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Potential of digital marketing and determinants of the 5A marketing strategy : a case in Thailand

Pimolwan Katepan; Rungtip Thaisom; Thamrong Mekhora; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015609262

Hemp for health : a historical perspective on the marketing of cannabis-based foods in Sweden

Runefelt, Leif; O'Hagan, Lauren Alex - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015594929

Marketing im digitalen Wandel : zwischen Effizienz, Automatisierung & Wettbewerb : Lagebild der Marketingpraxis in deutschen Unternehmen 2026

2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015620468

Development of marketing tools for the express delivery industry to increase consumer loyalty

Bocevičius, Hubert; Tamulienė, Vilma - 2026

This research explores how to develop and enhance marketing tools to increase consumer loyalty in the express delivery industry. The study analyzes the influence of these tools on customer loyalty by reviewing scientific literature. The theoretical framework examines various marketing tools,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015667696

Investigating the role of influencer marketing in shaping luxury brand perceptions

Akter, Salma; Khan, Raihan Ahamed - 2026

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653884

Strategic change capability in marketing organizations : conceptualization, scale development, and validation

Bekos, Georgios S.; Chari, Simos; Jaakkola, Matti; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670172

Entrepreneurial marketing effects on sustainable social performance of SMEs : the mediating role of entrepreneurial ecosystem policy

Kankam-Kwarteng, Collins; Dzansi, Dennis Yao; Atiase, … - 2026

The Ghanaian economy faces significant challenges in providing robust policy support and cohesive ecosystem structures that enable small- and medium-sized enterprises (SMEs) operating in the country to effectively convert entrepreneurial marketing activities into sustainable social outcomes. The...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653677

The sustainability marketing canvas : from conceptual chaos to coherence

Fuduric, Nikolina - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015617989

The disconnect in sustainable fashion marketing : retailers' perceptions of consumer drivers and their marketing tactics

Toebast-Wensink, Annuska; Timmerman, Tijs; Hekkert, Marko P. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015546315

Functional top management teams and marketing organization : exploring strategic decision-making

Eriksson, Theresa; Robertson, Jeandri; Näppä, Anna - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015546807

Entrepreneurial marketing and firm performance : scale development, validation, and empirical test

Alqahtani, Nasser; Uslay, Can; Yeniyurt, Sengun - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547106

Beyond the 4Ps : how marketing can influence strategy in a changing landscape

Germann, Frank - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547486

Aspirations in marketing? : pick the right company!

McAlister, Leigh - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547542

(Re)claiming marketing’s strategic role : get the board on board!

Ebbes, Peter - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547544

The AI-enabled marketer : reclaiming strategic influence in the age of AI

Hartman, Kevin - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547548

Marketing as a silo-breaker : how to turn organizational constraints into opportunities for strategic influence

Buder, Fabian; Di Napoli, Stefano; Gasser, Florian - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547558

I like, I share, I vote : mapping the dynamic system of political marketing

Kübler, Raoul; Manke, Kai Sören; Pauwels, Koen - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154373

Predictors of social media influencer marketing effectiveness : a comprehensive literature review and meta-analysis

Spörl-Wang, Katja; Krause, Franziska; Henkel, Sven - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154429

Enacting "true business sustainability" : market shaping for environmental impact

Syväri, Mariia; Tähtinen, Jaana; Nordberg-Davies, Sini - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015157995

The past, present, and future of sustainability marketing : how did we get here and where might we go?

White, Katherine; Cakanlar, Aylin; Sethi, Shakti; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015158222

Can marketing reduce inequality? : evidence from marketing science

Ashik, Farhan; Lim, Weng Marc; Vassallo, Jarrod P.; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015159197

Tracing the evolution of the marketing discipline through the lens of theory and Practice : a journal-centric view

Kumar, V.; Rajan, Bharath; Gupta, Shaphali - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015159460

A brief review of bibliometric analysis use in marketing studies

Terán-Yépez, Eduardo; Sánchez-Pérez, Manuel; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015117933

Sustainability in marketing education : student's attitudes at Iberian universities

Capobianco-Uriarte, María de las Mercedes; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015117936

Sustainability teaching in marketing : an importance-performance analysis in higher education institutions

Martínez-Bravo, María del Mar; Capobianco-Uriarte, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015117938

The role of war-related marketing activism actions in community resilience : from the ground in Ukraine

Kipnis, Eva; Pysarenko, Nataliia; Galalae, Cristina; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015147837

Virtual influencers in B2B marketing future perspectives

Kern, Manuel; Kern, Sarah; Schmäh, Marco; Wagner, … - 2025

This study explores the potential role of virtual influencers in future B2B marketing. Combining expert interviews and a literature review, the findings reveal the growing popularity of virtual influencers due to Web 3.0 and Metaverse advancements. The study suggests that virtual influencers may...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051458

A bibliometric analysis of virtual influencers in the Web of Science

Vila-López, Natalia; Küster, Inés; Mora-Pérez, Elisabet - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015371497

Transformative marketing education : drivers, outcomes, and research agenda

Kumar, Vikas; Rajan, Bharath; Garg, Vivek - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372894

The future of marketing and marketing education

Grewal, Dhruv; Guha, Abhijit; Satornino, Cinthia B.; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372900

Do mergers and acquisitions disrupt marketing capabilities?

Reddy, Rama Krishna; Park, Sung-Jin; Bindroo, Vishal - 2025

Motivated by the resource-based view (RBV) of the firm, this study explores whether mergers and acquisitions (M&As) can facilitate or impede a firm's marketing capabilities. Furthermore, this study also examines whether the influence of M&As on a firm's marketing capabilities is conditional to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372906

Self-comparing with virtual influencers : effects on followers' wellbeing

Nasr, Lina I.; Mousavi, Sahar; Michaelidou, Nina - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373257

The enrichment economy : market dynamics, brand strategy, and ethics

Dion, Delphine; Pavlyuchenko, Roman; Prokopec, Sonja - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015374201

Analysing the relevance of value creation in the interconnection amongst entrepreneurship, marketing and innovation : a systematic literature review

Risitano, Marcello; La Ragione, Giuseppe; Turi, Alessandra - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015272248

Organizational agility and firm performance : the role of architectural marketing capabilities

Bekos, Georgios S.; Jaakkola, Matti; Chari, Simos - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015331951

The bright and dark side of metaverse marketing

Lim, Weng Marc; Bansal, Sanchita; Nangia, Priya; Singh, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015332434

Alternativizing markets : the framing of moral commerce

Bååth, Jonas; Fuentes, Christian - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015357754

Influencer marketing unlocked : understanding the value chains driving the creator economy

Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192976

Influencer marketing effectiveness : a meta-analytic review

Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192980

The architecture of marketing leadership : how different structures of marketing presence in the top management team drive new product performance

Mehrabi, Hamed; Chen, Yongjian; Ranaweera, Chatura - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015201433

Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns

Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015358369

Awe and aesthetics : conundrums of creation and consumption

Hagtvedt, Henrik - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015358391

Advertising in business markets : the obscured bottom-line effect and need for appropriate analytics

Guenther, Peter; Guenther, Miriam; Rahman, Mahabubur; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395428

Influencer marketing : how to be successful in the age of chronically online consumers

Drenten, Jenna - 2025

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015417031

When fans become anti-fans : how to navigate negative influencer-follower relationships

Mardon, Rebecca; Cocker, Hayley; Daunt, Kate L. - 2025

The nature of influencers' relationships with their followers is attractive to brands. However, consumers' positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015417040

Designing influence : how cartoonish and humanlike characters shape consumer decisions

Kaiser, Carolin; Manewitsch, Vladimir; Schallner, Rene - 2025

Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form-robots, animals, cartoon figures, human avatars or even aliens -and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015417047

Exploring how South African handicraft entrepreneurs can use self-schema and brand love to foster positive word-of-mouth from customers

Kuhn, Stefanie Wilhelmina; Van der Westhuizen, Liezl-Marié - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015419302

A consumer behavior analytics model for commercial district marketing using network-structured stamp rally data

Ieiri, Yuya; Tengfei, Shao; Yoshie, Osamu - 2025

Marketing strategies should target entire commercial areas, not just individual stores. This study highlights the data collected from stamp rally events as cross-sectional consumer behavior data. Although stamp rally data have been analyzed as tabular data, this approach should capture the...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015420331

Leveraging livestreaming to enrich influencer marketing

Buckley, Oliver; Ashman, Rachel; Haenlein, Michael - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015422348

Fostering consumer engagement with sustainability marketing using augmented reality (SMART) : a climate change response

Nadeem, Waqar; Ashraf, Abdul R.; Kumar, Vikas - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015422421