Marketing Intelligence & Planning: Volume 35 Issue 4


Table of contents

Threat, efficacy and message framing in consumer healthcare

Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti Kalro, Piyush Sharma

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward…

The effect of marketing communication on business relationship loyalty

Nora Hänninen, Heikki Karjaluoto

The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing…


Branding capabilities and SME performance in an emerging market: The moderating effect of brand regulations

Raphael Odoom, George Cudjoe Agbemabiese, Thomas Anning-Dorson, Priscilla Mensah

The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and…


Investigating consumer advocacy, community usefulness, and brand avoidance

K.R. Jayasimha, Harish Chaudhary, Anurag Chauhan

The purpose of this paper is to examine the behavioral outcomes and effectiveness of organizational response to open complaints by consumers following a dissatisfactory…


Personality factors as predictors of online consumer engagement: an empirical investigation

Jamid Ul Islam, Zillur Rahman, Linda D. Hollebeek

The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC…


Celebrity endorsement and stock market return

Catherine Prentice, Lei Zhang

Celebrity endorsement advertising receives increased attention in the relevant literature. Approaching from the abnormal stock market return perspective, the purpose of…


LRFMP model for customer segmentation in the grocery retail industry: a case study

Serhat Peker, Altan Kocyigit, P. Erhan Eren

The purpose of this paper is to propose a new RFM model called length, recency, frequency, monetary and periodicity (LRFMP) for classifying customers in the grocery retail…


Marketing spending and aftermarket performance of IPO firms

Monica B. Fine, Kimberly Gleason, Michael Mullen

Increasingly, marketing managers are asked to consider the financial implications, in terms of both book and market values, when making strategic decisions. The purpose of…

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  • Associate Professor Thomas Brashear Alejandro