European Journal of Marketing最新文献

{"title":"Charting the course: a framework for networking across the selling ecosystem","authors":"Molly R. Burchett, Rhett T. Epler, Alec Pappas, Timothy D. Butler, Maria Rouziou, Willy Bolander, Bruno Lussier","doi":"10.1108/ejm-04-2023-0223","DOIUrl":"https://doi.org/10.1108/ejm-04-2023-0223","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to conceptualize the notion of thin crossing points from a social network perspective and to outline the concrete networking strategies that enable salespeople to foster mutually valuable resource exchange (i.e. to thin crossing points) across a selling ecosystem.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors integrate extant theoretical perspectives to advance a conceptual framework of sales-related networking across three key actors in a selling ecosystem: intraorganizational selling actors and actors in customers and external partner organizations.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Thin crossing points are defined as figurative transaction points at the boundary between organizations or organizational subunits at which actors engage in mutually valuable resource exchange in the process of value cocreation. To thin crossing points with key ecosystem actors, salespeople must adapt networking strategies considering the time and trust constraints inherent in a network relationship. Such constraints inform the most advantageous network centralities (degree, eigenvector and betweenness) and actions to impact key network properties (tie strength, contact diversity) that enable salespeople to efficiently develop social capital and thus to optimally thin crossing points across a selling ecosystem.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is the first social network-based exploration of salespeople’s role in thinning crossing points with key ecosystem actors. It advances a novel conceptual framework of sales-related networking strategies that foster social capital development and optimally thin crossing points across a selling ecosystem.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"29 6","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507072","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":"Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotland","authors":"Marylyn Carrigan, Victoria Wells, Kerry Mackay","doi":"10.1108/ejm-05-2023-0395","DOIUrl":"https://doi.org/10.1108/ejm-05-2023-0395","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social Purpose Organisation.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An emergent case study approach using multiple sources of data developed an in-depth, multifaceted, real-world context evaluation of the intervention. The methodology draws on citizen science “messy” data collection involving multiple, fragmented sources.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Moving from single-use cups to reusables requires collective commitment by retailers, consumers and policymakers, despite the many incentives and penalties applied to incentivise behaviour change. Difficult post-COVID economics, austerity and infrastructure gaps are undermining both reusable acceptance and interim solutions to our dependence upon disposables.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Although the non-traditional methodology rendered gaps and omissions in the data, the citizen science was democratising and inclusive for the community.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Our practical contribution evaluates a whole community intervention setting to encourage reusable cups, integrating multiple stakeholders, in a non-controllable, non-experimental environment in contrast to previous research. This paper demonstrates how small community grants can foster impactful collaborative partnerships between an SPO and researchers, facilitate knowledge-exchange beyond the initial remit and provide a catalyst for possible future impact and outcomes.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To assess the impact at both the outcome and the process level of the intervention, we use Pawson and Tilley’s realist evaluation theory – the Context Mechanism Outcome framework. The methodological contribution demonstrates the process of citizen science “messy” data collection, likely to feature more frequently in future social science research addressing climate change and sustainability challenges.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"31 4","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507070","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":"Identity expressiveness in marketing: review and future research agenda","authors":"Dandan Zhu, Nina Michaelidou, Belinda Dewsnap, John W. Cadogan, Michael Christofi","doi":"10.1108/ejm-08-2021-0581","DOIUrl":"https://doi.org/10.1108/ejm-08-2021-0581","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"32 3","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507069","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":"Salespeople and teams as stakeholder and knowledge managers: a service-ecosystem, co-creation, crossing-points perspective on key outcomes","authors":"Christopher R. Plouffe, Thomas E. DeCarlo, J. Ricky Fergurson, Binay Kumar, Gabriel Moreno, Laurianne Schmitt, Stefan Sleep, Stephan Volpers, Hao Wang","doi":"10.1108/ejm-04-2023-0249","DOIUrl":"https://doi.org/10.1108/ejm-04-2023-0249","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to explore the increasing importance of the intraorganizational dimension of the sales role (IDSR) based on service-ecosystem theory. Specifically, it examines how firms can improve interactions both internally and with external actors and stakeholders to both create and sustain advantageous “thin crossing points” (Hartmann <em>et al.