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The impact of green marketing strategies on consumer purchase intentions toward ECO-friendly products in Southeast Asia

Xia, Zongwen - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015616809

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

The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Abdulla, Anas; Saberi, Maria - 2026

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015592496

Sound in mode on : how sound stimuli influence customer engagement?

Valenzuela-Gálvez, E. Sophía; González-Benito, Óscar; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015595714

The different effects of mass-media marketing and personal sales budgets across the life cycle of B2B high-tech start-ups

Vomberg, Arnd; Frieß, Maximilian; Alavi, Sascha; Maag, … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015597072

Integrating artificial intelligence with market research : a dual approach to boosting brand value

Škare, Marinko; Sinkovic, Dean; Kowalska, Magdalena; … - 2026

This study investigates the impact of artificial intelligence (AI) capabilities on brand management and value creation, proposing a comprehensive competitiveness framework for firms. Utilizing a panel dataset spanning 26 years across 30 countries, Arellano-Bond and Blundell-Bond System GMM...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015606819

A conceptual discussion of how social power theory and the extended marketing mix can be used to improve alignment and engagement in organisations

Khan, Sardana Islam; Shaw, Michael; Bandara, Priyantha - 2026

Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015625269

How ephemeral content marketing fosters brand love and customer engagement

Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638925

Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention

Durgha Devi, L.; Arumugam, Thangaraja - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651511

Strategic factor markets : a critical review, insights and future directions

Koparan, Ipek - 2026

This study aims to synthesize the fragmented strategic factor markets (SFM) literature and propose a coherent conceptual framework highlighting key theoretical extensions and practical implications. It identifies conceptual tensions, underexplored intersections, and emerging challenges related...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015652547

Modeling the impact of market orientation, circular economy, and innovation on tourism sustainability : a structural approach

Travar, Irena; Parra-López, Eduardo - 2026

Tourist destinations face increasing spatial, environmental, and social pressures. Therefore, it is necessary to direct the further development of tourism towards achieving overall balance, with a tendency to minimize all negative effects. One possible mechanism for establishing a harmonious...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633566

Corporate self-representation on official websites : strategic signifiers and sentiment profiles

Kostelić, Katarina; Gonan Božac, Marli - 2026

Organizations communicate across many channels, yet official websites remain a controlled, authoritative space where firms articulate identity and strategy. This study examines how Croatia's top enterprises (n = 100) describe themselves on their websites and which emotional tones they use to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633936

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

Four dimensions of brand storytelling : framework for managing and analyzing online brand stories

Zimand-Sheiner, Dorit - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015669285

Integrated brand analysis and strategy : strategic decision guidelines for brand positioning and market strategy

Godbersen, Hendrik - 2026

A method for integrated brand analysis and strategy is developed in this work. The foundation of this method is market research, through which the relevance of brand attributes, their evaluation for competing brands and the market performance of these brands on the steps of the buying process...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670501

An investigation into the evolution of marketing-mix effectiveness : an empirics-first approach

Gielens, Katrijn; Steenkamp, Jan-Benedict E. M. - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670290

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

Market orientation and green innovation : empirical evidence from double machine learning

Guo, Yanqing; Zhao, Chang; Pang, Ming; He, Di - 2026

Amid the growing global emphasis on sustainable development, green innovation has attracted significant scholarly and practical attention in recent years. However, existing studies have largely emphasised external institutional and policy drivers, leaving a limited understanding of how internal...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015672449

Does a tick make it alright? : transgender and non-binary people's perspective and behaviour towards the Rainbow Tick

Smith, Johnpaul; Kennedy, Ann-Marie - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194129

Mapping behavioral intention studies in sports marketing research : a review and future research agenda

Kumar, Chethan; George, Tijo - 2024

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...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015443875

The sustainability marketing canvas : from conceptual chaos to coherence

Fuduric, Nikolina - 2025

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

Marketing strategies of Chinese online platforms in Switzerland

Reust, Dominik - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015617998

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

Export market orientation and new product performance : the moderating roles of process and output controls

Ishii, Ryuta; Yuki, Sho - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547055

Commercialization of influencer content on social media : the roles of parasocial relationships and sponsorship disclosures

Lim, Weng Marc; Koay, Kian Yeik; Cheah, Chee Wei - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547062

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

Using artificial intelligence to improve customer engagement : user experience with chatbot technology

Zemmouri, Aicha; Choufari, Salma - 2025

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015655174

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

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

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

Marketing innovations and digital technologies : a systematic review, proposed framework, and future research agenda

Athaide, Gerard A.; Jeon, Jaihyun; Raj, S. P.; Sivakumar, K. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373409

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

Advance selling strategy and pricing decisions with online reviews

Tang, Ming-Zhao; You, Tian-Hui; Cao, Bing-Bing - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015375848

Balancing economic benefits and environmental costs : introducing carbon footprint indicators in tourist market targeting

Gallego, Inmaculada; Font, Xavier; Torres-Delgado, Anna - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015334534

Joint dynamic pricing and marketing-mix strategies for revenue management applications with stochastic demand

Schlosser, Rainer; Chenavaz, Régis Y. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338223

Sustainability orientation and post-entry performance : the role of brand and market-oriented capabilities

Frimpong, Kwabena; Adomako, Samuel; Nguyen Phong Nguyen; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015357440

FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets

Berčík, Jakub; Mravcová, Anna; Sendra Nadal, Esther; … - 2025

Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190404