This study aims to provide a scientific and extensive review of behavioral intention studies in sports marketing research. Also, it informs directions for further studies that help in progressing sports marketing research. 362 articles were extracted using the Scopus database, and an extensive...

This study examines the association between export promotion programs (EPPs) and export knowledge, commitment, and management perception, examining their relationship with export strategy, competitiveness, and performance, especially for firms in international markets. Using data collected from...

The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to...

MSMEs have contributed to employment and economic growth. There are many challenges faced by MSMEs in the era of Industrial Revolution 4.0, including the use of digital marketing innovation and strategic orientation to achieve firm performance. In this research, the aim is to analyze the...

Manuscript Type: Research Article Research Aims: This study aims to examine the effect of marketing capability and relational capital on innovation performance with market orientation as a mediating variable in Indonesian SMEs. Design/methodology/approach: The research employs a quantitative...

Background/Purpose: In an increasingly competitive educational landscape, the school principal's role has expanded beyond instructional leadership to include strategic marketing responsibilities. Yet the role of marketing in school leadership remains underexplored. Our objective was to...

The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media,...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....

The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard’s Either/Or and Castoriadis’ insights, it is illustrated that tragic stories can be a valuable...

Conventional methods for assessing competitiveness capture a limited reflection of market adaptability. This limitation needs to be addressed in light of the volatile geopolitical context and shifting trade policies, which shape an environment in which resilience is a fundamental component of...

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...

Typically, influencers are considered a promotional tool that can help retailers and brands draw attention to their offers. Their impact on the retail landscape is, however, more profound. Influencers are not just changing consumer behavior-they are forcing retailers to rethink their entire...

Influencers need to balance their tolerance for negative and even insulting comments with followers' expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers' highly valued method of voice expression....

This research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process. By synthesizing insights...

The pharmaceutical market performs a key function of providing the population with medicines, where marketing is the driving force behind meeting the needs for quality healthcare and requires innovative approaches. The research relevance is determined by technological innovations, alongside the...