Marketing Intelligence & Planning: Volume 33 Issue 5

When innovation met renovation: back to the future of branding

Stephen Brown

Retro-marketing is rampant. Throwback branding is burgeoning. Newstalgia is the next big thing. Yet marketing thinking is dominated by the forward-facing discourse of innovation…

The viral marketing metaphor explored through Vegemite

Michael Beverland, Angela Dobele, Francis Farrelly

Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits previous perspectives as to why consumers engage with content and…

Factors affecting the relationship between environmental concern and behaviors

Jeff Thieme, Marla B. Royne, Subhash Jha, Marian Levy, Wendy Barnes McEntee

– The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors.

Masstige marketing redefined and mapped: Introducing a pyramid model and MMS measure

Justin Paul

“Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing”…

Learning and decision making in marketing planning: a study of New Zealand vineyards

David Crick, James Crick

The purpose of this paper is to investigate how decision making and learning are related to marketing planning among owner/managers with lifestyle in comparison to growth-oriented…

An insight into pay-what-you-want pricing

Rajat Roy

Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP…

Self-marketing brand skills for business students

Aicha Manai, Maria Holmlund

Despite the widespread interest in self-marketing, scant research has been published about students’ self-marketing skills. The purpose of this paper is to address this research…

Factors influencing consumers’ attitudes and purchase intentions of e-deals

Isaac Cheah, Ian Phau, Johan Liang

The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically…

Reputation orientation: Improving marketing performance through corporate reputation building

Deborah Goldring

The purpose of this paper is to develop a new construct called reputation orientation, which is defined as a conscious, company-wide, strategic focus on building and maintaining a…

An exploration of environmentally-conscious consumers and the reasons why they do not buy green products

Micael-Lee Johnstone, Lay Peng Tan

– The purpose of this paper is to understand how and why environmentally conscious consumers rationalise their non-green purchase behaviour.

Eliciting positive social change: marketing’s capacity to drive prosocial behaviours

Aron O'Cass, Deborah Griffin

While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose…