Marketing Intelligence & Planning: Volume 32 Issue 2

Consumer perceptions of cobrands: the role of brand positioning strategies

Jaywant Singh, Stavros P. Kalafatis, Lesley Ledden

Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’…

Pro-Environmental Purchasing Behaviour during the economic crisis

Irene Tilikidou, Antonia Delistavrou

Examination of Pro-Environmental Purchasing Behaviour (PPB) and its potential components. Investigation of the number and the size of relevant consumer segments. Determining the…

Product innovation and cause-related marketing success: A conceptual framework and a research agenda

Michael Christofi, Demetris Vrontis, Erasmia Leonidou

The purpose of this paper is twofold. First, the authors aim to identify all the product- and brand-related factors that promote cause-related marketing (CRM) success. The second…

Family business internationalisation through a digital entry mode

Emmanuella Plakoyiannaki, Aikaterini Pavlos Kampouri, Georgia Stavraki, Iordanis Kotzaivazoglou

The purpose of this paper is to contribute to the emerging literature stream of family business (FB) internationalisation. Its purpose is twofold: first, to provide empirical…

Evaluating the performance of destination marketing systems (DMS): stakeholder perspective

Marianna Sigala

Destination marketing systems (DMS) represent a vital inter-organisational information system (IOIS) for supporting the collaborative e-marketing strategies of tourism firms and…

Damaging brands through market research: Can customer involvement in prediction markets damage brands?

Christian Franz Horn, Alexander Brem, Björn Ivens

The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing…

Guest editorial

Christos Sarmaniotis and Eugenia Wickens