European Journal of Marketing最新文献

{"title":"Going beyond the untold facts in PLS–SEM and moving forward","authors":"Joe F. Hair, Marko Sarstedt, Christian M. Ringle, Pratyush N. Sharma, Benjamin Dybro Liengaard","doi":"10.1108/ejm-08-2023-0645","DOIUrl":"https://doi.org/10.1108/ejm-08-2023-0645","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to discuss recent criticism related to partial least squares structural equation modeling (PLS-SEM).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using a combination of literature reviews, empirical examples, and simulation evidence, this research demonstrates that critical accounts of PLS-SEM paint an overly negative picture of PLS-SEM’s capabilities.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Criticisms of PLS-SEM often generalize from boundary conditions with little practical relevance to the method’s general performance, and disregard the metrics and analyses (e.g., Type I error assessment) that are important when assessing the method’s efficacy.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>We believe the alleged “fallacies” and “untold facts” have already been addressed in prior research and that the discussion should shift toward constructive avenues by exploring future research areas that are relevant to PLS-SEM applications.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>All statistical methods, including PLS-SEM, have strengths and weaknesses. Researchers need to consider established guidelines and recent advancements when using the method, especially given the fast pace of developments in the field.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research addresses criticisms of PLS-SEM and offers researchers, reviewers, and journal editors a more constructive view of its capabilities.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"10 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141258557","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":"Conceptualizing ephemerality in online marketing communication for consumers and firms","authors":"Lane Wakefield","doi":"10.1108/ejm-05-2022-0366","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0366","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to sending and receiving information with a predetermined, finite lifespan in computer-mediated environments. The purpose of this paper is to conceptually understand online marketing communications with high ephemerality relative to messages with low ephemerality within a consumer’s goal system.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper is an attempt to conceptually understand how high ephemerality differs from low ephemerality, particularly as online ephemeral communication has emerged and is widely used by consumers and firms. Goal systems theory is applied to understand how ephemerality is a means for consumers to reach their communication goals.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Consumers are more likely to use messages with high ephemerality to impress with narrowly relevant content, regulate emotions, build social relationships, persuade others through peripheral cues and protect privacy, but messages with high ephemerality are less likely to help consumers manage their impression, acquire or share useful information or present strong arguments. It is also proposed that messages with high ephemerality can help marketers increase interest through frequent peripheral cues, including fun and friendly content, drive sales by creating a sense of urgency and increase loyalty, but are less likely to increase awareness, build interest through flattering or informative content or drive sales through transactional messages.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study primarily advances the goal systems literature by introducing ephemerality. The defining feature of ephemerality, lifespan, also has research implications for studies of word-of-mouth marketing. The propositions in this study are ready for empirical investigation as to when consumers and firms choose to send messages with low or high ephemerality.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Firms need to understand how consumers are using messages sent with low and high ephemerality in order for firms to best move consumers through the sales funnel.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the author’s knowledge, this is the first paper to differentiate messages with low and high ephemerality, identify the presence and effects of ephemerality in offline and online communication and explain how and why sending messages with low or high ephemerality can help consumers and firms reach their communication goals. There is only one other paper in marketing on ephemerality in online marketing communications and no other conceptual work.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"96 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141169767","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 consumers evaluate costs in complex services: the case of mutual fund fees","authors":"Jonas Nilsson, Jeanette Carlsson Hauff, Anders Carlander","doi":"10.1108/ejm-06-2021-0466","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0466","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In modern societies, consumer well-being is dependent on choices regarding complex services, such as investments, health care, insurance and lending. However, evaluating costs of such services is often difficult for consumers due to a combination of limited cognitive resources and complexity of the service. The purpose of this study is to empirically examine to what extent three specific consequences of complexity influence consumer tendencies to make mistakes when evaluating the costs (or price) of complex services.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies were conducted (survey: <em>n</em> = 153, experiment: <em>n</em> = 332 and conjoint analysis: <em>n</em> = 225), all focusing on how consumers evaluate costs in the complex mutual fund setting.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors find that consumers struggle with estimating and using cost information in decision-making in the complex services setting. Consumers of complex services frequently underestimate the costs over the long-term, may see costs as a signal of service quality and are susceptible to influence from presentation formats when evaluating costs.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study investigates mutual funds, which is one example of a complex service. In order to get a full picture of how consumers deal with costs in complex setting, future research needs to expand this focus to other types of complex services.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results have implications for both marketers of complex services and policymakers. For marketers, this paper highlights that competing with a low-cost strategy may be difficult in the complex services setting as consumers may lack the ability to actually evaluate what they pay over the long term. For policymakers, increased simplification of prices may be an attractive option. However, it is important that this simplification is done in a way that increases the possibility to compare prices.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>As complexity influences several aspects of decision-making, an understanding of how consumers evaluate costs in complex settings is dependent on taking a multidimensional research approach. This paper makes a novel contribution to the literature on pricing by showing that consumers struggle with multiple aspects when evaluating costs in complex contexts. Understanding these effects is important to policy, as well as to research on the cognitive value of simplicity that is currently gaining traction in marketing research.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"59 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141258559","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":"Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors","authors":"Caroline Meyer, Bente Henrike Albert, Gregory Rose, Ulrich R. Orth","doi":"10.1108/ejm-06-2021-0417","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0417","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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 heritage and relational outcomes. This study aims to integrate research on brand heritage with the stereotype-content model (SCM) to offer a novel explanation of why and when consumers identify with heritage brands.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two quasi-experimental studies with consumers in Germany (<em>N</em> = 312 and <em>N</em> = 300) focus on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition, they highlight the moderating role of brand anthropomorphism and loneliness.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study offers a novel process explanation for how brand heritage perceptions influence consumer–brand relationships, contingent upon loneliness and anthropomorphism.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings help marketers better understand how and when warmth and competence transmit positive brand heritage effects, resulting in more favorable responses.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and anthropomorphic perspective on consumer responses to brand heritage perceptions.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"25 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140941132","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":"Who can afford to blame? Sender effects in blame-shifting crisis communications","authors":"Paolo Antonetti, Ilaria Baghi","doi":"10.1108/ejm-05-2022-0331","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0331","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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 has considered how different features of the message affect its persuasiveness, little is known about whether specific senders can blame more effectively. This paper aims to contribute to research in this domain through an investigation of the sender’s social perception as a critical moderator to the persuasiveness of blame shifting.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conduct four between-subjects scenario experiments to test the research hypotheses. In each experiment, participants are presented with a realistic crisis scenario and the crisis communications delivered by the company. The authors assess the extent to which perceptions of the sender influence the message’s ability to reduce negative word-of-mouth intentions and to increase purchase intentions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors show that blame shifting is more likely to be effective when deployed by senders that are small (Study 1) or have a positive CSR track record (Study 2). Furthermore, The authors find that even large senders can successfully deploy blame shifting if they can benefit from being known for their CSR programs (Study 3). Finally, the authors show that the effect of blame shifting depends on the receiver’s level of concern about the crisis: stakeholders significantly concerned by the crisis reject blame-shifting communications (Study 4).</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Further research should examine the impact of information about brand competence on blame-shifting effectiveness. Further research is also needed to explore sender effects for other defensive crisis communication strategies such as denial or the use of excuses or justifications.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers critical information for marketers considering the use of defensive crisis communications strategies such as blame shifting.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study extends the understanding of how sender effects influence blame-shifting communications. The analysis allows us to clarify why this strategy is effective for certain senders and certain receivers while, for others, it tends to backfire. Blame shifting backfires for large senders unless they can boast a strong CSR record.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"7 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140812981","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":"Consumer responses to CEO activism: an impression management approach","authors":"Frank Gregory Cabano, Mengge Li, Fernando R. Jiménez","doi":"10.1108/ejm-07-2022-0553","DOIUrl":"https://doi.org/10.1108/ejm-07-2022-0553","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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 impression management as a mechanism for consumer response to CEO activism.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1a, the authors examined 83,259 tweets from 90 CEOs and compared consumer responses between controversial and noncontroversial tweets. In Study 1b, the authors replicated the analysis, using a machine-learning topic modeling approach. In Studies 2 and 3, the authors used experimental designs to test the theoretical mechanism.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>On average, consumers tend to respond more to CEO posts dealing with noncontroversial issues. Consumers’ relative reluctance to like and share controversial posts is motivated by fear of rejection. However, CEO fame reverses this effect. Consumers are more likely to engage in controversial activist threads by popular CEOs. This effect holds for consumers high (vs low) in public self-consciousness. CEO fame serves as a “shield” behind which consumers protect their online image.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study focused on Twitter (aka “X”) in the USA. Future research may replicate the study in other social media platforms and countries. The authors introduce “shielding” – liking and sharing content authored by a recognizable source – as a tactic for impression management on social media.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Famous CEOs should speak up about controversial issues on social media because their voice helps consumers engage more in such conversations.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper offers a theoretical framework to understand consumer reactions to CEO activism.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"26 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140613362","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 effects of identity salience on product judgment in a domain of trade-offs","authors":"Claire Heeryung Kim, Da Hee Han","doi":"10.1108/ejm-10-2021-0786","DOIUrl":"https://doi.org/10.1108/ejm-10-2021-0786","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;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 domain of trade-offs, the current research demonstrates that the utilitarian value of a product is an important determinant of the effectiveness of identity salience on product judgment.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;This research consists of two experiments. In Experiment 1, the authors examined whether identity salience effects were mitigated when the level of the perceived utilitarian value of an identity-incongruent product was greater than that of an identity-congruent product. In Experiment 2, the authors examined the effectiveness of internal attribution as a moderator that strengthens identity salience effects when the perceived utilitarian value of an identity-incongruent (vs. identity-congruent) product is higher.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;In Experiment 1, the authors show that when the utilitarian value of a product with an attribute congruent (vs. incongruent) with one’s salient identity is lower, individuals do not show a greater preference for the identity-congruent (vs. identity-incongruent) product, mitigating the identity salience effects. Experiment 2 demonstrates that when individuals with a salient identity attribute a decision outcome to the self, they display a greater preference for the identity-congruent product even when its utilitarian value is lower compared to that of the identity-incongruent product.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;The research contributes to previous research examining conditions under which identity salience effects are weakened [e.g. social influence by others (Bolton and Reed, 2004); self-affirmation (Cohen &lt;em&gt;et al.&lt;/em&gt;, 2007)] by exploring the role of the utilitarian value of a product, which has not been examined yet in prior research. Also, by doing so, the current research adds to the literature on identity salience in a domain of trade-offs (Benjamin &lt;em&gt;et al.&lt;/em&gt;, 2010; Shaddy &lt;em&gt;et al.&lt;/em&gt;, 2020, 2021). Finally, this research reveals that when a decision outcome is attributed to the self, identity salience effects become greater. By finding a novel determinant of identity salience effects (i.e. internal attribution), the present research contributes to the literature that has examined factors that amplify identity salience effects [e.g. cultural relevance (Chattaraman &lt;em&gt;et al.&lt;/em&gt;, 2009); social distinctiveness (Forehand &lt;em&gt;et al.&lt;/em&gt;, 2002); different types of groups (White and Dahl, 2007)].&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;The findings provide managerial insights on identity-based marketing by showing a condition under which identity-based marketing does not work [i.e. when the utilitarian value of an identity-congruent (vs. identity-incongruent) pro","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"127 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140613549","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":"Building employee commitment through internal branding – a meta-analytic study","authors":"Atul Prashar, Moutusy Maity","doi":"10.1108/ejm-12-2021-0983","DOIUrl":"https://doi.org/10.1108/ejm-12-2021-0983","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to quantitatively consolidate the research conducted over the past four decades on how internal branding activities drive employee commitment. It summarizes several operationalizations of internal branding and tests the moderating effect of employee’s personal characteristics and job characteristics on the relationship between internal branding and employee commitment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper uses meta-analysis as the research methodology. The analysis includes a sample of 65 studies (from 62 published works), yielding 226 effect sizes (coded into 82 composite effect sizes) over an aggregated sample of 21,706 respondents.