Marketing Intelligence & Planning: Volume 23 Issue 1

Green branding effects on attitude: functional versus emotional positioning strategies

Patrick Hartmann, Vanessa Apaolaza Ibáñez, F. Javier Forcada Sainz

Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the…

The potential and barriers to the use of geographical information systems for marketing applications in higher educational institutions

Paul Read, Gary Higgs, George Taylor

To highlight the potential (as well as perceived barriers) to the wider use of GIS in educational marketing.

Promotional planning in UK regional shopping centres: an exploratory study

Gary Warnaby, Kit Man Yip

The need for a more overt marketing orientation within planned shopping centres in the UK has been noted by various authors. However, the management orientation of planned…

55+ people as internet users

Satu Vuori, Maria Holmlund‐Rytkönen

Explores internet‐related needs and wants of older adults and identifies internet user segments among them.

Evaluation of UK car insurance brokers’ web sites: some preliminary findings

Shuliang Li, Klara Holeckova

The purpose of this paper is to: determine which criteria of the car insurance brokers' web sites are important or unimportant; establish how well those criteria are presented on…

Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market

Serkan Aydin, Gökhan Özer, Ömer Arasil

In the GSM mobile telephony sector, the main condition for protecting the subscriber base is to win customer loyalty, a key necessity for the maintenance of a brand's life in the…

Marketing orientation in the European Union mobile telecommunication market

Jolita Kurtinaitienė

The main objectives of the paper are: to analyse marketing orientation application specifics in mobile telecommunication enterprises; and to develop and test an instrument for…