Marketing Intelligence & Planning: Volume 29 Issue 2

Exploring the auditory dimension of corporate identity management

Roland H. Bartholmé, T.C. Melewar

Despite the significance of sound, hitherto the auditory dimension has been widely ignored with regard to corporate identity management and corporate communication. This paper…

The value of historical nostalgia for marketing management

Christopher Marchegiani, Ian Phau

This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase…

Causes and outcomes of satisfaction in business relationships

Tore Mysen, Göran Svensson, Janice M. Payan

This study includes relationship marketing concepts (i.e. trust, commitment, and satisfaction) as precursors to transaction cost theory outcomes (i.e. specific investments…

Understanding the effects of market orientation and e‐marketing on service performance

Rodoula H. Tsiotsou, Maria Vlachopoulou

The study aims to use the inter‐relationship between market orientation and e‐marketing in order to investigate alternative mechanisms through which both contribute to tourism…

Consequences of corporate environmental marketing strategies in New Zealand organisations

Nicolette LeCren, Lucie K. Ozanne

This research aims to present an exploratory study of the consequences of environmental marketing strategies in New Zealand organisations. In general, empirical research on the…

Industrial sales lead conversion modeling

Jamie P. Monat

This paper seeks to develop a theory and a practical qualitative modeling tool that accurately predicts the probability that an industrial sales lead will convert to a booking…

Expansion strategies for online brands going offline

Rafael Bravo, Nina M. Iversen, José M. Pina

This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of…