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study finds that brand communication, brand-centered human resource management (HRM), training and development, organizational support and culture, brand-centered leadership and an excellent reward system are the key operationalizations of internal branding. Furthermore, employee’s personal (education, age and gender) and job (tenure, work status and level of customer orientation) characteristics significantly moderate the internal branding–employee commitment relationship.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Limited empirical literature on some of the internal branding operationalizations such as brand-centered HRM and rewards has curbed the scope of moderator analysis.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This paper proposes some effective ways of implementing internal branding strategies and provides support for boundary conditions that brand managers should consider to strengthen the impact of internal branding activities on employee commitment.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>As per the authors’ knowledge, this paper is among the few quantitative consolidations of four decades of research on the internal branding–employee commitment relationship.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"4 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140560000","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":"Retweet to donate? Cause-related marketing in the era of social medialization","authors":"Shinhye Kim, Melanie Bowen, Xiaohan Wen","doi":"10.1108/ejm-06-2022-0484","DOIUrl":"https://doi.org/10.1108/ejm-06-2022-0484","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study contributes toward corporate donation campaign literature by focusing on the usage of social media.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"38 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140560002","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 influence of network understanding on value creation in business relationships","authors":"Kristin B. Munksgaard, Morten H. Abrahamsen, Kirsten Frandsen","doi":"10.1108/ejm-04-2021-0268","DOIUrl":"https://doi.org/10.1108/ejm-04-2021-0268","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;This study aims to investigate how companies’ understanding of the business network influences the creation of value in business-to-business relationships. The authors do this by analysing dimensions in actors’ “network pictures” and illustrating how value perception and network understanding influence actors’ mutual effort to create value. Approaching relationship value from the point of actors’ cognitive understanding of their business network has so far been largely overlooked in relationship value research.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;This study applies a qualitative case study methodology whereby dyadic data from a well-established business-to-business relationship is collected from 18 company representatives through personal interviews and group interviews supplemented by participant observations and company data.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;The findings contribute with new insight into how companies’ understanding of their surrounding network influence (facilitates or limits) relationship value creation. The authors find that companies continuously reflect on changes in their networks and the related changes in partners’ value perceptions. Through value articulations, companies seek to explicitly express their value perception. Value reflections and value articulations create a dynamic process formed not only by the individual actor but also through their relationship and engagement in their network environment. This requires companies to develop their networking capabilities.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;This paper presents findings, insights and contributions limited to a case study of a particular business relationship within an industrial setting. Although the findings and contributions are valid and in line with the criteria for rigorous qualitative research, the authors advocate and call for additional studies that investigate relationships value creation and address the interplay between actors’ network understanding and their actions and behaviour. One way to approach this would be to test the four propositions derived and presented as part of the present study.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;The findings imply that management needs to be aware not only of the value created and delivered to a specific partner but also of how the partner’s understanding of the wider network will influence the value delivering and capturing process.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Originality/value&lt;/h3&gt;\u0000&lt;p&gt;This study contributes to the growing literature on relationship value creation by outlining a dynamic process where relationship partners reflect upon and articulate value. Such activities are influenced by the partners’ network understanding and form the basis of the mutual relationship value creation effort. The findings also contribute to the network pictures literature by emphasizing","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"21 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140198965","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}