Marketing Intelligence & Planning
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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…
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…
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…
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…
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…
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…
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…
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…
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…
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective
Shubhomoy Banerjee, Ateeque Shaikh, Archana SharmaThe study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the…
Role of product advantage in shaping product outcome: a hybrid review
Hitesh Kalro, Mayank JoshipuraThis study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an…
Mitigating consumer guilt through resale
Hsunchi ChuThis research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption…
How the time of day impacts social media advertising outcomes on consumers
Valeria Noguti, David S. WallerThis research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary…
Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation
Alireza Amini, Seyyedeh Shima Hoseini, Arash Haqbin, Mozhgan DaneshA better understanding of the characteristics and capabilities of women entrepreneurs can significantly improve their chances of success. Therefore, three studies were conducted…
Should SMEs diversify their global destinations? The role of market insights and digital transformation
Tien Dung LuuThis study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market.
The effects of brand positioning (underdog vs top dog) and comparative advertising
Hsiang-Ming Lee, Ya-Hui Hsu, Tsai Chen, Wei-Yuan Lo, Wei-Chun ChienThe purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally…
How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing
Hanna-Anastasiia Melnychuk, Huseyin Arasli, Raziye NevzatThe purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss