Marketing Intelligence & Planning: Volume 37 Issue 3

Football clubs’ social media use and user engagement

Thomas Aichner

The purpose of this paper is threefold: to measure and compare the degree of social media use (SMU) by football clubs, to assess football fans’ engagement with content posted by…

Overcoming over-identification: The power of organizational prestige in optimizing sales performance

Valter Afonso Vieira, Juliano Domingues da Silva, Colin Gabler

The purpose of this paper is threefold: first, to determine the impact of interpersonal identification on sales performance; second, to uncover whether or not that relationship…

Value co-creation through actor embeddedness and actor engagement

Anees Wajid, Muhammad Mustafa Raziq, Omer Farooq Malik, Shahab Alam Malik, Nabila Khurshid

It is argued that the service-dominant (S-D) view of the value co-creation concept is mainly of a macro nature and is difficult to examine empirically. In this regard, marketing…

Nostalgic advertising: managing ambivalence to make it work

Ekta Srivastava, Satish S. Maheswarappa, Bharadhwaj Sivakumaran

The purpose of this paper is to study the affective outcome of ambivalent nostalgia through use of executional variables, develop a framework linking nostalgia (through affect…

Delta model application for developing customer lifetime value

Bahman Hajipour, Molud Esfahani

The purpose of this paper is to evaluate the relationship between strategy and customer lifetime value (CLV). A new model was proposed for defining customers’ values based on the…

Disclosure of sales compensations and product recommendations

Lu-Ming Tseng, Tsu-Wei Yu

The purpose of this paper is to examine the influence of disclosure of sales compensations on insurance brokers’ intention to make inappropriate product recommendations.

How much effort is enough? Unlocking customer fanaticism in services industries

Sara Quach, Chandana Rathnasiri Hewege, Park Thaichon

The purpose of this paper is to understand the antecedents of fanaticism through the lens of attribution theory and “norm of reciprocity”. It is proposed that consumers will…

Examining consumers’ webrooming behavior: an integrated approach

Sourabh Arora, Sangeeta Sahney

The purpose of this paper is to employ an integrated technology acceptance model–theory of planned behavior framework intertwined with online risk, e-distrust and product…