Earlycite

Research Article July 29 2026
Reveal or conceal? The word-of-mouth masking effect following co-creation failures
Hongjie Sun; Meiling Wang; Ke Zhong; Yong (Eddie) Luo; Ben Lowe
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-04-2025-0331
View articletitled, Reveal or conceal? The word-of-mouth masking effect following co-creation failures
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Research Article July 28 2026
Customer experience–marketing alignment as a dynamic organisational capability: balancing structural continuity and behavioural adaptability
Ahmed Almoraish; Spiros Gounaris
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-12-2024-0997
View articletitled, Customer experience–marketing alignment as a dynamic organisational capability: balancing structural continuity and behavioural adaptability
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Research Article July 28 2026
Start now, stay longer: how immediate subscription activation drives long-term commitment
Neha Kaushik; Kulwinder Kaur; Gopal Das
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-09-2025-0768
View articletitled, Start now, stay longer: how immediate subscription activation drives long-term commitment
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Research Article July 24 2026
From community-based to community-led tourism: community stakeholder responsibilisation in times of transition
Amy Goode; Stephanie Anderson
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-10-2023-0804
View articletitled, From community-based to community-led tourism: community stakeholder responsibilisation in times of transition
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Research Article July 23 2026
Beyond employee discounts: can psychological contract fulfilment drive employer-brand patronage? A psychological ownership perspective
Gordhan K. Saini; Mukta Srivastava; Jim Jawahar
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-05-2025-0366
View articletitled, Beyond employee discounts: can psychological contract fulfilment drive employer-brand patronage? A psychological ownership perspective
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Research Article July 13 2026
Service robot led by Mr. John: the mere disclosure human leader effect
Dong Hong Zhu; Wen Qi Zhang
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-10-2024-0844
View articletitled, Service robot led by Mr. John: the mere disclosure human leader effect
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Research Article July 10 2026
Personality self-schema and advertising congruence: investigating consumer responses to photograph-based adverts
Thomas Bowden-Green; Joanne Hinds; Adam Joinson
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-10-2024-0866
View articletitled, Personality self-schema and advertising congruence: investigating consumer responses to photograph-based adverts
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Research Article July 9 2026
Online surprise gift-giving services and well-being: sender and recipient perspectives
Rachael Millard; Tana Cristina Licsandru; Danae Manika; Diana Gregory-Smith
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-09-2024-0781
View articletitled, Online surprise gift-giving services and well-being: sender and recipient perspectives
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Research Article June 23 2026
Expressing gratitude the right way: how and when does brand gratitude strengthen the consumer–brand relationship?
Robin Singh Bhalla; Gurbir Singh; Balaji M.S.
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-09-2025-0763
View articletitled, Expressing gratitude the right way: how and when does brand gratitude strengthen the consumer–brand relationship?
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Corrigendum June 22 2026
Corrigendum: Exploring disruptive and social innovation in MNE affiliates in emerging markets
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-06-2026-0518
View articletitled, Corrigendum: Exploring disruptive and social innovation in MNE affiliates in emerging markets
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Research Article May 25 2026
Navigating through turbulence – CMO’s role in times of disruption
Ruppal Walia Sharma; Thomas Puliyel; Ranjan Banerjee; Kavita Mahto; Adrian Terron; Harish Ramananda Bhat
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-07-2024-0625
View articletitled, Navigating through turbulence – CMO’s role in times of disruption
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Corrigendum April 10 2026
Corrigendum: Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-04-2026-0293
View articletitled, Corrigendum: Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors
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Research Article April 9 2026
When do firms with disruptive intent create shareholder value?
Manjunath Padigar; Kiran Pedada; Ashish Sinha; Rajendra K. Srivastava; Atya Zeb
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-06-2024-0519
View articletitled, When do firms with disruptive intent create shareholder value?
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Research Article March 31 2026
How do extended reality experiences influence firm value?
Navid Bahmani; Atefeh Yazdanparast; Amit Bhatnagar; Dinesh Gauri
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-07-2024-0606
View articletitled, How do extended reality experiences influence firm value?
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Research Article February 3 2026
Exploring disruptive and social innovation in MNE affiliates in emerging markets
Taewoo Roh; Shufeng Xiao; Byung Il Park; Saeed Samiee
European Journal of Marketing (2026) https://doi.org/10.1108/EJM-06-2024-0523
View articletitled, Exploring disruptive and social innovation in MNE affiliates in emerging markets
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Research Article December 19 2025
From detection to resolution: using machine learning to identify food safety risks and solutions in online consumer reviews
Lin Jia; Suraksha Gupta; Chaonan Yan; Yichuan Wang; Ao Shen
European Journal of Marketing (2025) https://doi.org/10.1108/EJM-08-2024-0645
View articletitled, From detection to resolution: using machine learning to identify food safety risks and solutions in online consumer reviews
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Research Article November 27 2025
Navigating technological disruptions: the interplay of AI-based stakeholder engagement, marketing agility, and firm performance
Ali N. Tehrani; Sanjit K. Roy
European Journal of Marketing (2025) https://doi.org/10.1108/EJM-06-2024-0535
View articletitled, Navigating technological disruptions: the interplay of AI-based stakeholder engagement, marketing agility, and firm performance
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Research Article September 19 2025
Transformative sustainability marketing: catalyzing sustainable consumption and consumer well-being through environmental performance insights
Waqar Nadeem; Abdul Rehman Ashraf; Magnus Hultman
European Journal of Marketing (2025) https://doi.org/10.1108/EJM-07-2024-0572
View articletitled, Transformative sustainability marketing: catalyzing sustainable consumption and consumer well-being through environmental performance insights
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Research Article August 22 2025
Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors
Muhammad Waqas; Adeel Khalid; Muhammad Usman; Giampaolo Viglia; Shaker Bani-Melhem
European Journal of Marketing (2025) https://doi.org/10.1108/EJM-06-2024-0513
View articletitled, Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors
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Research Article April 10 2025
The proof is in the pudding: public beliefs, emotions and sentiments on drone deliveries in extreme contexts
Ali B. Mahmoud; Kamran Mahroof
European Journal of Marketing (2025) https://doi.org/10.1108/EJM-08-2024-0631
View articletitled, The proof is in the pudding: public beliefs, emotions and sentiments on drone deliveries in extreme contexts
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