal research design are rare contributions to this research stream.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141512143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"More than meets the eye: hidden messages in the attribution of human-like values to product categories","authors":"Sheng Ye, Joanne Sneddon, Anat Bardi, Liat Levontin, Geoffrey Soutar, Julie Lee","doi":"10.1108/ejm-04-2022-0285","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0285","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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 products, and how these attributions affect product evaluations.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Study 1 randomly assigned 925 respondents to one of three product categories (cars, mobile phones and vacations). They were asked about their values and to attribute values to an assigned product category. Study 2 randomly assigned 919 respondents to one of the four value-expressive car conditions. They were asked to attribute values to the car, and then about their attitudes and purchase intentions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Respondents attributed human-like values to product categories and products that were distinct and reflected the motivational compatibilities and conflicts inherent in the circular structure of human values. Moreover, multifaceted value congruity effects were found to positively influence attitudes and intentions to purchase a car, including congruity with product category values-schema, consumers’ personal values-schema and the structure of human values.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The authors demonstrate how a cognitive memory-based view can be used to better understand the complexities of the attribution of human-like values to products and product categories. Moving beyond the attribution of brand personality, this study shows the importance of not only understanding the attributions of values to a product but also considering how these attributions interact with the more abstract product category values to influence evaluations.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141512144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of entrepreneurial marketing on new venture brand image and performance: a capability perspective","authors":"Sayuri Wijekoon, Aron O'Cass, Mahdi Vesal","doi":"10.1108/ejm-07-2022-0568","DOIUrl":"https://doi.org/10.1108/ejm-07-2022-0568","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and market share in new ventures (NVs).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors tested the theoretical model using a multi-informant design in which survey data were collected from NV entrepreneurs and marketing managers. Hypotheses were tested using linear regression and PROCESS analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors demonstrate the significance of EM as comprising two NV capabilities – first, the level of complementarity between entrepreneurial orientation (EO) and market orientation (MO) as a dynamic capability, and second, brand management capabilities (BMCs) as an operational capability – in shaping a favorable NV brand image and promoting market performance.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The authors offer a novel perspective by demonstrating that EO and MO yield complementarities in driving NVs’ BMCs, which, in turn, drive brand image development and market performance for NVs. In doing so, the authors demonstrate novel theoretical implications for the relevance of EM to NV branding, which, to date, has received scant attention in the literature.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The authors identify a potential avenue for entrepreneurs and NV managers to mitigate the potential failure rates by simultaneously pursuing a higher level of EO and MO and investing in brand-building activities. Such efforts can help enhance brand image, drive sales growth and foster long-term success.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is the first to include brand capabilities as an element of EM, examine EM in NV brand image development and identify the role of EM capabilities relevant to NV brand building and market performance simultaneously.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141194024","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}