Marketing Intelligence & Planning
Issue(s) available: 263 – From Volume: 1 Issue: 1, to Volume: 39 Issue: 2
Category:
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Issue 11 1995
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Volume 6
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Volume 2
Volume 1
Market-oriented business model for SMEs' disruptive innovations internationalization
Agneta Sundström, Akmal S. Hyder, Ehsanul Huda ChowdhuryThe aim of this study is to develop and evaluate a market-oriented business model (MOBM) and analyze how it contributes to internationalization of SMEs' disruptive innovation.
Webrooming and showrooming: a multi-stage consumer decision process
Srabanti Mukherjee, Swagato ChatterjeeThe purpose of this research is to propose and validate a theoretical framework explaining web-rooming and showrooming as a multi-stage decision-making process. The…
How gamified branded applications drive marketing effectiveness?
Timmy H. Tseng, Sara H. Hsieh, Crystal T. LeeCompanies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to…
Antecedents and consequents of user satisfaction on Instagram
Aloisio Henrique Mazzarolo, Emerson Wagner Mainardes, Felipe Almeida InnocencioThe purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an…
A new frontier: alcohol sponsorship activation through esports
Sarah J. Kelly, Dymphna Van der LeijThe purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect…
Impact of consumer innovativeness on really new product adoption
Mona Seyed Esfahani, Nina ReynoldsThe purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements…
Sustainability-oriented strategy and Sustainable Development Goals
Priscila Borin de Oliveira Claro, Nathalia Ramajo EstevesSustainability-oriented strategies involve considering all possible environmental, social and economic factors that impact stakeholders and sustainable development. They…
Understanding the impact of CSR domain on brand relationship quality
Amit Shankar, Rambalak YadavThe study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the…
Factors affecting customer satisfaction on online shopping holiday
Shian-Yang Tzeng, Myriam Ertz, Myung-Soo Jo, Emine SarigöllüSingles' Day (SD) in China is the world's biggest online shopping event while consumer dissatisfaction is also on the rise. Both theory and practice need sharper insights…
Moral judgment and perceived justice in service recovery
Ke Ma, Xin ZhongThe purpose of this study is to examine the effect of perceived justice and consumer's moral judgment of a service failure on recovery outcomes.
Do stereotypes matter for brand attachment?
Arnold Japutra, Sebastian Molinillo, Yuksel EkinciThis study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).
Ends justify the means! Attitude toward ambush marketing
Muhammed Bilgehan AytaçThis study explores why consumers view ambush marketing as an ethical marketing approach.
Satisfaction in sports: a meta-analytic study
Fernando De Oliveira Santini, Wagner Junior Ladeira, Claudio Hoffmann Sampaio, Andre Francisco Alcântara Fagundes, Miriam Mariani HenzThis article aims to perform a meta-analysis through a systematic review that will identify the main antecedents and consequents of the satisfaction of sports spectators.
Do value cocreation and engagement drive brand evangelism?
Paul Harrigan, Sanjit K. Roy, Tom ChenDrawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze…
Driving COBRAs: the power of social media marketing
Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III, Mauro Jose De OliveiraThis study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers'…
Business-to-business marketing responses to COVID-19 crisis: a business process perspective
Jun Kang, Zihe Diao, Marco Tulio ZaniniThis study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.
Loyalty layers, expectations and the role of knowledge
Sara Quach, Park Thaichon, Robin E. Roberts, Scott WeavenAdopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal…
Green marketing and the SDGs: emerging market perspective
George Kofi Amoako, Robert Kwame Dzogbenuku, Joshua Doe, Geoffrey Kwasi AdjaisonThe purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks…
On the collective efficacy of social media teams
Wondwesen Tafesse, Tor KorneliussenThe purpose of this study is to investigate the contribution of social media teams to firm social media performance. Although social media teams are tasked with planning…
Marketing investment and pharmaceutical product diffusion
Xiaoyan Qian, Hao Yin, Xiaotong LiThis paper aims to explore the influence of marketing investment on drug diffusion processes, to analyze the heterogeneity of the diffusion characteristics and to…
The impact of eWOM on consumer brand engagement
Mukta Srivastava, Sreeram SivaramakrishnanIt is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is…
Customer engagement in sales promotion
Azam Kaveh, Mohsen Nazari, Jean-Pierre van der Rest, Seyed Abolghasem MiraThe purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement…
Firms enabling responsible consumption: a netnographic approach
Bipul Kumar, Nikhilesh DholakiaThis study explores enablers that firms could use to motivate consumers toward responsible consumption behavior. Completing the loop of responsible consumption – linking…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Associate Professor Thomas Brashear Alejandro
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