Marketing Intelligence & Planning: Volume 41 Issue 4

Brand equity and company performance: evidence from a quasi-experiment in an emerging market

Marta Olivia Rovedder de Oliveira, Igor Bernardi Sonza, Tamires Silva da Silva

Marketing and brand managers are under more pressure than ever before to demonstrate the impact of the managers' strategies and actions on company value, especially in an emerging…

Product attributes and benefits: integrated framework and research agenda

Hitesh Kalro, Mayank Joshipura

This study aims to examine current dynamics, consolidates knowledge, elicits trends, identifies and analyses primary research streams and suggests future research on product…

Channel integration in grocery retailers via mobile applications

Yung-Shen Yen

This study aims to explore the impact of channel integration on usage intention through mobile applications (apps) for customers in grocery retailers. Moreover, the study examines…

Brand equity chain and brand equity measurement approaches

Marta Olivia Rovedder de Oliveira, Rodrigo Heldt, Cleo Schmitt Silveira, Fernando Bins Luce

Although brand equity (BE) is a widely accepted concept, its definition is still elusive, and researchers have not reached a consensus about which measures provide the best…

SDG reporting: an analysis of corporate sustainability leaders

Idoya Ferrero-Ferrero, María Jesús Muñoz-Torres, Juana María Rivera-Lirio, Elena Escrig-Olmedo, María Ángeles Fernández-Izquierdo

This study aims to empirically analyze a sound commitment and a consistent integration of sustainable development goals (SDGs) in the corporate reporting and management systems of…

Servicescape design: balancing physical and psychological safety

Deepak S Kumar, K. Unnikrishnan Nair, Keyoor Purani

As physical evidence, servicescapes play a crucial role in tangibilizing service value. Since value creation and consumption are inseparable in many services, servicescapes also…

Maximization, internal reference price and consumers' response to promotions

Nitin Soni, Jagrook Dawra, Kanupriya Katyal

This study shows the influence of consumers' goal and strategy of maximization on the process behind their behavioral response to price.

Virtual reality in digital marketing: research agenda based on bibliometric reflection

Hafizah Omar Zaki, Dahlia Fernandez, Omkar Dastane, Aini Aman, Soliha Sanusi

This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The…