Review of November 2012 Journal of Marketing

Journal of Marketing

Volume 76, Number 6

Topics Researched

Customer Stewardship Control - Foreign Brand Names - Organizational Identity
Doppelganger Brand Images - Customers' Return Requests - Innovations with Customers
Social Media (Virtual) Presence - Service Participation


Principles and Principals: Do Customer Stewardship and Agency Control Compete or Complement When Shaping Frontline Employee Behavior?
Jeroen Schepers, Tomas Falk, Ko de Ruyter, Ad de Jong, & Maik Hammerschmidt


The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries
Valentyna Melnyk, Kristina Klein, & Franziska Völckner


Mapping the Play of Organizational Identity in Foreign Market Adaptation
Julien Cayla & Lisa Peñaloza

How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic
Markus Giesler


Employees’ Decision Making in the Face of Customers’ Fuzzy Return Requests
Sijun Wang, Sharon E. Beatty, & Jeanny Liu


Creating Major Innovations with Customers: Insights from Small and Young Technology Firms
Nicole E. Coviello & Richard M. Joseph

Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings
Rebecca Walker Naylor, Cait Poynor Lamberton, & Patricia M. West


Do Customers and Employees Enjoy Service Participation? Synergistic Effects of Self- and Other-Efficacy
Chi Kin (Bennett) Yim, Kimmy Wa Chan, & Simon S.K. Lam


Principles and Principals: Do Customer Stewardship and Agency Control Compete or Complement When Shaping Frontline Employee Behavior?
Jeroen Schepers, Tomas Falk, Ko de Ruyter, Ad de Jong, & Maik Hammerschmidt

New Concept: Customer Stewardship Control

This article introduces the concept customer stewardship control to the marketing field. This concept represents a frontline employee’s felt ownership of and moral responsibility for customers’ overall welfare. The concept of customer stewardship control is a more encompassing construct than customer orientation, which reflects a person’s focus on meeting customers’ needs.


http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/TOCs/JMTOC_2012.6.aspx