Table of contents
Threat, efficacy and message framing in consumer healthcare
Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti Kalro, Piyush SharmaThe purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer…
The effect of marketing communication on business relationship loyalty
Nora Hänninen, Heikki KarjaluotoThe purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications…
Branding capabilities and SME performance in an emerging market: The moderating effect of brand regulations
Raphael Odoom, George Cudjoe Agbemabiese, Thomas Anning-Dorson, Priscilla MensahThe purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It…
Investigating consumer advocacy, community usefulness, and brand avoidance
K.R. Jayasimha, Harish Chaudhary, Anurag ChauhanThe purpose of this paper is to examine the behavioral outcomes and effectiveness of organizational response to open complaints by consumers following a dissatisfactory service…
Personality factors as predictors of online consumer engagement: an empirical investigation
Jamid Ul Islam, Zillur Rahman, Linda D. HollebeekThe purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context…
Celebrity endorsement and stock market return
Catherine Prentice, Lei ZhangCelebrity endorsement advertising receives increased attention in the relevant literature. Approaching from the abnormal stock market return perspective, the purpose of this paper…
LRFMP model for customer segmentation in the grocery retail industry: a case study
Serhat Peker, Altan Kocyigit, P. Erhan ErenThe purpose of this paper is to propose a new RFM model called length, recency, frequency, monetary and periodicity (LRFMP) for classifying customers in the grocery retail…
Marketing spending and aftermarket performance of IPO firms
Monica B. Fine, Kimberly Gleason, Michael MullenIncreasingly, marketing managers are asked to consider the financial implications, in terms of both book and market values, when making strategic decisions. The purpose of this…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss