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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://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://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://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://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://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://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://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://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://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://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://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://ebvufind01.dmz1.zbw.eu/10015633936

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

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

Zimand-Sheiner, Dorit - 2026

Persistent link: https://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://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://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://ebvufind01.dmz1.zbw.eu/10015670172

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://ebvufind01.dmz1.zbw.eu/10015672449

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

Sustainable fashion in the digital age : investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies

Iliashenko, Iuliia; Gazzola, Patrizia; Pezzetti, Roberta; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059214

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

Nopsuwan, Ronnaphop - 2026

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

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

Effectiveness and efficiency of digital marketing strategies in the process of conversion rate optimisation in E-commerce

Makrydakis, Nektarios; Spiliotopoulos, Dimitris; … - 2026

Conversion Rate Optimisation (CRO) has emerged as a central strategic priority in e-commerce management, yet its positioning within the broader interactive marketing paradigm remains theoretically underdeveloped. Interactive marketing, defined as a multi-directional value creation process...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070878

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

Determinants of new product market success in food processing company and its implication to microalgae-based nutritional supplement and food commercialization in case of Bahir Dar city, evidence from Ethiopia

Belay, Yohanes Getnet; Yimer, Ahmed Mohammed - 2026

Modern food industry leads to an increase of cheaper, healthier and more convenient products. In order to become competitive enough, profitable and to meet the growing demand of customer's need of healthy and balanced food, food-processing firms develop new product continually. Contrary to the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070317

Understanding market dynamics and performance of mobile Apps

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

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

Promotional strategies for standalone apps : a systematic review and research agenda

Pourazad, Naser; Simmonds, Lucy; Bellman, Steven - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016069350

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

Unlocking SME'S export success in Vietnam : bridging export market orientation and performance through competitive strategies

Ngo, Quang-Huy; Doan, Thi-Nam-Ninh - 2026

Based on the resource-based view, contingency theory, and generic framework, this study aims to address the direct influence of export market orientation (EMO) on export performance as well as indirect influence through cost‑leadership (CLS) and differentiation strategy (DS) among Vietnamese...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016064525

What is marketing? : three defining properties

Jaakkola, Elina - 2026

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

The concept of marketing and its mismatch with academic practice

Gustafsson, Anders; Ghanbarpour, Tohid - 2026

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

The effects of informational vs. entertaining instagram video content on higher education brand personality : an experimental study

Taghanli, Ceyda; Koob, Clemens - 2026

Brand personality is a strategic lever for higher education institutions facing intense competition. Although institutions commonly use social media video content to reach students, evidence on how content design affects brand personality perceptions is scarce. This study examines whether...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016071131

Green omnichannel capability and brand loyalty management : organisational assessments of customer green perception and behaviour in Thai businesses

Kanyarat Sukhawatthanakun - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016085685

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

Effectiveness of digital media marketing strategy in improving marketing performance in SMEs : a study with service dominant logic theory perspective

Novandari, Weni; Suliyanto, Suliyanto; Wulandari, Siti … - 2026

This study investigates the influence of digital media marketing strategy on brand innovation, performance, and overall marketing performance in Indonesia's SME Creative Industry sector. The study examines how digital media brand innovation and digital media performance act as mediators in...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016089150

The gendered marketing of children's toys : an integrative review and de-gendering agenda

Sagheer, Sadaf; Gurrieri, Lauren; Aleti, Torgeir - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016086573

New narratives and communication strategies in tourism, culture, and creative industries

2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016062130

The impact of digital marketing strategies on the performance of rural tourism unities in Alentejo

Fialho, Luis Filipe; Marreiros, Cristina Galamba - 2026

At a time when electronic word-of-mouth produced at online travel agencies is of enormous importance to customers when choosing accommodation, a question that arises is: What can marketing do to increase the positive electronic word-of-mouth, decrease the negative and, indirectly, improve key...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016091561

Framework for enhancing strategic business planning through evolutionary psychology : a qualitative case study using the PERVAL scale

Diez Canseco, Manuel Salazar - 2026

This article develops a PERVAL-for-Strategy framework that embeds evolutionary psychology into strategic planning. Theframework links life-stage motives-status and self-expression in youth, parenting in midlife, and legacy/kin care in later life-tofirm initiatives evaluated on PERVAL's four...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016092718

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

Building smarter digital content : a CRITIC - DEMATEL framework for leveraging large language model optimization in marketing

Mishra, Vinaytosh; Rana, Sudhir - 2026

The study responds to address the practical problem faced by the digital marketers, content creators and digital business agencies on creating content, which is both human-readable and LLM-compatible. The present study identifies and analyses the key factors influencing content optimization for...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016092781

Open innovation in AI marketing : a communication architecture for participatory co-creation

Wachiranun Pum; Narongsak Sukma; Adisorn Leelasantitham - 2026

The accelerating deployment of artificial intelligence in marketing has deepened a structural paradox: organizations that have gained unprecedented technical capacity to reach and convert audiences remain largely incapable of enabling genuine communicative participation. Bibliometric mapping of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016098850

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://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://ebvufind01.dmz1.zbw.eu/10015443875