Journal of Marketing Management 

About: Journal of Marketing Management is an academic journal published by Taylor & Francis. The journal publishes majorly in the area(s): Marketing management & Marketing research. It has an ISSN identifier of 0267-257X. Over the lifetime, 2107 publications have been published receiving 98380 citations. The journal is also known as: JMM & MM.

Celebrity Endorsement: A Literature Review

Abstract: Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. Thus, a major question is: how can companies select and retain the 'right' celebrity among many competing alternatives, and, simultaneously manage this resource, while avoiding potential pitfalls? This paper seeks to explore variables, which may be considered in any celebrity selection process by drawing together strands from various literature.

Demystifying customer brand engagement: Exploring the loyalty nexus

Abstract: With its conceptual roots in fields including psychology and organisational behaviour, the engagement concept is emerging in the marketing literature, with preliminary research indicating that engaged consumers might exhibit greater loyalty to focal brands. Despite these advancements, the engagement concept remains underexplored to date. This paper addresses this gap by reviewing literature in other disciplines and marketing, and developing a tripartite customer brand-engagement conceptualisation comprising activation, identification, and absorption dimensions. Further, a conceptual model illustrating the conceptually distinct nature of and relationships between customer brand engagement and other marketing constructs is proposed, followed by a customer engagement/loyalty-based segmentation analysis. Enhanced insights into customer engagement are expected to be valuable for marketing scholars and practitioners seeking to enhance customer relationships, retention, and loyalty. The paper thus concl...

Value‐driven relational marketing: From products to resources and competencies

Abstract: Marketing from a relational perspective, or relationship marketing, requires that a firm offers more resources and activities than a core product (goods or services) in order to satisfy the long‐term value needs of its customers. In the present article a value‐driven approach to how such long‐term needs are fulfilled is discussed. The analysis goes beyond the product concept and develops a resources‐and‐competencies approach to the market offer. However, a relational approach to marketing can be expected to be successful only if the firm adopts a true relational intent and the customer is in a relational mode. Therefore, the concepts of relational and transactional intent and relational and transactional mode, respectively, are also introduced and discussed.

Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation

Abstract: Classical models of brand management pay insufficient attention to staff as brand builders, placing more emphasis on external issues such as image. This paper explores the significant contribution from employees and considers the need to align their values and behaviours with the brand's desired values. It clarifies the importance of culture in brand building and discusses how an adaptive, strategically appropriate culture, consistently apparent throughout an organisation is likely to be associated with healthy brand performance. A model is proposed, suggesting that stronger brands result from a homogeneous brand identity, with congruent identity components. It argues that reputation is a more appropriate external assessment of a brand than image. By auditing the gaps between brand identity and brand reputation, managers can identify strategies to minimize incongruency and develop more powerful brands. It is concluded that brand reality is an important aspect of branding.

Quo Vadis, marketing? Toward a relationship marketing paradigm

Abstract: The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.