Marketing Intelligence & Planning
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How visual angle influences product recommendations in response to two-sided messages
Sari Winahjoe, Widya Paramita, Frances Seowon Jin, Tung Moi Chiew, Arnold Japutra, Felix SeptiantoTwo-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions…
Gastronomic manifestation in the function of branding a tourist destination
Slobodan Čavić, Nikola Ćurčić, Nikola Radivojevic, Jovana Gardašević Živanov, Marija LakićevićThe paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the…
Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience
Muhammad Sohaib, Asif Ali Safeer, Abdul MajeedThe social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on…
Augmented reality: the key to unlock customer engagement potential
Muruganantham Ganesan, B. Dinesh KumarThis study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR…
Subscription intentions for ChatGPT plus: a look at user satisfaction and self-efficacy
Hyeon JoThis study examines the key determinants of subscription intentions for ChatGPT Plus (paid version) in business settings, focusing on tasks such as system quality, information…
Influence of website quality on online impulse buying behaviour: a systematic review of literature
Aastha Kathuria, Apurva BakshiOnline impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative…
Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance
Yupeng Mou, Yixuan Gong, Zhihua DingArtificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer…
Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach
Feng Wang, Mingyue Yue, Quan Yuan, Rong CaoThis research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of…
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach
Pratik Modi, Vivek Pandey, Abhi BhattacharyaThis research investigates the impact of strategic research and development (R&D) (one led by a firm’s innovation orientation) on stock market performance during the economic…
When time drives search effort: the effect of assortment variety on visual attention to SKU pricing
Wagner Junior Ladeira, Vinicius Nardi, Marlon Dalmoro, Fernando de Oliveira Santini, William Carvalho Jardim, Debdutta ChoudhuryUnderstanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications…
ChatGPT’s applications in marketing: a topic modeling approach
Wondwesen Tafesse, Anders WienChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of…
Unveiling hidden patterns between managerial assumptions, international market orientation, and performance: an unexplored journey into Japanese SMEs
Allam Abu Farha, Said Elbanna, Osama Sam Al-kwifi, Satoko UenishiThis study seeks to investigate how managerial assumptions shape international market orientation (IMO) and how IMO, in turn, affects the performance of small and medium-sized…
Celebrity endorser scandal: a literature review and future research agenda
Keshan (Sara) WeiIn recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals…
Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption
Halil Erdem Akoğlu, Kadir Yildiz, Sushant KumarAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover…
Impact of exogenous brand crises on consumer behaviour
Kalpana Chandrasekar, Varisha RehmanGlobal brands have become increasingly vulnerable to external disruptions that have negative spillover effects on consumers, business and brands. This research area has recently…
Impacts of investment relations service quality on corporate information transparency and intangible value: the moderating role of competitive intensity
Ricky Y.K. Chan, Jianfu Shen, Louis T.W. Cheng, Jennifer W.M. LaiThis study aims at proposing and testing a model delineating how and when the quality of a special B2B professional service, investment relations (IR), would drive corporate…
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation
Jiemei Zhang, Bingxin Tang, Bei Lyu, Zhaoran SongThis study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The…
Engage to co-create! The drivers of brand co-creation on social commerce
Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon OoiConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore…
Augmented reality in marketing: a close look at the current landscape and future possibilities
Syed Javeed, Gowhar Rasool, Anjali PathaniaThe purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss