Euro J Mar
Introduction
European Journal of Marketing, 58(11)
POSTING TYPE: TOCs
Is there a danger of making customers feel too empowered? Exploring the double-edged sword of customer orientation and creative benefits
—Yeyi Liu, Tobias Johannes Hubert Mayerhofer, André Marchand, Thomas Foscht, Martin Paul Fritze, Andreas Benedikt Eisingerich []
Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions
—Kate Jeonghee Byun []
Relative importance of competing marketing strategies on different customer metrics: a meta-analytic review of customer equity drivers
—Valter Afonso Vieira, Diego Nogueira Rafael, Yi-Chun Ou []
Investigating the effects of political correctness in social marketing messaging
—Francisco Guzmán, Diego Alvarado-Karste, Fayez Ahmad, David Strutton, Eric L. Kennedy []
How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry
—Malika Chaudhuri, Tanawat Hirunyawipada, Yue Pan []
The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?
—Fanny Fong Yee Chan, Steven Marc Edwards []
How influencers can enhance consumer responses by value co-creation
—Jin Zhang, Lingkui Cai, Xiaoying Zheng []
Understanding the evolution of engagement with brand posts on social media using agent-based models
—Pavankumar Gurazada, Moutusy Maity []