Marketing Intelligence & Planning: Volume 37 Issue 5

Cross-cultural impact on financial companies’ online brand personality

Xingsong Shi, Xiaohui Shan

The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features…

What drives brand supportive intentions?

Hung-Che Wu, Ya-Yuan Chang

The purpose of this paper is to examine the structural relationship between brand supportive intentions and their seven drivers.

Sustainable brand image: an examination of ad–brand incongruence

Paula Arbouw, Paul W. Ballantine, Lucie K. Ozanne

The purpose of this paper is to examine how consumer attitudes are affected by corporate brands that have newly adopted a sustainable brand image. Specifically, this paper…

Impact of interactive eReferral on tourists behavioral intentions

Ameen Al-Htibat, Zanete Garanti

Despite recognizing the importance of eReferral in shaping tourists’ behavioral intentions, researchers have rarely explored its dynamics. In the recent years, interest in the…

Loyalty program activity: make B2B customers buy more

Piotr Kwiatek, Marsela Thanasi-Boçe

Loyalty programs (LPs) in a business-to-business (B2B) context have been under-researched when compared to consumer markets. The purpose of this paper is to investigate if and to…

Game theory modelling of retail marketing discount strategies

Mark Taylor, Vince Kwasnica, Denis Reilly, Somasundaram Ravindran

The purpose of this paper is to use the game theory combined with Monte Carlo simulation modelling to support the analysis of different retail marketing strategies, in particular…

Instafamous and social media influencer marketing

S. Venus Jin, Aziz Muqaddam, Ehri Ryu

The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and…

Corporate social responsibility, ambidextrous leadership, and service excellence

Tuan Luu, Le Viet, Eryadi Masli, Diana Rajendran

The purpose of this paper is to delve into the interactive effects of corporate social responsibility (CSR) and ambidextrous leadership on customer-oriented organizational…