Marketing Intelligence & Planning: Volume 41 Issue 5

Synthesis of forty years of brand crisis literature

Kalpana Chandrasekar, Varisha Rehman

The brand crisis literature remains unilateral and scattered, necessitating academic effort to comprehend the extant body of knowledge. This study aims to provide the required…

The role of product scarcity on display incompleteness

Wagner Junior Ladeira, Fernando de Oliveira Santini, Marcelo Gattermann Perin

The current research empirically aims to explore how displaying incompleteness influences the processing of product information and the number of products placed in the basket…

Online complaint handling: a text analytics-based classification framework

Birce Dobrucalı Yelkenci, Güzin Özdağoğlu, Burcu İlter

This study aims to both identify content-based and interaction-based online consumer complaint types and predict complaint types according to the complaint magnitude rooted in…

Can whimsically cute packaging overcome young consumer product unfamiliarity?

Afred Suci, Hui-Chih Wang

This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.

Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach

Ankita Sharma, Naman Sreen, Kuldeep Baishya

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution…

Investigating retailing customers' adoption of augmented reality apps: integrating the unified theory of acceptance and use of technology (UTAUT2) and task-technology fit (TTF)

Mohamed A. Khashan, Mohamed M. Elsotouhy, Thamir Hamad Alasker, Mohamed A. Ghonim

Since the advent of augmented reality (AR) technology, “Smart Retailing” has become the dominant business model in the retail sector. Therefore, comprehending the dynamics of AR…

The impact of governmental initiatives on corporate environmental responsibility: the case of the Belt and Road Initiative

Yuting Sun, Jieyu Ren, Gang Jin, Hanhui Hu

The Belt and Road Initiative (BRI) is the most comprehensive and substantial international cooperation platform, creating a new market influenced by economic and political…

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

Anwar Sadat Shimul, Ian Phau

This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.