Marketing Intelligence & Planning: Volume 36 Issue 3

Effects of brand transgressions on third-party consumers

Danielle Mantovani, José Carlos Korelo, Jenny Ibarra

Brand transgressions, characterized by service failure, are a frequent theme for marketing scholars. Their impact on satisfaction, trust and brand loyalty is of high interest…

A cross-national comparison of Millennial consumers’ initial trust towards an e-travel website

Jan Møller Jensen, Corinna Wagner

The purpose of this paper is to examine Millennials’ formation of trust towards a travel website and identify the similarities and the differences in trust formation among…

Customer brand co-creation behavior: conceptualization and empirical validation

Cassandra France, Debra Grace, Bill Merrilees, Dale Miller

The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation…

Patient’s behavioral intention: public and private hospitals context

Muhammad Sabbir Rahman, Mahafuz Mannan, Md Afnan Hossain, Mahmud Habib Zaman

The purpose of this paper is to examine patient’s behavioral intention in a comparative analysis between public and private hospitals in the context of a developing country.

A qualitative investigation of e-tail brand affect

Abhigyan Sarkar, Juhi Gahlot Sarkar, Sreejesh S., Anusree M.R.

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Brand equity and financial performance: The moderating role of brand likeability

Bedman Narteh

The purpose of this paper is to examine the relationship between brand equity and financial performance and the moderation role of brand likeability retail banking sector.

Sponsees: the silent side of sponsorship research

Giulio Toscani, Gerard Prendergast

To date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored…