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...

This study explores the potential role of virtual influencers in future B2B marketing. Combining expert interviews and a literature review, the findings reveal the growing popularity of virtual influencers due to Web 3.0 and Metaverse advancements. The study suggests that virtual influencers may...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

The study examines the underlying heterogeneity within the global Muslim consumer market in connection with Islamic branding and its impact on the brand resonance of an Islamic brand. This comparative study empirically examines the differences existing within the Muslim consumer in Malaysia and...

The behavioral theory of the firm explains how firms react to performance feedback, yet little is known about how firms integrate backward-looking feedback with forward-looking assessments of market opportunity. This study proposes and tests a retrenchment model grounded in SWOT-based behavioral...

The rapid advancement of Big Data technologies has significantly influenced multiple sectors, with the retail industry being a key impact area. This study explores the relationship between Big Data analytics and consumer behavior, focusing on supermarket transaction data to extract macroeconomic...

The circular economy (CE), or circularity, is a concept widely embraced by researchers and policymakers to enhance sustainability in marketing innovation. This approach emphasizes recycling, reusing, and reducing waste, catering to the needs of eco-conscious consumers while improving companies'...

Digital transformation has re-engineered tourism marketing and how destination branding competes for tourist attention, yet scholarship offers little systematic quantification of these changes. Drawing on 160 peer-reviewed studies published between 1990 and 2025, we combine grounded-theory...

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...

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...