</em> 2018). Academic research on sales ecosystems has yet to fully harness the rich insights and potential afforded by the crossing-point perspective.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>After developing and unpacking the paper’s guiding conceptual framework (Figure 1), the authors focus on crossing points and the diversity of interactions between the contemporary sales force and its many stakeholders. They examine the sales literature, identify opportunities for thinning sales crossing points and propose dozens of research questions and needs.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The paper examines the importance of improving interactions both within and outside the vendor firm to thin crossing points, further develops the concept of the “sales ecosystem” and contributes a series of important research questions for future examination.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The paper focuses on applying “thick” and “thin” crossing points, a key element of Hartman <em>et al.</em> (2018). The primary limitation of the paper is that it focuses solely on the crossing-points perspective and does not consider other applications of Hartman <em>et al.</em> (2018).</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This work informs managers of the need to improve interactions both within and outside the firm by thinning crossing points. Improving relationships with stakeholders will improve many vendor firm and customer outcomes, including performance.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Integrating findings from the literature, the authors propose a conceptual framework to encompass the entire diversity of idiosyncratic interactions as well as long-term relationships the sales force experiences. They discuss the strategic importance of thinning crossing points as well as the competitive disadvantages, even peril, “thick” crossing points create. They propose an ambitious research agenda based on dozens of questions to drive further examination of the IDSR from a sales-ecosystem perspective.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"36 5","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507063","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":"Service robots: the dynamic effects of anthropomorphism and functional perceptions on consumers’ responses","authors":"Kevin Kam Fung So, Hyunsu Kim, Stephanie Q Liu, Xiang Fang, Jochen Wirtz","doi":"10.1108/ejm-03-2022-0176","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0176","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Although humanoid robots are increasingly adopted in many business settings, the dynamic effects of anthropomorphism and the functional perceptions of service robots on consumers’ responses remain unclear. This paper aims to examine the impacts of robot anthropomorphism on consumers’ trust, receptivity and the downstream effect on satisfaction. Furthermore, it examines the mediating effects of perceived ease of use (PEOU) and perceived usefulness (PU) in the relationship between anthropomorphism and consumer responses.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>After conducting two separate pilot studies to help design the research materials, this research involves three sequential studies. In studies 1A and 1B, the authors used two distinct humanoid robots (i.e. Connie and Pepper) to test the direct effects of anthropomorphism on trust and receptivity and the mediated effects via PEOU and PU. Study 2 conducted a 2 (robot appearance: machine-like vs. human-like) × 2 (task complexity: low vs. high) between-subjects experimental design to further explore the boundary effects of task complexity on trust and customer satisfaction.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This research theorizes and empirically examines the mediating effects of PEOU and PU in the relationship between anthropomorphism and consumers’ responses (i.e. trust and receptivity) to service robots. Results also demonstrate a moderating role of task complexity, whereby only when the task was complex did anthropomorphism affect consumer responses and customer satisfaction. The parallel mediations of PEOU and PU were also confirmed. However, when task complexity was low, the authors observed no differences between human- and machine-like robots.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>First, this research used a scenario-based method by exposing participants to different pictures or videos of service robots and measuring individuals’ responses. Consumers may respond differently upon interacting with robots in actual service contexts. Second, future research could investigate the effects of other aspects of anthropomorphism, such as robots’ voice characteristics (gender, high/low pitch), verbal communication styles and emotional expression. Finally, future research could explore other service contexts to test the generalizability of the findings.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Findings of this study also provide useful insight for companies interested in adopting service robots. First, the authors unearthed several positive outcomes of using human-like versus machine-like robots in service settings. Despite concerns about the perceived creepiness and discomfort associated with human-like robots, managers should not worry about these service agents’ potential negative effects. Second, it shows that human-like robots’ competitive advantage over machine-like robot","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"35 4","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507065","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":"Consumers’ attributions in performance- and values-related brand crises","authors":"Liangyan Wang, Eugene Y. Chan, Ali Gohary","doi":"10.1108/ejm-04-2022-0254","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0254","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>During a brand crisis, consumers construct attributions to understand the cause of the crisis and to assign blame, with attributions of blame to firms consequently lowering brand attitudes. The purpose of this paper is to explore attributions of blame in performance- versus values-related brand crisis. Do consumers assign different levels of blame to values- versus performance-related brand crises?</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conducted three experimental studies, plus one pilot study, with American, British and Australian participants in which they manipulated the type of brand crisis as values- or performance-related to determine the extent to which consumers attribute blame to the firm and the effects of those attributions on consumers’ brand attitudes.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings indicated that consumers assign more blame to firms for a values-related brand crisis than for a performance-related brand crisis.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The findings of this study explain how consumers are harsher towards firms that violate some moral or social standards than those that exhibit product defects.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>For branding and public relations officials, finding greater internal attribution for values-related brand crises offers implications for how and what information about such crises ought to be conveyed to manage consumer response and brand reputation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, the findings are the first to explore attributions in blame toward values- and performance-related brand crises.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"36 6","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507062","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":"Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products","authors":"Jean-François Toti, Andrea Milena Sánchez Romero","doi":"10.1108/ejm-11-2020-0831","DOIUrl":"https://doi.org/10.1108/ejm-11-2020-0831","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to examine the effect of subjective ambivalence on ethical consumption behaviors and the role of ethical claims in reducing feelings of ambivalence toward buying ethical products.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conducted two studies. In study 1, the authors carried out an online survey with a sample of 230 French consumers. The authors applied structural equation modeling with Amos to test the relationships among skepticism, ambivalence and ethical consumption behaviors. Study 2 is an experimental design in which the authors manipulated ethical claims (low – few ethical arguments vs. high – many ethical arguments) in advertising (176 French panelists). The authors tested the relationships among consumer ethical sensitivity, perceived brand ethicality, skepticism, ambivalence and intention to purchase an ethical product, depending on ethical claims in advertising.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Study 1 shows that skepticism toward advertising of ethical products amplifies feelings of ambivalence and that ambivalence reduces consumers’ willingness to adopt ethical consumption behaviors. Study 2 shows that strong claims in advertising of ethical products reduce skepticism toward advertising of ethical products and feelings of ambivalence toward buying an ethical product through perceived brand ethicality, with consumers’ ethical sensitivity positively moderating these relationships.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The two studies explore only one form of ambivalence (i.e. subjective), and the experimental study focuses on a single category of products.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings highlight the difficulties in promoting ethical products. Consumers need to know if a product is “really” ethical, as they may feel ambivalent toward that product. This paper shows that strong ethical claims in advertising ethical products significantly help to overcome this barrier.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Based on attribution theory and persuasion models, this research reveals how ethical claims in advertising affect feelings of ambivalence, which negatively influence consumers’ willingness to adopt ethical consumption. In addition, it follows a holistic approach to ethical consumption behaviors to explore consumers’ ambivalence.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"34 10","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507123","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":"No worries, eBay: displaying sales level information does not increase consumer price sensitivity","authors":"Yongfu He, Harmen Oppewal, Yuho Chung, Ling Peng","doi":"10.1108/ejm-07-2022-0545","DOIUrl":"https://doi.org/10.1108/ejm-07-2022-0545","url":null,"abstract":"Purpose This paper aims to study how price and sales level information influence consumer product perceptions and choices in online settings. It, in particular, tests whether displaying sales level information increases consumer price sensitivity, which is a potential strategic risk to retailers. Design/methodology/approach Study 1 uses eBay data to investigate whether the interaction effects between price and sales level can be observed in an existing market. Study 2 involves online experiments across three product categories. Participants choose from product pairs that are shown with either the same or different prices and with no, the same or different sales