The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline,...

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand...

This pitch research letter applies the pitching template developed by Faff (2015; 2019) to an academic project titled "Impact of digital mobile advertising on customers' purchase intention; mediating role of customer motivation and customer perception". This PRL forms a framework for a research...

This paper applies Faff (2017)'s pitching template to an academic research topic in marketing. Specifically, I will provide a reflection on the use of this pitching template and encourage other academic researchers to utilize this template for their research topics.

Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising....

Product brands are facing the increasing challenge of differentiating themselves from the competition through authentic and inspiring advertisements. Therefore, the choice of the right typeface as a design element for advertisement texts may play a crucialrole in consumer behavior. Although...

Gamified market research tools help to increase respondents' engagement and obtain more in- depth results. Up till now the effects of gamification have been tested in the offline environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to...

The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...

More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To...