Marketing Intelligence & Planning: Volume 35 Issue 2


Table of contents

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Sebastian Molinillo, Arnold Japutra, Bang Nguyen, Cheng-Hao Steve Chen

There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands…


Being moral and doing good to others: Re-examining the role of emotion, judgment, and identity on prosocial behavior

Felix Septianto, Bambang Soegianto

Although previous research has established that moral emotion, moral judgment, and moral identity influence consumer intention to engage in prosocial behavior (e.g…


Managed earnings: The negative impact of marketer’s discretionary advertising expenditures on firm performance

Heather M. Meyer, Nacasius U. Ujah

The decisions marketing managers make on advertising expenditures are vital to maintaining the sales and profitability of a firm. However, these decisions have not been…


Does ethics need religion? Evaluating the importance of religiosity in consumer ethics

Denni Arli

The purpose of this paper is to investigate the importance of religiosity in consumer ethics. This objective will be achieved by investigating the impact of intrinsic and…


Moderation-mediation effect of market demand and organization culture on innovation and performance relationship

Thomas Anning-Dorson

The purpose of this paper is to examine the effect of market demand on innovation-firm performance relationship in service firms. The paper further analyzes the extent to…


It’s my choice! Investigating barriers to pro-social blood donating behaviour

Robin Pentecost, Denni Arli, Sharyn Thiele

The purpose of this paper is to investigate barriers to pro-social behaviour in the form of blood donating using self-determination theory.

Influence of media context on humorous advertising effectiveness

Kapil Khandeparkar, Abhishek

The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous…


Complaint-handling as antecedent of customer engagement: do consumer characteristics matter?

Jesus Cambra-Fierro, Iguacel Melero-Polo

The purpose of this paper is to assess the degree of customer engagement resulting from complaint-handling processes. The authors will also analyze the extent to which…

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  • Associate Professor Thomas Brashear Alejandro