Marketing Intelligence & Planning: Volume 40 Issue 5

Potential sport tourists’ decision-making during the pandemic

Heetae Cho, Dongoh Joo, Jin Kai Koh

This study examined potential sport tourists’ decision-making regarding a sporting event rescheduled due to the coronavirus disease 2019 (COVID-19) pandemic.

Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage

Deepak Jaiswal, Vikrant Kaushal, Ashutosh Mohan, Park Thaichon

The main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage…

Computer-generated influencers: the rise of digital personalities

Mona Mrad, Zahy Ramadan, Lina Issam Nasr

The purpose of this study is to identify the key components pertaining and governing a Computer-Generated Influencer’s (CGI’s) identity and explores and analyzes the ensuing…

Reference price research in marketing: a bibliometric analysis

Mukta Srivastava, Neeraj Pandey, Gordhan K. Saini

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a…

Green innovation and environmental awareness driven green purchase intentions

Hashim Zameer, Humaira Yasmeen

The purpose of this study is to explore the role of environmental awareness, environmental concerns, and green innovation toward green purchase intentions. This paper…

Exploring marketing control mechanisms from a strategy perspective

Paola Andrea Ortiz-Rendon, Jose-Luis Munuera-Aleman, Luz Alexandra Montoya-Restrepo

Management is constantly looking for ways to show how exactly the competitive advantage can be enhanced to achieve the desired results. As such, control mechanisms that are…

Affective factors influencing responses to international brand alliances

Tiebing Shi, Robert Guang Tian, Cindy Zhiling Tu, Chi Lo Lim

This study aims to explore how two affective factors (i.e. brand attachment and consumer affinity) influence host country consumers' responses to an international brand alliance…

Mega versus local event sponsorships

Jakeun Koo, Janet S. Fink, Younghan Lee

The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill…