...Kallol Das; Yogesh Mungra; Naresh K. Malhotra; V. Kumar Purpose This study aims to deepen the understanding regarding developing conceptual articles in marketing by addressing three important research questions (RQs): What is a high-quality conceptual article, and what are its dimensions...

...Andrea Tonner; Juliette Wilson; Benedetta Cappellini Purpose This paper uses ethics of care (EoC) to scrutinise and transform food marketing scholarship in world-leading journals over the last decade. Having identified caring deficits in this scholarship, this paper aims to explore caring...

... Licensed re-use rights only Marketing Consumer marketing Culture Consumption Consumer research Consumer Qualitative research Cosmetics Craft production In a world increasingly dominated by rationality and consumption, the human longing for a deeper connection with nature and a sense...

...Khaled Hamad Almaiman; Lawrence Ang; Hume Winzar Purpose The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share. Design/methodology/approach This study uses a best–worst discrete choice...

...Wilhelmina Johanna Greeff 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...

... emotion and consumer decision-making. Practical implications Marketers and public policymakers need to understand the differences between AP and HP because they have potentially different impacts on consumer behavior. Depending on whether companies are trying to motivate consumers to indulge...

...Caspar Krampe Purpose To advance marketing research and practice, this study aims to examine the application of the innovative, mobile-applicable neuroimaging method – mobile functional near-infrared spectroscopy (mfNIRS) – in the field of marketing research, providing comprehensive guidelines...

...Arinze Christian Nwoba; Emmanuel Mogaji; Nadia Zahoor; Francis Donbesuur; Gazi Mahabubul Alam Purpose Building on the social marketing theory, this study aims to examine the relationship between family units and obesity in Nigeria; and the social marketing interventions used to reduce and prevent...

...Timo Dietrich; Erin Hurley; Julia Carins; Jay Kassirer; Sharyn Rundle-Thiele; Robert W. Palmatier; Rowena Merritt; Scott K. Weaven; Nancy Lee Purpose The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social...

...Ann-Marie Kennedy; Cathy McGouran; Joya A. Kemper Purpose The authors do not claim that the following represents the views of any one tribe but instead the culmination of the academic literature written on the topic. Marketing’s current Western dominant social paradigm (DSP) is said to perpetuate...

... text) in marketing and consumer research. A further aim is to outline the many opportunities these new methods offer to marketing scholars and practitioners facing new types of data. Design/methodology/approach This conceptual paper maps our methods used for content analysis in marketing...

...Linda W. Lee; Amir Dabirian; Ian P. McCarthy; Jan Kietzmann Purpose The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided...

...Jordan Robert Gamble Purpose The purpose of this paper is to explore the implementation of equity crowdfunding (ECF) within the record industry in terms of challenges and opportunities, in addition to the marketing and financial implications for independent music artists and major record labels...

... into a preliminary framework. The stance (and the political perspective) of the paper is informed by critical marketing studies ( Tadajewski, 2010 ), the subfield of marketing that is vibrant in Europe but not yet well developed in other regions of the world. Design/methodology/approach This is a theoretical...

... be contacted at: christina.sichtmann@univie.ac.at 29 08 2013 09 02 2015 29 11 2015 06 06 2016 02 07 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Marketing Multivariate analysis Services Brand extensions...

...Eun Sook Kwon; Yan Shan; Joong Suk Lee; Leonard N. Reid Purpose The authors aimed to examine the presence and character of inter- and intra-approaches to replication studies published in five leading marketing journals (Journal of Marketing, Journal of Marketing Research...

... in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research. Findings Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives. Research...

... materials, marketing campaigns and retailing environments. Originality/value This paper’s findings highlight unexpected effects of stimulus-evoked arousal in persuasion when consumers are exposed to multiple emotional cues from the environment. The paper demonstrates the utility of an integrated model...

...Robert Cluley Purpose In an effort to explain the high level of scepticism and distrust towards marketing and marketers, this paper aims to explore how marketing practice and practitioners are depicted in the mass media. Design/methodology/approach The paper analyses 6,877 news reports...

...Ofer Mintz; Imran S. Currim Purpose – This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of drivers and consequences of managerial metric use in marketing mix decisions, this paper develops a conceptual framework to test whether the relationship...