This article formally defines the construct of esprit de corps and develops propositions which explain how it emerges in individuals and impacts on individual and group level behavior. Building from social exchange theory and Jones and James (1979) framework, we propose the premise that an...

Purpose: The purpose of this paper is to evaluate the impact of internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework. Design/methodology/approach: Qualitative research methods are used across privacy...

Purpose The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising. Design/methodology/approach Two consumer panel experiments investigate the role of...

Based on a real-world field study of twenty-one sponsored promotional events (sponsored fashion shows) (n=535), we provide a self-congruity theory-based model explaining the role of mall shopper’s self-congruity on the effectiveness of experiential mall promotions. We find that self-congruity...

Events rely on WOM to attract local community members and faraway fans alike. Via a field study (n=3,760), the authors introduce an event marketing success measure termed Event word-of-mouth (Event WOM), which is impacted by attendee resident status, sponsor and event factors. Based on field...