Search Results - subject_exact:"Konsumgütermarketing"

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://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://ebvufind01.dmz1.zbw.eu/10015594929

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

2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015620468

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://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://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://ebvufind01.dmz1.zbw.eu/10015653677

Virtual influencer marketing : mediating roles of product involvement and brand familiarity

Biason, Ricardo; Elnagar, Ahmed K.; Tolete, Clarissa; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059212

Do markets deliver? : competition and choice in European healthcare markets

Propper, Carol - 2026

In the last two decades European policy makers have sought to increase the use of market mechanisms in the delivery of healthcare. These reforms introduce competition and choice into previously heavily constrained environments. This leads to a set of interesting economic issues that have been...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059995

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Do markets deliver? : competition and choice in European healthcare markets

Propper, Carol - 2026

Book / Working Paper

Marketing effectiveness in emerging Mekong markets : an fsQCA of influencer-led sustainable branding

Nopsuwan, Ronnaphop - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016061169

To boldly go where no research has gone before : AI in marketing intelligence

Haenlein, Michael - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016061807

New tools, new roles : a manager’s guide to harnessing generative AI for marketing insight

Netzer, Oded; Blanchard, Simon J.; Duani, Nofar; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016061843

Purpose in practice : an interview with Katrin Pucknat, chief marketing officer, RESMED

2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016073579

Crafting a new normal : an examination of cosmetic surgery websites promoting the mummy makeover

Napoli, Julie; Ouschan, Robyn - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070247

Marketing responses to overtourism : a strategic mapping and diagnostic review

Najafi, Maryam; Costa, Carlos - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016064140

Leveraging the influencer marketing power of influential consumers : toward a theory of impression management for brand recovery from brand crisis

Yap, Sheau-Fen; Tan, Lay Peng; Lim, Weng Marc; Lim, Tze Wei - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070246

Understanding market dynamics and performance of mobile Apps

Goulart, Gislayne da Silva; Stocchi, Lara; Porto, … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016069337

Signalling credibility : culture, religion, and ethics in saudi influencer marketing

Alsaeed, Ghadeer R. - 2026

The rise of influencer marketing reflects how globalization is reshaping digital marketing strategies worldwide. Yet its intersection with cultural and religious values remains underexplored, particularly in Saudi Arabia, where faith traditions strongly shape consumer perceptions of credibility...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016064420

What is marketing? : three defining properties

Jaakkola, Elina - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016073581

A stakeholder systems approach to the marketing discipline's troubled trajectory

Mitchell, Ronald K.; Houshmand, Hadi; Mitchell, Benjamin T. - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016073583

The concept of marketing and its mismatch with academic practice

Gustafsson, Anders; Ghanbarpour, Tohid - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016073597

How to avoid monopoly : connectivity and market share

Song, Qingping - 2026

We consider dynamic competition between two platforms in a market with network externalities. In a framework with exogenous connectivity, there exists a unique symmetric equilibrium point when the strength of network externalities is lower than a threshold. When the strength exceeds an upper...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016083905

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://ebvufind01.dmz1.zbw.eu/10015667696

"From prestige to popularity : a thematic exploration of Masstige marketing's evolution and consumer influence"

Johnpaul M. - 2026

The purpose of this study is to examine the evolution of Masstige marketing, identify the consumer and market forces driving its growth and map its major thematic areas through a bibliometric approach. It aims to provide conceptual clarity and guide future research and strategic branding...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016091663

Examining the mediating role of virtual brand experience between metaverse marketing strategies and consumer-based brand equity in the fashion industry

Zaki, Yasmina Eid; Wu, Meng-Shan Sharon - 2026

The study aims to investigate the impact of metaverse marketing strategies, specifically branded non-fungible tokens, extended reality (XR) gamification and immersive shopping experiences on consumer-based brand equity (CBBE) in the fashion industry. Additionally, this study examines the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016092730

From innovation to adoption : the complexities of the market for eco-sustainable food packaging and value co-creation by consumers

Ingrassia, Marzia; Chironi, Stefania; Galluzzo, Sandro; … - 2026

This study investigates consumer acceptance of eco-sustainable and bio-based packaging as an innovation within the agri-food system, focusing on the multidimensional factors shaping market adoption and willingness to pay. A survey on 1054 consumers was carried out from 2023 to 2025 in four...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016098510

The sustainability marketing canvas : from conceptual chaos to coherence

Fuduric, Nikolina - 2025

Persistent link: https://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://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://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://ebvufind01.dmz1.zbw.eu/10015547106

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

Germann, Frank - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015547486

Aspirations in marketing? : pick the right company!

McAlister, Leigh - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015547542

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

Ebbes, Peter - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015547544

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

Hartman, Kevin - 2025

Persistent link: https://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://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://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://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://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://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://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://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://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://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://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://ebvufind01.dmz1.zbw.eu/10015147837

A bibliometric analysis of virtual influencers in the Web of Science

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

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015371497

Transformative marketing education : drivers, outcomes, and research agenda

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

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015372894

The future of marketing and marketing education

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

Persistent link: https://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://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://ebvufind01.dmz1.zbw.eu/10015373257

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

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

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015374201