Andreas B. Eisingerich

• PhD
• Professor (Associate) at Imperial College London

This study examines how different stakeholders perceive influencer authenticity, revealing the misalignments that arise when each group prioritizes different aspects of authenticity. In doing so, the authors generate new theory on influencer marketing and provide managerial insights for brands and agencies to collaborate effectively with influencer...

Purpose The trend toward subscription economy accelerated the rise of access-based consumption models for durable consumer goods, replacing individual ownership with subscription contracts. At the same time, disruptive platform businesses have arisen in several consumer markets, bypassing traditional value chains while growing through network effec...

Customers are increasingly empowered in their interactions with firms. Sometimes they help firms but, unfortunately, they can also become “toxic” and hurt them. Customers are toxic when they engage in deliberate and potentially harmful acts towards a firm driven either by a reparatory or damaging mental state following a transgression. Whilst the e...

In today’s connected market, brands are more likely than ever to face negative press that can put their customer relationships to the test. Building and fortifying positive aspects of the brand-customer relationship (such as brand commitment, brand love and self-brand connections) may ward off some of the impact of negative information on customers...

For over two decades, managers have been encouraged to leverage archetypal meaning to strengthen their brands. Prior research has studied archetypes as universal patterns present in the collective unconscious that trigger an instinctive response in customers, and has argued that brands should evoke one archetype at a time. However, recent evidence...

Despite the success of subscription models in online retail, insights addressing their very relational character remain limited. This research employs interpersonal relationship theory and examines the role of attachment theory in explaining consumer adoption of subscription-based online services on a general as well as on a brand level. Specifical...

In numerous countries around the world, it is popular for companies to offer company tours as part of their marketing communication strategies. Extant research has investigated such tours in business‐to‐business settings or considered them a kind of tourism. To date, limited empirical evidence has shed light on whether and how company tours, as a n...

This research theorizes and empirically examines whether and how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM). In two lab experiments across service and retailing contexts, we find that educating customers enhances customers' positive WOM for a brand. Customer satisfactio...

The role of virtual salesperson (VS) and the importance of customer reviews in facilitating online purchase decisions and sales have recently received much attention from technology companies, marketing practice professionals, and academics. However, customers' willingness to follow the purchase advice of the VS when there is a conflict between the...

New products can evoke anticipatory emotions such as hope and anxiety. On the one hand, consumers might hope that innovative offerings will produce goal-congruent outcomes; on the other hand, they might also be anxious about possible outcomes that are goal-incongruent. The authors demonstrate the provocative and counterintuitive finding that strong...

Access-based services (ABS)—in which consumers do not physically own material goods but gain access to services by registering with the provider—have risen in popularity as an alternative to individual ownership and conventional consumption. Yet companies still face key challenges in promoting these services. Prior research indicates that consumers...

Access-based services—in which consumers do not physically own material goods but gain access to services by registering with the provider—have risen in popularity as an alternative to individual ownership and conventional consumption. Yet, companies still face key challenges in promoting these services. Prior research indicates that consumers assi...

A significant body of research has examined the importance of material possession attachment and its influence on consumer behavior. Critical questions, however, remain with regard to the extent to which, and if at all, consumers form instantaneous possession attachment in electronic commerce. In this research, we conducted one quasi- experimental...

Purpose The purpose of this paper is to theorize and empirically examine the effects of intra- and inter-regional geographic diversification on firm performance in China. Furthermore, it investigates they key firm capabilities, which moderate the relationships between intra- and inter-regional geographic diversification and firm performance. Desi...

Many digital service providers have adopted gamification to promote customer engagement. Critical questions, however, remain about the most effective way to enhance customer engagement and increase sales by applying gamification. With a research design that combines qualitative and quantitative methods, including the use of objective sales data fro...

Background: Mobile health (mHealth) apps can offer users numerous benefits, representing a feasible and acceptable means of administering health interventions such as cognitive behavioral therapy (CBT). CBT is commonly used in the treatment of mental health conditions, where it has a strong evidence base, suggesting that it represents an effective...

Past research reveals that customers can attach meanings to brands that create strong connections between the brand and the self. When they do, and when the brand is prominent in their minds, they become psychologically attached to the brand, and display strong brand loyalty and advocacy behaviors. We use a grounded theory framework to ask if emplo...

Background: New mobile health (mHealth) software apps are emerging and are providing the foundation to radically transform the practice and reach of medical research and care. For this study we collaborated with Quit Genius, a cognitive behavioral therapy (CBT) based mHealth app that helps users quit smoking, to explore the effective design of a d...

Purpose This paper aims to explore how and when a business’ transparency leads to greater willingness to engage in sustainable and responsible consumption by consumers. Design/methodology/approach Data were collected in two studies. Study 1 collected data from 219 consumers in a large shopping mall. Study 2 followed an experimental approach and us...

Decisions about expanding an existing product portfolio and capturing new markets are of critical importance to a firm's financial performance and growth. Yet, important questions remain in regard to the extent to which product and brand extensions contribute to a firm's profit in B2B and B2C markets, respectively, and how firms with corporate bran...

While prior studies offer significant insights into the extent of EGS (Electronic Government Service) implementation from productivity-transparency trade-off perspectives, critical questions remain about how transparency of government department/agency facilitates the implementation timing of EGS. Such questions are important because transparency i...

Customer education or the extent to which firms are seen as providing customers with the skills and abilities to utilize critical information is often considered a valuable augmentation to a firm’s service offerings. Yet, many firms are hesitant to invest in customer education efforts for fear that it will equip customers with the skills to shop ar...

Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, cor...

Tourism experiences in viticultural areas tend to evoke strong positive and affective consumer reactions (Yuan et al., 2008). Ideally they lead to sentiments such as pleasure, satisfaction, nostalgia, or even emotional attachment (Gross & Brown, 2006; Hammitt, Backlund, & Bixler, 2006). Studies show that satisfaction is strongly related to attachme...

Using artificial neural networks (ANN) to model an observed process is state of the art in engineering and is receiving more and more attention in social or marketing research. As shown in previous publications static data analytics, like an ANN based dependency matrix (DM), creates a better understanding of the relationship between dependant and i...

A considerable number of studies have focused on how to build and sustain strong and meaningful relationships with tourists, especially when the latter have an ever increasing number of choices and exhibit variety-seeking behavior. However, these studies have not focused on how attitudes toward a region or place can transfer to products. The aim of...

Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brand’s growth potential. We propose and empirically demonstrate that three variables endemic to any brand extension decision (brand reputation, brand extension fit, brand extens...

Ensuring that organizational innovation generates value increasingly requires effective marketing management. Prior studies, however, report conflicting effects of chief marketing officer (CMO) leadership on how well the firm exploits innovation. These inconsistencies may be associated with firm-level innovation effort, customer focus, and industry...

Calls for increased transparency and reduced information asymmetry between service firms and their customers are getting louder in the marketplace. Yet, it remains unclear what exactly constitutes transparency in the eyes of customers and how, if at all, service firms benefit from it. This research contributes to extant knowledge by articulating th...

We study the conditions that influence judgmental forecasting effectiveness when predicting demand in the context of fashion products. Human judgment is of practical importance in this setting. Our goal is to investigate what type of decision support, in particular historical and/or contextual predictors, should be provided to human forecasters to...

This study investigates the effects of search scope along the supply chain on the innovation performance of small and medium-sized enterprises (SMEs) in emerging markets. In this research, we develop a conceptual framework by integrating organizational learning theory and relationship governance theory. Based on a sample of 176 Chinese listed SMEs...

We examine the conceptual difference between consumer electronic word-of-mouth on online social sites (sWOM) such as Facebook and traditional face-to-face word-of-mouth (WOM). We find that consumers are less willing to engage in sWOM than WOM. Such a difference in willingness to offer word-of-mouth can be explained by social risk associated with di...

These days, many businesses are focused on increasing customers’ positive word of mouth. But emphasizing customer participation may be a more important vehicle for generating valuable repeat business.

EXPERIENCING A PLACE AND APPRECIATING ITS WINE: HOW DOES ATTITUDE TOWARD PLACE TRANSFER TO ITS PRODUCTS? Albert Stöckl, University of Applied Sciences Eisenstadt Andreas B. Eisingerich, Imperial College London Omar Merlo, Imperial College London INTRODUCTION Tourism is a multi-billion industry (by many measures the largest single industry in the wo...

Rationale - Assessing the applicability of models (e.g. customer satisfaction) in several countries is an important step in establishing the generalizability of consumer behaviour theories. In order for such comparisons to be meaningful however, the instruments used to measure the theoretical constructs of interest have to exhibit adequate cross-na...

Evidence has shown that satisfied customers do not necessarily buy more of a company's products and services, thus spurring researchers to look for a missing link between customer satisfaction and purchase behavior. Word of mouth (WOM) has been advocated as the elusive missing link and as a key indicator of customer-firm relationship strength. Yet,...

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship mea...

The primary purpose of our target article was to theoretically argue and empirically demonstrate that it is possible to elevate the customer–brand relationships to the desired level of human relationships by offering three types of self-relevant benefits. In this response, we discuss the major comments provided by each set of commentators, which ar...

This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study...

We aimed to understand the attitudes, preferences and acceptance of oral and parenteral PrEP among men who have sex with men (MSM) in Thailand. Pre-exposure prophylaxis (PrEP), the use of antiretrovirals to prevent HIV acquisition, has shown promising results in recent trials. To assess the potential impact of this new HIV prevention method, in add...

To examine policymakers and providers' views on pre-exposure prophylaxis (PrEP) and their willingness to support its introduction, to inform policy and practice in this emerging field. Semistructured qualitative interview study. Peru, Ukraine, India, Kenya, Uganda, Botswana and South Africa. 35 policymakers, 35 healthcare workers and 21 non-governm...

Strategically aligned and efficiently implemented spare parts logistics can differentiate a business from its competitors, lower costs, increase revenues, and thus help firms generate greater value for customers and ultimately increase profits. Based on multiple case studies with manufacturers in the machine and plant construction industry, this ar...

We ask whether and what kind of unique factors influence the innovativeness of firms in clusters across geographic regions and industrial sectors. We provide evidence for the driving forces of firm innovativeness in different cluster types. Distinguishing between hierarchical clusters of mature industries and non-hierarchical clusters of young indu...

The use of antiviral medications by HIV negative people to prevent acquisition of HIV or pre-exposure prophylaxis (PrEP) has shown promising results in recent trials. To understand the potential impact of PrEP for HIV prevention, in addition to efficacy data, we need to understand both the acceptability of PrEP among members of potential user group...

Despite increased research on the various effects of Corporate Social Responsibility (CSR), the question of whether CSR is worthwhile for firms still remains to be addressed. Prior work suggests that CSR offers firms insurance-like protection against negative publicity due to greater levels of goodwill with various stakeholders. Yet, we still miss...

Although firms from emerging markets are becoming significant global players, our knowledge about how these latecomers catch up with existing multinational firms remains limited. This article summarizes the patterns of internationalization strategies pursued by firms from these markets. These leading emerging markets firms can be best understood in...

Firms increasingly employ global brand management strategies for the effective coordination of their global activities. Effective coordination requires adapting global brand management strategies to cultural nuances. This study examines the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand c...

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and...

This paper draws on social network theory to develop a model of regional cluster performance. We suggest that high performing regional clusters are underpinned by (1) network strength and (2) network openness, but that the effects of these on the performance of a cluster as a whole are moderated by environmental uncertainty. Specifically, the posit...

Innovation is critically important in contemporary economies. It is a key driver of the improvement in consumers living standards, the growth and success of firms, and the wealth of nations. Investment in research and development (R&D) is essential for firms and nations to produce innovations and compete for the future. However, in recent years, ob...

An increasing body of research suggests interorganizational relationships as being critical to the financial performance of firms. Similarly, innovation has been considered a key driver of the growth and success of firms. However, little work has examined how the extent firms' interorganizational relationship commitment and diversity influence thei...

Purpose – Current marketing theory and practice have recognized that exchanges between buyers and sellers are frequently embedded in social relationships. Despite the vast body of research on interorganizational exchange, there has been little effort to address the role of larger social networks in which business-to-business services firms operate....

Most managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predict...

The authors show that investments in enhancing cus- tomers' service knowledge strengthen customer trust in an organization and thus can act as an important service dif- ferentiator. Customer education initiatives, however, also affect the impact of perceived service quality on customer trust. Successful marketers should be aware of the dynamic rela...

Industrial clusters develop regionally along the industry's lifecycle and typically exist over many product generations. In order to maintain their innovativeness, they have to develop and adjust along the industry lifecycle. We conduct 142 depth face-to-face interviews in clusters across two continents to examine the drivers of a cluster's innovat...

Purpose The growing importance of relationship marketing has increased interest in the role of consumer trust and loyalty in establishing, developing, and maintaining successful relational exchanges. The aim of this study is first, to examine the differential effects of perceived service quality, trust, and loyalty on repurchase intentions, second,...

Purpose The purpose of this paper is to consider the dynamics of customer education by exploring the relationship between education and customer expertise and their combined effects on customer loyalty in a high involvement investment services context. The paper also considers the service context within which customer education initiatives are deli...

The effectiveness of relationship marketing efforts in services selling is to a large extent dependent on customers' commitment to increase the depth and breadth of their relationship with the organisation. In this study, we seek to extend current thinking by presenting a model that examines the relative importance of customer education, participat...

BMJ Open publishes all reviews undertaken for accepted manuscripts. Reviewers are asked to complete a checklist review form (see an example) and are provided with free text boxes to elaborate on their assessment. These free text comments are reproduced below. Some articles will have been accepted based in part or entirely on reviews undertaken for...