European Journal of Marketing

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Brand equity: the halo effect measure
European Journal of Marketing - - 1995
LanceLeuthesser, Chiranjeev S.Kohli, Katrin R.Harich
The halo effect is a systematic bias in attribute ratings resulting from raters′ tendency to rely on global affect rather than carefully discriminating among conceptually distinct and potentially independent brand attributes. Traditionally, researchers have regarded the halo effect as a source of measurement error to be avoided. Discusses how halo measurement can serve as a useful indicator of brand equity. Uses consumer rating data in three categories of commonly purchased household products to demonstrate the approach.
The odd couple: marketing and Maggie
European Journal of Marketing - Tập 30 Số 10/11 - Trang 114-126 - 1996
MargaretScammell
Margaret Thatcher enjoys an international reputation as a conviction politician. In her latter years as Prime Minister, and ever more since her resignation she has come to symbolize “principled politics” in contrast both to her own successor and her political opponents, who are perceived more ambiguously, bowing to public opinion and/or party pressure. Yet, in her early years as leader, it was Mrs Thatcher who was criticized as a “packaged politician”. Argues that she entrenched political marketing in modern British politics and her campaigns provided the model which her opponents have now followed. Set within a historical context, Examines the uses, successes and failures of marketing under Thatcher and argues that she managed to reconcile the superficially contradictory couplet of marketing and political conviction.
Explaining the entry mode choice among Tunisian exporting firms
European Journal of Marketing - - 2010
RomdhaneKhemakhem
PurposeManagers involved with export marketing are concerned first with entry mode decisions for their foreign expansions. The purpose of this paper is to examine the key factors that influence the exporting firm's foreign market entry mode choice. It aims to test empirically the hypothesized relation between three kinds of determinants – i.e. transaction costs, export behavior, and channel environment – and the likelihood of selecting an integrated as opposed to an independent mode.Design/methodology/approachThrough an analytical review, research hypotheses were built. An empirical investigation was carried out among 420 exporting firms, which were surveyed to explore the determinants of their entry mode choice decision. Exploratory factor analysis and confirmatory factor analysis are employed to extract and test key influential factors on the basis of the data of this sample. Then, logistic regression models are used to determine the likelihood relationships between the exporting mode and the declined variables.FindingsThe results show that not all constructs hypothesized with the entry mode relationship were introduced into the model, and only three variables were retained that were significant in predicting the entry mode choice: two transaction costs variables and one export behavior variable. None of the channel environment variables was maintained by the main effects model; they constituted only pure moderators of the relationship between the transaction costs factors and the entry mode choice decision.Research limitations/implicationsAlthough probably classified within the category of classical research, the paper can easily contribute to the current literature in more than one way. But the research does contain certain limitations, mainly with sampling procedures. The main limitation is that the sample was one of convenience and did not respect the heterogeneous character of the subjects, with the result that the different empirical tests are not easily generalizable.Practical implicationsThis research should help managers to identify some of the circumstances under which direct exporting modes might be deployed to enhance international marketing performance in foreign markets. Direct exporting should be considered in the area of small and medium‐sized exporting firms at the outside of a new industrialized economy. It might be concerned within an adaptive marketing approach where the environment pressures have only moderating effects.Originality/valueThe paper offers interesting insight into the decision tools in international marketing. Principally, the empirical study makes a major contribution to the limited body of empirical knowledge on entry mode choice for the exporting activities of small and medium‐sized enterprises in the context of an emerging economy. It points out the fundamental value of the transaction costs approach and verifies the theoretical assumptions of the moderating effects of the environment variables.
Corporate identity and corporate image revisited ‐ A semiotic perspective
European Journal of Marketing - - 2001
LarsThøger Christensen, SørenAskegaard
Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in contemporary organisations. Discusses and critiques much of the discourse of corporate identity and image management. This is accomplished through a semiotic exercise in which prevailing perspectives and assumptions with respect to corporate identity and image are explained, analysed and subjected to a coherent interpretive framework. Rather than trying to legislate terminology or suggest conceptual parsimony, we use the semiotic framework as one way to illustrate the benefits of theoretical consistency and to stimulate self‐reflection among scholars who use the notions of identity and image.
Repercussions of consumer confusion for late introduced differentiated products
European Journal of Marketing - Tập 34 Số 5/6 - Trang 705-722 - 2000
GeorgeChryssochoidis
Late introduced differentiated products are at a disadvantage compared to existing products in the marketplace as they suffer from consumer confusion regarding such differentiation. This confusion has several important repercussions ultimately resulting into a slow diffusion and limited success of the late introduced differentiated products in the marketplace. This study attempts to explain the problem using data regarding organic food products. The repercussions of the problem are also assessed.
Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate‐Level Marketing
European Journal of Marketing - Tập 37 Số 7/8 - Trang 1142-1144 - 2003
PaoloCorti
Moments of sorrow and joy
European Journal of Marketing - Tập 34 Số 1/2 - Trang 107-125 - 2000
GabyOdekerken‐Schröder, Marcelvan Birgelen, JosLemmink, Kode Ruyter, MartinWetzels
It is commonly acknowledged that service quality can be measured by using attribute‐based and incident‐based measurements. Both methods are distinct in nature, but can be used complementarily. However, in the literature a simultaneous empirical investigation of the power of critical incidents in relation to attribute scores is lacking. In this paper we merge both methods for assessing service quality in a professional services context. Subsequently, both measurements have been used to investigate the effect of service quality on short‐term customer satisfaction and long‐term trust in the service provider. Results indicate that the combined approach adds value to single‐method measurement for explaining customer satisfaction. Furthermore, negative incidents are more influential on satisfaction than positive experiences. However, the negative effect of a negative incident on satisfaction can be compensated for by paying attention to particular dimensions of service quality. Critical incidents do not seem to have an impact on the apparently stable construct of trust.
Niche Marketing Revisited: Concept, Applications and Some European Cases
European Journal of Marketing - Tập 28 Số 4 - Trang 39-55 - 1994
TevfikDalgic, MaartenLeeuw
The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut‐throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. Aims to analyse the concept, basic issues and different methods of applying this marketing strategy.
Selected European research into marketing
European Journal of Marketing - Tập 29 Số 5 - Trang 1-89 - 1995
ColinGilligan
Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a survey of the kinds of research initiatives which are currently being carried out is timely. The study which provides the basis for this was conducted between December 1994 and February 1995, with questionnaires being sent to staff in universities throughout Europe. At the time the final selection was made, a total of 150 responses had been received from 18 countries.
The role of strategic philanthropy in marketing strategy
European Journal of Marketing - Tập 36 Số 5/6 - Trang 689-705 - 2002
DebbieThorne McAlister, LindaFerrell
Outlines the concept of strategic philanthropy, assesses its development and evolution, gives examples of the stakeholder focus, discusses marketing issues and addresses elements to consider in implementation. Organizations have long realized the benefits of benevolent philanthropy in supporting community, employees and the interests of investors. It has only been in recent years that organizations have formalized and integrated the philanthropic decisions with corporate citizenship and other key strategic organizational performance‐related decisions. Organizations in the twenty‐first century are increasingly concerned about managing societal issues in marketing to benefit key stakeholder interests. A new definition of strategic philanthropy is developed and contrasted with other initiatives that link marketing and society. Finally, suggestions for future research are provided.
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