Innovative marketing (IM) drives success in small and medium enterprises (SMEs); however, the impact of sales promotions (SPs) remains a double-edged sword. This is the crux of this study, which examines the influence of IM and SP on SME performance in Ghana. Hierarchical regression analysis...

Sales promotion is a common marketing approach used in the clothing industry to attract customers and increase sales, resulting in the effect of sales promotions on consumer purchasing behavior. Discounts, coupons, flash sales, and loyalty bonuses are all forms of sales promotions. Advertising...

This study aims to identify whether the influence of experience quality, price fairness, and sales promotion on continuous usage intention is mediated by customer perceived value, trust, and satisfaction with full-service airlines in Indonesia. A multilevel framework was used to test the...

Print store flyers, featuring a retailer's assortment and promotions, are still widely used. Yet increasing digital engagement and sustainability targets have many retailers rethinking whether they should actively distribute these flyers door-to-door. At the same time, retailers are worried...

EFCA promotes the highest common standards for the control, inspection and surveillance under the Common Fisheries Policy (CFP). The purpose of the European Fisheries Control Agency is to ensure a high, uniform and effective level of control, inspection and compliance with the rules of the...

EFCA promotes the highest common standards for the control, inspection and surveillance under the Common Fisheries Policy (CFP). The purpose of the European Fisheries Control Agency is to ensure a high, uniform and effective level of control, inspection and compliance with the rules of the...

In digital retail, where competition intensifies and customer expectations evolve rapidly, understanding the interplay among customer experience metrics is critical for strategic decision-making. Despite widespread adoption of feedback programmes, practitioners struggle to interpret how...

This study explores the link between brand image and Net Promoter Score (NPS) in Iceland's banking sector using data from three survey waves (2021, 2023, and 2025). While NPS is widely used to track customer loyalty, its relationship with brand image, especially in financial services, remains...

Unseen is unsold, which means that shoppers can only buy what they see in the store. Therefore, retailers use different in-store marketing techniques to increase visual exposure and stimulate purchases. In this paper, I investigate the effect of shelf talker flags on consumer shopping behavior....

This study explores the effect of promotion on halal product purchasing decisions, with mediation of trust and knowledge among college students in Palembang. The study used a cross-sectional design, with data from 201 students randomly selected through a questionnaire. The analysis was conducted...

The current study examines the factors impacting mobile payments (M-Payments) adoption in the presence of promotions as a moderator. Using primary data, a confirmatory factor analysis (CFA) and path analysis were used to examine the direct and indirect effects proposed in the research model....

This article analyzes the projected image of Barcelona using a combination of qualitative visual content analysis and frequency data. The study focuses on 48 promotional videos released by the destination management organization, Turisme de Barcelona, and ten fiction films. The results suggest...

Given the proliferation of social media influencer marketing, companies are increasingly collaborating with social media influencers (SMIs) to shape consumer decision-making. This study examines how food-related content created by SMIs can influence consumers' imitation intentions. This paper...