Marketing Intelligence & Planning: Volume 38 Issue 7

Insights for luxury retailers to reach customers globally

Charles Jebarajakirthy, Rambalak Yadav, Amit Shankar

The purpose of this study is to investigate whether customer intention to purchase luxury products from the online stores of fashion luxury retailers varies depending on their…

Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation

Christian Nedu Osakwe, Nikolina Palamidovska-Sterjadovska, Martin Mihajlov, Anita Ciunova-Shuleska

This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand…

Strategic orientations and capabilities' effect on SMEs' performance

Ibrahim Alnawas, Allam Abu Farha

This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs'…

Impact of consumer engagement on firm performance

Lijuan Bai, Xiangbin Yan, Guang Yu

The aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media.

Examining relationship quality in e-tailing experiences: a moderated mediated model

Zazli Lily Wisker

This study aims to understand the relationships among relationship quality, repurchase intention, word-of-mouth and the moderation effect of the loyalty program.

The impact of the quality of intelligent experience on smart retail engagement

Xiaojun Fan, Nanxi Ning, Nianqi Deng

Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could…

Sustainability certifications and product preference

Maximilian Prell, Marco Tulio Zanini, Fabio Caldieraro, Carmen Migueles

The aim of this study is to investigate the influence of sustainability certifications on consumer preferences. The study investigates whether product certifications have a…

Corporate brand alignment in business markets: a practice perspective

Piyush Pranjal, Soumya Sarkar

The purpose of this paper is to study practices associated with corporate brand alignment enacted by marketing managers in an emerging business to business market.

Values, sustainability consciousness and intentions for SDG endorsement

Pradeep Kautish, Arpita Khare, Rajesh Sharma

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral…

Modelling value co-creation in triadic B2B industrial relationships

Vicente Sales-Vivó, Irene Gil-Saura, Martina Gallarza

This study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating…

Customer management in Internet-based platform firms: review and future research directions

Zhi Yang, Zihe Diao, Jun Kang

This study proposes a conceptual framework for analyzing customer management strategies and their effects on Internet-based platform performance based on a review of the relevant…

Consumers' guilt mitigation vis-à-vis discomfort with ambiguity

Rahul Kumar Sett

The purpose of this paper is to empirically establish the boundary conditions of the guilt mitigation process that consumers resort to in justifying consumption under contextual…

Fairtrade nexus between just-world beliefs and normative antecedents

Clare D'Souza, Vanessa Apaolaza, Patrick Hartmann, Andrew Gilmore

The purpose of this study is to develop and test a theoretical model of Fairtrade buying behavior that supports Sustainable Development Goals (SDGs) by addressing the nexus…

Planning a goal-oriented B2B content marketing strategy

Shahrzad Yaghtin, Hossein Safarzadeh, Mehdi Karimi Zand

The main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing objectives…