Marketing Intelligence & Planning: Volume 37 Issue 1

The impact of corporate social responsibility on brand equity

Jing Yang, Kelly Basile

Despite the significant investment in research on corporate social responsibility (CSR), there still exists a lack of clarity in terms of how different types of CSR activities…

Green consumption: a network analysis in marketing

Elder Semprebon, Danielle Mantovani, Rafael Demczuk, Cecilia Souto Maior, Victoria Vilasanti

Considerable research has been performed to understand green consumption behavior. Given the emergence of this discussion, the purpose of this paper is to apply network analytical…

Between flexibility and discipline in new product development: expertise as a boundary condition

Daniel Robey, Karl Hellman, Isabelle Monlouis, Kenneth Nations, Wesley J. Johnston

The purpose of this paper is to study two aspects of new product development (NPD) success – the impact of learning and the impact of structure – are studied.

Factors influencing attendance at stadiums and arenas

Marcelo Paciello Silveira, Marcos Vinicius Cardoso, Filipe Quevedo-Silva

The purpose of this paper is to propose a model to evaluate the factors that influence soccer attendance at stadiums and arenas.

The role of customer engagement in the involvement-loyalty link

Prateeksha Parihar, Jagrook Dawra, Vinita Sahay

The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on…

Effects of cognitive and affective trust on online customer behavior

Plavini Punyatoya

Although prior works in online retailing have addressed the influence of trust on customer responses, they conceptualized trust as a single dimension. Based on…

Impact of customer orientation on word-of-mouth and cross-buying

Kaushik Mukerjee, Ateeque Shaikh

The purpose of this paper is to examine the direct impact of proactive customer orientation (PCO) and responsive customer orientation (RCO) on word-of-mouth (WoM) and cross-buying…

Interaction through boundary objects: controversy and friction within digitalization

Vincent Hocine Jean Fremont, Jens Eklinder Frick, Lars-Johan Åge, Aihie Osarenkhoe

The purpose of this paper is to analyze friction and controversies with interaction processes and their effects on forming new resource interfaces, through the lens of boundary…