levels. Findings Study 1 shows strong effects of a product’s displayed sales and price level on its daily sales but finds no interaction effect. Study 2 shows strong effects of price and sales levels on product choice but similarly finds no evidence that sales level information influences consumer price sensitivity, although it reveals an effect on quality perceptions. The results show how perceptions of quality, sacrifice and popularity mediate the effects of price and sales level information on product choice. Research limitations/implications Study 1 has limited control over prices and sales levels. Study 2 involves only hypothetical choices. Practical implications These findings indicate that businesses can use sales level information to manage consumer product quality perceptions and choices without having to be concerned that this will make consumers more price-sensitive. Originality/value To the best of the authors’ knowledge, this paper is the first to investigate how sales level information affects consumer responses to price differences in online contexts.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" 72","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135340469","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":"Orchestration of value: the role of customer success managers within sales ecosystems","authors":"Emily A. Goad, Kevin S. Chase, David B. Brauer, Ellis Chefor, Nawar N. Chaker, Ruben Rabago, Bryan Hochstein, John D. Hansen","doi":"10.1108/ejm-04-2023-0222","DOIUrl":"https://doi.org/10.1108/ejm-04-2023-0222","url":null,"abstract":"Purpose This study aims to integrate research on customer success (CS) management with the service ecosystems perspective of selling to enhance the understanding of the CS management function and the outcomes selling firms should expect based on implementation of CS management. Design/methodology/approach The authors apply the service ecosystems perspective of selling to describe how CS management is manifested in practice by offering relevant insights and practical industry examples. Findings Study findings identify relevant ecosystem actors, acting on behalf of the customer, required for the delivery of desirable customer outcomes. Study findings also link the orchestration efforts of CS managers to theory-based tenets for explanation of how CS management facilitates the attainment of competitive advantages via the thickening and thinning of ecosystem crossing points. Research limitations/implications Given that the research is conceptual, additional research that empirically examines this framework and the insights presented would lend further credence to the recommendations the authors suggest. Practical implications From a practical perspective, the authors present a “Customer Relationship and Solution Innovation Matrix” which integrates necessary value-creating activities that CS managers perform and the coordination with internal actors that CS managers rely on to create value. Originality/value Although the practice of CS management is becoming increasingly common, theoretical approaches capable of explaining the function have been lacking. Similarly, while the service ecosystems perspective redefines selling to encompass a broader set of actors than traditionally examined, practical examinations of the theory are limited. The authors address these issues, integrating both research streams for an enhanced understanding of the CS management function through the service ecosystems perspective theoretical lens.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"49 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135216942","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":"Decolonising marketing: five fundamental decisions for customer engagement","authors":"Wilhelmina Johanna Greeff","doi":"10.1108/ejm-05-2022-0394","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0394","url":null,"abstract":"Purpose This paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy. Design/methodology/approach The findings of this paper are informed both by a conceptual unpacking of institutional, decolonisation and customer engagement literature, as well as an empirical methodology that presents an embedded single case study of a top-ranking banking brand, using in-depth qualitative interviews as well as content analyses of brand communications. Findings The paper examines the notion of institutional brand legitimacy alongside the decolonisation of customer engagement. It offers five empirically driven decisions that marketers must consider when they attempt to decolonise their customer engagement strategies. These revolve around a decolonised bottom-up approach; establishing new biases for customer insights; the management of opposing forces; being strategically transformative; and going beyond diversity. Research limitations/implications A single brand case study is offered that uses a relatively small sample of interviewees and does not include customers of the brand. Further research is therefore needed to reflect other organisational contexts and stakeholders. Just so, the paper specifically looks at the ways in which decolonisation and institutional legitimacy intersect for customer engagement. Further studies that focus on other organisational concepts impacted by decolonisation would be thought-provoking. Originality/value To the best of the author’s knowledge, this is the first empirical investigation that offers practical guidance for the decolonisation of marketing strategies – as it relates to customer engagement or any other facets of marketing.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"52 7","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136376167","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}