Marketing Intelligence & Planning: Volume 36 Issue 6

Consumer dispositions toward global brands

Ankur Srivastava, M.S. Balaji

Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this…

Concurrent sponsorship: implications for sponsoring brands and sponsored property

Anish Yousaf, Abhishek Mishra, Anil Gupta

The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship…

Strategic orientation for failure recovery and performance behavior

Wagner Junior Ladeira, Fernando de Oliveira Santini, Janaína Raquel Andrade da Costa, Lucas Endrigo Severo Ribeiro

The purpose of this paper is to analyze the moderating effect of salesperson environmental and goal orientation on the relationship between strategic orientation for failure…

Fake-love: brand love for counterfeits

Kapil Khandeparkar, Manoj Motiani

Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the…

Advertising skepticism, need for cognition and consumers’ attitudes

Muhammad Mustafa Raziq, Qazi Mohammed Ahmed, Mansoor Ahmad, Saquib Yusaf, Aymen Sajjad, Salman Waheed

The purpose of this paper is to examine the relationship of advertising skepticism and need for cognition with consumers’ attitudes toward brand. There is currently limited…

What drives green brand switching behavior?

Hung-Che Wu, Chiou-Fong Wei, Li-Yu Tseng, Ching-Chan Cheng

The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and…

End-customer value restructuring the financial service supply chain

Hanna Komulainen, Saila Saraniemi, Pauliina Ulkuniemi, Marianne Ylilehto

The purpose of this paper is to examine how the customer value experience conveys the restructuring of the service network in the banking industry. The banking sector has often…